Kristi Andrus

and Noelle and Robert talk about her journey from a successful executive career path to mom and entrepreneur. Kristi recognized that her big media career with HBO was not compatible with how she wanted to show up as a mom and wife. She designed a different path and gave up her corporate success for success in helping others.

A little bit about Kristi...

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 Kristi


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Kristi Andrus
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Show Notes

Robert Peterson  0:00  

Our guest today is Kristi Andrus. Kristi is a former media exec at HBO from sopranos to Game of Thrones turn life coach who helps women find the sweet spot and work life balance. She's a mom of three, a wife, a writer, and a rescue dog mom, who is fluent in confidence building, discovering your purpose, accelerating your career, plus travel sabbaticals, and happiness strategies. If you're at a crossroads and want to level up, she's the coach who walks beside you as you tackle your biggest goals and make the most of your life. Kristi Andrus and Nolan Robert talk about her journey from a successful executive mediate career path to mom and entrepreneur. Kristi recognized that her big media career with HBO was not compatible with how she wanted to show up as a mom and wife. She was on a different path and gave up her corporate success for success and helping others or Kristi, thank you so much for joining us today. Looking forward to having you on the show. 

Kristi Andrus

Thanks. I'm excited. 

Robert Peterson

I love this type of conversation. It's gonna be really fun. Typically, we let each guest share their entrepreneurial journey and what led them to starting their own business, and then what you're doing and how you're making an impact now.

Kristi Andrus  2:25  

I'll try to stay on topic.

Kristi Andrus  2:31  

My entrepreneurial journey is about five years in the making now, not quite five.

Kristi Andrus  2:40  

I had no idea what entrepreneurship was. I didn't know it was a thing, or even a possibility in my life. I was firmly entrenched in corporate life. I loved it. I loved the simplicity of doing this, getting this promotion, do this, get this responsibility. It was so clear and it was so natural, I guess ascension after college for me. I was in sports and television for almost 20 years, I think, I don't know, I should count that up. I loved it. They were dynamic industries. They were fun, great leaders. Amazing colleagues. It was all great. Then as I was moving up, and growing a family, I was just in this place where I was doing so much all the time that my life was just way too fast. If you flashback to about 2012. I was offered a bigger role at HBO in New York. I was really excited about it. Within two weeks, I also found out I was pregnant for the first time with twins. I was so naive. I was like, of course, we'll move to New York, and we'll raise twins there. We'll get a nanny, and I'll commute and we'll do all the things. I was so optimistic and eager. Then we started figuring out the logistics of that. At some point in that journey, I had this breakdown with my husband. I said, I don't want to raise my kids in New York, I want them to have a big dog and a big yard and be in Colorado and have a childhood like I had. My husband was like, Oh, thank god, me too. We were just both afraid to say it. Then we just said what if we tried something different? That was kind of just that question, I think it was kind of like opening the door to what entrepreneurship could be. Considering possibilities that didn't look like what if I wasn't climbing the corporate ladder or what if I wasn't really focused on This one kind of career path that I've been on for a long time at that point, I had been at HBO for 13 years. It just was pretty wild to even think about doing something else. At that point, that was in 2012. I had three babies in three years. I was still like, each time just jumping back in after maternity leave traveling every week, flying all over the country and kind of going with it. I felt like I was missing out on both sides, the work didn't have the same meaning my kids were growing so quickly. Right after the maternity leave for the second, which was 2015. I said, I can give it a year. Then we need to have a backup plan and figure out what our next move is. That had big implications for my husband too, frankly, he had been a stay at home dad through all three babies. He gave up his broadcast career, he went remote and virtual and like, contract. Then he was like, so what does that mean? In my mind going back? Are you staying home? I said, I don't know. We should figure it out. Then I left corporate life in 2016, we took what was going to be the rest of the year sabbatical. We turned it into almost two years of traveling and enjoying the family and rethinking what our lives could be. Then 2018, I launched my coaching business, and it's been off to the races ever since. That's kind of a long winded answer. That's how it went.

Robert Peterson  6:44  

Nice. I love the power of a question. Being willing to ask, what if we tried something different? It is so powerful. Communication and working with your husband is pretty powerful, as well as being able to realize that, wait, this isn't what either one of us really wants?

Kristi Andrus  7:13  

Yeah, we had been married for approximately, like 30 days when he was diagnosed with cancer, and talked about a relationship accelerator. It is just our level of trust, and intimacy and interdependence, and willingness to share our vision with each other and all that. Most newlyweds don't have that.We were like mature kind of mature adults, or adults when we met. We kind of had our own lives, our own careers, our own everything. I met him when I was, I think 30, I got set up on my one and only blind date when I was three. When we met, I didn't like the idea of marriage and kids. He wasn't either, we just became really good friends. When we got married, and then boom, that cancer diagnosis, it kind of shifted everything because it had implications about when and how we would have kids and how we would do life together and financial constraints and all of that. I felt like our relationship from Year Zero to year five really quickly. All that to say that when we're faced with these other kinds of big life questions, changing industries, or changing jobs or anything like that, in the whole, like the context of what we had already been through, it just didn't feel like it was the biggest deal in the world.

Robert Peterson  8:47  

Entrepreneurship is a crucible for personal growth. A cancer diagnosis in the midst of a young marriage is a crucible for a relationship, right and kind of accelerates it by putting it under pressure, and that higher temperature and, and it brings the impurities to the top and some people figure out that, hey, you can just, we can scrape these impurities off and we're left with with pure gold. Or we can get caught up in the impurities. Spend their time there.

Kristi Andrus  9:26  

You just learn, I'm a podcast junkie and I was listening when this morning about they're just now starting to kind of study the implications of the pandemic and what psychological growth we've had both as individuals and as the whole world. That's part of it is just the resilience and the life lessons and the distilling of what's important to you and all those things that kind of inevitably happen that You would never choose the things that are hard to go through and endure. If you survive them, there's so much beauty sometimes and what comes out of that?

Noelle Peterson  10:10  

Oh, absolutely. As you decided to go into coaching, you've got three little ones and figuring out life, how, and what is it? What did it look like to design your business around your family?

Kristi Andrus  10:23  

That's a really good question. I wish more women asked themselves that when they're becoming an entrepreneur. I do this exercise a lot with my clients. I did it with myself, as well. We like if you take a piece of paper, you divide it into three columns, and one column is your non negotiables, one column is your negotiables. One column is your easy gifts. I literally thought about it, I had this body of evidence and success in my corporate life. I wanted to figure out what I wanted to pull forward and what I wanted to leave behind. For example, coaching came naturally, because that was the part of my corporate life that I loved. I still wanted to lead teams, develop people, bring resources together, guide them on journeys, take a vision and articulate that vision and execute against that vision, all those skills were corporate skills that I wanted in my business. There were some things that I didn't want, traveling all the time, or clients that didn't align with my values, or being busy for the sake of being busy. Things like that. There were some things that I didn't want to bring forward. I listed those out. Then I tried to, in early iterations of my business, I tried to align what matters to me, what matters to my potential client, and where do I think I can deliver real value. I had a bunch of different ideas that I thought about like coaching women through supporting their spouse, or our loved one who had cancer who had been through a certain journey like that, or IVF, because that was one of the journeys we had after cancer, given his diagnosis. There were things like I thought about one of them, one of the most telling times of my early business was, I thought I wanted to help women get to the C suite faster, because my thought was more women in executive positions means more change more progressive decisions, it means systemic, like shifts, I had all the things going for it that checked my boxes. What instead I found was, I was so done with corporate life, that I would get on the elevator in my suit. I would get sweaty, and I was like, this is not where I want to be anymore. This is not who I am anymore. I want to be more creative, I want to write, I want to do the things that were missing in my corporate life that were really integral to my process. What are the things that I always love to do that aren't currently being utilized in my corporate life. It was trial and error. Basically, it was, these are the things I think I want to do. This is where I think I want to help. Then I would have conversations, and I would get clients and I would like to try it. It wasn't very. It was probably less analytical, and less by design, then it could have been, but also I was really into just doing it my way and trusting myself and letting it go where it went. It was basically like almost overcorrect from how prescribed my corporate life was. I'm like, let's see what happens all the time. It turned out to be great because I could put my real life, my family life at the center of every consideration. Then if it benefited the business and my family life then it was a no brainer

Robert Peterson  14:10  

Nice.Clarify the three columns again. 

Kristi Andrus  14:14  

One is negotiables. Negotiables are the things that matter to you. There's wiggle room, room for negotiation. It could be like, I didn't want to travel every week and jump on a plane every week. I was willing to travel for the right client or the right project. There's some gray area, non negotiables are those things that you just know are soul sucking, they are not good for you and whether you've been doing them or not, you're ready to take them out of the equation. For me, I worked in very large, very publicly traded media company for so long and change was like it was a Herculean effort and I wanted to be a non negotiable for me was I want to be in the sweet spot of innovation and creativity and doing things on the spur of the moment that was a big one for me. Or easily gives her those things that in a true negotiation where you, the other side of the table may want that thing from you. It may be just an easy decision for you to give it but you're not going to offer it up, you're going to hold it to negotiate. Within our family, for example, me staying home was an easy give, although it was such a departure from where we had been where my husband was home, required some negotiation, that meant him going back out there

Robert Peterson  15:47  

I still missed the third column. Yes. Oh, is it gives? Sorry. I got a little caught up in the story.

Kristi Andrus  15:56  

Yeah. It's one of those things that some people are list makers, some people like pros and cons, whatever I like to say. By the way, it's an ever evolving document. At your different life stages or different priorities in your life, things change and can shift from one column to the next or come off the list entirely. Like pandemic life. How many people could never conceivably think of themselves as remote workers, and now that's negotiable for them? Or now, maybe that's non negotiable. They want to do that going forward? 

Robert Peterson  16:33  

Oh, absolutely. Traumatic events can definitely impact your columns completely. To recover from a traumatic event, opens up the possibilities of starting that column. All of those over. Something that's non negotiable before an injury is absolutely.

Kristi Andrus  16:59  

People gotta give themselves some grace about that. We get pretty entrenched in like, who we are, I'm not the kind of person who does this, or I am the kind of person who does this. Give yourself some room to change and grow and figure it out and try things that maybe are outside your comfort zone, or, it's a pretty big jump from executive 200 printer, employee to entrepreneur and you think you know how it's going to go. 

Noelle Peterson  17:37  

You're talking about the journey that you've taken to find your niche and the ladies that you want to help? How has that focus helped you?

Kristi Andrus  17:48  

It was really important to me that I coached things that I know firsthand, and that I meet women where they are, no matter where they are in their journey. There's some common denominators. If I say, the short version of what I do, I'd say I help women crush their goals and love their journey. That's pretty broad. If you just take the themes or the commonalities between the clients I have, they're always ambitious, they're always competitive. They're always kind of at an intersection where they're life is calling them to level up, and they're a little in over their head for maybe the first time. It could be from wife to first time mom, it could be from mid level management to executive, it could be like you said, I helped challenge or something, a family dynamic, or something where they're just like, I'm in the deepwater now. I would like someone to hold my hand and walk me through this. There's always a business piece. While I don't know, let me think about that for a sec. I don't think I've ever worked with a woman who isn't like, driven in her career, starting a business like doing something like we're definitely working women. That's the path I know. While my career is infinitely less important to me, since I became a mom, it's still who I am and I love to lead and achieve branding and marketing. I eat all that stuff up. It works well for me to be working with women who also want to talk business and talk shop all the time, and also accomplish these like big life goals. I would say it's been organic in the sense of finding that person and it's just now it's at the point where I'm more focused on growing my audience because the woman who calls me said she already knows she wants to work with me. I already know in the course of a five or 10 minute conversation if she's going to be a good fit. Now it's always that sweet spot. It's just getting more clients and broadening my message.

Robert Peterson  20:21  

It sounds like you're at that scaling stage. You want to work with and you know how to communicate that? You've identified a good niche. Now, what are you doing to increase that audit audience to get more of those calls?

Kristi Andrus  20:36  

I would say it's multifaceted. I'm a writer. A lot of long form content, I'm on medium, and I contribute to a handful. 20, something other publications. I like to, as much as I love social media for just drop ins and videos and highlights and stuff. Long form content is where it's at, for me, because I like deep dives into stuff. Writing a lot is one way, social media is another way. Then stuff like this, where I am talking to my people who are also obsessed with entrepreneurship, and who are doing cool things in their own lives. I haven't done a lot of paid media yet, but I am not opposed to it necessarily. It just wasn't my focus. The last couple years, during pandemic life, I was more focused on kind of walking the walk of what I was teaching, which was balancing, remote schooling three kids, during the pandemic, and running my business. That was a lot that was more than a lot. I just wasn't ready to take on all the stuff that I'm ready to take on now.

Noelle Peterson  21:57  

I know you mean, being in the corporate world, you had lots of people that were over you and guided you through life. What would you say were good examples or relationships that were like a mentor? How has that helped you get to where you are?

Kristi Andrus  22:12  

I was very lucky in that even though I was in sports and televisions, which are typically, like male dominated kind of arenas, I had a lot of female, strong female role models in both both areas, and women who to who were not just career focused, but also had families or had things going on in their personal lives. A lot of examples of how to do balance. Now, I didn't love how they all did balance, there were some good examples. There were some good and bad examples. You pick and choose. Then one thing that I did not appreciate while it was happening, because I just didn't know any differently. Now in retrospect, I can see how some of the women who were at the top of the food chain really championed and went to bat for other women in the organization. That wasn't always a direct effect on me. Often, it was, we all kind of rose together. It paved the way for women, in between me and them to advance which ultimately helped me advance or things like that. I don't know. It's funny, because I'll give you a perfect example. I was hired when I was hired at HBO, it was in 2000-2003, I think. Very shortly, within months of coming to this new industry, a new company, a very intimidating company. It was a really big deal for me to start over there. A couple months later, they went through this massive reorg, and the kind of everybody that brought me on board was no longer on the table. It was such a shock to me because I thought okay, well there, that was my fate. That's what's gonna happen to me. It didn't. It forced me to make connections and alliances all across the organization because I couldn't didn't really have a strong network, right. I was in Denver at the time reporting into Oh, my gosh, like San Francisco, New York and Dallas. I was all over the place because I just didn't have a home. I didn't really have a team and I was kind of finding my way. What that allowed me to do was see how different people were leading teams, how different people, some leaders were from the top of the mountain, validating their wisdom kind of leaders, and some leaders were propping up their people and pep talks. There are all kinds of different versions of leadership. There were also all these different versions of balance. I was a young 20, something I wasn't that interested in work life balance, I was just eager to make my mark and keep climbing. I got married and had kids and all those things I could do were those different examples of how women lose. The game was so much. I don't know, just perspective.

Robert Peterson  25:58  

Absolutely. Obviously, in that corporate structure, you had to do up a great deal of confidence, and it sounds like, started rebuilding your network. How did you help that? How did that competence help you transition into this entrepreneurial space?

Kristi Andrus  26:16  

That's a good question. I'm gonna say, I was so sure that it was going to work. What was the alternative? Going back to corporate life? Which like I said, I was just done, I was so done in the way, okay, this is the analogy that I sometimes use is, you know, when you graduate from college, and it was the time of your life, you made your best friends there, had incredible experiences, learned so much, it was just so much fun. Yet, you're like, Thank God, I survived that I never want to go back there. You loved it, and you appreciate it. You're just ready, evolutionary ready to do the next thing. I felt like that was what happened after my career, HBO, I was so grateful for the lessons and the leadership and it was a huge brand, with a lot of status, and enormous mind blowing budgets, which I better believe I fully utilized. I had all this stuff at my fingertips. I was like, Okay, I'm gonna just gonna take all the good stuff about that and plow it over here. It wasn't like the work is not so different in the sense of all the things that I love. It's just that now I feel like I'm making a difference in the world. I'm doing it on an individual level. I'm creating change. That was a piece that was missing for me before. The long way to bring it back to your question was to say, I was just so inspired by the vision of what could be possible for my life that yes, I was confident in my skills and abilities. It wasn't a confidence issue. It was more like, Could I just keep going towards this thing that I wanted to, this vision that I was excited about? I wanted to realize. It was more like a stamina or resilience issue than anything, just keep going. 

Robert Peterson  28:33  

That's really powerful. Having a vision and being so inspired by it, to not give up is at the heart of true entrepreneurship. So many people hit a wall and they quit. Versus versus pushing through and you've had serious life experiences that have played into the option of not quitting not right it's just not on the table.

Kristi Andrus  29:45  

You're right. Sometimes one of the pieces of advice that someone gave me that I feel like has been something I've grabbed ahold of at various points in my entrepreneurial journey was As, at some point, you have to decide this is what I'm doing. You have to decide this is who I am, this is where I'm going, this is the path I'm on. It's not like you have to do this dramatically, burn all your bridges and cut off your lifelines to everything else in your life. I do think you have to decide this is who I am. This is what this is, it is where I'm headed. Then it starts taking all those other distracting options, all those lesser goals off the table. To use it for I don't know if this makes as much sense to a dad. For mom, it's like when you decide you're going to be a mom, whether you temporarily decide and then do it or you are pregnant or whatever stage however it happens for you. There's no going back. There's never a time when you get to say I'm not a mother. If that's you, that something almost clicks into place where it's an identity shift, and now you're a mom, every decision you make going forward is in the context of as a mother, and it's no different when you're an entrepreneur, people who are trying it out, or trying to make a certain financial goal, or our I don't know, even freelancing, or side hustle, or some of those things where they're not, they have kind of one foot in one world and one foot in the other. It's very different from saying, I'm an entrepreneur, I'm a business owner, and this is who I am. This is what I'm doing. That's a commitment for life.

Noelle Peterson  31:40  

How important is play and fun in your world

Kristi Andrus  31:47  

You might be surprised to learn, I'm not great at that. I had so much fun. Early in my career, I had the most fun in my career. I was, 20s into my 30s with a giant expense account traveling all over the place, doing all the fun things. Then when I had three babies so close together, it was such a shock to my sense of prioritization and stuff that I lost touch with that. Ironically, the pandemic reminded me how important it is because everything was so heavy all the time. My stress relief goes to dog walks, I walk my dog, every time I have a creative block, every time I have a stressful coaching call, every time a business decision doesn't go my way, anything where I just grabbed the dog, put her on leash. Being outside moving my body is my thing. With kids, play is so instinctive to them, not just for stress relief for I mean, it's as natural as breathing. They get up, they want to play, eat, they want to play, it's such a part of their life. I've remembered that and I'm getting a lot better at it. I will say not traveling during COVID really reminded me how much play and how much fun I get out of exploration. That's my favorite kind of play, like discovery of a new place. Seeing something overriding always wanted to see learning and planning of a trip. All of that is like that's my play. That's my favorite kind of play.

Noelle Peterson  33:42  

I can resonate with that. Are you a traveler? We were missionaries for 10 years. He was a missions pastor. I could just travel. We got to go on a road trip just down to Colorado Springs yesterday. It was just fun to get away.

Kristi Andrus  33:57  

For people who have that, I don't know if it's a gene or what but if you have it, it's like for the world to stop and to stop moving as well. That was hard.

Robert Peterson  34:11  

I think it was June. 2020, obviously, July 2020. shut everything down. We just got in the car and started driving out on I70. We were heading towards Kansas. I'm like, I'm not going to Kansas and we turned right on to 87 and ended up in Texas instead. Literally, we joke a little but we were looking for sodas that they quit. They quit making sodas. You had to find them in grocery stores and still have them and we drove all the way to Texas to go to a grocery store. Yeah, it's interesting because at the time Colorado was closed up completely. We went in and got dinner in a bar in Texas. That was And it was wide open at the time. No masks, no restrictions. Smoking bars there, which we haven't been used to for 20 years. That was different. We got a hamburger, and we could see other people's faces, it was like, wow, this is, but that bug to do something, and we're kind of committed to go someplace once a month, yeah, just do something. Sometimes it's a big thing. Sometimes it's just to get in a car and drive to another city and stay in a hotel or something.

Kristi Andrus  35:29  

That was kind of our cadence. We would do it for like 10 years, we would do one trip a month, it was usually like a domestic flight, but sometimes International. Then we would do road trips or day trips, on the weekends. We're always going, but what you just said about the just seeing, one of the values of travel for me, is what you just described, which is just seeing how people live their lives, we can get really tunnel vision about this is the right way. Or this is the only way or this is the path I'm on. That kind of tunnel vision about this is the way to do it. For me, that's the beauty of travel is you get out there and you see oh, they're like a billion people and a billion different ways to do life. They're all happy. They're all doing their thing. They're all crushing their goals and working towards things that matter for them and taking care of their families. They're just all interpreting it a little bit differently. It's such an important reminder to not feel like you're, you have to do one way.

Noelle Peterson  36:44  

Looking back at all the success, you've had a wonderful career, and now you get to help women as well, what is your biggest challenge?

Kristi Andrus  36:54  

Oh, my gosh, I have a million, biggest I'm gonna say. Maybe you guys said this, a version of this or a little bit earlier. It's that whole thing about who you have to become for the success, future success of your business, and all explain it this way. Because of the success that I had a lot of fear early in my business, that if I took on all the clients who came to me or that if I marketed my business, or that if I put myself out there, it was going to just become this runaway train, it was just going to keep snowballing. Then I would find myself in the same place that I had just left, which was stress, high stress, working all the time, being away from my family, all the things that I didn't want in my new life. I almost like to put the brakes on too often. I was afraid that it was going to take over my life.Now I know and I have that trust, that self belief that I can, my business can evolve the way I want it to evolve and with the priorities that matter to me. The challenge now is like, what's the next chapter? What does the next chapter of my business look like? The person that I need to be to bring that chapter to life? Robert said it was like self development? You have to keep stepping into bigger shoes. Like that dream. It's not like you arrive, and then you're like, I'm good. It keeps getting a little bit bigger about what you see, the potential of your business, the potential of your life. You got to level up your skills and your all the things that come with it.

Robert Peterson  39:12  

Absolutely. You mentioned that fear. Obviously, our culture and the pandemic and our current economy. A lot of people make fear based decisions versus decisions based on truth. Based on the things that they know, how did you turn that around for yourself to make decisions on what you know, versus, allowing the fear to drive you?

Kristi Andrus  39:47  

That's it's hard and it's kind of something that even if you accomplish it, your life gets bigger and things get more complicated you're done. It's kind of a default setting. A lot of my clients wrestle with this. I usually explain it like this fear is not a sign. People take it as a sign that yes, I should do this or No, I shouldn't do this. Fear is not a sign fear is a survival instinct. When you have that instinct it's you have to rationally and intellectually and emotionally process what is this thing really scary like life threatening I could die? Or is it that I'm outside of my comfort zone? This is something I haven't done. This makes me feel like I can't breathe. Your body doesn't know the difference. Being able to take that breath and process is this Is it what is this fear actually telling me is huge. Then if you can get to the place where you can do that kind of naturally, then the next stage of that is their love. Those are what you're picking in any decision big or small is am I moving more towards love, and I'm moving more towards fear. When you can get into that. It's like a dichotomy that just makes every decision so much easier. For example, when I'm building my business, if I'm choosing my family, that's a choice and love is going to be good for my business, even if it's an indirect path. If I'm choosing balance, for example, over hustle, that's choosing love, that's going to be better. The fear never goes away. The fear never gets easier. It just becomes part of who you are and how you process things. If you have one second, I'll tell you a quick story that really helps me. Elizabeth Gilbert, who is the author, told this story once that I always think of and she talked about when she wrote you pray love, which you know, became the Julie Roberts movie and just took on a life of its own. She talked about how terrified she was the entire time she wrote that book, how she was exposing her whole life story. She's about to be judged and ridiculed. She had no idea it would turn into this massive thing it turned into. She talks about her writing process. She would envision herself taking your fear out of her body and setting it on her desk provider. He would say, Hey, you can ride, you can go along for the ride, but do not get in my way. You're not navigating. You're just a passenger. She would do that exercise before she stepped down. She said when I wrote the book, and it became this thing, and I was on Oprah and all of the things that happened, you would think that fear would go away, because now I know how to do this. Instead my fear got bigger and more powerful. Now people are like, what's your next book gonna be? Is it gonna be a bestseller? Are you going to be on the New York Times bestseller list for 26 weeks, or whatever it was? She said, it was even more terrifying because I thought, now I have to admit that I don't even know how I did it the first time it just was. It just happened. I think about that sometimes with love, even the people who we admire and are doing impossibly amazing things, they're still scared. They've just figured out a way that works for them to do that evaluation of is this a sign? Or is this just me stepping into an unknown place and tackling something that I've never done before?

Robert Peterson  43:38  

That story really shows the power of authenticity. The reason Eat Pray Love was so successful was because she was her authentic self. How do you help women embrace their authentic self?

Kristi Andrus  43:54  

I try to walk the walk as much as possible. I talk about authenticity all the time. I just think there's a difference, I call it shiny people. It's people who have that glow, because they are who they are. It's not like they're unapologetic. They're usually often very sensitive about who they are. They're just very comfortable in that I am who I am and accept me as I am and I'm ready to like whatever happens because I've chosen to be me happens? They're just okay within their skin, but also their place in the world. As often as I can, models that draw attention to that or give people the courage to do that. I do. I tried to nice,

Noelle Peterson  44:47  

What are the blessings of raising your little ones and raising your family while running your business?

Kristi Andrus  44:54  

Everything it's that time freedom is My biggest one in that just being there for their moments and being it's my sole discretion, like if they're a little bit bigger now they're the twins are going to be 10 my little ones going to be eight. They're bigger now but let's say one of them burst in here and was like Mom I caught a grasshopper I have to show it to you right now. I could do that even though I'm in the middle of a podcast. I can be present to everything that unfolds. That is a blessing in every way that it can be. Also during pandemic life, it was a blessing times a blessing times a blessing, because I didn't have all those, like heart wrenching decisions that people had to make about jobs and being somewhere and childcare and schools closing and all that. Then it's also just all the things that I'm modeling with them. We returned something to Amazon the other day and love or hate Amazon, they've left an indelible imprint on the entrepreneurial world. I talked to my kids, when we were interning I was talking about, here's the entrepreneurial Lessons of a frictionless return policy. We walked through that. Those are conversations that they get what an entrepreneur is not, but they have no problem shouting from the rooftops, my mom's entrepreneurs, she's amazing. She does this and that. I like that, I like that they can be a part of my business and see the moms that I'm working with, and the women that I'm helping and feel pride in that. They can also see whether they choose to be entrepreneurial or not, I like that they can see how I get to be creative, or I get to be proud of the things that I'm doing and they can see ambition, both in mom and dad, they can see hard choices, both in mom and dad, they can see all those things up close and personal. It's really fun. It's really, really fun.

Robert Peterson  47:11  

I would take that a step further. One of the challenges for many entrepreneurs is the money mindset. One of the things that I realized now that it was one of the things I didn't get to teach my kids is that It's not only okay to talk about money, but you should always talk about money. Making the money conversation. Okay. Of course, teaching them how money works.

Kristi Andrus  47:40  

I have so much to say about that. Two really recent examples. One is I was having a conversation about the phrase Money doesn't grow on trees, a lot of parents say that because their parents said it or their grandparents, money doesn't grow on trees. What came up was this idea of, no one says where money does come from. A kid might hear that phrase hundreds of times. In the years when they're really forming an opinion about money, and they're hearing Money doesn't grow on trees, money doesn't grow on trees, but no one ever says to them here is where money comes from. Here's how you can have more of it. That really made an impression on me when I had that conversation. You're right, I think we have to have the conversations and not in an overly complex way, but age appropriate way where they start to understand it in the same way they understand water or electricity or other things that seemingly come out of nowhere.

Robert Peterson  48:47  

When you start to be intentional. The challenge for parents is it's quick and easy to say, we can't buy that toy. We can't afford it. Instead of saying we can't buy that toy, because we're choosing to pay for the house and the water and the food. We're intentional about how we're using our money. That's not included right now. Would you like it to be included? We can talk about how we can make that happen? Instead of just simply saying, we can't afford that. The challenge is where we're not intentional with our words. We plant those seeds, like money doesn't grow on trees, but I'm not going to tell you where it does come from, because I don't even know.

Kristi Andrus  49:27  

We were planning a big trip later this year. We say that all the time. When they say Oh, Mom, let's go to the movies today and get five popcorn, five family five pop popcorn. 75 bucks or something. Imagine Yeah, and I say okay, you have a choice time. Do you guys want to go to the movies today and buy popcorn today? Or do we want to have money to shop at the Harry Potter shop in London? That's what we're saving for right now. You have to decide where your priority is? Sometimes they'll say, I want something right now. Kids, it's fine. So I say, Okay, what is something? We could do that for a couple dollars instead of $100? We talked about that. The other thing that came to mind when you first asked that question about money and intentionality is, here's another good one is my, I don't know if your kids did this. What you know, when the clock reads 1111? They say it's 1111 Make a wish. Did you guys ever do that?

Robert Peterson  50:37  

I don't think so. I got a weird birthday minute on the clock. That's yeah.

Kristi Andrus  50:45  

It's just one of those weird things. If you know, if you say if you make a wish at 1111, I guess it is more likely to come true, kind of one of those weird things. My kids, I heard my kids do that the other day, and they were talking and my daughter said, Oh, I got to win. My son jumped in and said, Oh, you blew up the first wish, if you wish, twice, the first wish can come true. I overheard that conversation. I was like, Whoa, we're going to talk about this right now. They were like what, I had a strong reaction to it. I said, we're going to talk about the laws of abundance. Here's the thing is, abundance isn't. I can have this up to an appointment, and then I can't have any more. We started talking about that. That's the intentional piece is it's not artificially like inserting all these life lessons all the time. When you hear them say something that is contradictory to what your family values are worth, they just don't know you have to jump in and say, okay, here, let's talk about this. Why do you think that if you wish for two things, they're less likely than if you wish for one? I think intentionality is a really big,

Robert Peterson  52:03  

so powerful my daughter, we have a grandson and in her effort to get her son's Give me a hug basically said, I'm going to steal grandpa's hug. As if there was only one to give. I said, Oh, no, no, no. Grandpa has an abundance of hugs. They are unlimited, just like my love. There is no competition for forgetting the hugs, but I realized how quickly our language can paint this picture of scarcity and paint this picture of limitation. Rather than planting seeds of possibility and encouraging the idea of unlimited possibilities. We just tamper it down every conversation and just as quickly as the words leave your mouth. We are dream crushers,

Kristi Andrus  53:00  

I 100% agree with all of that. It's so insidious, we have no idea we're doing it. Then once you start seeing it, you really see how pervasive it is and how disciplined you have to be to catch it. Examine it, do I even believe this? Is this even something that's true, this is like a dumb Ryan, like step on a crack I'll break my mother's back or whatever. You hear that in like second grade or so. Then all of a sudden, you're thinking that 40 years later, while you're walking down the street with their kids, it just sticks in there. You have to think about things like, Why do I? Why do I say that? What does that mean? Why would I? Why would I pass that along to my kids?

Robert Peterson  53:44  


Noelle Peterson  53:46  

How has gratitude affected you and your business and your family?

Kristi Andrus  53:51  

I have an act of gratitude practice, actually, that would say, I would go out on a limb and say gratitude was my entry point into self development. It made sense to me that the more you focused on what was good in your life, the more would expand and the better would get and that was in the oh my gosh, I was young. I was probably a teenager when I started that. That and the combination of journaling and gratitude is like a one two combo. It just goes together. It's like what you were just saying about once you see something you can't really unsee it. Once you start to see how good life is, that's all your brain does, it's rewiring your brain to focus on the gut. When you're in that space, of course you're in the space of possibilities. Of course you're in the space of abundance, of course you're in the space of potential, all the things that you seek are in that space. So gratitude, it's like opening the door to all of those more sophisticated things.

Robert Peterson  55:09  

So good. Let's switch it up just a little bit. What was your most memorable date with your husband?

Kristi Andrus  55:15  

My one and only blind date with my husband. I'll tell you this, actually, I might regret saying this on a podcast. So read this one. I can remember meeting him and thinking this guy's amazing. Then my next thought was, but way too, matchy matchy with the blue shirt and blue eyes and charming smile and handsome and just that was so too much for me. I just rolled them out. I was like, No, too cute, too matchy, too charming. Like I said, now we're married with three kids, a dog house, all the things. It was by far my most memorable date. I will tell you a quick, really quick story of how we got there. He was working in sports. I was working in sports. He was a reporter, I was working for a sports agent. A mutual friend of ours that was working at a radio station called and said, Hey, I met this guy today. I think he's perfect for you. You should meet him. Is it Okay, if I set you up? I said, No. I'm busy. I'm not interested. I'll think about it. Then the summer kind of went, by the end of summer, a different mutual friend of ours, who was working for the Denver Nuggets at the time, called and said, Hey, I met this guy, I think he's perfect for you. Can I set you up? I said, Ah, pretty into my career, not really interested in dating, I don't think so. Kind of blew both of them off. Fast forward to the holidays. I walked into a party and both mutual friends were there that didn't know each other. They pointed at the sky and went, that's the guy. I was like, Wait, you guys are trying to set me up with the same guy.

Robert Peterson  57:04  

Creepy, mentally.

Kristi Andrus  57:07  

That's when I agreed to the blind date. Of course, the rest is history. That was my most memorable. My most memorable date.

Noelle  57:17  

What's the big dream?

Kristi Andrus  57:20  

My big dream? I want to move abroad, to Europe is my first choice. Getting our ducks in a row, we don't have a Nash natural path, meaning we don't have a visa tie or family ties or something. It's kind of like starting a business. You just have to figure it out as you go. We're looking at a couple of different paths to citizenship. We're also looking at just what if it was a long term kind of commitment? What if we bought a house? What do you know, what would it mean for the kids and education and college and just all the different avenues? That's like my next big project.

Robert Peterson  58:10  

Kristi, what inspires you?

Kristi Andrus  58:13  

I would say, almost everything. I'm pretty low key. I love gardening and being outside and hiking and bike rides with the kids. Being a mom inspires me. I like books. I read kind of obsessively. I like everything, learning, a big one. For me. That's a common theme, the creativity element.

Robert Peterson  58:42  

Nice. You've spent an hour having this conversation with our entrepreneurial audience and you want to leave them with Kristi's words of wisdom. What would you share?

Kristi Andrus  58:53  

Kristi's words of wisdom. I'm going to say if you have something that has been on your mind or on your heart that you want to do, you can do it. Even if it's so far off the path, the current path that you're on, I think this is a time of change. There's so much opportunity in the world that is so different from what you know, just look up, find the people who are already doing it, get support and go.

Robert Peterson  59:28  

Kristi, thank you so much for joining us. Thank you for sharing so much of your story and your authenticity and all the ways that you're serving people and adding value.

Kristi Andrus  59:38  

Well, thank you. So that's a pleasure.