Inclusion. Innovation. Impact. – Since 1991.


Esma Choho is a growth strategist and founder of several companies. She has specialized in inclusive leadership for FT Top 500 companies and governments working with CEO’s and their teams as well as politicians, investors and journalists. Choho now focuses on how data and tech can help people in their personal leadership.

“Choho’s mission is to help humans innovate and transform
just as fast as technology.”

Moroccan-Dutch power lady              

Esma Choho (Netherlands, 1971) has a Moroccan background and studied Economics at the Utrecht Business school as well as Social Sciences at the Vrije Universiteit in Amsterdam, the Netherlands. As a student, she was active co-creating social innovation, writing essays for Amnesty International and working for Dutch national newspapers and broadcasting companies. She also organized and facilitated dialogues and debates between Muslims and non-Muslims and taught as a guest lecturer at the University of Amsterdam and Stanford University.

Change Expert

In 2007 Esma Choho published the first selfhelpbook for Muslims worldwide titled Muslim Unlimited – How To Survive The Wild West. ‘How To Survive the Wild West’ is a Dutch selfhelpbook for Muslims and non-Muslims on life in the West after 9/11. Esma was named ‘the Islamic Oprah’ en ‘dr. Phil’ by several national Dutch newspapers. Her direct and pragmatic approach is welcomed by many, especially in the contexts of inclusion & diversity. She uses the same principles working with top executives and leaders. Choho’s experience with and knowledge of culture change was sought after by many, causing her to speak or comment on culture change. Also for media, such as the Dutch Financial Times, Al Jazeera English and BBC World.

Get in touch with ESMA

Choho has worked on strategic projects in 10+ industries like:

Dutch top 1000 companies

branche organisations

goverment organisations

scientific, Humanitarian and philantropic organisations

What colleagues, clients and strategic partners say:

What colleagues say:

‘I cannot tell you how profoundly impressive it was to watch her effortlessly juggle the needs of dignitaries, workshop participants, film crews and her team.’

– Team member Tara Shannon about work on a project for the U.S. and U.K. Embassy –

What colleagues say:

When I first met Esma, she was talking about miracles. Having worked with her on different occassions, I found out SHE is in fact a miracle. Patient, empathetic and blessed with sharp analytical skills, she is a “personal professional” that I would highly recommend as a coach, trainer and consultant.’

– Kirsten van den Hul, former member of Parliament and Change Agent – 

What colleagues say:

Esma is really great to work with. She is well educated and is never afraid to give her opinion. She is also very capable to create a lot of positivism with her womanpower and enthusiasm. Therefore I strongly recommend Esma Choho. She makes diversity fun and divers.’

– Jan Kooyman, executive producer and filmmaker – 

What clients and strategic partners say:

Choho engages with impact and takes the target audience to the next level of performance.’

– Eelco Dubbeling, Managing Director Dutch Association of Banks – 

What clients and strategic partners say:

Choho’s Mindset module is a broad basis for improved performance (…). Her customized 3.0 module supports continuation and next steps to fully achieve your goals.’

– Jeanine van de Wiel, Group leader Regulatory Global Affairs Food Specialties at DSM –

What clients and strategic partners say:

Choho opened my eyes as editor-in-chief of NOS Nieuws.’

– Hans Laroes, founder Big Elephant, former editor-in-chief NOS News – 

What clients and strategic partners say:

I can recommend her as a high quality high energy catalyst; being it in terms of individual coaching as well as in corporate settings.’

– Frode Hvaring, former Head of HR Eurovision – 

What the press says:

'Sharp mind, charming, independent, very clear.'

BBC World

‘A moderne vision on leadership’

Dutch Financial Times (Het Financieele Dagblad)

'Clear (…) like dr. Phil'

NRC Handelsblad

‘If you want to know what non-western people think (…).’

Al Jazeera

‘Esma Choho points the way (…).’

Psychologie magazine

‘Oprah for Muslims.’

De Volkskrant

For interviews or inquiries

12 + 15 =