EPS 79 - Practical Steps to Leverage IP (even if you don't have any right now) with Judy Weber Transcript

Erin Austin: Hello, ladies. Welcome to this week's episode of the Hourly to Exit podcast. I am very excited for this week's guest, Judy Weber. Welcome, Judy.

Judy Weber: Thank you, Erin. I've been looking forward to this all

Erin Austin: week. Yeah, it has been. We've had so many conversations. I'm so glad. We're finally getting you on the podcast.

Erin Austin: Cause this is a great conversation for us to have. We have a lot of similar, we serve a similar audience and a similar stage of business. So I think we'll get a lot out of our conversation before we get started there. Would you introduce yourself to

Judy Weber: the audience? Sure. Uh, I am Judy Weber and I am a scaling strategist and business coach for Christian women.

Judy Weber: And I'm on mission to normalize miraculous results for Christian women in business. And so it's an honor to be here and impart these pearls of wisdom that the Lord downloaded to me. And I love it. I love that we were both attorneys. So I know we're going to be talking about that. We are going to start right out of the gate, Aaron, and say that I think law school is a beautiful.

Judy Weber: precursor to entrepreneurship. So I'm happy to talk about that. Yeah, well, that

Erin Austin: is what we can start there. But, um, and I will say, you know, as everyone can tell, and we'll talk about this, you know, your offers as well, that Judy is a very joyful person. And we will, we will, it'll come up again and again, as we have our conversations, but it, it is so apparent right off the top.

Erin Austin: And so it's funny that you mentioned that about. Uh, law school, because so many lawyers come out without a single entrepreneurial bone in our bodies. Right? And the way we bill still, you know, I mean, who is the dinosaur of. The unscalable business model, like who's kind of hanging in there. The Blackberry of the business models, right?

Erin Austin: We love our Blackberries and we love our hourly billing. I love my Blackberry. Please come back. Oh, I love my Blackberry. I mean, I probably had the last one. I have a friend, law school friend, and she bought like multiple ones. And she would just like go, she had her guy who would just keep patching the same one.

Erin Austin: Together until finally, like, it was just not being supported anymore. I mean, it's not, I'd have had the last black bear in the country, I think.

Judy Weber: Yeah, but yeah,

Erin Austin: but, um, you know, you have made the, the switch completely. I think from lawyer to entrepreneur, I am kind of in the middle. And yeah, tell us about your journey from kind of making that switch.

Judy Weber: Yeah, I just want to say that and I teach my clients this. I say, you know what in law school and 20 years as a trial lawyer, I learned how to think strategically to win. And that is at the very backbone of success and entrepreneurship where you. You could think about 1000 things, but you zero in on what matters.

Judy Weber: You know, like I remember in the courtroom, one of the first things I'm such a detail oriented person, Aaron, that, um, I think I, I struggled a little bit as a trial lawyer because I was thinking of, but wait, what about this factor? What about this? Thing and, you know, I was like, and then finally the it dawned on me that, okay, you're an advocate Jude.

Judy Weber: So yeah, these are some bad facts. How can we minimize those and the great facts? How can we, you know, highlight those? And so the same thing here in entrepreneurship where it's like, once you understand where you need to focus. You know, um, hint, hint, uh, the gurus take you off of track, okay? They, they say, you need to do a thousand things, and right out of the gate, you need to be in a thousand different places.

Judy Weber: And, and so you're like spinning your wheels, and woo hoo hoo, and you're all by yourself. A solopreneur in the beginning, and you're like, wait, what? So, I'm here to tell you website's not important. Uh, in the beginning, you don't have to be in a thousand places. Um, right from the beginning. I, I developed what I call a sophisticatedly simple business model built on the 1, 1, 1 principle.

Judy Weber: And that is 1 offer. That's your 100 K offer. That could be your 7 figure offer and you have 1 best client and you give them 1 big transformation. And that is really where we need to focus. So we think strategically to win. What is my best client need 1st? Who the heck are they? What do they need? What are their problems?

Judy Weber: And how am I going to solve them? So the way I think is exactly what we learned in law school. Aaron. Wow,

Erin Austin: that is amazing. That is great. I love that. Well, what are the things that you mentioned was, um, you know, that websites are important and all doing all the things. I mean, it brought to mind, you know, whether or not you're in your zone of genius versus in your zone of competence versus your zone of incompetence.

Erin Austin: And I think when we're soloist. Especially we spend a lot of time outside of our zone of genius, right? Because, you know, for me personally, I'm not a marketer. So when I'm doing marketing stuff, I'm not in my zone of genius, unless it's, you know, sharing my expertise. But if I'm trying to figure out how to work LinkedIn, I'm trying to figure out, you know, my newsletter, you know, cadence and things like that.

Erin Austin: I'm a hundred percent in my zone of incompetence. And so figuring out how to kind of do that one thing. That's the most important thing is challenge for all of us. Honestly.

Judy Weber: Yeah. But can I say something in love? I'm going to coach you right here on the spot. Can we do that? Yes,

Erin Austin: please. I always think of these as a free free coaching.

Erin Austin: That's why I love doing it. But

Judy Weber: here I am to serve. So I'm going to serve you up and that's going to serve everybody listening. Okay. So you said I'm not a marketer. And so I used to think that too, and I have many clients that say, I'm not a salesperson. Don't you dare call me a salesperson, but hang on a second, what we think about is what we become.

Judy Weber: And so the thought I'm in my zone of incompetence while I appreciate the concept. And I think that's like a sophisticated, like a smart brain came up with that. You right. But that doesn't serve you to say that you're in your zone of incompetence. How about we switch it around and say, you know what? I'm growing.

Judy Weber: As a marketer every day, because we need, especially as a solopreneur, we need to learn how to market. We need to learn how to sell. So, um, it's like you, you're smart. You know how to market. It's just that we don't have maybe the focus. We don't know where to focus because we have this person over here saying you got to do this.

Judy Weber: And then we have this person over here saying we got to do that. And we're, as you say, trying to figure it out on our own, that's the value of a coach to say, I've got this process and jump in and you won't be having to, you know, get on that treadmill, like, and tire yourself out to exhaustion. Last thing I'll say to wrap all this up, this is going to be the nugget of gold.

Judy Weber: If you get nothing else out of this episode, ladies listening, this is what it is. Success. Is a result of who you believe yourself to be, and I'll tell you as a smarty pants, and I don't mean to tote myself up, but I was always the one top of the class. I didn't graduate number 1, but I was always in the top 10.

Judy Weber: I, I wanted to Excel. I studied my butt off and I was a straight a student, but as I thought about it, it's probably only because I consider myself to be a straight a student. I was scared when I went to law school. I said, oh, my gosh, I've been a straight a student. I don't know that I'll get a law review in at Villanova, but I did by God's grace.

Judy Weber: But when you believe that you are a six figure entrepreneur. Or a seven figure entrepreneur, and it feels really where the first time I heard that I hated it. They're like, pretend you are or think like she does. I'm like, I don't know what that means, but I'm here to tell you that the how isn't as important as the who, who am I?

Judy Weber: And you are an expert. You may not be an expert CEO yet. But you're on your way to that. So like, keep the eye on kind of where you're going. Very nice.

Erin Austin: I like that. Thank you for that. I needed that coaching. I will just check not in the mail. Thank you for the free, for the free coaching.

Judy Weber: I mean, can I just, can I just like that?

Judy Weber: That was kind of like a monologue, but the coaching would be the coaching would be what, what do you feel when you say I'm not in my zone of genius as a marketer? Like, What is the feeling for that?

Erin Austin: Well, I, I do, by the way, I did not come up with that. There's a author named first name gay. I can't remember the last name, but, um, I feel like it's not my highest and best use that is what I do feel.

Erin Austin: I feel like there's somebody else who could do this better, faster, more effectively than I can. Um, and that let me stay in my lane of talking about. You know, copyrights and contracts. That's

Judy Weber: what's fun about what you said. Those are, for the most part, thoughts, not feelings. Your thought is somebody else.

Judy Weber: Can do this better. Um, and, and I'm here to tell you that nobody knows your business like you do. Nobody knows your best client like you do. So I will say that's like a thought error. But what's the feeling like, like, if I would think to myself, I'm not a marketer. And if I were about to do marketing, I would feel like unqualified.

Judy Weber: Confused right is that yeah, I would

Erin Austin: say overwhelmed wouldn't be the word for it, but kind of treading water. Maybe like, I'm never quite getting ahead. Like, I'm not. Moving forward with it. It's just like, okay, I'm getting this done this week. And the next week I'm getting that done. And, you know, but it's always here.

Erin Austin: I am at starting line to get it done. Like, what I got, what do I have to get done? I got to write the newsletter. I got to get them, you know, like, I always feel like I'm just starting

Judy Weber: over like, yeah, and that's another thing. I'm just starting over again. That's a horrible thought as opposed to, you know, so again, I don't have to belabor this, but, but I have a faith fuel thought process.

Judy Weber: And if anybody listening wants it and Aaron, if you want it. Um, reach out to me on, uh, Instagram, Facebook, LinkedIn at Judy Weber co. And I will send you my training on my faith field thought model, because this is where we grab hold of our thoughts and hold them captive so we can really examine them. And, um, what we find is that these thoughts that keep going through our mind often are lies, often lies.

Judy Weber: We accept them as true and as fact, but we have to examine them when we get to the truth of who you are. I don't feel like I'm not smart, but I feel like, is this how

Erin Austin: I should be, you know, or something like to have a strategy, right. And then to execute it, how much of that should be me versus somebody else.

Erin Austin: Like there's someone who is. Less expensive than me, but, you know, put it that way than me to be project managing some of these things to get and I would say,

Judy Weber: yes, you get to a certain point. The last thing I'll say this, I think this is really valuable for everybody listening that I may differ from a bunch of business coaches out there.

Judy Weber: But I think in the beginning, when you're in the trenches, the clarity. Uh, that only you through power thinking there's the lawyer sitting and thinking, um, the clarity you get as to who your best client is. Only you can really get to the depth beyond on the superficial level. She's a bop, bop, bop. Okay. But what problems is she dealing with right now?

Judy Weber: How does she think? What does she think about you as an expert and your whole industry and, and what is she really looking to solve all those things? So, um, yeah, if you want that faith field thought model, that is the key. I will tell you mindset. I poo pooed it for years, Aaron, and it slowed me down. I'm like, look, I'm a doer.

Judy Weber: So yeah, yeah, yeah. La la la. What I think about who cares? I want to get it done. And when I finally slowed down and listen to the coach, I invested over a quarter million dollars in the last 7 years in coaching. So, let me tell you, I, I don't look at it as a waste. I grew so much, but it's the mindset.

Judy Weber: That's going to be whoo. It's going to take you to a whole new places. Aaron.

Erin Austin: Oh, very nice. Very nice. Yeah, I do agree that, you know, all the conversations that I have, I like, I do consider myself a salesperson. So that is the one thing like, which I, it's different than a marketer. I absolutely consider myself my sales, best salesperson that I am the salesperson, all the conversations that I have, I learned something from every single sales conversation, whichever way it goes.

Erin Austin: And so that's, yeah. 100 percent me. Um, but yeah, but thank you for that. I, I, I do think that'd be very valuable and I absolutely do think it's something that, um, we all struggle with, um, that how to like, where should our, uh, time attention resources to be the most efficient. So, well, that brings me to, I mean, apparently I am your, your, uh, target client.

Erin Austin: So who do you work with mostly? Why do they come to you? What pain are they feeling that they go? I need to

Judy Weber: go see Judy. So good. Now I live my talk. I walk my talk. So earlier I mentioned my sophisticatedly simple business model built on the one, one, one principle. Well, initially, yes, one offer, but guess what?

Judy Weber: At this stage approaching seven figures, I have two. So I have my joyful six figures accelerator helping women get to their first 100 K year. And then I work with other ladies at six or multi six to get toward the seven. That's my joyful scaling mastermind. So the pain points for the. Joyful six figures.

Judy Weber: Accelerator is exactly what we're talking about here. I'm smart. I've been an expert. I'm a professional, or I've been a corporate person. I've got expertise. And now I want to say bye bye to working for somebody else and jump into entrepreneurship. And I know I thought the transition would be super easy and it wasn't.

Judy Weber: For some of the reasons we just talked about. So, you know, that's their pain. And my solution is through my three step process. It's simple three steps where it's focused and I'll tell you what they are. First step is the right offer framework. Create your 100 K offer, making three simple decisions. And that's it.

Judy Weber: And so, but that's where we go. And it's your best client. Decide who that is very clearly, very specifically. Next is what's the transformation you're going to provide? The major transformation. And third, what is the container? Like the price? How long is it? And kind of how is delivery? That's step one, the 100k offer.

Judy Weber: Everything flows from that. Then the next is joy infused marketing. Marketing should be fun. It shouldn't be a drudgery and when we're staying focused, it can be. And then the 3rd part is ethical selling. And I just talked last week on my joyful business workshop. I talked about how it is, um, servant leadership intersects with buyer psychology to really do selling in a way that feels good.

Judy Weber: So 1st 100 K. Briefly, my mastermind are for those already there. And so there we focus on like, um, the breakthrough strategy is the first scaling strategy. So we're really looking at the marketing and the sales and delivery to refine everything that they have going on to make sure that you're ready to really scale, meaning you're not necessarily selling one to one at that level.

Judy Weber: You're selling one to many, you know, it's a little bit of a different selling. Um, and then the second scaling strategy is ops. Operations, so we look at team, we look at automation and we look at and then the 3rd scaling strategy is profit. See, everybody talks about revenue. I know some 7 figure businesses and their profit is in the is in the gutter.

Judy Weber: It's it's like nowhere. They have cash flow problems all the time. So we look at the numbers and not just the dollars. We look at, um, client results. If your clients aren't getting results, who's going to talk well about you? Nobody. So we look at the numbers. We have a strategic planning, both short term and long term.

Judy Weber: And we have initiatives that have to be put in place in order to continue to fuel the revenue that are that are coming in. So briefly, that's who I work with.

Erin Austin: Those are 2 different. Avatars are they that yes. Okay. So you started, which 1 did you start with and how did you

Judy Weber: add the 2nd? Yeah, I will tell you, I started with the mastermind because you may have heard of my podcast that I hired a 75, 000 dollar coach and she's like, start high.

Judy Weber: Not low and I get that, but I will tell you that my accelerator look, there's more women getting to their first 100 K than there are women that are approaching seven figures. So I've, I've decided because I get to as CEOs, we get to decide. I've decided that I'm focusing on the accelerator more, uh, going into 2024, um, because there's so much of a need there.

Judy Weber: And when my clients there get results, then they graduate up to the mastermind.

Erin Austin: Right. Absolutely. Absolutely. And so do you fish in the same swimming hall for both for both, uh,

Judy Weber: programs? Yeah, it is basically the woman, she's a different stage in her business. She's smart like you and me. She's a go getter.

Judy Weber: She's not afraid of hard work, but she's tired. Like I, I tend to attract women in their forties and fifties and a little bit in their sixties, because that's who I am. And so they kind of resonate as opposed to hiring a business coach that shows her, her, It'll be, you know, hanging out in her bikini, you know?

Judy Weber: So yeah, I would say generally it is, you know, fishing in the same ponds. Yes.

Erin Austin: Okay. Excellent. Excellent. All right. So one of the things I noted that you talk about building a sustainable business. And so sustainable is like, not, uh, I think we all have different definitions of that term. What does it mean for you and how do you help your clients build a sustainable

Judy Weber: business?

Judy Weber: Yeah. I mean, whether you're. Again, in the earlier stages, getting to that first 100 K or you are beyond it. Now you're ready to scale and really take it big time. Um, sustainability to me is not working all the time. Right. And so when you get past six and certainly multi six, you have to have a team. You cannot do it alone.

Judy Weber: I mean, I'd be lost if I were, I mean, there's no way I could do what I do without a team, but again, sophisticatedly simple business. I do not want 5 different departments with 30 different employees. That's not me. I, I have a director of ops. I have a social media selling, uh, strategist and I have a social media, um, creative strategist.

Judy Weber: And then I have an admin, so we're a very lean team. My niece is my accountant. So again, there's 5 people on our team, but you need that help in order to make it something that can operate without you. You know, so I think, um, in the earlier stages, sustainability is about focus. And clarity and later on sustainability is about not doing everything yourself and creating systems and processes so that you can, like me, I'm two miles from the beach so you can go hang out on the beach.

Erin Austin: How perfect. Well, speaking of building a business that can operate independently from you, like your business is your name, Judy Weber LLC right and but you do have branded offers, and I know a lot of us as we're building our businesses we struggle with. You know, what to call our businesses, how, how closely to identify it with us, if we ever want to get to the point where we're not doing all the delivery, we're not doing all the things like, do we name it after ourselves?

Erin Austin: Do we have this great trademark name that we have? Like, how do you advise people to think about,

Judy Weber: you know, I don't know that. A client has directly asked me that question. So that's so good. I mean, I have thought about it. Um, for me right now, I mean, I'm 58 if this was 20 years ago, or even 10 years ago. Um, I might think about changing the name of the LLC, but even what I'm creating right now, it could be saleable because of the brand.

Judy Weber: Messaging behind it so that Judy Weber is the face of it right now, but there is like, a mission and a movement behind what I do. Um, but to your point, the programs. Definitely need to be results oriented and really speak to, uh, on an intellectual and an emotional level. It needs to speak to your best client.

Judy Weber: So, um, I know so many times we grapple over that, but it's so funny because what I've learned from coaching, one of my, one of my, the coach that taught me the most with the whole mindset thing is that, you know, what you need to fall in love. With your program and you could call it Jack's brat, or you could call it something else.

Judy Weber: Like, like, really it's you and your belief about it. And the way you talk about it matters more than, you know, calling it something cute and creative. So sometimes cute and creative can cause confusion, which is not a good thing.

Erin Austin: Yes. Yes. That's definitely something that many of us learn the hard way, like, that's very clever, except I have no idea what you're talking about.

Erin Austin: That's definitely not the goal. Yeah, I agree with that. And so we, you mentioned systems and processes and SOPs, you know, you're speaking my language here. And so, of course, you know, I like to help people turn that expertise into intellectual property assets so they can create that independence. And so what, what, when you're working with your clients, like, are you working with them on those things?

Erin Austin: What kind of questions are they asking you?

Judy Weber: Yeah, I mean, I always am talking with ladies. Some of my ladies have committed the accelerator. They're at 50, 60, 70, 000 and they have an offer. They just wanted to refine it. But a lot come in in the earlier stage. Some that just joined in, you know, they're basically just opening their doors.

Judy Weber: And I say to them, and it blows their mind, what is your method? Even if you're one on one. You have a method. What is it? I don't know. I don't really accept that as an answer in love. I smile and I say, you do know you get your client's results, right? Yes. Okay. So how do you do that? Here's where they are when they come in and they may come in slightly different points, right?

Judy Weber: Like I just said, my accelerator, sometimes they come in brand new. Sometimes they come in three years into the business and it's just not working, whatever, but generally speaking, where are they coming in? And what's there before and then what's there after and then what, what are you doing to get them from point A to point Z?

Judy Weber: And so, um, I make them power think and they said they hate it in the beginning. Sometimes there's some like resistance, but then when I say, okay, great. And what tools and what cool name can we call that? Protocol or that process, you know, so that it becomes unique and here's the fun thing. I just want to say, and I know, you know, this, but we can't say this enough in the Bible.

Judy Weber: It says there's nothing new under the sun. And that's so true. And can I just tell everybody out there, there's really not much new in business. Okay. Because basic business principles are from the beginning of time till the end of time, but how you put it together is, um, what makes you unique. Right. So, you know, could there be other programs that kind of follow my process?

Judy Weber: Yes. But they're not called the joyful six figures accelerator. Right? So really, I encourage everybody listening to think about your process, because whether you officially trademark it right away, or you think in those terms, you know, you're going to stand out when you say I have. A methodology that nobody else can offer.

Judy Weber: And here's what it is.

Erin Austin: Right? Yeah. So many, uh, people will ask about the protecting their methodologies and, and wondering if it has to be completely unique, you know, as conversation came, a question came up during a workshop I had a couple of weeks ago, like, well, what is original? What does that mean? And it's like, it doesn't mean it's like, This thing that nobody ever thought of ever before.

Erin Austin: Like, it's like, Oh my God, you know, mind blowingly innovative. It just means it's your own original expression about, it could be the same old tired ideas, frankly, because as you mentioned, there are no new ideas, but how we filter them and how we use those ideas to deliver results for our clients. That is original to us.

Erin Austin: If which. From us with our own, uh, unique spin to it. My unique, I just mean not copied from somebody else that then that is how we create that one. We create new assets that we can protect hopefully with copyrights and, uh, and we helped to create our unique positioning and our brand and, uh, and so you have to have something that distinguishes you from.

Erin Austin: You know, all the other leadership people or HR people. And so I kept finding, finding that, uh, original way to express maybe some of the same ideas.

Judy Weber: Yeah. Can I say something on that? I, as a lawyer, and I just thought about this just this week, Aaron, um, I've never been. Like I consider myself unconventional and I kind of pushed the needle on things even before I became a lawyer.

Judy Weber: So I think that totally fits my personality. But as I thought about it, I'm like, am I a rule follower? Like, I guess I love taking risks. I've always been, you know, I come from poor, so I had to, in order to, you know, get anywhere close to where I am. But I just want to encourage the women listening. Don't be so afraid of being sued.

Judy Weber: Like, like, in the way of trademark copywriting, you need somebody like Aaron that's going to advise you because there are some wrinkles that you need to be aware of to be safe and all that. But I see too much times that we assume the worst. We meaning too many women out there that maybe aren't lawyers.

Judy Weber: Right? And they're just like, oh, my gosh, I can't do that because I don't want to be sued. And they just hesitate so much. So I encourage you to reach out to Aaron with your questions or another professional, like if you're hiring or anything like that, reach out to an employment lawyer, get, um, get a professional and, and write expert guidance because when we operate in fear, let me tell you this.

Judy Weber: I'm No decision made from fear is a good decision. It's just not

Erin Austin: do you find that that's something? I mean, I don't know. You don't work. Do you ever work with

Judy Weber: men or, you know, as a lawyer with my lawyer hat?

Erin Austin: Well, no, with your, with your current offers. Is it all women? Oh, yes. It's okay. Yeah. Okay. Yeah. But I'm wondering, like, you know, generally, if that is something that, you know, that operating Yeah.

Erin Austin: With fear and being afraid to take risks. Is that general of fear, of risks, is that something that is unique to women? Something that you need to really kind of help them with? I mean, I know men have fear of risk too, but, but does that more come out more with, with your female comment? I think

Judy Weber: so. I, I think women, we tend, I, I think the Lord made us to be such givers.

Judy Weber: Mm-Hmm. . And we just wanna serve. I've never met a woman, even a 7 figure woman who said I was in this thing for the money. Like, that's why I started saying I want to help. Right. And so they're givers. And so they have this heart to serve. And I'll tell you, sometimes, especially in Christian circles, there's almost like this guilt about getting paid for it.

Judy Weber: And I'm like, wait a minute, can I just ask 1 thing? Why do you not have any problem? And they use, they don't taking a paycheck. From somebody, but somehow when you're charging for a beautiful expertise, that's helping someone. Why do you have any guilt around that? They're getting value. You're getting value.

Judy Weber: You know what I mean? So I think that women do uniquely struggle. With this idea of some guilt, some shame and some risk adverse. Um, tendencies, which does not serve you. I understand it, but that's where you need the expert guidance to say, okay, here's where you need to be careful. And here's where you're worrying about nothing.

Judy Weber: Yeah, yeah, that was a lot

Erin Austin: of, you know, the reasoning behind my original hourly to exit kind of structure is that is it, you know, not thinking about preparing for exit in this kind of bro culture kind of way of, like, you know, just very, um, you know, just in it for the money. They're starting something just immediately because they just building it to sell and not.

Erin Austin: Serve their clients, not for the impact that they can have. Um, but you, we still can be building businesses. To maximize wealth and that's a good thing. It's not a dirty bro thing. It is a look what you can do for your community. Look what you can do for your church, which look what you do for your kids when we, you know, use our expertise to create wealth.

Erin Austin: And so, yeah, I, I, I agree.

Judy Weber: Yeah, I totally agree with that. Like, like, why are we, why are we feeling guilty? God, here's my thing, and this is going to be crazy, but I'm gonna say it. Okay. I believe it's a sin. Yeah. When you play small, okay, there, I've said it and I said before, and the 1st time I said it, I kind of felt funny, but the more I say it, the more I believe it.

Judy Weber: Why real quick, the parable of the talents. Go look that up. Google it. Okay. So what happened? So, uh, the master who's really God had given different people, different amounts of talents. He gave somebody 10 talent, somebody else, 5 talents. And the 1, he gave 1 talent when he came back. The 1 that had 10 doubled it.

Judy Weber: The 1 that had 5 doubled it. The 1 that had 1. He goes, oh, here it is back again here. He buried it. And he goes, I was afraid. And what did the master say? Get away from you, you wicked slothful. It's lazy servant. So to me, it's like he's saying I gave you this. And instead of doing the scary, bold, courageous thing and going out and trying to make more by serving and doing something with the talents he's given you, you buried it.

Judy Weber: So we really, that's, that's like a mindset shift. The enemy would love to help you believe, Oh, you better sit down. You better shut up. You're being self ambition. No, we're in this to serve, you know, really have to be discerning on our motivation. And if you're really have a heart to serve, go out there and go

Erin Austin: big.

Erin Austin: Yeah, yeah. So for many of us, it's not just about the revenue or the income. It's also about the impact. Right? Absolutely. And, and there's only so many people you can serve with your one on one services. So if you want to multiply your impact, then you need to build a scalable business.

Judy Weber: Right? So, yeah, and there's lots of ways to do that, right?

Judy Weber: 1 to 1, then transition to group. Or in what you do, certain instances, you might want to license and then get certifications. I mean, there's so many different ways to scale, but yeah, one to one you'll tire out because your calendar can only stretch you so far.

Erin Austin: Exactly. Exactly. Even now, if you don't have to go on site anymore, like maybe you had to before, but still, you know, it's still all that prep.

Erin Austin: If you're creating original materials for every client, then the work that goes into that. And so, yeah. So wonderful. So we're at the end of 2023 as we record this. So I'm wondering what you see, like, what do you see coming ahead in 2024? Do you see any trends that you think will either accelerate in 2024 or maybe there'll be some complete reversals?

Erin Austin: What

Judy Weber: are you seeing for 2024? Yeah, I think only the stronger are going to survive. I think that specificity is one of the words for me. And our, and our brand Judy Weber Co, uh, into 2024 and what I'm really impressing upon my clients is this idea of knowing your best client. Um, so well that while everybody else is saying the same thing that everybody else is saying, and they're going to not even be heard, they're going to disappear.

Judy Weber: Okay. And ultimately go out of business. I want you to go all in and be bold and decide. Oh, decision making is the most key and critical CEO skill. So decide who that best client is and stop apologizing. Oh, I can't serve everybody. You sure can. But until you get specific, nobody's going to hear it. So be strong.

Judy Weber: It's specificity. And the other word is focus. Okay. If you are feeling out of time, out of breath. Like, just overwhelmed from what we were talking about earlier, then you need to, you think you won't have time to, but you need to slow down and strategically look at what you're doing. And there's that rule 8020, right?

Judy Weber: 80 percent of your revenue is only coming from 20 percent of what you're doing double down on that. 20 percent 1st, in order to do that, you got to identify it and focus.

Erin Austin: I love that. I love that. You know, it reminds me of, you know, in fiction, although, you know, I'm 1 of these aspiring great American novelists someday I'll finish 1.

Erin Austin: but when, you know, you're Carrie in fiction, you start with your characters, right? Because once, you know, your characters really well, like, What they say comes naturally, like, if you start the other way around, like, it's very hard, like, to move the story forward. But when you have these characters, and you understand, like, what their felties are, what their hopes and dreams are, then it kind of naturally occurs.

Erin Austin: And same thing with knowing. Who you're serving. Like when you know who you're serving, then you know how to talk to them, what they're thinking about, how to help them. And it makes everything easier. Like if people wonder about what to write about, for instance, like, Oh, I can't do a newsletter. Well, you know, like, well, if you know your client well enough, you know exactly what to write about because you know what, you know, how you can help them.

Erin Austin: So,

Judy Weber: yeah. That's right. That's right. I can't underscore that enough. And just knowing who the best client is and to that level, what motivates them? Why? And then going 7 layers deep real quick. 1 of the most powerful coaching, um, interviews I had when I was interviewing a coach, she said, Judy, why? Are you doing this?

Judy Weber: And I, I'll be honest with you, Aaron. I hated that question. What do you mean? Why? That's just so stupid. What do you think I'm doing it? You know, but I said, I don't know. I want to make my kids proud of me, you know, and she goes, why is that important to you? And she just kept asking. And why is that matter?

Judy Weber: And why is that I'm telling you until it got so deep that I was crying and she knew she had me. Why? Because she got me emotionally. So when we just think superficially, you know, let's do the hard thing. The thing that feels like we're just going to fight it tooth and nail, whatever you're resisting now, ladies.

Judy Weber: Go all in on that. That's where your next breakthrough is truly. I

Erin Austin: love them. All right. Well, as we wrap up, you know, this is the hourly to exit podcast where we, uh, help women build well through building scalable and saleable, hopefully someday saleable businesses. So do you have any plans to maybe someday sell your business?

Judy Weber: You know, I dream big Aaron, you know, and in the fall, we're doing our inaugural joyful business live in person event right here on the Emerald coast. Um, you know, of Florida, so we don't have our date actually this afternoon. I'm going to go check out the venue. So, yes, I, I feel like I, God has chosen me to lead a movement.

Judy Weber: And so it, it, I never really, I haven't thought about this as fully as that, but I do see this. Yes. This mission that God has put me on to normalize miraculous results being big enough. So that, um, as long as, you know, I'm here on this earth long enough, I can definitely see that happening. And, um, you know, now that you mentioned it.

Judy Weber: I January is the year I'm coming together with my team for strategic planning and that will be part of it. You know, like, where, where do we see big picture? In three years in five years. So yeah. And I think if anyone listening never thought about it, think about that. Like if you're called to something and you just get so excited about, you know, working with your clients and you're getting them great results.

Judy Weber: I mean, don't, don't stop your brain. Like go big, think big.

Erin Austin: Yeah, and if you are doing, you know, assuming that you're doing work that you love making it intact, that's important to you. If we think about selling our businesses, it's not about, you know, again, like something dirty, but it is making sure that the.

Erin Austin: The transformations that you've created continue even when you're ready to do something else. So, you know, if you have a team that they then can continue to deliver, if you have a group of people that you've been helping, that you can continue to help them even when you are no longer personally doing it.

Erin Austin: So it is very legacy building, right? If we build businesses that we can sell. So, yeah,

Judy Weber: because we don't live forever. Right. So. When I think about the ladies that I'm impacting now, and like in 20 years or 30 years when I'm not here, wouldn't that be sad to like not have that exist for them? So again, it's not selfish to say I'm selling this business.

Judy Weber: Again, you really get out of that. That's a lie of the enemy. Say, you know, wow, in order for me to sell this. What I'm really doing is impacting lives of women who aren't even born yet. That's an amazing thought. I looked at it

Erin Austin: that way. That is great. That is wonderful. So as we wrap up, uh, I know that you have a freebie for the audience.

Erin Austin: Would you like to introduce it?

Judy Weber: Yes, I would be honored if you would take me up on this freebie. It's my hiring guide. It's time to hire your dream team and take all the guesswork out of strategic hiring. And so inside the guide is my every step of the hiring process, like who to hire, when to hire, what to pay and where to even find the right people.

Judy Weber: So I'll drop the link for you in the show notes, but it's judyweber. co slash hiring guide.

Erin Austin: Oh, that's wonderful. I know that'd be very helpful to a lot of people and another freebie for me. Thank you very much.

Erin Austin: So you mentioned where people can find you on your website. Where else do you

Judy Weber: hang out? Yes, I am really, you know. I'm really loving Instagram lately, but right. Okay. Yeah. Yeah. Instagram's cool, but really Instagram, Facebook and LinkedIn again, all at Judy Weber co. And if you're listening and you heard me here on Aaron's podcast, will you please reach out and tell me that I really want to connect.

Judy Weber: I'm not one of these fakers. That's just trying to like grow, you know, Audience or whatever, I really connect, um, and I'm all into relationships. So it'd be an honor to hear from you. That is wonderful.

Erin Austin: What kind of content do you put on Instagram? I'm just curious. You

Judy Weber: know, when you mentioned about content, you know, what we talk about are pillars of each of our, you know, either program, depending on what I'm promoting and really.

Judy Weber: Every day, I think, what does my best client need to hear? So, it's a mix of mindset and strategy. I do polls, uh, not on Instagram, but, you know, in my stories and stuff and elsewhere. So, if you're into building a business, God's way. I would love and also my podcast, my Joyful Scaling podcast of which Erin was Yes, yes.

Judy Weber: So yes, my Joyful Scaling podcast. We have over 400 episodes now. I'm gonna have my fourth anniversary January 1st, which is insane. Oh,

Erin Austin: congratulations. Wow. That's wonderful. .

Judy Weber: Yes. So that's another great place to kind of, um, get connected and plugged in. So you're doing,

Erin Austin: you were been doing two a week basically to get to 400.

Erin Austin: It's

Judy Weber: insane. Yes. I mean, at least once a week and like this week I just had a workshop. So I think we're, we put up four or five episodes this week. So yes, ma'am, we are constantly churning out content because it's what I feel led to do in order to ladies listening to me, get help them get the results.

Erin Austin: Wonderful. Well, thank you so much, Judy. This has been a fantastic conversation. I got lots of wonderful advice myself, and I'm sure that the audience

Judy Weber: did as well. Well, thank you again, Erin, for the opportunity and love you, girl. Thank you.