Meet Alchemy InCoaching: Life Coaching & Educational Consultants

We had the good fortune of connecting with Alchemy InCoaching and we’ve shared our conversation below.

Hi Alchemy, can you tell us about an impactful book you’ve read and why you liked it or what impact it had on you?
The Alchemist, written by Paulo Coehlo, shares the story of a young Andalusian shepherd boy, Santiago, embarking on a journey to find a buried treasure near the pyramids. Along his journey he faces obstacles that challenge him in unexpected ways. That is such a great and pertinent question. The name of our company is actually based on a very famous book. We, Dr. Brian Maiden, Mr. Deonte Young, and Mr. Armand Johnston II, are united by Paulo Coelho’s classic novel, The Alchemist. The concepts, the vision and the essence of the book is the cornerstone of our company. The Alchemist is about a young man, Santiago, on a journey to find treasures. He soon learns that the journey and the relationships along the way are the true treasure and reward. After some healthy discussion among the partners, we knew the only name that captured the essence of us as individuals and as a collective, was Alchemy InCoaching, LLC. Why? Dictionary.com defines the word Alchemy as any seemingly magical process of transforming or combining elements into something new. That definition captures how we came together as a coaching team and a company. More importantly, it captures our vision for how we want to interface and connect with our clients. We view our work as an amazing process or opportunity to help clients transform into who they want to be as students and individuals. Throughout the two year process, we faced challenges that encouraged us to learn obstacles from constructing the business plan to managing our time (i.e., all three partners live in different locations and have full-time jobs) and business opportunities/partnerships; however, through all of the adversity we have been able to successfully create our own brand and build lasting relationships while impacting others along the way. We are blessed that clients allow us to join them on their journey and to be a part of their transformation. We are successful because we know the value of building relationships during the coaching process. We want our clients to know we are with them on their journey, and THAT is the key to our success. We build relationships that promote growth and celebrate the journey. As a result, just as Santiago learned in The Alchemist, our clients often gain more than their originally stated goal. The Alchemist allowed each of us to gain control and a clear vision on how to accomplish our goals individually, as well as, together as a team. We each have been able to apply the lessons learned by Santiago in The Alchemist to our company’s motto, Transforming Lives Through Innovative Coaching!

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The world needs healers and counselors right now. We are determined to be a part of that solution by trying to reach as many people as possible through our work, our community involvement and our individual lives. We don’t stop being who we are because our contract ends with a client or clients. Our goal is to reach and impact as many students as possible. We use our counseling backgrounds to help elevate our clients and assist them in reaching the goals they establish. As we said previously, the world is in need of healers and counselors, especially now. We are confident that the success of our past work with Norfolk City Public School and DNA Skills Academy will continue as we connect with more organizations and school districts. We are equally confident that our innovative and person-centered brand of coaching is part of the solution that is needed in today’s climate. We view our work as an amazing process or opportunity to help clients transform into who they want to be as students and individuals. As in the novel, The Alchemist, Santiago endures many obstacles/challenges along his journey. He had to figure out positive ways to effectively overcome those challenges and in doing so, realized the real reward was in the journey and in the relationships he established along the way. With that being said, as a business with three like-minded individuals, our most challenging obstacle was and sometimes still is time management and communication due to us living in different locations within the DMV area, as well as, having demanding work, family and life schedules. Additionally, the idea of having three strong minds come together is not always a smooth ride. However, disagreements, varying viewpoints and worldviews are an important part of the growth process. We don’t always agree but we use those same skills we teach our clients to ensure our communication is effective and progressives. Throughout the two year process, we faced numerous obstacles that challenged us from coming together to construct the business plan to managing our time (i.e., all three partners live in different locations and have full-time jobs) and business opportunities/partnerships; however, through all of the adversity we have been able to successfully create our own brand and build lasting relationships while impacting others along the way. We are blessed that clients allow us to join them on their journey and to be a part of their transformation. We are successful because we know the value of building relationships during the coaching process. We want our clients to know we are with them on their journey, and THAT is the key to our success. We build relationships that promote growth and celebrate the journey. As a result, just as Santiago learned in The Alchemist, our clients often gain more than their originally stated goal. The Alchemist allowed each of us to gain control and a clear vision on how to accomplish our goals individually, as well as, together as a team. We each have been able to apply the lessons learned by Santiago in The Alchemist to our company’s motto, Transforming Lives Through Innovative Coaching!

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If visiting the Atlanta area, first I would start with the AUC – Atlanta University Center. One of the most prominent HBCUs, such as Spelman, where Alice Walker (The Color Purple novelist), Bernice King (daughter of Martin Luther King Jr.) attended and Morehouse who’s alumni include: Martin Luther King Jr., Spike Lee, and Samuel L. Jackson. Then to the historical Ebenezer Baptist church where MLK Sr. and Jr. pastered. The entire King Center and Birth home on Auburn Ave. The famous world of Coke Landmark, The Ferris Wheel overlooking Centinenal Park created for the 1996 Olympics and terrorist bombings at the same time. Lenox Mall aka Rodeo Drive. Mary Mac, one of the oldest long lasting soul food locations. Paschal’s soul food and one of the meeting spots for MLK Jr. and other civil rights leaders. The Atlanta Beltline is a sustainable redevelopment project that connects 45 intown neighborhoods via a 22-mile loop of multi-use trails, modern streetcar, and parks – all based on railroad corridors. Drinks at the Ritz Carlton on Peachtree with Live Jazz on Friday. And on your way in or out stop at Ludacris’ Chicken & Beer at the Atlanta Hartsfield Airport. The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Dr. Brian Maiden: •Family has always been everything. My sons, Langston, Jalen and Camron are my inspiration for everything I do. My youngest-CammyDub$ is the best unsigned hype in Virginia •I am a product of and grateful for every community I’ve been connected to included-Salem(my hometown), Morgan State (my undergraduate degree-took me from a boy to a man); •My partners in Alchemy for sharing this part of the journey with me Deonte Young: •My brother, and mentor, Carlton Goode for his endless encouragement and empowerment •My partners, Armand & Dr. Maiden for turning a dream into reality •My mother, Deanna, for always trusting and believing in my goals & aspirations •My Line brothers of Alpha Phi Alpha Fraternity, Inc. Armand Johnston II: •The Alchemist novel for the inspiration behind our business name and meaning •My partners, Deonte and Dr. Maiden for believing in the vision •The Takeover •My wife, Jerica, for her consistent effort and encouragement throughout the entire process •My family has always been a key factor in my life through their love and support

Website: https://alchemyincoaching.com/

Instagram: @alchemyincoachingllc

Linkedin: Alchemy InCoaching, LLC

Twitter: @alchemyic_llc

Facebook: Alchemy InCoaching

Image Credits
Wes Dawson