About
I've been the founder white-knuckling a business that seems to be running me, rather than me running it.
I've been the person who kept promises made to everyone else, and broke the ones I made to myself. I've been the one whose business was doing great, while quietly I was not.
The thing that's running you
The thing is running you.
Maybe you've also told yourself you'd start taking Fridays off. You'd stop refreshing your inbox at 9pm bracing for whatever's in it. You'd finally get to the gym to work out. And yet, something else more important always seems to move it off the priority list for today. I remember hitting a breaking point when I continued to say I was going to take a walk at lunch, and every day something more important came up.
You've built something with soul. Maybe you even have a team that runs without you in the weeds. Your systems are on lock. You are not the founder who needs a business consultant. You already know how to run the thing.
The problem, that you're afraid to admit, is that the thing is running you.
Your business used to feel like flying. Now it feels like the plane is flying you, and you're white-knuckling the controls trying to look like you're still the pilot. You've tried the masterminds, the retreats, the courses. They helped on the margins. None of them touched the core.
Because the core isn't in the business. It's in the internal operating system you built it on.
Hello
Hello, I'm Hannah Soto.
I coach founders who are running service based businesses that look, on paper, like the thing they always wanted. And who are also quietly wondering how they ended up so exhausted inside of it.
I know this particular flavor of tired because I've been in it. I spent years building a company serving Fortune 100 brands. Within a 12 month window, I was sued twice, extorted, and consumed with trying to hold a company together while leading an industry during COVID. I was doing what I'd always done: absorbing everything, handling everything, and telling myself I just had to get through this week. And then the next one.
Eventually, I broke. Not dramatically. Quietly. The way high-functioning women usually do.
What I learned on the other side of that breaking point is the thing I now focus on with my clients. I had been trying to fill a bucket with a hole in the bottom. I had staked my entire identity on finally getting the bucket to feel full, and it was never going to. Not because I wasn't working hard enough. Because I was operating from a version of me that was never going to feel it, no matter how much I poured in.
That's the work. That's Loving the Gap.
What I do, and what I don't
The quiet stuff driving the loud stuff.
I'm not a business consultant. I'm not a therapist. I'm not going to hand you a framework and tell you to go run it.
I'm a certified ontological coach, which is a fancy way of saying I help you see how you're actually operating underneath the choices you're making. The beliefs. The reflexes. The hidden costs of the way you've been leading.
And then I help you act on what you see, because awareness without action goes nowhere, and action without awareness just rebuilds the same life with better branding.
What changes isn't your calendar first. It's your relationship to the gap between where you are and where you think you should already be. When you change your relationship to it, the grinding stops having anywhere to plug in.
Then the calendar changes. Then the Monday changes. Then you notice the change in revenue, and more importantly the pressure starts to release. The conversation you've been rehearsing for four months takes twenty minutes instead of being the catastrophe you were bracing for.
What becomes possible
You start living as the one you actually are.
You stop grinding for the version of yourself you've decided you should already be by now, and you start living as the one you actually are.
The plane slows down. The white-knuckling stops. The business becomes something you do, not something you are. You eat lunch at lunchtime. You say no to the thing you would have white-knuckled through. You stop refreshing your inbox waiting for a verdict or a validation that was never coming anyway.
You start keeping the promises you make to yourself. And slowly, the embarrassment turns into self-trust.
You feel alive again.
A few things about me, for the humans who want them
I care more about becoming than arriving.
I'm happily married to Eric, since 2018. In 2025 I walked 500 miles across France and Spain on the Camino de Santiago, which rearranged most of what I thought I knew about arriving. I'm also the founder of Arridia Group, a production company serving Fortune 100 brands, which is the work that taught me what it means to build something from an IKEA dining room table that scales to a company that does multiple-seven figures in annual revenue. As a student for life, I'm pursuing my ICF ACC + PCC credential with Presence Based Coaching and I'm certified in ontological coaching.
I care more about becoming than arriving. I care more about what's possible than what's impressive. I'd rather be honest with you than nice.
The knock on the door
If any of this feels uncomfortably familiar, that's the knock on the door.
1:1 coaching is where this work happens. Two calls a month, ongoing support between them, no curriculum, no templates, no homework. You're the curriculum. The work ahead? Rewriting the operating system your business is running on, so you can run the business instead of it running you.