Freedom By Design with Josh and Paula Kerpan

Crockett Crothers, host of The Wealthy Cowboy, joins Josh for the very first guest episode of Freedom by Design. From day-working cowboy to building one of the most recognizable brands in Western entrepreneurship, Crockett pulls back the curtain on how it actually happened — the mindset shifts, the rejection, the rewiring of his beliefs around money, and the moment the pain of staying the same became greater than the fear of the unknown.

This is a grounded, no-fluff conversation about wealth, faith, family, freedom, and what it really takes to step out of your comfort zone and build a life on your own terms.

Key Takeaways

1. Commit to the date, then figure it out.Crockett didn't wait for the logo, the studio, or the perfect setup. He picked a launch date, jumped off the cliff, and grew wings on the way down. Most people stay stuck because they keep climbing back down the cliff instead of jumping.

2. Information is cheap — execution and accountability are the bottleneck.You're not stuck because you don't know enough. You're stuck because no one is holding you accountable to take the next step. Coaching isn't about new information; it's about pressure, structure, and forward motion.

3. Wealth ≠ a dollar amount. It's an abundance of assets.Faith, family, freedom, time, relationships, health, and money — all of it. You don't have to sacrifice one to build the other. You can have both.

4. Your beliefs about money will either attract it or repel it.If somewhere deep down you believe money is bad or that wealthy people are bad, no amount of hustle will fix it. The paradigm has to shift before the bank account does.

5. The fastest way to make more money is to solve bigger problems for more people.Stop chasing the money. Chase the value. The money is the byproduct.

6. Rock bottom isn't required, but pain is.You won't move until the pain of staying the same is greater than the pain of the unknown. The sooner you create that pressure on yourself, the sooner you move.

7. There's almost no real risk in betting on yourself.If you try and it doesn't work, you're back where you started. If it works, it changes your life. That's not risk — that's asymmetric upside.

8. Successful people aren't that special. They just stayed hooked longer.The biggest mindset unlock from being around high performers is realizing they're regular people who didn't quit. That's it. That's the difference.

9. It sucks for everybody.There is no shortcut around the sucky period. Broke, scared, doubting, wanting to quit — that's the price of admission. Different flavor for everyone, but no one skips it.

10. Get rewarded for discomfort once, and you start chasing it.Comfort zones aren't broken — they're expanded. Each rep makes the next leap easier, until you're actively looking for the next uncomfortable thing because you know that's where the growth lives.

11. Regret lives in what you didn't do.Almost no one looks back and regrets the chances they took. They regret the conversations, investments, and leaps they avoided. Live in a way that makes for a good story.

12. Freedom is the prize.Not money. Not status. Freedom to choose your day, your people, your purpose. Build the business and the life that protects that — don't sacrifice it in the chase.

A lot of people in our world have told us they love what we're doing — they just don't really know what it is. Fair enough. So in this episode, Paula and I pull back the curtain on Kaizen Solutions, the 100X Breakthrough program, and EmpowerHer.

This isn't a sales pitch. It's a clarity episode.

We get into how all of this was born out of the farm, what the "entrepreneurial trap" actually is, and why I originally thought I could package up our business systems like a pill people could just swallow — and why that doesn't work. The real unlock isn't strategy. It's mindset. It's identity. It's understanding how you actually work so you can stop fighting yourself and start producing the results you want.

We talk about what an "unconscious competent" is, why your outside world is just a mirror of your inside world, why information alone never changes anyone's life, and how the 100X Breakthrough program is built to actually move people — not just inspire them for a weekend.

You'll also hear about Paula's EmpowerHer community for women and mothers, how the mastermind side works, why we run it virtually (for now), and who this is — and isn't — the right fit for.

If you've been doing all the right things and still feel stuck, this one is for you.

Key Takeaways

1. The entrepreneurial trap is real. You build something great, it grows past your capacity, you're suddenly running a team you weren't trained to lead, and people depend on you — so you can't step out. The way out isn't more grinding. It's becoming the kind of operator your business can run without.
2. Strategy alone is a d You can hand someone every system, SOP, and framework in the world. If their thinking doesn't change, the results won't either. Mindset is the foundation underneath every system.
3. Most high performers are "unconscious competents." They get results without knowing how. That works — until it doesn't. Once you understand how your mind actually works, you stop being controlled by it and start using it on purpose.
4. Your outside world reflects your inside world. The state of your business, your team, your relationships, even your truck — they all mirror what's happening inside you. Want to unlock the business? Unlock yourself.
5. Knowledge without internal change produces nothing. You can listen to every podcast, read every book, attend every seminar — and stay exactly where you are if your self-image doesn't shift.
6. You don't need a new you. You need version 1.1. The work isn't about becoming someone else. It's about becoming the next version of who you already are — the one capable of the next level of life and business.
7. Real change runs about 66 days deep. The 100X Breakthrough is built around installing new thinking through consistent, structured work — not motivation that fades by Wednesday.
8. The breakthrough is usually outside your industry. If a cow-calf producer only consults other cow-calf producers, they'll keep recycling the same answers. The real solution often comes from someone outside your paradigm, asking why you do what you do.
9. Consistency beats intensity. An 80% effort done weekly beats 105% three times a year. That's why we run this virtually —
10. EmpowerHer fills a real gap. Paula built it for women and mothers who are trying to reclaim identity, ambition, and a worthy ideal of their own — without guilt, and without losing themselves in the process.
11. The work is yours. The path is ours. Our commitment is to get you the results you want. Doing the work is on you. That's the deal — and it's why it works.

Perfectionism is keeping you stuck. Most people quit at rep 9 and call it a workout — but it's the 10th rep, the one you can't finish, that actually builds the muscle. In this episode, Josh and Paula break down why high achievers, type-A operators, and growth-minded business owners get paralyzed waiting for "perfect" — and the mindset shift that gets you moving again. We talk about the Gap and the Gain, why failure is feedback, what baseball teaches us about resilience, and the truth most people miss: you are already undefeated.

If you've ever held back on a goal, an offer, a podcast, a launch, or a hard conversation because it "wasn't ready yet" — this one's for you.Key Takeaways

1. Perfect doesn't exist where you live. It's a moving horizon. The closer you get, the further it moves. Stop pretending it's a finish line.
2. Perfectionism is a stall tactic in disguise. It looks like high standards. It's often fear wearing a nice outfit.
3. Failure is feedback — not identity. It tells you what you don't know yet, not who you are.
4. The 10th Rep Principle: Reps 1–9 maintain. Rep 10 — the one that breaks form, the one that fails — is the one that builds you. Seek that rep in business, in fitness, in conversations, in offers.
5. Look at the Gain, not just the Gap. Always measuring forward = burnout and discouragement. Measuring backward from where you started = fuel.
6. Hall of Famers fail 70% of the time. If your personal standard is 100%, you're not chasing greatness — you're avoiding the game.
7. MVP beats perfect. Get it out. Get feedback. Iterate. The market teaches you faster than your own head ever will.
8. Reframe the moment: "That's good." Or at minimum, "That's interesting." Your interpretation of the event determines whether it builds you or buries you.
9. You're undefeated. Every setback you've survived is data — not damage. You've won every battle that's tried to take you out so far. Act like it.
10. Your kids won't do what you say. They'll do what you do. Modeling imperfect action is one of the most powerful gifts you can give your family.

The guilt you carry isn't even yours — it comes from expectations you never set. In this episode, we break down why guilt is really just a gap between your performance and someone else's standards, how tying your identity to one role keeps you stuck, and why comparison only makes it worse. The fix is simpler than you think: get clear on what you want, take one step toward it every day, and stop measuring yourself against everyone else's highlight reel.Key Takeaways:

• Guilt comes from not meeting expectations you didn't set — most of it isn't even yours
• Without a clear goal, everything pulls at you, and guilt fills the gap
• When your identity is tied to one role, you lose yourself — and set your kids up to carry your baggage
• Life moves in acts — at some point, you have to consciously choose what's next instead of gripping tighter
• Lack of focus is the real problem — scattered effort leads to scattered guilt
• Comparison to someone's highlight reel only makes it worse
• Gratitude is the reset, but you have to feel it, not just list it
• The fix: pick a goal, take one step daily, measure against where you started, repeat
• Stop worrying about everyone else — you can't control them
• It's super simple. People just overcomplicate it.

In this episode, we dive into what it truly means to grow together in a marriage. We explore how couples can evolve from simply being partners to becoming true powerhouses—aligned in their goals, resilient through challenges, and intentional about building a thriving future together. Whether you're just starting out or looking to deepen your connection, this episode offers insights to help you grow as a couple and create a marriage that truly thrives.

Key Takeaways

• Self-awareness is the bedrock of any strong partnership—know yourself first to build authentically.

• Personal growth fuels collective success—focus on improving yourself to strengthen the whole.

• Relationships thrive on regular, intentional “deposits”—small, consistent actions keep trust and connection strong.

• Success is ongoing—regularly realign on goals and identity to grow together.

• Plan from the end—clarity about your desired outcome shapes purposeful action today.

This episode explores the concept of paradigms, how they influence our subconscious beliefs, and practical strategies to change limiting ideas for personal growth. Learn how to identify, challenge, and reprogram your mental patterns to unlock greater potential.

• What is a paradigm and how does it influence behavior
• The origin of subconscious beliefs and their impact
• The importance of responsibility in change
• The process of changing paradigms through neuroplasticity
• Practical steps for replacing old ideas with empowering ones

This episode explores the four core principles for living a better life: worthiness, identity, attitude, and action. The hosts discuss how understanding and applying these ideas can lead to personal growth and fulfillment, with practical insights on overcoming limiting beliefs and taking courageous action.

The four core principles: worthiness, identity, attitude, action

How limiting beliefs hold us back

The importance of self-identity and self-worth

Attitude as a choice and its impact on life

Taking courageous action and seizing opportunities

In this episode of Freedom by Design, Josh and Paula delve into the concept of paradigms, exploring how our subconscious beliefs shape our actions and results in life. They discuss the importance of understanding and changing these paradigms to pursue worthy ideals, emphasizing the need for conscious effort and repetition in the process. The conversation also touches on the significance of self-image and acting as if one has already achieved their goals, highlighting the power of belief in personal development.

Takeaways

Everybody has a paradigm, whether they know it or not.

A paradigm is a set of beliefs accepted as true.

You can change your paradigms through emotional impact or repetition.

Identifying limiting paradigms is crucial for personal growth.

Changing beliefs requires conscious effort and time.

Self-image acts as a thermostat for your success.

Acting as if you've achieved your goals can lead to success.

Real change takes patience and consistent effort.

Most beliefs are inherited from childhood.

Investing time in yourself is essential for growth.

In this inaugural episode of 'Freedom by Design', hosts Josh and Paula share their motivations for starting the podcast, emphasizing the importance of inspiring and educating listeners about achieving personal freedom. They discuss their personal journeys, the significance of mindset, and the four areas of freedom: time, money, purpose, and relationships. The episode highlights the necessity of letting go of certain aspects of life to achieve greater success and the importance of making committed decisions aligned with family vision.

Takeaways

The podcast aims to inspire and educate listeners.

Freedom is a central theme, encompassing time, money, purpose, and relationships.

Personal stories are shared to illustrate the journey toward freedom.

Letting go of certain things is essential for growth.

Defining a family vision helps in decision-making.

Success is about pursuing worthy ideals.

Mindset plays a crucial role in achieving goals.

The importance of personal integrity in following through on commitments.

Coaching and helping others is a key focus for the hosts.

The podcast is designed to be a quick listen for busy individuals.

Chapters

00:00 Introduction to Freedom by Design

01:57 The Purpose Behind the Podcast

04:01 Understanding Freedom

07:03 Personal Stories and Backgrounds

19:38 The Journey to Coaching and Impact

This episode explores how setting a worthy ideal rooted in deep desire transforms your goals into powerful life-changing pursuits. Learn how understanding and cultivating desire can make your ambitions—and your life—more meaningful and attainable.

• The foundational role of desire in goal-setting
• How growth is the true purpose of goals
• Distinguishing between transactional and transformational goals
• Practical steps to define and pursue your worthy ideal
• The concept of the servo mechanism and failure correction in goal pursuit
• The importance of micro-steps and patience for big dreams
• How to quiet the noise and listen for divine guidance
• The ripple effect of setting and pursuing meaningful goals

00:00 - Introduction: Why your desire must fuel your goals
00:20 - Desire as the root of all achievement and growth
01:00 - The purpose of goals: Growth over achievement
01:40 - How living a life of continuous growth prevents crises
02:15 - Recognizing societal pressures to want more
03:00 - The importance of big goals for personal development
04:00 - Overcoming guilt about wanting more
05:00 - Practical example: learning the guitar to grow and serve
06:00 - The ripple effect: how personal goals impact others
07:00 - The power of specific strategies and resources
08:00 - Modeling good habits for children
09:00 - Paradigm shifts and subconscious beliefs about worthiness
10:00 - Micro-steps and persistence in achieving big dreams
11:00 - The role of perseverance and learning from failure
12:00 - How to approach seemingly impossible goals, like space travel
13:00 - The importance of prayer, meditation, and divine inspiration
14:00 - Defining a worthy ideal: balancing imagination and reality
15:00 - Challenging limiting beliefs about worthiness
16:00 - Starting with one small step toward your ideal
17:00 - Using imagination to create new pathways
18:00 - The role of divine guidance and intuition
19:00 - Failing forward: failure as redirection, not defeat
20:00 - The effect of focused desire: the autopilot of achievement
21:00 - How quietening the mind can unlock creative insights
22:00 - Reflecting on how worthy ideals shape life and purpose
23:00 - The impact of aligning goals with your highest self
24:00 - Avoiding shelved dreams by refining your focus
25:00 - Creating daily routines that align with your worthy ideal
26:00 - The servo mechanism: course correction on the path to success
27:00 - The importance of patience and persistence in pursuit
28:00 - Transitioning from transactional to transformational goals
29:00 - Final thoughts: Desire as the starting point for a fulfilled life