Coaching for every stage of your CTO journey
You weren’t meant to lead alone — especially in a role this complex.
But most leadership advice wasn’t built for the pace or pressure of tech leadership.
The CTO Playbook is different.
It gives you structure, support, and a clear path to grow — with clarity, confidence, and strategic impact.
Adam Horner has spent 30+ years in tech, 12 as a CTO guiding leaders through hyper-growth, critical funding rounds, and high-pressure boardrooms. If you’re leading at the top of tech, he’s been where you are now.
🎯 Private client spots are limited, and group cohorts fill quickly.
There’s no manual for being a CTO
But you're expected to juggle it all
🔥 Feature fires and tech debt
⏳ Hiring gaps and shifting priorities
🔄 Constant context switching
🧠High-stakes decisions, zero sounding board
You want to lead — not just react.
To shape strategy — not just survive the sprint.
But without structure and support, it’s easy to get stuck.
That’s why these programs exist — to meet you where you are and help you move forward with purpose.
What to expect from CTO coaching with Adam Horner
Hear how The CTO Playbook works, who it’s for, and what makes it different
Your path.
Your pace.
Your playbook.
Every leadership journey is different — that’s why we start by helping you get clear on where you are, what’s changing around you, and what you need to grow next.
Choose the format that fits how you learn and lead best:
🚀 Self-paced lessons
🚀 Live cohort coaching
🚀 1:1 strategic support
The CTO Growth Framework
Clarity, Structure, and Momentum
Most coaching is generic. This isn’t.
The CTO Growth Framework is your leadership compass — a proven tool to:
✅ Clarify where you’re strong and where to grow
âś… Focus on the gaps that matter most
âś… Align your growth with what your org needs next
It maps 9 core CTO competencies — from tech and infrastructure to leadership, communication, and business acumen.
So if you’re strong in tech but need more influence, strategy, or alignment — this helps you grow where it counts.
It evolves with you — so your leadership scales with your org, not behind it.
Which path is right for you?
Three programs. One growth journey.
⛺️ CTO Basecamp
Your foundation for confident, strategic leadership.Â
- 6-week guided cohort
- Online lessons + weekly assignments
- Weekly group coachingÂ
- Community access
- Build systems, habits, and leadership presence
🏔️ CTO Elevate
Define your strategy. Scale your influence. Lead the organisation.
- 10-week guided cohort
- Online lessons + weekly assignments
- Weekly group coachingÂ
- Community access
- Built for CTOs navigating growth, strategy, and exec scope
🧗🏽‍♀️ CTO Ascent
1:1 coaching for strategic, high-impact leadership.
- Ongoing or fixed sessionsÂ
- Tailored to your context + goals
- Weekly 1:1Â coaching
- Community access
- Lead with clarity, influence, and executive presence
What CTOs are saying about coaching with Adam Horner
Adam is hands down one of the best CTO coaches I’ve ever worked with. I wasn’t just looking for someone who could talk about product and technology strategy. I needed someone who truly understood the challenges of being a leader in a growing tech company.
- Christian, Scale-up CTO
I was suddenly placed in a leadership role. Adam has been an integral part of my transition into this role, sharing his deep knowledge about both technical and operational strategy. I found Adam’s years of experience in leadership and his advice to be critical while growing my engineering team.Â
- Zoë, Early-stage startup CTO
Adam is a highly experienced technology leader. His coaching has increased my executive presence, improved my leadership skills, business acumen and overall confidence in navigating as a CTO. Anyone looking for a CTO coach who can truly transform your executive leadership should not hesitate to work with Adam!
- Abz, First-time CTO
Who gets the most from this coaching
CTOs who:
- Are ready to act on feedback and challenge their own thinking.
- Want practical tools they can apply immediately.
- Value a trusted partner who understands both technology and leadership at the highest level.
Real leaders. Real growth.Â
Five CTOs. Five turning points. One common thread — transformation through coaching
The Firefighter CTO
A CTO stuck in constant firefighting always felt behind. Coaching rebuilt their foundation and created space for strategic thinking. Now they lead with confidence and clarity.
The Senior Developer Turned CTO
An senior engineering lead stepped up when the founding CTO exited. Coaching closed the leadership and strategic gap. Now they’re CTO with equity and a clear voice in the business.
The Seasoned Technologist ready to Lead
A brilliant VP of Engineering needed support at the exec level. Coaching helped them bridge tech and business — and step fully into a strategic CTO role.
The Plateaued CTO
A capable CTO wasn’t being heard in the C-suite. Coaching improved their communication style and built their executive presence. Now they lead with authority and influence across the business.
The Rocketship CTO
An experienced CTO overwhelmed by scale. Coaching helped them delegate, scale processes, and lead with clarity. They now drive sustainable growth with focus and confidence.
Which track is right for you?
 If you want to:
- Build stronger leadership foundations → Basecamp
- Align with the business and scale your strategy  → Elevate
- Get tailored 1:1 support  → Ascent
- Combine structure + personal coaching  → Basecamp or Elevate + Ascent
❌ Who it’s not for
Not every coaching program is the right fit — and that’s intentional.
The CTO Playbook isn’t for:
❌ Leaders chasing quick hacks over long-term growth
❌ Anyone unwilling to reflect, experiment, or be challenged
❌ Those who want theory without application
❌ New team leads still learning people management basics
❌ People expecting results without doing the work
This is deep, applied coaching — built for CTOs and senior leaders ready to grow with clarity and intention.
Compare the ProgramsWhy work with Adam Horner?
With 30+ years in tech, Adam is a CTO, repeat startup founder, and experienced coach. He’s helped startup, scaleup, and enterprise CTOs navigate growth, leadership challenges, and high-stakes decisions — without the trial-and-error.
A coach who understands your CTO journey
✅ Current CTO & serial Founder with hands-on experience.
âś… Specialised in leadership, strategy, and scaling teams.
âś… Has helped hundreds of tech leaders transform their leadership style.
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