We’re looking forward to introducing you to Tiana Jovana. Check out our conversation below.
Tiana, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think others are secretly struggling with—but never say?
I think so many women, specifically, are silently carrying the weight of trying to be everything to everyone. They’re the go-to person at work, the emotional glue at home, the dependable friend, the nurturing mother… and while it looks polished on the outside, inside they’re running on fumes.
The recurring question I see with the women I’ve been working with lately is, “Why can’t I keep it all together like I used to?” They’re struggling with guilt for feeling burnt out, shame for needing help, and fear that if they slow down, even for a moment, what they’ve built will somehow unravel. They don’t always talk about the quiet panic attacks, the sleepless nights, or the way their brains never stop spinning. They just… quietly push through because they think that’s their only option.
What they really want is peace, support, permission to pause, and to figure out how to live a life that actually feels good on the inside, not just look good on the outside. And that’s where I step in to help them find that clarity, so they can stop surviving and start living in alignment.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Tiana Jovana, a life coach and guide for high-achieving women who are exhausted from holding it all together. For more than 15 years, I worked in advertising, crafting messages for some of the world’s biggest brands. Somewhere along the way, I realized the most powerful campaign I could run wasn’t for a product at all. It was for the women I saw quietly burning out behind the scenes, many of them navigating ADHD without even realizing it.
That insight inspired me to pivot my career and create a coaching practice where I blend manifestation, mindset tools, neuroscience-backed strategies, and lived experience into a structured process that helps women slow down, reset, and find clarity. I teach them how to work with their brains instead of against them, so they can stop running on autopilot and start intentionally designing a life that actually feels good.
What makes my work unique is that I’m not just teaching concepts. I’m living them right alongside my clients. I know what it’s like to juggle career, family, ADHD, and ambition and still feel like something’s missing… like you’ve hit an invisible wall. My brand is built around giving women permission to rewrite the rules and create a life that supports them, instead of one that slowly drains them.
Appreciate your sharing that. Let’s talk about your life, growing up and some of topics and learnings around that. What part of you has served its purpose and must now be released?
The part of me that believed I had to earn my worth through strength, hustle, and overachievement.
For years, I wore my ability to do it all as a badge of honor. Late nights, tight deadlines, and saying yes to everything served me well for a long time. It got me promotions, built my career, and gave me the reputation of being dependable, resourceful, and unyielding. But it also left me exhausted, disconnected, and running on autopilot.
That version of me served its purpose, and now I’m letting her go. I’ve traded the constant grind of corporate deadlines for a slower, more intentional way of living. One that honors my ADHD brain, my nervous system, and my capacity as a woman who deserves to feel good in her own life.
I know so many of the women I serve are in this same place, secretly wondering if they can step off the hamster wheel without everything falling apart. My answer is yes, you can. You just have to release the version of yourself that was built for survival and step into the one that’s built for alignment.
If you could say one kind thing to your younger self, what would it be?
If I could say one kind thing to my younger self, I’d tell her this:
“You are not a burden. Your needs matter. You are safe to dream, because every single thing you’re dreaming of will one day be your reality.”
I grew up in a world that felt anything but stable. My mom struggled with addiction, my dad wasn’t around until I was in my twenties, and we faced near-constant evictions. Some seasons meant living in motels or crashing with friends, and I spent two stretches in foster care. As a child, I dreamed of a “normal” life, two parents who didn’t abuse drugs, a stocked kitchen, bills paid on time, and a home we didn’t have to leave every few months. For a long time, I secretly hoped someone would come save us.
Then, at 15 in foster care, I realized no one was coming, and that realization changed everything. I decided I would become the one to save myself, and I did. Today, I’m a wife and a mom of two, living near the beach, with a home full of love and a pantry full of food. The life I used to dream about, I built it.
I’d want my younger self to know that she never needed to wait for someone else to rescue her. She was always powerful enough to rescue herself.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What are the biggest lies your industry tells itself?
One of the biggest lies in the self-help industry is that if you just think the right thoughts, do the perfect morning routine, and stay “high vibe,” everything you want will magically fall into place. For high-achieving women, especially those navigating ADHD, this advice isn’t just frustrating, it’s practically punishing. They’re already doing the work. They don’t need another list of rituals to squeeze into their already overloaded lives or someone telling them they just need to quiet their mind.
Most personal growth advice is built for neurotypical brains and completely ignores the executive function challenges that come with ADHD and perimenopause. Things like task initiation, emotional regulation, and working memory can make the process feel ten times harder. When you add the mental load of being the strong one at work and at home, it is no wonder so many women feel like they are spinning their wheels despite checking all the boxes.
The truth is, you don’t need to hustle harder or push yourself into some unrealistic version of perfection. You need a life that actually supports your brain and your nervous system. I help women create systems that make daily life feel lighter, practices that work with their brain instead of against it, and space to take intentional action toward the life they actually want. True change isn’t about bypassing your reality. It is about building one you can thrive in.
Okay, we’ve made it essentially to the end. One last question before you go. Are you doing what you were born to do—or what you were told to do?
For most of my career, I was doing work I genuinely loved. Writing was always part of my dream, and I take great pride in the years I spent doing what I loved. I had the privilege of telling stories, solving problems, and creating campaigns that mattered. But, as satisfying as that work was, it wasn’t fulfilling. There was always a quiet tug in the background, a knowing that my skills could be used for something more. Outside of cause-driven campaigns, in my heart, the work felt flat.
Nothing compares to the feeling I get when someone tells me that something I said or shared helped them change their life for the better. That is what lights me up and makes my heart swell. For years, I dreamed of becoming a full-time coach, but I stayed where I was. Stability was deeply important to me, and as the primary provider for my family, walking away from a steady paycheck felt unthinkable.
Then my entire team was laid off. What felt devastating in the moment became the very push I needed. In hindsight, I can see it as the universe gently but firmly redirecting me toward the work I was meant to do. That experience cracked me open and gave me the courage to step fully into my purpose as a coach.
Being laid off was not the ending I envisioned, but it was the catalyst that allowed me to leap into the life I had been too afraid to claim. Today, I wake up each day knowing I am doing the work I was born to do. Work that changes lives, including my own.
Contact Info:
- Website: https://beacons.ai/guidanceforgrownfolks
- Instagram: https://www.instagram.com/guidanceforgrownfolks/
- Linkedin: https://www.linkedin.com/in/tiana-goston-2410ab1b/
- Facebook: https://www.facebook.com/TianaJovana/
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