How to Build a Bigger Life Without Shrinking Yourself with Elizabeth McCormick

Elizabeth Blount McCormick doesn't think women should play small.

As CEO of Uniglobe Travel Designers, she helped navigate one of the most challenging periods in modern business history when COVID brought the travel industry to a standstill. Today, she's leading a nationally recognized company, setting audacious growth goals, and challenging conventional thinking about leadership, ambition, and success.

We talk about building through uncertainty, why women need to get more comfortable talking about money, the importance of finding the right rooms and communities, and what it means to be the first Black woman to join YPO Columbus.

We also get into entrepreneurship, mental athleticism, self-care, motherhood, identity, and the mindset shifts that help people keep moving when things get hard.

If you've ever felt stuck, underestimated, or like you're playing smaller than you're capable of, this one's for you.

Transcript

Sponsors And Welcome

Keri Croft 0:00

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Elizabeth 2:08

Good.

Keri Croft 2:09

I'm kind of angry about that too. I I love when I get upset with guests because they look too cute. Okay, let me look at this for a minute. A big conversation focus. Okay.

A $100M Goal And Scaling Fast

Keri Croft 2:21

I saw something about you you put out there a hundred million dollar.

Elizabeth 2:27

Yeah, I did. I said I wanted to hit a hundred million dollars.

Keri Croft 2:30

Yeah, it's a good goal. Because I was like, you know what, even if I don't get this back. Is uh Houston Methodist is at the multi-billion dollar?

Elizabeth 2:45

Um so I have two contracts. One is with uh well actually three now. One is with Visiant, which is a healthcare organization where I'm the only travel provider. So that means people are selling my services all across the country. Um Omnia Partners is K through 12, municipalities, universities, nonprofits, same thing. And then Biocom is a big pharma company that we're we're kind of rinse and repeating that same process. So I mentioned Houston Methodist because they've been a client for a while, but I've asked them to mandate travel for their organization because it's like, why not? Right. Um, and so it's a it and I've been going back and forth for a while on that, and it's going to happen in a couple of weeks, but it's I think it's the little things that people don't think about, right? Like the how many calls, how many um documents that I have to send over, how many PowerPoint, you know what I mean? Just the content to get people to be like, okay, yeah, this we've already worked with you, this makes sense.

Keri Croft 3:39

Damn, there's a lot here in a good in the best way. Black women are being disproportionately let go. Yeah, it's just something that's happening, and I don't think enough people are talking about it. You know? You know what? I mean, this is like I think we'll just since since I'm new to the scene on this, I think I'm just gonna like flow through

The Hot Garage Club Accountability

Keri Croft 4:02

it. Just with how did we meet? Did we meet through SOS? Yes. So that's how we used to kick my ass. Wouldn't that be lovely? Wouldn't that be lovely if that could happen again? Just it not in a I I don't want to train. If I wanted to train, you know, I would have just stayed training. But um I think there's a world in which like the community that's being built, I there will be a physical component to it here and there to challenge people, but then to tie it into mental athleticism. I love it. Would that be something you would be interested in? Yeah.

Elizabeth 4:36

Used to push me so hard in those classes at 5 30 in the morning. So you already know. So the the down.

Keri Croft 4:41

You know, I'm I'm really I've been told by actually I'm thinking about my friend Jackie right now, but um what's it called? The psychology how you um flip something. What is it called when you if I'm like, oh, don't worry about it, Elizabeth, just just stay, stay in bed. It's no big deal. It's like psychological warfare where I'm trying to flip the script on you. There's a name for it. Yeah. Um, and that's the part of it that I love is like really getting into people's head. Right. So you'd ask me about the cold ass garage club. Like, how can I get involved in this? And it's now transitioning to the hot ass garage club. Right. Where it's gonna be super hot and then it's gonna suck to get in the sauna. So then I'm thinking about getting like a mister. Like I don't want to cold plunge, like cold plunge. I'm I'm I can't do like the icy cold plunge. It's just um doesn't feel right to me for some reason. It gives me anxiety. I feel like I'm gonna go into cardiac arrest. I don't like it. And I'm like, what about an old school hose down in the driveway? Like when you're super hot. Well, anyway, there's a secret code, like a secret link. It's a sneaky link. Okay. And if you would like it, I can send it to your text. But see, I can't just like send it out like a join here button. Right. Because could you imagine? It would be wild. The creeps that would come over, like you know, you you just never know. Like you get one wrong person, and next thing you know, I'm a dateline, I'm a dateline episode. That's true. We're trying to have a little fun here, get a little weird. We're not trying to have Keith Morrison do, you know, interviews around my my support system and family and friends about how I lit up the room. Right. You know? Yes. So I will send it to you because I think you'd be a great please do. I love it. And what time? You do it early, right? You know, I'm a morning person. I love it. So we start at 4 30. Okay. You know what I mean? Yes. I actually have a couple regulars now that just like I'll send it to them first and then they sign up. Because here's the thing I want my ideal, it it's accountability for me. It gets me out of bed. Right. It's a great conversation for like mental athleticism. It's a great therapy session. So I love having the one-on-one. Um, but I don't want to be like, I don't want my workout fucked with. So, like, if you get someone who is not on the dial, you know, quite on the dial, then it's kind of like I want someone who's ready to like work, say a couple things, yes, sweat, and leave going, holy shit. What the fuck did I do? What the fuck just happened? Right. And it's been it's been a very cool, very cool experience. Yeah. Yeah. I think I could see you in there.

Elizabeth 7:08

Yeah. I mean, you pushed me before, you can push me again. I love that. Because it's like, how can you get better, get stronger? That's

Leading Post-COVID With Remote Teams

Elizabeth 7:13

right. Okay.

Keri Croft 7:13

Well, I love that we are circling back around together. Because I feel like I've we've tried to connect the last couple of years. You're a busy lady. So are you. CEO and president. Are you CEO and president? Yes. CEO. Yes. Uh-huh. Okay, Uniglobe. Um, very, very successful travel agency, but you're like 80% corporate, 20% leisure. That's right. See? Right. I do my homework. Uh-huh. Um, so what's it like being a baller, CEO, woman, mom, all the things, feminine energy. What's it like today in this moment?

Elizabeth 7:48

Um, I think it's it makes me really bold and even stronger. I think this is the time to just walk in my purpose. Yeah. Right. And, you know, it's it's life is hard, but it's not that hard. And I I was saying this morning to my husband, I said, you know, I had to bitch about something for a second. And I said, but if it if it was easy, everybody would do it. So I'm where I'm supposed to be, right? Yeah. And it's and it's different because, you know, in a post-COVID environment, I own a travel management company. We were incredibly impacted by COVID. Like I had no business, but I had to figure out how to survive that and find the silver lining every day, right? And so, you know, with my um team and employees, the silver lining I will tell you about COVID is that we have a number of remote employees. And before that, I thought I had to have people either in my Columbus, Ohio office or my Atlanta office. Like I could only have talent in these cities and these states. And COVID made me realize, no, you don't. You can set up people remotely, and people will work, you know, um consistently from home and can do well and perform well. So, you know, that's what I mean about finding the positive and the negative situation. You have to. Because if not, you can get down and depressed, and then your whole life is all fucked up. Well, right. Right, right. And so it's like I I try finding joy, protecting my peace, being around people that are positive and supportive and are just like, and to your point, we're just talking about just show up, work out, get it done, and like and feel good about yourself. But it doesn't have to be a whole drama thing, right? I started playing tennis again. I played tennis in high school and played one year in college, played it as an adult. I went into retirement, which is really funny. But I recently started playing um in August. I'm having a great time. I'm on a team, and our commonalities we love to play, right? So I'm playing tonight. I'll play Saturday. So it's just one of those things like finding your crew, finding your people. I don't talk about shit, but playing tennis. Get that ball, you get the overhead. I mean, it's it's amazing, but finding those communities, I think that helps me tremendously. And I keep like searching for that, right? And finding the right people.

Mom Guilt And Asking For Help

Elizabeth 9:47

Yeah.

Keri Croft 9:47

Yeah. But how do we balance? So we you and I just talked before we before the mic went hot. You're like, what's your morning like? And I kind of gave you the rundown. And sometimes I feel like I have gone through, you know, a couple obstacle courses or three before 8 a.m. Right. Before 8 a.m. And as women, parents, business owners, you know, it's it's a different landscape today for women, which is so, so exciting. But there's also judgment. There's there's guilt. And so we were just talking about Emma Greed. And she's, you know, on her book tour, and I just I'm fascinated by her. I think she's incredible. And she made a couple comments, one of which was that she spends about three hours like on a weekend with her kids, like on a Saturday. You know, it's just like eight hours is too much. I need my me time. And then she also said, and probably during the week, I may spend like maybe 20 minutes per kid per day. And I mean, the comment section was lit, right? Right. And so I think it's a very important topic because A, we're in the conversation. Women having these roles where we have to have this conversation. I mean, that's really what it's all about, right? We are in desperate need of women in powerful positions today. I mean, black, white, Asian, I don't care what your ethnicity, we we are all of us lift it up and be in powerful positions. So what do you think, though, about when you hear that from a mom saying, you know, I'm carving out this much time with my kids, like what's your initial instinct?

Elizabeth 11:23

Because we kind of go, whoa. Right. Well, you know, growing up, I will say this my mom um had a lot of help, right? So we had nannies and babysitters, and she and my dad would take trips together that we didn't go on, which was fine. And I think having those boundaries and setting those up isn't a big deal, right? And like when I was saying to you when I first walked in, I'm like, because I was asking about childcare for you. Like, I've had nannies and and I said, good. Like have somebody come clean your house. Why not? It's impossible to be all things to everyone. And so if there are ways that you can add some type of value to your life to give you some time back, do it. And I don't think we talk about that enough. Um, and and I appreciate what Emma is saying because you know, in in maybe 20 minutes, okay, may people probably feel like that's a little harsh, but that works for her, right? So no judgment there. Yeah. Right. So it's like, but but why shouldn't we be asking for help? Why do we have to do all the things? Yeah. And agree. And so and like even with self-care and mental health, and I have a therapist and I love doing sound baths, like doing things for me is so important. Even playing tennis. We moved our office from, you know, German village to uh the east side of Columbus, and last Thursday said to my mom, I've got to go to tennis. I have so it's like we do we need to do more of that because everybody else does.

Keri Croft 12:34

Well, it's also, you know, and I think her point to the 20 minutes a day is like she's not there. And so when when you if you take the lens off and you let's say her name was Tim and it was a man who said that, right? It's like, how many high-powered, successful men throughout time have spent 20 minutes per day on the weekday with their kid? That is normal. If you're in a normalized right, right. But so it's not like she doesn't want to spend time with her kids. You just can't. Right. And so it's like, okay, so she's not the mom who's making, you know, um, shapes out of the peanut butter and jelly sandwiches. She's not the mom that's gonna be doing all the Pinterest and the Instagram. But you know what? That's a that's a lie anyway. All that shit is a comparison trap and it's a lie. So if you are a woman today and you're in a marriage or a relationship with someone else and you are contributing, if you're the main breadwinner, okay, well then the the script is completely flipped. If you guys are equal, equal, it's completely flipped. All the roles need to be split. Oh, a thousand percent agree. Like the way we've looked at it needs to completely change. Agreed. And I think women, you know, we're having a tougher time, I think, with guilt. I I know I do. Of course. You know, because you have this motherly instinct and you and I'm like, but wait, I I do want some alone time, or wait, I am a little, you know, overstimulated or I need help. Right. You know, but I love that we're having the conversation. So my point to women out there is step back before you slice in with judgment and start tearing people down. Get curious and say, hallelujah, that we're having these conversations. I don't have to agree with Emma. I don't have to agree with you 100%. Right. But damn, right, what an amazing time.

Elizabeth 14:22

Right. That we can do that and that we can say that and that roles are changing. Because there's been so many expectations. You're the mother, you're the caregiver, you're the cook, you're all these different things. And if you work, I mean, it's just like now it's it's I'm happy these conversations are being elevated. I'm happy women are being bolder in what they're saying and really taking some of that self-identity back, right? Yeah. It's important.

Black Women Laid Off And DEI Backlash

Keri Croft 14:45

While we're on the topic of women, something that you put on your intake form is about black women and how they're being disproportionately let go. Yes. Um, and that we need to talk about this more. So let's talk about it.

Elizabeth 14:57

Okay. So, you know, 2020, you know, the the murder of George George Floyd really um it was a reckoning, right? In this country. And I think even around the world. And and so a lot of organizations thought, well, let me come out and say this, because in and there's so many studies that show you the profitability increases the more diverse executive team and workforce that you have, right? And so all these organizations, you know, hired all these people that, you know, were overqualified, probably did three times, you know, three times as good for twice as much money. And they're in these positions, and then because of the political administration, and I'm not getting political, things have changed. And over 600,000 black women have been, you know, let go from their jobs, furloughed, or the jobs were eliminated. Um, if they had anything to do with uh certain, you know, things like diversity, equity, and inclusion was attacked, and all these different things happened. And, you know, it's it's it's a big deal. And I don't think enough people are talking about it. Um, because we need to be as women, like why, like, why is this happening? What can we do to help them? And we need to make sure this shit doesn't happen again. Yeah. Right. It just can't change with just because someone is saying certain things, like, really, we're gonna change our organizations because of that. Like, women, people of color, to your point, we were saying, I don't care if you're black, white, Hispanic, Asian, it doesn't matter. But we we all need to be in lockstep with each other and also say, this is not right. What are we doing? Because if you don't stand for anything, you'll fall for everything. So when you've seen like organizations change it to community involvement or whatever, it's like seriously, all these different names and all this stuff that's coming up, it's like we have a problem here. All these people are incredibly educated and now they're looking for jobs. You see it all over LinkedIn, right? And they're like, ah, I can't find a job and I was let go. And it's it's it's it's awful, but I bring it up because it's like people don't realize just a single person making an effort can make a change. Yeah, right. And that's really what's going to change the world. Things like that. Like me and you were having this conversation, and hopefully, other folks that are listening, when they listen to, they think, well, wait a minute. If if there's someone that they know they could bring into their organization, do it if you have the power because you're an entrepreneur, you own your own business. You know what I mean? So it's the little, those little steps, and they may not, they may not seem significant, but they are.

Keri Croft 17:16

Yeah.

Elizabeth 17:16

Because we're making a change, right? We're talking about it. That's step one. And then people can make their own impact. It can be small, but it'll be so large because you do something, then someone else is going to want to follow that behavior.

Keri Croft 17:27

That's how anything starts. Correct. Small. You know, with passionate badasses like us. That's right. We get together and all of a sudden, all of a sudden the pot starts to stir, baby. And the next thing you know, you've got a freaking, you know, reckoning. That's right. That's what we

Being First In YPO Columbus

Keri Croft 17:42

need. Now, wait, so you were the first black woman in YPO in Columbus? Yes. What the fuck? I was. Isn't that crazy? It is crazy. How the pot how are you the first black woman?

Elizabeth 17:57

Let's talk about that. Okay. Yeah, I mean, it's it's it like this organization has over 38,000 people globally. It is incredible. It has impacted my life in a significant way. Um, but yes, I was the first. Um, I brought a few in uh after me because I think, again, it's important. You gotta be around people that do not look like you to learn, right? To grow, to strive. Um, and you'll laugh because um the the way I am is like if I'm gonna do something, I'm gonna give it my all. So when I joined the gentleman who was chair at the time, we had coffee. So, Elizabeth, you need to get on the board. And I did that. So in COVID, I'm on the board for YPO Columbus that I just joined, and I went up the leadership track. And I was a chapter president, I just did everything, right? Membership, engagement, you know, learn assistant learning, learning, and then chair. And, you know, so many people looked at me, they're like, you just joined this organization. How did you do that? Well, if I'm gonna be in it, you gotta have skin in the game. And I learned so much about myself, right, as a leader. One thing that I did um is I brought Nicole Anna Jones, who wrote the 1619 project, to Columbus. And she, our group here in Columbus, Ohio, was the first group she's ever spoken to at YPO. It was incredible. Like just hearing her story. And, you know, she was trying to get um, I think she was trying to get tenure at or something like that at UNC, and it didn't happen. She ended up going to Howard University, which is a black college in DC. And so people had questions about that. But it's like, if you are not challenged, if you are not, you've got to talk to people that have that have different perspectives and experiences than you do to really learn and have an understanding. And so that conversation, it was, it was powerful, you know, and and I think it it changed a lot of people's lives. It gave people some time to really reflect again and think about what you and I are talking about, right? Sorry.

Keri Croft 19:38

Even with black women, girl, you're getting you're getting fine. Take that microphone, take it like out.

Elizabeth 19:44

I know I'm getting emotional. I love it. Um, but even those small, again, those small steps make a difference. Yeah. Right. Yeah. And so I feel like, you know, it's so the door was open for me, and now I need to open it for others. Heck yeah. I just can't believe you're the first.

Keri Croft 20:00

You know what I mean? You would think that there would be like that's that's wild to me. Like, I need that to, you said let that land for a minute. We're gonna let that land. Uh-huh. How many are how many now?

Elizabeth 20:09

Uh two in our chapter.

Keri Croft 20:13

Well, you know, isn't it another issue too of like um how many black female entrepreneurs are in the city getting up, like like let's talk, like who, where are we? What do we do and what's going on? Let's you know, I want to I want to talk to everybody, especially you know, I want to know like who you are and where you're at. Like so we can like amplify and connect you and elevate, right?

Elizabeth 20:36

That's right. And also giving, you know, and also I think we need to be intentional about where we're spending our money to, right? Yeah. Is there is there an opportunity? And whenever, and Carrie, whenever I look, if I need something personally or even for my business, I'm like, is there a woman? Is there somebody black? Is there a person of color that offers these services to be very intentional about that and how we're how we're spending our money? Because everybody does that, but that's how you can like elevate, right? Yeah. And move the needle

Colorism, Bias, And Curiosity

Elizabeth 21:02

ahead.

Keri Croft 21:02

What ethnic what ethnicity are your parents? Are they both black? Both both of them are. Okay.

Elizabeth 21:07

Yes. Uh-huh. Yeah. Now my mom is very fair-skinned. She grew up in North Carolina, um, one of eight. Uh, she ended up, she and her mother and her siblings ended up moving to Columbus, Ohio. Um, but you know, you look at me and people are like, you're definitely mixed with something. Um awesomeness and badass reasons. There it is. I like that. Um, but you know, because of slavery, right? And that's a whole nother thing to try to trans, you know, I've got to like research our ancestors and all that kind of stuff. But yeah, both. And so and so I'm gonna say this to you, Carrie, and this will be really interesting. So I've said there have been times in my life where I've been in in situations where I'm too black to be white and too white to be black.

Keri Croft 21:52

Honey, listen, that is not the first time I've heard that. Right. So um I've had multiple conversations with People, um, especially if one if one parent's white and we're gonna be able to get away. Right, right, right, right. But I think the color of your skin too, like the colorism. Yeah, um, the shade ism, or I whatever. I'm not sure what the I can I can imagine that when you walk into rooms, it's like, okay, wait, am I am I white enough here? Am I black enough here? Like, how am I how you just want to be? You just want to fucking exist. That's it.

Elizabeth 22:27

Be like who you are. Right. And so some people will say they're like, Elizabeth is this, you know, and in in our black communities, like, she's this light-skinned militant person. And people are always surprised sometimes about how I show up. And I'm like, no, like if I'll call it out. If I see something or hear something that's racist, I'm gonna say it. And it's just say, look, like we need to probably have a conversation around this. Why do you think that way? Why are they surprised by it? I don't know. Probably because of all the historical things and stigmas that exist with colorism and uh things in our community that have been perpetuated even on the plantation, saying the lighter skinned people were in the kitchen and the house, and the darker skinned people were in the pla, you know, on the plantation picking the cotton. Right? Right. And there's and I've never felt that way that because of my complexion, I'm better or worse or anything. I'm just me. And I think that's part of it. So people just assume, and that's why I'm like, you never know who you're talking to. No. I remember my mom would say that there was a when we had our when our business was located um off of Broad Street, uh, a guy came in, happened to be white, he had a you know, bib overalls on, and he had like $50,000 in his pocket, and he booked a trip for his family. He was a farmer to go to Disney World. And my mom, I remember she said to the team, you can't judge a book by its cover. You never know who you're talking to, right? You never know. And so I always say, lead with kindness. And and so, like, I just I don't judge people when I see them. I'm like, and and I I try not to, right? Because we all have biases, but I'm like, you never know. They could have treated this guy like crap, and he would have never, like, he wouldn't have had a good experience. You know, he was trying to bless his family and take them on this incredible trip, and he just had cash because you know maybe that's how his business operates. That's exactly right.

Keri Croft 24:07

That's how he rolls. I leave with curiosity. I love that. You know, like of course, kindness, like I feel like that's just you would hope you would hope, but it's really not. Yeah. Um, of course, kindness, but I just I'm very curious person. And you know, I don't know if it comes from age or common sense or whatever, but I love the idea that you don't know what's underneath what you see. Same. Right? Yeah. So it's like, yeah, like we do all have biases. Like we all have our own form of like, you know, being like if you're being honest, we can all do that to each other. Um and and it oh, I think owning that too, like you're human, you know, like when you see someone, there are preconceived notions, but then you have the ability to step back and go, hold on. So my reflex is to judge because of this. Right. But you know what? Like, I know better, and my curiosity kicks in, and I'm like, let me figure this out. Yeah. And then take it a step further, figure out a way to connect. That part. Because I also love when you find someone who, like, on the surface, you'd have the least reason to connect, right? You'd have like, what will we have in common? To really find something with them. Yeah. To like walk away and go, holy shit. Because then you do realize we're so much more alike than we are different.

Elizabeth 25:24

Correct. Yeah.

Keri Croft 25:25

You know?

Elizabeth 25:25

And giving people grace and wanting to hear their story and understand it, right? And and and and having a life, and I know you have this, but that is so diverse. Yeah. Right? I have so many different friends, so many different backgrounds, different countries, different socioeconomic status. It's like really being intentional about that. My life has always been like that, and it's it's enriched me so much. Yours too. Because you know, when you reached out to me, I'm like, Carrie's cool. Oh, yeah. You've always have been welcoming and open. You probably have friends, a lot of friends that look like me too. You have those relationships. I know you do. And I have a lot of friends that look like you. And so it's just again, and then we connect, and it's just more of this needs to happen. Oh no, I agree. What ethnicity is your husband? Black.

Keri Croft 26:07

Okay. Did you did you date any white white guys?

Elizabeth 26:10

I never dated a white guy. Yeah.

Keri Croft 26:11

They're a little too white. I mean, I mean, I'm married to one, but he like, it's all good. Okay, so you grew up in Bexley. You probably received some racism. Of course. Yes. There. So Bexley was kind of meh.

Elizabeth 26:27

Yeah, it was. And so I went to Bexley's. Well, I started in Montessori and then went to Bexley schools first through eighth grade. Um, my sister was in Bexley first through sixth grade, and I think I had shared, like, I'm not a good test taker. And so I took a cat test back in third grade. I was like, what, 80 something, 85, and didn't do well on it. And and so that just carried on with me, right? From you know, the rest of elementary school and then middle school, and I was kind of tagged with this stigma that I wasn't bright, right? And wasn't it's because of a cat test from when I was like eight years old. And there were some other things that happened at Bexley, and and so my parents, they said, you know what, like they knew that they needed to put me someplace else. And thank God they had the means to do that, right? And at the time we were looking at CSG, but that was right down the street from the house, and Academy just decided to admit girls, and I was like, I don't want that. They found Wellington.

Keri Croft 27:19

Yeah.

Elizabeth 27:19

And it was um a game changer for me. I mean, I just I thrived there, did really well academically. Um, and nothing is perfect, but that's where I needed to be, you know, and I remember like my senior year, I'd uh I was uh president of the Black History Club, and I brought the leader of the Nation of Islam to Wellington. I know. And because Black History Month, like I took over the cafeteria, we had different cuisine, we had all these different professors, and um, but when I brought down Al Mohammed and he had two of his uh bodyguards there, it was probably the best um assembly we we ever had ever had there. That's incredible. And so and a couple of years ago, I was fortunate to be um named the alumni of the year for Wellington. And we when I was speaking about it, like when I got my award, I talked about that. And people were like, What? And the cooks, they were like, She brought the and it happened to be a few black folks that were there that heard my my my speech, and they were like, Well, you brought him here? Yeah, I was able to do that. Um, and I think it's it's just something about like, you know, that there was a lot of wealth there, but you didn't feel it as much. It's weird to say it that way. But you know, sometimes you just don't even know. Oh, you for sure who you're and and I like that. I had a great experience. Um, but the fact that I brought Donnell Muhammad there, people still can't believe it. And that's why people were like, she's so militant. How could she you see what I mean? Like being bold like that at 16? Who does that?

Keri Croft 28:45

You do.

Customer Service That Wins Big Accounts

Keri Croft 28:46

So you had a pretty privileged upbringing. Yes. And so was it because your mom started this business?

Elizabeth 28:52

She bought so so my dad um was an ophthalmologist, he had a private practice um in Columbus. And uh, and actually, when you drive down 670, part of the freeway is named after him. I don't know if you've seen that. What Colonel Wilbur C. Blount MD. And it's right by like when you're on 670 and you're getting ready to get off downtown, and then there was a sign from the airport. So so Ray Miller um was a good friend of my father's and he wanted to acknowledge him, which is pretty cool. Yeah. Right? Um, yeah. So what was the question? What were you asking? So I was talking about your upbringing and having, yeah.

Keri Croft 29:24

Yes.

Elizabeth 29:25

Okay. So, so yeah, so my dad was a physician, had a private practice, and then my mom did all the things. Um, she was on the board at Grand Hospital, she was on the women's service board, she got women of achievement, she was in the community. Um, so she didn't work for a a while while we were growing up, but did all these community things, and she always had support and help. Because my mom had me at 38 and my sister at 40, right? Which to me it's Which was at that time was so old. Right, like which is so crazy now, right? Because like I I don't I have a stepdaughter. I didn't birth my own children. I have a dog that I consider Ziggy my son. Yeah. Um, but but anyway, you know, it was when when I started hearing about how like, you know, folks are worried like high risk pregnancies. I'm like, really? Is that old? Just because of so so people would say that we like grew up with our grandparents, right? So, but we didn't. But we um my we used this company at first for our spring break travel, spring and summer, right? And so the original owner said to my mom in the 90s, she's like, You should become my partner. Um, and she bought him, she did, and then she bought him out. And then my dad was like her silent partner, never worked in the company. He was getting ready to retire and sell his practice, and he did that. And so that's how it all happened. And my mom grew the business organically. Um, this was a lifestyle business for her. She didn't care about making money. She was just like, I like she likes business. She had helped my dad grow his medical practice. Um, so entrepreneurship has just been in my blood. That's just what I've seen. Yeah. Right. And so even when I was in high school and when I would come home from college, I would work with her at the business, the travel company, and my sister would intern with my dad. And then let me tell you what the difference of that is like Jacqueline would go around his practice. He had two floors on Town Street, and she'd put on her white coat, and they would go to the physician's dining room and have lunch, and she'd watch soap offers, file a little something, and then go home. Meanwhile, with my mom, I was working from 8:30 to whatever, and you know, just do so it was really interesting. But, you know, we we've always seen that. Um, and so, you know, bought the business, and the first large account she landed was Ohio State. Um, she grew that. I know we they we had a 99% approval rating. We did everything for Ohio State from the athletic department to uh research foundation to um just the university proper. Uh I mean, all of it, medical center. So that was her first large account. And people were like, How'd this lady do that? It's customer service, it's doing things like when when my dad had his practice, all of his patients had our home phone number. And so they would call, all right? And they would want to talk, and he would take it. So I give my phone number out to clients, and like, just call me if you need something. It's just a different, like it's different. People don't really do that anymore.

Keri Croft 31:59

But that's what makes it really special, too. And that's a huge differentiator. Yes. It's a savvy sales tactic, right? Yes. The whole idea of just you know, back to analog or back to like writing a handwritten note, or yes, it doesn't take like a genius to figure out how you could surprise and delight today. That's exactly right.

Elizabeth 32:15

You know, it could be so simple.

Keri Croft 32:17

But yes, people but people just don't want to take the time. That's right. So if you do want to take the time out there, that's a huge, huge nugget for you. There it is. Take the time, yeah. It's a gem. Take the time to just like do some shit that other people won't do. That's like write a note, you know, talk live. That's right. I like a good audio text too.

Elizabeth 32:35

Me too. I've been using it.

Keri Croft 32:37

I am really loving that. And like I love it too when people send me one because it's like they're emoting though. It's like if they want to tell you something, like you know, and a text is great, right? But like if you do an audio text, you can really like tell someone, right, you know, you fucking crush that. I just want you to know this. Yes, Elizabeth, you savage beast, you know, and you're like, oh yes. Yes, I love it too. Yes. So yeah, maybe this. Maybe for the listener today, that's your we want to task you to like when you get off this, like done with this pod, I want you to scroll through and like who can you send an audio text to today? And just let them know. Yes. Like, I see you out there. Right. I see you, baby. Chicken that ass. Um, okay, question.

AI In Travel And Business Rules

Keri Croft 33:22

Sure. So relevant topics like business topics. Sure. You know, obviously AI. Yeah. You had something to say about this. Yeah. You know, they're talking about it in the abstract, but you're living it in the concrete. And so, what does my team become when AI handles what they used to, what they used to? And so, like, what are you seeing with your specific industry and business right now?

Elizabeth 33:45

So there are so many startups that are out there. So we got to kind of see how it shakes out, right? And you know, right now the biggest topic is AI. That's what everyone's talking about. Um, and so the thing is, is that there's something about that human connection. There's something about the fact that my team, you know, my team, they understand we have some clients that have a specific seat they like to sit on the plane, you know, a specific hotel, all those kind of things that AI is not able to do. And if you think about it, and and I laugh because I had to, I thought about this year. I'm like, we had the drug cartel thing in Mexico, the war, Department of Homeland Security kind of being shut down, TSA workers, what? And then air traffic controllers, right? And I just laughed. I'm like, and then not don't even talk about the bad winter we had, right? All these things impact travel, you know, and it's like, but but but it's helped me think about like what are the things that we can automate today with AI so that we can provide that white glove service and take it up a notch because that's what people are looking for. It's service, it's response time. You know, I would say too, to people out there that are entrepreneurs are thinking about it, the faster you respond, you're gonna win that deal faster than anybody else. Because response time, people are so laxadaisical about it. So when you're talking about, you know, writing those notes, it's like keep it simple, stupid. Those simple things make a difference. Responding quickly, like seeing what's in the market, like those are and and really being active. So I've been doing tons of research, talking to different experts in AI to figure out exactly how we're gonna deploy it. But the one thing we have to remember is that you have to get your team the buy-in from them first. You can't just like roll out this AI thing and then nobody understands how to use it, right? I think a lot of people have been afraid that AI is gonna take their jobs away. Well, not necessarily, but how can we utilize it to you know ensure that we are are helping our clients, but also freeing up the team for those like media, like remedial tasks. Like we'll have clients that'll say, I'm going to Miami and I need to see every flight that exists from these dates. So can you imagine how and that's fine, it's a labor-intensive request, but AI can do that. Oh yeah. And so that's what we're like looking at and trying to figure out what is the right tool. Um, but you have to be looking, but you also have to be smart about it. Because again, there are a number of startups that are probably gonna fail. So what's the right partner?

Keri Croft 35:54

Yeah. Right? I love that. Yeah. So you have a couple really good pieces of advice um for entrepreneurs, right? And we're just gonna go through them, we're gonna rip through them. So lesson one, the ceiling you feel is often the room you're in. Amen to that. Yes. Let's talk about it.

Elizabeth 36:10

Yeah, I mean, you know, I think and typically I'll say as women, we have that imposter syndrome. Um, but I try to flip it, and what I say to people all the time is you're in that room because you're supposed to be. And you deserve to be there, and why not me? And so it's a mindset shift, it's something that we don't always do, but it's like, you know, the possibilities are endless. And you have to look at life that way. And so, for example, I remember I've I've I've spoken to a lot of different entrepreneurs here in town, and they would always say, you know, they had this tunnel vision, they had to work with Ohio State, right? I'm like, okay, but there's so many other opportunities. Like, don't just focus on this one thing and har and harbor on that. You know, I I remember when we had our first client that was out of out of the state, which was Children's Hospital of Los Angeles, and they're still our client to this day. I was like, I I can do that. And I can see that. And so it's like don't limit yourself. Right. Um, and in in any room you walk in, and any opportunity, and and oftentimes, and one of my favorite things that I always say is a no leads to a better yes. So true. And there's it's redirection. So it's like understanding, and then you realize you're like, that's why this happened, right? And I'll give you an example. So I had a shitty day last Wednesday, stopped by the police, someone stole my evil eye necklace from a spa that I went to. Oh. And I know, but they're gonna get bad karma for that, right? Damn. I know.

Keri Croft 37:33

That's like a double wander. Isn't it a double whand? Yeah.

Elizabeth 37:35

And I remember I was looking down and and I would and I said, and I said, God, I really need something positive to happen. I need a blessing, right? And and and sometimes, now I'm gonna be honest, sometimes that happens. Like you just feel like it, and I think you have to be real and say that because days sometimes suck. And sometimes you can't see like the rainbow through the clouds, right? And so I get home and I look down at my phone and I had an email from one of our clients saying, Hey, we're going to finalize um this contract in a couple of weeks. And I was like, There's the blessing. Right. And so instead of focusing on the negative shit that happened, I need to focus on that. And that's what keeps me going. Right. And and I don't think we we just it's like it's easy to get in a rut, it's easy to get depressed, but I always try to be positive and make the most of the time that I'm having and be intentional about the connection, right? Intentional about the conversation.

Keri Croft 38:26

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Elizabeth 41:05

And because you're actively working on it every day. Yeah. And because even though life is hard, like I'll tell you what, when I'm driving down the street and I see someone holding a sign will work for food, I'm like, so I could be that. So get over yourself. Get your shit together. Yeah.

Keri Croft 41:17

I mean, there's a lot of yes, a hundred percent. And that's just kind of like the whole idea around mental athleticism, you know, and the system that I have basically taken out of my head and put out into the world. I mean, that's um, it's all about the audacious vision, the relentless execution, how you how you handle your internal world, as we call it internal command, and then your environmental design. Yeah. Really? So those are the things, in my opinion, that have been, you know, made me successful and helped me to be able to navigate all the things, you know, so far. Right. Um, so yeah, I I couldn't agree with you more. And I think, you know, look at your room, look at your table. It's not that you have to leave the room. You don't necessarily have to leave the table. Sometimes you do. Sure. Sometimes someone just needs to leave your table, or you can bring other people in, right? So I think just always being aware of that though. You know, whether it's getting self-development, getting coaching, getting a mentor, opening yourself up to something. I don't know. It just don't be stagnant. That's it. Especially the women out there.

Elizabeth 42:21

Get out there, girl. And then, you know, closed mouths don't get fed, right?

Keri Croft 42:25

No, they sure don't.

Elizabeth 42:26

So you better ask for it because somebody else would. Oh, right. Yes. I saw something this morning on Instagram with Merrill Street. You know, God, I love that. So do I. And Devil Wears Proud of Two is coming out. It was a short thing. She said at first when they reached out to her to do it, she said no. Then they reached back out, she said they doubled her offer. That's what I'm talking about.

Keri Croft 42:43

And then she goes, It took me 56 years-six years to think I could do that.

Elizabeth 42:47

Yes, we need to do that every time.

Keri Croft 42:49

Well, see, women, and this isn't back to Emma Greed.

Elizabeth 42:51

Yeah.

Keri Croft 42:52

One of the things she talks about in this book is how women have to start making money, putting money at the center. And that women don't want to talk about money. They don't want to have the conversation. She's like, I see so many women, I see business plans come through my desk, and I can't tell you how many women want to talk to me about like giving back to the community and the give back here and the this and then. And she's like, Where's the profit? Like, it's okay to say, Hi, my name is Elizabeth, and I want to make a hundred million dollars next year, top line revenue, right? Or whatever. Right. So can you help me get there? You look, but I want to do that. I want to do that, period. And that's okay. And so then, of course, like you're a good person, you're gonna want to improve the atmosphere, you're gonna want to do gives give back, but that has to come after profit. That's right. So it's okay. Right. It is, and we need to maximum, yes, like it's okay to be a woman and to care about making money, honey.

Elizabeth 43:48

Correct. Or if I want a condo in on Brickle in Miami, I can save it and I want it.

Keri Croft 43:53

You want it, and you can still be a good person. You can still give back and still have that, right? Damn, we are just influencing the women's. Today. Okay, lesson two. Run your business like you're going to sell it, even if you never do. I like that one.

Elizabeth 44:07

Yeah. I like that. It's being innovative, being open, making changes, like you can't do the same. If you do the same thing the way you've always done it, you're going to be stuck. You know? Yes.

Keri Croft 44:18

And it's true because you just you never know what the opportunity is going to be. It's almost like, you know, if you're going to sell your house or whatever, everybody like goes to clean it and they organize it, they tighten the screws and all this shit. Like you want to have it in a position because you never know. Right. Where it's ready. Well, and because like that's going to be what makes it profitable anyways. Correct. So it's like, why wouldn't you know? Yeah. I like that. Boring consistency beats brilliant intensity every time. Agreed. Mm-hmm.

Elizabeth 44:46

Those same things, sending the emails out, you know, whatever it is that you you have to do on a daily basis, even, you know, the monthly newsletter, all those things, they sound boring, but it's consistent. And it you want to continue to build the trust, right? That that our clients will say to, I trust Elizabeth. She does what she she says she's going to do. She's the same in every room she's in, and she's going to take care of me. That's what I want people to say about me.

Keri Croft 45:12

What would people say about you in general, about your personality?

Elizabeth 45:15

And you know, I love that question because I never, I don't, I don't think I ask it enough. And when I was telling you that, you know, it's like it's one of those things. So people would say I am fiercely loyal to the people I care about. Um, you know, some one of my another really good friend of mine said that I write in the rooms I walk into. And I thought, wow. Because I just try to be positive and I'm just being me. Um that I cuss like a sailor, I told you that. Um, my team would say that I I move fast, um, that I have so many things going on in my my brain, but that I can have conversations that are strategic throughout the day, right? So I can be really laser focused on those things. Um, people would say I'm I'm a competitive person because I like to play tennis. I love to exercise. It's just that's my thing. And one thing I always say to people, like, I have to exercise, even when I travel. I don't care. If I have a meeting, I'll get up at five o'clock, go to the gym, whatever it is. I have to do that for me. Um, and people would say that about me too.

Keri Croft 46:12

What's what's a growth edge? Like what's what's something your husband, like, you know, what's something that it's like part of your personality? It's like an Achilles heel where you're like, God, I wish I wasn't like that a little bit, or like a dog with a bone on certain things.

Elizabeth 46:27

Right? And sometimes I and so when I'm saying like sometime it's it's a redirection, I need to do a better, like better job of understanding. But I but I want to get the I want to get the answer. I feel like I've got to get to the answer and understand why, and then I'll be at peace. But I need to understand sometimes it's beyond my control. So I'm trying to get better and not be like act like a bulldog with a bone. Like, okay, just let that go. Yeah. Because then you can open yourself to other things. Yeah. Right? But if I'm so obsessed with this one thing, why isn't this happening? Then I'm gonna miss other opportunities. So I'm working on that.

Keri Croft 46:57

I have a good yogic thing for you to take with you. Okay. So when I went to Bali, this was, you know, right when I was in the throes of like SOS, was like I couldn't, I was trying to have kids, it wasn't working. Um, turned 40. I mean, SOS was like, I did it every day, all day. It was like everything. I know. Okay. And when I went to Bali, um, my instructor, her, who I love, her name is Alicia Chung. Um, first she told me about brahmacharya, which is basically allowing yourself to rest. But the thing that I took from being there, and it changed for me like when I came back. It was like you need to hold on loosely. I like that. Remember, do you know that song Hold on Loosely? It's like from the 70s or 80s. Hold on loosely who singing that you cling to. So I don't even know. It came into my head and it was like, hold on loosely. Like there has to be space between you and this thing that you're so what if this thing that you're so fixated on just disappeared tomorrow? Right? Right. You just had like to be able to just have like a lens like that, I don't know. You know, I'm not by any means some like yogi, like I am more built like you, where it's like, come on, but that's helped me so much. And I I have told myself and reminded myself of that exact phrase more more times than I can even tell you. It's like, hold on loosely, dude. I love it. Like when you're up against the glass like this on something, you're not seeing what's possible.

Elizabeth 48:31

Correct. You can miss it.

Keri Croft 48:34

Right. You're gonna miss the other stuff, and like that was like when it came time to leave SOS, when it came time for me to be like, okay, I need to sell my interest and move on. You know, I could have stayed there, yeah, push and pull, and just done this. And I knew that. You know? Yeah. And that was part of my letting go was like, whoa, wait a minute. You have to believe in yourself though, enough to go, what if you did let go? Right. And you bet on yourself and look where you are and you're thriving. What if you did let go, right? Right. Yeah. What are what are you never gonna get to to experience if you stay over here like a dog with a bone? Right, fighting over what's yours, what's this, what's that, or the potential of something, right? Right. How many business owners and partners or whatever out there are fighting over the potential of something? Like of what it could be. Instead of what it is. You know, and it's like, oh no, you know, and I was like, I was a bit, I mean, that's really powerful. You know, I thought, you know, for me, it was very hard. Yeah, all the things, but I was like, you have to bet on, you have to know that like you're meant for different. That's exactly and you just gotta go. Right. So get your nose off the glass, y'all. Please do it. Get your nose off the glass. You know, I love that. No, you're right. Who do you look like? Am I fancy? No, no, no. Like you just started laughing, and I hadn't even thought of it until just then, but there's someone. This happens to me often when people come in. Like they'll remind me of someone, but you just reminded me so much of someone, and they're famous, and now it's gonna drive me crazy.

Elizabeth 50:12

Okay, so there was some someone told me I looked a little bit like Thandy Newton. I don't know. And then there was someone who was, I don't know if she was on Bridgerton or not. So it might be, but I can't remember which one, like what actress it was. Because actually, I was go to the human form in Grandview to work out, and um the woman was working out with me. She's like, has anyone ever told you you look like such and such? I had no idea who it was.

Keri Croft 50:32

So I don't know, but where's the human form?

Elizabeth 50:35

Off Virginia Avenue, so close to where we are right now in the what is it? It's a I've heard of it's a gym. So it's like so you have coaches, and um you know, there's like I I'm there at six o'clock in the morning, a couple days a week. Um, you do three exercises for a certain amount of time, and then you take a break, then you do another three, and then you end. So it could be pushing sleds, it could be jumping rope, it could be whatever. Um, but they're really working on your technique and just ensuring that you're safe when you're doing the workouts. Like, so remember, I mean, I went to SOS like a diehard fool. The one class that drove me crazy was so hard. What was the circuit class on Tuesdays at 5 30? You remember you do box jumps and jump the whole what was it called?

Keri Croft 51:16

Control um control course.

Elizabeth 51:18

Yes, yeah, yes, yeah, yeah. I mean, no, I know love that, but I mean, I'm like, I'm too old to be doing box jumps. I would just step up and step down. You know, it was amazing. So this is a little bit, it's different than SOS. Um, but yeah. And you do Sarah Ortlet Pilates. I do, yep. And then play tennis, yeah. And I know Sarah was on here and she's you're getting out of it. No, she's fine. She's good.

Keri Croft 51:41

She's a she's definitely a master of her craft. For sure. You know? Yes. Your skin is amazing. Do a lot of work about it. Do you? Yeah, go. Dermatologists. To give me the we need to know. Okay. I want the routine. I want to know everything because it's kind of annoying. Oh, really? I think your skin looks good too. My skin's okay, but my my skin doesn't look like the the fresh dawn of dew of a baby's ass. Okay. I like that baby's ass. Um literally, it looks like it's never touched the light of day.

Elizabeth 52:11

What?

Keri Croft 52:12

Yeah, it does. Okay.

Elizabeth 52:14

Well, go to a dermatologist, get Botox. I'll just say that. Yeah. Yeah. I don't think so. Okay, so they take the blood, you know, from your vein, clean it, and then inject it to rebuild collagen. So that helps because I have dark circles. Oh my God. And then, you know, I have a this new shower head my mom got me. This this where the water's filtered. It filters the water that's coming out. I'll send you the link to amazing. So probably and try to eat and drink a lot of water, right? Things that you would always preach at SOS and eating well. So thanks for that. I've been trying to work on this and taking collagen. Oh, yeah, I do that too. But you don't put like I'm there's no topical, magical, like no, I have so I have uh just regular sunscreen that I put a tinted moisturizer on because I was seeing you today. That's right. That's right. A little lip gloss. Now, do you eat in the morning? Yes. What did you eat today? Yeah. You're gonna just punch me. I had a uh today I had a plain bagel from Starbucks. But typically I'll eat like a scrambled egg or a fried egg, a chicken sausage. Like I try to eat and then have a little snack in the middle of the day. What about you? What do you eat in the morning?

Keri Croft 53:13

So nothing. Um, I usually don't eat in the morning. Now, this morning I had a couple of um big tablespoons full of, which is not normal for me. I have this concoction right now that I'm addicted to. So it's Siggy's plain yogurt. I love Siggy's, uh-huh. I put that in a huge bowl, and then I put my protein powder that I love. It's called Truvina, and I usually do vanilla. So I'll do like so I'll make the whole batch, like the the big Siggies, like the Yeah. So I throw all that in, throw in like three heaping scoops of protein, throw in a bunch of chia seeds, and then I like to put like a couple chocolate chips in there. That sounds amazing. Then I put it, but I put it back in the big thing, and then I just have it, and I just, and that's part of the problem though. I have to like be very careful with portions. Yeah. Um, so because I'll eat the whole fucking thing.

Elizabeth 54:00

But you know what I was just thinking about? That damn check yourself. Oh. Loved it. Like showing people how to eat and that you need to feel your body. You know what I mean? And and and and I loved it because you you taught me that there were things I could eliminate and didn't really need them. You know what I mean? Yeah. And and and those practices have just still been a part of my life today. But food is really what people need help with. Oh, it's the hardest part. You can work your ass out in the gym and still have tons of a high percentage of body fat, right? Not see any results. It's the things you're not doing when you're there. No, it's so true.

Keri Croft 54:32

Right? It's so true.

Elizabeth 54:33

Yeah.

Keri Croft 54:34

Well, I personally have enjoyed this thoroughly. I feel like we don't want to let 20 years go by.

Elizabeth 54:40

We will not.

Building BYLD And Protecting The Vibe

Keri Croft 54:41

You know, I am building a community, by the way, which you might be interested. I am. I definitely. Can I tell you about it? Yes a little bit. Okay. Yes. So this has been happening, this has been swirling for like two years. And then once the in real life happened, yeah, and the feedback was like, I mean, that was electric. And I had so many women that night. And I mean, still to this day, I mean, the the reach out has been, if it tells you any, it's like the evidence, the proof, right? Right. And so I have toyed around, like I've been doing like some business consult. I've just been dipping my toe in, just trying to see how things feel, you know, and not trying to rush anything. And so I'm like, nope, this is it. Like this is the this is the rapper, this is what I'm doing. It's all women, which is interesting for me, right? So I've always been a very unisex girl, like not wanting to um just be like a I don't want to be like a girl, it's not a girl boss type thing. But some of the feedback from the women has been very much like this is so needed, a space for women. Yes. And so what I'm not gonna be is like a typical business community, right? Right, right. The idea that it's everybody marches to the drum of mental athleticism. So you're either mentally athletic or you're aspiring to be, right? None of us are on the summit, but there's a whole like system behind that. And so that's where we're all like-minded. And then I want a very eclectic, diverse group of women, and not just the way we look, right? I know it's in our life experience, our our um the way our badassery, everybody's essence is different, even some different ages, because I feel like we can learn so much from each other, like a 30-year-old and a and a 60-year-old, like the exchange of information there can be insane. So, anyway, it's basically this collision of mental athleticism, badassery, business strategy, all wrapped into this thing. Because I was like, okay, this IRL was a banger. You can only do that once or twice a year, right? So, my goal is to be sort of the conductor of these connection points throughout the year. Love it for women. And some of them are gonna be as simple as like there'll be a walk and talk. So all this stuff will be on the calendar, right? Okay, yeah. No one has to come to anything. You can come if and when you can, but there will be specific opportunities each month. So, like one would be like a top-of-mind call that's curated. And it's like, okay, who's got this big win? Let's talk about Elizabeth's win. Who's got this huge financial obstacle? Let's help Annie, you know, try to get funding for her bakery. Or um, let's like it, it's not just a random thing where everybody just gets on a call and like looks at each other. It's intentional, right? Very intentional. Quarterly gatherings. So I'm excited about this because it will be like, let's say somebody wants to have one at their house. Cool. Like, let's say we close down a clothing boutique, which I'm already talking to Tatish at True Luck about. Oh, and so close down the boutique, she gives like a really great discount. And this would have this would be a good one for going into fall. Yeah. Helps everybody with their like badass fall wardrobe. We could bring like a makeup artist in to show a couple of things. So, like that kind of thing, it's like we're not just sitting talking business, we're connecting. If a business conversation comes up, but we're helping elevate, but it's very fluid. Every month is kind of different, but like what what I want is like a consistent, so people know what to expect in terms of there's a call, there's a walk, there's a this, but like it's a fluid kind of situation. And one more thing I haven't told you about that I think you might like. It's called right now the move in mind. Okay. So this is going to be on the calendar once or twice a month. Okay. I think probably twice. I'm hoping to do it on a Saturday morning and like a week night. Okay. So you would come here downstairs. Okay. Be all empty. Okay. So we have a 40-minute physical challenge. So I won't tell you what it's going to do. Like what? So let's say, for example, I would say to you guys, I want you to bring something heavy that you can carry, that you think you can carry up and down the stairs for, let's say, six times. So I don't care if it's a sack of potatoes, I don't care if it's a 25-pound wheat. And if you're someone who's like, I'm not really in shape, I'm nervous, you can just carry your body. But when you get here, we will all go through something together that would be challenging. So it's not going to be like this typical workout. It's going to be something that that, like, let's say by the end of the year, at some point, we're all doing like a 10-minute plank together. Oh, okay. You know, something that something that will attach you to like, I can do, I can do these things. And like we're constantly trying to get better. But the first 40 minutes would be some kind of physical challenge attached to mental athleticism. And then the the other 40 is like, let's say we bring in smoothies or we have whatever, and then we talk business, we talk life, we talk challenges. So I think that is gonna be like a very unique version of like a, you know, business. It's but it's but it's not. It's like the whole, the whole thing. I think that's gonna be, you know, really cool. So when is that going to be on the So I'm I actually so from the IRL, and this is where it gets a little interesting, but I'm just gonna own it.

Elizabeth 1:00:01

Okay.

Keri Croft 1:00:01

I can't just put out a join now button. Right. Or I'm not going to just put out a join button. So I, what I have done is I put together a list of women. And it doesn't mean like if I haven't reached out to someone that I don't think they would fit. Right. It's just these, these particular women either are building a business and they for some reason right now are the ones that I felt like would be in the like founding group. Now, I've also told people if this sounds good to you and you feel like you have all the elements and I just don't know, then set up a 15-minute call. Like I want to know who you are, right? Yeah. But this first group needs to be 10 to 15 women. Okay. Max. And they all need to be, it needs to be right. Yes. You know, so so I have reached out personally. I've had so many 15-minute calls with women. And every single one of them, they're like, this, like, it's like there's a need there. There's like it, it's quenching some kind of thirst, I think. Um, and so I'm really excited to get started. I'm I already have on my mind on my list in May. Like I have the first move in mind on the calendar. Cool. Like it's happening. It's it's happening. Yes, you know, and then I'm thinking like down the like retreat. Love it. Um, I'm also thinking a female founder fair. So, like, let's say, let's say the IRL, the next one we do, will be bigger. Of course. Yeah. So I was so the guy, so Joe Delas came in last week from Baker Road. They do all these retreats and whatever. He's like, we could actually like probably do a moment out in the parking lot, like whether it's like an outdoor living room or whatever. But then I started thinking, I'm like, we could have a fair. Like we could have like a, let's say somebody wants to like show off their goods, their wares, whatever. We can sell 10 spots or whatever, and you can go in and you can meet the top 10, you know, new female founders and what they're. I mean, some of the the women I met from the IRL that I didn't even know existed, like and what they're doing. I'm like, oh no, this is popping off. Right. Right. I love it. Shit be popping. It be popping. You know what I mean? Yes, I do. So, yes. I say all that to say that's happening. It's called build B Y L D. Like it. Because really, it's all about you. The why is like you control with your mental athleticism. And it's very like acronym and bold, and like I can see it being, you know, a thing. So you're welcome to it. I'm doing it. And you also, if you want to like feel it out, I will also be inviting, like, let's say we do a move in mind. I will invite some people in because you have to like people need to experience like what the thing is sometimes before they kind of buy in. Right. Um, but I just can't wait. I cannot wait. Like, I have not been this excited about starting something for a really long time. For a really long time. Cause it's just, it's clicked. It's finally like, wait, this is this is all the different components of what I'm trying to bring to bear. Right. I'm bringing it forth.

Elizabeth 1:03:07

Right. But I think what's so important about what you said is the it's the vibe, right? And it's the group of people. And so, and and you're very good at that. I mean, at SOS, great at that. Um, here, great at that. And and I think you have to be like when you're curating this group of people, it's meaningful. And and like some folks you know aren't gonna gel. And the re it resonated with me because I do this this president's cruise that I host every uh two years. And last year was the biggest one. We had 38 people, but there was no drama, and everyone got along well. And I'm very particular about that. So you have to be because we because you when you have that, and maybe we can start a business to get paid for doing this. Seriously, being able to put people together is not an easy thing to do. No, no, no. Like, there's a thing out there, Carrie. Uh-oh you're good at it, I'm good at it. Like, seriously, I've received so many compliments that people are like, How do you put these people together? Pretty intentional about it. Yeah. Yeah. I mean, and and because that's how they're gonna have a good experience, has to be the right chemistry, the right mix.

Keri Croft 1:04:06

You know what else, too, that I think um is really important for me this time around is that I'm drawing in the expectations. So, you know, first of all, mental athleticism is very specific. Okay. So, like, there's nothing gray about it. Right. This is the mentality, and these are the things that we do. And I've made it very clear on how you can like step by step draw in your big vision, your relentless, like all the shit. So that's one thing. But then having like this manifesto where it's like, okay, so like the goal here is for everyone to bring out their own true essence of badassery, right? And the way you do that though, is by self-respect, is by self-confidence, and the way you feel inside allows you to look at another woman and be able to see it in her. If you don't have those things, you will not see it. So the thing is, do I expect all the women to be perfect? None of us are. No. But what I do expect at a minimum is that you have the ability, regardless of if someone's younger than you, if their business is doing better than yours, um, if there's some trigger or some thing you're reflexively feeling, that we don't tolerate any of that. Like we exist because we know how hard it is. We exist because every single one of those women will tell you, I can't tell you the number of women said I was afraid to walk in the door. These are confident business women, but they're nervous, they're human, they're flawed. Yes. You know, so so if we can't be that for each other truly, truly, when it matters, yeah, what are we even doing? And I think a lot of times this women supporting women thing is such bullshit. Agreed. It's performative. It's based on um, it's based on, okay, I I'm with you. Elizabeth, as long as you align completely with every perspective and preconceived notion and thing in my life that I believe in, we're good. Right? Yes. Or as long as I'm not feeling like you're threatening my success a little bit. I want people to feel in this group, yes, challenged, ignited, amplified, connected, uncomfortable. I like that. All of it uncomfortable. All of it. You know, and so it's it's gonna take a certain, a certain type of woman. It sure will.

Elizabeth 1:06:32

But I love what you said though, about like, you know, and and I think the thing is too, is like we all put our pants on the same way every day, right? And then oftentimes when people feel that are like, why she's doing better than me and doing the compare and contrast, that shit, like it can fucking ruin you. You're exactly where you're supposed to be. It's not about competing, it's about and I think you know, sometimes with women, sometimes with different ethnic groups, it's like crabs in a barrel. Fuck, we can all win. Right? And it's like, and what can I learn from this person? Look at be inspired, flip that. Don't be jealous. Why not me? It can be, and let me find out how.

Keri Croft 1:07:11

Figure out a way for it to be. There it is.

Elizabeth 1:07:14

Figure it out, you know?

Keri Croft 1:07:15

Yes. Like I've always been a believer that set like success is infinite. Like that. And and there's enough to go around. Yes. For people. Yes. And I I just think if you can get it's not even just about being in the yeah, it's about being in the right room, but it's about being in the right room here first. You know, and so I have to also be discerning and really use my spidey senses with energy. Because no one's gonna like show up going, yeah, I want to be in the group and like I'm gonna end up being the trouble, the drama, right? So it's like, you know, I just really um, and as it grows, you know, I think once you set the tone and you you're very communicative about the intention and like what you're looking for. And I think a lot of times we don't do that. We think we've communicated. Like I'm very clear on the reason why this exists. And I ain't got time. Like I don't have time to spend. Like, here's another thing you gotta think about. I am going all in on these women. So, like what I do naturally is I love to network people, I love to amplify things that I love. I love all that. I do it naturally, but now I'm like, okay, let me focus in on this group. This particular group. So it's like I need it, like I can't be, it's gotta be right. That's right.

Elizabeth 1:08:29

You know, and you know what, you know what I and everyone always says this, and I'm sure you do it, but follow your gut. I do too. Like, because you can tell if you vibe with somebody or not, right? You just know, and you're like, eh, might not be for me. Yeah, but listen to that. But this is something you're building and you're and you need to protect it. It's your other baby, and you need to make sure it's fucking right.

Keri Croft 1:08:47

Yeah. And I can see it like two years from now, you know. I can already see it. Yeah. I'm like, oh, this is yeah. This is it.

Elizabeth 1:08:55

Yeah.

Keri Croft 1:08:55

It's gonna

Self-Care Favorites And Closing

Keri Croft 1:08:56

be good. It is, it's gonna be fun. Um, anything else for the good of the order that you would just like leave here and go, I wish I would have said this. Okay.

Elizabeth 1:09:04

So a couple things. My hype song, Win by J-Rock. Oh, yeah. Win, Win, Win, Win. Um, I said uh the album I could listen to on a car ride, Confessions. You don't even have to fast forward, Usher. Come on, start to finish. No, Ursher. Right. And he's coming out with a new um album, and I think there's something happening with him and Chris Brown, more to come, but they're doing a tour and all this shit, which is cool. Um, yeah, and I would say, you know, I love Reiki and Soundbaths, and I go to Paloma Spa, and there's this duo, a couple, William and Bianca, third Sunday, 4 p.m., outstanding. Really? Yes. And so her husband plays the bowls, and then she does Reiki and writes things down that the energy of the energy she's receiving life changes. And I look at that every day. Amazing. So many people are in it. Like five or six. It's small and intimate. How cool. It's great. I'll remind you again. We should do it sometime. Then I then I'll go to Third in Hollywood for dinner after that. But it's just amazing, like, it's just something like self-care and mental health. And I'm not good at meditating, but I can do that with a sound bath. You know what I mean? So just I would just say like, take care of yourself. Yep. You know, the possibilities are endless.

Keri Croft 1:10:12

Yep. And why not you? What a what a way to end. What a way to end. You're so great. So are you. This was amazing, my friend. It was so good. It was. 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, keep moving, baby.