Interested in starting your own entrepreneurial journey in personal and leadership development but unsure what to expect? Then read up on our interview with Misha Jethva, Founder and CEO of UFINITY Performance Coaching, located in Toronto, ON, Canada.

What's your business, and who are your customers?

I’m an Executive Coach and the founder of UFINITY Performance Coaching. I help professionals build confidence, strengthen their leadership presence, and elevate their performance. My flexible approach to coaching creates a safe space for clients to bring awareness, reflect beyond the surface, and build intentions that drive change. I strongly believe everyone has infinite potential, and I am dedicated to helping you unlock yours. Hence the name, You + Infinity = UFINITY!

Tell us about yourself

For a long time, I thought I was doing all the “right“ things. I’d graduated with honours, secured a six-figure salary, and achieved my ambitious career goal of being a Director by the age of 30. But in my heart, I didn’t know who I was, what I stood for, and how I was going to continue my daily routine. I spent a decade as an Operations leader in the Start-Up, Retail Technology, and Online Advertising space. I led Design, Technical, and Operational teams, built scalable teams, established vision and strategy, managed organizational agility, and grew individuals into confident, effective leaders.

It was that last piece - helping others grow - that truly gave me the most joy. When I realized that, I embarked on my journey to become a certified coach, and it was an enlightening experience as it was the first time in my life I was listening to my heart. It took me some time for my head and heart to get on the same page about “going solo,” but once they got aligned, it created an inner harmony that continues to keep me motivated as I know I am living my purpose.

What's your biggest accomplishment as a business owner?

Creating my 90-day self-development program, UFINITY90, which helps professionals tackle their fear, stress, and anxiety by bringing their authentic selves forward. As someone who climbed the corporate ladder and felt more disconnected from myself the higher I went, I developed this program to help other professionals bring light to who they are earlier in their careers. UFINITY90 includes a digital workbook with assessments and reflective exercises, as well as 8.5 hours of coaching to support you in discovering your challenges, building your values, and establishing goals to take you to your next level.

As a leader, it makes a huge difference knowing your values, strengths, and how you want to show up. Being armed with this foundational work helps ease self-doubt, imposter syndrome, and all those self-limiting beliefs swirling around in your head.

What's one of the hardest things that comes with being a business owner?

Doing it all and knowing when to ask for help. Being a business owner means wearing multiple hats ALL THE TIME - you’re the boss, marketing, sales, etc. When you’re first starting out, you don’t just get to “do your job”, you’ve got to learn to be flexible and adaptable to what your business needs when it needs it. As early as you can in your journey, set your expectations for what your days will look like, be realistic about how your time will be split, and understand where you need the most help (ex., accounting, marketing, branding, etc.).

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Set a budget: When you go solo, especially if you’re coming from being an employee, you’ll quickly need to unlearn the habits of having a consistent paycheque. Set both a personal and business budget to understand what your finances will look like over the course of your first year. Be realistic and include contingencies. This will give you a good idea of where you need to be saving/spending and can act as a motivational goal to help grow your business.
  2. Don’t do it alone: Going solo doesn’t mean doing it alone. Build a support network of trusted individuals that you can confidently share your idea, wins, and struggles with. I recommend building a network that includes 1-2 close friends/family members, 2-3 peers, and at least 1 external voice (ex., a coach). I tap into my support network often to get motivation and advice when I am struggling, and I’ve even utilized my network to provide feedback on products before I launch them.
  3. Mindset: Build a mindset that supports your success. Start by understanding what habits might hold you back - perhaps you’re risk-averse, prone to overthinking, struggling with self-doubt, impulsive, etc. Once you understand which of your habits may get in the way, find a medium that allows you to develop and grow the mindset you need to grow your business. This might include meditation, reflection exercises, affirmation practice, coaching, mentorship, etc. The goal is to build a mindset that motivates, encourages, and pushes you forward.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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