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Not another classroom
I deliberately called it a Lab because I didn't want to create another classroom, and I certainly didn't want to create another place where adults tell young people who they should be or what they should do.
Founder
Why do we teach young people so much about the world, but so little about themselves?

Why I built the Lab
In 2021, I fell five metres from a roof and, as it turned out, fell straight out of my 25+ year international career in IT leadership too. Six months of rehabilitation later, I had resigned from my job with no clever plan for what came next. What a fall!
That fall eventually led me to coaching, to working with young adults, and to a question I couldn't get out of my head:
Why do we teach young people so much about the world, but so little about themselves?
That question became The Self Awareness Lab™.
A place where young adults can explore who they are, how their minds work, what matters to them and how they want to live their lives, together with other young adults figuring out many of the same things.
And this is how it happened.
01
My fall in 2021 was serious. I suffered a severe head injury and multiple broken bones. And no, don't ask what I was stupidly doing up on that roof!
What followed was six months of rehabilitation and a lot of time to think because, quite frankly, I couldn't do much else.
At the time, I was heading a global business unit and had spent more than 25 years building an international career in the IT industry. I had worked in start-ups, turnarounds and large international corporations, leading teams across countries and cultures. I had enjoyed much of it and learned an enormous amount along the way, but I had also been part of the career race for a very long time.
The accident brought all of that to an abrupt stop.
Somewhere during those months of rehabilitation, I realised that I could not, and would not, simply return to the life I had been living. So I resigned, without another job waiting for me and without really knowing what I would do next.
For the first time in many years, instead of thinking about the next role, the next target or the next challenge, I found myself asking very different questions. What did I actually want? What mattered to me now? And what would make the next part of my life feel meaningful?
I had to find a new direction.
02
During that search, a very good friend suggested that I become a coach. With all my years of business and leadership experience, he thought I could become a great business coach, and the idea made sense to me.
I started my Co-Active coach training in London and eventually began coaching professionally. I assumed that my natural path would be business coaching, but as so often happens in life, things didn't turn out quite as expected.
The people I felt most fulfilled working with were young adults.
There was something incredibly rewarding about helping a young person understand what really mattered to them, recognise thoughts or patterns that were getting in their way, or suddenly see themselves and a difficult situation from a completely different perspective.
I loved seeing what happened when something clicked.
Looking back, perhaps I shouldn't have been surprised. Throughout my career, I had coached and mentored many young talents, but I had always done it in my role as a leader and within the IT industry. Now, for the first time, helping young people grow wasn't simply part of my job. It was the part I wanted to make my job.
And I kept thinking:
I wish I had known all this when I was young.
03
The more young adults I worked with, the more that question stayed with me.
We teach young people mathematics, physics, languages, IT and many other important subjects, but we spend surprisingly little time helping them understand the person who is going to accompany them through every single part of their life: themselves.
Where do they learn why their mind sometimes seems to work against them, or how to recognise the inner voices telling them they aren't good enough? Where do they explore what really matters to them, why they react the way they do, or how a different perspective can completely change the way they see a problem?
And where do they learn how to make choices based on who they are, rather than who they think everyone else expects them to be?
Parents can, of course, be an incredibly important source of support, but anyone who has been a teenager, or raised one, probably knows that Mum and Dad are not always the people you want to discuss everything with.
I started wondering what would happen if young people had another kind of space for those conversations.
That idea became The Self Awareness Lab™.
What I believe
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I deliberately called it a Lab because I didn't want to create another classroom, and I certainly didn't want to create another place where adults tell young people who they should be or what they should do.
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There is something very different about discovering that the person sitting next to you has some of the same doubts, fears or crazy thoughts going around in their head.
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There isn't one correct answer in the Lab, because there isn't one correct way to be you.
A note to parents
As the Labs developed, I began taking some parents through many of the same themes and exercises, adapted to their perspective as parents.
That led to something I hadn't fully anticipated.
The young adults and their parents suddenly had a shared language.
When both understand what we mean by the Judge, Saboteurs, Values or changing perspective, conversations at home can become very different. Instead of a parent immediately trying to fix something, or a young person feeling that their parent simply doesn't understand, they have another way to talk about what might actually be going on.
I started hearing about conversations continuing around dinner tables and at home after the sessions.
For me, that was exciting because it showed that the Lab didn't have to end when the young adult walked out of the room. Parents could become part of it too, while still allowing their young adult the space to find their own answers.
Where we are going
Today, The Self Awareness Lab™ is growing beyond those first groups of young adults. There are programmes for young adults and for parents, the book It’s ALL About You! – Self Awareness for Young Adults, and a certification programme in development for teachers and other professionals who want to bring the methodology to the young people they work with.
A lot has happened since I fell off that roof.
But the thought behind all of it is still remarkably simple:
I wish I had learned all this earlier.
We cannot, and shouldn't, give young people all the answers. What we can do is give them the opportunity to understand themselves earlier, become more aware of the choices they make and feel more confident about finding their own way.
Perhaps that is one of the most useful things we can teach them.
Louise Öström, Founder
Background
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Start-ups, turnarounds and large international corporations, most recently heading a global business unit in the IT industry.

A Certified Professional Co-Active Coach (CPCC), trained in the Co-Active approach in London.
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Coaching young adults, and taking parents through the same themes so families share a language at home.
Louise as a coach, in other people's words
“As a coach, Louise has the rare ability of being able to connect with young people in a transformative manner. That's no easy feat – teenagers can be guarded, skeptical, and resistant to adult guidance, yet Louise consistently breaks through these barriers with authenticity and genuine care.”
“I wish I'd had a coach like Louise when I was younger – someone to guide me through education and career choices, with the ability to listen deeply, provide sharp insights, ask the right questions, and draw on real experience from both life and business.”
“I warmly and confidently recommend Louise. She has an outstanding ability to listen deeply, tune in to your needs, and with remarkable sensitivity guide conversations in a way that leads to real insight.”
“She creates a space where it feels safe to reflect, challenge yourself, and grow. With empathy, clarity, and the right questions at the right time, she's helped me move forward with confidence and insight.”
“I had the pleasure of having several coaching sessions with Louise and it was truly a game changer. Her approach is not only insightful and inspiring but also incredibly practical. She has a unique ability to ask the right questions, helping me gain clarity and confidence in my next steps.”
“I have used Louise as a coach for many years. Last sessions were focusing on my job and career challenges. She is sharp and straight to the point. Just what I needed. Very professional and a very good listener. She will challenge you!”
Coming up
Join a small group for five sessions with Louise, in a calm place by the sea.