Show Notes
Tenacity with Sonia C is a podcast for founders building real companies. Each episode explores how founders decide what to build, how they prioritize, and how they navigate uncertainty as they move from idea to product and from product to growth. What happens when a childhood obsession becomes a real business? In this episode of Tenacity with Sonia C, Sonia talks with Rui Couto about how he turned collecting comic books, Pokémon cards, and rare manga into a business built on sourcing, consulting, product design, and deep trust in a niche market. Rui shares how he went from passionate collector to recognized expert, why he moved to Japan, how he built a network without relying on a traditional website, and what founders can learn from solving their own problem before the market catches up. He also breaks down the real work behind niche credibility, the cultural lessons of doing business in Japan, and why product innovation often starts with frustration. This episode is for founders, collectors, niche builders, and anyone trying to turn expertise into a business without following the standard playbook. Practical takeaways include: how to spot hidden market opportunities, why trust can outperform scale, how to build authority in a niche, and what it takes to turn passion into real revenue. If you enjoyed this conversation, follow Tenacity with Sonia C for more honest discussions with founders who share the realities of entrepreneurship, leadership, growth, and resilience, without the highlight reel. Follow Our Socials: Website: https://soniacouto.com/podcast YouTube: https://www.youtube.com/@TenacitywithSoniaC Host IG: https://www.instagram.com/soniactech
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