Let me show you how simple, fun & profitable your business could be

I captured a ‘day in the life’ a couple of days ago, and honestly, it’s an edge for me to share it because I’m four days out from the launch of The Midas Coach, and I only did about an hour’s worth of work that day.

I spent my day going to Pilates. A delicious 2 hour facial. Went to the market for some fruit and veges so I can meal prep and not eat girl dinner while my husband is away. Chatted with clients and people in my DMs. Watched some Grey’s Anatomy.

Four days out from a launch, that’s what my ‘work’ day looks like. I’m not strapped to my laptop writing crazy amounts of posts, following up with lots of people, sending tonnes of emails or even prepping the launch content for next week. But this time last year, that was exactly how I was running my business.

Doing ‘next to nothing’ in the week before launch would very much be a ‘no-no’ in most business coaches’ books. That’s the entire point of sharing this — because I think we need more examples of humans running businesses that don’t just produce time freedom as a byproduct, but are built from simplicity and freedom to begin with.

When I sat down with my coffee this morning, I realised I couldn’t just share a ‘day in the life’ with no context, because it misses the exact point I’m out here on this hill trying to make.

From the outside it could just look like I’m using my lifestyle to sell the lifestyle. Or maybe that I got lucky, or I was self-sabotaging, or just throwing caution to the wind. I understand why it reads that way. The part that makes a day like this possible isn’t immediately obvious on camera, or in the brief 7 seconds we’re asked to cram our depth into on Instagram. It’s easy to write these examples off.

And because I am constantly asked, ‘but didn’t you have to work hard to get to this place?’ — let me tell you the exact story of why I’m about to be louder than ever about how business can actually be the most financially successful when you prioritise fun and simplicity. And about how making it complicated actually gets you further away from the life you want.

It’s also time for me to tell you what’s really been happening inside my mind and business over the last couple of years. Because I’ve lived, first hand, what happens when you add too much logic and over-complication to a business that was already thriving.

I’ve spoken for years about how simple business should be. I’ve talked about building it while placing your life first. I’ve promoted business coaching that helps you make fulfillment led decisions. In my most profitable years, my business strategy has been basically non-existent. I’ve never had a business plan, KPIs, and I can’t stick to a project management software if I try. I love being intuitive and creative with my offers. Random courses or masterclasses just because I wanted to speak on something, but that might only be sold once. Weird coaching offers that I created to celebrate anniversaries. Making multiple six figures worth of sales in a couple of weeks just through my instagram stories.

I did this for years, and it worked beautifully for years.

The judgment from strangers in my audience who either accidentally or deliberately misunderstood me when I said ‘working hard doesn’t automatically equal success.’

The projection from (in hindsight) bad fit clients who wanted the ease I had while refusing to do any of the intentional work to create it, and wanted to make me the enemy when I called them into the real work.

The call outs we collectively witnessed directed at coaches and mentors who also sold freedom, but actually never delivered the tools to create it.

And the self questioning that came from all of this… Was I wrong for thinking business could be done without all the fanfare and complication? Was I incorrect when I said that we could be successful with a small audience, with low lift marketing and sales, and working a handful of hours every other day? Was I also part of the problem?

I was tired of it. I was just tired of being projected onto. So in order to keep myself safe, I looked for ways to make me feel more ‘legitimate’ as a business owner.

Subconsciously. I shamed myself into giving up my laissez-faire-follow my intuition-believe that miracles are possible-sell from my delight for my life-philosophy to business.

I pulled way back from sharing publicly what I really believed about business. I bought a million content marketing programs, convinced I was doing something wrong, or that I had to master some system myself so I could teach it. I added complication everywhere — forcing myself into content plans, more complex launches, even throwing money at ads to grow.

Now, to be clear — these are not incorrect strategies. They are absolutely correct for some businesses, and some entrepreneurs truly thrive operating this way.

But my business didn’t feel like mine anymore.

Which… as a side bar, is strange, because I was still coaching clients to do business their way. I look at the clients I coached during this time and I see some brilliant humans doing some very cool stuff, carving out their own way of doing business. I’m glad my clients didn’t suffer, but I feel sad for myself.

It was like I just stopped believing it was safe for me. Because it hadn’t been safe for me. I’d added more ‘stuff’ to make myself feel like it was okay to be successful — because hey, if I’d worked hard for it, then it was allowed, right?

In August/September 2025, I launched The Midas Coach, with an incredibly heavy, seriously complex launch. 10 weeks of warm up. Two free events. New sales page, branding and messaging. Hundreds of sign ups to free events. Probably hundreds of hours poured into that launch. Optimised to all fuckery.

But the launch absolutely tanked. In 8 years of my business I have not seen a launch tank that bad.

Looking back, I know exactly why it did. Because I absolutely hated it. I was trying to optimize and sell in ways I really couldn’t care for. I wasn’t trusting the message I really wanted to share. I’d listened to other people and fucked up the positioning. And I’m sure my audience felt it. It wasn’t a reflection on the product itself. It was a reflection of me, and what needed to change.

That catalyzed a complete deconstruction of my business. I took apart every inch of my business — every offer, the ideal client, the positioning, the messaging, my marketing channels, how I was showing up on all of them. I quit Instagram for 6 months because I was just SO over feeling creatively stifled.

As I stepped way back, and cut out most of my business, I saw how much of the ‘this is how you’re supposed to do business’ had crept in.

I saw where I had created offers that made sense but didn’t feel alive for me. I noticed where offers were still amazing but the messaging felt like it wasn’t mine. I could see where my Instagram, which was once self expression and celebration and wisdom all rolled into one, had become some stale attempt to ‘get’ people to pay attention. I overthought my content so much that half the time I didn’t even bother posting it. And I was barely selling anymore, because every time I tried to, it felt like someone else’s overly salesy voice.

Which I hadn’t realised until I fully stepped back and witnessed what I was trying to create.

In December 2025, I deconstructed my entire business, and in the 8 months since, I’ve put my business back together again. Some has stayed, some has gone. But I’ve learned the most important lesson.

My original approach was never the problem. I was right all along. The problem was that I’d absorbed projection after projection and let it fizzle my spark for business.

“Surely if you make that much money you can’t also care about your clients”

“If you’re going to be a business coach you need to teach instagram marketing and review all of my content/sales pages/copy etc etc etc”

“You don’t have a business if you can’t remove yourself and still make money”

“Selling your lifestyle is so shady”.

I understand why I hid myself.

We usually talk about conditioning as ancient history — something we learned in childhood that still informs how we operate today. But conditioning is just learning, and we are constantly learning in every interaction we have with the world. When we’re facing big, heavy, generations-deep societal conditioning — like unwrapping the effort-money relationship — we have to be super strong in our belief, because there are going to be plenty of people who arrive with pitchforks, simply because you represent a possibility that their belief is wrong.

In hindsight… I think I needed this exact challenge to learn how much it matters to stand firm in what I believe. I’ve now experienced, twice, what it’s like to shake off the conditioning that ‘hard work equals success.’ And I’ve seen, twice, the inexplicable success that happens when I do.

So after spending the last two years trying to fit myself into a mould that was not made for me, I know this much for sure:

Business, when I’m over-engineering it, or over-thinking it, or spending way too much time IN it, doesn’t work well for me at all. Business, when I do it the most simple, fulfilling way, works very well for me.

Three months into reconstructing my business, I woke up one morning to my husband shaking me and saying “there’s something wrong with Georgie.” Our ten year old Labrador, the love of my life, my first baby, had taken herself outside in the dark, laid in the grass and wasn’t moving. I can’t bring myself to tell the full story again, but the short version is that we rushed her for emergency surgery because she was bleeding internally. She was hours away from dying, if that. A biopsy of her spleen led to a diagnosis of the most aggressive canine cancer, and she was given 1-3 months to live. 4-6 if we could go ahead with chemo.

I was already about to open enrollment for The Midas Coach again. I half heartedly opened enrollment, completely distracted by grief and appointments with Georgie’s oncologist (not a sentence on my bingo card for this year).

I didn’t have the capacity to pour into a launch. So I did the lightest lift I could. A few bits of content. A few emails. And it was a multiple five-figure launch.

If effort and strategy and action were responsible for success, this result really doesn’t make sense. But what if they’re only one way to create a result?

In the months since, life has been both shaded and illuminated as we face Georgie’s prognosis. If I only have months left with my beautiful girl, how do I make them count? Days spent down at the lake. Walking her every time she asks. Taking the dogs to Dad’s on Friday and having pastries in the winter sunshine. Visiting her favourite spots — the breweries where she gets treats and pats, off leash walks through the pine trees where she still wants to chase pine cones. I’ll soak all of it up, because these are all bonus weeks that were almost taken from us that cold March morning.

Little by little, I reclaimed my presence in my life. I put my life first again. I focused on the clients I adore. I saw where I was wasting time trying to fit in and instead started asking myself ‘what if they’re wrong?’ I started creating content again the way I desire to. I started playing with bigger goals again without trying to figure out how. Just delighting in how it would feel to give myself permission to go for it, without attaching to it. I remembered what was most important to me — a life well lived.

And it all started clicking again.

Then I realised I really was onto something. What if all this optimization and reverse engineering and being so IN the launch that it was messing with it? What if I went back to my ‘old ways’ of business where I just lean back, set an intention BUT totally detach from the outcome, focus on relationships not numbers, create the content I actually want to create and go out and live my life and spend far less time thinking about what to say? What if I actually finally gave myself permission to LET it be simple and easy and fun?

Worth a shot, right?

So that’s what I’ve done.

Don’t misunderstand me — I haven’t done nothing (this piece has taken a few hours to write), but I for sure haven’t strapped myself to my laptop for every moment of every day, running challenges and building email sequences or filming ads. I haven’t reverse engineered the number of ‘leads’ I would need. And even halfway through, I created a brand new coaching offer that has actually added momentum to the launch. It’s all been intuitive and creativity led.

This is the question I’ve been pondering. If I wasn’t fluking it before, and I’m not fluking it now, what can I attribute my success to? If business isn’t actually all that complicated, what is actually required?

Be really good at my craft, build great relationships with people, know how to sell offers that people actually want and give them chances to buy from me often, and deliver an excellent service. At the core of all of it — have fun, and show up from that place. So here’s what that actually looks like, and why I think my business has worked, so you can experiment with it too:

1. My coaching craft. I’m really good at what I do, and I have been from the start — I had solid training in therapy and applied psychology before I ever called myself a coach. My clients have great experiences and create real shifts, which feeds my confidence and my reputation, which is why my business has always been largely referral based. In an industry that is filled with coaches bragging about their lack of training, positioning yourself as the one who actually knows what they’re doing is what will make you stand out as THE choice for your people.

2. Creating offers people actually want, and positioning them well. If there’s one piece of actual strategy that makes the biggest difference, it’s this one. So much of the struggle I see in business comes down to something simple — people are trying to sell something the market doesn’t really want, or something needed that’s been positioned so badly that the ideal clients don’t even know what it is. So I spend real care here: making sure what I’m offering is commercially valuable, and that it’s framed so the right person immediately understands what it will do for them. Get this part right and selling gets dramatically easier.

3. A focus on relationships (both reciprocal, and parasocial). I don’t see people as money, I see them as people. My content — especially my instagram stories, where I’ve always sold the best — is mostly storytelling, permission giving, and honesty about where I’m at. That builds trust really fast. And when someone is brave enough to start engaging with me, I never rush to sell to them. I always always always wait for the invitation. Yes, I’m a projector. But also, I believe people should be treated with the agency they deserve.

4. Sharing my own and my clients’ results as the best examples of my work. I don’t mean Stripe screenshots. I mean the nitty gritty emotional shifts, the changes to the tiny moments of our lives. I sell coaching, and that’s what exceptional coaching is all about. My job is just to be the best student of my own work, and to let my people see that it’s how they could be experiencing life too.

5. Learning how to help people make buying decisions without manipulating them into something they don’t really need. What I mean when I say “I’m really good at selling” comes from my understanding of psychology. Not the highly repeated sales psychology. I mean understanding HUMANS — understanding a person well enough to help them make a decision that’s right for them, especially when the right decision is no. I don’t want your money if what I’m offering isn’t what you need. I don’t want your time if this isn’t the right room for you. Most of the sales advice floating around gives no thought to what happens after someone says yes — whether it was a good call for them, whether you can actually deliver what you sold them. That’s the part I care about most.

6. I do think success gets easier as your reputation and your reps compound. Every time I’ve hit a crazy result, it’s been through a string of events I hadn’t planned for. A previous client making a bunch of referrals. Someone shouting me out on social media. An old client wanting to come back and do more work with me. Who knows. I couldn’t have controlled any of it — but it isn’t luck either. It’s the momentum and reputation I’ve built over years, still paying off now even when I can’t plan for it. You can’t recreate this with a ‘quantum leap.’ This is about putting in the years of work to actually become an expert — and not the ‘self professed expert’ status either.

7. Because I know how my brain works, I know that I actually have to actively override some of its normal processes. I actively create the expectations that I want my brain to perceive in the world. I actively look for evidence that I’m succeeding. I put myself in relationship to people who have the type of success I want, created in a similar way, because I don’t want to be accidentally reconditioned back into hard work.

That’s how business just works for me.

And while I prepare to open enrollment to The Midas Coach again — I don’t know how it will turn out, but the signs right now are good. The waitlist is the biggest it’s ever been, which tells me I’m not the only coach who really cares about doing great work. New people are joining it and I don’t know who they are or how they found me. My DMs are the busiest they’ve been in a long time, and I’ve written content I actually enjoyed writing, which is going into a body of work I’m proud of. New enquiries are flowing through for my private coaching and mastermind.

Regardless of the sales numbers that come through next week, I have run this ‘launch’ in alignment with my values. I’ve let life in. I’ve prioritised my wellbeing because I needed it after an emotional year. I’ve focused on quality of relationships, not number of ‘leads.’

That is really what will matter to me, when I look back at the end of the year.

Because I’ve finally found my way back to the business approach that works for me. And I don’t think what I’m describing is only about me.

Effort and hard work are no longer the ingredients that guarantee financial success. We’re in a new plane of existence now.

The single, handed-down definition of success we all grew up with is coming apart. What’s taking its place has room for agency, for individuality, for values, for the particular shape of one person’s life. We’re defining success not just as the outcome, but as the process, too.

More of us are questioning growth for the sake of growth. More of us are asking a question that barely got any airtime when we started our careers:

what’s our personal definition of success?

If this is the wrong way to do business, I’m happy to be wrong.

But what if, maybe, I’m right?

Thank you for being here, and reading all the way to the end! I’d love to know your thoughts in the comments, or if there’s a piece that really resonated, I’d so appreciate the re-stack. Share this with someone who is also done with out dated definition or strategies for ‘success.’ Let’s change this conversation and be more evidence of another way.