Tenacity with Sonia C.

Sonia Couto
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Tenacity with Sonia C. Real Conversations for Founders Who Build Differently This podcast cuts through the noise of entrepreneurship, revealing what it actually takes to lead, grow, and stay resilient while building a company. Hosted by tech founder and industry leader Sonia Couto, the podcast goes beyond success stories to explore the decisions, pivots, failures, and breakthroughs that shape real businesses. Each episode features founders, operators, and innovators who have: Built companies from the ground upNavigated pivots, leadership challenges, and growth pressureRecovered from setbacks and rebuilt with clarity and disciplineLed teams through uncertainty with discipline and resilience This podcast is for entrepreneurs who want to think sharper, lead better, and stay grounded through the realities of building something meaningful. New episodes weekly on Spotify, Apple Podcasts, YouTube, and all major platforms.

  1. 4D AGO

    The Power of Delegation: How Letting Go Became the Key to Scaling with Jason Berkowitz

    What if the biggest thing holding your business back… is you? In this episode of Tenacity with Sonia C., Sonia sits down with Jason Berkowitz, founder and CEO of a 15-year SEO agency, to unpack one of the hardest lessons founders must learn to scale: the power of delegation. Jason shares his journey from solo operator to agency leader, and why trying to do everything himself nearly became the biggest bottleneck in his business. Together, Sonia and Jason have a raw, honest conversation about letting go of control, trusting your team, and why founders who refuse to delegate often stall their own growth. They dive into: Why do founders become the biggest bottleneck in their companiesThe mindset shift required to move from freelancer to scalable founderHow delegation unlocks better execution, stronger teams, and real growthLetting go of the fear that “no one will care as much as I do.”Making tough people decisions without guiltBuilding a business that scales without burnout or constant hustle This episode is for founders who feel overwhelmed, stretched thin, or stuck doing everything themselves, and know something has to change. If you’ve ever thought “I’ll just do it myself”, this conversation may be the wake-up call you need. Real founders. Real lessons. Real rebuilding. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    39 min
  2. When to Pivot and When to Stand Your Ground as a Founder with Jaze Bordeaux

    12/23/2025

    When to Pivot and When to Stand Your Ground as a Founder with Jaze Bordeaux

    Every founder eventually faces the same hard question: Do I pivot, or do I hold the line? In this episode of Tenacity with Sonia C., I sit down with award-winning filmmaker and executive producer Jaze Bordeaux to unpack what that decision really looks like when everything is on the line. Jaze shares the behind-the-scenes reality of independent filmmaking, from raising capital and navigating chaos to losing a third of his story mid-production and still completing what most never do. We discuss why filmmaking is no different from building a startup, how structure can save your vision, and why knowing what to kill versus what to protect is one of the most critical leadership skills a founder can develop. This conversation is for founders, creators, and entrepreneurs who are navigating pressure from investors, constant pivots, and the temptation to compromise to keep moving forward. In this episode, we cover: -When pivoting is strategic, and when it costs you your vision -How to lead when everything is breaking at once -Why most projects fail before they ever reach the market -The difference between ideas that sink your business and ideas that elevate it -How patience, timing, and structure create real momentum If you’re building something original and questioning whether to change course or stand your ground, this episode will help you think clearly, lead strongly, and move forward with conviction. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    39 min
  3. From Ego to Execution: What 17 Startups Taught Me with Robert Matzkin

    12/18/2025

    From Ego to Execution: What 17 Startups Taught Me with Robert Matzkin

    Ego can build companies, and it can destroy them. In this episode of Tenacity with Sonia C., Host Sonia Couto sits down with Robert Matzkin, serial entrepreneur, coach, and advisor who has launched 17 startups and exited two, to unpack the hard truths about ego, execution, burnout, and rebuilding as a founder. Robert shares how unchecked ego nearly cost him businesses, relationships, and clarity, and how learning to listen to data, coaches, and the market changed the way he builds and leads. From launching his first business at a young age to navigating investor pressure, failed bets, and personal burnout, this conversation pulls back the curtain on what it really takes to survive and scale in entrepreneurship. Together, Sonia and Robert dive into: Why the ego is one of the most dangerous forces in entrepreneurshipThe difference between being coachable and ignoring your instinctsHow founders can recover from burnout without losing momentumWhat investors actually look for when raising capital todayWhy execution and traction matter more than ideasHow to protect yourself from bad investors and broken partnershipsWhy the most successful founders still have coaches This episode is for founders, startup leaders, and entrepreneurs who are navigating pivots, failure, burnout, or high-stakes decisions and need grounded, real-world insight from someone who’s been there. If you’ve ever questioned yourself as a founder, struggled with ego, or felt the weight of building alone, this conversation will remind you that tenacity isn’t about being fearless, it’s about learning, adapting, and executing anyway. For more episodes, mindset frameworks, founders' advice, and growth strategies visit 👉 www.soniacouto.com Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    41 min
  4. Why Most Founders Fail Financially, and How to Fix It with Rachel Phillips

    12/11/2025

    Why Most Founders Fail Financially, and How to Fix It with Rachel Phillips

    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

    25 min
  5. Debt, Failure, Bitcoin: Rebuilt From Rock Bottom with Aleksandar Svetski

    12/04/2025

    Debt, Failure, Bitcoin: Rebuilt From Rock Bottom with Aleksandar Svetski

    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 zeroThe life-changing lessons of door-to-door rejectionWhy his early startup failed and how that led to BitcoinBattling regulators while trying to innovateKnowing when persistence becomes self-destructionHow to avoid “founder Frankenstein” product mistakesWhat 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

    38 min
  6. The Founder Who Left Comfort to Chase Purpose with Marco Benitez

    11/27/2025

    The Founder Who Left Comfort to Chase Purpose with Marco Benitez

    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

    27 min
  7. A Founder’s Fight to Grow During the Ukraine Invasion with Oleksandr Buratynskyi

    11/20/2025

    A Founder’s Fight to Grow During the Ukraine Invasion with Oleksandr Buratynskyi

    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 entrepreneurshipBootstrapping T-Travel through wartime conditions when investors disappearedHow the invasion changed everything, from funding to timelines to team moraleThe biggest mistake he made as a founder (and how it cost years of time and money)Why overbuilding early nearly crushed the companyHow he scaled to 37,000+ users without VC dollarsThe mindset tools he used to stay steady while leading through crisisHis philosophy from his book Systematic Adaptiveness, and how founders can apply it in their own moments of chaosThis 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

    45 min
  8. Why Niching Down Is the Smartest Way to Grow with Gabriel Kaam

    11/13/2025

    Why Niching Down Is the Smartest Way to Grow with Gabriel Kaam

    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 growthHow being small and flexible can attract global brandsThe truth about managing client expectations and setting boundariesHow to sell your idea before your productWhy cheap hires cost more in the long runIf you’re building a startup, agency, or SaaS, this episode is your reminder that focus isn’t a limitation; it’s leverage. 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/@techiesoniac 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

    43 min
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4.9
out of 5
53 Ratings

About

Tenacity with Sonia C. Real Conversations for Founders Who Build Differently This podcast cuts through the noise of entrepreneurship, revealing what it actually takes to lead, grow, and stay resilient while building a company. Hosted by tech founder and industry leader Sonia Couto, the podcast goes beyond success stories to explore the decisions, pivots, failures, and breakthroughs that shape real businesses. Each episode features founders, operators, and innovators who have: Built companies from the ground upNavigated pivots, leadership challenges, and growth pressureRecovered from setbacks and rebuilt with clarity and disciplineLed teams through uncertainty with discipline and resilience This podcast is for entrepreneurs who want to think sharper, lead better, and stay grounded through the realities of building something meaningful. New episodes weekly on Spotify, Apple Podcasts, YouTube, and all major platforms.

Information

  • Creator
    Sonia Couto
  • Years Active
    2023 - 2025
  • Episodes
    113
  • Rating
    Explicit
  • Copyright
    © All rights reserved.
  • Show Website
    Tenacity with Sonia C.