Tenacity with Sonia C.

Most founders don’t fail because of a lack of passion. They fail because they don’t understand their numbers. In this episode, I sit down with Rachel Phillips, Co-Founder and COO of Fully Accountable, to break down the financial blind spots that quietly sink startups, and the simple systems that can save them. Rachel went from practicing law to building one of the fastest-growing outsourced accounting firms in the digital and e-commerce space. But her journey wasn’t smooth. At one point, she was running payroll with $2 in the bank account, choosing to bet on herself rather than take on the wrong clients. This conversation is packed with the kind of clarity every founder needs, especially if numbers make you nervous. We talk about: • The #1 financial mistake early founders make • Why your bank account balance is NOT an indicator of success • When you actually need a CFO (and when you absolutely don’t) • Cutting the bottom 20% to double your profit • How to turn your accounting department into a profit center • Building and scaling a remote-first culture long before it was normal • The moment Rachel realized she had to niche down or risk losing everything If you are scaling, pivoting, fundraising, or simply trying to understand your financial reality, this episode will give you the confidence and clarity you’ve been avoiding. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

At just 20 years old, Aleksandar Svetski lost everything, $200,000 in debt, wiped out by the stock market, living on a friend’s floor, and selling door-to-door to afford a can of tuna. That rock-bottom moment didn’t break him; it built him. In this raw and unapologetic conversation, Sonia sits down with Alex to unpack the failures, pivots, and rebuilds that shaped his unconventional path from debt to becoming a leading voice in the Bitcoin space. From early entrepreneurial mistakes to launching the world’s first Bitcoin-only savings app to stepping away when regulation and burnout crushed his joy. Alex shares the truth behind resilience that most founders rarely discuss. In this episode, we dive into: -Losing $200K and rebuilding from zero -The life-changing lessons of door-to-door rejection -Why his early startup failed and how that led to Bitcoin -Battling regulators while trying to innovate -Knowing when persistence becomes self-destruction -How to avoid “founder Frankenstein” product mistakes -What the next generation of Bitcoin adoption will really look like If you’re a founder facing uncertainty, burnout, or the fear of letting go, this episode will challenge how you think about resilience and what it truly means to rebuild. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What makes a founder walk away from stability, an excellent salary, and a clear corporate path, just to start over from scratch? In this episode of Tenacity with Sonia C., Marco Benitez, CEO of ROOK, shares the pivotal moment that changed the trajectory of his life. From a national Taekwondo champion in Mexico to a biomedical engineer and then climbing the ladder in big pharma, Marco had everything society tells us to want. Yet he felt deeply unfulfilled. When his wife asked, “Why are you so sad?”, it forced him to face a truth he’d been avoiding: he was meant to build, not maintain. Sonia and Marco unpack: ⚡ The internal battle between comfort and purpose ⚡ How he navigated a high-risk pivot from fitness wearables to healthcare & insurance ⚡ The real emotional cost behind raising capital (400 investor calls!) ⚡ Why being “in love with the problem, not the product” saved his company ⚡ What founders misunderstand about resilience and long-term vision ⚡ The future of health data, wearables, and consumer control ⚡ How to make the leap when fear has you frozen This episode is a powerful reminder that tenacity isn’t loud; it’s the quiet decision to keep walking, even when the world tells you to stay where it’s safe. Follow us on: Website: https://www.soniacouto.com/Podcast IG Channel: https://www.instagram.com/tenacitywithsoniac/ IG Host: https://www.instagram.com/soniactech Tiktok: https://www.tiktok.com/@soniactech You Tube: https://www.youtube.com/@TenacitywithSoniaC Linkedin: https://www.linkedin.com/in/soniacouto/ Facebook: https://www.facebook.com/profile.php?id=61555526145296 Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What does it take to build and scale a tech startup while your country is under attack? In this episode of Tenacity with Sonia C, Ukrainian founder Oleksandr (“Alex”) Buratynskyi, co-founder of T-Travel, shares the raw, unfiltered truth about growing a startup during the full-scale invasion of Ukraine, with no outside funding, constant uncertainty, and the pressure to keep his team motivated while the world around him shifted overnight. Alex opens up about: -The hackathon spark that pushed him from QA testing into entrepreneurship -Bootstrapping T-Travel through wartime conditions when investors disappeared -How the invasion changed everything, from funding to timelines to team morale -The biggest mistake he made as a founder (and how it cost years of time and money) -Why overbuilding early nearly crushed the company -How he scaled to 37,000+ users without VC dollars -The mindset tools he used to stay steady while leading through crisis -His philosophy from his book Systematic Adaptiveness, and how founders can apply it in their own moments of chaos This conversation serves as a blueprint for fostering founder resilience, resourcefulness, and psychological endurance. If you’re navigating failure, rebuilding after a setback, or fighting to keep your dream alive, Alex’s story will remind you that tenacity is a strategy, not just a trait. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

When you try to serve everyone, you end up serving no one. In this episode of Tenacity with Sonia C., Sonia Couto sits down with Gabriel Kaam, founder and CEO of K&R, to unpack one of the hardest, but smartest, growth decisions a founder can make: niching down. Gabriel shares how focusing his agency on fashion and luxury e-commerce helped him land clients like L’Oréal, Givenchy, and Louis Vuitton, without a sales team. He opens up about the early struggles of scaling, why being small became his biggest superpower, and how founders can win trust from big clients, even when you’re still building. You’ll learn: -Why niching down is the key to sustainable growth -How being small and flexible can attract global brands -The truth about managing client expectations and setting boundaries -How to sell your idea before your product -Why cheap hires cost more in the long run If you’re building a startup, agency, or SaaS, this episode is your reminder that focus isn’t a limitation, it’s leverage. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What does it take to leave a decade-long career at JP Morgan and build a profitable fintech startup in one of the most stigmatized industries in America, Cannabis? In this episode of Tenacity with Sonia C., host Sonia Couto sits down with Aubrey Amatelli, founder and CEO of PayRio, the first payment provider focused exclusively on cannabis and alternative medicines. Aubrey shares her journey from the stability of corporate banking to the chaos of startup life, all while raising three kids as a single mom. She opens up about: Leaving JP Morgan to launch a cannabis fintech from scratch Turning stigma into strategy in an underbanked industry Hitting profitability in under 12 months, self-funded Balancing motherhood, burnout, and leadership in a male-dominated space How one platform crash reshaped her entire approach to resilience This conversation is a masterclass in tenacity, purpose-driven leadership, and building credibility when the system isn’t built for you. 🎧 Listen if you’re a founder breaking barriers, rebuilding after setbacks, or redefining success in a stigmatized industry. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

When you think of breast cancer, you probably don’t think of men, but you should. In this episode, Phil Alderson shares his story of surviving male breast cancer, a diagnosis most men never imagine they’ll face. From the moment he found a lump to navigating isolation, stigma, and the lack of male-focused support, Phil’s honesty will challenge what you think you know about breast cancer. As two survivors, one male, one female, Sonia and Phil go into: - The reality of male breast cancer (yes, it happens) - Why early detection saves lives - How stigma and silence make men more vulnerable - The need for more inclusive awareness and language - Rebuilding identity and purpose after cancer If you’re a man, a father, a brother, this episode could save a life. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

When Alexandra Goldwell was diagnosed with Stage 3 breast cancer as a single parent and lifelong healer, she was forced to confront the limits of her strength and the depth of her beliefs about healing. A psychologist and somatic therapist for over 25 years, Alexandra had spent her career helping others process pain, but breast cancer became her most personal teacher. In this episode of Tenacity with Sonia C, we have an honest and transformative conversation. Alexandra shares how she approached her diagnosis differently, why she delayed surgery, and the mental and emotional practices that helped her navigate fear, isolation, and uncertainty. We also talk about the often-ignored post-cancer phase, the disorientation, the grief over a changed body, and the process of redefining your identity and priorities after survival. This isn’t just a story about breast cancer; it’s about agency, resilience, and rewriting your life on your own terms. 🎧 Listen now for a conversation that will speak to anyone facing a life-changing diagnosis, a significant transition, or the challenge of starting over. https://www.instagram.com/tenacitywithsoniac/ https://www.instagram.com/techiesoniac Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What does it mean to be a parent when your child is fighting for her life? For Bob Furniss, the answer was to stand beside his daughter Keisha, as her advocate, her cheerleader, and eventually, the keeper of her legacy. In this profoundly emotional conversation, Bob shares his journey as the father of a young woman diagnosed with Stage 4 breast cancer at just 30 years old. He opens up about the moment everything stopped, what it means to advocate for a loved one in the doctor’s office, and the heartbreaking reality of watching his daughter fight for four years before passing away at 34. But Bob didn’t stop at grief. He and his family founded Keisha Warrior Princess Foundation to spread awareness, empower young women to do self-exams, and prevent others from missing the early signs. He also wrote On to Blue, a memoir of love, resilience, and lessons learned from Keisha’s warrior spirit. This episode is a rare and powerful look at breast cancer through the eyes of a parent. It’s about loss, hope, and the courage to turn pain into purpose. 🎧 Listen now to hear Bob’s story, and the question he believes every dad should ask his daughter. https://www.instagram.com/tenacitywithsoniac/ https://www.instagram.com/techiesoniac Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

When Christie Cioffi was diagnosed with breast cancer just days after her 36th birthday, her world turned upside down. A West Point graduate, Army veteran, and marathon runner, Christie was no stranger to discipline and resilience, but cancer forced her to confront an entirely different battle: rebuilding her confidence, identity, and sense of self. In this raw and empowering conversation, Christie shares how she navigated her diagnosis, made life-altering decisions about her body, and ultimately discovered a deeper sense of authenticity and leadership. We talk about what it means to date after cancer, the power of therapy, and how embracing vulnerability can become a superpower. This episode isn’t just about surviving breast cancer; it’s about what comes next: learning to trust yourself, letting go of old stories, and stepping into life with confidence and peace. 🎧 Tune in for an honest conversation on resilience, self-discovery, and the courage it takes to rebuild after cancer. https://www.instagram.com/tenacitywithsoniac/ https://www.instagram.com/techiesoniac Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

Fitz Koehler built her career as a fitness expert and race announcer, inspiring thousands with her energy and passion. But when she was diagnosed with breast cancer, her life took a turn that tested every ounce of her strength. In this candid conversation on Tenacity with Sonia C, Fitz opens up about the realities of treatment, the toll it took on her career, and the grit it took to keep showing up with a microphone in hand, even while battling cancer. She shares how humour, community, and unapologetic authenticity became her survival tools, and why she believes resilience is something we can all train for. We also delve into the lessons she now carries forward: redefining strength, rebuilding after loss, and finding purpose in helping others navigate life’s most challenging obstacles. 🎧 This is more than a cancer story; it’s about grit, joy, and refusing to let hardship steal your spotlight. #breastcancer https://www.instagram.com/tenacitywithsoniac https://www.instagram.com/techiesoniac Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

When Erica Campbell answered the call from her doctor late on a Friday afternoon, her world stopped. A breast cancer diagnosis instantly brought back memories of losing her mother to the disease, and fears of history repeating itself. In this candid conversation, Erica opens up about the emotions of that moment, why she chose a double mastectomy, and how reconstruction shaped her relationship with her body. She and I dive into the raw, often unspoken truths about femininity, control, fear of recurrence, and the difficult decisions women face between lumpectomy and double mastectomy. Erica also shares the inspiration behind her influential book The Mastectomy I Always Wanted, her work leading the Pinky Swear Foundation for children with cancer, and the leadership lessons cancer taught her: vulnerability, compassion, and the power of trust. This isn’t just a breast cancer story. It’s about reclaiming choice, reframing struggle, and discovering freedom on the other side of fear. 🎧 Tune in to hear why Erica believes the most significant lesson is never to give up, and why no one has to go through this journey alone. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What does it take to lead in tech, especially when you don’t fit the mould? In this episode, Sonia sits down with Meeky Hwang, co-founder and CEO of Ndevr, a WordPress development agency trusted by global brands like Bloomberg, Forbes, and Sony. But this isn’t a conversation about code, it’s about the quiet power of resilience, leadership, and building a business as a woman in a male-dominated industry. Meeky shares her real, raw story, from accidentally starting a company to buying out a co-founder and learning to let go (even when it hurts). You’ll hear how she built credibility with major clients not by being the loudest in the room but by being the most consistent. Plus, she opens up about burnout, journaling, impostor syndrome, and what founders can do when they feel stuck or alone. You’ll learn: - Why being “quiet” can be a superpower in leadership - The hardest decisions she’s had to make as a founder - What to do when scaling feels impossible - How community and honesty can fuel long-term resilience Whether you’re an early-stage founder or deep in the trenches, this episode reminds you that you don’t have to have it all figured out, you have to keep showing up. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What does it take to build an AI startup that manages over $30 billion in assets and challenges everything we know about investing? In this episode of Tenacity with Sonia C, Sonia sits down with Alexander Harmsen, founder of PortfolioPilot.com, a next-gen AI financial advisor transforming how we manage money, risk, and decision-making. A serial entrepreneur, YC alum, and Forbes 30 Under 30 honoree, Alexander previously founded and sold Iris Automation, worked on NASA’s Mars Helicopter, and raised over $30M in venture capital. You’ll learn: -How AI is disrupting traditional financial advising -Why founders struggle with financial decision-making, and how tech can help -Lessons from scaling two AI startups, raising capital, and going through Y Combinator -The psychology behind investor mistakes, and how PortfolioPilot corrects them Whether you’re building a startup, investing in tech, or looking to understand where AI in finance is headed next, this episode delivers actionable insights and founder wisdom. 🎧 Tune in to learn what it really takes to scale a high-impact AI company Follow our host: @techiesoniac Follow our IG channel: @TenacitywithSoniac Listen or watch more episodes: https://soniacouto.com/podcast Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

AI isn’t here to replace you, it’s here to require more of you. In this conversation, I sit down with Nicole Hilgenkamp, an AI literacy advocate and people-first leader who made a mid-career pivot into AI while managing large teams and raising three daughters. We get honest about what “AI-literate” means, why prompting is a skill (not a hack), how to use agents to augment your team, and the guardrails every company needs before rolling out AI. We also talk about resistance at work, building internal champions, and the messy middle of change for leaders and schools that haven’t caught up yet. You’ll learn: -How to move from “I tried ChatGPT once” to consistent, outcome-driven use -Simple ways leaders can set AI policy, protect privacy, and keep a human in the loop -How to get your team to adopt AI (community of practice, super users, small wins) -Why asking better questions beats copying other people’s prompts -A people-first framework for piloting AI across your org If you’re a founder, manager, or creative trying to make AI a daily edge, not a threat, this one’s for you. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

After a career-ending concussion pushed him off the ice, former pro hockey player Brandon Cullen reinvented himself as the co-founder of MADaboli, the strength-driven interval training franchise built for high performers. What started as one studio has grown to 45+ locations nationwide, with a vision rooted in strength, structure, and accountability. In this episode of Tenacity with Sonia C, Brandon shares how the athlete mindset translates into entrepreneurship, the hard lessons of scaling a franchise, and why focusing on a clear niche beats chasing the masses. We dig into partnership dynamics, daily founder struggles, and the principle of “the disciplined pursuit of less” that keeps him focused through every growth stage. Whether you’re a founder hitting a wall or an entrepreneur trying to scale with intention, this conversation will challenge you to double down on clarity, consistency, and courage. This episode is brought to you by Konverge: https://www.konverge.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

In this powerful episode, Sonia sits down with Murielle Ungricht, an entrepreneur, TEDx speaker, and founder of the AI-powered coaching platform Nuumani, for a raw and inspiring conversation on turning perceived weaknesses into your greatest strengths. Murielle shares her journey from building web development businesses in the early 2000s to launching Nuumani, a startup merging AI and human connection to democratize coaching. She opens up about how autism has shaped her leadership style, startup strategies, and commitment to authenticity, even when it meant breaking from conventional paths. We dive deep into: -How Murielle bootstrapped and validated her AI startup -The emotional and strategic hurdles of building in the AI era -Why embracing neurodivergence became her superpower -The mindset shifts needed to escape burnout and unlock momentum -The story behind her book Get Unstuck! and her 10 years of coaching Whether you’re an unconventional founder, feeling stuck, or searching for the courage to lead differently, this conversation is a must-listen. Learn more or reach out to Murielle: https://www.muriellemarie.com This episode is brought to you by: Konverge Digital Solutions Custom software solutions, proudly built in Canada for over 30 years. Learn more at konverge.com Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What does it really take to grow from solopreneur to CEO of a franchise? In this episode of Tenacity with Sonia C, fitness entrepreneur Devan Gonzalez breaks down the gritty, behind-the-scenes reality of scaling a business, without losing your sanity or your standards. Devan went from personal trainer to 6-figure business owner by 20, and now leads Strive 11 Fitness, a disruptive no-class-time fitness franchise. Sonia and Devan dive into the real challenges of building operational systems, hiring the right leadership team, and designing a business that can scale without the founder in every room. 🔑 In this episode, you’ll learn: How Devan validated a bold new fitness model Why most founders sabotage their own scale What it really means to lead vs. micromanage Devan’s $8K CRM mistake, and the lesson behind it Whether you're leading a team, planning a franchise, or stuck in solopreneur mode, this episode delivers hard-won insights on leadership, process, and founder growth. Hit play and learn why every level of growth comes with new devils, and how to outsmart them. This episode is brought to you by: www.Konverge.com Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

How do you go from being a successful real estate entrepreneur to the founder of a movement? In today’s episode, I sit down with Ceiwen Garcia, a leader, community builder, and visionary behind The Boss Network. With nearly two decades in the real estate world, Ceinwen has pivoted into creating extraordinary spaces for connection, growth, and empowerment, especially for women, but everyone is welcome in her ecosystem. In this heartfelt conversation, you’ll hear Ceinwen reflect on the transformative moments that led her from Kelowna realtor to award-winning entrepreneur, why she believes “the people are her why,” and how she navigated burnout, self-doubt, and mistakes with grace and grit. She gives us a raw, unfiltered look at how to build community, step into purpose, and not just dream big, but dream ridiculously big. Whether you’re a founder, a creative, a caregiver, or someone searching for your next bold chapter, this conversation is for you. It’s a reminder that fulfillment isn’t just about what you build but who you lift up along the way. Get ready to feel seen, empowered, and prepared to start your next chapter. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

What happens when your childhood dream is ripped away, and you’re forced to start over at 17? In this episode of Tenacity with Sonia C, we dive into the extraordinary reinvention story of Jacopo Iasiello, CEO of Luxury and Wealth Group. Jacopo shares the raw, behind-the-scenes journey of building wealth from scratch, from a career-ending soccer injury to launching a jewelry business at 18 and eventually closing over 350+ real estate deals. We talk about: -The mindset shift that helped him pivot from athlete to entrepreneur -His bold move to Africa to source diamonds, and what it taught him about trust and timing -The $1 million mistake that nearly broke him, and how he bounced back -Why doesn’t he believe in “burning the boats” -His M.P.B.E. method for staying grounded while scaling If you’re building something and feel stuck, burned out, or ready to quit, this episode will remind you that reinvention is always possible. Website: https://healthyrichandhappy.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands