About Wendy Faith

That contradiction is the reason I do this work.

I’m Wendy Faith, a Trauma Informed Business Coach for solopreneurs who are, shall we say, painfully aware of all they do – and don’t do – to run their businesses. I help people who are intelligent, capable, and deeply reflective understand why knowing what to do is not always enough, and learn how to lead themselves through the moments when fear, pressure, old protective patterns, or competing priorities take over.

I did not arrive at this work because I discovered one perfect method and decided to package it. I arrived here after decades of building businesses, making art, publishing books, leading teams, serving in public office, and coaching people through hard transitions. Across all of it, I kept noticing the same thing: the hardest business problems are often not strategy problems. They are internal leadership problems wearing very convincing disguises.

A pricing problem may actually be a conflict between the part of you that knows your work is valuable and the part that believes asking for more will cost you connection.

A marketing or visibility problem may be less about content strategy and more about the part that learned being seen was dangerous.

A consistency problem may not mean you are undisciplined. It may mean the part who made the plan is not the part who shows up when the plan requires risk.

Most business advice assumes one coherent person is sitting at the table, ready to follow the plan. That has never matched my lived experience, and it does not match what I have seen in hundreds of hours coaching others.

We all have different internal roles. Some are ambitious and ready to move. Some are trying to keep us safe. Some are creative, intuitive, skeptical, tired, responsible, perfectionistic, hopeful, or completely over everybody’s bullshit. None of them are inherently the problem. The problem is what happens when the loudest, most frightened, or most overworked part becomes the default CEO.

My approach is not about silencing those parts, forcing confidence, or shaming yourself into better behavior. It is also not about using trauma as an explanation for everything. Understanding why a pattern exists can bring enormous relief, but insight alone does not always help when you are staring at the sales email, avoiding the follow-up, or considering lowering your price before anyone has even objected.

The work is learning how to notice what parts are in the room, understand what they are protecting, and respond from a steadier place. I call that part of you the Intrinsic CEO™: not the most productive or impressive version of you, but the one capable of listening, holding competing needs, and deciding what happens next without abandoning anyone in the process.

Yeah, I know not all of us love the capitalist corporate energy of ‘CEO’, but again, after 25 years of doing this work, I’ll say this: if you could imagine a CEO that you COULD actually love and respect – that’s exactly what I want to help you become for yourself.

This matters because you should not need a coach, an accountability partner, or a fresh burst of panic every time your business asks something difficult of you. Support can be incredibly useful, and there are times when we all need another person in the room. But the goal of my work is not to make you dependent on my clarity. It is to help you develop access to your own.

My background used to look like a collection of unrelated careers and now makes perfect sense. I spent more than twenty-five years in design, publishing, and online business. I built and sold companies, created work that reached millions of people, published more than thirty books, and learned firsthand that success can create freedom while still asking a very real price. Later, I completed ICF-accredited coach training (ACC), became a trauma-informed certified coach (TICC), and continued studying how stress, identity, nervous system states, and protective patterns shape what people can access in a given moment.

I know what it feels like to be highly capable and still lose access to yourself under pressure. I know what it is to build something impressive that does not fully support the person living inside it. I also know how easy it is to mistake overthinking for wisdom, over-giving for integrity, and disappearing for a simple failure of discipline.

So when I work with someone, I am not looking for what is wrong with her. I am listening for the conflict underneath the problem. I am paying attention to what makes sense, even when the behavior is frustrating. And I am helping her build a business she can actually remain present for—not only when she feels clear and confident, but when the hard moment arrives.