EP22: Client Spotlight - Sowjanya: From five years of dread to a 4-figure USD offering

Episode 22 : From Five Years of Dreading the Work to a Four-Figure USD Offering — A Conversation with Sowjanya, Applied Canine EthologistWhat happens when a brilliant dog pro spends five years building a business she doesn't actually enjoy — and then decides to burn the model down and start again?In this episode I'm in conversation with Sowjanya, a Certified Canine Behaviour Consultant and Applied Ecologist who has been building a decolonial dog behaviour practice - one that centres free-living dogs, canine autonomy and the conversations the industry isn't having yet.Sowjanya came to me in February 2026 with a business that worked on paper and was draining her completely. Five years in. One-on-one sessions that felt energy-sapping rather than energising. Prices she knew were too low but couldn't figure out how to move. Business advice that never quite fit. A corporate job she'd gone back to just to survive financially.In four months, everything changed. In this conversation we talk about:What it actually felt like to spend five years doing work she loved intellectually but dreaded delivering — and why it took so long to name itThe certification trap — how she kept upskilling hoping credentials would justify prices that never movedWhy every piece of business advice she tried felt like trying to fit into clothes made for someone else's bodyThe moment she gave herself permission to stop doing one-on-one work entirely — and what that unlockedHow she went from thinking a four-figure USD price was a fantasy to having people actually sign up for itWhat getting specific about her soulmate client taught her about herself — and why it became a way of reconnecting with her own experienceSowjanya's first premium priced learning community container Fight or Flow launches this week. She is proof that the business model the industry handed you is not the only one available — and that sometimes the most financially transformational thing you can do is stop doing the thing that's draining you.If this episode inspires you, step inside F--k The Rules: a week long sprint for women dog pros who are done building their business by a rulebook they never agreed to.3 masterclasses. 2 live group coaching calls. 5 sessions. $21.20-25 August 2026.Join F--k The Rules hereReady to commit to a new era of business and leadership? Step inside Unleashed - a 6 month business and leadership program for women dog pros ready to build a business that is so uniquely them. We begin 17 September.