"If it feels harder than it should… you're probably on the right track in the beginning."
In this episode, let's tackle the questions business owners are typing into Google. From doing everything yourself, to charging your worth, burning out, fearing failure and feeling like an "imposter", let's look at what it really takes to make money in business - and why most people quit just before it starts working.
🎥 Watch the episode on YouTube
One of the most common frustrations business owners raise is:
"The problem with my business is I'm doing everything myself."
Lisa's response is refreshingly grounded. In the beginning, that's not a failure - it's reality.
Before you can delegate, you need enough margin to:
That's the order.
The mistake? Assuming you should already be outsourcing before the business can sustain it.
Try this to inspire yourself:
Write a structure chart, showing:
"Is something about that that makes it real," Lisa says.
In the meantime:
But until you can afford to pay someone properly?
"Do the work. Do the frickin' work."
Another Google favourite:
"The problem with my business is I have too many ideas."
Lisa doesn't see creativity as the enemy. In fact, she links it directly to entrepreneurship — particularly for neurodivergent founders.
Creativity is the gift.
Lack of completion is the curse.
Here's the hard truth Lisa delivers:
You cannot have all of these ideas and hope to be successful.
There is a straight line between:
If you keep changing the course, the offer, the format, or the idea - you keep starting from zero.
This is the teachable moment most people avoid:
Every time you start a brand new idea, you reset your progress.
Lisa explains that success comes from:
If you stop, start again, and never finish — you never build momentum.
"I'm scared to charge my worth."
Lisa's take is controversial — and necessary.
If you can't fill your diary at your current price, raising your rates won't fix that.
Instead:
And here's the uncomfortable question Lisa asks:
"Are you genuinely worth that amount?"
If the answer is yes — then it's mindset work:
But if the answer is no?
That's not mindset.
That's competence or marketing.
And those problems require different solutions.
Lisa is blunt about burnout:
People don't burn out because they're working hard. They burn out because the reward doesn't match the work.
Living at the edge of your ability for years without enough return will break you.
Her solutions are practical, not glamorous:
There is nothing wrong with stabilising yourself while you build.
Burnout happens when:
That is the problem with everyone's business.
If your products aren't selling, you don't understand marketing yet.
Marketing starts with one question:
Who is the customer that will give me money for this?
Not:
Because if they can't buy — they're not your customer.
Then you ask:
Lisa explains that people don't buy "business coaching" — they buy:
That's what gets marketed.
And whatever your strategy is — networking, Instagram, YouTube — Lisa's rule is simple:
Whatever you're doing, find a way to times it by ten.
More conversations.
More content.
More repetition.
That's how sales happen.
Lisa doesn't use the phrase imposter syndrome at all.
Her word? Alien.
When you do something you've never done before, of course you feel strange. That doesn't mean you're a fraud.
Her reframe is powerful:
You're not an imposter. You're rehearsing being a new version of yourself.
To get a new result, you have to become a new person.
If you can sit in that discomfort, you grow.
If you can't, you retreat.
But retreat isn't failure — it just means you try again.
It's not AI.
It's not trends.
It's not hacks.
Lisa's answer is simple — and unpopular:
Hard work.
Specifically:
Doing the work other people won't do.
Learning the skills.
Filming the videos.
Showing up consistently.
Doing the hard thing because it's hard.
"If it's hard, very few people are going to do it."
And that's where the opportunity lives.
Business is hard in the beginning.
It takes longer than you want.
It requires discomfort most people avoid.
But if you're willing to:
You don't need luck.
You need stamina.
🎥 Watch the full episode on YouTube
And if you haven't already — subscribe. These questions are being unpacked in depth over the coming weeks. Because this is what it really takes to make actual money in business.