Tenacity with Sonia C.

Sonia Couto
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Tenacity With Sonia C is a podcast for startups, entrepreneurs, founders, and operators who want honest conversations about building, scaling, and leading real companies. These are practical lessons from people who’ve actually built and grown businesses, not just talked about them. Behind every success are messy decisions, setbacks, pivots, and moments where everything almost fell apart. Sonia sits down with experienced founders and CEOs to unpack what really happens behind the scenes, the hard calls, the failures, the rebuilds, and the lessons learned along the way. No fluff. No motivational speeches. No personal brand pitches. Just real experience and actionable takeaways you can apply to your business and life What You’ll HearOperator-level conversations: no cliches, no exaggerations, just real business. Unfiltered lessons from founders: wins, losses, pivots, rebuilds and scaling. Product, leadership & growth insights: what actually moves companies forward. Honest talk on resilience: the realities of building businesses that last. If you want depth, clarity, and real founder wisdom, you're in the right place.

  1. Why Most Startups Fail: The Founder Mistakes No One Warns You About with Andrew Ackerman

    1D AGO

    Why Most Startups Fail: The Founder Mistakes No One Warns You About with Andrew Ackerman

    Most startups don’t fail because founders lack ambition. They fail because founders build in a vacuum, avoid the real problem, and keep operating at the wrong level for the stage of the company. In this episode of Tenacity with Sonia C, Sonia sits down with startup founder, investor, and author Andrew Ackerman, who has built multiple companies and invested in more than 70 early-stage startups. Andrew shares the patterns he sees repeatedly across founders, the mistakes that quietly kill startups, and the habits that separate companies that survive from those that disappear. One of the biggest misconceptions founders have is that building a startup is about big ideas and innovation. In reality, most founders spend the majority of their time doing whatever needs to be done just to keep the business moving forward. Throughout the conversation, Andrew breaks down the practical lessons founders usually learn the hard way, including why startups should test ideas before building, how to identify real customer problems, and the signals investors look for when deciding whether to back a founder. Sonia and Andrew also explore the realities of scaling a company, the pressure founders face as teams grow, and how leaders must evolve their skills at every stage of the startup journey. This episode is a reminder that building a company isn't about avoiding mistakes, it's about recognizing signals early, learning quickly, and adapting before time and capital run out. If you're building a startup, launching a product, or trying to turn an idea into a real business, this conversation offers insights that could save founders months, or even years, of costly mistakes. In This Episode You’ll Learn• Why founders should test ideas before building products • The most common mistakes first-time founders make • How investors evaluate startup founders • Why coachability is one of the biggest signals of success • The importance of customer discovery in startup growth • How founders transition from operator to CEO • Why founders must constantly learn new skills as companies scale • How to identify real problems vs surface-level startup challenges Subscribe to Tenacity with Sonia C for conversations with founders and leaders building real companies and sharing the lessons they learned along the way. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    53 min
  2. When the Safe Path Feels Heavy with Jason VanDevere

    MAR 5

    When the Safe Path Feels Heavy with Jason VanDevere

    Many founders don’t start from nothing, they start from expectation. In this episode of Tenacity with Sonia C, Sonia sits down with entrepreneur Jason Vanderveer, who made the unconventional decision to walk away from taking over his family’s multi-million dollar auto dealership business in order to build something of his own. Instead of stepping into a guaranteed leadership role, Jason started from scratch with an idea he developed in his basement, a productivity planner designed around how high performers actually set and track goals. That experiment eventually grew into a seven-figure product business, a community of more than 40,000 customers, and a 35-unit real estate portfolio. But the real conversation isn’t about planners or productivity. It’s about the moment founders face when the safe path starts to feel heavy, and the cost of staying aligned with expectations outweighs the risk of leaving. In this episode, Sonia and Jason discuss: • Why some founders inherit opportunity but still feel misaligned • The internal pressure of turning down a family legacy business • The painful focus group that almost killed Jason’s first product • Why most entrepreneurs chase “easy money” instead of meaningful work • The Triple L Framework Jason uses to evaluate business ideas • Why clarity about the life you want matters more than the business you build • How founders accidentally recreate the same burnout they tried to escape • The role dreaming, discipline, and boundaries play in sustainable entrepreneurship This conversation is for entrepreneurs, founders, CEOs, and operators who are navigating difficult decisions about career direction, business alignment, and long-term leadership. If you’ve ever questioned whether the path you’re on is actually yours, this episode will resonate. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    31 min
  3. The Launch Playbook for Founders Who Expect a Traffic Spike with Michael Dodworth

    FEB 24

    The Launch Playbook for Founders Who Expect a Traffic Spike with Michael Dodworth

    If you’re building something worth attention, you need to be ready for the spike. In this episode of Tenacity with Sonia C., Sonia sits down with Michael Dodsworth, a product leader who has spent two decades operating in high-pressure launch environments at companies like Salesforce and Optimizely, as well as in live event ticketing, where millions show up at once. This conversation isn’t about tickets. It’s about what happens when: Your product goes viral3 million people hit your site at onceBots flood your checkoutYou oversellYour team panicsAnd social media is watchingMichael breaks down what actually fails first during a launch meltdown, why most companies are underprepared for spiky demand, and the systems founders should build before scaling attention. Sonia brings it back to what matters most: leadership under pressure, resilience when things break, and why calm founders win. If you’re planning: A product dropA Black Friday launchAn influencer collaborationA waitlist releaseOr your first viral campaignThis episode is your pre-flight checklist. Because going viral isn’t the goal. Staying up is. Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    34 min
  4. When Success Stops Feeling Like Success: The Burnout, the Exit, and the Freedom Play with Ian Noble

    FEB 17

    When Success Stops Feeling Like Success: The Burnout, the Exit, and the Freedom Play with Ian Noble

    When Success Stops Feeling Like Success: The Burnout, the Exit, and the Freedom Play What happens when you scale a business… and realize you’re no longer happy inside it? In this episode of Tenacity with Sonia C., Sonia sits down with Ian Noble, a former operator of a 16-location family dry cleaning business in Austin, Texas, who grew the company, modernized operations, survived COVID, and still found himself burned out. Ian shares the story behind scaling a service-based business: becoming the bottleneck, managing 90+ employees, navigating low margins, and pivoting the brand as customer demand shifted toward convenience and delivery. On the outside, the business was successful. Revenue was strong. The footprint was solid. But internally? The drive started fading. Ian opens up about the moment he realized he was physically present at home but mentally somewhere else, and how that became the signal that it was time to exit. He explains what founders often misunderstand about growth and success, why money doesn’t automatically create happiness, and how redefining “freedom” reshaped his next chapter. After the sale, Ian leaned into real estate investing, building both active and passive income streams, not as a hype play, but as a strategic way to create time flexibility and long-term wealth outside of one primary business. This episode is for founders who: Are scaling but secretly exhaustedFeel like they’ve become the bottleneckAre questioning whether success still feels alignedAre thinking about exiting a businessWant to build wealth outside their main companyAre navigating founder burnout and identity shiftsSonia brings the conversation back to what Tenacity is about: resilience, rebuilding, and defining success on your own terms, not the market’s. Because sometimes the bravest move isn’t scaling harder. It’s stepping back. Listen or watch full episodes: https://soniacouto.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    31 min
  5. Why “Messy” Content Will Beat AI in 2026 with Wes Towers

    FEB 13

    Why “Messy” Content Will Beat AI in 2026 with Wes Towers

    AI can generate content in seconds. Polished videos are everywhere. Websites all sound the same. So what actually wins in 2026? In this episode of Tenacity with Sonia C., Sonia sits down with Wes Towers, founder of Uplift360, to unpack why real, imperfect, human content is becoming the ultimate competitive advantage. Wes shares: The costly mistake that taught him to stay in his nicheWhy trust is eroding in trades, and how to rebuild itWhy a less-than-perfect Google rating can increase credibilityHow founders can stand out in an AI-saturated worldAnd the personal resilience required when life hits hard, but business doesn’t stopThis conversation isn’t about algorithms. It’s about authenticity, discipline, and building a reputation that scales. If you’re a founder wondering how to compete when AI can do “everything,” this episode will show you why being human is your moat. Listen or watch full episodes: https://soniacouto.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    29 min
  6. How Legacy Brands Survive the Digital Switch with Josh Lee

    FEB 6

    How Legacy Brands Survive the Digital Switch with Josh Lee

    Legacy brands aren’t failing because their products are bad; they’re struggling because their systems, habits, and leadership decisions move more slowly than the market. In this episode of Tenacity with Sonia C., Sonia sits down with Joshua Lee, an e-commerce operator who helps legacy manufacturers and multi-generational brand owners modernize for today’s marketplaces without losing the heritage and soul that made the business work in the first place. They get real about what actually blocks transformation (hint: it’s not tech, it’s fear), why manufacturers hesitate to sell on Amazon or Walmart Marketplace, and what happens when offline-first brands suddenly have to learn B2C, paid ads, fees, customer service, and channel strategy, all at once. If you’re a founder building in e-commerce, retail, manufacturing, or B2B, this episode breaks down the mindset shift and practical first moves that set brands that adapt apart from those that stall. In this episode, you’ll learn: -Why legacy brands delay digital moves for years, until a “life event” forces action -The #1 fear founders have about Amazon: conflict with wholesale distributors -Why strong offline brands struggle online: fees, ads, competition, and a new business model -How to think about marketplaces like Amazon vs Walmart (and why inventory = power) -The biggest mistake brands make when launching on Amazon: not taking the channel seriously -A smart “first step” for founders who feel behind: a leadership readiness assessment -Joshua’s definition of success: building a business with integrity, peace, and long-term vision If you’re rebuilding, pivoting, or preparing a company for the next generation, this one will sharpen your thinking. Listen or watch full episodes: https://soniacouto.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    40 min
  7. Busy Isn’t Growth: The One Thing That Unlocks Growth with Loïc Potjes

    JAN 30

    Busy Isn’t Growth: The One Thing That Unlocks Growth with Loïc Potjes

    Being busy feels productive until your revenue stalls, your calendar is full, and nothing meaningful is actually moving. In this episode of Tenacity with Sonia C., Sonia unpacks why busyness is one of the most dangerous traps for founders and how identifying the one thing can unlock real growth. Joined by global CEO coach Loïc Potjes, this conversation strips away hustle culture and replaces it with clarity, discipline, and focused execution. Together, they break down how founders unknowingly create their own chaos, why most leaders confuse activity with progress, and how to diagnose the true constraint holding a company back, whether it’s leadership behaviour, a weak value proposition, or a lack of market focus. This episode is a must-listen if you’re overwhelmed, overcommitted, and still asking yourself why growth feels so hard. In this episode, you’ll learn:Why being busy is not the same as building momentumThe simple question that cuts through overwhelm and exposes the real bottleneckHow to identify the one thing that actually moves the needleWhy most founders procrastinate, and what it has to do with misaligned strengthsHow to clarify your USP in 5 words and stop sounding like everyone elseThe leadership shift required when strategy isn’t the problem, you areA practical way to regain focus before building a 30-day growth plan Sonia guides the conversation with the lens every founder needs: tenacity, resilience, and disciplined thinking. This isn’t about doing more, it’s about doing what matters. If you’re ready to step off the hamster wheel and build with intention, this episode will change how you work, lead, and grow. Listen or watch full episodes: https://soniacouto.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    31 min
  8. How Writing a Book Scales Growth, Credibility, and Relevance with Ben Cena

    JAN 22

    How Writing a Book Scales Growth, Credibility, and Relevance with Ben Cena

    Most people think writing a book means sitting alone for months, struggling with words, doubting their ability, and hoping something good comes out the other side. That belief is wrong, and it’s costing founders credibility, confidence, and revenue. In this episode of Tenacity with Sonia C., Sonia sits down with Ben Cena, founder of High Value Author, to break down why publishing a book is not about being a writer, it’s about being strategic. This is a conversation for founders, consultants, and leaders who want to build authority, attract better clients, and turn their expertise into leverage, without burning years trying to “write.” Ben explains: -Why every leader already knows a book, even if English isn’t their first language -The difference between being a writer and being an author, and why that distinction matters -How most leaders sabotage their books by skipping strategy and alignment -Why books are solutions to problems, not creative projects -The biggest mistakes leaders make when self-publishing -How a book can increase conversions, credibility, and confidence -When publishing a book actually makes sense, and when it doesn’t -Why execution matters more than ideas in a market with millions of books Sonia brings the conversation back to what leaders really care about: -clarity, momentum, confidence, and progress. If you’re building a personal brand, consulting business, or leadership platform, and you’ve been told “you need a book” but don’t know where to start, this episode gives you the logic, structure, and mindset shift to decide your next move. This isn’t about becoming an author for ego. It’s about using a book as a tool for growth, credibility, and resilience. Listen or watch full episodes: https://soniacouto.com/ Support this podcast at — https://redcircle.com/tenacity-with-sonia-c/donations Advertising Inquiries: https://redcircle.com/brands

    42 min
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4.9
out of 5
53 Ratings

About

Tenacity With Sonia C is a podcast for startups, entrepreneurs, founders, and operators who want honest conversations about building, scaling, and leading real companies. These are practical lessons from people who’ve actually built and grown businesses, not just talked about them. Behind every success are messy decisions, setbacks, pivots, and moments where everything almost fell apart. Sonia sits down with experienced founders and CEOs to unpack what really happens behind the scenes, the hard calls, the failures, the rebuilds, and the lessons learned along the way. No fluff. No motivational speeches. No personal brand pitches. Just real experience and actionable takeaways you can apply to your business and life What You’ll HearOperator-level conversations: no cliches, no exaggerations, just real business. Unfiltered lessons from founders: wins, losses, pivots, rebuilds and scaling. Product, leadership & growth insights: what actually moves companies forward. Honest talk on resilience: the realities of building businesses that last. If you want depth, clarity, and real founder wisdom, you're in the right place.

Information

  • Creator
    Sonia Couto
  • Years Active
    2023 - 2026
  • Episodes
    122
  • Rating
    Explicit
  • Copyright
    © All rights reserved.
  • Show Website
    Tenacity with Sonia C.