The hardest decisions aren’t the ones you don’t understand.
They’re the ones you can’t bring yourself to make.
Not because you don’t understand the options, but because pressure changes how you think.
For Asian American founders and leaders under pressure – and seeing it affect their decisions, their work, or their lives.
When this pressure builds, it usually shows up in one of two ways:
Sometimes it shows up as a decision you can’t seem to make the call on.
You’ve already thought it through from every angle, run the scenarios, and done the math. And yet, you still can’t bring yourself to make the call. So the decision keeps looping in the background — late at night, in the shower, when you’re trying to be present with your family — as your mind returns to it again.
Other times the pressure shows up somewhere else.
You notice yourself reacting faster than you want to. A conversation with a cofounder escalates. A leadership decision suddenly feels weightier than it should. And it comes home with you – affecting your family, your relationships, and the rest of your life.
Later you think:
“That’s not how I wanted to handle that.”
I personally review every inquiry. If we're a fit, I'll reach out to schedule a live working session.
You already know the answer. Something's in the way.
Sometimes it's a cofounder relationship that's gridlocked. Sometimes it's imposter syndrome quietly eating away at their confidence. Or it's the realization that they're passing patterns onto their kids they swore they'd never repeat.
The situation looks different each time. What's driving it underneath is always the same.
My clients are founders, operators, and executives who've built real things. They're used to being the person everyone relies on.
They reach out at a very specific moment: something important is at stake, but their internal state is making it hard to see clearly. And the cost of sitting on it keeps going up.
I'm Will Chang.
I'm an Asian American tech founder who spent years doing exactly what you're doing – muscling through every decision on anxiety and telling myself it was just the cost of leadership.
But it broke when I was 33, and I almost lost everything.
What I learned over the next seven years changed how I handle pressure. That's what I bring to the handful of Asian American men I now work with privately.
I don't tell you what to do. I help you clear the noise so you can trust your own judgment again.
I can do this because I’ve been on both sides of it:
I've been a product manager and a founder. I've raised money and built teams and grown a business to seven figures. I understand the pressure because I've lived it.
I also grew up in an immigrant family. If you've had that experience, you already know what it does to how you relate to success, failure, rest, your own emotions – all of it. Most coaches don't get that. I do, because it's my story too.
And I work differently than most. I'm opinionated without telling you what to do. I won't spend our time therapizing you or trying to motivate you. I help you see what's actually driving the pattern – without having to perform your way through the conversation.
My clients call it having a partner who understands both the business side and what's really going on underneath.
What founders and leaders say about working with me
You changed me in the moment to help me get to the right high-leverage decision. And that changed the outcome.
Robin Ji, Founder. Acquired by Coinbase
Working with Will has been one of the best investments I have made.
Ed Liao, Director of Investments
Will has a rare ability to cut through the stories people tell themselves and help them see the invisible walls shaping their lives. And once you see those walls clearly, it becomes much harder to keep living inside them.
Will Leung, Head of Corporate Strategy and Business Development
Working with Will has been utterly transformative in essentially every facet of my life. Working with him has granted me a better relationship with my wife, my kids, my passions, my career, and myself.
David Chu, Tech Leader
What I value most is that Will never lets the conversation stay stuck in “performance mode.” It’s not just about hitting the next milestone. He helps me pause and look at what’s underneath it all - what’s driving me, what’s draining me, and what actually matters.
Robert Hao, Founder
Will felt like the older brother I never had. Someone who challenged me, called me out, and pushed me to see what I'm actually capable of. He didn't just help me grow a business. He helped me grow as a person.
Christian Nicco Bugarin, Agency Owner
Will brings a rare mix of authenticity and cultural understanding. He gets the specific pressures many Asian Americans carry, identity, entrepreneurship, and the quiet weight that often comes with an immigrant family story.
James Chang, Business Owner
Will offers an empathetic perspective from someone who has done this difficult job himself. He is sensitive, humble, and not at all afraid to call out nonsense or excuses. Will’s superpower is that he is an excellent listener and has a unique ability to offer insights that challenge your assumptions.
Howie Zhang, Founder
This work tends to be the right fit if:
something important is at stake and it’s affecting how you show up at work or at home
you're tired of carrying it alone in your head
you want someone who understands both founder pressure and the cultural dynamics many Asian Americans grow up with
It’s usually not the right fit if:
you're looking for motivation or generic performance coaching
you're not willing to act on what becomes clear
nothing important is currently at stake in your life or work
I personally review every inquiry. If we're a fit, I'll reach out to schedule a live working session.
If you're in the middle of a situation like this right now, here's a simple place to start.
Listen to this 7-minute audio guide before you make another key decision...
You know what you need to do. So why do you still feel stuck?
From a fellow Asian American founder who's been through it himself. And worked with founders who've landed 8-figure acquisitions and gone from burning out to being present with their families again.