Executive coaching for founders and leaders · New York

Sam Hirbod is an executive coach in New York who helps leaders get stalled work moving and keep it moving. That means an audit of how you operate now, weekly sessions where something real gets built, AI tools set up where they save time (built by Sam, or by your team with his guidance), and a handoff so it all runs without him. He works with individual leaders and with companies scaling sales, service and support. He is Lead Strategic Partner Development Manager at HubSpot, where he has built ten live AI agents and coached the founders and leadership teams of more than 200 agencies.

$750 a session. The 90-Day Engagement is weekly for the first 90 days, billed monthly for that month’s sessions: $3,000 in a four-week month, $3,750 in a five-week month. The rate includes everything Sam drafts and builds between sessions. It works the same way for an individual leader and for a company team, and the 20-minute intro call before it is free. After 90 days, the client and Sam set the pace together: two to four sessions a month, $1,500 to $3,000, at the same $750 a session.

An AI-augmented executive is a leader whose recurring work runs without them. Using AI means opening a tool when you have a task. Being augmented means the briefing, the draft and the weekly review are already produced before you sit down, because systems run them on triggers and real data. The term describes the end state of the 90-Day Engagement, set out in full in this article.

Twenty minutes on your actual situation. Sam will tell you what he thinks is stopping execution, where you would start and what it would cost. If it is not a fit he will say so on the call. There is no charge and no obligation. Where someone wants a written plan before committing to an engagement, he offers a one-page Scoping Memo as a paid piece of work; that is discussed on the call rather than bought off the website.

Weekly sessions across the ninety days, in three phases. Weeks 1–2 are the Audit: a written map of how you or your team actually operate, and the order to fix things in. Weeks 3–10 are the Build: each session produces something real, such as a delegation plan, a script for a hard conversation, a renewal process or an AI workflow. Weeks 11–12 are the Install: everything is written down and handed over so it runs without Sam in the room. Between sessions Sam drafts and builds what was agreed, and clients can reach him by email.

Usually not. Sam drafts anything that is a document himself: scripts, delegation plans, decision maps, board pre-reads, playbooks. Same for personal AI workflows. For anything that lives inside your company's systems there are two routes. Sam writes the specification and your team builds it: no outside login, no data access, nothing waiting on a security review, and work starts straight away. Or Sam builds it in your environment, which does need access and whatever review that triggers. Most engagements take the first route.

Coaching first. The work runs audit, build, install: find what is stopping execution, build what fixes it, then hand it over. With an individual leader the constraint is usually behavioral: delegation, decisions, avoided conversations. With a company it is more often structural, such as process, handoffs and manual work, so the work looks closer to consulting. Most engagements involve some of both.

Executives and founders who already know what needs to happen and have something real to run (a team, a board, a budget they own) where a new system can work, and who want movement inside a quarter. It is not a fit for people looking for therapy, for open-ended thinking-partner conversations or for tactics without any examination of how the week is actually structured.

Both. Most engagements run virtually, and in-person sessions are available in New York City. Sam has worked with clients across the United States and Europe, previously based in Stockholm, Dublin and Boston.

Mind & Mechanism is a joint executive coaching program Sam runs with Danny Liu, PsyD, a licensed clinical psychologist in Manhattan, for Asian American founders and executives who run a business or a team. Danny works on the mindset, the beliefs underneath a stuck pattern; Sam works on the business. It starts with a free 30-minute intro call with both coaches, then weekly sessions with each of them, starting with 90 days and continuing for as long as it’s useful, with no paid assessment. Each coach bills his own sessions from his own practice. Working with Sam directly, through TLDR Coaching LLC, does not include Danny’s sessions. Full details at asianamericanexecutivecoaching.com.