From Leadership Mastery to Life Reinvention: Lessons from Kate Nash and JoAnne Ewing | 009

Jase Souder: 00:00:00

So I'm here. Kate Nash. Kate is an instructional

Jase Souder: 00:00:02

designer and leadership development expert since 2002

Jase Souder: 00:00:06

that's 23 years now. That's when I started doing personal growth

Jase Souder: 00:00:10

and started speaking. She's created a variety of different

Jase Souder: 00:00:13

training and leadership development programs with

Jase Souder: 00:00:16

Fortune 500 companies for 18 years in 2020 she left the

Jase Souder: 00:00:20

corporate world to help online business owners create and

Jase Souder: 00:00:23

deliver programs, courses and workshops their clients and

Jase Souder: 00:00:26

customers love. And I've got to say So Kate, you came through.

Jase Souder: 00:00:30

Kate came into my program Black Belt. Met her through Natalie,

Jase Souder: 00:00:34

my director of operations, we hired Kate to start creating

Jase Souder: 00:00:37

some certifications for higher level courses, and then to take

Jase Souder: 00:00:41

where we teach people how to write scripts and create, like a

Jase Souder: 00:00:45

standalone course that we could sell, because we normally

Jase Souder: 00:00:47

deliver that. All right, I'm talking way too long. But

Jase Souder: 00:00:49

anyway, here's what I want to give kudos to you on. She put AI

Jase Souder: 00:00:53

to it, and we've had people at this event testing it, and they

Jase Souder: 00:00:56

are going crazy for it. Why are people? What was the name we

Jase Souder: 00:01:01

gave? It? Dynamic script writing ai.com I think was what we

Jase Souder: 00:01:06

bought. So we now have an AI tool that will write

Jase Souder: 00:01:09

presentations for for people based on our right presentations

Jase Souder: 00:01:14

with people, based on our methodology of writing

Jase Souder: 00:01:16

presentations. Why are people going so crazy for this? And I'm

Jase Souder: 00:01:19

so happy and thank you that they are. I'm pretty

Kate Nash: 00:01:22

excited about it too, because when I went through the

Kate Nash: 00:01:24

core training the whole time, I'm thinking, I could make this

Kate Nash: 00:01:27

so much easier, like there's a way to use these tools that

Kate Nash: 00:01:30

exist today that didn't exist before, because before you would

Kate Nash: 00:01:33

have to teach somebody actually how to write. But what really

Kate Nash: 00:01:36

matters is that they're taking their content and AI can shape

Kate Nash: 00:01:40

it into your template. It's so cool.

Jase Souder: 00:01:43

It is so cool and like, they can bust out a

Jase Souder: 00:01:47

presentation that's better than probably 95 to 99% of the other

Jase Souder: 00:01:51

coaches out there, or people selling from stage in two

Kate Nash: 00:01:55

to three hours. Holy crap. That's awesome. I know

Kate Nash: 00:01:58

it's pretty awesome. That

Jase Souder: 00:01:59

is really awesome. So welcome to the Promised Land

Jase Souder: 00:02:02

podcast, and we help people learn how to magnetize their

Jase Souder: 00:02:06

clients, sell them into the programs, set the right

Jase Souder: 00:02:09

methodology up to truly make a difference and then to be the

Jase Souder: 00:02:11

right mentor. Which one of these are? Which of these are you most

Jase Souder: 00:02:14

passionate about? I

Kate Nash: 00:02:15

don't like that question. I like them all. Well,

Kate Nash: 00:02:17

that's great. Yeah. I like them all. I'm getting really excited.

Kate Nash: 00:02:20

Mentorship, of course, is really near and dear to my heart. You

Kate Nash: 00:02:23

know how much I care about leadership and being the right

Kate Nash: 00:02:26

type of leader, and that's what I'm focusing on and helping

Kate Nash: 00:02:29

people be the right type of leader. I love the methodology.

Kate Nash: 00:02:31

That's where the AI came in. It's like it can, I can see how

Kate Nash: 00:02:35

a program can be developed and done in such a way that it

Kate Nash: 00:02:38

actually hits all of the barriers that people have that

Kate Nash: 00:02:41

keep them from performing. But the mentorship is really

Kate Nash: 00:02:44

important, because you have to have the right leader lead them.

Kate Nash: 00:02:47

And then the first one is the magnetize your message, right?

Kate Nash: 00:02:50

Well, magnetize your audience. Magnetize your audience. Yeah,

Kate Nash: 00:02:53

that one's really important. I'm not so good at that one, and I'm

Kate Nash: 00:02:56

so interested in learning more,

Jase Souder: 00:02:57

I have a feeling you mastered so let's talk about

Jase Souder: 00:03:00

the methodology and the mentorship. You have a big spot

Jase Souder: 00:03:04

in your heart about leadership. I do tell me more about that.

Kate Nash: 00:03:08

I really feel like leadership is almost a

Kate Nash: 00:03:12

responsibility or an obligation. If you have influence or you

Kate Nash: 00:03:16

have power, how you use that power is really important. If

Kate Nash: 00:03:20

you are not using it correctly, if you're not using it from an

Kate Nash: 00:03:24

authentic whole place, you can not only do damage to other

Kate Nash: 00:03:28

people, it really can warp who you become, too.

Jase Souder: 00:03:33

I could see in my come well, a couple things

Jase Souder: 00:03:37

popped on my head. My first job. It was at a flying school, and

Jase Souder: 00:03:43

the person that owned it, or the name of it, it was a couple that

Jase Souder: 00:03:47

owned it. She was a very famous stunt pilot, and a woman stunt

Jase Souder: 00:03:51

pilot back in the 50s, 60s, 70s, was unusual. She wore the pants,

Jase Souder: 00:03:57

and so he took it out on the employees, and he was my first

Jase Souder: 00:04:02

boss ever, and I remember driving this lawn mower, and I

Jase Souder: 00:04:06

didn't know how stick shift works, that he's kind of

Jase Souder: 00:04:09

teaching me, but he's just yelling at me or getting so mad

Jase Souder: 00:04:11

when I'm getting it wrong, and I didn't know what I was doing, it

Jase Souder: 00:04:14

wrong and like so my first experience of a leader as a boss

Jase Souder: 00:04:19

was this person who's gonna yell at me. Right,

Jase Souder: 00:04:22

right? Kind of damaging.

Kate Nash: 00:04:24

Very damaging. I think people like that. And even

Kate Nash: 00:04:27

anybody who has a sense of influence on another person

Kate Nash: 00:04:31

often doesn't recognize that they have that power. So you're

Kate Nash: 00:04:35

in a store, you're a clerk at a store, somebody comes in with a

Kate Nash: 00:04:40

bad day and you bark at them, you could actually do damage.

Kate Nash: 00:04:42

You've got power and influence just in how you leave, how that

Kate Nash: 00:04:45

person leaves your presence,

Jase Souder: 00:04:47

yep. And our so we have standards in my company,

Jase Souder: 00:04:50

and our first standard is there's no throw away comments

Jase Souder: 00:04:52

and there's no throwaway people like as a speaker, we have been

Jase Souder: 00:04:56

granted a position of elevated influence into people's lives.

Jase Souder: 00:05:00

Yeah, and just a throwaway comment could sting someone's

Jase Souder: 00:05:02

heart forever. And I had people come up to me two, three years

Jase Souder: 00:05:05

later, and they heard me wrong, or maybe I didn't communicate.

Jase Souder: 00:05:08

Well, it was still with them, and you're lucky when they'll

Jase Souder: 00:05:11

actually talk to you about it. Most people will go away angry,

Jase Souder: 00:05:14

won't say anything. But talk about leadership something. The

Jase Souder: 00:05:16

other thing that popped in my head when talking about

Jase Souder: 00:05:18

leadership is I can see clearly. And I really don't like

Jase Souder: 00:05:22

admitting this, and I will, I could see clearly the bottleneck

Jase Souder: 00:05:26

of my company is me, and I can see the number one thing

Jase Souder: 00:05:31

stifling our growth isn't my ability to sell from stage. It's

Jase Souder: 00:05:35

my leadership or lack thereof. To lead a multi million dollar

Jase Souder: 00:05:39

company, to take it from a million to multi millions, and

Jase Souder: 00:05:42

to get things done, and to get it done right, to work with the

Jase Souder: 00:05:45

people and allow the people to flourish. And I can go on and on

Jase Souder: 00:05:49

any thoughts about that.

Kate Nash: 00:05:52

Yes, yes, I do without talking about me

Kate Nash: 00:05:55

hypothetically speaking here,

Jase Souder: 00:05:58

hypothetical situation, I'm so

Kate Nash: 00:05:59

glad you gave me a great hypothetical situation. I

Kate Nash: 00:06:02

think when it comes to leadership, we really have to

Kate Nash: 00:06:04

start with the level of self leadership. How do we lead

Kate Nash: 00:06:07

ourself? That has to be foundational. And it's like a

Kate Nash: 00:06:09

part that we can ever get rid of. The more that we grow in our

Kate Nash: 00:06:12

influence, the more we have to go back. Because what, what do

Kate Nash: 00:06:16

you mean? We say back, the more we have to go back to that

Kate Nash: 00:06:19

foundation. Okay, so if you are, if you have a good amount of

Kate Nash: 00:06:23

self leadership, but it's really just you and you're doing your

Kate Nash: 00:06:27

thing, as long as you're getting to work on time, paying your

Kate Nash: 00:06:30

bills, it's probably okay. But as you grow and get a

Kate Nash: 00:06:34

relationship, or you get a promotion at your job, now your

Kate Nash: 00:06:37

influence and your authority grows. Now you have to go back.

Kate Nash: 00:06:40

You know, what areas are you do you need to be strengthened in

Kate Nash: 00:06:43

that, in that self leadership framework. So when you've got

Kate Nash: 00:06:46

the self leadership and then the next goal is really that area of

Kate Nash: 00:06:49

relating to others, and this might be those one on one

Kate Nash: 00:06:52

relationships that we have with people that's we there's a lot

Kate Nash: 00:06:55

of leadership that happens in in that area as well. Are we

Kate Nash: 00:06:58

communicating? Well? Do are we carrying presence? Well, are we

Kate Nash: 00:07:01

leaving that person a better, you know, as much as they look

Kate Nash: 00:07:05

to us for influence, are we influencing them in the right

Kate Nash: 00:07:09

way? And then we have this other layer, layer of growth, which

Kate Nash: 00:07:13

you probably know really well, and this is like a more global,

Kate Nash: 00:07:16

or more organizational, and that's kind of contribute to the

Kate Nash: 00:07:19

world. So how are you thinking in terms of systems? And for

Kate Nash: 00:07:24

someone like you with the growth potential, it's like setting up

Kate Nash: 00:07:27

people who can do the job that you've been doing. You know,

Kate Nash: 00:07:30

that way you're not the bottleneck anymore.

Jase Souder: 00:07:32

That's interesting. Yeah, I was thinking about so,

Jase Souder: 00:07:38

you know Natalie, she's my director of ops. So she tells a

Jase Souder: 00:07:42

story, and you're talking about, like, influence in people's

Jase Souder: 00:07:45

lives and stuff. She tells a story about how before we met,

Jase Souder: 00:07:48

she had been coaching under someone else, and that person

Jase Souder: 00:07:52

coach held authority and made sales by diminishing the

Jase Souder: 00:07:56

prospect. And I think a lot of coaches still do that. They

Jase Souder: 00:07:59

like, I'm so great, and you don't know crap, and so you need

Jase Souder: 00:08:02

to buy my stuff. And then when people join, it was so funny. I

Jase Souder: 00:08:06

was in the in a mastermind with this or in a training with this

Jase Souder: 00:08:08

person once, and they're like, you know, coaching is set up,

Jase Souder: 00:08:11

and they explain this exact model. And she's like, I just

Jase Souder: 00:08:15

really don't like it. And then she proceeded to do it to

Jase Souder: 00:08:17

everybody around the table. Established her her authority by

Jase Souder: 00:08:22

showing how much she knew and how much we didn't. Yeah, it to

Jase Souder: 00:08:25

get control and positioning for sales, and it works, but I

Jase Souder: 00:08:29

really don't like it. And then what it brings me back to my

Jase Souder: 00:08:31

thought about Natalie is our company made a huge difference

Jase Souder: 00:08:35

in her confidence in who she is, and yet, at some point I wonder

Jase Souder: 00:08:40

how much I'm still able to nurture and grow her in her

Jase Souder: 00:08:44

position, as she has elevated and as I'm moving into fields

Jase Souder: 00:08:48

that I'm not as adept at, because I'm, you know, I'm

Jase Souder: 00:08:53

stepping in areas I've never been in before,

Kate Nash: 00:08:55

yeah, why do you have to grow her?

Jase Souder: 00:08:58

I think every company is a personal growth

Jase Souder: 00:09:01

company, right? And that I read this once, and I really believe

Jase Souder: 00:09:05

it every company, you're not selling widgets, right? You're

Jase Souder: 00:09:09

you're growing people. Absolutely,

Kate Nash: 00:09:13

I'm just saying, Why do you have to do it? Why can't

Kate Nash: 00:09:15

you figure out together with her what she needs and then make

Kate Nash: 00:09:19

sure that she gets the growth and development opportunities or

Kate Nash: 00:09:22

training that she needs, that is

Jase Souder: 00:09:24

such a simple answer. It's amazing, because

Jase Souder: 00:09:26

you didn't say this to me before. That's why That's yeah,

Kate Nash: 00:09:34

that's a different shift from a lot of authority,

Kate Nash: 00:09:36

where you think you have to be the source of everything, and

Kate Nash: 00:09:39

that's a model that's really popular.

Jase Souder: 00:09:43

Talk about models that are popular. You were

Jase Souder: 00:09:45

talking about something today, micromanagement, micro

Jase Souder: 00:09:48

leadership. Micro leadership. What is that?

Kate Nash: 00:09:51

It's basically leadership by micromanagement.

Kate Nash: 00:09:54

Like, for instance, I just feel like a lot of people have like,

Kate Nash: 00:09:58

I know this works for me. I. And it works really well. So I'm

Kate Nash: 00:10:01

going to implement in a way where it's going to work with

Kate Nash: 00:10:03

everybody. I see this a lot with like, I've seen it a lot in

Kate Nash: 00:10:07

courses, a lot of coaches coach that way. Coaches this way.

Kate Nash: 00:10:10

These are the exact same steps that I took, and that's one of

Kate Nash: 00:10:13

the reasons why one of my points when I speak is about mark the

Kate Nash: 00:10:18

trail. It's like, let's make sure that people know the points

Kate Nash: 00:10:22

at which they need to check in, but to give them the exact same

Kate Nash: 00:10:24

steps could sometimes be misleading, because what it took

Kate Nash: 00:10:28

for you to get from A to B may be a different journey for

Kate Nash: 00:10:31

somebody else, like they may need different insights, they

Kate Nash: 00:10:34

might have different barriers, but they might have totally

Kate Nash: 00:10:37

gotten the thing that you've got, but there's something else

Kate Nash: 00:10:39

that's tripping them up.

Jase Souder: 00:10:44

You're making me really question my teaching.

Kate Nash: 00:10:48

I don't mean to do that.

Jase Souder: 00:10:51

Makes me even extra glad we hired you to help make

Jase Souder: 00:10:54

our courses better. So what got you into this? What? What got

Jase Souder: 00:10:57

you so is your sweet spot? Is it the course, creation and design.

Jase Souder: 00:11:01

Is it leadership? What? What is it? I mean, it seems to all kind

Jase Souder: 00:11:04

of go together. It does

Kate Nash: 00:11:05

go together. I mean, the point is that you want to be

Kate Nash: 00:11:08

the type of leader that gets people from A to B, or from the

Kate Nash: 00:11:12

before to after, as you like to say, the left side of the river

Kate Nash: 00:11:15

to the right side of the river, right? Yeah. It takes the

Kate Nash: 00:11:18

methodology to get them from there to there, but it also

Kate Nash: 00:11:21

takes the mentorship. Just like what you said, those 2m that you

Kate Nash: 00:11:24

have in your thing, are exactly it? Well, course, creation is

Kate Nash: 00:11:28

part of the methodology, and leadership is part of the

Kate Nash: 00:11:30

mentorship. So

Jase Souder: 00:11:35

what's the best way to go about improving your

Jase Souder: 00:11:38

leadership?

Kate Nash: 00:11:40

I'm so glad you asked that I have an assessment that

Kate Nash: 00:11:42

people take, and it tells them exactly what their needs are and

Kate Nash: 00:11:45

how to prioritize it so they can work in the right area. As far

Kate Nash: 00:11:49

as what that solution is, it's a personalized learning plan, just

Kate Nash: 00:11:52

like mark the trail. What is it that they need to get in

Kate Nash: 00:11:56

whatever area they need to get

Jase Souder: 00:11:57

i That wasn't a leading question. I didn't know

Jase Souder: 00:11:59

you had that. Oh, yeah. Oh, that's awesome. So someone like

Jase Souder: 00:12:02

me who wants to improve our leadership takes this assessment

Jase Souder: 00:12:06

and then it does what

Kate Nash: 00:12:07

you get a personalized development plan.

Kate Nash: 00:12:10

It tells you exactly what you need to work on.

Jase Souder: 00:12:13

Really? Does it find out where we want to go?

Kate Nash: 00:12:16

That's part of the assessment. Okay? Yeah, it's

Kate Nash: 00:12:19

situational, because I try to think of it like a blood test.

Kate Nash: 00:12:23

This may be a bad analogy, but you could take a blood test and

Kate Nash: 00:12:26

it will tell you where you are right at that minute. Yeah. And

Kate Nash: 00:12:28

based on different things going on in your health, you might be

Kate Nash: 00:12:31

fine or you might not be fine. And the same with this, like

Kate Nash: 00:12:35

your leadership is not just fine once and once and for all.

Kate Nash: 00:12:38

Situations change. Your personal situation can change like you

Kate Nash: 00:12:42

could get, you know, married or have a kid, or something happens

Kate Nash: 00:12:45

in your life and you're more stressed and you don't show up

Kate Nash: 00:12:47

like you should, it can test and stress your skills.

Jase Souder: 00:12:52

Speaking of stress, I had this on my heart to ask

Jase Souder: 00:12:54

you this, so we were humming along, and in early 2023 my dog

Jase Souder: 00:13:00

died, and that was rough, like that dog was, I cannot over

Jase Souder: 00:13:06

emphasize how much of a part he he was with me as I journeyed

Jase Souder: 00:13:10

from coming out of the recession and a big depression to my new

Jase Souder: 00:13:14

company and moving to Idaho and just really making huge changes

Jase Souder: 00:13:18

in my life. Yeah, and he was a big part of it, like that

Jase Souder: 00:13:21

positive anchor influence in my life. He was awesome. So that

Jase Souder: 00:13:26

was rough. And then, you know, kind of got out of that. And

Jase Souder: 00:13:30

then 2024, was awesome. We had a baby, and that was a big

Jase Souder: 00:13:40

readjustment to a new way of life and navigating that

Kate Nash: 00:13:45

lack of sleep.

Jase Souder: 00:13:47

You know, thank God for Betsy. Sleep really wasn't

Jase Souder: 00:13:50

the hardest thing, I will say, though, the hardest thing, or

Jase Souder: 00:13:53

what was traumatic, was we did all this stuff to have a home

Jase Souder: 00:13:57

birth. We had doulas and midwives and all of this, and we

Jase Souder: 00:14:02

did not want to go to a hospital. We did not want any of

Jase Souder: 00:14:05

that, and we wound up having to have a C section. And I'm so

Jase Souder: 00:14:10

grateful that Western medicine. I'm a big believer in Eastern

Jase Souder: 00:14:14

medicine and holistic medicine, and when it's needed, Western

Jase Souder: 00:14:17

medicine is a godsend to step in. And I'm so grateful it was

Jase Souder: 00:14:20

available, and I love our son so much. And, yeah, those first two

Jase Souder: 00:14:24

weeks, our nervous systems were spun out, we were spun out. And

Jase Souder: 00:14:28

there's a lot of stuff I didn't handle well, there time for

Jase Souder: 00:14:32

another conversation other day, except for the first few weeks

Jase Souder: 00:14:35

that we slept great. That was a tough time, traumatic. I don't

Jase Souder: 00:14:40

use that word traumatic, and maybe it could be there. So 2024

Jase Souder: 00:14:43

had that. Now, 2025 my mom died. And so I think people don't

Jase Souder: 00:14:50

always have enough grace or compassion for themselves when

Jase Souder: 00:14:52

they go through those rough times. But what, what advice

Jase Souder: 00:14:56

would you give to leaders on when they do go through these.

Jase Souder: 00:15:00

Tough times when they do go through rough times, like, how

Jase Souder: 00:15:03

do you navigate that and still steer the course, or steer the

Jase Souder: 00:15:06

ship, or make sure that maybe I don't have to steer it, make

Jase Souder: 00:15:09

sure the the this stuff keeps going with integrity and with

Jase Souder: 00:15:12

excellence. Then at the same time, you know, someone gets hit

Jase Souder: 00:15:15

by a bus, their performance going to be a lot different than

Jase Souder: 00:15:18

if they didn't get hit by a

Kate Nash: 00:15:19

bus. Yeah, I agree. I think we don't give ourselves

Kate Nash: 00:15:21

enough grace. I think maybe sometimes a lot of us in our

Kate Nash: 00:15:24

20s, we didn't have a lot of issues, so we think peak

Kate Nash: 00:15:27

performance at 20 is how it should be all the time, and we

Kate Nash: 00:15:31

can't always give that same level of hustle and mental

Kate Nash: 00:15:35

clarity. I've had kids I lost some brain cells because of it,

Kate Nash: 00:15:42

I swear my memory was better before my kids were born, I gave

Kate Nash: 00:15:46

I must have given them some of my IQ points, I'm sure. But over

Kate Nash: 00:15:50

time, all those experiences that we go through as we learn to

Kate Nash: 00:15:54

give compassion to ourselves, we also learn to give compassion to

Kate Nash: 00:15:57

others. I think it really does help us to say a person is more

Kate Nash: 00:16:03

than what they can produce and the insight they get through

Kate Nash: 00:16:08

those experiences sometimes be so tender and precious and

Kate Nash: 00:16:13

valuable.

Jase Souder: 00:16:15

Sounds beautiful? Yeah, I think we don't just want

Jase Souder: 00:16:17

people in positions of leadership who can keep stuff

Jase Souder: 00:16:19

going and grind. We want people who have actually healed and

Jase Souder: 00:16:24

come out healthier and who can pass that

Kate Nash: 00:16:26

on. I don't think I'd want to work for a leader who's

Kate Nash: 00:16:28

never struggled at anything their life.

Jase Souder: 00:16:31

Yeah, for sure. Yeah. What's that phrase? Never

Jase Souder: 00:16:33

trust someone who hasn't been

Kate Nash: 00:16:35

broken. I've never heard

Jase Souder: 00:16:36

that phrase. Yeah, totally. So who, um, who is

Jase Souder: 00:16:41

like, could most benefit from you like, what's the niche? And

Jase Souder: 00:16:45

how can they get in touch with

Kate Nash: 00:16:46

you? People who have a desire to help others go from

Kate Nash: 00:16:50

where they are today to where they could be. And sometimes

Kate Nash: 00:16:54

they might have trouble with the methodology, like, for instance,

Kate Nash: 00:16:58

the AI course writing thing. It's like they might not even

Kate Nash: 00:17:02

realize that what they're teaching or how they're doing,

Kate Nash: 00:17:04

it could be simplified. It could be made easier for somebody to

Kate Nash: 00:17:08

go from where they are to where they want to be. But the other

Kate Nash: 00:17:11

thing is like, if they find themselves talking and it feels

Kate Nash: 00:17:16

like no one's listening, and I'm telling them what to do, but

Kate Nash: 00:17:18

it's not working, it might be time also to look at their

Kate Nash: 00:17:21

leadership, and is there an area where they need to strengthen?

Jase Souder: 00:17:25

So I'm hearing you say coaches are great niche for

Jase Souder: 00:17:29

you. Yes. And then also leaders of all sorts, managers, leaders,

Jase Souder: 00:17:34

people in corporations, yeah, experts of it, all kinds how to

Jase Souder: 00:17:37

out against

Kate Nash: 00:17:38

Kate Nash co spell it out. Kate Nash, oh, okay, we'll

Jase Souder: 00:17:42

put it in the chat the thing, but go ahead and

Jase Souder: 00:17:44

spell it, yeah,

Kate Nash: 00:17:45

K, A, T, E, N, A, S, h.co,

Jase Souder: 00:17:48

and then, um, okay, my last question. So we're

Jase Souder: 00:17:51

creating this, this AI thing for writing the presentation. Am I

Jase Souder: 00:17:54

working myself out of a job here? No,

Kate Nash: 00:17:57

no, your expertise was not in helping them create a

Kate Nash: 00:18:00

speech, although you that is part of your expertise in the

Kate Nash: 00:18:03

template is awesome. I have not enough good things to say about

Kate Nash: 00:18:07

that. So the way that you're thinking out the layout of that

Kate Nash: 00:18:10

template amazing, but there's a lot to getting people on stage

Kate Nash: 00:18:15

and delivering that speech that is, that is something that you

Kate Nash: 00:18:18

are amazing at, and I don't think AI can fix that. Awesome.

Jase Souder: 00:18:22

Thank Kate, so much for coming on. I really

Jase Souder: 00:18:23

appreciate it. Thank you.

Jase Souder: 00:18:25

So here with JoAnne Ewing, owner of reach the Unlimited, best

Jase Souder: 00:18:31

selling author, entrepreneur, podcast host, trained intuitive,

Jase Souder: 00:18:35

certified health coach, mindset coach, certified healing and

Jase Souder: 00:18:39

energy coach, whose favorite job is grandma. You know, my wife,

Jase Souder: 00:18:44

Betsy, her goal in life is to be grandma. Of

JoAnne Ewing: 00:18:48

course, it's the best time to be

Jase Souder: 00:18:51

she helps women. You help women in the last and

Jase Souder: 00:18:53

best part of life with the empty nest dreaming of creating a

Jase Souder: 00:18:57

business and take the steps to be their own boss. You own a

Jase Souder: 00:19:00

plumbing business for 35 years. You started reaching limited 13

Jase Souder: 00:19:04

years ago, and now it is time to shut 35 years owning a plumbing

Jase Souder: 00:19:10

company not what I would have expected. What is that about?

JoAnne Ewing: 00:19:16

You feel a need. When you see a need, you feel

JoAnne Ewing: 00:19:19

the need. And my husband, at the time, was working for a company

JoAnne Ewing: 00:19:24

that was going to be laying people off and closing the

JoAnne Ewing: 00:19:26

business, and he was their plumber, so he said, I'm going

JoAnne Ewing: 00:19:29

to go work for somebody. And I said, why? Let's just start our

JoAnne Ewing: 00:19:33

own business. Be an entrepreneur. You can work for

JoAnne Ewing: 00:19:35

yourself. You get to do your own thing, schedule your own This

JoAnne Ewing: 00:19:38

was your idea. Yeah, I created it, yeah,

Jase Souder: 00:19:41

really, yes, we'll give you the gumption to do

Jase Souder: 00:19:44

that. Why

JoAnne Ewing: 00:19:45

would you work for somebody else? Why would you be

JoAnne Ewing: 00:19:47

a slave to somebody else when you can do your own thing and

JoAnne Ewing: 00:19:51

create your own hours and have your own schedule and set your

JoAnne Ewing: 00:19:55

own prices, and you know the cost of business, so you know

JoAnne Ewing: 00:19:59

what you charge for. Business. Why would you go work for

JoAnne Ewing: 00:20:01

somebody else?

Jase Souder: 00:20:03

Weird sense to me. Where did you get that from?

JoAnne Ewing: 00:20:08

There were, I'm going to say probably on my

JoAnne Ewing: 00:20:11

mom's side. My father wasn't an entrepreneur, but my mother was

JoAnne Ewing: 00:20:14

in real estate, which is kind of that same thing. You work for

JoAnne Ewing: 00:20:17

yourself, even if you work for a company, you're still on your

JoAnne Ewing: 00:20:20

own to be able to sell, as you know, and or then she went into

JoAnne Ewing: 00:20:24

management. She kind of worked both. And she started out

JoAnne Ewing: 00:20:27

actually in escrow. Then she decided, I'm working too hard

JoAnne Ewing: 00:20:31

here, so that's where I got it from. I'm not going to work so

JoAnne Ewing: 00:20:34

hard. So then she went into real estate, and she just killed it

JoAnne Ewing: 00:20:37

in real estate. And then as she was doing real estate, she

JoAnne Ewing: 00:20:39

picked up property management as well. And she kind of weeded out

JoAnne Ewing: 00:20:43

of real estate and did property management.

Jase Souder: 00:20:45

That's interesting. I used to be a flight attendant.

Jase Souder: 00:20:47

I'll never forget this guy sat in first class. It was a 737, so

Jase Souder: 00:20:52

you probably sit knees to knees with them when you're on the

Jase Souder: 00:20:54

jump seat for takeoff and landing. And I remember him

Jase Souder: 00:20:56

saying, no matter what you're doing, you've got to think of

Jase Souder: 00:21:00

your position like you. Inc, and you are your own corporation.

Jase Souder: 00:21:05

You're just selling out your time or energy or services right

Jase Souder: 00:21:09

now in a thing called the job. But you're selling and he's

Jase Souder: 00:21:12

like, always think of you. Inc, as How could you sell that time,

Jase Souder: 00:21:15

energy, service, whatever, to a company cheaper and better for

Jase Souder: 00:21:20

them, cheaper for them, better for them, and yet you make more

Jase Souder: 00:21:22

profit. And that's always stuck with me, that thought process.

Jase Souder: 00:21:26

So So you're like, let's start this plumbing thing. So you

Jase Souder: 00:21:29

start it. And so how is that experience of owning and running

Jase Souder: 00:21:34

it profitable? Very profitable. Profitable coming. How are you

Jase Souder: 00:21:39

mapping that over to what you're doing in coaching and just to

Jase Souder: 00:21:41

read presents our 3m magnetizing people in setting the right

Jase Souder: 00:21:44

methodology or being the right mentor. How are you mapping that

Jase Souder: 00:21:47

over to helping people today?

JoAnne Ewing: 00:21:52

So what I learned is that you give the customer

JoAnne Ewing: 00:21:56

what they need and not what they want, in in that way, when I'm

JoAnne Ewing: 00:22:02

doing my coaching, I'm listening to what they actually need, when

JoAnne Ewing: 00:22:07

they're talking about what they think they need, or where they

JoAnne Ewing: 00:22:10

think they're going, and then I help map them through to what

JoAnne Ewing: 00:22:13

actually is the best thing for them, not that I'm telling them

JoAnne Ewing: 00:22:16

what to do, but helping and guiding them into where it is or

JoAnne Ewing: 00:22:20

what it is that they need to do. Now, as I'm shifting, I really

JoAnne Ewing: 00:22:25

want to bring women, because women don't tend to want to be

JoAnne Ewing: 00:22:29

entrepreneurs. They tend to want to be working for somebody else,

JoAnne Ewing: 00:22:33

or, you know, teachers, different kinds of professions.

JoAnne Ewing: 00:22:37

They don't tend to jump into entrepreneurship. So that's why

JoAnne Ewing: 00:22:40

my passion there is to show that doesn't matter who you are. You

JoAnne Ewing: 00:22:45

can start a business if you have your road plan, your map set to

JoAnne Ewing: 00:22:50

what it is you want to do and how you want to get there. It's

JoAnne Ewing: 00:22:53

really not that difficult. So it's utilizing when I started

JoAnne Ewing: 00:22:57

the plumbing business, we started when we did everything

JoAnne Ewing: 00:23:00

via mail, snail mail. So it was a lot easier did we didn't have

JoAnne Ewing: 00:23:04

all the intricacies of the internet and digital marketing

JoAnne Ewing: 00:23:07

and all this other stuff, but it's still the same principle.

JoAnne Ewing: 00:23:11

So bringing that to them and how they can shift and bring in

JoAnne Ewing: 00:23:15

customers, and then give the customers what they need and

JoAnne Ewing: 00:23:18

create a profitable business in that way too. It's just by being

JoAnne Ewing: 00:23:22

of service. How do you

Jase Souder: 00:23:25

because a lot of times in sales, I hear people

Jase Souder: 00:23:27

and we say, sell them on what they want, then give them what

Jase Souder: 00:23:30

they need. How I would imagine running a brick and mortar

Jase Souder: 00:23:34

company like a plumbing company? Can you expand on this a little

Jase Souder: 00:23:38

bit? I imagine people thought they wanted one thing, but what

Jase Souder: 00:23:41

was really best for them long term was something else. How did

Jase Souder: 00:23:45

you have that conversation?

JoAnne Ewing: 00:23:46

It would depend on the job, because you have some

JoAnne Ewing: 00:23:49

people who have emergencies. They don't get a choice. They

JoAnne Ewing: 00:23:51

have to fix whatever it is. But if you're doing remodeling, then

JoAnne Ewing: 00:23:55

that would be the way you would handle it, because then you're

JoAnne Ewing: 00:23:57

working with someone who is wanting to create something, and

JoAnne Ewing: 00:24:00

then you have to help them with, is this going to work, or is

JoAnne Ewing: 00:24:03

this not going to work? Is this going to fit? Is this

JoAnne Ewing: 00:24:05

appropriate for that particular situation? So there's two

JoAnne Ewing: 00:24:08

different things that we're working with in the plumbing

JoAnne Ewing: 00:24:11

world.

Jase Souder: 00:24:12

So this is something I teach a lot, and I

Jase Souder: 00:24:14

what I'm hearing you say, you come at it like a consultant,

Jase Souder: 00:24:18

yes. And I think if every coach could approach their sales from

Jase Souder: 00:24:22

the point of view of, I'm going to have this conversation, or

Jase Souder: 00:24:24

I'm going to give this presentation, and they're not

Jase Souder: 00:24:28

allowed to make a sale at the end, like, what would you co

Jase Souder: 00:24:31

what would you encourage that prospect to do if you weren't

Jase Souder: 00:24:35

going to make any money out of it? You to get what I'm saying?

Jase Souder: 00:24:38

Yes, and I think that's the best, most ethical, and it's the

Jase Souder: 00:24:42

most powerful way to sell, because people can feel it

Jase Souder: 00:24:45

correct. And if what you would coach them to do is to work with

Jase Souder: 00:24:48

you great, then you actually, in real life, do make money. It's a

Jase Souder: 00:24:51

great mindset shift. Like, how did you What gave you the

Jase Souder: 00:24:55

capacity to have those comfort would you have these sales

Jase Souder: 00:24:57

conversations with someone else? Yeah.

JoAnne Ewing: 00:25:01

Yeah, I would have the beginning of the

JoAnne Ewing: 00:25:02

conversation, but then my workers would go in and have the

JoAnne Ewing: 00:25:06

actual last conversation, depending on because I'm talking

JoAnne Ewing: 00:25:10

to them on the phone, I'm working through what they think

JoAnne Ewing: 00:25:13

needs to happen. Somebody has to actually go out there and look

JoAnne Ewing: 00:25:16

at it and say, Okay, this is or is not going to work, based on

JoAnne Ewing: 00:25:19

whatever the situation would be. I feel like when I'm working

JoAnne Ewing: 00:25:23

with people too, I go in with an open mind to, okay, this is what

JoAnne Ewing: 00:25:27

you're telling me that you think you need to do, or what you

JoAnne Ewing: 00:25:29

think that's going to happen, or whatever the situation would be,

JoAnne Ewing: 00:25:33

yeah, and then I just am constantly listening to what

JoAnne Ewing: 00:25:37

they're saying, how they're saying it. What is the feeling

JoAnne Ewing: 00:25:41

tones around what they're doing, and is that the direction that

JoAnne Ewing: 00:25:43

really is the best thing for them to do or go in? And that's

JoAnne Ewing: 00:25:46

how I would work with someone, and how to maneuver or and even

JoAnne Ewing: 00:25:50

with doing or encouraging women to start a business like I've

JoAnne Ewing: 00:25:54

had one person that just wanted to go into beads and jewelry,

JoAnne Ewing: 00:25:57

but yet she had all this other stuff that she could have done.

JoAnne Ewing: 00:26:00

And so she was cutting herself short. So I'm hearing her say, I

JoAnne Ewing: 00:26:04

want to go in this direction and make jewelry, but she had this

JoAnne Ewing: 00:26:08

beautiful artwork that she could do. And she did, like painting

JoAnne Ewing: 00:26:11

on rocks, and she did all these other things. But not only she

JoAnne Ewing: 00:26:14

could she do it, but she was a really good teacher at it, yeah.

JoAnne Ewing: 00:26:18

So she wasn't thinking about I can make more money teaching

JoAnne Ewing: 00:26:21

exactly just one sided she had one a tunnel view, instead of

JoAnne Ewing: 00:26:26

thinking, okay, there's this whole bigger picture that I can

JoAnne Ewing: 00:26:29

do. Instead of just this one avenue. That's also it's helping

JoAnne Ewing: 00:26:32

people to come out of that little box and make a bigger box

JoAnne Ewing: 00:26:36

out of it.

Jase Souder: 00:26:37

Um, what's having you? Why are you? Why did you

Jase Souder: 00:26:40

switch? Why are you switching from having a successful brick

Jase Souder: 00:26:44

and mortar company to coaching? Do you know how hard coaching is

Jase Souder: 00:26:47

and you have to work with people? Are you sure, although

Jase Souder: 00:26:49

you probably deal with a lot of shit as a plumber? Hey, get

Jase Souder: 00:26:53

that. Sorry. I couldn't help it. It was funny. Thank you. So

Jase Souder: 00:26:58

what's happening? You make that shift. Marriages

JoAnne Ewing: 00:27:01

have their ups and downs, and that's what we went

JoAnne Ewing: 00:27:03

through, and we just decided to call our marriage to an end. And

JoAnne Ewing: 00:27:07

with that end, he got the plumbing business, and I have

JoAnne Ewing: 00:27:11

the home, and that's the way it worked out. So and I was happy

JoAnne Ewing: 00:27:15

because I was really, quite frankly, not enjoying being a

JoAnne Ewing: 00:27:19

working for a plumbing company. Yeah, it wasn't my passion. So

JoAnne Ewing: 00:27:23

it was time for me to shift anyway.

Jase Souder: 00:27:26

So you stepped out of being a brick and mortar

Jase Souder: 00:27:30

business, and you're going into coaching. So who are you

Jase Souder: 00:27:33

coaching? And what do you like? Who's your sweet spot? What are

Jase Souder: 00:27:37

you bringing to

JoAnne Ewing: 00:27:38

them? My sweet spot is me. My sweet spot are

JoAnne Ewing: 00:27:41

women that have now raised their children. They've left the

JoAnne Ewing: 00:27:44

house, but they've had this dream. They've had this passion

JoAnne Ewing: 00:27:48

within themselves that they want to start a business. They have

JoAnne Ewing: 00:27:51

ideas in what they want to do, but they don't know how to

JoAnne Ewing: 00:27:53

start. Their family has left, and now it's their turn to get

JoAnne Ewing: 00:27:57

to create the next phase of their life. So they're they're

JoAnne Ewing: 00:28:00

women that have already raised their family. They're moving on,

JoAnne Ewing: 00:28:04

and now they get to start that next phase of life. Are usually

JoAnne Ewing: 00:28:08

around, you know, the 50 area, 50 years of age, and they just

JoAnne Ewing: 00:28:12

have a dream of starting a business, and they don't know

JoAnne Ewing: 00:28:14

how to start it. So I'm going to, I work with them to know

JoAnne Ewing: 00:28:18

these are the steps to take to do that and get them started,

JoAnne Ewing: 00:28:22

and give them the confidence, because a lot of times they have

JoAnne Ewing: 00:28:24

this idea of what they want to do, but they're afraid to do it,

JoAnne Ewing: 00:28:28

or they don't feel like they have the capacity to do it, or

JoAnne Ewing: 00:28:31

they don't have the knowledge to do it. And it just is a matter

JoAnne Ewing: 00:28:34

of taking one step at a time, and that's what I'm going to

JoAnne Ewing: 00:28:37

that is what I do, is to help people to get to that point.

JoAnne Ewing: 00:28:39

That's

Jase Souder: 00:28:40

I wish I wish I had someone like you in my corner

Jase Souder: 00:28:42

when I was starting my businesses. Like if you have the

Jase Souder: 00:28:45

wherewithal in you and the gumption to start a business,

Jase Souder: 00:28:49

it's so much better and the freedom that comes from it. So I

Jase Souder: 00:28:52

love it. And something that I heard you say before is, you

Jase Souder: 00:28:56

want to create something that no one can ever take away from them

JoAnne Ewing: 00:29:00

when I went through the divorce, the

JoAnne Ewing: 00:29:03

plumbing business was my baby. I started it, and it was my hard

JoAnne Ewing: 00:29:07

work and tears and blood that brought that business into

JoAnne Ewing: 00:29:10

fruition. And so when, when that happened, when I lost the

JoAnne Ewing: 00:29:15

business, it was hard. It was devastating to me, because

JoAnne Ewing: 00:29:18

that's my income, and that was my baby. But I did some

JoAnne Ewing: 00:29:22

adjusting, and now I really get to go into what is really

JoAnne Ewing: 00:29:27

important to me, what I'm passionate about, plumbing,

JoAnne Ewing: 00:29:29

wasn't it? So even though it was difficult and scary for me, I'm

JoAnne Ewing: 00:29:33

not the only one that's been in that position where you're on a

JoAnne Ewing: 00:29:36

path, you've got income coming in, you're used to the income

JoAnne Ewing: 00:29:41

and the lifestyle that you live, and now you're look, put the

JoAnne Ewing: 00:29:44

brakes on, and you're going a different direction. It can be

JoAnne Ewing: 00:29:46

scary, but it's not. It's just a matter of saying, and this was

JoAnne Ewing: 00:29:50

my mantra, I did it once, I can do it again. I created that

JoAnne Ewing: 00:29:54

business. I can create this other business. It's just going

JoAnne Ewing: 00:29:57

to take the work that I did the first time to do the second

JoAnne Ewing: 00:29:59

time. And it won't be as hard, because I already did it the

JoAnne Ewing: 00:30:02

first time, and now we have, you know, modern technology. We

JoAnne Ewing: 00:30:06

didn't have that when I started that plumbing business. So it's

JoAnne Ewing: 00:30:10

just taking that time, I think, to give myself a break and then

JoAnne Ewing: 00:30:14

change my mindset in the direction that I was going. And

JoAnne Ewing: 00:30:17

that's what I help women do, is to say, Okay, I raised my

JoAnne Ewing: 00:30:21

family, and now I get to go in another direction. It doesn't

JoAnne Ewing: 00:30:26

have to be scary. It's just a matter of you changing or

JoAnne Ewing: 00:30:30

shifting your view onto the new direction you're going, and

JoAnne Ewing: 00:30:34

being able to take that direction and know that it is a

JoAnne Ewing: 00:30:37

process. It doesn't happen overnight. You have to take the

JoAnne Ewing: 00:30:40

steps. You have to build your clientele, you have to you have

JoAnne Ewing: 00:30:44

to do the building to make that business successful. And it does

JoAnne Ewing: 00:30:47

take years. It's not something generally that happens

JoAnne Ewing: 00:30:50

overnight. It can, but that's going to depend on you and how

JoAnne Ewing: 00:30:55

you move. I

Jase Souder: 00:30:55

wish more people knew that, like they think

Jase Souder: 00:30:57

they're just going to call themselves a coach or speaker

Jase Souder: 00:30:59

and money's going to fall out of the sky, yeah? Like, that makes

Jase Souder: 00:31:02

no sense. No, it takes a while to business. So, so talking

Jase Souder: 00:31:06

about that as we wrap up, like, what is, what's your top tip

Jase Souder: 00:31:11

from either magnetizing people to you, setting up the right

Jase Souder: 00:31:14

methodology, or being the right mentor or finding the right

Jase Souder: 00:31:17

mentor, what's a top thing you wish you had known when you were

Jase Souder: 00:31:20

starting, what's your top thing you'd love to give to our

Jase Souder: 00:31:22

audience on their journey?

JoAnne Ewing: 00:31:25

I feel like first of all, it's being clear about

JoAnne Ewing: 00:31:29

who I am, because I came from having a business and going to a

JoAnne Ewing: 00:31:33

different business and a change of life, so it's being clear

JoAnne Ewing: 00:31:36

about what I wanted to do, what my direction was, because that

JoAnne Ewing: 00:31:40

really helps you to be able to move forward. Having a mentor,

JoAnne Ewing: 00:31:43

which I've had many mentors that have been just so instrumental

JoAnne Ewing: 00:31:47

in my moving forward, because even though I had a plumbing

JoAnne Ewing: 00:31:52

business that was a brick and mortar, is much different than

JoAnne Ewing: 00:31:54

doing something digital. So I still need to have the coaching

JoAnne Ewing: 00:31:58

and the mentorship that I'm going to need to move forward,

JoAnne Ewing: 00:32:01

and that's what I also teach and work with the people that I work

JoAnne Ewing: 00:32:04

with, is that sure you can do it alone, but why again, it's come

JoAnne Ewing: 00:32:08

you're going back to are you going to do it the hard way or

JoAnne Ewing: 00:32:10

the easy way? Sure you can do it the hard way, but it's going to

JoAnne Ewing: 00:32:14

take you longer. So invest in yourself, invest in your the

JoAnne Ewing: 00:32:18

education that you can gain to be able to start that business

JoAnne Ewing: 00:32:22

strong. Because what we did is had a strong plumbing business

JoAnne Ewing: 00:32:25

when we started, it was easy then. Now, I think there's a lot

JoAnne Ewing: 00:32:28

more things that you need to know and that you should learn

JoAnne Ewing: 00:32:31

and have that strong foundation. So when you do get moving and

JoAnne Ewing: 00:32:35

you will that you'll have a strong future and a successful

JoAnne Ewing: 00:32:38

business as

Jase Souder: 00:32:39

well. That's beautiful. And just in case

Jase Souder: 00:32:41

anyone's listening and they're like, well, she was a plumber.

Jase Souder: 00:32:43

What does she know about coaching business is business is

Jase Souder: 00:32:47

business and running a successful business. The reason

Jase Souder: 00:32:51

people who own multiple businesses own multiple

Jase Souder: 00:32:53

businesses is they know how to run a business. It's all about

Jase Souder: 00:32:56

sales, marketing, people. You don't have to reinvent the

Jase Souder: 00:33:00

wheel. It doesn't matter what it's dressed up as businesses,

Jase Souder: 00:33:03

business as business. I really believe that.

JoAnne Ewing: 00:33:06

I think the to reiterate, it's Don't reinvent

JoAnne Ewing: 00:33:09

the wheel. It just takes too much time and energy.

Jase Souder: 00:33:12

So I know your sweet spot is those women who

Jase Souder: 00:33:15

have gone through big life transition, maybe divorce or

Jase Souder: 00:33:18

something, and like I heard you say it before, they want to

Jase Souder: 00:33:20

create something that nobody can take away. They really want to

Jase Souder: 00:33:23

start a real business. How can they get in touch with

JoAnne Ewing: 00:33:25

you? My website is reach the unlimited and you can

JoAnne Ewing: 00:33:29

find more out about me from that website. Sorry,

Jase Souder: 00:33:32

cool. We'll put in the show notes also, and then

Jase Souder: 00:33:34

I'm going to throw one out there for you. Okay, I bet, if there's

Jase Souder: 00:33:36

someone listening that has a brick and mortar business, I bet

Jase Souder: 00:33:39

there's a ton that they can learn from you. I'd encourage

Jase Souder: 00:33:42

you to make yourself open to them as well. Okay, I will

Jase Souder: 00:33:44

consider that. Thanks for coming on today. So good to have you.

Jase Souder: 00:33:47

Thank

JoAnne Ewing: 00:33:47

you. Nice to be here.