I’m Ralph Llenas Ruiz. I started trading in June 2006, fresh out of high school, with no financial background and a dream of a better life for my family. I’ve won, lost, made mistakes, changed my mind, and spent a ridiculous amount of time trying to answer one question.
Personal development coach · Author · Day trading enthusiast
Stay steady when the pressure is on.
One-to-one coaching in stress management and peak performance, for people who know what to do and want to actually do it when it counts.
The problem
You know what to do. Under pressure, you do something else.
Everything you want to create on the outside starts from within.
The plan was sound. Then the stress arrived and the plan went out the window. It happens in trading, at work, and at home, and it is rarely a knowledge problem.
It’s frustrating to keep getting in your own way. And you shouldn’t have to turn yourself into a machine to perform well. We’re human beings, not machines.
In the markets20+years of trading experience
Every session1:1no groups, no scripts
Intro call20 minfree, on Zoom, no pitch
Your guide
I spent years asking the wrong question.
What happens next?
Eventually I asked a different one
What am I going to do next?
That shift is the foundation of how I trade and how I coach. Personal development and day trading can look like two different worlds. To me, they’re not. Both taught me how much our internal state shapes the decisions we make when the pressure is on.
The plan
Three steps. No pressure.
There’s no package to buy and no price list. It starts with a conversation, and you decide what comes after.
01
Step one
Request an intro call.
Answer a few questions. I read every request and reply with a time. Twenty minutes on Zoom, no pitch.
Send a request 02Step two
Find what’s in the way.
You talk, I listen closely. We look at sleep, stress, self-talk, and the habits working for and against you.
How sessions work 03Step three
Build rules about you.
Decide what you’ll do when the pressure comes. Then practice getting back on track when you slip.
See what changes 04Not ready yet?
Start with the book.
MAYBE is ninety pages on uncertainty, risk, and the person behind the screen.
Discover MAYBE
Working together
Quiet, one‑to‑one, and mostly about you.
You talk. I listen, closely, for as long as it takes. Then I ask the kind of question that sends you back into your own thinking. The answers that hold up are usually the ones you arrive at yourself.
- Who it’s for
- People who perform under pressure and want to do it with less noise: traders, and anyone working on stress, focus, or a decision they keep circling.
- What sessions are like
- Presence, deep listening, and introspective questions. No scripts and no homework packets.
- What it isn’t
- Trade signals, setups, or a system to buy. It also isn’t medical or mental health care.
What’s at stake
Stress will keep deciding for you until you do.
If nothing changes
- Good plans, abandoned at the worst moment.
- The same mistake in a new week.
- Stress setting the tone for the whole day.
- Trying harder at what isn’t working.
With the work
- A clearer head when the pressure is on.
- Decisions you can stand behind, whatever the outcome.
- Habits that work for you, not against you.
- Getting back on track faster when you slip.
What it can feel like
Less noise. More room to breathe.
Rest that restores
A quieter inner voice
Habits that help
Room to breatheThe goal isn’t perfection. It’s knowing yourself well enough to recognize what helps you perform at your best, what pulls you away from it, and how to get back on track.
The book
MAYBE: A Book About Day Trading
What if becoming a better trader has less to do with predicting the market, and more to do with knowing what you’ll do when you can’t?
MAYBE comes out of more than twenty years in the financial markets. It isn’t a promise of easy money, a magic indicator, or a secret strategy. It’s a book about uncertainty, probability, risk, psychology, decision-making, and the person sitting behind the screen.
A trading system doesn’t operate itself. You are part of the system.
Good questions
Asked often enough to write down.
Do I have to be a trader?
No. The book is about trading, but the coaching is about stress, performance, and decisions. Those show up everywhere.
Will you tell me what to trade?
No. There are no signals, setups, or market calls here. The coaching is about you, not the market.
Do you promise results?
No. Nobody honest can. Trading involves real risk of loss, and coaching doesn’t change that. What it can change is how consistently you do what you said you would.
Is this therapy?
No. It is personal development coaching. If you need medical or mental health care, please see a licensed professional.
Do I need to have read the book?
It helps, because we’ll share a vocabulary. It isn’t required.
What does it cost?
There’s no price list on this site. We talk first, on a free call, and see whether working together makes sense. If it does, we agree the terms between us.
Take the first step
Everything starts from within.
We can’t control every outcome or eliminate uncertainty. But we can work on the person who has to face it, make the decision, and take the next step. That is where the work begins.
Answer a few questions so I know where you’re starting from. I read every request myself and reply by email to set up a time. The call is twenty minutes on Zoom, no pitch. By sending this you agree to the coaching consent and privacy policy.