Episode 23: For four years, Eva was doing genuinely excellent work — working with client with reactive dogs, breaking down behaviour with real depth and compassion. And she was miserable doing it.
Not because the work was wrong. Because the shape she'd poured it into wasn't hers. Session-by-session consultations. Vague, everybody-with-a-dog positioning. A business coaching industry that offered her six-figures-in-three-months hustle culture or manifest-and-it-will-happen fluff — nothing that spoke to a woman who didn't want either.
So she did what a lot of us do: she assumed the anxiety was the price of admission. That if it felt wrong, she just hadn't figured it out yet.
This conversation is about what happened when Eva stopped trying to fit the mould and started asking what she actually wanted — and gave herself permission to build toward it, even when it looked like nothing else in the industry.
We talk about:
Why "canine behaviour consultant" never fit, and what it meant to introduce herself differently
The moment she realised she got to choose who she works with — and said no to men, full stop
Getting specific about her soulmate client (women with reactive dogs whose lives have shrunk around them) after years of believing specificity would cost her bookings
Moving from one-off sessions to a relational, three-month container — and why that structure was the one that actually matched how she wants to work
Dissolving the split between "personal Eva" and "business Eva," and what got possible once she stopped keeping them separate
This is what happens when a brilliant practitioner finally stops asking permission to build the business that's actually hers.
Ready to do the same? Sign up for F--k The Rules: a week long business coaching sprint for women dog pros who love what they do but don't enjoy their business so much. Between 20-25 August, get access to 3 masterclasses, 2 live business coaching calls and a private Telegram channel with bonus frickin' content. All for $21.
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