Leading with Purpose: Strategies for Success and Fulfillment in Business with Catherine McCourt (of Fearless Future with Catherine McCourt)

Sasha: 0:02

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Whether you're new in business or find yourself in a season of change, get ready to build a strategy, create an action plan and crush those goals. I'm Sasha, host of Strategy for Creatives, and I help female-led businesses grow their brands in authentic, measurable and meaningful ways, without distress. There's no sugarcoat in here. I'm serving up real tips and actionable steps you can take to help get you organized, get off the path to burnout and grow your brand like a boss. So go ahead, pull up a chair, grab a notepad and let's talk business. Welcome to Strategy for Creatives Business Minus the Bullshit. I, of course, am your host, Sasha, and today we are going to be talking about purpose. So many of us start businesses because we want to have a bigger purpose than maybe what our nine to five is offering, or maybe we want to do something completely different than what we have the chance to do, and so a lot of us use business to kind of fulfill that. Sometimes I don't. Sometimes Sometimes don't what know don't what the purpose of my business is, other than a creative outlet for me, but I thought this would be a really good conversation to have, so to have this conversation with me. I am talking to Catherine, who is a transformational life and business coach, and she focuses on empowering individuals, entrepreneurs and businesses have, lead , and , purpose to prosper. She also hosts the podcast Fearless Future with Catherine McCourt, and she's published in blogs, magazines and she has guest spots on other shows as well. She has a degree in marketing and in sociology and she's a certified transformational coach. Excuse catherine, welcome to the show. Thank you so much for being here.

Catherine: 5:09

Hi, Sasha, I'm really excited to be on the show today. Thanks for inviting me.

Sasha: 5:14

Thank you. I'm excited to have this conversation because I think a lot of people start businesses and they do have a greater purpose in mind when they want to start a business. They might not be fulfilled in some area of their life or they have some place where they want to make change. I don't know if I'm necessarily one of those people. I started my business as a creative outlet and then it was like this makes me extra money. So now I feel like I have a little bit more of a purpose, because I do like helping creative women grow their businesses and the freedom that, financially, businesses can give to women. But I wanted to ask you, i guess, first what does that mean to you to have a purpose-driven business? How does that align for you?

Catherine: 6:02

It's kind of exactly what you described as like. People start a business from a place of either something they need fulfillment for themselves or they've discovered something over their journey in their life and they're like, wow, this has been amazing and a life changer and I want to bring this to other people. So for myself, purpose really is about aligning values and beliefs. That's kind of the traditional definition of what purpose is. But purpose in your business really can mean many things, but it definitely stems from that place of why are you creating this, what is it that it brings others, but also what does it bring for you yourself? That's really truly what the foundational piece, i believe, of any businesses is What is the purpose, what is the why behind why you're doing this and what does it bring others and yourself?

Sasha: 6:58

Do you think that businesses are more successful when they have a purpose behind it? because I've listened to a lot of businessy podcasts and some people are just you know, they saw, they saw an, an area that needed to be filled, and they decided that you know, i can do this and I can make money doing it. And it wasn't necessarily something that You know, they were like called to or super passionate about. They just happened to like, oh I, you know, these people need x, y and z. I can do that and then I can make money from it. So do you do you think that you are more successful if there's like more of a why behind, why you're doing your business?

Catherine: 7:39

100%, i do, and the only reason I say this is because I myself worked for a brand for Just over 10 years that had purpose behind it And you could see the difference of that compared to other companies that I used to work with in a sales and business development capacity. Just to make that clear, the conversation is very different when you come from a place of clear purpose, of why it is that you know you should be partnering together or why that connection exists. It's a much easier conversation in a more holistic and organic, natural way of selling than Just pushing your product or service onto people. So, yeah, 100%. I would even say that there are many studies so people can definitely do Search online and there are many studies that show that about 29 to 30 percent of businesses that really align well with their purpose And use that to help market and connect with their partners and clients and customers tend to have a higher revenue opportunity than those that don't.

Sasha: 8:43

I think that makes a lot of sense because People, especially nowadays, they want to feel connected To the people that they're spending money on. And it's Easier to feel connected when the person behind the business, or the people behind the business, you can tell like they really believe in whatever it is that they're selling or pitching, like they know that You know whatever their story is, you know why they started this, what, why they're doing what they're doing. It's just, it's easier to build that connection and, yes, you turn sales.

Catherine: 9:14

Yes, and it's also. I mean, if you look at the flip side, you know a lot of businesses fear losing their business, meaning fearing losing certain clients or any client right Once they have connected with them. But the purpose piece is usually what keeps them connected And when a time comes when a competitor steps into play or someone else you know has the shiny new thing, if there's a deeper connection with your clients or partners, it takes them a little longer to assess that decision rather than just jumping ship because something shiny and new and No more, like they say well, i'll think about, like, not leaving and And so just yes, yes, exactly.

Sasha: 9:55

How do you, how do you say that we go about aligning our purpose within our business? because, like I said, for me it took a while to figure out why My business, why I wanted to do, why my business was and when, i first started, my business was very different. I used to do primarily wedding stationery And I was. I was good at it, like I, i liked making connections with wedding planners And I liked creating these beautiful designs that people could use, you know, on their big day. But I wouldn't say it was necessary, like that was my. You know My purpose was to like make weddings beautiful or anything like that like right. Once I became, i Transition my business into business strategy. That, for me, i find more purpose than it, because I am helping women build their businesses and I always say, like, the financial freedom that comes when women have money to make choices is a really big reason Why I want women to be successful in business. So how do you kind of align Your purpose in your business, especially if you don't know what it is?

Catherine: 11:03

Yeah, for sure, and that's a big one. And a lot of the reason why people come to work with me is because They're like, look, i have these ideas or I'm doing something right now. It doesn't feel as fulfilling. What can I be doing better? and it the the foundation of even my business is to help people live with more intention, find more purpose. But you, you kind of described exactly what happens to a lot of people is we fall into things, right, whether it's our education took us there, or someone said, hey, you should work for this company or you'd be great doing this, and we fall into it. And then over time maybe we find out that there's some parts we enjoy about it, but maybe things aren't, aren't really working. So It's more about finding clarity within yourself first. So you sort of hit the nail in the head and same like you started to find purpose by doing this other thing, which was helping other women create financial, maybe financial freedom, revenue for themselves, but in a creative way that fueled you. So sometimes your actual purpose may not be the full purpose behind the business, but the reason that you're doing the business becomes the purpose.

Sasha: 12:17

That makes much more sense when I think about it, because even when I transitioned to doing business strategy, it was kind of like I know I can help people, like I know I can help women, i know what I'm talking about when it comes to that, but it's like there wasn't. It took a while for my why to get connected.

Catherine: 12:35

Yeah, Yeah, so as an example, like for myself being a coach, coaching isn't necessarily my why.

Sasha: 12:42

Yeah.

Catherine: 12:43

The why behind my coaching. So coaching is a platform and a way for me to express my why, and my why is really about helping people live with deeper intention which leads to fulfillment. It inspires people, even in business. If there's more intention behind the business that you have, then more people are wanting to be connected to that, because it gives them a reason to connect with you at a deeper level than just oh. I think this is cool because you know what tomorrow someone's going to create something else. That's cool too.

Sasha: 13:16

Yeah, i like that Because I mean that is outside of the financial aspect. That's another big reason why I personally like to do what I do, because I'm a big believer in, like work life boundaries And even when we have our own businesses, like we shouldn't, shouldn't take all of our time, like we create businesses to have lives and to enjoy our family and our friends and to, you know, maybe have a little money where we can go on vacations or do whatever it is that we love to do. And I want people to experience that right. Like I want people to know like you don't have to be in your business 24, seven in order to be successful, like you are allowed to create a business that works for you, and I think like that's that's my bigger reason for doing what I do in my business. It's like, yeah, having a business gives you financial freedom, but it all like it gives you freedom, like it gives you choices, that you could do things in your life differently.

Catherine: 14:11

Yeah, and you know it's kind of sad, like I mean I'm I'm an example of it And maybe this is partly how I ended up where I am too. But I was someone who always wanted to start a business, from the time that I was, even in my late teens, i think I was always like I'm going to have my own business one day. But I did the traditional route. You know, i worked for companies and that was great because I learned a ton. Of course, you know you learn one thing which is textbook in school, but when you actually apply it in the real world, you're like, wow, this is so different. So I think, yeah, i followed kind of that traditional path and always, always wanted to start my own thing, but I just never really knew how. And I like I've written a ton of business plans that just sit there and I'll tell friends about it or family And they're like this is so cool, you should do it. But I never really knew how to like catapult it into anything. And also, you know you do have people around you that care about you, like your family and your friends that say you sure you want to do that, like working for yourself. It's 24, seven compared to a nine to five. But honestly, you're right. It's about figuring out and being resourceful and understanding that people have done this and created very successful businesses, with productivity Meaning they set the right boundaries. They don't kill themselves doing it. It's kind of sad that there are a lot of people that started something that they probably would have done really well with, but they couldn't resource or find the right tools or people to help mentor them to get to where they wanted to be. And yeah, but there's a lot of unfinished businesses that exist out there that would have been great for people, but they've burnt themselves out. And that's part of like what I help clients do is you know, not only build that foundational piece to your business, but how do we make sure that it's done in a way that doesn't burn you out, you don't get fried? You know we build it in a way that resonates with who you are and how you naturally work, although there are systems that are proven that will come into play, that you I hate saying you should do this, but it's like these are the things that are proven that could, you know, change the dynamic of your business, but you have to make it work for you, because if it doesn't naturally flow with you I'm sure you guys have heard of the flow. I'm really excited to take on that Your energy. If it doesn't naturally flow for you, then you're either egging a burnout or you're going to feel it's redundant and you're not going to want to keep doing it. And consistency is a really big key to any business or marketing messaging Yeah And so, yes. So the key too is about finding ways that, yes, have worked for other people, but how can you spin them in a way that that work for you sustainably?

Sasha: 16:52

I'm just nodding my head at everything you're saying. It's something that I preach all the time. I mean, i get a lot of my clients who are at that burnout stage and it's because they, you know they don't really have someone who can help them. See, like just because you know, people say this is how you should do business. Like does this make sense with how you want to do business? Like does it make sense for? where you are in your life or how you want your life to be. You know, I have a five-year-old son. I'm not going to work 24-7 when, when we're done recording this, I have to take him to gymnastics practice, And then we have T-ball practice tonight. You know so. I have to make sure that I'm working with the limited number of hours that I have So I can still show up for him and still be a good wife and still take time for myself. But so many people, especially women, because we already do too much. but we have this idea that you know, if we're not working a certain way, then we're not doing it right. It's not the right way to do business.

Catherine: 17:55

Yes, and there's another culprit in here too when people are trying to start their own thing, that if they don't feel they're working hard enough and it feels easy, they feel like they're not doing the right thing, and sometimes easy is actually the way I would say like business isn't.

Sasha: 18:12

I don't like this. I'm like business is hard, business is work, like it is a lot of work, but it doesn't necessarily have to be hard, like if you're feeling like you're always running up against the wall and you know there's always these impediments in your way. there's probably a different way that you could be doing something that works a lot better for you than what you're doing.

Catherine: 18:30

And this is the thing like I think generationally. you know times have changed where I think in my generation which I'm not going to necessarily share how old I am, but you know I've lived a bit And in my generation it was really about like, let's find some of the things that would be challenging for you or some of the things to help you grow. And it was a lot of focus on that, where now I think generationally we've spun it into no go with your strengths and just don't worry. Like if you are not great at ABC and you're amazing at DEF, like, do not worry, you are going to make it. You don't have to always challenge yourself. Things don't always have to feel like you're on an uphill battle to get there. You know again that flow thing, like if something's flowing for you, let me tell you, energy breeds energy. That's a big thing that I always say to clients and others. And the more positive energy that you build and the momentum that you build with your flow, meaning how you naturally work And if it's working. keep doing that because I guarantee you things will start flowing to you.

Sasha: 19:39

I am a big proponent of zone of geniuses, like if you're ABC and DEF sucks, like hire someone to do Because then you just you won't be in that flow and you will feel like you're bogged down and that it starts to get stressful. And that's when it starts to get hard, when you're working outside of areas that you don't necessarily drive with, or you don't understand, or you feel like it's a constant battle, then that's when business becomes difficult, whereas if you are working within that area, probably where you're most aligned with what your purpose is for doing it, where if you're creative, whatever that means, then that's when it becomes still work but easy, that's when you enjoy what you're doing versus just like. Again feeling like you're running up against the brick wall half the time.

Catherine: 20:27

Yes, and if you are inspired to bring it back to this purpose piece, if you really understand what this means to you, the why for you and the why in your business and what it means to others, then you will already have the motivation built in naturally to what's happening. And yeah, i mean don't get us wrong Work. It takes a lot of work to get any business started. It doesn't matter whether it's a purely online business or something that you're physically involved in. It will always take work, but there are ways that you can find to ease some of the stress of it, some of the you know that banging your head against the wall, if I could say. I know that we all do this as business owners at some point and it's natural. But it's like life too, right? Life is never going to be simple and easy 100% of the time. It ebbs and flows, and so does building your business. But to your point, sasha is like absolutely, find the things that maybe you struggle doing. They don't motivate you, they drain your energy, and see if there's others that either have a better way of doing it or a better approach, or if you can afford it, then can you hire someone, even on, you know, once a month to help you with that task, or something just to help you continue to keep the pulse on it, but allow yourself to give your genius to the other parts of the business. That's requiring that.

Sasha: 21:57

I think the same way that you mentioned, like when you have a business that's rooted in your purpose. You know when you said you used to work for places it was much better working for them when they had a very purpose-driven business. Yes, the same way that it attracts people client-wise and it can make a sales, i think it works to when you're trying to build up teams or outsource to people, because a lot of the things that drive us in business, a lot of the reasons why we have businesses and our purpose is behind them, other people can relate to and they might be able to do something completely different that you need help with in your business and they will be driven and really mesh well with you because they're like, oh, you know the mission of what your business I really get behind, like I really enjoy that you're trying to help X, y and Z or that you know this is what you're called to do and I want to help you with that and this is how I can help you with that. So not only does it help you find people who will buy from you, but it also helps you find people who will want to work with you in your business.

Catherine: 22:58

Yes, totally. I think you know the more that you can open a conversation with a prospect or even in your prospecting is, do it in a place A lot of people talk about like oh, i hate sales. I mean there are a lot of people that start businesses that A don't have a business background. So you don't have to have a business background to start a business. You don't even have to know what sales are or how to do them, even though people say, oh my God, like how could you do that. But there are resources and people you know, like myself and like you, sasha, out there to help individuals do this.

Sasha: 23:32

But I would say, like 90% of people who had who started businesses, have no idea how to sell to people.

Catherine: 23:39

Yeah, it's really a tough, tough thing to do, because sales traditionally was like I'm going to manipulate you to buy what I have. Right, the old saying of like you, if you can sell ice to an Eskimo, like you're convincing someone to buy something, whether they needed or not. But times have changed and you know consumers have changed. Businesses have changed in terms of who they want to do business with, or customers now are way more educated on or maybe it's not even the word educated, but they're way more resourceful. Yeah, to dive in and know like, do I really want to be loyal with this company or align myself with this company or brands? you know, like they become more resourceful because there's more information available to them, which is great, but that just makes it harder for businesses then to, or it makes it harder for them to say, okay, what is our clear, clear message of who we're attracting here? And that's kind of what it comes down to. Because once you're clear on who you're, who your ideal client is, what is the proposition for them? Not in a manipulative way, but what is it that they get out of it And what's the connection that you're building and why you're doing it is kind of takes that sales taste out of the whole game and it becomes a conversation.

Sasha: 25:01

Yeah, you're just. You're just having more of a like oh, i understand this is where you struggle with, or this is what you need help with. And I've probably been there too, and this is why it's important for me to help people. You know who are in that position. So it's not manipulative sales, it's more of like nope, i'm right there with you. I've been right there with you, like here's how. I help versus. You know, i used to ask about type.

Catherine: 25:26

Yeah, I mean, there's a whole other side of this, which is, you know, some businesses find themselves with partners, and really strong partners, meaning partners that have, you know, allowed them to keep the ship afloat for a long time. But they're the most challenging and difficult relationships that exist And they often shake their head and go well, we're getting great revenue from them, but why are we dealing with them? The hardest people to deal with, and sometimes that comes from a place of, like you just took whatever deal came your way rather than when, after exactly what it is that would stay with you long term, that had the right alignment on the values or the buoys or the the why, that purpose piece, which makes business not easier, but with more alignment, better decisions can be made to build opportunity.

Sasha: 26:15

I was going to say it helps you choose better. It helps you you can look very easily like do I want to work with this business? or like do I want to have this client Yes or no? Like it just makes those types of decisions easier when you have your purpose kind of at the forefront of of your business decision making.

Catherine: 26:33

Early early on in my career I had kind of a mentor, and it was in the finance industry actually, and he had said to me one day he said you know, catherine, one piece of advice that I could give that hopefully you will take and consider forever throughout your career if you stay in sales. he's like think about who you would, who you really enjoy having dinner with, versus who you don't. And if you don't see that you could have a great dinner with somebody, chances are you won't want to do business with them. And I was always like wow, that's harsh. But over time you start realizing you can pinpoint almost from conversation one who's going to be your most challenging client. And it's not to say don't work with them, because that's life And this is. you know business and what you do. Sometimes it makes sense, but there are ways that you can improve the connection with those people over time. But certainly that's a good place to start when you're first. first starting out in sales is like choose the people that you enjoy being around, because you're going to spend a lot of time talking with them and a lot of you know events or things like that, or even taking them to dinner.

Sasha: 27:45

So I love that my husband always says not all money is good money, And that I think it speaks to the same thing, like you don't necessarily want to just do business with everyone, do you want to sit and have a conversation with this person over and over and over again? And if not, if you like, dread having to speak to this person, you probably don't need to be doing business with them. Yeah, exactly, i wanted to actually quickly. You have a purpose to profit program, and so I just wanted to kind of just know what that is and a little bit more about it.

Catherine: 28:19

Thank you, yas. So Purpose to Profit came from a place of wanting to help burnt out sales representatives, account managers, people in business development really be able to find a way to work from a place of purpose that was creating more of, like I was saying before, a holistic or organic point of conversation with their clients or customers. And so the Purpose to Profit program really helps A with work-life balance, helps sales reps build better communication, helps you build strategies that work for your specific client's health, you know or customer. So what is it? how can we create a better conversation for that type of client or target market that you're going after? So it really is kind of a holistic program. I like the word holistic because it takes into consideration I talk a lot about transformation, business and wellness, and that's really the three pillars of my business. So we look at what needs to transform, what has to make sense in business for you and your business, and then what's the wellness piece, to make sure that you're taken care of and can set the right boundaries and work as efficiently as possible that you can in your business.

Sasha: 29:41

I like those three pillars because I think especially the wellness part gets left out a lot in people's businesses.

Catherine: 29:48

A hundred percent. Yeah, And you know, to be honest, like just starting out, sales is tough, especially if you're someone that doesn't or hasn't been in sales before. It's always very tough to get your product going or service, depending on what it is. But even the most seasoned salespeople struggle to find new ways to communicate new approaches, new strategies. But the other thing is, too, is that there are a lot of people that get. Salespeople are kind of the working horse. Well, I mean, operations teams are working horses too, so don't get me wrong. But sales are it's always like oh, you achieved this Great, can we achieve 10%? more, 20% more, it's always like more and more and more, but what happens is salespeople. The insurance companies will always say that the sales teams are one of the most expensive teams because they burn out very quickly. They're not well taken care of. So if I can help people start their business or build a sales team that already has these things and still those three pillars, they will have a more sustainable career or more sustainable sales strategy or approach to their business. That's awesome.

Sasha: 31:07

Yeah, i think that, especially for sales driven, that makes a lot of sense, because that is, i don't envy people who are in sales. It's a tough job and sometimes very little reward, it can feel like. And if you're not at a place where you have kind of that, you know where you're not thinking about how to not burn out and you're always being pushed for more sales and more sales and more sales. Like that. That's just challenging to have to deal with. So I'm happy that there's someone like yourself who is thinking about people like that. Thank you. Yeah, so if people want to learn more about you, katherine, and kind of your program, where can they find you at?

Catherine: 31:48

My website is KatherineMcCourtcom and you can just click work with me and it will say signature programs and the purpose to profit is in the signature programs. Or you can look at the coaching one and go into create, which is everything about business and helping people, whether they're a business leader working for another organization, or if they're an entrepreneur, a budding entrepreneur.

Sasha: 32:12

There's information there, too Cool. I will make sure to put all of that in the show notes for everyone, and thank you so much for having this conversation with me. I think you made me work through this whole conversation. I was working through like why do I do my business So cool? Well, thank you so much. I know the reason, but I don't articulate it as much, at least on a personal level. I think I do a really good job of telling other people why, but I very rarely like to look inward and be like what is the reason why I want to continue to do this? So thank you.

Catherine: 32:48

You're welcome. I do think, if I could just say this last point, like I do think, a lot of people who started business and it's about a product or a specific service, but it's not that it doesn't articulate. So, for example, like you were saying, you help creatives build their strategies for their business, but the why behind it is you want to help women also find revenue, opportunity and financial freedom. So you probably feel like you talk more about well, here's the strategies that I can help you with rather than what this is going to actually be for you, which is the YP. So yeah. Yeah, and that's normal. A lot of us do that Yeah.

Sasha: 33:30

I don't talk most about like why specifically I want to do it, but rather like what they get out of it. So, yeah, it made me think more about why it is I do what I do. So thank you for that And thank you so much for being on the show today. I really appreciate it.

Catherine: 33:45

Thank you, sasha, it was great to meet you. Thank you so much for the time.

Sasha: 33:52

Have any next week on the strategy for creatives podcast. I'm talking to Mandy, the founder of the fierce social society and host of the fierce social podcast. Her mission is to teach female business owners how to use social media, and we'll be talking about content that converts, so don't forget to tune in next Tuesday to catch the episode. Thanks for tuning into the latest episode of the strategy for creatives podcast. I hope you enjoyed the insightful discussion and hopefully found valuable tips that you can put in your business today. If you found the podcast helpful, i'd love it if you take a moment to rate and review the show on your favorite podcast platform. Your feedback helps me make a better show and reach more listeners like you. And don't forget to share the podcast with your favorite business owner, who could benefit from the strategies and insights I share on the show. New episodes come out every Tuesday, so make sure to subscribe and stay up to date with the latest trends and techniques for growing your creative business. If you want more, don't forget to join the strategy for creatives Facebook group or you can follow me on Instagram at strategy by Sasha. Have a topic suggestion or a question you want to hear answered? email me at hello at strategy by Sashacom. Thanks for listening and I'll see you next week with another episode of the strategy for creatives business minus the bullshit podcast.