Carrie Ladue

and Robert talk about starting a business to solve a problem. Then you see bigger problems and you start another business. The biggest thing in business is finding where the people who have the problem you are solving are hanging out. Go there, be an advocate, serve them, love them and help them. Talk about your business and why you chose to solve the problem and how maybe it will solve their problem too. It is more important than ever to build trust and rapport.

A little bit about Carrie...

Carrie is a serial entrepreneur and peak performance coach for ambitious leaders who are ready to achieve the impossible. She helps them shatter the status quo and reach their goals while working and living in deep states of flow.
Having launched a new business at the beginning of the pandemic, then scaling and selling it in just two years time, she's experienced success and failure (ahem, lessons learned) in all areas: vision, strategy, marketing, teams, culture, sales and scaling during challenging times.
She sees business as an incredible lever for positive change in the world and believes that when leaders are performing at their very best, it has an exponential impact on everyone around them.
To date she's trained or coached over 15,000 leaders. She knows what it takes to breakthrough barriers and help leaders claim the big beautiful goals they desire.

Check out more of Carrie


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Carrie Ladue
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Show Notes

Robert Peterson  0:00  

Our guest today is Carrie LaDue. Carrie is a serial entrepreneur and peak performance coach for ambitious leaders who are ready to achieve the impossible. She helps them shatter the status quo and reach their goals working and living in deep states of flow. Having launched a new business at the beginning of the pandemic, then scaling and selling it in just two years time. She's experienced success and failure.

Robert Peterson  1:26  

Lessons learned in all areas vision, strategy, marketing, teams, culture, sales and scaling during challenging times. She sees business as an incredible lever for positive change in the world, and believes that when leaders are performing at their very best, it has an exponential impact on everyone around them. Carrie LaDue and Robert talk about starting a business to solve a problem, then you see a bigger problem and you start another business. The biggest thing in business is finding where people who have the problem you're solving are hanging out, go there, be an advocate, serve them, love them and help them talk about your business and why you chose to solve the problem, and how maybe it will solve their problem to it is more important than ever to build trust and rapport. Carrie, thank you so much for coming on the show today. I'm just looking forward to sharing about your journey and limitless business and all the ways that you're impacting the world.

Carrie LaDue  2:22  

Thanks so much for the opportunity, Robert, looking forward to it. 

Robert Peterson

Absolutely. My guests start by sharing their entrepreneurial journey and what's led them to the work they're doing now.

Carrie LaDue  2:35  

Have you ever seen that image of what you think success looks like but what it's really like with all the swirls and twirls? That definitely captures my entrepreneurial journey, which I think you know, it's the nature of the gig. I went into business for myself in 2017, after I had been doing a lot of leadership development and coaching and training and consulting for other companies. I had some really strong and different ideas about how to do the work. I went out on my own and 2017 I had a really good time. I had a strong neck network. Starting out with clients and everything was not that challenging. When I first started, I was very blessed.

Carrie LaDue  3:22  

There's a difference between having your network and referrals and then really trying to grow and scale a business. It wasn't too long before I hit a lot of the challenges that a lot of entrepreneurs hit, which is how do you get more clients? How do you get them consistently? How do you feel about that pipeline, all of those things, the lifeblood of a business, and I'm a sucker for a good challenge. Whenever there's an obstacle or something, I immerse myself in learning everything that I can possibly learn. I was good at helping my clients and getting results for my clients. I didn't have all of that business experience that I needed. Tons of learning courses, programs, mentors, guides, books, whatever I could do to immerse myself and shore up my knowledge gaps and my skills gaps. They're learning to sell, which is something I've never done before.

Carrie LaDue  4:15  

After I did that for a good bit, I figured some stuff out. Then in the beginning of the pandemic, I was watching something happen, which was a lot of people as I'm sure you know, too. They themselves or their partners had lost their jobs or their revenue, whatever way that was coming in. I launched a program for female entrepreneurs to start their own business. I launched that and I scaled it to the place where I was actually able to sell it in just two years. That was better than any possible master's degree I ever could have signed up for in business or anything, on the job learning. I did that for a couple of years. That and now I'm fully into leading limitless business where we really work with CEOs and their leadership teams. I always say we turn them into elite peak performers. What that means is helping people, and the companies that they're in thrive, be really happy, healthy organizations, so that people can wake up in the morning, feeling really excited about what they're doing, and thrilled to be a part of the company and thrilled to be contributing in really important ways. That's what really gets me up and keeps me doing all the business things that I always have to do that I'm still learning is the ability to really impact our clients and people and get those results.

Robert Peterson  5:50  

That's pretty exciting. Obviously, love that you build something in the pandemic, and have already sold it for some, the pandemic is still they're still on the downward struggle. To build something, see a problem and solve it. I love that about entrepreneurs, that you can do something quick, you can respond quickly to the situation and not get caught up in the hype of, let's buy a stockpile of toilet paper and raise the prices. Now let's solve a problem and really do something that can leave an impact.

Carrie LaDue  6:35  

It's so true, the need to solve the problem in your business. Honestly, it's something that feels like, it's obvious that your business needs to do that. I work with a lot of business owners for whom it's a little bit more challenging, because we all have passions, we have interests, there are things that we want to sell, that we want to do, but the market might not want it or might not need it. Nobody wants to run a business and sell something that they're not excited about, either. It seems to me that there's always some negotiating there, between figuring out what really makes you excited that you can be really excited. It can sustain you for the long run. Also making sure that there really is a real problem to solve. That actually happens to be, I have a lot of conversations about that with small business owners for sure. Doing that research and really figuring that out matters a lot.

Robert Peterson  7:38  

Then the next piece is it a growing market or a dying market? Of course, you recognize this problem. It was a growing market, it was females that are working from home or at home, stuck because they've lost a job or their partners lost a job. They want to be able to do something while they're still at home. Work from home entrepreneurs is kind of our wheelhouse and they're not necessarily the old model of work from home. They're graphic designers, they're people that used to have office space, or shared co-working spaces. Now they figured out, look, I can do this from my house, I don't need to pay rent, and I don't need to pay some of these things. Solving a real problem, and then making sure it is a growing market is that next piece? How do you help people tap into a good market and recognize what their market really is? If their markets are dying? How do they make a shift?

Carrie LaDue  8:51  

It's such a timely question, I just sat down, I did about a two and a half hour strategy session with a client yesterday. We were having this exact conversation. He's grappling with it, because right now he has clients that are all cross industry. There are multiple industries, they all look really very different. In order to be able to really scale your business, you have to narrow down, you have to go small to get big and a lot of people fight that and they don't like it. It seems counterintuitive. During this conversation we talked about a few criteria that I really encourage people to look for. The first one is: Is there really pain? Is there really struggling there? People just aren't motivated. We're busy. There's a lot of demands on us. It's not again, it goes back to the problem that I need to solve. It's like how painful is that thing that has to be present? Do they have purchasing power? Can they actually purchase the product solution service that you are selling? This was when I was working with exclusively female entrepreneurs, which is no longer the case. For that time being, one of the things that would come up quite often is, they would want to help people who were in a really tough situation, they had hearts of gold, clearly people without purchasing power, and my belief on this is that, hey, have that heart of gold, do volunteer work, or build your business to a place where it's really profitable, and then add a philanthropic arm to it or something. When you're starting out on your business, going after a target market that does not have money to pay for your services, you are making an already very challenging job of growing a business virtually impossible, that one needs to be there, the next thing that you really need to look for is can you find your people, where are they, and when you're trying to serve everybody, you can't find them, luckily, we have so much data available to us these days, as entrepreneurs, where you can find people based on industry, you can find people based on the typical title that they have at their current job, if they're somebody who's working, you can find them, but you can only find them, like we talked about, go narrow. Those are a few things that I really make my client determined, before we start creating all of their offers, and pricing and all of that stuff that comes later.

Robert Peterson  11:40  

It really is challenging, especially for health and wellness, and a lot of these folks that want to serve, they just want to serve people, and they love people. Then they pick the, like you said they pick the poorest category that can't, or they pick a market that they can't afford to pay them. I want to help the unemployed get a better resume and improve their resume. You might have the greatest resume tools in the market, but you can't give it away for free and still feed your family. 

Carrie LaDue  12:19  

Now you can. Sometimes for entrepreneurs, it takes discipline, and patience, you don't have to let go of that dream. You need a long term strategy. Your short term strategy has to be about cash flow, it just does, you have to pay yourself first. Maybe it's three years down the road that you offer these additional services to the unemployed who need the resume help or whatever it is, it doesn't mean that you can't never do it. There isn't an order of priority that you have to follow. Even with the larger corporations that I work with, sometimes that's not super clear, like your cash flow engine is number one priority. Number two is your operational stuff. Number three is strategic. I would like to be more philanthropic, like a strategic initiative. That's last, it has to be last not because it doesn't matter, but because the other two pieces aren't in place. That's never gonna happen.

Robert Peterson  13:21  

Never very effectively. Absolutely. One of the challenges and obviously we live in an interesting time, especially corporate, there's these great startups, ever since the bubble burst, there's these tech startups, and of course, through the pandemic, we saw the rise of Uber and DoorDash. What people don't realize about companies like Uber and DoorDash, and all of these scooter companies and things is they're not making any money. They're living off of their investors, and they are not yet profitable, even after all of this in the pandemic. Entrepreneurs don't have the freedom to do that unless they have an angel investor, and they have this huge business plan and they're getting, they're giving away stocks for money. Typical entrepreneurs need cash. Cash is key.

Carrie LaDue  14:25  

It is and a lot of the people that I work with, they're good. They're not driven by money per se. They're driven by impact, and that's beautiful, that those are the kinds of businesses that I like to work with. There seems to be some misperceptions that one can't, they can't coexist. You can't both recognize the value of money and cash flow into a business and also be driven by impact. The thing is that the healthier your bottom line is as a business, the more impact If you're able to have, the more service you can provide to your clients, the better service you can provide your clients, the better results you can get for your clients, when when you're not charging your clients enough, and that profit isn't there, you end up spread too thin amongst all of these different clients and customers versus being able to say, hey, I got your back, and I'm going to make sure whatever I provide to is going to get you what you need. That belief that a lot of new business owners have, it gets in a lot of people's way, unfortunately.

Robert Peterson  15:36  

That kind of leads to the value conversation. We are so caught up in this price idea. We're taught as children that you work for your money, and then your value is based on the amount of money you can get per hour. Then when you become an entrepreneur, you start thinking about, if I spend two hours doing this for a customer, then it's probably worth, if I'm doing it at $50 an hour, then that's worth $100. Rather than thinking about what is the impact that my service has on the client? What is that? What does that get them? If I can increase their bottom line by $10,000 a month? What's that worth to them? I'm not going to charge them $100 To give them 10,000? Exactly. I'd be crazy. If my service, is that effective? That big of an impact? First of all, they'd never believe it. They'd look at it and go, there's no way if I only give you $100, that you're gonna help me get 10,000, they would if the value doesn't fit. The one thing that I think a lot of entrepreneurs really struggle with is seeing the value in their service. Understanding the idea that, the higher value you charge somebody, the more they value it and so changing the price actually increases the value. The impact because people are more committed, the more that they're investing in it.

Carrie LaDue  17:10  

Yes, all day long. Underlying one's fear is fear. People feel like, if I'm going to increase my price, and I'm going to charge more money for this, they feel on the hook to get results. What if I can't get results? That's a different problem to solve. You have to get results if you're gonna stay in business. If you have to really disentangle, is this really just an unfounded fear? Or am I really not able to get results for people because if you're not, then you're not working in the right stream of business. Your integrity is on the line, you represent your brand. You won't be successful in the long run. You have to ask, what is this just impostor syndrome that I'm dealing with? Every entrepreneur, I don't care if they're making less than six figures, six, seven or eight figures. I've never coached an entrepreneur that hasn't doesn't grapple with imposter syndrome, sometimes.

Robert Peterson  18:11  

It's not just entrepreneurs. I've heard Tim Ferriss interviewing Hugh Jackman. Hugh Jackman is considered the manliest man on the planet and a great actor, awards and huge movies. Even in filming, the greatest showman, he was dealing with imposter syndrome in the midst of this great production. It happens to far more people that most everybody thinks, oh, it's just me. I'm the only one.

Carrie LaDue  18:40  

Like I said, I've never met, I've never worked with anybody, I don't think I've ever met anybody, if you're pushing your boundaries, and if you're an entrepreneur, you are you, you're putting yourself out there. If you're the kind of person that's pushing out of your comfort zone, you're gonna experience that. You have to figure out is it that? Is it just like the mental hurdle I need to get over? Or am I really not able to produce legitimate results for these people? If you're able to produce legitimate results for people, then like you said, you have to figure out what that value is, that you're in really charge that I know, for myself, and I don't know if you'd agree with this, but there's a saying, you get what you pay for. That's about our perceived value, are you always going to buy the cheaper trash bags? Heck, no. When you believe that, based on experience, that when you're going to bring it into the garbage can you're gonna have a big huge mess to clean up. We've all done that in our life where we've tried to go on the cheap and then later have been like, Yeah, probably shouldn't have done that and it ends up being a big time suck and all buyers have that mentality. We have to help. More entrepreneurs understand that in terms of perceived value.

Robert Peterson  19:59  

It doesn't take getting just a few people results, it increases your value, increases your market, increases your network, because those people are going to start being your raving fans and saying, Wow, this was amazing. This worked for me. Well, boom, boom, boom. It turns very quickly.

Carrie LaDue  20:25  

I love encouraging people to do things like beta testing or pilot programs, where you let people know, even if you're early, even if you are an established business, but you're bringing on a new line of revenue, like something different that you haven't done before. offering that as a beta model, or a pilot program is really valuable. You can say to people, Hey, this is a new thing, be honest about if I think it's gonna go great, you're definitely gonna get some value. Can we do this in exchange for creating a case study? Can we do this in exchange for your feedback, whatever that is. What that does for the entrepreneur is it kind of flowers that we're talking about that fear of like, oh, gosh, now I have to deliver results? You're saying, hey, this isn't going to be perfect, I'm in testing mode. The people who sign up for those kinds of experiences are so grateful to give you wonderful feedback in terms of how you're doing and how you can do it better. They feel like they feel honored, they feel engaged in the process, it's just a really smart thing to do. To build up that Bank of evidence of your ability to get results.

Robert Peterson  21:40  

Very early on, you mentioned your first jump into entrepreneurship and that you had a strong network, but quickly ran that network out. Let's talk about helping. How do you get clients consistently? How do you keep your funnel full, if you're using that marketing model, but really just how do you keep making new connections?

Carrie LaDue  22:06  

You're always, this depends on the stage of business that you're in. I think about business and kind of three stages, you have a foundational stage, where you're just like, building the foundation of the house, you're figuring out your offers, your services, your pricing, your packaging, and marketing at that stage is different than when you're in the growth stage of business. At the growth stage of business, you have at least somewhat of a proven track record, even if it's only a few clients, your services, your offerings, they're getting more clear, because let's remember, all of this is iterative to write like, nobody is, that's the one thing I'm going to sell in the never change it. Then you have your scaling fat phase of business where you have a proven model, you have a proven method, you have a lot of evidence, and it's like turning up the heat. In terms of how to get clients and fill your pipeline, I believe that depending on the stage of business you're in, has to play a big role in that. One of the things that in our program, find your flow is the name of it, the business that I recently sold, one of the things that we saw was a lot of people came to us and they had there was a mismatch between where they were at in business and the marketing strategies they were trying, you can waste a lot of money and a lot of time and then feel really bad about yourself. If those two things aren't matched up. Really complicated funnels. For a brand new business with no testimonials, no social proof, they don't have good messaging down, they don't know their people inside and out, like all of the things that go into high converting, we'll just say a webinar funnel just for the heck of it. So many people out there sell those kinds of programs to brand new entrepreneurs who are not ready for it. Then those people aren't successful, and they feel really bad. They create self doubt. Then there's the kind of spiral, those strategies can be great when you're in the scaling phase, but you try to do it too soon, that isn't gonna work out well

Robert Peterson  24:19  

Especially if they're trying to support the webinar with ads. They put in paid ads up there before they're making 10,000 a month and digging a giant hole and buying Mark Zuckerberg more car parts or whatever he needs, and there is a time and a place for ads. It's not before you're generating revenue. It's the philanthropy piece. We want to have that philanthropy piece but you gotta be making money.

Carrie LaDue  24:56  

Yes, you do and you have to be testing your messaging, your positioning, your offers, you have to have some level of confidence in those things. Before you do paid advertising, paid advertising, again, that's for scaling. What that means is you have like proof, you have evidence this is going to work. It's amazing to me how many people out there are willing to take the money of new entrepreneurs and be sure, you don't know what the heck you're doing yet. We will help you figure that out, and I feel so strongly about this, because I made all these mistakes. I did all these things. 

Robert Peterson  25:34  

The sad thing is that there's so much bad marketing, advice and courses and they give us 1000. You give us $1,000. There's no guarantee. They're just taking your money, and they're theirs. They're leaving, you feel like you failed, and you didn't do it. Their service just isn't. It's not providing the information that people really need. That helps them really niche down, that the messaging comes from the niche and the messaging goes together. It's so important to know this little market that you serve, and be able to answer all their questions, and you talked about pain and struggle, the more you can narrow that pain and struggle down to something so that when you're talking about what you do, or who you serve, the person listening is going, Oh, that's me. I want their help. That's me. That happens, that messaging happens in combination with knowing your niche. Those two, just, they've so important. That's why niching is so important. So many entrepreneurs are just convinced that, if I just talk about this, I talk about my benefits and the features and I want to help it and and you have to talk about the pain in the struggle, because nobody cares about the features and benefits of this great thing that you have. If you're not matching it to the pain in the struggle.

Carrie LaDue  27:13  

There are so many things that you said there that I wholeheartedly agree with. The challenge for people is your question: how do you get those clients? You can do market research, which I won't get on all my soapbox today, but how that's taught drives me crazy . You can interview a couple of people, it's still not enough. I learned about my clients through doing the work with my clients. That's how you start to nail that map that messaging to be able to more publicly promote your business. I loved it when people would say to me, Oh, my God, get out of my head, I was using their words, I knew that, that was that was fat, fabulous. It took me a full year of working with a lot of clients before I was able to get to that place with my messaging. You're not gonna get that from looking up reviews on Amazon books is like one thing that's odd or whatever, you have to work with people. Here's the question, Robert. How do you find those people when you're new? How do you work with them? You build relationships by going where your people are, you go to networking events, you go groups online, a lot of people like that because they don't want to leave their house these days, their love in their pajamas and like never seen people in person. A lot of groups are a lot more about promotion than actual relationship building. You have to find the groups where people are actually there and showing up, but telling people about your business. Just tell people I got this new business, I have this awesome thing. It's amazing. I get these incredible results. Who do you know? Can we talk about three people you might know, that could maybe benefit from what I do, telling your family telling your friends, just telling the public like telling your network and there's a lot of people who I don't know think that they're going to build a business but they're not telling anybody about their business.

Robert Peterson  29:18  

I call it Amway syndrome. You got the network marketing and The MLM and you hit up all your family members. Now nobody in your family wants to talk to you anymore because they all have a box of soap hidden in there, hidden in the closet. The truth is, if your business helps people, you've got to tell them you have to tell an end, you should want to tell everybody, you should be your own biggest fan, you should be telling everybody, this is what I do. I love it. The reason I love it is because I'm helping people do this. Not be so awkward and afraid to talk about it. You mentioned something really powerful in that networking thing. You can jump on meetups, you can find all kinds of meetups now online, in person all over the place. Find the ones that want to talk about business and want to build relationships and share referrals. There's some paid ones, and there's some free ones. Find people that aren't just having breakfast together and hanging out as a social club.

Carrie LaDue  31:03  

One of my favorite strategies is for getting clients when you've got a new line of service or you're new to business. See, if market research is an ongoing activity in a business, it's not something you just do in the beginning, you're always doing it. I'm five years old, in three years, five years going on six years, into running a business. I still use this strategy. meeting those finding your people, building relationships with those people and inviting those people to be a part of your research, and inviting them to a phone call and doing a 20 minute interview, where you can really start to better understand your ideal target market, and ask them those questions. Then going back to those people later, and sharing your findings, this is especially useful for b2b which I work in. If it's B to C, you can go back to them later and say, Hey, based on your feedback that you gave me, I've created something that I think you would be really interested in, because you helped me to create it. Would you be interested in trying the software out and those people who help you with your research can become some of your first clients? If not, they can become really good referrals for you. This strategy works in any business, for any market. For any price point. I've used it in every different iteration of my business, and it works marvelously well.

Robert Peterson  32:34  

I love that you're initiating conversations, asking specific questions that will help you create your offer. Then you can share the total results, here's the results from the conversation, would you be interested. Then based on those results, we've created this offer. We'd like to offer it to you as a beta tester. We're starting with the beta test or the pilot program at this lower rate, or this lower price, including free if you're not confident in it, give it for free to get a case study. That's powerful.

Carrie LaDue  33:14  

It works across the board, b2b, b2c. Right now a lot of our work with our companies, their larger companies are seven and eight figure companies, I still do work with small businesses as well. Even with our larger companies, when we're trying to bring on, get to know them better, and get to understand what's in their head and what's in their hearts, I spend time on interviews, asking them questions and say, Hey, I'm doing this research, I'm going to turn it back around to you. It's a value to you. You can understand what I learned through my research about your industry. That's a current approach I'm taking but in other times, it's just been, I've now created this thing that I think you might be interested in. Of course, they're gonna be like, Yeah, that sounds perfect. It was in alignment with all of the problems they shared with you.

Robert Peterson  34:06  

So powerful,

Carrie LaDue  34:07  

and free, it doesn't cost anything.

Robert Peterson  34:10  

You can at least share the case studies. You can help them see, I interviewed 2020 entrepreneurs or I interviewed 20 CEOs and guess what your results are similar to theirs. They're gonna look at that go, ha ha a mammal, who all these struggles I'm feeling other people are feeling as well. Then that empowers their struggle. That empowers the struggle, but then it also says, wow, this person cared about my struggle, and now they've got a solution for it. All of that is going to be powerful. Of course I need this.

Carrie LaDue  34:46  

The other thing that's part that this process does that we haven't touched upon yet in terms of getting clients is you build trust and rapport, because you've interviewed them and so when we were talking earlier about why paid ads Don't work for so many entrepreneurs and don't work too soon as because people aren't going to buy from you if you have no trust and rapport with them. Having that interview provides this perfect container for them to get to know you. They're divulging things that are a bit personal, they're being vulnerable, you're being respectful. It's a beautiful way to speak in a relationship. I look at it like this. These are potential friends, connections, maybe these people will buy from me, and maybe they never will. If you take a genuine interest in these people, and then their problems and pains, because you should because otherwise, why are you running a business about this? Then those are just really enjoyable conversations sometimes too, you're just continuously expanding your network, whether those research participants ever buy from you or not. It's time really well spent.

Robert Peterson  35:54  

Oh, absolutely. It's intentional networking. You're being very intentional in your networking, rather than focused on, hey, where's the nachos? The chips and the beer? Let me have these conversations or be the creepy guy running around the room handing out business cards. Can I get a business card? They go home with a pile of business cards, but you don't even know their faces. We couldn't pick them out of a crowd if you can have an intentional conversation and ask very specific questions that aren't creepy, or are very intentional. Say, Oh, I find your business really fascinating. Can I ask you some more questions? Yeah. Of course, they're gonna want to share more about their business. That even works on LinkedIn like this, you could be doing these initial connections on LinkedIn. You make a first connection, and you say, Wow, I'm fascinated by your business. Could I ask you some more questions?

Carrie LaDue  36:57  

Absolutely. If you take the focus off yourself, and just put it on your people, like be insanely curious, about being genuinely curious about these people and be authentic about that. They're going to respond to that, the energy that you bring into any of these interactions really makes a difference. If you're all stuck in your head and making it about you, I have to get this information because I have to get this research. I have to get this client Mee Mee Mee it doesn't matter what words you use, people feel that. If you can just go into this with, this is gonna be fun, I'm gonna meet some cool people, I'm gonna learn some things, I'm gonna make a new friend, maybe that people will feel good about that. I know, for newer entrepreneurs, making it all about them is sort of the tendency and making it about the other person, and it'll make a big difference.

Robert Peterson  37:56  

Oh, love that genuine curiosity. Obviously, curiosity is one of the most powerful tools that we have, even for ourselves. Using curiosity to challenge that voice in your head. It is really powerful. We talked about imposter syndrome. When that voice makes comments or says things, asking that voice of question is far more challenging than just believing it?

Carrie LaDue  38:23  

Oh, yeah. I've often thought that going into business for yourself is the best personal growth, you know, personal development that you never asked for. I was kind of a personal growth and development junkie before I started my business, but I never could have imagined the intensity in which you become forced to really look at yourself and your beliefs and your thoughts, and really create some discipline around that. Even if you're a confident person to begin with, it'll push on every single insecurity you've ever had, I don't care who you are. All of those times that it's doing that are such incredible opportunities to really pause and get okay. What is this really about right now? To question those things. That's key to being really successful.

Robert Peterson  39:25  

It's definitely a crucible, I think about the crucible melting the gold and then the impurities float to the top, if you allow it to get hot enough. If the gold doesn't get hot enough, then the refining fire can't get those impurities out, but a lot of entrepreneurs feel the heat and then they jump out of the fire, which is why the statistics for small businesses are sad. One of the challenges that I've seen, at least as a coach, is this Oh, that independent spirit that caused them to start the business has left them feeling like they have to do it alone.

Carrie LaDue  40:08  

Yeah, what is that about? When you look at like, top performers in the world, when you look at elite athletes, they didn't become peak performing athletes on their own. How many different coaches and mentors did they have along the way lighting and, a light under their butt to double down to train harder to keep going when things felt tough to believe in themselves. It's always been so interesting to me that when it comes to business, what should I know the answers to? Why should you know the answers?

Robert Peterson  40:45  

Even though you don't even know the question yet? How would you know the answer until you're in that crucible? That's why you hire a coach for it. The coach asks the questions, you're not asking yourself.

Carrie LaDue  40:58  

Why do you think teachers and coaches and mentors and advisors exist like they have always existed? Why do we have a Prentice ship since the beginning of time, because you have to learn from people that have been down that path before. If they haven't been down that path before, if you're talking about coaches, for example, they at least know how to ask the right questions to unlock, the answers that you do have that maybe are just not super evident yet.

Robert Peterson  41:29  

That's another great one, too, if they want to have a coach that knows. There are coaches, right for realtors for mortgage brokers that have basically created systems or processes that can help people be more successful if you just do these exact steps. There's a lot of coaches that I don't need to be an expert in the person's business to be able to help them. I like to share that Tom Brady's quarterback coach has never won a Super Bowl. Yet, Tom Brady pays a quarterback coach to help him because the coach can watch him from the outside and see his technique and work on the things that Tom Brady can't see himself. That's really the power of a coach is that curiosity that coach can bring? In that perspective from outside of your business?

Carrie LaDue  42:22  

Yeah, totally. 100% There's so many things that are tied to that, like the imposter syndrome that somebody might feel working with somebody if they haven't been in that same line of work. I heard somebody say to say one time, does an oncologist have to have had cancer? No, right. You right now, that's not necessarily. It doesn't mean for those people who are entrepreneurs working across industry and things like that, or for coaches working across industry, it doesn't mean that you can't understand, best practices for the people, the patterns, the trends, the best practices that you need to help, your people, if not, everybody's everybody thinks their business, their unique snowflake, and their business is super unique. It's just not true. There's things that work, there's things that don't work, there's things that are better than others. Most things are applicable beyond one teeny tiny stream of reality in life.

Robert Peterson  43:27  

That's the importance of identifying that niche again. You are a unique snowflake in regards to how you deliver and how you communicate. If you communicate specifically to a niche that aligns with that, you're gonna attract the people that you love to hang out with, and you love to help and you love to work with. Instead, you're trying to focus on Oh, I'm caught up on all these people that make them become millionaires, they have to make a million dollars, they make a million dollars, they probably don't need what you're offering, or they've already gotten it. That niching down, that narrowing down is really about matching, being in alignment with who you are, and who you want to serve. When those two things align, it really makes a huge difference. I don't know why entrepreneurs really struggle with that idea, but it applies in so many areas that we've talked about. The growth, finding that stage where you're in alignment with your messaging, even that you talked about interviewing people, knowing which people to interview and targeting those people specifically is great because it won't do you any good to interview college kids. If your target is, next generation people right and so knowing who that target is so vital to communicating with the right people, I can make 100 sales calls. If I'm talking to the wrong people, I'm wasting my time and I'm wasting their time.

Carrie LaDue  45:03  

In those interviews, you might find that who you thought you wanted to serve isn't, in fact, who you want to serve, either. Wouldn't you rather figure that out sooner rather than later, now, before you do spend the $10,000 a month on ads that aren't gonna work for you,

Robert Peterson  45:22  

which is why they aren't gonna work. Now you've figured it out, or you end up with a whole client base that's paying you money and expecting you to serve them, and you can't stand talking to any of them.

Carrie LaDue  45:34  

That's the best part about growing your own business, a service based business in particular is that, unlike when you're employed at a job, and you can't choose your colleagues, when you run a business, you can choose your clients. If you're having to work with people that you don't like, that's fine.

Robert Peterson  45:56  

You can absolutely choose to work with people that need what you have to offer, they want the solution that you can help them get, and they're willing to pay for it. If those things are in alignment. I'm a true believer that the idea, you wouldn't get the idea if it wasn't going to serve you. If you've gotten this idea to solve a problem, trust it, and feed it and nourish it and find the right people that align with it. And great things happen.

Carrie LaDue  46:30  

Yeah, I appreciate that so much. Trusting and being intuitive is an important part of being good in business, you can't only rely on your head, we all get those little feelings, nudges inclinations. I just say, Okay, that's great, go with that, but back it up with some data, go test, go test that try it out in the market, do the research, find out if that inclination is really a problem that's worth solving. I like to pair those things, pair the data with the intuition. That's a pretty powerful combination.

Robert Peterson  47:09  

Oh, absolutely. The challenge is the majority of people get the idea. The little voice says, you can't do that. You've never done that before. The idea just goes away. We ignore it. I love that the imposter voices what you've never done before? Nobody had ever made the iPhone before. Nobody had ever. Nobody had ever made any of these things before they existed. It was a human creating this idea. Then bringing that idea into the world and making it real. Yet that little voice says that was such competence that it kills so many dreams.

Carrie LaDue  47:52  


Robert Peterson  47:53  

whew, man, you've shared some really great stuff. You've had some really great success in business. What's your biggest challenge?

Carrie LaDue  48:05  

Focus, it's one thing that I do, it's one of the things that I teach. I probably teach it because it's forever going to be something that I have to be really disciplined about. When you get a good idea, like we were just talking about, you think of something that can help more people or help people more deeply. They had an idea this morning, that was great. I was like telling my husband, I'm like, I've got the truth bumps, when I get the bumps and like the hair stand up, like really excited about it. Having to delay those things and say like, this is my current 90 day plan, this is my year plan, you can change your your long business strategy, or I actually help people right through your business strategies, then we break it down, no carrie like that your this is where you're at for 90 days, write it down, put it in a notebook, trust that if it really is meant to be, it'll happen later. Here's what you're doing. That for me is something that I'm often challenged by?

Robert Peterson  49:10  

I appreciate that you honor it. You write it down. I encourage people all the time, that not every idea is meant for you. You've got a whole network of people that you're working with. Maybe some of these ideas are for them. If you don't honor it and write it down, it'll be lost. Honoring the idea, and then maybe it is for you, but you recognize but not right now. 

Carrie LaDue  49:35  

Challenge patients.

Robert Peterson  49:37  

Absolutely. Then there are ideas that, if you've honored ideas, guess what happens? You get more ideas That you become an idea generating machine because you're honoring that creativity, you're honoring that connection, and more ideas are going to come and then sometimes that idea is holy smoke, this is the thing. You look at your three year plan and you go This is the thing, and tested properly or do whatever you have to do to make it align. Sometimes a lot of people are missing a lot of those creative ideas, because they're not honoring them, they're not writing them down and not paying attention to them. Then they get cut off. If you don't honor it, you don't use it, they'll quit coming, because that's how your brain works. Your brain loves things that you celebrate, it loves things, and your brain loves that you write them down. At least she's paying attention.

Carrie LaDue  50:37  

You're on the flip side of that, too. The other way that it supports me and being more focused is that I can have a lot of really great ideas, and I can write them down. If I go back to it three months later, I'm no longer excited about it. Thank goodness, I didn't put a whole bunch of time and energy into executing it, the idea has to be compelling enough to sustain you, for a long enough time to put enough effort in to get results.That is a struggle for a lot of entrepreneurs, if they don't get results fast enough. They cut and run and so whatever you're going after, it has to matter a lot to you and enough to you to stick with it long enough to get the results because they do not come overnight.

Robert Peterson  51:29  

There's a reason that Napoleon Hill shared the Three Feet From Gold story. Entrepreneurs nowadays are quitting 300 Feet From Gold, because they're not even willing to put in the work to get that far and so good. You mentioned personal growth junkie, you mentioned obviously, you're helping lots of people on their personal growth journeys in so many ways, and aligning their business. However routines serve you in keeping you focused in keeping you in your plan.

Carrie LaDue  52:02  

Oh, my gosh, here's the funny thing about routines, finding nature, I am a routine resistor. I need routines more than like anything else to be healthy and to thrive. We know that's true for humans, like why we put children on a regular sleep schedule, and a regular feeding schedule. Us humans need routine. The funny thing is people who are creative and entrepreneurs tend to be really creative. We like to resist it, I want to go with the flow and lifestyle, the creative energy, that is a recipe for disaster in my mind in terms of running a business. I'm very disciplined and very diligent about creating my priorities. I plan three or three years out, one year out every 90 days, every month, every week, and every day. I set goals for all of my time, every single day, except for the weekends. On the weekends, I like to fly by the seat of my pants, like Monday through Friday. I did it the night before. What I like to do is I like to wake up and do the hardest thing first. I like to already know what I'm going to work on. If you wake up in the morning, and you don't yet know what that hard thing is that you're going to get accomplished. You're wasting that precious brain energy to figure out what the thing is that you need to get done. A lot of the work that I always practice is what I preach all the time keeps me really honest. A big part of my work is helping business owners create those same kinds of systems. What happens is, you don't feel boxed in or locked in by it, you actually feel liberated by it because your brain relaxes. Your brain is like, you have such a good system of making sure that the important stuff gets done. I don't have to separate on like this to do list, I don't have to be overwhelmed, because I see that there's a plan in place to get it done. Like so many things we've talked about today, people's perceptions about routines, and what they do is usually pretty far off the mark based on what they actually do. Then we have all this kind of like, I'm a neuroscience geek too, that really backs that up. That being really intentional with your time helps your brain relax, and then you have those creative juices that can flow which is what you really need to be successful.

Robert Peterson  54:40  

Oh, man, there's so much in there.

Carrie LaDue  54:45  

I get a little excited when we start talking about peak performance stuff.

Robert Peterson  54:49  

There's so much to that first of all the idea of the night before. I'm a huge advocate of a morning routine, but it starts the night before, cuz the neuroscience things, I love to plant that seed in my brain of what's so important and my brain spends eight hours working without me. That's so powerful to lean into that big rock the next morning, and the brains already, I've it. I figured it out six hours ago. 

Carrie LaDue  55:21  

you're sleeping better because you're not laying there thinking about the thing you need to do the next day, you've already, put it in the calendar, put it in the journal, made the space for it, your brain already knows it's gonna happen. Now you can get that good night's rest you need.

Robert Peterson  55:35  

Oh, so good. I love discussing decision fatigue. It's becoming more and more challenging to our brains. Everywhere you go in everything you do, you just have a plethora of options, while my mom just passed from Alzheimer's, but one of the first things we noticed was that she would say, I don't have anything to wear, but she's got a closet full of clothes. We'd go to a restaurant and she'd look at the menu and she would just say I don't want anything. What it really was that she couldn't pick. When we narrowed it down, we said all right, do you want chicken or beef? Do you want a sandwich or salad like that? That's it, two choices. This decision fatigue is very real. You mentioned the creatives. The creatives want to have all this creative juices and all of this. The body, the brain need the systems to give that space to operate. The brain is really stuck in making all those decisions. For each thing, meal planning, what clothes you're gonna wear. If you can pre there's a reason Steve Jobs wore the same outfit every single day. Oh, yeah. It avoided that one decision. Every one decision that you've already predetermined, saves your brain and allows your brain all that creative space. People really don't get that it occurs, I think about our culture. We had everybody screaming for freedom, and really what they want is anarchy, and everybody to be able to do whatever the blazes they want. The truth is, the more systems you have in place, the more freedom you experience.

Carrie LaDue  57:21  

That's the thing. That doesn't make sense. It sounds counter intuitive. To help people, I think we have to often experience something before we're gonna believe it to be true. You can, you and I can sit here and we can try to convince people of this. Until they actually put some systems in place and follow routines for long enough to feel the difference. They're kind of skeptical, so it's one of those things, get what, give it a shot, what do you have to lose? A lot of us say it's way better, we can all be wrong. Just try it.

Robert Peterson  58:03  

It's counterintuitive, because of the way we've been taught to think about freedom. We've been taught to believe that freedom is without limitation without restrictions. The truth is just like when I was raising my kids, my kids needed boundaries. If we give them boundaries, and we give them guidelines, they actually can experience more freedom and have more experience in life, rather than this list of rules. There's a difference. My Calendar becomes my boundaries, because my calendars are saying what I want to do, what I want to accomplish, and so much good can come from that. Especially when my brain doesn't have decision fatigue, and now I can recognize it because I've been practicing it for so long. If I'm getting overwhelmed, it's because I'm not honoring my systems. Then my brain gets in the way and just wants to take a nap. Instead of my brain being like, Ooh, look at this. I got this idea. I got that idea. I'm feeling really great about this. I love Monday mornings, because, man, we're ready to jump into another week of helping people.

Carrie LaDue  59:08  

Yeah, I had the same experience when my routines and systems slip. I'm not my very best self. When they're good, and they're in place, and I'm being disciplined about it, I definitely everything is better. my energy, my sleep, my clarity, my creativity. It just makes all the difference in the world.

Robert Peterson  59:32  

Carrie, I'm going to throw these two together just because we're running out of time but love to talk about play and fun. We've been talking about routines and those things so play and fun. What do you love to do with your family in your free time?

Carrie LaDue  59:46  

Play and fun is something that when I was younger I didn't have enough of in my life. I was just so serious about career and you know, ambition and work just like I used to be a workaholic. I'm glad you brought this up. Just this last week, first my husband and I tried active acro yoga, it's like a partner kind of yoga. It was fun for me, it kind of sucked for him. He was basically lying on the floor trying to hold me up and all these different ways. I felt he was sore. It was new, we hadn't ever done it before. That was really fun. The week before that, he wanted to go rock climbing. We found an indoor rock climbing wall. If you ever do that, it's fun, but wear gloves. We're always looking, we might do some salsa classes or something in the next week or so. We both have a tendency, our pattern is to work hard. We really love what we do and put a lot of energy in that. We have to be very proactive about making sure that we create balance. We do that by trying new and different things. We've got a house under construction in Mexico, like that's pretty new and different for us that we'll be spending some time out of the country each year. I'm just always looking for ways to keep it fresh, like having that sense of adventure. Then so does that. Did I cover it you gave me absolutely. I don't know if I got both. That's what I'm all about is just doing things that I try and things that I don't normally do. That's fun for me.

Robert Peterson  1:01:27  

Nice like that. What's your big dream carrie?

Carrie LaDue  1:01:33  

My dreams all revolve around impact. I'm obsessive about helping people in positions of leadership. Let go of the myth that in order to be insanely successful in whatever way you define success, that in order to do that, you have to sacrifice your health, your well being, time with family sense of adventure. I'm really all about helping people have both the balance, the fun, the health, the sprite sense that I'm like, I'm thriving, like I've never been better and insane amounts of success.

Robert Peterson  1:02:12  

They just come with intention. It really does. If you're intentional, you get to have both. So powerful. Carrie, you've just spent an hour networking with all these entrepreneurs that are listening, and you want to leave him with carries Words of Wisdom, what would you share?

Carrie LaDue  1:02:31  

It all comes from belief. Get a grip on your beliefs and you'll become truly limitless.

Robert Peterson  1:02:38  

Carrie, thank you so much for joining and sharing so much wisdom. I ran out of room on my piece of paper to write notes. This was fantastic.

Carrie LaDue  1:02:48  

It's really fun. Thanks so much, Robert. Take care.