What if your next career move isn’t a straight line but a true expression of who you are? We sit down with creator and strategist Nicole Ricardo, a classically trained flutist who built a thriving marketing practice, spun up an agency, then took a fearless turn into the paranormal with two podcasts and a museum of haunted items. The thread that connects every chapter: say yes, build systems that scale, and share the real journey so your people can choose to come with you.

Nicole walks us through the tactics that turned passion into predictable income: crafting a simple, sharp brand, building a conversion-ready website, creating lean offers people actually finish, and using content marketing and pitching to open doors. She breaks down how an agency formed organically from client demand, what worked about done-for-you services, and why she eventually chose to prioritize coaching and mastermind work over constant project management. Expect practical tips on funnels, lead generation, and sustainable online education that creatives can implement right away.

Then we go deeper into the emotional side of big pivots. Nicole explains how she went public with a polarizing shift—paranormal investigations, The Real Ghost Of, Parapeculiar, and a growing collection of haunted artifacts—without torching her audience. Her insight is simple and freeing: people follow the person, not the niche. If you show your process and your values, the right listeners, learners, and clients will walk across the bridge with you. You’ll leave with clear steps to test new directions in public, reduce the pressure of “big announcements,” and choose work that energizes you.

If you’re ready to build a creative business that fits your life—and brave enough to follow your curiosity—press play. If the conversation resonates, subscribe, share with a friend who’s plotting a pivot, and leave a review to help more creatives find the show.

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