When Amy Lynn Durham left her corporate executive role in 2019, she knew she was walking away from security and moving toward something far more aligned with her purpose. What started as a deeply personal decision evolved into the creation of Create Magic At Work®, a business built to help leaders rediscover wisdom, compassion, and peace within their workplaces.
In the early day Amy worked as a solopreneur, coaching clients and developing her ideas around leadership and team connections. Now, her vision has grown into a full-fledged executive coaching firm with a team of eight highly trained coaches, all certified through prestigious programs like the UC Berkeley Haas School of Business and the International Coaching Federation. This transition didn’t happen overnight. For a while, Amy wrestled with her role as a solopreneur. She had always envisioned building a team, but life and its many distractions caused her to delay taking that next step.
“I dragged my feet for a long time,” she shares. “But then I had a moment where I remembered why I started all of this. I realized I had been waiting for the contracts to come through before claiming the team. When I finally flipped that mindset and said, ‘We are a coaching firm,’ everything changed.”
Building Something Real
Amy’s growth as a business owner mirrors the path many entrepreneurs take, messy, unpredictable, and filled with lessons that can’t be learned from books. Early on, she invested in partnerships and ideas that didn’t always serve her goals. That process helped her develop one of her most valuable skills: discernment.
“Not everyone who shows up is here to help you grow,” Amy explains. “Some are distractions, and some are blessings. Learning to tell the difference has been a key part of my growth.”
This experience now shapes how she mentors other leaders, especially those leaving the corporate world. Many of her clients are executives transitioning into entrepreneurship, writing books, or stepping into a thought leadership role. Through coaching, Amy helps them recognize their unique gifts, often hidden beneath the surface, and guides them in bringing those gifts to life.
The Magic Behind the Brand
Amy's company, Create Magic At Work®, offers a distinct approach to coaching. It weaves together spiritual intelligence, leadership archetypes, and tools for navigating change with clarity and heart. Her framework includes concepts like the Edgewalker, inspired by Dr. Judi Neal’s work, and the Four Fold Way, which includes the roles of teacher, warrior, healer, and visionary, based on Dr. Angeles Arrien’s research.
Her team helps organizations manage transitions, from mergers to succession planning. They also work one-on-one with leaders, helping them manage stress, improve communication, and make thoughtful decisions. One of the most powerful tools Amy shares is a practice she calls Recognize, Repair, Recover, and Radical Self-Forgiveness, a framework designed to help leaders maintain inner peace and avoid burnout.
“Compassion is everything,” she says. “It’s the cure for burnout. You start with compassion for yourself and let that ripple outward.”
A Book, A Podcast, and a Message That Resonates
The Create Magic At Work® brand extends beyond executive coaching. Amy is the author of an activity book that invites leaders to rediscover their sense of play while building stronger connections with their teams. She designed the book with help from a Scholastic editor and Chad Beckerman, who worked on Diary of a Wimpy Kid, to ensure it felt magical and accessible.
That same playful energy runs through her podcast, Create Magic At Work®, which offers free, valuable insights from thought leaders and fellow coaches. The podcast has become a popular resource for professionals looking to shift their mindset, especially those navigating change or feeling stuck in their careers.
Supporting Women in Leadership and Beyond
While much of her work focuses on executive leaders, Amy is quick to note that her services support individuals at many stages of their journey. Whether someone is initiating a big change in their workplace, developing their team for their next role, or launching a new idea, Amy and her team are ready to help.
When asked what advice she would give to women feeling stuck, Amy didn’t offer a one-size-fits-all answer. Instead, she spoke to the power of personalized guidance. “Everyone’s path is different,” she says. “The answer lies in discovering what matters most to you right now and making decisions in alignment with that truth.”
She encourages women to find time to simply be, reflect on their values, ask themselves what’s important in this season of life, and then commit to living that truth with clarity and confidence.
Amy’s mission in 2025 is “big, bold magic,” and the energy behind her vision is contagious. Whether through one-on-one coaching, organizational partnerships, her book, or her podcast, she continues to offer space for people to grow, heal, and lead with heart.
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