It’s not that you can’t move.
It’s that this matters too much to move carelessly.

I work with high-achievers in the in-between — those rare spaces where your old ways of operating still work... but no longer fit.

What comes next isn’t obvious — not because you’re lost — but because you’re asking better questions.

Not "what should I do?"
But "what's worth it?"

Big moves. Small shifts.
If it moves you, we’ll move it.

Less effort. More meaning.
Brave experiments. Sharp questions.
Meaningful momentum.

Let’s move what matters.

Hi, I’m Amy Bonsall.

*Liminal Architect.* Sharp questions. Brave experiments. Creative nudges.
I’ve built a career—and a life—out of navigating transitions that don’t come with a playbook. (*Believe me, I’ve looked.*)
I’m a **former design executive** at IDEO and Old Navy, where I shaped strategies and led innovation at scale. I’ve helped Fortune 100s like Google and John Deere reimagine what’s next, spoken at SXSW, written for *Harvard Business Review*, and earned degrees from Carnegie Mellon and IMD. My work has impacted high-achieving leaders across industries and continents.
And none of it came from following a five-step plan. I’ve moved countries, changed careers, started companies—and more than once, looked wildly successful on paper *while quietly wondering what the hell is next.*
**My coaching and courses bring everything I’ve learned into one place.**
They’re smart, structured, and built to help you move forward—whether you’re rethinking everything or just one quiet thing you can’t ignore anymore.
**This is your nudge.**
Burn the spreadsheet, not your momentum.

Start with a call

Your next move isn’t obvious. That’s what makes it worth making.

Not because you’re stuck or unsure—but because what’s next actually matters. When something is shifting—your priorities, your identity, your season of life—clarity rarely shows up all at once. It comes from asking better questions and choosing action over inertia.

This is for people who are ready to move—just not blindly.

That’s what my courses and coaching offer: a space to reflect, reimagine, and make meaningful progress—intentionally, not reactively. It’s 1:1 coaching and group experiences designed for high-achievers ready for forward motion that feels aligned.

And it’s all built on a simple truth: who you surround yourself with shapes what you believe is possible. And that shapes what you can create.

If you’ve been circling a decision, sensing a change, or carrying the weight of something unresolved—this is your invitation to act into it, alongside others doing the same.

Let’s turn transition into traction.

Group Experiences

1:1 Coaching

A room full of good questions and people ready to move.

Clarity. Curiosity. Forward motion.

Group experiences offer:

Design-led tools and real-life experiments
Thoughtful peers, not surface-level platitudes
Cohort-based sessions for reflection & action; in service of momentum
All sessions facilitated by Amy (HBR author, former IDEO exec, liminal guide)

Group experiences

Spoiler: There’s no shortcut.
But there is a method—and it starts with the right questions.
The work blends experimentation, somatics, and design to help you move through what’s next.
→ Liminal by Design if you’re looking to reframe where you are—and why it matters.
→ The Threshold if you’re ready to make a move that matters.
→ Get into the approach.

Book a call to learn more

In the words of a client:

“Working with Amy is a dream. Think back to the best brainstorm you've ever experienced... ideas are flowing, it's a whole lot of fun. Now imagine the thing you're trying to solve is yourself. That's what the program is like. Amy is supportive, collaborative, and a master synthesizer. She has helped me take big questions—like "what's important to me right now in a home?" or "how do I build community in a new place?" or "how will I know when it feels right?"—and break them down into tangible steps and experiments to prototype and try out.”

More testimonials here.