My career has never been linear.

I've been a corporate researcher, a founder twice over, and then a corporate researcher again, turned executive and career transition coach. I started out studying consumers for Coca-Cola and P&G in Argentina after college, and built two businesses past six figures along the way: a handbag label in my twenties, then an Amazon private label that hit $700K by 2020.

In 2021 that one imploded in a week. My manufacturer shut down, shipping costs multiplied sevenfold, and I had a newborn at home. Did I mention I'd just taken a $100K line of credit to finance production? The fallout was, in a word, catastrophic.

Enter my era of forced reinvention. While everyone in their mid-thirties was leaving corporate life, I dove back in. I retrained in UX research and landed at Amazon, studying the sellers I used to be. At the time, structure and reliability made going back to corporate feel like the safe bet. Five years later, corporate has never felt more precarious, and I'm building something new.

I've spent twenty years getting strangers to tell me the truth about what they want. Turning that on your own life is harder, which is why people need someone to do it with them.

Primary Source Coaching is for people who suspect their next move isn't inside the org chart but can't yet name what it is. We start with four questions I first asked myself with a metaphorical gun to my head: what are you excellent at, what are you passionate about, what are your non-negotiables, and what will people pay you for. Then we turn the answers into a Personal Path Plan: a written document with your next steps, the cheap experiments that will tell you whether the idea holds up before you bet on it, and a short list of people who will hold you to it.

You'll leave knowing what you're building and what the first few months look like. The 3am redundancy email may still come. It just won't be the thing that decides your future.