Sam Hook is the Resident Coach at Northumbria University’s Incubator and supports student and graduate entrepreneurs to build confidence, develop resilience, increase motivation, and thrive in business. With over 25 years of experience running companies including a PR agency, a restaurant group, and now her own coaching practice, Uniquethinking, Sam brings a wealth of commercial insight and emotional intelligence to her role.
Sam works closely with founders at all stages of their journey, helping them overcome impostor syndrome, sharpen their business ideas, set clear goals, stay accountable, and grow their confidence to network and sell authentically. As a qualified coach and psychotherapeutic counsellor, she is skilled at helping clients navigate the emotional challenges of entrepreneurship as well as the practical ones.
She is also an Expert in Residence for the BIPC North East where she helps hundreds of business owners across the region, is a volunteer coach at Smart Works Newcastle, which helps women gain employment. Students and graduates can meet with Sam in one to ones on her in-residence day in the Incubator.
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