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 Raffy Sgroi.

Raffy Sgroi is a business leader, coach, and advocate for values-driven entrepreneurship. As the founder of Sage Advice, Raffy is on a mission to help businesses thrive by integrating purpose, culture, and strategy at their core.

Raffy honed his approach through years of hands-on experience running Car Mechanical Services, her family-owned trade business in Canberra. Under her leadership, the company navigated pandemic lockdowns, economic fluctuations, and workforce challenges, all while pioneering The ToDEI Way: a framework created by Raffy that embeds diversity, equity, and inclusion into everyday operations.

Raffy’s commitment to sustainable and people-focused practices has earned Car Mechanical Services national recognition across multiple categories, including diversity and inclusion, sustainability, and customer service excellence. Crucially, Raffy demonstrates that value-driven businesses don’t just “do good” but they outperform, even in the toughest conditions.

Beyond running a successful business, Raffy brings this real-world expertise to other entrepreneurs as a business coach. She doesn’t offer one-size-fits-all solutions; instead, she works closely with leaders to translate their values into practical strategies that drive growth, resilience, and long-term success.

Through Sage Advice, Raffy champions businesses that last, foster thriving communities, and lead by example.

Known for her pragmatic approach, strategic mindset, and unwavering belief in the power of purpose, she inspires leaders to align their business ambitions with their values; proving that profitability and principled leadership are not mutually exclusive.

In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.

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

A deep desire to create real change, particularly in industries where inclusive leadership is often overlooked, is fundamentally what drove me to start Sage Advice.

After decades as an entrepreneur and business strategist in the automotive sector, I saw firsthand the lack of leadership development and limited diversity, especially when it came to female representation in trades and other male-dominated fields.

I started Sage Advice as a means to progress a culture shift in the way Australian small business owners view, approach and reap the rewards of inclusive leadership.

Trade and service-based industries often present unique external and internal challenges for women and those with ‘invisible disabilities.’ Many carry a belief that their voices aren’t relevant in these environments, when in fact, they are essential and moreover, can be extremely advantageous to a business’ bottom line.

I’ve seen too many small business owners struggle to implement inclusive practices or access meaningful leadership development. That gap, coupled with my own lived experience, is what truly motivated me.

So, Sage Advice was born from this intersection of passion and expertise. I have personally experienced initial reluctance from colleagues to embrace me as a female leader in the automotive sector. I have endured initial reluctance from some colleagues and employees to embrace inclusivity – namely because some are simply unsure of how to navigate inclusivity in a way that’s suited to their operations.

I started Sage to offer more than just generic consulting. I provide tailored, practical strategies that empower leaders to build diverse teams, foster inclusive cultures, and implement policies that allow every employee to thrive.

My goal is to help businesses grow stronger through the power of inclusive leadership and to support a new generation of leaders who understand the value of diversity at every level.

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

Since launching Sage Advice, I’ve made deliberate decisions to ensure our growth is built on impact rather than volume. A critical choice was steering away from a cookie-cutter approach to coaching and consulting. Every business has unique challenges, so my focus has always been on creating tailored strategies; whether that means flexible workplace policies, inclusive recruitment practices, or leadership programs that drive both cultural and commercial results. The fact that referrals remain one of our strongest growth drivers tells me this approach resonates.

Targeted marketing has also played a role. In a saturated field, I’ve concentrated on industries where I bring decades of practical experience, traditionally male-dominated trades and services. This relatability has allowed Sage Advice to cut through and establish genuine trust.

At the same time, expansion has been key. Initiatives like Todei, our diversity and inclusion program, along with online workshops, consulting, and networking events, have broadened our reach. From the beginning, I’ve prioritised building strong relationships, embedding inclusion into every program, and offering clients access to a trusted network of Preferred Partners, without hidden costs.

Ultimately, Sage’s growth has come from delivering authentic, bespoke solutions that spark lasting cultural change across Australian small businesses.

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

What sets Sage Advice apart is our holistic, values-driven approach to transformation. We don’t deliver surface-level diversity initiatives. We embed inclusive leadership into the very DNA of an organisation, ensuring cultural and commercial impact that lasts.

My decades of multi-award-winning experience in the automotive sector, combined with my work as a leading advocate for women in male-dominated industries, uniquely position me to help businesses attract, retain, and empower diverse talent. This practical, lived experience gives Sage Advice a depth of understanding many traditional coaches can’t offer.

Equally, we focus on equipping leaders with the adaptability, mindset, and tools they need to thrive in today’s rapidly evolving landscape – whether they’re senior executives, small business owners, or solopreneurs. Innovation underpins everything we do, and our programs evolve continuously with client feedback and workplace shifts.

Sage Advice isn’t just about business growth. Sage Advice is about building inclusive, resilient, future-ready organisations.

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

My most effective marketing strategy has been a highly targeted approach, focusing on industries where I bring decades of lived, practical experience; particularly automotive and other traditionally male-dominated sectors.

This niche positioning has allowed Sage Advice to cut through a crowded coaching market and build credibility quickly. By speaking directly to the challenges these businesses face, our messaging resonates on a deeper level, fostering trust and relatability.

Referrals from satisfied clients have also amplified this strategy, proving that authentic, values-driven solutions paired with genuine industry expertise create the strongest, most enduring form of marketing.

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

Staying connected to my ideal audience begins with truly understanding their world, because I’ve lived it myself.

With decades of hands-on experience in the automotive sector, I know firsthand the challenges and dynamics of male-dominated industries. This background allows me to relate directly to my clients, speaking their language and addressing issues they may not even realise are holding them back.

I stay close to industry developments by maintaining active networks, attending trade events, and continuously engaging with business owners, apprentices, and leaders on the ground. These conversations give me invaluable insights into shifting behaviours, workplace challenges, and opportunities for growth.

Importantly, I listen – whether through client feedback, workshops, or mentoring sessions – and use these insights to refine Sage Advice programs.

My dual perspective as both a business leader and a female advocate in trades helps me bridge the gap between strategic solutions and real-world impact.

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

One of the most impactful branding moves for Sage Advice was positioning myself openly and proudly as both an automotive business expert and a female leader in a traditionally male-dominated industry. Rather than presenting Sage Advice as a generic business consultancy, I leaned into my decades of experience in the automotive sector and my role as an advocate for women in trades. This authenticity became the foundation of our brand story and helped differentiate Sage Advice in a crowded market.

By showcasing my lived experience – through speaking engagements, industry partnerships, and media opportunities – we created a brand identity rooted in credibility, relatability, and trust.

This approach resonated strongly with our ideal clients, who value practical expertise and real-world understanding over textbook coaching. It also positioned Sage Advice as a leader in driving inclusion and cultural transformation. That branding decision elevated us from being “a consultancy” to being a trusted, values-driven partner for long-term business change.

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

For me, success is measured not just in numbers, but in the cultural shifts we help create.

Having spent decades in the automotive sector, I’ve seen the need for change in how business leaders lead.

Success is when leaders move beyond traditional, top-down approaches and embrace inclusive, values-driven leadership that empowers their teams. It’s about embedding diversity and adaptability into the DNA of businesses so they thrive commercially while fostering environments where people feel respected and supported.

True success is leaving behind stronger, more inclusive industries shaped by leaders who champion purpose, equality, and long-term cultural transformation.

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

I define success by the cultural impact and transformation we create.

Beyond revenue, it’s about shifting the way business leaders lead, that is, moving from rigid, transactional models to inclusive, values-driven leadership that empowers people and drives long-term change.

With decades of experience in the automotive sector, I’ve seen the difference when businesses embed diversity, adaptability, and respect into their DNA.

Success is seeing leaders embrace this shift, workplaces become more equitable, and industries once resistant to change open up opportunities for women and underrepresented groups. That’s the legacy I’m most proud to build through Sage Advice.

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

Like many entrepreneurs, I’ve faced challenges that tested my resolve and shaped the direction of Sage Advice.

One of the earliest, and most persistent, was convincing businesses in male-dominated industries that diversity and inclusion are not optional add-ons, but essential to long-term success. Many leaders initially struggled to see the commercial and cultural value, so I had to be patient, persistent, and evidence-based in demonstrating the results.

My own lived experience as a woman in the automotive industry gave me a unique advantage. I understood the barriers firsthand, that is, being underestimated, breaking through stereotypes, and constantly proving capability.

These experiences became a strength, helping me connect authentically with clients while highlighting the real impact of inclusive leadership. Today, 40 per cent of the apprentices in my own automotive servicing business are women, which is proof that change is possible with strategy and commitment.

Another challenge was balancing the demands of multiple businesses while growing Sage Advice. This required discipline, clear priorities, and learning to lean on trusted support. Along the way, I embraced setbacks as opportunities to refine my approach.

The turning point has been realising that adaptability, resilience, and staying true to my mission turn obstacles into stepping stones for lasting cultural change.

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

I stay focused and grounded by starting each day with clear priorities and reflection on my bigger purpose to drive cultural change in business.

Importantly, I schedule time with my team to listen and exchange ideas; those conversations often spark fresh perspectives.

These daily rituals keep me disciplined yet adaptable, ensuring I lead with clarity, creativity, and authenticity.

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

My approach to innovation and risk is deeply informed by my decades of experience in the automotive sector, where adaptability and forward-thinking are essential.

I treat innovation not as an afterthought, but as an integral part of every strategy, ensuring Sage Advice evolves alongside the needs of our clients. I draw on my architectural training and business experience to analyse opportunities, assess potential risks, and develop solutions that are both creative and practical.

I believe calculated risk-taking is essential for meaningful growth. This means testing new ideas through pilot programs, listening closely to feedback, and iterating quickly to refine outcomes. It also means being willing to challenge the status quo, particularly around leadership and inclusion, while always aligning decisions with long-term cultural and commercial goals.

Ultimately, my strategy balances courage and caution, enabling Sage Advice to drive innovation, deliver measurable results, and create lasting impact for our clients.

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

My advice would be to start with a clear vision and be open to change as you go.

The entrepreneurship journey is full of unexpected twists, so adaptability and resilience are key. Surround yourself with mentors and a strong support network, whether through coaching, strategic partnerships, or simply having people who believe in your mission.

Most importantly, trust in yourself and your abilities. As an entrepreneur, your passion and dedication will ultimately determine your success. Always keep learning, be willing to take risks, and don’t hesitate to ask for help when needed.

It’s also crucial to understand that true success comes from not just making money, but from making a meaningful impact in the lives of others, especially in creating a more inclusive and positive work environment.

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

Website: 

• Sage Advice 
• Linkedin 
• Follow us on Instagram 

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 Lynn Power.

Lynn Power is a seasoned advertising executive turned entrepreneur, with over two decades of experience leading some of the world’s most iconic brands. As the former CEO of J. Walter Thompson New York, she worked with industry giants including Clinique, American Express, Hershey’s, L’Oréal, and Campari, shaping global campaigns and building brand legacies.

In 2018, Lynn transitioned from advertising to entrepreneurship, first launching a brand consultancy before creating her own company, MASAMI, a clean premium haircare line inspired by the botanicals of northeastern Japan. Since its debut in February 2020, MASAMI has become known for its ocean-safe, performance-driven formulas that blend sustainability with luxury.

Today, Lynn continues to combine her expertise in brand building with her passion for clean beauty, championing innovation and conscious consumerism while helping others bring their bold ideas to life

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

What inspired your leap into entrepreneurship?

After almost 30 years in the advertising industry, I felt that I needed a change. I had worked my way up to CEO, but it’s not as glamorous as people think. My job was largely bureaucratic – HR issues, finance meetings, even a lawsuit. I decided it was time to get back to doing what I love – and why I got into advertising in the first place – building brands. What better way to do that than to build my own?

What core problem does your business solve?

We solve the #1 hair issue: hydration. When people complain about their hair being unmanageable, dry, frizzy or having a bad hair day, it’s usually because it’s not well-hydrated. We formulated our products to solve this for all hair types and textures – so people can love their natural hair.

What were the toughest obstacles you’ve faced as a woman entrepreneur?

Access to capital is the biggest issue. I had several negative experiences with investors ,not just because I’m a woman, but one actually said I was way too old to start a company.  On top of that, I was diagnosed with a rare, aggressive, Stage 3 breast cancer in 2021, a year after my business launched. Needless to say, I’m still here.

When the going gets tough, what keeps you motivated?

I’m passionate about helping people trade up to cleaner beauty products – so important, especially after my cancer diagnosis. People don’t realize how many toxic ingredients are in their current products. 

What daily habits have helped you stay focused?

I try to balance my work and life. I like my yoga classes. I enjoy taking the dogs out for a walk. Once I started using a social media scheduler (Marky), my busy work has gotten more under control.

What’s the most effective growth lever for acquiring new customers?

Partnerships! I launched the Power Beauty Collab in 2022 as a way for indie brands to help each other grow. We now have over 65 brands that are part of our collective, and we do pop-ins and co-marketing. This has been a cost effective way to acquire new customers and also accelerate learning and insights from other brands as to what’s worked and what hasn’t.

What branding decision had the biggest impact?

Providing products that help people maintain healthy hair and scalp has been our focus. We launched a scalp scrubber and hair towel and they have been fantastic for the business. It gives our customers a “system” to take care of their hair.

How do you define success?

As an indie self-funded brand, it’s easy to get caught up in the narrative around what success “should” look like. But I’ve worked hard to redefine it on my terms – are we growing (even just one dollar!), are we solving problems, are our customers happy, are we making the beauty industry more beautiful? As long as those are still true, we will keep going.

Can you share a mistake?

Just one? There have been many. We partnered with a salon on co-branded products. Then they changed management teams and were no longer interested. I was stuck with several thousand dollars of inventory I couldn’t use. A tough lesson.

What’s your best advice for women starting out?

Build a network you can lean on for support – including finding people with superpowers unique to yours. Also, don’t be afraid to ask people for help. Or for a favor. Men do this all the time! Don’t think you have to have everything perfect before you launch, you’ll end up pivoting several times anyhow.

How do you approach risk and innovation?

I believe in planting a lot of seeds and seeing which ones grow. This means constant experimentation, knowing not everything will work. But sometimes, it’s the unexpected tactics that take off.

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

I no longer lead a team with MASAMI, but it’s really about creating transparency and shared goals.

What were the top mindset shifts that helped you overcome self-doubt?

For me, it was learning to let go of things I couldn’t control. Have more patience. Be more forgiving. This opens you up to more opportunities and possibilities.

If you could spark a global movement, what would it be?

I’d want everyone to avoid toxic beauty products! We really need to be much more mindful of what we’re putting in and on our bodies.

What’s a quote that shapes how you lead?

“Beware, for I am fearless and therefore powerful.” Mary Shelley. Once you stop caring what other people think, you’ll find yourself liberated.

Where can our audience connect with you?

I’m easy to find. @lovemasamihair, and the website. And of course, 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 Brittany Fox.

Brittany Fox is a marketing strategist, digital transformation leader, and SaaS entrepreneur with a proven track record in high-impact consulting and marketing. She is the Founder and CEO of Nevam, a platform designed to visually map customer journeys and give teams the tools to identify and resolve issues in real time. Nevam’s innovative “living journey maps” provide actionable insights that empower brands to close customer experience blind spots instantly.

With more than a decade of experience, Brittany has driven strategic marketing and digital consulting for global brands including GAP, Oroton, Brooks Brothers, and the Children’s Cancer Institute. During her time at Deloitte Digital, she led large-scale transformation projects for some of Australia’s biggest enterprises.

In 2024, while on maternity leave, Brittany launched Nevam—securing a place in Techstars, selling her prototype to Australia’s largest retailer, and building a working MVP in just 12 weeks. Her bold approach to innovation and customer experience has earned her recognition as a finalist in the Women Leading Tech Awards in the Founder/Entrepreneur category.

Passionate about transforming the way businesses understand and connect with their customers, Brittany is building Nevam to help brands stay agile, human, and future-ready.

In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.

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

I spent over a decade imagining Nevam and thinking it was something that must exist or would exist. As a Marketer and a consultant, I just wanted to see everything I had to work with in one place so I could make better decisions. During Maternity leave with my second kid, I realised my career trajectory was set for me and I couldn’t go back solving the same problem over and over again. 

The problem is that no one has a source of truth for the customer experience that is up to date. If we have that, businesses can collaborate and work more efficiently.

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

We launched with our first enterprise client with a prototype. We learned pretty quickly that enterprises struggle with saas adoption so we partnered with their consultants who were motivated to get more visibility for larger scope and could all work better together in one tool rather than 5. We now partner with multiple agencies and have two large enterprises we work directly with.

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

Most saas is vertical, so they help a very clear customer within an organisation, which accidentally creates siloes. We support enterprises and consultants working across siloes; they can make better decisions by syncing content and data into one place without user license requirements. Its automated journey mapping. Removing manual work and connecting channels for the first time. 

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

Founder-led marketing and referral networks. Australia works a lot on network and trust, warm intros have been the start to every conversation.

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

We are building a product community. We go out to our community every quarter with new problems to solve and ask for feedback. We have hosted “solve-the-problem” breakfasts. When someone sees how we implement and how far we have come, they get excited by being part of the process.

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

We are in the middle of our biggest branding move and campaign so will let you know how we go! We will be launching a campaign to announce our raise and vision into the market where we haven’t been very public to date.

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

The purpose has been to drive change within organisations to be more experimental and customer-centric. If we can change behavior within organisations to create better customer experiences, we call that success. 

O and throw some ROI in there 😉 

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

I am successful every day when I get to create something customers ask for and get value while making enough to support my lifestyle and be present as a mother and wife.

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

This week, we made the hard decision to focus on selling to consultants first instead of Enterprises. Consultants were coming to us wanting to be the users but we weren’t set up for them yet. We decided we should focus on the ‘pull’ from the users who want to buy now and this ultimately helps us get into our end users through their trusted advisors.

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

• Gym in the morning. 
• Never miss bath and bedtime with kids
• Download my day to my husband, who is an epic listener 
• Read for fun before bed to turn off

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

I work agile in most things. Plan the rough roadmap and vision, but the detail is worked out sprint by sprint. 

I listen to my gut a LOT. If I feel yuk, I have to figure out what it is and solve it as soon as possible. I do not like to sit for long with things.

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

Validate the problem and be so obsessed you can’t do anything else. 

Back yourself- no one is an expert just because they have done it before.

You can always go back. But you won’t, because you will be better now.

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

• Linkedin
• Website

Bec Tarrant is a multi-award-winning entrepreneur who has built and scaled businesses across travel, beauty, and lifestyle, generating more than $60 million in revenue. In 2018, she was recognised as Young Entrepreneur of the Year Australia, a testament to her vision, drive, and ability to turn ideas into thriving ventures.

Bec co-founded and successfully sold 1800Schoolies and is the founder of Astella Designs, LightLab Beauty, and YONDA Travel Group, ventures that, while spanning very different industries, all share a focus on customer experience, innovation, and creating brands that resonate deeply with their audiences. She is also the creative force behind Luméra Cosmetica, an Australian beauty brand inspired by timeless glamour with a modern edge.

In addition to her entrepreneurial achievements, Bec is a successful artist, with her work adorning the walls of Hilton and Voco Hotels, showcasing her creative vision and eye for design beyond business.

Bec is passionate about building businesses that not only succeed commercially but also connect emotionally with people. She believes agility and adaptability are key to staying ahead in fast-moving industries, and she makes lifelong learning a priorit. constantly upskilling and staying hands-on in every aspect of her ventures.

Beyond business, Bec is a proud mum of two and step-mum to four, and she credits motherhood with giving her an even deeper perspective on resilience, purpose, and balance. For her, success isn’t just about numbers; it’s about creating opportunities for others, empowering people, and leaving a lasting mark.

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

I’ve always been passionate about creating solutions that make people’s lives easier, better, or more exciting. What inspired me to start my businesses was a mix of curiosity, creativity, and the drive to build something of my own that had real impact.

I saw gaps in the market where customers weren’t being truly understood or looked after, and I wanted to change that. Whether it was in travel, beauty, or lifestyle products, my focus has always been on solving problems in ways that feel innovative, customer-first, and scalable.

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

One of the most fascinating things about my businesses is how they always evolve so far beyond the original concept. I see that as a strengt because in business, where you start is rarely where you end up. Especially in the e-commerce space, constant evolution is essential since consumer behaviors and trends are always shifting. What’s popular today might be irrelevant tomorrow, and then it often cycles back again in a new way.

A key decision that’s helped me adapt is choosing to stay open and flexible. If you become too invested or emotionally attached to a product or idea, it can actually hold you back from seeing new opportunities or making the changes your business needs. Agility is key, being willing to pivot, test, and realign with your audience has been crucial to keeping my brands relevant and growing in fast-moving industries.

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

combination of innovation, authenticity, and customer-first thinking. I don’t just create products or services for the sake of it I build them around real people, their needs, and how they want to feel. Every brand I’ve launched has been designed to solve a problem while also creating an emotional connection with its audience.

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

Storytelling of the product through social media has been a major marketing strategy across all of my brands, I’ve also leaned heavily into influencer collaborations and user-generated content, which created trust and social proof at scale. By letting real customers and creators showcase how they use and love the products, it built credibility in a way no paid campaign could achieve alone.

Ultimately, the strategy was effective because it aligned with how people now discover and shop through connection, relatability, and shared experiences online.

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

Data tracking is a daily habit for me, I make sure to spend at least an hour each day reviewing our analytics to accurately understand consumer behavior. That said, data can somtimes just feel like numbers on a screen. To really connect, I step back and engage directly with our audience, reading social comments, staying active in conversations, and listening to what people are saying. Combining the insights from analytics with this hands-on approach ensures I truly understand our customers and can respond to their needs.

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

What does success look like for you, not just in numbers, but in purpose or impact? Success is more than just numbers on a balance sheet; obviously, they are important and form a major part of a business success however on a personal level, it’s about having the freedom to live life on my terms while inspiring other entrepreneurs, especially women, to see what’s possible when they back themselves.

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

One of the biggest challenges I faced was realising that not every idea or partnership goes the way you expect. Early on, I had to navigate setbacks that felt incredibly personal at the time, ideas that didn’t land the way I envisioned, partnerships (and Friendships) that fell apart, and moments where I questioned whether I was on the right path.

What turned those setbacks into a real turning point was shifting my mindset. Instead of seeing failure as the end, I started treating it as a growth opportunity, it helped me discover how to deal with failure in a positive way, allowed me to refine, pivot, and ultimately build stronger, smarter businesses. 

Those experiences taught me the importance of agility, resilience, and trusting myself as a leader.

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

As a founder, I believe you can never stop learning. I make it a priority to constantly upskill. Whether that’s through online courses, connecting with experts, or teaching myself new disciplines. While I don’t need to be the one executing every role within the business, I do need to understand each function at a foundational level. That knowledge allows me to lead effectively, ask the right questions, and keep my finger on the pulse of the business at all times.

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

I approach innovation and risk with a balance of creativity and strategy. For me, innovation isn’t just about chasing the newest idea, it’s about solving real problems in smarter, more impactful ways. I stay close to consumer behavior, emerging trends, and technology so I can identify opportunities early and move quickly.

When it comes to risk, I see it as part of the job description of being a founder. The key is taking calculated risks!! testing, measuring, and adapting rather than betting everything on one move. I believe the businesses that thrive are the ones that are willing to push boundaries, but also know when to pivot if something isn’t working.

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

Back yourself 100%. Don’t overthink, just make the move. In business, hesitation kills momentum. A great idea has a short shelf life before it’s copied or irrelevant, so always be innovating and never second-guess your instincts

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

You can follow my journey on Instagram @Bectarrant and check out our Lumera Cosmetica – Lip Combos & Cosmetics, Light Therapy Device – Lightlab Beauty & YONDA!

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 Florence Achery.

Florence Achery is a retreat organizer, yoga guide, and accredited sound healer passionate about creating soulful spaces for connection and renewal. She hosts intimate yoga and wellness retreats across the UK, India, and The Gambia, offering experiences that blend adventure with deep inner stillness.

Known for her signature digital detox retreat in Cumbria, “Retreat Like It’s 1999!™”, Florence invites guests to unplug, recharge, and rediscover themselves—without the constant buzz of technology. By keeping her groups small and intentional, she ensures every participant feels heard, seen, and supported on their journey.

Beyond wellness, Florence is a devoted animal lover and advocate. With three rescue dogs of her own, she actively supports global spay and neuter campaigns—donating £25 from every retreat booking to help reduce the population of stray and free-roaming dogs worldwide.

Whether through yoga, sound healing, or her retreats off the beaten path, Florence’s mission is simple: to help people reconnect with themselves, with others, and with the world around them.

In this interview, she discusses her entrepreneurial evolution, from early struggles to the achievements that shaped her online business success.

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

I organise and host yoga and wellness retreats. In the UK, India and The Gambia.

My own experiences of solo travel and yoga retreats inspired the business.

In 1998, suffering from depression I discovered yoga. In 2000 I discovered yoga retreats.

It was a revelation and I would treat myself to a retreat every year.

From Ibiza to Thailand, Morocco to Turkey

I experienced all kinds of retreats.

Retreats with just a handful of guests and hardly any activities.

Retreats with 42 guests. I remember saying goodbye to some people at the end of the week and not knowing their names.

There were so many of us and so little time that I didn’t get a chance to speak to most people. It made me sad.

Retreats with so many activities that I needed a holiday to get over the retreat.

One day I thought that I could curate what I would consider to be the perfect retreat.

Small groups, 8 guests max. to facilitate meaningful human connections.

Visiting exciting places and off the beaten path.

The right amount of yoga and other activities.

The right amount of down time so people can rest, read, top up their tan or go and explore by themselves if they wish.

The seed was planted in 2011 but I never had any time to start a business until 2020 and the first lockdown.

I had £500 to spare and plenty of free time.

As I spoke of the beautiful retreats I was planning, and I was especially keen to take groups to India, people laughed at me. 

Why would I think of gathering strangers and traveling abroad at a time when we were told to stay home and away from other people!!

I knew that Covid would pass eventually and that people would be desperate to travel.  

My first retreats finally happened in 2021 in the UK and were fully booked.

I am passionate about curating safe spaces for people to self heal. My retreats are intimate (6 to 8 guests) meaning that every guest has the space and time to feel seen and heard, and also affordable, as I have noticed that the people who most need time and space for themselves are often the ones who can least afford it.

My retreats are off the beaten track and always a bit of an adventure, attracting many solo travellers. 

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

The business was successful from the very first retreat and has grown healthily.

I started with 2 retreats and now host 10 retreats a year, in the UK, different parts of India and The Gambia.

To start, my intentions were to take groups abroad. I am based in London.

Like a lot of people I thought that the pandemic would quickly pass and life would get back to normal by the end of 2020. With that in mind, I had planned the first retreat to be in Rajasthan, India in early 2021.

As we suffered more and more travel restrictions I quickly decided to pivot and start hosting in the UK in 2021. I was finally able to take groups to India in 2023. 

Hosting retreats in the UK was a great decision. 

Cumbria is a desirable part of the UK and the retreats sell out easily which allows me to meet many great guests, forge great connections with them and a lot of them end up booking on one of my more exotic retreats.

In 2024 I started digital detox retreats, ‘Retreat like it’s 1999!’™, which are very successful and were recommended by The Guardian this year. 

I also welcome men on the retreats.

I think that the growth of the business is linked to my connection with my guests. 

What I do is all about meaningful human connections and of course it applies to how I interact with my customers. 

I privilege newsletters and WhatsApp messages. I am always available to answer questions etc…I have a lot of repeat business and recommendations. 

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

It’s a very competitive market and of course I do see the kind of retreats that are on offer. 

It feels very samey to me.

What’s frequently on offer are:

• Large groups, 12 people or more
• Either luxurious and really expensive retreats or cheap and cheerful
• Women only spaces
• Predictable destinations such as Goa or Rishikesh in India 
• A lot of woo woo jargon that makes little sense

My retreats are none of that.

Always small groups, well priced, men are welcome because why would I want to alienate 50% of the population?, I choose off the beaten track destinations and activities and my retreats are pretty much what it says on the tin!

Customer care starts even before the retreat. I will set up a whatsapp group so the guests can get to know each other even before they’ve met. The groups stay active so people can keep in touch and share for years after a retreat.

I help the guests book their flights, apply for visas etc…

That kind of personal touch is very rare. As someone who has booked onto retreats for 20 years and with various companies, I know!

I make it very easy for solo travellers to join us. 

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

I am not a yoga teacher and I started with an audience of only a few friends who were potentially interested in joining a retreat so I listed my retreats on a couple of reputable booking platforms. I still do to this day.

The platforms do take a commission however they have a worldwide reach.

Every place sold through a platform is a place that I couldn’t sell directly so to me it’s worth it.

A professional looking website was also very important.

You can’t expect people to part with huge sums of money if the website feels amateurish and untrustworthy.

Not a marketing ploy but being found organically has worked for me and I pay close attention to my SEO.

I love sending a newsletter a few times a month and it does result in bookings. Newsletters feel personal and I have a high opening rate. 

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

Newsletters without a doubt.

People who sign up to receive your newsletters are clearly interested in what you offer and signal that they want to hear more from you.

I am consistent and send 3 newsletters a month. I will probably move to one newsletter a week.

Your mailing list belongs to you, unlike your followers on social media.

I look at the data for my website. I see the pages most visited and at what time etc…it gives me an idea of how people navigate the website and what they are looking for.

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

PR in all its forms.

I can talk about different subjects such as digital detox, combating loneliness, self-care etc…and I will do as much press as possible.

Magazine articles, guesting on a podcast, radio interviews, blogs etc….I’ve done it. 

It’s brand awareness, traffic to the website and it’s free.

People get to know me and it gives them an idea of what they can expect on the retreats. 

How do you personally define success, beyond revenue and growth metrics, but in purpose or impact?

Happiness and contentment are success. Freedom is success.

I give £25 from every place sold to charity and to date I have donated thousands of pounds. That’s success to me. 

I have created a job I love because I love traveling and meeting new people. 

I have many repeat guests and some guests have become close friends.

Not everyone can get that from their business so I know that I am privileged.

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

I encountered setbacks even before I started!

The very first retreat was planned for early 2021 and in India.

I had the yoga teacher, hotels were booked and I had some interest. It looked good!

A new strain of Covid and a surge in Covid cases meant that restrictions were tightened and the trip could not possibly go ahead. I started thinking that people were right and this new venture was ridiculous. 

However I really believed in myself and what I wanted to do – Help people look after themselves among the chaos of the pandemic and enable them to meet people IRL.

I quickly realised that I had to start in the UK – For months I looked for the right venue and eventually found a beautiful 8 bedroom renovated vicarage in Cumbria – A beautiful part of Northern England.

I now host 6 retreats a year in Cumbria including my digital detox retreats.

They are very popular and always fully booked. 

So this decision to start in England, even though it never was in the plans, allowed me to create and grow the business I really wanted. 

So I would say that the turning point happened very early on.

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

Unsurprisingly, yoga and wellness are important to me. I start the day with 20 minutes of yoga, followed by a cold shower. That ritual really sets me up for the day. 

To stay focused I regularly leave my phones in a different room so I can concentrate on important tasks. I also use the pomodoro method.

In the middle of the day, I take the furkids for a long walk. That’s when I am most creative. Some of my best ideas come from when I am out of the office and walking – In all weathers.

Somehow it perfectly illustrates retreats. You need to take a step back/ away to better move forward. 

I also privilege a good night’s sleep. Between 7 and 8 hours.

Sleep is underrated but it’s difficult to stay focused when you are tired. 

No screens allowed in the bedroom. At night I keep my phones on charge in a different room. I read for 15/ 20 minutes before bedtime. 

I always trust my yoga teachers and I don’t want to micro-manage. That’s really annoying for everyone.

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

If it’s appropriate to your business. don’t underestimate how much people crave human contact and meaningful human connections. As we hear about AI overtaking all aspects of our lives and as AI is touted as the answer to many of our problems, humans need humans more than ever. 

Remember that people buy from people. 

Be passionate about what you do but also open minded and flexible.

Things can change so quickly that you need to be ready to adapt.

Never stop learning and educating yourself to prevent overwhelm.

Prioritise yours and your team’s wellbeing. A healthy and happy team is a productive team.

Don’t try to emulate the competition. Be yourself because you are unique. 

Top customer service is key. Customers remember how you made them feel.

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

The retreats are all listed on the website: YogaretReatsandmore

Subscribers to the newsletter get a discount on their first booking, enter in competitions to win gift vouchers, get previews of upcoming retreats etc…

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 Gilly Woodhouse.

Gilly Woodhouse breaks the Monday-morning slump with straight-talk business coaching that sparks real change. Armed with sharp insight, generous support, and a healthy dose of sass, she helps pale and tired osteopaths and clinic owners feel alive again – not by hustling harder (yuk), but by working smarter.

Forget burnout and overwhelm: Gilly shows business owners how to build thriving practices that feel fun and fulfilling again. She skips the corporate fluff and serves up clarity, systems, and confidence, so clients can stop spinning and start winning. Whether she’s on stage, hosting a workshop, or chatting 1:1, you’ll find her full of energy, infectious laughs, and a refreshing push to get things done – with style.

Off the clock, Gilly’s most likely clutching a bold espresso, devouring a fascinating business book or plotting her next bold move. She’s here to prove business doesn’t have to be all grind; it can be gratifying, profitable, and yes, a little bit lazy-chic.

In this interview, she discusses her entrepreneurial evolution, from early struggles to the achievements that shaped her online business success.

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

Gentle osteopathic treatment had unbelievable results for my 12-year-old son, who had suffered heart failure and a stroke due to the debilitating amounts of chemotherapy he had as a little toddler. The consultants at Great Ormond Street Hospital said he needed an immediate heart transplant but after regular treatments with my osteopath friend Anne, he began to rally and even rode a bike to school and back every day! Osteopathy kept his body functioning as best as it could. GOSH continuously monitored him and was amazed at his almost normal life despite serious cardiomyopathy. Whilst working part-time with a small osteopathic teaching faculty, I kept hearing that these wonderful people struggled to market themselves. They didn’t know how to help people understand that they didn’t treat just backs – they help the whole body back to health. I was driven to guide them and educate more people to try osteopathy. And so just as my son had his heart transplant five whole years later at 17yo (which was a miracle in itself) I was pounding on my laptop in the parents’ room, setting up Osteobiz!

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

Having researched what help was available for osteopaths to grow their businesses, it became apparent that the little there was could only be accessed by travelling huge distances to hotels and attending courses. It seemed obvious to me that in the early digital age of 2013, it would be much easier to reach thousands of clinics and help them via online courses, so that they didn’t have those huge extra expenses. 

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

My story touches these wonderful people and they love that I’m so passionate about their work. I have also created an incredibly engaged Facebook community group, where they can connect with each other, all over the world. It has become THE place for them to discuss complex cases, find associates and professional development opportunities and much more. 

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

I have consistently networked on social media, almost every day and when a new client comes to me they’ll often say that I’m ‘all over social media’! I also sponsor the Institute of Osteopathy’s conferences and their annual Large Clinic of the Year Award. 

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

I’m a great listener and so I take great care to continuously read their posts, understand what struggles they have and create solutions to make clinic life easier for them. Many of them think that I just teach marketing, but in fac,t I have created a simple clinic operations framework, which gently nurtures their patients and saves them mountains of paperwork, tasks and time-draining jobs so that they get their time back too. 

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

A few years ago I travelled down under for four months, my trusty laptop by my side. I posted videos from the places I visited and talked about what I’d seen. Off the back of that I promoted working one to one with me to grow their practices and my new client numbers soared like crazy!

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

My greater purpose is to help millions more people to understand how osteopathy can help them achieve better health. Every time I take a struggling clinic with low patient numbers to a team who are fully booked, I know that I’m achieving the impact I set out to make. 

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

Simply that I’m leading the profession in growing awareness and increasing patient numbers everywhere I can but it is never about me; it’s always about demonstrating how they can serve more people with ease. 

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

It’s been interesting that over the years, several people have come and gone, attempting to emulate what I’m doing. That keeps me sharp! And I think that my passion and purpose resonates strongly with the profession because I am far more than simply a business. I am utterly driven by what I do and roll my eyes at anyone who mentions the word ‘retirement’ – as a farmer’s daughter from Shropshire, I have no idea what that is. 

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

In the mornings, I don’t have breakfast as I like to fast as long as I can and so I launch straight into my beloved work! Also, I have strict boundaries on my time and give myself regular days off where I am not coaching clients. Getting out into nature and giving myself space to breathe and think keeps me fresh. I’m like a fountain of ideas when I do that. And I’m the sort who wakes up in the dead of night, my mind whirring with fresh projects to try out. My poor husband often mumbles, “Gilly, please stop thinking!”

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

You won’t catch me jumping out of a plane or clambering up a mountain but in business I will innovate constantly. I love to take the risk of offering something new and different and testing it. If it flies, great. If not, I simply learn from it and move on. 

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

Move faster than you feel comfortable with, innovate and do things differently to everyone else. Stay ahead of the game and believe in yourself, your innate gifts and trust your inner wisdom. 

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

You can find more about how I support osteopaths and health clinics at osteobiz.com and you’ll find me all over social media apparently!

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 Beatrice Toh.

Beatrice Toh is the Founder and CEO of HeyDoodle, the multi-award-winning range of eco-friendly silicone playmats and creative play products that combine education, fun, and sustainability.

Melbourne-based and a mum of three, Beatrice left a long career in architecture to transform her side-hustle into a thriving full-time business. She founded HeyDoodle in 2019 after identifying a gap in the market for engaging, play products that encourage child development while supporting eco-conscious living. “HeyDoodle started as a personal solution to entertain my own children in meaningful, creative ways,” Beatrice explains, “and it has grown into a brand that resonates with families globally.”

Today, HeyDoodle has sold over 300,000 mats, stocked by over 800 Australian retailers, and distributed in more than 30 countries, reflecting its rapid international growth.

Under Beatrice’s leadership, the brand has earned numerous accolades, including the 2025 Online Retail Industry Award for Best Small Independent Retailer, recognition from the Australian Women’s Small Business Champions Awards, AusMumpreneur, Stevie Awards, She-Com Kids Product of the Year and Editor’s Choice, and a Source Kids Disability Local Legend award.

Beatrice draws on her background as a registered architect to apply design thinking, strategic planning, and innovation to every aspect of product development. Committed to social responsibility, HeyDoodle regularly supports charitable organisations, donating products to children’s hospitals and not-for-profits. Her journey reflects a rare combination of creativity, entrepreneurial vision, and purpose-driven leadership, positioning HeyDoodle as a globally recognised brand that delivers both joy and meaningful impact for families and communities.

In this interview, she talks about the obstacles she’s overcome, the milestones she’s achieved, and the wisdom she’s gained along the way.

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

I recognised a clear gap in the market: a convenient, affordable and mess-free solution that could be used anywhere, especially on the go. What began as a self-funded idea to solve my own parenting challenges has since grown into HeyDoodle, a thriving small business reaching a global market. Today, our reusable creative play products are used not only by tens of thousands of families but also in schools, hospitals, therapy practices and by allied health professionals.

Motherhood was a driving force in inspiring HeyDoodle, and my three children have been closely involved, not just as enthusiastic product testers, but they also help out with small tasks around the warehouse and markets every now and then. Combining eco-consciousness with play, HeyDoodle has become more than a business; it’s a reflection of my values. Like parenting itself, building and nurturing this venture has been a wonderfully wild and rewarding journey.

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

Since launching in 2019, HeyDoodle has evolved from a single idea into a family-owned global business stocked by more than 800 Australian retail partners and trading in over 30 countries. Our growth has been guided by deliberately measured decisions centred on customer needs and a commitment to our brand identity, rather than chasing every opportunity.

From the outset, we defined a strong brand proposition built on sustainability and reusability, and have remained true to it across our products, packaging, digital channels and partnerships. This consistency has helped position HeyDoodle as a trusted eco-conscious brand. Product innovation has also been key; and my architectural background has helped us design fresh, engaging themes and special collaborations that keep customers excited and loyal.

Equally important has been refining our e-commerce experience while expanding wholesale partnerships, both of which have been crucial growth drivers. We’ve also committed to sustainable manufacturing, using FDA-approved, food-grade silicone to ensure safety, longevity and environmental responsibility.

As we continue to expand globally, export marketing is a growing focus.

Ultimately, HeyDoodle’s evolution has been fuelled by a balance of innovation, sustainability and staying true to our vision – even as the market becomes increasingly competitive.

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

I believe it’s our considered combination of education, fun and sustainability in a way that resonates with both children and caregivers.

As a parent-founded business, we understand our customers’ needs firsthand and remain true to a brand identity that blends playfulness with professionalism and expert-backed learning development.

Our commitment to eco-friendly, reusable products backed by close collaboration with suppliers allows us to continuously innovate and deliver safe, high-quality designs.

I’m also so proud of our strategic partnerships with museums, zoos and cultural organisations as they keep our brand exciting.

Lastly, I think our dedication to corporate responsibility and community support ensures that our customers see HeyDoodle as more than a toy brand: it’s a values-driven movement.

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

Our most effective marketing strategy to date has been brand collaborations, which have allowed us to authentically extend HeyDoodle’s reach while staying true to our values. By partnering with institutions such as museums, zoos and cultural organisations, we’ve been able to align our products with trusted educational and family-friendly environments. These collaborations not only build brand credibility but also introduce HeyDoodle to new audiences in a way that feels organic and engaging.

Alongside this, we’ve maintained a strong focus on digital storytelling by using social media and our online community to showcase the sustainability, creativity and fun behind our products.

The combination of meaningful partnerships and authentic communication has created strong customer loyalty and word-of-mouth advocacy.

Ultimately, I believe it’s worked so well because we’ve been consistent in delivering value while ensuring every marketing initiative reflects our core brand identity.

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

Staying connected to my ideal audience comes naturally because I am the demographic. I’m a mum of three, so I deeply understand the challenges, needs and behaviours of parents. This lived experience, combined with constant feedback from the HeyDoodle community, helps me stay in tune with what families want: products that are fun, educational, sustainable and practical.

I regularly engage with customers through social media, events and direct conversations, which allows me to validate ideas, refine products and ensure HeyDoodle continues to deliver genuine value to the families who use it.

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

One pivotal branding move that elevated HeyDoodle was our collaboration with Australia Zoo, which began when I simply reached out to Bindi Irwin and sent her products as a gift for her daughter. That gesture evolved into a strategic partnership and Bindi’s endorsement, aligning HeyDoodle with a globally recognised name in conservation and family entertainment.

Bindi’s support strongly resonated with parents who value sustainability and education, while the collaboration opened doors to new audiences in an authentic, trust-building way.

Combined with consistent storytelling and eco-conscious branding, this campaign created powerful momentum, boosting loyalty and propelling HeyDoodle onto the global stage.

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

For me, success isn’t just about sales or growth. It’s truly more about the positive impact HeyDoodle has on families, children’s learning, and the environment.

Success is seeing kids engage creatively and sustainably with our products, hearing from parents that our creative play mats make daily life easier, and knowing we’re fostering eco-conscious habits from a young age.

It’s also about building a business that reflects our values, supports our community, and inspires other entrepreneurs, especially parents.

Ultimately, success is creating a brand that families trust, children love, and that makes a meaningful difference beyond the bottom line.

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

True success means finding harmony between my roles as a business owner, a wife, and a mother. If I can grow HeyDoodle while still being present in my marriage and for my children, then I know I am doing something right.

I also define success as building a business that reflects my values. That means designing products that are purposeful and sustainable, supporting our community through collaborations and charitable initiatives, and creating opportunities for others. It is equally about inspiring other mums and entrepreneurs to follow their ideas and believe in what they can achieve. Knowing that my journey can spark someone else’s confidence or courage is a measure of success that goes beyond numbers.

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

Navigating the impact of the US Trump-era tariffs, which came at a time when we were starting to scale internationally.

As a small, self-funded family business, the sudden increase in import costs threatened both our pricing strategy and our ability to compete in a key market. At first, it felt overwhelming. We had to rethink budgets, supply chains, and even whether expanding into the US was feasible.

However, this challenge became a turning point. It forced us to be smarter and more deliberate in our approach to growth, prioritising efficiency, sustainable sourcing, and careful financial planning. We strengthened relationships with suppliers, explored alternative logistics options, and doubled down on our core brand values, THAT IS, eco-friendly, reusable products that resonate with families.

The experience taught me that setbacks can be opportunities in disguise. By staying true to our vision and responding strategically rather than reacting hastily, HeyDoodle not only survived a potentially crippling situation but emerged stronger, more resilient, and better equipped to scale globally. It reinforced the importance of careful, values-driven growth.

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

For me, staying focused and creative is a constant work in progress. As a naturally creative person, I do not think in straight lines but instead find inspiration from many places all at once. Fresh ideas often come to me through simple, everyday interactions, whether it’s a conversation with a stranger, reading customer feedback, or observing my own children at play.

I also make an effort to balance structure with flexibility. Having priorities mapped out keeps me anchored, while leaving room for spontaneous inspiration allows me to stay innovative. It is this blend of discipline and openness that keeps me focused as a leader, while still allowing creativity to flourish.  

But of course, don’t forget the coffee.  

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

My training as an architect has been invaluable in shaping how I approach innovation and risk at HeyDoodle.

Architecture taught me to balance creativity with practical constraints, to visualise possibilities while rigorously assessing feasibility. I apply the same principles to product design and business strategy; pushing boundaries with new themes, designs, and collaborations, while carefully evaluating manufacturing, costs, and market impact.

Innovation is always guided by our brand values and customer needs, and risks are calculated rather than reactive. This structured yet creative mindset allows HeyDoodle to grow sustainably while continually offering fresh, engaging products that delight families.

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

Focus on understanding your audience, stay true to your brand values, and embrace digital tools strategically rather than chasing every trend.

Balance innovation with careful planning, and remember that authenticity, consistency, and meaningful connections with customers are far more powerful than fleeting digital hype.

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

• Hey Doodle
• Facebook
• Instagram
• Pinterest
• Tiktok
• 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 Katy Bampton.

Katy Bampton is an Intimacy Coach, Relationships Coach, International Speaker and founder of the School of Sensuality. With a background that spans from kindergarten teacher to one of Australia’s most recognized adult performers, Katy has walked the path from shame and disconnection to deep self-love and embodiment.

Her work is dedicated to helping women and couples release sexual shame, reconnect with their bodies, and create intimacy that feels alive, playful, and deeply nourishing. Through coaching, international workshops, and her online community, Katy has guided thousands of women into feeling more confident in their sexuality, more connected to their partners, and more at home in their own skin.

What sets Katy apart is her raw honesty and lived experience. She weaves science, psychology, and somatic practices with a playful, real-talk approach that makes even the most taboo topics feel safe to explore. Whether through her programs, speaking, or daily presence online, Katy embodies her message: pleasure is not a luxury – it’s a way of living.

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?

Honestly, I started because I knew what it felt like to live disconnected from my body — constantly in my head, performing in the bedroom, carrying shame, and not actually feeling alive. I was passionate about helping others break free from that same cycle. The problem isn’t that people don’t want intimacy, confidence, or pleasure — it’s that they’ve been conditioned to believe they don’t deserve it, or that it’s not safe. My work was born out of a deep desire to show that sensuality, self-love, and authentic connection are not luxuries — they’re foundations for a fulfilled life.

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

When I first launched, I thought it was all about coaching in a very traditional sense. Over time, I realised my own embodiment — how I live, love, and show up online — was my biggest asset. The key decision was to stop trying to “fit into” the coaching industry mold and instead embrace my unique story, my sensuality, and the unconventional path I’ve walked. That shift allowed me to build not just a business, but a brand people could actually feel.

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

I don’t just talk about intimacy, I live it. I’m not afraid to go where most coaches won’t — the raw, messy, taboo places that actually keep people stuck. My brand is about bringing play, depth, and pleasure back into conversations that are usually wrapped in shame. What sets me apart is that I don’t just teach from a textbook — I teach from lived experience and results I’ve seen in thousands of humans

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

Storytelling. Sharing my truth, even the uncomfortable parts, has built a level of trust and relatability that no polished sales pitch could. When I share openly — about shame, pleasure, love, sex, raw messy relationships — others see themselves in my story. It works because it’s human. It’s real.

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

I listen more than I talk. I ask my community questions, I run workshops, I pay attention to the words women use when they describe their struggles. And I don’t sit on a pedestal — I show up as a woman first, coach second. That keeps me grounded and connected to what they truly need, not just what I think they need.

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

Creating the School of Sensuality was a game-changer. It gave women a tangible place to come home to themselves, a community to feel safe in, and a structure to dive deeper. It wasn’t just a program — it was a brand identity shift. It elevated me from “just a coach” to the leader of a movement.

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

Success to me looks like women saying: “I feel free. I feel alive again. I finally love myself.” If one woman feels less shame and more love in her body because of my work, that’s success. 

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

Success is embodiment. It’s waking up and knowing I’m walking my talk. It’s having a business that feels pleasurable, not draining. It’s being able to show up for my community and help, and still dance in the kitchen at the end of the day because I’m so free.

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

A huge one was the fear of being judged for my past — from being bullied as “Ugly Betty” in school, to working in the adult industry, to healing through my own trauma. For a long time, I thought those things disqualified me. But when I finally owned them – my brand shifted. Vulnerability became my power, and that was the turning point.

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

Beach walks, breathwork and pleasure. Every single day, I move my body — not for fitness, but to feel. I also take time away from the screen to connect with my feminine body  and to remember why I do this work. 

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

I lead with intuition and embodiment, not just data. Of course I track what works, but I’m not afraid to take risks when something feels right in my body. Innovation for me often means slowing down, listening, and then creating from desire rather than fear.

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

Don’t build a brand you think people want. Build a brand that feels true to who you are — because in a noisy digital world, authenticity cuts through. And don’t just think with your head; let your body lead. Embodiment will carry you further than any hack or algorithm ever will.

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

You can connect with me on Instagram, where I share daily insights, couples practices, and real talk about intimacy and pleasure. And if you’re ready to dive deeper, the School of Sensuality is where the real transformation happens — a space to reconnect with your body, your pleasure, and your power.

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 Chelsea Ross.

Chelsea Ross is the founder of Goddess Retreats, an award-winning wellness sanctuary in Bali dedicated to empowering women through transformative experiences. A lifelong spiritual seeker, Chelsea weaves her deep understanding of yoga philosophy, meditation, and holistic practices into the very fabric of Goddess Retreats. With a global upbringing, a passion for creating meaningful spaces, and a keen ability to anticipate emerging trends, Chelsea pioneered the luxury women’s retreat model, launching one of the world’s first women-only surf and yoga retreats in 2003. Her retreats blend holistic wellness, cultural immersion, and sustainable practices, fostering a safe and supportive community for women seeking self-discovery and connection. Beyond Goddess Retreats, Chelsea has a proven track record as an entrepreneur, having successfully scaled other businesses while always prioritising her commitment to empowering women.

In this interview, she opens up about the strategies, challenges, and key turning points that have fueled her decade-long career in the women’s wellness retreat space.

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

Back in 2003, there were very few options for solo travel, and almost none created just for women. Surfing especially was difficult for women to access, it was a male-dominated industry, and there weren’t any welcoming entry points. I wanted to change that. I envisioned a holiday for women who felt they’d outgrown backpacking but still craved adventure and connection. At the same time, I wanted to make surfing accessible, because I knew firsthand how empowering and beautiful it could be, and I wanted to open that experience up to more women.

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

We began as the world’s first surf and yoga retreat exclusively for women, but after a few years I had women telling me, “We love the transformational experience, but we don’t want to learn to surf.” That feedback led to Bali Goddess, which opened the door to wellness-focused retreats beyond the waves. From there, we expanded into Fitness Goddess, Pilates Goddess, and now deeper wellness offerings. At first, the star was surfing, but over time it became clear the true heart of our retreats is wellness and connection. We’ve created an intentional space for women to reset, reconnect, and transform, and we offer a wide variety of ways to do that.

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

When I began, it was long before “wellness travel” as we know it today existed. There wasn’t a model for women’s retreats, so I created one. The schedule and flow I developed is rooted in my background as a life coach, in yoga, and in the traditions I experienced at ashrams and silent retreats, and became the foundation of our retreats and it has changed very little in over two decades. I now see elements of that echoed in many modern retreats. What has made our retreat stand the test of time is the depth of understanding behind it, which informs every aspect of our retreat experiences.

Over the years, the word “retreat” has come to have a wide scope of meaning, and many offerings today may have the same ingredients as ours, but it’s the delivery that makes the difference. I also come from a luxury hospitality background, and I personally train our team in how a retreat differs from a hotel or resort stay. It’s not just about service, it’s about holding space. You can attend a wellness resort or a retreat with yoga and spa on the schedule, but without intimacy, skillful facilitation, and an understanding of why each element is there, it won’t create the same depth of transformation.

What sets us apart is how we guide women, both internally and externally, through an intentional journey. Our guests rave about the way we balance connection and solitude, depth and joy. They praise the warmth and intuition of our team, the sisterhood that blossoms among guests, and the sense that every detail has been thoughtfully considered. They love that our retreats combine authentic transformation with the luxury of being deeply cared for, and that authentic culture and a space for personal discovery and empowerment is woven naturally throughout the experience. Ultimately, while many programs may look similar on paper, the way we deliver them is what makes ours consistently described as life-changing.

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

I’ve always believed that the best marketing is simple. At its core, it’s about clearly articulating the solution you offer to the problem your audience has. For us, that’s creating an experience where women can travel solo with ease and enjoy a personal development retreat that feels both transformative and joyful.

We’ve never relied on gimmicks. If you offer something people genuinely want, your job isn’t to invent an audience, it’s to reach the right women and speak to them authentically. We also believe in under-promising and over-delivering, which is why the most common feedback we hear is, “It was even better than I expected.” That authenticity builds trust, and trust creates loyalty.

The most effective strategy for long term growth has been word of mouth. Over the past 23 years, women have returned home and shared their experiences with friends, sisters, and daughters. We don’t aim to go viral or chase likes, we aim to create something meaningful. And when women tell others, “You have to experience this,” that’s the most powerful marketing of all.

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

I’m fortunate because I created a business and offering that I would have wanted for myself, so I am very much part of our target market. That keeps me closely connected to what women are looking for – their desires, their fears, and what drives their choices. I believe a good marketer has to be able to step fully into the shoes of their audience, not only to highlight benefits but also to remove friction and fear, making the experience as seamless and safe as possible. For us, that often means taking away the intimidation around solo travel and creating a retreat that feels both empowering and easy. The majority (80%) of our guests choose to travel solo, drawn by the safety and sisterhood that Goddess Retreats is known for.

Equally important is listening. For 23 years we’ve gathered feedback from every single guest. We take it seriously, we act on it, and over time we’ve refined our retreats in response. That ongoing dialogue is how we stay in touch with what women truly need, and it’s also how we remain clear on who our retreats are for. That combination, being part of the audience myself and treating guest feedback as gold, is what keeps us genuinely connected.

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

One of the most important branding shifts was expanding beyond Surf Goddess Retreats. In the beginning, women loved the idea, but many would write saying, “I’d love to join, but I don’t want to learn to surf.” I listened, and from there Goddess Retreats was born, designed to offer a much wider variety of ways to experience transformation.

That evolution happened to coincide with a cultural moment, just as Eat Pray Love was inspiring women everywhere to travel in search of renewal. By listening to what women wanted, we opened the door to a broader audience. Today, we offer more than 30 different activities, ranging from holistic detox therapies, personal training and sound healings, to creative workshops, cultural immersion, and, of course, surfing, so each woman can personalize her retreat to reflect her own journey.

We don’t expand simply for the sake of it; every new offering has grown out of the real requests of our guests. That spirit of listening and evolving alongside the women we serve is how Goddess Retreats has flourished, and why it continues to thrive.

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

For me, success has never been measured in numbers, it’s always been about impact. When I first began, one of my missions was to open surfing to women, and I feel proud that we were part of creating that shift. Another was to carve out space for women in travel, at a time when the industry didn’t really recognize the value of solo women travelers. Those boundaries have changed now, and I feel our retreats helped lead the way.

But at the heart of it, our mission has always been the same: to help women access their higher selves…the Goddess within. That means creating a space where women can look inward, rediscover self-love, and feel empowered to share their authentic selves. On retreat, women often realize that their stories and experiences are valuable, and that they are not alone. To witness that transformation, women opening up, supporting each other, and returning home more confident, creative, and inspired, that is what success looks like for me.

It goes beyond business. This is my life’s work. I am simply offering to other women what was once offered to me by mentors who guided me into a fuller, wiser version of myself. I believe strong, empowered women don’t just transform their own lives, they transform families, communities, and cultures. That ripple effect is the real measure of success.

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

For me, success is about living in authenticity and alignment. I feel deeply grateful that what I offer through Goddess Retreats is a true expression of who I am, and that it reflects my values and beliefs. To be able to build a life and a business around something so authentic is already success in itself.

Beyond that, I think about legacy. I want my time on this planet to have made life better for others, not only for the women who come on retreat, but also for the families of our staff, our local suppliers, and the charities we support. My hope is to be a positive influence in the lives of everyone touched by this work.

True success is also proving that business can be built differently. It doesn’t have to be extractive; it can be sustainable, generous, and beneficial for all involved. To create something that empowers women, uplifts communities, and models sustainable growth, that, to me, is a great gift and a true measure of success.

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

Over the past two decades, one of the biggest shifts I’ve observed in tourism, and one that is now making headlines, is the increasing modernization which leads to homogenization of international travel landscapes. Destinations can begin to feel interchangeable, and in that process, so much of the richness of culture is lost.

From the very beginning, my vision has always been about creating retreats that honor and celebrate cultural enrichment, especially when traveling internationally. We’ve hosted retreats in Bali, Japan, Sri Lanka, and Thailand, and in each place the heart of the experience has been to carry a true sense of place. For me, cultural immersion is not an add-on, it’s essential. Today that commitment is a fundamental focus for our brand, keeping us deeply connected to the communities that welcome us and offering our guests something far more meaningful than just another destination holiday.

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

I love solitude because it’s where I get creativity downloads. Most mornings I wake before dawn, ride my motorbike with my board down to the same beach where I first learned to surf nearly three decades ago, and paddle out. Surfing has always been my meditation. I’ll gaze at the horizon and let my mind drift, and then, when a wave rises, snap into sharp focus and action. It’s very much like the creative process. An inspired idea arrives, and then I bring it to life with clarity and power.

Returning to that same spot where I began is also a reminder that life is long, that I don’t need to sweat the small stuff, and that building something meaningful takes time. Rome wasn’t built in a day, and neither was Goddess Retreats. That perspective keeps me grounded and helps me lead with patience, vision, and joy.

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

I’ve always been a risk taker by nature. New ideas and new technologies excite me, and I have always been an early adopter. For me, innovation is about being curious, trying things, and seeing where they can lead.

When it comes to risk, I try to be both fearless and pragmatic. I look ahead and ask, what’s the worst-case scenario, and can I live with it? If the answer is yes, then I’m willing to take the leap. Sometimes risks work, sometimes they don’t, but I don’t see failure as the end, I see it as a lesson and then I pivot. Part of being a risk taker is also being able to let go of what doesn’t work as quickly as you embraced it.

That willingness to experiment, to adapt, and to keep moving forward has been a big part of sustaining and evolving Goddess Retreats over more than two decades.

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

The fundamentals of business are timeless. A sustainable business must offer something people genuinely need, not just a trend, but a true solution that adds value. The digital world gives us extraordinary opportunities to reach a global audience, but it also means competing in a sea of noise. That’s why clarity and authenticity matter more than ever.

In today’s digital landscape, my advice is also to resist the urge to chase instant success or vanity metrics. Focus instead on building real relationships with your audience, because trust is the currency that lasts. Technology will always change, but if you keep your business anchored in genuine value, clear communication, and steady growth, you’ll build something that can stand the test of time.

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

• Facebook

• Website

• Instagram

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 Enas Fleming.

Enas Fleming is a powerful yet quiet force behind The Power Within Training. Originally from Yemen, she defied societal expectations, moving to Dubai to pursue her dreams while overcoming challenges such as social anxiety and navigating a difficult path to success.

Together with James, Enas left a corporate career in oil and gas to build The Power Within Training, driven by a shared vision to inspire growth and transformation.

With a unique blend of emotional intelligence and resilience, Enas specializes in helping others find confidence and clarity. Passionate about personal development, she empowers individuals to face challenges head-on, using Motivational Intelligence to strengthen self-belief and resilience.

Her mission is simple yet profound: to help people not just survive, but thrive—equipped to succeed both personally and professionally.

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

Some people disrupt industries with bold statements; others change them quietly, with resilience and purpose. Enas Fleming, Co-Founder and Chief Operating Officer of The Power Within Training, has done both. Born in Yemen, where opportunities for women were limited, Enas defied expectations, built a career in oil and gas, and later co-created one of Scotland’s fastest-growing leadership training companies. Her work — especially through The Power Within HER initiative — is transforming the face of leadership in traditionally male-dominated sectors, such as construction. Featured here in our Rule Breakers series, Enas shares the values, risks, and rituals that have shaped her remarkable journey.

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

My inspiration comes from two places: my upbringing in Yemen, where women’s opportunities were limited, and my career in oil and gas, where I experienced bias and under-representation first-hand. I wanted to change that. The problem I was passionate about solving was access — ensuring that leadership training wasn’t just for the privileged few, but was available to everyone, regardless of gender, background, or budget. Founding The Power Within Training with my husband, James, gave me the chance to create a business rooted in empowerment, inclusivity, and resilience.

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

We started at our kitchen table in 2017 with a vision and no safety net. Initially, survival meant making sacrifices — even selling personal belongings to keep going. The turning point came when we decided to focus on Motivational Intelligence (MQ), our leadership framework that goes beyond IQ and EQ. It gave us a unique differentiator and credibility with clients. Another key decision was to transition fully to digital operations during the pandemic. It wasn’t easy, but it allowed us to expand globally and grow stronger.

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

Our brand stands apart because of MQ. It’s not theory — it’s a science-backed framework that helps people identify and overcome self-limiting beliefs. Where others focus on skills, we focus on mindset transformation. That difference means leaders don’t just learn to manage better; they become more resilient, adaptable, and inclusive human beings. Add to that our commitment to accessibility — lifetime access, funded places, and pro-bono work — and we’re not just another training provider.

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 storytelling. Whether through our Success or Excuses podcast, client testimonials, or sharing my personal journey from Yemen to Scotland, people connect with authenticity. In a crowded market, being honest about our challenges and values has built trust far faster than polished campaigns alone.

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

I spend a lot of time listening. That means engaging in direct conversations with clients, receiving regular feedback from participants, and being present on platforms like LinkedIn, where leaders openly share their struggles. These insights shape our programmes. For example, The Power Within HER originated from hearing women in construction discuss imposter syndrome and a lack of support.

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

Launching The Power Within HER in 2022 was pivotal. It wasn’t just a programme — it became a movement in construction. Supporting over 250 women, many of whom went on to senior leadership roles, positioned our brand as a changemaker, not just a service provider. It also earned national recognition and awards, elevating our credibility and visibility.

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

Success is seeing someone walk taller after our programme, believing in themselves in a way they didn’t before. It’s a woman in construction stepping into a leadership role she thought was out of reach. It’s a young person in school, realising they have potential beyond what others expect of them. Numbers are important for growth, but purpose is about the lives we change.

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

For me, success is quiet. It’s knowing I’ve created an environment where my team feels supported, clients feel seen, and women feel empowered. It’s not the spotlight; it’s the small wins — an email from a graduate who just got promoted or a colleague who feels more confident in their role.

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

The pandemic was that turning point. Overnight, we lost all in-person work. It could have ended us, but instead, we adapted. I personally worked around the clock to shift everything online, even selling belongings to keep cash flow steady. It was exhausting, but it forced us to innovate. Today, over 90% of our programmes are digital, and that decision made us stronger and greener.

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

Early morning walks with James are non-negotiable — a chance to enjoy fresh air, reflect, and often learn through audiobooks. I prioritise wellbeing: a good breakfast, gym time at lunch, and a wind-down routine in the evening. I also make space for stillness, whether that’s mindfulness or simply cooking for my family. Those habits keep me grounded and energised.

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

Risk is necessary for growth. Coming from Yemen and moving alone to Dubai taught me that stepping into the unknown creates opportunities. At TPWT, innovation means listening deeply and acting boldly. Whether it’s launching new programmes like Deconstruct: The Status Quo or introducing a four-day working week, we pilot, learn, and refine. Risk is manageable when guided by purpose.

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

Start with clarity on your why. Digital tools are powerful, but they’re meaningless without purpose. Focus on solving a real problem, stay adaptable, and don’t be afraid of failure — it’s part of the process. Most importantly, build resilience. The digital world changes quickly, but if you believe in your mission and stay authentic, you’ll find your audience.

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

You can connect with me on LinkedIn and explore our programmes at thepowerwithintraining. I also invite you to listen to our family podcast “Success or Excuses” and follow us on TPWTD LinkedIn, Instagram, YouTube and TikTok for regular insights on leadership, mindset, and Motivational Intelligence.