We were lucky to catch up with Neena Perez recently and have shared our conversation below.

Neena, appreciate you joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

The spark to empower women has been burning inside me for over 20 years, though I didn’t always recognize it as a business idea. I began as a Christian leader, guiding and coaching women in their faith. Back then, it was all about helping them navigate life’s challenges, but I had no idea this path would evolve into the mission-driven coaching business I lead today.

In 2018, I wrote my autobiography, and that was a turning point. As women reached out, telling me how much my story helped them heal and find courage, I realized that I had the potential to create a bigger impact. The idea of turning my passion into a business began to take root. But I was also nervous. Could I really do this? The imposter syndrome crept in—who was I to think I could guide others to transformation? Those feelings of doubt followed me into the next steps, but I knew I couldn’t let them hold me back.

I knew that if I wanted to create lasting change, I had to equip myself with more tools. So, I went back to school and got my certifications in NLP (Neuro-Linguistic Programming), life coaching, and positive intelligence. It wasn’t just about learning new techniques, though—it was about overcoming my own fears and doubts in the process. I remember thinking, “What if I’m not enough? What if I fail?” But I kept pushing forward because I saw the potential impact I could have.

As I dove deeper into my studies, I also began a personal journey of self-awareness. The more I grew, the more I saw how vital inner transformation is for anyone looking to create lasting success. At the same time, I was facing a lot of inner battles—moments where I questioned whether I could really make this work. But each step forward, each woman I helped, reassured me that I was on the right path.

When it came time to turn my idea into a real business, I had a lot to figure out. There were so many unknowns—building a website, creating client systems, understanding the backend of running a business. I wasn’t just learning new skills, I was also dealing with imposter syndrome in every phase. I thought, “Who am I to be running a business?” But I kept going because I knew that if I could overcome these doubts, I could help other women do the same.

It wasn’t easy, and there were times when I wanted to give up. But as I started to implement the systems I’d learned, things began to click. Women who had connected with my book started reaching out for coaching, and before I knew it, my small idea was turning into something real. But more importantly, the women I was coaching were experiencing real, tangible transformations in their lives. That’s what fueled me to keep going.

Even now, as my business grows, I still face moments of doubt. Every new level brings its own version of imposter syndrome. But that’s part of why I’m so passionate about helping women build their coaching businesses. I know firsthand the shame, the fear, and the inner battles that come with stepping into something bigger than yourself. And I also know that overcoming those battles is what brings real success. That’s the journey I’m on, and it’s the journey I help other women navigate every day.

The path from idea to execution wasn’t just about building a business—it was about overcoming the inner voices that said I couldn’t. And that’s what I want other women to understand: You don’t have to be fearless, but you do have to be courageous enough to keep moving forward. Today, I help women break through their own barriers, thrive in their businesses, and lead fulfilling lives. And while my journey started over two decades ago, it feels like I’m just getting started.

Neena, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

For those of you who haven’t come across my story before, my name is Neena Perez. I’m a transformational life coach, NLP Master, and a business coach for women, but my journey didn’t start here. Over 20 years ago, I began as a Christian leader, guiding women in their faith. Back then, it was all about helping them navigate life’s challenges, but I had no idea this path would evolve into the mission-driven coaching business I lead today.

In 2018, I wrote my autobiography, which was a deeply personal journey. I shared my story, thinking it might help a few women, but the response was overwhelming. Women from all walks of life reached out, sharing how the book helped them heal and find the courage to overcome their own struggles. That’s when I realized I had the potential to make an even bigger impact. This led me to pursue certifications in NLP (Neuro-Linguistic Programming), life coaching, and positive intelligence, to equip myself with the tools I needed to serve these women even better.

The Work I Do
Today, I provide coaching services that focus on helping driven women, particularly those transitioning from corporate careers into entrepreneurship, build and scale their own coaching businesses. What sets my coaching apart is that it offers a heart-centered transformation. It’s not just about strategy; we dive deep into both inner healing and practical support. I’ve been where many of these women are—feeling stuck, dealing with imposter syndrome, and battling self-doubt—so I understand firsthand what it takes to overcome those challenges.

What really makes my program stand out is our Done-For-You (DFY) business automation services. My dedicated team steps in to automate the business processes for you—whether it’s marketing, funnel building, or system integration. You don’t have to do this alone. We’re here to help you implement these systems so you can build and scale faster than trying to figure it out on your own. Instead of spending endless hours piecing things together, we do it for you, allowing you to focus on what truly matters—coaching and transforming lives.

I also offer lifetime access to my online academy, where clients can find a growing library of resources, including videos, workbooks, and more. The academy is continuously updated, so you’ll always have the tools you need to keep moving forward, even after our coaching time together ends.

No more running around trying to gather resources from different places. My team and I provide everything you need in one place so you can focus on building a business that aligns with your vision, without the overwhelm or burnout.

Problems I Solve for My Clients
The main issues I help my clients overcome are the inner barriers—self-doubt, fear, and imposter syndrome—that often keep women from stepping fully into their calling. I also tackle the practical challenges that come with starting a coaching business. Many of my clients don’t know where to start when it comes to building their online presence, creating marketing funnels, or automating their processes. That’s where our Done-For-You automation comes in—we set up these systems so you don’t have to.

Additionally, we help:

• Build their brand and clarify their messaging.
• Design funnels and automate their processes so they can scale smoothly.
• Create marketing strategies that align with their unique vision and voice.

What Sets Me Apart
What truly sets me apart is the combination of heart-centered coaching with comprehensive, practical support. I’m not just focused on business strategy—I’m equally invested in your personal growth and healing journey. Many women struggle with the emotional and mental hurdles of building a business. That’s why I integrate tools like NLP and positive intelligence to help them overcome their inner battles. I’ve faced my own journey of overcoming abuse, teen pregnancy, divorce, poverty, and even domestic violence, and I use those experiences to guide my clients with empathy and strength.

I’m also proud of the full-service experience we offer. You don’t have to juggle multiple coaches or figure out systems on your own. My team is here to help you from start to finish, ensuring that your business is not only successful but aligned with your deepest values and vision. Together, we’ll harness your wisdom, gifts, and talents to create a business that reflects who you truly are.

What I’m Most Proud Of
I’m most proud of the transformations I’ve witnessed in the women I work with. Seeing them overcome their inner struggles, step into their power, and build businesses that reflect their purpose is what fuels me every day. I’m also proud of the team I’ve built—together, we provide a level of support that goes beyond just coaching. We’re helping women build legacies. And with lifetime access to my online academy, clients can continue to grow and learn long after our initial coaching journey is complete.

What I Want You to Know About Me and My Brand
Straight Talk No Sugar Added is not just a brand; it’s a reflection of my life philosophy. I believe in being real, authentic, and unfiltered with my clients. I don’t sugarcoat things because I know that real transformation happens when we face our truths head-on. My mission is to empower women to break through their barriers and create businesses that align with their purpose and values.

If you’re ready to stop spinning your wheels, feeling stuck, and overwhelmed by the business world, my team and I are here to help you turn your vision into reality. Let’s set sail on this journey together, turning your dreams into your reality with clarity, confidence, and comprehensive Done-For-You support.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the idea that I had to do everything on my own. For a long time, I believed that if I didn’t handle every aspect of my business myself, I wasn’t truly in control, or worse, that I wasn’t capable enough. This mindset was rooted in my past experiences. I’ve overcome so much in my life—surviving abuse, teen pregnancy, poverty, and the challenges of rebuilding my life from the ground up. Through all of that, I developed a fierce sense of independence. I thought if I could survive those things alone, I should be able to build my business the same way.

But as I started to scale my coaching business, that mentality began to work against me. I was burning out trying to manage every little detail—building websites, creating marketing funnels, managing clients, you name it. I was stuck in the belief that seeking help or delegating tasks was a sign of weakness, or that it somehow meant I wasn’t as competent as I thought I should be.

It wasn’t until I hit a wall that I realized something had to change. I was exhausted, overwhelmed, and the joy I had in helping women transform their lives was getting buried under the stress of trying to do everything. That’s when I made the decision to bring on a team and invest in support systems that would help me build my business without burning out.

Letting go of control wasn’t easy, but it was the best decision I’ve ever made. I had to unlearn the idea that doing it all alone was the only way to succeed. Now, not only do I have the support of a dedicated team who helps automate and streamline my business, but I’m able to show up fully for my clients, delivering the heart-centered transformation they need without sacrificing my own well-being.

The lesson I had to unlearn was that success isn’t about doing it all yourself—it’s about knowing when to ask for help, and allowing others to step in where you need support. This realization has become a cornerstone of how I coach women today. I teach them that they don’t have to build their businesses alone, either. My team and I step in with Done-For-You services because I understand firsthand how much easier and faster you can grow when you’re not weighed down by trying to handle every detail alone.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of the most significant pivots in my life came recently when I was let go from my job. My position was eliminated, and suddenly, the “steady paycheck” I had depended on was gone. Now, I’d already sensed that it was time for a change, but when I got the message—yep, you heard that right, I got a text—I couldn’t help but laugh. How ridiculous to be treated that way! But in that moment, I knew it was confirmation from God that it was time to move on. That text message wasn’t just the end of a job; it was a push to fully step into my purpose.

For a long time, I had been working on my coaching business on the side. I loved what I was building, but I wasn’t giving it my all. The comfort of my job allowed me to stay in a space of complacency—I wasn’t pushing myself as hard as I could have been because I knew that paycheck was coming every two weeks. I felt safe, but that safety came at a cost. It dulled my hunger, my drive to pour everything I had into my own business, and to truly create something that was mine.

When I was let go, that sense of security was ripped away, and I had to face a hard truth: if I didn’t invest fully in building my own thing, I would always be at the mercy of someone else’s decision. That realization ignited a fire in me. I knew that depending on a job was no longer an option. I had to pour everything into my business if I wanted to create lasting security and independence for myself.

I shifted my mindset from seeing my business as a side hustle to understanding that it was my future. I doubled down on my efforts, leaning into my skills, my experience, and my passion for empowering women to do the same. I wasn’t just building a business—I was building a legacy. But here’s the thing: I never tell the women I coach to quit their jobs. Instead, I teach them to view their jobs as interest-free loans they never have to pay back. I tell them to allocate some of their income into funding their dreams, using their job as a tool to fuel their business, not a crutch to stay stuck in complacency.

This experience taught me that while a job can provide temporary security, true freedom comes from building something that belongs to you. Complacency in a job can hold you back from reaching your full potential. Now, I help women break free from the same limiting mindset. I coach them to step boldly into their entrepreneurial journey, to stop playing small, and to invest fully in themselves and their dreams.

Contact Info:

• Website: http://www.neenaperez.com
• Instagram: https://instagram.com/neenaperez
• Facebook: https://www.facebook.com/neena.perez
• Linkedin: https://www.linkedin.com/in/neenaperez/
• Youtube: https://www.youtube.com/c/straighttalknosugaraddedwithneenaperez
• Other: Podops: https://podopshost.com/straighttalknosugaradded

Image Credits

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