Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Kat Lourenco, Work Strategist  based in Toronto, ON, Canada.

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

I believe that everyone deserves meaningful work that allows them to apply their strengths every day. As a career coach, I help people uncover their unique experiences and strengths, determine how they do their best work, and talk about the value they bring with confidence. Over the last decade, I've been leading teams in fast-paced work environments to deliver creative work for BMO, RBC, CIBC, McDonald’s, AIR MILES, Topshop, and Cadillac Fairview.

In 2020 I co-founded the content agency Newsworthy Co. Inc. as the Head of Client Services. Newsworthy was acquired in 2021 by trailblazing entrepreneur and investor Arlene Dickinson to become the digital content division for her business ecosystem, Venturepark. Through all of this, I've learned: Your unique experience is your greatest asset.

Today, I combine what I've learned over nearly two decades to coach business owners, leaders, and their teams to design careers they love by leaning into the unique experience they bring.

Tell us about yourself

For the past 20 years, I've been obsessed with how people do their best work. For most of my career, 'best work' meant efficiency and productivity at all times. I applied this mentality wholeheartedly to both my professional and personal life.
But then 2020 hit: I started the year already burnt out, working on launching two different businesses. And then, my dad was diagnosed with brain cancer on his retirement day. I was desperate for a break—and I got one, in the form of a pandemic and lockdowns that lasted on and off for most of the year (and then some).

In the span of a few weeks, all my clients were gone, and my view of work changed drastically. Grief turned into health issues, my dad's death put me on stress leave, and I vowed never to return to 'normal.' I had to find a way to do work that mattered to me without losing myself in the process. So I got back to my 'best work'—this time, it meant work that supported my values and utilized my strengths. It meant work that felt connected and purposeful and gave me time to prioritize my health and prevent burning out again. That kind of work isn't just good for people. It's good for business, too. And that's what motivates me to help others find and advocate for their 'best work.'

What's your biggest accomplishment as a business owner?

Building a business that rarely requires me to check in or be on email. It's been a game-changer.

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

Unlearning a 'time is money mindset. Money is earned through the value you bring, not how many hours you spend (for better or worse).

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

  1. Don’t wait: Don’t wait for retirement. Don’t even wait for the weekend. Make time for something meaningful every single day, no matter how simple or small.
  2. Forget what you thought you knew about work: Time does not equal money.
    Effort does not equal success. Constraints do not limit opportunity.
  3. Self-reliance = security
    Prove to yourself that you can build relationships.
    Generate money on your own terms.
    You’ll never look at work the same way again.

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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