Tenacity with Sonia C.

Sonia Couto
  • 4.9 (53)
  • Entrepreneurship
  • Updated Weekly

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. New episodes weekly. Learn more at soniacouto.com

  1. 1d ago

    Your Brand Story Is Your Best Sales Asset

    Your 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

    Your Brand Story Is Your Best Sales Asset

  2. Aug 14

    How Long Are You Going to Keep Calling It a Startup?

    At some point, being scrappy stops being a strength. You have customers. You have a team. Maybe you've raised capital. Revenue is coming in. But you're still making every decision, solving every problem, chasing every task, and holding the company together yourself. So when does your startup actually become a company? In this episode of Tenacity with Sonia C., Sonia sits down with entrepreneur, investor, author, and business operator Scott Abbott for a candid conversation about what founders often get wrong when they try to scale. Scott has raised more than $35 million, built and led companies generating billions in sales, invested in startups, and learned some of his hardest lessons by making the mistakes himself, including being fired from his own company. Together, Sonia and Scott unpack the uncomfortable transition from startup hustle to operating discipline and why the habits that helped you survive the early days can eventually become the very things holding your company back. They get into why scrappiness has an expiration date, what happens when a business becomes too dependent on its founder, why founders need to understand cash flow and their numbers, and how better systems can actually create more freedom instead of more bureaucracy. They also talk about founder ego, coachability, burnout, AI as an operating tool, the responsibility that comes with taking outside capital, and why working harder isn't always the answer to a company that has stopped scaling. In this episode: • When scrappy startup culture starts hurting growth • Why some businesses stay stuck in “startup mode” for years • The difference between building a business and building a scalable company • Why founder dependency can become a liability • The financial numbers founders can't afford to ignore • What investors notice about founders who aren't as coachable as they think • Why systems and processes can give founders more freedom • How AI can support better operations without replacing leadership • Why hustle culture eventually catches up with founders • What Scott learned after being fired from his own company If your company is growing but everything still depends on you, this conversation is worth hearing. Because starting a company takes hustle. Building one that can survive without you takes something else. 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: 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

    How Long Are You Going to Keep Calling It a Startup?

  3. Jul 30

    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 haveHow Ari went from a $3,500 loan to building a multi-billion-dollar real estate businessThe startup mistake that turned a million-dollar win into an $800,000 lossHow to prepare your business for black swan events and unexpected crisesWhy hustle alone isn't enough to build a sustainable companyThe mindset shift that helped Ari rebuild both his business and his healthWhat 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. 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: 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

    I Went to Bed a Millionaire and Woke Up $800K in Debt

  4. Jul 22

    Let Go of the Business I Loved to Build One That Survived

    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 DAmbrosio, Founder and CEO of NOMADICS, 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. 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: 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

    Let Go of the Business I Loved to Build One That Survived

  5. Jul 10

    Burnout Isn't the Problem, Toxic Ambition Is

    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 thinkingThe hidden cost of hustle cultureHow to recognize the warning signs before burnout takes overWhy cash flow is the first system every founder should masterThe mindset shift from employee to founderWhy relationships are your greatest business assetHow to build a business that supports your life, not one that consumes itWhat "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. 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: 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

    Burnout Isn't the Problem, Toxic Ambition Is

  6. Jul 2

    Enterprise Buyers Don't Buy Innovation. They Buy Trust.

    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 Privacy & Opt-Out: https://redcircle.com/privacy

    Enterprise Buyers Don't Buy Innovation. They Buy Trust.

  7. May 22

    The Scaling Mistake That Nearly Cost a Founder Everything

    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 breakMaking hiring decisions too quicklyNavigating a business partner exitBalancing leadership with motherhoodlearning why niching down creates clarityRebuilding the company around intentional growth instead of survival mode This conversation is for founders who are: overwhelmed by scaling pressureexperiencing founder burnoutstruggling with leadership decisionstrying to build a sustainable businessquestioning 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 Privacy & Opt-Out: https://redcircle.com/privacy

    The Scaling Mistake That Nearly Cost a Founder Everything

  8. May 8

    Why Great Strategies Fail Without Great Leadership

    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 stylesHow unclear communication creates confusion and inactionThe difference between brainstorming and decision-makingWhy leaders unintentionally slow executionHow accountability and ownership are built into company cultureThe importance of intentional meetings and clear outcomesWhat leaders must change about themselves to scale effectivelyThis 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. 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: 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

    Why Great Strategies Fail Without Great Leadership
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4.9
out of 5
53 Ratings

About

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. New episodes weekly. Learn more at soniacouto.com

Information

  • Creator
    Sonia Couto
  • Years Active
    2023 - 2026
  • Episodes
    134
  • Rating
    Explicit
  • Copyright
    © All rights reserved.
  • Show Website
    Tenacity with Sonia C.