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"Dramatic, insightful and super structured. Now to implement the advice."
Daddy says no book

Daddy says no

Book by Benji Coetzee

Making daring decisions for greater life satisfaction.

“Daddy says no” is an inspiring collection of anecdotes paired with research on how decisions and emotions influence our lives. It makes a compelling argument that we can change the trajectory of our lives and increase happiness through our choices. That we can nurture a different personality beyond our genetic makeup. It offers practical advice to consider changing behaviours that may not serve your life.

Benji takes you on a thrilling series of real-life stories that reson
ate, shock and encourage. The lessons, reflections and tools are relevant and succinct from emotional, romantic, professional and entrepreneurial adventures.


About the author

Psychology, decisions, book, change, satisfaction, choices

buy book benji coetzee

Forbes Benji Coetzee
Forbes Benji Solutionist Digital

A dynamic, energetically intentional polymath with an insatiable curiosity for transformational change both professionally & personally.

Benji's track record includes top tier firms such as the Boston Consulting Group (BCG), Singular Group, World Economic Forum (WEF), HSBCHollard Insurance, Vodafone & Ziggo. She has a global flavour, with working in South Africa, Switzerland, Germany, United Arab Emirates & the Netherlands.

A strong entrepreneurial mindset with proven track-record to outperform on promised ROI expectations of shareholders. Proud of an uncanny ability to leverage a broad range of experience in visioning, architecting, designing & delivering on complex programmes to bring tangible value.


Digitally dexterous in developing, presenting & implementing complete end-to-end commercial, technical & cultural roadmaps.

Listed a Forbes Top60 woman leader in technology, she actively nurtures a collaborative culture for cross-functional teams in matrix organisations during hybrid integrations.

Benji actively seeks responsibility for multi-domain business transformation & hyper-scaling growth.

Golden threads: Digital Native, Value Engineer, Transformational Architect


Key "corporate" projects to mention:

  • At BCG & Singular, Benji led large-scale operational optimization, process re-engineering & transformational restructuring projects (incl M&A). She the Digital Channels of both Vodafone & Ziggo (JV of Liberty Global & Vodafone Group) of the Netherlands in Digital Director (Tribe lead) capacity across both B2C a& B2B portfolio, from sales to service, guiding away from legacy (technical & cultural).

  • At the WEF Benji managed a multi-national African $5.5bn infrastructure programme of the World Economic Forum in Geneva (led fundraising via public, private & NGO’s to accelerate a rail corridor in East Africa).

  • Currently Benji is the youngest female Executive Vice President of leading listed Telco KPN, where she leads the Growth and Change ambitions to innovate new revenues and experiences for customers beyond the legacy portfolio.

Benji Coetzee Public
Benji Media CEO

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Key entrepreneurship ventures:

  • Founder of Seedpitch as boutique strategy conduits, selectively acting as sounding board to executives & startups (mechanism to bootstrap ventures of her own until VC was raised in 2017).

  • Benji was the Founder & CEO of EmptyTrips, a multi-award winning platform that leverages algorithmic directional AI & machine learning to reduce freight space wastage, costs, & carbon emissions of industrial transport vessels. For this, Benji was recognized as a top 60 women technologists globally by Forbes in 2018. Exiting to Vector Logistics (Part of RCL Foods / Remgro portfolio) in 2019.

  • Benji designed & developed SUREcargo (previously Surefox) an on-demand instant freight insurance tech platform. This was exited to Santova in the Netherlands in 2019 too.

Investor & partner:

  • Benji is a conscious investor into positive brands both in her personal (Angel) capacity & as a Venture Partner for Calibre Capital (private equity investment). 

  • She also facilitates the Scout Network to accelerate & reward identifying opportunities.

  • Mentors & supports entrepreneurs through the process of capital raising & performance management.

At Seedpitch: 

  • Benji facilitates experts within the network & continues to selectively consult to executives & mentors founders.

  • Preferred agenda items include innovation, venture diversification, culture change, & business model transformation.

  • She leverages data & behavioral science for better decision making to build sustainable momentum.


  • Benji holds two Master degrees; a Master of Laws in Corporate Finance from Goethe University in Germany, & a Master of Philosophy in Maritime Economics, & a Bachelor of Commerce in Finance with Statistics from Stellenbosch University.

  • Executive Leadership programmes & courses such as NEXUS from GIBS, the Executive Programme at  Singularity University in San Francisco & Behavioural Economics with Johannesburg Business School. 

  • Avid learner of Data Science & Behavioral Design to better the world & applies agile processes for rapid delivery in all she does.

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