# The Collective and blue lemons: Sonia Ouarti's work beyond Aida Coaching

> One question runs through all of Sonia Ouarti's work: what happens to people under pressure, and what helps them carry it well? Aida Coaching works on it with one person at a time. The Collective works on it with tech organisations. blue lemons works on it with founders facing a big decision.

## The person: Aida Coaching

Sonia's role: founder.

Coaching, courses and the RESET cards that help leaders, founders and professionals understand what pressure is doing to their brain and body, and build the habits that help them recover and think clearly again.

[Get in touch with Sonia](https://aidacoaching.com/contact).

## The organisation: The Collective (Resilium Labs)

Sonia's role: specialist for leadership and human performance.

The Collective works with tech organisations that keep having the same incidents. The causes rarely stay inside one system: they sit in how leaders behave under pressure, in governance, and in how software and data are built and run. So the team works on all of it together, as one piece of work.

How it works:

1. **Diagnose** what keeps the same incidents coming back.
2. **Bring in the right people**: only the specialists the work needs, each of whom has solved that class of problem at scale.
3. **Change it together**, because fixing one condition in isolation tends to move the problem somewhere else.

What the team covers: resilience and operational excellence; leadership and human performance; cloud, security and governance; software lifecycle; AI and agentic evaluation; data and visualisation.

The team:

- **Adrian Hornsby**, founder of Resilium Labs (resilience and operational excellence). Former Principal Engineer at AWS, where he wrote much of Amazon's resilience and chaos engineering guidance. Author of *Why We Still Suck at Resilience*.
- **James Saull** (cloud, security and governance). Nearly a decade as a Principal at AWS, guiding enterprises such as Barclays, Shell and the BBC into the cloud. Now co-founder and CTO of a SaaS business.
- **Matt Fitzgerald** (software, data and AI). At Amazon, led a major migration of internal systems onto AWS and built the big-data platform that moved the company off its Oracle data warehouse.
- **Thomas Blood** (enterprise transformation). A decade at AWS as a Principal Strategic Advisor to C-suite leaders across EMEA. Co-author of *Reaching Cloud Velocity*.
- **Sonia Ouarti** (leadership and human performance). More than twenty years in high-pressure corporate roles, including at AWS, with clients such as Google, IBM and Sony Music, and a Master's in Psychology and Neuroscience from King's College London.

Start with one conversation about what you are seeing. The team diagnoses what is driving it, agrees what needs to change and who to bring in, then does the work together, from the systems to the people running them. Book a call: https://resiliumlabs.com/collective/

## The decision: blue lemons

Sonia's role: co-founder, with Simone Hume. The registered company is Blue Lemons Ltd.

blue lemons is for start-up founders and business owners with a big decision in front of them, such as what to charge, who to hire first, or when to raise. They book a focused hour, one to one, with a UK expert who has at least 25 years of experience and has already made the same call.

More: https://www.bluelemons.co.uk

## Which one fits

- Exhausted, stuck, or reacting more than you would like: [get in touch with Sonia](https://aidacoaching.com/contact).
- Tech teams fighting the same fires, leaders wearing thin: [The Collective](https://resiliumlabs.com/collective/). A whole-organisation approach: diagnose what keeps the incidents coming back, then work on it together as one team across resilience and operations, cloud and security, software, data and AI, and the leaders and people carrying the pressure. For a single workshop or keynote, see [corporate workshops](https://aidacoaching.com/corporate.md).
- A big business decision you would rather not make alone: [blue lemons](https://www.bluelemons.co.uk).

Not sure? [Get in touch](https://aidacoaching.com/contact).

Last updated: 2026-10-05