Make the consequential decisions that determine what your company becomes, and develop the self-trust to keep making them.
I work with women founders who are building ambitious companies and facing the decisions that come with growth.
What should you pursue? What should you stop doing? Where should you invest? Who should you hire? What opportunities are worth saying yes to? When does the conventional playbook make sense, and when does following it take you somewhere you don't actually want to go?
These decisions shape more than next quarter. Over time, they determine what your company becomes.
I'm Erica Ando, PhD.
As the stakes get higher, there isn't always an obvious right answer.
You can gather information, talk to advisors, study what other successful companies have done, and still be the person who has to decide.
And sometimes the harder part comes after the decision: staying with it when you don't know yet whether you were right, changing course when new information tells you to, and recovering when a decision doesn't work.
The work is not becoming certain. It's developing enough trust in your own discernment that uncertainty doesn't keep you from leading.
experience building businesses and creative projects, making decisions without a predetermined playbook, and rebuilding work when circumstances changed.
What It's Like to Work Together
The practical decisions you're making are rarely just practical.
We might begin with a decision about hiring, pricing, an opportunity, a partnership, a new market, a difficult employee, funding, growth, or something in the business that simply isn't working.
We look at the practical realities. But we also pay attention to what's shaping the decision underneath them: what you believe you should do, what you're afraid could happen, whose expectations you're carrying, what you're reluctant to give up, what you know but keep second-guessing.
Sometimes the conventional answer will be the right one. Sometimes we'll find another solution that fits your company, your ambitions, and the way you want to lead.
What Becomes Possible
Here are a few of the ways clients describe what changed.
“I stopped fighting myself”
—Weatherly S.
I learned to listen to myself more instead of always pushing on the throttle. As I trusted my own voice, I shared my work more confidently, stopped looking outside myself for answers, and broke through a financial ceiling I'd been stuck at for years.
“Things didn’t fall apart”
—Kim H.
Learning how to rest changed everything. I realized I could take a break and my business wouldn't fall apart. I quit my job, started taking on projects that fit the kind of work I wanted to be doing, and found a way of working that finally felt sustainable.
“I don't go through my days telling myself how bad I am anymore.”
—J.J.
I feel more peaceful and more stable. I'm less thrown off by my own thoughts, less dependent on other people's reactions, and more able to let things unfold without judging every step. That shift has changed how I experience both my work and my life.
The Rhythem
We begin with an extended three-hour session (held in one meeting or divided across two) to explore what's happening in your life and what feels most important right now.
After that, we meet three times each month, with the fourth week left open for reflection, integration, or simply living your life.
Six months gives us time to work with decisions as they actually arise.
You make a decision. You see what happens. New information appears. Something works, or doesn't. The company changes, and another decision follows.
Over time, you're not only making consequential decisions about the business. You're developing the discernment, resilience, and self-trust to keep making them.
Between sessions
You're welcome to send emails or voice notes as questions, decisions, challenges, and insights arise. Sometimes I'll follow up with another question or observation after we’ve met.
Fee
The fee for 6 months is $10,000. Payment plans are available.