Yeah, that →

isn’t normal.

Tired of pretending it is and want guidance on setting boundaries and pushing back?

Principled offers coaching for professionals who are done accepting the unacceptable.

“Why aren’t you being a team player?”

“We’ve already decided - just make it happen.”

“This is how it works here, get over it.”

“Just use ChatGPT and send it off to the client.”

“You’re being too negative - why can’t you just get on board?”

“It’s just a few extra hours - everyone works tons of overtime here.”

“You really just need to bow down and do what you’re told.”

Hey there - I’m Vee.

I’ve been through the corporate wringer, just like you.

I’ve spent over a decade in product leadership roles, navigating startups, consulting environments, and corporate tech teams. I’ve seen firsthand how easily values get sidelined when pressure mounts. I’ve witnessed talented professionals forced to compromise their ethics, their boundaries, their self-worth, and their quality of life just to keep a job at a company that would never sacrifice for them.

That’s why I founded Principled.

Principled exists because recognizing the cracks in a system isn’t enough - I believe in doing something about it. Coaching professionals who feel uneasy about one of the largest parts of their life is a passion of mine.

And I want to help you build the clarity, confidence, and concrete tools to create a sustainable, ethical, and purposeful career.

Coaching Services

Discovery Call - Let’s get to know each other

Free · One-time introductory session

This isn’t a sales pitch; it's a conversation. We’ll talk about what's feeling heavy, what's not working, and how you wish things could be different. I'll ask questions. You’ll get clarity. And if we fit, we’ll discuss what's next.

Principled Growth - Let’s make progress together

6 1:1 sessions · 3-month program · $1,500

6 personalized sessions designed specifically for professionals who want to stop compromising their ethics and their well-being at work.

We’ll get clear about:

  • Your non-negotiable values

  • How to set & enforce healthy boundaries at work

  • Frameworks for confidently and productively pushing back

  • Decision-making tools tailored specifically to your professional reality

  • Techniques for improving your quality of work life without sacrificing success

What's Included:

  • 6 1:1 coaching sessions

  • Text/email support between sessions

Clarity Intensive - Let’s figure it out together

90 minute call · $195 per session · Includes a 2-week follow-up

Urgent ethical conflict? High-stakes decision? You don’t need a six-month program. You need clarity today.

We’ll dig into the problem, clearly outline your best path forward, and equip you to act decisively without compromising yourself or your values.

What's Included:

  • Pre-session intake form

  • 90-minute personalized strategy session

  • Clear, actionable follow-up plan (decision frameworks, scripts, or strategies)

  • 30-minute follow-up to refine and adjust as needed