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 Christina Gough.

Christina Gough is a marketing entrepreneur and founder of The Formation Group, a platform reshaping how businesses and freelancers connect. With a background in PR and communications, Christina chose early on to reject the traditional career path, instead learning hands-on and carving out her own way in the industry. That decision laid the foundation for her passion: challenging outdated systems and creating new ways of working that put people first.

The Formation Group was born from her belief that freelancers deserve the freedom to design careers on their own terms, while businesses should have access to top-tier talent without agency overheads. What began as a simple matchmaking service has since evolved into a multi-layered ecosystem: a thriving freelance community, a smart matchmaking platform, and a managed service offering that connects clients with the right expertise at the right time.

Christina’s approach is rooted in authenticity and innovation. She has built her brand by sharing the “why” behind the work, championing transparency, and fostering genuine connections. For her, success isn’t just measured in revenue but in the freedom, confidence, and impact created for both businesses and freelancers.

A mother of two, Christina is equally committed to designing a life of presence, balance, and ambition. Her daily routines — from 5 a.m. deep work sessions to grounding rituals and quality time with her children — reflect her philosophy that true success comes from alignment across work, health, and family.

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

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

I started The Formation Group because I saw two big gaps: freelancers struggling to design careers on their own terms, and businesses frustrated with the limitations and costs of traditional agencies. I wanted to create a model that empowered both sides — giving freelancers freedom, flexibility, and fair opportunities, while giving founder-led businesses access to world-class talent without agency overheads. At the heart of it, I was passionate about challenging systems that didn’t make sense and building something human-first.

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

We started out just connecting freelancers with projects, but quickly realised the real power came from building a community. From there, the business evolved into three layers: our freelance community, our matchmaking platform, and our managed services. The key decisions were always about leaning into what worked — listening to what clients needed, what freelancers wanted, and building systems to scale without losing the human connection.

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

We’re not an agency, and we’re not just a jobs board. We’re a new category — a flexible ecosystem where talent and businesses meet in ways that actually work for both. What sets us apart is our focus on freedom, trust, and performance. We don’t just fill roles; we curate partnerships. That human-first, results-driven approach is rare in the industry.

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

Thought leadership and storytelling. Every time I’ve leaned into telling the story of why The Formation Group exists — and sharing the behind-the-scenes of my own journey — it’s resonated far more than any polished campaign. People connect with people. The honesty and transparency in our marketing have built trust and attracted exactly the right kind of clients and freelancers.

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

By being in the community myself. I spend time with freelancers, I speak to founders daily, and I constantly test ideas directly with them. Rather than relying on assumptions, I listen to their frustrations and aspirations in real time, then shape our offering around that.

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

Launching The Formation Group as a group rather than a one-dimensional service. Positioning it as a multi-layered platform instantly elevated how people perceived us. It showed ambition and clarity of vision — we’re not just a freelancer connector, we’re building the future of flexible marketing talent.

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

Success is seeing freelancers design lives on their own terms — not just surviving gig to gig, but thriving, with freedom and confidence. It’s seeing businesses scale faster because they finally have access to the right people at the right time. And personally, it’s about creating the kind of life I want for my kids — full of possibility, freedom, and growth.

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

For me, success is alignment. Living in a way where my work, my health, my relationships, and my purpose all connect. It’s waking up proud of what I’ve built, being present for my children, and knowing I’ve created an impact that lasts beyond me.

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

In the early stages, I was doing everything — running the business, building the platform, and still freelancing in PR myself. At first, it felt necessary, but it quickly became the biggest bottleneck. I was spread too thin, client delivery was all on my shoulders, and growth stalled because I was trapped in the day-to-day.

The turning point came when I decided to step fully into building The Formation Group as a business, not just freelancing under a different name. That shift — from being the doer to being the architect — was uncomfortable, but it allowed me to create systems, build a team, and focus on scaling. It’s the moment the business stopped being dependent on me and started standing on its own.

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

For me, it’s about having a strict routine that creates space for everything that matters — not just work. I build my days around the moments that count: being present with my kids for school runs, key events, or just quality time together. Around that, I carve out blocks for exercise, deep work, and grounding rituals like journaling or breathwork.

It’s not about a rigid 9–5 and squeezing life in before and after — it’s about designing a rhythm that works for me. Sometimes that means I’ll start at 5 am to get focused work in before the kids wake up, and other times I’ll do an evening session once they’re in bed. That flexibility, combined with non-negotiable routines for health and presence, keeps me productive and grounded.

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

I see risk as necessary for growth — but it’s always calculated. I test small, iterate quickly, and then double down on what works. Innovation for me comes from listening deeply — to clients, to freelancers, to shifts in the market — and then being bold enough to build what doesn’t yet exist.

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

Don’t wait for perfect. Start lean, test constantly, and build in public. The businesses that thrive today are the ones that are human, agile, and willing to adapt. Stay close to your audience and lead with your story — that’s what creates trust and traction.

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

You can find me on LinkedIn and Instagram, where I share my journey and insights into building The Formation Group. Or visit The Formation Group to explore how we’re helping businesses and freelancers design a better way to work.

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 Ahanna Anaba — an entrepreneur, brand strategist, and finalist for this year’s Black British Business Awards.

Ahanna Anaba is a trade finance leader passionate about connecting people, ideas, and opportunities to build inclusive systems. Born in Nigeria and raised across the Netherlands, Ghana, and the UK, her multicultural background shaped her global outlook and commitment to championing underrepresented voices.

She is Head of Sales and Partnerships at Finverity, where she became the company’s first female and youngest management hire. Ahanna leads commercial strategy across Africa, the Middle East, and Europe, helping banks and financial institutions digitise working capital solutions and expand SME access to finance. Before Finverity, she led the transactions team at Africa’s first deal-origination platform, managing $1.3 billion in opportunities and closing $390 million in cross-border deals.

In 2023, she founded the Women in Trade Network, which has brought together over 600 senior women leaders across 16 countries and hosted international events in Lagos, Nairobi, London, and Cape Town. She also chairs the MSME Trade Finance Working Group under ITFA and leads the Africa Working Group under TFCOP, advancing solutions to close the $2.5 trillion global trade finance gap.

A frequent speaker on trade, digital transformation, and gender inclusion, Ahanna has been recognised by Brummell Magazine, Global 100 Women in Leadership, YouTube’s Future Leaders lists and the Black British Business Awards.

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 first sparked your interest in trade finance and international business?

I started my career by joining a startup as its first hire. As an engineering graduate, those early years were a crash course in resilience and creativity! Through hands-on experience, I witnessed the challenges African businesses face in accessing capital and that’s what first sparked my interest. At the time, trade finance was a very small part of my portfolio, but the COVID-19 pandemic changed everything. 

Suddenly, the world’s interdependence was clear: coffee from Colombia, flowers from Kenya, and countless other goods we often take for granted were disrupted. With borders closed and travel limited, most of the deals I worked on became trade-related, and I began to truly appreciate how essential finance is to keeping goods moving across borders.

For me, trade finance became more than just a financial product. It is a product that creates lasting impact in communities around the world, affecting everything from the kind of coffee available at Starbucks, to the cost of the electronics you use for work every day. 

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

When I joined Finverity, the mission was clear: transform supply chain finance for everyone. What started as a vision has since grown into a global platform, powering digitisation for banks and financial institutions across Africa, the Middle East, and Europe. In just a few years, we’ve expanded into 11 markets, scaled our client base, and helped deliver working capital solutions that directly support real businesses.

Two decisions have been central to that growth. The first is staying endlessly curious about our clients. Rather than assuming what banks or businesses need, we’ve invested time in understanding the realities of each market, the pain points of regional players, and the nuances of local regulation. That curiosity has shaped the way we build, keeping us flexible and client-focused rather than rigid and product-led.

The second has been choosing to design for local and regional institutions, not just global banks. Too often, technology is built for the largest players and then “scaled down.” We flipped that thinking by tailoring solutions to regional markets, making them fast to implement, cost-efficient, and adaptable. This decision has helped us win trust, build long-term partnerships, and, in some cases, help clients become first movers in their own countries.

You’ve worked across the UK, Africa, and Europe—how has this global perspective shaped the way you approach business challenges?

Living and working across different regions has taught me that context is everything, but also that people everywhere share far more in common than we often think. That perspective has shaped how I approach challenges: listen first, adapt strategies to local realities, and never lose sight of the bigger picture.

It’s easy in business to view companies as abstract entities, but people are at the heart of every company and every deal. For me, the questions are always: how well can I work with the people in this organisation, and how well can our partnership serve the people in their client base?

This mindset keeps me extremely curious and humble. What works in London won’t necessarily work in Lagos, and what succeeds in Nairobi may not translate to Accra. 

You were recently named a finalist for the Black British Business Awards — what does this recognition mean to you personally, and how do you hope it will inspire others in the industry? 

Being named a finalist was deeply humbling, especially because this year’s theme is ‘Elevate’. For me, it goes far beyond personal recognition. It’s about visibility. Trade finance is not a term most people know, yet it touches almost every aspect of daily life, from the coffee we drink to the clothes we wear. Despite its importance, it remains largely invisible. That invisibility means practitioners don’t always get the tools or recognition they deserve, and businesses often don’t know where to turn for support. Especially women-owned or African businesses. 

That’s why this honour feels significant. I’m grateful that the BBBA chose to spotlight someone in this field, and grateful for the opportunity to raise awareness at a time when global trade is under pressure from tariffs and economic uncertainty. But beyond my own journey, what matters most is what this says to others. We need more organisations committed to creating real pathways to capital, leadership, and opportunity. I hope this recognition encourages women and young Black professionals to know that their voices matter, their ambitions are valid, and their presence belongs at the table.

Leading expansion into 11 new markets is no small feat—what’s your strategy for breaking into and succeeding in new regions?

In technology, there’s often a perception that international companies don’t understand the nuance of local markets. This perception applies far beyond tech. People ultimately buy from brands they can relate to and so expansion is never just about numbers or product; it’s always about the people.

My strategy always begins with listening. I spend time at global conferences, follow trade developments closely, and most importantly, sit down with stakeholders across entire ecosystems: from regulators and banks to SMEs on the ground. That’s why I travel so often and maintain a diverse network. Diversity gives me the ability to see from my prospective client’s perspective, and to approach their pain points in ways that feel relevant and authentic but actually add value.

The key is not to force a solution into a market but to understand how that market perceives its own challenges, then build trust and demonstrate that your expertise adds real value. Through this approach, we’ve not only grown our market presence but have also helped clients themselves become first movers in their regions.

For those unfamiliar, what is the “trade finance gap,” and why does it matter for global business?

The trade finance gap is the huge difference between the funding businesses need to support global trade and the actual financing they receive. Right now, this gap is around $2.5 trillion globally, hitting small and medium-sized businesses, especially in developing regions, the hardest. 

It matters because trade simply doesn’t happen without finance. Without it, goods get stuck at borders, supply chains are disrupted, and economies lose momentum. Closing the gap isn’t just about money; it’s about jobs, growth, and sustainable economic growth. Trade finance might sound technical, but its impact is very human. My personal view is that the trade finance gap is a direct hindrance to the SDGs.

From your perspective, what are the most exciting innovations happening in trade finance right now?

What excites me most isn’t just the emergence of new technologies, but the way they’re finally being applied to solve problems that have held the industry back for decades. Trade finance is actually the oldest form of finance in human history, yet it’s probably one of the least developed and still extremely paper heavy and accessible by a few people. 

Technology is changing how reliable, efficient and accessible these services are, but most importantly, its unlocking data that can be used to reimagine how trade is financed globally. To me, that’s the frontier: using data not just to manage risk, but to reimagine what trade finance can deliver. It opens the door to sustainability-linked financing, targeted solutions to strengthen critical trade sectors, or concessions designed to support underrepresented groups. 

In short, it broadens the table. Alternative financiers are exploring trade finance as a strategy,  Development finance institutions are naming it as a global priority and young local fintechs are flooding in with fresh ideas. For an industry that has often operated behind the scenes, this sudden convergence of interest and innovation makes trade finance one of the most exciting spaces to be in right now.

What inspired you to launch the Women in Trade Network?

The inspiration really came from frustration to be honest. I travel a lot for work, and I noticed a pattern: conferences and boardrooms were overwhelmingly male-dominated, yet once deals moved into execution mode, it was often women behind the scenes making everything happen. Their impact was clear, but their visibility was not.

What began as a simple WhatsApp group to stay connected across a few countries quickly revealed itself as more than my own need, but a shared need across African trade finance. I’ve always believed that your network and your access to information are the foundations of your career, so the group became a space for women to connect, share knowledge, and be visible.

What makes it special is the community itself. I shared the idea with a handful of women, and together we’ve grown it into something extraordinary. For me, it’s proof that when women are given both the tools and the stage, the entire ecosystem becomes stronger.

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

Start small, move quickly, and don’t be afraid to pivot. Perfection is overrated because even the “perfect” product will need iteration. What differentiates you is your ability to take feedback, adapt, and keep improving.

Surround yourself with people who are smarter than you, and build partnerships that open doors faster than you could on your own. Share your ideas openly and take feedback, fail early but retain all the lessons. Make use of transferable skills, especially in industries where there aren’t many examples to follow, because that’s often where the biggest opportunities lie.

And above all, focus on execution. In the digital world, speed and adaptability often outweigh size or resources. The businesses that thrive aren’t necessarily the biggest, but the ones that can listen, learn, and move the fastest.

You’ve worked closely with global organisations like the World Bank and IFC—what role do partnerships play in building inclusive financial systems?

No single institution can solve systemic problems alone, which is why partnerships are essential. And partnerships take many different forms, from co-creating products to simply sharing platforms and perspectives.

In my own work, these collaborations have opened important doors. For example, I had the opportunity to represent my company during the IMF Annual Meetings in Washington, contributing insights from our industry to global discussions. I’ve also contributed to international magazines and roundtables, which has helped amplify our solutions and extend visibility well beyond our immediate network. 

Partnerships bring visibility, credibility, and scale, and this is particularly valuable when breaking into new markets. Just as importantly, they bring perspective. They force alignment between commercial strategy and what the wider ecosystem needs most urgently, ensuring that innovation isn’t just profitable but also genuinely valuable.

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

Staying curious and engaged is what ensures I remain connected to what people really need. I believe in showing up where the conversations are happening. Whether that’s LinkedIn discussions, industry events, or roundtables, I make time to listen and make sure to remain curious.

Markets shift quickly, and assumptions are dangerous. I make sure to build constant feedback loops with clients and partners, but also build genuine relationships. Also, Through the Women in Trade Network and industry conferences, I hear directly from partners and prospective partners on the ground about their challenges and ambitions.

What advice would you give to someone starting their career in fintech or trade finance today?

If you’re starting out in fintech or trade finance, my advice is: be bold and embrace learning by doing. Be curious about real world problems and find your ‘why’. Ask questions, even the tough ones, and seek mentors who challenge and support you.

The world is changing so rapidly, so your perspective matters, even if you’re the youngest in the room. Some of the biggest shifts in our industry are being driven by fresh voices unafraid to question the status quo. Stay open to change, build your network, and don’t shy away from complex problems because they’re often where the real impact happens. 

Looking ahead, where do you see the greatest opportunities for growth in your industry over the next five years?

With the world moving toward the 2030 deadline for the Sustainable Development Goals, trade finance will become a critical enabler. Whether by supporting SME-led job creation, strengthening food and energy supply chains, or creating more equitable access to capital.

I believe that the biggest opportunities lie in widening the reach of trade finance to places and businesses that have historically been excluded and the next wave of growth will come from building products that are simpler, faster to deploy, and tailored to local realities. For too long, access has been concentrated among large corporates, multinationals and global banks. SMEs, who make up the backbone of most economies, have struggled to get financing on fair terms and still do today.

That means financiers adopting modern technology rather than waiting years for system overhauls, and financiers using data to underwrite risk more intelligently. It also means creating partnerships between banks, alternative capital providers, fintechs, and development institutions so that capital can flow deeper into local supply chains.

This shift isn’t just about closing a gap; it’s about unlocking growth where it’s most needed. If we can bring SMEs, local banks and alternative financiers fully into the fold, the next five years won’t just see trade finance grow but become a more inclusive driver of economic development and a core part of delivering the SDGs.

How do you personally define success in your career and mission?

For me, success is about creating a ripple effect that lasts far beyond my own career. I still think with my engineering brain, so I think in systems rather than isolated wins. I’m more focused on how a partnership can shift entire ecosystems.  Innovation, to me, isn’t about a single product or moment; it’s about shifting the way people, institutions, and communities interact for the better.

I have always loved connecting people, opening doors, and bringing ideas to life. Every time I can do that, whether it’s linking a woman in trade finance to a new opportunity, helping a bank digitise and reach more of its community, or piloting a solution that removes a bottleneck for the industry, that feels like success in the moment!

But the bigger picture is what drives me. If I can build platforms and communities that keep creating opportunities, amplifying voices, and breaking down barriers long after I’ve stepped aside, then I’ll know I’ve achieved what I set out to do. True success, to me, is leaving behind systems that are more inclusive, resilient, and future-ready than when I found them.

Where can people connect with you or learn more about your work with Finverity and Women in Trade?

You can connect with me on LinkedIn at Ahanna Anaba, where I share insights on trade finance, digital solutions at Finverity, and updates about the Women in Trade Network. To learn more about my work, visit Finverity’s website and LinkedIn page, which highlight how we’re driving financial inclusion in emerging markets.

For those interested in the Women in Trade community, we have a dedicated website: www.womenintrade.finance, that offers resources, event information, and ways to get involved. I highly recommend subscribing to our monthly newsletter to stay updated on the latest news, programs, and inspiring stories from women shaping trade across Africa and beyond. The Women in Trade LinkedIn page is another great place to connect and engage with our vibrant network.

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 Suzana Mihajlovic.

“Suzana is one of my top people in the world.” – Bob Proctor

Suzana Mihajlovic, an elite-level performance and success coach, brings over 30 years of experience in the helping professions—setting her apart as a true authority in her field. Often referred to as the “missing link between success and failure,” Suzana has guided countless individuals to achieve extraordinary results.

As one of the very few Proctor Gallagher Institute Consultants to have worked closely with Bob Proctor himself, she was recognized as one of his very best.

Through her international success coaching company, Your2Minds, Suzana has worked with clients across every continent (except Antarctica), helping hundreds break through barriers and reach quantum levels of success in both their personal and professional lives.

A multiple best-selling author, Suzana also holds numerous degrees, diplomas, and certifications from universities around the world. She is a highly sought-after professional in the fields of mindset, human potential, success, and spirituality.

Her impact extends beyond coaching—Suzana has led major public speaking events and shared the stage with none other than Bob Proctor, the world’s foremost leader in human potential.

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

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

I have always been fascinated by people’s potential and have dreamt of being an entrepreneur, helping people break through and reach their potential from a very early age. This made me study psychology, counselling, and then business at university. My dream was to one day work for myself alongside the legend of human potential, Bob Proctor. It was always a deep inner calling. The gap I saw in traditional methods of education was that children and adults were never taught about themselves and how to tap into the limit-less part of themselves. I knew that I was able to do this better than most. That is not me bragging, as I am not good at so many things; we are all given unique gifts and strengths, and this is my top strength, it is my inner calling.

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

My business today is unrecognizable compared to what it was almost nine years ago. I had a really great career in management and leadership in human services and the helping professions before I went into business. I have always had a job since the age of eighteen. This meant that I relied on someone else to pay me, and a pay cheque was guaranteed. When I went into business, this was a massive mindshift. I had to change my paradigms from employee to entrepreneur. 

I experienced panic attacks for most of the first year in business. I had the accelerator and the brakes on at the same time. As a result, I received my first client eight months into the business. It took forever. It took over one year to develop reasonable momentum in my business. What I found was, I had the vision, passion, and skill to make a huge impact through my business, but my internal self-image did not align with the success and vision I had of helping many clients all over the world. When I realised this and I worked on changing my self-image, I received my first international client from the USA and momentum started to build. My clients started to see their lives and businesses transform and they started to refer me to their networks and it grew very quickly thereafter.

I learnt about the power of self-image from my dear and greatest mentor, business partner and friend Bob Proctor. He challenged me to let go of the limiting self beliefs and step into the greater version of myself that is meant to be doing this work and to spread my gift of helping people tap into their own potential. Even though I had studied psychology and counselling at university, and both courses were exceptional, back then they did not teach about the power that self image has on you and your results. Studies since the 1950s by Dr Maxwell Maltz show that you will never achieve more than the limits that are placed on you by your internal self image.

I knew deep down that this was my purpose. It had been in my heart and in my vision since I was a child. Therefore, my desire to make this work was super strong. It was the driver that made me step out of my comfort zone and do the things that I was very afraid and very uncomfortable doing. It was what helped me let go of who I thought I was to make way to who I was created to be. This was beautiful because I now use this experience to help my clients do the same.

Today, my company Your2Minds has literally worked with thousands of people around the world and has helped them “Know Thyselves” and breakthrough to greater results. We have worked with individuals and teams from every continent in the world, except Antarctica. Although there are still challenges, I know now that they are absolutely necessary for growth. The bigger the challenge, the bigger the opportunity that awaits.

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

I love that question. There are so many coaches out there. It seems like every second person wants to be a coach. There are exceptional coaches and there are very poor coaches. What sets Your2Minds apart is that you have the leader and head coach with over three decades of dedication, education and experience in the field. The experience in our company is highly above most other coach out there. This experience includes numerous university degrees, diplomas, certificates from universities over the world, thirty years in senior leadership, experience working with some of the world’s greatest leaders including Bob Proctor (I was in his top 1% and actually worked closely with him and received daily emails from him – not many have that experience), experience in business and a consistent track record of client success. It is very rare to find this level of experience in the coaching industry, most have done a six month course and go off to start their coaching business. Due to the experience and the quality of coaching available through Your2Minds, there is a whole wrap around approach to our services and support – whether it be coaching the individual to breakthrough to higher goals, executive coaching, leadership development or training a team to communicate more effectively. Over three decades of experience really helps to identify what is actually holding a person back and giving them a step by step guide for their specific needs. 

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 word of mouth. Most of my clients have heard about my work by other clients who were highly satisfied with the results that they received from our services. I think in this highly competitive market where there is so much noise out there, developing trust is harder than ever. We value our people and we look after them – the Your2Minds Community is often referred to as family. People trust those they know. We have also received clients from social media, FBAds and people attending our workshops and events.

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

For me, business is about service. It is about building strong relationships and a high level of trust. I have built a strong community of belonging and safety. My clients are from all over the world and it is truly lovely to see how safe and how connected people feel in this community. Strong friendships have been formed and they even travel to different countries to meet each other which is special. 

My ideal audience are professionals that are wanting to step out and start their own business or already established entrepreneurs that are ready to take a quantum leap in their business. The best and most certain way of identifying what their needs are is to listen to my current clientele. They represent my audience. The feedback I receive from my clients helps me understand their current environment, challenges, dreams and hopes. Furthermore, I regularly stay connected with my former clients just checking in to see how they are going.

I also hang out and I mastermind with my ideal audience and other entrepreneurs so this helps me broaden my understanding of the needs and patterns that might be emerging in their lives and their businesses.

Finally, I use social media to understand what my ideal audience needs and the changing landscape of challenges and support. I have a reasonable network on LinkedIn that I check into weekly and am able to see growing needs, gaps and upcoming challenges.

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

Although it might be very simple, my best branding decision was to stop following others and to be authentically myself. The more authentic I was in campaigns or social media shares, the more my brand started to stand out and attract followers. It was not even intentional, it was just that my integrity is extremely important and I thought it was important to show that as a leader in my field. The more I showed up as me, and there are many different versions of me, the more people wanted to hear my message.

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

Earl Nightingale stated “Success is the progressive realisation of a worthy ideal.” Success is different for every person. We have this one life to live and we must find a ‘worthy ideal’ or in other words a big goal or dream that stretches us and that makes this precious thing called life worthwhile. We must identify that. In order to create a worthy life, we have to dig deep and move out of our heads and into our hearts. Most people find it hard to move out of the head and listen to our hearts.

Most people in today’s society do not know what they want. I speak to people often and because we have been told over again that we cannot, they are confused. Due to this reason, I dedicated the first chapter of my book, Your2Minds, to help people really dig deep and clarify what it is that they really want. It is challenging but the step by step process outlined in that chapter is a great guide to gain clarity.

I check my company’s mission vision and customer experience several times a week to help me measure whether I am on track:

Your2Minds Mission: 

To change the lives of individuals and to transform business beyond what was thought possible prior to working with Your2Minds.

Your2Minds Vision: 

To make a hugely significant and positive impact to every person on the planet. As a result of our work, people are in awe of themselves and they are in awe of what we have achieved.

Your2Minds Customer Experience: 

Every person that is in touch with Your2Minds feels like the most important person on the planet. Every person that becomes a client of Your2Minds is a lifetime raging fan and lifetime member of the Your2Minds family because of the life impact we have made and the ongoing value they receive. 

Your2Minds Staff Philosophy and Experience: 

Every staff member is completely aligned with theYour2Minds mission and vision. They feel like they are a very important part of Your2Minds – the are a member of the Your2Minds family and are proud of it. Every staff member works in the impression of increase for all and strives to become better everyday – for themselves, in service of others, and as a valued member of the Your2Minds team.

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

To me personally, success is defined by three things and I ask myself three questions:

• Have I made a difference to someone’s life or business?
• Have I done what I could to move closer to my big worthy ideal ?
• Have I been present with those that are closest to me today? Have I come from a place of love and gratitude rather than fear with my family, my friends, my client community?

If I could answer a big “YES” to each of these at the end of the day, I have had a successful day. If I continue to answer “YES” to each of these every day, I ultimately would have led a successful life.

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

I have had many challenges in my almost nine years in business. Some have been huge. I still do have big challenges. I have learnt that big challenges are required for big success. Difficulties stretch us to become more of who we were created to be. They are necessary. I have learnt that every failure is necessary for greater success. In fact, failure is a part of success.

One of my biggest challenges and setbacks which then became my turning point in my brand was my self-image. For my entire working life, I was an employee who had a great career and was quite successful, but I relied on a salary. I relied on someone else to pay me. Therefore, when I went into business, my biggest paradigm and challenge was to change my self image from employee to business owner.

The old self image was stubborn and took a long time to change. A massive paradigm shift occurred when my mentor and business partner, the legendary Bob Proctor, saw how my biggest mental block was hiding my greatest strength and innate ability to help people. He really challenged me to move beyond the old image and he taught me how to sell. I developed an understanding that selling is helping people and if I do not sell, I do not care to help through my gift of service.

When my old self-identity finally changed, my business took off in lightning speed. It was quite fascinating to watch. I am so grateful for that experience because I am now able to help so many others change in this way. It is beautiful to see people take off in the same way over and over again. When someone truly understands who they are and that they have unlimited potential within them, something just as fascinating occurs. It never ceases to astonish me how quickly people get results when this happens and how lives and business change for the better.

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

I have a simple routine. I do not get up at 5am in the morning like many preach. I do not have hours and hours of affirmations to do. I simply get up, exercise – either walk or a short workout, I dress up, and grab a coffee. When I am at my desk, I review a lesson in A Course in Miracles, I do some heart-centered breathing, I review my mission and goal and then I write down five goal-achieving actions for the day. This helps me stay focussed.

I have an evening routine where I write down my wins and things that I am grateful for, I spend time praying and connected to God (although I do need more consistency with this), and I do at least ten minutes of heart coherence exercises or breathing techniques. It is really important to go to sleep in a positive state because your subconscious is working while you are asleep. Sometimes, I listen to some goal and business scripts that I have created while I am sleeping.

Daily study is very important. To keep stretching myself and my skills I commit to different courses, coaching and I read and study every day for at least fifteen minutes. I will not say that I am absolutely perfect at these habits and routines every single day. Sometimes life does get in the way but when it does, I do my very best to get back on track immediately.

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

The first word that comes up for me in answering this question is “inspiration”. I once heard someone say that the word “inspire” means “in spirit” or being aligned with spirit. We have a very powerful guidance system within us, it is called our intuition. Ongoing research now shows that intuition is real, it is not woo woo and those that think only from logic and don’t listen to their intuition are missing out on a whole massive chunk of higher knowledge available to them.

When I feel inspired, I believe it is that inner knowledge propelling me forward. It is a sign from that higher part that I am on track. Therefore, I never innovate or take risks in my business if it does not come from a place of inspiration first. Innovation for me personally is a creative process. Each of us is a divinely creative being. Being human, we are the highest form of creation. This means we are here to create.

Therefore, creation and innovation comes from inspiration. If the inspiration, vision and passion align, I then take action. Often, the inspiration informs me as to whether it is the right risk to take. If I am ever confused, I have some techniques to connect to the heart. Simply being still and present with your heart centre can lead to the right answer. However, you must trust yourself and take action. If trust is not there, it is likely that I have got caught up in my head and fear. We know usually nothing good comes of this and we can make very costly mistakes. So, getting out of my head and back into my heart is a must during these times before taking any risk. It helps me decide whether the risk is worth taking or whether I should wait.

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

If it is calling you, start. You don’t have to start big, just start. You can start a business part-time and even put a little bit of work into building your business every day, it adds up. Develop a thick skin, close yourself off to nay-sayers, be teachable, and have a great attitude. The going will get tough, and you will fail, but remember you must keep going. It will stretch you, and every challenge you overcome, there is a bigger win on the other side. You have got what it takes if you know what you want, if you work on improving your servic,e and you focus on what you can give rather than what you can get, you are likely to succeed. If you need help, invest in yourself. Invest in the right coach who will help you identify your blind spots and areas you need to grow. Investing in yourself is the best investment you can make in the success of your business.

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

There are a number of ways that your audience can connect with me. My website (although it needs to be updated) has a free copy of the first chapter of my book – Your2Minds. You can reach out to my team if you have a question or need some help – admin@your2minds.com. Here are my social media links:

• Facebook

• Facebook Page

• Join my Facebook Group, The Elite Circle

• 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 Alice Christison.

Alice Christison is the founder of Cocktail Week, a nationwide series of cocktail-focused events that celebrate the hospitality industry and talented mixologists across 19 major UK cities.

After graduating with a law degree from the University of Dundee, Alice discovered her passion for events and marketing while working with local hospitality businesses. In the wake of the pandemic, she decided to create Cocktail Week to support the struggling hospitality sector.

What began as a local event in Dundee quickly evolved into a UK-wide series, now partnering with over 700 bars and generating an eight-figure economic impact. In July 2025, Alice took Cocktail Week international with its first edition in Dublin.

Despite the rapid growth, some things remain the same—Alice is still committed to her original mission: championing the hospitality industry and bringing people together over great drinks. Looking ahead, she plans to expand Cocktail Week to even more UK cities and launch a new series of cocktail festivals, beginning with the first festival in Glasgow later this year, proudly sponsored by Diageo.

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

What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?

The idea was born during the post-Covid recovery, when hospitality was on its knees. 

I had studied law at the University of Dundee, but my real passion had always been people, events, and bringing communities together.  Add to that my love for food, restaurants, vibey bars, and cocktails and it felt natural to channel that energy into our Cocktail Weeks!

Our first cocktail event in Dundee was a leap of faith. It started as a small, local initiative to drive footfall back into bars  but it worked. What started as a local event to drive footfall into Dundee’s bars quickly grew into a nationwide event series across the UK and Ireland.

Instead of standing by while venues struggled, I wanted to create something that filled seats, boosted sales, and restored confidence to an industry I cared deeply about. Today, we’re in 20+ locations, partner with over 800 bars, and have delivered an eight-figure economic impact. At its heart, the mission has never changed: champion the hospitality industry and bring people together over great drinks.

Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?

Because it matters. Every event we run puts money back into local economies, fills bars with customers, and shines a spotlight on the incredible food and drink scene in each city. We’re not just organising events; we’re keeping staff in jobs, helping bars hit record sales, and giving guests something to look forward to. On the hard days, I think about the businesses who have told me our event works and helps the industry.

It’s also about the people I get to do this with. My business partner Ross has been an incredible support since day one, and our wider team is a group of people I truly enjoy working alongside. I feel incredibly lucky not just to be building our company, but to be building it with people I love working with.

Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?

We make Cocktail Week feel like they city’s event, not ours – treating each city also like it’s our hometown. From collaborating with venues on bespoke drinks to engaging influencers who already have a local following, everything is co-created. People don’t just attend; they feel part of the story. We design events that are authentic to that place, we also make sure the fun experience has a clear purpose.

What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?

We’ve made our venues and the cocktails the heroes of our marketing. Instead of making the brand the star, we spotlight the events’ cocktails and venues stories and vibes. This not only drives participation from the venues, but also helps attendees discover the city’s best. We call this our “collaborative marketing” model. Instead of just pushing from one central account, we equip 800+ venues with beautiful content, then let them amplify it through their own channels. We tap into their audiences rather than starting cold. The risk is relinquishing some creative control. But the reward is millions of organic impressions and massive city-wide events.

How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?

By being on the ground.  I (And our team) make it a priority to spend time working with the venues, talking to bartenders, managers, and guests. When we had our biggest year of growth last year, I personally visited every single cocktail week location because nothing replaces seeing and hearing things first-hand.

We also observe customers. Social media comments and DMs often reveal more than our attendee feedback forms – spotting a casual “wish they did X” is often how we design the next feature. Experiencing the events in person is invaluable. Walking the streets, feeling the vibe and watching how people interact with the festival gives us insights you can’t find from our offices. It’s fun but it’s also how we learn, adapt, and make each year bigger and better.

Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?

Partnering with national drinks brands like Diageo was a huge moment.  It validated Cocktail Week at a national level and gave our participating venues access to world-class product collaborations.

In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?

For me, success is walking into a city during Cocktail Week and seeing venues full, bartenders busy, and customers excited and enjoying themselves. It’s when local media frames it as the event to be at. 

Can you recall a moment when a failure became a story worth telling in your press or brand narrative?

There has been so many moments in the last 5 years where we didn’t know whether we could pull it off. However, I believe theres no such thing as failure, only life lessons. 

From print issues, to being let down by key stakeholders – we have been through it all! Each thing makes us learn, adapt, quickly find solutions and ensure it never happens again! 

What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?

I am a routine girl through and through. Work is my number one passion, training my second (I am obsessed with running, hyrax and fitness.) On top of that, my head of barketing, Ralphie bear (Our Show Cocker Spaniel), keeps me sane, along with evenings spent with my partner David – he keeps me focused. When times get really tough? I review event feedback –  good and bad. It keeps me connected to the real impact and reminds me who we’re serving.

How do you approach innovation in a way that makes your brand both trend-aware and timeless?

We keep the format simple: great drinks, great venues, great people  but we layer in  watching trends closely and reacting quickly. Our collaborations, cocktails, and marketing each year are a priority. That way the core experience feels familiar while evolving, scaling and growing every year. 

If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?

It’s all about the people you surround yourself with and truly believing in the work you do. Challenges come, and there are days that feel impossibly hard. What makes the difference is having the right people with you for the journey. It’s not just the wins that matter, but the journey. 

Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?

We decided early on to really prioritise results –  venue sales reports, wristband numbers, customer satisfaction. Even as we scale we have never let these things slip and our transparency on our event and willingness to work closely with key stakeholders in each city has built trust with venues, sponsors, and key players in the industry. 

How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?

It’s opened doors with global drinks brands and local councils who now actively seek us out, seeing the economic impact we’ve proven elsewhere. We’ve had award winning venues approach us directly wanting to be part of the events. All of which has accelerated our growth into new cities.

If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?

That we make cities come alive, and spotlight incredible food and drink destinations, give people a reason to visit their city and make a difference to the hospitality industry.

Where’s the best place for our audience to follow your journey and explore your work?

By attending one of our events! Or follow our story on LinkedIn or I am a lover of 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 Krish Waje.

Krish is the Co-Founder of Lunaire, a luxury refillable candle brand on a mission to replace single-use candles with sustainable, lifelong alternatives. Inspired by her own journey—beginning with open-heart surgery at 16 and a deep love for aromatherapy—she created Lunaire to merge beauty with responsibility. Formerly a business analyst, Krish left the corporate world to pursue entrepreneurship full-time, building a brand that has since been recognized as a finalist in national business awards. Passionate about intentional living and conscious design, she is dedicated to showing that small, meaningful shifts—by both individuals and businesses—can create lasting change for the planet.

In this interview, she opens up about the strategies, challenges, and key turning points that have fueled her decade-long career in the digital business space.

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

My story begins at 16, when I underwent open heart surgery. It was a physically and mentally challenging time, but I found comfort in aromatherapy candles, especially, became part of my nightly ritual. Years later, as I moved out, I noticed the shelves lined with beautiful but empty glass jars I couldn’t bear to throw away. I’d tried to repurpose them, but most just collected dust. That’s when I thought – what if candles could be both beautiful and sustainable? That idea became Lunaire. 

At the time, I was working as a business analyst. Juggling a full-time job while building a business wasn’t easy, but when you’re passionate about something, you find the hours in the day to make it happen. A year and a half into the business, the universe gave me the push I needed to go all in- my entire team was made redundant. I had another job lined up and was about to start, but I realised this was my chance to give Lunaire my everything.

It wasn’t an easy decision. Coming from an Indian family, my parents were understandably concerned about me giving up stability for the unknown. But in the end, it was the best decision I’ve ever made and I havent looked back since. 

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

Over 35 million candle jars end up in landfill every year. Lunaire’s aluminium Forever Jars are endlessly refillable, durable, and designed to be treasured as home décor. They eliminate jar waste while saving customers money on every refill. It’s sustainable luxury – without compromise.

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

Starting my first business was a steep learning curve. I threw myself into online courses, business books, and podcasts, but what really accelerated my growth was joining networking groups. These spaces connected me with women at similar stages – or a few steps ahead – and became a safe place to share challenges, swap resources, and receive honest advice.

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

I remind myself of my “why” – to create a business that replaces waste with beauty and inspires others to live intentionally. On tough days, I light one of my own candles, slow down, and focus on the fact that progress, not perfection, is what builds lasting impact. I’ve also learnt that what truly matters is staying true to what I want to do, not what my parents expect of me or what society dictates.

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

To be honest I don’t have a routine or much structure to my day. One thing is for sure I always get at least 8 hours of sleep. If I am well rested, I can be productive during the day and concentrate properly. My determination to succeed and leave a meaningful impact on both people and the planet fuels me every single day.

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

Investing in the right equipment. We’ve spent over $20,000 on professional photography and content tools because in today’s digital world, high-quality content is everything. Beautiful, well-produced visuals allow us to showcase our products in the best light, tell our story authentically, and reach new audiences at scale. Ultimately, content is what drives connection- and connection is what brings in customers.

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

Introducing free engraving on every Forever Jar has been one of the most powerful decisions we’ve made. It instantly transforms a candle from a product into a personalised keepsake- something customers can gift with meaning or treasure for themselves. It’s not just about adding a name or date; it’s about creating a memory, a story, a symbol of permanence. In an industry where candles are often treated as disposable, engraving helps us stand apart and deepens emotional loyalty. Customers feel seen, valued, and connected to our brand on a personal level- and that trust is what keeps them coming back.

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

Success for me is the freedom of time and money – but beyond that, it’s about leaving a meaningful impact. I want to not just be part of, but lead, the change towards a future where we live in harmony with the planet, creating systems and products that honour both people and the environment.

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

Trying to cater to everyone. In reality, if you do that, you won’t truly resonate with anyone. Once my co-founder and I defined exactly who Lunaire is and what we stand for, we gained clarity. Now, every decision – from product design to marketing- is guided by our brand values, ensuring cohesion across every touchpoint.

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

Find a local networking group that you can join. It will help you feel not alone and you just never know who you could meet and how they can help you. And most importantly- just start!  If you wait for the “right time,” it may never come. Momentum builds from action, not overthinking. Take the first step, however small, and trust that clarity and confidence will grow along the way.

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

The Lunaire Forever Candle system has redefined the candle and gifting industry. We’re proud to be the world’s first lifetime-guaranteed candle. Entering an oversaturated market carries risks, but innovation speaks for itself when paired with a product that solves real problems.

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

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

• Done is better than perfect.
• Asking for help is a strength, not a weakness.
• Saying no protects your yes.
• Progress compounds over time.
• Think BIG – even when you are just starting out. 

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

I would spark a movement for conscious creation and consumption – where individuals choose products designed to last, and businesses take responsibility by setting a new standard. Sustainability should not be a side feature; it should be the baseline for every industry. If we can shift from disposable to lifelong design, we create a world where beauty, functionality, and responsibility coexist- and where companies lead with integrity instead of convenience.

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

“We are what we repeatedly do. Excellence is not an act but a habit.” This quote grounds me in both life and business. I believe lasting impact doesn’t come from one-off wins but from the small, consistent actions we take every day. Whether it’s refining a product detail, engaging with customers, or making conscious choices for the planet- those repeated habits build the foundation of excellence. For me, it’s not about chasing perfection, but about showing up with intention, again and again.

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

My business accounts are on Instagram, Facebook. My personal Instagram, where I share the behind-the-scenes of building a business and a life I love.

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 Lucie Durey.

Lucie Hammond is the founder of Green Panther, a clean skincare brand born from her personal journey of overcoming burnout, chronic fatigue, and the hidden toxins in everyday products. Once a driven professional balancing career and family, Lucie’s health challenges forced her to slow down and re-examine what she was putting in and on her body.

Through months of research and a deep detox journey, she uncovered the toxic truth behind many unpronounceable skincare ingredients. Determined to create a healthier alternative, she launched Green Panther with a no-nonsense approach to skincare—pure, effective formulations designed to support long-term wellness without compromising results.

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’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?

In 2020, I was juggling a demanding career, building a cutting-edge virtual reality business, and raising a young family. But suddenly, my body couldn’t keep up. A diagnosis of glandular fever led to months of chronic fatigue and burnout. I was bedridden, exhausted, and stripped of the energy to work, care for my children, or even fully be myself.

During that time, I became acutely aware of everything I was putting into my body—from supplements to skincare. I realised that much of what I had trusted was toxic or misleading. Through months of healing—combining Western medicine, Eastern treatments, and natural remedies—I slowly regained my strength. I discovered something profound: when I nurtured my body, my skin and spirit responded in kind. That intimate connection between health, self-care, and well-being became a guiding truth for me.

Those challenges shaped my values: honesty, integrity, and a zero-compromise approach to wellness. They inspired my commitment to products and practices that respect the body, mind, and environment. Green Panther was born not just as skincare, but as an embodiment of my journey—a reflection of resilience, mindful choices, and my desire to help women feel nourished, confident, and whole.

Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?

Having a positive impact on women drives me. Helping people to feel good (not just look good),  embrace their authentic selves, and feel supported in a world that often undervalues them—that’s what fuels me. Green Panther started as a personal journey of healing, but it’s grown into a community that celebrates women, their strength, and their individuality.

Empowerment for me is about creating opportunities, amplifying voices, and honouring diversity. Every choice we make—from sourcing Kakadu Plum sustainably with Indigenous communities to creating non-toxic, high-performance formulas—is about integrity and impact. I want our work to ripple beyond skin-deep results, helping women feel confident, capable, and seen.

Even on hard days, I get up knowing that in some small way through Green Panther, we can foster equality, champion diversity, and create a space where women lift each other up. That sense of purpose makes it all worthwhile.

Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?

The secret to building deep emotional resonance is authenticity. I show up as a woman who has been through exhaustion, burnout, and the slow, sometimes messy reclaiming of energy and confidence. I know what it feels like to lose your fire—the strength, intuition, and wisdom that’s inherently yours. By sharing my story openly, I connect as a woman, and hopefully inspire others to come back to nurturing and knowing themselves. 

At Green Panther, everything we do—from our neurocosmetic formulations to our community spaces—is designed to remind women of their own power. We celebrate resilience, self-trust, and feminine strength, creating a space where women can feel seen, nourished, and emboldened to step fully into themselves. True resonance comes not from perfection but from connection, courage, and integrity. Every product, every message, every ritual we create is a reminder: You are powerful. You are radiant. You are magnetic. And you deserve to feel unstoppable—every single day.

What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?

Our most effective marketing strategy hasn’t been about ads or discounts—it’s been about unapologetically telling the truth. I realized early on that women over 40 were tired of brands promising results while hiding behind toxic ingredients and marketing spin. So we flipped the script: we put honesty, transparency, and real stories front and center.

The creative thinking—and the risk—was in leaning fully into authenticity. I shared my own journey of burnout, healing, and reclaiming energy, while highlighting the science and potency behind our neurocosmetic formulations. We educated, we inspired, and we built a community that celebrates women stepping into their power—the lioness within.

It was risky because it challenged conventional marketing norms, but it worked. Instead of chasing short-term sales, we nurtured trust and connection. Today, our audience doesn’t just buy products—they champion the brand, engage with our story, and become part of a movement that’s bigger than skincare.

How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?

I know my community because I’ve lived their life. I’ve been the 40-plus career woman juggling big goals, a family, and the constant mental load. That lived experience means I can anticipate their needs before they’re spoken — from self-care that actually works in a time-poor life to the reassurance that it’s okay to put yourself back on your own priority list.

Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?

I knew Green Panther couldn’t just be another skincare brand promising results on the surface. I wanted women to feel something when they used our products—a sense of energy, confidence, and connection to themselves—not just a visible glow. That meant rethinking skincare entirely.

I dove into research on the brain-skin axis and neurocosmetic ingredients, exploring how specific botanicals and actives could influence not only skin health but also emotional well-being. It was about leveraging science to create products that nurture both the body and the mind. When a woman applies a Green Panther serum, it’s designed to soothe, energize, and uplift—so her skin and her spirit respond in harmony.

This focus on emotional resonance became our defining point of difference. While most brands measure success in texture or wrinkles, we measure it in how women feel—empowered, radiant, and more fully themselves.

In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?

For me, success isn’t just about revenue—it’s about the ripple effect of the choices we inspire. I measure it by seeing women step into their own power, celebrate their unique beauty, and make decisions that respect their health and their bodies. If a woman feels confident saying “no” to a product that’s harmful, or choosing skincare that aligns with her values, that’s a victory.

Legacy, for me, is creating a space where diversity is celebrated, where every woman sees her difference as strength, and where the dialogue around beauty, wellness, and self-respect is elevated. I want to influence women to buck the status quo, to reject the pressure to conform to an often damaging mainstream beauty narrative that tells them they need fixing to fit in. True beauty isn’t about changing to suit someone else’s idea of perfection—it’s about embracing your own body, your own story, and your own power.

Can you recall a moment when a failure became a story worth telling in your press or brand narrative?

There’s one moment that I return to often—it’s the moment when everything stopped. In 2020, I was running a cutting-edge virtual reality start-up, collaborating with global brands, pushing the boundaries of what was possible. And then my body said “no.” I was bed-ridden with chronic fatigue, burnt out, and utterly depleted. My business ground to a halt before it had barely begun. At the time, it felt like the ultimate failure, a reflection of weakness, of ambition outpacing my body and my life.

But that period became one of the most formative experiences of my life. It forced me to slow down, to confront my own limits, and to commit to healing on every level—physically, emotionally, and mentally. It also became the foundation for everything I would build with Green Panther. Choosing to try again, to invest in myself, and to start a business that aligned with my values required courage and conviction—but it taught me that our potential is enormous, exciting, and absolutely worth believing in.

That story of failure turned into a narrative I share openly because I want women—myself included—to remember that we are worth it. That courage, persistence, and self-belief can carry us through the hardest setbacks. As I tell my kids, “If we think we can or we can’t, we’re right.” That lesson is true for us too, and it sits at the heart of Green Panther: that taking the leap, even after falling, is where real growth—and empowerment—lives.

What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?

Every week, I set non-negotiable time for wellness and family connection. That usually looks like regular sauna sessions, yoga classes, and cooking nourishing, hearty meals with my kids. These rituals aren’t just about self-care—they’re a way to reconnect with my purpose and the essence of Green Panther: nurturing ourselves from the inside out, making conscious choices, and honouring our health and well-being.

When I’m on the mat, in the steam, or sharing a meal with my family, I’m reminded why this brand exists. It’s about helping women create their own boundaries, to say yes to what feeds them and no to what drains them, whether that’s toxic ingredients or relentless pressure to keep up with the world. These weekly rituals keep me grounded, centred, and aligned with the “Zero Compromise” philosophy at the heart of Green Panther. They remind me that true beauty—and true success—comes when we respect ourselves, listen to our bodies, and make choices that sustain us physically, emotionally, and spiritually.

How do you approach innovation in a way that makes your brand both trend-aware and timeless?

I’ve never been someone who chases trends for the sake of fitting in. For me, innovation isn’t about following what’s popular—it’s about asking, what truly works, feels luxurious, and will stand the test of time? That’s the lens I apply to every Green Panther product. I want women to feel results, confidence, and care, not a fleeting sense of being “on-trend.”

At the same time, I’ve always had this entrepreneurial curiosity that pushes me to explore the cutting edge. From my earliest ventures, I’ve been drawn to what’s different, clever, and forward-thinking—whether that’s biotech in skincare, neurocosmetic ingredients, or sourcing rare, resilient botanicals. That balance—practicality, luxury, and leading-edge innovation—keeps Green Panther products timeless, yet always distinctively ahead of the curve. It’s not about being flashy; it’s about creating products that feel thoughtful, potent, and deeply aligned with the lives and values of the women who use them.

If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?

If I could pass down one piece of wisdom, it would be this: don’t buy into the hustle culture or let anyone else dictate your pace, your agenda, or your worth. Early in my career, I felt the pressure to keep up, to be “on” constantly, and to chase what everyone else called success. I burnt out hard—my body literally stopped, my energy vanished, and my business plans ground to a halt before they even really began.

It took years of healing and reflection to realise that true entrepreneurial strength comes from knowing your own lane, trusting your instincts, and giving yourself permission to build on your terms. You don’t have to overwork to overachieve. You don’t have to prove yourself by exhaustion. The most important thing you can do is respect your own health, your rhythm, and your vision—because that’s what allows you to create something meaningful, sustainable, and genuinely impactful.

Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?

The beauty and wellness industry is incredibly competitive, and I knew that simply believing my products were outstanding wouldn’t be enough—having social proof and the kind of “street cred” that comes from award recognition is second to none. Awards aren’t just a pat on the back; in a start-up context, they’re invaluable for validating your product and brand, and they help guide iterations and pivots.

One key behind-the-scenes move was partnering with people who truly understood my story and how to tell it. Audacious Agency, for example, listened intently, translating my journey, values, and the Green Panther philosophy into award-winning submissions that captured judges’ attention in a way only they could. Those kinds of strategic partnerships have been game-changing—having someone who can amplify your story with insight, creativity, and precision makes a huge difference.

Ultimately, winning recognition wasn’t about luck—it was about clarity, authenticity, and the courage to invest time and energy into showing the world who we are and why we do what we do. Some of this involved getting over myself, my fears and my tall poppy syndrome to be ok to stand out and speak up. 

How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?

Honestly, we’re still very much in the early days—Green Panther has only been fully operating for about a year—so in many ways, it feels like we’re just getting started. That said, the recognition, awards, and media attention we’ve received have been incredibly encouraging and have opened doors we hadn’t expected.

It’s given us the chance to connect with some of our favourite, high-profile stockists and partners who align with our values, which has been both inspiring and validating. Beyond that, it’s helped amplify our story and philosophy—showing that our focus on clean, effective skincare with a “Zero Compromise” approach really resonates. While we’re just scratching the surface, it’s exciting to see these opportunities start to shape the path forward.

If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?

If someone encounters Green Panther or hears my story even once, I hope they leave feeling seen, empowered, and inspired to trust themselves. I want them to know that true beauty isn’t about fitting into someone else’s narrative or chasing an impossible ideal—it’s about embracing your own strength, wisdom, and authenticity. I want them to feel that taking care of themselves—choosing products and practices that honour their body, mind, and spirit—isn’t indulgent, it’s necessary. That when you nurture yourself, your energy, your confidence, and your radiance follow, as a result. And in true brand value rebellion, I’m going to leave you with not one, but two messages – the second would be “If i can see her, i can be her” or if that Lucie lady can build a wellness empire then so can I. I love the idea of encouraging girls to go forth and conquer the business world on their terms. 

Where’s the best place for our audience to follow your journey and explore your work?

• Instagram
• Website
• Facebook
• Email

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 Deborah Terkely.

Deborah Terkely is the founder of L’ada Soaps & Scents, a family-owned business based in Narre Warren, Melbourne, with over 25 years of soap-making experience spanning three generations. What began as a family passion for natural, handmade soaps turned into a mission after Deborah’s personal battle with thyroid cancer in 2022. Following surgery, she developed the brand’s breakthrough Skin Therapy serum, which helped heal her own 13cm scar and quickly became their most in-demand product.

Dedicated to harnessing the power of natural oils, butters, and clays, Deborah ensures every product is handcrafted with love, free from harsh chemicals, and suitable for all skin types — especially sensitive skin. Today, she is passionate about making high-quality, low-tox skincare more widely accessible, empowering individuals to feel confident and cared for in their daily rituals.

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?

Our family was already making natural soap for us all to use, but it was when a friend of. Mine whose kids both had severe eczema, and the Dr was prescribing steroid creams and they were using sensitive body wash, but it wasn’t working, was when I gave her a few of our natural soap bars and she noticed the difference in her kids skin in a week. We then thought, well if we could help your kids, how many others out there could we help?!!

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

Our business is completely different to when we started. In the beginning we were making the pretty candles and diffusers as well as body soaps, but then we decided to focus on our strengths which was making beautiful soaps. We have listened to what our customers have asked for in products and included them in our range. The biggest growth has been when we introduced our Skin Therapy serum after my own battle with cancer leaving me with a massive 13cm scar. This serum helped to heal my scar and then when our customers demanded it we made it available and it’s our biggest selling product.

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

The fact that we are genuine in our care for the products we make and all of our customers. They all matter to us, and creating that connection is so important. At markets there are conversations being had, almost like catching up with a friend. All order shipped have a nice hand written note to show gratitude. Buying from a small business is very different to buying from a company that doesn’t care about you.

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

Definitely being transparent and vulnerable in our stories and marketing. Customers know who I am. Sharing openly about my battle with cancer and then the surgery and recovery has helped people forge a connection and our customers seeing and knowing me as a brand is very important and I think is what has helped us to become so busy and in demand.

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

This is soooo important! Understanding what they want, what are their pain points, what problems do they have that need to be solved. 

We stay connected by Instagram and FB stories, as well as on LinkedIn and our own newsletter emails. We also talk a lot with our customers at markets where they give us first hand feedback, it’s important to establish those relationships with our customers as well as stockists

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

Definitely our Skin Therapy campaign. That campaign was all about sharing my vulnerability and showing that I was just like everyone else, that being real and raw created that connection with many. Some kept in touch to check on me, others became very vocal about their love for our Skin Therapy. We didn’t do any paid marketing, it was all organic reach. Word of mouth also became very common for this product, people kept talking about it, telling their friends, and when a surgery was planned they would come to us and be prepared with our serum.

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

Success for me looks like being on more store shelves around the country. Being the brand name when someone thinks of a scar serum or natural laundry products. Success means that people want our products and they tell their friends about us. It’s not about making all the money, it’s about genuinely caring about people and the products they use on their skin.

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

Success to me means financial freedom to do the things or have the things that bring me joy. That means taking my kids on adventures or going for a massage for self care for myself. Success means that people are loving our products and that they are important and mean something to people.

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

Absolutely 100% being diagnosed with thyroid cancer was a MAJOR setback. It was not something that I expected or anticipated as I was well before I was diagnosed. It showed me how important and valuable life is and doing all the things that bring me joy and make me happy. Being around those who you love. This was a huge turning point in my business because it showed me that I need to look after myself as much as I look after my customers!

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

Exercising keeps me mentally strong and focused. Keeping my body strong is very important. Journaling and surrounding myself with like minded people to help me grow as a person as well as in my business. Remembering each day that the reason I do this is for my kids! Showing them what hard work and determination, believing in yourself can bring you greatness.

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

There is always risk in business. Not just when introducing new products! I believe when we listen to what our customers want, doing the proper research and creating a product that will help solve their problem it will fall into place. You need to allow for the risk, trial and error, but its’ all part of running a business

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

If you are passionate about your brand and you believe in it then do it. Always be willing to be open to learning from others and it’s not a competition. We are all at different stages and surround yourself with people who cheer you on and support you. Learn from social media, show up and show what you are about, and the right people will find you. Use social media to your advantage and just keep learning

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

You can visit our website and follow us on Facebook and 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 Jeanne Retief.

Dr. Jeanne Retief is the founder of FIGGI Beauty and FIGGI Soul, blending skincare science with soul care inspired by her own journey with panic disorder and CPTSD. A former international human rights advocate turned conscious beauty entrepreneur, Jeanne creates award-winning sensitive-skin solutions infused with organic South African Rooibos, while empowering others to navigate anxiety with compassion and authenticity.

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’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?

FIGGI was born from the ashes of my Breaking. From denial of my mental health diagnosis to shame and guilt that drove me to an even darker place. I needed to create a space where I could be honest with myself about my wiring, my journey, and how I want to move forward in this world. The starting point for me was to identify one aspect of my panic disorder diagnosis that I felt I could have an ounce of control over. One of the key symptoms of my anxiety is hypersensitive skin. This, I felt, I could do something about. I am a survivor at heart. I feel that dusting myself off, crawling back from the abyss and launching into an entirely new career is truly a snapshot of my soul.

Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?

Because LIFE HAPPENS. No matter how much we plan, how many solutions and fail-safes we put in place – life will always happen, and that’s okay. 

Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?

I don’t invest my time selling skincare. Consumers have their own beautiful minds and are perfectly capable of making personal decisions about what they would like to use on their skin. I am open that we cater to a niche sensitive market with dry skin woes. If you come for the product – you will find luxurious, conscious and effective formulas that truly offer calm. But if you come for the community – you are home.

What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?

Exactly the fact that I am not everything to everyone and that I am not into the motto that “hope sells.” Life is raw and real, so is my journey and what I share. I have had a lot of PR push back for this, but I refuse to give in to what mass market stats say. I want to connect human being to human being, heart to heart, soul to soul.

How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?

I am my community. I share very openly in our private Calm Club and from there they reach out to me – and I listen. You have to be vulnerable first, and not go in with a preconceived notion that you already have the answer they’re looking for. We are all searching, all finding, and all learning.

Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?

When I got to a point where I could do more live speaking engagements. Something magical happens when I am in front of a crowd and can share my raw truth. Something shifts, souls align and community is fostered.

In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?

How did I serve? My entire life has been about service. From choosing a low paying human rights career over high-end corporate law offices, to driving community first in a retail industry that thrives upon empty promises and vanity education.

Can you recall a moment when a failure became a story worth telling in your press or brand narrative?

Everyday! I fail every day, and I share it as openly as I can, as quickly as I can so it is still raw and real. So I don’t have the luxury of skimming hard parts, but rather that I am still in it, still feel it, and can hopefully be a beacon to others going through it.

What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?

Quiet time. Not meditation, just quiet time. Anything that gives me at least ten uninterrupted minutes of letting my mind breathe. Whether that’s staring into space with a cup of coffee, lying in bed staring at the ceiling, gardening, being on my swing or meditating. Whatever that looks like – I just need time for my mind to do what it wants to do.

How do you approach innovation in a way that makes your brand both trend-aware and timeless?

Recognise that the tried and true are loved and scientifically proven for a reason. While innovation is important, we do not always have to reinvent the wheel to create something amazing. Sometimes you just need someone to remember the gem that has been buried under the sand of constant consumer culture.

If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?

It’s hard. It will always be hard, and if you are okay with many challenging times and a few glorious wins along the way – then this is for you.

Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?

Digging in my heels and refusing to change the narrative that drives our authenticity no matter how un-clickworthy it might be. Stay true to yourself, your product, your brand and keep on trying.

How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?

We’ve had an influx of wholesale and retail opportunities, less of an uphill entry battle to consumer trust, and – it really does make your heart feel good.

If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?

FIGGI really cares about us.

Where’s the best place for our audience to follow your journey and explore your work?

TikTok and Instagram. Join our soul letter via our website or socials. But, be warned it is not a product-selling newsletter. Only subscribe if you want a true connection and self-reflection.

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 Renae Kunda.

Renae Kunda is the heart and operational force behind Cape York Motorcycle Adventures, the pioneering off-road tour company she co-founded with her husband Roy in Far North Queensland. Known affectionately as the “Queen of the Cape,” Renae blends logistical precision with warm hospitality, guiding riders from their first enquiry to their final high-five. With over three decades of experience, she’s helped transform a family passion into a world-renowned adventure business. Whether she’s coordinating bookings, managing crew logistics, or ensuring every rider feels at home, Renae’s leadership and dedication are the backbone of every unforgettable journey to the Tip of Australia.

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

What’s the origin story behind your business, and how does it reflect who you are beyond the entrepreneur title?

Cape York Motorcycle Adventures started in 1990 with just two bikes, a swag of determination, and my husband Roy’s obsession with exploring unknown trails. We didn’t just create a business, we pioneered an entire industry. For me, it’s always been about creating life-changing experiences in one of the wildest, most beautiful corners of Australia. Beyond the entrepreneur title, I’m a nature-loving adventurer at heart, a connector of people, and a firm believer that the best stories are told around a campfire; preferably with a bit of red dust in your hair.

Your work blends purpose with business — what’s the “why” that still gets you out of bed on tough days?

It’s simple; I get to watch people’s lives change in front of me. One day, they’re strangers in motorcycle gear, a bit nervous about what’s ahead, and when I see them at the end, they’re lifelong friends with a story they’ll tell forever. On the tough days, I remember that we’re not just running tours; we’re giving people moments they’ll carry for the rest of their lives. That’s worth getting up for, every single time.

Many brands offer similar services, but few capture hearts — what’s your secret to building deep emotional resonance with your audience?

We don’t just sell a ride; we create a once-in-a-lifetime story people get to star in. We’re a family-run operation; everything we do, from the first phone call to the last handshake, is personal. We learn our riders’ dreams, push them just enough to surprise themselves, and share moments that can’t be bought, like a campfire under a billion stars or crossing a river you thought was impossible. Along the way, we have a knack for turning men into boys, grinning, mud-splattered, and loving every second. That emotional connection is real because it’s shared; our team is living it with them.

What’s been your most effective marketing strategy, and can you walk us through the creative thinking or risk-taking behind it?

Our most effective marketing strategy has been showing the real adventure, not polished stock images, but actual riders, red dust, big grins, and the occasional ‘oops’ moment. We leaned into authenticity before it was a buzzword, sharing raw photos and stories that made people feel like they were already on the ride. The risk? It meant showing the messy, unpredictable side of adventure, but that’s precisely what made it irresistible. People don’t just want to see the destination, they want to feel the journey.

How do you listen to your community — not just in surveys or analytics — but in ways that help you anticipate their unspoken needs?

We listen with our eyes as much as our ears. On the trail, you can tell when someone needs a bit of encouragement, a laugh, or even a quiet moment just by the way they ride or stand around the campfire. Off the trail, we stay connected, swapping stories, answering calls ourselves, and remembering the little details that matter. We are our community, and by living the adventure alongside our riders, we can anticipate what they need before they even ask.

Which campaign, collaboration, or strategic shift felt like a true turning point in your brand’s public image?

A standout moment was when Grant Denyer filmed for Channel 7’s Sunrise over a week, creating the first outside broadcast from the tip of Cape York. The Cape played up terribly, with flooded creeks, wild conditions, and the very real risk we wouldn’t make it, sending ratings through the roof and even crashing their website twice. It proved that raw, unpredictable adventure is precisely what people connect with most.

In your own words, how do you measure success beyond profit, in terms of legacy, influence, or cultural impact?

For me, success is when someone tells us their Cape York ride was the best week of their life, and then brings their son, daughter, or mates back to share it. It’s seeing riders from all over the world connect with this wild corner of Australia and take a little piece of it home in their hearts. Our legacy isn’t just in kilometres ridden, but in the friendships formed, the respect for the land we’ve fostered, and the fact that people are still talking about their adventure decades later. We had Pat visit us yesterday; he rode 20 years ago and needed a new t-shirt. How amazing is that! 

Can you recall a moment when a failure became a story worth telling in your press or brand narrative?

As I mentioned before, when Grant Denyer and the Channel 7 Sunrise crew joined us to film the first outside broadcast from the tip of Cape York, we had just five days to complete a six-day trip. On day one, we encountered unseasonal September weather, a flooded river that stranded our bikes on the far side, away from our support vehicle. This forced us to spend a whole day scrambling to find a boat in a remote area to cross the river. We had no idea if this would be the only hold-up or if we’d even make it. But that uncertainty turned into TV gold. Viewers tuned in daily to see if Grant would succeed, and it ultimately delivered Sunrise some of their best ratings ever, even crashing their website twice. It was the perfect reminder that the best stories aren’t the smooth ones; they’re the ones that keep everyone on the edge of their seat.

What’s a daily or weekly ritual that keeps you grounded and in touch with your brand’s mission, even when business gets chaotic?

Well, I answer every call and e-mail because hearing the excitement, nerves, or reasons why riders make the call keeps me connected to why we started this in the first place. It’s a reminder that behind every booking is a person chasing a dream, and our job is to make that dream even better than they imagined. It’s the best part of my job.

How do you approach innovation in a way that makes your brand both trend-aware and timeless?

One of our favourite ways to stay innovative and timeless is by entering awards. It forces us to step back and look at the business through a judge’s eyes, not just an owner’s. That outside perspective keeps us sharp, helps us spot areas for improvement, and pushes us to think beyond day-to-day operations. Our guides ride out with customers on every trip, listening, observing, and researching ways to improve our equipment and the overall experience constantly. Trends come and go, but a business that continually challenges itself to meet high, independent standards will always stay relevant.

If you could pass down only one piece of wisdom to the next generation of entrepreneurs, what would it be and why?

Learn what you preach and practise what you teach. It’s easy to talk about passion, quality, or service, but living it every single day is what earns you trust and loyalty. I’m an advocate for learning, educating, and improving every day. Your customers and your team can spot a fake instantly, and they’ll follow a leader who’s in the trenches, doing the work, and holding themselves to the same standard they expect from others.

Winning recognition in your industry is no small feat — what behind-the-scenes decision or move do you believe made that possible?

For us, the game-changer was treating every ride like it was being judged for an award, long before the trophies came. We invested in the best equipment, refined our safety systems, and handpicked guides who not only know the terrain but genuinely care about our riders, no ego!. Behind the scenes, we’ve built a culture of constant improvement. Our guides ride with customers, listen, and tweak everything from gear to routes. That commitment to excellence has earned us Quality Tourism Accreditation and an Exceptional Travellers’ rating of 9.9, so when the judges looked our way, they saw the same quality our riders experience every day.

How have public recognition, awards, or media features shifted opportunities for your brand in unexpected ways?

Public recognition has opened doors we didn’t even know were there. Awards and media features have put us on the radar of adventure seekers from around the world, sparked collaborations we never would have chased, and even brought in riders who’d never considered Cape York until they saw us on TV or in a magazine article. It’s also given our team a huge morale boost; there’s a real pride in knowing the world sees the same quality and passion we put in every day.

If someone hears your name or sees your work just once, what’s the one message or feeling you hope they leave with?

That adventure is worth chasing, and with us, it’s going to be safe, unforgettable, and a whole lot of fun. I want them to picture the red dust, the laughter, the campfire under a billion stars, and think, ‘One day, I’m doing that.

Where’s the best place for our audience to follow your journey and explore your work?

• Cape York Motorcycle Adventures

• Facebook

• Instagram

• YouTube Channel