Figure 8 – Details, episodes & analysis

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In this episode, we dive into the inspiring journey of Steph Sellers, founder of Cookies and Dreams, and her mission to spread joy through gourmet cookies. As she navigates the ups and downs of entrepreneurship, she shares valuable insights into building community connections and the realities of running a successful business.

Steph Sellers is the founder of Midwest based, gourmet cookie company called Cookies & Dreams. Her baking journey started at the local farmers market as a young college graduate & continued over many years, a few restaurants & lots of ups & downs. After a particularly tumultuous year, Steph knew she needed to try something new if her restaurant was going to survive. She came out with a menu of 12 gourmet cookies to sell at her restaurant's bakery & the rest, as they say, is history. The cookie concept took off quickly! Later that year, she opened her first stand-alone brick & mortar store for Cookies & Dreams & began shipping nationwide. While the Cookies & Dreams journey has also been full of highs & lows, Steph & the Dream Team now run two successful brick & mortar locations, ship nationwide, wholesale & offer fundraising opportunities with their giant, gourmet cookies.

You can learn more about Cookies & Dreams on their website or Instagram.

You can also connect with Steph on LinkedIn.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

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Caitlin McGregor’s journey as the founder of Plum transforms the hiring landscape by embracing data to reveal innate talents rather than relying on traditional resumes. The episode explores how technology and behavioural data can help businesses thrive while ensuring that employees are matched with roles that allow them to flourish.

Caitlin MacGregor, CEO and co-founder of Plum, is passionate about helping people reach their true potential. That’s why, after building two businesses for other people, she founded Plum – to help organizations fully leverage the human potential within their workforces. Plum equips business leaders with the talent data needed to match employees’ talent to roles where they’ll thrive, so that the business can thrive too. She is a regular speaker at global events including CES, Human Resource Executive HR Technology Conference & Exposition, Americas’ SAP Users’ Group (ASUG) Women Connect, HRCI Higher Standards Summit and more. She also is a sought-after guest on podcasts including, Recruiting Daily, The Recruitment Flex Podcast, and 3Sixty Insights. In addition, she has been quoted in the NY Times, Financial Post, The Globe and Mail, The Record, Global News, Human Resource Executive, and Benefits Pro. Caitlin is a gold GLOBEE Women World Awards winner for Achievement in Innovation and was named an Inspiring Leader by InspiringTM Workplaces.

You can learn more about Plum on their website.

You can also connect with Caitlin on LinkedIn or Instagram.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

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In this episode Julie Ellis converses with Trena White, co-founder and co-CEO of Page Two, a non-fiction book publishing firm. 

Trena shares her journey from traditional publishing to establishing Page Two, emphasizing the shift to a hybrid publishing model that offers authors greater creative control. Trena also shares advice on adaptability, collaboration, and strategic leadership to scale your business.

Trena White is co-founder and co-CEO of innovative book publishing firm Page Two, which publishes non-fiction books by leading experts. Page Two has published several books selling over a million copies and its books have been translated into dozens of languages around the world. Trena is a nominee for the RBC Women of Influence Trailblazer Award. Before launching Page Two, she was publisher of Douglas & McIntyre and Greystone Books, Canada’s largest independent book publisher at the time; and an editor at McClelland & Stewart, now an imprint of Penguin Random House.

Julie and Trena discuss...

Hybrid Publishing Model (00:03:50) Discussion on the evolution of publishing and the hybrid model's benefits for authors. Trena explains the early efforts to educate authors about their new publishing approach and the transformation in client interest as Page Two's reputation grew.

Developing a Leadership Team (00:10:30) Gabby's journey from intern to CEO, highlighting trust and internal knowledge. Trena reflects on the complexities of leading a hybrid team post-pandemic.

Creative Freedom (00:20:31) The importance of adapting systems and documenting processes for smoother growth, scalability, and improved creativity. 

Long-Term Business Planning (00:25:11) Trena and Jesse's excitement about future planning and new service offerings. Exploring ways to collaborate with authors to sell more books and build their businesses. 

Long-Term Book Momentum (00:30:57) Strategies for sustaining a book's visibility and relevance over time. The impact of digital marketing and technology on the evolving publishing landscape. The rise of audiobooks and the efficiency of print on demand in publishing.

You can connect with Trena through her email at trena@pagetwo.com

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

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In this episode of "Figure Eight," Julie converses with Wendy Brookhouse, an independent financial advisor specializing in women entrepreneurs. Wendy discusses her journey, the challenges of starting her own practice, and her unique approach to financial advising. Wendy also highlights the necessity of having a clear financial plan and the right team to support business growth. This conversation provides valuable insights into entrepreneurship, emphasizing mindset shifts and strategic planning for long-term success.

For more than a decade, Wendy has helped people get to their financial goals faster and easier. Since earning her first ten cents, and leveraging every penny (back when there were pennies) she realized how to make the most of it. Her dime-savvy mentality has been put to great use as the founder of Black Star Wealth, as she's learned how to build a business from the ground up while simultaneously creating powerful financial tools such as the One Number SolutionTM and One Number Solution for BusinessTM.

Wendy's Independent Journey and Decision-Making Frameworks (00:01:24) Wendy discusses the challenges and advantages of starting her business independently and the importance of viewing one's business as an asset rather than a personal endeavour. 

CEO Mindset and Building Business Habits (00:07:08) Wendy emphasizes the transition to a CEO mindset, focusing on strategic thinking. The conversation also shifts to discussing personal legacy and its impact on financial planning.

 Freedom Through Delegation (00:14:24) Wendy emphasizes how delegating tasks leads to greater freedom for strategic focus, the importance of balancing work pace, and conducting post-mortems after time off to improve business processes. 

 The Importance of End Goals (00:21:06) Wendy discusses the significance of having a clear end game for business valuation and the importance of knowing your financial needs post-retirement to avoid holding on too long.

 The Power of Financial Awareness (00:27:26) Understanding financial needs empowers entrepreneurs to make informed decisions about their businesses. Julie and Wendy talk about the challenge of recognizing when to move on from outdated business relationships.

 Launching Fixed Fee Advising (00:32:47) Wendy reveals her new program designed to provide transparent pricing for financial advising services.

Connect with Wendy via email at wendy@blackstarwealth.com.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

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In this episode of "Figure Eight," Julie converses with Robin, a successful entrepreneur in the plumbing wholesale industry. Robin shares her journey from joining her father's business to purchasing and growing it to over $140 million in revenue. They discuss the challenges Robin faced, her lessons in financial management, and the importance of effective communication and leadership. Robin's story offers valuable insights and inspiration for women entrepreneurs, emphasizing resilience, strategic thinking, and the significance of a supportive team.

In 1982 Rob's Dad was upset that she had bailed on university. He told her she could work for his plumbing wholesale company for one year and would then be going back to school. After being there for thirteen years Dad sold Rob his business. Scared sh!tless, she relied on the same techniques she used in high school, figure out who the smart people are and hang out then them. In 2021 with the tumult of COVID receding, sales at $146 million, and record profits, Rob sold the company.

Julie and Robin discuss...

Robin's Journey Begins (00:01:21)
Robin shares how she joined her father's plumbing business after leaving university.

Learning Financial Management (00:05:02)
Importance of understanding finances as a key lesson in entrepreneurship. 

Tony Robbins' Philosophy (00:08:17)
Robin shares insights from Tony Robbins about maintaining goals while adjusting strategies. Robin emphasizes the importance of gradual change to avoid overwhelming the team.

Investing in Leadership (00:13:06)
Robin discusses the significance of leadership training for personal and team growth.

Team Dynamics and Challenges (00:20:58)
Robin shares how attending strategic coaching shaped her ambitious goals for the business.

Types of Entrepreneurs (00:22:29)
Robin describes two types of entrepreneurs: those focused on ideas and those focused on execution.

Strategic Pricing Program (00:25:19)
Robin discusses implementing a pricing program to optimize profit margins. 

Decision to Sell the Business (00:29:40)
Robin shares her thought process leading up to the decision to sell her company.

Post-Sale Transition (00:34:40)
Robin reflects on her leadership style and the legacy she left behind. Robin shares how her team stepped up following her exit. 

Click here to check out the business Robin ran.

Additionally, you can connect with Robin through her email: robintodd62@gmail.com

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

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In this episode of Figure Eight, host Julie Ellis converses with Marcia Dawood about the funding challenges faced by women entrepreneurs. They discuss the importance of bootstrapping and strategic fundraising to avoid equity loss and the trap of constant fundraising. Marcia highlights the disparity in venture capital funding for women and the need for more women to become angel investors.

Marcia Dawood is an author, TEDx speaker, Podcast host, and an early-stage investor who serves on the Securities and Exchange Commission’s Small Business Capital Formation Advisory Committee. She is a venture partner with Mindshift Capital, a member of Golden Seeds, and the chair emeritus of the Angel Capital Association (ACA), a global professional society for angel investors. She is also an associate producer on the award-winning documentary Show Her the Money.

Julie and Marcia discuss...

Funding Landscape for Women (00:02:08)

Discussion on the poor venture capital statistics for women entrepreneurs. Marcia shares data on angel funding. Marcia discusses the complications female entrepreneurs face in securing funding.

Making a Difference as an Investor (00:06:02)

Marcia reflects on her journey to angel investing. Marcia explains how recent changes have made investing in funds more accessible. 

Developing an Investment Thesis (00:12:44)

The importance of creating a personal investment strategy. Marcia advises on maintaining due diligence to prevent emotional decisions in investing.

Strategizing for Entrepreneurs (00:17:05)

Julie and Marcia discuss how entrepreneurs can strategically approach potential investors. Discussion on the importance of bootstrapping and avoiding desperation in fundraising.

Women Entrepreneurs' Funding Issues (00:24:04)

Highlighting the cultural misalignment in venture capital with women's business needs.

Fostering Femtech Companies and finding trusted advisors (00:28:30)

Addressing barriers faced by Femtech entrepreneurs and the need for advocacy. Importance of identifying reliable advisors and discerning quality advice for entrepreneurs.

Link to the friends and family round podcast episode click here.

Link to the debt crowdfunding episode click here.

Check out Marcia's book here.

You can connect with Marcia through her website

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

Send us a text

Julie interviews Jill Knittel, the founder of JK Executive Strategies. Jill shares her nearly 30-year journey in the recruiting industry, emphasizing the importance of building deep client relationships and understanding company culture.

This discussion covers the challenges of scaling a business, transitioning from day-to-day operations to strategic growth, and the role of technology and AI in streamlining processes. Jill also highlights how to foster a positive work culture through flexibility, accountability, and team-building initiatives.

JK Executive Strategies, LLC (JK Exec) was launched in August 2017 by Jill Knittel to serve the Executive Search needs of high performing organizations across the United States with best-in-class search methodologies and processes. The JK Exec team follows a proven methodology and discipline for every search, resulting in clear expectations, timelines, and communication throughout each engagement.

With 26 years of experience in direct hire and retained search, Jill Knittel and her team have completed successful searches including national retained searches for: CEOs, Executive Directors, CFOs, Vice Presidents, General Counsel, and VPs of Human Resources amongst others. In addition to search work, JK Exec provides HR Consulting Services to organizations in need of hiring, onboarding, and process expertise. Learn more about Jill and JK Exec here.

Julie and Jill discuss...

Jill's journey in recruiting / Founding JK Executive Strategies (00:01:20)

Jill's experience in scaling her recruiting business and the significant changes in the recruiting industry over the years.

Creating a relationship-based business (00:04:33)

Transitioning from transactional to relationship-based interactions with clients, as well as building a team and adding processes.

Empowering the team and letting go (00:10:04) 
Challenges and strategies around empowering the team and letting go of day-to-day details.

Consultative approach to clients and scaling beyond local (00:17:18)

Transitioning to a consultative approach with clients and building relationships outside the local community, including how to replicate processes and increase the funnel for business growth.

Team Engagement and Feedback Process (00:23:05)

Hiring for attitude, gathering feedback from team members, and creating a flexible work culture that supports employee well-being.

You can connect with JK Executive Strategies on their website.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

Send us a text

In this episode, Julie interviews Erika MacKay, the founder and CEO of Niche for Design, about her journey in interior design and her focus on workspace wellness. They discuss the evolving office environment and Erika shares her experience of balancing entrepreneurship with maternity leave. Erika shares insights into creating healthy, productive workspaces and the challenges entrepreneurs face in maintaining business operations during significant life events.

Erika is a workspace wellness expert and advocate for spaces that help us feel and perform at our best. She is a registered Interior Designer, a member of the International WELL Building Standard Faculty, and a part-time faculty member at Conestoga College. As founder and CEO of Niche for Design she is focused on growing her team and their impact. She is fascinated by hybrid offices, flexible “coworking,” environments, and the opportunity to create connection and belonging in physical “office” spaces. Her next business venture is going to be an embodiment of this new work “experience”. Erika is sought out to speak and consult, based on her expertise in work environments, space planning, and especially wellness in the workspace. She believes that the spaces we spend time in have an enormous impact on our health and has made it her mission to help more people work in spaces that truly support their wellbeing.

Erika and Julie discuss...

Erika's journey in interior design (00:02:22)
Erika discusses her childhood interest in space optimization and explains the shift in the purpose of office spaces.

Growing a business and building a team (00:12:46)
Erika shares her experiences and strategies for growing her business, including her approach to taking maternity leave as an entrepreneur.

The opportunity of stepping back (00:20:25)
Erika takes a step back as a CEO to focus on the bigger picture and plans her return to work.

Workplace design and wellness (00:23:18)
Erika discusses the reasons why business leaders may not consider workplace design and the misconceptions about the role of designers.

Reimagining office spaces (00:29:36)
Exploring alternate arrangements for office spaces. Erika describes how this shift in perspective on workplace design and wellness is not an extra but the most important aspect of a workspace. 

You can connect with Niche for Design through their website, Instagram, Facebook, and LinkedIn or with Erika via her LinkedIn.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

Send us a text

Join Julie as she interviews Cari Kenzie, an entrepreneur and resilience coach, about growing and selling a multi-million dollar business, founding her leadership empowerment company iShft, and her journey of self-discovery after surviving the 2013 Boston Marathon bombing. Cari is full of insights about healing, intuition, and empowering others.

Cari Kenzie, once a multi-million dollar entrepreneur, has reinvented herself as a prominent keynote speaker, resilience coach, and strategic advisor following her survival of the Boston Marathon bombing. She successfully sold her company, Skyline Dynovia, and has recently co-founded iShft (pronounced Shift), a company revolutionizing leadership and personal empowerment. Her speeches and workshops emphasize resilience, transformative leadership, and strategic growth, helping individuals and corporations turn adversities into opportunities for advancement. Cari’s dynamic approach and relatable stories engage all audiences, making her a sought-after speaker for conferences and corporate events.

Julie and Cari discuss...

**Building the Company (00:01:28)**

Cari discusses her journey of growing a multi-million dollar business in three-dimensional and interior design. Cari talks about the challenges she faced as an entrepreneur. Additionally, Cari shares how her company expanded from a sales office to a full-service business, specializing in trade shows and exhibits. 

**Identity and Catalytic Event (00:08:31)**

Cari discusses how her business became her identity and her initial plans to retire within the company. Cari recounts her experience during the Boston Marathon bombing. Cari reflects on the impact the bombing had on her health and her journey towards healing and self-discovery.

**Clarity and Curiosity (00:19:20)**

Cari discusses the pivotal moments that led her to find clarity and embrace curiosity in her journey of growth. Cari discusses how her illness led to a different perspective and creativity as well as her decision to sell the business. 

**Trusting inner wisdom and transition after selling the business (00:26:44)**

Cari emphasizes the importance of trusting oneself. Cari shares her journey after selling the business, navigating self-doubt, and finding confidence.

**Empowerment, collaboration, and ROI in entrepreneurship (00:32:09)**

Cari discusses the impact of collaboration, empowering others. Cari talks about the importance of considering the return on life alongside the return on investment in business decisions.

You can connect with Cari through her website, Instagram, Facebook, LinkedIn, and podcast.

Connect with the Ripples of Change Foundation here.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!

Send us a text

In this episode of the Figure Eight podcast, Julie converses with Tina Sue Moser, a former entrepreneur who sold her business and now partners at Cultivate Advisors. Tina Sue recounts her journey from starting her business for flexibility as a mother, through the challenges of entrepreneurship, to successfully selling her company.

Tina Sue Moser is a Business Growth Strategist, Certified Exit Planning Advisor and Life Coach who began her journey over 20 years ago with a leap into entrepreneurship after saying goodbye to the corporate world when she became a mother. Despite having no prior business experience or mentors, she continuously pushed her boundaries, introducing new services, making strategic acquisitions, and forging valuable relationships until becoming a top producer in the industry and successfully selling her business at top dollar.

Tina Sue is currently a Partner, Growth Advisor and Director of Finance for Cultivate. With her desire to help as many women entrepreneurs as possible, Tina Sue also hosts a podcast (Women Choosing Growth) to share her expertise and the expertise of other successful women. Her motto for this community of women helping women is “We are Better Together".

You can learn more about Tina Sue and her story here. 

Julie and Tina Sue discuss...

Becoming an entrepreneur (00:01:20)

Tina Sue's decision to become an entrepreneur after a life-changing event, her experience as a new entrepreneur, and pushing boundaries to grow her business. 

Selling the business (00:09:06)

Tina Sue's decision to sell her business, the unexpected nature of the sale, and the challenges of deciding what's next. 

Transition to advisor role (00:13:38)

Tina Sue's transition to becoming an advisor. As an advisor Tina Sue focuses on financial education and growth by acquisition, and explains the importance of understanding business metrics.

Coaching through acquisition (00:20:29)

Tina Sue shares her experience of coaching people through acquisition. Furthermore, she unpacks the emotional process of letting go after selling her business.

What to do after selling a business (00:28:10)

The discussion revolves around different options after selling a business. Tina Sue shares her experience of transitioning from a solo entrepreneur to joining Cultivate Advisors as a partner, emphasizing the importance of peer support.

Balancing personal needs (00:32:12)

Tina Sue discusses the importance of fulfilling personal needs and finding satisfaction in different aspects of life. Tina Sue shares her dedication to continuing the growth of Cultivate Advisors.

You can connect with Women Choosing Growth through their Instagram page, Website, and Podcast, or connect with Tina Sue through her Linkedin.

You can connect with Julie on LinkedIn or Instagram.

Find Julie's writing at her blog or by ordering her book Big Gorgeous Goals.

Watch for the Big Gorgeous Goals: Official Workbook coming March 2025.

What did you think of this conversation? We'd love if you'd rate or review our show!