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. New episodes weekly. Learn more at soniacouto.com
Episodes
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...
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 i...
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 leader...
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 sty...
What does it really take to build something new when there’s no blueprint, no certainty, and no external validation?
In this episode of Tenacity with Sonia C., Sonia sits down with Sam Berman, founder of LARC, to talk about the internal war of entrepreneurship, the emotional cost of building, and the mindset required to keep going when doubt, isolation, and pressure hit hard.
Sam shares how LARC grew from a napkin sketch into a...
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 invest...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
Most technical founders believe the hardest part is building the technology.
It isn’t.
In this episode, Sonia sits down with a neurotechnology founder building in the menta...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
What happens when a childhood obsession becomes a real business?
In this episode of Tenacity with Sonia C, Sonia talks with Rui Couto about how he turned collecting comic books, Pokémon card...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 th...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 unconven...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 wh...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 W...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 ...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 ...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
Most founders obsess over building the product, but not when they exit, and that’s where they lose leverage, leave money on the table, and sometimes watch their company’s cultur...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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,...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 prod...
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth.
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 l...
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