Send a question or message to Kate & Sam

Most leaders believe they're self-aware. The research disagrees — dramatically.

In this episode, Kate and Sam dive deep into one of the most underused leadership skills in small business: genuine self-awareness. Not the "I know myself pretty well" kind — but the kind that closes the gap between how you think you show up and how others actually experience you.

They cover:

• The Tasha Eurich research that stops most people cold (the 95% vs 15% stat)
• The difference between internal and external self-awareness — and why you need both
• What a 360-degree LSI assessment revealed about Kate's leadership (and why she cried)
• Why fixed mindset blocks self-awareness before you even get started
• The Enneagram — what it is, why it's confronting, and why that's exactly the point
• Curiosity, vulnerability, and comfort with uncertainty as the three-part path forward
• Psychological safety at work — and why it starts with the leader knowing themselves first

Whether you've never taken a personality assessment or you've done them all, this episode will give you a fresh lens on why self-awareness isn't a one-time exercise — it's a lifelong practice.

Resources mentioned in this episode:

• Tasha Eurich — researcher and author on self-awareness; her TED Talk is a great starting point
• LSI (Life Styles Inventory) — 360-degree behavioural assessment tool
• The Enneagram — nine-type personality framework; free test available online (Kate recommends getting some support interpreting your result)
• Myers-Briggs — useful particularly for career direction
• BankCode — four-colour personality profile (Blueprint, Action, Nurture, Knowledge); fun in a team setting
• Ted Lasso (Apple TV+) — Sam's recommendation as an unlikely masterclass in curiosity and self-awareness
• Kate's Happiness Key eBook — includes links to the personality tests discussed; reach out to Kate directly for access

Next episode: Emotional Intelligence — Daniel Goleman's four-layer model, starting with self-awareness as the foundation.

Coming up: Leading from your values, a wrap-up episode, and the Bali Business Retreat.

Workshop — 24th June: Details at thrivingbusinesspodcast.com

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 14 of the Roadmap to Business Success series — and the first episode of Quadrant 4: Lead with Impact!

Most people think business failure comes down to bad strategy, poor marketing or the wrong product. The research tells a different story. The biggest predictor of small business failure — especially in the early years — is not what you're selling or how you're selling it. It's the mindset of the person running the show.

In this episode Kate and Sam get honest about the emotional reality of building a business, the moments they both wanted to quit, and what Carol Dweck's growth mindset framework actually looks like when you're in the thick of it.

"Courage is not the absence of fear. It's deciding that what you're building matters more than what you're afraid of."

In this episode, you will learn:

• Fixed versus growth mindset — what they actually mean in practice: Why a fixed mindset says "I either have what it takes or I don't" — and why a growth mindset reframes every setback as information rather than evidence of failure
• The real statistics on small business survival: Why 92% of micro businesses are not at high risk of failure — and what the survival stats actually mean when you look at them honestly
• The emotional toll nobody warns you about: Why the hardest part of building a business in the early years is not the strategy or the systems — it's the unpredictability of revenue, the sleepless nights and the terror of not knowing whether you can pay your bills
• The Valley of Death — and how to get through it: Why the mobilisation phase of a business (years one to five) is where most people give up, why staying in the game is itself a form of success, and why the light at the end of the tunnel is real even when you cannot see it
• The garden analogy: Why growth is almost never visible while it is happening — and why the biggest mistake business owners make is pulling the seed out of the ground just before it was about to bloom
• The tortoise always wins: Why the obsession with moving fast is one of the most damaging things in business culture right now — and why slowing down, building properly and being patient is the actual path to longevity
• Payday super and what it means for small business: A candid conversation about the current financial pressures on small business owners, the gap in super legislation for sole traders, and why Profit First is the best defence against cash flow pressure
• Why your why matters more than your strategy: How Sam used the AI workbook to go deeper on her why than she ever had before — and why anchoring yourself in purpose is what keeps you going when everything else feels hard
• Growth mindset applied to leadership: How fixed mindset founders avoid feedback because it feels like an attack — and why growth mindset founders actively seek it out because they know that is where the gold is
• Zone of genius as a leadership practice: Why the best thing you can do for your team is help them discover and work in their zone of genius — and why a workforce working in their strengths is more loyal, more productive and more human than one just showing up for the dollar

Kate and Sam also share the moments they both jumped on Seek and looked at getting a job — and what happened to their anxiety levels the moment they did. They discuss what Sam learned from the Navy about encouraging growth in others. And they make a very important promise: everyone who makes it through the Valley of Death deserves a badge — and they are going to make that badge.

Coming Up Next: Episode 15 — Self-Awareness: the most underrated business skill. The foundation of emotional intelligence, and why everything in leadership flows from knowing yourself.

And save the date — Bali Business Retreat:
27 August – 1 September 2026. Open to men and women this year. If you want to tip your world upside down in all the right ways — this is the place to do it.

👉 Find out more

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 13 of the Roadmap to Business Success series, and the final episode of Quadrant 3: Grow Smart | Scale with Ease!

54% of founders are experiencing burnout. 75% report anxiety episodes. And two thirds have considered walking away from their business altogether, not because the business failed, but because they did.

In this episode Kate and Sam get honest about hustle culture, what it actually costs you, and how to build a business that goes the distance without breaking the person running it.

"Your energy protects your business. Your systems protect your team. Your team protects your customers. Break any link in that chain and you cannot grow — because you cannot deliver."

In this episode, you will learn:

• The burnout statistics that should stop every business owner in their tracks: 54% founder burnout rate, 75% reporting anxiety, and 70% citing working more than 60 hours a week as the primary cause — and why burnout, not bad strategy, is the biggest predictor of small business failure
• What growth actually looks like for you: Why the first and most important question is not how to scale, but what success actually means to you — and why the answer has to fit your personality, your zone of genius and the life you actually want
• The scaling myths that are keeping business owners stuck: Why "if you're not growing you're dying" is false, why fast scaling without solid foundations creates the exact businesses that break founders, and why revenue is vanity and profit is sanity
• The identity shift from technician to business owner: Why the hardest part of scaling is not strategy or systems — it's letting go of the identity of being the person who does everything, and why that shift does not have to be all or nothing
• Process debt: The business equivalent of never cleaning out your filing system — and why every new hire just inherits a mess that compounds over time if you do not fix it first
• Why systems protect your team: The difference between a good SOP and a great one — and why documenting the thinking behind the task, not just the steps, is what actually allows someone else to do it well
• The control paradox: Why perfectionism and the need for control are among the biggest obstacles to growth — and why the business owner is almost always the one who needs to change, not the team
• Zone of genius as a scaling strategy: Why you should never hire people to push you out of the work that energises you — and how to think about building a team that fills the rungs of the ladder you do not want to occupy
• The wave principle: Why exertion requires equal rest and recovery — and why the spaciousness most business owners resist is actually where the magic happens
• Uncoupling your time from your revenue: Real examples of how to scale a business so that your output is no longer dependent entirely on your hours — from off-the-shelf product lines to group coaching to AI systems

Kate and Sam also share the story of a landscaping couple who spent three years resisting letting go — and what happened the moment they finally did. They discuss the bank code personality types and how your dominant type determines the kind of business you will enjoy running. And they tackle the question every business owner needs to ask: if you would tell your partner to quit a job that demanded this much of them, why are you accepting it from yourself?

This episode wraps up Quadrant 3: Grow Smart | Scale with Ease.
Next up — Quadrant 4: Lead with Impact. Self-awareness, emotional intelligence, values-based leadership and the inner game of building a business you are proud of.

Join the Workshop:
Kate and Sam are hosting the Grow Smart Workshop on Wednesday 24 June, 9–10:30am AWST | 11am–12:30pm AEST — bring your questions on scaling, business models, hiring and growth and get coached live.

🎟️ Attend LIVE: $89 | 🎧 Replay: $49

👉 Register here

And save the date — Bali Business Retreat:
27 August – 1 September 2026. Open to men and women this year. Secure your spot with a $200 deposit.

👉 Find out more

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 12 of the Roadmap to Business Success series, and our third episode in Quadrant 3: Grow Smart | Capacity!

Most businesses pour their energy into acquiring new clients. The most successful businesses pay enough attention to what happens after the sale. Did you know that it costs five to seven times more to acquire a new client than to retain an existing one? And your best marketing is a client who won't stop talking about you and refers you to all their friends.

In this episode, Kate and Sam get practical about how to design a client experience so consistently good that it turns happy customers into raving fans who refer others , and keep coming back themselves.

"Your best marketing is a client who won't stop talking about you. Design your experience to create those people."

We cover:

• Why remarkable experiences don't happen by accident: Every great client experience is the result of intentional design and consistent systems, not luck or personality
• The client journey map: How to identify every touchpoint from first enquiry to final delivery, and why systemising each one is the foundation of consistent quality
• Onboarding done right: Why what happens immediately after someone pays you sets the tone for the entire relationship, and the simple automations that eliminate no-shows and buyer's remorse
• Human versus automated: Why you need to understand your client journey manually before you automate any part of it, and where technology enhances the experience versus where it undermines it
• Feedback as a growth tool: Why positive feedback tells you nothing useful, and how to ask questions that actually reveal where your client experience is falling short
• The Google review system: Why asking once rarely works, and why timing your request immediately after a win dramatically increases your conversion rate
• Post-engagement follow up: Why the relationship shouldn't end when the contract does, and how a simple check-in system keeps clients warm and generates referrals
• Living up to the hype: Why it's always better to shrink your marketing promises and over-deliver on the experience
• The consistency formula: Systems create consistency. Consistency creates trust. Trust creates referrals. Referrals create growth.

Kate and Sam also share real stories from the experience side, good and bad.

They also discuss the exciting frontier of AI avatars that can deliver personalised video messages to new clients, and why the businesses that combine smart automation with genuine human warmth are the ones that will win long-term.

Coming Up Next: Episode 13 Designing a business that doesn't break you. How to protect your energy, design for sustainability, and make sure that as your business grows, your life gets better, not worse.

Join the Workshop: Kate and Sam are hosting their Grow Smart Workshop on Wednesday 24th June — bring your questions on business models, capacity, hiring, client experience and scaling and get coached live.

👉 Register here

And save the date — Bali Business Retreat

27 August – 1 September 2026. Secure your spot with a $200 deposit: https://katedejong.com/inspired-business-bali-retreat/

Kate’s Blog: "10 Questions to Get Valuable Feedback" https://katedejong.com/how-to-get-great-testimonials-and-market-research-data/

Don't let your clients fall into the "hole" of silence after they sign up. Tune in to learn how to build the systems that create trust, consistency, and ultimately, a thriving business.

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 11 of the Roadmap to Business Success series, and our second episode in Quadrant 3: Grow Smart | Scale with Ease.

Hiring is one of the scariest decisions a business owner can ever make. The compliance is complex, the stakes are high, and the fear of getting it wrong stops many people from doing it at all. But there's a compelling reason to build a team: the burnout rates of solopreneurs are significantly higher than business owners who build a team. In this episode, Kate and Sam get honest about both sides of the hiring equation, and give you a practical framework for doing it well.

"If you can't take four weeks off and leave your business running, you're a slave to your own business."

In this episode, you will learn:

• Should you even hire? Why the answer depends entirely on the type of business you're running, what you want from it, and whether you actually enjoy managing people, because if you don't, there are other options
• The maths of leverage: How hiring one person who takes 20 hours of work off your plate every week gives you 80 hours a month back, and why those hours should generate far more revenue than the salary you're paying
• Signs you're ready to hire: You're constantly turning away work, working unsustainable hours, tasks are falling through the cracks, or you're doing work someone else could do for less than your hourly rate
• Signs you're not ready: You don't have documented systems, you can't clearly articulate what the role involves, your revenue isn't consistent enough to support a salary, or you haven't identified what you're actually hiring for
• Hire for your weaknesses, not your familiarity: Why hiring a mini-me is one of the most common and costly hiring mistakes, and how personality profiling tools like B.A.N.K, Harrison Assessment and Myers Briggs help you identify who will actually complement your team
• Use AI in the hiring process: How Kate used Claude to analyse Harrison Assessment reports for multiple candidates simultaneously, and how it ranked them in order with reasons, picking up things that an hour of human analysis had missed
• Hire slow, fire fast: Why desperation hiring almost always goes wrong — and why the cost of keeping the wrong person is almost always higher than the cost of starting the search again
• The compliance minefield: Why navigating awards, Fair Work, workers' compensation and workplace health and safety is one of the biggest barriers to hiring in small business — and why even Fair Work won't tell you if you're interpreting an award correctly
• It's not just about the money: Why the research consistently shows that fulfilment, autonomy, flexibility and purpose drive performance far more than salary — and how to build those things into your hiring process and culture from day one
• The goal: A team that runs the ship when you're not there — so you can take a holiday, recharge, and come back better

Kate and Sam also share real stories from the trenches — including a workers' comp situation that left them frustrated by the system, the bookkeeping firm with eight remote women who've built an extraordinary culture over 15 years, and why Sam has started including collaborative goals and personal development pathways in every staff contract.

Coming Up Next: Episode 12 — how to deliver a remarkable client experience every time. Onboarding, communication, feedback loops, and turning clients into raving fans who refer others.

Save the Date — Grow Smart Workshop: Kate and Sam are hosting their third live workshop on Wednesday 25 June — bring your hiring, team building, capacity and business model questions and get coached live.

Details coming soon — keep an eye on thrivingbusinesspodcast.com/workshops

And save the date — Bali Business Retreat: 27 August – 1 September 2026. Secure your spot with a $200 deposit. Reach out directly to lock in your place.

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 10 of the Roadmap to Business Success series, and the first episode of Quadrant 3: Grow Smart | Capacity!

Most business owners start with a skill or a product, not a model. They figure it out as they go. And if you don't design your model intentionally, your business will design itself, and it usually designs itself into something that consumes your life.

In this episode, Kate and Sam get honest about the difference between accidental growth and intentional design, and why getting clear on your business model is the single most important thing you can do to create sustainable revenue, freedom and a business you actually love running.

"If you don't design your model, the business will design itself, and it usually designs itself into something that consumes your life."

In this episode, you will learn:

• Business model vs business plan vs business structure: Why these three terms are not interchangeable, and what each one actually means for your business
• The fragmented model trap: Why having multiple revenue streams that don't talk to each other creates chaos, exhaustion and a business that's almost impossible to scale, and how to fix it
• Intentional vs accidental growth: Why accidental businesses are usually chaotic and exhausting and the simple questions to ask yourself to design something that actually works
• Scale is a choice, not an obligation: Why 10x growth isn't the right goal for everyone, and how to design a business model around the lifestyle, freedom and revenue that actually lights you up
• Reverse engineer your profit goal: How to start with the number you want in your pocket and work backwards to figure out exactly what your business model needs to look like to get you there
• The product spiral, not the product ladder: Why Sam has banned the term "product ladder" and why a spiral or loop model that keeps clients circling through your offerings is far more powerful than a linear funnel with a dead end
• Recurring revenue as a non-negotiable: Why the businesses that are valued the highest, and feel the most stable to run, are the ones with subscription, membership or retainer income baked into their model
• The Matt Church cluster methodology: How launching one cluster every three to six months, one market, one problem, one method of delivery, and assuming 50% will fail gives you the freedom to experiment without betting everything on one idea
• Zone of genius as a design parameter: Why your business model should be built around the work that puts you in your zone of genius, not just the work you can do or the work that pays well
• Business should be boring: Why repeatability and predictability are the foundations of freedom, and why the excitement should come from your life, not your business

Kate and Sam also share personal stories about the moments they realised they were operating outside their zone of genius, why the Revenue Breakthrough Workshop felt so energising compared to a day of back-to-back one-on-one sessions, and why the question "what is your end game?" is one of the most important questions every business owner needs to answer.

Coming Up Next: Episode 11 To hire or not to hire? How to build a strong team, make smart hiring decisions, and create a business that doesn't depend entirely on you.

Join the Workshop: Kate and Sam are hosting Grow Smart: Scale with Ease on Wednesday 24th June, 9–10:30am AWST | 11am–12:30pm AEST,

 What is it?
90 minutes of live profitability coaching. Every participant walks away with a personalised report. Bring your business model questions, this workshop is the perfect place to get Kate and Sam's eyes on your model live.

🐦 Early bird: $49 (until 10 June) | 🎟️ LIVE: $89 | 🎧 Replay: $49

👉 Register here

And save the date! Bali Business Retreat: 27 August – 1 September 2026. Secure your spot with a $200 deposit. Reach out directly to lock in your place.

00:00 Podcast Welcome
01:57 Quadrant Three Begins
02:36 Model Plan Structure
04:55 Scattered Offers Trap
10:34 Designing Intentional Growth
14:04 Reverse Engineering Profit
17:26 Evolving Zone Genius
20:24 Joyful Work Choices
23:13 Group Work Momentum
24:12 Scaling Group Coaching
25:23 Small Rooms Big Results
26:12 Who Your Room Is For
26:56 From Courses To Coaching
27:57 Business Model Takeaways
31:14 Boring Business Wins
32:38 Predictability Beats Panic
35:40 Growing Teams With Purpose
40:15 Recurring Revenue Flywheel
42:52 Clusters Not One Niche
45:45 Workshop Invite And Topics
47:02 Product Loop Not Ladder
48:50 Wrap Up And Next Steps

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 9 of the Roadmap to Business Success series, and the final episode of Quadrant 2: Keep More | Profitable Operations!

You can't outsource chaos. Before you bring anyone into your business, you need systems, clarity, and a clear understanding of what you're actually handing off. In this episode, Kate and Sam get practical about the smartest way to automate, delegate, outsource, and hire — in that order.

"Systems before staff. You cannot delegate chaos."

In this episode, you will learn:

• The automate → delegate → hire framework: Why this is the right order , and what goes wrong when business owners skip straight to hiring before foundations are in place
• Zone of genius vs everything else: How to identify the tasks only you should be doing, the tasks AI can handle, and the tasks that need a human
• How AI is replacing the need for a VA: How Sam used the Claude Chrome extension to build detailed standard operating procedures while she played games on her phone
• Hire slow, fire fast: Why hiring should be a financial decision before a workload decision, and why desperation hiring almost always goes wrong
• Write your job ad for culture, not just skills: How to attract the right candidates from the first line, including Sam's hidden keyword trick that instantly filters out applicants who lack attention to detail
• Layla Hormozi's five C's: Compliance, clarity, culture, connection, and checkback, the framework Sam incorporated into her most recent hiring process
• Give people responsibility, not just tasks: Why the best hires want ownership and autonomy, and how a long-term vision keeps them loyal

This episode wraps up Quadrant 2. Next up — Quadrant 3: Grow Smart | Capacity.

Join the Workshop: 

Kate and Sam are hosting Profit Unlocked on Wednesday 20 May, 9–10:30am AWST | 11am–12:30pm AEST 

What is it? 90 minutes of live profitability coaching. Every participant walks away with a personalised report.

🐦 Early bird: $49 (until 10 May) | 🎟️ LIVE: $89 | 🎧 Replay: $49

👉 Register here

And save the date — Bali Business Retreat: 27 August - 1 September 2026. Secure your spot with a $200 deposit. Reach out directly to lock in your place.

00:00 Show Welcome
00:30 Roadmap Recap
01:49 Claude Extension Wins
06:09 SOPs Before Delegation
11:05 AI Reports Workflow
15:07 Back to Delegation
18:35 What to Outsource
23:28 Hiring Lessons
25:55 Hiring Framework Reel
26:52 Five Hiring Elements
29:33 Hire Slow Fire Fast
30:36 Values Over Skills
32:57 Write Better Job Ads
35:07 Easter Egg Screening
36:01 Job Market Reality Check
39:11 Ownership And Incentives
44:09 People Management Fit
46:04 Key Takeaways And Next Steps

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 8 of the Roadmap to Business Success series!

If you're only using AI for content creation, you're leaving the biggest gains on the table. In this episode, Kate and Sam dive into the AI tools they actually use in their businesses every day, and discuss how to shift from using AI to do more, to using AI to work less.

"AI should handle the 80% of grunt work while you handle the 20% that requires judgment, relationships, and nuance."

In this episode, you will learn:

• Why you shouldn't be loyal to just one AI tool: Different AI platforms have different strengths, and the smartest business owners use multiple tools for different jobs.
• Claude: Why it's Kate's go-to for content creation, critical analysis, data analysis, book writing, and coding tasks, including how she saved $10,000 in website costs by using Claude to write code herself.
• Claude Cowork: Sam's introduction to the agentic side of Claude, how it can organise your entire filing system, build sales pages, and execute complex multi-step tasks on your behalf while you step away.
• Gemini: How Sam uses Google's AI to automate payroll calculations, organise her inbox, add tasks to her calendar, and manage the chaos of a busy brain, all through its deep integration with Google apps.
• Notebook LM: The hosts personal favourite for repurposing content. How to upload a podcast transcript or YouTube link and turn it into blog posts, infographics, slide decks, or even a new podcast episode, in your own voice.
• REVE AI: The free image generation tool Sam uses to create AI-generated images of herself and Kate for podcast thumbnails and social media.
• AI for website SEO: How to enter your URL into an AI and instantly get a plain-English audit of what's missing: H1 tags, meta descriptions, ALT tags and more.
• The tells of AI-generated content: The words, phrases and structural patterns that immediately give away AI-generated copy.
• Automation vs productivity: Why the real opportunity isn't doing more in the same time, it's doing the same in less time.
• How to use AI to figure out what to automate: Why asking AI to review your regular tasks and identify what can be automated is one of the highest-value conversations you can have.

Kate and Sam also discuss the evolution of AI since their first conversation about it in September 2023, why ChatGPT is no longer the only game in town, the rise of agentic AI, and how they've used AI to almost fully automate the production of this very podcast.

Join the Workshop: 

Kate and Sam are hosting Profit Unlocked on Wednesday 20 May, 9–10:30am AWST | 11am–12:30pm AEST.

What is it? A LIVE 90-minute coaching session where you can bring your questions on AI systems, profitability, pricing and more.

🐦 Early bird tickets available until Sunday 10 May for just $49 (live attendance)

🎟️ Attend LIVE: $89

🎧 Replay only: $49

Grab your early bird ticket now!

👉 Register here

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 7 of the Roadmap to Business Success series, our second episode in Quadrant 2 of the Thriving Business Wheel: Keep More | Profitable Operations.

Pricing is one of the most emotionally loaded topics in business. Many business owners, particularly women, are significantly undercharging, and it's costing them not just money, but credibility and energy.

"Being the cheapest in the market doesn't make you attractive. It makes you look desperate."

In this episode, you will learn:

• Why under-pricing harms your profits and reputation: Charging too little signals a lack of confidence, and buyers trust you less when your prices are too low.
• The hourly rate trap: Why trading time for money is a burnout trap, and why breaking free is one of the most important shifts you'll ever make.
• How to price based on outcomes: What is the problem costing your client? What is solving it worth to them? These two questions reframe everything.
• The mindset piece: Why so many business owners habitually undervalue their skills, and what it takes to price with genuine confidence.
• Why discounting is rarely the answer: How habitual discounting erodes perceived value and attracts the wrong clients.
• What to do instead: How tiered pricing lets clients at different budget levels access your services, without slashing your rates.
• Reverse-engineering your revenue goals: Start with the income you want and work backwards to what you need to charge.

Coming Up Next: Episode 8 on AI systems for maximum efficiency. How to work smarter, not harder, using the tools available to you right now.

Join the Workshop: Kate and Sam are hosting Profit Unlocked on Wednesday 20 May, 9–10:30am AWST | 11am–12:30pm AEST 

You'll get 90 minutes of live profitability coaching.

🎟️ Attend LIVE: $89 | 🎧 Replay only: $49 

👉 Register here

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026

Send a question or message to Kate & Sam

Welcome to Episode 6 of the Roadmap to Business Success series, and the first episode of Quadrant 2: Keep More | Profitable Operations!

You've done the work to generate revenue. Now it's time to talk about the part most business owners avoid until it's too late: keeping it.

In this episode, Sam takes the lead on one of her favourite topics: money. Not the fluffy version, but the practical, roll-up-your-sleeves kind that actually changes how your business feels to run day to day.

"Most business owners know what they're earning. Very few know what they're actually keeping."

In this episode, you will learn:

• Why traditional accounting often fails business owners: How accounting is largely historical and tax-focused, and rarely designed to help you make better day-to-day decisions.
• Markup vs margin: One of the most common and costly mistakes small business owners make, explained clearly and simply.
• How to make your chart of accounts work for you: Why restructuring how you categorise income and expenses gives you far greater clarity over where your money is going.
• Cost of goods sold vs operating expenses: Why separating these properly is essential for accurate forecasting and understanding your true profitability.
• The Profit First method: How splitting income across separate bank accounts for profit, tax, operating expenses and owner pay creates automatic financial discipline.
• How to build a cash buffer: Why a financial cushion isn't a luxury, it's a necessity, and how to start building one even when cash feels tight.
• Adjusting your Profit First percentages by business stage: Why the right allocation for a startup looks very different to an established business.
• Why you must never "steal" from your profit account: The habit that keeps business owners stuck in financial stress, and how to break it.

Sam and Kate also discuss why money slips through fingers even when revenue is strong, and why the solution isn't always earning more, it's managing better.

Recommended Reading: Profit First by Mike Michalowicz, the book that underpins Sam's entire approach to profitability.

Join the Workshop: Kate and Sam are hosting Profit Unlocked on Wednesday 20 May, 9–10:30am AWST | 11am–12:30pm AEST

You'll get 90 minutes of live profitability coaching.

🎟️ Attend LIVE: $110 | 🎧 Replay only: $50 

👉 Register here

Coming Up Next: Episode 7 — pricing for profit, why you're leaving money on the table, and how to price based on value rather than time.

Connect with Your Hosts:

Kate De Jong, PhD | Inspired Business 🌐 Website: https://katedejong.com/ 📱 Instagram: @katedejong.inspiredbusiness ✉️ Email: [email protected]

Sam Morris | The O8 🌐 Website: https://www.theo8.com/ 📱 Instagram: @the_o8crew ✉️ Email: [email protected]

Thriving Business Podcast 🌐Website:   https://www.thrivingbusinesspodcast.com/ 

JOIN OUR WORKSHOPS

🌐 https://www.thrivingbusinesspodcast.com/workshops

COME ON THE 2026 BALI RETREAT

🌐 https://www.thrivingbusinesspodcast.com/baliretreat2026