Welcome back to the EUVC Podcast, where we gather Europe’s venture family to share the stories, insights, and lessons that drive our ecosystem forward.
Today we zoom in on the inner game with Seb Agertoft, former product leader turned executive coach and Partner at Evolution, a collective of ~80 coaching and leadership-development partners across the US and Europe. Seb works primarily with VC-backed founders, co-founding teams, and leadership teams. Joining me is Mike Reiner (432 Legacy), who’s helping us bring more conversations like this to light. We dig into what real coaching is (and isn’t), how product experience helps without turning coaching into advice, why founders need the right kind of stubbornness, and how slowing down actually improves performance.
🎧 Here’s what’s covered:
01:30 From product career to coaching founders
02:10 Why Seb: product depth + coaching depth; what we’ll explore with Mike.
02:46 Seb’s path: eBay → GoCardless → Pelago Health → full-time coaching; joining Evolution’s partner collective.
04:13 Switching from product to coaching: motivated by people, team-building, and reducing avoidable waste in tech.
06:46 Personal thread: yoga training, teaching meditation, and blending “human development” with tech.
07:46 What coaching is (and isn’t): non-directive, developmental; the “I/We/It” frame; support vs. challenge.
10:50 Using product experience without slipping into advice; building trust to go deep and tactical.
17:26 Mike on the investor’s role: supporting the person, not just the metrics; presence, somatics, and listening.
24:39 Alignment & diligence: picking founders for the journey they actually want (and can) live.
25:54 Slow down to speed up: cadence, space, and performance (not “softness”).
28:12 Trauma can drive—and derail; purpose/servitude as a more sustainable fuel.
33:58 “Double goals”: it’s okay to build for self and service; lessen attachment to outcomes.
40:20 The “right kind” of stubborn: high conviction and curiosity; avoid playbook worship.
43:40 Balancing conviction and openness: an anecdote on resisting “quick money” detours.
47:58 Demystifying “spirituality”: meaning-making, connection, and time-tested practices.
You can watch the episode here or add it to your queue on Apple or Spotify 🎧 (chapters for easy navigation available on both).
✍️ Show Notes
Why Founders Fail (and What Most VCs Miss)
Seb tells it straight: many great companies don’t die because of market dynamics—they die because the humans leading them are maxed out, misaligned, or chasing the wrong prize.
As a coach, he helps founders explore not just business challenges but also the inner work—traumas, motivators, and beliefs—that shape how they show up. His I / We / It framework covers:
I = inner work (beliefs, patterns, regulation)
We = relationships and team dynamics
It = the company (strategy, processes, structures)
“Founders don’t need more playbooks. They need help making sense of themselves.”
Coaching, Not Fixing
While Seb brings deep startup and product experience from eBay, GoCardless, and Pelago Health, his coaching stays non-directive and developmental—rooted in the belief that founders already have the answers; they just need help unlocking them.
Mike agrees: coaching is a tool for emotional processing and embodied leadership—not another productivity hack.
“You can’t build a world-changing company while running on trauma alone.”
From Trauma to Purpose
Both Seb and Mike share personal stories. Seb’s journey into yoga, meditation, and human development began during a family crisis in his 20s. Mike reflects on how early family patterns once fueled his ambition—and how that drive transformed over time.
They agree: trauma can be a powerful motivator but often an unsustainable one. True transformation comes when founders move from proving something to serving something.
“You start selfish—and that’s okay. But over time, the energy changes.”
The Myth of Speed, the Power of Stillness
In an industry obsessed with growth, both guests champion slowing down to speed up. From Daniel Ek’s morning walks to mindful reflection, they argue that sustainable performance requires space, rest, and cadence.
This isn’t softness—it’s strategy. Slowing down helps founders think better, lead better, and perform better.
“Slowing down isn’t slacking off—it’s strategic.”
The Right Kind of Stubborn
Founders need conviction—but also curiosity. The wrong kind of stubbornness is rigid, defensive, and ego-driven. The right kind blends high conviction with openness and emotional self-awareness.
“Being purpose-driven doesn’t mean ignoring data. It means knowing what not to compromise on.”
Avoid “playbook worship.” Learn from others, but build from your own truth.
Spirituality, Demystified
In venture, “spirituality” can sound cringe. But for Seb and Mike, it’s simply meaning-making and connection—a practice of grounding, awareness, and reflection. You don’t need mantras or Bali retreats; you need presence.
“Whether it’s meditation, nature, or long walks—it’s about being present enough to live a life you won’t regret.”
✍️ One-Liner Takeaway
Founders who blend conviction with curiosity—and who deliberately vary their tempo—build better companies and better lives. Real coaching helps them do both.
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