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Tenacity with Sonia C.: Daily Summaries Delivered
by Sonia Couto
A top 2.5% globally ranked podcast about what it takes to build in business, leadership, and life. Tenacity is the discipline to keep building when the path is unclear, refusing to let fear, pressure, or uncertainty make your decisions for you. Every conversation digs into the pivots, failures, restarts, and the growth that came from them. Guests share what happened when things fell apart, what they did next, and what they learned the hard way, with actionable takeaways founders can apply to shape long-term success. Our guests are founders and leaders who have built and rebuilt after failure, started over after major life disruption, or built success in rooms not built for them. Hosted by Sonia Couto, a Toronto-based tech founder who has been starting over her whole life, rebuilding failed products, leading three companies through a breast cancer diagnosis, and turning every restart into something stronger.
Latest Episodes
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- 2 days ago24 min
I Went to Bed a Millionaire and Woke Up $800K in Debt
Every founder loves talking about the win. Very few talk about what it actually cost to get there. In this episode of Tenacity with Sonia C, entrepreneur, investor, and bestselling author Ari Rastegar shares the stories most founders never tell. From borrowing $3,500 while still in law school to believing he'd become a millionaire overnight, only to wake up $800,000 in debt, Ari opens up about the failures that shaped how he builds businesses today. This conversation goes beyond startup success. Ari explains why failure isn't the opposite of winning, it's the process that makes great founders. He shares how unexpected setbacks taught him to prepare for uncertainty, why every entrepreneur should stress-test their business before a crisis hits, and how rebuilding his health became just as important as rebuilding his companies. If you're building a startup, navigating uncertainty, recovering from a setback, or questioning whether the grind is worth it, this episode offers practical lessons from someone who's lived through both the highs and the lows. In this episode, you'll learn: -Why failure is one of the greatest advantages a founder can have -How Ari went from a $3,500 loan to building a multi-billion-dollar real estate business -The startup mistake that turned a million-dollar win into an $800,000 loss -How to prepare your business for black swan events and unexpected crises -Why hustle alone isn't enough to build a sustainable company -The mindset shift that helped Ari rebuild both his business and his health -What resilience actually looks like when you're under pressure If you've ever wondered whether you're the only founder struggling behind the scenes, this conversation is for you.
- 1 weeks ago45 min
I Let Go of the Business I Loved to Build the Company That Survived with Nick DAmbrosio
Every founder starts with a vision. Very few end up building the company they originally imagined. In this episode of Tenacity with Sonia C, Sonia sits down with Nick Damiano, Founder and CEO of Nomad GCS, to unpack what it really takes to keep a business alive through nearly two decades of change. Nick shares how his company unexpectedly evolved from an environmental consulting firm into a defence engineering and digital intelligence company after landing a government contract by accident. What followed wasn't one dramatic pivot, but years of adapting, building credibility, making difficult decisions under pressure, and letting go of the identity he originally built the company around. Together, they discuss why trust takes years to earn, how founders make decisions when the stakes are high, what it takes to work with government agencies, and why resilience matters more than having the perfect business plan. The conversation also explores one of today's biggest topics: AI. Nick explains why founders should think of AI as a tool, not a replacement for human expertise, and why building the next generation of talent still matters. If you're navigating uncertainty, considering a pivot, or trying to build a company that lasts, this episode offers practical lessons from someone who's led a business through recessions, COVID, major industry shifts, and constant change. In this episode, you'll learn: • Why successful founders eventually outgrow their original business model • How to build trust in industries where mistakes aren't tolerated • What founders misunderstand about government contracting • How to make better decisions under pressure • Why AI should support your business, not replace your people • How to build a company designed for long-term resilience If you're an early-stage founder, a scaling CEO, or an entrepreneur facing difficult decisions, this conversation will challenge the way you think about growth, leadership, and staying relevant over the long haul. Watch Episodes: https://soniacouto.com/episodes
- 3 weeks ago25 min
Burnout Isn't the Problem, Toxic Ambition Is with Bianca King
Burnout isn't the real problem. The real problem is the kind of ambition that's driving you. In this episode of Tenacity with Sonia C, Sonia sits down with entrepreneur and agency founder Bianca B. King to unpack the difference between toxic ambition and joyful ambition, and why so many founders unknowingly build businesses from a place of survival instead of purpose. Bianca's journey began long before entrepreneurship. After leaving home at just 13 years old, she learned that ambition was about survival. That mindset helped her rise through commercial real estate, close more than $1.4 billion in transactions, and earn top industry recognition, but it also led to burnout. After leaving a successful corporate career to launch her own agency during the Great Recession, Bianca found herself with just $38 in her business bank account. That moment forced her to rethink not only how she ran her business, but why she was building it in the first place. In this conversation, Sonia and Bianca discuss: Why founder burnout often starts with survival thinking The hidden cost of hustle culture How to recognize the warning signs before burnout takes over Why cash flow is the first system every founder should master The mindset shift from employee to founder Why relationships are your greatest business asset How to build a business that supports your life, not one that consumes it What "joyful ambition" looks like in practice If you're a founder, entrepreneur, or business leader feeling exhausted, questioning your definition of success, or trying to build a sustainable business without sacrificing your well-being, this episode is for you. About the Guest Bianca B. King is the founder of a boutique marketing agency with nearly two decades of experience helping businesses grow. She's also the creator of the concept of Joyful Ambition, challenging entrepreneurs to redefine success around purpose, agency, and fulfillment rather than constant hustle. Advertising Inquiries: https://redcircle.com/brands
- Jul 2, 202633 min
Enterprise Buyers Don't Buy Innovation. They Buy Trust. with Larissa Schneider
Enterprise AI is moving faster than most companies can keep up. But according to Larissa Schneider, the biggest challenge isn't the technology. It's execution. In this episode of Tenacity with Sonia C, I sit down with Larissa Schneider, Co-Founder and COO of Unframe, to discuss what it really takes to build an enterprise AI company, earn the trust of Fortune 500 customers, and scale a startup in one of the most competitive markets in tech. Larissa shares why she and her co-founders left successful careers in enterprise technology to build Unframe, how strategic partnerships helped them break into enterprise sales, and why competing against companies like Microsoft and Google requires more than great technology. We also dive into the reality behind raising more than $100 million in venture capital. Contrary to what many founders believe, raising money doesn't reduce the pressure. It raises the stakes. Larissa talks openly about the responsibility that comes with rapid growth, hiring a global team, making decisions with incomplete information, and learning to let go as a leader so others can step up. If you're building a startup, selling into enterprise organizations, leading AI initiatives, or navigating the challenges of scaling a business, this conversation is packed with practical lessons you can apply immediately. In this episode, we discuss: • Building enterprise trust as an early-stage startup • Breaking into Fortune 500 organizations • Strategic partnerships that accelerate growth • What investors don't tell you about raising capital • Why enterprise AI projects succeed or fail • The build vs. buy decision for AI solutions • Leading high-growth teams without becoming the bottleneck • Why founders should spend less time online and more time talking to customers This episode is for founders, startup operators, technology leaders, and anyone looking to understand what it really takes to build and scale a company in today's AI-driven world. If you enjoyed this conversation, follow Tenacity with Sonia C for more honest discussions with founders who share the realities of entrepreneurship, leadership, growth, and resilience, without the highlight reel. Follow Our Socials: YouTube: https://www.youtube.com/@TenacitywithSoniaC LinkedIn: https://www.linkedin.com/company/110196575/ Host IG: https://www.instagram.com/soniactech Advertising Inquiries: https://redcircle.com/brands
- May 22, 202636 min
The Scaling Mistake That Nearly Cost Her Everything with Lauren Kwedar
What happens when your business grows faster than your systems, leadership, and life can handle? In this episode of Tenacity with Sonia C, Sonia sits down with Lauren Cockerell, founder of Kaidar & Co, to unpack the scaling mistake that nearly cost her everything. After being laid off while 8 months pregnant, Lauren built her company from the ground up. But years later, rapid growth, hiring pressure, operational chaos, and leadership stress forced her to confront a hard truth: more revenue does not automatically create a better business. Lauren shares the real behind-the-scenes reality of scaling a service business, including: Growing revenue by 70% and watching systems break Making hiring decisions too quickly Navigating a business partner exit Balancing leadership with motherhood learning why niching down creates clarity Rebuilding the company around intentional growth instead of survival mode This conversation is for founders who are: overwhelmed by scaling pressure experiencing founder burnout struggling with leadership decisions trying to build a sustainable business questioning whether the company they built still fits their life If you are scaling fast but feeling exhausted, this episode will help you rethink what success should actually look like. https://soniacouto.com/podcast Advertising Inquiries: https://redcircle.com/brands
- May 8, 202646 min
Why Great Strategies Fail Without Great Leadership with Eric Dingler
What happens when your business growth is no longer limited by strategy, but by your leadership? In this episode, Sonia sits down with Eric Dingler to unpack the leadership lessons that emerge as businesses scale. Eric shares the moment he realized his team kept having the same conversations because leadership systems and communication clarity were missing. Together, they explore: Why growing teams require different leadership styles How unclear communication creates confusion and inaction The difference between brainstorming and decision-making Why leaders unintentionally slow execution How accountability and ownership are built into company culture The importance of intentional meetings and clear outcomes What leaders must change about themselves to scale effectively This conversation is packed with practical insights for entrepreneurs, founders, executives, and team leaders who want to improve communication, create alignment, and build organizations that execute with confidence. Whether you’re leading a startup, growing a team, or trying to move your business to the next level, this episode will challenge the way you think about leadership. 🎧 Listen now and discover why better leadership creates better businesses. https://soniacouto.com/episodes Advertising Inquiries: https://redcircle.com/brands
- Apr 30, 202637 min
The Less Sexy the Business, the Bigger the Opportunity with Sam Berman
ost founders are chasing “sexy” ideas, AI, apps, and hype markets. But the real money? It’s often hiding in industries no one wants to touch. In this episode of Tenacity with Sonia C, Sam Berman breaks down how he built a global company by going after one of the most overlooked spaces: industrial packaging. From a napkin sketch to working with some of the largest companies in the world, this conversation unpacks why “boring” businesses are often the most lucrative, and what founders get wrong when choosing what to build. But this isn’t just about picking the right market. It’s about what it actually takes to stay in the game long enough to win: The internal war founders don’t talk about The obsession required to push through zero traction knowing when to validate vs. when to pivot And why most people quit before the opportunity pays off What you’ll learn: Why “unsexy” industries create massive opportunities How to validate a business idea before going all-in What founders miss when chasing trendy markets The role of obsession, grit, and endurance in building How to break into large companies (even without connections) If you’re building, or trying to figure out what’s actually worth building, this episode will change how you think about opportunity. Advertising Inquiries: https://redcircle.com/brands
- Apr 16, 202644 min
The Visibility Strategy Helping Founders Get Funded with Liana Zavo
Most founders think fundraising is about pitch decks, introductions, and traction. But investors are evaluating more than just that; they are also looking for credibility. In this episode of Tenacity with Sonia C, we explore a new fundraising strategy more founders are starting to use: visibility as leverage. PR is no longer just about press coverage. It’s about positioning yourself as a credible, trustworthy founder that investors feel confident backing. We break down: Why investors often trust founders they’ve heard of before they meet them How PR builds authority and reduces perceived risk Why personal brand influence investor confidence How founders can use visibility strategically when preparing to raise capital The difference between marketing visibility and credibility visibility If you’re building something real but struggling to get investor traction, this episode introduces a new way to think about fundraising strategy. Because investors don’t just fund ideas, they fund founders they believe in. Advertising Inquiries: https://redcircle.com/brands
About Tenacity with Sonia C.
A top 2.5% globally ranked podcast about what it takes to build in business, leadership, and life. Tenacity is the discipline to keep building when the path is unclear, refusing to let fear, pressure, or uncertainty make your decisions for you. Every conversation digs into the pivots, failures, restarts, and the growth that came from them. Guests share what happened when things fell apart, what they did next, and what they learned the hard way, with actionable takeaways founders can apply to shape long-term success. Our guests are founders and leaders who have built and rebuilt after failure, started over after major life disruption, or built success in rooms not built for them. Hosted by Sonia Couto, a Toronto-based tech founder who has been starting over her whole life, rebuilding failed products, leading three companies through a breast cancer diagnosis, and turning every restart into something stronger.
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