This is My Story


Certified Leadership Coach

Hello, and welcome to the Ama La Vida coaching community. We’re thrilled you’re here.

Do you believe it’s possible to “love your life” and work in a way that every day feels pretty much like a holiday? Trust me, it’s possible. I’ve been living the “Ama La Vida” life since I was 30 and started my first business.

As your “peak leadership mindset” coach, my job is to help you achieve the life and career of your dreams. Here are several things you may want to know about working with me as your leadership coach.

I’m a third-generation family and businessman who has lived and worked in Arizona for more than thirty years. Family comes first for me, but my professional life is dedicated to writing, teaching, coaching, and empowering others to achieve a peak leadership mindset.

I’m powered by a massive purpose to make a difference. My father was a small business owner and community leadership hero to me. His hotel business collapsed when I was a boy. After watching what my loving parents went through to rebuild their lives and keep our family together, I vowed to be a great family, business, and community leader like my dad. I’m still getting better!

I earned a Bachelor of Arts degree in International Business from Ohio Wesleyan University. My studies included one year abroad attending the University of Dijon, France where I became fluent in French, my minor. I have traveled the world and learned the most fascinating things about humanity while hitchhiking and backpacking more so than in a classroom. I even “got lost” in Paris one night and spent the night living on the streets.

My last corporate leadership role was working for Ritz Carlton Hotels in 1990. My job was leading the sales and marketing team. Since then, I have started, funded, built, and sold two small businesses; a financial planning business and a digital content marketing and automation coaching and consulting practice. I chose businesses that enabled me to home with our sons most nights. I didn’t want to be an absentee dad.

My best “education” in leadership came from hiring hundreds of people and investing my own money building businesses. I’m also a life-long student of behavioral science, psychology, epigenetics, history, philosophy, economics, quantum mechanics, peak leadership and team performance, and organizational development. I buy and read more than 50 books a year conservatively. Reading, learning, and sharing new knowledge helps me help others better.

I’ve co-written four business and leadership books with world-famous people like Deepak Chopra, Ken Blanchard, Bob Proctor, Les Brown, and others. I built an online leadership academy for a seven-time New York Times bestselling author. I’m an award-winning marketing and small business blogger. You can find my articles and videos on my blog, YouTube, Amazon, The Business Journals, Medium, Huff Post, and LinkedIn.

Most importantly, I married the woman of my dreams shortly after we graduated from college together. Now you know why I believe in love at first sight. We’ve been married for 35 years and enjoy spending time with our grown sons who are happy, healthy, successful, and living well on their own. Family is first for me.

My Coaching Approach

My coaching approach is an empowering one that helps you build clarity and confidence in achieving your goals. I listen well and ask probing questions to help you think, get clear, and know exactly what action to take next.

From The Horse's Mouth...

“No matter how successful someone is, they’ve had people that have helped them become successful. Be it as a coach, a mentor, a consultant, a thought leader, or a visionary, Cliff Jones has led hordes of successful people to their promised land. How do I know that to be true? Because Cliff has given me insights that have allowed me to become more successful.”– Greg Williams, The Master Negotiator, author, speaker, coach

“I’ve known Cliff Jones for many years, and I’ve seen him in action for myself. Cliff’s “hungry fighter” mindset and his deep desire to empower CEOs, business owners, and leaders are among the most inspiring I’ve ever seen. Cliff Jones is the real deal.” – Harvey Mackay, Seven-time, New York Times best-selling author

“Cliff not only gave us direction but motivated staff to WANT TO move in that direction! I was astounded by what he could do and how authentic, caring and genuine he was as he worked with us!” – Danna Evans, CEO, All Things EQ

“Cliff’s energy, wisdom, intuition, and an amazing sense of humor is a killer combo. I highly recommend reaching out to him if you are ever feeling stuck. I feel very fortunate that the winds led me in his direction.” – Lisa Martinez, a corporate marketing executive in transition