Why I renamed my business

Starting a business is a funny thing.

It makes you feel proud. And it makes you feel embarrassed.

It makes you feel bold. And it makes you feel scared.

It makes you feel empowered. And it makes you feel insecure.

The swings are something.

Entrepreneurship is a roller coaster of emotions and a continuous act of reinvention—of being willing to try, learn, re-evaluate, and repeat.

My latest reinvention is a new business name and online presence.

When I started my coaching business, I was determined to make the puzzle pieces fit.

I wanted my background as an acupuncturist, and my experience in the writing and design worlds, to meld seamlessly with my new identity as a coach.

I had bought into the misunderstanding that because I had invested many years in those areas, I needed to somehow demonstrate it on the outside.

Great, I can prove my worth!

I fell hook line and sinker for the advice to choose a brand name separate from my own, in case I ever want to scale.

Great, I can hide behind it!

​Working with my coach helped me realize that transformational coaching has nothing to do with credentials or brand names.

It has to do with showing up for every coaching conversation as a fully present, authentic human.

It has to do with serving the person in front of me from the heart, as myself—and believing that’s enough.

And so, my latest reinvention is my business as me.

My name, my URL, my story.

I’m Sara Calabro.

Los Angeles
October 15, 2024