Sept. 20, 2025
Ep 155: You Don't Have to Work Twice as Hard to Double Your Income | Hanneke Antonelli
Send us a text Hanneke Antonelli shares her expertise on scaling service-based businesses without sacrificing freedom or working twice as hard. She reveals the five proven steps that fuel immediate growth while unlocking more free time for business owners who feel stuck in day-to-day operations. • Giving yourself a promotion from operator to leader is the first crucial step in scaling your business • Stop doing everything alone and recognize when you have B-players on your team holding you b...
Hanneke Antonelli shares her expertise on scaling service-based businesses without sacrificing freedom or working twice as hard. She reveals the five proven steps that fuel immediate growth while unlocking more free time for business owners who feel stuck in day-to-day operations.
• Giving yourself a promotion from operator to leader is the first crucial step in scaling your business
• Stop doing everything alone and recognize when you have B-players on your team holding you back
• Invest in accountability and support to achieve your goals faster and easier
• Release control and allow your business vision to become bigger than yourself
• Let go of the belief that you must work twice as hard to double your income
• Create a clear strategic vision that serves as your North Star for decision-making
• Celebrate your wins instead of constantly moving the goalposts
• Develop standard operating procedures as living documents that evolve with your business
• Understand the Scale Freedom Framework: Strategic vision, Collaborative leadership, Aligned team, Leverage financial strategy, and Efficient systems
Hanneke Antonelli is a multi-award-winning entrepreneur, best-selling author, certified life coach, and exit planning advisor. Being a Sassy South African and Wall Street Veteran with a degree in finance, her clients often lovingly refer to her as their business fairy godmother. Hanneke uses a no-BS approach, hardcore business strategies, and extensive coaching skills to help her service-based clients scale their companies to a million and beyond while creating more freedom and joy!
Website: hannekeantonelli.com
LinkedIn: https://www.linkedin.com/in/hannekeantonelli/
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01:34 - Welcome to Tiny Marketing
02:13 - Introducing Hanneke: Business Coach for Service Entrepreneurs
07:16 - Five Proven Steps for Growth and Freedom
14:00 - Common Scaling Mistakes and Pitfalls
29:43 - The Scale Freedom Framework Explained
39:36 - Connect with Hanneke and Final Thoughts
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Welcome to Tiny Marketing.
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This is Sarah Norrblatt, and this is a podcast that helps B2B service businesses do more with less.
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Learn lean, actionable, organic marketing strategies you can implement today.
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No fluff, just powerful growth tactics that work.
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Ready to scale smarter, hit that subscribe button and start growing your business with Tiny Marketing.
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It will come through you.
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Yeah, it'll be fine, yeah, all right.
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So do you want to introduce yourself to the audience?
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I always have my guests do it, because you're going to do so much better of a job than me.
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Oh my God, I hate it when they ask me to do it.
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I'm just kidding, it's so good.
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Sarah and I was just talking about this before as two introverts like how certain things in business that we definitely feel uncomfortable with, and this, I will say, is one of them, which was really funny side story for the audience when I had to record the audio of my book.
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So you did the, you were the narrator.
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So you're literally standing there reading your own words and it was such a it's so not like natural and it also felt so narcissistic on a level and you know, like you have to put all of that stuff.
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That's just like how I was in my own way and I was like get over it, nobody is going to think about it this way you just, you know, pretty much all nonfiction books are like the audiobook narrator is the author, like every single time.
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So no one's going to think that about you.
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No, no, you need to get over it.
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But what was really funny to me we're totally segueing into something else is like, like, I prefer it when it's the author doing it.
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Right, with the exception of and I love you, tony robbins, but please get someone else to read your book.
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That's such a rough voice to listen to.
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I've never listened to one of his books.
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Oh, you need to go to vocal coach.
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I love you, I really do.
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If hear things, this is not like you know.
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Some feedback, I'm sure From an listening audience, because obviously he's a phenomenal business coach and person that we all look up to, which brings us to.
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Let's do my intro.
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So hi there, everyone.
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Thank you so much for tuning in and listening to us today.
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Thank you so much, sarah, for having me.
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So, if you're looking at the screen going, how does one pronounce that name?
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It is Hanukkah, just like the Jewish holiday, but no, not Jewish, but it has South African roots.
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So I am a business coach and consultant and I'm also a award-winning entrepreneur and a base selling author, and I mainly work with service-based entrepreneurs to help them to scale in a way that brings them more profits and freedom, and usually the folks that come and find me are around that like million dollar mark.
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Things have gotten really complex in your business and you've plateaued out and you are like, oh my word, if I have to hustle harder I'm going to break.
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So that's usually where I come in and I show you that you know you do not have to hustle harder to build a big and beautiful, successful business.
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And another little side note for our audience you were my first coach.
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I didn't know, I was the first.
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You were, yes, you were my first.
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Now I feel extra special.
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So I have talked endlessly to my audience about how I burned out at the beginning of my business and I just like burned the whole thing to the ground and just tried to start something a little bit new.
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And that's when I came to you.
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I just like burned the whole thing to the ground and just tried to start something a little bit new.
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And that's when I came to you.
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I was like I got so many clients so quickly and I don't know how to handle it.
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So I came to you and you helped me with that.
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Yay.
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I'm so glad, yes, and I remember you coming to us and we had a mastermind running at the time and you were just such a beautiful addition and I loved what we got to work on with you and really, which is what I really love doing with people, desires and the lifestyle that the business owner wants versus corporate America.
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Thinking of like this is how we build businesses, this is how we scale them, and you just have to fall in line and follow this cookie gutter strategic method.
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Yeah, you were the first person to introduce me to human design too.
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I had never heard of it before that, and it comes up all the time.
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Now, what is this Five years later?
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I think it comes up fairly regularly, and something that you taught me when I was in your mastermind like was a question in one of the Slack groups I'm part of last week as well.
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It was like such a simple thing that solved so many problems.
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It was have a team meeting with your freelancers every week so you guys can get on the same page and make sure the projects are running smoothly.
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And I was like but can I?
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They're my freelancers and not employees.
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And you're like no, you can, yes, you can, as their client, you are allowed to command.
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Demand that time of them.
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Yes.
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And I'm still working the same ones.
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I love see it's because you did those meetings.
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It just helps everybody, yeah, Communication is key.
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Yes, so today we're talking about something similar to that.
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So when you are growing, everybody ends up feeling those growing pains.
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Your business hits a certain spot and you're like, okay, I was one person and I was just doing my thing, but now it's grown to the point where maybe I need to scale, I need to think about my offer differently, I need to structure my team differently, and we're talking about so in your notes exactly.
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You have five proven steps that fuel immediate growth and unlock more free time, and the free time is, I think, the thing that a lot of people struggle with.
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Yes, yes, and I think at the beginning people are like I don't need free time, I don't want to go sit on a beach and do blah, blah, blah.
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Until you do?
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Yes, I would like that, but a lot of entrepreneurs are like, no, but I want to do blah, blah, blah, blah, blah.
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It's just showing me how addicted they are to hustle culture.
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Yeah, if you're sitting there and going like, but I don't, you know what would I do with this free time?
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It's not always so that you can go sit on a beach.
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We literally need you to operate differently if you're going to scale, like bigger and this is where that first point comes in, is where we need to give you a promotion.
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It sounds so simple.
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You're like, of course, but it's literally the shift from being an operator, an owner operator, to being the leader in your business, and very often that it's not going to come natural, especially with the folks that I work with.
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It is usually the service provider who, like yourself, accidentally just grew it into something way bigger than they thought it was going to be, sometimes intentionally.
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But then all of a sudden, they run into issues because now they are still wanting to show up as the operator and stay in that day-to-day level where they're literally just confusing their team and themselves and causing a lot of aggravation, and they really want to stick into this.
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Oh, I am now the leader of this business and my I call it a promotion is because your job description is going to look way different.
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You're what you're going to do daily is going to look way different, and you're still going to work hard, but that hard work is going to look very different than when you were an operator.
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And then, of course, the first thing that we say then is like stop doing it alone.
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That's the second thing.
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Stop doing it alone.
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And this is so difficult because again, we've been conditioned like think about it.
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They'll say to people they're a self-made millionaire, no-transcript, go faster.
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If I do it alone, if I just like, probably the number, the first thing that you hear when you're telling people that story like I do it all, that I'm like this will just go, I'm like no, I'm not really going against what I preach.
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And then you, you know you get like stop.
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And usually when you're, when you're doing that, that, stop doing it alone.
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It's showing us to something that I'll talk about later, that you probably have B players on in your team or the wrong people in your business or in the wrong seats.
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So then that leads us to that third proven step to help you to unlock immediate growth and free time, and that is investing, like Sarah did, in accountability and support.
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And this can feel very indulgent, it can feel very I don't have the money, like especially.
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You know, coaches are not cheap, support is not cheap, being reliable or responsible for someone else's livelihood feels can feel very like oh my word, that's a lot.
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It's again why we need to help you with point one of giving you that promotion, shifting you into that leadership thinking mode, but really investing in accountability to help you to achieve these things faster and easier.
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And then from there, it's about releasing control, another thing that's very difficult to do if you have always done a lot of the stuff in your business by yourself, and it's really this shift that needs to happen here.
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For people usually is that like it's now bigger than you.
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The vision now needs to go bigger than what you thought it was, and you really have to kind of release it and let it become.
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I always joke like this is where your business is your baby.
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We're sending that baby to Harvard and now Harvard is going to support us, right, like my Harvard graduate baby is now going to support mama.
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That's what you want to kind of think.
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So then, and then from there is the thing that I had spoken about way at the beginning here already is the releasing the idea that you're going to have to work double as hard to make double your income.
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That's very true, I would say.
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Up until you hit like six figures, multiple six figures, you can still do that, but at some point, like at that multiple six figure mark, you're going to have to shift that thinking and that behavior.
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And it's actually something that I talk about in my book is how we get different results.
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It's like the science fact formula that I created in you having to shift your beliefs so that you can shift your actions, so that we can get a different outcome, but you staying stuck in that double hard to double income is very much working against you.
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Yeah, I would believe that the reason that you get pushback on that is because you're working with service providers and a lot of them started their business because they're good at their thing they are good at whatever it is that they provide the service for and then they have to have a completely different mind shift.
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Like I'm, this thing that I tied my identity to for so long is no longer my thing and I have to lead a business.
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So it's like seeing yourself in a different light very different light.
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Yes, yes, and even to that point is like this shift that has to happen is also this am I going to lose quality?
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Like a lot of people will be like, but but my team is me, Like I'm, you know, I'm sitting in all these meetings with these big other companies.
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They're referring to the companies, but then they refer to me as my name and I'm like that's because you're on every call.
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Still, you should not be on the call, but that's difficult, right?
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Like?
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What is the quality control that needs to happen?
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And will I be?
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It's an objection, too, to scaling, like I want to scale, but I don't want to lose the quality of the service and therefore I have to be in control and do it all.
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Yeah, you have to be so strategic when you start adding team members in.
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Yeah, I know that that is something that I struggled with when I started.
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Adding people in is quality control, like how do I make sure that it's all at the level that it was when it was me doing the work, and there were definitely points where I was like, okay, well, this isn't working out, I need to find a new way.
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And that was still at the point, because I was hiring people when I was with you.
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So that's something that we worked on together.
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Yeah, yeah, I know.
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Right and it's so easy.
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We're like oh, my team's expanding, I'm just going to hire another mini me or I'm just.
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You know, we just we forget that there's a science to hiring and also it's very normal and I want to shout this from the rooftops it is so normal to hire the wrong people when you start hiring and don't let that mean that you're doing it wrong or that this doesn't work for my business type or my industry.
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That's not what's happening there.
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It really is just.
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You have to learn and get a formula for identifying exactly who it is that you need to hire, and then you have to come up with those interview questions to figure out if this person's really a fit energetically, from a vision perspective, et cetera.
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Yeah, that is.
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I have found that my biggest.
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I have had super luck with 99% of my hires.
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I've had like amazing people that I've been with for years.
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It's always when I'm rushing Like I've had an influx of clients at the same time and I needed support yesterday.
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Yes, yes, and that's usually what happens, like that's, you know, we have beautiful examples of massive companies that run into these issues.
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Right, uber, wework, like.
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Think of massive companies that you think there should be.
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I watched the show on Uber and all the mistakes they made.
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It was so good, right, so please like know that everybody, and their mom who runs a business makes massive mistakes.
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But that's the only way we learn and grow Like.
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You kind of have to allow yourself to have those mistakes and not make that mean that you're somehow failing as a business owner or that you shouldn't be a business owner.
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Yeah, yeah, that is a good segue into talking about the mistakes that people often make when they're scaling or not even necessarily scaling, but growing, yeah.
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What do you see most often happen where you're like, this is easily solvable.
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So this is going to sound so silly, but it is really funny to me how often it happens is there, isn't, there was enough clarity on.
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The vision wasn't created.
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It was an idea, but the idea wasn't fully fleshed out or really thought about and methodically planned out.
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And let's pause for one second.
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Yeah, is it the vision of the business or the vision of the role?
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the vision of the business.
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So here we are going.
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What do we want this business to become?
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Um, you know in, and that's like really, really clear, to where it's like this is what we're committing to, right, yeah, and then understand and the reason why people don't do it.
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I so see why people don't do it because, number one, you want to get it perfect.
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Right, you got to get the right vision.
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Is this the right vision for the business?
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Two, is this possible?
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Like all the main people, Like imposter syndrome.
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Yeah, are these dreams?
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too big?
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Yeah, are these dreams too big?
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Is little me going to be able to handle this?
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Like, so that's where vision can get blurry.
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And or you're not reconnecting to your vision enough.
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So you kind of had your planning session and then you completely forget about it and you're just like start running.
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And then, three months down the line, you're like, oh my God, we've started running over here and I didn't even notice it, because big things came up that thought that I thought was important and I kind of lost sight of where we were going.
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And the reason why vision is so important is because every single decision that you make should tie back into is this getting me closer to that vision or not?
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And that vision includes, like for the health of my business, my employees and myself.
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Right, did we even go that deep on the vision of the business?
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Where, at what point do you think people need to think about the vision?
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Because the companies that you're working with, they may not have ever known that they needed a vision beyond the thing that they do.
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Yes, yes, so from day one.
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No, no.
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So here's what I mean with that Right, right.
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Sometimes the vision is as simple as this year I'm going to make.
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In the beginning it will be something like this year I'm going to make one hundred thousand dollars, yeah Right, that's usually where it starts.
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Or I just want to replace my income with whatever you were doing before.
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That's usually where it starts.
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But then what often happens is we start to negotiate and compensate and like compromise, because either we're missing certain milestones and or and then we kind of we rework the vision because it must be wrong.
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Yes, Right, okay, I see what you mean by vision.
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Even when I was freelancing and still working corporate, I had a vision.
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I was like I want my freelance to cover my daycare costs because my kids were little then.
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Yeah, there you go Right.
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So that's a vision.
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That is vision If that's as simple as it is like.
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That's beautiful.
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But now you have the visions and now let's work it back.
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Then every single decision needs to be will this replace my daycare costs or not?
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Will this get me closer to that?
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And then, very often, you want to shake back in with the vision to go.
00:19:43.371 --> 00:19:45.281
Is this still important to me?
00:19:45.281 --> 00:19:47.105
Does this still pertain?
00:19:49.009 --> 00:19:52.175
Yeah, that is really valuable.
00:19:52.175 --> 00:20:06.932
I hope everybody pauses right here and just thinks for a second if they do like to use the vision that you have for your business as a lens for all of the questions that come up, all of the forks in the road that come up.
00:20:06.932 --> 00:20:09.064
Does this get me?
00:20:09.064 --> 00:20:13.901
Does this road get me closer to the vision that I have, exactly?
00:20:13.942 --> 00:20:19.628
So it's really just acts as a North Star, yeah, very much like a rainbow.
00:20:19.628 --> 00:20:24.390
Right, we're going to walk towards the rainbow, but the rainbow is going to keep moving.
00:20:24.390 --> 00:20:27.847
That's going to happen with your business as it gets bigger.
00:20:27.847 --> 00:20:31.384
You're never going to hit the rainbow.
00:20:32.965 --> 00:20:46.886
You're never going to hit the pot of gold, because human desire is such that we are born to desire more, and so that's very important that you, that you, have that vision, which now directly pulls me into.
00:20:46.886 --> 00:20:58.961
I didn't even write this down, but this is also a pitfall, in that we are not, as entrepreneurs, wired to give ourselves high fives and go oh my God, excuse my French, I rock.
00:20:59.702 --> 00:21:00.243
It's okay.
00:21:00.243 --> 00:21:02.708
Explicit is marked on my phone.
00:21:02.788 --> 00:21:04.131
I'm'm sorry.
00:21:04.131 --> 00:21:05.292
I worked on Wall Street.
00:21:05.292 --> 00:21:06.601
This is what I laced over.
00:21:06.601 --> 00:21:08.724
Mom, I love you, I'm sorry anyway.
00:21:08.724 --> 00:21:12.893
So basically, you really want to make sure that?
00:21:12.893 --> 00:21:18.262
Um you, I've lost my train of thought now.
00:21:18.624 --> 00:21:22.205
I didn't write this down and now that's a problem.
00:21:22.666 --> 00:21:25.008
Oh, my God.
00:21:25.008 --> 00:21:31.032
So anyway, so the vision, and then, oh so, so now you're like um, it will come to me.
00:21:31.032 --> 00:21:34.496
Yeah, I didn't say a lot about it, you guys heard it.
00:21:34.496 --> 00:21:37.258
If you have questions about it, I'm going to ask you a little bit more.
00:21:37.258 --> 00:21:44.576
This is my very many boss brain to king it.
00:21:44.576 --> 00:21:48.140
A thought is here, it's gone.
00:21:48.161 --> 00:21:50.184
But then the next thing about it, you know, is the, the, the leadership, right?
00:21:50.184 --> 00:21:50.965
Uh, oh, this is what it was.
00:21:50.965 --> 00:21:54.933
Giving yourself high fives, see, I knew it was that, was it?
00:21:54.933 --> 00:21:58.865
Celebrate your wins, right?
00:21:58.865 --> 00:22:07.194
So you, we hardly ever take a moment to go because the rainbow moved again.
00:22:07.194 --> 00:22:09.142
Because we're so ambitious, we don't go.
00:22:09.142 --> 00:22:31.709
Hey, I did arrive where the rainbow was and it is pretty amazing here, and I learned a little license and I did this, you created this and I did this, you created this and you get to celebrate that because, as entrepreneurs, we're high achieving individuals, right, super high.
00:22:31.848 --> 00:22:34.171
And there used to be the word overachievers.
00:22:34.171 --> 00:22:41.436
I don't like using that word because it is that like we're achieving more than we are capable of.
00:22:41.436 --> 00:22:43.407
That's bullshit, right.
00:22:43.407 --> 00:22:50.563
Achieving more than we are capable of, that's bullshit, right.
00:22:50.563 --> 00:22:50.884
You can, totally.
00:22:50.884 --> 00:22:57.741
We are such creative humans and we have infinite possibilities of what we can achieve and we get to decide what we want and how we want to.
00:22:57.741 --> 00:23:31.749
You know where we want to achieve, so remembering that is super important, which is why investing in leadership, in your leadership development or personal development, is the best thing that you can do as a business owner, because the more you grow, the more your business will grow, and very often again because of price tax and not bidding on ourselves, we're like, oh, I'm not ready yet or I'll do that next year when I have the money in the bank.
00:23:31.749 --> 00:23:36.364
Honey, you're never going to grow a business if you continue to work.
00:23:36.364 --> 00:23:36.584
That.
00:23:36.644 --> 00:23:45.391
The people that I work with like the, the amount of like risk that you have to get comfortable with is astonishing.
00:23:45.391 --> 00:23:49.605
It's not for the faint of heart, well, it's not for the pain.
00:23:49.605 --> 00:23:53.060
I'm like, literally, my husband and I bought a fixer this year.
00:23:53.060 --> 00:23:54.843
We are both entrepreneurs.
00:23:54.843 --> 00:23:59.912
We listened to this doubled our cost of living, okay, and?
00:23:59.912 --> 00:24:10.391
And we had to sit there and the projections didn't look so good for both of us at the beginning of the year and it was like well, are we going to bid on ourselves or what?
00:24:10.391 --> 00:24:14.803
Because now we're just going to have to do this and making that decision was really rough.
00:24:14.803 --> 00:24:30.450
I won't lie and like even I've invested in business coaches when I was making laced and six figures, where I literally was like I have no idea how I'm going to pay this person, but I know when I take a bid on myself, things happen.
00:24:30.450 --> 00:24:38.671
I make it work, and that is something that I really wish entrepreneurs can really lean into.
00:24:38.671 --> 00:24:41.280
More is that you know how to make money.
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