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TaVona Denise


When people think launches, they imagine this huge undertaking that leaves them a stressed out, overwhelmed, shell of a person. But what if I told you it didn’t have to be that way? 

Today, I’m talking with launch strategist TaVona Denise about how to avoid launch fatigue and say no to hustle culture so that you can have a launch that fits your lifestyle and grows your bank account. 

Ready? Let’s get started.

In this episode:

  • What you need to have established in your business before you attempt to do a launch
  • How one-on-one and DFY service providers can use launches to book out their services
  • Tips to make your business fit your lifestyle instead of your lifestyle fit your business

Listen to the podcast here:

Avoiding Launch Fatigue with TaVona Denise

Welcome! I’m very excited for you to be here today to talk about all things launch fatigue, and my least favorite thing in the online business space, which is hustle culture. I have a whole episode on how much I dislike hustle culture and what it does to us. But before we jump into all of that, tell us who you are and what you do on the internet.

First of all, I am so excited for this conversation. I can’t wait to see where it goes. I’m Tavona Denise and I’m a launch strategist. And basically what that is, is I teach coaches how to fill their one-on-one practices and their group programs with stress-free, sold-out launches. And I do that because I’m on a mission to help women make a shit ton of money and love themselves and their lives in the process. And so that’s a little bit about me.

A shit ton of money and love yourself and your life in the process. Yes, everyone should aspire to that. 

Honestly, it’s funny to have this conversation today because yesterday I was chatting with a friend who has a membership, but she’s thinking about reverting her membership into a group program, but she doesn’t want to launch. Launching sounds horrible. It’s very stressful to her. And you have to open the cart and you have to close the cart. There are so many things you have to talk about. There are a lot of moving pieces. You have to do a lot of shit. 

There definitely is that mindset around not wanting to do launches and just selling things all the time and have people come in whenever they’re ready. So what do you tend to run into when you meet with people and they’re trying to figure out if they should do a launch or not?

I think one of the first things that I run into is people that have one-on-one practices don’t think that they can launch. The way that I think about launching is getting a lot of people to start something at the same time, like the open closed cart scenario or group program. Of course that starts at one time. But then the other way that I think about launching is to get a number of people to take a certain action at a certain time. 

So that’s how I really got into launching in this way and helping those who have private practices launch because one of the problems that I saw was people were doing the drip marketing, getting one client at a time and we’re at the mercy of our referral sources. We never know when the next consultation or discovery call was going to come. And I found that a lot of people were getting disturbed, discouraged and losing momentum and closing their business. 

You can fill your practice in a very short period of time, even if it's one-on-one, with a launch. Click To Tweet

But all you have to do is a launch. You can fill your practice in a very short period of time, even if it’s one-on-one, with a launch. So that’s one of the first things that I see people don’t even realize that you can do to fill your practice. 

I personally think of launching as having a party or having an event. So that way it is more fun. Because I am a life coach and a mindset coach first. So I’m always thinking about how I can make things simple. How can I make them fun? We’re all doing work whether we do it over a long period of time or we do it in a condensed period of time. So it’s really about how you are thinking about the thing that you’re doing. For a launch, let’s make it an epic event that people want to come to that they want to participate in. Think about any milestone birthday. If you put on a party, it’s work but people tend to look forward to it and have fun with it. So why can’t we do that with launches?

I really like the idea of launching in that way, especially when it comes to one-on-one. I come from an OBM background, so a lot of times, you have exactly what you’re describing where people come in and they have to wait until somebody refers someone to you or hope they find you on social media and whatever. And then you run the risk of people coming in and being interested in working with you and you don’t have the space, right? But there’s no way to really say on your website if you have space. You’re almost constantly marketing yourself.

You don’t want to say on your website we’re currently full, please go away, right? Because you don’t know when a client is going to leave. You don’t know anything like that. And so then you’re left in the position of asking if I should start a waitlist? Do I grow into an agency? 

Whereas if you’re doing some sort of one-on-one service, and you launch and you fill up all the spots that you have and you know that that’s your model, then you can confidently close it down or open up a waitlist because people know when to expect you to potentially have spots. 

So I really like that. It’s a whole different way to think abou from the one-on-one point of view. That’s not necessarily ongoing retainer work, but a one-on-one program, where you’re working together for exactly six months. And so you open it up, you bring 5, 8, 10 people in, you close it down, and then you open it up again in six months.

I love it because it makes it more predictable. You can plan vacations, you can plan your revenue. You can plan your wait list. It’s just so much fun. One of the things that burns coaches out is marketing all the time and always trying to do things. Instead, you just can plan in your calendar to do a launch event twice a year if you have a six month container. And then that’s it. 

When you were talking about people saying every month, they have two spots open, I find that a lot of people burn themselves out because they think they have to come up with a new gimmick every month or every other month. Click To Tweet

Yeah and then everything else in between is just nurture marketing so you don’t drop off the face of the planet. You don’t have to constantly say you have spots open and to contact you now. I know that this is a tactic, but I always hate seeing it on social media. 

At the beginning of every single month, people post online saying I have just two spots left this month. Like, girl, you have two spots every month. They’re trying to create a false sense of scarcity. I hate that. It feels very disingenuous. 

At the moment, it’s true. You may only have two spots, you may only be taking two clients in the month of April. But it feels very disingenuous when you see the exact same message again in May. Because again, you’re taking two clients in May. The idea of launching that way, when you have one-on-one clients or done-for-you services is really interesting. Do you work mostly with coaches? Or do you also work with service providers who maybe offer project based work?

I do have a professional organizer. I’m a physical therapist by training and she was, too. She decided that she didn’t want to treat patients anymore and she came to me and asked if I could help her. So I work with her, but traditionally, I work with coaches and other course creators in the online space because it’s a similar model.

Yeah, that’s true. I have so many ideas about other professions and stuff. I think it’s so interesting.

Oh, for sure. Yeah, it’s a lot of fun and I love the work that we do because it’s fun. I think that’s part of the fatigue. When you were talking about people saying every month, they have two spots open, I find that a lot of people burn themselves out because they think they have to come up with a new gimmick every month or every other month. 

I had a client that I had to pull her back because every month, she had a different event. No wonder she’s tired. Events take work. And people don’t understand that everything that you do is an offer and every offer you need to market for. So it was just way too much work and it was burning her out. 

That’s why I’m so passionate about the whole concept of being an anti-hustle ambassador about launch fatigue because it happened to me. When you are a person that comes from a corporate environment or from an employee background and you’re used to being a high achiever, hard worker, high producer, and you bring that mentality into your business, it’s a surefire recipe for burnout. And then the same thing when you take that into a launch. So part of the work that I do with people is untangling our worth from achievement and money?

It’s such a weird catch-22 because you have to untangle your worth from money in order to be able to create more of it. Because how you feel about the money that comes in dictates how much you allow to come in. It sounds so weird, but this has absolutely been my experience over the last six years. If you don’t feel you’re worthy of money, you will find some way either to not allow it in or to literally repel it from your life. 

I like what you’re saying about bringing those corporate culture values into our businesses because those are the models that we get to see a lot of the time. Whether you’re coming from corporate, because I didn’t come from a corporate, I have a teacher background. But all of the models that you see in the world are corporate structures for the most part. 

Because how you feel about the money that comes in dictates how much you allow to come in. Click To Tweet

Even in the online business space, a lot of the people that we look up to, the ‘thought leaders’, came from a corporate world. So they bring those mentalities into their business. That’s how they teach people to do stuff. And it’s so damaging, especially the culture in general.  I hate people talking about the 5am club as if everyone should be in the 5am club. I’m not built for 5am. I don’t get up before 8am. 

That’s who I am as a person. 7:30 in the summer when the sun comes through the window and wakes me up early. But other than that, in the wintertime, it’s eight o’clock.

I have room darkening curtains, so my body gets up at eight o’clock every day.

To your point about hustle culture, I distinctly remember a conversation with one of my girlfriends who has four kids, and she was listening to Gary Vee and said she was trying to hustle hard, but that she wasn’t able to keep up. She’s a single mom of four kids. 

I think it’s a shame because so many of us women think that we have to act that way in order to succeed and I had that mentality at one point in time. Hustle, grind, get her done kind of thing. I had a lunch that was $102,000 and was toast after it. I mean, completely exhausted, underwhelmed. And really, if I’m being honest with you, kind of depressed. 

In the online community, we are all about 100k and I did that in less than three months and didn’t feel any better. I feel worse because I’m exhausted. I don’t feel like I’m successful. I don’t feel like I made it and now I’m even more afraid of all the things. 

I had a lunch that was $102,000 and was toast after it. I mean, completely exhausted, underwhelmed. And really, if I'm being honest with you, kind of depressed. Click To Tweet

And when you have that moment, the next thought in your head is why would I want to do that again? 

Never. When I had that thought, I said if this is how it’s going to be, I’m not gonna make it.

I think so many people feel like that. They get to the end of a launch cycle, a traditional launch cycle, and they feel like shit. Even if it was wildly successful, they are so stressful. People are like, why would I want to do that again?

It is almost traumatic, where you’re like, I’m not I’m not touching that stove again.

So they search out other business models that may or may not work for them. I know some people who have switched business models from traditional launching and have had success. I know people who launch traditionally who do really well with it, but they probably tend more towards a lower key launch.

I have a client who is in the middle of a launch right now, the cart closes on Sunday. We’ve launched this product multiple times and we know exactly how it works and we know exactly what our launch cycle looks like. It’s a very lovely repeatable process. We know exactly what we’re doing. And we have a handful of days when things are actively going on where it’s really busy, but other than that, we know exactly when to do things. We have processes for everything and it just makes everything so nice. It’s so lovely. That’s really the place that I wish everybody could get to when it comes to launching but I feel like a lot of people don’t ultimately get there.

I have two groups that I run and in both of them yesterday, we had that coming to Jesus moment, because you cannot get to that beautiful place that you just talked about if you keep changing shit. You have to go through the process. Look at it, evaluate it. 

I think one of the things that also causes launch fatigue is that people are too quick to toss everything and try something new without evaluating what worked and what didn’t work. What would you do differently the next time? When you scrap everything and start over, you forget that you’re just doing the work all over again rather than tweaking this or that to solve an issue. 

I think that also ties into the worthiness and some of the things that we’ve been taught by society. You have to work hard for your money. When you were talking about hustle culture and all of that, I was listening to that episode and distinctly was taken back to my youth where my mom said, you have to be better than everyone else. You have to work harder than everybody else and it just plays in my head all the time. 

So I thought that I had to do that in business. Never mind if I felt like it. Never mind if I thought it was necessary. That’s just what you do. I find so many people are used to working hard or they carry that belief that they have to work hard for money. Here’s the thing that freaks a lot of people out, and it freaked me out, too. When I didn’t change anything, I just ran the launch as I had previously, I was taking naps in the middle of the day. Working on a 1000 piece puzzle, walking through the neighborhood listening to books and still making money. And I was like, this doesn’t feel right. Something felt wrong and I had to catch myself from wanting to scrap it and start anew. 

We went through that hard work so that we could have our own business. And I don’t know if you’ve experienced this where you see so many people leave the employee status to become an entrepreneur because they want that freedom. They get right there to the door and then they turn around and trash it.

Yeah, I have. I did another episode on this called Perfectionism Is Fear. This is my own episode that I listen to at least once a week because I have to remind myself about this. I think what that stems from is that we come into the business world with everything that we knew from before. So if we’re coming in from corporate culture, we’re gonna bring all that shit and all that baggage and all that way of thinking with us. 

So we get here and start calling ourselves entrepreneurs but things don’t get magically easier. So we think I must be doing it wrong. This must not be for me, I have to go now. And then we get to perfectionism, which is a thing that I deal with. A lot of people do, women especially. We have such a focus in our culture on outcome versus effort and when we focus on the fact that I didn’t make six figures or whatever people tend to give up, rather than look at all the work that I did and sit down and evaluate what went well and what didn’t go well. 

When you get stuck into perfectionism, especially in our culture, failure is a thing that is terrible. Click To Tweet

But that doesn’t mean anything about who I am as a person.  When you get stuck into perfectionism, especially in our culture, failure is a thing that is terrible. A lot of people make failure mean something about them as a person and that plays a huge role into it as well. I think that’s why we get sucked into hustle culture because we feel like we always need to be creating more stuff, more money, more things, more output, more whatever, rather than is the effort just as important or more important than the outcome. 

I think that’s where we get stuck and I think a lot of people internalize that message because they think they don’t know what to call it. They don’t have the language to call it out and do something about it and so they get stuck in that place and they just decide this isn’t any easier than corporate culture and the money isn’t as reliable as corporate culture. Might as well just go back and make my tidy six figures. 

If I’m gonna be burned out either way, I might as well go back to the ‘safety’ of a job, although I don’t know how many people think employment is super safe after all the lessons from the pandemic and how quickly people were laid off. 

I think they forget that you’re the boss. Or maybe a lot of them don’t know that you’re the boss and you get to make it fun and make money. We think that either you can have fun or you can make money as opposed to both and I think we try to overcomplicate things to say, Okay, I have to work hard to prove that I’m worthy of the money that I earn.

I think all of it is mixed up with the unworthiness and the imposter syndrome. So we think if we go back to work, it’ll be easy and in some regards, it is easier because you only have to think about your job and your role and your position in the company. You don’t have to think about all of the other pieces, but I’m here to play this game of life and experience how big I can expand and I felt crunched up in corporate America.

I tell people that I think I’m unemployable now because I’ve been working for myself for so long. I just celebrated six years in April. Even when business is really hard and I don’t know what’s going on, or I’m making a pivot, or whatever it is, I would never actually take a nine to five job because there’s just nothing about it that appeals to me anymore, except maybe some healthcare. That’s cheaper than the marketplace. 

There are just so many things about it that don’t appeal to me, like having someone else tell me what my schedule is and whether or not I can take a sick day or when I can go on vacation.

I work with people that sometimes are transitioning. We talk about running the numbers and I’ve had a number of people say, I’m staying at this job because of benefits. What benefits are we talking about? Healthcare is always the first one. So I ask how much do you pay for health care? And then they tell me and then I tell them how much I pay for health care. Yes, I pay a little bit more but how much is your freedom worth? Because most of the time, we’re talking about the difference of $200 a month. For me, I say let’s just go make some more money if that’s all we’re talking about.

And honestly, corporate jobs are not any more secure. I would say that a lot of times, they’re probably less secure than working for yourself because when you work for yourself, you can anticipate where your income shortfalls are coming from. You can’t anticipate a layoff. Nobody’s calling you unless you are in the boardroom. Nobody’s calling you six weeks before they lay you off telling you to prepare yourself because you’re about to get fired. No one’s doing that for you. If we have people listening who do one-on-one services, whether that is a coach or a service provider who’s maybe doing something like strategy packages, how can they decide if this would be a good model for them in terms of marketing and launching?

I think about it like this. If you need to educate your clientele in some way, coaches and consultants can produce an event of some sort, like a workshop or challenge or masterclass because that relationship is more co-creative. So when you get the person into the challenge or the workshop, they’re actually experiencing a mini piece of what it would be like to work with you, to experience you, and to create with you versus this the traditional webinars or the three part video series. 

Those I think are more reserved for people that are course creators or memberships where there is static information that the person can go learn on their own. They’re more consumption based. 

If the service provider has something they’re creating with the client, I love to have them look at a workshop. Or can we do a masterclass? Can we do a challenge that will give them some taste of a win where you get to add value to their lives that they get to see that you can really help them. And if they can see how much you help in this little period of time, then they want to get more of that. 

Now, here’s the challenge that most people have when they attempt these challenges. I find people make it over complicated. They are overcompensating and they are ‘overteaching’. We overwhelm the people that will be clients by teaching them so much that the person feels it’s too much to process or it’s too hard. Then they need to go away for about two or three months to process the information they’ve already learned before even thinking of hiring you for one-on-one service.

Now, here's the challenge that most people have when they attempt these challenges. I find people make it over complicated. They are overcompensating and they are 'overteaching'. Click To Tweet

Yeah, I need to go figure my shit out before I give you money to help me the rest of the way.

We don’t want to do that. I’m a high energy, excited, fun kind of person. But if you’re an introvert, this works very well, too. Because we just make sure that we put the information in a way that aligns with you. The balance between teaching, adding value, giving them quick wins, versus the over teaching and overwhelming so that you’re a natural choice to work with to take them deeper and finish what they started.

So this is a system to get people launching two to three times a year?

Two to four times a year. 

If you’re thinking about doing this, I highly recommend you go listen to episodes on systems for your business and that you have them properly set up. Dear God, you don’t want to go into this model without them. No onboarding systems in place, etc. You’ll hate yourself. Clients will be confused and scared.

I will say this 100%. Listen to that episode. I typically work with people who have at least a handful of clients for a number of reasons because we move fast. We are talking about launching and selling out within 90 days. In order to do that, we need to know that you have those systems in place. That you already know how to sell. You have your sales system down and you have your onboarding systems in place. 

So that way, we’re just working on the part that most coaches hate or are not as skilled in. Usually the engagement and marketing part. The other part that keeps coaches from being sold out is that they don’t have sale systems. They can get some clients, but their conversion rates are not that high. So what we’re doing is looking at every part of the process, where are the failure points and what might be happening along the way. Where you’re saying this part’s working and I’m able to get people on to Zoom to do a discovery call but my conversion rates are not that high. Or if I get them on a call, they’re my client, but I just don’t have enough people getting on calls with me. 

So just like we were talking about earlier. We’re looking at all of those parts in the process and asking what’s fun for you? I have my way of thinking about this but this is your business and it should be fun. I don’t share too much but it should be fun. If it’s not fun, we need to tweak something.

If you want to go to work or not have any more fun than corporate, what’s the point? What’s the point of signing yourself up for this life where it is going to be a roller coaster, if you’re not going to at least try to have fun?

I want to reiterate something important that you said where you’re going to entertain a launch model. You want to make sure you have an existing offer that has been proven to work. Launches are less successful, in my opinion, when the offer is not proven in some way. When you haven’t offered it anywhere ever before, like you’re a brand new business with a brand new offer, this launch strategy probably is not for you.

Right. No launch is because you want to prove it. You want to test it and you want to have those systems in place ahead of time, because most of the work is going to be on the launch itself. 

If you’re transitioning from one-on-one to group, you’ve already tested your offer, you just packaged it in a different way. For the person that’s in that position, one thing that I see that happens a lot that causes some of the launch fatigue is they’re like, Okay, I gotta create the whole course first and then launch it. 

I would not recommend that at all because I’ve seen people spend six months creating content and then they open the doors and nobody buys it. Or they use up all of their energy and their motivation and their excitement in creating the content, then they have nothing left for when they need to offer it to people. 

So my recommendation at that time is, especially if you’ve already tested this from private clients and you’re going to groups, understand what the people will be getting. Know what the outline is, maybe have a couple of the modules done, but not the whole thing. Because the biggest way to prove that people want it is when they pay you. You can do surveys all you want and people say that’s a great idea, you should sell it. Then you ask them to whip out their credit card and you hear crickets. Then you have a problem.

Because the biggest way to prove that people want it is when they pay you. You can do surveys all you want and people say that's a great idea, you should sell it. Then you ask them to whip out their credit card and you hear crickets. Click To Tweet

Everybody’s fine filling out like a 10 question survey to help you out. But whip out your credit card and give me $2,000? 

Another thing about not creating all the content at once, especially if it’s a new offer. I have definitely worked with clients who create, as you said, the whole thing before they ever go to launch and then they realize that modules three through six are completely obsolete, because it needs to go in a totally different direction based on what people are actually learning and actually needing from the program. Then the client is mad anyway because they wasted all that time creating those modules that you don’t really need anymore. So that’s just another thing to keep in mind when you’re thinking about doing something like that.

I think when you create your launch plan, in addition to the launch event itself, to build in some time and space between the launch event and starting the program and make sure you plan out when you are going to create the content because I think people forget that part. And then they get a little stressed out.

That’s another important thing from the operations side. The launch is not boiled down into the two weeks that the cart is open. The launch is all the weeks and months before when the business owner has to write the content, your team has to turn that content into PDFs and websites and sales pages, then you get to show it to the world. So it’s really more like a 12 week minimum process.

I think a lot of people find themselves spinning out about that because they don’t leave themselves enough time on the front end to create anything because they assume that the whole launch process is just when the cart is open. And that is not factual at all.

Also in that planning process to plan for yourself. Just because we’re in a launch, if you’re a regular exerciser, put that on the calendar. Let’s not toss that out just because we’re in launch mode.

Yeah, exactly. You don’t have to shorten the launch so much that you are a harried mess. It’s okay for your launch runway to be longer. Like I would rather you make your launch runway four or five months so that it can be as stress free and non-hustling as possible. 

Rather than shortening it as people say you ‘should’ and then you’re just a stressed out ball of mess who doesn’t exercise and doesn’t go out and for walks or whatever makes you happy because you’re just trying to grind it all out in a timeframe that doesn’t work for you. 

If that’s the one thing I could have told myself six years ago, when I decided to start my business, I would have said your business can look like whatever the hell you want it to look like. Whatever it needs to look like for you is what it can look like. It doesn’t have to look like any one specific thing as long as it works for you. 

We should say that again. Your business doesn’t have to look like anything but what you want or need it to look like. You are allowed for your business to fit your life, whatever that means. It’s my life. I don’t work on Mondays. Ever. So if that’s what you need to take off every Wednesday so you can take your kid to camp or you can go to the movies with a girlfriend, or you need to take off on Fridays because your husband doesn’t work on Fridays to whatever the fuck you need to do, your business gets to look like whatever you need it to look like in order to fit your life. Because that’s the point. The point of starting a business is to work in a way that works for you.

If that's the one thing I could have told myself six years ago, when I decided to start my business, I would have said your business can look like whatever the hell you want it to look like. Click To Tweet

I think we build things backwards in that way. When I work with people, the first thing is always asking what is your lifestyle goal. And then we talk about what is the income goal that will support that. Because if you want to be ready to pick the kids up from school and they get out at 2:20pm, then we work around that. 

I think too many of us jump on the business treadmill and then we notice that it speeds up and speeds up as opposed to setting it to a speed that is how fast I want to run and for how long I want to run. I haven’t been running at all, so I don’t know why I’m using the treadmill analogy, but you get the point.

That stems back from that hustle culture mentality because we follow these thought leaders who come from corporate who instilled those ideas in our head. They’re putting out freebies and information that boils things down into a template that you’re supposed to take and repeat with no disclaimer if something doesn’t work for you, it’s okay. 

So many of the things that I downloaded, especially as a brand new business owner, said this is what you should do. It was the number of posts on Instagram and this is the kind of content you should write. Do these things exactly the way I’m telling you to do them. There was no nuance in terms of, if that doesn’t really work for you, then don’t do it that way. Or here are the guidelines or the parameters that we suggest, pick the ones that work for you. 

There’s so much information on the internet that is not like that. So much information  says this is the only way you should do it. This is the only way you’re going to make money. And if you don’t do it this way and you don’t make money, then it’s all your fault. Right. And so it’s just right. I’m glad we’re slowly switching away from that.

It’s very shaming.

Yes, very shaming.

I’m glad you brought that up. When I was new business owner, it used to bother me because I’m one of those types that if you tell me what to do, I’m doing it. So I followed the recipe, why didn’t it work? 

I think that sometimes, like you said, the nuance is missing. There’s no context. And I don’t think it’s always intentional. 

If you’ve heard of the master’s curse, I think it’s sometimes where they just don’t realize that there are some things that they already knew or they naturally do or they maybe had a past skill and they’re not sharing that part in the process. 

If this part doesn’t work for you, consider this. Consider that. I’m an extrovert but I always say for my introverts in the room, this is how you can modify this or if this doesn’t work, try that and then we’re always working through feedback. As you take action on it, we’re evaluating it. What’s working? What’s not working? Let’s talk about why. And also, how do you feel? Or how did you feel when you attempted that? 

Sometimes you could do the exact thing that somebody else tells you to do and if you feel anxious about it, or something just doesn’t feel good to you, the results may not be the same because of the energy behind it. I think that’s very important. 

I’m always looking at strategies and what works for who, when, why and how. I used to get frustrated by some of the teachers who are very certain and they’re very vocal. They say do this, this and this and if you don’t do it, it’s your fault. As if you do A, B and C, that’s the way to six figures. And I’m like I did A, B, and C and some extra and I’m not there. So what happened? And it’s like, you’re on your own, sister. I told you what the recipe was. I don’t know why your cake didn’t rise.

Sometimes you could do the exact thing that somebody else tells you to do and if you feel anxious about it, or something just doesn't feel good to you, the results may not be the same because of the energy behind it. Click To Tweet

Yeah and the more I get away from that sort of cookie cutter template of how you should be operating your business, the more I realize that there are so many things about online business that we’re told. Like, this is how you should be marketing yourself. 

Oh my God, I hate being told I should get on video. I hate it so much. I don’t like it, it makes me uncomfortable. I just spend the whole time staring at my chin. I can’t do it. This podcast, though. I love it. I love recording this podcast every single week. I think it is fantastic. It makes me so happy but if I had to also be on video whilst doing it, I probably wouldn’t do it. If we’re going to be honest, I probably wouldn’t do it.

This is the thing that kind of ticks me off about other people that consider themselves to be business coaches and consultants. It’s their job to help figure out what the best method is. Don’t just say one thing because there’s a difference between coaching and consulting and mentoring. So to me, mentoring is, this is what I did and you can follow the steps. Coaching is asking questions so that that person can find their best path and consulting is, I’m going to look at the business and see what the inefficiencies are and help you with it.

I think there’s not enough standardization in terms of the terminology. So people know what they’re actually signing up for and people don’t know what to call themselves when they do it. 

You said you had a background in teaching, I’m from a family of teachers so my mom would always tell me you have audio learners, visual learners, and kinesthetic learners. I’m always looking at the strategies. If you’re not into writing, how about talking? You’re not into talking, how about video? 

As we talk about women and confidence and things like that, you don’t have to do anything that doesn’t feel good and natural to you. But I would always ask the question, why don’t I feel comfortable? Let’s go through the path of least resistance. You don’t want to do video, you don’t have to do video. I just want you to get out there, get some traction and momentum, make some money and help some people. 

But I also want you to question why it bothers you to do X, Y, and Z so that maybe we can give you some freedom around that because I remember getting such freedom one time by watching a man do a Facebook live in his kitchen. He was sitting in the wrong part of the kitchen with the lights coming through, white washing him. I couldn’t see half of his face. He was holding the mic like he’s the MC, just talking at his kitchen table. He’s just talking to people. He doesn’t have any makeup. He doesn’t care that you can’t see half of his face. 

I remember my mom saying, when you get on those videos, why don’t you put on any makeup? It messed with me for a while and I didn’t want to do video because then I was self-conscious about my makeup, when I don’t even like to wear makeup. They had to basically hold me down and put on makeup when I was going to the prom.

I don’t even own makeup.

Right. Then I was self-conscious about my hair and the more that I thought about those things, the less I got on video. The less I got on video, the less my message got out, and the less I was able to help people and that’s why I’m in business. So in this case, I want to thank that man for watching that video. Like he just doesn’t give a damn. And neither do I.

Thank you for your mediocre presentation.

Exactly. You get to do you, boo and let’s just question that other stuff. You don’t ever have to change it.

Yeah, I love that. That really is at the core of avoiding the launch fatigue and avoiding hustle culture and doing what works best for you. In your most authentic and true way so that you can show up in a way that feels good to you. That gets results so that you can build the life and the business that you want to, which is what I’m all about. Show up in a way that feels good to you. That is authentic to who you are and what you want to create in this world. And then you can get the results that you want in a way that doesn’t suck out your soul and make you wish you could go back to a corporate job.

Yeah, make you wish that you hadn’t started this because you have more of the risk and the responsibility as a business owner.

This is not for the faint of heart. I talked to my best friend into starting a business. She owns a bookstore now and she’s like, owning a business is not for the faint of heart. But I don’t think that I would change it for anything because there’s so many wonderful things about it.  

You have to find the wonderful things and you have to ask yourself about the non-wonderful things. Is this something I’m making difficult for myself? Is this something I even need to be doing? And then depending on what the answer is, act accordingly.

I don’t think people understand that. Entrepreneurship is like the self-development course that you didn’t realize you were signing up for.

I swear to God, entrepreneurship is like 90% self-development and 10% knowing what you’re doing. That’s what it is. Welcome to the party, everyone. 

Thank you so much for being here today. I really, really enjoyed this conversation because I think finding what works for you is the key to making your business work no matter what it is that you’re doing or who it is that you’re serving. Thank you.

Thank you for having me.

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About TaVona Denise

TaVona Denise is setting a new standard for how coaches book out their one-on-one services and fill their group programs so they can actually make money doing what they love. After having multiple 5 to 6 figure launches that left her exhausted and overwhelmed, she created the Launch Optimization Method to help fellow coaches crush their launch goals without burning out.

TaVona is the founder of the Launch Lounge for Coaches, the author of Unstoppable Success: How to Finally Create the Body, Business and Lifestyle You Want, and the voice behind the podcast, Breaking Protocol. When she is not handling business, you’ll often find her in a book, at the movies or on her bike.

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