In this episode, I’m pulling back the curtain on what it really takes to start your coaching business — because for First-Gen Latinas, daughters of immigrants, and ambitious women who’ve been told to play it safe, it’s never just about the strategy. It’s about identity.

This episode is for the woman who knows she’s meant for more — the one who’s been circling the decision to start her coaching business, wondering if she’s “ready” or “allowed” to want more freedom, more alignment, and more ownership of her life and her work.

I’ll share my personal story of how building my coaching business started with an identity shift — not a strategy — and how you can start seeing yourself as the CEO of your life now, even before you have it all figured out.

Here’s What You’ll Learn:

1. Why Starting Your Coaching Business is an Identity Shift, Not Just a Strategy How your next level doesn’t come from certifications or overthinking — it comes from braver decisions, clarity, and belief.

2. The Real Reason You Feel Stuck — And How to Move Through It We’ll unpack the generational conditioning, survival strategies, and doubt that keep women of color circling the decision to start — and how to finally break through.

3. How to Borrow Belief and Redefine Readiness The exact process I used (and still use) to build belief, move before I felt fully ready, and grow a coaching business that funds my dream life.

4. Simple Steps to Start Embodying Your CEO Identity Now Three tangible things you can do today to lead yourself with confidence and move toward building your sustainable, freedom-based coaching business.

If you’ve ever doubted if you’re “ready” or felt the tension of growing into your next level while honoring where you come from, this episode is your permission slip to claim more — on your terms.

How to Work with Liz:

Private 1:1 Coaching — July and August start dates now open: Apply for Private Coaching Here Follow Liz on Instagram: @thelizfernandez Learn about Liz’s Offerings: https://thelizfernandez.com Let’s Stay Connected: Join my email community for grounded, identity-led coaching insights I don’t share anywhere else: https://thelizfernandez.com/email