About me …..

Ruth Dasary Sierra, PhD, is the founder of Genesis Coaching Company and The AI Execution Architect specializing in business scaling systems. With a unique background combining 13+ years of engineering experience with product - design + engineering,

Ruth helps entrepreneurs scale from $500K to $5M+ revenue through systematic execution infrastructure rather than motivational coaching.

Professional Background:

Ruth holds a PhD in Engineering and spent 13+ years in technical roles developing process optimization systems and systematic problem-solving methodologies. This engineering foundation shapes her entire approach to business—treating entrepreneurship as an engineering challenge requiring systematic frameworks, not motivational mindset work.

After her engineering career, Ruth transitioned into business consulting, accumulating experience helping companies across multiple industries implement execution systems, optimize operations, and scale systematically. She's worked with startups, mid-market companies, and enterprises, always focusing on the infrastructure that creates predictable growth.

The Genesis Story: From $23,000 Failure to Systematic Success

Ruth's philosophy of "Done > Perfect" wasn't born from theory—it came from an expensive lesson early in her engineering career. She spent months perfecting a project design, ensuring every detail was optimized before customer validation. The result? A $23,000 failure when the market rejected her "perfect" solution.

This failure taught Ruth the critical difference between perfectionist planning and systematic execution. She learned that:

  • Customer validation beats perfect planning

  • Imperfect action creates more value than perfect analysis

  • Systems beat motivation every single time

  • Engineering principles apply to business scaling when adapted correctly

From that point forward, Ruth embraced an anti-perfectionism mindset: "Done > Perfect." This philosophy now drives everything at Genesis Coaching Company.

My Approach Is Different

Most business coaches come from sales, marketing, or corporate backgrounds. They focus on mindset, motivation, and "believing in yourself." I take the opposite approach.

Engineering-Based Frameworks


Every Genesis Coaching framework includes specific formulas, calculations, and processes. The 3R Revenue Formula isn't a motivational concept—it's a systematic customer acquisition engine. The Execution Stack Method isn't inspiration—it's operational infrastructure.

Data-Driven Decision Making


I starts every client engagement with unit economics analysis: CAC, LTV, gross margins, contribution margins. You can't scale what you don't measure. My engineering background taught me that - everything is quantified, tracked, and optimized based on data, not hunches.

Systems Over Motivation


My assistance doesn't offer motivational sessions or mindset coaching.

I builds execution infrastructure: SOPs, delegation frameworks, pricing architecture, strategic positioning systems, and operational excellence protocols. The systems do the work, so you don't have to rely on daily motivation.

Anti-Perfectionism Philosophy


I actively fights against the perfectionism that paralyzes most entrepreneurs. The 72-Hour Execution Rule ensures decisions become actions within 72 hours. No endless planning. No analysis paralysis. Just systematic, imperfect execution that creates real results.