Apr 08th 2021

The business of entrepreneur coaching

Daniella Genas Coaching

Read this article to find out how coaching can benefit entrepreneurs and improve business growth, with advice from She’s The Boss founder, Daniella Genas

Co-founders of Electric House, Lee and Adam, love Birmingham. We’re the most diverse city outside of London in the UK, with a fascinating history and an inspiring future. Lee and Adam created and host the 0121 podcast, which tells the stories of Birmingham’s most exciting entrepreneurs and influencers.

Lee and Adam interviewed Daniella Genas, the founder of She’s the Boss, on the latest episode of the podcast. She is a multi-award-winning strategy and innovation expert, entrepreneur, speaker, and business advisor. “I’m a mother to a five-year-old, a wife, a friend, and a fun individual- when I’ve had enough sleep!” she jokes.

She’s the Boss is a coaching, consultancy, and training business. The aim is to equip ambitious entrepreneurs and business owners with the tools to build profitable, sustainable systems and driven businesses. The outcome is a proven business growth by up to 75%.

Read this article for Daniella’s anecdotes and advice on how coaching can benefit entrepreneurs and improve business growth.



She’s The Boss began as a research project for Daniella’s MBA in Advanced Strategy and Entrepreneurship at Aston Business School. Her dissertation was made up of a business plan and research piece around female entrepreneurship.

“I wanted to provide support I felt I hadn’t had when starting and growing my business. I conducted research around barriers to starting and growing a business, and began conducting interviews with women.”

Realising her proficiency and passion for business coaching for entrepreneurs, Daniella published the interviews on YouTube. In 2018, She’s The Boss widened their focus to all entrepreneurs, improving their business growth by up to 75%. Daniella has proven case studies and a track record.

“I see a lot of business support advisors offering their services, but they’ve never been to university and don’t know what business leadership looks like on paper- just in person.

But I can include both academic and practical aspects, and I bridge the gap. I have experience of things that can go good and things that can go bad.”



The key premise of coaching is using someone with an outside perspective to alert you to things you may be missing from being so focused on what you’re doing on a day-to-day basis.

“So, if I’m trying to get other people to buy into that concept, why would I not think that that applies to me, just because I’m a coach?

I recognise I suffer sometimes from the same issues my clients suffer from. There are a few sessions I have where I’ll be giving advice and I’m thinking to myself, ‘I should have done that’…”

Coaches can specialise in a variety of areas to support any needs that an entrepreneur might have.

“There’s coaching around PR, coaching around work-life balance… You may be a fantastic business coach focusing on systems, but you need a wellbeing coach to help you with sleeping.”



Imposter syndrome refers to a psychological pattern where an individual may doubt their skills and accomplishments and fear being exposed as a fraud. It is a prevalent phenomenon in the workplace since if you’re constantly challenging yourself, you’re always going to be put in an uncomfortable situation.

“At the height of my previous business, imposter syndrome had me like a lunatic. My business grew very quickly, we won awards back-to-back, I was featured on a BBC radio series, and it freaked me out!”

Daniella Genas Imposter Syndrome

Daniella admits that she had to work really hard to get over this feeling of inadequacy because it began to prohibit her from saying ‘yes’ to opportunities.

“One thing that helped me get over it was writing down the things I’d done, and reading them back, and asking myself if each one is a lie, or if it actually happened.”

She adds that most of the time, the issue isn’t whether you believe yourself to be a fraud or not. The issue is that you can’t accept that other people believe it to be impressive.

In addition, when you have big visions for yourself and your business, and you’re not at the pinnacle, it’s difficult to accept that where you are right now can be inspirational and motivational for someone else.

“Celebrate the small wins. You might not be at the end goal, but look at where you’ve come from; that, in itself, is a success. Without the small successes, the big win wouldn’t be possible, and that’s why it’s important to find happiness in those small wins.”



Daniella’s favorite piece of advice to give to entrepreneurs is to start with the end – or long-term vision –  in mind.

Using a process called ‘Vision:20’, Daniella works with clients to break down annual goals and form a three-year plan. This creates a blueprint for everything that happens from that point onwards.

“People can run as if they’re on a hamster wheel, with no direction; it’s important to understand where you want to go.”

After completing the Vision:20 process, Daniella encourages entrepreneurs to take their three-year plan and use it to create a five-year plan or ten-year plan.

“I have a thing against vision boards. They sound wonderful, but there’s no clear plan of how you’re getting to those things. My blueprint makes it very clear how you’re going to get to where you want to.”



Coaching is an inarguable asset to any entrepreneur. Success comes from creating and using action plans and taking consistent strategic action. Make sure you’re saying ‘yes’ to opportunities and not getting caught up in ‘shiny object syndrome’ (which is what vision boards are). 

“If you really want to achieve business success, you need to find out what success looks like for you. Once I drill down, the client builds a picture of what their life could look like.

If you can get your team to buy into the vision as well, then you will accelerate like crazy.”


Listen to the episode on Apple Podcasts here. 

Find out about the investment process with our previous podcast guest here.


All quotes from Daniella have been taken and edited from episode 8 of the 0121 podcast.