What I'm Taking Away from Business Coaching: Peek Behind the Scenes! 👀

10 Shifts I’m Making in My Business This Spring:

1 | Bespoke everything → Streamlined, automated client processes

The past few years, I’ve managed to turn nearly every project into a fully custom project: bespoke price, deliverables, processes… And the amount of extra brainspace that takes has been slowly but surely exhausting me. 😫 There are a few pieces, however, that every project/client moves through: intake, onboarding, invoicing, scheduling, and closeout, for example.

So, I’m trying new software to help automate the processes that all clients need to move through, and approaching it with a “This is how it happens” attitude. Which TBH feels more kind to the client, too, since I know what processes work! (Not to mention I’ve also tweaked my offers to have more of a set structure to them, too, like the Idea Incubator on this page.)

2 | Vague terms → Intentionally naming and claiming what I do

“So what do you do for work?” ← The dreaded question, even though I’m an extrovert who loves talking to strangers! Since I’ve got my busy hands in a LOT of different creative pots, I’ve stumbled on the “what do you do?” question for years. 😬 Jenni’s been fantastic at helping me more specifically name different parts of my work.

Lately, I’m finding that “creative director” is the simplest umbrella term for my work when I need a quick answer. Depending on the context, I can break that down into smaller pieces (“podcast consultant,” “event facilitator,” “story strategist,” etc.). Even my offers are becoming more specific, like using “incubator” for a certain offer instead of a broad “consulting.” And honestly, I’m realizing that the words I use for myself and my offers are always going to shift with the seasons, but it’s better to claim them when they’re the current best words!

3 | Skating by on word of mouth → Asking for the damn testimonials and introductions

Yes, I’m guilty of just waiting for potential clients to magically pop into my inbox. 🫣But nearly 3.5 years into full-time self-employment, I think it’s natural that I’m at an inflection point where I’m ready to get pickier about who I work with and how – and that specificity requires me to do some lifting myself to find new clients. 🙂

I’ve been collecting super sweet feedback from past projects (OMG cue the feel-good tingles) to have on hand when I pitch similar work to other people/organizations. And I’m getting comfortable with asking people in my network to connect me with folks who I’d like to work with next. Ball’s in my court now!

4 | Structuring programs based on what I see others doing → Formatting offers that work best for ME

Obviously there’s a balance; I need to craft offers that work for the people buying them AND that work for me. But the big aha lately is that often, that Venn diagram is a circle. 😉

One example: More and more of my clients are finding the value of ongoing voice memo communication over more frequent meetings. That works great for me, since my lifestyle is quite on-the-go and my location, time zone, and schedule shift regularly. It works great for them because they get quicker responses, can leave a note whenever inspiration strikes, and don’t need to play the scheduling game. A win-win!

A fun one I’ve been rolling out: Angie Arcade Tokens! 🪙 Over the past year, I’ve been aiming to streamline my offers (see back in #1). But, all clients need some level of customization, and many also have shifting priorities month to month. With Angie’s Arcade Tokens, clients receive a set amount of credits to “spend” throughout the month from a menu of deliverables. They can choose what they need most that month and roll over credits if needed. This gives me the structure/timeline I need while honoring clients’ shifting needs, AND I love the novelty of “oooh what’s coming up next?”

5 | Being indirect in marketing → Inviting people (you?!) to the party

I don’t wanna beat around the bush anymore. Through sharing thoughts ad hoc on LinkedIn, making the occasional fun announcement on Instagram, and sharing weekly here on Substack, I do talk about my work and ways to work together… but I haven’t been directly, explicitly inviting people to work with me! 🤷‍♀️ It’s been more of a… “Umm, reach out whenever if you wanna chat” vibe vs. “Hey girl, this podcast launch accelerator would be a perfect fit for that idea you had about ski lift conversations; can I send you more info?”

Jenni pointed out that I’m hosting all these “parties,” but not sending out invitations to them! I hate icky cold pitches and would never want to trick or force people into working with me, but I’m also realizing that I need to invite people to the party in the most good vibes way possible. 🌈

I’ll surely flex this muscle through the summer… and for now, I “invite” you to check out a Borrow My Brain session. :) This is where people with a Big Idea meet with me for a one-off, 90 minute consultation to get strategy and execution on the Big Idea. I’ve spoken with people about starting a side business, planning a book, getting feedback on a talk/speech, etc. At first, it felt weird being like, “Hey, pay me for my time and we’ll just talk!” – but then I got great feedback and big thank yous and “can I have another call?” So I know they’re helpful and I’m honored to help you. ❤️

6 | Just wishing the world were different → Being the one who goes first

I talk a lot about being brave in a messy world. I mean, this whole platform is about Blood, Sweat + Fear. 😅 I love facilitating tough conversations, shaking up the status quo, and creating the things I wish existed before.

But in coaching, I find myself telling Coach Jenni, “I just wish that [insert radical idea that’s probably anti-capitalist and quite unconventional here]” or “Why doesn’t [put a specific resource around a taboo topic here] exist?” or “I keep talking to women who want to [think of any inspiring AF bold move here] and I want to help them, but…”

And ya know what she always says? “Angie, you need to go first.”

There are SO MANY THINGS that frustrate me about our chaotic world, conventional business advice, the need for women to often work harder than men for the same outcomes… But sitting around wishing it were different isn’t enough. I need to do the damn things that I wish other people were doing.

And I know that works – I regularly get awesome emails from outdoor organizations/groups who are looking for wilderness menstruation resources, because years ago, I couldn't find any. So my first (well, second) business filled that need. And someone just told me that they cited this post in their doctoral research poster, even though I was scared to publish it since I hadn’t seen anything like it before. 🤷‍♀️

A big reason I share on this Substack is because I wish other people were transparent and honest about how they’re blending life and passion and business without going entirely nuts. I’ll go first.

7 | Time pressure → Welcoming “abundance practices”

One of the main reasons I started business coaching this year was the feeling of time scarcity through most of last year. I felt like by the end of the week, I’d barely gotten all my client work done, and didn’t have any time for the working “on” my business side (like outreach, offer tweaks, marketing)… I wanted to be more proactive in how my work would shake out each week/month.

Jenni once mentioned using waitlists to help plan ahead for a new offer. It was a simple side comment that spurred an “aha” for me – I could use tools like waitlists more often to better know who was interested in opps when so that I didn’t have to stress about “getting it done” unless the timing and people came through. She called waitlists an “abundance practice,” and I might be twisting her meaning, but now I’m looking for my idea of time abundance practices: shifting my scheduling calendar to my “summer” hour preferences (no Wednesday meetings!), setting deadlines further out than I think I need, using auto-responders to manage expectations… More coming on these!

8 | Playing safe → Doing the Edgy Growth Things

Does this even need an explanation? :) It’s true that I could skate by for many years taking on work that’s not a great fit for my interests, working with people who I don’t share many values with, agreeing to terms I’m slightly uncomfortable with. Honestly, I’d be making far more money if I weren’t so picky about working within personal interest areas and with people who have out-of-the-ordinary business beliefs themselves. 💸

But my nature doesn’t like to settle. While it’s been scary AF, I’m welcoming the tough decisions and conversations that will shape the future of my work. Recent talks and thoughts around money needs, AI ethics, and time trade-offs feel like rumblings of an inner volcano that might (slowly, professionally) erupt in the near future. 🌋 I even revised a lot of my website copy to reflect the importance of doing the scary things and welcoming those conversations. Practicing what I preach!

9 | Calling everything a playground → Being the actual expert

I LOLed when Jenni pointed out that for a handful of projects and opportunities, I kept saying things like, “This would be a great way for me to learn and experiment,” even though I’ve been professionally doing it for years. I kept calling work a “playground” – not in the sense of fun and experimenting (which it is!) but in the sense of “Maybe after THIS one I’ll be able to call myself an expert!”

Like, I’m already really good at what I do. ← And yet, that sentence is SO HARD TO TYPE. The evidence is there: wonderful testimonials from clients, folks stopping me in public to say how much they loved my event, private messages from folks who’ve said I’ve changed how they look at menstrual cycles. But I’m still over here being like, “I’m a baby biz owner who’s just making it up in this playground.”

No more dismissing my work as “just a test.” It’s providing results and I can say that. 😁

10 | Thinking people just want deliverables → Celebrating the energy I give others, too!

Someone once told me that I “leave confetti in my wake.” That is the energy I want to bring to this world. 🎉

A couple months ago, Jenni noted that people hire me for my energy. At first, I was like, “Hmm, intriguing,” and then I was like, “Wait, so many people have actually said that using other words!”

There are tons of creative directors out there. Tons of people who can launch campaigns, help you start a podcast, make your copy shine, turn up the volume on your voice and platform. But, somehow, we all have a different energy.

My energy is fast-moving. Out-of-the-box. Cyclical, coming in colorful bursts with times to pull back. (Confetti-like, perhaps.)

I allow room for – or, more truly, I welcome – messy nuance. I scoff at the “this is the way it’s always been done” and “here’s a step-by-step prescription” messaging we see everywhere, and instead I spotlight the most unique parts of yourself that deserve an enthusiastic platform. I’m your ✨hype girl✨, but also not afraid to call you on your bullshit. I make jokes. I make up words. I make mistakes, but we learn from them. I don’t hide it when I think an idea doesn’t meet our intention, because I don’t want you to waste time. And, I want you to show off the quirkiest, loudest, boldest parts of yourself.

^If you don’t vibe with that energy, NO WORRIES. You can stay here on Substack but never work with me in any way. You can unfollow me and find another person’s energy to feed off of. Life is short; don’t consume media you won’t apply to your life.

But if that IS the energy that helps you get momentum, hi. 👋 I’m so glad you’re here. And I do hope we can find a way to collaborate in the future. Let’s build something worth yelling about. If you’re ready. No presh.

Wondering how you got here? Hi, I’m Angie! 👋 I’m a creative director and not-elite-just-enthusiastic athlete living in the mountains and rivers of Washington. I talk about the tough stuff — Blood, Sweat, and Fear — with the goal of building a happier, healthier world for women. You can check out all the ways to work with me here, or follow me on Instagram and LinkedIn.

For Fall 2025, I currently have some space available for 1:1 women’s creative consulting as well as sports and outdoor brand support.