Yrenka Lolli-Sunderlin
Founder • Business Owner • Behavior Analyst • Certified Life Coach
I didn’t build The Yrenka Method from theory alone.
I’ve spent more than three decades working with human behavior and years building businesses, leading teams, supervising and mentoring professionals, navigating corporate relationships, solving difficult problems, and making decisions when the outcome actually mattered.
For 16 years, I’ve built and operated my own business. I’ve hired people, developed leaders, managed conflict, negotiated with large organizations, adapted to changing markets, made decisions that worked, made decisions that didn’t, and learned when it was time to change direction.
Long before I formally became a life coach, coaching and mentoring were already part of my work.
I’ve spent years helping people develop professionally, navigate difficult conversations, recognize patterns in their behavior, make decisions, build confidence, and figure out what comes next.
Behavior Science Is the Lens.
Real Life Is the Laboratory.
My background in behavior analysis taught me something that has shaped virtually everything I do:
What people say they want and what their behavior is building aren’t always the same thing.
That’s why I don’t approach coaching as motivational cheerleading.
I look for patterns.
What keeps happening? What happens right before it? What keeps reinforcing it? What are you avoiding? What are you repeatedly choosing? And what would have to change for a different outcome to become more likely?
Then we work on the next move.
That might mean a career decision. A leadership problem. A relationship pattern. A difficult conversation. A business challenge. A boundary you’ve been avoiding. Or simply realizing that the strategy you’ve been repeating isn’t working anymore.
I’m Still in the Arena
I’m not coaching from the sidelines.
I’m still a business owner. I’m still building. I’m still leading. I’m still experimenting. I’m still adapting to changing markets and technologies.
Over the last several years, that has included integrating artificial intelligence into how I research, build systems, analyze opportunities, create, and operate my businesses. As the technology changes, I change how I use it.
Not because every new tool deserves to be followed.
Because relevance requires evolution.
I believe the same thing about people.
You don’t need to have everything figured out. But you do need to be willing to examine what’s working, recognize what isn’t, and change your behavior when your current strategy keeps producing the same result.
Why I Built The Yrenka Method®
I created The Yrenka Method to bring together what decades of working with behavior, people, leadership, business, mentoring, and my own life have taught me.
No endless motivational speeches.
No pretending complicated decisions have simple answers.
No handing your judgment over to an algorithm.
We identify the pattern. We examine the choices. We practice the conversation. We challenge the assumptions. And we figure out your next move.
The tools may include behavioral science, structured exercises, AI-powered practice, or direct 1:1 coaching.
But the purpose is the same:
Stop repeating the same patterns. Practice your next move.
Because clarity is useful.
What you do next is what changes things.
Ready to Work Through Yours?
You don’t need another motivational speech. Sometimes you need a smart, objective person to help you see the pattern, challenge your assumptions, and figure out your next move.
Book 1:1 with YrenkaThe Yrenka Method® provides life and professional coaching for adults 18+. It is not therapy, not a diagnostic or clinical service, and not a substitute for licensed mental health treatment. If you are in crisis, contact the 988 Suicide & Crisis Lifeline or visit findahelpline.com.