Entrepreneurs get into business chasing freedom, and then build the hardest, worst job anyone could imagine. This episode is about getting the freedom back. Kelly sits down with Brian Herriot, author of the brand-new book Time Freedom, for a conversation on the reason most of us started a business in the first place.
Brian shares the story that changed everything, his wife's double lung transplant 27 years ago and the vow they made leaving the hospital to stop waiting on some far-off retirement, and how he still drifted right back onto the corporate track before finally designing a life around what actually mattered. He and Kelly unpack why we get stuck (we start optimizing for money out of survival and never change gears), the danger of not knowing your "enough" number, and his core framework, the Time Freedom Formula, that aligns what it costs to live with your investments and flexible work so you can claim freedom years sooner.
They get into the levels of freedom, why a 401(k) may not be the move everyone told you it was, what to do if you feel like you're already behind (Brian's promise: many people can reach time freedom in three years), and the reframe that unlocks it for most high achievers: time freedom usually isn't a completely different life, it's a one-step variation on the one you already have.
What's inside:
- Why we optimize for money and forget to change gears
- Knowing your "enough" number and your definition of freedom
- The Time Freedom Formula, and the free calculator behind it
- What to do if you feel like you're already too far behind
Timestamps
- 00:00 — Welcome: why time freedom is the reason we start businesses
- 00:34 — Brian's story: a lung transplant, and a vow to live differently
- 02:07 — Building the hardest job imaginable in pursuit of freedom
- 02:53 — Why we get stuck: optimizing for money and never changing gears
- 04:26 — The first small experiment: take the first Friday of the month off
- 05:24 — Knowing your "enough" number and evolving the need you're chasing
- 06:49 — Money confidence: getting your advisor and your coach in the same room
- 07:26 — The free Time Freedom Calculator (and mapping your numbers)
- 09:18 — "Why don't we do that now?" Brian's 2020 turning point
- 10:51 — When social media turns all your fun into work
- 11:19 — What freedom actually looks like (and choosing the highest value for your time)
- 13:23 — Inside the book: taking the conventional path head on
- 14:26 — The Time Freedom Formula explained
- 15:59 — The levels of freedom and getting your money working for you
- 17:20 — The 401(k) rethink
- 17:40 — "Am I too late?" What to do if you feel behind
- 19:17 — The promise: time freedom in about three years
- 20:41 — Time freedom doesn't mean you stop working
- 22:05 — Stepping out of the business as a catalyst for your next big leap
- 23:30 — Where to get the book, and closing
(Timestamps pulled from the transcript timecodes — verify against your final edit.)
Resources & Mentions
- Time Freedom by Brian Herriot — the guest's new book on optimizing for time over money and designing a business around your life. Available wherever books are sold- Amazon, Barnes & Noble, and more: https://www.amazon.com/dp/1774587122?lv=shuf&channelId=500&plpRedirect=mhFallback
- The Time Freedom Calculator: Brian's free tool at timefreedomcalculator.com for plugging in your business, personal, and lifestyle numbers to see how time freedom plays out. Free to use, no book purchase required. (Confirm the exact URL.)
- Concepts referenced: the Time Freedom Formula (cost to live vs. investments plus flexible work), knowing your "enough" number, money confidence, the levels of freedom, the 401(k) rethink, and the "catalyst" idea (stepping out of the business to find the one thing that makes it 10x better)
