Burnout to Leadership

S014 No BS Business with Corinne Crabtree

March 20, 2023 Dex Randall, Corinne Crabtree
Burnout to Leadership
S014 No BS Business with Corinne Crabtree
Show Notes Transcript

Corinne Crabtree, host of the 'Losing 100lbs with Corinne' podcast with 50m downloads, talks to us about her business development over 15 years  as a weight loss coach and entrepreneur, taking her this year to $21m and a place on the Inc. 5000 Fastest Growing Businesses of 2022.

Corrine's new course is the No BS Business Women’s Membership, but all you fellas out there, Corinne has some tips for you too.

Learn the biggest personal asset you need to grow a business; how to out-earn your past self; balancing business growth and family; self-coaching to success.

Find Corinne here:
https://www.facebook.com/NoBSBusinessWomen (Business growth)
https://www.phit-n-phat.com/bootcamp-2023 (Business Bootcamp June 2023)
https://www.facebook.com/losing100podcast (Weight loss)
https://www.nobsfreecourse.com (Weight loss course)
http://theweightlossuniversity.com (Coaches)
https://www.instagram.com/corinne_crabtree (Instagram)

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Hi, everyone, my name is Dex Randall, and this is the Burnout To Leadership podcast, where I teach professional men to recover from burnout and get back to passion and reward at work. Okay. Hey, listeners. Today, my wonderful friends, we have a very special podcast episode with a wonderful guest, the ridiculously talented and successful coach Corinne Crabtree. And she's the founder of No BS Weightloss Coaching Program, and also, which I think it's got about 12,000 members. And also, the host of Losing 100 Pounds with Corinne podcast, almost as successful as mine, I think she's got about 50 million downloads. And for those of you who are listening here in Burnout, Corinne is also a kickass business woman who's developed her own business out to eight figures and is now teaching business skills to women, and you can see that at nobsbusinesswomen.com. I'll put all the links in the show notes, of course. So we're gonna talk business a little bit today, and men, you're gonna learn something here, but also please pass this episode on to the women in your life. Yeah. Huge welcome to the podcast, Corinne, how you doing? I'm doing good. I'm actually excited to be here. We've kinda been in the same circles for a long time now, so it's really nice to be on your podcast and maybe offer something valuable to your audience today. Plenty. They'll be plenty, I'm sure. And thank you for coming on. Because really, I did wonder what the heck you were doing here on my podcast. Well, I will tell you. Since we're starting off with some business, one of the things that I teach inside My Business membership is that it's really important for business owners, you've gotta get eyes on your business outside of just your little comfort zone. And so one of the things that I teach is, go get on podcasts, go and speak to other people. And so I put it out there, and a lot of people were shocked because I had a lot of podcasts, big and small, say, hey, I'd love to have you on, let's get something on the schedule. And I'm doing every single one of them, literally every single one of them. So I just think it's important. I just think it's important that for one, when you're building your business, is that you're speaking to audiences outside of your normal zone because you never know when you're gonna talk to someone who knows the right people for you, so the more people that know what you do, the more people that can talk about what you do, you're just having reach that you don't even know about all the time. And I think the other thing is you just need to get really good at talking about your craft, like when you go on a big podcast tour and you just talk to anybody and everybody, and you get asked 1000 different questions, 1000 different ways, you get really good about talking about your business, so that's another reason. My business website or my business membership, it's a newer one, and I'm not used to talking about it like I am with weight loss. I can talk weight loss all day with anybody, and I've been doing that for 15 years but this business is not even a year old yet. So, it's just good practice. I just, I practice what I preach to everybody that I teach business to, it's like you gotta get out there, you gotta talk about it, you gotta talk about it in a lot of ways before you know the way you're gonna talk about it, so that's why I'm here. Superb. It's delightful to welcome you here, and yes, you and I have known about each other quite a long time, so it's was especially delightful to me. I'm trying not to be a fan boy here, but failing hopelessly. Well, I watch your scholars calls, so it kinda goes both ways. Okay, that's so cool. I love doing those calls. I do too. Yeah. All right, so let's maybe begin here, because as you say, you've been working for 15 years, and I know that the early years were a pretty interesting journey for you. So what were the early challenges for you when you began your business? So I didn't go to college, when I... I had a full... Seriously, I was gonna be a nurse. Could you imagine me being a nurse? I would have been a rough nurse. But I had a full ride to school, and I was at a very tough time in my life. When I was 18, I had attempted suicide, I was depressed, and I was dating this loser dude, and I decided to marry him, just elope. It was just like, this is a good idea. I don't wanna go to college by myself, I'll bring him along and the only way that I could do that is if we were to get married, so we get married and he didn't wanna work, and I was supposed to be going to school. And so I was working nights and going to school. And I just couldn't support both of us just working as a waitress at night, so I quit school to take care of us because I was the only one that wanted to go and get a real job. So, my early years of starting my business, I... Number one, I had to figure everything out from the ground up. I did not have business acumen, I did not have any experience, I did not know what I was doing, and I also, I think just didn't even know that I could expect to be successful and I think that... When I look back on the early years, I didn't make but about $20,000, $30,000. I started in 2007, and I made that until about 2016, and I think it comes back to... I just never knew that you could actually make more money online and running your own business if you set goals, if you planned, if you did those things. I kinda just ran my business by the seat of my pants every day, just got up, whatever my clients needed, that's what I did. I just kinda made sure I talked about it. Ask them to share me, I didn't charge much 'cause I didn't think I was worth much, that was my hard years. But I will say during those years, I learned... I would never trade it for anything because I worked with such passion and purpose for those years 'cause I literally wasn't doing it, I was not in it for the money, if you looked at my bank account, you could clearly see Corinne wasn't in it for the money. And I also, I had to figure so much stuff out. There was literally no one out there telling us what to do, there was no systems, there was no processes, everybody was figuring out the online space back then. So it really made me self reliant, it made me... I didn't even know to complain, it was just like, this is just what you did. I love those early years, even though they were tough, man. It was a lot of hours sitting and trying to design a website. Nowadays, we have it easy, they have templates. They didn't even have templates back then, it was just like, you almost had to be a coder to do a website, and I was just sitting there grinding and figuring it out, and every day thinking, this is the next thing about customers are gonna need, so it's on me to solve it. And that was a long time, 10 years. Yeah, literally my husband used to tease me and say, "You know babe, for 10 years you were the best weight loss charity on the internet," no one knew. 'Cause I just... I made enough money to basically support my business to... I bought tights and I would buy fitness camps and do things and it was... Yeah, it was tough. If I had to do anything over again, it would probably be setting some money goals, I didn't take my money seriously those years, so it was amazing. Whatever you don't pay attention to doesn't get any attention to it. And so I never thought about really growing, it was just, I don't know, it's like you don't know what you don't know. Back then, I didn't know what I didn't know, and then in 2015, that's when I kinda got exposed to... I went to the life coach school, got certified. I just remember Brook being like, "You need to take your business seriously. That's the only problem you have, and why won't you just taking it seriously?" I was like, "What?" So I went home and made a plan for how to change my business and how to put systems into place and stuff, I was like, "All right, I'm gonna go study all that," so I went home and studied all of that, this was back when... We didn't get that kind of education. And we just got certified as a life coach, but you had to go figure out how to build your business all by yourself. It was good though, it was really good for me, and I think it's a really good lesson for everyone to remember it's like, no one can do this for you. You really have to do it for yourself and the road won't be easy, but you don't have to make it harder by downplaying yourself, talking terribly to yourself, saying things like, "You're dumb," or whatever. I did that for years too. I did a lot of self loathing and wondering why it was so hard to do my business and I really worked on that stuff, and I think that's what kind of transitioned to everything for me to be successful. To be able to put some gas on the fire of something I had created. Yeah, and it made me wonder actually, because I know you do a lot of self coaching work as well, you're very methodical about processing your own work, so it did occur to me to wonder today if you're looking at changing this kind of belief in yourself and moving forward, what do you think is the one feeling you really need to be able to succeed at a new level? Do you have one? Yeah, it's persistence. I just taught a class on this because I'm... One of the things I've been saying for a long time that's missing in business, and it's also missing in weight loss, people wanna be motivated, they wanna be excited, they wanna be... They want all these really lovely feelings, at the end of the day, willingness is the one you gotta have. And when I was researching it and stuff, it has to do with this persistence bone that we all need, and you develop persistence. Persistence is not something that just self generates, it doesn't just bubble up, it's really work to be persistent. It's work to be willing. So I think if I was... Especially someone who's new in business, you really need to understand that that every day is not gonna be great, it doesn't have to be terrible, but there has to be this consistent willingness to show up when you're afraid, to show up when it's hard, to keep going when you're stuck. I think that's that missing component that most people don't have, and it's working on that and building that skill is really important. What's your goal now, by the way, for this year? Twenty one million. We did 13.4 last year, and then this year, we wanna do 21, it's a big jump for us, we're gonna... We have a plan, and the plan is always open to interpretation. I tell my team all the time, do not get married to a plan on January 1, because as things happen in the business, some stuff work, some stuff doesn't, we pivot, we try new things, but we have an overall plan. We know the big pieces that have to be done, it's how those big pieces are going to unfold is a lot of testing and trial and error. Yeah, and error, yes error. I said arrow. I was gonna say, I think you've done a lot of the trying and testing, so far you've been business coaching, for example, you say your program is new but the business coaching is nowhere near and you've been doing for years and years particularly with other coaches. What would you say to yourself back in the beginning then, what do you wish you'd known back then, and what would you say to yourself back in the beginning? Oh gosh, I would probably tell myself, you can make as much money as you want. I didn't believe that. I really thought that my husband would always be the breadwinner. I thought that my business was always second to what he did, and he never had those thoughts. And it's so funny to me 'cause when we talk about it, he's like, "From the beginning, I really thought you were onto something. I just... The whole time, I would just sit there and watch you work and listen to how you talk to your clients and stuff," and he's like, "I always knew." He's like, "You just needed more people to hear your voice, that was it." And I felt completely different. So I think telling myself back in the day to get really serious about the money side of things, not because I want lots of money, even though money is fun, I like money like anybody else. But it was when I really started saying, "This is how much money I wanna earn." It made me start thinking about all right, and how would that money get earned? What products and services and systems and things do I need in my business to get that? The money goal for me has always been the way to figure out the plan of attack to get there, but when you don't really have a money goal, it's real easy to not necessarily work on the right things in your business, you'll tend to work on just the fun things or only the things that give you emotional payback, which I think all that's important. I don't want anybody ever working in their business and not have passion and purpose, but so much of running a business is that willingness, that persistence. It's not a lot of glory work, just like this week, my team is kind of stretched right now, we have several little initiatives going on, and I had this idea of something I wanted us to do in the business. Well, when I put it out to the team, they literally had no bandwidth for it. They are really smart when they come to me and they'll say, "Here's the current projects. Here's everything we have in the queue." They're always very happy to do any idea that I have, but they're really smart about saying, "Tell me where to put this in the priority because something that will have to come off to get this in," 'cause we're really good about planning, and I couldn't find a spot except for me, I had time this week, and I was like... I tell my team all the time, if an idea is that good, I will be the 12th man on the team. I will be the one that will come in, and so this week I spent a lot of time in a pages document that ended up being a 150 something page book for my members, because the only way it was gonna get written and the only way it would get formatted was if I made time for it and it was time sensitive to get it done. And I was like, "This is what I'm doing," but every day I did not wanna work on it. First couple of days was actually kind of fun, I was like, "Oh, good. Mindless work. I don't have to think so hard." By day three, I was like, "This was a harebrained idea. Why did I volunteer for this? I just need to re prioritize everyone," and I was like, "No, just gonna have to sit and work." This is not the sexy part, this is not the being on stage part, the getting interviewed part, this is the part that makes the business run, this is the part that this book will change lives, it will help your members, but it's definitely not the fun part, it's just the needed part. And I think sometimes you just need that healthy relationship with things in order to get things done. Yeah, really, that's the IP part, that's the service part, and I think it's so fundamental to building. But I'm curious because you demonstrate this always in your practice, you're very disciplined, you're very consistent, you're very focused on where you're going, and I'm curious, 'cause a lot of people who come to me like my one on one clients who are in burnout, they come to me and they're having difficulties in their life, not just at work, but also within their families. I'm curious how your coaching journey has affected your, if you like, family or personal life? If you don't mind answering that. No, it's really... I would say the most personal part of it, my son was diagnosed with autism when he was five, and I was also building my business at that time. And for a long time, I used my business as a way to avoid a lot of the guilt and the shame and the fear that I had about his future and stuff, I tried to work to... I remember so many times working tons of hours and the whole time telling myself, if you don't build this business, if you don't make money, if you don't do these things, then you're gonna die one day and he can't take care of himself. And that's a lot of pressure to put on yourself. And then I had a hard time connecting with him, he's a lovely child. He's 20 years old now. He's doing fine. I don't want anybody thinking that he's turned out. I would like to go back to my past self, number one, slap her in the face and say, "Things turn out way better, quit worrying." But my self coaching really helped me because I had to realize that the way that I was gonna mother him was special, but it wasn't gonna look like everybody else's mothering. For me, rather than telling myself, you gotta build this business 'cause you're gonna have to be able to pay for his support and his tuition and you gotta make sure you building a nest egg and stuff. I started telling myself, we're gonna build this business 'cause this is how you're a great mom, great moms do great things for their kids and this is gonna be the legacy you leave for him. And that felt so much different, that allowed me to show up every day with so much energy. And when I was just railing on myself about, you're gonna have to do this, your baby's life is in danger, you're over... I had so much guilt about overwork, it's like there's one side of me that was demanding I work all these hours to take care of my family, and on the other side, if I wasn't with my family, I was just ridden with guilt. And then when I was with them, I was paranoid that I wasn't doing enough. So I had created the ultimate no win situation for myself. And self coaching just kinda helped me repair that relationship with myself. It helped me get really clear on how I wanted to think about my son, how I wanted to think about my business. It just relieved so much of that pressure. And I think that's one of the reasons why I've been able to be successful, and I don't burnout anymore. It's because I don't talk to myself like a jerk all the time. I think a lot of people, and I think men experience this, women experience this a lot, but sometimes I feel like men really... Because the socialisation of being the breadwinner, this is a really hard topic for them because it's like, "I'm supposed to be the breadwinner. I'm supposed to be making the money, and it leaves me no time for my family." And I think sometimes they beat themselves up for that. I think we're all doing it to ourselves, and it's such a self inflicted wound. And self coaching really helped me stop doing that. Interesting to hear. And also, it's an amazing example you've set for other people. And now when I'm thinking about this, the coaching I do, so I've got two streams of coaching. I've got people in burnout, and then I've got burnout coaches. But basically the same method works for both of them, is what I'm trying to do is help people come back to buoyancy instead of buoyancy, self coach themselves back to buoyancy and then really take off wild dreams. So whether they're individuals or whether they're burnout coach building a business, I want that thing to explode. So I encourage people to dream enormous, outrageous goals. And I've got... For example, one of my guys at the moment is taking his business from 10 million to 100 million. Oh, wow. Well, he's already gone from 10 to 30. Good for him, yeah. So far working together, so he's now going for the 100. So do you have any kind of words for people about setting and staying on with a really big outrageous thinking great goal? Yeah, so I probably approach it... I don't know if I approach it differently, but this is how I approach it. So I always set my big goals. Like ours is 21 right now. I don't think too much about the 21 outside of once a month and then once a week. I always remember like, "This is the... Like we're gonna be make making decisions on how we're gonna plan our time, knowing that 21 is the goal. And if 21 is the goal, then we have to think like 21." But day to day, I'm never thinking about it. I am sitting and thinking and believing in myself each day. I trust that the version of me that that plan for the week or that month or that quarter, she did all the thinking about 21. Now, all I need to do is show up every day and believe in me and believe in the plan, not to get distracted from it, not to get shiny object syndrome, not to... If I have doubts and fears come up, go right back to the plan and just know like there was a calm, centered, reasonable person thinking about the big goal, laying out the structure. Now every single day, that's when your doubts and fears come. And they come up in the weirdest of times. It can just be at 3 o'clock in the afternoon, all of a sudden you're just like, "Oh my God, we're never gonna make it." It's like, "Where did that come from?" It just comes out of nowhere. And instead of sitting there and getting so wrapped up in it, I'm just like, "Follow the plan. There was a version of you who knows this is what we're gonna do. You just have to believe today that you can execute what's on your calendar today." And I put my trust and my faith in that. I put a lot of trust and faith into my planning skills. And then if things aren't working out, then like once a week, once a month or once a quarter, I'm refining what's like not working out. I'm looking at the data that's coming back and I'm tweaking and changing and shifting there, but I just try not to let... Our normal crap that goes on in our head, I don't let that drive the processes. If I'm making things personal, I work on that in my self coaching, but I don't let something personal influence the decisions, the businesses... Like the decisions and the actions of the business. I'm glad you said that 'cause I think it's so important for us to acknowledge we've got the same amount of shit going through our heads as anyone else. We just don't give it the same weighting as we might have in the past. I myself have bucket loads. I'm not sure. I just have a different relationship with it. So based on where you're going now, where do you see yourself in 10 years? You've got a long range plan? Yeah, I would love to be a $100 million company. That's pretty much our big goal, and I wanna have different companies. So one of the things that I find exciting is to have different things. I was telling my husband the other day, the way that I see my future self is we are at 100 million, but it's because I'm running multiple businesses." I really wanna be that person who... I want a men's weight loss membership one day. I wanna have these different avenues of the way that I help people out in the world where... My husband and I are buying a restaurant right now. We're converting it into a sports bar, even though I will just tell everyone the profit margin on a dang sports bar is... When you get used to coaching profit margins and you look at that, and you're like, "Why are we bothering?" But we're bothering because we actually enjoy restaurants. We both grew up in the restaurant industry, so we just feel like we have a lot to offer there. But I think that's where I'm seeing myself in 10 years. I don't see myself as just the weight loss person. One of the reasons why I started the business women's membership is because I didn't wanna just be seen as that one thing. I just knew I had more to offer, and I just feel like I have a lot going on in this brain and have a lot of amazing ideas and I want there to be... Like my path to 100 is not gonna be just Corinne took over the weight loss industry. Even though I want to, trust me, I would love if Weight Watchers would come to me one day and be like, "What are you doing?" But I think that's where I see myself as more of a starter of businesses and running multiples. For me, that's just exciting. Yeah, I can really see that because your foundation work is so strong and so consistent. The world's your oyster, and I think this path is available to anybody who wants to actually take it as well. I don't think you're necessarily a special snowflake. You put in the work for years and years and years to learn all these skills and apply them. So does Oprah need to have a chat with you yet? Yes, like Oprah does. Let me tell you what Oprah needs to talk to me about. Number one is, I have a lot of thoughts and opinions about Weight Watchers. Also I would love to pick Oprah's brain, but I would love to talk to Oprah about... Because I know she's involved in Weight Watchers and things like that, but I would love to have that conversation of, "Come on, there's such a better way to do all this, and it doesn't feed into... Especially in weight loss. It doesn't feed into insecurity and deprivation, ignoring your body and all these other things." I just think we have to break the cycle of teaching anyone, this is not just women, anyone, that weight loss should be something that disassociates you from your body. We have to reconnect to it. And so I'd like to talk her about that, and I would just like to... I don't know. I mean, who wouldn't wanna just sit around and chat with Oprah just to see what kind of... Anything she... I would take any advice she gave me. Well, I'm gonna guess you've been doing something right because I read you've had 800,000 people go through your free course, for example. And I think what you are is an inspiration to probably an incalculably large audience, many of you whom you haven't had actual contact with, but are engaged with you. And I just find that incredibly inspiring myself. So why don't you tell us what's happening for you now? What your latest offers are. What you'd like to tell listeners about today? Yeah, so I have... Well, there's always the No BS Business Women's Membership. Now, we actually do take some dudes, but everything is like through the lens of women. I just think that women, they need so much breaking of what they've always been taught about their earning potential or just their potential, period. 'Cause that's when I went through the first bajillion years it feels like since I've been in business. I'm also doing an advanced weight loss certification that's open to men and women and it's also open to anyone... You don't even have to be LCS certified. We have a lot of doctors, a lot of therapists, and a lot of people who are like dietitians and stuff, who constantly are asking us like, "Can we learn how to do your method? We have patients and stuff, and I didn't get education in this specific thing?" So we are opening that up for applications, April 1st, and that's at theweightlossuniversity.com. And then if anybody... Seriously, if there's dudes out there listening who need to lose weight, listen to my podcast. I have so many men that write in all the time. I curse a lot, and I'm pretty much in your face. So dudes always tell me like, "You've got dude energy. This is for me." But because I don't have a membership for them, they lose weight on my podcast. So if you don't mind hearing me talk about a few feminine issues, but you really just need some help with weight loss, you can always listen to the podcast Losing 100 Pounds with Corinne. It's there for everyone. It's free. I've been doing it for, gosh, I think since 2015. It's been a while, maybe 2017. I can't remember when I started, but we're like in the 300s now in episodes and I just feel like an old dinosaur with it. Oh, and so for you listeners, if you have resonated with anything at all that Corinne has said, I would really invite you to go and check out some of her stuff. There's gonna be quite a lot of links of hers that I will put in the show notes including everything that she's referenced today. So thank you very kindly for being here this week, Corinne. Appreciate your visit. Well, thank you for having me. It was such a pleasure. The pleasure is mutual. And for anybody who is in burnout, please don't forget, visit Dexrandall.com and you can come and speak to me about fixing your burnout. The avenue from there is open to really jet propelling your career. This is about resurgence. This is about revival. This is about you becoming your best friend to yourself and achieving all the things you wanted to achieve. So I invite you all here at the end of this episode and also in the show notes, you can come and contact me. Also for burnout coaches, I run an advanced burnout coach certification that's starting in June this year. Applications are gonna open in May. That also is about jet propelling your business as a coach. So thank you for being here today, and thank you to Corinne. I will catch you again next time. If you're in burnout and ready to recover, come and join my Burnout to Leadership program. You can look in to talk with me at burnout.dexrandall.com. Just tell me what's bugging you, and let's make a plan to fix it.