If this sounds familiarLeaders are wavering, and effort isn't turning into results
CEOs · Executives · Team leaders
Leadership
- Situational leadership: leading everyone from new hires to veterans
- Leadership in the AI era
- Feedback workshop
Leadership · Mindset · Relationship Coach
Over 20 years in the field, working with everyone from CEOs to team members and from civil servants to military officers,
I've learned one thing: people change by the same principles.
I teach and coach so that change turns into real action.

Talks · Workshops
Through a pre-interview we hear the actual situations your people face, and build them into the exercises. Formats: talks of about 2 hours, half-day (3–4 hours), full-day (7–8 hours), or programs of 2–10 sessions, online or in person.
Large-scale programs are delivered together with coaches from The Mark World and Alacharim Coaching Center.
If this sounds familiarLeaders are wavering, and effort isn't turning into results
CEOs · Executives · Team leaders
If this sounds familiarPeople don't say what they really think, and conversations end in blame
Teams · Organizations · All staff
If this sounds familiarPeople are worn out and stuck in the same thinking
Leaders · All staff
1:1 coachingCan be added to any program
CEOs · Leaders · Individuals · Families
Clients
Four recent programs:
Hanwha E&C · June 2026
Korea Army Training Center · Divisions · Brigades · 2025–2026
Gyeyang-gu Mental Health Welfare Center · September 2026
Seongnam City civil servants · 2024
I also speak regularly at schools, local governments, public institutions, associations and community organizations.
Testimonials
Participants' words as quoted in press coverage (articles in Korean).
Book
Four steps to find the thought patterns that shake you and design them anew. (Published by Nabiui Hwalju-ro)
About the bookKyobo Book Centre (Korean)
Translations: Magical Coaching and Karl Witte's Method for Educating Gifted Children (Korean editions)
Paper: “Imago Relationship Therapists' Experiences of Online Video Imago Couples Counseling” (Korean Journal of Couple and Family Counseling)
Endorsements
The most trustworthy guide to your inner world
“Wounded healer, mind gardener Coach Juri Lim” — those were the words that came to me as I read this book. I believe only someone who has faced her own wounds honestly and lived out the journey of healing can truly reach others in their change. Having watched her grow over many years, I find this book resonates deeply because it is not just a psychology book; it is made of “words that have been lived.”
Coach Juri Lim sharply dissects the outdated psychological systems that run unconsciously inside us, such as the “Perfectionism OS,” the “Comparison OS” and the “Victim OS,” and turns them into a practical system anyone can follow. This is not a summary of theory; it is an inner system she tested herself through thousands of falls and failures, which is why her words are believable. The book asks us: “Are you still being pulled along by your inner autopilot?” “Do you keep promising yourself ‘this time will be different’ while staying in the same place?” For those who stop in front of these questions, this book will be the most trustworthy guide to their inner world. I recommend it to anyone who wants to design their own mental OS and take back control of their life.
John Yoon, author of C Coaching, CEO of BNI Korea
A book that gives you the courage to think, “I could redesign my mind”
Producing talks for Sebasi, I have heard countless stories, but writing about the mind is always special. The mind is the force that moves our lives most closely, and at the same time the hardest thing to handle. Juri Lim learned how to tell her own story honestly in the Sebasi speech class, and in this book that learning shines as even firmer insight.
Her message is not complicated, and that simplicity is exactly what makes it essential and powerful. She does not treat mental strength as a skill to “manage” but as a “design” for life as a whole. She shows that rebuilding and tending the structure of your own mind is the foundation for living without being shaken.
At Sebasi, the condition for a good talk is “truth that starts with me.” The same is true of this book. The author tells truths drawn from her own experience and puts them into words anyone can relate to. That is why this is not just another self-help book, but a mirror for each reader's own heart.
The author now reaches beyond the stage and into the lives of many more readers through this book. When you close it, you will probably have gained a small courage: “I think I could redesign my mind.” That is enough. Change always begins with a small decision.
Koo Bum-jun, Chief Producer, Sebasi
Real comfort from an expert's honest confession
Coach Juri Lim is an expert who has studied life in the field of relationship psychology while accompanying countless people through change. Yet she confesses that she, too, repeated the same mistakes with her own family. This honesty gives readers great comfort and courage: “Even experts get shaken. So I'm okay too.” That is exactly where this book begins.
What makes this book special is that Coach Lim is not someone who simply explains theory; she is the first person to have redesigned her own mental state. Because she lived through facing her “old mental OS,” analyzing, decoding and dismantling it, and redesigning it, her message to readers is all the more genuine and convincing.
For those who have read many books and still not changed, this book will be a magic key that opens life anew. By the last page, readers will feel sure that “yes, I can redesign my mind too,” and over time they will find themselves breaking free from perfectionism and comparison and taking back control of their lives. This book is a practical result proven on Coach Lim's own inner journey, and at the same time a reliable guide that helps each reader redesign their life.
Kim Eul-ho, Head Professor, Reading Coaching Education major, Dept. of Education, Graduate School of Education, Myongji University
The real key to change, found by a leader from the global business world
I served as an executive at Samsung Electronics for some 30 years, leading many changes and challenges in global markets, and now, as CEO of The Mark World, I support the growth of individuals and organizations through LEGO® SERIOUS PLAY programs. As that coach, I recommend Coach Juri Lim's book with deeper empathy than anyone.
This is not just a self-help book. It is a concrete, practical guide to discovering and updating the “old mental OS” lodged deep within us. At Samsung Electronics, I too saw many leaders and employees caught under performance pressure in unconscious patterns such as perfectionism, comparison, avoidance and control, and their growth blocked.
What I came to realize is that the core of real change is not skills or strategy, but “the design of the mind.” The Mental Design approach Coach Lim presents is an outstanding achievement that organizes this insight into a scientific, systematic method.
In particular, the story of how she faced her own perfectionism and finally finished the book she had put off for 20 years will give many readers courage and hope. Proven in the field, this method is a powerful tool that can lift not only individual lives but also organizational performance and the health of communities. I recommend it with confidence to everyone who dreams of change and growth.
Song Sung-won, CEO of The Mark World Co., Ltd.; former Vice President, Samsung Electronics / HP; coach
A precious and special chance to meet your “True Self”
As someone who introduced “inner child therapy” and “Imago relationship therapy” to Korea and has walked the path of healing with so many people, I am certain this book will be “a truly precious gift that clearly shows what beautiful fruit one person's deep growth and change can bear.”
The voice the author calls “the devil's whisper” may be the sad cry of the “wounded inner childThe Wounded Inner Child” still weeping inside us. In this book, the author never turns away from that sad voice; instead she embraces it with real warmth, and shows us a courageous journey of completing her own gentle yet firm “Mental Design.”
We all live with wounds of the heart, large and small. Facing stress at work, conflict in relationships and unexpected turns in life, we often feel powerless. Through this book the author reminds us that even these difficulties can help us rediscover our inner strength and become a precious, special chance to meet our “True SelfTrue Self.”
The book's idea of “Mental Design” shows that we are not simply stuck in past wounds, but special beings who can actively design and create our own mental health.
I hope everyone who reads this book will warmly embrace their own “wounded inner child” and build an inner strength that stays unshaken through any hardship. When one person's inner world heals and grows, I see every relationship around that person change beautifully too. Each of us is a precious, special being, worthy of love.
Oh Je-eun, President, Daybreak University, Southern California
The author's understanding of the mind works as a “wise blueprint”
It has been 20 years since I founded my film company. By now I ought to know something about making films, yet every time a film opens I hope for a good result, and it never goes as planned, so it is always hard. Each time, as the saying goes, “my mental strength melted down and drained away.” This year was especially hard. That was when I read this book.
Before reading it, I thought of my mental strength only as “not strong, but not weak either.” In a word, I knew nothing. But reading this book changed my perspective, and I had the strange experience of my noisy inner issues disappearing. Mental strength is neither strong nor weak. Just as we have strong friends and gentle friends, it would be nice to have only friends who are always strong, impressive and worth showing off, but what is wrong with a friend who is shy, weak and hesitant? My mind is my friend. Understanding, down to the scientific principles, how that friend becomes a teammate I can never part with brought tears to my eyes.
“Ah, so that's why it happened back then.”
“From now on, I want to try it this way!”
“So this is how I can do it!”
“My mind, the teammate I'll live with my whole life, can change as much as I like depending on the courage and attitude I choose!”
The author's understanding and application of the mind, earned through 20 years of hands-on experience in the field, serves us as a “wise blueprint.” Trust this blueprint and follow it calmly, and like me you will experience a “eureka moment of finding a new mind, different from before.”
Kang Hye-jeong, CEO, Filmmaker R&K
The language of a companion who restores who we are
Having watched Coach Juri Lim up close as a fellow coach for over 20 years, I am convinced she is not an expert who “fixes” people but a companion who “restores” who they are. This book does not blame the wounds inside us; it hands us the courage to redesign them.
Her sentences are not a manual for rewriting your life but a warm companion that embraces who you are. While reading this book, I let go of the old belief that “I am loved only when I am perfect,” and experienced a moment of embracing my imperfect self.
And so, as I read, I realized that the devil's whisper is no longer something to fear but a signal of growth. When the weight of life shakes you, this book holds you up with the most powerful comfort of all: “You are already enough.”
Coach Lim's field wisdom, which has healed countless lives with sincerity and love, will let each reader experience coaching that helps them stand as the designer of their own life. If you are looking for a turning point in your life right now, this book is a companion you should keep close.
Paul Jeong, Dr. Paul Jeong, ICF MCC & IAC MMC
How to become the lead in the play of your life
Life is often compared to a play. Like the four elements of theater (actor, audience, script and stage), each of us is an actor performing our own script on the stage of daily life, before an audience of the people around us.
Some people become the devil and get in the way of others' success. Others fall for those whispers, give up and despair. Because of childhood experiences, Coach Juri Lim also came to carry the script “You have to be perfect” and “Try harder.” So although she helped others succeed and change for 20 years as a relationship expert, she herself could not find the courage to write a book, “because she was afraid of failing.”
Then one day, she saw a note her daughter had written and decided to change. Instead of her old script, she took on a new role: “It's fine if it isn't perfect” and “If something's missing, I can fix it in a revised edition.” Coach Lim describes this as discarding the old OS and updating to a new OS. People repeat the same mistakes not because of weak willpower but because their “mental OS” no longer fits the here and now. Through this book, we can be reborn as solid mental designers who are no longer misled by past wounds and setbacks. I strongly recommend it to anyone shaken by the devil's whisper: “Why not just live the way you always have?”
Kang Rae-kyung, President, Korea Instructors Association
A book like a warm hand held out to those who have lost heart
I have long remembered Coach Juri Lim, who at the Pureumi Education Institute was known by her community nickname and who raised her children in the Pureumi spirit. She always met her children's eyes and took to heart the joys and pains, the growth and wavering, of being a parent. Those years have built up, layer on layer, and now reach many parents and others as a voice of comfort and courage.
This book is a record of her life, her confessions and her healing. The anxiety that comes with raising children, the conflicts in our relationships, the harsh words we throw at ourselves… even in these moments everyone goes through, the devil's whisper shakes us. But Coach Lim shows how not to be swayed by that whisper and how to build her own mind on firm ground.
As you read, the tears and laughter she has shared as a mother and as a coach come through just as they are. Rather than grand theory, warm everyday stories; rather than sweeping answers, small signposts shaped by life itself wrap around us.
I believe this book is not just a psychology book but a warm hand held out to those who have lost heart. When we are shaken and worn out, this book will give us the courage to believe in ourselves again and design our lives anew.
Choi Hee-soo, Honorary Director, Pureumi Education Institute
CEO Pre-Flight Check · CEO Mental Toughness Profile
Have you ever caught yourself saying things like this?
In 1935, one of the finest pilots of his day crashed just after takeoff. He had the skill. He had the experience. What he missed was a single control lock. From that day on, checklists began to appear in cockpits.
Since you started your business, how many crises have you weathered, and how much responsibility have you carried? You watch revenue, run the numbers and keep track of your team’s performance. But you, the one responsible for all of it: how often do you check on yourself?
When the business wobbles, you may have told yourself to work harder. But sometimes, before working harder, you need to know what drives you, and where that energy is leaking. When you stand strong, your business flies farther.
A check-up turns vague worries into a single flight path. Using MTQ Plus, the official assessment tool from AQR International (UK), we measure your eight CEO strengths; then, with a 19-page Pre-Flight Report and a 60-minute 1:1 session with a CEO Mental Toughness Coach, you see your CEO Type and your next flight path. Checking on yourself is the master key to growing your business.
The Pilot · The Control Tower · The Compass · The Engine · The Pioneer · The Black Box · The Ace · The Call Sign
Start light · Free
Owner's Battery Check
30 questions · 1 minute · instant results. “How much charge do you have left right now?” First, see where your energy is leaking.
Start the free 1-minute check
Training · Coaching Inquiries
Just send your name, contact details and the program you're interested in. A coach will review it and get back to you personally.
We'll reply by email, WhatsApp, KakaoTalk or phone within 2 business days.
For organizations, we start with a 30-minute pre-meeting to hear your needs, then send a program proposal.
Speaker bio Copy it as-is into proposals or internal announcements
Juri Lim is an ICF Professional Certified Coach (PCC) and a Certification Assessor for the Korea Coach Association. Over 20 years she has delivered more than 3,000 talks and workshops for companies, public institutions and the military, and has coached leaders and organizations for more than 20,000 hours. A relationship specialist with a master's degree in marriage and family therapy and completed doctoral coursework in counseling psychology, she is a Professor at Myongji University (Graduate School, Dept. of AI E-Commerce). She developed the Mental Design® method for redesigning patterns of thought and conversation, wrote the book Mental Design: Unshaken Even by the Devil's Whisper (Korean edition), and co-developed the LEGO® CRAFT organizational coaching specialist course. She has delivered leadership, communication, team-building and mental-strength training for Hanwha E&C, LG U+, KAIST, the National Health Insurance Service and the Korea Army Training Center, among others.
Currently District Trainer at BNI Korea, ACE Professor and Professional Coach at Alacharim Coaching Center, LEGO CRAFT Master Coach at The Mark World, and Partner Coach at Coaching Town Inc. Formerly Vice Chair of the Education Committee at ICF Korea Chapter, Professional Coach at Asia Coach Center, and Professor of the Family Counseling Program at Myongji University's Future Education Center.
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