I’m Liz Pineda and I help coaches and consultant transform their knowledge into recurring income, with more predictability and less overwhelm.
I do this by sharing my experience gathered during my time working for numerous organizations. For close to 10 years I worked for consulting companies like Accenture and Slalom Consulting, and have been blessed to have worked with wonderful individuals and companies alike building advanced systems to monetize their knowledge.
Now I consult and help coaches and consultants, like you.
I grew up as an only child on the tropical island paradise of Puerto Rico. The closest thing I had to siblings were my cousins who lived a two-hour drive away on the other side of the island.
One of my fondest memories were of my visits to see them and my grandmother. My mom would take me to see them once a month, and I lived for those days. When we got to be together I felt so alive, I was like a different person. (Being an only child can be lonely at times, and it sure does make you use your imagination!)
It was like the heavens had unleashed a band of creative genies – there wasn’t anything we couldn’t imagine or do. I loved being part of a group.
We all contributed and bounced ideas back and forth. Everyone had a unique skill.
Some built the forts, others foraged for supplies. My assignment was to execute the plans. Little did I know this talent would lead me to the work I do today, but more on that later.
Even though I did really well in school, it was harder for me than others who skated to all A’s – I had to work really hard for mine. I loved to solve math problems so much that I would miss meals and not sleep until I found a solution. I soon developed a reputation for being a problem solver, and not just in math.
The nuns that ran our school noticed my perseverance and offered me an opportunity to run for class president.
My days of imagining, planning, problem-solving and making stuff a reality with my cousins were put into action. I had to run a campaign and outline a vision.
I’ve always had this gift to see something finished even before it’s real and can see how all the pieces will fit together before it’s done.
After I won class president, I had to keep my promises and immediately started planning and delivering the biggest and best student day in the history of the school.
My mom was my cheerleader and collaborator and this project gave me the chance to work with corporate sponsors including Coca Cola, Pepsi and Baskin Robbins.
It was a pretty heady experience for a high school student, to have a place at the table with big corporations. It gave me the opportunity to really create and execute something that would benefit everyone in my school from kindergarten to high school.
That lit my entrepreneurial fire – I knew this was something I wanted to do for the rest of my life. I felt alive the way I did when I was plotting and imagining with my cousins.
I had a burning desire to make something on my own.
The Perils of Paradise
All of my family still lives on the island. One thing I always felt when I was growing up was the tension between their entrepreneurial longings and their commitment to providing for their families.
They had the smarts to make it on their own, yet family responsibilities kept them from taking the risks to be their own boss.
Our conservative family values were like an invisible net, holding us in place. Keeping us bound to and honoring tradition, whether it fulfilled our dreams or not. Our values let us know we could care for our families, no matter what.
My mom loves to teach and she passed that on to me. Her dream is to start her own jewelry business, yet this invisible net has kept her from moving forward – it is part of our culture, take care of your family first, your dreams come second.
I was determined not to get caught up in the need for security that would keep me from reaching my dreams.
Leaving the Island
After I went to college and got my degree in business, I was recruited by a global consulting firm headquartered in Denver, Colorado. It was my ticket to leave the island. I remember packing my suitcase and the day I got on that plane was one of the most exciting and terrifying moments of my life. When the plane lifted off, I knew I could not go back to that way of life.
Working for a consulting firm taught me a lot of the nuts and bolts of customer and client services, and I developed my skills creating and executing IT strategies for our clients.
Starting A Side Hustle
Even while I was working my day job, the entrepreneurial pull kept tugging at me. So I started a side hustle selling jewelry like my mom. It didn’t take me too long to realize I didn’t have a passion for it and moved on to learning about multilevel marketing.
It was one of the toughest things I have ever done. I never felt really comfortable in that part of the marketing world. I was painfully shy and tried to convince myself that as I learned more, I would get more comfortable and confident. I tried different platforms and learned about education, psychology, sales and marketing.
After spending hours and hours learning and going to a gazillion awful networking events, I started a small business doing SEO for some of the people I met through multi-level marketing. I thought this was it.
Most of my clients didn’t know what SEO was, so I spent a lot of my time educating them, which was frustrating. I’m an executor, and time spent teaching the basics was time I wasn’t executing for their business.
While I got my clients front page exposure, most of them did not know what to do with their prime position. I started to feel like a failure, I knew I couldn’t be responsible for their business success too.
Finding Fuel For My Fire
Then came the next turning point, right about the time I was ready to give up, I learned about funnels.
No, not the kind you use in the kitchen. Marketing funnels – the system that business people, especially entrepreneurs need to lead their customers through an automated sales experience that lets them sell their products while they sleep.
It was like opening Pandora’s box for me in a really good way. “Funnels” use everything I love and everything I was learning working in agencies – they required strategy, imagination, collaboration and yes, execution!
I couldn’t get enough information about funnels and kept learning, and spending thousands of dollars on courses and conferences until I thought I was ready. I had created a system and I knew it would work.
When I went back to the customers I had served doing SEO, I was so excited to share my new found knowledge only to be greeted with blank stares.
It was deja vu. When I told them I could teach them about funnels they said “what’s that?” I was so demoralized. It was like trying to teach Greek to someone who had never studied another language.
Could I Be Happy Living a Simple Life?
By this time I had married my husband Lou and had my beautiful daughter Layla. To my dismay, I was starting to feel my island roots taking over.
All of this work outside my normal job was cutting into family time and I wasn’t seeing a return. I was on the verge of accepting a simple life, which meant work at my day job and focus on my family.
One afternoon, my husband and I were talking about our future and he said, “you know Liz, this simple life won’t work for you. You have too much fire inside you to forget about your dreams of being an entrepreneur. You need to keep at it.”
That hit me like a punch in the stomach. I knew he was right and decided to give it one more try. I applied for a side job working as a virtual assistant where I could keep developing funnels and implementing my system when I wasn’t doing my day job. It was a challenge to do both, but the energy I got from doing something I loved so much kept me going.
My Big Aha
It’s funny how life works. One of my first clients was a marketing and branding wizard – many of you may know him. Mike Kim hired me through my agency to create funnels for him. When he invited me to attend his conference, Influence and Impact in 2017, I said yes!
It was at that conference I had my big aha. I realized I had been working with the wrong group of people. The people who need my help the most were in that room.
Influential entrepreneurs that had already created a successful product who needed someone to take the pain out of mapping out their funnels and executing them. They knew what a funnel was and needed someone like me. It was a match made in heaven.
From that point on – I knew I had found my path – and today, I help leading online businesses and influencers deliver their products to their clients by designing and executing their marketing funnels. My system provides them the path to automate their online sales and frees them up to focus on building their businesses.
I know it may sound kind of geeky, but building and executing funnels is the answer to the dreams I had as a kid growing up on an island and knowing there was something bigger waiting for me.
I could see it all along, the pieces just hadn’t all materialized. Now they have and all fit perfectly in place.
Now I know I won’t be going back to the “island”…