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Tenacity with Sonia C.: Daily Summaries Delivered
by Sonia Couto
A top 2% 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
The most recent episodes — sign up to get AI-powered summaries of each one.
- Yesterday42 min
Why You Are Losing Sales with a Better Product with Martin Salgado
Discover why you are losing sales with a better product and how fixing your positioning turns deep technical capability into revenue growth. Companies often lose deals because technical founders overcomplicate their messaging instead of clarifying how they solve a buyer's immediate problem. Buyers choose solutions that resonate with their priorities rather than tools with the most advanced features. On Tenacity with Sonia C., host Sonia Couto speaks with Martin Salgado, founder of Influential B2B and creator of the Fabric Demand Engineering System. Together, they examine why technically brilliant companies get stuck, how to diagnose hidden drop off points in your sales process, and why building a sound revenue architecture matters more than rushing to publish content or blast cold outreach. What you'll learn • How to simplify complex technical messaging so prospects understand your offer immediately • Why rushing into content marketing or cold outreach masks deeper positioning issues • How to evaluate your buyer journey to locate where qualified prospects drop off • Why narrowing your focus to ideal buyers prevents competing on price • How to use customer conversations to guide your product roadmap and sales strategy This episode is for technical founders, SaaS operators, and B2B leaders who know their solution is superior to alternatives in the market, yet struggle to convert interest into consistent revenue. Follow Tenacity with Sonia C. on your favorite podcast app to receive new episodes each week. Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- 1 weeks ago29 min
Selling Your Product Before You Build It with Sabrina Rohde
To sell out her first inventory without paid ads, Sabrina Rohde tested demand with a pre-sale waitlist before starting production. This approach not only validated her idea for a functional luxury bag but also provided the initial capital to fund her first small, intentionally slow manufacturing run. Sabrina Rohde is the founder of the luxury bag company Rode Venet, a brand born from her frustrations as a traveling consultant for McKinsey. She shares the disciplined, customer-first mindset she used to build her company from the ground up while bootstrapping. In this conversation, you will learn: - How to use a waitlist and pre-sale model to validate an idea and fund production. - The "sell it before you build it" approach to confirming a real market need. - Sabrina's framework for deciding where to invest money and where to save as a bootstrapper. - Why the first year as an entrepreneur can be so difficult and how to get through it. - The importance of detaching your self-worth from your company's performance. If you are building a company and want to learn from the real experiences of other founders, follow Tenacity with Sonia C. for more honest conversations. www.soniacouto.com/Podcast Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- 2 weeks ago23 min
How to Create Real Social Impact as a Business Leader
Learn how to create real social impact as a business leader by opening hiring pipelines to underserved talent and looking beyond short term charity. Meaningful corporate impact occurs when companies offer direct employment opportunities to marginalized individuals rather than relying solely on donations. Partnering with comprehensive community programs helps break generational poverty cycles by providing people with transferable skills, career stability, and ongoing mentorship. Committing to hire capable individuals from underserved backgrounds strengthens company culture while creating permanent economic mobility. Denise Whiter, Executive Director of New Beginnings Support Program, joins Sonia Couto on Tenacity with Sonia C. to examine practical community investment. Denise explains how their year long programs, including the Step Into Success initiative and certification with Humber Polytechnic, prepare women for corporate roles at organizations like Ernst & Young and TD. She also highlights the EmpowerMe personal development curriculum and outlines goals for their annual Angels in Action Gala at the Fairmont Royal York Hotel in Toronto. What you'll learn • How to create real social impact as a business leader through direct hiring • Why short term training fails to resolve poverty compared to year long support • How transferable skills in digital literacy and business writing open corporate career paths • What common misconceptions prevent companies from hiring women rebuilding after crisis • How businesses can participate in the Angels in Action Gala or contribute through Canada Helps and Zeffy This conversation is for founders, executives, and hiring managers who want to move past performative corporate responsibility and build practical employment pathways for overlooked talent. Learn more about Denise Whiter and support the New Beginnings Support Program through their website: https://newbeginningsprogram.ca/ Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- Oct 5, 202632 min
Earning FAA Drone Certification When Underfunded with Beth Flippo
Beth Flippo, CEO of Drone Express, shares the real story behind building a drone delivery company and earning FAA drone certification with limited funding. She explains how a five year regulatory process, intense competition, and major setbacks became the very things that built a more resilient company. In this episode: • The personal problem that inspired the creation of Drone Express. • How Beth landed Kroger as her first customer by targeting a massive market. • Why she viewed strict FAA regulations as a collaborator, not an obstacle. • The leadership strategy she used to keep her team focused during long periods without obvious progress. • How the company navigated a critical parachute testing phase while running out of money. • The challenges of raising capital as a female founder in a male dominated industry. • Why she believes having it harder ultimately builds a stronger, more successful company. #founderstory #dronetechnology #entrepreneurship #faacertification #startuplife #womenintech #leadership #fundraising #businessstrategy #resilience #tenacitypodcast Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- Sep 25, 202656 min
How to Intentionally Design Trust with Shawn Gibbs
Becoming a leader people naturally trust starts with becoming a stable, consistent presence who is confident in who they are. In this conversation, founder and medical provider Shawn Gibbs explains why the most trusted leaders are like cruise ships, not dinghies: steady and unwavering because they have done the internal work. Shawn shares lessons from his journey building companies, including GiveGowns, which redesigns hospital gowns to restore patient dignity. Drawing on his experience in both healthcare and entrepreneurship, Shawn explains why outcomes are determined long before a meeting or sale ever begins. He provides a clear framework for building trust intentionally, not just with customers, but within your team and in your leadership. Listeners will learn practical methods for improving communication, clarifying expectations, and creating a culture where people feel valued and understood. In this episode, you will learn: - The power of defining your desired outcome before any meeting or negotiation. - The story behind GiveGowns and how it restores confidence for patients. - A simple communication technique to ensure clear expectations and build trust. - Why intentionality is the key to designing trust into your company's culture. - How to help your team members grow, even if their goals are outside your company. - The one thing to start doing to become a leader people are naturally drawn to. This episode offers a clear guide to building trust with customers, patients, and your team. Follow Tenacity with Sonia C. for more honest conversations and practical lessons for founders. Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- Sep 17, 202635 min
Building Brand Authority in the Age of AI with Laurens Tijssen
Building brand authority in the age of AI requires a marketing ecosystem built on sustainable systems, not chasing the latest tools. In this conversation, branding and ecosystem strategist Laurens Tijssen explains how founders can create lasting market presence. He shares insights from his journey, which started with an online payment at age 14 and led to working with over 150 clients, including high profile entrepreneurs and global brands. Laurens explains why the fundamentals of business and branding still matter more than ever. Listeners will learn: - The marketing ecosystem framework of Attention, Interaction, and Transaction. - Why resourcefulness and strong fundamentals are more important than any single AI tool. - How to earn trust with high profile clients and build reputational capital. - The difference between strategic shortcuts and deceptive tactics that break trust. - Why Answer Engine Optimization (AEO) is a critical focus for brands today. This episode offers a clear perspective on how to build a brand that grows stronger over time. If you are a founder working to build a more resilient and visible business, follow Tenacity with Sonia C. for more honest conversations and practical guidance. If you enjoyed this conversation, follow Tenacity with Sonia C Follow Our Socials: Website: https://soniacouto.com/podcast YouTube: https://www.youtube.com/@TenacitywithSoniaC Host IG: https://www.instagram.com/soniactech Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- Sep 10, 202631 min
The Science of Better Founder Decisions with Kylee Ingram
Making better founder decisions requires intentionally designing the process to include cognitive diversity and counteract common biases. In this episode, Sonia C. speaks with Kylee Ingram, a former international television producer who is now the CEO and co-founder of Wiser, a technology company focused on decision science. Kylee shares what she has learned about the science of group decision making from her work with clients like the Sydney Children’s Hospital Foundation and from her time inside technology accelerators. Kylee explains how founders can improve the quality of their choices by structuring the conversations that lead to them. She offers practical advice for building stronger, more effective teams. Listeners will learn: - The difference between personality and cognitive diversity, and why a mix of thinking styles leads to better outcomes. - Warning signs that your decision making process is flawed, including instant agreement and the influence of the loudest voice. - Why leaders and influential team members should speak last in a decision meeting. - How to find the right people to help you decide, even if you are a solo founder. - Common patterns from technology accelerators, including the dangers of mentor whiplash. For more honest conversations that provide practical insight for founders, follow Tenacity with Sonia C. on your favorite podcast app. Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
- Aug 27, 202642 min
Your Brand Story Is Your Best Sales Asset
Our brand's authentic story is its most powerful sales asset because it builds human-to-human trust before the first sales call. In this episode, video strategist Graham Kuhn explains how founders can use strategic video, specifically a "brand story video," to shorten the sales cycle, escape the noise of AI-generated content, and connect with customers on a deeper level. Graham and Sonia discuss why so many founders struggle with video, confusing visibility with trust and hustle with clarity. Graham shares his framework for creating videos that don't just get views, but build credibility and drive revenue, even in complex B2B industries. He explains that you are always selling to a human, and your story is your biggest differentiator. In this conversation, you will learn: - Why your unique story is your most effective sales and marketing tool. - The difference between a generic "About Us" video and a high-impact brand story video. - A simple, practical technique to overcome the fear of being on camera. - How to use video to shorten the sales cycle and warm up potential clients. - Why authentic human connection is your best advantage in an age of AI. - How to identify and overcome imposter syndrome as a founder. If you enjoyed this conversation, follow Tenacity with Sonia C Follow Our Socials: Website: https://soniacouto.com/podcast YouTube: https://www.youtube.com/@TenacitywithSoniaC Host IG: https://www.instagram.com/soniactech Advertising Inquiries: https://redcircle.com/brands Privacy & Opt-Out: https://redcircle.com/privacy
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About Tenacity with Sonia C.
A top 2% 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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