Welcome back to Re-imagining Online Business! In this Season 2 opener, Tristan and Brooke reunite with a raw, reflective, and real-time check-in—and preview what’s ahead.

This episode blends casual conversation with deeper questions about what it means to be entrepreneurs, facilitators, and humans in an increasingly unstable, violent, and extractive world. We talk about the business patterns we’re noticing (and resisting), what it feels like to be in a visibility-scarcity cycle, and the impossibility of showing up “strategically” while also advocating for liberation.

Here’s what we get into:

A peek at what’s coming this season: topics like the nuances of ChatGPT, visual branding with integrity, and the “is Instagram dead?” convo.

A sincere and vulnerable exchange around gender identity and personal evolution

The deep tension between capitalism and the grief of witnessing more and more state violence

Questions of responsibility, urgency, and sustainability in business right now

If you’re sitting with the both/and of business and grief, strategy and uncertainty—you’re not alone. This season, we’re exploring it in more detail.

Mentions & Resources:

Alex Iantaffi & HOLDING GROUND

@veritas_22 on Instagram

Couples Therapy (on Showtime)

Pee-wee as Himself (on HBO)

Devon Price’s article, If You *Must*, Here is How to Be a Content Creator Without Crashing Out or Losing Yourself

Call to Action:

Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!

+ Episode Transcript

In the season finale, Tristan and Brooke reflect on what they’ve learned over the course of Season 1 of Re-imagining Online Business. From shadowbanning myths and evolving content strategies to watching too much true crime and smoking cannabis on mic (yes, really—content warning!), this episode is as honest and unfiltered as it gets.

We talk about:

- Why our podcast release schedule turned out to be less than “strategic”

- What’s actually going on with Instagram engagement (spoiler: it’s not always the algorithm)

- The value of low-engagement content, and why we’re okay with it

- What’s working in marketing in 2025—and what’s not

- Creating business sustainability beyond the six-figure fantasy

- Taking real risks in our messaging and naming systemic harm

- Why relationship-building always matters more than reach

And yes, we also spend a solid 25 minutes talking about Netflix thrillers, Channing Tatum, and voting scandals involving Arnold Schwarzenegger impressions. You’re welcome.

Mentions & Resources:

Our free workshop: Instagram, Stay or Go: Navigating Marketing Beyond Social Media — replays available!

Foundations to Fruition (formerly Biz Camp) — beginning May 2025: A 12-session experience to get back to basics, gain foundational business knowledge, receive coaching to apply it to your work, and ultimately gain the information you need to create your own business strategy.

Call to Action:

Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!

+ Episode Transcript

In this thought-provoking conversation, Tristan and Brooke dive into the complexities of claiming to run an "anti-capitalist" and "ethical" business. What do these terms actually mean, and how are they being used in today’s discourse? Is capitalism becoming a catch-all term to describe everything broken in our systems? This episode unpacks the nuance of these claims and discusses the implications of using the language of resistance without deep engagement with the systems at play.

Rather than opting out of capitalism—a system we are all entangled in—this conversation explores what it means to work within and against the system simultaneously. Brooke and Tristan critique how terms like "capitalism," "late-stage capitalism," and "anti-capitalism" are often used without specificity, serving as a surface-level virtue signal rather than a call to real, actionable change.

Key discussion points:

The importance of precise language when critiquing capitalism and business ethics.

Why vague claims of anti-capitalism can sometimes be a form of bypassing deeper systemic analysis.

The impossibility of truly "opting out" of capitalism and what ethical business practices might look like within the system.

How business owners can meaningfully engage with systemic change while still running a sustainable business.

Mentions & Resources:

Free webinar:ChatGPT & Your Work with Patricia Grenseman

Learn more about Patricia’s ChatGPT programs

Scene On Radio podcast season on Capitalism

Brooke’s conversation with Tara McMullin on the What Works podcast, What is an ethical business?

VERY IMPORTANT: VOTE ON WHO DID A BETTER ARNOLD IMPRESSION

Links:

Visit joinfruition.com for more programs and resources, including the upcoming FREE workshop, Instagram: Stay or Go? Navigating Marketing Beyond Social Media on Friday, March 28th

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Call to Action:
Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!

+ Episode Transcript

Relationships are absolutely fundamental to any business. And yet so many online business owners often seem to be doing everything possible to bring in clients without having to make direct contact with other humans. The internet can make this particularly confusing, because the nature of relationships on the internet is confusing! What’s more, it’s so easy to feel isolated as an entrepreneur and to not even think about turning to other people. The reality is, more than your social media presence—more than any aspect of your digital marketing strategy, being active in the community you serve is probably the biggest advantage you can have in growing your work.

Whether you're an introvert, socially anxious, or just unsure of where to begin, this conversation offers actionable advice and thoughtful perspectives on:

- Shifting your focus from audience size to nurturing existing connections.

- Understanding how relationships can be the "soil" for sustainable growth.

- Building trust and collaborations that align with your values and vision.

- Navigating the role of digital tools like Instagram alongside in-person or community engagement.

- Practical steps for finding opportunities, connecting with aligned professionals, and maintaining integrity in partnerships.

Tristan and Brooke also reflect on how privilege and positionality impact collaborations and share personal stories about opportunities born from intentional relationship-building.

Takeaways:

- Relationships are the foundation of any business. Invest time and effort in nurturing them.

- Focus on serving your current audience and community rather than chasing endless growth.

- Show up authentically—whether in networking events, online platforms, or collaborations.

- Don’t bypass direct connections; meaningful interactions outlast transactional marketing tactics.

Mentions & Resources:

Free Workshop:ChatGPT & Your Work with Patricia Grenseman - Friday, January 10th, 10-11:30am Pacific / 1-2:30pm Eastern

Concept to Conversion Program: A 4-week intensive to guide you in getting your next offer out into the world, starting January 21st

Links:

Visit joinfruition.com for more programs and resources.

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Call to Action:
Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!

+ Episode Transcript

At this point most entrepreneurs and service-based business owners are familiar with the significance of content marketing, and yet many of might be wondering wtf is working as far as content marketing in 2024? (Seems to be an ongoing theme on the podcast, huh?!)

The truth is there are different types of content marketing, and the success of these different types of content should be evaluated according to different metrics. The other truth is, surprise, Instagram isn’t the Answer to all effective content marketing!

Topics discussed:

- The value of clarifying your business model, positioning, and messaging so you can create a content strategy that truly works.

- Understanding that the point of content marketing is to generate business income, and to go beyond simply selling—content marketing is most optimal when it provides evidence of the fact that you can actually do what you claim to do in your work!

- The importance of creating content that Introduces, Nurtures, and Converts, and then understanding which places to share which types of content (i.e. Instagram might not be the ideal conversion platform, but perhaps it’s great for nurturing your audience!).

- Rethinking marketing beyond social media and creating an aligned Marketing Ecosystem.

- Making content with more ease and the value of repurposing (with purpose), particularly in relationship to building trust and strengthening our “brands.”

…and more.

People & resources mentioned:

Marketing Ecosystem PDF

Michelle Cassandra Johnson

Meg Casebolt

Meg’s free SEO training on joinfruition.com

Tanya Geisler

Interested in learning more about the topics we’re exploring on the podcast? Join us for BIZ CAMP!

BIZ CAMP is a 4-week intensive program focusing on essential business concepts for entrepreneurs and service-based business owners so we can create strategies that will truly shift with the ever-evolving landscape of online business.

In Fall Biz Camp, we’ll talk: Positioning, Messaging, Offers & Business Models, Equitable Pricing, and so much more. 

We start September 5th and meet Thursdays and Saturdays. Registration is offered on a sliding scale $650-$1850 USD; payment plans available for all tiers without incurring additional fees. Reach out if you have any questions.

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

+Episode Transcript

At a time when people are spending less and less on non-essentials, how are service-based business owners considering offers design? What “worked” in 2020-2021, and even in 2022-2023, has shifted considerably. And we can’t simply change our prices in order to continue to meet and serve our clients—that won’t support us in creating sustainable work. 

This episode starts with a very important update on the topic of Justin Timberlake and Tristan’s previous claim that he’s a “good guy.” 

Additional topics discussed:

- The value of getting clear about what we actually do, and being as specific as possible about how we help clients cultivate results.

- The role of having a methodology or framework, and the importance of being willing to ditch it or for it to shift and evolve over time or with each client.

- Rethinking the value ladder, and getting creative with our offers in order to meet the unique moment we’re in financially and socio-politically.

- Centering sustainability while also centering equity and access in our pricing and how we structure our offers to meet clients’ needs and ours.

…and more.

Resources mentioned:

- Brooke’s Creating an Effective Sales Page on-demand webinar

- Kristy Fanton’s Social Proof Sidekick

Resources not mentioned that should’ve been:

BIZ CAMP!

We’re at it again—icymi, BIZ CAMP is an 8-session program to support service-based business owners in creating a foundation and strategy that will actually support you as the landscape of entrepreneurship continue to change. In Fall Biz Camp, we’ll explore topics like Positioning, Messaging, Offers & Business Models, Equitable Pricing, and so much more. 

We start September 5th and meet Thursdays and Saturdays. Registration is offered on a sliding scale $650-$1850 USD; payment plans available for all tiers without incurring additional fees. Reach out if you have any questions.

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

+Episode Transcript

It seems like every online business or marketing coach is talking about ethical pricing and sales these days. Wtf does it mean to be “ethical” when it comes to marketing and sales? And how do we actually price our work effectively? Hint: it’s not a matter of simply raising or lowering rates!

Here’s what we’ve found (aka topics discussed in episode 4):

- We are witnessing a shift in sales planning for online service based business owners—we’re moving out of an era of talking about how to “get the sale” and into an era of “how can we create businesses that attract the right people into the right containers”

- Part of being values-aligned is making things accessible for a client base and sustainable for the service-based business owner

- There’s really only one “rule” to pricing and it’s probably not what you think it is

Other (important) topics discussed:

- Love on the Spectrum and Ru Paul’s Drag Race

- Love Island as a bougie terrarium

- Manipulation vs trust in marketing and branding

- Sales and consent

Interested in learning more? Join us for SUMMER BIZ CAMP! This is an 8-week experience during the slowest time of the year to get back to basics, gain foundational business knowledge, receive coaching to apply it to your business, and ultimately gain the information you need to create your own business strategy and be ready for the fall.

All sessions will meet on Wednesdays: June 26th - August 14th - 10-noon Pacific / 1-3 Eastern.

Registration is available according to three-tiered pricing with payment plans. LEARN MORE

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Episode Transcript

At this point most online service-based businesses know that engagement is down across all forms of marketing—all apps and all types of content. People are overwhelmed by choices more than ever before, and we have less tolerance for content that doesn’t feel human. So how do we retain clients and keep people sticking around? 

In this episode, we review some interesting and compelling research about marketing strategy in 2024 and what’s “working.”

Here’s what we’ve found (aka topics discussed in episode 3):

- Consumers are looking for authenticity and values. People want to connect with people, not brands. 

- Running an effective Instagram account is not equitable to running a sustainable business. So many of us have become focused on content marketing, and Instagram in particular, and we need to start measuring effectiveness differently. 

- It’s not bad business to talk about genocide. In fact, quite the opposite—it’s bad business to try to be apolitical at this point.

Takeaways:

- stop mimicking other entrepreneurs

- be clear about your values

- focus on relationships, retention, and trust over traffic/reach

- make your work potent and easy to digest

Creators mentioned: Abigail Rose Clark @abigail.rose.clarke and Casey Tanner @queersextherapy

Resources mentioned: Re-imagining Marketing FREE workshop on the Fruition platform

Learn more about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Episode Transcript

What stops the scroll in 2024? And how do we actually make our lives easier when it comes to our business and marketing when the landscape keeps shifting, our brains are literally being changed by smartphones, the internet, and social media, and attention and engagement are at an all-time low?

As two business consultants and coaches obsessed with content marketing, we are in regular inquiry and real-life client study about how to reach people when, in general, the people we’re trying to reach are overstimulated and overwhelmed by the amount of content they could be consuming at this point in the human existence. If we’re all on our devices filtering out what we want to read and doing it at lightning speed, how do we actually land with our audience? Hint: there’s value in making it easy.

Topics discussed in episode 2:

Creating an engaging content strategy with scroll stopping content that actually orients to the current digital moment

Making less work for our audience, our clients, and ourselves—rather than making more, how can we make it easier

The new online era in which graphics don’t need to be fancy. and short, concise, and minimal “wins”

The value of sharing your voices more than your aesthetic

Developing a strategy that is human-centered rather than internet-centered

Creators mentioned: Raudhah Rahman @raudhah.rahman and Casey Tanner @queersextherapy

Learn more about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Episode Transcript

Welcome to episode one of the new Re-imagining Online Business podcast! Join Brooke Monaghan and Tristan Katz in this initial conversation as they explore the complicated landscape of online business in 2024.

Topics discussed:

The vulnerable truth that running a business right now is often hard and scary

What’s changed in the last 4+ years and where are we now, particularly when it comes to service-based online business

What kind of online business trends can we expect in 2024, or what are some things to know about growing your online business in 2024

Challenging “magical thinking” and “you can do it, too!'“ narratives

What does it mean for a business to truly “work”

The misleading nature of Instagram, and the fact that what we see online isn’t necessarily the full story

The question of interrupting business as usual while also supporting ourselves through our work

Maintaining creative energy even when the world is particularly distressing and disturbing

Learn more about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Episode Transcript