As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Cat Dunn.
Cat Dunn is an award-winning Online Business Manager (OBM), Mentor, Speaker, and the founder of the speaker’s event and podcast, Life After I Left.
With a background in corporate administration, marketing, and communications, Cat transitioned from Virtual Assistant to OBM, specialising in streamlining systems and providing strategic guidance for visionary coaches and creatives. She mentors aspiring OBMs through her vibrant community, the OBM Motley Crew, helping them confidently level up their skills and impact.
Cat is a domestic violence advocate and sought-after speaker, empowering women through her raw honesty, resilience, and transformative storytelling. Using her podcast, Life After I Left, her mission is to help women reclaim their power, amplify their voices, and build businesses and lives they love.
What inspired you to become an entrepreneur, and what sparked the idea for your current business venture?
After over a decade in corporate, I hit a breaking point. I craved more purpose, impact, and freedom. I started a business as a Virtual Assistant, which gave me the flexibility I craved, but becoming an Online Business Manager led me to my impact and purpose – strategy, leadership, and streamlining systems.
What problem does your business solve, and how is it uniquely positioned in the market?
Most visionary coaches and creatives hit a ceiling when they try to scale. They have no systems, zero spare time, and no strategic support. That’s where I come in. I offer more than just implementation. I bring clarity, structure, and a love of automations. I’m not another pair of hands; I’m their partner in time that supports their business growth without the chaos.
What were the biggest challenges you faced when starting your business, and how did you overcome them?
My biggest challenge was rebuilding everything from scratch after leaving an abusive relationship. My business collapsed, I was homeless, I lost friends, and I lost my identity. I overcame it by focusing on what I could control—my story, my skills, and my voice. I showed up when it was hard, and I built something that now supports other women to rise.
How do you stay motivated during tough times or uncertain periods in your business journey?
I remind myself why I started. I think about all the women I’ve helped and all the women out there who need my help. I’m also focused on structure. Systems keep my business moving when my motivation is low. And, honestly, I’ve been through traumatic things in my personal life, so business wobbles don’t scare me anymore.
What daily habits or routines contribute most to your productivity and success as a founder?
No phone for the first hour after waking. A meditation, journalling, and a walk to clear the noise from my head. Then it’s a good breakfast and a coffee before logging on and checking my priorities for the day. My aim is not to chase busy, but to chase impact.
What’s been the most effective way for you to acquire new customers and grow your client base?
Relationships. Almost every client I’ve had came from having conversations, joining communities, attending events, and taking speaking gigs. Word of mouth reigns supreme as it quickly builds that essential know/like/trust factor.
How do you measure success—personally and professionally—in your business?
Professionally, it’s about client transformation. Some of my best business results have been being fired by clients because their business backend has been set up so well, they can manage without me. Personally, success is having time for myself, being surrounded by people I trust, and never needing to ask permission to take a day off.
What marketing or branding strategy has had the most impact on your business growth?
Owning my voice. My brand is horror meets rock-and-roll (I often say it’s like Beetlejuice exploded). I cut through the sea of beige colour palettes and stock images. When I dropped the “professional mask” and got real, my audience grew, and so did my client list.
Can you share a mistake that taught you an important lesson in entrepreneurship?
Early on, I said yes to every client, even the ones with huge red flags. It cost me peace, time, money, and energy. Now, I listen to my intuition when I have discovery calls and conversations. Wrong fits can slow your whole business down, and I’ve got an empire to build.
What advice would you give to someone just starting out as a first-time entrepreneur?
Get clear on your boundaries from day one. Don’t try to be everything to everyone. You’re not Amazon; you don’t need to offer it all to succeed.
How do you balance innovation and risk while making business decisions?
I use my D.E.A.D. framework: Delete, Evaluate, Automate, Delegate, and also review all possible options, mitigate risks using systems and processes, and test thoroughly. I also remember that as much as data matters, so does your gut instinct.
How do you build and maintain a strong team culture or work environment (if applicable)?
We operate with transparency, trust, and autonomy. Everyone owns their zone of genius. I don’t micromanage, I lead. And I bring in contractors that will help me to build out the future Cat Dunn OBM, not where I am now.
What are the top 5 things you believe every entrepreneur needs to overcome self-doubt and build confidence?
- Evidence: Track your wins so you can reflect on how much you’ve achieved on your hard days
- Boundaries: Protect your energy at all costs
- Mentors: Work with someone who’s at least a step ahead and can support you to realise your potential
- Systems and processes: Automate regular tasks to save your brain energy for scaling and strategy
- Action: Just start. Confidence will follow
If you could lead or inspire a global movement to make an impact, what would it be and why?
I’m already on my way to building a global movement with Life After I Left. It’s a community with live speaker events and a podcast where women get to share their stories of how they’ve triumphed over trauma and built the life and business of their dreams. I want a world where all women are seen, heard, and validated.
What’s a quote, motto, or philosophy that you live by as a business leader?
“You should only do the thing that only you can do.”
How can our readers or listeners connect with you and follow your journey online?
You can find me at the website or on all socials under @catlouisedunn. You can also check out the podcast on Instagram under @lifeafterileftpodcast
