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Who We Are

We Really Love What We Do.
At Fernald & Co., we practice what we preach. Our passion for what we do is fueled by our core interests and motivation. Our talent for what we do is based on the synthesis of our diverse life experiences. Our effectiveness in what we do is the result of our continuous attention to the pluses and minuses of our workstyle characteristics.
Sara Headshot

Sara Fernald

Founder & CEO

With over 29 years of executive coaching experience, my expertise has been honed through a wide range of talent and organizational development engagements. The foundations of my core competencies – interpersonal insight, innovative problem solving, work ethic, and resilience – were shaped by my experience growing up in a family business. I gained an invaluable entrepreneurial education as the business underwent numerous transitions driven by customer demands and economic shifts. At times, we were adapters and successful pioneers. I am equally mindful of lessons learned when we narrowly averted failure at critical junctures.

Before founding my coaching firm, I specialized in the start-up and expansion of crisis intervention services. My roles varied from front-line crisis intervention and public education to enhancing the way law enforcement, medical professionals, and the judicial system treated victims of sexual assault. This type of work, which I continued for 17 years, fed my passion for creating sustainable services for victims of domestic assault, child abuse, poverty, and discrimination. In today’s terms, I’d be called a social entrepreneur.

In 1995, fueled by my pioneering spirit – and at a time when the field was still nascent – I established my coaching business. Over the years, I’ve been privileged to serve clients across diverse sectors—from commercial real estate and hospitality to aerospace, technology, professional services, and community organizations. My practice focuses on both individual and organization-wide talent development, supporting clients through various transformations, from startups to stages of reinvention. This adaptability ensures that my coaching can be tailored to your specific needs, no matter your sector or stage of development.

Workstyle assessments are central to my coaching methodology, which I employ in a variety of programs. These tools are instrumental for pre-employment screening, onboarding, team building, and leadership development, helping individuals and teams increase their effectiveness and job satisfaction. By capitalizing on strengths and addressing areas of improvement, these assessments facilitate tailored strategies that enhance overall performance and address energy depletion.

My experience also spans organizational development, where I leverage my skills in facilitation, program development, and conflict resolution to foster healthier, more effective workplace environments. Drawing from a rich background that includes insights from neuropsychology, organizational development, entrepreneurship, and creative arts, my programs are designed to offer practical, actionable solutions that resonate with a broad range of professional contexts. This practical approach ensures that my programs are not just theoretical, but can be immediately applied to your professional environment.

By integrating these multidisciplinary approaches, I assist clients in navigating the complexities of their professional landscapes, ensuring that they survive and thrive in their respective fields.

Torn between following the career paths of the women in my family – either in medicine or business, it took time for me to decide what to do. I was attracted to the idea of becoming a doctor, but as time passed, I realized that my passion lay more in books than science. I pursued a business career. During college, I unexpectedly discovered a love for working in libraries, which eventually became my first career. I enjoyed merging my passion for clerical and organizational work with running a business. Despite achieving several advanced degrees and spending over a decade in library administration, I felt a growing desire for change in my early 30s.

My ambition has always been a driving force in my life. Growing up with my grandparents in Jamaica and later moving to the United States fueled my determination to succeed. I pursued and obtained five college degrees (AGS, ABA, BBA, MLIS, and MEd) before age 25. I also became an ALA-accredited certified librarian in the State of Georgia. Despite these accomplishments, I still felt professionally unsatisfied and realized I had become complacent and apathetic.

In 2014, I began contemplating the next chapter of my life. After reflecting on my interests and values, I pursued the administrative services business full-time. Major breakthroughs often occur in unexpected ways.

I came across an almost expired Craigslist ad for an Executive Assistant position at Fernald & Co. By responding; I stumbled upon an opportunity that would significantly impact my life. Fernald & Co. practices what it preaches, and through a rigorous vetting process, I met with the founder, Sara Fernald. This encounter proved life-changing, as I felt professionally nourished and aligned with the methods of Fernald & Co. I didn’t fully understand the concepts of workstyle coaching and development before, but now I have gained valuable insight into my personal and professional motivations. Sara often emphasizes that “We’re a lifestyle brand,” I now have a much deeper understanding of what that means.

LaToya Davidson

LaToya Davidson-Perez

M.Ed., MLIS, BBA
Executive Administrator / Business Manager
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We tailor our programs to suit your organization’s needs. We adapt and grow with you.