A life first business doesn't ask you to choose between peace and ambition.

It proves you never had to.

I know, because I tried both ways.

This is Soft Ambition™. And this is where it came from.

Hi, I'm Claudia. Business strategist, writer and success coach for female entrepreneursh who know success goes deeper than their bank account.

Now that we got the formal title out of the way, the first thing you need to know is that I'm obsessed with women. How we act, think and feel.

And more specifically, I'm obsessed with women finding success without self-sacrifice.

When I was younger, I wanted to be a fashion stylist because I simply adored seeing how confident a woman feels in the right outfit. The way her posture changes, the way she talks and shows up in the world.

Now I sort of do the same thing, but it includes putting more zeros to their bank account, while they're building radical self-trust and shifting their identity to embrace their own version of success. Same same, but different, right?

And unlike other online entrepreneurs, I didn't stumble into this work. I've had the same title and mission since day one, because this work is my lived wisdom over the past decade, not regurgitated info I learned in a course. 

My "one pager" PLAN in coaching school

Learned the cost of hustle in my 20s

I started my first business at 24 and within 18 months burned it into the ground, while it was still growing.

The worst part? My marriage was falling apart at the same time and I didn't even notice, because I was hitting numbers, but also quietly disappearing into my work. 

I closed the business while it was still profitable, because I couldn't sustain the same level of output while going through my divorce and I burned out majorly.

This was an expensive lesson in what happens when your business becomes your entire personality and how success on paper doesn't mean you feel at peace.

Rebuilding self-trust & finding purpose

I went back to recruitment and quickly pivoted into startups, while obsessively reading personal development books and traveling nonstop, looking for the meaning of life (lol).

I worked my way up to a super well paid leadership role I genuinely loved, but my life changed when I found coaching.

I remember waking up one morning and saying to Alex, my boyfriend, "I think I'm meant to be a coach and help other women in business, so they don't have to make the same mistakes I did."

And that was that. I got qualified, jumped straight in full-time as a business & success coach, and never looked back.

Living out my CEO dreams on paper

I made six figures fast and the numbers kept growing. I felt fired up.

And then I watched myself do it all over again. Struggling to switch my brain off. The subtle creep of doing more, being chronically online, saying yes to things that looked like success on paper.

Different packaging, same pattern. But instead of "hustle", we call it "strategy" in the online space.

When I got pregnant, I decided there had to be a different way. I treated my pregnancy as an experiment for a different way to market and sell and doubled down on inner work.

And it worked. I was able to continue scaling with less stress and more simplicity in <20h/week, feeling present in my life.

The Soft Ambition era 

I took 6 months off after she was born, completely sustained by my business.

Came back wanting to burn everything down, which is apparently very normal. Who knew??

I rebuilt my entire offer suite, burned down 2 six-figure income streams and stepped away from the algorithm hamster wheel with evergreen marketing that works while I log off and live.

Almost 7 years and 600+ clients later, I traded the London fast pace for the Italian seaside. Had another baby and I work 15 to 20 hours a week, helping other ambitious women redesign their business & marketing strategy so they can scale with less, and shift their identity, so they live more and feel successful.