The Keri Croft Show
The Keri Croft Show
The Brave Shift Live Kickoff: The Riveter x The B Lab Collab on Building Through Change
The Riveter’s Amy Nelson joins me on the pod to launch The Brave Shift Live Series—a brand-new collaboration between The Riveter and The B Lab that helps people in business build through the mess.
Together, we go deep on what it really means to make a brave shift—the kind that changes everything. From career pivots and business reinvention to mindset and mental athleticism, this episode explores how to listen to your intuition, reset your focus, and build through change with clarity and courage.
✨ Inside this episode:
- The story behind The Riveter x The B Lab collaboration
- What “The Brave Shift” means—and how to know if you’re in one
- My personal journey through a brave shift
- Amy’s evolution through growth, loss, and reinvention
- Frameworks like The Focus Formula, Internal + External Audits, and DOT (Do One Thing)
- A first look at The B10 Challenge and how to join
Whether you’re pivoting, rebuilding, or just ready for more alignment in your life—this episode will remind you that you’re not alone, and that you can build through anything.
Listen, subscribe, and join the Brave Shift movement:
→ The Riveter
→ The B Lab newsletter
→ Follow @TheKeriCroftShow on Instagram for updates
Do you want to hear a little hype song before we start with a little bit?
SPEAKER_00:Speaking of the televised left, because you're also talking about um I love how the whole internet has come around to the fact that the album is really fucking good. Taylor, yeah.
SPEAKER_01:It's so funny.
SPEAKER_00:Because everybody at first is like, oh and some people still are.
SPEAKER_01:It's like, whatever. You wanna see me on. I love that part. Like, it's so good. Because he did.
SPEAKER_00:I know. That's exactly what he did. It's so fucking great. He never called me.
SPEAKER_01:We're good. Okay. Hold on, it's a good part.
SPEAKER_00:You've been doing uh fate of Ophelia. Like I'm just so happy that she's fucking happy.
SPEAKER_01:Oh god, me too. And like maybe that's like it's so great. Yeah, it's so great. And I just think there's a good balance. Like Travis Kelsey's like, he's like has this, I don't know, meat and potatoes. He's a Cleveland boy. Yeah. Like an Ohio boy. Like, how could you not like agree? But I think that the, you know, I don't know. It's just not what you would maybe think for her. Like you think about it.
SPEAKER_00:She always dated. Yes. She always dated like the emo, right? The emo boys, the actors of movies.
SPEAKER_01:Like I think for her existence, like having a and she comes from a great family, and like just being grounded and having some normalcy. And he probably does bang her upside and down. She's getting dicked down. Yeah.
SPEAKER_00:She probably never did before with the emo boys. In her skinny jeans. Yeah, don't be mad, everybody. I know. Like everyone's just mad. Also, like, how can I not? I know. It's like if there's like something that's just like good and happy, they're like, no, I want the scandal. Yeah, they're they're pissed. Yeah, like they're pissed.
unknown:She's happy.
SPEAKER_00:Yeah. I mean, you know, you got that's I mean, that's the moment and time we live in. You got fuck her for being happy. Amy Nelson. Carrie Croft.
SPEAKER_01:Welcome back to the Carrie Croft Show. Pleased to be here. I'm just so happy to have you. Happy to be here. You're just you're a fixture now, and that's really it just makes me just gets me all giggly. It's really fun. All bubbly. It's really fun. So we have some exciting stuff happening. We do. We do. Some things in the works. Uh, and we'll just we'll just jump right into it because you and I have been, I wrote about this last week, and I think you wrote to your community as well. So the the high-level word is out that you and I have been sort of not, I mean, we just we met for coffee about a year ago. I left there.
SPEAKER_00:First of all, we met at a haunted forest.
SPEAKER_01:Oh, I'm sorry, we met. We met at the haunted forest. But I don't remember. Like you said, we met. I don't, I think I was so with like Dane and whatever.
SPEAKER_00:I think that like I obviously knew who you were. I'd been to S Systema Strength, I'd been to SOS whenever I came home to Ohio when I lived in Seattle. And I had wanted to meet you. And so when you I saw you at Golden Bear Scare, the haunted house, I was like, you're Carrie Croft. And I and I Oh yeah, you are okay.
SPEAKER_01:I do remember that. And then, but then that was nothing. And then didn't we just didn't I reach out to you because of Kate Borgis or how okay? You think so? Yeah. And then we and then we've got to be a good one. So we had coffee at Crimson Cup. And I just, you know, I don't know. I was like, I really like this person. And I think there could be like something, I don't know. I just want to collaborate and connect with you. And then fast forward a year later. Yeah. And as it turns out, you know, you have the Riveter, which is this incredible community of women uh pivoting in business. And you yourself are making a very brave pivot or shift, as we call it, in the B lab. And so it just all this is an example of where I think the universe and timing, it just is what it is. Yeah. It's unfolding in front of us.
SPEAKER_00:It is. And both of us are the kind of people that are open to the way that things unfold. Yeah. And so now we get to do something together, which is really fun. Yeah.
SPEAKER_01:And so what we're doing, just high level for people to understand, is you are making your brave shift. You're not leaving the riveter, you're staying with the riveter, but you're shifting openly into this space of kind of helping people who are in crisis or going through a really big thing, kind of like what's happened with you and Amazon.
SPEAKER_00:Yeah, no, and it's like I, you know, when I built the Riveter when I started it in 2017, the idea was to build these spaces and a community for women who were pivoting from corporate America to working on their own and to provide programming and support. And that was amazing. And we built 10 enormous co-working and event spaces across the country, and it grew so fast. But then that version of that dream kind of slowly died during the pandemic because we couldn't operate our physical spaces. And so I had to pivot to this online model. And in that iteration, the riveter has been incredible. And I've gotten to work with a lot of women who are thinking of pivoting from corporate America to working on their own or who are. And I, during that period, have been going through my own kind of battle, right? And become a different person on the other side of it. I have had to navigate raising my kids, building businesses, working while facing like an army of lawyers who wanted to kind of to take my family apart. And when you go through something like that, I think it's impossible to come out the other side the same. And I have developed a lot of strategies and frameworks to deal with those kinds of crises. But then also a deep desire to help people through it because it can be one of the most isolating, lonely walks that you will ever take in your life. And it might not be battling Amazon. I hope it is not for anyone out there. But, you know, there's no hierarchy to crisis or to pain. Like these things, they come out of left field and they change our lives. And it could be a divorce, it could be a layoff, or it could be like a planned shift, right? That you want to think about it that way. Um, and so that's what I want to take the riveter into, which is where my life is.
SPEAKER_01:Yeah.
SPEAKER_00:Um and it's hard because what I could do is keep doing the same thing because I'm good at it. I have an amazing community, uh, and you know, it's a good business, but it's not true to where I am at this point in my life and all that I think I have to offer. And then tandem to that, like in working with you through all of that, I realized that you do have an expertise that I absolutely don't, and that I think so many people in my community need. I mean, I needed it. And so I'm so excited to bring what we are good at together. And it's just to learn about your journey. I mean, you've done so many things. And yeah.
SPEAKER_01:But I think how cool for your community to get to see you being so transparent and walking the walk. I mean, this is why you built your community is you know, brave women who want to pivot in business and you're doing that now real time. So, I mean, what a great situation.
SPEAKER_00:Yeah. Yeah. And I think that, you know, as I've I always say, like, you don't have to do the thing you decided to do when you were 22, right? When you graduated college, but you also don't have to do the thing you decided to do when you were 38. No. Yeah, we get to, you can, you could wake up one day and decide to do it all differently.
SPEAKER_01:Yeah, you can. You can. And like, as you said, I have been in the midst of my own brave shift. Yes. And so I have a lot to offer just in that realm alone, but also with the whole business and mindset or mental athleticism, as I I like to call it. We won't be calling it mindset. Yeah. Uh, if I can help it, it is, it's, it's becoming more mentally athletic. It's a very big distinction in my um in my book. But and I haven't really opened up too much about my brave shift that I've taken in the last couple of years. It just hasn't felt I I haven't, there hasn't been a reason other than to just talk about your shit. That's that's not my point. Yeah. Plus, I do think that when you go through something so big, like a business sort of breakup, yeah, um, you owe yourself and everybody around you the respect to just be quiet, reflect, and just do your thing. But now that we're talking about the brave shift with you and then me kind of coming into your community and sort of doing my thing, um, it's brought a lot of things up for me in terms of drawing in like what this last couple of years has been like alone in my garage after leaving something that I held so dear for a decade of my life. It was everything, every day, all day long.
SPEAKER_00:Well, you built something really big and something really powerful in SOS and system of strength. And then, and then you left. Yeah. You left. Yeah. So what was it like that first day in the garage after you left?
SPEAKER_01:So it's interesting. I first of all, SOS is an amazing workout. Yeah. So I'm I'm spoiled. Yeah. Um, and I secondly wasn't just gonna start going to other places. Like I was there, there's really nowhere that I'm really interested right in in going. But then secondly, it was like, okay, what are you doing? Like, let's just get quiet, go to the garage. You will see, you will find your answers there. Young Daniel son. So I got Beth, which is the C10, that's like a big commercial grade piece of equipment out there. The sauna, uh, the Peloton tread plus, my LED lights and and everything. And when I was in there, you know, I knew I needed to have myself. I didn't need somebody instructing me. I didn't need people around me. I needed quiet.
SPEAKER_00:Yeah.
SPEAKER_01:But then it was really loud. You know, all the thoughts, yeah, all the doubts, all the what did you do? Like you're the catalyst of this thing. You had this great thing, it was fine. Like it was made, it's making money. Yeah. What are you doing? Right. So um knowing that it was the right thing, but then dealing with the backlash of the relationships shifting, the narratives that are spun, um, the relationships that aren't gonna ever be the same again, you know, and um all of that's okay. You know, I I I I was at peace, not at peace, but I knew all of that somewhat going in. But then I had to figure out I had to figure out what I was gonna do next with all of the noise that I had in this quiet garage.
SPEAKER_00:Well, I think too, yeah, and what you just said, n getting to know you. I think if I hear you say something was fine, like I don't think fine is ever gonna be okay for you long term. And so it doesn't mean it wasn't ever wonderful. I'm sure it was, but when something becomes fine, because we all change, right? It's like, okay, well, I want to get back to like, as Taylor Swift would say, the light shimmers back on me, right? You know, like you want to get to that part of life. But it is hard because people need a story. Yep. That's much more scandalous.
SPEAKER_01:Well, that's the that's the part about it too, that you just have to know every story needs a villain. Yep. You have to have this antagonist, you know, it's it's it's a whole thing. Um and for me, I just knew my intuition was like screaming aloud. And um, I think everything ended up the way, you know, the way that it should. But what's happened though, being alone in the garage, it's how I've built this next thing. And I took my time. You know, for me to take my time, you know, I am a command. That's my, you know, I I want to, I want to go and I want to go fast and hard. And so it was like, no, if you never build another damn thing, you're never gonna build another thing.
SPEAKER_00:How long did it take for you to reach that piece with that idea? Like, I'm going to slow down and be very interested.
SPEAKER_01:I did it right away.
SPEAKER_00:Okay.
SPEAKER_01:Because here's the thing. I knew the worst thing I could have ever done was to reflexively try to build something.
SPEAKER_00:You're not gonna build anything good that way. No.
SPEAKER_01:And the thing is, what was I gonna do? Go build like a SOS 2.0. That's not that's so basic.
SPEAKER_00:You and also like you did it.
SPEAKER_01:You built SOL like 0. Plus, I wouldn't want, I don't want to have, I don't want to create negativity or ripple effects in a negative way towards my business partner. I love her. I we had a great decade together. So that wasn't my point. That wasn't my goal. If that was my goal, I would have just stayed there. Right. So what I knew to be true was that I wasn't gonna have an answer. And the answer could be that I may never build something again. Now, I mean, I pretty much know that's not the case, but I was going to wait and just continue to do the show and meet people and be organically curious and sort of just see what happens and just let let things come to me. Um, and and like dealing with like the it's like a death, it's like a divorce, you know, all of that emotional stuff I needed to process and deal with. And it's still, you know, that's still hard for sure. It's not anything I ever would have wanted, but I also wasn't gonna just stay somewhere just because I was afraid to upset that that dynamic. Um and so as you know, as fate would have it, things just started to become and and continue still now to unfold to me. And so it's exciting. It's like, oh my God, you're right where you need to be. And it's like in this building phase of the mental athleticism and the business strategy. Yeah. And it's such a sweet spot. And I have such a, I feel like I have a very particular gift in that I was born to be in corporate America. I I crushed corporate America. I loved it. It was a sickness. Okay, I crushed it.
SPEAKER_00:So crazy to me.
SPEAKER_01:And I know, and then I also though had this really weird uh entrepreneurial flair. So that's already its own kind of hybrid. But then what I've gone through personally in terms of infertility and and and the challenges of starting this family, while I was building and and doing all of that, so I do. I have a very interesting vantage point to which I say to somebody, you can build anyway through the mess. Yeah. Life doesn't just oh, hold on, park the C's, Amy's coming. It doesn't do that. And so I want people, the average everyday person out there who is hustling or trying or going through hard stuff. I want you to know that you're not an other. It's you too. Like you can do this too, but you have to first understand that you build through it. Life is gonna happen no matter what. And so I feel like I can say that.
SPEAKER_00:Yeah, I think you can.
SPEAKER_01:I think you can authentically say that. And it's and it's I think it's powerful to help someone create that belief that then starts to grow the confidence, that then builds into momentum, and then they see the results, and then that continues. And it's like, this is what else would I ever want to be doing?
SPEAKER_00:I don't know. I think you're built to do exactly this. And I do think I'm a big believer and I want to be talking to the person who has done the thing, who has lived through the thing, who has, you know, has experienced this. And like a, you know, like a great. I always go back in my own mind when I think about things like this. When I was going through this legal battle, everyone would say you should go to therapy. And I was like, I have tried like four therapists. And every time I go in and I tell them my story, and they just kind of stared at me like, holy shit. And I'm like, that's not helpful. Like that's not where like there wasn't a there was no framework, there was no guide to get through this. And when you think about, you know, how to get yourself past the things that you believe will stop you from moving forward and building because the time isn't right, because you're going through something hard, because because, because, because, right. And I think that because you have managed to do all of those things to build new ideas, to help other people bring new ideas to life while managing some of the hardest, most heartbreaking things in the world. Uh you're the expert on it.
SPEAKER_01:I mean, and I and I then when you put the cherry on top where it's like going to find the surrogate and then just kind of peeling back the curtain and becoming your own agency. Like I had one, you know, I had to like, I had to put, I had to put the exclamation point on all of that. And so it's all, I think, now that I'm looking, like this trajectory of what we're doing and like what I'm doing with the B lab, it's so exciting to me. And I take it so I'm my passion and my just everything in my core to want to help people wherever they're at. Yeah. Like I've been working with people who are haven't even had the balls to like take the first step toward their business, or someone who's already done that and they want to open, you know, the their second location in another market. So I it's I love to figure out where are you specifically? Let's get really honest about that. And then how can I plug into your matrix and see where I can improve the atmosphere? And that's really what the B Lab is doing.
SPEAKER_00:And it's amazing. And that's what we're bringing into the Riveter. I think that, you know, it's I think sometimes when we're looking for help, or kind of like, is this person a specialty in, you know, zero to one and launching a company, or is this person a, you know, a specialist in scaling from one to ten? But what I think the B Lab does and what you do is you can handle all of those different inflection points because it's largely about just deciding how to tackle it and the mental athleticism that you need to do it.
SPEAKER_01:Yeah.
SPEAKER_00:And so I'm excited.
SPEAKER_01:Yeah, no enough to be dangerous. It's very, you know, in corporate America, I built teams. I had a$90 million book of business, multiple cities, uh, SOS. We built SOS from zero to two million dollars a year within five years. Yeah. Um, and then I built my family, you know, on the back of assisted reproductive technology and found a surrogate. So I feel like I've really got my hand in all those worlds where it's like, okay, I've proven success in these specific points. And it all comes back to truly what goes on in between your two ears.
SPEAKER_00:It does. And it does. And I think I just, I mean, there are very few people I know in the world that can take a problem and say, I'm just going to figure it out. And then not stop until they figure it out. There, there's a lot to that. Yeah. Steely resolve, baby.
SPEAKER_01:So let's talk about what we're gonna do. What like let's draw this in for people. Um, so we are basically gonna be doing a five-part live live Q and not QA. Let's call it like I don't want to call it a webinar. It's like a workshop, it's an experience, like a session. The B Lab X The Rivator session. I wish I could come up with new names for these things. They all feel so I know we're both also pretty good at branding, and I don't know how we're not coming up with so you and I we've created we've created a five-part series. Yes, that we're gonna allow people to sign up for. It's coming out hopefully next week. You can sign up on the links. Yeah, but you and I are basically going to give people the opportunity to to hop on. Yep. And so I I I'm excited about the themes. I'm excited about the way we're starting it. Let's kind of go through it for people. So the first one, which is gonna be October 28th. At 1 p.m. Eastern, 10 a.m. Pacific. Got it. Okay, it's basically an intro. You're we're introing me into the Riveter community, and people from my community who want to come on, they want to, you know, cross, pollinate, meet each other. And new people. Yep, that's great. Do bees are welcome. So I think the goal for that one is really to talk about the brave shift. Yes. And to go into a little more detail about what I and you believe that to be. And my raw, uncut, you know, experience and perspective on it is that it's really hard. And that's why people don't do it. And so we're gonna get into that.
SPEAKER_00:We're not gonna sugarcoat what the brave shift could look like. It's really fucking hard. And you are welcome to this, and this is for you. If you are thinking about a brave shift, if you are terrified of a brave shift, if you're in the middle of a brave shift and it doesn't feel so good, you know, all of these times, like they all are real. Yeah. And they can be really lonely because we don't talk about it. Yeah. And, you know, when you're in it and it feels all consuming, it's not like you can look to like Susie on the left and Jenny on the right, who are in not in the middle of a brave shift and expect them to understand where you are right then. Yep. And so that's that's what this is for to introduce you and talk about that.
SPEAKER_01:Yeah. And something else I am excited to talk about on the 28th is, you know, is it a brave shift? So, so really, you know, your intuition is very important, but I think a lot of times we're we're battling between intuition and all the other noise. Yeah. And so we're feeling something that's feeling a little icky or uncomfy. But before we jump off the bridge, you're right, like throw the baby out with the bathwater or whatever, is it really a brave shift? Are you in a bottleneck? Are you burnt out, right? So I think we we do want to really understand and take a moment for where you are, how you're feeling, and to help guide you into whatever path it is. And if it is a brave shift, right, then we talk about all right, like the realities of a brave shift. It is gonna be hard, it's gonna be all the things. And so if you're interested in that, join us on the 28th at 1 p.m. and we will talk about it.
SPEAKER_00:Can't wait.
SPEAKER_01:Oh, I'm very, very excited.
SPEAKER_00:Okay, so number two, when's that one? Our second session is on November 4th at 1 p.m. Eastern, 10 a.m. Pacific.
SPEAKER_01:Yes, and I'm excited to get into this second one too, because it's a really great segue, especially if you were gonna join the first one and talking about the brave shift. And we'll go into more detail around my brave shift out of my fitness brand and into the garage and how I created this framework. This, you know, the whole idea of well, what is mental athleticism mean, right? And so I actually, when I was in the garage, developed a framework and a system that has helped me so tremendously, and I cannot wait to really just teach it to other people. And it's the focus formula, is what we're gonna talk about in the second one.
SPEAKER_00:And I will tell you, listeners, that I have I have been through the focus formula and it's really powerful. If you think about it this way, like if you were, if it's like 1988 and you're doing Weight Watchers, there is a program, right? You want to lose weight. Here is a framework within which you can do that. Yeah. If you want to, you know, learn to be a social media influencer, you'll take a course, there's a program to do that. But there really isn't, or I haven't seen until I met Carrie, you know, a framework, a system. If you need to figure out the landscape around you and you're thinking, like you're thinking to get to the next place that you want to go to. And for people like me, who don't do not consider themselves on any level experts around mindset or mental athleticism, getting to work with someone who knows what they're doing and says, here is a framework, it's step one, step two, step three, let's think about it this way. Like, I felt a lot less helpless. Yeah. It actually gave me a ton of clarity.
SPEAKER_01:Yeah. And so if you're listening to this and you do feel like a lot of the conversations you see um are very broad stroke around mindset, and you're you would be correct. So for me, I just I've made it something very simple. Yeah. And there's visuals to it, there's exercises to it, and it's really um dumbs it down. Yeah. And so the focus formula will be a main topic of the second conversation. And I'm just really excited to lay it all out and give people kind of a tease of what that looks like. Yeah.
SPEAKER_00:We can get stuck so easily by letting the noise drown out the steps we need to take. So we can't even see them.
SPEAKER_01:Yeah.
SPEAKER_00:And so you're just stuck. Yeah. Forever.
SPEAKER_01:We don't want you to be stuck forever. No. So join us. Join us November November 4th. Yes, November 4th. And our third conversation is on November 11th at one o'clock. Yes. Yes. And this one ties into so you're going to want to join the second one to hear the third one. So you have the focus formula on the second one. And the third one, we're going to talk about the internal and the external audits that you have to do. And they're these, the the internal and external audit, they're so transformative. They're so transformative.
SPEAKER_00:Well, and after we did this, I was like, why the hell haven't I done this before in my life? Because in business, right, we're constantly looking at like what are our priorities for the quarter? What do we need to do to get, you know, to get to those priorities? What do we need to cut out? What's working? What's not working? Like, why are we not doing this in our own life? Uh-huh. And that's what this is.
SPEAKER_01:Oh, yeah. And so your internal audit is clearly the things that you're doing or not doing that are either helping or impeding.
SPEAKER_00:And if if you're a person like me who's like, I'm not very woo, I don't want to, that's not what this is about. It's not, no, this is really technical. This is not woo.
SPEAKER_01:This is very real and straightforward with the habits that are propelling you forward and the habits that are holding you back. Yep. And so there's no hiding from them. The one that's very hard though for people is the external audit. And it's the one I absolutely love. And the specific exercise, you know, you're in the middle, there's a circle around you, and then there's a circle, like circles around the circle that are the people closest to you. Yep. And we do this very, very just straight up exercise around the people that are closest to you in your life, who you're giving energy and life to. And then you come out of that understanding like how many positive, net neutral, or negative relationships you have that close to you. And it's it's a very powerful thing. And so you have to have done the internal and the external audit to then have the focus formula work because that you're putting the things in those four anchors and the focus formula from your audits, and then it all starts to flow together. And then, like, I see, like, I'm gonna say I see like the boxes, I see the visuals every single day. Like they're already drawn in for me in my head, and that's what my hope is for everybody else is like you're not winging it anymore. Yes. Every single day, based on this system, you are making decisions, you are prioritizing based on what we have put together.
SPEAKER_00:And the thing of it is, is when we say that you can build through the mess, through the hard things, you can do it when your priorities are in the right place and everything is aligned and making sense. Right? It has to be. Yep. And because building anything is incredibly hard. Yep. And, you know, if life is gonna throw at you what it's gonna throw at you, you need to be very clear about who you're spending your time with, what you're spending your time doing, and get rid of all the shit that you don't need.
SPEAKER_01:Yeah.
SPEAKER_00:I also think like when I did this, it gave me this permission. I remember I asked you once, we were chatting, and I was, I think, in in my heart, like one of the things that's been hard about moving to Columbus is that I built this whole professional community in Seattle. And I was included in like all of the things, right? From you know, the circus is coming to town, like the Nelson kids are getting great tickets from the circus, or you know, there's a uh really interesting book talk, Amy's being invited. And when I moved here, like I am never invited to anything. And I think I was I was telling you this once, and I was like, don't you ever just like want to be invited? And you were like, No. And you were and you asked me, like, what do you want to be invited to? And I was like, I don't know, I just want to be invited in general. Like, but it was, but then I realized it's like I actually like I don't, like that's not something that's serving me right now, right? Like that doesn't, it doesn't add at all. It actually takes away because it takes away my energy and I'm not spending the time with the people I want to be spending it with. Um so it gave me permission to myself to say, I don't need to make my life look like I once wanted it to look or like I think it should look. It just needs to look the way that it works for me right now. Yeah.
SPEAKER_01:And then when you really color it in, like the way I have it colored in, I think to myself, okay, I see the four boxes, me first, invest in your inner circle, build your empire, and improve the atmosphere. Those are the four anchors I have decided do not go anywhere. They're fixed in my brain, and they sit right next to each other with a tiny little line in between each one of them. Based on my two audits, the things that come out of that audit, I put in in one of those four boxes. Right. And that's the fluidity of it, right? The boxes and the anchors stay the same, and those things kind of go in and out based on where you are in your life. The permission part is this. Now I know I've agreed on my anchors, I've committed to the things within the anchors in the boxes. So let's say Susie didn't invite me to the fucking book club. Which one does that fit in? None. And so then all of a sudden you're like, doesn't matter. Doesn't matter. So it really does give you it, it focuses a real big spotlight on the things you are gonna prioritize, right? So it holds you accountable to those things. Yeah. But then it gives you permission to trim the fat. Yes.
SPEAKER_00:Who fucking cares about Susie and her book club? And then you don't think about Susie and her book club anymore either, right? Because it's crazy.
SPEAKER_01:Yeah, you really don't. You're like, eh, like it doesn't. It's actually wild. And so it is a it has gotten me, and that's where the mental athleticism comes in. It's like I feel this just it's like an operating system.
SPEAKER_00:It is, it's an operating system. It's that's exactly how I see it. Yeah. And I think one thing that's wonderful too, that we cannot overlook, is that when you are living your life and including in that framework, a part of your life that is build your empire, you're gonna build your empire. Yes. Like, you know, it's that because that's what it is. Like whatever your empire is, it doesn't have to be a business. It can be anything. No. But we are all here to live big lives and to buy the ticket and to do interesting things, right? And that is your empire.
SPEAKER_01:Listen, if you're a stay at home mom out there, this is for you. That's your empire. Your family's your empire, honey. Yeah. You know, you don't, it doesn't have the mental athleticism part of this, yeah, doesn't have to have anything to do with business. It's with if you want to lock in with the business, great. We're gonna go all the way. Yep. But no, you absolutely are included in this. If you have
SPEAKER_00:And and I would say for so many women I know, it is a very brave shift to go from working in corporate America to taking a career pause. Oh. Like that is a very brave shift. It's the most important thing you're gonna do. And a really hard shift because you are taking away an identity that you have built over the course of years. And that like that's a really brave shift. And it demands a reframe of your entire life.
SPEAKER_01:Yep.
SPEAKER_00:Just like it would if you were starting a company.
SPEAKER_01:Yeah.
SPEAKER_00:Like you know.
SPEAKER_01:So you know what? The number, the third one, the third thing we're doing is juicy, as you can see. There's a lot to it. Internal, external audit will be talking about all the things. So make sure you sign up and join us. Yes.
SPEAKER_00:We cannot wait. It's gonna be a good one. And for all of these, Carrie, the technology that we use is from the future. And we are able to actually bring you into the conversation by like phoning in. You're doing it on your laptop. But we want you to come into the room and talk with Carrie. This is not just Carrie talking at you. Nope. Um it's really interactive. And I think that's really important to note too, because I think all of us in the past five years have sat through a lot of quote webinars where we're just being talked at. But this is this is interactive. There's a live coaching component to every call.
SPEAKER_01:Oh, and I would love, I mean, the goal for this, and and as you'll see when we put this stuff out, is for us to get, I mean, I would love as many faces to pop up on that screen as possible and to hear your scenario. Like, I want to hear about your potential brave shift. I want to hear about your, you know, questions about what we're doing or give us, yeah, we want, we want that.
SPEAKER_00:Yeah. And and again, like, there's so many ways to look at a shift. Like I have a friend who is in the mortgage industry, and she kept having um women come to her who wanted to get divorced, wanted to buy a home, and just were in this financial position that they couldn't because, you know, for X, Y, or Z, their finances were tied to their husband, their credit was getting knocked, or they're getting they were getting divorced. And she made this very brave shift to niche her business down to focusing on women who were experiencing relationship changes and helping them navigate the mortgage process. And that might that seem like a brave shift because she's, you know, saying, I'm not gonna take on these other kind of clients. But also like the people in that realm, now they know how they have somebody who can speak specifically to them. That's but that's a brave shift. It's a hard thing. Like it's it's all these tweaks to our lives that count as these shifts. It's not just these huge pivots. No, I totally agree. Yeah. Okay, and then number four. We're doing number four on November 18th at 1 p.m. Eastern, 10 a.m. Pacific.
SPEAKER_01:And this is just another aspect of this system that we're talking about. So you have the focus formula. Now you're gonna know about the internal and external audits. And then this part of it is so powerful. It's what they say, like, you know, the smallest hinge swings the largest door or whatever that quote is. It's so true. And I am living proof that this is huge. And it's called do one thing. And I just call it dot. Dot. And this started, this started before my brave shift. This started with me being an all or nothing kind of girl. And over time, I was like, okay, wait, why do I feel like I have to like, why do I have to exercise 60 minutes a day at like eight eight out of 10? Why do I have to take the whole garage apart to feel accomplished? Why does everything have to be this massive thing? And then I look back to be honest with myself, it's like, and then there were a lot of times where I just would do nothing because if I didn't do that exact amount of something, it wasn't worth it. Yeah. It's the absolutely bass awkwards way to live your life. And I just literally, I don't even know how I think it's probably when I had kids and I only had small bits of time here and there. And I'm like, hold on a minute, let's just make this part of a system here. So, like if you do one thing every day and then take it a step further, right? So you have S M O P SMOP, spiritual, mental, organizational, and physical. And this is how I look at it. So every single day I turn the page is an opportunity for me to do one thing in each one of those buckets. Yeah. And at a minimum, so you also have a sliding scale every day, right? Everybody does. I can do the absolute minimum today. Yeah. Or, you know what, I can maybe do mid, middle, or I could do the maximum. Okay. So if I'm on a day where I can only give the minimum of everything, I can at least, okay, on the spiritual side, give a moment of thanks for my kids being healthy, right? That takes how long? Ten seconds. Not even. Mental. I can sit in my car, turn Enya on, and take like 10 deep breaths when I need to. Yep. Organizational, that drawer that I keep opening in the kitchen, I can take that drawer and I can clean it out, throw the shit away, like wipe it down with Clorox, and I can close the drawer. Yeah. And that damn, that feels good. That one thing is good. The one thing physically. Yes. If I only have 10 minutes, you might think, oh, 10 minutes. Go 10 minutes. Go do some push-ups, go high knees, whatever. And then don't think about it, any of it for the rest of the day. That was less than an hour for all four of those buckets. And it may seem mundane, but those micro consistencies every single day have completely changed the game for me. Yeah. Completely. You will find that if you do just let's just take the let's zone in on the organizational bucket, forget the rest. It's my favorite bucket. Okay. Because seriously, it is so impactful. All of a sudden, you'll start, you start walking around, you're like, ooh shit. Wait, that that that cupboard is super clean, right? Yeah. I just did that. And it's like this rotation. Next thing you know, you don't feel like you're buried underneath all of that shit. And it's one little tiny thing a day. So we're gonna talk in great detail about do one thing, about smop, spiritual, mental, operational, and physical. Yeah. And that alone, that conversation, it is so worth your time jumping on for 30 minutes because it is an absolute game changer. Game changer.
SPEAKER_00:I mean, I use the system now and I feel so goddamn accomplished. The system works. I feel accomplished. It works. Like it's in and the thing that I love about it is I think I didn't used to allow myself to feel accomplished for the small things or like the non-work things. Yeah. But it's important. They are important. And so it's like when I like I was telling you last week, my my O thing one day was like um cleaning out the cup holders in the min my minivan. And I was like, hell yes, I did that. Yeah. Like, and it was like, and I also knew I wasn't gonna clean the whole minivan. I didn't have time. Yep. So it was still half a mess, but I got the cup holders cleaned and it feels good. It felt really it felt really good. Yeah.
SPEAKER_01:And and then another part of this conversation, so listen up, like if your ears are perking up on this part, it's about not having to focus so, so much on diet and exercise. Yes. So our culture is so skewed. Like that's it. And like I I know there's so many people listening right now that your day is completely consumed with your calories, your watch, what you're eating, how much you're moving. And I believe me, I get it. It's important, but it's not everything. And so, really stepping back and like letting yourself off the hook a little bit for that, and just drawing in a little bit like like let's take the expectations down a bit. Yeah. And let's just focus on the organization, the spiritual, the mental, the physical, do what we can every day. Yeah. And just chill the fuck out.
SPEAKER_00:Like truly. And also like one of the things I love about this is that this is analog. Like we don't need any apps to do this. Right. And we live in this world where I feel like we're all turning into a performance metric. Yeah. Because I don't wear I don't wear an Apple Watch, you'll notice, because I I can't, right? Like I it's too much. And so, you know, I don't know how many calories a day I burn. I don't know any of that, but I'm okay. And this is analog, and that's important. We need analog things in our lives. It's so important.
SPEAKER_01:It is. And then we're gonna wrap up the fifth conversation with very exciting, something very exciting that's happening. So a culmination of all of this, right? So why would we not do sort of a challenge or an experience that people can come along and do this live with me? Um and so it's called the B10. It's called the B10, it's your vitamin. It's your vitamin, and it's like okay, B a 10, you know what I'm saying? Like, I there's nothing I love more than a title that has like cachet or under or double meetings or whatever. I mean, I'm always like, I can never be satisfied unless there could be different angles. So yeah, it's like a dose of B10, B a 10. But then with the B Lab, it's like B10. So it's 10 days. 10 days. And it's it's legitimately going to be very, very easy. It's not, it's it's low lift. No apps. No apps. Okay, we're going, we're gonna go old school. You've got the daily email, you've got your Slack. Um, I'm gonna be moving for 20 minutes every morning. So movement, 20 minutes. I'll go live on Instagram. You can move with me. It looks like working out with Carrie is an absolute treat. Yeah, and it's free. Like that the workout part is free. Yeah, um, not that the whole thing isn't free, but the workout part is free. And then um there's other surprises, there's like other things happening during the week, but all you have to do is join the crew. It's gonna be a lot of fun. It'll be a lot of fun. And I I I I dare you, I dare you not to be more organized, more um peaceful, and just legitimately feel like you have like your operating system is just flowing in a different way after the end of the 10 days.
SPEAKER_00:Yes, you'll have more control over the way you're thinking about the day and how you're executing the day. And for so many of us, we are doing a million different things, building our performance metric lives. Yeah. And to be able to just put a system in place is really helpful. And I also think, you know, for me, like I don't do all of the things every day. But even if I do three of them, I just feel like I have a lot more control over the situation.
SPEAKER_01:So the fifth conversation will be QA. We'll do a deep dive into the B10, what it is very specifically, when it starts, how you can join, how you can like sign up, do like the pre-sale. And then um my my hope for people, this is for everyone. Again, this whole this is like the mental athleticism size side of things. So you don't have to be in a business environment to do this. This is for anyone who wants to declutter their mind, get more organized, work through their day in a better way. But my hope is that when I meet some of you and you, the entrepreneurs in the crew, there will be opportunities then to take your experience with me and the B Lab a lot further into the business realm. So there are, you know, there's two sides of what I'm building at the B Lab. And it's like you have your mentally, like the mental athleticism side and you have the business side. And people are welcome. You're welcome to come into that mental athleticism door without being a business person. I will I can't emphasize that enough. Yes, you are you belong here. Yes, if you absolutely belong here, but if you are a business person, it's like even better because we can help organize this internal house and get you flowing in a way that's sustainable and solid, and you just feel sturdy and you feel healthy and just organized internally. Yeah. And that that will absolutely catapult you on the business side tenfold.
SPEAKER_00:Yes, it does. It does. And it makes perfect sense, right? Because like you wouldn't set out to build a house without thinking about like, is the foundation solid? Do I have all the pieces around me that I need? You're not like winging it, right? Right? Yeah. But so often when we start businesses, we just go for it without setting the foundation. And honestly, like you've spent the past couple of years setting, resetting your foundation. Right. And so and I was building the whole time. Yeah.
SPEAKER_01:You know, and and that's how the beauty of it all, where it's like, okay, I finally stepped back, did the opposite. I'm like, what would you normally do? Do the opposite right now. Okay. Let's just do that. Let's do the opposite of what you would do. And that's what I did. And I was building the entire time. Little did I know though, it like dawned on me. I was like, wait, you have to, this is you have to give this to people. This has helped so much. So here we are. And then, of course, you have the business part, which is naturally who I am. And like, of course, I want to help you build your business, but let's do it all. Like, design and build the business and life that you deserve. So join us for for one of these or all of these. We would absolutely love for you to be, you know, participate in all five of them. And it would make us even happier if you would um DM us, email us ahead of time to say maybe you want to jump on or if you have questions. We want it to be super interactive.
SPEAKER_00:We do. And if you, I mean, if you want to say, hey, I like to raise my hand for the hot seat during the session, you can do that in advance. Just let us know. But Carrie will give you all the advice.
SPEAKER_01:Yeah, we got a lot of goods, baby. A lot of juice, a lot of juice coming. Business of life, baby.
SPEAKER_00:All right. We've got this. So you can sign up by the link in the show notes, and that will be live on Monday. Yep. Um, and the sessions with Carrie in October and November, those are on us. Yeah. This is us coming to you and chatting with you about all of this. And then we will invite you to join the challenge, which I am so excited for. Me too. I can't wait. Telefran to Telefran.
SPEAKER_01:And if you're still out there following your girl, follow me on YouTube, Spotify, Apple, or wherever you get your podcast. And until next time, thank you, Amy Nelson.
SPEAKER_00:Thank you, Carrie Croft.
SPEAKER_01:And keep moving, baby.
