Stop Overthinking, Start Experimenting with Ruth Ridgeway

Today I’m joined by the brilliant Ruth Ridgeway - a woman after my own heart who isn’t here to perform, polish or pretend.

We dive deep into business experiments, behind-the-scenes truth bombs, and why sharing the messy middle matters just as much (if not more) than the shiny end result.

We talk about:

• How our friendship started with a bullet-pointed testimonial and a Voxer chat.

• Ruth’s philosophy of business-as-experiment, and why that mindset is a game-changer for overthinkers.

• The power of documenting and selling your process before it’s “finished.”

• Honest conversations about launching, flopping, pivoting and still showing up.

• Why most freebies are overrated (and what works better for email signups).

• Affiliate marketing done ethically, and why we’re not afraid to recommend what we love.

• The myth of overnight success and why slow, steady growth matters.

• Letting go of podcasting (gasp!) and honouring your bandwidth.

This one is for the creatives, the overthinkers, and the business owners who are tired of pretending it’s all perfect. If you’ve ever felt like the back of your “cross stitch” is too messy to show anyone, this episode is your permission slip to share it anyway.

✨ Ruth makes stuff. She shares it online. Sometimes it’s a course, sometimes it’s a behind-the-scenes diary, sometimes it’s an experiment in real time. It’s always real. Always useful. And never sugar-coated.

🔗 Links mentioned:

• Ruth Ridgeway’s Website

• Suzanne’s “No” Workshop 

• Pivot experiment + 100K experiment + Up Your Affiliate Game (Ruth’s experiments that we chat about)

Love this ep? Send it to a friend, drop a review, or scream “PIVOT!” like Ross from Friends. Just don’t keep it to yourself.

The Nope coach Suzanne Culberg teaches you how to put yourself first without feeling selfish, by setting healthy boundaries and reclaiming the unapologetic badass you long to be.

Find out more about Suzanne here: .css-j9qmi7{display:-webkit-box;display:-webkit-flex;display:-ms-flexbox;display:flex;-webkit-flex-direction:row;-ms-flex-direction:row;flex-direction:row;font-weight:700;margin-bottom:1rem;margin-top:2.8rem;width:100%;-webkit-box-pack:start;-ms-flex-pack:start;-webkit-justify-content:start;justify-content:start;padding-left:5rem;}@media only screen and (max-width: 599px){.css-j9qmi7{padding-left:0;-webkit-box-pack:center;-ms-flex-pack:center;-webkit-justify-content:center;justify-content:center;}}.css-j9qmi7 svg{fill:#27292D;}.css-j9qmi7 .eagfbvw0{-webkit-align-items:center;-webkit-box-align:center;-ms-flex-align:center;align-items:center;color:#27292D;}