Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Alex Senson, Founder of Sanchin Coaching, located in Toronto, ON, Canada.

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

I am a professional and versatile coach with deep experience working with tech startup founders and entrepreneurs. I have recently launched a rich and robust online training program called "Shades of Fighting," which helps people with a growth mindset discover and develop their personal superpowers so they can reach their full potential to pursue their purpose and achieve their goals and dreams effectively. The name comes from the idea that there are so many different "fights" we encounter daily - and managing those fights (both internal and external) are key to success and happiness. This program focuses on learning to understand and manage human and individual nature - to take command of your mind by regulating automatic behavioural mechanisms such as the fight or flight response, defensive survival patterns, and emotional reactions. You'll learn to manage stress, solve challenges, discover opportunities and improve interpersonal relationships by practicing a series of "MBS Command" exercises. These exercises are the mindful practice that results in improved focus, attention, motivation, energy, curiosity, empathy, efficiency, and effectiveness. The program was born from an intersection of science, psychology, coaching methodology, and ancient traditional martial arts philosophy - a unique and transformational experience. It's a journey within yourself to discover and tap into the superpowers that are already there.

Tell us about yourself

My journey to this point is defined by the sum of my experiences to date. Working with hundreds of entrepreneurs inspired me to want to help brilliant people unlock as much potential as possible so they can contribute positively to the world and solve tough challenges while living rewarding and fulfilled lives. My experience as a martial artist taught me all about human nature, conflict, and how to manage difficulties while developing and growing as a person. I recognized that centuries-old lessons from martial arts could be applied to modern life in new ways that promote empathy and peace rather than anger and conflict. My background in science and coaching introduced me to the knowledge and tools to understand how the brain works, the importance of emotions, and how they influence behavioural change management. When COVID happened, I felt despair and sadness as I watched global conflict, anger, frustration, and pain grow among people. I had the tools to help - so I turned my despair into hope by creating the "Shades of Fighting" program to help empower people to manage difficult situations and emotions.

What's your biggest accomplishment as a business owner?

So far, it has been creating a really detailed and robust program that will help a lot of people. This is badly needed in our world today. I want to promote empathy and compassion - by shifting people's perspectives on fighting from "fighting against" to "fighting for." There are constructive, positive, and productive ways to fight - but they are not as "easy or natural" as the destructive and negative ways many of us are used to seeing. There's another way, and it's totally worth learning about because it might not be quite as obvious to people until they see it from another perspective (fighting as a spectrum rather than as a specific act).

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

Breaking through the noise "out there." Marketing and capturing people's attention is difficult and has resulted in shrinking people's attention spans since they're being pulled in so many directions constantly. Many businesses and entrepreneurs resort to psychology-based tactics and tricks which grab attention using salient or provocative images and messages. In Shades of Fighting, you'll learn to take command of your attention - because it's a finite resource. You can't be optimally effective and in control of your life if someone else has captured and is controlling it. This is my biggest challenge - to find a way to draw people's attention based on their sense of genuine curiosity and then have them choose to engage in a deeply involved program rather than expecting some instant gratification or shortcut. There are no shortcuts if you want to transform your life this way.

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

  1. Align what you do in your business with your inner purpose. It also helps to align this with some larger global-scale aspiration or challenge as well, so you feel you are contributing to humanity in a meaningful way, even if your contribution is on a smaller scale.
  2. Develop a growth mindset - recognize your strengths and opportunities for growth. Always be humble and always be curious.
  3. Embrace discomfort, fear, and vulnerability so you can adapt and change. You will be challenged by people, and you can grow if you embrace the emotional discomfort associated with this. If not, you may be perceived as defensive, fixed, unchanging, and stuck.

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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