Media Kit
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I like to call myself a Business Advisor, Executive Coach, and Strategic Storyteller.
I’m the founder of How to Fck Up Well (coaching practice), co-host of Self-Centered (podcast), and writer of Where Light Lives (substack), amongst other things.
All of my key links can be found here: https://bio.site/howtofckupwell
My personal social media handle across platforms (LinkedIn, Instagram) is @torilazar -
Tori Lazar is an executive coach, business advisor, and former brand executive who helps high-performing women and gender-expansive folks lead with clarity, influence, and emotional integrity. She’s the founder of How to Fck Up Well, a leadership and coaching studio for women ready to scale their impact without sacrificing themselves in the process.
Rooted in her early experiences as a “restaurant kid,” Tori blends emotional intelligence with structural strategy—helping clients navigate power dynamics, lead with intention, and build systems that reflect their real-world context. Her clients span tech, media, finance, and the creative industries.
Tori’s guiding belief: self-respecting leaders build better companies, and those companies help shift business, culture, and leadership for the better.
She also co-hosts Self-Centered, a narrative podcast exploring how culture, technology, and power shape self-relationship—and how deeper self-knowledge helps us challenge the systems around us; writes Where Light Lives, a Substack illuminating bright spots in women’s health, equity, and business impact; and mentors girls and young women through Step Up.
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Tori Lazar is an executive coach, business advisor, and former brand executive who helps high-performing women and gender-expansive folks lead with clarity, credibility, and emotional integrity.
Through her practice, How to Fck Up Well, she partners with multidisciplinary leaders across tech, media, finance, and advertising to design businesses, careers, and communication systems that scale without self-sacrifice.
Before coaching, she spent 10+ years working alongside early-stage, disruptive startups and creative agencies—building brand ecosystems, advising founders, and navigating the pressure-cooker environments where leadership either sharpens or breaks you. That experience taught her how to map patterns, decode power dynamics, and turn complexity into momentum.
But some of her most formative lessons came earlier, growing up as a “restaurant kid,” where she watched her parents create a space where people felt seen, fed, and safe. It’s where she learned to read a room, resolve tension, and lead through intuition and care—skills she now brings into every client relationship.
Today, Tori supports leaders who are ambitious and self-aware. The ones who want to grow revenue, visibility, and voice, without absorbing all the emotional labor alone. She helps them navigate high-stakes decisions, clarify their leadership, and build systems that actually work for the lives they want to lead.
Alongside her coaching practice, she co-hosts Self-Centered, a narrative docuseries-style podcast exploring how culture, technology, and power shape self-relationship—and how deeper self-knowledge helps us challenge the systems around us. She also writes Where Light Lives, a Substack illuminating bright spots in women’s health, equity, and business impact, and mentors girls and young women through Step Up.
Her belief? Self-respecting leaders build better businesses, and those companies help shift business, culture, and leadership for the better.
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View and download here.
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Where Light Lives Substack
Girlboss Advice Column
Doré Editorial (Previously Garance Doré’s Blog)