Joana Videgain Luzar

For years, I followed the traditional path to success: rigorous studies, an impressive academic record, and a role in top companies as a financial controller. I met all expectations, honoring the sacrifices my family made. But deep down, something felt wrong. Each day, I felt further from happiness, and my performance was starting to suffer.

Eventually, my body sounded the alarm, leading to a traumatic burnout.

This turning point marked the beginning of a personal and professional journey that took me through multiple transitions—across countries, industries, and roles. Although the journey was sometimes uncomfortable, it allowed me to fulfill a childhood dream: living and traveling abroad. Budapest, Madrid, Mexico City, Managua, Houston, Bilbao… For the past six years, Bilbao has been my home base while I continue exploring the world.

Through this journey, I began to uncover what truly inspires me. Slowly, I started building a career that aligns with who I am and brings me purpose. Over ten years ago, I became a consultant for impact-driven entrepreneurs. Since then, two questions have fueled my work:

1. What kind of impact do you genuinely want to have—through your business, your life?

2. What kind of “present” do you want to experience?

These questions, though simple to ask, can be tough to answer. Yet, they have the power to set a clear direction. Once you define this path, everything—whether business strategies, financial plans, or personal goals—naturally aligns.
We are all the CEOs of our own lives and careers.

As a coach, I’m privileged to witness the transformations my clients experience when they find their true direction.