Delusional

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I don't talk about this much. And honestly, I'm embarrassed by most of it.

But when I was interviewed for a book about my family, I was asked about my high school years — and I realized just how much I've been avoiding.

The rebellion. The self-destruction. The complete breakdown of my relationship with my parents. The shame I carried when I moved from Albany to Perth, trying to rebuild my life from scratch.

For years, I thought if I just didn't talk about it, I could leave it in the past. But here's what I've learned: the things we try to hide don't disappear. They shape us. And if we're brave enough to face them, they can become our greatest strength.

This episode is different. It's personal, it's heavy, and it's one of the most vulnerable conversations I've ever shared publicly.

I'm talking about learned helplessness — a psychology concept that explains why some people stay stuck even when the escape is right in front of them. And how it showed up in my own life in ways I didn't even realize.

In this episode, we get into: 

✅ The psychology experiment that changed how I see struggle (and why it matters for business owners) 
✅ What really happened in my high school years — and why I've kept it hidden for so long 
✅ How moving to Perth became my chance to completely rewrite my identity 
✅ The choice between being the hero or the victim in your own story 
✅ Why entrepreneurship is the biggest personal development journey you'll ever go on 
✅ How the hardest things you've been through can become your secret weapon in business 
✅ The one question you need to ask yourself if you keep self-sabotaging

If you've ever felt stuck in a pattern you can't break, if you're carrying shame about your past, or if you're trying to build something meaningful while dealing with your own stuff — this episode is for you.

Your past doesn't have to define your future. But you have to choose to rewrite it.

I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy. Ready to become an industry powerhouse? Get more clients, more income, and your time back without burning out. Be among the first to access exclusive scripts, strategies, and systems to get booked, banked, and in demand.

https://beautyindustryleaders.com.au/booked-banked-and-in-demand

Connect with us: https://www.instagram.com/sammykennedycoach/ https://www.instagram.com/beautyindustryleaders/

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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She put $600,000 of her family's savings into a skincare brand at 42 years old. Her husband said the budget wouldn't stretch to 13 products. Her response? "Then the budget is wrong. Fix it."

Three weeks after winning the ABIA Hall of Fame — the highest honour in the Australian beauty industry — Maria Enna-Cocciolone lost her mum. She still hasn't celebrated that win.

This is one of the most raw, unfiltered conversations we've ever had on this podcast.

Maria is the founder of O Cosmedics, GINGER&ME, and INSKIN.CO — three brands, 85 staff, 40 years in the industry, and a business built from a million-dollar bet that had no room for failure.

But this episode isn't just about the wins. It's about the cost, the grief, the hard calls, and the mindset that kept her standing through all of it.

In this episode, we get into:
✅ How Maria raised $1M to launch O Cosmedics — including $300K from friends over breakfast
✅ Why she created an entirely new skincare category and trademarked it worldwide
✅ The moment she shut down a clinic's account on her first day back from leave
✅ Why she calls her stockists "partners" and will close accounts that don't meet the standard
✅ How she reframed retail selling from "confidence" to "accountability" — and why that shift changes everything
✅ The raw truth about grief, leadership, and showing up when your world is falling apart
✅ What she told her kids after losing her mum — and why they told her to stop talking
✅ Exit strategies, legacy planning, and why she brought in an equity partner before she needed to
Whether you're just starting out or you've been in this industry for decades, this conversation will challenge the way you think about brand, business, and what you're really building it all for.

I want to empower women in the beauty industry to create an impact, build an empire, and leave their legacy. Ready to become an industry powerhouse? Get more clients, more income, and your time back without burning out. Be among the first to access exclusive scripts, strategies, and systems to get booked, banked, and in demand.

https://beautyindustryleaders.com.au/booked-banked-and-in-demand

Connect with us:
https://www.instagram.com/sammykennedycoach/
https://www.instagram.com/beautyindustryleaders/

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

Send us Fan Mail

Most beauty professionals don’t have an offer problem… they have a clarity problem.

In this episode, I’m breaking down one of the biggest mistakes I see when service providers step into education, coaching, or courses, trying to teach everything instead of selling a clear, specific result.

If your offer feels hard to explain, difficult to sell, or overwhelming to deliver, this will likely show you why.

I introduce my CLEAR Offer Framework, a simple but structured way to build offers that actually convert, by focusing on who it’s for, what problem it solves, and the transformation it delivers.

I also share lessons from my own experience rebuilding an early course that tried to do too much, and how refining my offers led to better results for both me and my clients.

In this episode:

✨ Why “more value” often makes your offer harder to sell
✨ How to define exactly who your offer is for (and who it’s not for)
✨ The three problem stages: start, fix, and scale
✨ Choosing the right delivery method for real client results
✨ How to position ROI using proof, outcomes, and guarantees

A practical breakdown for anyone ready to move beyond services and build an offer people actually want to buy.

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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The past 72 hours were some of the craziest I’ve had in both life and business.

What started with speaking on an International Women’s Day panel in Perth quickly turned into a last-minute trip to Sydney for BitchCon… all sparked by a coaching call, a very specific “green frog” sign, and a decision to just back myself.

From there, it was chaos, losing my house keys, calling a locksmith, then finding out they’d been handed in at Crown valet, all before rushing to make my flight.

But within all of that, there were some powerful reminders.

Bitch Con had such a vibrant, community-driven energy, and it reinforced how important it is to build real connections and give first. I also heard incredible insights, including Kristina Karlsson’s story of losing and rebuilding her business, which really stayed with me.

In this episode:

✨ Why backing yourself can lead to unexpected opportunities
✨ The importance of community and personal brand
✨ Lessons on resilience, scaling, and repeat revenue
✨ Different ways to grow, from retail to one-to-many models
✨ Why taking calculated risks matters

A mix of story time and business lessons, and proof that sometimes the most chaotic moments bring the most clarity.

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

Send us Fan Mail

Brooke Vulinovich joined me back in the Beauty Industry Leaders Podcast studio and this conversation felt extra special. Brooke has been a mentor and supporter through some of the most challenging seasons in my business, including a time when I was navigating near-bankruptcy, so it was incredible to sit down and reflect on how far things have come.

We kicked things off with a rapid-fire Q&A where Brooke shared some personal insights, from her favourite travel destinations to her biggest social media pet peeves and the reality behind so-called “overnight success.”

We also spoke about the discipline and consistency required to build a personal brand that actually lasts. Brooke shared how she’s navigated life as a business owner and mum, the lessons she’s learned through years of building her brand, and how she reinvented her business after Social Club through consulting and her Followers to Fortunes Academy.

In this episode:

✨ Why building a personal brand is one of the most valuable long-term assets you can have
✨ Brooke’s biggest social media pet peeves and the truth about “overnight success”
✨ The balance between personal content and client-focused content
✨ Different ways to monetise your personal brand
✨ Why discipline and long-term thinking matter in business

Connect with Brooke

Instagram:  https://www.instagram.com/brookevulinovich/

Website: https://www.brookevulinovich.com/

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

Send us Fan Mail

After returning from our Beauty Industry Leaders retreat in Vietnam, I found myself reflecting on something I know so many women in business quietly carry: self-doubt.

Even after receiving incredible feedback and seeing the impact the retreat had, I caught myself questioning whether I deserved to be in the room. That experience reminded me that imposter syndrome doesn’t disappear as you grow, in many cases, it actually gets louder the higher you level up.

In this episode, I unpack what imposter syndrome really is, why it’s actually a cognitive distortion rather than a truth, and the hidden ways it taxes your business growth.

I also share how it commonly shows up for women in business - from underpricing and overdelivering to delaying opportunities, shrinking in high-level rooms, overworking to prove ourselves, and downplaying our authority.

In this episode:

✨ What imposter syndrome actually is and why it intensifies as you grow
✨ The five common types of imposter syndrome described by Valerie Young
✨ How self-doubt quietly limits revenue, visibility, and leadership
✨ Why imposter feelings are often a sign of expansion, not inadequacy
✨ Practical strategies to move through doubt and lead with confidence

If you’ve ever questioned whether you’re truly qualified to be where you are, this episode will help you reframe those feelings and take action anyway.

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

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I’m recording the very first episode inside our new Beauty Industry Leaders Podcast studio, and I’m joined by husband-and-wife founders Kiri and Wesley of AMPERNA® - the topical postbiotic, microbiome-friendly skincare brand created for sensitive and reactive skin.

Kiri shares the deeply personal journey that led to building the brand, from pustular acne and rosacea to topical steroid withdrawal and the grief of losing her father. Wesley explains how his background in operational systems became the backbone of turning a personal solution into a globally recognised business. Together, we unpack what it really takes to bootstrap a skincare company in a competitive market.

This is an honest conversation about resilience, cashflow pressure, manufacturing stress, and choosing integrity over trend-chasing.

In this episode:

✨ How AMPERNA® was born from chronic skin struggles and personal loss
✨ The realities of bootstrapping: cashflow strain, product delays and contract lessons
✨ Navigating high-stakes manufacturing runs without external funding
✨ Founder-led marketing strategies: UGC, SEO, Meta ads and PR trade-offs
✨ Building genuine community - including gifting products to a young steroid withdrawal sufferer
✨ International expansion plans (US, UK, Japan), 3PL logistics and compliance risks

If you’re serious about building a product-based brand, this episode gives you a clear look at what sustainable growth actually demands - operational discipline, emotional resilience, and long-term thinking.

Connect with Kiri & Amperna

https://www.instagram.com/kiriyanchenko 

https://www.instagram.com/ampernaskin

https://amperna.com

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

Send us Fan Mail

I’m breaking down what actually makes a business sustainable long term and why popularity or fast growth isn’t enough.

Drawing from my experience across multiple family ventures, from bowling alleys and arcades to festivals and Wild West Bowling - alongside my own journey in the beauty industry, I share the three important traits I believe every sustainable business must have.

In this episode:

✨ Why repeat customers matter more than reach
✨ The difference between revenue and profit
✨ How to build scalable income streams
✨ Why trends won’t protect your business
✨ The fundamentals that create longevity

If you’re serious about building something sustainable, this episode will help you assess whether your model is designed to last - or just to grow fast.

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

Send us Fan Mail

In today’s episode, I’m sharing a personal reflection on how the rooms you sit in shape the life and business you build.

At 19, during Miss Universe, I was navigating a cancelled university degree, a scoliosis diagnosis, and the physical strain of running a lash business that was hurting my body. Through a pageant sponsor, I stepped into a contractor role applying protective film to luxury watches, which allowed me to earn more, work fewer hours, and ultimately get into rooms with high-net-worth individuals and elite collectors. From handling watches worth tens of thousands to a $6.5M Tiffany & Co x Nautilus collaboration piece, my proximity completely shifted my perspective.

In those rooms, I didn’t pitch - I listened. I asked better questions. I stayed curious. One of my favourites: “What advice would you give your 20-year-old self?” I saw firsthand how powerful value exchange, referrals, and real conversations are in business and car communities, and I also share my honest experience with networking dynamics — both the toxic and the transformative.

Let's talk about what it actually takes to expand your network: leaving your comfort zone, doing your research, approaching with respect instead of entitlement, and intentionally putting yourself in higher-level spaces.

In this episode:

✨ How proximity changes perspective
✨ What high-level rooms really look like
✨ The power of asking better questions
✨ Why entitlement blocks opportunity
✨ How to intentionally upgrade your circle

If you’re feeling stuck in the same environment, this episode will challenge you to evaluate your current circles, define the rooms you want to be in 12 months from now, and start moving - because opportunities tend to show up when you do.

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial 

Send us Fan Mail

In today’s episode, I’m sharing a behind-the-scenes look at a hectic week while preparing for our upcoming Beauty Industry Leaders retreat, and using it to highlight the biggest mistake most business owners make when they want to scale.

I talk through everything from last-minute travel prep and investing in new videography equipment, to onboarding calls, creative marketing inspired by Love Island, and designing a seamless attendee experience. I also open up about an unexpected health scare after inhaling toxic plastic fumes, and the lessons it taught me about capacity, recovery, and managing momentum during busy seasons.

From there, we dive into business growth and scaling. I break down why adding more services or offers is rarely the answer, and why optimizing your existing systems, client experience, and key metrics is essential before you grow.

In this episode, I’m covering:
✨ Retreat prep and behind-the-scenes execution
✨ Creative marketing and experience-led strategy
✨ Managing health and capacity in business
✨ The biggest scaling mistake business owners make
✨ How to optimize your business before expanding

If you’re feeling stretched, stuck, or thinking about scaling, this episode will help you refocus on what actually drives sustainable growth.

If you have any questions about the episode, have a burning question you would like me to answer on the show, connect with me and the rest of our incredible community on Instagram:

→ https://www.instagram.com/delusionalwithsammykennedy/
→ https://www.instagram.com/sammykennedyofficial