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A Rare Glimpse Go behind the scenes of 15 successful women in business

Letter from the Editor Founder and Editor in Chief Stephanie Pollock

Creative Director Welcome to the second edition of Going Pro, the magazine. Suzanne Polyak It’s been more than a year since I published the premiere issue and I still continue to get feedback on how much people loved the content. Thank you! Contributing Editors Here’s what I know to be true about business. We think we want information and knowledge and how-to steps. We pine for a system or Sarah J. Bray formula or some magic bullet that will get us the results we crave. And we Alexandra Franzen assume there’s some big secret out there that we are simply not privy to. Tara Gentile But the truth is, at the core, we just want to know we’ve got what it takes Amy Harrison and that we can DO this. Shenee Howard We’re not lacking for info (hello, have you Googled anything lately?). Jennifer Lee We’re looking for connection, acknowledgement and assurance that we’re Erika Lyremark on the right path and that we do have what it takes to reach success – whatever that looks like for us. Natalie MacNeil I believe that’s why people love this magazine. Christine Marmoy Nadine Nicholson It’s because these 15 incredible women in business share – openly and honestly – about what it really means to Go Pro. And they speak candidly about their own personal struggles and what they did to push through (‘cuz Andrea Owen we ALL struggle). Laura Roeder Let me be the first to reveal the big secret. Jenny Shih These women are really no different from you. They may be a couple of steps ahead, but they are where they are Amy E. Smith because they fundamentally believe in themselves and their vision, they do the work even when it’s hard and Shelley Streit they commit to excellence. Which means you can do that too – starting today! Contact Us If you’re ready to embrace Going Pro – then read on and revel in the stories before you. Visit us at I promise that you’ll feel validated, inspired and empowered to keep going and build a business you love. www.stephaniepollock.com or email magazine@ To your success, stephaniepollock.com

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PROFILES FEATURES 6 How to Scare Off Your Anxiety Monster and Step into Your Greatness Sarah J. Bray 8 By Sarah J. Bray Alexandra Franzen 12 10 Wanna Go Pro? One Potent Question. Tara Gentile 16 By Alexandra Franzen Amy Harrison 20 14 What Pros Know: The Most Ingenious Competition Paradox By Tara Gentile Shenee Howard 24 18 Create a Clear + Compelling Story to Help Your Business Jennifer Lee 28 STAND OUT Erika Lyremark 32 By Amy Harrison Natalie MacNeil 36 22 The One Lesson That Changed My Business Forever By Shenee Howard Christine Marmoy 40 26 Hiring Help to Grow Your Business: Don’t Go it Alone! Nadine Nicholson 44 By Jennifer Lee Andrea Owen 48 30 Play in the Universe You WANT to be in Laura Roeder 56 By Erika Lyremark Jenny Shih 58 34 Peeling Back the Layers of Fear By Natalie MacNeil Amy E. Smith 62 38 Dream Big and Play Even Bigger Shelley Streit 66 By Christine Marmoy 42 You GET to D.E.C.I.D.E. to Go Pro By Nadine Nicholson 46 You Don’t Need More Time By Andrea Owen 50 7 Mistakes I Made on the Path to Pro By Stephanie Pollock 54 Starting from Scratch By Laura Roeder 56 3 Dead-Wrong Ideas That Could be Holding Back Your Business and 3 Ways to Turn it Around By Jenny Shih 60 6 Signs It’s Time to Take Action By Amy E. Smith 64 From the Inside Out By Shelley Streit

6 © Going Pro 2012 Step into Your Greatness by Sarah J. Bray

I started my business six years ago ing myself to be driven by enthusiasm rather than I quickly realized that fear. There were two major shifts that had to happen when I realized it was going to take too before I could make the switch. the more I hustled, long for a traditional job to bring me fi- I realized that my business was there to serve me; not the more money I got. nancial security. I got married at 18 and the other way around. That was my goal – to worked full-time to help my husband This sounds simple, but it is easy to become a slave to get paid. For several get through school. I went to school “one day”. One day it will be easier. One day I won’t years, I hardly looked on and off, but the debt load we were have to work so hard. One day soon this is going to incurring freaked me out, so I didn’t pay off. And on and on. up from my computer. finish. I just knew that one day things One day is not coming. Business growth happens so I remember having gradually that you get acclimated to your successes 23 projects going on would be different. fast. Make “one day” today. Make it right now. at one time. I never Then my husband decided that his degree in biblical I changed the structure of my business so that it was studies wasn’t going to pay off and that he needed designed around the type of day I wanted to experience. stopped to think a second undergraduate degree for what he really wanted to do. It began to dawn on me that “different” I’m a sensitive soul. I hate criticism. Designing for about it, because I wasn’t going to happen any time soon. At this point, other people is quite possibly the worst field I could knew if I did, I would we were buying groceries with a credit card, and I be in for my personality. And yet, I was voluntarily knew that couldn’t last. So without even considering putting myself through that every day, multiple times break down. That design professionalism or what that meant, I put my a day. wasn’t an option. I just design and development skills up for hire. That’s just one example. What are you doing that is kept going and tried I quickly realized that the more I hustled, the more opposed to your nature? Are you writing crappy blog money I got. That was my goal – to get paid. For posts? Checking lots of email? That stuff is not -in not to think too much. several years, I hardly looked up from my computer. evitable. You can design your business so you never I remember having 23 projects going on at one time. have to write another crappy blog post ever again. I never stopped to think about it, because I knew if I What would that be like? did, I would break down. That wasn’t an option. I just Making the shift from being anxiety-driven to being kept going and tried not to think too much. driven by enthusiasm requires knowing yourself and Every project I took was driven by the need to pay designing your business around how you want to be bills. Even when I got to the point where I had a in the world. Do that, and your anxiety monster will staff, I still couldn’t let up because I had to meet pay- run for the hills. And when that happens, your great- roll. I was scared. Anxiety drove me with a whip. ness is just around the corner. It took a while for me to get to the place where I am now – loving what I do every day, and allow-

“My definition of 1. What does Going Pro mean Space in my finances. Space in portunities started coming and to you as a successful women in my relationships. I don’t want my audience started growing. If success is that I enjoy business? Why? to feel squeezed and pressured. I hadn’t done that, I would defi- an abundance of space Going Pro means getting over my Anything that makes me feel that nitely not be where I am now. insecurities and deciding to do way is not success for me. 4. Entrepreneurship is largely a in my life. Space in what it takes to take care of my- Materially, I’d like to be able to mindset game. What mindset self and my business first so that my time. Space in my align everything I own with who shifts did you have to make in I will have the capacity to create I am and how I want to experi- order to play a bigger game? finances. Space in my what I want to see in the world. ence life. I’d like to be able to get I’m constantly having to shift my relationships. I don’t For so many years, I’ve tried to rid of all of our debt (we have a mindset when it comes to the val- want to feel squeezed meet needs in my employees and lot…thanks student loans!), get ue and scope of what I do. I have in the marketplace at large, and rid of my house that’s next door this incredible urge to offer more and pressured. all I succeeded at was having to the crazy lady who literally and more and more and go deeper Anything that makes ridiculously good intentions and threatened to kill us because we and deeper and deeper with every me feel that way is not burning myself out in the process mowed over our leaves (for real), project. I’ve had to recognize this of trying to fulfill them. And I and move into that adorable little tendency in myself. If I’m going success for me..” don’t just mean emotional or house on the water that is at sev- to go that deep, I’m going to have physical burn-out…I mean burn- eral acres from every other house to charge for it, and I’m going to ing all of my resources, including around it. Since my husband and have to make room for the fact my financial ones. Spectacular I are homeschooling next year, I’d that it severely limits the number intentions don’t amount to much like to be able to travel with my of projects I can take on. if you do not have a system for kids and show them what life is Because of this, I have had to meeting your own needs first. like outside of our backyard. price myself out of what I think 2. Everyone’s definition of success For my business, I’d like to be my current market can bear. But I is different. What’s yours? able to get or build an amazing have been surprised on this front, My definition of success is that studio space for me and John too. Even people in the bootstrap, I enjoy an abundance of space and Julianne and whoever else entrepreneurial market that I’m in in my life. Space in my time. we’re working with to come and want that kind of deep partnership make things with us. I’d also like with someone who is willing to a space for holding small group commit heart and soul to seeing events for my readers, clients, their project succeed in the market- customers, and friends. place. Even though the investment is great, the return is greater. So I’m 3. What was the tipping point in still figuring out whether I need to your business? step into another market, or if I can I actually think I’m in the middle do just fine where I’m at. of a tipping point right now in deciding to work in the exact way 5. What would you say to anyone that I want to work, and then who wants to create the success building everything out from you’ve created, but feels stuck, there. I’ve taken big risks to do scared or unsure how to do it? this, but it’s been worth it. I can’t Use the ignorance that comes wait to see how I view that deci- with beginning to your benefit. sion in 3 or 5 years. Half the things that I’ve done, I never would have done if I had My first tipping point was when I known all of the details before I decided that my content strategy got started. I wish I had more of was going to be at the center of that ignorance now; it’s harder my marketing efforts. The first to start new projects when you thing I did was put my blog on know what you know. the front page of my website. It’s amazing how that small change 6. We’d all love to go back to the made my relationships shift. Op- beginning knowing what we

8 © Going Pro 2012 know now. If you could, what are results and do more of that. three things you’d do differently? 10. What’s been the best part of Sarah J. Bray I don’t know if I would. I can’t running your own business? imagine doing all of this all over Going Pro Motto: The best part is knowing that again, even knowing what I know there is no limit to the pos- A Small Nation + SarahJBray.com now. But if it were inevitable, sibilities in my life. I don’t have Design your business to get I would establish myself as a to think “Oh, we could never thought leader in my industry live there” or “I could never do immediately. I would have set lighter as it grows, rather than that”. I have the confidence and my prices to a level where I could the resources to literally create a take on the perfect amount of heavier. Do whatever it takes framework for anything. Because projects that would fuel my I’ve done it, and I keep doing it. energy rather than kill it. And I to serve from a place where would have started creating prod- 11. Give me three words to de- ucts sooner, even if it was just a scribe your brand: your own needs and strengths little bit every day, on the side. That’s a hard one, because since I’m a maker, everything I make 7. Were you ever scared to really are being met first, and build has a different brand. And I re- put yourself out there and take a fuse to think of myself as a brand. stand for what you believe? How So I’ll use A Small Nation for this your business structures did you overcome it? question. Absolutely. I still am. It’s scary to around the daily experience say no to big lucrative projects Colonial-era patriotism, depth of that you don’t believe in (or relationship to people and craft, that are with people you don’t tricorne humor you want to have. respect). I overcome it by sticking with the decision that I’ve already 12. Anything else you’d like to add? made. I don’t think about the If you’re not sure how you want short-term financial consequenc- to serve, don’t start with what es; I just trust that I’ve already other people need and want. made this decision based on logic Start with what makes you feel and years of experience. I don’t brilliant and inspired. You can do re-think it every time. anything – confine your choice to something that allows you to 8. What do you still struggle spend your day how you want to with/what scares you? spend it. And not how you want I still struggle with collabora- to spend your days five years tive content marketing, strangely from now when you’ve achieved enough. I just don’t do it enough. I “success”. But how you want to know I need to be in front of other spend today. And tomorrow. And audiences at this point to spread the day after that. my message, but I don’t take the time to do it. And reaching out is Because people may come into a little scary for this introvert. contact with your business for an hour or a day or six months, but 9. What do you think it really you have to live in it each and ev- takes to be successful in business? ery day. Do not create something Consistency and experimenta- that is not going to be enjoyable tion. You’ve got to keep at it, and to live in. you’ve got to experiment so you can see what gives you the best

Website: SarahJBray.com, ASmallNation.com Twitter: @sarahjbray Facebook: facebook.com/sarahjbray Sarah J. Bray is a designer, maker, and writer for the web. She has worked with hundreds of entrepreneurs and influencers to spread their meaningful work all over the place. She heartily enjoys a good slice of toast and a bottle of blood orange soda. Sarah builds digital nations at A Small Nation (http://asmallnation.com), and she is leading a world-wide tour to discover business utopia at the Tour de Bliss (http://tourdebliss.com). She also writes about her experi- ments in business and the web at http://sarahjbray.com.

http://www.flickr.com/photos/wwworks/834518488/ 10 © Going Pro 2012 So. You wanna go pro? I’ve got one piv- : Would you blog about what you ate for breakfast, or Would you blog otal, critical question for you. publish articles with resonance and legacy potential? about what you : Would you raise your rates? It’s a question that sprang from the lips of ate for breakfast, or : Would you take a sabbatical? Marie Forleo at her annual entrepreneur- publish articles with ial lovefest in NYC – and it’s a question : Would you sell your TV? resonance and legacy that’s become my near-daily medita- : Would you write a book? potential? tion & source of continual elevation. A : Would you hire an assistant, or find an intern? power-mantra, cradled in a query. : Would you do what you say you’re going to do? “If you were the BEST in the world at what you do, : Would you make yourself more accessible, or more how would you BEHAVE?” elusive? : Would you wake up at dawn, set your intentions for : Would you hire an outsource business partner? the day, and get crack-a-lackin’? An image consultant? A virtual decorator? A voice : Would you spend 15 minutes an hour on Twitter, or coach? A brand positioning strategist? An intuitive? 15 minutes a day? An astrologer? : Would you obsessively check your email, or would : Would you take, teach or curate a course? you keep your inbox CLOSED for the majority of the : Would you slice negative people out of your life? day, so you can frickin’ WORK? : Would you learn to meditate? : Would you agonize over other people’s careers – people who seem more successful and popular than : Would you change your name? you – or would you celebrate their successes and : Would you make eye contact? learn from their models? : Would you hold yourself accountable? : Would you send gawky, icky groupie-style fan mail to people you idolize, or would you approach them : Would you treat your TIME as the invaluable, finite, respectfully, as your esteemed peers? non-renewable resource that it is? : Would you waste valuable energy fretting and : Would you change, slash, or straight-up kill your frittering with minutia (document formatting, toilet to-do list? cleaning, button mending), or would you hire profes- : Would you fill your days with objects, scents, music, sionals to help you create “white space” in your life? textiles, fonts, colors, literature, systems, foods, : Would you accept every new client, opportunity festivities, experiences and HUMANS that make you and request that comes your way – or would you feel strong, vibrant, galvanized – and greater-than? choose your projects with gracious discernment?

: Would you say YES to dinner with an unexpected Would you scrabble along, or would you SOAR? advocate, mentor or collaborator? It’s a question worth asking. Every day. : Would you say NO to (most) unpaid gigs and pro bono requests? So ask. React. Recalibrate your priorities. : Would you move to a larger city, and start playing And go PRO. BIG? : Would you build humanitarian structures, scholar- ship funds and charitable events into your business model?

“There’s often a gap 1. What does Going Pro mean capacity to mentor & inspire I believe that I’m gifted. And that to you as a successful women in people around the planet with a belief propels my business forward. between what we business? Why? single blog post, and being able to 5. What would you say to anyone Going Pro means… unplug, frolic & luxuriate – more claim we want, and who wants to create the success than seems reasonable. what we’re actually Treating myself like an Artist. you’ve created, but feels stuck, 3. What was the tipping point in scared or unsure how to do it? Investing in myself like I mean it. doing to create it. your business? Take a cold, hard, calculating Aim to close the Cultivating dramatic DEVO- For me, Le Grand Tip began look at your life. How you’re (re- TION to my business, my clients, when I launched my signature ally) spending your time. gap. Diligently & and my unfolding legacy. offering – a one-day copywriting There’s often a gap between what & business strategy immersion, consistently.” we claim we want, and what we’re Asking myself questions like, “In which I call VELOCITY. 100 years, will this matter?” actually doing to create it. Aim The launch represented me – for to close the gap. Diligently & And really sitting with the (often the first time – really sinking consistently. uncomfortable) answer. into my gifts, commanding what And then, quite honestly, it’s I’m worth, and stepping into an 2. Everyone’s definition of success pretty difficult not to succeed, is different. What’s yours? authoritative role. I was ‘done’ be- For me, success tastes like… ing an hourly hired-gun. I wanted 6. We’d all love to go back to the bringing my clients to tears, to truly elevate & transform my beginning knowing what we living debt-free, having the clients’ lives & careers. know now. If you could, what are three things you’d do differently? VELOCITY felt like a gargan- Ah! Miraculous hindsight. tuan step in that direction. It was adrenaline-pumpingly scary. I took I would have allowed myself to that as a powerfully good omen. enjoy the topsy-turvy, profoundly surprising process of building Within months, my business, my business from ground zero, my online identity & my income instead of stressing, fretting & completely catapulted. what-iffing, every step of the way... I felt that inimitable ‘click.’ All I would have taken a digital sab- systems GO! batical every single month – in- 4. Entrepreneurship is largely a stead of staying plugged into the mindset game. What mindset digital grid, so terrified of “miss- shifts did you have to make in ing” something important… order to play a bigger game? I would have taken that trip with It took hundreds of clients & a my mom. Instead of waiting till monstrous avalanche of testimo- things were “all sorted.” Life is nials to finally get it, but at some rarely…sorted. point along the journey I realized that (gasp!) I wasn’t a fraud. My 7. What do you still struggle business, my writing, my skills – with/what scares you? they weren’t a joke. I was, like… I have a quiet, internal panic at- talented. For real. tack every time I raise my rates. Even though every single time I’ve That monumental realization felt done it, my waiting list has gotten like…serenity. And surrender. Like even longer – and my ideal clients I could simply show up – with my have scarcely batted an eye. full attention – and that would be enough. More than enough. Pricing is still a prickly spot. But at the end of the day, I trust my I still contend with bouts of discernment & intuition – they’ve insecurity (don’t we all!) but no yet to steer me astray! matter what’s going on,

12 © Going Pro 2012 Alexandra Franzen Alexandra Franzen Inc.

8. What do you attribute your at my disposal. And very little Website: AlexandraFranzen.com success to? clothing. Ah, the perks of entre- Twitter: @Alex_Franzen Chutzpah, charm & consistent preneurship. As a Promotional Wordsmith & Personal Scribe, Alexandra Franzen chan- over-delivery. 10. Give me three words to de- nels entrepreneurial LOVE into unforgettable language – the kind that 9. What’s been the best part of scribe your brand: inspires an immediate “YES.” running your own business? Voltaic. Virtuoso. Va-va-vroom. With laser-lucid copywriting, next-gen promotional strategy & quick Working underneath a goose poetic instincts, Alexandra helps bestselling authors, elite coaches, feather duvet. With my favorite wellness warriors & spiritual leaders find their voices, claim their online music playing. Copious snacks territory, and channel their skills into products, services – and entirely new businesses. Find her at AlexandraFranzen.com & on Twitter at @Alex_Franzen.

Going Pro Motto: “How will you ASTONISH yourself, today?”

Before your business is really humming, option of picking up your equipment and inventing So in business, when a different game. You don’t have to compete; you can one of your top concerns can be “the invent.” – David Brooks, The Creative Monopoly. you have competition competition.” What is she producing? So in business, when you have competition in your in your market, it’s How is she promoting her products? market, it’s your job to go invent a different game. your job to go invent How has he positioned his services? That generally doesn’t require changing your product a different game. What if my customers discover him and or service but simply identifying how your product or service is already unique – thereby creating your not me? own set of rules. What the pros know, however, is that competition is What do your customers tell you is different about the not only healthy – it’s necessary. Pros also know that way you perform your service? Methodology? Values? there’s no such thing as “competition.” Speed? What do you know is different about your Yes, it’s a paradox. A most ingenious paradox. production process? Materials? Packaging? Utility? Maybe you go ultra high-end. Maybe you go super Let me explain. affordable. Maybe you only cater to a certain type of If you’re producing a product or service for which client. Maybe you only use a particular material. there is no competition, you’ve got a big problem. Each differentiating factor you can name becomes a Your problem is that there is, most likely, no demand new rule in your game. It forces your creative hand. for what you’ve just created. Seeing someone else It pushes you toward innovation and away from create what’s on your mind is cause for celebration, stagnation. Your new rules distance you further and not grief. further from the competition until you essentially “Yes!” you exclaim, “People are buying what I want have, what David Brooks calls, a “creative monopoly.” to create!” Being a creative monopoly means you’ve cornered your market, as opposed to the market. Once you establish market need, competition becomes an opportunity to position yourself in a In your market, there is no competition. The only unique way. You can research and analyze the game kids that come to play are your best, most loyal, most that is already being played. You can learn the rules, excited, most willing to pay customers. They’re there the flow of the game, the major players and the for you! No other business, product, or service can minor leaguers. meet their needs the way you can. You see, in a game like baseball: Sadly, most entrepreneurs fall short of ever creating this kind of monopoly. They worry more about what “If somebody hits three home runs against you in their competition is doing. They worry how the com- the top of the inning, your job is to go hit four home petitors’ customers are buying. They don’t see the runs in the bottom of the inning. But business, opportunity to differentiate & claim their monopoly politics, intellectual life and most other realms are all around them. not like that. In most realms, if somebody hits three home runs against you in one inning, you have the Don’t let that be you. Embrace the competition paradox.

“Going Pro is never 1. What does Going Pro mean be a big thing or an itty-bitty tiny own interests and expertise by to you as a successful women in thing. It could even be achieving creating a personal brand under waiting for someone business? Why? failure. my own name. Immediately, I Going Pro means taking owner- noticed others noticing me for else to say ‘yes.’ It’s We have a tendency, as a society, ship of your own opportunities & the first time! It gave me more to disregard our small accom- regularly giving future. Going Pro is self-determi- room to grow, more authority, and plishments and to not truly allow nation and self-reliance. increased the quality of the oppor- myself the ‘yes!’ I need the experience of achievement to tunities that were set in my path. to keep moving, keep So many women are waiting for settle on us. If it’s not a “big” suc- permission, or the big break, or cess, it’s not worth it. But I think 4. Entrepreneurship is largely a growing, and keep that special moment when they that makes it more difficult to find mindset game. What mindset succeeding.” feel they’ve “earned it.” All of that your success moving forward. shifts did you have to make in requires outside input. Going Pro order to play a bigger game? Celebrate your small successes means I’m the only one who can In keeping with my third tipping and you’ll find big success comes decide that I have permission to point, I had to become more to you much more easily. try something new, go after the myself and less the brand name I magazine spread, or land a big 3. What was the tipping point in had worked so hard on. I crafted a fish client. your business? brand that was me and my deepest There have been so many tipping desires but with a sharper focus Going Pro is never waiting for points in my business! Each is than ever before. someone else to say “yes.” It’s essential - and it’s important to regularly giving myself the “yes!” 5. What would you say to anyone realize that it’s not one but many I need to keep moving, keep grow- who wants to create the success tipping points that propel your ing, and keep succeeding. you’ve created, but feels stuck, business to the next level. scared or unsure how to do it? 2. Everyone’s definition of success First, my business tipped when Get over it. Harsh? Maybe. But is different. What’s yours? I purchased an existing busi- stuck, scared, and unsure are feel- Success is the feeling – the un- ness. I had been on my own for ings that have to banished from mistakable knowing – that you’ve six months and an opportunity your reality if you want a life of accomplished something. It could to purchase an existing blog, success. Sure, we all face periods Scoutie Girl, came up. I jumped of indecision or distrust of our on it even though I didn’t have own potential but those periods the necessary funds on hand. need to be overcome with the Getting the loan, handing over internal drive to create, experi- the check, taking over the work – ment, or do – or you need to take that gave me the boost I need to some time off. take myself even more seriously I have little tolerance for people and accomplish a whole new level who talk the talk but never start. of work. Entrepreneurship is a starting Second, my business tipped when game. We start many, many I decided not to leave money on things as we figure out what the table anymore. I realized that works. If you can’t start one thing, I had been supremely under- you’re certain to never find the charging for my work. Coming to thing that allows you to succeed. terms with the value I provided 6. We’d all love to go back to the and being willing to ask for it, beginning knowing what we made me take my business more know now. If you could, what are seriously, too. It also led to more three things you’d do differently? work and press. And yup, lots I challenge the premise of this more money. question. I have no desire to go Third, my business tipped when I back to the beginning knowing stopped hiding behind my brand what I know now or change any- name and took ownership of my thing I’ve done thus far. It has not

16 © Going Pro 2012 been all overwhelming successes I get more accomplished than or flowers and cupcakes. But each most people. failure – and I’ve had some pretty My biggest problem is that, good ones recently – has taught because I’m exceptionally produc- me so much about my business, tive, I think I can handle more my customers, and myself. than I really can. I always priori- Going Pro Motto: Those failures, and the bliss- tize what is most important (to ful ignorance at their roots, is me), what is most fun, and what Redefine commerce. what success is really made of. brings in revenue but there are Wouldn’t give it up for the world. plenty of other worthwhile things Getting it all right is a sure sign I say “yes” to. Focusing on saying you’re not challenging yourself or a gracious “no” is an ever-present growing at all. goal in my life. Website: taragentile.com 7. Were you ever scared to really 9. What do you attribute your Twitter: @taragentile put yourself out there and take a success to? Facebook: facebook.com/tara.gentile stand for what you believe? How This is easy: experimentation. Other: gplus.to/taragentile did you overcome it? The will to experiment is one Tara Gentile is a thought leader & creative business coach redefining I truly can’t remember a time I of my highest values. There is commerce as the creation & distribution of meaning, connection, and was ever “scared” to put out a no problem a good hypothesis, experience. She brings creative thinking to branding, product develop- strong opinion in my current careful testing, and thoughtful ment, and marketing that incorporates both strategy and high touch professional incarnation. I’ve analysis can’t solve. design. Her approach to business in the You Economy resonates with hesitated. But I’ve never felt fear MBAs, PhDs, and graduates of the school of life. I’m a Virgo, so perfectionism is in when I hit the “publish” button. my stars, but so is this analytical She writes frequently for the Daily Worth, Design*Sponge, and Etsy. Best- selling author, Jonathan Fields, named her blog a Top 22 Single-Voice When I tend to feel fear is in approach to work and life. I beat Business Blog of 2012. She’s the author of several popular digital guides asking for help from my peers back perfectionism by allowing including her latest on the relationship between personal art and money, & mentors. I know they want to myself the freedom of experi- The Art of Earning. support me. They genuinely want mentation. to do what it is needed to help me Through experimentation, I’ve succeed. But the “ask” is when I been able to create evermore- truly feel fearful. enticing products, compelling To combat this, I push myself to services, and true-to-me brands. do things that are so important, Envisioning and shipping little so true to my personal vision steps or ideas is much more and the value I seek to provide, effective than trying to create that I feel good about asking for something big and “perfect” but help. That way, I never feel like never getting it out the door. I’m wasting their time or asking 10. What’s the best part of run- for the same help they provide ning your own business? to others. I want my needs and The best part of running my desires to be as unique as I am, as business is that, in the end, I’m my work is. the only one responsible for my 8. No matter how successful any to do list. There’s no corporation entrepreneur is, there are still and no boss telling me what to do areas that can be trouble spots. with my time and energy. There What do you still struggle with? are plenty of others that influence Time management is still the my to do list like clients, media, number one thing I struggle with. etc…but, in the end, they’re I have two assistants that handle under my control as well. plenty of work for me including My work is my work. I do what email correspondence, schedul- I want to do. I prioritize what I ing, and managing a whole other want to prioritize. And I decide site. But I always seem to take on how the rest gets completed. more than I can chew. 11. Give me three words to de- In fact, I wouldn’t actually say I scribe your brand: have a time management problem Intellectual, Experimental, – and maybe you don’t either! I Practical. get plenty done in the time that I have. Considering my workweek How’s that for a little contradic- is really only ever four days (split tion in terms? child custody will do that for you),

Photo by Sean McGrath http://www.flickr.com/photos/mcgraths/3442114262/

18 © Going Pro 2012 A clear story doesn’t just tell people These are the foundations to your story and whether you’re talking or writing about your business, these WHAT you do, it tells people why help filter your audience to reach your target market. you’re unique and why your customers Two: why what you do is important should work with YOU. Most business stories stop at the first stage, but that’s In the past few years there has been an explosion of just the beginning! micro businesses which means competition is fierce. If you simply market your business based on the service Next you can start creating a richer story by talking you deliver or the product you sell, you become a about your passion behind the business based on the commodity. Your customers can’t see a difference be- problem you solve for your customer. tween your business and the next, and suddenly you’re One way to think about this is to ask yourself, what being constantly squeezed down on price, which is a problem did you see your target market suffering miserable place to be. with that you knew you could solve? This helps you But if you spend time creating a story behind your build your story from your customer’s point of view business (and have a great product of course), you can to attract their attention. Your personal story attract customers who value what you offer and really So for example you might offer online marketing for want to work with you and your business. local bricks and mortar businesses because you saw can be anything that And that’s a wonderful place to be. business owners unfamiliar with online technol- makes you good at ogy missing opportunities to attract new customers So how do you create a story that sets you apart? through online advertising. what you do in your If you’ve ever read about marketing your business Once you have this stage of your story you can add business. It might to stand out, you’ll be familiar with the “USP” or in the final part which is: “Unique Selling Proposition.” Unfortunately, too be professional many people get hung up on the “unique” part. They Three: your personal story qualifications, think that to be seen as different, they need to be do- Your personal story can be anything that makes you personal experience ing something completely different to anyone else. good at what you do in your business. It might be or your passions and That’s not the case. professional qualifications, personal experience or your passions and interests. interests. In fact, rather than look for one unique thing, you can simply make a unique combination of a number It’s the added layer of “you” which helps make your It’s the added layer of elements about your business to create a story that story unique. of “you” which helps your target market can connect to and distinguish You teach nutritional therapy because you’ve expe- from the competition. rienced the benefits firsthand. You’re a web -de make your story An easy way to start teasing out information you can signer for wildlife companies because you’re an avid unique. use in your story is to think about the following 3 gardener and bird watcher. Your passion for musical stages: theatre means you teach people to market their businesses by training them for the stage of presentations 1. What your business does and public speaking. 2. Why what you do is important 3. Your personal story In summary, it’s no longer enough to simply tell people what you do, but you don’t have to create a One: what your business does revolutionary service or product to stand out. To start with simply outline the facts about your By blending these different layers you’ll be able to business for example: create a story that attracts your ideal customer and • The service / products you offer makes them feel connected to your business. • Your target market • The kind of results you get • How you work

“If you’re making five 1. What does Going Pro mean But there were a couple of jumps more well known. I launched an to you as a successful women in in my business. One was ap- eBook, I ran a number of boot- figures, ask yourself, business? Why? proaching a client I never thought camps, webinars and a number of ‘What would the It means taking responsibility and would hire me. I didn’t feel ready other products. I learnt so much taking what I do seriously. When to approach her, I did, and from more from doing those, and by six figure business I started working for myself my that earned $1,000s in revenue being active I built momentum, owner do?’ If you’re only aim was: “Can I make a living from her and her referrals. built up my image and attracted writing?” That was my whole plan higher paying clients. Setting financial goals also making six figures, ask mapped out! As long as money sharpened my focus on growing 5. What would you say to anyone was coming in I wasn’t asking too the business. Even though it was yourself, ‘What would many questions, but I realised that who wants to create the success scary to write them down, once I if I wanted to grow this as a busi- you’ve created, but feels stuck, the seven figure had I could feel my mind work- ness, that wasn’t good enough. scared or unsure how to do it? business owner do?’ ing on different opportunities to Dream big, start small and start Going Pro means also being hon- reach those goals. The first year I quickly. Then do it!” est about how what I do influences did this I didn’t reach the goals I’d my success. If I’m overwhelmed, set, but I leapt ahead what I had Something which has inspired I need to minimize distractions made the year before, and the next me in the past is finding people and take action. It’s easy to get year I’d made my previous year’s I admire who have businesses on social media and tell yourself income in around 5 months. I similar to how I would like to it’s marketing, but deep down keep it really simple and just check have, studying the common you usually know it’s just goofing in each week and at the end of the themes, and then instead of about. And goofing about now month to see where I am, to adjust looking at what they’re doing and then is fine, as long as you’re and to think about what I need to now and getting overwhelmed, honest about it! do to make those goals. That kind looking back, seeing how they got of simple focus has made a huge started and seeing what I can do 2. Everyone’s definition of success difference in my business. in a similar vein. is different. What’s yours? This is a tricky one. To me I guess 4. Entrepreneurship is largely a There’s no substitute for taking it’s learning to say to yourself “I mindset game. What mindset action though, no matter how want more, but where I am is shifts did you have to make in small. Action leads to more perfect for right now.” I write for order to play a bigger game? action which leads to learning, a lot of spiritual entrepreneurs The biggest one for me was experience and opportunity. I’m a so this is something I’ve been believing I could be successful real planner and to-do-list writer, learning about over the past few without seeing all the pieces in but racking up a list of things can years! Success can be seen as this place. It really is a leap of faith do can sometimes just add to the distant thing, a destination to be to feel you can achieve a dream overwhelm! achieved, and you have to have without knowing HOW you’re If you’re trying to find clients for those aspirations for your busi- actually going to do it. I’m learn- example, you can spend months ness, but they’re no use if you’re ing that my future dreams aren’t mapping out your ideal customer constantly beating yourself up for based on what I can do today, profile, or you can spend a day not being there “yet.” but on what I’m going to be able making a list of people you think to do after many more weeks, it would be fun to work for, and 3. What was the tipping point in months and years of experiences, then contacting them. You’d learn your business? stretching, growing and learning. more and taking action would Rather than one turning point, If I try and base my goals on what boost your confidence. I’ve had a series. The first one is I can do now I’m going to limit realising that there is no “one” my potential. 6. We’d all love to go back to the chance, shot or turning point, beginning knowing what we but rather a lot of little ones. This The next was appreciating that I know now. If you could, what are made me see that strong progress didn’t have to wait to be picked, three things you’d do differently? is built on a foundation of lots of or to be told I was good enough • Worry less steps, rather than one big product to do something (this can be • Spend less time wondering launch, or one big client. It’s tricky if you’re used to having what the crowd is doing just not like that. You work, you a boss). It made me a lot more • Approach bigger clients sooner persevere and you look for the productive, from there I threw next step. myself into creating things I 7. Were you ever scared to really thought I couldn’t do until I was put yourself out there and take a 20 © Going Pro 2012 stand for what you believe? How number of days I can review that did you overcome it? list and decide if I still want to For me the biggest stand was find out more about whatever I’ve probably the decision to leave my put down. That way, rather than corporate background and work getting distracted by every new for myself. Whilst I was thinking thing, I can list it, forget about it, about it I kept my ideas to myself and then review it and see if it’s Going Pro Motto: while I put my plan together. The still something I want to pursue, recession was about to kick in and my to do list gets done! and I didn’t want to hear opinions How you do anything is about why I shouldn’t do it. It 9. What do you attribute your sounds strange taking a stand success to? how you do everything. by keeping quiet, but I’ve found Trying new things and not giving that personally it’s much easier to up! I really don’t feel I’ve done talk about a decision that’s been anything amazing or different, When it comes to my made than to say “I’m thinking but I do like to try things out about doing…” Once I had the rather than over think them. If brand, it is all the way, next couple of steps planned it was things work, great, if they don’t much easier to talk about it with I’ll just try something else, or try the right way – halfway is confidence (even if I wasn’t 100%). again. Consistent and persistent Funnily enough it was by waiting action always pays off for me until I had a firmer plan outlined – though I sometimes slip into never good enough. before telling people about it that working for intense bursts and landed me my first client! then having a month off! 8. No matter how successful any 10. What’s the best part of run- entrepreneur is, there are still ning your own business? areas that can be trouble spots. The freedom of choice and the flexibility of what direction to What do you still struggle with? take the business in. I love that I I have a playful battle with self- can tweak and tailor what I’m do- doubt. There are days when I feel ing depending on what makes me like I should just give up because happy. I don’t have to work with I’m never going to be as good as clients who aren’t a good match I want to be, but that same self- for me, I don’t have to go through doubt is precisely what spurs me on bureaucratic processes just be- to improve my skills, to learn more, cause “that’s the way things have work harder and push myself. always been done.” I get to decide I also worry that I’m missing what’s the best course of action something that everyone else based on what I know, which understands and this is what means I can move pretty quickly can suck me into looking at if opportunities come up. what other people are doing and It’s also the hardest part of run- wondering if I should do the ning your own business because same. Something I’ve started to there are no guidelines! try and overcome this is to keep a separate list from my sched- 11. Give me three words to de- uled plan for anything else that scribe your brand: catches my attention. After a set Personable, Driven, Committed

Website: harrisonamy.com Twitter: @harrisonamy Facebook: facebook.com/harrisonamycopywriting Amy Harrison runs Harrisonamy Copywriting based in Brighton, UK. She runs copywriting and content marketing training for businesses to increase sales, enquiries and online subscribers. As a copywriter, she works for businesses in the UK, U.S, Canada and the Middle East. She is a regular contributor to Copyblogger, Problogger and her blog is listed in Guy Kawasaki’s Alltop. Amy originally trained as a screenwriter before spending 4 years working for private investors in online businesses, helping improve sales copy, web copy and sales presentations. She has copywriting training from AWAI (American Writers and Artists Inc.) She is the author of How To Get Your Sales Page DONE! And the Copywrit- ing Phrase Book, and provides free copywriting tips and virtual events at www.harrisonamy.com

Imagine if you spent all of your time do- Let’s talk about Batman. I can say that I am Batman. I can put on the costume, have all the gadgets, call my ing what you want to be known for doing. car the Batmobile and employ a butler to tend to my Instead of spending your time gaining every need. If I can’t keep a gang of thugs from rob- influence, you just did your work. You bing a bank, I’m not ACTUALLY Batman. I am just helped the people you wanted to help. some silly guy with a flair for the dramatics. You focused just on those people. You let Our businesses are the same way. When we go pro, we stop trying to “look” like we know what we are yourself be inspired by forces outside of doing and we just do it. your industry instead of trying to keep up Ask yourself this: how much time are you ACTUALLY with what everyone else is doing. spending doing what you want to do vs. the time you Imagine if you LIVED your tagline instead of end- spend preparing to do what you want to do? lessly tweaking it. Learning this lesson changed my business forever. It Want to know the quickest way to go pro? Don’t just is so easy to get in this zone of endless preparation say you are a ______. Be one. Live every day that way. and learning. We let the world get in our head and

22 © Going Pro 2012 Imagine if you LIVED your tagline instead of endlessly tweaking it.

Photo by JD Hancock http://www.flickr.com/photos/jdhancock/6910971608/

as a result, we end up doing more and more of the “How can I love the people who already love me? stuff we don’t do so that we can get “good enough” or How can I help them become confident enough to “famous enough” to do the stuff we want to do. buy from me?” This is bullshit, of course. There is NO moment in Because I know that if I focus on this, I am running the lifetime of your business when you magically my business instead of just looking like I do. have all of the followers you need to “arrive.” If you Try to live one day with a focus on answering these are waiting for someone to look at you and tell you questions. Don’t think about the amount of com- that you are finally “famous enough” to run a class or ments on your blog, the number of followers you sell a service, you will be waiting forever. Just do it. have or the website that isn’t quite perfect yet. This moment will never come. I’ll say this again. Now that is going pro, ya’ll. Wasn’t that easy? THIS MOMENT WILL NEVER COME. You have to arrive on your own terms. I wake up every day and ask myself these questions: “How can I help someone create the best brand ever?”

“Once I poured all 1. What does Going Pro mean because of what I have to teach through a quick evolution be- to you as a successful women in them. That is the biggest reward cause I made so many mistakes of my energy into business? to me. I ALSO believe that suc- early on. They were essential to doing the work I truly Going pro means focusing on cess is all about being able to do my growth and I wouldn’t give what you do and making it a what you want with your life. them up because I might not be wanted, everything personal mission to do your in this moment right now. 3. What was the tipping point in best work. Going pro is all about shifted for me. I also your business? 7. Were you ever scared to really doing what is best for your I stopped doing the stuff I thought put yourself out there and take a stopped working with people and the evolution of I should be doing. For the longest stand for what you believe? How your business and spending less EVERYONE. I know time, I pretended to be good at did you overcome it? time thinking about your role in stuff that wasn’t my “thing” be- Totally! And I just realized everyone ALWAYS everything. cause that is what everyone asked that this is MY business and if talks about this but it 2. Everyone’s definition of success me to do. Once I poured all of my I wanted to be told what do, I is totally true.” is different. What’s yours? energy into doing the work I truly would have gotten a job. I am still working this out but wanted, everything shifted for 8. No matter how successful any for me, success is the results I see me. I also stopped working with entrepreneur is, there are still for my clients and friends. I love EVERYONE. I know everyone areas that can be trouble spots. to see the results of my work. ALWAYS talks about this but it is What do you still struggle with? For me, it isn’t just about getting totally true. I always struggle with upping my people to pay for what I do, it is 4. Entrepreneurship is largely a exposure. I know who I am, what about seeing their brands change mindset game. What mindset I am about and who I serve and shifts did you have to make order I spend SO much time on them to play a bigger game? that I don’t think big picture. I realized that I am my only 9. What do you attribute your competition and in order to play success to? bigger, I have to play my game I attribute my success to my abil- and not everyone else’s. I have ity to brush failures off and keep created my own little corner of going. I let myself feel sad for a the universe built specificity for little while and then I evolve. I ME to thrive. I think that is key. change. I do what I need to do to 5. What would you say to anyone get where I need to go. I always who wants to create the success tell people this: if you EVER feel you’ve created, but feel stuck, like you want to make a change, scared or unsure how to do it? DO IT. The universe is telling I would say make it a goal to help you to take action. I never had someone every day. Even though a day job. This was my job and you might not have officially so I developed a style of survival “come out” as a business, you entrepreneurship that is essential can still help people do what you to my success. want to do. Start writing on your 10. What’s been the biggest sur- blog. Give free 15 minute coach- prise or best part of running your ing sessions. Write a digital book. own business? The more time you spending do- Website: heyshenee.com Best part: being able to decide Twitter: @heyshenee ing what you want to spend your what my days will look like, Facebook: facebook.com/heyshenee life doing, the more confident spending hours working on Other: hotbrandaction.com you will be. projects that TRULY excite me. Hi, I’m Shenee and I am a brand engagement expert. I help people build 6. We’d all love to go back to the Biggest surprise: being your own businesses through active branding. Instead of talking about who we are, what we do and how we do it, we actually do it. Crazy, right? I teach the beginning knowing what we boss is REALLY difficult. know now. If you could, what are BEST BRANDING CLASS EVER. It’s called Hot Brand Action and the class is 11. Give me three words to de- three things you’d do differently? my pride and joy. I also love action movies, Keanu Reeves and The 90’s. scribe your brand: I can’t say I would do anything happy, sassy, action-oriented differently. My business went 24 © Going Pro 2012 Going Pro Motto: Don’t wait for the world to give you permission to do what you want to do. Just do it.

© Going Pro 2012 25 Hiring Help to Grow Your Business: Don’t Go it Alone! As a successful woman in business you by Jennifer Lee probably wear many hats – from creator and marketer all the way to bookkeeper and scheduler. I bet you love sharing your gifts and passions, but you may not enjoy the more administrative tasks or the things that you’re just not good at. When you’re ready to take your business more seriously and step into GoingPro, it may be time for you to consider investing in some outside help. That way you can focus on more revenue-generating activities and the parts of your business that you love.

26 © Going Pro 2012 Photo by Pedro Szekely http://www.flickr.com/photos/pedrosz/2040577615/

Here are some tips for when you’re ready to start speak to past or current clients. List the tasks that you working with someone: • Do your homework, but also make sure you follow want to delegate. • Be clear about what you need help with. List your gut. You want to have a good feeling about the tasks that you want to delegate. Even if you working with them. Even if you don’t have don’t have an ongoing need, perhaps you have an • When you decide to hire someone, spend some an ongoing need, upcoming project that could benefit from expert time during your first meeting to get to know each advice or an extra pair of hands. Maybe you’re perhaps you have an other and learn about each other’s working style launching a new website, developing a new work- and expectations. upcoming project shop, or preparing for a big event. • Keep the lines of communication open so that that could benefit • Be clear about whom the perfect person would be both of you can give feedback and raise any to help you with these tasks. What qualities and ex- from expert advice concerns before they snowball. If things can’t perience does she possess? What are her values and or an extra pair of be resolved after having conversations, don’t be how do they align with yours? Get out your journal afraid to move on. It may feel like an awkward or hands. Maybe you’re and write about this perfect person as if you’ve uncomfortable “break up,” but be willing to start already been working with her for a while. Describe launching a new looking again if it’s not working out. Don’t settle. what you enjoy most about your partnership. You’ll be much happier when you find the right website, developing • To find potential people, ask friends and col- person! a new workshop, or leagues for referrals, network and talk to people, • Continue to develop your working relationship and search online. preparing for a big with your outside partners. Show your apprecia- • Interview at least two to three people so you can tion for their good work. Let them know how event. get a feel for who would be the best fit. Ask a set much they are helping you and what you love of questions to help you gather the information about working with them. Help them expand their you need. Inquire about their process, turn around business by referring them to your friends and time, rates, and anything else you need to make colleagues. your decision. You might even want to ask to

“Going Pro means 1. What does Going Pro mean the book that I had not focused helped me tremendously with to you as a successful women in too much on growing my busi- that process was expressive arts having systems in business? Why? ness or getting new individual and intuitive painting. I started place to help you To me Going Pro means several clients. It was a conscious deci- to paint these wall-sized, vibrant things. Personally, it means I’m sion but while I had always been images that mirrored my capacity manage and grow taking my business more serious- profitable I knew that the old and energy in ways that I had not ly (while still having fun!). And way of doing business was not experienced before. Witnessing your business. It because I’m taking my business sustainable and that I needed to the hugeness and expansiveness means investing in more seriously, I’m able to have a find new, more leveraged ways to of these pieces helped me to feel bigger impact with my work and generate income. more comfortable taking up space yourself and in your help more people from around and putting myself and my ideas I decided in the fall of 2010 to business. It means the world. Going Pro means hav- out there in bold, new ways. That ing systems in place to help you hire my business mentor, Andrea definitely helped with the launch expanding your team manage and grow your business. J. Lee. It was a big leap for me to of my book and with growing my It means investing in yourself invest so heavily in a high-end thriving enterprise. when you need extra and in your business. It means coaching program with her, but I support or expertise.” expanding your team when you would have to say it was definitely Some other mindset shifts that need extra support or expertise. a pivotal moment in my business have been key to helping me play a Many creative entrepreneurs and in my own personal growth. bigger game included realizing that go into business to follow their Through working with her and I can’t do everything myself and passion but when they don’t take masterminding with other suc- that by asking for help, I would their business seriously or take a cessful entrepreneurs in the pro- be able to get more done and I’d “Going Pro” mentality, they can gram, I developed an innovative actually position myself better to either treat their business more video summit event called The make more money. And letting like a side project or hobby or Right-Brainers in Business Video go of (or at least loosening) the they never get to the level they Summit to help me launch my drive to work so hard. For the last truly want to be at in regards to book in early 2011. It was risky in several years I’ve been practicing their impact, reach, and income. that I had never put on an event what I call Self-Care Fridays. These like that before and there wasn’t are meeting-free days that I focus 2. Everyone’s definition of success really one out there like it to use on renewing my creative spirit and is different. What’s yours? as an example. The event not I know that I’m more productive I look at success from a couple of only catapulted my exposure and because I create that space for different angles. One is the more reach in a whole new way, but it myself to have downtime. feeling/right-brained aspect. In also opened up more higher end that respect success means that money models for me. 5. What would you say to anyone I’m living in alignment with my who wants to create the success big vision, my values, and my By having a new platform to you’ve created, but feels stuck, purpose. It means I feel fulfilled spread my message and connect scared or unsure how to do it? in my work. I feel successful with leading experts, I was able Success does not happen over when I know I’m making a posi- to reach thousands more people night. It happens step-by-step. It tive impact on people’s lives and around the world. Later that year, happens through trial and error. that I’m helping them to find with the help of my mentor and It happens by taking risks. You their own versions of success, too. my legal advisers I launched two don’t need to know every single I also feel successful when I’m in licensing programs that give fa- step before you start (otherwise my flow and there is an ease with cilitators rights to lead workshops you’d never get started, right?!). which I can pursue my work. I based on my visual and creative The most important thing is to be also view success from a more life and business coaching ap- willing to put yourself out there, results oriented/left-brain aspect proaches. So through working test things out, and make adjust- in terms of reaching milestones with my business coach during ments. You won’t know how that I’ve set for myself in terms of this pivotal time and stretching something will go until you try it. myself to take on these bigger specific goals financially, profes- I would also recommend getting sionally, and otherwise. projects and shift my business model, I was able to reach my help and support, especially when 3. What was the tipping point in goal of breaking 6-figures. you feel stuck or unclear about your business? how to move forward. When I When I was getting ready to 4. Entrepreneurship is largely a look at many of my major ac- launch my book The Right-Brain mindset game. What mindset complishments, like leaving my Business Plan, I was at a tipping shifts did you have to make in corporate job, writing a book, point. In the year prior, I had order to play a bigger game? or breaking 6-figures, I didn’t do spent so much time and energy One of the most important mind- it alone. Each time I had been 28 © Going Pro 2012 getting the book deal and writing set shifts for me was truly stepping purposefully working with expert into my bigness. A practice that coaches to help me make transi- tions, see my bigger purpose, take message and work out there. action, and move through the fear Going Pro Motto: that can come up when you’re on 8. No matter how successful any to some really big stuff! entrepreneur is, there are still areas that can be trouble spots. As a right-brain entrepreneur you 6. We’d all love to go back to the What do you still struggle with? beginning knowing what we One of my big blind spots is not play an important role in pioneering know now. If you could, what are being able to quickly make a deci- three things you’d do differently? sion and that’s such an important a new way of working that values • I would have hired administra- entrepreneurial skill. I’m much tive support sooner so that I more comfortable keeping my creativity and right-brain genius. could have better systems in options open and weighing each place and not be so frustrated side. Plus, I can sometimes let This is NOT business as usual! by the little things that drive my emotions muddy what are in me crazy! It feels good now to actuality really clear choices. I’ve have a team that I can delegate been paying more attention to that tasks to. Even though it costs and also with my tendency for money to hire help, it helps me perfectionism and getting it right. Website: artizencoaching.com & rightbrainbusinessplan.com focus my time on more profit- Sometimes you just need to put Twitter: @artizencoaching able work. a stake in the ground even if you Facebook: facebook.com/rightbrainbusinessplan • I would have hired an experi- don’t have all the info, or even if Jennifer Lee is the founder of Artizen Coaching and the award-winning enced business coach sooner. it’s not 100% perfect so that you author of The Right-Brain Business Plan: A Creative, Visual Map for My already successful business can keep your momentum. Success. Her bestselling book has helped thousands of entrepreneurs grew by leaps and bounds when around the world grow their businesses authentically and creatively. I can also fall into the trap of I invested in working closely She runs a successful 6-figure business, has developed popular products comparing myself to others, with a seasoned mentor. and programs, and she has licensed facilitators around the world who • I would have implemented which can be a big energy drain if lead Right-Brain Business Plan® and Unfolding Your Life Vision® workshops more leveraged moola-making I let it overwhelm me. Instead, I based on her unique and visual approach to business and life coaching. methods earlier on rather than bring awareness to what I’m feeling and I use any hints of jealousy Jennifer has been featured in Whole Living, Entrepreneur, Family Circle, focusing purely on 1:1 ser- Cloth Paper Scissors Studios, and Choice magazines. vices. My business grew more to help me identify what I might quickly when I added tangible be wanting for myself or for my products, info products, and business. It can be a valuable clue other income streams. to what’s next. 7. Were you ever scared to really 9. What do you attribute your put yourself out there and take a success to? stand for what you believe? I have been most successful when Writing my book certainly felt I follow my intuition and when I scary and vulnerable. I was taking take risks to put myself out there. a stand for bringing more creativ- The idea for my first Right-Brain ity, intuition, and expression into Business Plan actually came to business. When I first left my me very intuitively while doing corporate job, I would’ve loved to a month-long art challenge. I have a book like this that really had no idea that this personal stood out from those traditional project created on my kitchen business books and that spoke table would eventually become a my language. worldwide movement. I just did something that I really enjoyed I was scared that people would AND then I noticed that it reso- think I was crazy or stupid or nated with many other people, that they just wouldn’t “get it.” I’m too. I followed that flow and sure there are people who might explored the natural evolution of think all that because when you the idea into different offerings to do take a stand for something, meet my perfect customer needs. inevitably not everyone will My creativity and intuition are agree). I also know in my bones certainly two of my biggest assets! that the book and the concepts have helped thousands of people 10. What’s been the best part of embrace their right brain when it running your own business? comes to their business and that The best part of running my own makes it so worthwhile. business is being able to do it all on my terms. My business is There’s nothing like having a definitely a creative and authen- launch date and a team to help tic expression of me and it feels you overcome the fear. At that really amazing knowing that I point you just need to take the can be myself in my work and leap and go for it!! So sometimes inspire other people to find that creating some kind of external for themselves, too. deadline for yourself through a project or collaboration can help 11. Give me three words to de- you move through the discomfort scribe your brand: © Going Pro 2012 29 and fear and get your unique Creative, fun, innovative Photo by Chris Staley 30http://www.flickr.com/photos/cmstaley/3332084756/ © Going Pro 2012 Play in the Universe You WANT to be in by Erika Lyremark

So here we are. Hustlers who make saying anywhere in your general vicinity! When you stop things happen. Whip-smart business Here are three things you can do to that will help you thinking of yourself as women. Totally serious about building get out of your cozy-comfort and play in the universe you want to be in: someone struggling an empire. Ready to play big. :: Instead of…attending depressing networking to reach a goal, and And as we all know, part of getting serious is getting events that make you feel desperate about yourself… start seeing yourself mega realistic. About your strengths, your shortcom- ings, and where it’s realistic for you to be. Right? …Play in Big Universe Zone by finding your next as a hot-cha-cha group of movers + shakers squaring your shoulders, Whoa. Not so fast. That last part? Absolutely not. sashaying up to the door, and pushing it open. That’s guest who’s simply A really major part of getting serious about building it, you’ve got it: Crash the party and network like a not yet arrived at a an empire – major! – is playing in the universe you Fancy Lady of Business! Assume you’re meant to be fashionable party, want to be in, and not where you think it’s “realistic” there. Because guess what, darling? You are. everything changes. for you to be. Now, look: If this is a new concept for :: Instead of…hanging out with whiny, low-energy you, I understand that it might sound like a great people (even if some of your best friends are whiny, definition of putting the cart before the horse. Sit low-energy people); tight. I promise it will make sense. …Play in Big Universe Zone by hanging out with When you stop thinking of yourself as someone peeps that are smarter, savvier and more success- struggling to reach a goal, and start seeing yourself ful than you. (Remember, there’s a lot of wisdom in as a hot-cha-cha guest who’s simply not yet arrived making sure you are never the smartest, savviest, at a fashionable party, everything changes. You carry most successful person in the room!) yourself differently. You make better choices – choices that support you and your dream. :: Instead of…being cheap in your business, ‘cause dammit, you can do it all on your own; This won’t come as a shock, but: It’s about getting out of your cozy comfort zones. You would think we …Play in Big Universe Zone by investing in your entrepreneurs would run out of cozy comfort zones, business and going total pro this year. Spend the big wouldn’t you? But we’re pretty good at creating new bucks and delegate anything and everything that you ones just as quickly as we dismantle old ones. Getting are not 1000% good at and totally enjoy. out of them is the only way to avoid getting precious It’s not hard. It just requires you to think differently. about them. And that, we know you can do. You’re an entrepre- So tell that stale “realism” to beat it. You’ve got some neur, after all. new challenges to take on, and you don’t need any nay

1. What does Going Pro mean and trust yourself. Because when to you as a successful woman in you trust yourself, anything is business? Why? possible.” Going pro means spending the 6. We’d all love to go back to the money for excellent professional services. It means hiring the beginning knowing what we very best copywriters, designers, know now. If you could, what are coaches and consultants that you three things you’d do differently? possibly can. It means having I would have asked for more help enough respect for your business, + trusted myself more – and I and taking it seriously enough would have listened to others a not to half-ass things. There’s a whole heck of a lot less! time for bootstrapping – and that 7. Were you ever scared to really time is before you’ve gone pro. put yourself out there and take a 2. Everyone’s definition of success stand for what you believe? How is different. What’s yours? did you overcome it? My definition of success is: Absolutely, I was scared. You bet. But I realized that the most suc- • Having the money, the free- cessful people on the planet had dom, the flexibility, and the strong viewpoints. Realizing that independence to follow my made it easier to stand behind my Red Carpet Dream; own viewpoints; I was able to stop • Being of service to the planet; fighting myself on that issue, and • Having fun know that I was helping my busi- • Getting better and better at my ness at the same time. Win-win! craft with each year 8. No matter how successful any • Never being bored in my entrepreneur is, there are still business areas that can be trouble spots. 3. What was the tipping point in What do you still struggle with? your business? I struggle with keeping up with For me, the tipping point was myself! As soon as I achieve some- deciding not to care what other thing, I’m on to the next thing. I’m people thought of me. I commit- constantly outgrowing myself. ted to sticking to my viewpoints 9. What do you think it really and being myself. There will takes to be successful in business? always be someone who doesn’t I would say you just have to be like you, even when you’re trying willing to do it! Commit to work- to please everyone; so why not ing extremely hard, and know decide to do what’s best for you? “For me, the tipping point was deciding not to that it’s going to take 100 times 4. Entrepreneurship is largely a longer than you think. (I special- care what other people thought of me... There mindset game. What mindset ize in Real Talk.) will always be someone who doesn’t like you, shifts did you have to make in 10. What’s the best part of run- order to play a bigger game? ning your own business? even when you’re trying to please everyone; so See above. I had to actively decide The best part of running my why not decide to do what’s best for you?” to be me, outcomes be damned. own business is that I get to run The more you stick to your guns, my own business! Seriously, it’s the more rewarding it is – emo- the gift that keeps on giving. I tionally AND financially. wouldn’t dream of doing any- 5. What would you say to anyone thing else. who wants to create the success 11. Give me three words to de- you’ve created, but feels stuck, scribe your brand: scared or unsure how to do it? Real. Bold. Luxurious. I would say, “Listen, darling. No, really: Listen to your inner voice 32 © Going Pro 2012 Website: DailyWhip.com Twitter: @dailywhip Facebook: facebook.com/dailywhip Erika Lyremark (Lira-mark) teaches women entrepreneurs to build their business confidence, clout and cash. She coaches, inspires and motivates them with her easy-to-follow, hard-to-forget signature courses: The Morn- ing Whip and Hustle Your Business Boot Camp. Erika’s entrepreneurial track began while she worked as an exotic dancer for nine years. Après-pole, she went on to co-create a multi-million dollar commercial real estate company and launch Daily Whip She’s been featured in Entrepreneur Magazine, Forbes.com, The Sydney Herald, – and she even cracked the whip on a promotional video for Oprah’s Have Your Own Show! Erika is also the author of the forth coming book, Think Like A Stripper: How To Hustle Like You Mean It!

Going Pro Motto: Perfection comes when you do the work.

Increase your clout, Raise your influence, Move heaven + earth.

Ever been told you have a fear of suc- The process of making a good decision is an art form Have you ever read a indeed, and there are many ways to get to the correct cess? How about failure? The ideas conclusion. One way is through asking questions that book and derived so behind them are not as complicated as are meaningful to you. much inspiration from some may think but you may be hiding Have you ever read a book and derived so much it you made all of your the truth from yourself. inspiration from it you made all of your friends read it, only to be disappointed that they didn’t see what the friends read it, only Know your fears big deal was about? This happened to a few women I to be disappointed In She Takes On The World I touch upon the fears know with the book “Eat, Pray, Love.” many women encounter when presented with the that they didn’t see The funny thing about self-knowledge is that everyone trials and tribulations of being a successful entre- learns in their own way and at their own time. Some what the big deal was preneur. Sometimes, just having a hazy, rather than of those very same women who rejected that book, about? crystal clear, idea of what success looks like can get upon first encountering it, found themselves tearing in your way while other times it is just plain old fear. up at every new scene of that movie a year later. Fear is an elusive foe. It masks itself as many things: My advice is to keep reading, keep searching and contempt, rage, arrogance, apathy, defeat, nervous- keep learning. Eventually you will uncover some- ness, anxiety, avoidance and denial to name a few. thing that speaks directly to you and when it does Denial is the hardest thing to combat because you there is no mistaking it. truly don’t even see it. It blindfolds you as you run the race and for this you may suffer many more Define your success bumps and bruises than others. To some a fear of failure comes from negative ideas Knowing this, how can you figure out fear with all of success they hold. It’s like thinking success is a those roadblocks? millionaire but thinking the millionaire is a greedy tyrant. The secret is learning how to be objective, and feeling less emotional about what kind of answer comes To fear success is to also fear change, and your life when you ask the right question. It’s easy to hide will definitely change when you decide to start a behind an issue by over complicating it with messy business, make a career change, etc. emotions and reasons. Play with your ideas of success. Imagine and feel The way out is through acceptance and trust in every aspect of it, down to your daily routine until it yourself. becomes comfortable and known. Ask yourself the difficult questions Love your idea of success and it will help to reveal and conquer any hidden fear that is in your way. Friends and family are a great sounding board but you must look within. Ask yourself the hard questions.

“One of the biggest 1. What does Going Pro mean Working happy means I delegate unsure how to move forward but to you as a successful woman in the parts of my business that feel I MOVED FORWARD. That’s mindset shifts I had to business? Why? like work so I can focus on the the key - if you keep taking steps make was to only say To me, “Going Pro,” means work that taps into my strengths forward you WILL figure it out. I being committed to achieving and makes me feel fulfilled. Liv- can promise you that. Any entre- “yes” to opportunities your greatness, whatever that ing on purpose means I’m giving preneur who tells you they were that would bring me is for you. It’s about not shying my best to the world and using 100% prepared and knew exactly away from who you really are my life to serve others and make how to move forward from day closer to what I call and what you feel your purpose a difference in some way. one is lying to you. is. It’s about dreaming big and my “Bigger Picture 3. What was the tipping point in So my advice is to just do it. having the audacity to wake up your business? What helped take Create, seek help from mentors Goals.” If it doesn’t every morning and work toward your business to the next level? and experienced entrepreneurs, actually making those big dreams align, I have to say Definitely being part of a Master- launch, learn from your mistakes, a reality. “no” even if saying no mind. I love the book “Think and and do it again. 2. Everyone’s definition of success Grow Rich” and it’s something seems a little crazy.” 6. We’d all love to go back to the is different. What’s yours? Napoleon Hill talked a lot about beginning knowing what we Success to me is working happy when discussing why the world’s know now. If you could, what are and living on purpose. Working most successful self-made people three things you’d do differently? happy means I earn an amaz- became successful. I believe that I feel like some of my biggest ing living doing something I am success is largely dependent on mistakes led to the opportunities head-over-heels in love with. who you choose to surround that created my biggest successes yourself with! Working with so this is a tough one. I’d like people who were further ahead to say I shouldn’t have wasted in their businesses than I was and my time writing a traditional soaking in all their powerful ad- business plan although that led vice helped me take my business me to create my MAP (Master to the next level. Action Plan) process that became 4. Entrepreneurship is largely a the foundation for my book. I mindset game. What mindset definitely would’ve started build- shifts did you have to make in ing my mailing list sooner! That’s order to play a bigger game? super important for any business One of the biggest mindset shifts owner today. I also would’ve I had to make was to only say hired a virtual assistant sooner! “yes” to opportunities that would Every entrepreneur needs a team. bring me closer to what I call 7. Were you ever scared to really my “Bigger Picture Goals.” If it put yourself out there? How did doesn’t align, I have to say “no” you overcome it? even if saying no seems a little Of course! This is something I es- crazy. For example, my business pecially struggled with when I fin- partner and I have turned down ished my book. Once it’s out there, 6 figure projects that don’t align it’s out there. You can’t change it. I with our overall vision. Some held my breath when I got my first people can’t fathom turning review and breathed a sigh of relief down so much money but I focus after reading it. It’s hard to put my mind on the big goals that I yourself out there sometimes and I really want to achieve. think we all care, at least a little bit, 5. What would you say to anyone about what other people think. who wants to create the success After I got that first review I you’ve created, but feels stuck, actually took the advice I give scared or unsure how to do it? to other people when it comes When I was starting out with to fear. I write the fear on a little my business I felt scared and

36 © Going Pro 2012 Natalie MacNeil She Takes on the World Inc. Going Pro Motto: I say this every morning: piece of paper then burn it and negative energy into my business “I am attracting an watch it go up in smoke. It always or my life and that makes all the feels like a weight has been lifted difference. off my shoulders. abundance of prosperity 10. What’s been the best part of 8. No matter how successful any running your own business? and opportunity to my entrepreneur is, there are still Oh there are so many amazing areas that can be trouble spots. parts of running a business! What What do you still struggle with? makes me feel the most fulfilled business.” I always feel like I want to is when I receive letters from multitask but I totally see – and people who read She Takes on the have experienced – the power of World or people who have read extreme focus. I have to put little my book, just letting me know sticky note reminders up in my how much of an impact I’ve made office and home that say, “Take a on their businesses or lives. I deep breath. Are you making the print them and keep them in a most of your time right now?” box so that why I’m having one That helps me refocus if I have of those inevitable down-days started getting distracted! as an entrepreneur I can quickly remind myself that it’s worth all 9. What do you attribute success the ups and downs. to? The people you surround yourself 11. Three words to describe your with – your employees, mentors, brand: and even your friends and family. Authentic, strategic, revolutionary. I don’t allow anyone to bring

Website: shetakesontheworld.com Twitter: @nataliemacneil Facebook: facebook.com/shetakesontheworld Natalie MacNeil is an Emmy Award-winning media entrepreneur, and the bestselling author of She Takes on the World: A Guide to Being Your Own Boss, Working Happy, and Living on Purpose. Natalie is best known as the Founder and Editor-in-Chief of SheTakesOn- TheWorld.com, which appeared on the Forbes list, “Top 10 Entrepreneurial Sites for Women” and on the ForbesWoman list, “Top 100 Websites for Women.” It is also the 2010 winner of Blog of the Year at the Stevie Awards, dubbed “the Oscars of business awards.” Natalie is also the co-founder of Imaginarius, an award winning digital media company known for its groundbreaking work in interactive innova- tions and creative online marketing strategies. The company’s most recent production is Out My Window, the world’s first 360 degree, full feature documentary which was developed with the National Film Board (NFB) and for which Natalie and her business partner each received an Emmy Award. Natalie is frequently quoted and interviewed in the media discussing entrepreneurship, personal branding for women, and new media. She has appeared on Forbes.com, ForbesWoman, Wall Street Journal, Huffington Post, Entrepreneur.com, Mashable.com, CNN, MSN, and more.

The success of your business starts in Don’t be shy. Allow yourself to dream big, then use Everybody dreams. this strong vision to help you play bigger in your your dreams, but there’s no point in business. Imagine that your dream is to increase your But very few dream keeping it there! list by 2,000 people. You decide to host a Telesummit BIG. Many people to achieve that goal. At the end of the Telesummit Behind every successful business you realize that you attracted 500 new people to your tend to have ‘feasible there is a vision, and this vision must list. You could be gutted because after all the effort dreams’ because transcend everything you do. However, you put into your vision, you didn’t reach your goal of 2,000 people. But what if, thanks to this Telesum- otherwise it means if it just remains in the realms of ‘one mit, you filled up a group program and you attracted they’re impossible to day, maybe’ then the dream will soon two new VIP clients? Do you think your efforts were reach. At first sight, a vanish and turn into regret even before rewarded? Oh, yes, absolutely! And if you just take a step back for a minute, you’ll realize that you’ve dream is not designed you can confine it to the scrap heap. achieved way more than you dreamed of. However, to be ‘feasible’. Its And we all know that feeling of regret. your dream was the fuel that made it happen. role is to stretch Dreams are ideals that we construct in our mind There is another explanation to justify why we some- to help drive us toward a goal. And since they are times downplay our dreams. our perception of ideals, we don’t always get there or reach them in the Big dreams = Big actions. feasibility, to get our way we originally intended, and that’s OK. So why should we drive ourselves to achieve something that And some people fear that type of commitment. creative juices flowing we’re not guaranteed to reach for sure? Because, Some people don’t trust themselves to be capable of so we can identify if you don’t shoot for the sky, you’ll never end up achieving big goals. However, I believe that every- among the stars. When you dream, you are sending body can. Why? Because everybody can get the help ways to get as close as out an intention and when that intention is boosted needed to dream big and play bigger. possible to our goals. and backed up by powerful actions, it will take you If your kids needed help with mathematics to pass a closer to your goal (ideal). test, you wouldn’t think twice and you’d find them a And here is the essential key…powerful actions – a private teacher. Does that automatically mean that dream – will remain a fantasy unless you wake up your kids would succeed in the exam? No, because and make it real. your kids would still have to work, study, practice and sit the test. It’s exactly the same thing with your Everybody dreams. But very few dream BIG. Many business. If you don’t know how to make it work, people tend to have ‘feasible dreams’ because oth- find somebody who can help you, then work, study, erwise it means they’re impossible to reach. At first practice and put yourself out there…otherwise you’ll sight, a dream is not designed to be ‘feasible’. Its role never know if you passed the test! is to stretch our perception of feasibility, to get our creative juices flowing so we can identify ways to get as close as possible to our goals.

“I had to overcome 1. What does Going Pro mean Success for me is all about shifts did you have to make in to you as a successful woman in flexibility and freedom in all order to play a bigger game? my fears of not being business? Why? aspects of my life and business. Yes, that’s very true. The biggest somebody unique For me, Going Pro means that I This doesn’t mean I don’t have mindset I had to change was to take my business seriously, I work to work, it means that I have realize that there are no rules! To- and special. We all on a regular schedule, I honor the ability to organize my time day, more than ever before, you have skills and talent my commitments, I dare to put as I see fit in conjunction with can achieve success with a lot less my business and myself out there my life. It means balancing my at your fingertips, provided you that are unique to because I know that I’m offering choices. It means results for me have the drive and that you play us yet we often push a great service. Going Pro means and for my clients. It means the game! Nobody decides for recognizing that running a suc- financial security. you that you have to go through them aside as nothing cessful business requires specific A and B before you can reach C. 3. What was the tipping point in skills; decision making, strate- Only YOU can decide where you special. We wonder your business? gies, marketing, client care… want to be and then go for it. This I’ve made many tough decisions who would want to and smart delegation to ensure is what helped me make quantum in my business from day one, and pay me for what I do everything runs smoothly. leaps in my business. making decisions is all part of the and know.” 2. Everyone’s definition of success game. There is always a certain 5. What would you say to anyone is different. What’s yours? amount of risk because we never who wants to create the success know for sure what the outcome you’ve created, but feels stuck, is going to be. However, my scared or unsure how to do it? dream, my strong vision made Go get some help! Get a busi- me (and still does) accountable ness coach, somebody who has for my actions. I always knew achieved what you want for that nobody would do it for me, yourself. Then hire a technical VA so I learned that I needed to be to make sure you actually imple- prepared to make some wrong ment what your coach is teaching decisions in order to move you. It’s the only way I know to forward. The first scary decision achieve success in the safest and I made was to hire a Business fastest way. Coach and a Technical VA when 6. We’d all love to go back to the I had no money coming into beginning knowing what we know the pot! But I knew that in any now. If you could, what are three business there had to be some things you’d do differently? investment. And I figured that 1. I would trust my innovative a VA was a small one compared ideas a lot more. It took me a to some other more traditional while to express that side of me. businesses. 2. I would hire a high profile I also knew that in reality, I only business coach right away. had two choices. Either I was going to go through the pain of 3. I would share my opinions trying to implement what my faster and stronger. It also took coach was teaching me all by me a while to find my voice. myself for months on end or I would find somebody who could 7. Were you ever scared to really do it better and faster…so my put yourself out there and take a success would come faster. I step stand for what you believe? How up to each new higher level in my did you overcome it? business because I have a coach Oh yes, it’s awesomely scary! Be- and a team behind me. cause even though we hear from all sides that we need to stand up 4. Entrepreneurship is largely a for what we believe in, the only mindset game. What mindset thing we seem to focus on are the

40 © Going Pro 2012 people who don’t resonate with into the unknown, I’m treading our message. on new ground and with that my Going Pro Motto: confidence takes a little knock. I tested my message. I started by sharing it in a stronger way with 9. What do you attribute your Success is Built with Others! a small group of people to see success to? how it was perceived, then I went When I think about it, I can attri- bigger and bigger. I built up my bute my success to a mega dose of confidence level bit by bit, so I motivation and a willingness to eventually go to the point where overcome my fears. My business I was completely ready to share it is my passion and I enjoy every with the world without quaking single day. Working from my pas- with fear or backing down. But sion and enjoying every minute as with any fear, the key is to do of it allows me to have the drive battle with it regardless. There is to succeed. no magic formula to avoid fears. 10. What’s the best part of run- The solution is to not let them ning your own business? stop you. The best part of running my busi- 8. No matter how successful any ness is to be able to meet people entrepreneur is, there are still all over the world. To be able to areas that can be trouble spots. work from anywhere in the world What still scares you? while still being able to organize Launching a new program is my business so I have the life I always scary because we never want. know for sure how it’s going to 11. Give me three words to de- be received. There is always an scribe your brand: element of risk. Each time my Innovative, Creative, Bold. business is about to go to the next level along come those old fears and doubts because I’m stepping

Website: coachingandsuccess.com Twitter: @coachandsuccess Facebook: facebook.com/coachingandsuccess Other: pinterest.com/christinemarmoy/ Christine Marmoy arrives on the scene like a breath of fresh air in this sometimes mundane and predictable world of online business. Not only does she help her clients use their own ideas and brilliance to stand out in the crowd whilst making more $$$ using magnetic marketing strategies, she embraces this slick concept for herself. She really does walk the talk. Christine is a trendsetter, a trailblazer, always trying and testing out new ideas and sharing her knowledge and experience with her clients so they achieve great results in less time. She is a go-getter and she takes her clients with her in her own unique and innovative way. Think pazazz, excitement, talent…and most of all Success. That’s Christine all rolled into one!

Photo by Nicholas A. Tonelli 42http://www.flickr.com/photos/nicholas_t/1405564540/ © Going Pro 2012 The moment is etched in my memory You may think you already have it. The illusion was of Have you actually chosen? forever. Freedom. It’s in you. being in the driver’s It’s when I decided to Go Pro. It’s your birthright. It’s your choice to see it, to feel it, seat because I was to live it. At one point (okay, at many points!) I felt like a You GET to choose. You get to decide. working so hard. slave to my business. I was overworked, burned out, Ahhhhh, finally you see it. You made the choice. In reality, my hungry for more time and not getting the results I Freedom. Is in you. Now you see. You are free. expected upon setting out on this entrepreneurial business was dream. I – Ignite your inner courage actually driving me. One day at 2:03 pm in a mastermind call, a brave Building a business – at least one that actually colleague named Mary Alice called me out. She allows you to have a life – is a journey of personal helped me see I was leading a lot of “other” things in leadership. There’s no way around it – you’ve got to my life but not ME. The illusion was of being in the do the inner work to believe in and grow yourself driver’s seat because I was working so hard. In reality, to be a role model for others. You’re neither here to my business was actually driving me. have regrets nor sit on the sidelines paralyzed by fear. I believe you’re here to prove to yourself you can Do you relate? make your business work, to have pride in yourself and make the difference you were meant to make. Mary Alice’s words weren’t pretty yet exactly what I needed to hear. I’m grateful for her honesty. D – Define your own unique vision of success If this sounds anything like you, there’s a way out. No matter where you think you “should be” I believe I’ll warn you though, getting to the other side takes you are exactly where you need to be. Period. There some real mindset shifting. is huge learning where you are right here, right now. What I want for you is to define your own unique So, how can you D.E.C.I.D.E. to Go Pro? vision of success from that place. Going Pro means D – Drive baby, drive! defining what success looks like to YOU in your unique life, so you’re working from an unwavering In order to play a bigger game in your business foundation. you’ve got to decide to do things differently. Decide to call the shots and be the boss in your business. E – Evolve you Decide to step into the driver’s seat of your business. To Go Pro as a successful entrepreneur is to be a And, decide to step into your rightful place of being student of entrepreneurship. It means investing in charge of your precious time and energy. in you, your own transformation and your E – Energy is the ultimate measure. business. Certainly, there’s no shortage of learning opportunities. You probably even feel bombarded by When are you inspired, energized and motivated? Do the options. Set a learning budget and invest in what more of those things! I guarantee getting paid to do directly relates to your business goals. If you’re not what you love and what you’re best at will help you sure the best fit for your business, ask others! The spring out of bed in the morning. It also means more more you reach out, the more resilient you are. outsourcing for tasks that suck your energy. So, my entrepreneurial colleague, based on the C – Choice is in you. Freedom is a choice. D.E.C.I.D.E. to Go Pro formula, what’s ONE action I wrote this poem to help you make the choice to you’re committing to play a bigger game in your own step into your freedom is a choice. Enjoy. business? Freedom. You can have it, if you actually want it. It’s right here.

“In the early days 1. What does Going Pro mean For me, it’s about having a busi- and energy. I got clear about my to you as a successful women in ness that fits IN my life versus own navigation system – where I I realized I was business? Why? having a business that’s driving was going, who I best work with, actually sacrificing To me, Going Pro means learning my life. My second surefire sign what gives me energy, what I’m how to THINK like an entrepre- of success is when I’m inspired, here for and what I stand for. I my personal life for neur. This translates into being energized and motivated. Both finally understood what it means my business, which comfortable being uncomfortable; are happening more and more to say, “Let the journey be the wanting something, envisioning it which tells me my success is destination” because success as was the last thing and making it happen; and most growing, too. an entrepreneur IS a journey of importantly taking risks. Those oneself. These mindset shifts all I wanted. I was 3. What was the tipping point in who Go Pro embrace the mindset liberated me and set me free, es- your business? setting unachievable that being an entrepreneur is in sentially from myself. My tipping point was the day I reality an opportunity. I often say expectations of myself turned down a guaranteed, one- 5. What would you say to anyone to myself, “Wow, I GET to do this. year, $300,000 corporate consult- who wants to create the success and was paralyzed by This is actually a positive thing in ing contract. At that point, I had you’ve created, but feels stuck, the trap of needing my life, not a chore. I GET to be about a year under my belt as an scared or unsure how to do it? an entrepreneur.” to get everything entrepreneur after having left my That’s easy. To be a successful perfect.” 2. Everyone’s definition of success six-figure corporate job. I tasted entrepreneur is to be a student of is different. What’s yours? just enough freedom and flexibil- entrepreneurship. It means you’ve I use two, simple principles to ity to know I would be miserable got to spend money to make guide my definition of success. going back downtown to “some- money. Investing in the growth of one else’s” office, working for their your business knowledge directly cause and not being able to do impacts your financial bottom what I want when I want. Saying line and your ability to generate no to that contract – and the inner more revenue. I also appreciate reflection and sleepless nights it you’re probably feeling bombard- took to get there – freed me to ed with all the opportunities to fully and finally step into my own learn. There’s no shortage of free cause of evoking feminine power telesummits, group masterminds through entrepreneurship. and attractive webinars. Choose the professional development that 4. Entrepreneurship is largely a works for you and your business. mindset game. What mindset Whatever you do, say “no” to do- shifts did you have to make in ing it alone and learn from others order to play a bigger game? who genuinely want to help you In the early days I realized I was succeed. actually sacrificing my personal life for my business, which was 6. We’d all love to go back to the the last thing I wanted. I was set- beginning knowing what we ting unachievable expectations know now. If you could, what are of myself and was paralyzed by three things you’d do differently? the trap of needing to get every- Sometimes I would love to go thing perfect. back in time! I would put WAY less pressure on myself to figure I made some changes in order out all on my own how to be to play a bigger game in my own an entrepreneur – I’d realize life and business. The simplest the more I reach out, the more way to describe my transforma- resilient I actually am. I would tion was that I DECIDED to do focus much more on measuring things differently. I stepped into my success on the progress I’ve the driver’s seat of my business, had versus what I haven’t yet ac- became the CEO of my business complished. And, if I could do it and decided I’m the one who’s again, I would hire a one-on-one in charge of my precious time

44 © Going Pro 2012 business coach much sooner to virtual assistant. To me, setting help me get crystal clear about and achieving realistic goals is my ideal client (my WHO), how not mediocre, it’s actually being I solve their greatest problems or a role model. And, it’s a constant deepest desires (my HOW), and struggle to be that role model. why it matters to both me and 9. What do you attribute your them (my WHY). success to? 7. Were you ever scared to really I attribute my success to my put yourself out there and take a willingness to listen and learn, to stand for what you believe? How evolve myself and to grow myself did you overcome it? as a leader. To me, it’s all about Certainly. And, I still get scared being a student of entrepreneur- – every day! One time I did a ism and leading from the inside free telesummit and was scared out. Full stop. to offer an eight-week group 10. What’s been the biggest program as an upgrade offer surprise of running your own because I hadn’t fully developed it business? yet. When I took the pressure off I’ve had many surprises! The myself and realized I could offer biggest surprise is one of the most the program as a pilot – where beautiful too. I had no idea this participants could be engaged gig would be the biggest journey in its development – everything of personal growth that I could shifted. Thirty entrepreneur- ever imagine. I thought this was ial women registered for that about simply building a business. program from all over the world I didn’t know I was actually build- and loved being a part of the ing ME! I’m grateful for that. program’s development. They especially appreciated me listen- 11. Give me three words to de- Going Pro Motto: ing to what they needed the most, scribe your brand: when they needed it the most. Accessible. Real. Generous. Call the shots and be the 8. What do you still struggle 12. Anything else you’d like to with/what scares you? add? boss in your business, I have a disease called the High This journey of being an entre- Achieving Woman Disease. It’s a preneur is one the truest road ‘cause that’s what you daily challenge to keep my goals tests “out there” of inner courage within the time container I’ve and personal conviction. It’s really want, right? set for my business. Often I find about being in the driver’s seat of a sneaky Nadine squeezing in your business and growing the more goals and then she adds driving force and heart of your more time to achieve them. The business success: you and your real Nadine gives me a shake, I own feminine power. To me, that remind myself of the time avail- means leading YOU from the able to work on my business, and inside out so you are a role model pull back on the expectations of for your family, community and myself or get more help from my ideal clients.

Website: NadineNicholson.com Twitter: @NadineNicholson Facebook: Facebook.com/WantTheDrive Nadine Nicholson, ABC CPCC is Business Builder, Leadership Evoker + Freedom Maker to Entrepreneurial Women Leaders, Value Creators + Freedom Seekers. She ignites your inner bravado and grows the driving force and heart of your business success: you and your own feminine power. You’re neither here to have regrets nor sit on the sidelines, paralyzed by fear and overwhelm. You’re here to express your natural born brilliance, have pride in your entrepreneurial success and be a role model of your time. Sign up for The Drive, real-life tips n’ training refreshed weekly to help you leap into – and stay in – the driver’s seat of a well-honed business and a well-lived life. Visit http://nadinenicholson. com/free-stuff/.

I’d been wanting to take my business to You Don’t Need More Time. If you want to do the next level for a while. You Just Need to Decide. something bad (Quote by Seth Godin) I’d been saying out loud, “I want to enough, you’ll find And the Universe had spoken. build an empire” for a long time. the time. If you can’t Mr. Godin is right. I don’t need more time, I have (or won’t), I suggest I’d been stuck in the sad story, “But, I plenty. I don’t even need time management, I need to don’t have enough time”. exercise choice management. you ask yourself If you want to do something bad enough, you’ll why not. And if you Sound familiar? find the time. If you can’t (or won’t), I suggest you say you don’t have And I say, “stuck in the story”, because when it comes ask yourself why not. And if you say you don’t to time, and saying that we don’t have enough of it, have enough time, well, for one, get your ass off of enough time, well, it’s just that: A story. An excuse. One that we feel is a Facebook (and Pinterest!) and think about where for one, get your ass legitimate one and that is easy to convince others and you’re spending your time. Anytime we’re saying ourselves of. “yes” to something (and when it comes to your off of Facebook (and business I sincerely hope it’s a HELL YES!) you’re Pinterest!) and think After a year and a half of flying by the seat of my saying “no” somewhere else. We can have it all, just pants in my business and being all over the board, I not all at the same time. All of those people that you about where you’re finally hired a business coach. In my intake paper- see making it happen and you think, “How does she spending your time. work I repeated, “But, I don’t have time.” Or, “I would do it?”…I have news for you. She’s not magic, she has and could do X,Y and Z, but I just don’t have enough the same amount of hours in the day. She just makes time.” Followed up by giving her “my list” of kids, better choices. exercise, blogging, husband, laundry, leg shaving, and all the other things that can add to my claim. Look, I have a 2 and 4-year old, a whopping 15 total hours a week of childcare for them, I’m running a She reached through the phone, smacked me over business that includes clients, blogging, interviewing, the head and said, “You need to let go of the belief creating and planning, I work out 4 to 5 times a that time equals money, or success, or results. You week, and 2 coaches that I work with. And laundry don’t need more time. You just need to believe that and grocery shopping and dinner and that whole, you can do it and you’ll find a way.” “you HAVE to shower” thing. Oh, and a husband. Really? And I am finding time in my week to bust this out. So, don’t tell me you don’t have time. The next day while I was wasting time (pun intended) on Pinterest, I saw this: You CHOOSE to not have time.

“The biggest 1. What does Going Pro mean When I started my own business I knew something wasn’t work- to you as a successful women in it took me a little while to really ing. Granted, when I launched mindshift I had to business? Why? sink into the fact that I could my business my son had just make was to relax. Going Pro for me means more do whatever the hell I felt like turned three and my daughter about attitude than money in the doing. I realized if that was the turned one, not long after that I Seriously relax.“ bank or how many people are on case, I wanted to create a freakin’ got sober, and we moved across my list. I’ve held many different empire. I said it out loud before I states. It was the ultimate test jobs in my life – always working even launched my website. That of strength (I still can’t believe I for “the man”. I hated being told day I “went Pro”. My attitude was wasn’t drinking!!) what to do or not to do. Or how limitless. My true self was already When the dust settled I knew I to act and even what to wear. in the mindset that I was Pro. It had to invest in my business and was a done deal. not just with some new headshots. This is so infinitely important -be I picked someone I had been cause if my true self had doubts, following for a while, committed I never would have even started and stayed coachable. I got a plan, the business in the first place. If a strategy, new tools and most there are doubts, it’s not really of all – a BIGGER belief system. me, but just a pesky thought. Even though I’m ahead of where Tapping into the attitude that most life coaches are in under two lives within me, the attitude that years of business, many days I feel anything, and I mean anything is my intuition tell me, “You can play possible, is worth millions to me. bigger. GO!” Getting coaching helped clarify what my strengths 2. Everyone’s definition of success are and gave me the ultimate per- is different. What’s yours? mission to do things that only felt It sure as hell is NOT a dollar good (what my coach calls “HELL amount. yeses”). I’m already successful because I 4. Entrepreneurship is largely a went after something I really, re- mindset game. What mindset ally wanted. I did it anyway when shifts did you have to make in my ideas were met with rolled order to play a bigger game? eyes and my family said, “You’re The biggest mindshift I had to going to do what?” I did it any- make was to relax. Seriously relax. way when I was terrified. When I By nature (and I think this is SUCKED in the beginning. I did often the case with high-achieving it anyway when I would spend women) I am a high-energy- hours crying, telling my husband, bordering-frantic person. While “I can’t do this anymore, it’s too this can at times be a great things hard”. I learned, I grew, I found in terms of taking action and easier ways. I loved myself, I cut productivity – it’s a killer when it myself some slack. Website: yourkickasslife.com comes to allowing things to hap- Twitter: @andrea_owen I get to do what I love. I followed pen naturally. my life purpose. And I get paid Facebook: facebook.com/yourkickasslife I am a huge believer in the Law Pinterest: Pinterest.com/andrea_owen for it. If that isn’t crazy-amazing- of Attraction and have used it to success, then I don’t know what is. Life coach. Mom. Writer. Triathlete. Hellraiser. Andrea Owen is passionate leverage many amazing things in about empowering women to value themselves and fiercely love who they 3. What was the tipping point in my life and business. One of the are. She is a Certified Life Coach (CPCC), author and speaker. She is a self- your business? key habits there is to let go of the love and fitness expert and believes those ingredients can help women I think the tipping point was “how”, trust your intuition and empower themselves to live their best, most kick-ass life. hiring a business coach. I flew by slow down. It was like learning She helps women get what they want by managing their inner-critic, the seat of my pants for the first how to walk all over again. I had leveraging the Law of Attraction and stepping into their own badass 18 months. I was loving it, but I to believe and trust I knew more version of themselves. had two breakdowns in there and than I thought I did. I had to

48 © Going Pro 2012 believe and trust my inner guid- really took off. Deep down I also know that I will ance. I had to align my thoughts be a role model for my children, 7. Were you ever scared to really and beliefs with exactly what I that they will see that I had a put yourself out there and take a wanted, and many times that dream, I went after it and made stand for what you believe? How meant saying “no” to people and it happen. But, at the end of the did you overcome it? projects. I aligned myself with day, first and foremost I am a YES! As a recovering perfection- people and projects that made mamma, and that is always at the ist and people pleaser, I not only me happy, and I mean REALLY forefront of my mind. wanted to do everything perfectly, happy. If it was a “maybe” or just I wanted everyone to like me. And 9. What do you attribute your lukewarm, I let it go. when you take a strong stand for success to? That mindshift changed every- something, there is bound to be I attribute my success to listening thing. people that disagree. I wanted to and following my intuition. recognition and to build an audi- Even as a child, I knew I was 5. What would you say to anyone ence, but my wise coach told me, destined for something great. I who wants to create the success “You have to take the bad with the didn’t know what, and I was terri- you’ve created, but feels stuck, good. There will be haters. No one fied with this information. In my scared or unsure how to do it? has ever built an empire and had teens and 20’s I played small in all You’re exactly where you’re absolutely no critics.” areas of my life; too insecure to supposed to be! I was there be the bold woman I was meant too. Everyone has been where I overcame it with lots of tears, lots to be. When I was 30, my first you are. No one is immune to of coaching, and just being human marriage fell apart and I found feeling stuck, scared or unsure and feeling the feelings. No matter myself in a place where I got to in business. Have a tribe, get how much self-growth I do, no start all over. For the first time in some coaching and manage your matter how much my business my life I asked myself, “What do thoughts. Your thoughts become grows, I still deal with fear from I want? Who do I want be? Who your reality and dictate your putting myself out there. It’s gotten am I?” I know it sounds a little action, so the more you focus less, but I still need to feel with it “woo-woo” (but, let’s face it, I’m in Going Pro on feeling better about your at different levels. the business of “woo-woo”), but thoughts, the better you’ll do. It’s 8. No matter how successful any I had really never thought about Motto: science ;) entrepreneur is, there are still those things. I let someone else, or 6. We’d all love to go back to the areas that can be trouble spots. society mold me and dictate who I beginning knowing what we What do you still struggle with? was. So, I surrendered, listened to Because life’s know now. If you could, what are Motherhood vs career. I have dealt my gut that told me, “You are here three things you’d do differently? with the fact that I love my job as for something BIG and amazing. too short for 1. Never try to run a business an entrepreneur more than being You are worthy of everything you with two small kids at home. a stay-at-home-mom (it’s still hard want. Now, go out and get it.” it to not kick Nap time, evenings, weekends to say that out loud!), and I know It hasn’t always been easy, I’m still and whenever you get a minute that when I say this I’m referring always learning, but the biggest ass... doesn’t work. I wish I would have to the job, not my children. What thing I’ve done is to love myself admitted that sooner and hired scares me is that in 15 or 20 years, along the way. There is no way in childcare. I’ll wish I would have waited to hell I could have gotten to where start my business. Deep down I 2. Don’t try to launch a business I am now, or had all this success feel that that will not be the case, while still in school. During my without loving myself no matter but I still struggle with it from life coaching certification (which what. Unconditionally. time to time. was an intense process itself), I 10. What’s the best part of run- simultaneously had my website Many of my colleagues that are ning your own business? created, launched my business at the same level that I am do not The best part is that I am my own plus trained for and competed have children or their children boss. I am bossy by nature. I’m in my first triathlon. And I had a are grown. I feel at a disadvan- good at it, I love doing it. But, I three year old and one year old. tage in the business world, but never loved having to “manage” Needless to say, I had a mental at the same time I know I am an other people. And most defi- breakdown a month after all that inspiration for other mothers. nitely am I NOT good at having happened. Many mothers ask me how I do to be managed by someone else. it. There’s no easy answer here 3. Listen to your intuition, take I knew it would be great, but I (trust me, I’ve looked!). It’s hard. more risks and have fun. You didn’t know that I would love it I fantasize what it would be like don’t need to reinvent the wheel, so much. to have all the time in the world but at the same time you can to work on my business. I wonder 11. Give me three words to de- make things your own. In the be- how much bigger my business scribe your brand: ginning I followed what everyone would be. I’d be lying if I said I Authentic, fun, no bullshit. else was doing and it wasn’t fun didn’t. But, I chose this and every nor did it feel like “me”. Once I let day I give myself credit for what go of this was when my business an amazing job I’m doing.

Anyone who tells you that it’s easy to woulda, shoulda’s – all of those things that would have made our path easier, clearer and probably a lot build a profitable, thriving business that more profitable. Interestingly, many of the women doesn’t make you feel like you’ve been featured between these digital pages said that they swallowed up whole is lying. wouldn’t change a thing – even if they could go back to the beginning. Yes, being your own boss has its perks. Nobody cares if you show up in Lululemon pants six days out of I, on the other hand, would love to go back knowing seven. A mid-afternoon siesta is not out of the equa- what I know now. tion (though I doubt many of you actually indulge). Listen – I’m all for life lessons and embracing the And your ideas are yours – nobody’s taking credit for journey, but I would be more than happy to take your genius but you. back at least a few of the biggest blunders I made But as every entrepreneur learns fairly quickly, being along the way. the CEO has its share of challenges, failures and So rather than use this space to give you a bunch of setbacks. And the bigger you want to play, the more to-do’s and hopeful aspirations, I’m going to give you of these you’re apt to experience. the straight-up truth. Because if you can learn from They say hindsight is 20/20. Looking back, it’s easy even one of my mistakes, I’ll consider this article a for most of us to point the finger at all of our coulda, success.

© Going Pro 2012 51 One quick caveat. potential, but that you’re also WAY more likely to spend a ridiculous amount of time and money trying I don’t consider my mistakes a BAD thing. Yes, they to piece things together by yourself. slowed my progress or affected my bottom line – but mistakes and failures are part of small business It’s just not worth it. You don’t have to spend big dol- ownership. There is NO way around it. Let me repeat lars to start, but hiring help early is simply one of the that. There is NO way that you will succeed in busi- best investments you can make in your business. ness without taking a few knocks and experiencing a Whether it’s the business coach, group coaching few failures along the way. No one is immune – even program or mastermind group who can mentor you the gurus and superstars. to success, or the virtual assistant who can take care of all the technical pieces you’d otherwise spend hundreds of hours figuring out. Remember, your time IS Here’s my list. money. Leverage the experience of others to shorten Yours might feel remarkably similar or radically dif- your path to Pro. ferent. I simply encourage you to take what you can 3. I would have worried less about getting everything and leave the rest. But I’ll bet that if you make even perfect and just made an offer. one change from these seven insights, your business It took me a LONG time to make an offer outside of will experience a noticeable benefit. my regular 1:1 coaching. It wasn’t for lack of ideas, 1. I would have embraced my message earlier. but rather the confidence to just put something out I am a multi-passionate entrepreneur, which means I there and test it. I second-guessed myself constantly don’t like to feel boxed in. This also means that I have and as a result, missed out on likely thousands of a hard time committing to one message ‘til death do dollars in revenue. us part. As a result, I’ve gone through more messag- You’re in business to sell. es, logos, web designs and specialties than Elizabeth Taylor did husbands. Create something. Test it. Launch it. Sell it. It’s easy to say I should have gotten clearer on my Lather, rinse, repeat. message early on, but the truth is it takes time and 4. I would have created a business model by design, experience to really hone in on your big WHY – the not default. compelling message you want to be known for. When I graduated from the Coaches Training Insti- But once I figured it out, I wish I would have em- tute, I planned to do what all my fellow coaches were braced it, lived it and stopped second-guessing it. planning – coach. I didn’t really think about building Yes, it may have changed again, but it would have a business model around my unique strengths or the happened organically instead of me forcing myself to way I like to show up. I simply thought, “Well, I’m a “find the ULTIMATE message.” coach. So I’ll coach. I’ll offer 1:1 coaching three days a week and I’ll call it a business.” 2. I would have hired help on day one. I know you’ve heard the importance of hiring help; Realizing that this didn’t really work for me was a coaches, virtual assistants, graphic designers and particularly tough and LONG lesson to learn. I had copywriters to take your business to the next level. created a model by default, not design – and as a But for most bootstrapped entrepreneurs, this can result, I felt trapped and stifled in my business. Not feel overwhelming and frankly, financially undoable. because I didn’t enjoy coaching or my clients, but because the scope of my business offers and revenue Yet, let me be the first to tell you that by NOT get- streams were ridiculously narrow and required 95% ting the right help in place ensures that you will not of my income to come from one source. Not smart. only keep your business hovering way below its full

52 © Going Pro 2012 My new business model is diversified, reflective of 7. I would have built better back-end systems from how I love to show up, and much more profitable. the get-go. Systems are not my forte. I am the quintessential Diving deep into business model generation isn’t right-brainer, and setting up systems and processes is particularly sexy, but it will help you create a sustain- my idea of entrepreneurial hell. Yet, not having them able AND scalable business that serves your life has really affected my business at times. I’ve dropped versus you serving it. balls, forgotten key details and ditched strategy in Going Pro 5. I would have stopped watching, listening, reading place of reacting on the fly. and comparing myself to others. Going Pro means embracing your role as CEO and Motto: This was the BIGGEST mindset mistake I made (and setting up your business like a REAL business. And truth be told, continue to make here and there). It’s this means the back-end, including your financial easy to justify reading blogs, subscribing to newslet- systems, customer systems, communication systems, Hobbyists ters and following superstars on Twitter as research technology systems and more. Neglecting these and competitive analysis. But really, it’s a recipe for systems really means you have a hobby versus a busi- rarely what Oprah’s life coach, Martha Beck, calls compare- ness. And, hobbyists rarely make history. and-despair. make These are just seven of the mistakes I’ve made over I quickly noticed that spending too much time the years. It is not exhaustive. And I’m confident that watching others led to a number of really crappy I’ll add new ones to the list as I move forward. history. outcomes for me, including: My goal is not to never make a mistake again, but • second-guessing an idea I was just about to go to rather to learn from the ones I have made and not market with make them again. Like Maya Angelou says, “When • questioning whether I knew enough to be successful you know better, you gotta do better.” • re-thinking my brand, my message, my design, my So now you know better. voice, my everything Trust that you know what you need to do most. • feeling like crap and telling myself some really So go do it. unhelpful things And soon you’ll be on your own path to Pro. I know I’m not alone here. We’ve all done it. But it’s deadly. I highly recommend not doing this. Website: StephaniePollock.com 6. I would have worried less about pissing people off. Twitter: @steph_pollock I come from a long line of people pleasers. And while Facebook: facebook.com/stephaniepollockinc my Mom may argue this fact, I am fairly sensitive Pinterest: pinterest.com/stephpollock and hate to upset people or make them think less Business activator + leadership coach Stephanie Pollock has a timely re- of me. As a result, it took me a long time to feel minder for half-hearted entrepreneurs: hobbyists rarely make history. To truly comfortable standing for what I believe in and giving create your own economy – with an irresistible brand + ideal clients for miles it a powerful voice. I’ve diluted my message and held – you’ve got to give your dream the respect + commitment it deserves, face back on opinions in an effort to not fundamentally your greatness . . . and CLAIM it. offend anyone. With digital programs and e-courses for entrepreneurs – and 1-on-1 Activa- tion Sessions for emerging industry leaders – Pollock is proving that business This is a recipe for mediocrity. With thousands and success has nothing to do with where you live, what you’re selling, or what thousands of new business owners coming online your résumé says you’re qualified to create – it’s about the mindsets you hold, every day, settling for vanilla is guaranteeing you stay and the choices you make. small and unnoticed. Build a business. Then go beyond it – at StephaniePollock.com

54 © Going Pro 2012 At the end of 2008, I decided to tear same feast or famine cycle. I had worked hard to get I didn’t want to build out of the trap of having my business start from zero down my business model and start each time a gig ended, and now I was putting myself an agency; and anew. I had been doing web design for in the exact same place. between serving small local businesses, and by all ac- There was another thing bothering me: I loved im- clients and hustling counts it was going well; I was earning mersing myself in the businesses of my clients, and every networking double what I had as a salaried junior that seemed missing. Most of my clients were very small, and I loved doing sites for those small busi- event in Chicago to designer at an agency. But after only nesses because of the huge impact it made for them. I about two years, I was starting to feel loved my small-business clients and had no desire to find new ones, I was stuck. I saw the revenue ceiling I had work with big corporations. But I also didn’t want to spent. My rates were have to lower my rates enough to make my consult- created for myself, and I couldn’t figure ing accessible to a one-person business. already on the high out how to bust through it. end, and I didn’t see There had to be a business model that didn’t rely I didn’t want to build an agency; and between serv- solely on trading hours for dollars. And I soon found how I could charge ing clients and hustling every networking event in it, completely unexpectedly. much more without Chicago to find new ones, I was spent. My rates were How A Dating Advice Millionaire Changed The already on the high end, and I didn’t see how I could building out a team Course Of My Business charge much more without building out a team Surfing the web, I came across the blog of a founder capable of taking on capable of taking on more complex jobs. of a multi-million dollar relationship and dating more complex jobs. So I did the only thing I could think of to break advice business. He said that he was new to social every limitation I had imposed on myself: I fired all media marketing, and he was hosting a little contest my clients. for people to submit their best strategies for using social media to generate leads. I won the contest, and Yes, every last one, including the one client that paid So I did the only thing through the application and selection process, we me the equivalent of my old yearly salary. I thought ended up meeting and becoming friends. Suddenly, I could think of to they would keep asking me for one more project, and I was in a whole new world. He had used online they did, but I held firm. I knew that it would be too break every limitation education to teach men how to talk to women, but I easy for me to keep sliding by as a web designer, and saw how I could use the same model to use the web I had imposed on it would hold me back from building what I really to teach small businesses about social media. wanted. myself: I fired all my I attended a weekend conference about how to build clients. But what did I really want to build? and market online education. Afterward, I went I knew that I wanted my new business to somehow home and built my first program, which I called be around social media, which started to head up as “Your Backstage Pass to Twitter.” To promote this a business tool in 2008 and 2009. I had viewed social new arm of my business, I started with what I had: media and online marketing advice as a “freebie” that My Twitter following and the list of email addresses I gave to my design clients, and the idea that I could for people who had signed up for news from my get paid for just that one effortless element of my web design business. I invited them to attend a free business seemed too good to be true. webinar about Twitter marketing. So I started in on my new social media business, People need reassurance that you know your unsure of where it would take me. stuff and will deliver on your promises. Hosting a webinars gave my prospects a taste of my offering Although social media was a brand new field, the while providing a marketing platform for me. I gave path to monetization seemed pretty clear: Corporate Twitter marketing tips for about 45 minutes, and de- consulting. When I told people I was starting a new scribed my new program for about 15. For businesses social media marketing business, they would always that enjoy the free content, getting more of the same ask who my clients were; and they wanted to hear via the paid program becomes an easy decision. impressive names. Selling that first program made me the kind of The next step that I could see was putting together money I used to struggle for months to get one proposals and pitching companies, so that’s what I contract for. Your Backstage Pass to Twitter is to this did. I had learned the basics of this process from my day one of my best-selling programs. If I hadn’t been web design days, so I could fake it enough but there willing to throw out tradition and explore a totally was one problem – I hated it. It felt like I was just new model, I never would have found what worked. putting myself back into the same struggle, and the

1. What does Going Pro mean one limiting you. We have a legal to you as a successful women in system that we choose to take business? Why? part in, beyond that there are Going pro means taking things really no rules. (And you can seriously – not doing things choose to opt out of even those!) halfway. Any project or business When you say that you “can’t” takes a lot of effort to get off the do something, you have to ask ground, so you might as well go yourself – who says so? all the way and make it a success! 5. What would you say to anyone 2. Everyone’s definition of success who wants to create the success is different. What’s yours? you’ve created, but feels stuck, My definition of success is choos- scared or unsure how to do it? ing the freedom to live life on my Everyone had to start from zero! own terms. The beauty of owning People often say to me “I don’t your own business is that you get have a list” or “I don’t even know to make the rules, and choose how to make a Facebook page”. your own goals. I’m successful Well guess what? No one had a list when I enjoy every single day of until they had one. No one knew my life, and spend my time doing how to make a Facebook page un- what pleases me. til they did! No one was born with any of this knowledge in their 3. What was the tipping point in head. Every single person had to your business? start from zero and learn it from I think the idea of a “tipping scratch. So you’re not behind any- point” or “hockey stick” in a one else. You’ll never really know business is largely a myth. Most what to do, you just have to give it businesses see gradual, steady a shot and see what happens! growth and that was certainly the case for my business. That being 6. We’d all love to go back to the said, committing to a weekly beginning knowing what we newsletter in January of 2009 know now. If you could, what are was a huge catalyst for me. That’s three things you’d do differently? when I really decided that I was I would have hired a larger team going to go at this new business sooner. I think growing your all the way, and not make team is the quickest shortcut excuses. Committing to doing to growing your business, you smart marketing activities week can just accomplish a lot more. “Everyone had to start from zero! People often in and week out works! Although honestly I don’t know if this was really possible for 4. Entrepreneurship is largely a say to me “I don’t have a list” or “I don’t even me since my business is boot- mindset game. What mindset strapped, I’ve hired people as know how to make a Facebook page”. Well shifts did you have to make in soon as I’ve been able to for the order to play a bigger game? guess what? No one had a list until they had most part. I think the most important one. No one knew how to make a Facebook mindset shift is that you and only I can’t think of any more things... page until they did! No one was born with any you are in control of every aspect what I did in the past lead me ex- of your life, and that you’re the actly to where I am today. I’m not of this knowledge in their head.” only one stopping yourself. We a big believer in second-guessing constantly put rules on ourselves the past or playing the “if only” like “I can’t go for this opportuni- game! ty because I don’t have this” or “I 7. Were you ever scared to really can’t do that because I haven’t put put yourself out there and take a myself in that category”. There’s stand for what you believe? How really no one stopping you, no

56 © Going Pro 2012 did you overcome it? change and can flourish under I’ve been scared to do things uncertainy. differently. When I first had the 10. What’s been the biggest idea for my newsletter, to do one surprise of running your own really simple tip every week I was Going Pro Motto: business? afraid to do it because I knew I One surprise is that you never wouldn’t be winning any industry really feel “settled” in my experi- Put your success on awards. The stuff I wanted to ence. Your business gets to a talk about was very basic, no good place and then you want ground breaking theories. But repeat – if something to do something new. Growing a I was right that basic is what business is really fun but you also people really need. Now I see my works, do it again! Do have to watch out for never being format copied all the time, it’s satisfied. The best part is defi- become a really common way to more of what works, and nitely the ability to do whatever do newsletters. I just focused on you want! what my customers really wanted less of what doesn’t. and needed, not what my peers 11. Give me three words to de- would say. scribe your brand: Enthusiastic. Useful. Positive. 8. No matter how successful any entrepreneur is, there are still areas that can be trouble spots. What do you still struggle with? I see myself constantly expanding my belief of what’s possible. It’s always hard to see your way out of where you’re at, it’s very difficult to see our own self-imposed limitations. So that’s a continuous challenge. And I’m learning new things about leadership all the time – each time my team grows Website: lauraroeder.com it’s a new lesson. Managing two Twitter: @lkr people is totally different from Facebook: facebook.com/GetTheDash managing four. I’ve never been Laura resides in Venice, California where she video blogs about social a “boss” at an office but now I media, entrepreneurship and personal branding. have to learn to lead an entire company. In 2011, Laura was named one of the top 100 young entrepreneurs age 30 or younger by the Empact100 and was invited to speak at the White House, 9. What do you think it really where she pledged to give back her time and money to entrepreneurship. takes to be successful in business? Laura has spoken at numerous influential industry conferences including, I think it takes a lot of determina- BlogWorld, The South by Southwest Interactive Conference, Real Estate tion and dedication. You have Connect, Online Marketing For Women Entrepreneurs, The Social Commu- to keep going, you have to not nications Summit and Blogher, discussing online marketing, social media, get thrown off my mistakes and personal branding, community building, and making authentic connec- surprises. Lots of things will not tions online. Laura has been seen on Fox News, Forbes.com and quoted in go the way you think that they the Los Angeles Times and CNET. She has contributed to many influential online publications such as ProBlogger, CopyBlogger, and Fast Company. will, and you can’t let that get you down. To be successful you Laura believes in giving back, volunteering and showing support to bud- have to be in constant learning ding entrepreneurs around the globe. She has traveled to South Africa mode, because sometimes it feels as part of the Virgin Unites Branson Centres of Entrepreneurship where like you have to tackle a new area she offered guidance to budding entrepreneurs in the country and has spoken students at the University of Southern California and Loyola every single day. You really have Marymount University. to be someone who embraces this

When I kicked off my career as a coach, what I am meant to do for the rest of my life.” I believed three ideas with every fiber of I was wrong. my being: Wrong Idea #2 – Copying the pros leads to success. In my early days, I assumed the pros had a secret, 1. I was born to be a coach for people plug-n-play formula for success. I analyzed their stuck in jobs they hated. every move. I created a website, blogged, and sent email newsletters. I schmoozed at networking events, 2. If I mimicked every step I saw the made a gorgeous digital product, published articles, pros take, my business would flourish. and held an awesome live workshop… 3. Calling myself a coach + building a … but my business growth was still sluggish. website = clients would find, love, Wrong Idea #3 – Clients will fall into my lap. The high-power coaches I learned from didn’t talk about and hire me. the challenges of making a living as a coach. I figured my clients would easily find, love, and hire me. After It turned out that all three of these ideas all, this was what I was meant to do! were dead-wrong. It turns out that it doesn’t work that way. Wrong Idea #1 – I had found “my thing.” Before coaching, I spent ten years working for a Fortune 500 Facing failure and the prospect of returning to a high-tech company. While the company itself was cubicle job, I put out one last ditch effort. I decided fine, I was miserable. I realized that I needed to take to amp up the personal growth angle. I slept more, my career into my own hands. After lots of soul- changed my diet, and spent more time in nature. I searching, I decided to become a coach for people got a puppy, goofed off with friends, and practiced who hated their jobs but didn’t know what else to visualization techniques. I tried to inch my way to do. I dropped six grand on a great training program, success with deep, healing breaths. happily left my corporate job, and declared, “This is None of this worked, either.

Finally, a thudding realization brought everything letter subscribers. It’s not uncommon to into focus. With all ideas exhausted, reality hit. I Gradually, gorgeously, my business began to grow didn’t love the business I’d created. experience fear, self and grow and grow. After all that effort, soul-searching, and omm-ing, I doubt, frustration, I’m often asked what I would change if I could do it saw my new career path was still the wrong path. I all over again. My answer? Absolutely nothing. anger, resentment, was thrown right back to square one. I shut down my business, stopped working with the few clients I did All of that trial and error was the best education a envy or “stuckness” as have, and took a step back. business coach could ask for. It provided me with a an entrepreneur. The true understanding of the nature of purpose-driven First, I asked myself: “What did I really enjoy doing?” businesses, and it helped me get a grip on precisely problem isn’t that you and “What don’t I really enjoy?” why my original ideas were so wrong. These hard- might feel any of these Months later, it clicked. I am a creator of practical earned lessons created the concrete foundation for things, it’s what you do strategies for creative entrepreneurs who want to the blossoming, authentic business I now enjoy. create and grow successful businesses... today. I found about it that matters. The moral of my story is this: there are no short- “my thing,” but I also realized “my thing” will change cuts and no one-size-fits-all approaches to growing over time. My business will evolve as I do. a business. If you want to be successful, you must Second, I discovered the wonderful world of market- be willing to figure out what really works for your ing. With my new business focus established, I sat business. You must combine your unique talents down to review my previous mistakes, determined not with practical business and marketing concepts. You to fall into the same traps again. It was time to shift my must be willing to try new ideas and be willing to fail efforts toward learning and implementing practical in order to find what works for you. And you must, marketing and business strategies. I dove in headfirst. must keep moving forward. Third,I hired a superstar business mentor. I learned Learn about business. Be willing to experiment. to talk about what I did in a way that made sense to Don’t give up. With these three things, you will be people. I cleaned up my website copy, hosted unstoppable. my first webinar, and went after my first 1000 news-

“My biggest tipping 1. What does Going Pro mean projections. I dove into all areas everything I do in my life and my to you as a successful woman in of my business and really owned business without this context. point came when I business? Why? them. Things started to shift There is one shift, however, that Going Pro means taking my busi- almost immediately. invested in learning I made after I spent some time ness seriously and treating it like Going Pro means being a busi- struggling on the entrepreneurial about marketing... a business. When I first ventured ness person, not just a coach (or path. I started looking at every- into self-employment, I wanted I found that when I artist, designer, or whatever you thing I was doing as an experi- to do what I loved (coaching) do). It means taking business ment. I kept trying to do things invested in the one without dealing with the rest of it, seriously and making it work. I the right way and falling short of namely the business aspects. That thing I knew the least find it’s actually a lot of fun! my own expectations. When I re- was a serious mistake. I hardly alized I was doing the best I could about, my business made any money and things just 2. Everyone’s definition of success with what I knew, I could no weren’t working. is different. What’s yours? skyrocketed.” longer blame myself for not doing For me, success means having Reality hit, and I decided to take a better job. Instead, I could take what I (or you) want. What do I all aspects of my business seri- that energy and use it to analyze want? I want freedom. Freedom ously. I learned about business what was working and what to choose how I spend my time, and marketing. I made financial wasn’t. This allowed me to learn who I spend my time with, and from every single thing I did in how I feel. If I can create this in my business, make changes, and my life – and I have – then I’m leap forward. I continue to apply successful. this concept on a daily basis and 3. What was the tipping point in teach it to all of my clients as well. your business? 5. What would you say to anyone My biggest tipping point came who wants to create the success when I invested in learning about you’ve created, but feels stuck, marketing. As business owners scared or unsure how to do it? we always have room to make in- There are usually two reasons vestments; we can spend money for someone feeling stuck or on training, in business develop- unable to move forward: (1) ment, branding, marketing, per- they’re looking down a path that’s sonal development… the list goes not the one they’re supposed to on. I found that when I invested take or (2) they don’t know how in the one thing I knew the least to make it happen and they’re about, my business skyrocketed. Website: jennyshih.com frozen from uncertainty. Twitter: @jennyshih Not only did that cause a big tip Facebook: facebook.com/jennyshihpage upward in business, I’m also able If they’re sure that this is the path LinkedIn: linkedin.com/in/jennifershih to take all that I’ve learned in that they’re supposed to move down, Jenny Shih is a coach and consultant for creative, solo entrepreneurs. arena and share it with my clients the trick isn’t to wait until the fear Her clients are coaches, designers, writers, teachers, healers, artists, and for a double win. and uncertainty go away. The trick freelancers. They are idea factories. They have big plans for their business is to simply start. Take action, no 4. Entrepreneurship is largely a and realize they can’t make it happen all by themselves. matter how small. That may be mindset game. What mindset researching something, asking Jenny helps new entrepreneurs define their niche, learn the basics of shifts did you have to make in marketing, and start making money. She helps entrepreneurs with big questions, reading blogs, or figur- order to play a bigger game? ideas create a solid plan and make their big ideas happen. And she helps ing out a website budget. Staying This is a tough one. I’ve been a experienced entrepreneurs set up systems so they can get out of the daily in one’s head never helps in get- personal development junkie grind and spend more time in their genius zone. ting past fear or stuckness. I think longer than I’ve been an entrepre- Jenny combines her background as a Fortune 500 corporate manager it keeps people stuck. So pick one neur. I see the world through a with her life coaching experience, fascination with technology and love of small step and take it. Then pick set of lenses that have me asking plan-making to help passionate superheroes change the world. another step and take that one. myself, “What am I doing to hold That’s how forward progress is Jenny is the author of The Idea Flight Kit and The System Flight Kit, step-by- myself back right now?” or “What step guides to help your business soar. Download your FREE copy right made and success is created. lesson is this supposed to be teach- here: www.FlightKitLibrary.com ing me?” I can’t not think about 6. We’d all love to go back to the

60 © Going Pro 2012 Going Pro Motto: “You can’t learn from remembering. You can’t beginning knowing what we don’t ignore it or stuff it down with learn from guessing. You know now. If you could, what are junk food. I allow myself to feel ex- three things you’d do differently? actly how I feel. As counterintuitive This is exactly what I wrote my as it may sound, allowing myself can learn only from moving article about. Honestly, I wouldn’t to be scared makes the discomfort change a thing. I made a lot of go away faster. It also increases my forward at the rate you are mistakes, and each, though pain- tolerance for discomfort, which ful, was absolutely essential for allows me to take bigger leaps moved, as brightness, into getting myself to where I am right forward in the future. now. That said, I do like to guide 8. What do you still struggle brightness.” others away from making the with/what scares you? same mistakes I did. The three les- One of the more challenging areas sons I learned were (1) to focus on - Sarah Manguso for me is stepping out into the exactly what I love doing, (2) learn limelight. I’m a quiet, introverted about marketing, and (3) find a person by nature, and my default mentor. Those three things were is to stay quiet and hide. I plan the major factors to getting myself to make a big difference in the to where I am now. world, and I’m not going to be 7. Were you ever scared to really able to do that by hiding in my of- put yourself out there and take a fice behind my computer. Making stand for what you believe? How video blogs, guest posting on big- did you overcome it? name sites, and launching huge Goodness, yes. I’m scared almost new programs all have required all the time. (And I’m not exag- me to step out of hiding and stand gerating.) I’ve learned that the for what I believe in. It’s uncom- key to getting past feeling scared fortable, and I do it anyway. is to do it anyway. 9. What do you attribute your I like to say that entrepreneurship success to? is the biggest personal develop- I attribute my success to my ment project you could ever sign dogged determination and a deep up for. It provides you with a knowing that I’m absolutely on the constant stream of opportunities path I’m supposed to be on. Those to grow and change. two keep me moving forward every day, no matter how wonderful Many of us are wired to play it safe, or challenging that day may be. so going after big business goals is uncomfortable. Every single time I 10. What’s been the best part of do something new in my business, running your own business? whether offering a new program, The best part of running my own creating a new product, or revamp- business is calling all of the shots. ing my website, I get scared. I freak I love the freedom that comes out. I panic. I cry. And, I don’t let it with self-employment, and I stop me. love the responsibility that also comes along with it. I can not Instead, I make sure I’m 100% imagine ever going back to work clear on my objective and that for someone else. The freedom of taking this step is going to help me self-employment is so delicious meet that objective. If I’m positive that it dwarfs all of the challenges I’m headed in the right direction, that come along with it. I focus on the reason I’m wanting to do this new thing. When I 11. Give me three words to de- get scared or panicked, I remind scribe your brand: myself that it’s part of the process. I inspired, down-to-earth, practical

Ok, so this goes out to all of you waiting you can simply just not listen to their bullshit. [Easy, So, what is that thing for a sign. Waiting for the right time. right!] that you have been The right way. Well, guess what? Here’s 2. You are scared as shit. (See reasons from #1) mulling over? You your sign. You’re reading it. Good job, 3. You have no idea HOW. So many monumental know what I’m talking Ace, you have actually manifested your achievements have been accomplished without knowing “the how”. You are no different. You don’t have about. That thing that sign. It’s time to take some action. to see your path in order to know what direction to keeps tapping you on So, what is that thing that you have been mulling walk. Let go of “the how”. It will be shown to you. Stay over? You know what I’m talking about. That thing connected to what you REALLY truly want. You don’t the shoulder, nudging that keeps tapping you on the shoulder, nudging you have to see your destination in order to know which you to take action… to take action… But coincidentally, at the exact same direction to walk. time, you conveniently come up with all sorts of rea- 4. Your family or friends tells you it’s impossible. Ok, sons why you can’t go after this big goal, idea, dream, so, God bless ‘em, but not everyone in your life is or whatever. comfortable being uncomfortable. Some people in In order to provide you some comfort in taking the your life may be locked into a false sense of security… plunge, I’ve crafted some tell-tale signs that you are or what is “realistic”. Be aware of the people in your ONTO SOMETHING, baby, and your only job is to life who are your TRUE CHAMPIONS and who will RUN WITH IT. support you going after ANY goal, no matter how big, hairy or scary. It’s time to take action if: 5. When you think about actually attaining this goal 1. Your first instinct is “that’s not possible” or “there’s you tingly all over. Listen, that is the Universe giving no way”. For whatever fucked up reason, our gremlins you a big, whopping thumbs-up. I seriously believe (a coaching term for that pesky inner critic), go a life of fulfillment and happiness truly comes from absolutely ape-shit when we are onto something. Your following your bliss. So, if you’re getting a butterfly gremlin will always want you to stay safe… to stay –in-the-tummy feeling…guess what? That’s your bliss. comfortable, and status quo. When you get that first Your only job is to follow it. beautiful, lovely nugget of inspiration, your gremlin 6. You read the first 5 and thought, “Oh, my god, that’s will immediately bombard you with all the reasons me!!” Well!!? What are you waiting for? I just stripped why it’s not possible. So, now that you know that, you of your excuses. Get. Fucking. ON IT.

“Going Pro is also 1. What does Going Pro mean my husband’s practice as a body- see those who handle themselves to you as a successful women in worker. After having my best with grace and honor. What it much about how business? Why? friend and now business partner, means for me in the immediate, you view yourself. Do Hmmm. I would say Going Pro (Andrea Owen, also featured here) is that every proposition, email, has much to do with how you show review my brand, I realized that I Facebook comment that someone you treat yourself as up in this world. Having integrity was severely selling myself short. shares their journey with me, I in what you do. Being really clear Although very “nice” it didn’t am committed to drinking that in. a professional? Do about what you provide and then feel authentic and it certainly To conduct myself with grace and you treat yourself having stellar systems in place to didn’t really do my rather large, appreciation. I don’t give a shit support you. Having a buttoned crass personality any justice! about having abundance if I’m not life a CEO? Do you up, well-oiled machine, as it Re-branding to Joy Junkie was a proud of the woman I am being as honor and value your were. Embracing the technology massive game-changer and really I achieve it. I always look at: How that works well for you and can allowed me to be 100% authentic do I need to conduct myself to be time, resources, and make your job easier. Going Pro in my business. And damn, it felt the woman I can be proud of? is also much about how you view WAY better too. The second shift efforts?” yourself. Do you consider yourself happened a bit later when I did 5. What would you say to anyone as a professional? Do you treat some real work around my rela- who wants to create the success yourself like a CEO? Do you honor tionship to money and my beliefs you’ve created, but feels stuck, and value your time, resources, about what coaching was “worth”. scared or unsure how to do it? and efforts? When you introduce After a much-needed breakdown, First, get support. Don’t try to do yourself, are you proud or do you I came to my breakthrough. And everything on your own. Have try to apologize for where you are? the breakthrough was that I was a mentor. Get coached. Have a For me, it’s also about taking myself worth a shit-load more money master mind group. Invest wisely and what I have to offer, extremely than I was charging. So, in a nut- in your support and education. seriously…in the sense that I view shell, I gave myself the permis- Get trained. Second, I would say, it as highly valued and valid. Of sion to be expensive. And owned ONE DAY AT A TIME. Give course, always creating the room it. Another game changer. As it yourself the permission to take for tons of humor and irreverence. would turn out, I began to attract baby steps. I still find myself the right people to my work who comparing my business to those 2. Everyone’s definition of success believed whole-heartedly that I who are over a decade strong, is different. What’s yours? was worth every penny. and I have to remind myself of all In short, I would say, success is I have accomplished. Allow your- richness of spirit. Success to me 4. Entrepreneurship is largely a self to have goals and ambitions, is truly living life on my terms... mindset game. What mindset but celebrate every stride you that everything I’m involved in is shifts did you have to make in make toward your dreams. Every a huge HELL YES! That feel- order to play a bigger game? step is a success. ing you get when you are so on As I mentioned above, I had to fire that you feel as if your heart get clear on my relationship to 6. We’d all love to go back to the might burst. Success is full of money and how I correlated it beginning knowing what we love…universal love, love for and to worth. I’m still learning and know now. If you could, what are from others, but especially love growing in that arena. A shift that three things you’d do differently? of myself. I find the term to be occurred for me was realizing I would probably do much more extremely expansive and I find that the impact of what I do and research about what programs I new ways that I am succeeding the outcomes that are created invested my money into. I was each day. Every day that I share from coaching are truly price- so wide-eyed and trusting, and my work, I am successful. Every less. It’s not about ME, about unfortunately I came up empty fresh breath I get to soak in, is all these tools or processes, it’s in some situations. Due to how successful. Every time I’m proud about the synergy of the coach- many people can have a very rep- of myself, I’m successful. Ask me ing dynamic and what is possible. utable-looking business online, again, and I’ll find a new way to Completely shifted my attachment I think I would have done a bit expand my success. to perform as a coach. Also, I more research. Other than that, have to BE someone of integrity however, I really love how every- 3. What was the tipping point in in all that I do. I see people all thing has unfolded. It has been a your business? around me who have attained a ton of hard work, and I have had Ooooo. What a great question. I certain level of achievement that so much growth and learning think there were two very distinct I aspire to, but I see exactly who along the way that I don’t know points for me. The first happened I DON’T want to be when I get would have been possible without very early on in my practice and I there. I’ve also been blessed to struggle. Oh, and I would have had set up a brand that included started with a Wordpress website 64 © Going Pro 2012 from the get-go instead of switch- with any fearful thoughts is, I tell ing after a year. Yes, that I would myself, ‘Well, if you’re scared, definitely do differently. then you are probably onto something really big.” That always 7. Were you ever scared to really gives me huge comfort. We never put yourself out there and take a move mountains when we’re stand for what you believe? How comfortable. We have to stretch did you overcome it? and reach. It’s uncomfortable, but I love this one! I have a very spe- soooo worth it. cific brand that either resonates or doesn’t…much like my per- 9. What do you attribute your sonality. [grin]. I’m loud, crass, success to? have a sailor-mouth, and very I attribute my success to au- staunch opinions, and deliver thenticity. With doing so much it to my audience in that same work online and having global manner. In the early years, I was visibility available to us, we could a bit apprehensive, specifically all easily paint whatever picture about language, but I got over we choose. A facade. A mask. that really quick. I kept thinking, Whatever image we think we Going Pro Motto: I am catering to the like-minded, “should” project. Something that right? So, if I were to hear some- I pride myself greatly in, is that I one go off like that, I would be am the exact same Amy with my The Universe can’t play a like, this gal is for me! Hell yeah! friends, with my clients, with my So, with that in mind, I always husband, with my business com- bigger game unless you do. figured that my tribe would make munity…it’s all the same. There themselves known. And boy did is great vulnerability in being so they ever. The one thing I have candid and honest about who you found to be true: The more au- are, but fortunately for me, I’m a thentic I am, the more I draw the pretty big fan of myself. [grin]. I perfect authentic audience. I’m always figured, if I am going to sure-as-hell not for everyone, but call the masses to be the most then again, not everyone is for authentic version of themselves, me either, so it works out. I think then I sure as hell better set a the overcoming piece is directly good example. related to your belief about what you do. I have always believed 10. What’s been the best part of whole-heartedly in everything running your own business? I put out there. Has it been fun Oh, my god…so many things. to get opposition? No. Of course I’m going to have to do a few. Ok, not. But I choose to view it as a so first, schedule: LOVE decid- sign that I’m taking a big enough ing what and how I am going to stand on shit that matters. And spend my time. Calling the shots: that feels very powerful for me. this is my gig, so I get to run the show. My colleagues: due to my 8. No matter how successful any line of work, everyone I do busi- Website: the joy junkie.com entrepreneur is, there are still ness with is evolved. So awesome. Twitter: @thejoyjunkie areas that can be trouble spots. Dress code: LOVE working in Facebook: facebook.com/TheJoyJunkie What do you still struggle with? my pajamas all day. Language: Other: youtube.com/thejoyjunkie Ahhhh. Ok, so right of the bat, getting to put my unique message pinterest.com/thejoyjunkie money. Money is still at trigger out with zero censorship. And theselfloverevolution.com and I am always in a practice finally, working with my best Owner and Founder of Joy Junkie Enterprises, Amy Smith is a self-pro- to view finances in a powerful friends. Damn. That felt amazing claimed life enthusiast and love advocate. In her work with individuals, way. Proud to say that I have to write. couples, and groups she has been able to move people beyond limiting made huge strides, but we are 11. Give me three words to de- beliefs and negative self-talk to a place of personal empowerment and never done, right? Also, I’m a self-love. Although passionate about all aspects of life, Amy feels called to major control freak, and do-it- scribe your brand: Badass. Irreverent. Loving. radically impact the world of intimate relationships and works most often yourselfer. I get really fearful of with those looking for a no-bullshit approach to making relationships work. having a huge team working for 12. Anything else you’d like to add? In addition to her roles as a coach, blogger, and speaker, she is the come. Other people that repre- I would just like to say, thank founder of www.TheSelfLoveRevolution.com, a community dedicated to sent me! I’m realizing that that you. Thank you for reading what thought is simply a limiting belief helping women fall madly in love with self. She holds a Bachelor Degree I have to say, and I am truly hon- in Business and is a certified co-active coach through the Coaches Training around “only I can do it right”. ored that you have taken the time Institute. Additionally, she holds a certification through the non-profit, Art Just simply not empowering and to do so. Thank you, to Stephanie, & Creativity for Healing, has been a featured expert on Fox 5 San Diego, is sure-as-hell not in service of me. for wanting me to share my story credentialed through the renowned International Coach Federation (ICF), I am intending, at this moment, and thank you to all of you who and received her ordination through Open Ministry out of San Diego, Cali- actually, that I will draw the are determined to make this fornia. She fervently calls the masses to “Get Your Shit Together” through perfect team to myself who are world a better place. You already self-discovery, bravery, and personal empowerment. Stalk Amy and get incredibly skilled and amazing at are. Huge love. tons of freebies at www.TheJoyJunkie.com what they do. Something that I find hugely helpful when dealing © Going Pro 2012 65 Photo by Ludovico Sinz 66http://www.flickr.com/photos/cane_rosso/2865327497/ © Going Pro 2012 From the Inside Out by Shelley Streit

Have you ever sat in a room full of In my recently published book, Beyond the Rear There came a point View Mirror, I pull back the curtain on my life and successful entrepreneurs and felt that let you in on how I have gone from the down and where it was apparent you didn’t belong? That the others were outs, bankrupt at an early age, married to single that I was the one out of your league? You may feel like mom, and then back up to the top where I am now running a successful business and living a rich life. who was holding everyone there is more successful than me back from going you, and it leads you to think that they There came a point where it was apparent that I was the one who was holding me back from going pro. pro. I was the biggest must have a better coach, more money I was the biggest saboteur money could buy. At that or better tools. And perhaps, you have point, it truly wouldn’t have mattered had I invested saboteur money even led yourself to believe that they are in myself or not – as I would have just destroyed it, could buy. At that or got so close to succeeding and then just quit. just a little bit more special than you. point, it truly wouldn’t Sound familiar? This usually results in grasping at whatever or have mattered had whomever comes your way in hopes that this will Here’s the truth. My success came from getting out I invested in myself finally be the fix you have been looking for. of my own way and doing the inner work I needed to do. Going Pro meant that I needed to build my or not – as I would You are not alone. business and myself from the inside out. I needed have just destroyed Let me spare you some time, money and heartache. to understand what was going on for me inside, my thought processes and my drivers, so that I could it, or got so close to I want to encourage you to look from the inside out. recognize the signs of when things were heading for succeeding and then the opposite direction. You see, and what you may not realize, as many don’t just quit. until they take a long journey in discovery, is that The process of going pro from the inside out has given YOU with inside yourself have all the tools you need me a lot to celebrate. I challenge you to dig deep and to go pro. That’s right – YOU are the answer to your light your fire! You can defy the odds that may be own prayer. stacked against you and design a rich life for yourself. Now, I am not suggesting that you go it alone by any YOU too will have no shortage of celebrations. means! I believe having a coach is vital, but I am suggesting you dig deep inside and use your fire to continuously push yourself to the next level.

“Success in itself can 1. What does Going pro mean see people who look like over- cess of controlling and turning off to you as a successful women in night successes. The truth is that my “itty bitty shitty committee” be a scary thing. Often business? Why? it takes many small celebrations when it tried to squash me – and we hold ourselves As a successful woman in busi- of victories before you get the instead, just follow my heart. ness to me going pro means I big ones. I believe success is tak- There is no one greater to become back because we are am ALL IN! As a hockey mom ing one step forward and doing than your best self. It is a constant afraid of success and I equate it to playing a playoff something that you were afraid to journey but one that will bring game. In order to win I must do or felt you were held back by. success after success! the change that it may show up with all of my heart, The size of the step is not as im- 5. What would you say to anyone bring to our lives. It soul, passion, purpose and portant as the fact that you took who wants to create the success money. I enjoy what I am doing it. Each step leads to the next and you have created but feels stuck, seems silly as we all but I understand that they may often opens new doors. scared or unsure how to do it? be tough times. I am prepared to Success in itself can be a scary so badly want to be 3. What was the tipping point in push through those times to cel- thing. Often we hold ourselves your business? successful yet we resist ebrate my successes on the other back because we are afraid of The tipping point for me was and fear the change it side. I live and work this way as success and the change that it deciding to write and publish a I believe that if I am not all in I may bring to our lives. It seems book and having the goal of doing brings.” have no business requesting oth- silly as we all so badly want to be that in less than one year. This ers to be fully in the game either. successful yet we resist and fear was a financially risky, emotion- the change it brings. You know 2. Everyone’s definition of success ally charged and time-consuming the old cliché nothing ventured is different. What is yours? project. The process of writing nothing gained? It is true. The Success to many is making huge the book and the ripple effect of gold is in the taking action. Put leaps. Often from the outside we events that started to occur as one foot in front of the other and a result of the book answered a go for it. But, don’t go it alone. lot of questions for me. It clearly In order to play a bigger game answered the question of “what is it is imperative that you have my WHY?” It soon became so ob- a support system and a coach. vious to me what I was supposed Someone who believes in you to be doing and who I was meant more than you, at times, believe to be serving. The next steps in in yourself. Someone who has my business also became clear as an objective perspective on the well, largely as a result of listening situation. Someone who is strong to what people were asking me enough to talk you off a ledge and what they were coming to me when you just want to quit and seeking assistance for. can push you to the next level 4. Entrepreneurship is largely a when you need a push. mindset game. What mindset shifts 6. If you could what are three did you have to have to make it in things you would do differently? order to play a bigger game? Hindsight is a beautiful thing as It always seems interesting to me it is always easy to look back and to answer the question whom see where we had bumps along I had to become to create my the way and to see how we made success because my answer is I the greatest gains. While I do had to become ME. In order to not know that there is any one achieve I had to do things my thing I would do differently I do way. On my terms. I had to get to know there are things that I wish my best self and shove everything I had done sooner. The first thing else aside including my not so I would have done sooner is to great sides. Everyone has the abil- begin the soul searching process. ity to succeed when they dig deep This would have allowed me to enough to find out who their true define what was important to me. best self is. For me this was a pro- My purpose and passion would

68 © Going Pro 2012 have been clearer. My limiting like-minded people. I was able to A team of coaches, mentors and beliefs would have been dealt build my own tribe. partners of various forms who with and I would have gotten shared my vision even if it was 8. What do you still struggle out of my own way much sooner just for the duration of a project. with/what scares you? than I did. And lastly but certainly not least I am one who doesn’t stay in I have 100% support of my hus- I would have hired a coach years fear mode very long and can band and children, which is vital before I did. While I had a great quickly move through it. But like on the late nights when at times coach that assisted me with my all entrepreneurs, I do have my the chips are down. It gives me a limiting beliefs I truly think if challenges. I think my great- soft place to fall. I had done this years sooner I est challenge is in the area of would have saved myself and my time management and work life 10. The best part about running family years of heartache and I balance. It is easy for me to get my own business? certainly would have propelled caught up in a project or task and The greatest satisfaction I have forward a lot faster. give it my all without realizing received is realizing and being that a lot of time has slipped away able to own that I am responsible The last thing I would have done and I have other things or people for my success. My success has sooner is committing to writing I need to tend to. I also find at happened in my terms and I get my book. This would have assisted Going Pro times that the juggling act of try- to choose how my life will look. me in finding clarity a lot sooner. ing to fulfill my many roles leaves It is a joy when great things hap- Motto: 7. Were you ever really scared to me doing most things last minute pen and I get to sit back and re- put yourself out there and take a which creates added stress and flect on how I got there – includ- stand for what you believe? How pressure. While I do rationalize No mountain ing what worked and what didn’t. did you overcome it? that I work best under pressure I I have the pleasure of celebrating Being a person with a strong am pretty sure it is a big lie I tell small milestones daily in my life too high, voice I often feared that I would myself to make it okay! These are and celebrating the work I have be talked negatively about if I things I am working on and will done to get there. took a stand for what I wanted have to continue to work on for No road too and what I believed in. Strong my continued success. The freedom that I am afforded females are often pegged by trolls in creating my business is one of long, 9. What do you attribute to your who are not so strong. I overcame the greatest rewards but also is a success to? this by remembering the famous gift that I can give to my husband I attribute my success first and Doctor Seuss quote “Be who you and children beyond what any No detour too foremost to my drive, determina- are and say what you feel because employer could offer me. tion and motivation to succeed. those who mind don’t matter and sharp, I use what I already know and Remember to celebrate the little those who matter don’t mind”. grow from it. All of the tools in things. This quote and mindset gave the world will not help you un- Just keep me the freedom to be myself less you put what you know into 11. Three words: without worries about what the action and use it to serve others. Resilient, Honest, Bold others would think or say. It was putting one The other major factor for me is refreshing! It wasn’t long before I that I have been blessed to have started to develop a following of foot in front an amazing team along the way. of the other to design your Website: shelleyStreitinc.com Twitter: @shelleystreit Facebook: Facebook.com/ShelleyStreitInc | Facebook.com/shelleystreit rich life. Shelley Streit is a passionate entrepreneur, speaker, financial advisor, and author. Known for her sincerity and candid, but non-judgmental style, Shelley is a sassy dynamo who gets fired up by empowering women to live life to its full potential. Experience drawn from a difficult life as a youth taught her the value of learning, making tough but intel- ligent choices, and hard work. Before authoring Beyond the Rear View Mirror, Shelley initially began empowering people by teaching them how “living in the black (financially speaking) is sexy!” Shelley first discovered her passion for finance in 2003 and moved on to educate others about cash flow and debt management in 2010. Now, as the CEO of Guiding Light Financial and the founder of The Cash Creator program, Shelley has been featured numerous times in local newspapers such as the Calgary Herald and The Beacon, national industry publications like Advisors Edge, and online at Advisor.ca. Apart from her accomplishments in the financial world, Shelley was a nominee for the Fierce Woman of the Year Award (Phenomenal Female Category), sponsored by MOM Magazine, holds a diploma in Correctional Services, is a member of the Kinettes, and is the founder of the Real Growth Retreat for Women in Business. Shelley feels she lives a rich life by design with her husband, Ron, and two boys, Chase and Wyatt, on the family farm in Stettler, Alberta.