Process The Podcast

How do you protect your brand when the unthinkable happens? In this episode of Process, host Arielle Thomas is joined by Sally Branson, a leading Crisis Management and Reputation Management Director. Together, they pull back the curtain on the high-stakes world of protecting a creative legacy.

Sally reveals why a crisis is process-driven rather than just a disaster to be feared. From the volatile nature of influencer marketing to the legalities of product safety, this conversation is an essential masterclass for any founder. They dive deep into the necessity of due diligence, the power of transparency against misinformation, and the heavy emotional impact a public crisis has on a founder's mental health.

Whether you're navigating stakeholder management, rebuilding your SEO reputation, or establishing consumer trust, Sally’s "control the controllables" approach offers a roadmap for maintaining brand integrity in an unpredictable digital age.

In This Episode:

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Michelle Battersby is one of Australia’s most influential female founders.

From launching and scaling Bumble Australia to co-founding Sunroom, and now leading Peanut, the global social network connecting women through fertility, pregnancy and motherhood, Michelle has built her career at the intersection of tech, community and female empowerment.

In this episode of Process, Michelle opens up about her transition into matrescence, the psychological shift into motherhood that mirrors adolescence, and what it really looks like to lead a high-growth global company while pregnant and postpartum.

We discuss:

Michelle shares candid insights into balancing motherhood with executive leadership, how identity evolves through different seasons of life, and why representation of ambitious, pregnant women in business is critical.

This conversation is for founders, aspiring entrepreneurs, women navigating career pivots, and anyone curious about the psychological and strategic layers of building community-driven tech companies.

If you're interested in female leadership, startup growth, motherhood and modern ambition, this episode is essential listening.

Find Michelle on Instagram here.

Find your host, Arielle on Instagram here.

Find Process the Podcast on Instagram here.

See you next Tuesday x

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In episode four of Backbone, we delve into something every founder discusses, but few assess properly: risk.

Growth requires risk. But not all risks are created equal. Some move your business forward. Others quietly drain your time and confidence.

This week, we unpack how we think about risk in our own businesses, what we’re actively betting on, what we won’t compromise on, and how we decide what’s worth it.

So this week, we cover:

• The real risks we’re currently taking in business and why

• Our non-negotiables before saying yes to a big decision

• How to assess upside vs downside in a practical way

• How to “price” the cost of failure (financially and emotionally)

If you’ve been sitting on a decision and wondering whether to leap or not, this episode is for you.

If you have any questions about risk, feel free to slide into our DMs. We want to keep this conversation going! Find us on the ⁠⁠⁠So Invested Instagram⁠⁠⁠ & Process Instagram, and if you haven’t already, hit follow in your podcast app (it really helps our small businesses grow).

See you next week!

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🎙️ Sophie Hood on Building Seoul Tonic: From Australia to New York, Amazon, Retail Strategy & Scaling a Wellness Brand

What does it really take to build a modern wellness brand and have the ambition to take it global?

In this episode of Process, Arielle Thomas sits down with Sophie Hood, founder of cult-favourite tonic brand Seoul Tonic, to unpack the creative and commercial decisions behind moving to New York, scaling through retail, navigating Amazon, and positioning a product for international success.

Sophie is one of Australia’s most exciting women-led founders to watch, and in this conversation, she shares the unfiltered reality of entrepreneurship: from winning Food Stars and landing major retail opportunities, to managing inventory pressure, pitching airlines like Qantas, and building a brand that resonates in the hyper-competitive U.S. market.

This episode is a masterclass in creativity meeting commerce. Perfect for founders, brand builders, marketers and anyone curious about what it actually takes to turn an idea into a global consumer brand.

✨ In this episode, Sophie and Arielle cover:

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In episode three of Backbone, we get into the numbers that actually keep your business alive: cash.

Profit might look good on paper, but cash is what pays your bills, your team, and you. And yet, cash flow is one of the most misunderstood (and least confidently managed) parts of running a business.

So this week, we cover:

• Why profit ≠ cash, and how profitable businesses still run out of money

• Why cash flow is the most important metric to understand as a founder

• How to think about managing cash flow day-to-day (not just at tax time)

• Practical measures to safeguard your cash flow as your business grows

• A simple walk-through of the key line items in a cash flow statement — and what they actually tell you.

If you have any questions, about cash slide into our DMs.

We want to keep this conversation going!

Find Process the Podcast on Instagram here.

Find So Invested on Instagram here.

And if you haven’t already, hit Follow in your podcast app (it really helps our small businesses grow)!

See you next Thursday for our last episode of Backbone!

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In this special petit episode of Process, Arielle Thomas shares what’s next for the podcast and why it’s evolving into something much bigger than conversations behind a microphone.

From building a recognisable visual identity to creating a physical creative space in Sydney, Arielle reflects on the realities of podcasting, the importance of consistency, and her long-term vision for cultivating a thriving creative community.

She opens up about the challenges and rewards of running a creative podcast, how collaboration has shaped the journey so far, and why hosting events and bringing listeners together in real life is the natural next step for Process.

This episode is an invitation into the future of Process: a place where ideas are exchanged, careers are sparked, and creativity is treated as a shared practice, not a solo pursuit.

✨ What You’ll Hear in This Episode🎧 About Process

• Why podcasting is both an art and a long game• The vision for Process as a leading creative podcast• Plans to build a physical creative hub in Sydney• How community and collaboration drive growth• The role of visual identity in building a recognisable brand• Creating spaces that feel welcoming and creatively charged• Why consistency matters more than perfection• How listener engagement shapes the future of the show• Hosting events and real-world creative gatherings• Where Process is heading next

🎧 About Process

Process explores the journeys behind creative careers — from fashion and media to design, publishing, film and entrepreneurship. Each episode unpacks how ideas are built, how brands evolve, and what it really takes to create meaningful work in today’s cultural landscape.

To learn more about the clubhouse, head to cinemathom.com/clubhouse

Find Process the Podcast on Instagram here.

Find Process the Podcast on Tik Tok here.

Find your host, Arielle Thomas, on Instagram here.

See you next Tuesday!

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Welcome to episode two of Backbone! The four-part mini series where we discuss the financial side of building a business.

Today, we get into the structures that sit underneath your business and the tax impacts of each!

Whether you’re just starting out, running a side hustle, or transitioning into something more complex, the way your business is set up has real implications for tax, cash flow, and risk. And yet, this is one of the least openly discussed parts of being a founder.

So, this week, we have the candid tax conversation that no one seems to be having.

In this episode, we cover:

• The common business structures available to new and growing business owners

• How and when structures tend to change as your business becomes more complex

• The tax realities founders often avoid (and why that’s risky)

• Our perspective on when to bring in an accountant, bookkeeper, or advisor and what to look for.

This episode is brought to you by Notion - and by far one of our favourite tools, Notion Agent. Notion Agent is fundamentally different from typical AI tools. Instead of just suggesting or chatting, it completes tasks end-to-end, turning days of manual work into minutes.

It acts like a Notion super user that understands your workspace, your working style, and how you like things done - helping you stay organised, clear, and accountable as you build.

Let Notion Agent do the heavy lifting for you at ⁠Notion.⁠

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Legendary fashion and celebrity photographer Ben Watts joins Process for a conversation about longevity, instinct, and building a career in one of the most competitive creative industries in the world.

From photographing icons like Heath Ledger to navigating the shift from film to digital, Ben opens up about the mindset that has sustained his decades-long career. Why being a great photographer starts with being a good people person, how to develop a recognisable style, and what it really takes to earn trust with world-famous talent.

Host Arielle Thomas and Ben dive into the realities of hustling early on, the impact of social media on modern creatives, and why dignity, curiosity, and enjoyment remain at the core of meaningful work.

It’s an honest, insightful look at how to stay creatively fulfilled while operating at the highest level.

Find Ben on Instagram here.

Find Ben's extensive portfolio of work on Art Dept.

Find Process the Podcast for the visuals of Ben's work and this episode here.

Find your host, Arielle Thomas on Instagram here.

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Welcome to Backbone: a four-part mini series all about the financial backbone of building a business, side hustle, or freelance career.

We talk endlessly about the exciting parts of building something - the idea, the creativity, the passion, the momentum. But behind the scenes, it’s often the money side that feels confusing, intimidating, or easy to avoid. And more often than not, businesses fail because the financials were ignored.

There’s a huge gap in how openly we talk about money as founders. The messy bits. The avoidance. The “I’ll deal with it later” moments. This series is about closing that gap and helping you build confidence with your numbers.

Episode one starts with the foundation: accountability. Not outsourcing responsibility, but learning to work alongside experts and developing the mindset that you need to understand what’s happening with the money in your business.

In this episode, we cover:

If you hear us mention the Money Type Quiz, you can find it here: Money Type Quiz

And if you hear us yapping about finding new communities that support you, we recommend Butter App

This episode is brought to you by Notion - and by far one of our favourite tools, Notion Agent. Notion Agent is fundamentally different from typical AI tools. Instead of just suggesting or chatting, it completes tasks end-to-end, turning days of manual work into minutes.

It acts like a Notion super user that understands your workspace, your working style, and how you like things done - helping you stay organised, clear, and accountable as you build.

Let Notion Agent do the heavy lifting for you at ⁠Notion.⁠

Find Process the Podcast on Instagram here.

Find So Invested on Instagram here.

See you next Thursday!

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In this episode of Process, host Arielle Thomas sits down with American mindset and confidence coach Brian Siegal to unpack how creatives and entrepreneurs can break free from limiting beliefs, perfectionism, and procrastination, and build a mindset that actually supports growth.

Brian shares his deeply personal journey from struggling with obesity and self-doubt to becoming a sought-after coach for creatives, founders, and high performers. Together, Arielle and Brian explore how identity, self-talk, and unconscious narratives shape the way we show up, and how to actively rewrite them.

This conversation is both practical and perspective-shifting, offering tools you can apply immediately if you’re feeling stuck, overwhelmed, or caught in cycles of overthinking and inaction.

Whether you’re a creative entrepreneur, founder, or someone craving more confidence and clarity, this episode is a masterclass in mindset coaching, personal growth, and creative self-leadership.

This episode is for:

About Brian

Brian Siegal is an American mindset and confidence coach who works with creatives and entrepreneurs to dismantle limiting beliefs, strengthen self-trust, and build clarity-driven momentum. Drawing from his own lived experience of personal transformation, Brian helps high-performing individuals align their inner narrative with the life and work they want to create.

About Arielle

Process is hosted by Arielle Thomas, exploring the behind-the-scenes thinking, habits, and systems that shape creative success. Each episode breaks down the inner and outer work required to build meaningful careers and lives.

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