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Turn âIs This It?â Into âThis Is It.â
My story â and why I do this work
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Hello, Iâm Irina Sanchez de Lozada.
If youâre here, youâre likely looking for more than just strategy.
You want a business that actually works.
Not occasionally.
Not in bursts.
But consistently.
And not in a way where everything depends on how hard you push, how much you control, or how much effort it takes just to keep going.Â
Seven years ago, I was standing on one of the proudest stages of my career.
It was Stockholm.
The very hall where the Nobel Prize ceremony takes place.
My organisation had hired it for our annual awards, and I had just been recognised as one of the companyâs top performers.
People were applauding.
Cameras were flashing.
I remember standing there, smiling for the photographs.
By every external measure, I should have been happier than ever.
I had the career.
The recognition.
The status.
The financial security.
The lifestyle I had worked incredibly hard to create.
And yet, at the very moment that should have been one of the happiest moments of my career, instead of feeling the deep satisfaction and fulfilment I expected...
I found myself asking the biggest question of my life:
âIs This It?â
It completely confused me.
Because nothing had gone wrong.
Quite the opposite.
Everything had gone right.
I had achieved the goals I had worked towards for years.
Everything the younger version of me believed would make me feel successful.
So why did the things that had motivated me for so long suddenly not feel as meaningful?
Why did the goals that once pulled me out of bed every morning no longer have quite the same pull?
Why did it feel as though something inside me had quietly changed...
Even though, from the outside, everything looked exactly as it should?
I had no idea then that this one quiet question would change the direction of my entire life.
Life doesnât just happen in years. It happens in chapters.
This is something I wish someone had explained to me back then.
Iâm not talking about the obvious chapters.
Graduating.
Starting your career.
Getting married.
Buying a home.
Having a family.
Changing jobs.
Iâm talking about something much deeper.
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The chapters of our personal evolution.
Think back to your twenties or perhaps your early thirties.
That excitement.
That ambition.
That belief that anything was possible.
You wanted to build something.
Create something.
Prove something.
There were goals pulling you forward.
Every promotion.
Every achievement.
Every milestone.
Every box you ticked felt meaningful.
You were building your life.
And that chapter can last years.
Often decades.
It can give you an incredible career.
A successful business.
Financial security.
Relationships.
A family.
A beautiful home.
Experiences.
Memories you will treasure forever.
Until, very gradually, something begins to change.
The things that used to excite you donât quite excite you anymore.
The goals that once pulled you forward donât have the same pull.
The spark that seemed to fuel everything slowly begins to fade.
And eventually, you find yourself asking:
âIs This It?â
Today, I understand this moment very differently.
I call it:
The Threshold
The Threshold is the uncertain space between one beautiful chapter of your life coming to an end... and the next one not yet fully revealed.
And here is what I desperately wish someone had told me seven years ago:
This is normal.
This is expected.
It doesnât mean youâve lost your ambition.
It doesnât mean youâve done something wrong.
And it certainly doesnât mean youâve reached the end of the road.
You have simply arrived at a completely natural stage of your personal growth and evolution.
Unfortunately...
I didnât know any of that.
So I did what many ambitious people do.
I tried to fix it.
My first wrong turn
At first, I ignored the question.
Maybe it would pass.
Maybe I was tired.
Maybe I needed a holiday.
It didnât pass.
If anything, it became louder.
Eventually, the high achiever in me took over:
âOkay. There is clearly a problem. Letâs figure this out.â
I started reading.
Listening to podcasts.
Going to events.
Searching.
And eventually, I arrived at what seemed like the most logical conclusion:
Maybe the problem was my job.
So, for the first time in my life, I made what felt like an enormous investment in myself.
ÂŁ10,000.
Three months with a highly recommended coach.
And eventually, the logical answer emerged:
Change your job.
Move to another bank.
Use almost two decades of experience.
Earn more money.
Enjoy a fresh environment.
A new challenge.
It made complete sense.
There was only one problem.
Something inside me kept saying:
âSurely changing the scenery isnât the answer?â
I didnât want another version of the life I already had.
I wanted to understand why I was asking âIs This It?â in the first place.
So I did something different.
I figured out how to make a genuine career change.
No banking.
No relying on almost two decades of industry experience.
A completely different industry.
Eventually, I received three job offers â including one with approximately a 25% salary increase.
I had proved to myself that I could completely reinvent my career without starting again from the bottom.
I accepted one of the offers.
And then...
Before I even started...
I said no.
Because somewhere during that journey, another thought had started growing:
If I could figure out how to do this myself, perhaps I could help other people do it too.
So I walked away from the offer.
And started my own business.
For six years, I thought I had found the answer.
My career coaching business became one of the most beautiful chapters of my life.
Entrepreneurship certainly wasnât always easy.
I had to learn marketing.
Sales.
Building a team.
Running an online business.
Almost everything from scratch.
But I figured it out.
Over the next six years, together with my team, we helped more than 350 incredible professionals around the world figure out and launch their next career chapters.
And personally, I created the lifestyle I had once dreamed about.
I earned more than I had in corporate.
Worked less.
Travelled whenever I wanted.
Had the freedom to organise my life around what mattered to me.
I was incredibly proud of what I had built.
I still am.
For years, I genuinely thought:
âThis is it. I figured it out.â
Until...
A little over a year ago...
That familiar voice returned.
âIs This It?â
Again.
I couldnât believe it.
The first time, I could blame corporate.
But now?
I had the business.
The freedom.
The travel.
The earning potential.
Meaningful work.
Everything I had said I wanted.
So what on earth was wrong now?
For the first time, I started wondering whether perhaps the problem wasnât my career.
Or my business.
Maybe the problem was me.
Was I simply someone who could never be satisfied?
Was I ungrateful?
And honestly...
I felt ashamed.
I had evolved. My business hadnât evolved with me.
That took me time to understand.
Nothing was wrong with my career coaching business.
It was successful.
Profitable.
Established.
I still loved the people I worked with.
But somewhere deep inside, I could feel that I had grown.
And my work hadnât completely grown with me.
It began to feel smaller than the impact I wanted to create.
Smaller than the depth of work I felt called towards.
There was only one rather significant problem:
I had absolutely no idea what that âsomething biggerâ was.
Then, through an incredible series of synchronicities, an unexpected opportunity appeared.
I was approached about selling my career coaching methodology and programme to a British university for their Executive Education programme.
I hadnât been looking for it.
It simply unfolded.
And suddenly...
One chapter was naturally coming to a close.
Which left me facing another question:
âOkay... so what now?â
I found that uncertainty incredibly difficult to tolerate.
So once again, I tried to create certainty.
Fast.
I hired a marketing coach.
Within weeks, we had a perfectly logical answer:
Help entrepreneurs and founders build successful online businesses.
After all, I had done it myself.
I understood marketing.
Sales.
Teams.
Strategy.
Creating freedom.
It made perfect sense.
I announced my new direction.
Three wonderful founders came into my world.
The work was going well.
They were getting results.
Everything seemed to confirm I had finally found the right direction.
And then...
Three months later...
For the third freaking time:
âIs This It?â
That one hit me hard.
The darkest part of the journey
If I wasnât a career coach...
And this new direction wasnât right either...
Then who was I?
What was I actually here to do?
Where was I supposed to go next?
Nothing on the outside was dramatically collapsing.
But inside, I felt completely lost.
And because I didnât know what else to do...
I slowly started looking for relief.
More travel.
More Netflix.
A little more wine.
Comfort food.
Scrolling.
Shopping.
Anything that gave me a temporary break from not knowing.
None of those things were inherently the problem.
The problem was why I was using them.
They had quietly become a way of postponing a conversation I desperately needed to have with myself.
And the more I tried to escape the question...
The further away I felt from myself.
I gained weight.
My energy changed.
I became more irritable.
Less patient.
Less excited.
And eventually, I realised something that now sits at the heart of my work:
Anything that stops you sitting with the question also stops you hearing the answer.
I didnât need more certainty.
I needed a different relationship with uncertainty.
I simply didnât know that yet.
Then, last December, something changed.
After coming home from yet another incredible trip, I looked at my husband and said:
âIâm tired.â
Not tired of work.
Not even tired of travelling.
I was tired of running.
Running from uncertainty.
Running from not knowing.
Running from that uncomfortable space between who I had been...
And who I was becoming.
So as the New Year approached, I made a very different kind of resolution.
No new business target.
No financial goal.
No productivity challenge.
Just one decision:
I was going to stop trying to escape uncertainty.
Instead of fixing it...
Stay with it.
Instead of forcing an answer...
Listen.
Instead of desperately trying to make âIs This It?â disappear...
Let the question stay.
And I leaned much more deeply into practices I had already known and used for years.
Practices that helped me get out of my head.
Change my state.
Quiet the noise.
And create enough inner space to hear myself again.
And then...
Something happened I could never have planned.
The work found me.
A former career coaching client I hadnât spoken to in years sent me a message.
He had created the career change.
Built the business.
Achieved so much of what he once wanted.
And now he was asking:
âIs This It?â
He didnât need another business strategy.
He felt he needed something deeper.
Part of me immediately thought:
âWho am I to help him? Iâm still figuring this out myself.â
But another part quietly whispered:
âMaybe you already know more than you think.â
So I said yes.
We started working together.
And then, organically, one thing led to another.
Conversations.
Introductions.
Recommendations.
Friends and peers hearing about the work.
Over the following months, more people found their way to me.
Different careers.
Different businesses.
Different lives.
Yet every conversation somehow arrived at the same place.
âIs This It?â
And suddenly I understood:
They werenât coming to me because I had changed careers.
They werenât coming because I had built a successful business.
They were coming because:
I had already walked the road they were standing on.
The road between one chapter ending...
And another not yet fully revealed.
For the first time, the pieces of my own life began connecting.
Corporate.
Career coaching.
Leadership.
State mastery.
Breathwork.
Personal transformation.
The wrong turns.
Even the darkest months.
None of it had been wasted.
And I realised:
I didnât go looking for this work.
This work quietly found me.
For the first time in a very long time, something inside me simply knew:
âThis Is It.â
The SPARK Methodâ˘
As I continued working with these incredible people, something else became clear.
I wasnât creating everything from scratch.
Many of the pieces had been with me for years.
Some came from career coaching.
Some from leadership programmes.
Some from State Mastery.
Some from breathwork.
Some from years of studying personal transformation.
Some from my own seven-year journey.
And some new pieces emerged through this work.
It was almost as though I had spent years collecting individual pieces of a puzzle without realising they belonged to the same picture.
Now...
They finally fitted together.
And gradually, a clear, practical, step-by-step roadmap emerged:
The SPARK Methodâ˘.
A way to guide ambitious corporate leaders and entrepreneurs through The Threshold...
And intentionally create their next chapter.
Not by immediately changing their career.
Business.
Relationship.
Or entire life.
But by moving through this extraordinary stage in the right order.
One clear step at a time.
Towards a chapter that feels:
Meaningful.
Deeply fulfilling.
Energising.
A chapter where success doesn't just look good from the outside.
It feels good to live.
And as you begin creating it...
The spark that quietly faded begins to return.
The enthusiasm.
The energy.
The possibility.
That feeling of genuinely looking forward to what's next.
That's the journey from:
âIs This It?â
to
âThis Is It.â
And this is my next chapter.
Once I saw the roadmap clearly...
And saw what was happening with the people I was supporting privately...
I knew I wanted to make this journey available to more than the handful of people I could work with one-to-one.
Because I kept thinking about the version of me standing on that stage seven years ago.
Successful on paper.
Completely confused inside.
With absolutely no idea what was happening...
Or what to do next.
What took me seven years to understand doesn't need to take someone else seven years.
And that has become the mission behind my work today.
To help ambitious corporate leaders and entrepreneurs over 40 move beyond âIs This It?â
Reignite their spark.
And intentionally create their next meaningful, deeply fulfilling and energising chapter.
If that's where you are right now...
Perhaps nothing has gone wrong.
Perhaps you've simply arrived at The Threshold.
And I'd love to show you the way through.
A Little More About MeÂ
Because there is obviously more to me than work...
đ Home
I've lived in London for more than 20 years and still love discovering new corners of the UK and places close to home.
đ¤Â Love
I'm happily married to my husband, and we've been together for more than a decade.
đ Animals
I'm a huge animal lover and proud pet parent to a beautiful white cat.
đ Â Dancing
My husband and I have been learning Ballroom and Latin dancing together for almost two yearsâand absolutely love it.
đžÂ Tennis
I love playing tennis. Competitive enough to care about the score... but still mostly there for the joy of playing.
đĽžÂ Nature
Long walks, hiking and being surrounded by nature are some of my favourite ways to spend a day.
đłÂ An Unexpected Love Of Cooking
For most of my life, I genuinely didn't enjoy cooking.
Then, somehow, over the last few years, something changed.
I rediscovered it completely, became surprisingly good at it, and now genuinely love creating beautiful food at home.
â¨Â New Experiences
I'm endlessly curious.
New places.
New experiences.
Learning something I've never done before.
Anything that makes life feel a little bigger, fresher and more alive.
Because perhaps that's the simplest way to explain what I believe today:
We don't stop achieving.
We simply learn that there is so much more to life than achievement.
And I intend to enjoy all of it. đ¤