Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Alita Watson, Co-Founder and CEO of Alma Embedded Coaching, located in San Fransisco, CA, USA.

What's your business, and who are your customers?

We recruit and train coaches to operate and become embedded within organizations. Our customers are CEOs and HR leaders who are adapting to the new landscape of work.

Tell us about yourself

I've been an Embedded Coach at Sonder for five years of fast-paced growth and have seen firsthand the impact that this role can have on the people, business, and culture of an organization.

What's your biggest accomplishment as a business owner?

Successfully placing world-class coaches into organizations and then watching them empower conscious leadership and build the next generation of leaders.

What's one of the hardest things that come with being a business owner?

Growing a business by word of mouth!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Prepare to iterate!
  2. Find your authentic voice, and don't let outside perspectives overwhelm you.
  3. Know your audience and lean into your niche, don't try to appeal to too many people at once.

Is there anything else you'd like to share?

I'm so excited to be doing my 'life's work,' which will hopefully foster conscious leadership in every company that adopts this model... our future depends on it!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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