This episode is for the first-gen Latina entrepreneur who’s been following all the business strategies — downloading freebies, investing in courses, hiring coaches — and still feels stuck.

This isn’t an anti-strategy episode. It’s a real conversation about why the strategies you’ve been taught might not feel aligned — especially if you’re navigating survival mode, self-doubt, and systems that weren’t built with your lived experience in mind.

It’s not that strategy is wrong — it’s that strategy without identity doesn’t land for many of us. And that’s exactly what I’m breaking down in this solo episode.

Whether you're a Latina coach, a therapist becoming a coach, or you're just starting to build your own service-based business, this episode will help you understand what’s really going on beneath the surface — and what to do instead.

• Why traditional business strategy often fails first-gen business owners

• How cultural and generational narratives affect your success

• The role of identity in business growth

• How to grow a coaching business without burnout

• Three mindset shifts to build a business that honors your energy, story, and nervous system

This is an invitation to stop questioning your worth and start reclaiming your power. You’re not broken — the tools you were handed just weren’t designed for where you’re going. But that doesn’t mean you can’t build a powerful, sustainable business that aligns with who you are.

Ready to work together? → Book a 1:1 consult call to explore if private coaching is the next step: https://hello.dubsado.com/public/appointment-scheduler/65c32d0c5d72204299a14b50/schedule → Want to turn your skills into a thriving coaching business? Learn more about my signature group program, The Therapist to Coach Collective: https://thelizfernandez.com/therapisttocoachcollective#therapisttocoachcollective Stay Connected! → Follow me on Instagram for weekly mindset shifts and behind-the-scenes coaching content: https://www.instagram.com/thelizfernandez/ → Visit my website & Join my Email Community for more resources: https://thelizfernandez.com/ This episode is for you if you're searching for: first-gen Latina business coaching, why strategy isn’t working in business, coaching for therapists, how to grow a coaching business, sustainable business growth, Latina entrepreneur mindset, identity-based business strategy, business tips for women of color