It Starts with You

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About

Ursula Crilly, founder of Start With You

Ursula Crilly

About the Founder

Ursula Crilly is a leadership development coach, facilitator, and guide with over 20 years of experience working alongside leaders in high-pressure, high-visibility environments, including airlines, global organisations, and fast-moving corporate settings where performance and expectations are high. Her work is grounded, human, and practical, shaped by a deep understanding of what it truly takes to lead under pressure without losing yourself in the process.

Ursula does not believe in fixing people, because people are not broken. She supports leaders in rebuilding self-trust, creating healthy boundaries, and leading in ways that protect both their energy and their integrity. By combining proven leadership frameworks with emotional intelligence, self-awareness, and deep personal insight, she creates environments where leaders feel safe enough to be real, knowing that lasting transformation can only happen from a place of authenticity.

For Ursula, leadership is not about power or position. It is about presence, about how people feel around you, and about the culture you create when no one is watching.

Our Story

Who We Are

With continued industry convergence, evolving workplaces, shifting employee expectations, and the growing need for skills acceleration, developing people has become a strategic imperative. Individuals and organisations that prioritise growth are better equipped to thrive in today’s volatile, uncertain, complex, and ambiguous environment.


As organisations navigate this changing landscape, so do their people. Today’s professionals seek guidance over authority—they value coaching over command, clear expectations, accountability, meaningful purpose, and continuous feedback and development.


Ursula Crilly empowers business owners, leaders, and individuals at all levels with the insight, clarity, and tools needed to grow themselves and their people—driving success not only in business, but in life.

Ursula Crilly smiling among green plants
Ursula Crilly in a one-to-one coaching session

How I work

Coaching that starts with what drives you

Most leadership development stops at behaviour: what you did, and what you should do instead. That change rarely lasts, because behaviour is the symptom, not the source.

My work starts a layer deeper, with motive. Using the Strength Deployment Inventory® (SDI®) assessment, we map what genuinely drives you when things go well, and how that shifts through three predictable stages of conflict. Once you can see your own pattern, you can choose your response instead of discovering it afterwards.

People

Motivated by protecting, supporting and growing others.

Performance

Motivated by results, pace and clear ownership.

Process

Motivated by structure, accuracy and fairness.

Every person blends all three. Coaching, training and team programmes all work on that blend, including what happens to it under pressure.

Employee productivity
depends on leadership
0 %
Companies prioritize
leadership development
0 %
Engagement driven by
leadership quality
0 %
Managers lack

formal training
0 %

Our Mission

To empower individuals, leaders, and organisations to unlock their full potential through meaningful coaching, clear direction, and continuous development—enabling lasting success in both business and life.

Our Vision

To create a world where people feel inspired, supported, and equipped to grow—where leadership is driven by purpose, workplaces foster development, and individuals thrive with clarity and confidence.
Ursula Crilly, leadership coach, smiling at her desk

Experience

20+ years developing leaders

Ursula has spent more than 20 years alongside leaders in high-pressure, high-visibility environments, including airlines and global organisations where the cost of a poor decision is high and calm under pressure is not optional. That background shapes everything she does, from what aviation taught her about crisis leadership to how she runs a coaching session.

Today she works with leaders and teams across Dubai and the UAE as a coach and facilitator, through leadership coaching, executive coaching, corporate leadership training and leadership courses.

Group portrait of professional women
Woman in a long coat walking through a garden
Women talking around a table in a relaxed workshop setting
Group of women smiling together outdoors
Portrait of a smiling woman