From FBI Analyst to Therapist: Building a Business with Purpose and Grit
On this episode of the Grit Won’t Quit Podcast, Tom sits down with Katarina Kiseli, a licensed therapist and founder of Project Me Therapy in Brick, New Jersey. Her story isn’t your typical path into mental health—and that’s exactly what makes it so powerful.
Katarina’s journey is one of reinvention, resilience, and staying true to your values—even when it means walking away from a stable career and starting from scratch.
An Unconventional Path to Helping People
Before becoming a therapist, Katarina worked as an FBI analyst. While she was helping people in that role, something didn’t feel aligned.
That moment of clarity led her to ask a bigger question: How do I actually want to help people?
The answer brought her into the world of mental health.
But the transition wasn’t simple. Like many entrepreneurs, she found herself juggling multiple roles—working a project management job, building a therapy career, starting a family, and trying to grow a business all at once.
Her story is a reminder that meaningful change rarely happens in a straight line.
The Shift from Online to In-Person Therapy
Katarina started her therapy career during COVID, which meant her entire foundation was built on telehealth.
But once she had the opportunity, she made the leap to in-person sessions—and immediately felt the difference.
While online therapy can be effective, she explained that it’s not ideal for everyone. In-person sessions offer:
- Stronger human connection
- Better ability to read body language
- Fewer distractions for both client and therapist
- A dedicated, personal space—especially important for busy parents and couples
For Katarina, being face-to-face allows her to hold clients more accountable and create deeper, more impactful work.
Falling Into—and Climbing Out of—the Social Media Trap
Like many modern entrepreneurs, Katarina explored the world of online coaching and social media marketing.
What she found was eye-opening.
Drawn in by promises of “$20K months,” she invested heavily in programs that didn’t deliver real value. More importantly, she realized something deeper:
She was participating in the very problem she helps clients overcome—overconsumption of technology.
This misalignment pushed her to rethink everything.
Today, she takes a more intentional approach, focusing on platforms like:
- Podcasting
- Substack
- Professional directories like Psychology Today
Her strategy is simple: meet people where they are actively seeking help, not where they’re being distracted.
What “Project Me Therapy” Really Means
Katarina’s brand, Project Me Therapy, is built on a powerful idea:
You are a project worth investing in.
Instead of being passive about mental health, she encourages clients to take an active role in their growth—similar to how you would manage a project.
That means asking:
- What are my goals?
- What steps will get me there?
- What’s holding me back?
- How do I stay accountable?
It’s a practical, action-oriented approach that bridges the gap between understanding your problems and actually doing something about them.
As she puts it, her work is about “therapy that walks the walk, not just talks the talk.”
Mindset and Mental Health Go Hand in Hand
One of the most impactful parts of the conversation was the connection between mindset and mental health.
Katarina explains that while therapists may use terms like “cognitive restructuring,” it ultimately comes down to something simple:
Shifting from “I can’t” to “I can.”
That shift is often the difference between staying stuck and making progress.
Tom echoes this from a business perspective—whether it’s sales, fitness, or entrepreneurship, success starts with believing action is possible.
And just as important?
Letting go of the past.
You can’t change yesterday—but you can take action today.
Entrepreneurship, Risk, and Taking the Shot
Katarina and Tom both share a grounded perspective on entrepreneurship.
You don’t have to go “all in” overnight.
Katarina built her business alongside a full-time job, creating stability while still pursuing her vision. Others may choose to dive in headfirst.
There’s no one-size-fits-all approach—only what works for you.
But one thing is clear:
Not trying is the biggest risk of all.
As they discuss, many people fear failure or judgment. But at the end of the day, the real regret comes from not living a life that feels true to who you are.
What’s Next for Katarina
Looking ahead, Katarina has big plans for Project Me Therapy.
In the near future, she’s focused on:
- Growing her podcast and written content
- Expanding into public speaking and education
Longer term, she hopes to:
- Obtain her supervision license
- Mentor and train new therapists
- Give back to the professional community that helped her grow
It’s a vision rooted not just in success—but in impact.
Final Thoughts
Katarina’s story is a perfect example of what “grit won’t quit” really looks like.
It’s not just about working hard—it’s about staying aligned with your values, adapting when something doesn’t feel right, and continuing to move forward even when the path isn’t clear.
Whether you’re building a business, working on your mental health, or simply trying to take the next step in your life, her message is simple:
You are worth the investment.
This podcast episode was filmed at Wingman Planning in Belmar.
