Performance coach · Author of MAYBE
Rules about what the market will do rarely hold. Rules about what you will do can.
One-to-one coaching on stress, performance, and decision-making. For traders, and for anyone else who has to act without knowing what happens next.
The idea
Stop creating rules about what the market will do. Create rules about what you will do.
Most trading plans are forecasts wearing a disguise. They describe what price should do and what you will do if it does. They say nothing about what you slept last night, what your stress baseline was at the open, or whether today should have been a no-trade day.
You are part of the system. Not a metaphor: an actual input, with a state that changes daily and affects execution more than most entry criteria do. The work is making that part of the system visible, then making it boring.
Sleep
A rule about hours slept is easier to follow than a rule about “staying disciplined.”
Stress baseline
Where you start the day predicts how you end it. Measure it before the market does.
No-trade days
The decision not to trade is a trade. It deserves the same criteria.
Coaching
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. Not for anyone looking for setups, signals, or a system to buy.
What sessions are like
Presence, deep listening, and introspective questions. No scripts and no homework packets. Whatever you are trying to create, the work is helping you find your own way to it.
How it starts
Pick a time below and we meet on Zoom. We get to know each other and see whether it’s a fit. There is no price list here, because this is a relationship before it is anything else.
The book
MAYBE: A Book About Day Trading
Twenty years of indicators, mentors, and automated systems led Ralph to an uncomfortable conclusion: the question was wrong. MAYBE is a short book about trading when you don’t know what happens next. No setup, no system, no claim about win rates. Ninety pages on decisions, risk, and the person running the system.
About
Coach, author, and a day trading enthusiast for twenty years.
Ralph Llenas Ruiz is a performance coach who works on stress management, focus, and decision-making, with a speciality in trading. He is also an author and a day trading enthusiast, with more than twenty years in the financial markets.
His work looks at stress, performance, decision-making, uncertainty, and self-awareness, in everyday life and under the particular pressure of the markets. The trading is where he tested most of it on himself first.
He is finishing a degree in psychology. Ralphitness LLC is the company name, and it is on the book, so it stays.
Questions
Asked often enough to write down.
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 performance 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. If it doesn’t, you’ve lost twenty minutes.
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.
Contact
Book an intro call
Twenty minutes on Zoom, no pitch. Pick a time below. By booking you agree to the coaching consent and privacy policy.