INTERVIEW with Zeenat Ahmed-Peto

Introduction and Background

WIDD: Can you tell us a little about your background and what led you to the career path you’re on today?

ZEENAT: I started my career in teaching and worked with children from ages 4 to 11, progressing to specialising in English and literacy and supporting teachers across my borough. A series of personal difficulties including bereavement, a period of ill-health and breakdown of a relationship lead to burnout. What I loved about my work was helping someone get to a new level of understanding and personal development, so therapy was the perfect choice for me. Having experienced the power of therapy myself, I could see the impact this work could have on others, helping them to blossom once again.

WIDD: What have been some of the biggest challenges you’ve faced in your journey, and how did you navigate them?

ZEENAT: The ill health I faced in my twenties led to a diagnosis of a chronic illness, which has taught me so much about time management and working out what is necessary, what can be delegated and what can be automated. I have understood my own sensitivity, and my perfectionist and people-pleasing tendencies and how they were contributing to my own struggles. This has been a catalyst for my work and helped me find my niche, supporting sensitive high-achievers to overcome burnout.

WIDD: Is there a moment or experience in your career that you’re particularly proud of? Why does it stand out to you?

ZEENAT: Every time a client reaches a point where they have overcome their issues and are excited about each day ahead is incredible. I’m so proud of my book ‘Too Kind: A Survival Guide for Sensitive Souls’ and the impact it is having on people around the world. I have won several awards and this year was invited to the House of Lords as one of the top 100 female entrepreneurs for 2025 by Small Business Britain and f:Entrepreneur. That was pretty amazing! On a personal level, becoming a mother after years of infertility is at the top of my list!

WIDD: What habits, tools, or strategies have helped you stay focused and motivated in your personal and professional life?

ZEENAT:I have worked on my mindset for over twenty years by being mindful of the company I keep, what I listen to and read, and where I spend my energy. By surrounding myself with successful and ambitious women, my own expectations of what I could achieve have been raised. I have made an effort to get into the rooms where I could have those conversations - so finding lots of groups and places where I can meet diverse groups has been important. Ultimately, each day I have made choices about what will help me achieve the fulfilment that I seek and then it’s a case of planning and implementing.

WIDD: What advice would you share with women who are looking to make their mark in their respective fields?

ZEENAT: My advice would be to audit where we are now and create a vision of where you want to be in five years’ time. Then work on how to close that gap. Which groups and mentors are inspiring to you? Spend time with them. Are there particular courses or qualifications that would enhance your expertise? Look into what would help you move the needle, nudging you toward your goals, one step at a time. Seek support from a coach, a mentor, a group programme - whatever suits your time and budget. Keep revisiting your short and medium term goals, tick them off and pivot when you need to. They are not set in stone. Work on your marketing all the while, so that you can be found by the right people.

WIDD: How have community, mentorship, or collaboration influenced your growth, and how can others tap into these resources?

ZEENAT: Community, mentorship and collaboration have been critical in my journey, both when I was employed and as a solopreneur. There are countless communities, groups and organisations out there that are designed to support women in their careers. Attend a few sessions until you find groups that resonate with you. Remember that the more engaged you are, the more you have to gain. Look for mentorship within those groups and join or create a mastermind group, where you can share ideas and strategy with like-minded women in similar or complementary careers. Working with groups can offer so many opportunities when you collaborate. The relationship should be of benefit to you both and should feel equitable. 

WIDD: What’s your favourite quote or mantra that inspires you, and how has it shaped your perspective?

ZEENAT: Each day we have opportunities to make choices about how we want to live. We are the lucky ones. Make your choices so that your future you will be proud. 

This is from the final chapter of my book, where I am talking about the importance of self-love:

If you feel good about yourself and value yourself, other good things will follow and the positive feeling will flow into other areas of your life. You will open the door to accepting more opportunities for happiness. As you see more good, you receive more good, because you are looking for the good in the world. You will make a better impact on the world as a human.

I also love the African proverb ‘When you pray, move your feet’. To me this encapsulates having the belief and taking the action.