Are you OK with being miserable in your business
for the rest of your life?
You probably already sense something that many accomplished Founders feel but rarely admit out loud:
No level of success, and accolades that come with it, can compensate for the lack of meaning and fulfillment in your business.
You’ve already proven you can accomplish extraordinary things with your brilliance and hard work.
But sacrificing your happiness at the altar of success?
That’s not something you’re prepared to do (anymore).
While many founders build their business in a way that gradually stifles their spirit, you know that your time here is too precious to spend living half-alive.
You want it ALL: both the success and a deep sense of meaning and fulfillment doing the work you love.
Because you are a MAXIMIZER.
And as a Maximizer, you want to live life to the fullest — so you never have to wake up one day and wonder if you wasted your talents, your time, or your chance to make a difference you actually care about.
You want to know yourself as deeply as possible, so you can make your own, AUTHENTIC choices (not just follow a script someone else wrote).
Maybe you’ve already fulfilled your purpose in your current business and you’re ready for your next big challenge…
Or maybe you’re still searching for a business idea that feels like your true calling.
Either way, what you want is clear:
To build a business that reflects who you are at your essence, what you value, believe in and stand for, and the life you yearn to have… and to have fun in the process!
If that sounds like you — if you’re ready to design your business in a way that lights your fire and helps you become your fullest, truest self…
…I’d LOVE to take that journey with you!
Let's talk.
Book a free 30-minute strategy call with me
Hi there. I’m Anita, Psychologist and Founder’s coach.
I’m best known for helping brilliant, accomplished Founders reconnect with who they are and what they truly want — and then make the right changes so their business doesn’t feel so empty and meaningless.
Because, after a decade of working with brilliant leaders and founders as an HR expert…
I can absolutely assure you that running a business DOES feel “empty” and “meaningless” to so many accomplished founders — and here’s why…
As a highly intelligent, talented person, you’ve been conditioned to pursue socially admirable markers of success:
Prestigious degrees, titles and income figures.
And that can feel exciting for a while…
… But along the way, you may lose touch with your authentic desires and needs, as well as your true purpose in life, until one day you find yourself with everything you asked for—but without the bliss you expected it to bring.
You’ve built a dream life, but whose dream is it?
So you either find yourself running a business that isn’t aligned with your natural strengths, values, and deepest needs, and that doesn’t feel meaningful anymore, OR…
…You grow bored and start craving a fresh challenge that will give you a renewed sense of purpose and allow you to step into your highest contribution.
But the question of how you want to run your business isn’t just about what you DO — but also who you ARE as a person and how you want to show up in your life.
Which can feel like a profound IDENTITY CRISIS.
Yet, despite the undeniable feeling that something is deeply misaligned and that life could (and should) be more than this…
…a part of you suspects that you’re ‘unreasonable’ or even ‘spoiled’ for yearning for something more, when you already have so much.
And so you end up riding this exhausting rollercoaster — one minute aching for change, the next convincing yourself you’re ‘selfish,’ ‘ungrateful,’ or just fundamentally flawed for not being content despite all that you have.
And I get it because my whole life I’ve depended on success for self-worth…
I was a golden child, a top-grade student, and a star employee.
I built my identity around performance, holding myself to extremely high standards of excellence to prove my worth.
And work was never transactional for me — I genuinely loved it and poured my whole self into it.
So when I realized the zest I once brought to my HR career had faded, it was a painful awakening that left me completely lost.
The turning point came when when I stopped searching for the most linear, convenient path, and started looking inwards for answers — and embraced the winding road that would reconnect me with my essence and my purpose.
And that’s how Firefly Coaching was born.
My life’s work, created to support other leaders and founders as they navigate the messy process of business and identity reinvention — and find a path that aligns with who they are and the legacy they are meant to leave.
The best part?
Once you have a clear VISION of the life you truly want to live and the work you’re meant to do, that vision acts like a MAGNET — creating momentum, drawing in opportunities that truly align, and pushing away those that don’t.
Instead of being reactive and running away from the wrong choices, you’ll be in the driving seat of your life creating the best possible future you are able to imagine.
Ready to feel inspired in your business again?
Book a free 30-minute strategy call with me
My philosophy on how to be successful and happy at the same time.
There are two kinds of super-achievers: Hustlers and Maximizers. Only one finds lasting satisfaction.
Can you guess which one? And more importantly — which one would you rather be?
HUSTLER
Works to build a business
Always chases opportunities
Success is how others judge my results
“I deserve to be happy”
Wants to fit in
“What should I do?”
Knows their price
Time is money
Work hard, play hard
“I wanna be the best in the world.”
MAXIMIZER
Works to build a better world
Creates and attracts opportunities
It’s only success when it’s on my own terms
I intentionally make choices that make me happy
Wants to belong
“What am I being called to do?”
Knows their worth
Time is priceless
Work is a game I love to play
“I wanna be the best I can be.”
“Liking what you do every day — has the strongest impact on overall wellbeing.”
Glitch in the Founder Matrix
Download this FREE GUIDE to discover the hidden mechanism making you feel miserable even though your business is successful… and what it takes to reconnect with yourself and your purpose, so you can fall in love with your business again - or find a new venture that lights your fire!
I’ve got a feeling we share some things in common…
FAVORITE COFFEE: Bourbon Santos
MOST RANDOM (AND USELESS) SKILL: Imitating people and animals.
GUILTY PLEASURE: I adore vintage watches. I’ve got a 1970’s ladies Doxa, 1960s Gruen (both hand-winding), and a 1980s Seiko ladies automatic.
FAVORITE TV SHOW: Seinfeld. Giddiyup!
SUPERPOWER: People profiling. I can easily spot mental patterns and emotional blocks in people I talk to.
RECENT HOBBY: Hanging out at cat cafés with my laptop or a book.
PASSIONATE ABOUT: History, psychotherapy, the concepts of self-managing organizations and democracy at work.
DEGREES & CERTIFICATES: MA Psychology, BA Philosophy, Business Coaching Diploma, NLP Master practitioner, Certified Career Coach, ICF-accredited (ACC).
RANDOM FACT: I once went skydiving from 24,000 feet (7.3 km). It was a tandem jump, usually reserved only for the military. Weird thing: I wasn’t scared AT ALL... But for some reason, standing on the ladder feels really dramatic. :)
Work with me 1:1
For founders who can’t ignore being miserable in their business anymore.