As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Tricia Sybersma.

Tricia Sybersma is the founder of HeartWorks, an innovative project where animals become artists, creating intention-infused paintings that are transformed into wearable pieces, home décor, and tools for daily grounding. 

A certified HeartMath® trainer and advanced student of Dr. Joe Dispenza, Tricia combines science, energy, and creativity to help others navigate change with more coherence and clarity.

In this interview, she reflects on the pivotal moments, hard-earned lessons, and defining wins from her journey in building thriving online ventures.

What inspired you to start your business, and what problem were you passionate about solving?

HeartWorks was born from listening to animals. I’ve always felt their presence as healers and teachers, but when I saw horses, the cat, and the dog creating art with such intention, I knew this was more than novelty. It was a way for people to feel transformation daily. So many of us are busy, overwhelmed, or in-between life chapters. HeartWorks offers an important touch point, including art, blankets, scarves, and socks that carry animal wisdom into ordinary moments.

How has your business evolved since its launch, and what key decisions have helped drive that growth?

We started in 2023 with a handful of paintings and wearable products. Since then, HeartWorks has expanded into meditations, gallery exhibits in New York, and upcoming immersive programs. A key decision was blending art with intention and energy science (HeartMath® and quantum biofeedback). It gave us both depth and credibility.

In your view, what truly sets your brand apart in today’s competitive market?

Animals are not mascots here; they are the artists, or, as we like to call them, Heartists. Each piece carries their heart energy, scientifically measurable and deeply felt. Unlike passive art, HeartWorks creations provide interactive support for transformation: you live with them, wear them, and engage with them.

What has been your most effective marketing strategy to date, and why do you think it worked so well?

Storytelling. Sharing the animals’ journeys and the intentions behind each piece resonates more than any sales tactic. When people hear that a rescue horse like Gwen or a Humane Society dog like Hanna painted their blanket or tumbler, they don’t just buy a product; they join a story.

How do you stay connected to your ideal audience and understand their needs or behaviors?

By listening. We invite people to pause with a mini-meditation or notice the feeling of putting on socks with intention. Their feedback often includes surprise: “I didn’t expect to feel so much.” That guides us in creating more supportive tools for the “messy middle” of life transitions.

What’s one branding move or campaign that helped elevate your business to the next level?

There are two moves equally impactful. First, participating in fundraising efforts for like-minded causes locally and internationally, such as Riding for the Disabled in the UK, and secondly, participating in international art exhibits. Seeing HeartWorks art in New York galleries validated the work as more than a niche idea. It positioned us as part of both the art world and the wellness space.

What does success look like for you, not just in numbers, but in purpose or impact?

Success is when someone feels calmer, braver, or more connected because of a HeartWorks piece. It’s in the stories of people saying a blanket felt like a hug during grief, or socks reminded them of their “infinite potential” before work.

How do you personally define success, beyond revenue and growth metrics?

Success, to me, is when HeartWorks creates a moment of connection, like someone feeling supported and welcomed into the herd because of a piece we’ve shared. It’s about resonance and impact. Revenue increases our outreach and offerings.

Can you share a challenge or setback that ultimately became a turning point for your brand?

At first, people thought, “Cute, animals making art.” That was discouraging. But it pushed me to refine the message: HeartWorks is not novelty, it’s intentional, energetic co-creation. That clarity turned skepticism into curiosity, and then into a deep connection.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

Every day, I practice HeartMath® heart-focused breathing, gratitude reflection, and time with the animals. Even pausing for a “heart check-in” shifts my energy and opens me to creativity.

How do you approach innovation and risk in your business strategy?

With curiosity. From experimenting with wearable art to exploring biofeedback integration, I reframe risks as experiments. Some are learning opportunities, and many lead to unexpected breakthroughs.

What advice would you give to someone starting a business in today’s fast-changing digital world?

Stay authentic and heart-centered. Technology is powerful, but don’t let it replace presence. Build your foundation on values and stories that resonate, then let tech amplify, not dictate, your message.

Where can our audience connect with you and learn more about your work or offerings?

Follow the herd and opt in on the website for offerings and be the first to see new paintings.

Soon to be released, HeartWorks’ first book, “Walking with the Herd”, A Heart-Centred Guide to See, Feel and Live YOUR Life. 

• Website: https://heartworks.horse

• Instagram: @heartworks.horses

• Facebook: HeartWorks

• YouTube: HeartWorks Channel

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Erika Sinner.

Erika Sinner is a CEO, an empathy-driven culture advocate, and the guiding force behind Directorie®, an Inc5000 company dedicated to propelling life science organizations forward in bringing vital products to market. With a career spanning nearly two decades, Erika’s innovative spirit has fostered successful teams and elevated brands within the pharmaceutical industry.

For Erika, empathy is more than understanding another person’s perspective—it is about creating environments where people feel seen and valued. Growing up in a household marked by instability, she learned how important it is to create spaces where people feel safe.

Her commitment to empathy extends beyond the corporate world. Through her latest venture, TinySuperheroes®, she is on a mission to transform children’s hospitals by instilling a superhero culture that empowers kids to discover their own superpowers.

Erika’s passion for reimagining possibilities knows no bounds. After losing her dog Kingston, she recognized the profound but often overlooked weight of pet loss. This experience led her to publish Pets Are Family, shining a light on the unspoken bond between people and their pets and helping others navigate similar grief. Her vision also includes advocating for the inclusion of pet bereavement leave in organizational policies, sparking a wave of empathy driven change.

Erika is not merely a CEO or an author; she is a catalyst for healing and transformation, proving that compassion and performance can not only coexist but also fuel extraordinary results.

In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.

What inspired you to start your business, and what problem were you passionate about solving?

I spent my career in life sciences, and one thing became very clear: you can give everything to this industry and still find yourself without a job. Companies are constantly merging, acquiring, or waiting on FDA approvals. When those things shift, so do the people. I loved the work of helping bring medications to patients who need them most, but I saw too many talented people left behind by circumstances outside their control.

When my own company relocated from St. Louis to New Jersey, I was one of the few offered a package to move. I knew I wanted to stay close to my family, but I also knew I didn’t want to leave the work I was passionate about. That was the moment I realized: there had to be a different way.

So I started Directorie. A place where top talent could thrive without the instability, and where pharmaceutical and biotech companies could access that talent exactly when they needed it most. At Directorie, I make one promise to my employees: if you do a good job, you will always have a job. That security allows us to go the extra mile for clients, pivot when products are delayed, and come back even stronger when approvals are won.

The result is that we’ve built a team that’s not only deeply skilled, but also resilient, diverse in experience, and committed to delivering results. In an industry where the stakes are so high, I wanted to prove that you can build a company where people feel safe, valued, and still deliver extraordinary impact.

How has your business evolved since its launch, and what key decisions have helped drive that growth?

When we launched, our focus was intentionally narrow: serving small to mid-sized pharmaceutical companies at higher leadership levels. That gave us a strong foundation, but what we quickly realized is that the real opportunity was in listening to our clients. They didn’t just need support at the executive tier. They needed partners who could help across the spectrum.

Today, Directorie supports not only pharma, but also medical device and nutraceutical companies. And our work spans from senior leadership roles all the way through marketing managers and coordinators. The key to that evolution has been simple but powerful: listening. Instead of limiting ourselves to a rigid profile, we asked, “Where can we add the most value?” If the answer was clear, we said yes, and then delivered.

That openness has allowed us to scale while staying true to our mission: filling critical gaps with the right talent, exactly when it matters most.

In your view, what truly sets your brand apart in today’s competitive market?

Our culture — hands down. From day one, I was intentional about building more than an employee handbook and a set of core values. I wanted to create a living culture where excellence is expected, care is evident, and everyone understands what it means to truly be part of the team.

At Directorie, every person is a leader. We hold ourselves accountable, and we don’t allow underperformance to quietly drag down excellence. That clarity creates trust. My team knows their work is respected, their contributions matter, and their colleagues are equally invested.

The result is a culture where people go the extra mile, ask for help when they need it, and lean on one another to deliver. It’s not clock in, clock out; it’s purpose-driven work. And that spirit directly benefits our clients. They get nimble, mission-focused teams who can quickly close critical gaps and move at the pace their business demands.

That culture of excellence with heart is what truly sets us apart.

What has been your most effective marketing strategy to date, and why do you think it worked so well?

Our most effective strategy has been letting clients into our culture and making them feel like part of it. We don’t just show up to launch their product. We show up for them as people. We celebrate their wins, support them in tough moments, and build relationships that go beyond the job description.

That human connection has been the driver of our growth. When clients move on to new organizations, they often bring us with them. It’s why so much of our business is referral-based.

People often say, “it’s just business,” but I don’t believe that. Work is personal. It takes time, energy, and sacrifice. We honor that truth by treating our employees like human beings first, which empowers them to treat our clients the same way. That authenticity is what sustains long-term partnerships and fuels our success.

How do you stay connected to your ideal audience and understand their needs or behaviors?

We stay connected by listening. And I mean really listening. That means not just checking boxes on status updates, but asking thoughtful questions, being curious, and building genuine relationships. We want to know what keeps our clients up at night, who they’re presenting to, what pressures they’re facing. Whether it’s a board, shareholders, or their leadership team.

It’s in those deeper conversations that you uncover what doesn’t show up in a PowerPoint or a project tracker. When clients trust you enough to share their real challenges, you gain the insight to help them navigate with confidence. At the end of the day, staying human, curious, and connected is what allows us to show up as true partners, not just service providers.

What’s one branding move or campaign that helped elevate your business to the next level?

One of the most impactful branding moves we’ve made is showcasing our employees. Not just their résumés, but their humanity. When we bring someone new onto the team, we highlight their professional expertise, of course, but we also share who they are outside of work — their passions, interests, and unique stories.

We’ve taken this a step further by ensuring that all of our photography on our website, in our pitch decks, and across social media features our actual people. No stock images. Just real team members, doing real work, with real lives.

By doing this, our clients don’t just see a consultant being added to their project; they see a real person joining their team. That shift changes everything. Instead of being treated as outside contractors, we’re welcomed as true partners. This human-centered approach has elevated our brand and our relationships, creating deeper trust and stronger collaboration.

What does success look like for you, not just in numbers, but in purpose or impact?

For me, success always comes back to culture. I think about how my employees feel on Sunday night. Are they dreading Monday, or are they excited to step into the week with a team they trust and can lean on? That matters to me more than any single metric.

Of course, numbers and revenue goals are important. They give us benchmarks for growth. But we balance that with purpose and impact. Every project we take on, no matter how tactical it might look on the surface, has a greater meaning. For example, an advisory board meeting isn’t just hotel contracts and attendance trackers. It’s clinicians stepping away from patient care to share insights that will shape how life-changing medications reach families who need them most. It’s clients making a major investment to move their mission forward.

Even in the smallest details, like how we design a tracker to make follow-up easier, we infuse intention. Success is knowing that every task, big or small, ties back to the greater impact we’re making: ensuring critical medicines get to the people who need them, while creating a culture where our team feels supported, inspired, and purposeful.

How do you personally define success, beyond revenue and growth metrics?

For me, success is about continuous improvement. I believe everything can be done better, and feedback is one of the greatest gifts we can receive. Personally, I define success not just in the moments when a project goes exceptionally well, but in what happens right after when the team takes time for a debrief, asks “what can we do better?”, and invites feedback for me and for each other.

That willingness to reflect, to stay curious, and to embrace vulnerability is what truly defines success. It means we’re not just celebrating the win, we’re using it as fuel to keep learning, keep practicing, and keep raising the bar. Real success is building a culture where people feel safe enough to do that consistently, knowing that excellence isn’t a finish line, it’s a habit.

Can you share a challenge or setback that ultimately became a turning point for your brand?

One of our biggest turning points came when we lost a major client, one of our top three at the time. We had poured ourselves into their work: late nights, long weeks, cleaning up messes left behind by other partners. The feedback was glowing  “we could not do this without you”  and yet midyear, their procurement team decided to consolidate vendors and move to a large global agency. Despite the gratitude, we were out.

It was a gut punch. But a few months later, they came back. The new agency could not deliver, and they asked us to return. By then, we had already taken on new clients, so we could only allocate limited support, and once again, we were cleaning up the mess. The experience taught us a critical lesson: sometimes losing a client has nothing to do with performance.

That realization became a turning point for Directorie. We doubled down on diversification, building a client portfolio broad enough that one change could not destabilize us. We created a waitlist to activate new clients quickly when space opens. And internally, we reframed it for our team: this was not a failure, our work was exceptional. It was simply a business decision outside our control.

Ironically, the story came full circle. Former employees from that company eventually joined other organizations and brought us with them. Today, we are stronger, more resilient, and more confident that our value is rooted not just in contracts, but in the relationships we build.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

Something I have learned in the past few years is that you cannot pour into others if you are running on empty. I think of it like putting on your own oxygen mask first. You have to protect your energy and well-being in order to truly show up for your team and clients. For me, that means being intentional about eating well, moving my body, and prioritizing health in a way that is disciplined and consistent, even if not perfect every day.

A new practice that has been transformational is Transcendental Meditation. I spend 20 minutes every morning in meditation, and it brings me calm, clarity, and presence that carries through the rest of the day. Paired with an early morning routine, waking at 5 a.m., coffee in hand, working out, walking my dogs, and centering myself before the world starts moving, it allows me to walk into even the heaviest days with strength and clarity.

These rituals require effort and discipline, but they have become non-negotiables. They are the foundation that allows me to be both grounded and creative, and to lead from a place of focus and calm.

How do you approach innovation and risk in your business strategy?

At Directorie, our culture is the foundation of innovation. We play at work, we create memories together, and we intentionally build connection. Whether it is taking half a day at our national meeting for team building, sending surprise packages in the mail, or celebrating milestones throughout the year. When people genuinely enjoy being part of the team, it creates trust. That trust gives them permission to share ideas, admit when they don’t know something, and collaborate openly. That is where innovation happens. In a culture where people feel safe, seen, and empowered to contribute.

When it comes to risk, I believe in making calculated decisions. We track our numbers closely and always know our P&L. When we “bet on ourselves,” whether that’s bringing on a new hire or investing in business development, we do it intentionally. Every new role is tied to performance metrics and real value delivery. That way, growth is sustainable, and risks are managed with discipline.

What advice would you give to someone starting a business in today’s fast-changing digital world?

Starting a business requires an almost irrational belief in yourself. The kind that keeps you moving forward when things get hard. But belief alone isn’t enough. You need to be solving a real problem for real people, and you need the consistency and discipline to show up every single day.

The digital world moves fast, which means you have to stay curious, keep learning, and evolve as the market does. Surround yourself with people who are smarter than you, seek out experts in their fields, and listen closely. Then, make the best decision you can with the information you have. Entrepreneurship isn’t about being fearless. It is about being bold, adaptive, and willing to grow through every challenge.

Where can our audience connect with you and learn more about your work or offerings?

You can find me on all major social media platforms, especially LinkedIn and Instagram, or visit my website at erikasinner.org to explore everything I am working on.

At Directorie, we focus on helping life science companies thrive by pairing strategy with culture. For me, culture in corporate means creating space for play, compassion, and policies that honor people as humans, like pet bereavement leave which inspired my book Pets Are Family.

Through my nonprofit TinySuperheroes, I have extended that same belief in culture to hospitals, creating superhero culture for kids and families facing medical challenges, so that every child feels strong, brave, and celebrated.

On Instagram, I also share more of the personal side of my journey. My dogs, workouts, meditation practice, and daily routines, because I believe discipline and consistency are the foundation for living a big, purposeful life.

Everything connects back to my mission: helping people and organizations thrive with empathy, play, and impact.

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Zara Avila.

Zara Avila is an SEO and SEM strategist, speaker, and founder of Online Strategy Co., where she helps small businesses show up online for the things they actually want to be found for. Known for her practical, no-fluff approach, Zara builds tailored strategies that make sense — to both Google and real humans.

What started in the cracks of naptimes and night feeds has grown into a thriving consultancy supporting clients across Australia. Balancing her role as a business owner and mum of four, Zara brings a rare mix of clarity, structure, and transparency to digital marketing. She cuts through vague advice and one-size-fits-all templates, focusing instead on what’s truly worth her clients’ effort and delivers measurable results.

Passionate about helping entrepreneurs feel confident in their online presence, Zara empowers businesses to align strategy with visibility — so they can grow with purpose and impact.

In this interview, she delves into the challenges, successes, and wisdom she has gained from over a decade of transforming online businesses.

What inspired your leap into entrepreneurship, and what personal experiences sparked the idea behind your current venture?

I didn’t set out thinking, “I’ll start a business in SEO.” My leap into entrepreneurship came when I was running my own e-commerce brand. Like most small business owners, I knew I needed SEO, but hiring an expert was overwhelming. There was too much jargon, too much “secret squirrel” behaviour, and very little trust.

So I started learning SEO myself. At least that way, I could be sure of what was happening. What surprised me was that I loved it. I had a real knack for seeing the meaning behind the numbers and turning data into a clear strategy. That e-commerce business grew so big I eventually sold it, but by then other business owners were already asking me to help them grow their own businesses the same way.

My journey as a mum, a neurodivergent woman, and someone who often felt like an outsider in male-dominated tech spaces shaped the way I built my company. Empathy, transparency, and education became the foundation of my strategy, and they remain the values that set my business apart today.

What core problem does your business solve, particularly for women or underserved communities, and how does your approach stand out in today’s competitive space?

The biggest problem I solve is trust and accessibility. SEO can feel like a locked box, and too many agencies keep it that way. Women in business often tell me they’ve been dismissed or made to feel “too silly” to understand what was happening with their websites.

I pull back the curtain. I explain what we’re doing, why it matters, and how it will impact their business in plain language. My clients don’t just get rankings; they gain confidence and ownership of their online presence. In a male-dominated space that often rewards opacity, I stand out by making SEO transparent, educational, and empowering.

What were some of the toughest obstacles you faced early in your journey as a woman entrepreneur, and how did you navigate through them?

Imposter syndrome was massive for me at the start. I was often the only woman in the room, and I constantly felt I had to over-prove myself technically. I’d get asked if there was “someone else” on my team who handled the coding or the numbers.

I pushed through that by focusing on results. Data doesn’t lie. When clients saw their traffic grow, their phones ring, and their sales increase, it shut down the stereotypes quickly. Over time I learned I didn’t need to mimic how others did business. I could lean into my own way of working, and that’s when things really took off.

When the going gets tough, what keeps you grounded and motivated to keep pushing forward?

My clients and my kids keep me going. Clients remind me why this work matters. Hearing a business owner say, “Your work kept us alive during a tough season” makes every challenge worth it.

But above all, I’m a mum of four. I want to be a role model for my children, showing them that gender doesn’t define what you can be or do. I also want to build a life that gives them flexibility, freedom, and presence. I keep pushing forward not just to grow a business, but so I can spend more time with them and show them that you can design a life on your own terms.

What daily habits or non-negotiable routines help you stay focused, creatively energized, and balanced as a founder?

Lists are my lifeline. As someone with ADHD, I can’t rely on keeping everything in my head, so I externalise my thoughts into clear, structured lists each day. That gives me focus and stops me from getting stuck in overwhelm.

I also protect non-negotiable downtime. Stepping away from the screen, whether it’s going for a walk, cooking, or being with my kids, is what keeps me grounded and fuels creativity.

That in itself feels like breaking the rules. Hustle culture glorifies constant work, late nights, and “rise and grind.” I refuse to play by those rules. My business exists to support my life, not consume it. Protecting rest and family time is part of my strategy, and it makes me better at what I do.

What’s been the most effective growth lever for acquiring new clients or expanding your customer base?

For me, it’s always been relationships over flashy marketing. Most of my growth has come through referrals and word-of-mouth, happy clients who felt supported and educated. That trust turns into introductions I could never buy through ads.

I’ve also broken the rules of traditional SEO marketing by leaning into transparency and education. Instead of trying to look like the biggest or loudest agency, I share knowledge openly through blogs, workshops, or conversations. In a space that often thrives on gatekeeping, giving people the keys for free has been my biggest growth lever. It builds trust, and trust is what converts into long-term clients.

What branding or marketing decision had the biggest impact in elevating your business and building trust with your audience?

The biggest impact came from radical transparency, paired with embracing my femininity instead of trying to match the male energy that dominates the SEO industry. Most SEO brands go for black, navy, hard edges, and tech-heavy jargon. My website is intentionally the opposite, soft, approachable, full of photos and human connection.

I wanted clients to feel heard and listened to, not overwhelmed or dismissed. That personal touch, combined with open communication about what’s really happening behind the numbers, built trust far faster than any corporate façade ever could. By breaking away from the “rules” of how an SEO business is supposed to look and sound, I’ve built a brand that feels authentic, and that authenticity is what keeps clients coming back.

How do you personally define success, not just as a business owner, but as a woman living a purpose-driven life?

For me, success is about clarity and alignment. I set clear, measurable goals, the kind you can actually track. SMART goals keep me grounded because they show progress in real terms, not just vague feelings of “doing well.” But success isn’t just about hitting the numbers.

I define it as building a business that reflects who I am, not who I’m expected to be. In an industry that often rewards hard, masculine energy, I leaned into softness in my brand, in my communication, in how I connect with clients. Success is showing that you can be approachable, feminine, empathetic, and still deliver exceptional results.

And on a personal level, as a mum of four, success is also about designing flexibility into my business. It’s having the freedom to hit big goals while still being present for the little moments with my kids. That balance is the truest measure of success for me.

Can you share a mistake or misstep that taught you a lesson you still carry with you today?

Early in my journey, my biggest mistake was not holding boundaries. I said yes to everything, every client, every request, every “quick favour.” On the surface it looked like hustle, but in reality it left me exhausted, undervalued, and stretched too thin to do my best work.

Learning to say “no” was a turning point. Boundaries aren’t about being difficult, they’re about protecting your energy and your standards. By valuing my time and expertise, I could show up fully for the right clients and deliver the kind of results I wanted to be known for.

It felt like breaking the rules at first, especially in a culture that glorifies overwork, but I realised that boundaries aren’t a weakness. They’re a strategy.

What’s your best advice for women just starting out, especially first-time entrepreneurs feeling overwhelmed or unsure of their next steps?

Trust yourself. Listen to your intuition. It’s easy to let negative self-talk creep in, but you know more than you give yourself credit for. Don’t let that inner critic run the show.

At the same time, don’t be afraid to ask for advice or help. One of the biggest myths in business is that leaders should always look certain and in control. I break that rule deliberately. I show my insecurities and admit when I don’t know something, because it makes me approachable and builds trust. It tells others, “You’re safe to bring your real self here too.”

So my advice is this: back yourself, but stay open. Trust your instincts, but be willing to learn. That balance is where the real growth happens.

How do you approach risk and innovation, especially when breaking new ground in a male-dominated or fast-changing industry?

Risk and innovation are huge in SEO. The industry changes constantly, algorithms shift overnight, new platforms emerge, and the “rules” are rewritten without warning. If you’re not willing to experiment, you’ll get left behind.

For me, the key is adapting for each client. There’s no one-size-fits-all strategy. I test, I tweak, and I treat every experiment as data rather than failure. If something doesn’t work, we learn, adjust, and move forward smarter.

In a male-dominated industry, innovation is often framed as being bold or disruptive for the sake of it. My approach breaks that mould. I combine creativity with empathy, designing strategies that not only please the algorithm but also genuinely connect with the people behind the clicks. That’s where risk pays off.

If you lead a team, how do you foster a culture of trust, inclusivity, collaboration, and growth?

I approach leadership the same way I approach SEO: there’s no one-size-fits-all. Every team member has different strengths, ways of thinking, and working styles, so I adapt rather than force people into one mould.

Trust starts with transparency. My team sees the same reports clients do, the same wins and setbacks, because honesty builds confidence. Inclusivity comes from valuing those differences. As someone who is neurodivergent myself, I know the importance of creating an environment where people can show up as they are.

I also believe in breaking the rule that leaders should have all the answers. I invite feedback, I ask for ideas, and I admit when I don’t know something. That openness creates collaboration and shows my team that growth is a shared journey, not a top-down directive.

What are the top 5 mindset shifts or personal practices that helped you overcome self-doubt and grow your confidence as a woman entrepreneur?

Stop waiting for permission. The rule says you need to be “qualified enough” before you start. I stopped waiting and built as I went.

Own your femininity. Instead of trying to match masculine energy, I leaned into softness, empathy, and connection, and it became my strength.

See imposter syndrome as growth. Self-doubt doesn’t mean you’re failing, it means you’re stretching into new territory.

Rest is strategy. Hustle culture says work harder and longer. I’ve learned that downtime fuels creativity and better results.

Boundaries aren’t optional. Saying no felt wrong at first, but it’s the only way to protect your energy and deliver your best work.

If you could spark a global movement through your work, what would it be, and why is that mission meaningful to you?

I would spark a movement where women fully own their digital presence. Too often, websites, SEO, and marketing are handed off to “the tech guy,” and women are left out of conversations about visibility and strategy.

I want to flip that script. When women understand and direct their own digital strategies, they step into a new level of confidence and authority. Visibility creates opportunity, more clients, more sales, more influence. And when women-owned businesses are visible, they don’t just grow their own brands, they shift industries and inspire others.

This mission matters to me because I know what it feels like to be underestimated or shut out in male-dominated spaces. Helping women claim ownership of their online presence is about more than rankings, it’s about breaking down barriers and showing that our voices belong at the front of the stage.

What’s a quote, philosophy, or guiding belief that shapes how you lead, create, and live every day?

“I am not afraid of storms, for I am learning how to sail my ship.” — Louisa May Alcott.

That line sums up my approach to both business and life. SEO is full of storms, algorithm changes, shifting trends, and constant disruption. Entrepreneurship is the same. Instead of fearing those challenges, I’ve learned to treat them as part of the journey. Every storm teaches me something new about resilience, adaptability, and leadership.

As a woman in a male-dominated industry, I’ve had to learn to sail my own ship, even when the waters were rough. That quote reminds me that the goal isn’t calm seas, it’s building the skills and confidence to keep moving forward no matter what comes.

Where can our audience connect with you, explore your work, or follow your entrepreneurial journey online?

You can find me at Online Strategy Co, my SEO consultancy based in Perth.

I share practical SEO tips, behind-the-scenes stories, and plenty of real-talk about business and entrepreneurship over on Instagram. It’s where I show up most often and where I love connecting with other women building their own ventures.

For case studies, resources, and more detail on my work, my website is the best hub. And if you’re curious about how SEO can actually fit into your business (without the jargon), Instagram is the easiest way to follow along and reach out.

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Rhonda Sweet.

Rhonda Sweet is the founder of Terra Tag, a Queensland-based business rethinking event waste one badge at a time. After three decades as a service designer and strategist at Bain & Company, McKinsey, Optus and Westpac, Rhonda turned her expertise to solving a small but overlooked problem: plastic conference name badges that sit in landfill for centuries.

Every Terra Tag badge is handmade from rescued office paper, printed in-house, and paired with biodegradable cotton lanyards. After the event, they can be planted to grow wildflowers or herbs, composted, or recycled. Since launch in 2023, Terra Tag has supplied 200+ events, prevented over two tonnes of CO₂ emissions, and eliminated thousands of plastic badge sets.

What sets Terra Tag apart is its “category of one” stance. While rPET, PLA, Tyvek and bamboo composites are marketed as eco but usually end up in landfill, Terra Tag uses no coatings and no plastic — just paper that returns to the earth. Behind the scenes, Rhonda has engineered a lean, resilient operation: solar-assisted drying boxes, greywater processes, upcycled tools, and a codified, modular papermaking system where one papermaker can produce 1,500 badges/day.

Rhonda’s goal is simple: to make the sustainable choice the easiest choice for busy event teams. Terra Tag was a Queensland finalist in the 2025 Telstra Best of Business Awards (Promoting Sustainability), reflecting both its innovation and its measurable impact.

When she’s not in the studio, Rhonda experiments with AI workflows, mentors founders, and walks her stubborn English bulldog on the Sunshine Coast.

In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.

What inspired you to start your business, and what problem were you passionate about solving?

Most people don’t think about emissions when they look at a conference name badge. But one plastic badge and lanyard create 0.12 kg of CO₂. Multiply that by Australia’s 484,000 events and you get 34,000 tonnes — the equivalent of powering thousands of homes, just from name tags.

I’d spent decades in strategy and design at Bain, McKinsey, and corporations. I knew the overlooked problems often hold the biggest impact. Terra Tag was born to solve this one: we replace plastic with name badges made from waste paper, plantable after events, and fully compostable.

How has your business evolved since launch, and what key decisions drove growth?

Papermaking is not a craft hobby; it’s material science. We spent two years codifying a system that controls cellulose fibres, pressing, and drying with precision. We built a solar-assisted dry box to flatten sheets in two days instead of energy-hungry dryers, and a greywater system that uses less than 15 litres per batch — the same as one laundry cycle. All our equipment is upcycled: café blenders, flyscreen moulds, salvaged benches.

From there, we evolved into a full end-to-end service. We created the two-stage print model to handle late registrations, reverse-engineered production schedules from the event date so badges always arrive ready-to-wear, and added AI-assisted artwork guidance to reduce errors.

The result? A repeatable, teachable system where one papermaker produces 1,500 badges/day, and ten can produce 15,000. Handmade, yes … but engineered to scale.

In your view, what truly sets your brand apart in today’s competitive market?

We’re a category of one. Every other so-called “eco badge” fails under scrutiny:

• rPET = still plastic, sheds microplastics.
• Bamboo = usually mixed with resin, not recyclable.
• PLA = only breaks down in industrial composting.
• Tyvek = 100% HDPE plastic, marketed as eco, usually landfilled.

Terra Tag is the only Australian company hand-making badges from waste paper. No coatings, no plastic, no half-steps, no greenwash. Just paper: recyclable, compostable, or plantable.

In fact, we’ve just become a finalist in the Telstra Best of Business Awards for promoting sustainability. It validates not just our business, but the idea that real sustainability counts. In a sea of “eco” products that don’t live up to the promise,

What has been your most effective marketing strategy to date, and why did it work so well?

The back of every badge has a QR code linking to our planting and recycling page. Guests scan it, share it, and the product itself tells our story. It’s the best marketing we’ve ever done and far more powerful than any ad spend. We also invest heavily in SEO.

How do you stay connected to your ideal audience and understand their needs or behaviours?

We work directly with EAs, event managers, sustainability officers, procurement leads — the people under pressure to get it right. Their pain points are consistent: late guest lists, short timelines, and the stress of “looking good” in front of their teams.

As a service designer, I use journey maps and personas to shape our end-to-end service. That’s why we ship badges pre-sorted by guest list, attach lanyards by hand, and offer two print runs. It’s not just about sustainability; it’s about removing stress.

What’s one branding move or campaign that helped elevate your business to the next level?

We turned every order into a story. Tourism Australia: 600 badges, 72 kg CO₂ saved. Bloomberg: seed paper badges that met strict ESG targets. Nando’s: vivid full-colour badges with biodegradable red lanyards. Guests loved them, shared them, and talked about them at morning tea.

By tying client brands to measurable impact, we created marketing that’s both authentic and social-proofed.

What does success look like for you, not just in numbers, but in purpose or impact?

Success is when an organiser tells me: “The guests loved them and I looked good.” That single moment combines everything we stand for: cutting emissions, removing plastic, and helping our clients shine in front of their peers.

Can you share a challenge or setback that ultimately became a turning point for your brand?

Early on, we had a contaminated scrap batch that set us back. It forced us to build stronger quality controls, diversify sourcing, and hold buffer stock. That moment transformed our supply chain resilience. Today, it’s why we can guarantee quality every time.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

Papermaking itself grounds me — it’s meditative, scientific, and tactile. And I walk my bulldog every morning before opening my inbox. It keeps me present, calm, and ready for the day.

How do you approach innovation and risk in your business strategy?

We innovate where it matters most. We built solar-assisted drying systems, codified modular papermaking, and created an AI deadline calculator that reverse-engineers delivery schedules from event dates. We’re developing Australia’s first fully biodegradable lanyard clip to eliminate the last synthetic component.

Risk is managed by prototyping small and scaling what works. The principle is simple: sustainability without stress. Every decision has to reduce waste and make life easier for event organisers.

What advice would you give to someone starting a business in today’s fast-changing digital world?

Don’t chase scale, chase systems. Start with one overlooked problem. Build a solution that removes friction. Use digital tools to make your promise more reliable, not more complicated.

Where can our audience connect with you and learn more about your work or offerings?

Website: www.terratag.com.au

LinkedIn: https://www.linkedin.com/in/rhondasweet/

Email: hello@terratag.com.au

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Salena Kulkarni.

Salena Kulkarni is a Chartered Accountant, private investor, and wealth educator with 25+ years’ experience challenging the traditional rules of money. After seeing too many hard-working people follow the “right” path yet end up with little real freedom, she began a lifelong study of investing and built her own wealth from a modest income. 

Today she runs Freedom Warrior Dentist and I Can Be Wealthy, helping people cut through noise, evaluate opportunities wisely, and stay in the driver’s seat of their financial future. Her mission: to turn wealth into freedom, choice, and impact.

In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.

What inspired you to start your business, and what problem were you passionate about solving?

I started my career as an accountant, and very early on I noticed that so many of the people I worked with had done “all the right things,” but their financial outcomes were disappointing. They were working far longer than they wanted to, with little real freedom to show for it. That sparked a lifelong obsession with studying money, investing, and impact, specifically searching for better ways to create wealth.

On a modest income, I began experimenting and soon started achieving outsized returns compared to my peers and before long, I was being asked to share what I was doing differently. That’s what grew into my programs and business: helping others cut through the noise and create better financial outcomes much sooner than the traditional model allows. 

The problem I’m most passionate about solving is financial struggle and ending the cycle where hard-working people give up decades of their lives only to realise too late that they’ve been following the wrong playbook.

How has your business evolved since its launch, and what key decisions have helped drive that growth?

Over time I realised that conventional wealth-building advice is often at odds with people’s well-being. The traditional model encourages you to hand your power over to “experts” and delay freedom for decades. My philosophy is the opposite: stay in the driver’s seat, focus on what truly moves the needle, and use money as a tool for freedom and impact, not stress.

That shift reshaped how I deliver support. Instead of repackaging generic advice, I’ve built programs and communities designed to create real conversations, practical tools, and a mindset of lifelong learning. People who join me aren’t looking for a guru. They want to own their wealth journey, not outsource it.

In your view, what truly sets your brand apart in today’s competitive market?

I think what sets me apart is depth of experience. I understand a wide spectrum of wealth-building strategies (many that most people have never even heard of) and I‘ve spent decades looking for ways to better grow and defend wealth. Because of my exposure to high net worth investors, I’ve had a front-row seat to how wealth is really built, that goes beyond the noise and hype that saturates the market.

And unlike many in this space, I walk my talk. I don’t just teach theory. I’ve built my own wealth using the same principles I share. That combination of insider perspective, real results, and practical guidance is what makes my work different.

What has been your most effective marketing strategy to date, and why do you think it worked so well?

My most effective strategy has been leading with education. I share stories, frameworks, and insights that simplify money and wealth-building without dumbing it down. By doing that consistently, people see that I’m not trying to sell a quick fix. I’m helping them think differently. That builds trust, and trust is the most powerful form of marketing.

How do you stay connected to your ideal audience and understand their needs or behaviors?

I stay close to my audience by listening, not assuming. I run regular trainings and community sessions where people openly share their struggles, fears, and wins. Most importantly, I’ve lived those struggles myself, so I can empathise deeply with where they are on the journey.

What’s one branding move or campaign that helped elevate your business to the next level?

The biggest branding shift came when I stopped trying to look like a “traditional” finance professional and leaned fully into being a contrarian wealth builder. I started showing up with my real voice, sharing candid stories and unconventional insights instead of playing it safe. That honesty struck a chord, and it elevated my brand from being “another finance business” to helping people start thinking like true investors.

What does success look like for you, not just in numbers, but in purpose or impact?

For me, success is about ‘feeling good’. This for me has been a north star. I love the work I do, but I honestly wouldn’t do it just for the money. 

Numbers are important, but the real impact is helping people feel empowered and free. If my work helps create more choice, freedom, and impact in someone’s life, that’s success.

How do you personally define success, beyond revenue and growth metrics?

I define success by alignment. Am I living the values I teach? Am I spending time with my family, contributing to causes I care about, and building a life I don’t need a holiday from? If the answer is yes, then I’m succeeding.

Can you share a challenge or setback that ultimately became a turning point for your brand?

I used to mentor a lot of people one-on-one. This was a very heavy lift and ultimately left me tired and stretched. A few years ago, I made a decision to raise the bar on who I wanted to work with and why. This was a scary, but game changing way to approach business. I am clear I am not for everyone.  I know I can show people how to shave decades off their timeline to freedom, but I only want to work with motivated individuals who are committed to doing the work to get outsized returns.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

I start each day with reflection. It clears my head and sets my energy. I also journal ideas constantly, because creativity often comes in the spaces between tasks. 

Most importantly, I try hard to practice gratitude; it keeps me grounded, especially when the pressure of leadership feels heavy.

How do you approach innovation and risk in your business strategy?

I treat innovation and risk the same way I approach investing: evaluate, test, and learn. I try not to chase trends blindly, but I’m not afraid to experiment if I see potential upside. 

I look to thinkers who focus on first principles, because those ideas stand the test of time.

What advice would you give to someone starting a business in today’s fast-changing digital world?

Get crystal clear on what you want and what you stand for. Don’t wait for perfect conditions, or perfect knowledge, just start. 

The world changes too quickly to have a flawless plan. Focus on adding real value, stay curious, and commit to constant learning. And most of all, don’t abdicate your power: stay in the driver’s seat of your own vision.

Where can our audience connect with you and learn more about your work or offerings?

You can find me at freedomwarrior.com.au and icanbewealthy.com.au. I also share regular insights on YouTube and Instagram, where I break down wealth strategies in a way that’s simple, relatable, and practical.

Beauty standards can significantly impact women entrepreneurs in their professional journeys. This article presents valuable lessons on navigating these standards, drawing from the wisdom of experienced professionals in the field. Discover practical insights on embracing authenticity, cultivating self-acceptance, and projecting confidence in various entrepreneurial roles.

• Embrace Authentic Presence
• Practice Radical Self-Acceptance
• Navigate Roles with Grace
• Integrate Wellness for Radiant Empowerment
• Align Inner Feelings with Outer Appearance
• Value Strength and Self-Belief
• Honor Your Unique Pace
• Prioritize Health Over Comparison
• Lead from Wholeness
• Radiate Confidence Through Authenticity
• Cultivate Your Signature Style
• Transcend Conventional Beauty Standards
• Embody Authenticity in Midlife
• Define Beauty Through Self-Belief
• Express Confidence in Tech Leadership

Embrace Authentic Presence

For me, beauty today is no longer about perfection — it’s about presence. As a modern woman in business, I define beauty as the confidence to show up authentically, whether in a boardroom, on a stage, or in the quiet space of my own reflection. There was a time when I equated beauty with external validation — skin-deep ideals shaped by glossy campaigns and unspoken expectations. But with experience, I’ve realized that true beauty is found in self-awareness, resilience, and the grace with which we carry both our strengths and our scars.

Redefining beauty for myself has meant breaking free from comparison and allowing my individuality to take center stage. It’s in the way I articulate ideas, the empathy I bring into conversations, and the courage I’ve built in navigating failures as much as successes. That shift has been liberating — not just for me personally, but also in how I connect with others.

My advice to women navigating today’s beauty standards is this: don’t outsource your definition of beauty. Own it. Build it on your terms. Celebrate the quirks, the wisdom lines, the stories only you carry. Beauty is not a finish line someone else sets — it’s a lifelong practice of honoring who you are becoming.

Neisha Arora, Author | Face Yoga Coach | Skincare Educator & Medi-Facial Certified | Nutrition Advisor, Hale and Belle

Practice Radical Self-Acceptance

Today, as a newcomer to the sexagenarian club (meaning people in their 60s, in case you were wondering), my beauty is an act of radical self-acceptance. The ambition, the vulnerability, and the laugh lines all contribute to this. It’s the holistic understanding that my well-being is the source of my beauty. It is an internal practice that manifests externally, not the other way around. It’s the embrace of my reflection in the mirror: every laugh line, the texture of my skin, and each strand of gray hair on my head. My beauty comes from the kindness of quiet rituals of care. Writing in my journal, the mindful application of skincare, and taking the responsibility of rest seriously and with gusto are all part of this practice.

My advice? Do not bend the knee to a culture that requires your pursuit of “perfection.” Your body never stops changing, so work with it. Delight in what it gives you. Do what feels genuinely nourishing and what makes you happy. Choose an ethos of mindful consumption and intuitive care. Let your definition of beauty be a daily practice of coming home to yourself. Reject the expectation of measuring up to photoshopped pictures of idealized people. Defining beauty for yourself is the ultimate rebellion and the deepest form of self-love.

Renee Trepagnier, CEO, Here I Am

Navigate Roles with Grace

Beauty to me today is about resilience and presence. I have learned that true beauty is not in perfection but in the strength to keep moving forward when challenges come. As women, we carry so many roles, and I believe beauty shows up in how we navigate them with grace. It is in the quiet confidence of knowing your value and in the ability to show up fully whether you are in the boardroom, with your children, or at a design table. My advice to other women is to release the pressure of comparison. Define beauty by how you feel when you are aligned with your purpose, not by how others say you should look.

AshLee Williams, Founder, Designer, www.aneahill.com

Integrate Wellness for Radiant Empowerment

To me, beauty today is about authenticity and honoring the uniqueness that makes each of us extraordinary at every age. In a world where trends often push women toward looking identical, I believe true beauty lies in embracing the features, expressions, and even the changes that are uniquely yours.

For nearly 20 years, my work has been centered on helping women navigate these changes. My own journey began with enhancing outward beauty through treatments like Botox, fillers, and lasers. Over time, I realized that beauty and aging gracefully extend far beyond what we see in the mirror. Today, my approach has come full circle, integrating these trusted treatments with a holistic focus on wellness from within through functional medicine.

Redefining beauty for myself has meant letting go of the pressure to chase sameness and instead embracing vitality, confidence, and self-expression. My advice for other women is this: don’t measure yourself against a filtered standard. Your story, your age, and your individuality are your greatest assets. Pairing modern innovations with a foundation of wellness allows you not just to look amazing, but to feel empowered and radiant on your own terms.

Neda Vanden Bosch, Primary Physician and Founder, Vboutique

Align Inner Feelings with Outer Appearance

For me, beauty today means alignment — when how I feel inside matches how I show up outside. As a woman in business, I’ve learned that beauty isn’t about fitting into someone else’s standard; it’s about presence, confidence, and the energy you carry into a room. In my 20s, I thought beauty was about perfection and pleasing others; now I see it as authenticity and self-trust. The more I care for my nervous system and overall well-being, the more radiant I feel — and that shows up in how people experience me. My advice to other women is to define beauty as something lived, not just seen: nurture what makes you steady, vibrant, and real, and the rest will follow.

Karen Canham, Entrepreneur/Board Certified Health and Wellness Coach, Karen Ann Wellness

Value Strength and Self-Belief

For me, beauty today is about confidence and presence rather than perfection. As I’ve grown into my journey, I’ve redefined it as the energy I bring into a room and the way I show up for myself and others. As a woman in business, that means taking care of my health, embracing my individuality, and valuing authenticity over comparison. The advice I’d give other women is to see beauty as an extension of your strength and self-belief, because when you feel aligned and empowered, it shows in everything you do.

Brandy Morton, Founder & CEO, Brandy Morton Marketing Ltd. Co.

Honor Your Unique Pace

When I am true to myself, being strong and comfortable is the definition of beauty for me. I have never defined it as being flawless in one way or another. As a woman and a designer, I’ve learned that beauty shows up when your work, your choices, and your lifestyle reflect what you genuinely value. My advice to all the ladies out there is: let yourself guide you. Be at your own pace in your own game. And most importantly, try to meet your own demands as a woman if you want to make a great impression.

Miguelina Gambaccini, Founder and Creative Director, Miguelina

Prioritize Health Over Comparison

To me, beauty is about health and the way we carry ourselves as we age. I’ve learned that constantly comparing yourself to others steals the joy of embracing your own unique beauty. For me, it’s not about chasing perfection; it’s about taking care of my body, honoring what it can do, and aging with grace and confidence. Beauty shows up in the glow of good health, in self-respect, and in choosing not to measure yourself against someone else’s highlight reel. My advice to other women is simple: focus on being the healthiest, happiest version of yourself, and you’ll radiate a kind of beauty that doesn’t fade.

Ariana Hakman, Founder and Chief Operating Officer, LunaFit

Lead from Wholeness

Beauty, for me, means alignment — when your inner clarity matches your outer living. After coaching hundreds of high-achieving women, I’ve seen how disconnection from our authentic selves creates the deepest kind of exhaustion.

I used to define beauty by performance standards until I realized I was “running fast but going nowhere.” The shift happened when I stopped filtering my voice to make others comfortable and started leading from wholeness instead of fractured identity.

Now I live off-grid in the Alaskan backcountry with my family, where presence matters more than performance. My “Ruggedly Sophisticated” retreats take women into untouched wilderness because I’ve found that raw terrain strips away the proving and performing — your instincts come back online.

My advice: Stop fracturing your identity to succeed. The most powerful change I see in clients happens when they quit “faking fine” and accept what I call coming home to yourself. Your nervous system will thank you, and ironically, your business will too.

Dr Barbara Eaton, Coach, Dr Barbara Eaton

Radiate Confidence Through Authenticity

For me, beauty is confidence and authenticity — it’s showing up as my true self, flaws and all, and owning every part of my journey as an artist and entrepreneur. In an industry where appearances are constantly judged, I’ve learned that real beauty comes from aligning who you are on the inside with how you present yourself to the world. I define beauty on my own terms by embracing my individuality, staying true to my style, and not letting trends dictate my worth. My advice to other women is simple: your power is in your presence, not in anyone’s perception. When you walk in your truth, you radiate a kind of beauty no filter or standard can define.

Keldamuzik Diva, Music Artist, Digz Media Group

Cultivate Your Signature Style

Beauty to me now is highly attached to authenticity. As a female entrepreneur, I realize that real beauty is not being what is expected of you; real beauty is accepting yourself and holding your head high, being the person you are. I observe beauty as a remnant of culture, identity, and individuality — something which emerges when you are being purely yourself.

Through time, I have changed industries and my own definition of beauty to stop comparing myself to others and started to enjoy my journey. There can be a lot of pressure in business to appear or behave a certain way, but as I discovered in business, my uniqueness would be my strength. Beauty is about what I portray on the outside that shows who I am inside. It may be in the way I carry myself, the decisions that I make, or even in the brand I built. That change has enabled me to strut into any room with grace, as well as power.

To other girls struggling to deal with the beauty ideal, here is my tip to you: set your own standard of beauty, not that of the world. The instant you cease trying to live up to someone else’s idea of perfection and start being true to your own, you enter a form of beauty that no one can touch. The modern beautiful woman should clothe herself in self-assurance, benevolence, and personality, as these are the things that are going to make her own signature style.

Komal Preet Kaur, Owner, The Punjabi Kudi

Transcend Conventional Beauty Standards

We are all familiar with the pressure to look a certain way, to match societal standards we never chose. The journey to redefining beauty is deeply personal, and it can be profoundly liberating. It invites us to move beyond these expectations and to connect with the beauty that already resides within us. It’s about embracing authenticity and allowing the light of our true nature to shine through.

What if beauty becomes less about the mirror and more about the way we move through the world? Beauty, at its essence, transcends physical appearance and societal standards. As modern women in business, we can choose to step beyond these ever-changing norms — knowing that our external beauty is temporary too — and embrace the qualities that make us uniquely ourselves. It means valuing our voice, ideas, and capacity to create positive change in our work environment, families, and communities.

Beauty is not merely defined by external criteria but by the light we bring to our endeavors and the impact we have on those around us. While external beauty always fades, beauty, in its most profound form, is an expression of our inner essence. When we connect with it, we radiate peace, confidence, and grace, qualities that uplift those around us and transcend conventional standards. We’ve all felt this: how someone’s presence can light up a room. Our inner beauty shapes the way we show up, and it transforms how others experience us.

What feels beautiful to you about yourself? Is it just your appearance, or your courage, voice, and the way you create positive change?

As we navigate the complex terrain of beauty standards, we realize that our worth is not merely determined by external validation, but by the light we carry within. Let your beauty be defined by the grace with which you face challenges, the kindness you radiate, and the authenticity you embody.

When we let go of the need to chase external ideals, we find a deeper sense of peace and fulfillment. Life becomes less about comparing ourselves with others and more about celebrating the diverse and unique expressions of beauty and success that each of us brings to our shared world.

Our presence can inspire others to express their own authentic beauty, creating a ripple effect, reminding them that true beauty is a reflection of how we are and live.

Let’s redefine beauty together — as something we live in our words, in our actions, in our presence. Let’s meet each other from this place of truth.

Lucia Ferrario, Life Coach & Meditation Teacher, The Munay Journey

Embody Authenticity in Midlife

At this stage of life, beauty no longer feels like something I chase — it feels like something I embody. The lines on my face, the gray in my hair, the steadiness in my voice — they all tell the story of a woman who has lived, learned, and continues to grow. For me, beauty today is rooted in authenticity and presence.

For much of my life, beauty felt like something I had to “measure up to” — an external checklist of appearance, style, and approval. But after stepping into my role as a coach and entrepreneur, I’ve redefined beauty as authentic presence. Beauty today, for me, is when I walk into a room grounded in who I am, not who I think others want me to be.

Confidence and authenticity age better than any standard ever could.

Jeanette Brown, Personal and career coach; Founder, Jeanettebrown.net

Define Beauty Through Self-Belief

To me, beauty today means authenticity and confidence. As a modern woman in business, I define beauty by staying true to my values, leading with compassion, and embracing both my strengths and imperfections. My advice to other women is: don’t let external standards define you — your uniqueness and self-belief are your true beauty.

Skandashree Bali, CEO & Co-Founder, Pawland

Express Confidence in Tech Leadership

For me, beauty today is about authenticity and clarity. As a CEO in the tech and apps space, I spend most of my time solving problems, building teams, and thinking strategically, and I’ve realized that trying to fit a narrow, external idea of beauty just slows you down. Beauty, in my experience, is about showing up as yourself with confidence, letting your curiosity and intellect shine, and not being afraid to embrace the parts of you that are unconventional.

In a world where so much is digital, where apps and platforms are constantly shaping how people see each other, I focus on creating my own lens. It’s not about perfection; it’s about presence and energy. The way you make people feel when you lead, collaborate, or innovate. I define beauty as the alignment between who you are on the inside and how you express that in the world.

My advice to women navigating beauty standards is to invest in what feeds your mind, skills, and vision rather than what fits a fleeting trend. When you honor your own values, choices, and creativity, that radiates outward. In business, especially in tech, that kind of confidence and authenticity is magnetic, far more than any external standard ever could be.

Tashlien Nunn, CEO, Apps Plus

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Caroline Hartline.

Caroline Hartline is an entrepreneur and sustainability advocate based on the NSW South Coast, and a mum of three. She is the founder of Billie Green, Australia’s first sustainable intimates brand for tweens and teens, designed with natural, performance-based fabrics free from nylon and polyester. She also owns an Australian sustainable small business – Ozeano Eyewear, that uses premium, bio-based materials and partners with ocean conservation initiatives. Drawing on her background in marketing, business and humanitarian work, Caroline is passionate about creating healthier, eco-friendly alternatives for young people and families while driving awareness of the hidden impacts of plastics on our health and the planet.

In this interview, she offers a candid look at the realities of entrepreneurship, sharing both the challenges and the victories that defined her path.

What inspired you to start your business, and what problem were you passionate about solving?

I’m a mum of three from the NSW South Coast who started Billie Green after seeing how much plastic is hidden in kids’ bras and activewear. I’m an ocean enthusiast and have a sustainable eyewear brand so I’ve been doing a lot of research about the impacts of microplastics on human health and the ocean. Big brands sell cheaply made products from 100% fossil-fuel based fabrics that harm our health and the ocean, so I set out to create a better alternative. Billie Green makes safe, sustainable bras that grow with young people – putting wellbeing and the planet first.

How has your business evolved since its launch, and what key decisions have helped drive that growth?

Our brand is evolving all the time as we’re taking on feedback from customers, many of whom previously didn’t understand the chemical compounds that are in their kids’ intimates and clothing. We only launched a few months ago but the biggest way we’re changing is how we communicate. We also plan to evolve into a customer-first business, letting customer feedback from the end consumer of our products (the tweens and teens) dictate the design of our new products.

In your view, what truly sets your brand apart in today’s competitive market?

We use next-gen, innovative fabrics such as Lenzing lyocell, Lenzing modal and combinations of these with organic cotton. No other brand in Australia has used these premium fibres in kids clothing or intimates. We wanted to go beyond basic cotton because cotton doesn’t have the second-skin comfort, moisture-wicking capabilities. We also have Oeko-Tex 100 certification for all our fabrics, and they are free from polyester and nylon. No other brand is doing this because we believe no other brand truly cares about the chemical compounds in their fabrics and the damage this can cause both to human health and the environment. 

We have also sustainably designed our products for growing bodies – they have length and room to grow, and some come with detachable straps so young teens can refresh their bras without buying new ones. 

What has been your most effective marketing strategy to date, and why do you think it worked so well?

Being a new business, our most effective marketing strategy to date has been Meta advertising to parents of tweens and pre-teens with messaging about what sets us apart from other brands – our seamless first bras, our next-gen fabrics without polyester and nylon. It’s been most effective for us as our website is still young and not appearing high on google searches, but hopefully with some SEO work, that marketing strategy can also be effective, along with google ads.

How do you stay connected to your ideal audience and understand their needs or behaviors?

Our primary audience are the parents and we connect with them via social media (mainly Instagram) and via email once they’ve purchased. We also use google keyword planner and other SEO tools to see what people are looking for in helping their child buy their first bra.

We have plans to connect with teens themselves via tik tok but this platform restricts any discussion on ‘teen bras’ and the like, so it’s difficult to convey what we do. And the fact that social media is no restricted for under 16s, we are not in a hurry to do this.

What’s one branding move or campaign that helped elevate your business to the next level?

It hasn’t happened yet but with some dedicated PR efforts, I’m hoping one of the TV networks will run a story on us as I believe the microplastics issue is gaining traction everywhere. Leading universities and respected organisations like the Minderoo Foundation in Australia are releasing more and more research around human health impacts as well as environmental impacts of plastics, especially polyester.

What does success look like for you, not just in numbers, but in purpose or impact?

Success for me personally, is being able to run a profitable business, doing what I love but also having a positive impact by creating products that don’t harm the earth. I’m also working on an initiative to get plastic (polyester) out of school uniforms in Australia and hope that this sort of work can have great impact.

Can you share a challenge or setback that ultimately became a turning point for your brand?

One of the biggest challenges of the brand so far has been the high minimums I had to order, due to the custom-fabric. This meant I had no start-up budget for building the website or designing the branding. I almost cut our reversible racerback bra from the initial budget which is wild to think about because this has been our best-seller to-date. It’s completely seamless, stitch free and incredibly soft. 

What daily habits or rituals keep you focused, creative, and grounded as a leader?

I try to exercise for 45 minutes per day no matter how busy I am. I alternate days between a fast walk and using the pilates reformer machine. 

Sometimes I work late into the night and this can sometimes help me mentally, so that I am organised for the following days. This has been essential for me to prevent the overwhelm as I have 3 kids aged 3-12, so my time is so limited.

How do you approach innovation and risk in your business strategy?

Innovation and risk have been central to our business strategy. Innovation in terms of new age fabrics that most people haven’t heard of, and risk in terms of upfront costs and also running a purely online business. I mitigate these through messaging and having generous returns & exchanges policy. I am definitely a risk taker, but I did a lot of research in the lead up to creating my business, so it feels very calculated. 

What advice would you give to someone starting a business in today’s fast-changing digital world?

I always have two pieces of advice for new starters:

Be willing to get in front of the camera, embrace AI and continuous learning, particularly with platforms like Meta ads where algorithms and best practice is constantly changing.

Make sure your business has a niche, or at least can be marketed to a niche. I also own an eyewear brand Ozeano, and although we’re a sustainable business, eyewear is a very saturated market so it’s hard to get cut through when there is a lot of competition.

Where can our audience connect with you and learn more about your work or offerings?

Please check out our website and follow/DM me on Instagram.

I also have the eyewear brand, which has won awards for sustainability.

Discover the secrets to unwinding after a demanding day as a female CEO or founder. This article presents a curated collection of effective wind-down rituals, drawing on insights from experienced leaders in the field. From reconnecting with body and mind to establishing relaxing bedtime routines, these practical strategies will help you transition from work mode to a state of calm and rejuvenation.

• Reconnect with Body and Mind
• Create a Hard Stop for Work
• Set Boundaries and Delegate Responsibilities
• Explore and Reflect Through Various Activities
• Establish a Relaxing Bedtime Routine
• Unwind with Nature and Companionship
• Transition from Work Mode to Calm
• Embrace Quiet Time After Busy Days
• Balance Low-Key Activities with Reflection
• Mix Fitness, Fun, and Decompression
• Engage Different Parts of the Brain
• Celebrate with a Tea Ritual
• Indulge in Self-Care and Entertainment
• Prepare for Tomorrow While Enjoying Today

Reconnect with Body and Mind

At the end of a busy day running my business, I make it a priority to step away from screens and reconnect with my body. My ritual usually starts with a short walk outside or gentle yoga to release the tension I’ve carried through the day. I’ll often brew a cup of herbal tea and take a few minutes to journal — just enough to clear my head and let go of the lingering to-do list. This simple practice helps me shift from “go mode” into a calmer state, so I can be fully present in the evening. It’s not elaborate, but it resets my nervous system and reminds me that rest is just as productive as hustle.

Karen Canham, Entrepreneur/Board Certified Health and Wellness Coach, Karen Ann Wellness

Create a Hard Stop for Work

After a long day of juggling clients, community, and business logistics, I make sure to create a hard stop for my brain. For me, that usually means cooking dinner with my husband, something simple but grounding like chopping vegetables or stirring a sauce while we catch up. I light a candle, put on music, and let the rhythm of the kitchen calm me down. Afterward, I leave my phone in another room and either read or watch a show that doesn’t require deep thinking. Evenings are less about productivity and more about reminding myself that I’m allowed to just be for a while.

Candice Lawhorn, Founder/Therapist, Mental Health Mingle

Set Boundaries and Delegate Responsibilities

After a demanding day of running my business, I strictly adhere to my practice of logging out of all work communication channels at a set time each evening. This boundary allows me to fully disconnect and be present with my family or engage in personal hobbies that help me recharge. I’ve found that delegating responsibilities to my trusted team members not only improves our company’s performance but also gives me the mental space to relax during my off hours truly. This intentional separation between work and personal time has been crucial for maintaining my energy and creativity as a business leader.

Sarah Bonza, Founder, Bonza Health

Explore and Reflect Through Various Activities

After a busy day running my business, I enjoy taking long drives while listening to music, allowing myself space to think and unwind. I practice hot yoga to recharge around people. I also prioritize quality time with my son, exploring new places together — most recently a bee apiary in Deerfield Beach. At home, I enjoy reading the news, dreaming about future business ventures, making lists, and journaling, which helps me reflect, organize my thoughts, and set intentions for the days ahead.

Natalia Grozina, CEO, Grozina

Establish a Relaxing Bedtime Routine

My after-work wind-down time is everything. If I get it wrong, my brain will keep me up with endless tasks and thoughts for the day. So first, I start with a hot shower, which feels like it puts my body into the ultimate relaxation mode. Subconsciously, I wash away the day too, signaling it’s time to wind down. I take magnesium and L-theanine about 30 minutes before bed. PJs on, lights off, phone on sleep mode, lamp on. A few pages into my book, and I’m ready to hit the hay.

Rachelle Sassine, Founder & Head of Strategy, Perceptiv Media

Unwind with Nature and Companionship

Every day, it’s a fresh cup of hot coffee, me and Starla (my black lab), and we go for a glorious 3-mile walk on the bogs. Nothing like bogs, dogs, and coffee after a fulfilling day at work.

Lisa Erickson, Founder, Coachproai

Transition from Work Mode to Calm

Running an online business is hectic, so I’ve created a simple evening ritual to help me reset. I start by turning off all screens by 10 pm, a small but powerful signal to my brain that it’s time to wind down. Meditation or breathwork helps me shift from work mode into a calmer state, while a warm shower or herbal tea helps me relax. Before bed, I write down my to-do list for the next day to clear my mind and then read a few pages of a physical book. This mix of mindfulness, coziness, and structure allows me to recharge and wake up ready for a new day.

Silvija Meilunaite, Nutrition Coach, Founder, Barefoot Basil

Embrace Quiet Time After Busy Days

I’m not only a business owner but also a mom who homeschools her elementary-aged kids. I manage other people’s businesses as well as my own. My days are full of chaos, noise, and constant overstimulation. After a day of running my business while raising my kids, I need quiet time. Absolute quiet. I will take a nice shower and snuggle up with my dog on the couch or my bed and do a quiet activity such as reading or even just having a snack in peace after my kids go to bed. Sometimes I will journal or reflect on the day, but most of the time I want to do something calming, like read a book or magazine.

Sammy Bohannon, Founder | Online Business Manager | VA Team, Bohannon Virtual Solutions

Balance Low-Key Activities with Reflection

At the end of a long day, I like to keep things low-key. Usually, that means putting on a show to relax, and if I haven’t gotten enough steps in, I’ll hop on my walking pad and then stretch a little. I always finish by journaling; it’s where I jot down what I’m grateful for, what I want to pray about, and anything that’s been on my mind that I need to work through or reflect on. It’s a simple routine, but it helps me let go of the day and feel ready for tomorrow.

Ariana Hakman, Founder and Chief Operating Officer, LunaFit

Mix Fitness, Fun, and Decompression

After a busy day running my agency, I either take my dog Harlowe on a three-mile walk with a weighted vest or, if it’s too hot, hit the gym to run on a guided treadmill or lift weights (one of my favorite pastimes). I’ll usually grab a Factor75 meal or supplements from my clients to refuel after. At night, my husband, Eric, (he’s also in marketing) and my sales lead, Cole, hop on Rust with me — it’s our favorite video game. We’ll talk through our workdays, then totally switch off work mode and focus on building bases and raiding other players. It’s honestly the best mix of fitness, fun, and decompression. Very important when running a business from home!

Erin Siemek, CEO, Forge Digital Marketing, LLC

Engage Different Parts of the Brain

It can take me around 2 hours to switch off from work, and as a founder, it is easy to fall into the trap of thinking about work 24/7. What helps me to transition more quickly is to do something completely different from the workday activities. My most effective ways of switching off are playing the guitar for 10-15 minutes, cooking, and, of course, taking a walk. I’ve found that the key is choosing an activity that engages a completely different part of my brain, which helps me let go of work and recharge.

Jaana Metsamaa, Co-Founder, Kordon.app

Celebrate with a Tea Ritual

The first thing I do after a long day is drink tea. However, I don’t just go and brew a teabag. I have a selection of premium organic teas, and as soon as I finish my workday, I start my tea celebration ritual. Also, I like to take time and enjoy the process of making tea just as much as drinking it. I feel this helps me get more grounded and present when I return to my family, and it’s a way of doing something for myself first, before I pour into the cups of everyone else. (Pun intended.)

Anna Grunduls, Illustrator, Anna Grunduls Design

Indulge in Self-Care and Entertainment

It definitely starts with kicking off my fabulous (but usually uncomfortable) shoes and hanging up my purse after coming in from another meeting or networking event. My puppies run over to greet me, which is a fantastic dopamine hit, and my husband leans his head back from the couch for a welcome home kiss. Then it’s off to change into comfy clothes and wash my face. Usually, I’ll do some sort of face ritual, whether that’s gua sha, a mask, or one of the many skin tools in my cabinet (being a CEO can bring wrinkles if you aren’t careful). Finally, I get to watch some sort of junk TV, which allows me to turn my brain and my phone off and prepare energetically to relax and repair for another busy day.

Laurel Mintz, GP, FABRIC VC FUND, L.P.

Prepare for Tomorrow While Enjoying Today

After a busy work day, I like to end my day by preparing for the next day and enjoying a bit of reading. When I’m ready for bed, I first check over the day’s list to see what I accomplished. Next, I create my list for the next day, highlighting the top three items I need to accomplish. Third, I pick up a book and enjoy reading until I’m ready to sleep. I always keep a notepad handy in case any new ideas pop up, so I can write them down and have a delightful rest without needing to remember new ideas.

Lisa Graham, Queen Bee, YYC Beeswax

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Jo-Anne McArthur.

Jo-Anne is an award-winning photojournalist, sought-after speaker, photo editor, and the founder of We Animals. She has visited over sixty countries to document our fraught relationship with animals and is the author of three books: We Animals (2014), Captive (2017), and HIDDEN: Animals in the Anthropocene(2020). Jo-Anne is the subject of the acclaimed Canadian documentary, The Ghosts in Our Machine, and her photographs have received accolades from Wildlife Photographer of the Year, Nature Photographer of the Year, Big Picture, Picture of the Year International, the Global Peace Award, and others. Jo-Anne enjoys jurying photo competitions and has done so for World Press Photo, Big Picture, and others. She hails from Toronto, Canada.

In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.

What inspired you to start your business, and what problem were you passionate about solving?

I founded We Animals because I wanted my work as a photojournalist to have greater impact. For years, We Animals was a personal project, but I realized that the stories I was telling needed to reach farther. I transformed the project into a non-profit organization with a stock site that could host my work and make it freely available to anyone advocating for animals. Today, that stock site holds the work of more than 175 photographers, and through fundraising, we’re able to carry out investigations and tell animal stories on a global scale.

Animals are often invisible to us. We see them as products—packaged in grocery stores or woven into clothing—but rarely as living beings with lives of their own. Our mission is to change that by making their lives visible, so they can be considered, respected, and protected. Photojournalism has a unique power to reach people in ways that words alone sometimes cannot, and we use it as a tool for change.

How has your business evolved since its launch, and what key decisions have helped drive that growth?

Early on, I received some fun and invaluable advice from Seth Tibbott, the founder of Tofurky: “When building a company, fire yourself from as many things as possible, as soon as you can.” As We Animals grew, I raised funds to hire people with the skills I didn’t have: bookkeeping, accounting, web development, operations, and so on. “Getting the right people on the bus” has been key to our growth and success.

What began as a solo project with me making all the decisions has become a collaborative effort. Today, we make choices about shoots, stories, and expenses as a team, each person bringing their expertise and institutional knowledge. That shift has been transformative. The old adage is true: teamwork really does make the dream work.

In your view, what truly sets your brand apart in today’s competitive market?

We created a new genre of photography: Animal Photojournalism. Traditional photojournalism focuses on the human condition, while wildlife and conservation photography center on wild animals and the species we aim to study and protect. But these genres exclude most of the animals humans use every day—those in farms, laboratories, zoos, aquaria, for entertainment and for work.

Animal Photojournalism fills that gap. It includes all animals, making visible the lives that are usually overlooked. At We Animals, we’re not only pioneering this genre, we’re working to normalize it, and our brand is built on that (evolving!) expertise.

What has been your most effective marketing strategy to date, and why do you think it worked so well?

Animal advocacy is fuelled by passion, with good reason. Billions of animals suffer at our hands each year, and the need for change is urgent. At the same time, communicating about this reality can be deeply challenging. People often resist messages that confront their traditions, cultures, or daily habits. That’s why our approach has been to meet people where they are, speak with kindness and honesty, and avoid telling them how to feel and what to do.

Instead, we focus on creating powerful visuals and stories that invite people to look, and not turn away. By approaching this work – and people – with openness and authenticity, we’ve been able to engage audiences in a way that feels both accessible and compelling. Our strategy has worked because it’s rooted in truth and empathy, and it’s about subject matter that is rare to see but nevertheless essential. Our work is seen as new and a bit strange, but we play to those strengths!

How do you stay connected to your ideal audience and understand their needs or behaviours?

We focus on identifying audiences who are most open to engaging with the topics we document. And by working with partners in specific regions, we’re able to connect with their communities and reach people who are most likely to be receptive. We try to understand our audience’s perspectives, and reach them in ways that resonate.

What’s one branding move or campaign that helped elevate your business to the next level?

Here are two!

The first is our book HIDDEN: Animals in the Anthropocene, a groundbreaking project featuring the work of 40 photographers documenting the hidden lives of animals worldwide. It’s an unflinching form of conflict photography—about animals—and since its 2020 publication, it has won awards and been exhibited globally, establishing our credibility and reach.

The second is our 2025 partnership with The Humane League on The Real Cost of Eggs: The World’s Largest Egg Investigation. This unprecedented project spanned 37 countries and demonstrated (to us, and others) the impact of strategic partnerships. 

Both initiatives showed what We Animals is capable of: creating bold, meaningful work that resonates globally.

What does success look like for you, not just in numbers, but in purpose or impact?

I particularly like this question because so much of what we do as storytellers is difficult to quantify. While our work does help policymakers and campaigns curb or end cruel practices, much of our impact is about shifting cultures and ideas over time. Our global investigations and stories reveal our complex relationships with animals, spark ethical and cultural shifts, and nurture the human capacity for compassion and change.

Success for us is seeing these effects unfold every day around the world. We witness it in the use of our images, the feedback we receive, invitations to speak or exhibit our work, and the ways people integrate our work into their own advocacy. It’s a long road, but the fact that people are choosing to engage with and amplify these stories shows that our mission is taking root.

How do you personally define success, beyond revenue and growth metrics?

For me, success is so much about creating a happy, engaged community at We Animals. I’m a deeply relational person and I value the people who work here, and as a founder, it’s an honour that they choose to join our mission. That makes it essential for me and our leadership team to foster a positive and healthy culture.

On a personal level, I also find fulfillment in mentoring photographers and connecting with audiences through speaking engagements. Changing hearts and minds often happens one person at a time, one photographer at a time. The more photographers who embrace Animal Photojournalism, the more people will see and engage with the work they create, and that ripple effect drives real change. It’s great to see that we’ve helped create a lot more animal photojournalism in the world!

Can you share a challenge or setback that ultimately became a turning point for your brand?

When our team grew to about four people, we knew that internal emails were not going to cut it for effective communication. We adopted Slack and Asana, which helped streamline workflows, improve project management, and increase transparency across the organization. It was a learning curve, but one that ultimately strengthened our operations.

Beyond the operational improvements, these tools fostered accountability and a sense of shared ownership over projects. People felt more empowered to contribute ideas, track progress, and see the bigger picture of our mission. That cultural shift was just as valuable as the logistical one; it allowed both our creativity and our impact to flourish.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

Maintaining habits that keep me focused and creative is hard! In a busy, growing organization, it’s easy to be swept up in the day-to-day. I have found that I can let too much time go by without carving out space for the deep creative work that I and the organization need. But this question has the answers baked in: habit, ritual, focus, creativity, and grounding.

Right now, I’m working with a coach for changemakers named Kimberly Carroll. She’s a magician! She’s helping me identify the work habits that don’t serve me, and build new ones that give me the space I need to focus and create. These practices allow me to be a more grounded and inspiring leader, which is kind of presence I want to bring to We Animals.

How do you approach innovation and risk in your business strategy?

The world of film and photography is constantly evolving, be it in technology, subject matter, style, and approach. We stay curious and attentive, learning from what others are doing. I get a lot out of attending industry events like Visa pour l’Image in Perpignan and other festivals, where I can immerse myself in important stories and see how they’re being told. Our photographers and investigators also follow technological changes—from drones to hidden cameras, AI applications, and workflow innovations—to see how these tools can enhance our work.

Our work also carries real risk. Investigative work, often using surreptitious methods, and technological security all require careful management. We closely monitor potential risks and take steps to mitigate them. We’re also incredibly grateful to our pro bono lawyers at the Animal Defense Partnership, who guide us on legal matters ranging from fieldwork risks to contracts. Balancing innovation with responsibility is central to how we operate.

What advice would you give to someone starting a business in today’s fast-changing digital world?

Don’t get swept up in the pace of it all. It’s tempting to think you need to be everywhere, all the time, following every trend. But what matters most is grounding yourself in purpose. Why are you doing this work? Who are you serving? For us at We Animals, the answer has always been the animals. We exist to make their hidden lives visible. That clarity has carried us through every change in technology and every shift in the digital landscape.

The other piece of advice I’d give is to build trust. In a noisy world, trust is something that endures. Build trust with your audience by being transparent and consistent. Build trust with your partners by aligning on values. And build trust within your team. Surround yourself with people who complement your strengths and weaknesses, so you can confidently let them focus on their areas of expertise while you focus on yours. That kind of trust not only makes the work stronger, it makes it sustainable. Technology will keep evolving, and you’ll need to adapt, but if your foundation is strong, if your mission is clear, your values are non-negotiable and your team is aligned, you will be able to stay the course.

Where can our audience connect with you and learn more about your work or offerings?

People can reach us at info@weanimals.org. Our website is a valuable resource for animal advocates, academics, journalists, media, and campaigners. We now have over 40,000 visuals that people can use free of charge. We also offer Fellowships, an animal photoujournalism masterclass, and stories about what’s happening in the world of animals. You can also follow us on Instagram and LinkedIn. 

As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Amber Duncan.

Amber Duncan is an entrepreneur, mother of five, and the powerhouse founder of Life After Debt, a financial empowerment movement helping Americans break free from the burden of credit card debt. Her journey began in 2008, when she filed for bankruptcy during the housing crash and was told by an attorney she’d “be back.” That moment sparked a mission: to dismantle the shame around debt and prove there was another way.

Since then, Amber has helped settle millions in debt, built one of the largest debt settlement companies in the U.S., and launched Life After Debt in 2023 to bring a more compassionate, modern, and edgy approach to consumer finance.

In this interview, she reveals the mindset shifts, bold moves, and lessons that helped her turn ideas into impactful online businesses.

What inspired you to start your business, and what problem were you passionate about solving?

After filing for bankruptcy in 2008, I knew the system was broken. A bankruptcy attorney told me, “I’ll see you again,” and I never wanted to feel that way ever again. I wanted to build a better path, one without shame, where people could see that debt doesn’t define them

How has your business evolved since its launch, and what key decisions have helped drive that growth?

We flipped the standard sales model. Instead of chasing people, we created free Clarity Calls where clients explain to us why they’re ready for help. That small change built massive trust and a 90%+ conversion rate.

In your view, what truly sets your brand apart in today’s competitive market?

We don’t just negotiate numbers, we dismantle shame. Life After Debt combines financial strategy with what I call “financial therapy.” We’re as much about healing relationships as we are about cutting balances

What has been your most effective marketing strategy to date, and why do you think it worked so well?

Storytelling. From TikTok debt dives to real settlement letters, showing the human side of debt makes people feel seen, and that relatability is what drives them to book a call.

How do you stay connected to your ideal audience and understand their needs or behaviors?

I talk to them directly. Every Clarity Call is market research. People share their fears, their shame, their hopes, and we build our messaging around those raw truths.

What’s one branding move or campaign that helped elevate your business to the next level?

Leaning into the conversation on financial infidelity. Money secrets are the new cheating, and when we started talking about that openly, it struck a cultural nerve.

What does success look like for you, not just in numbers, but in purpose or impact?

Success is the email that says, “You saved my marriage,” or the woman who tells me she can sleep at night again. Those moments matter more than revenue.

How do you personally define success, beyond revenue and growth metrics?

Freedom. The ability to choose how I spend my time, and to use my story to create space for others to be honest about theirs.

Can you share a challenge or setback that ultimately became a turning point for your brand?

Bankruptcy was my breaking point and my breakthrough. Losing everything gave me the clarity to build something bolder, stronger, and more compassionate.

What daily habits or rituals keep you focused, creative, and grounded as a leader?

I treat every day like day one. I start fresh, set aggressive goals, and remind myself: $273.97/day is $100K/year. That mindset keeps me sharp and humble.

How do you approach innovation and risk in your business strategy?

I lead with truth and edge. If something feels uncomfortable to say, that usually means it’s the conversation we need to be having.

What advice would you give to someone starting a business in today’s fast-changing digital world?

Don’t wait for permission. Start messy, be consistent, and let your story be your strategy. Authenticity is your unfair advantage.

Where can our audience connect with you and learn more about your work or offerings?

Website: reducemydebts.com

Instagram: @amberdunc