WEBVTT
00:00:11.519 --> 00:00:19.119
Did you know that for many business owners, avoiding the numbers has less to do with financial knowledge and more to do with what they believe those numbers actually say about them?
00:00:19.359 --> 00:00:22.320
Welcome to the Marketing Magic and Messy Middle Wickedly Branded Podcast.
00:00:22.399 --> 00:00:26.640
I'm your host, Beverly Cornell, and the founder and fairy godmother here at Wickedly Branded.
00:00:26.799 --> 00:00:39.200
Today's guest, Audrey Faust, is a CFO strategist who helps financially phobic women business owners move from avoiding their numbers to using them with clarity and confidence to make smarter, more profitable decisions.
00:00:39.359 --> 00:00:44.960
Audrey is an MBA, a self-made multimillionaire, and a two-time number one bestselling author.
00:00:45.039 --> 00:00:53.759
But one of the most powerful parts of her story came during one of the hardest financial seasons in her own business when the CFO stopped looking at her own numbers.
00:00:53.920 --> 00:01:04.400
That experience changed the way she understood financial fear and led to her to combine CFO strategy with mindset and the inner work as manifesting CFO.
00:01:04.560 --> 00:01:06.560
Audrey, welcome to the Wickedly Branded Podcast.
00:01:06.719 --> 00:01:07.519
Thanks, Beverly.
00:01:07.680 --> 00:01:09.920
I'm excited to be here and chat with you today.
00:01:10.240 --> 00:01:11.680
I am very excited.
00:01:11.759 --> 00:01:13.120
I am a creative person.
00:01:13.439 --> 00:01:18.480
I love, love designing pretty, beautiful things, but I do not love numbers.
00:01:18.719 --> 00:01:21.120
And I love the story they tell.
00:01:21.359 --> 00:01:24.480
But the very first person I ever hired for ISS was a CPA.
00:01:24.560 --> 00:01:26.400
I was like, I don't want to mess it up for the government.
00:01:26.560 --> 00:01:29.200
And I literally would cry every tax season.
00:01:29.359 --> 00:01:31.679
I was like, I just, I don't want to do this anymore.
00:01:31.840 --> 00:01:35.519
So I hired that person, and then I hired an accountant.
00:01:35.760 --> 00:01:43.920
And I feel like that freedom and that changed a lot for me because now I had to do the numbers with them and have some accountability around things.
00:01:44.079 --> 00:01:50.719
But I still think as a creative soul, I don't put enough, probably emphasis on my numbers.
00:01:50.879 --> 00:01:58.480
I'm getting better because I want to forecast, I want to predict, I want to have more control of where we're going as a business.
00:01:58.640 --> 00:02:01.439
But there's actually more at stake now, too, as I've grown.
00:02:01.679 --> 00:02:04.799
So this numbers conversation, Audrey, is huge.
00:02:04.959 --> 00:02:07.200
I would love to hear how you became a CFO.
00:02:07.280 --> 00:02:08.879
Were you always a numbers person?
00:02:09.040 --> 00:02:12.000
Or like, where did how did you land here and why?
00:02:12.159 --> 00:02:17.280
Yeah, I always have been a numbers person with most classes except for math.
00:02:17.360 --> 00:02:21.360
And then I took an accounting class in high school and I got an A in it.
00:02:21.680 --> 00:02:25.600
Other than math, it was probably the only other class I ever got an A in.
00:02:25.759 --> 00:02:27.680
And there were people failing that class.
00:02:27.839 --> 00:02:31.600
And I would scratch my head and think, this is so easy.
00:02:31.759 --> 00:02:34.399
Like, how are people failing this?
00:02:34.560 --> 00:02:37.439
So it just innately became easy to me.
00:02:37.600 --> 00:02:42.480
I did not end up going to college out of high school because I hated school.
00:02:42.560 --> 00:02:46.800
And I had this whole mindset around my brother told me I was stupid my whole life.
00:02:46.959 --> 00:02:51.439
So I had a fear of going to college, even had a fear of taking the SAT.
00:02:51.759 --> 00:02:55.839
So I ended up going, which I talk about in my first book, She Grows Rich.
00:02:56.240 --> 00:03:01.759
I hit rock bottom and was at the poverty line when we were a family of four.
00:03:01.920 --> 00:03:05.279
And I got what's called an earned income tax credit.
00:03:05.759 --> 00:03:08.000
And I knew I had to change.
00:03:08.079 --> 00:03:15.439
And the only way I knew how to change at that point was to go and get an education, because that's what my parents tried to drill into me.
00:03:15.680 --> 00:03:18.879
You can't support yourself unless you get a college education.
00:03:19.040 --> 00:03:26.160
So I went back and got an accounting degree because that was literally the only class I remember doing well with and enjoying.
00:03:26.319 --> 00:03:28.000
So that's how I landed there.
00:03:28.160 --> 00:03:29.519
But I took the long road.
00:03:29.759 --> 00:03:33.199
Sometimes life throws you some curveballs and you have to learn the hard way.
00:03:33.360 --> 00:03:34.399
And there's nothing wrong with that.
00:03:34.560 --> 00:03:38.639
I feel like life can be the best teacher of like what's important.
00:03:38.959 --> 00:03:43.360
You talk about the mindset stuff, which I think is super important.
00:03:43.839 --> 00:03:47.120
It's important for the work that we do as branding with the clients we work with.
00:03:47.199 --> 00:03:56.560
But I feel when you want to grow or you want to look at money differently, that is something that people need to do because we're instilled with those money things from a young person.
00:03:56.800 --> 00:03:59.199
So, what did money mean in your world growing up?
00:03:59.439 --> 00:03:59.600
Yeah.
00:03:59.920 --> 00:04:00.800
It's it mindset.
00:04:00.879 --> 00:04:06.959
A lot of people use mindset a little bit generously, like, oh, I just changed my mind, right?
00:04:07.040 --> 00:04:08.399
That's changed your mindset.
00:04:08.560 --> 00:04:09.839
But it's a lot more than that.
00:04:10.000 --> 00:04:14.959
It's these subconscious beliefs that were instilled in us as a child.
00:04:15.279 --> 00:04:23.759
Two of the ones that that I heard often, I can still hear my mother's voice in my head, is we work hard for our money.
00:04:24.000 --> 00:04:37.520
And that then translates into I have to work hard for money, which then translates into a workaholic and not really believing in your worth or your value.
00:04:37.680 --> 00:04:40.240
Those are all things I had to overcome.
00:04:40.480 --> 00:04:43.920
My parents taught me though that hard work was like the result.
00:04:44.240 --> 00:04:46.240
You, if you don't work hard, you're lazy.
00:04:46.400 --> 00:04:52.879
And that the hard work is what makes you who you are thing and build character and all that.
00:04:52.960 --> 00:04:56.319
And I started working when I was younger than I was probably 11 with my first babysitting job.
00:04:56.400 --> 00:04:58.960
But I actually had a job at 13 at a dance studio.
00:04:59.120 --> 00:05:01.439
And then I have not stopped working since then, right?
00:05:01.600 --> 00:05:06.319
So this idea of work has always been something that is you have to work hard.
00:05:06.400 --> 00:05:12.080
And I think over the last, I don't know, three years maybe, I have changed that differently.
00:05:12.240 --> 00:05:15.759
And it's been, it's not like a thing where you say I can just change my mind like tomorrow.
00:05:15.920 --> 00:05:16.800
I love what I do.
00:05:16.960 --> 00:05:32.480
So it's hard to I'm one of the lucky ones who gets to do what she loves to do and the hard work input into my head was like, of course, I'm gonna just be a workaholic and do all that because that's where I find value in what I do and my self-worth is by this hard work mindset, right?
00:05:32.639 --> 00:05:34.080
And it's so much more than that.
00:05:34.240 --> 00:05:35.360
Oh, there are tons.
00:05:35.439 --> 00:05:36.800
I call them money stories.
00:05:36.960 --> 00:05:39.520
There are tons of money stories that I grew up with.
00:05:39.680 --> 00:05:41.199
Money doesn't grow on trees.
00:05:41.360 --> 00:05:43.120
That was one my mom said all the time.
00:05:43.360 --> 00:05:44.480
Are we long lost sisters?
00:05:44.639 --> 00:05:54.000
No, I don't remember my parents actually it gets programmed into our subconscious as a child, it will prevent you from being rich.
00:05:54.400 --> 00:06:02.720
So you your subconscious runs 95% of your thoughts, and you have 80,000 thoughts per day.
00:06:03.040 --> 00:06:09.920
And if you have rich people or mean, greedy, evil running in your subconscious, subconscious has two jobs.
00:06:10.160 --> 00:06:14.560
It's one to keep you safe, two, to automate things.
00:06:14.800 --> 00:06:18.960
So that's why we aren't aware of what's in our subconscious because everything's automated back there.
00:06:19.040 --> 00:06:23.520
You don't have to think about tying your shoes, brushing your teeth, cutting your glasses, whatever.
00:06:23.840 --> 00:06:24.720
Muscle memory, right?
00:06:24.960 --> 00:06:36.240
It's its job is to automate it, but there are things that were put in there when we were a child because before the age of seven, our subconscious is wide open because we have to learn so much so fast.
00:06:36.639 --> 00:06:46.080
And then we hear these things about rich people, about I work hard for money, and they get into our subconscious and become part of who we are, and we don't even know dead.
00:06:46.240 --> 00:06:50.000
And they look at my mother's generation, and like she was able to be like four different people, right?
00:06:50.080 --> 00:06:53.040
She could be a mom, she could be a nurse, a librarian, or a teacher.
00:06:53.199 --> 00:07:07.280
They look at my generation, which had could be accountants, could be whatever, and but we still have all of the generational stuff from our grandmother's generation that we carry about taking care of being a good mom and taking care of your family and all these different things carry.
00:07:07.520 --> 00:07:10.080
And before you know it, you're shooting all over yourself, is what's happening.
00:07:10.400 --> 00:07:14.720
And you don't even know who you are in that anymore because you've inherited so much crap.
00:07:14.800 --> 00:07:18.240
And you talk about all that stuff running around your head, 80,000 thoughts or whatever.
00:07:18.400 --> 00:07:22.000
You said the number was the time, like it's even hard to hear your own self.
00:07:22.080 --> 00:07:25.439
So we say you have to unpack the suitcase, literally, like work hard for my money.
00:07:25.520 --> 00:07:28.240
Okay, and that's the thing that's sneaky about these things, Audrey.
00:07:28.400 --> 00:07:28.720
Oh, yeah.
00:07:28.960 --> 00:07:30.879
And they're given that they're automated already.
00:07:31.199 --> 00:07:33.199
That and they help you be successful.
00:07:33.439 --> 00:07:34.639
They've worked for you.
00:07:34.800 --> 00:07:36.560
So it's like I don't want to lose that.
00:07:36.800 --> 00:07:37.920
What got me where I am?
00:07:38.160 --> 00:07:38.639
Exactly.
00:07:38.800 --> 00:07:43.040
So it's like, wait a minute, that served me well, but it does serve me now in this season of my life.
00:07:43.199 --> 00:07:44.319
Is this where I want to be?
00:07:44.400 --> 00:07:48.400
Is this gonna give me the feeling of arrival and a feeling of enough going forward?
00:07:48.639 --> 00:07:52.800
So I love that you're talking about this kind of like these thoughts that invade our minds.
00:07:52.879 --> 00:07:58.800
And sometimes it's even like our partners or our parents still, I'm 15 years no better.
00:07:59.040 --> 00:08:02.480
I was like, darn, I wish I could go back and redo things a little.
00:08:02.639 --> 00:08:06.560
But all my kids are successful, they all support themselves on their own.
00:08:06.720 --> 00:08:16.080
That was my goal in life, just to make sure they were all able to support themselves on their own and I be decent human beings and I've achieved that.
00:08:16.879 --> 00:08:19.680
We have I have a 20-year-old and an 11-year-old.
00:08:19.759 --> 00:08:24.560
And I feel like I know more with my 11-year-old than I did when I was 20, really with my 20-year-old.
00:08:24.720 --> 00:08:29.439
So I think now you to see it a little bit differently and the power of that.
00:08:29.600 --> 00:08:50.320
So I feel when I started to look at money differently, and I started to look at the forecasting and look at the reports, and then also what was the closest to the money as far as the activities I was doing and having more awareness around what moves the needle and what's caught me, and what's my runway, and all these different things.
00:08:50.399 --> 00:08:55.519
When I started looking at those things differently, my money mindset stuff came out.
00:08:55.759 --> 00:08:59.120
The ugly stuff came out, but also the good stuff came out.
00:08:59.360 --> 00:09:01.759
So it helped me really frame it differently.
00:09:01.919 --> 00:09:06.480
Do you see that with the people you work with that when they become friends with the numbers?
00:09:06.639 --> 00:09:10.080
Is that a way that is the way they approach their business?
00:09:10.960 --> 00:09:11.360
100%.
00:09:11.759 --> 00:09:15.440
So my framework is called, which is the same name as my podcast.
00:09:15.600 --> 00:09:18.720
It's called Manifest, Manage, and Multiply Money.
00:09:19.039 --> 00:09:20.800
And that's my framework.
00:09:20.879 --> 00:09:22.960
And manifest is where we work on.
00:09:23.039 --> 00:09:31.200
We don't even look at your numbers until we get the mind right, until I identify the subconscious beliefs that have been driving you up until today.
00:09:31.360 --> 00:09:39.759
And I was working with a client who is a psychologist and she's a or a therapist, excuse me.
00:09:39.840 --> 00:09:40.639
She's a therapist.
00:09:40.720 --> 00:09:44.639
She's works with divorced people and she knows all about the mind, right?
00:09:44.879 --> 00:09:48.159
And first thing we do is we identify her money story.
00:09:48.399 --> 00:09:55.120
She's in her 60s, and I was able to pick up on her money story after one session.
00:09:55.360 --> 00:09:58.720
And because I've gotten so good now, I can just hear it, right?
00:09:58.879 --> 00:10:02.080
I just ask questions and I hear about how she grew up.
00:10:02.159 --> 00:10:08.560
I hear about how her parents were, how they are, I hear about how she is now, what she does.
00:10:08.800 --> 00:10:13.519
And she's I listen intently and write all it down and I see a pattern.
00:10:13.680 --> 00:10:20.800
That's one thing where my analytical mind comes in is I can identify the pattern and I can find the money story.
00:10:20.960 --> 00:10:23.600
Sometimes it's easy, sometimes it's not.
00:10:23.840 --> 00:10:25.919
Hers was a lot more difficult.
00:10:26.080 --> 00:10:28.159
It was really ingrained in there.
00:10:28.399 --> 00:10:34.399
Of because she grew up with, I think her parents were split, and one of them had money and one of them didn't.
00:10:34.560 --> 00:10:42.480
So she was getting both sides of it around money, and she formed this really unique relationship with sometimes.
00:10:44.000 --> 00:10:44.720
I can ask you.
00:10:44.800 --> 00:10:46.639
They're in my book, She Grows Rich.
00:10:47.039 --> 00:10:50.240
It's to get into your subconscious is always the first word.
00:10:50.399 --> 00:10:56.560
I could say to you, Beverly, what's the first word if I say to you, rich people are first word that comes to your mind.
00:10:56.800 --> 00:10:58.960
See, you're thinking about it, so it's not the first word.
00:10:59.279 --> 00:11:00.639
The first word was privileged.
00:11:00.960 --> 00:11:01.519
Privileged.
00:11:01.680 --> 00:11:02.639
Okay, perfect.
00:11:02.879 --> 00:11:05.360
When you think about it, you're going into your conscious mind.
00:11:05.519 --> 00:11:06.800
I can see your eyes move.
00:11:06.879 --> 00:11:09.279
So I know that you're going into your conscious mind.
00:11:09.360 --> 00:11:13.360
Some people say lucky, some people say mean, all of that.
00:11:13.600 --> 00:11:22.879
So privilege is also a little bit negative, not as negative as mean or selfish or greedy, but luck, it's kind of on the lines of lucky.
00:11:23.039 --> 00:11:27.600
So if lucky is the first word you come to, you're saying to yourself, I'm not lucky then.
00:11:27.840 --> 00:11:31.360
I think for me, privileged actually means that you have a great responsibility.
00:11:31.600 --> 00:11:35.279
So for me, is when you have money, and I feel like this right now with my money.
00:11:35.360 --> 00:11:37.600
So this is probably one of my money stories for sure, Audrey.
00:11:37.759 --> 00:11:44.240
One of the reasons why I feel like I can charge what I charge is because when I have means, I'm able to support my community in different ways.
00:11:44.399 --> 00:11:48.720
I mean, so for me, privileged is I feel like I'm open to that.
00:11:48.960 --> 00:11:50.399
My husband is one of seven kids.
00:11:50.480 --> 00:11:55.519
So there was nine people to feed in the house, the car broke down, he had like all hand-me-downs.
00:11:55.759 --> 00:11:58.080
He even says to our kid now, and I'm like, be careful with that.
00:11:58.159 --> 00:12:00.720
He says, Well, I was a kid, I wasn't able to have six cookies.
00:12:00.879 --> 00:12:04.480
Like he just always talks about how he did not have a lot.
00:12:04.639 --> 00:12:21.039
And I do want my kid to be grateful for what he has, but I'm also like the idea though is that I we him and I actually do have different money mindsets, and but he's very good at saving, a little bit better at spending, so we balance a little bit with each other.
00:12:21.279 --> 00:12:36.000
It can be, and if you have a business partner or you are you you can always have other influence, like you said, she had her both is kind of like amalgamation of the different money mindsets, like that looks like from both parents, and then I got to see how it was manifesting in her life right now.
00:12:36.159 --> 00:12:48.320
So it was really interesting, and because she was a therapist, she was like blown away that she never realized that was her money story, like her mind was completely blown.
00:12:48.480 --> 00:12:59.120
And once you get that clarity of, oh, okay, this is why I do what everything I do, it changes everything, and money becomes easier.
00:12:59.360 --> 00:13:14.639
I work with clients who've had trauma around money, people have used money to control them, so there's all that baggage that you're bringing in now to your business, and we don't think that we're bringing all of that money story into our business, but we always are.
00:13:14.879 --> 00:13:16.480
We're bringing everything into our business.
00:13:16.639 --> 00:13:18.480
So we do one thing, it's how we do everything.
00:13:18.800 --> 00:13:21.039
Yes, go how does that affect the business then?
00:13:21.120 --> 00:13:28.720
So let's say, let's use an example of the the you feel lucky, or give me an example of one mindset that actually how it plays out in the business.
00:13:28.960 --> 00:13:31.360
I'll give you one mindset which I see a lot.
00:13:31.519 --> 00:13:33.360
Rich people are mean, greedy, selfish.
00:13:33.600 --> 00:13:38.399
Background, people hate to say it because they feel bad about saying it, but it was the first word.
00:13:38.480 --> 00:13:43.039
So your subconscious, which means it was put in there when you were a child.
00:13:43.200 --> 00:13:50.080
Your conscious mind now knows better, but then you have what I nice, new, expensive car.
00:13:50.320 --> 00:13:53.360
So her subconscious was like, You're not gonna buy that car.
00:13:53.519 --> 00:13:54.720
That means you're selfish.
00:13:54.879 --> 00:14:01.360
And then the other story that was going on was she was part of a big family, like your husband.
00:14:01.600 --> 00:14:08.480
And she was always told as a child, you have enough, you don't need that, you have enough, you don't need more, you have enough.
00:14:08.639 --> 00:14:13.120
So she's like, I don't need that car, I have enough, I already have enough.
00:14:13.360 --> 00:14:26.639
So her conscious mind, she was excited to buy this car, she wanted to buy this car, but her subconscious mind was like, Whoa, believe that your conscious mind doesn't put your subconscious mind up, and that's where it can sabotage us.
00:14:26.720 --> 00:14:33.680
If those subconscious beliefs are still lingering in there, they're just gonna sabotage you in weird ways.
00:14:33.919 --> 00:14:41.200
And I don't know how they're gonna show up, but they will, because like I said, your subconscious mind has two jobs keep you safe.
00:14:41.360 --> 00:14:46.639
So I'm thinking about what you're saying, and maybe I think I've done some work, or maybe I haven't.
00:14:46.800 --> 00:15:04.159
So one thing I'm hearing that's coming up for me when you say that is I feel like what I've observed with my clients is so many of them are females and they undercharge for their work and they want to help everyone and they say yes to everything, and they're not able to really be in their zone of genius because they don't want to let people down and things like that.
00:15:04.480 --> 00:15:07.200
I feel like I want to serve, right?
00:15:07.360 --> 00:15:08.879
I want to make the world a better place.
00:15:09.039 --> 00:15:14.080
But that is definitely a very strong character mindset and mine comes great responsibility.
00:15:14.159 --> 00:15:17.600
I'm gonna quote Spider-Man with great money comes a great responsibility.
00:15:17.759 --> 00:15:20.399
Like you do have to be a steward of your money.
00:15:20.480 --> 00:15:29.440
And I love like people who are really wealthy who have like great initiatives and they have made the promise to get rid of all their money, to give their money away.
00:15:29.600 --> 00:15:31.360
Like, I love those kinds of initiatives.
00:15:31.519 --> 00:15:34.480
I feel like that's what we should do if we have means.
00:15:34.639 --> 00:15:36.000
We should be helping the world.
00:15:36.240 --> 00:15:38.240
You also get to take care of yourself too.
00:15:38.399 --> 00:15:39.200
Yeah, for sure.
00:15:39.360 --> 00:15:41.279
But I don't think I've put that center.
00:15:41.360 --> 00:15:42.560
I think it's about the others.
00:15:42.720 --> 00:15:44.480
That's in my nature to serve.
00:15:44.720 --> 00:15:45.759
That's probably, yeah.
00:15:45.919 --> 00:15:51.759
Your money story is probably it's okay if I have money as long as I do nice things with it.
00:15:51.919 --> 00:15:52.159
Yeah.
00:15:52.399 --> 00:15:52.639
Yeah.
00:15:52.800 --> 00:15:53.440
That's interesting.
00:15:53.519 --> 00:15:55.360
I had never thought about that, but that's interesting.
00:15:55.600 --> 00:15:56.800
My mom is always really good too.
00:15:56.960 --> 00:16:01.039
Like, she's a nurse and she would go to people's homes and she was a like a home health care nurse.
00:16:01.120 --> 00:16:05.919
At Christmas, we would always take people, like she knew people were poor, and she would take people turkeys and things like that.
00:16:06.080 --> 00:16:09.279
And she would always tell me, like, if you see something, you should help.
00:16:09.360 --> 00:16:12.320
Like, you don't ever don't walk away from it.
00:16:12.399 --> 00:16:13.440
Like, you should always help.
00:16:13.600 --> 00:16:22.000
And so I do feel like she instilled that in me in such a strong way of looking at the world differently than it's not just about me, it's about everybody else.
00:16:22.240 --> 00:16:23.919
Can also be exhausting, Audrey.
00:16:24.159 --> 00:16:24.560
Exactly.
00:16:24.800 --> 00:16:25.600
You have to be careful.
00:16:25.680 --> 00:16:27.360
I think you have to take care of yourself, too.
00:16:27.519 --> 00:16:27.600
Right.
00:16:27.759 --> 00:17:45.240
Like that's why I say that it's very nice to be generous and give, but you also get to take care of yourself, you get to take care of your family, you get to enjoy money.
00:17:45.399 --> 00:17:47.960
There's nothing wrong with enjoying it.
00:17:48.200 --> 00:17:49.879
You work hard for it after all, right?
00:17:50.039 --> 00:17:50.279
Yep.
00:17:50.359 --> 00:17:51.720
Hey, I'm working hard over here.
00:17:51.879 --> 00:17:58.839
Yeah, I do feel like that there's a lot of layers to that work when you're talking about their own money stories.
00:17:59.000 --> 00:18:01.799
And it's not just often so black and white that you're talking about.
00:18:01.879 --> 00:18:03.000
You're so much into it.
00:18:03.160 --> 00:18:14.119
So when people start looking at their money differently and they start becoming more aware of their money and they are watching those reports and they are looking at them differently, what changes in their business?
00:18:14.279 --> 00:18:18.599
One of my favorite sayings, Beverly, is what you focus on grows.
00:18:18.759 --> 00:18:31.159
Oh, so if you haven't been looking at your money, and I've worked with people that had been in business 10, 20 years and never really looked at a profit and loss statement, understood it.
00:18:31.319 --> 00:18:33.319
And again, there's good reason.
00:18:33.399 --> 00:18:43.639
There's all kinds of stuff behind that, all kinds of trauma that that happened that made them feel incompetent to do it, as well as it's judging them, right?
00:18:43.959 --> 00:18:46.119
But that's another thing we can get into.
00:18:46.199 --> 00:18:50.359
Like we put a meaning on our numbers that it means something about us.
00:18:50.439 --> 00:18:51.479
We're not good enough, right?
00:18:51.639 --> 00:18:57.879
If that's one of your subconscious beliefs, sure as hell is gonna show up in your money looking at your numbers.
00:18:58.199 --> 00:19:07.639
So, anyway, once we get to the other side of that, which is the question you asked me, it becomes less of a judgment and more of information.
00:19:07.879 --> 00:19:08.359
Absolutely.
00:19:08.599 --> 00:19:11.159
So this is just information we're gonna look at.
00:19:11.479 --> 00:19:21.319
And the businesses that I have worked with have grown anywhere from 20% to, and this is honest to God, truth, a thousand percent, almost two thousand.
00:19:21.559 --> 00:19:25.799
I had a client who almost grew two thousand percent profit, not income, profit.
00:19:26.039 --> 00:19:30.279
And that's not from cutting expenses because that's not my primary thing.
00:19:30.439 --> 00:19:38.439
That's from growth, that's from doing things a little bit differently and growing your business to the next level, because that's more what I believe in.
00:19:38.599 --> 00:19:40.759
I you can only cut so much.
00:19:40.919 --> 00:19:44.199
Yes, what you what I call you could plug leaks.
00:19:44.359 --> 00:19:45.479
There's always leaks.
00:19:45.559 --> 00:19:47.159
I plug my own leaks every once.
00:19:47.719 --> 00:19:51.239
Money that's oh, I signed up for that membership and never used it.
00:19:51.399 --> 00:19:54.679
So there's always leaks you can plug, but that's only going to get you so far.
00:19:54.919 --> 00:20:05.079
But if you want to grow, like you need to know like what's working, what's not working in your business by looking at your financial information and making decisions on it.
00:20:05.319 --> 00:20:08.599
And this is where your financial information can empower you.
00:20:09.079 --> 00:20:17.799
A woman I had, financially phobic woman, she was the one who had actually had trauma, the control, the stolen money from all this.
00:20:18.039 --> 00:20:30.999
When we got to the point where we're looking at her financial information, she's been in business for 12 years, was unsure how to pull up a profit and loss, had never pulling up a profit and loss statement in her QuickBooks in 12 years.
00:20:31.319 --> 00:20:38.199
So we get in there and we pull up a profit and loss, and she's first of all, she asked me to do it, which almost fell off my chair.
00:20:38.359 --> 00:20:39.719
I was like, Oh, you're ready?
00:20:39.879 --> 00:20:40.599
Okay, look.
00:20:41.079 --> 00:20:44.599
And then we get in there and she's kind of like bracing herself a little bit.
00:20:44.759 --> 00:20:47.399
And first we pull up last month or whatever.
00:20:47.559 --> 00:20:54.999
And I had looked at it ahead of time because I had access to her QuickBooks and I was just kind of looking around to see what we were gonna look at today.
00:20:55.239 --> 00:21:01.559
And I pull it up, and she's first of all, she's immediately making a judgment on a number she sees in front of her.
00:21:01.719 --> 00:21:04.039
And I'm like, okay, we're gonna stop right there.
00:21:04.199 --> 00:21:06.039
A, we don't even know if that number's right.
00:21:06.279 --> 00:21:07.079
That's the other thing.
00:21:07.319 --> 00:21:11.479
People assume that their bookkeepers are doing things right, they might not always be.
00:21:11.639 --> 00:21:14.119
We did find a mistake that her bookkeeper made.
00:21:14.279 --> 00:21:20.439
So it was kind of like, all right, now I know let's not make a judgment on a number that might not even be correct.
00:21:20.679 --> 00:21:33.159
And then we I pulled up the entire 12 years that she had been in business and I had her look at that, and that was 2.5 million over the 12 years, and she just teared up.
00:21:33.319 --> 00:21:39.159
She's like, I did that, and I'm like, You don't so that's where your numbers can actually empower you.
00:21:39.399 --> 00:21:42.119
I created a business that generated over$2 million.
00:21:42.599 --> 00:21:43.879
Amazing transformation.
00:21:44.039 --> 00:21:44.839
I love it.
00:21:45.959 --> 00:21:48.599
I'm glad there's people like you in the world because I don't like it.
00:21:48.839 --> 00:21:50.119
I was the one in the accounting class.
00:21:50.279 --> 00:21:52.279
You gotta remember this, it was a long time ago.
00:21:52.519 --> 00:21:53.799
Everything was manual.
00:21:54.039 --> 00:21:56.279
Is that real or is it a mistake?
00:21:56.439 --> 00:21:58.519
And then how we show our cods now.
00:21:58.679 --> 00:22:00.599
I want it more detailed so I can understand this.
00:22:00.759 --> 00:22:06.599
Like I now have questions, and I'm already nodding over the numbers because I'm like, wait, I'm gonna know what I'm gonna say.
00:22:07.319 --> 00:22:14.359
If that happens once you understand it, once you get comfortable with it, like you start being like, Oh, I see how this can help me now.
00:22:14.519 --> 00:22:16.279
And Audrey to be very honest.
00:22:16.519 --> 00:22:18.599
And what have you found different by doing it?
00:22:18.679 --> 00:22:19.319
I'm curious.
00:22:19.559 --> 00:22:20.999
Has your business changed?
00:22:21.239 --> 00:22:23.159
Uh yes, I do think that.
00:22:23.319 --> 00:22:26.839
So I decided within the last year, as all this has happened.
00:22:26.999 --> 00:22:30.279
I looked at my entire funnel, and I don't want to scare people by this.
00:22:30.439 --> 00:22:31.639
You don't have to do all these things.
00:22:31.799 --> 00:22:33.479
This is all a process, it takes time.
00:22:33.719 --> 00:22:35.799
Don't think tomorrow you have to have this all figured out.
00:22:35.959 --> 00:22:37.799
So I looked at every single step in my funnel.
00:22:37.879 --> 00:22:40.039
Now I'm a brander and I marketer.
00:22:40.119 --> 00:22:41.879
I should know my funnel at the back of my hand.
00:22:41.959 --> 00:22:45.399
But oftentimes when you do this for a living, you don't do it for yourself, you do it for everybody else.
00:22:45.479 --> 00:22:51.719
So I took the time to do that for myself, and then I attached some metrics to every single one of those activities.
00:22:51.879 --> 00:22:55.159
And I also have the person that's accountable for every one of those activities.
00:22:55.319 --> 00:22:58.279
So every Monday we update the report, we know what's happening.
00:22:58.519 --> 00:23:02.039
And like a glance, I can see at every single funnel what's happening.
00:23:02.199 --> 00:23:07.559
And if something's green or red or yellow, then that person has to what they're gonna do to fix it or whatever.
00:23:07.719 --> 00:23:13.319
And it has allowed the entire team to have language that's shared on what's important.
00:23:13.559 --> 00:23:19.479
So I've actually gotten my whole team to focus around some of this stuff and really become a priority.
00:23:20.199 --> 00:23:27.879
For their rocks, their goals, their priorities as they go forward in their weeks and their quarters of what needs to change and what needs to happen.
00:23:28.119 --> 00:23:30.679
I know the business so much more now.
00:23:30.839 --> 00:23:34.439
Like I know I am like I feel like I'm intimate with the business.
00:23:34.599 --> 00:23:36.999
I feel like I know its breadth.
00:23:37.239 --> 00:23:39.479
Like it's just a different kind of business.
00:23:39.559 --> 00:23:41.479
Now, I can also tell you, not everything is perfect.
00:23:41.639 --> 00:23:42.359
Good God know.
00:23:42.519 --> 00:23:46.439
Everything is not perfect, but we are making adjustments to make it better.
00:23:46.599 --> 00:23:48.999
And I know that next year we'll be better than we are today.
00:23:49.159 --> 00:23:53.319
I know that this work is going to have the results I need.
00:23:53.479 --> 00:23:57.399
It might actually be some difficult decisions, but it's going to work.
00:23:57.559 --> 00:24:04.999
It's not always going to be rainbows and unicorns as much as I love them, but it is, I feel more empowered and I feel like didn't have before.
00:24:05.239 --> 00:24:15.079
One of the things that you did was you went from owning a CPA accounting firm, bookkeeping firm, to a firm that does mindset manifestation type things.
00:24:15.159 --> 00:24:16.919
It's very emotional.
00:24:17.319 --> 00:24:26.759
And I was like, and honestly, that was the things that were like helping these business owners grow amazing, like double, triple revenue.
00:24:26.999 --> 00:24:32.359
And it wasn't, yes, they had clear books because I like to say shit in equals shit out.
00:24:32.439 --> 00:24:34.119
I told my clients that all the time.
00:24:34.279 --> 00:24:37.799
We always made sure that the information was accurate, it was correct.
00:24:37.959 --> 00:24:40.679
And that was an important piece that my bookkeeper took care of.
00:24:40.839 --> 00:24:42.519
And then I took care of the rest.
00:24:42.759 --> 00:24:49.719
And I had two very, very large retainer clients that sold their businesses at the same time.
00:24:50.039 --> 00:24:56.199
And typically, when you sell to a larger company, the accounting team goes away, right?
00:24:56.279 --> 00:25:00.359
The accounting gets brought into these larger companies that bought them.
00:25:00.519 --> 00:25:08.679
So I thought, okay, this is a sign from the universe that this is the end of my chapter in doing this accounting agency.
00:25:08.919 --> 00:25:11.959
I kind of went deep and I'm like, what do I really love doing?
00:25:12.119 --> 00:25:13.799
I don't want the done for you.
00:25:13.879 --> 00:25:22.519
I don't want to have to worry if my bookkeeper forgot to run the payroll or forgot to pay a bill or chasing down money, things like that.
00:25:22.679 --> 00:25:26.279
I didn't do a lot of that day-to-day stuff, but she went on vacation.
00:25:26.439 --> 00:25:27.799
Guess who had to sit in?
00:25:28.039 --> 00:25:28.359
Me.
00:25:28.919 --> 00:25:32.039
Or she forgot to do something or whatever.
00:25:32.199 --> 00:25:34.439
I had to pick up the pieces of that.
00:25:34.679 --> 00:25:36.919
So that to me was getting old.
00:25:37.079 --> 00:25:38.839
I didn't want to be involved in that anymore.
00:25:38.919 --> 00:25:42.599
And I thought this is a perfect opportunity to reinvent myself.
00:25:42.839 --> 00:25:43.319
Yeah.
00:25:43.639 --> 00:25:54.679
And it turned out both of those clients that sold the new companies ended up, I didn't find out right away because we went through due diligence and all that stuff that you go through when you sell.
00:25:54.839 --> 00:25:56.199
And I hung around for that.
00:25:56.359 --> 00:25:58.999
And then both companies wanted to keep us on.
00:25:59.159 --> 00:26:04.119
And both of us at that point actually had decided that we were going to move on to other things.
00:26:04.359 --> 00:26:05.719
My bookkeeper as well.
00:26:05.879 --> 00:26:10.039
I'll never forget because the largest one said to me, Guess what, Audrey?
00:26:10.199 --> 00:26:10.919
Good news.
00:26:11.079 --> 00:26:12.359
They want to keep you on.
00:26:12.519 --> 00:26:15.479
And I could feel my heart sink to my stomach.
00:26:15.559 --> 00:26:26.519
I'm so thankful for that lesson because it allowed me to now step into this new guitar, which I realized I had been helping some financially phobic women all along.
00:26:26.679 --> 00:26:28.039
I just didn't have a name for them.
00:26:28.199 --> 00:26:33.639
And I'm like, those were the ones I loved the most because I saw the most transformation in them.
00:26:33.959 --> 00:26:40.599
And I was like, oh, okay, this is really who I'm meant to help and how I'm meant to help them.
00:26:40.839 --> 00:26:48.759
So as a long story, but that's how the evolution came about and the rebranding and why I do what I do now.
00:26:48.919 --> 00:26:50.759
I talk about narrative coherence.
00:26:50.919 --> 00:27:03.559
When you are clear about your story and you have this experience of maybe, or the energy, or maybe the reality of I didn't do that before, and now it feels like I use that like I did something wrong in the process.
00:27:04.039 --> 00:27:06.039
But it is from those exact mistakes.
00:27:06.119 --> 00:27:07.799
And we talk about this with my team all the time.
00:27:07.959 --> 00:27:10.039
We meet every single person where they are.
00:27:10.279 --> 00:27:16.999
Like all of us have weaknesses or things that we should have done that we didn't do, or we all try our best.
00:27:17.239 --> 00:27:18.839
Just like parenting, we all try our best.
00:27:18.919 --> 00:27:23.959
And there's some areas we're really good and we're kicking butt and taking names, and there's some areas that you just need a little help with.
00:27:24.119 --> 00:27:31.239
And the people who have done it all the time can be the ones that actually can get you through it because we made those mistakes and been in the messy middle.
00:27:31.319 --> 00:27:32.839
And we know what it feels like.
00:27:32.919 --> 00:27:35.239
And we're not gonna judge you because of that.
00:27:35.399 --> 00:27:40.279
That's the last thing we're gonna do because we know it's pretty easy to get yourself into that situation.
00:27:41.399 --> 00:27:43.559
Even the very best people do this.
00:27:43.639 --> 00:27:45.319
It's so normal, right?
00:27:45.479 --> 00:27:49.159
And it does feel vulnerable to admit that you didn't do that for sure.
00:27:49.319 --> 00:27:59.399
And I appreciate the honesty of you didn't look and you should have looked, and it was way worse than you thought it was, and it was way worse than I thought it was when I also looked at my books when I first looked at them.
00:27:59.639 --> 00:28:03.239
But the issue is you can go forward and you can make better choices.
00:28:03.479 --> 00:28:06.359
And with more information, you can make even better choices.
00:28:06.599 --> 00:28:09.879
I love that your approach is much it's meeting them where they're at.
00:28:10.039 --> 00:28:10.599
It's okay.
00:28:10.679 --> 00:28:15.639
We'll get through this, we'll do the next step, and we'll figure it out whenever that is, and whenever you're ready.
00:28:15.799 --> 00:28:17.079
That's my mindset too.
00:28:17.239 --> 00:28:21.319
Now, I'm not pushing you into looking at your numbers by the second session.
00:28:21.479 --> 00:28:23.479
I'm letting you decide when we're ready.
00:28:25.079 --> 00:28:39.879
And I've had two extremely financially phobic women, and both were ready by the second or third session, which actually floored me because I thought we might be just dealing with getting the marble of financial phobia for the whole three months.
00:28:40.039 --> 00:28:44.679
And that is okay because if it gets you to the point where you do have more information, that it was worth it.
00:28:44.919 --> 00:28:47.399
That was exactly what you needed for that.
00:28:47.559 --> 00:28:55.159
And I do think it took me probably two or three sessions as well to get to that point with my accountant that I use.
00:28:55.399 --> 00:28:59.559
But it is and she's also a female founder, and she also kind of did the same thing you did.
00:28:59.639 --> 00:29:01.319
Like she said, I've been there, Beverly.
00:29:01.399 --> 00:29:04.679
This is hard stuff, and you're doing it.
00:29:04.839 --> 00:29:07.559
You are actually doing it, and there's people who don't.
00:29:07.719 --> 00:29:10.439
So just know you're like, this is great, you're doing it.
00:29:10.679 --> 00:29:15.639
I think there's I'm seeing a lot of connection between financial clarity and brand clarity.
00:29:15.799 --> 00:29:32.519
I'm seeing that in both cases, what changes when somebody finally becomes willing to look directly at what's actually there, whether it's the books or who they actually are and how they show up, and then claim that for themselves and what that can look going forward.
00:29:32.679 --> 00:29:34.359
And it's incredibly empowering.
00:29:34.599 --> 00:29:44.359
And the one thing I know for sure in all of this, Audrey, is that I know when more women have agency and have money and have power, the world will be more soulful.
00:29:44.599 --> 00:29:47.479
And I want more of that for my children.
00:29:47.719 --> 00:29:59.079
And so to me, it's like it's an active mission to give that confidence to how people show up, whether it's their money confidence or their brand confidence, all super important.
00:29:59.239 --> 00:30:03.879
And when you're doing it by yourself as a solopreneur, you get so in the weeds you forget about that stuff.
00:30:04.039 --> 00:30:05.879
And that's the magic in them.
00:30:06.039 --> 00:30:11.639
So I love that that you're doing the same thing, but from a financial perspective that I'm doing from a branding perspective.
00:30:11.879 --> 00:30:13.319
So I do have a magic wand.
00:30:13.399 --> 00:30:16.439
Today I have my little pen magic wand, but I have a magic wand.
00:30:16.519 --> 00:30:23.559
And if I could wave my magic wand today and help you with one marketing or branding challenge you have, what would it be?
00:30:23.719 --> 00:30:24.759
Oh, jeez.
00:30:25.159 --> 00:30:26.199
Surprise question.
00:30:26.439 --> 00:30:27.719
Marketing or branding?
00:30:27.959 --> 00:30:29.799
Something that is even a little frustrating.
00:30:30.279 --> 00:30:33.639
You said just a minute ago, I found very interesting, Beverly.
00:30:34.039 --> 00:30:38.759
And so you said repeated sharing my story.
00:30:39.159 --> 00:30:54.679
I tend to talk about my client stories and my client transformations a lot more than my so your story is your superpower because you've been through it and you come out the other side, and you know what it took, and you know how hard it was.
00:30:54.919 --> 00:31:01.079
And people will be connected to you because you've gotten through it and you've been to the other side.
00:31:01.239 --> 00:31:08.759
And that language of when you are when you were through it, when you went through it, that's your language to connect directly to people who need you.
00:31:08.999 --> 00:31:13.079
That's the actual language you need, the actual real lived experience of that.
00:31:13.239 --> 00:31:24.279
And yes, actively sharing your story, your perspective, like what you've learned, how you've grown, all those things is incredibly valuable to position you to the perfect client.
00:31:24.519 --> 00:31:24.839
Okay.
00:31:25.159 --> 00:31:27.159
So I would definitely leave.
00:31:27.239 --> 00:31:29.719
We have a service called the Brand Spark Experience.
00:31:29.879 --> 00:31:35.559
It's just a two-hour session where we talk about where you've been, where you are, you where you want to go, the challenges you've experienced.
00:31:35.719 --> 00:31:37.079
And from there, I see patterns.
00:31:37.239 --> 00:31:38.759
Like you're talking about, I see patterns.
00:31:38.919 --> 00:31:52.759
And those patterns typically are around maybe a personal value of yours, something that is ingrained in you so deeply that really drives so much of what you do with the work you do and talking about your story from that perspective from all the different angles.
00:31:52.919 --> 00:31:58.519
When I talk about confidence and visibility, because for me, visibility was really hard, especially post-COVID.
00:31:58.759 --> 00:32:00.679
I stopped wanting to show up in front of my business.
00:32:00.839 --> 00:32:08.759
I never wanted to step in front of the brand and feel to me, my story, my mindset around the business was I never wanted to be braggy or have an ego.
00:32:08.919 --> 00:32:19.879
And I thought if I stepped in front of my business, Audrey, that's my shimmering thread that connects all of my stories and infused into my work so deeply that I feel like is my unique differentiator.
00:32:19.959 --> 00:32:24.119
And if I didn't, I don't feel like people would understand that I'm actually genuine and I've had a really hard time.
00:32:24.279 --> 00:32:29.479
And this is what I've found that these things have taught me and how I've gotten through them and what I've done with those things.
00:32:29.719 --> 00:32:43.879
They might feel very disconnected, these 10, 20 story arcs that have defined my life, but they're actually all very connected based on a core value I have or something that's really meaningful to me, that it is infused in everything I do for the clients that I serve.
00:32:44.039 --> 00:32:46.599
So I would encourage you to look at some of those things.
00:32:46.679 --> 00:32:49.239
And that's something that we actively do in the Brand Spark experience.
00:32:49.399 --> 00:32:53.559
So if you need help with that, obviously I want to help you, but it is something that I think can be very powerful.
00:32:55.479 --> 00:32:59.159
So your story is your superpower, especially when it comes to brand new marketing.
00:32:59.319 --> 00:33:00.999
Sharing your client stories for sure.
00:33:01.239 --> 00:33:05.079
We should talk about your testimonials, you should talk about your case studies, those are real lived experiences.
00:33:05.239 --> 00:33:05.959
Absolutely 100%.
00:33:06.279 --> 00:33:07.399
You should be sharing those as well.
00:33:07.559 --> 00:33:11.159
But it's a kind of a combination of the makes the magic formula of that.
00:33:11.239 --> 00:33:16.359
And I do think their testimonials, the testimonials, I call them glimmers and evidence of your magic.
00:33:16.519 --> 00:33:20.279
They're the proof that your story and your work matters.
00:33:20.439 --> 00:33:27.399
And that they are like your magic, your shimmering is red, and your glimmers are like the things that you need to continue and go forward and really lean into.
00:33:27.479 --> 00:33:31.879
And so, yes, I want you to tell your story, show up, talk about how hard it was.
00:33:32.039 --> 00:33:33.559
And I talk about it in different ways too.
00:33:33.719 --> 00:33:42.119
I'm sure you can do this too with your kids and being a mom and being a spouse and all these different things, but I'll talk about confidence from a nine-year-old's perspective, because I had a nine-year-old, right?
00:33:42.199 --> 00:33:45.079
And I'll say, when did those girls lose their confidence?
00:33:45.239 --> 00:33:51.639
My son legitimately thought he was Harry Potter with his wand and doing the spell in the middle of Universal Studios.
00:33:51.799 --> 00:33:54.839
And there was a huge crowd, and he legitimately thought he was.
00:33:54.999 --> 00:33:57.639
And he never for a minute thought I would be embarrassed.
00:33:57.799 --> 00:33:59.879
He was fully believing 100%.
00:34:00.119 --> 00:34:02.119
And I was like, when do we lose our confidence?
00:34:02.359 --> 00:34:03.719
And so I used those moments.
00:34:04.039 --> 00:34:06.039
I think it gets beaten down and then it does.
00:34:06.119 --> 00:34:06.359
Yeah.
00:34:06.519 --> 00:34:08.119
But I was having a confidence issue.
00:34:08.199 --> 00:34:11.799
And one of my confidence issues was I had not done the work to know my story.
00:34:11.880 --> 00:34:16.759
And to that was why I didn't want to show up because I wasn't clear on who I was and how to show up.
00:34:16.839 --> 00:34:22.039
But once I was clear, the confidence, momentum, information, everything became doubly different.
00:34:22.279 --> 00:34:23.719
And that's what happens with my clients too.
00:34:23.799 --> 00:34:26.679
And it sounds like it's exactly what happens so much in the work you do.
00:34:26.759 --> 00:34:31.719
Once they have the clarity, then they get more confidence and they have more information and they have more momentum.
00:34:32.039 --> 00:34:40.519
Do what you do because we need that to help us, especially us that are more creative and maybe a little, I don't want to say woo-woo, but we're a little floaty because we're creative souls.
00:34:40.759 --> 00:34:44.759
But it's it is very grounding when you have clarity around those things.
00:34:44.920 --> 00:34:49.000
So I see so many alignments in the way we approach the work we do.
00:34:49.159 --> 00:34:50.360
It is not black and white.
00:34:50.440 --> 00:34:51.799
There's a lot of layers to it.
00:34:51.880 --> 00:34:59.079
And that's the fun part for me is to find the pattern and help my clients see themselves differently, see their books differently.
00:34:59.239 --> 00:34:59.880
That's beautiful.
00:35:00.039 --> 00:35:01.400
So yeah, tell your story.
00:35:01.559 --> 00:35:03.319
I think you have got a great story.
00:35:03.480 --> 00:35:08.759
Tell it in all the different ways you know how, from like all the experiences you had during that year.
00:35:08.920 --> 00:35:13.880
Look back, write down what that year looked like where you didn't feel where you didn't feel confident.
00:35:14.119 --> 00:35:15.159
Why was it so hard?
00:35:15.400 --> 00:35:20.600
Talk about that because I think that's where you're gonna find a lot of connection with people who will really resonate with you.
00:35:20.760 --> 00:35:21.000
Yeah.
00:35:21.240 --> 00:35:25.880
Okay, so my last question is what does it mean to you to be wickedly branded?
00:35:26.039 --> 00:35:30.360
I like to ask this question because I feel like it's a fun name, it's a noun, it's a verb.
00:35:30.520 --> 00:35:33.560
When you hear the words wickedly branded, what does it mean to you?
00:35:33.800 --> 00:35:41.320
To me, it means you know exactly who you are and who you serve, who you help, and why you're here on this planet, right?
00:35:41.480 --> 00:35:45.080
And I just discovered that, I think, this year.
00:35:45.240 --> 00:35:52.360
Like when I came across the financially phobic avatar, I was like, oh, this is it.
00:35:52.520 --> 00:35:55.720
This is I finally see it.
00:35:55.960 --> 00:35:59.240
And you know how people always talk about a niche, right?
00:35:59.320 --> 00:36:02.520
Or a niche or whatever you want to call it, whatever the word is.
00:36:02.680 --> 00:36:06.760
I never was like, I don't really have one, and I don't want to just work.
00:36:06.840 --> 00:36:09.080
I've worked with a lot of interior designers.
00:36:09.240 --> 00:36:11.240
I don't want to just work with interior designers.
00:36:11.320 --> 00:36:12.920
I've worked with coaches and creatives.
00:36:13.080 --> 00:36:25.320
I don't I never wanted to quote unquote niche down until this happened, until I branded myself with working with financially phobics on your story and who you help in that way.
00:36:25.560 --> 00:36:27.640
And it isn't necessarily industry specific.
00:36:27.720 --> 00:36:32.760
It isn't necessarily like, don't feel like it has to be like black and white or so rigid.
00:36:32.920 --> 00:36:35.240
It can resonate with who you are, the story you have.
00:36:35.400 --> 00:36:41.080
So I remember there was somebody who had she was divorced and had a really bad traumatic experience in it.
00:36:41.240 --> 00:36:44.920
And she kept working with people who were lost in who they were.
00:36:45.080 --> 00:36:52.280
But there are all these people on it, was like, do you not see you were lost and they're attracted to your story because of what you've come through?
00:36:52.360 --> 00:36:54.200
And she was like, Oh my gosh.
00:36:54.440 --> 00:37:01.240
And once she understood the story, her story got even better and more clear, and she resonated with more of those people.
00:37:01.400 --> 00:37:08.200
And so her whole business bloomed because now she was clear on her story, clear on who she served so strongly.
00:37:08.360 --> 00:37:15.480
And like you said, there's something that changes in you when you finally clicks and you're like, Yes, and that builds confidence too.
00:37:15.640 --> 00:37:20.840
So there's like this whole trickle effect that happens in that, and really just showing up as yourself.
00:37:20.920 --> 00:37:23.160
And I think for women, that is incredibly hard.
00:37:23.320 --> 00:37:25.240
That's branded to me, is exactly that.
00:37:25.400 --> 00:37:29.560
Like embraced her green, and when she did, she was very powerful.
00:37:29.800 --> 00:37:38.200
And once you do that, once you embrace your story, embrace how you can help, embrace the clients you serve, the financially phobic women, watch out, world.
00:37:38.360 --> 00:37:48.440
Like that becomes extremely and people can feel it in their bones when you are so in alignment, they can feel it ooze from your pores, and people are that's funny.
00:37:48.600 --> 00:37:59.960
The word actually came up when I was in a live mastermind setting, and I had somebody interview me to find out what I do because I wanted to see what came out.
00:38:00.120 --> 00:38:01.640
It was actually her idea.
00:38:01.960 --> 00:38:07.480
And when she started interviewing me, she said, Audrey, I'm a financial phobe.
00:38:07.720 --> 00:38:19.000
And everything in my body lit up when she my intuition went nuts, and I was like, I and my compassion went, Oh my god, I just wanted to hug her, right?
00:38:19.080 --> 00:38:20.360
I just want to I can help you.
00:38:20.600 --> 00:38:22.760
And she started talking about why she was a flight.
00:38:22.920 --> 00:38:25.000
She ended up being a client, which is hysterical.
00:38:25.160 --> 00:38:30.200
But she was interviewing me, and this all came out, and it was just magical.
00:38:30.360 --> 00:38:33.080
And then I thought, she's just one person in the room.
00:38:33.160 --> 00:38:35.320
There were like a dozen women in this room.
00:38:35.560 --> 00:38:42.760
So I said, So how people in how many, and they're all like multi-six figure women business owners, or at least at six.
00:38:42.920 --> 00:38:48.920
And I'm like, so how many women in here relate to financially being a financial phobe?
00:38:49.000 --> 00:38:50.680
And half the women raised their hand.
00:38:50.840 --> 00:38:52.440
I almost fell off my chair.
00:38:52.600 --> 00:39:01.400
These were all accomplished, successful embraced it that she was able to have her power and really make a difference, right?
00:39:01.560 --> 00:39:06.840
And so I the very last line I wrote, so I want to dare you to be wickedly branded.
00:39:06.920 --> 00:39:10.840
And when those words left my body, I had the same experience.
00:39:11.000 --> 00:39:15.320
So I immediately went and looked for wickedlybranded.com and it was actually available.
00:39:15.400 --> 00:39:18.600
And then I went and looked on the socials and it was available, and I bought it that day.
00:39:18.680 --> 00:39:21.640
And I was like, I don't know what I'm gonna do with this, but I'm gonna do something with this.
00:39:21.720 --> 00:39:28.200
And it took me almost six months to be able to say I could do that brand because it's very sassy.
00:39:28.520 --> 00:39:28.920
I love it.
00:39:29.080 --> 00:39:32.120
I have to be able to stand in that and that be fully me.
00:39:32.280 --> 00:39:34.760
And what I didn't realize is it was already me.
00:39:34.920 --> 00:39:36.760
I just had to accept it that it was me.
00:39:36.920 --> 00:39:45.640
And so once I did that, watch out, and it just changed everything in my team, the energy of the work we do, it just infused so much in the work.
00:39:45.800 --> 00:39:46.200
You're right.
00:39:46.440 --> 00:39:48.120
There's these magic moments that happen.
00:39:48.200 --> 00:39:50.840
And I feel like we do that a lot with our clients in the work that we do.
00:39:50.920 --> 00:39:53.400
And it's an honor to sit with them when they get the tingles.
00:39:53.560 --> 00:39:55.960
So, where can people find you, Audrey, and learn more about?
00:39:56.200 --> 00:39:58.360
I know you have something free on the site too.
00:39:58.440 --> 00:39:59.880
You have for their business.
00:40:00.040 --> 00:40:02.040
I would love for you to reach out to Aubrey.
00:40:02.120 --> 00:40:08.760
I think she could really help you take control of something that maybe needs a little bit more love and attention that it's gotten.
00:40:08.920 --> 00:40:10.520
Thank you so much, Audrey, for being with us.
00:40:10.600 --> 00:40:11.400
We really appreciate it.
00:40:11.560 --> 00:40:13.000
Thanks for having me, Beverly.
00:40:13.080 --> 00:40:13.880
This was a lot of fun.
00:40:14.040 --> 00:40:15.480
This is an incredible conversation.
00:40:15.640 --> 00:40:22.280
I certainly feel like I have been through this transformation, always working on myself, working on these types of things.
00:40:22.440 --> 00:40:24.200
This is a process at some point.
00:40:24.360 --> 00:40:27.240
Hopefully, it becomes second nature, but I'm still learning as well.
00:40:27.400 --> 00:40:31.800
So this is always good reminders of the things that we need to be open to.
00:40:31.960 --> 00:40:37.800
If today's episode a little bit of a fire under you and gave you some new ideas of the way to approach money, to approach branding.
00:40:37.960 --> 00:40:45.480
And most of all, I hope inspired you to take some kind of action to move forward because what I know for sure is that you have a message that matters.
00:40:45.640 --> 00:40:48.680
You have work that matters, and the world needs to hear what you have to say.
00:40:48.840 --> 00:40:54.920
And money can help you say it more and help more people and help yourself in different ways you don't even know possible.
00:40:55.160 --> 00:40:58.600
So I want you to increase your impact in the world.
00:40:58.760 --> 00:41:02.680
And that can mean connecting with the right people in a way that feels true to you.
00:41:02.760 --> 00:41:06.360
And maybe our guest today is the person who you feel that with.
00:41:06.520 --> 00:41:07.480
I want you to keep showing up.
00:41:07.560 --> 00:41:08.920
I want you to keep sharing your brilliance.
00:41:09.080 --> 00:41:10.600
I want you to keep making magic in the world.
00:41:10.680 --> 00:41:13.080
And if you ever feel stuck, you don't have to do it alone.
00:41:13.320 --> 00:41:14.200
Audrey's here.
00:41:14.280 --> 00:41:14.760
I'm here.
00:41:15.000 --> 00:41:17.400
We would love to help you turn your spark into a wildfire.
00:41:17.480 --> 00:41:20.440
But until next time, I want you to dare to be wickedly branded.
00:00:11.519 --> 00:00:19.119
Did you know that for many business owners, avoiding the numbers has less to do with financial knowledge and more to do with what they believe those numbers actually say about them?
00:00:19.359 --> 00:00:22.320
Welcome to the Marketing Magic and Messy Middle Wickedly Branded Podcast.
00:00:22.399 --> 00:00:26.640
I'm your host, Beverly Cornell, and the founder and fairy godmother here at Wickedly Branded.
00:00:26.799 --> 00:00:39.200
Today's guest, Audrey Faust, is a CFO strategist who helps financially phobic women business owners move from avoiding their numbers to using them with clarity and confidence to make smarter, more profitable decisions.
00:00:39.359 --> 00:00:44.960
Audrey is an MBA, a self-made multimillionaire, and a two-time number one bestselling author.
00:00:45.039 --> 00:00:53.759
But one of the most powerful parts of her story came during one of the hardest financial seasons in her own business when the CFO stopped looking at her own numbers.
00:00:53.920 --> 00:01:04.400
That experience changed the way she understood financial fear and led to her to combine CFO strategy with mindset and the inner work as manifesting CFO.
00:01:04.560 --> 00:01:06.560
Audrey, welcome to the Wickedly Branded Podcast.
00:01:06.719 --> 00:01:07.519
Thanks, Beverly.
00:01:07.680 --> 00:01:09.920
I'm excited to be here and chat with you today.
00:01:10.240 --> 00:01:11.680
I am very excited.
00:01:11.759 --> 00:01:13.120
I am a creative person.
00:01:13.439 --> 00:01:18.480
I love, love designing pretty, beautiful things, but I do not love numbers.
00:01:18.719 --> 00:01:21.120
And I love the story they tell.
00:01:21.359 --> 00:01:24.480
But the very first person I ever hired for ISS was a CPA.
00:01:24.560 --> 00:01:26.400
I was like, I don't want to mess it up for the government.
00:01:26.560 --> 00:01:29.200
And I literally would cry every tax season.
00:01:29.359 --> 00:01:31.679
I was like, I just, I don't want to do this anymore.
00:01:31.840 --> 00:01:35.519
So I hired that person, and then I hired an accountant.
00:01:35.760 --> 00:01:43.920
And I feel like that freedom and that changed a lot for me because now I had to do the numbers with them and have some accountability around things.
00:01:44.079 --> 00:01:50.719
But I still think as a creative soul, I don't put enough, probably emphasis on my numbers.
00:01:50.879 --> 00:01:58.480
I'm getting better because I want to forecast, I want to predict, I want to have more control of where we're going as a business.
00:01:58.640 --> 00:02:01.439
But there's actually more at stake now, too, as I've grown.
00:02:01.679 --> 00:02:04.799
So this numbers conversation, Audrey, is huge.
00:02:04.959 --> 00:02:07.200
I would love to hear how you became a CFO.
00:02:07.280 --> 00:02:08.879
Were you always a numbers person?
00:02:09.040 --> 00:02:12.000
Or like, where did how did you land here and why?
00:02:12.159 --> 00:02:17.280
Yeah, I always have been a numbers person with most classes except for math.
00:02:17.360 --> 00:02:21.360
And then I took an accounting class in high school and I got an A in it.
00:02:21.680 --> 00:02:25.600
Other than math, it was probably the only other class I ever got an A in.
00:02:25.759 --> 00:02:27.680
And there were people failing that class.
00:02:27.839 --> 00:02:31.600
And I would scratch my head and think, this is so easy.
00:02:31.759 --> 00:02:34.399
Like, how are people failing this?
00:02:34.560 --> 00:02:37.439
So it just innately became easy to me.
00:02:37.600 --> 00:02:42.480
I did not end up going to college out of high school because I hated school.
00:02:42.560 --> 00:02:46.800
And I had this whole mindset around my brother told me I was stupid my whole life.
00:02:46.959 --> 00:02:51.439
So I had a fear of going to college, even had a fear of taking the SAT.
00:02:51.759 --> 00:02:55.839
So I ended up going, which I talk about in my first book, She Grows Rich.
00:02:56.240 --> 00:03:01.759
I hit rock bottom and was at the poverty line when we were a family of four.
00:03:01.920 --> 00:03:05.279
And I got what's called an earned income tax credit.
00:03:05.759 --> 00:03:08.000
And I knew I had to change.
00:03:08.079 --> 00:03:15.439
And the only way I knew how to change at that point was to go and get an education, because that's what my parents tried to drill into me.
00:03:15.680 --> 00:03:18.879
You can't support yourself unless you get a college education.
00:03:19.040 --> 00:03:26.160
So I went back and got an accounting degree because that was literally the only class I remember doing well with and enjoying.
00:03:26.319 --> 00:03:28.000
So that's how I landed there.
00:03:28.160 --> 00:03:29.519
But I took the long road.
00:03:29.759 --> 00:03:33.199
Sometimes life throws you some curveballs and you have to learn the hard way.
00:03:33.360 --> 00:03:34.399
And there's nothing wrong with that.
00:03:34.560 --> 00:03:38.639
I feel like life can be the best teacher of like what's important.
00:03:38.959 --> 00:03:43.360
You talk about the mindset stuff, which I think is super important.
00:03:43.839 --> 00:03:47.120
It's important for the work that we do as branding with the clients we work with.
00:03:47.199 --> 00:03:56.560
But I feel when you want to grow or you want to look at money differently, that is something that people need to do because we're instilled with those money things from a young person.
00:03:56.800 --> 00:03:59.199
So, what did money mean in your world growing up?
00:03:59.439 --> 00:03:59.600
Yeah.
00:03:59.920 --> 00:04:00.800
It's it mindset.
00:04:00.879 --> 00:04:06.959
A lot of people use mindset a little bit generously, like, oh, I just changed my mind, right?
00:04:07.040 --> 00:04:08.399
That's changed your mindset.
00:04:08.560 --> 00:04:09.839
But it's a lot more than that.
00:04:10.000 --> 00:04:14.959
It's these subconscious beliefs that were instilled in us as a child.
00:04:15.279 --> 00:04:23.759
Two of the ones that that I heard often, I can still hear my mother's voice in my head, is we work hard for our money.
00:04:24.000 --> 00:04:37.520
And that then translates into I have to work hard for money, which then translates into a workaholic and not really believing in your worth or your value.
00:04:37.680 --> 00:04:40.240
Those are all things I had to overcome.
00:04:40.480 --> 00:04:43.920
My parents taught me though that hard work was like the result.
00:04:44.240 --> 00:04:46.240
You, if you don't work hard, you're lazy.
00:04:46.400 --> 00:04:52.879
And that the hard work is what makes you who you are thing and build character and all that.
00:04:52.960 --> 00:04:56.319
And I started working when I was younger than I was probably 11 with my first babysitting job.
00:04:56.400 --> 00:04:58.960
But I actually had a job at 13 at a dance studio.
00:04:59.120 --> 00:05:01.439
And then I have not stopped working since then, right?
00:05:01.600 --> 00:05:06.319
So this idea of work has always been something that is you have to work hard.
00:05:06.400 --> 00:05:12.080
And I think over the last, I don't know, three years maybe, I have changed that differently.
00:05:12.240 --> 00:05:15.759
And it's been, it's not like a thing where you say I can just change my mind like tomorrow.
00:05:15.920 --> 00:05:16.800
I love what I do.
00:05:16.960 --> 00:05:32.480
So it's hard to I'm one of the lucky ones who gets to do what she loves to do and the hard work input into my head was like, of course, I'm gonna just be a workaholic and do all that because that's where I find value in what I do and my self-worth is by this hard work mindset, right?
00:05:32.639 --> 00:05:34.080
And it's so much more than that.
00:05:34.240 --> 00:05:35.360
Oh, there are tons.
00:05:35.439 --> 00:05:36.800
I call them money stories.
00:05:36.960 --> 00:05:39.520
There are tons of money stories that I grew up with.
00:05:39.680 --> 00:05:41.199
Money doesn't grow on trees.
00:05:41.360 --> 00:05:43.120
That was one my mom said all the time.
00:05:43.360 --> 00:05:44.480
Are we long lost sisters?
00:05:44.639 --> 00:05:54.000
No, I don't remember my parents actually it gets programmed into our subconscious as a child, it will prevent you from being rich.
00:05:54.400 --> 00:06:02.720
So you your subconscious runs 95% of your thoughts, and you have 80,000 thoughts per day.
00:06:03.040 --> 00:06:09.920
And if you have rich people or mean, greedy, evil running in your subconscious, subconscious has two jobs.
00:06:10.160 --> 00:06:14.560
It's one to keep you safe, two, to automate things.
00:06:14.800 --> 00:06:18.960
So that's why we aren't aware of what's in our subconscious because everything's automated back there.
00:06:19.040 --> 00:06:23.520
You don't have to think about tying your shoes, brushing your teeth, cutting your glasses, whatever.
00:06:23.840 --> 00:06:24.720
Muscle memory, right?
00:06:24.960 --> 00:06:36.240
It's its job is to automate it, but there are things that were put in there when we were a child because before the age of seven, our subconscious is wide open because we have to learn so much so fast.
00:06:36.639 --> 00:06:46.080
And then we hear these things about rich people, about I work hard for money, and they get into our subconscious and become part of who we are, and we don't even know dead.
00:06:46.240 --> 00:06:50.000
And they look at my mother's generation, and like she was able to be like four different people, right?
00:06:50.080 --> 00:06:53.040
She could be a mom, she could be a nurse, a librarian, or a teacher.
00:06:53.199 --> 00:07:07.280
They look at my generation, which had could be accountants, could be whatever, and but we still have all of the generational stuff from our grandmother's generation that we carry about taking care of being a good mom and taking care of your family and all these different things carry.
00:07:07.520 --> 00:07:10.080
And before you know it, you're shooting all over yourself, is what's happening.
00:07:10.400 --> 00:07:14.720
And you don't even know who you are in that anymore because you've inherited so much crap.
00:07:14.800 --> 00:07:18.240
And you talk about all that stuff running around your head, 80,000 thoughts or whatever.
00:07:18.400 --> 00:07:22.000
You said the number was the time, like it's even hard to hear your own self.
00:07:22.080 --> 00:07:25.439
So we say you have to unpack the suitcase, literally, like work hard for my money.
00:07:25.520 --> 00:07:28.240
Okay, and that's the thing that's sneaky about these things, Audrey.
00:07:28.400 --> 00:07:28.720
Oh, yeah.
00:07:28.960 --> 00:07:30.879
And they're given that they're automated already.
00:07:31.199 --> 00:07:33.199
That and they help you be successful.
00:07:33.439 --> 00:07:34.639
They've worked for you.
00:07:34.800 --> 00:07:36.560
So it's like I don't want to lose that.
00:07:36.800 --> 00:07:37.920
What got me where I am?
00:07:38.160 --> 00:07:38.639
Exactly.
00:07:38.800 --> 00:07:43.040
So it's like, wait a minute, that served me well, but it does serve me now in this season of my life.
00:07:43.199 --> 00:07:44.319
Is this where I want to be?
00:07:44.400 --> 00:07:48.400
Is this gonna give me the feeling of arrival and a feeling of enough going forward?
00:07:48.639 --> 00:07:52.800
So I love that you're talking about this kind of like these thoughts that invade our minds.
00:07:52.879 --> 00:07:58.800
And sometimes it's even like our partners or our parents still, I'm 15 years no better.
00:07:59.040 --> 00:08:02.480
I was like, darn, I wish I could go back and redo things a little.
00:08:02.639 --> 00:08:06.560
But all my kids are successful, they all support themselves on their own.
00:08:06.720 --> 00:08:16.080
That was my goal in life, just to make sure they were all able to support themselves on their own and I be decent human beings and I've achieved that.
00:08:16.879 --> 00:08:19.680
We have I have a 20-year-old and an 11-year-old.
00:08:19.759 --> 00:08:24.560
And I feel like I know more with my 11-year-old than I did when I was 20, really with my 20-year-old.
00:08:24.720 --> 00:08:29.439
So I think now you to see it a little bit differently and the power of that.
00:08:29.600 --> 00:08:50.320
So I feel when I started to look at money differently, and I started to look at the forecasting and look at the reports, and then also what was the closest to the money as far as the activities I was doing and having more awareness around what moves the needle and what's caught me, and what's my runway, and all these different things.
00:08:50.399 --> 00:08:55.519
When I started looking at those things differently, my money mindset stuff came out.
00:08:55.759 --> 00:08:59.120
The ugly stuff came out, but also the good stuff came out.
00:08:59.360 --> 00:09:01.759
So it helped me really frame it differently.
00:09:01.919 --> 00:09:06.480
Do you see that with the people you work with that when they become friends with the numbers?
00:09:06.639 --> 00:09:10.080
Is that a way that is the way they approach their business?
00:09:10.960 --> 00:09:11.360
100%.
00:09:11.759 --> 00:09:15.440
So my framework is called, which is the same name as my podcast.
00:09:15.600 --> 00:09:18.720
It's called Manifest, Manage, and Multiply Money.
00:09:19.039 --> 00:09:20.800
And that's my framework.
00:09:20.879 --> 00:09:22.960
And manifest is where we work on.
00:09:23.039 --> 00:09:31.200
We don't even look at your numbers until we get the mind right, until I identify the subconscious beliefs that have been driving you up until today.
00:09:31.360 --> 00:09:39.759
And I was working with a client who is a psychologist and she's a or a therapist, excuse me.
00:09:39.840 --> 00:09:40.639
She's a therapist.
00:09:40.720 --> 00:09:44.639
She's works with divorced people and she knows all about the mind, right?
00:09:44.879 --> 00:09:48.159
And first thing we do is we identify her money story.
00:09:48.399 --> 00:09:55.120
She's in her 60s, and I was able to pick up on her money story after one session.
00:09:55.360 --> 00:09:58.720
And because I've gotten so good now, I can just hear it, right?
00:09:58.879 --> 00:10:02.080
I just ask questions and I hear about how she grew up.
00:10:02.159 --> 00:10:08.560
I hear about how her parents were, how they are, I hear about how she is now, what she does.
00:10:08.800 --> 00:10:13.519
And she's I listen intently and write all it down and I see a pattern.
00:10:13.680 --> 00:10:20.800
That's one thing where my analytical mind comes in is I can identify the pattern and I can find the money story.
00:10:20.960 --> 00:10:23.600
Sometimes it's easy, sometimes it's not.
00:10:23.840 --> 00:10:25.919
Hers was a lot more difficult.
00:10:26.080 --> 00:10:28.159
It was really ingrained in there.
00:10:28.399 --> 00:10:34.399
Of because she grew up with, I think her parents were split, and one of them had money and one of them didn't.
00:10:34.560 --> 00:10:42.480
So she was getting both sides of it around money, and she formed this really unique relationship with sometimes.
00:10:44.000 --> 00:10:44.720
I can ask you.
00:10:44.800 --> 00:10:46.639
They're in my book, She Grows Rich.
00:10:47.039 --> 00:10:50.240
It's to get into your subconscious is always the first word.
00:10:50.399 --> 00:10:56.560
I could say to you, Beverly, what's the first word if I say to you, rich people are first word that comes to your mind.
00:10:56.800 --> 00:10:58.960
See, you're thinking about it, so it's not the first word.
00:10:59.279 --> 00:11:00.639
The first word was privileged.
00:11:00.960 --> 00:11:01.519
Privileged.
00:11:01.680 --> 00:11:02.639
Okay, perfect.
00:11:02.879 --> 00:11:05.360
When you think about it, you're going into your conscious mind.
00:11:05.519 --> 00:11:06.800
I can see your eyes move.
00:11:06.879 --> 00:11:09.279
So I know that you're going into your conscious mind.
00:11:09.360 --> 00:11:13.360
Some people say lucky, some people say mean, all of that.
00:11:13.600 --> 00:11:22.879
So privilege is also a little bit negative, not as negative as mean or selfish or greedy, but luck, it's kind of on the lines of lucky.
00:11:23.039 --> 00:11:27.600
So if lucky is the first word you come to, you're saying to yourself, I'm not lucky then.
00:11:27.840 --> 00:11:31.360
I think for me, privileged actually means that you have a great responsibility.
00:11:31.600 --> 00:11:35.279
So for me, is when you have money, and I feel like this right now with my money.
00:11:35.360 --> 00:11:37.600
So this is probably one of my money stories for sure, Audrey.
00:11:37.759 --> 00:11:44.240
One of the reasons why I feel like I can charge what I charge is because when I have means, I'm able to support my community in different ways.
00:11:44.399 --> 00:11:48.720
I mean, so for me, privileged is I feel like I'm open to that.
00:11:48.960 --> 00:11:50.399
My husband is one of seven kids.
00:11:50.480 --> 00:11:55.519
So there was nine people to feed in the house, the car broke down, he had like all hand-me-downs.
00:11:55.759 --> 00:11:58.080
He even says to our kid now, and I'm like, be careful with that.
00:11:58.159 --> 00:12:00.720
He says, Well, I was a kid, I wasn't able to have six cookies.
00:12:00.879 --> 00:12:04.480
Like he just always talks about how he did not have a lot.
00:12:04.639 --> 00:12:21.039
And I do want my kid to be grateful for what he has, but I'm also like the idea though is that I we him and I actually do have different money mindsets, and but he's very good at saving, a little bit better at spending, so we balance a little bit with each other.
00:12:21.279 --> 00:12:36.000
It can be, and if you have a business partner or you are you you can always have other influence, like you said, she had her both is kind of like amalgamation of the different money mindsets, like that looks like from both parents, and then I got to see how it was manifesting in her life right now.
00:12:36.159 --> 00:12:48.320
So it was really interesting, and because she was a therapist, she was like blown away that she never realized that was her money story, like her mind was completely blown.
00:12:48.480 --> 00:12:59.120
And once you get that clarity of, oh, okay, this is why I do what everything I do, it changes everything, and money becomes easier.
00:12:59.360 --> 00:13:14.639
I work with clients who've had trauma around money, people have used money to control them, so there's all that baggage that you're bringing in now to your business, and we don't think that we're bringing all of that money story into our business, but we always are.
00:13:14.879 --> 00:13:16.480
We're bringing everything into our business.
00:13:16.639 --> 00:13:18.480
So we do one thing, it's how we do everything.
00:13:18.800 --> 00:13:21.039
Yes, go how does that affect the business then?
00:13:21.120 --> 00:13:28.720
So let's say, let's use an example of the the you feel lucky, or give me an example of one mindset that actually how it plays out in the business.
00:13:28.960 --> 00:13:31.360
I'll give you one mindset which I see a lot.
00:13:31.519 --> 00:13:33.360
Rich people are mean, greedy, selfish.
00:13:33.600 --> 00:13:38.399
Background, people hate to say it because they feel bad about saying it, but it was the first word.
00:13:38.480 --> 00:13:43.039
So your subconscious, which means it was put in there when you were a child.
00:13:43.200 --> 00:13:50.080
Your conscious mind now knows better, but then you have what I nice, new, expensive car.
00:13:50.320 --> 00:13:53.360
So her subconscious was like, You're not gonna buy that car.
00:13:53.519 --> 00:13:54.720
That means you're selfish.
00:13:54.879 --> 00:14:01.360
And then the other story that was going on was she was part of a big family, like your husband.
00:14:01.600 --> 00:14:08.480
And she was always told as a child, you have enough, you don't need that, you have enough, you don't need more, you have enough.
00:14:08.639 --> 00:14:13.120
So she's like, I don't need that car, I have enough, I already have enough.
00:14:13.360 --> 00:14:26.639
So her conscious mind, she was excited to buy this car, she wanted to buy this car, but her subconscious mind was like, Whoa, believe that your conscious mind doesn't put your subconscious mind up, and that's where it can sabotage us.
00:14:26.720 --> 00:14:33.680
If those subconscious beliefs are still lingering in there, they're just gonna sabotage you in weird ways.
00:14:33.919 --> 00:14:41.200
And I don't know how they're gonna show up, but they will, because like I said, your subconscious mind has two jobs keep you safe.
00:14:41.360 --> 00:14:46.639
So I'm thinking about what you're saying, and maybe I think I've done some work, or maybe I haven't.
00:14:46.800 --> 00:15:04.159
So one thing I'm hearing that's coming up for me when you say that is I feel like what I've observed with my clients is so many of them are females and they undercharge for their work and they want to help everyone and they say yes to everything, and they're not able to really be in their zone of genius because they don't want to let people down and things like that.
00:15:04.480 --> 00:15:07.200
I feel like I want to serve, right?
00:15:07.360 --> 00:15:08.879
I want to make the world a better place.
00:15:09.039 --> 00:15:14.080
But that is definitely a very strong character mindset and mine comes great responsibility.
00:15:14.159 --> 00:15:17.600
I'm gonna quote Spider-Man with great money comes a great responsibility.
00:15:17.759 --> 00:15:20.399
Like you do have to be a steward of your money.
00:15:20.480 --> 00:15:29.440
And I love like people who are really wealthy who have like great initiatives and they have made the promise to get rid of all their money, to give their money away.
00:15:29.600 --> 00:15:31.360
Like, I love those kinds of initiatives.
00:15:31.519 --> 00:15:34.480
I feel like that's what we should do if we have means.
00:15:34.639 --> 00:15:36.000
We should be helping the world.
00:15:36.240 --> 00:15:38.240
You also get to take care of yourself too.
00:15:38.399 --> 00:15:39.200
Yeah, for sure.
00:15:39.360 --> 00:15:41.279
But I don't think I've put that center.
00:15:41.360 --> 00:15:42.560
I think it's about the others.
00:15:42.720 --> 00:15:44.480
That's in my nature to serve.
00:15:44.720 --> 00:15:45.759
That's probably, yeah.
00:15:45.919 --> 00:15:51.759
Your money story is probably it's okay if I have money as long as I do nice things with it.
00:15:51.919 --> 00:15:52.159
Yeah.
00:15:52.399 --> 00:15:52.639
Yeah.
00:15:52.800 --> 00:15:53.440
That's interesting.
00:15:53.519 --> 00:15:55.360
I had never thought about that, but that's interesting.
00:15:55.600 --> 00:15:56.800
My mom is always really good too.
00:15:56.960 --> 00:16:01.039
Like, she's a nurse and she would go to people's homes and she was a like a home health care nurse.
00:16:01.120 --> 00:16:05.919
At Christmas, we would always take people, like she knew people were poor, and she would take people turkeys and things like that.
00:16:06.080 --> 00:16:09.279
And she would always tell me, like, if you see something, you should help.
00:16:09.360 --> 00:16:12.320
Like, you don't ever don't walk away from it.
00:16:12.399 --> 00:16:13.440
Like, you should always help.
00:16:13.600 --> 00:16:22.000
And so I do feel like she instilled that in me in such a strong way of looking at the world differently than it's not just about me, it's about everybody else.
00:16:22.240 --> 00:16:23.919
Can also be exhausting, Audrey.
00:16:24.159 --> 00:16:24.560
Exactly.
00:16:24.800 --> 00:16:25.600
You have to be careful.
00:16:25.680 --> 00:16:27.360
I think you have to take care of yourself, too.
00:16:27.519 --> 00:16:27.600
Right.
00:16:27.759 --> 00:17:45.240
Like that's why I say that it's very nice to be generous and give, but you also get to take care of yourself, you get to take care of your family, you get to enjoy money.
00:17:45.399 --> 00:17:47.960
There's nothing wrong with enjoying it.
00:17:48.200 --> 00:17:49.879
You work hard for it after all, right?
00:17:50.039 --> 00:17:50.279
Yep.
00:17:50.359 --> 00:17:51.720
Hey, I'm working hard over here.
00:17:51.879 --> 00:17:58.839
Yeah, I do feel like that there's a lot of layers to that work when you're talking about their own money stories.
00:17:59.000 --> 00:18:01.799
And it's not just often so black and white that you're talking about.
00:18:01.879 --> 00:18:03.000
You're so much into it.
00:18:03.160 --> 00:18:14.119
So when people start looking at their money differently and they start becoming more aware of their money and they are watching those reports and they are looking at them differently, what changes in their business?
00:18:14.279 --> 00:18:18.599
One of my favorite sayings, Beverly, is what you focus on grows.
00:18:18.759 --> 00:18:31.159
Oh, so if you haven't been looking at your money, and I've worked with people that had been in business 10, 20 years and never really looked at a profit and loss statement, understood it.
00:18:31.319 --> 00:18:33.319
And again, there's good reason.
00:18:33.399 --> 00:18:43.639
There's all kinds of stuff behind that, all kinds of trauma that that happened that made them feel incompetent to do it, as well as it's judging them, right?
00:18:43.959 --> 00:18:46.119
But that's another thing we can get into.
00:18:46.199 --> 00:18:50.359
Like we put a meaning on our numbers that it means something about us.
00:18:50.439 --> 00:18:51.479
We're not good enough, right?
00:18:51.639 --> 00:18:57.879
If that's one of your subconscious beliefs, sure as hell is gonna show up in your money looking at your numbers.
00:18:58.199 --> 00:19:07.639
So, anyway, once we get to the other side of that, which is the question you asked me, it becomes less of a judgment and more of information.
00:19:07.879 --> 00:19:08.359
Absolutely.
00:19:08.599 --> 00:19:11.159
So this is just information we're gonna look at.
00:19:11.479 --> 00:19:21.319
And the businesses that I have worked with have grown anywhere from 20% to, and this is honest to God, truth, a thousand percent, almost two thousand.
00:19:21.559 --> 00:19:25.799
I had a client who almost grew two thousand percent profit, not income, profit.
00:19:26.039 --> 00:19:30.279
And that's not from cutting expenses because that's not my primary thing.
00:19:30.439 --> 00:19:38.439
That's from growth, that's from doing things a little bit differently and growing your business to the next level, because that's more what I believe in.
00:19:38.599 --> 00:19:40.759
I you can only cut so much.
00:19:40.919 --> 00:19:44.199
Yes, what you what I call you could plug leaks.
00:19:44.359 --> 00:19:45.479
There's always leaks.
00:19:45.559 --> 00:19:47.159
I plug my own leaks every once.
00:19:47.719 --> 00:19:51.239
Money that's oh, I signed up for that membership and never used it.
00:19:51.399 --> 00:19:54.679
So there's always leaks you can plug, but that's only going to get you so far.
00:19:54.919 --> 00:20:05.079
But if you want to grow, like you need to know like what's working, what's not working in your business by looking at your financial information and making decisions on it.
00:20:05.319 --> 00:20:08.599
And this is where your financial information can empower you.
00:20:09.079 --> 00:20:17.799
A woman I had, financially phobic woman, she was the one who had actually had trauma, the control, the stolen money from all this.
00:20:18.039 --> 00:20:30.999
When we got to the point where we're looking at her financial information, she's been in business for 12 years, was unsure how to pull up a profit and loss, had never pulling up a profit and loss statement in her QuickBooks in 12 years.
00:20:31.319 --> 00:20:38.199
So we get in there and we pull up a profit and loss, and she's first of all, she asked me to do it, which almost fell off my chair.
00:20:38.359 --> 00:20:39.719
I was like, Oh, you're ready?
00:20:39.879 --> 00:20:40.599
Okay, look.
00:20:41.079 --> 00:20:44.599
And then we get in there and she's kind of like bracing herself a little bit.
00:20:44.759 --> 00:20:47.399
And first we pull up last month or whatever.
00:20:47.559 --> 00:20:54.999
And I had looked at it ahead of time because I had access to her QuickBooks and I was just kind of looking around to see what we were gonna look at today.
00:20:55.239 --> 00:21:01.559
And I pull it up, and she's first of all, she's immediately making a judgment on a number she sees in front of her.
00:21:01.719 --> 00:21:04.039
And I'm like, okay, we're gonna stop right there.
00:21:04.199 --> 00:21:06.039
A, we don't even know if that number's right.
00:21:06.279 --> 00:21:07.079
That's the other thing.
00:21:07.319 --> 00:21:11.479
People assume that their bookkeepers are doing things right, they might not always be.
00:21:11.639 --> 00:21:14.119
We did find a mistake that her bookkeeper made.
00:21:14.279 --> 00:21:20.439
So it was kind of like, all right, now I know let's not make a judgment on a number that might not even be correct.
00:21:20.679 --> 00:21:33.159
And then we I pulled up the entire 12 years that she had been in business and I had her look at that, and that was 2.5 million over the 12 years, and she just teared up.
00:21:33.319 --> 00:21:39.159
She's like, I did that, and I'm like, You don't so that's where your numbers can actually empower you.
00:21:39.399 --> 00:21:42.119
I created a business that generated over$2 million.
00:21:42.599 --> 00:21:43.879
Amazing transformation.
00:21:44.039 --> 00:21:44.839
I love it.
00:21:45.959 --> 00:21:48.599
I'm glad there's people like you in the world because I don't like it.
00:21:48.839 --> 00:21:50.119
I was the one in the accounting class.
00:21:50.279 --> 00:21:52.279
You gotta remember this, it was a long time ago.
00:21:52.519 --> 00:21:53.799
Everything was manual.
00:21:54.039 --> 00:21:56.279
Is that real or is it a mistake?
00:21:56.439 --> 00:21:58.519
And then how we show our cods now.
00:21:58.679 --> 00:22:00.599
I want it more detailed so I can understand this.
00:22:00.759 --> 00:22:06.599
Like I now have questions, and I'm already nodding over the numbers because I'm like, wait, I'm gonna know what I'm gonna say.
00:22:07.319 --> 00:22:14.359
If that happens once you understand it, once you get comfortable with it, like you start being like, Oh, I see how this can help me now.
00:22:14.519 --> 00:22:16.279
And Audrey to be very honest.
00:22:16.519 --> 00:22:18.599
And what have you found different by doing it?
00:22:18.679 --> 00:22:19.319
I'm curious.
00:22:19.559 --> 00:22:20.999
Has your business changed?
00:22:21.239 --> 00:22:23.159
Uh yes, I do think that.
00:22:23.319 --> 00:22:26.839
So I decided within the last year, as all this has happened.
00:22:26.999 --> 00:22:30.279
I looked at my entire funnel, and I don't want to scare people by this.
00:22:30.439 --> 00:22:31.639
You don't have to do all these things.
00:22:31.799 --> 00:22:33.479
This is all a process, it takes time.
00:22:33.719 --> 00:22:35.799
Don't think tomorrow you have to have this all figured out.
00:22:35.959 --> 00:22:37.799
So I looked at every single step in my funnel.
00:22:37.879 --> 00:22:40.039
Now I'm a brander and I marketer.
00:22:40.119 --> 00:22:41.879
I should know my funnel at the back of my hand.
00:22:41.959 --> 00:22:45.399
But oftentimes when you do this for a living, you don't do it for yourself, you do it for everybody else.
00:22:45.479 --> 00:22:51.719
So I took the time to do that for myself, and then I attached some metrics to every single one of those activities.
00:22:51.879 --> 00:22:55.159
And I also have the person that's accountable for every one of those activities.
00:22:55.319 --> 00:22:58.279
So every Monday we update the report, we know what's happening.
00:22:58.519 --> 00:23:02.039
And like a glance, I can see at every single funnel what's happening.
00:23:02.199 --> 00:23:07.559
And if something's green or red or yellow, then that person has to what they're gonna do to fix it or whatever.
00:23:07.719 --> 00:23:13.319
And it has allowed the entire team to have language that's shared on what's important.
00:23:13.559 --> 00:23:19.479
So I've actually gotten my whole team to focus around some of this stuff and really become a priority.
00:23:20.199 --> 00:23:27.879
For their rocks, their goals, their priorities as they go forward in their weeks and their quarters of what needs to change and what needs to happen.
00:23:28.119 --> 00:23:30.679
I know the business so much more now.
00:23:30.839 --> 00:23:34.439
Like I know I am like I feel like I'm intimate with the business.
00:23:34.599 --> 00:23:36.999
I feel like I know its breadth.
00:23:37.239 --> 00:23:39.479
Like it's just a different kind of business.
00:23:39.559 --> 00:23:41.479
Now, I can also tell you, not everything is perfect.
00:23:41.639 --> 00:23:42.359
Good God know.
00:23:42.519 --> 00:23:46.439
Everything is not perfect, but we are making adjustments to make it better.
00:23:46.599 --> 00:23:48.999
And I know that next year we'll be better than we are today.
00:23:49.159 --> 00:23:53.319
I know that this work is going to have the results I need.
00:23:53.479 --> 00:23:57.399
It might actually be some difficult decisions, but it's going to work.
00:23:57.559 --> 00:24:04.999
It's not always going to be rainbows and unicorns as much as I love them, but it is, I feel more empowered and I feel like didn't have before.
00:24:05.239 --> 00:24:15.079
One of the things that you did was you went from owning a CPA accounting firm, bookkeeping firm, to a firm that does mindset manifestation type things.
00:24:15.159 --> 00:24:16.919
It's very emotional.
00:24:17.319 --> 00:24:26.759
And I was like, and honestly, that was the things that were like helping these business owners grow amazing, like double, triple revenue.
00:24:26.999 --> 00:24:32.359
And it wasn't, yes, they had clear books because I like to say shit in equals shit out.
00:24:32.439 --> 00:24:34.119
I told my clients that all the time.
00:24:34.279 --> 00:24:37.799
We always made sure that the information was accurate, it was correct.
00:24:37.959 --> 00:24:40.679
And that was an important piece that my bookkeeper took care of.
00:24:40.839 --> 00:24:42.519
And then I took care of the rest.
00:24:42.759 --> 00:24:49.719
And I had two very, very large retainer clients that sold their businesses at the same time.
00:24:50.039 --> 00:24:56.199
And typically, when you sell to a larger company, the accounting team goes away, right?
00:24:56.279 --> 00:25:00.359
The accounting gets brought into these larger companies that bought them.
00:25:00.519 --> 00:25:08.679
So I thought, okay, this is a sign from the universe that this is the end of my chapter in doing this accounting agency.
00:25:08.919 --> 00:25:11.959
I kind of went deep and I'm like, what do I really love doing?
00:25:12.119 --> 00:25:13.799
I don't want the done for you.
00:25:13.879 --> 00:25:22.519
I don't want to have to worry if my bookkeeper forgot to run the payroll or forgot to pay a bill or chasing down money, things like that.
00:25:22.679 --> 00:25:26.279
I didn't do a lot of that day-to-day stuff, but she went on vacation.
00:25:26.439 --> 00:25:27.799
Guess who had to sit in?
00:25:28.039 --> 00:25:28.359
Me.
00:25:28.919 --> 00:25:32.039
Or she forgot to do something or whatever.
00:25:32.199 --> 00:25:34.439
I had to pick up the pieces of that.
00:25:34.679 --> 00:25:36.919
So that to me was getting old.
00:25:37.079 --> 00:25:38.839
I didn't want to be involved in that anymore.
00:25:38.919 --> 00:25:42.599
And I thought this is a perfect opportunity to reinvent myself.
00:25:42.839 --> 00:25:43.319
Yeah.
00:25:43.639 --> 00:25:54.679
And it turned out both of those clients that sold the new companies ended up, I didn't find out right away because we went through due diligence and all that stuff that you go through when you sell.
00:25:54.839 --> 00:25:56.199
And I hung around for that.
00:25:56.359 --> 00:25:58.999
And then both companies wanted to keep us on.
00:25:59.159 --> 00:26:04.119
And both of us at that point actually had decided that we were going to move on to other things.
00:26:04.359 --> 00:26:05.719
My bookkeeper as well.
00:26:05.879 --> 00:26:10.039
I'll never forget because the largest one said to me, Guess what, Audrey?
00:26:10.199 --> 00:26:10.919
Good news.
00:26:11.079 --> 00:26:12.359
They want to keep you on.
00:26:12.519 --> 00:26:15.479
And I could feel my heart sink to my stomach.
00:26:15.559 --> 00:26:26.519
I'm so thankful for that lesson because it allowed me to now step into this new guitar, which I realized I had been helping some financially phobic women all along.
00:26:26.679 --> 00:26:28.039
I just didn't have a name for them.
00:26:28.199 --> 00:26:33.639
And I'm like, those were the ones I loved the most because I saw the most transformation in them.
00:26:33.959 --> 00:26:40.599
And I was like, oh, okay, this is really who I'm meant to help and how I'm meant to help them.
00:26:40.839 --> 00:26:48.759
So as a long story, but that's how the evolution came about and the rebranding and why I do what I do now.
00:26:48.919 --> 00:26:50.759
I talk about narrative coherence.
00:26:50.919 --> 00:27:03.559
When you are clear about your story and you have this experience of maybe, or the energy, or maybe the reality of I didn't do that before, and now it feels like I use that like I did something wrong in the process.
00:27:04.039 --> 00:27:06.039
But it is from those exact mistakes.
00:27:06.119 --> 00:27:07.799
And we talk about this with my team all the time.
00:27:07.959 --> 00:27:10.039
We meet every single person where they are.
00:27:10.279 --> 00:27:16.999
Like all of us have weaknesses or things that we should have done that we didn't do, or we all try our best.
00:27:17.239 --> 00:27:18.839
Just like parenting, we all try our best.
00:27:18.919 --> 00:27:23.959
And there's some areas we're really good and we're kicking butt and taking names, and there's some areas that you just need a little help with.
00:27:24.119 --> 00:27:31.239
And the people who have done it all the time can be the ones that actually can get you through it because we made those mistakes and been in the messy middle.
00:27:31.319 --> 00:27:32.839
And we know what it feels like.
00:27:32.919 --> 00:27:35.239
And we're not gonna judge you because of that.
00:27:35.399 --> 00:27:40.279
That's the last thing we're gonna do because we know it's pretty easy to get yourself into that situation.
00:27:41.399 --> 00:27:43.559
Even the very best people do this.
00:27:43.639 --> 00:27:45.319
It's so normal, right?
00:27:45.479 --> 00:27:49.159
And it does feel vulnerable to admit that you didn't do that for sure.
00:27:49.319 --> 00:27:59.399
And I appreciate the honesty of you didn't look and you should have looked, and it was way worse than you thought it was, and it was way worse than I thought it was when I also looked at my books when I first looked at them.
00:27:59.639 --> 00:28:03.239
But the issue is you can go forward and you can make better choices.
00:28:03.479 --> 00:28:06.359
And with more information, you can make even better choices.
00:28:06.599 --> 00:28:09.879
I love that your approach is much it's meeting them where they're at.
00:28:10.039 --> 00:28:10.599
It's okay.
00:28:10.679 --> 00:28:15.639
We'll get through this, we'll do the next step, and we'll figure it out whenever that is, and whenever you're ready.
00:28:15.799 --> 00:28:17.079
That's my mindset too.
00:28:17.239 --> 00:28:21.319
Now, I'm not pushing you into looking at your numbers by the second session.
00:28:21.479 --> 00:28:23.479
I'm letting you decide when we're ready.
00:28:25.079 --> 00:28:39.879
And I've had two extremely financially phobic women, and both were ready by the second or third session, which actually floored me because I thought we might be just dealing with getting the marble of financial phobia for the whole three months.
00:28:40.039 --> 00:28:44.679
And that is okay because if it gets you to the point where you do have more information, that it was worth it.
00:28:44.919 --> 00:28:47.399
That was exactly what you needed for that.
00:28:47.559 --> 00:28:55.159
And I do think it took me probably two or three sessions as well to get to that point with my accountant that I use.
00:28:55.399 --> 00:28:59.559
But it is and she's also a female founder, and she also kind of did the same thing you did.
00:28:59.639 --> 00:29:01.319
Like she said, I've been there, Beverly.
00:29:01.399 --> 00:29:04.679
This is hard stuff, and you're doing it.
00:29:04.839 --> 00:29:07.559
You are actually doing it, and there's people who don't.
00:29:07.719 --> 00:29:10.439
So just know you're like, this is great, you're doing it.
00:29:10.679 --> 00:29:15.639
I think there's I'm seeing a lot of connection between financial clarity and brand clarity.
00:29:15.799 --> 00:29:32.519
I'm seeing that in both cases, what changes when somebody finally becomes willing to look directly at what's actually there, whether it's the books or who they actually are and how they show up, and then claim that for themselves and what that can look going forward.
00:29:32.679 --> 00:29:34.359
And it's incredibly empowering.
00:29:34.599 --> 00:29:44.359
And the one thing I know for sure in all of this, Audrey, is that I know when more women have agency and have money and have power, the world will be more soulful.
00:29:44.599 --> 00:29:47.479
And I want more of that for my children.
00:29:47.719 --> 00:29:59.079
And so to me, it's like it's an active mission to give that confidence to how people show up, whether it's their money confidence or their brand confidence, all super important.
00:29:59.239 --> 00:30:03.879
And when you're doing it by yourself as a solopreneur, you get so in the weeds you forget about that stuff.
00:30:04.039 --> 00:30:05.879
And that's the magic in them.
00:30:06.039 --> 00:30:11.639
So I love that that you're doing the same thing, but from a financial perspective that I'm doing from a branding perspective.
00:30:11.879 --> 00:30:13.319
So I do have a magic wand.
00:30:13.399 --> 00:30:16.439
Today I have my little pen magic wand, but I have a magic wand.
00:30:16.519 --> 00:30:23.559
And if I could wave my magic wand today and help you with one marketing or branding challenge you have, what would it be?
00:30:23.719 --> 00:30:24.759
Oh, jeez.
00:30:25.159 --> 00:30:26.199
Surprise question.
00:30:26.439 --> 00:30:27.719
Marketing or branding?
00:30:27.959 --> 00:30:29.799
Something that is even a little frustrating.
00:30:30.279 --> 00:30:33.639
You said just a minute ago, I found very interesting, Beverly.
00:30:34.039 --> 00:30:38.759
And so you said repeated sharing my story.
00:30:39.159 --> 00:30:54.679
I tend to talk about my client stories and my client transformations a lot more than my so your story is your superpower because you've been through it and you come out the other side, and you know what it took, and you know how hard it was.
00:30:54.919 --> 00:31:01.079
And people will be connected to you because you've gotten through it and you've been to the other side.
00:31:01.239 --> 00:31:08.759
And that language of when you are when you were through it, when you went through it, that's your language to connect directly to people who need you.
00:31:08.999 --> 00:31:13.079
That's the actual language you need, the actual real lived experience of that.
00:31:13.239 --> 00:31:24.279
And yes, actively sharing your story, your perspective, like what you've learned, how you've grown, all those things is incredibly valuable to position you to the perfect client.
00:31:24.519 --> 00:31:24.839
Okay.
00:31:25.159 --> 00:31:27.159
So I would definitely leave.
00:31:27.239 --> 00:31:29.719
We have a service called the Brand Spark Experience.
00:31:29.879 --> 00:31:35.559
It's just a two-hour session where we talk about where you've been, where you are, you where you want to go, the challenges you've experienced.
00:31:35.719 --> 00:31:37.079
And from there, I see patterns.
00:31:37.239 --> 00:31:38.759
Like you're talking about, I see patterns.
00:31:38.919 --> 00:31:52.759
And those patterns typically are around maybe a personal value of yours, something that is ingrained in you so deeply that really drives so much of what you do with the work you do and talking about your story from that perspective from all the different angles.
00:31:52.919 --> 00:31:58.519
When I talk about confidence and visibility, because for me, visibility was really hard, especially post-COVID.
00:31:58.759 --> 00:32:00.679
I stopped wanting to show up in front of my business.
00:32:00.839 --> 00:32:08.759
I never wanted to step in front of the brand and feel to me, my story, my mindset around the business was I never wanted to be braggy or have an ego.
00:32:08.919 --> 00:32:19.879
And I thought if I stepped in front of my business, Audrey, that's my shimmering thread that connects all of my stories and infused into my work so deeply that I feel like is my unique differentiator.
00:32:19.959 --> 00:32:24.119
And if I didn't, I don't feel like people would understand that I'm actually genuine and I've had a really hard time.
00:32:24.279 --> 00:32:29.479
And this is what I've found that these things have taught me and how I've gotten through them and what I've done with those things.
00:32:29.719 --> 00:32:43.879
They might feel very disconnected, these 10, 20 story arcs that have defined my life, but they're actually all very connected based on a core value I have or something that's really meaningful to me, that it is infused in everything I do for the clients that I serve.
00:32:44.039 --> 00:32:46.599
So I would encourage you to look at some of those things.
00:32:46.679 --> 00:32:49.239
And that's something that we actively do in the Brand Spark experience.
00:32:49.399 --> 00:32:53.559
So if you need help with that, obviously I want to help you, but it is something that I think can be very powerful.
00:32:55.479 --> 00:32:59.159
So your story is your superpower, especially when it comes to brand new marketing.
00:32:59.319 --> 00:33:00.999
Sharing your client stories for sure.
00:33:01.239 --> 00:33:05.079
We should talk about your testimonials, you should talk about your case studies, those are real lived experiences.
00:33:05.239 --> 00:33:05.959
Absolutely 100%.
00:33:06.279 --> 00:33:07.399
You should be sharing those as well.
00:33:07.559 --> 00:33:11.159
But it's a kind of a combination of the makes the magic formula of that.
00:33:11.239 --> 00:33:16.359
And I do think their testimonials, the testimonials, I call them glimmers and evidence of your magic.
00:33:16.519 --> 00:33:20.279
They're the proof that your story and your work matters.
00:33:20.439 --> 00:33:27.399
And that they are like your magic, your shimmering is red, and your glimmers are like the things that you need to continue and go forward and really lean into.
00:33:27.479 --> 00:33:31.879
And so, yes, I want you to tell your story, show up, talk about how hard it was.
00:33:32.039 --> 00:33:33.559
And I talk about it in different ways too.
00:33:33.719 --> 00:33:42.119
I'm sure you can do this too with your kids and being a mom and being a spouse and all these different things, but I'll talk about confidence from a nine-year-old's perspective, because I had a nine-year-old, right?
00:33:42.199 --> 00:33:45.079
And I'll say, when did those girls lose their confidence?
00:33:45.239 --> 00:33:51.639
My son legitimately thought he was Harry Potter with his wand and doing the spell in the middle of Universal Studios.
00:33:51.799 --> 00:33:54.839
And there was a huge crowd, and he legitimately thought he was.
00:33:54.999 --> 00:33:57.639
And he never for a minute thought I would be embarrassed.
00:33:57.799 --> 00:33:59.879
He was fully believing 100%.
00:34:00.119 --> 00:34:02.119
And I was like, when do we lose our confidence?
00:34:02.359 --> 00:34:03.719
And so I used those moments.
00:34:04.039 --> 00:34:06.039
I think it gets beaten down and then it does.
00:34:06.119 --> 00:34:06.359
Yeah.
00:34:06.519 --> 00:34:08.119
But I was having a confidence issue.
00:34:08.199 --> 00:34:11.799
And one of my confidence issues was I had not done the work to know my story.
00:34:11.880 --> 00:34:16.759
And to that was why I didn't want to show up because I wasn't clear on who I was and how to show up.
00:34:16.839 --> 00:34:22.039
But once I was clear, the confidence, momentum, information, everything became doubly different.
00:34:22.279 --> 00:34:23.719
And that's what happens with my clients too.
00:34:23.799 --> 00:34:26.679
And it sounds like it's exactly what happens so much in the work you do.
00:34:26.759 --> 00:34:31.719
Once they have the clarity, then they get more confidence and they have more information and they have more momentum.
00:34:32.039 --> 00:34:40.519
Do what you do because we need that to help us, especially us that are more creative and maybe a little, I don't want to say woo-woo, but we're a little floaty because we're creative souls.
00:34:40.759 --> 00:34:44.759
But it's it is very grounding when you have clarity around those things.
00:34:44.920 --> 00:34:49.000
So I see so many alignments in the way we approach the work we do.
00:34:49.159 --> 00:34:50.360
It is not black and white.
00:34:50.440 --> 00:34:51.799
There's a lot of layers to it.
00:34:51.880 --> 00:34:59.079
And that's the fun part for me is to find the pattern and help my clients see themselves differently, see their books differently.
00:34:59.239 --> 00:34:59.880
That's beautiful.
00:35:00.039 --> 00:35:01.400
So yeah, tell your story.
00:35:01.559 --> 00:35:03.319
I think you have got a great story.
00:35:03.480 --> 00:35:08.759
Tell it in all the different ways you know how, from like all the experiences you had during that year.
00:35:08.920 --> 00:35:13.880
Look back, write down what that year looked like where you didn't feel where you didn't feel confident.
00:35:14.119 --> 00:35:15.159
Why was it so hard?
00:35:15.400 --> 00:35:20.600
Talk about that because I think that's where you're gonna find a lot of connection with people who will really resonate with you.
00:35:20.760 --> 00:35:21.000
Yeah.
00:35:21.240 --> 00:35:25.880
Okay, so my last question is what does it mean to you to be wickedly branded?
00:35:26.039 --> 00:35:30.360
I like to ask this question because I feel like it's a fun name, it's a noun, it's a verb.
00:35:30.520 --> 00:35:33.560
When you hear the words wickedly branded, what does it mean to you?
00:35:33.800 --> 00:35:41.320
To me, it means you know exactly who you are and who you serve, who you help, and why you're here on this planet, right?
00:35:41.480 --> 00:35:45.080
And I just discovered that, I think, this year.
00:35:45.240 --> 00:35:52.360
Like when I came across the financially phobic avatar, I was like, oh, this is it.
00:35:52.520 --> 00:35:55.720
This is I finally see it.
00:35:55.960 --> 00:35:59.240
And you know how people always talk about a niche, right?
00:35:59.320 --> 00:36:02.520
Or a niche or whatever you want to call it, whatever the word is.
00:36:02.680 --> 00:36:06.760
I never was like, I don't really have one, and I don't want to just work.
00:36:06.840 --> 00:36:09.080
I've worked with a lot of interior designers.
00:36:09.240 --> 00:36:11.240
I don't want to just work with interior designers.
00:36:11.320 --> 00:36:12.920
I've worked with coaches and creatives.
00:36:13.080 --> 00:36:25.320
I don't I never wanted to quote unquote niche down until this happened, until I branded myself with working with financially phobics on your story and who you help in that way.
00:36:25.560 --> 00:36:27.640
And it isn't necessarily industry specific.
00:36:27.720 --> 00:36:32.760
It isn't necessarily like, don't feel like it has to be like black and white or so rigid.
00:36:32.920 --> 00:36:35.240
It can resonate with who you are, the story you have.
00:36:35.400 --> 00:36:41.080
So I remember there was somebody who had she was divorced and had a really bad traumatic experience in it.
00:36:41.240 --> 00:36:44.920
And she kept working with people who were lost in who they were.
00:36:45.080 --> 00:36:52.280
But there are all these people on it, was like, do you not see you were lost and they're attracted to your story because of what you've come through?
00:36:52.360 --> 00:36:54.200
And she was like, Oh my gosh.
00:36:54.440 --> 00:37:01.240
And once she understood the story, her story got even better and more clear, and she resonated with more of those people.
00:37:01.400 --> 00:37:08.200
And so her whole business bloomed because now she was clear on her story, clear on who she served so strongly.
00:37:08.360 --> 00:37:15.480
And like you said, there's something that changes in you when you finally clicks and you're like, Yes, and that builds confidence too.
00:37:15.640 --> 00:37:20.840
So there's like this whole trickle effect that happens in that, and really just showing up as yourself.
00:37:20.920 --> 00:37:23.160
And I think for women, that is incredibly hard.
00:37:23.320 --> 00:37:25.240
That's branded to me, is exactly that.
00:37:25.400 --> 00:37:29.560
Like embraced her green, and when she did, she was very powerful.
00:37:29.800 --> 00:37:38.200
And once you do that, once you embrace your story, embrace how you can help, embrace the clients you serve, the financially phobic women, watch out, world.
00:37:38.360 --> 00:37:48.440
Like that becomes extremely and people can feel it in their bones when you are so in alignment, they can feel it ooze from your pores, and people are that's funny.
00:37:48.600 --> 00:37:59.960
The word actually came up when I was in a live mastermind setting, and I had somebody interview me to find out what I do because I wanted to see what came out.
00:38:00.120 --> 00:38:01.640
It was actually her idea.
00:38:01.960 --> 00:38:07.480
And when she started interviewing me, she said, Audrey, I'm a financial phobe.
00:38:07.720 --> 00:38:19.000
And everything in my body lit up when she my intuition went nuts, and I was like, I and my compassion went, Oh my god, I just wanted to hug her, right?
00:38:19.080 --> 00:38:20.360
I just want to I can help you.
00:38:20.600 --> 00:38:22.760
And she started talking about why she was a flight.
00:38:22.920 --> 00:38:25.000
She ended up being a client, which is hysterical.
00:38:25.160 --> 00:38:30.200
But she was interviewing me, and this all came out, and it was just magical.
00:38:30.360 --> 00:38:33.080
And then I thought, she's just one person in the room.
00:38:33.160 --> 00:38:35.320
There were like a dozen women in this room.
00:38:35.560 --> 00:38:42.760
So I said, So how people in how many, and they're all like multi-six figure women business owners, or at least at six.
00:38:42.920 --> 00:38:48.920
And I'm like, so how many women in here relate to financially being a financial phobe?
00:38:49.000 --> 00:38:50.680
And half the women raised their hand.
00:38:50.840 --> 00:38:52.440
I almost fell off my chair.
00:38:52.600 --> 00:39:01.400
These were all accomplished, successful embraced it that she was able to have her power and really make a difference, right?
00:39:01.560 --> 00:39:06.840
And so I the very last line I wrote, so I want to dare you to be wickedly branded.
00:39:06.920 --> 00:39:10.840
And when those words left my body, I had the same experience.
00:39:11.000 --> 00:39:15.320
So I immediately went and looked for wickedlybranded.com and it was actually available.
00:39:15.400 --> 00:39:18.600
And then I went and looked on the socials and it was available, and I bought it that day.
00:39:18.680 --> 00:39:21.640
And I was like, I don't know what I'm gonna do with this, but I'm gonna do something with this.
00:39:21.720 --> 00:39:28.200
And it took me almost six months to be able to say I could do that brand because it's very sassy.
00:39:28.520 --> 00:39:28.920
I love it.
00:39:29.080 --> 00:39:32.120
I have to be able to stand in that and that be fully me.
00:39:32.280 --> 00:39:34.760
And what I didn't realize is it was already me.
00:39:34.920 --> 00:39:36.760
I just had to accept it that it was me.
00:39:36.920 --> 00:39:45.640
And so once I did that, watch out, and it just changed everything in my team, the energy of the work we do, it just infused so much in the work.
00:39:45.800 --> 00:39:46.200
You're right.
00:39:46.440 --> 00:39:48.120
There's these magic moments that happen.
00:39:48.200 --> 00:39:50.840
And I feel like we do that a lot with our clients in the work that we do.
00:39:50.920 --> 00:39:53.400
And it's an honor to sit with them when they get the tingles.
00:39:53.560 --> 00:39:55.960
So, where can people find you, Audrey, and learn more about?
00:39:56.200 --> 00:39:58.360
I know you have something free on the site too.
00:39:58.440 --> 00:39:59.880
You have for their business.
00:40:00.040 --> 00:40:02.040
I would love for you to reach out to Aubrey.
00:40:02.120 --> 00:40:08.760
I think she could really help you take control of something that maybe needs a little bit more love and attention that it's gotten.
00:40:08.920 --> 00:40:10.520
Thank you so much, Audrey, for being with us.
00:40:10.600 --> 00:40:11.400
We really appreciate it.
00:40:11.560 --> 00:40:13.000
Thanks for having me, Beverly.
00:40:13.080 --> 00:40:13.880
This was a lot of fun.
00:40:14.040 --> 00:40:15.480
This is an incredible conversation.
00:40:15.640 --> 00:40:22.280
I certainly feel like I have been through this transformation, always working on myself, working on these types of things.
00:40:22.440 --> 00:40:24.200
This is a process at some point.
00:40:24.360 --> 00:40:27.240
Hopefully, it becomes second nature, but I'm still learning as well.
00:40:27.400 --> 00:40:31.800
So this is always good reminders of the things that we need to be open to.
00:40:31.960 --> 00:40:37.800
If today's episode a little bit of a fire under you and gave you some new ideas of the way to approach money, to approach branding.
00:40:37.960 --> 00:40:45.480
And most of all, I hope inspired you to take some kind of action to move forward because what I know for sure is that you have a message that matters.
00:40:45.640 --> 00:40:48.680
You have work that matters, and the world needs to hear what you have to say.
00:40:48.840 --> 00:40:54.920
And money can help you say it more and help more people and help yourself in different ways you don't even know possible.
00:40:55.160 --> 00:40:58.600
So I want you to increase your impact in the world.
00:40:58.760 --> 00:41:02.680
And that can mean connecting with the right people in a way that feels true to you.
00:41:02.760 --> 00:41:06.360
And maybe our guest today is the person who you feel that with.
00:41:06.520 --> 00:41:07.480
I want you to keep showing up.
00:41:07.560 --> 00:41:08.920
I want you to keep sharing your brilliance.
00:41:09.080 --> 00:41:10.600
I want you to keep making magic in the world.
00:41:10.680 --> 00:41:13.080
And if you ever feel stuck, you don't have to do it alone.
00:41:13.320 --> 00:41:14.200
Audrey's here.
00:41:14.280 --> 00:41:14.760
I'm here.
00:41:15.000 --> 00:41:17.400
We would love to help you turn your spark into a wildfire.
00:41:17.480 --> 00:41:20.440
But until next time, I want you to dare to be wickedly branded.
