Deliberate Evolution

What Clients Say

  • "Cayetana’s ability to foster independent thinking has been a revelation, helping me to recognize the resources I already possess to achieve my goals. Every session is a truly enriching experience, providing me with a boost of confidence and creating a safe space where I can freely express my thoughts without reservation. This environment of openness and trust is something I cherish deeply.”

    Serial Entrepreneur

  • “Cayetana has been working with me for the past two years, during which I’ve experienced significant growth. As leaders, we often get lost in daily challenges, and her guidance has helped me step back, see things differently, and put words to ideas I hadn’t even structured. Having that space with someone who knows how to guide you is a genuine privilege, and I would highly recommend her coaching to anyone in a leadership role.”

    CEO, Multinational Family Business

  • “Cayetana helped me identify my real strengths and the areas I needed to grow as a founder. Her questions pushed me past easy answers and made me look deeper. We worked on many things, including a 360 that gave me direct feedback from my teams and changed how I saw my role and impact. With her mix of startup and VC experience and her sharp coaching style, every session gave me clarity I could put into practice and turn into real results.”

    Founder & CPTO, Tech

  • “I have known Cayetana from her work at Balderton, so when she was opening her coaching to other founders and CEOs, I was quick to give her a call. Very few people can combine the level of coaching she brings with experience working directly with both founders of fast-growing businesses and some of the best investors in Europe. I'd highly recommend her coaching for anyone running or in the process of building fast-growing businesses.”

    Founder & CEO, Tech

  • “Cayetana’s questions and insights have been invaluable in preventing the day-to-day workload from overshadowing the broader, long-term strategic goals of the business. She has helped bring a lot of clarity to my perspective and decision-making process. I appreciate her depth of knowledge and how it contributes to a more targeted and beneficial coaching experience.”

    Managing Partner, Venture Capital

  • “My sessions with Cayetana have created space for me to think about the strategic goals I have for my career and life, helping me step out of the day to day distraction and noise of a busy job. One thing I did not expect is that her lack of experience of my actual role has been a huge advantage - she brings her broad and deep experience of business in general to the sessions, asking seemingly simple questions that provoke much deeper investigations into what I do, why and how well. This is what I find so useful - she does not have the answers, but just the right number and depth of questions to find those for yourself.”

    General Partner, Venture Capital

  • "My ongoing work with Cayetana has been eye-opening and incredibly constructive. I have been able to take a longer-range view on how I think and operate, building on strengths and adjusting for weaknesses. Every time I come out of our meetings there is an immediate practical benefit; we always seem to find an angle that I hadn't thought of or an action that I'd not yet taken that suddenly becomes clear. It feels like a top up of energy, motivation, and clarity of purpose. She offers unique perspectives for an investor given her familiarity with the industry and personal experience with top performers.”

    Managing Director, Private Equity

  • “Cayetana has accompanied me over the past couple of years of my professional journey, helping me navigate periods of change and uncertainty, and identifying opportunities for faster career advancement and professional growth. With her guidance, I have analysed situations and decisions more constructively and prepared difficult conversations more effectively, all of which has led to better outcomes and the ability to seize opportunities with greater confidence. Her support has been instrumental.”

    Managing Director, Private Equity

  • “Cayetana's clarity of thought and ability to challenge thinking patterns make every session invaluable. She is able to create a safe, candid, and positive space, allowing real reflection and growth. Each conversation brings new insights and a sharper perspective. Simultaneously, she holds a strong context of high-growth environments, making it easy for her to understand the complexity and demands of my role. Her impact has been truly remarkable in my work and life.”

    C-level, Tech

  • “Cayetana’s coaching was incredibly valuable, enabling me to step back and gain a deeper understanding of the challenges I was encountering at work. The space created enabled me to reflect and develop the tools to approach these in a constructive way. Cayetana’s approach was warm, and I deeply value the sessions I had with her.”

    C-level, Non-Profit

Our focus

  • Not becoming a better leader.

    Becoming the leader your organisation now requires.

    Leadership is not static. As companies grow, the role changes. Yesterday's strengths are not always tomorrow's. The work is to evolve deliberately rather than reactively.

  • The quality of an organisation rarely exceeds the quality of the thinking behind it.

    The most important decisions are often made long before a board meeting or strategy offsite. They are shaped by how leaders interpret situations, challenge assumptions and make sense of increasing complexity.

  • Performance is not measured by activity.

    It is measured by usefulness.

    The objective is not to do more, but to create more value through greater clarity, perspective and focus.

Cayetana Hurtado

Cayetana's coaching approach is distinguished by her ability to create a safe space for her clients to enable them to think critically and feel empowered. Candid, insightful and empathetic, Cayetana focuses on leadership development, growth acceleration, and the cultivation of a balanced professional life filled with authenticity and purpose. 

As a venture capital investor, board member, and CEO advisor, Cayetana understands the intricacies, pressures, and strategic considerations that accompany executive roles. Her journey has equipped her with firsthand experience in leading high-performance teams, driving organizational growth, and managing challenges inherent to executive positions.

Cayetana trained as an executive coach with Meyler Campbell, accredited by the Association for Coaching and awarded the European Quality Award as conferred by EMCC. She is a member of EMCC and abides by the Global Code of Ethics. Cayetana completed her MBA with Honors at Columbia Business School and has a MS in Law and Economics.

Cayetana has lived in 5 different countries and is a fluent English, French, and Spanish speaker. She lives in London with her husband and three children, and is passionate about nutrition, exercise, and interior design.