Are you a business owner concerned about the impact of a recession on your company's success? Look no further! In this powerful episode, we reveal the three crucial steps to recession-proofing your business. Discover how to increase profit, fortify processes, and enhance your positioning in the market to attract premium clients and dominate your industry, even during economic downturns.

Step 1: Boost Profit - Raising Prices:

Join us as we delve into the pain points faced by 97% of business owners who are overdue for a profit increase. We unveil the most effective strategy to skyrocket your profits: raising prices strategically. Learn how to analyze your competition, test price increases, and amaze yourself with the impact a mere 5% raise can have on your bottom line. Don't miss out on this opportunity to attract premium clients who willingly pay top dollar for your exceptional offerings.

Step 2: Streamline Processes - Fortify Your Business:

Discover the importance of efficient processes and a strong team in ensuring your business's survival during a recession. Uncover the pain points that arise from broken systems and inefficient workflows, and explore how leveraging technology or seeking expert guidance can help you repair and enhance your processes. We'll reveal the secret to operating efficiently with a leaner crew, ensuring your business remains resilient in the face of economic challenges.

Step 3: Dominate the Market - Enhance Your Positioning:

Every business owner knows the struggle of attracting quality leads and standing out in a crowded marketplace. In this training, we expose the pain points that arise from lackluster positioning and offer a game-changing solution. Discover how to position yourself as the industry authority, gain trust, and increase demand for your products or services, even in a downed economy. Unleash the power of effective marketing strategies to secure your position as a leader in your industry.

Don't let a recession derail your business's success! Join us for this eye-opening training that will equip you with the knowledge and strategies you need to recession-proof your business. Understand the pain points faced by every business owner and discover why this training is an absolute must. Take the first step towards securing a thriving future for your business by watching this video today!

Book your consultation now: https://api.leadconnectorhq.com/widget/bookings/oDnGza0flTfRPXpeMFVJ-5fbc6268-b2a9-48a6-a670-f39485d7254f

https://lindsaysutherland.site

Connect with me on Instagram at www.instagram.com/lindsay_sutherland24

Check out other episodes: https://the-profitable-business-podcast.captivate.fm

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

**This business story is based on a real example. Names have been changed, but the context of the story remains true.

I hope you enjoy this light-hearted variation to the podcast!

In a world where entrepreneurship can sometimes feel like an uphill battle, join us on a captivating journey of transformation and triumph. In this podcast episode, we delve into the inspiring story of Melinda, an ambitious business owner who, with the help of a seasoned coach, discovers the power of quick wins to turn her struggling podcast editing business into a flourishing venture.

The episode opens with the vivid description of Melinda's state of mind as she reaches a breaking point. Exhausted and overwhelmed, she contemplates whether the rewards of working in her own business are truly worth sacrificing precious time with her beloved family. But little does she know that her fortunes are about to change.

Guided by her dedicated business coach, Melinda embarks on a quest to unlock the secrets of rapid transformation. The coach reveals a set of seven powerful strategies designed to help clients achieve quick wins in their businesses. It is through the implementation of one of these strategies that Melinda's remarkable journey begins.

The first step on this path to success is market research. Melinda had been trapped in a mindset that her pricing was on the high end, comparing herself to overseas virtual assistants. This self-imposed limitation left her feeling crippled and unable to raise her rates. However, as the story unfolds, we witness the game-changing revelation that emerges from a comprehensive study of US-based agencies.

Through in-depth analysis and meticulous research, Melinda and her coach discover that she had been significantly undervaluing her remarkable full-scale podcast editing services. In fact, she had been shortchanging herself by an astonishing $1000 per client per month. This realization empowers Melinda with a newfound sense of relief and clarity. She begins to understand that increasing her prices is not only justified but also necessary for her business's growth.

Together, Melinda and her coach embark on the challenging task of designing a new pricing structure. It is a delicate balance between offering competitive rates and ensuring that Melinda's exceptional service is duly rewarded. With the new pricing in place for prospective clients, Melinda gains the confidence to take the next leap.

However, an important obstacle stands in her way: communicating the rate increase to her existing clients. Melinda's fear and uncertainty are palpable as she contemplates this vulnerable step. Yet, armed with the support and guidance of her coach, she crafts a heartfelt conversation that authentically conveys her commitment to providing the highest quality service at a fair price. The outcome is nothing short of remarkable.

In a surprising turn of events, Melinda's clients respond with unwavering understanding and loyalty. The rate increase is accepted willingly, leading to a significant surge in cash flow. Melinda's business is no longer burdened by financial constraints but rather invigorated and poised for growth. Her quick win has breathed new life into her entrepreneurial spirit.

This podcast episode offers invaluable takeaways for entrepreneurs seeking their own quick wins. The power of thorough market research, the realization that pricing adjustments can unlock untapped potential, and the importance of embracing vulnerability and transparent communication with clients are all vital lessons embedded within Melinda's inspiring story.

Join us as we dive deep into Melinda's journey, uncovering the transformative power of quick wins and the immense impact they can have on one's business and mindset. Discover how the strategic application of these seven powerful tools propelled Natalie from a state of overwhelming exhaustion to a thriving and profitable enterprise.

Tune in to be inspired to harness the potential within your own business. The road to success may be challenging, but with the right strategies and unwavering determination, you too can experience the exhilarating transformation.

https://lindsaysutherland.site

**Results may vary.

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

Imagine this: You find yourself in a position where you feel like you've exhausted every strategy to attract clients and improve profitability. Each attempt only seems to deepen your sense of discouragement. But fear not, for I have an enlightening tale to reverse this train of thought and reveal the simplicity of reaching your profit goals.

Allow me to transport you to a recent encounter I had with a struggling business owner who had been grappling with the aftermath of the COVID-19 pandemic. As I sat down with him, a remarkable transformation occurred when I began unraveling the concept of profitability in its simplest form. It was as if a dormant spark of hope had been ignited within him, breathing new life into his weary soul. The key to his revitalization lay in perceiving the inherent simplicity of achieving financial success. Instead of fixating on the daunting grandeur of the financial landscape, he discovered that breaking it down into manageable steps could yield extraordinary outcomes.

In this captivating episode, I delve into the art of reverse engineering your goals, illuminating how effortlessly you can attain the results you desire by focusing on NET PROFIT instead of GROSS PROFIT. The distinction between the two is crucial.

Once armed with this knowledge, you gain the power to dissect your goals and work backward, calculating the number of transactions required per year or month to conquer those aspirations. It's a straightforward formula that has the potential to infuse your spirit with newfound enthusiasm and invigorate your ability to think outside the box. As Albert Einstein so sagely proclaimed, "We cannot solve our problems with the same thinking we used when we created them." Thus, it becomes imperative to elevate our mindset, allowing a torrent of creative ideas to flow freely. This very episode stands as a beacon of guidance to facilitate that transformation.

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

How to get Remarkable Returns on your Marketing

This webinar will disrupt everything you thought you knew about marketing thus far. Tune in to discover how you can increase marketing effectiveness by 50% or more.

- Discover how to position yourself as the business of choice in your industry.

- How you think you're talking to the right "audience" but you're probably wrong - and what to do about it.

- How to find a marketing strategy that actually brings you joy and doesn't feel like a drag.

Click the button to register and get ready to be blown away! Or text FREEDOM to 33777 to regirster.

https://event.webinarjam.com/register/5/53kv5tl

Do you struggle with getting your marketing to convert? This episode will give you a strategy that can help you increase your conversion by up to 50% or more. Try it and let me know what you think.

If you would like help with your marketing messaging book a free consultation at https://lindsaysutherland.site.

Your message is the cornerstone to all of your marketing efforts. If it is not optimized you are wasting your time and switching strategies is not going to fix the problem. When you fix your messaging your marketing will work no matter what medium you use.

Register for the Remarkable Returns On Your Marketing Webinar here--- https://event.webinarjam.com/register...

How to get Remarkable Returns on your Marketing

This webinar will disrupt everything you thought you knew about marketing thus far. Tune in to discover how you can increase marketing effectiveness by 50% or more.

- Discover how to position yourself as the business of choice in your industry.

- How you think you're talking to the right "audience" but you're probably wrong - and what to do about it.

- How to find a marketing strategy that actually brings you joy and doesn't feel like a drag.

Click the button to register and get ready to be blown away! Or text FREEDOM to 33777 to regirster.

https://event.webinarjam.com/register/5/53kv5tl

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

Want more episodes like this one?

Welcome to the 2% Club! https://player.captivate.fm/episode/7a6f44ce-c1e5-44f7-acc7-ee9dbbe53b11

You don't REALLY need a new marketing TACTIC: https://player.captivate.fm/episode/ab706647-231e-428b-9e2c-6343f3020427

#businessmarketing #messagingmatters #advertising #growyourbusiness #marketingthatconverts #conversionrateoptimization

The number 1 reason why most marketing fails is because of the messaging, not the strategy. Learn how to make yourself stand out from the crowd by crafting a Market Dominating Position.

Let's face it, you're spinning your wheels trying to keep up with every new marketing trend, learning how the new algorithm is affecting you, figuring out where your ideal customer is hanging out all in an attempt to hack the system so you can get remarkable returns on your efforts, BUT you're missing the most valuable piece of the puzzle.

Listen to this episode to begin understanding what an MDP is and how you can craft one.

How to get Remarkable Returns on your Marketing

This webinar will disrupt everything you thought you knew about marketing thus far. Tune in to discover how you can increase marketing effectiveness by 50% or more.

- Discover how to position yourself as the business of choice in your industry.

- How you think you're talking to the right "audience" but you're probably wrong - and what to do about it.

- How to find a marketing strategy that actually brings you joy and doesn't feel like a drag.

Click the button to register and get ready to be blown away! Or text FREEDOM to 33777 to regirster.

https://event.webinarjam.com/register/5/53kv5tl

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/

Almost every business owner I meet complains about marketing. Either they aren't getting enough leads or they aren't getting the right kind of leads. In both cases the problem is usually NOT the strategy.

** Most business owners make changes to their marketing based on their gut instincts rather than numerical data.

** Most business owners have no idea what the data even reports. They only focus on the "new Clients"

** Most business owners don't know what works and what doesn't

**Most business owners haven't taken the time to perfect the strategies they already have before jumping to the next "big idea"

This type of management is EXPENSIVE. It either costs the business owner hours of their time (or their employees time) becoming an expert. OR it costs them thousands of dollars hiring the expert.

Save yourself the headache and start tracking your numbers. Make small changes until you get results. Then put money behind the campaign.

How to get Remarkable Returns on your Marketing

This webinar will disrupt everything you thought you knew about marketing thus far. Tune in to discover how you can increase marketing effectiveness by 50% or more.

- Discover how to position yourself as the business of choice in your industry.

- How you think you're talking to the right "audience" but you're probably wrong - and what to do about it.

- How to find a marketing strategy that actually brings you joy and doesn't feel like a drag.

Click the button to register and get ready to be blown away! Or text FREEDOM to 33777 to regirster.

https://event.webinarjam.com/register/5/53kv5tl

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/

Did you know that according to the SBA only 2% of businesses survive past year 7? If you are listening to this podcast than you are among the 2% still!!!

Either you are listening in because you want to grow and scale and reach new heights OR maybe you have considered throwing in the towel on your business, but are listening to give it one last effort.

Either way you are in the best place. This podcast is filled with fun practical strategies you can implement into your business today.

Most business owners think they need a new marketing campaign or strategy and I would encourage you to think twice before launching that expensive endeavor. Tune into the next episodes to hear why a marketing campaign is not always the best answer.

How to get Remarkable Returns on your Marketing

This webinar will disrupt everything you thought you knew about marketing thus far. Tune in to discover how you can increase marketing effectiveness by 50% or more.

- Discover how to position yourself as the business of choice in your industry.

- How you think you're talking to the right "audience" but you're probably wrong - and what to do about it.

- How to find a marketing strategy that actually brings you joy and doesn't feel like a drag.

Click the button to register and get ready to be blown away! Or text FREEDOM to 33777 to regirster.

https://event.webinarjam.com/register/5/53kv5tl

ACCESS THE FREE TRAINING ON MY SITE THAT WILL SHOW YOU HOW TO DOUBLE YOUR BOTTOM LINE IN 6 MONTHS OR LESS WITHOUT SPENDING MORE ON MARKETING OR INCREASING SALES VOLUME, AND WITH GUARANTEED RESULTS FOR VIRTUALLY ANY BUSINESS.

https://lindsaysutherland.site/

My goal is straightforward – to help serious business owners generate more clients, close more sales, and increase their overall revenue and profits quickly and inexpensively.

If you’re interested in adding an extra $500,000 to your bottom-line revenue over the next 12 months without selling more time for money, I can help you.

I specialize in sales and marketing for small business owners. Over the years, I’ve developed a keen understanding of the complex issues facing small business owners in the type of volatile economy we have today.

My experience has helped me develop skills to educate business owners quickly and effectively to successfully apply the right strategies in the correct order, allowing them to grow their business to its maximum capacity.

In fact, I can show you in LESS than 3 minutes how you can easily double your current profits WITHOUT spending an extra dollar on marketing or advertising.

I also have a revolutionary business assessment software that can quickly pinpoint major profit impacts within any business. These areas are often overlooked by the vast majority of business owners and are subsequently costing them hundreds of thousands of dollars every year.

My unique talent for helping business owners create competition-crushing marketing is one of the big reasons my clients choose me. I begin this process by exposing the flaws in marketing that almost all small business owners fall prey to and explain why these flaws are stifling the growth of all business owners today.

In addition, my team has developed numerous training modules for business owners who prefer a do-it-yourself model. Each video lesson provides a step-by-step approach enabling any business to instantly produce more leads, close more sales, and see a dramatic increase in revenue and profits.

My business growth model is perfectly positioned to help business owners realize their dream of creating their own multi-million dollar business that feeds their passion to achieve personal, financial, and professional freedom.

www.lindsaysutherland.site/about/