Explore every episode of the podcast Should I Care?

Welcome to the very first episode of Should I Care? - the weekly chat show where we (Sophie Griffiths and Ruthie Walmsley) unpack what's actually happening in the online business world, so you know what deserves your attention (and what really doesn't).

We kick things off with the question Ruthie is desperate to have answered: how did Sophie have her biggest month ever in May when she only posted on her grid five times?

Sophie spills exactly how she did it: ads, emails, wild consistency on stories, and why two pay-in-full clients shifted something in how she thinks about money.

Then things get real: the £6k (yikes!) business class flights to a retreat in Australia, the conversation with her husband that stung, and why spending money on your own wellbeing is the hardest investment to justify, even when you've earned it.

And of course, we have to talk about the thing everyone's talking about: yapping.

We get into the talk-to-camera trend sweeping Instagram, why it's activating everyone's nervous systems (ours included), and what it's really telling us about connection, storytelling and standing out in a world where AI can write anyone a decent caption.

• How we met (it involves a squeal of delight at the pub) and why this podcast exists
• The exact strategy behind Sophie's best month ever: ads, email, and barely any grid posts
• Why pay-in-full clients felt like "cheating" and the trust theory behind why they're showing up now
• The overflow spreadsheet that means Sophie knows she doesn't need to sell anything until August
• Setting a £30k stretch goal to justify business class, and the 10 days it took to actually book
• Why spending on your own wellbeing feels harder than any business investment
• The yap-to-camera trend: bandwagon or genuine shift?
• Why information is free now but your lens, stories and lived experience aren't
• The nervous system work behind big launches (and why volume + nurture both matter)

Audience growth, why your second launch can be harder than your first if you haven't restocked your audience, and how to grow yours without chasing virality.

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

There's endless advice out there about how to run your business online, and absolutely no time, energy or childcare to act on all of it. So we're going to do the sorting for you.

Should I Care? is a weekly online business and marketing podcast with Sophie Griffiths and Ruthie Walmsley, for ambitious women building businesses online around real, busy lives.

Every week we take whatever everyone's suddenly talking about, the trends, the launches, the content everyone's copying, the advice that sounds clever but doesn't quite hold up, and ask the question you're probably already thinking: should I care?

Expect honest conversations, real money talk, strong opinions and the occasional collective eye-roll at the internet. It's not a tips podcast and it's not a polished masterclass. It's the actual conversation behind the polished posts.

In this little sneak peek, you'll get a taste of what's coming in episode one.

Meet your hosts

Sophie Griffiths is obsessed with working with impatiently ambitious women who want to build a business based on connection and depth and refuse to accept they can’t work less and still earn big money.

A fast talking scaling strategist who teaches women to grow their businesses with ads, offer they are obsessed with and marketing that actually feels fun.

Over the last 9 years she’s grown the business alongside 2 high energy girls, a cavapoo dog who doesn’t understand personal space, an ADHD diagnosis & strong (positive) feelings about trashy TV (yes Off Campus..) & salted butter.

Ruthie Walmsley is a storytelling strategist and recovering English teacher ( and deputy headteacher) who helps women turn what they actually think into content people can’t stop reading.

One husband, one son, one ridiculous puppy called Bernie, an obsession with storytelling and a CV that includes some of the biggest names in the online business space.

Follow Should I Care? now so the first full episode lands in your feed the moment it drops Tuesday 16th June. We'll see you then.

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into what's actually behind Sophie’s run of best-ever months, especially when there's a narrative at the minute that business is hard and nobody's buying.

We kick off with the question we got from so many people last week (& Ruthie by her own admission!) - how the f&ck did Sophie make over £35K in May? And the bit that got people? Not the number itself, but the fact that Sophie's business doesn't look that different to everyone else's if you look at Insta!

So the real question isn't how much she earned, or why it stung to hear it. It's what has she actually got in place that lets that money come in & how she’s got here.

So we get into what's really underneath it: having more than one lever to pull, naming the thing you actually do (so people can buy it & remember it), being willing to be seen trying, and the unglamorous bit almost everyone skips. There's no secret here, there's just a lot of reps and a few decisions most of us bottle.

(if you loved Scaling Unwapped, you’ll love this episode!)

In this episode:

• Why two best months in a row quietly triggered people, and the more uncomfortable question hiding underneath "how did she do it"
• The £97 course sitting quietly in the background that sold 22 from just 4 emails, in a month Sophie had zero capacity
• Why naming your transformation is the fastest personal-branding shortcut there is, and why it's still terrifying to actually do it
• Opportunity maxing - what is it and how does Sophie use it?
• Sophie's actual next-step advice if you're in a bit of a business funk and want your own best month

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

Ps and should you care about Off Campus? A hard yes from us.

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into the question sitting under half the decisions we make… Do we have FOMO (fear of missing out) or JOMO (actual joy of missing out)?

Because there's always a moment, isn't there, where everyone you know is suddenly at the same event, building the same AI agent, or announcing they're taking the whole summer off, & you're sat there wondering if you should be too… and if you even want to be.

So we go through three of the:

Atomicon & big in-person events, & whether the time/energy/money is worth what you actually get out of it.

AI, & the difference between using it because it genuinely helps & using it because everyone else seems to be (Sophie's fancy morning briefing told her nothing she didn't already know).

And the summer holidays, whether we actually want to have the whole summer off & what we’re doing to prep for it.

Every time, the honest question is the same: is this actually for me, or am I just scared of being left out? And can I tell the difference between protecting my peace & chickening out?

In this episode:

• The FOMO/JOMO question we run past everything before saying yes, & how to tell protecting your peace apart from just bottling it
• Why Sophie burnt herself out on events in 2023, & the one kind of in-person thing she'd still say yes to every single time
• "Performing seal mode" & the foyer panic & the hidden cost of being the ‘sunshine’ in every room
• Using AI for the wrong thing: the briefings & agents that look productive but tell you nothing, & where it's actually worth it
• Fun mum summer & the 7-step plan Sophie's actually following (use the link below to get the plan!)

Mentioned in this episode:

Fun Mum Summer, Sophie's 7-step plan for working less without abandoning the business this summer. Comment FUNMUM on this Instagram post & Sophie-bot will DM you.

We also got into the AI law coming into force in August, where you'll need to disclose how you use AI with clients (that includes AI call recorders & ManyChat, not just Claude & ChatGPT).

I use & recommend Lucy Legal's resources for this. The toolkit gives you full guidance & training, or you can buy the policy on its own & fill it in yourself. Both are affiliate links, just so you know.

AI Legal Toolkit (£97): https://www.lucylegal.co.uk/a/2148134164/ZPrrYXQy

AI Policy (£47): https://www.lucylegal.co.uk/a/2148134165/ZPrrYXQy

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) start with the children's social media ban that's all over the news, & end up somewhere we didn't plan to: the boundaries we swear we want & then break by teatime.

Because here's the uncomfortable bit..we know boundaries are good for us. We've read the books, done the therapy, we can recite the theory back to you word for word. & we still take the phone to the sofa, still answer the DM at bedtime, still miss the 4:30 finish we set that same morning. Wanting the boundary was never the problem but holding it is.

The social media ban for under 16’s cracked it open, because the sneaky thing about any rule someone else sets is the little flicker of relief underneath it. Someone else holds the line, so we don't have to decide, negotiate or feel guilty about it. & once we clocked that in relation to our kids, we couldn't stop seeing it everywhere: the 4:30 finish that never happens, the work that follows us into bedtime, the offers we over-stuff & then can't scale, the invisible deadlines nobody set but us.

Plus a report back from last week on using AI to carry some of the mental load: LEGOLAND intel, a fully themed birthday party sorted from one voice memo, & the calendar app Ruthie is vibe coding so she never has to be the family PA again.

In this episode:

• The relief sitting inside the Social Media ban for our kids & the our version of it from COVID
• Why Sophie has a therapist who specialises in boundaries & the thread that ends at "if I drop a ball, I'm unlovable"
• Ruthie's real-time Tuesday dilemma: football with her son, or the work she's convinced can't wait (even though nobody actually asked for it today)
• The "I can't" to "I don't" swap that changes everything, & the "I have to" to "I get to" reframe sitting right next to it
• Over-delivering yourself into a corner: the beta trap, the pricing that punishes you, & why piling on more bonuses isn't the fix

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into why your content isn't getting the engagement it used to... And what you can do about it.

We pull apart what low engagement is actually telling you, & what it definitely isn't.

The invisible actions nobody counts.

The accounts with brilliant engagement & no clients.

Oh and the client who let go of her numbers entirely & signed 3 high-ticket clients in 2 months, none of whom ever engaged with a single post.

And underneath all of it, the question Ruthie asks first every time, & the one nobody wants: is your content just a bit boring?!

Plus what to actually do with the summer..keep posting through the low engagement, batch it up and ignore it for the summer... Or something else?

In this episode:

• Ruthie's fix for the freeze state, which takes about 10 minutes & involves making nothing new
• The 3 things Ruthie looks at when content isn't landing, starting with the least popular question of all: is this actually interesting?
• Why the same post lands or dies depending on whether you tell it in first person, & what to swap
• The far more useful signals sitting in your business that nobody counts, & what to look at instead of your likes
• What to actually do with summer, & why scheduling 6 weeks of content is a recipe for disaster

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. 3 spaces open now, & if you join before 24th July you get an extra month, which is the built-in permission to actually take a break this summer & at Christmas. [Find out more]

Show notes links:

Sophie's new lead magnet - https://sophiegriffiths.co/workshop-show-up

Nikki Cross's inner work club - https://www.theinnerwork.co.uk/theinnerworkclub (not currently open, but I also highly recommend Nikki’s Business Book Club - (referral link): https://courses.theinnerwork.co.uk/a/2148070614/NLoR7uhZ

The mural artist - https://www.instagram.com/lucas_antics/

The M&S food person's account - https://www.instagram.com/kathryn.lturner/

The Two Lauras - https://www.instagram.com/thetwolauras/

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into red flags! Our own red flags when buying, the ones that set us on edge with a new client and whether what we’re doing is actually red flag behaviour…!

In this episode:

• The qualifying questions to ask before anyone books a call, & how to tell a useful one from a question that just sounds good
• The alternatives to a discovery call for people who find them excruciating
• Why putting the price on the page is not a pricing decision, & what people assume when it isn't there
• The 2 different types of red flag client, & why telling them apart changes what you do about it
• How to design an offer for people who learn completely differently, & the expectation to set at the start so nobody feels short-changed

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. 2 spaces open now, & if you join before 24th July you get an extra month, which is the built-in permission to actually take a break this summer & at Christmas. [Find out more]

Show notes links:

Sophie's red flags post - https://www.instagram.com/p/DavqtuVDRoS/?img_index=1

Ruthie's Bloody Good Story Club - https://ruthiefpn.myflodesk.com/wait2

Lucy Sheridan -https://www.instagram.com/lucysheridan/

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into the question doing the rounds at the minute: are courses dead? Is everyone meant to have a community now? Is passive income over? We've both been here long enough to have watched the pendulum swing all the way one way & start coming back, so we dig into what's actually shifted & what hasn't.

The thread running through all of it is that the transformation is the thing that matters, & everything else can flex around it. Sophie's sold the same course 5 different ways at 5 different price points. The gate everyone used to pay to get through is open now, so what people are actually buying is your perspective, & that changes what a course, a community & an offer suite need to do.

In this episode:

• Why the more specific the problem you solve, the easier the thing is to sell, & why the does-it-all membership has quietly stopped working
• The Superfan Sprint reframe: one transformation, 5 delivery models, & how to flex the format without touching what people actually came for
• Why "you'll get a community of amazing women" sells nothing, & what a community has to do to earn its place on the sales page
• The rose, bud, thorn system that keeps a group actually talking, & why nobody fills in a wins post unless you build it in from day one
• Why the DIY downsell off the back of your big program almost never sells, & what to build instead

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. [Find out more]

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into whether you should bother jumping on viral Instagram trends, & the snobbery quietly building around them. Sophie's had a summer with next to no capacity, so she's leaned on trends to stay visible, & then sat on one post for 2 days because a corner of Instagram has decided trends are a bit beneath us all.

So we get into whether jumping on a trend is ever actually worth it, or whether it's a fast track to the wrong followers & a feed full of noise. Ruthie coaches this for a living, & she's got a two-question test she runs before touching any trend that has nothing to do with going viral.

Plus why your audience isn't seeing what you're seeing, & what that means for what's actually safe to post.

In this episode:

• The 2 questions Ruthie runs before jumping on any trend (neither is "will it go viral")
• The hula-hoop video that went viral & why it was one of the worst things to happen to that account
• What butter yellow & the "kinda chic" trend are really doing under the fun
• Why the same trend clogging your feed hasn't reached your clients once
• The summer content that quietly works, & when lighter is exactly right

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. [Find out more]

Show notes links:

The Australian radio show -

Ruthie's Bloody Good Story Club - https://ruthiefpn.myflodesk.com/wait2

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) go properly deep on the comparison trap, & why it gets so much louder in the summer. Sophie deletes Instagram the second she goes on holiday, because a sun lounger plus a scroll turns into "should I be running a birthday sale, should I have an ads funnel making me £1,000 a day while I'm away", & the spiral is easier to remove than to manage.

What we get into is that we're never comparing like for like.

We're holding our full messy reality up against someone else's highlight, & the thing that stings tells you what you actually want.

For Sophie it's money & financial security. For Ruthie it's time, & the people who seem to take the whole summer off with ease. Same trap, completely different wound, & knowing which one is yours changes what you do with it.

In this episode:

• Why the comparison spikes in summer, & the difference between being triggered by money & being triggered by time
• The "proof it's possible" reframe (via Lucy Sheridan) for the accounts that wind you up
• Why the thing that triggers you is usually pointing at what you actually want
• How the goalposts moving, someone you look up to stepping back, quietly makes you doubt your own goals
• Re-curating a feed that's slowly stopped serving you, & why nobody tells the hard story until it's safely behind them

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. [Find out more]

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into AI, & whether it's coming for our jobs.

It kicked off with Ruthie: a client sent her copy back saying it sounded too much like AI, & it wasn't AI, she'd written every word herself.

But the more we talked, the more it turned into something every coach & service provider is living right now.

Because your clients are using it too…they're having a chat with Claude at midnight & turning up with a seven-page strategy, submitting work that's clearly landed straight out of AI with nothing of them left in it, & half-wondering if they still need you at all. We get into what's actually being devalued here & what genuinely isn't, & the odd new pressure to prove the human bit is still worth paying for.

Plus the AI agents we've both built to buy back a few hours, & the ones that ate the whole evening instead.

In this episode:

• The client who turned up with a 7-page strategy from Claude, & why the honest fix was simpler than everything the AI suggested
• Getting sent work that's clearly straight out of AI with no checks on it, & what it quietly does to the person having to review it
• The accountability coach Sophie built in Claude that got shirty with her for disappearing, & the one thing it could never get its head round
• An entire evening lost to sorting 150 client screenshots with AI, & what she had to admit by the end of it
• The discovery-call question Sophie asks out loud now that she'd have been mortified to ask 18 months ago

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. [Join the Waitlist]