September 17, 2025 • 39 mins
Think Airtable is just another tool to organize your tasks? Think again.
In this episode, we’re diving into how Airtable can become the blueprint for your entire business helping you plug profit leaks, make smarter pricing decisions, and create systems that give you real freedom.
Elisabeth Jackson, operations specialist and founder of her own process improvement agency, shares how she uses Airtable to build client health trackers, quote calculators, no-login client portals, and more. If you’ve ever felt like your data is scattered and your systems are holding you back, this conversation will show you a better way.
In this episode, we cover:
✅ Why Airtable is “Google Sheets on steroids” and how relational data works in plain English
✅ The profit leaks that cost agencies time and money—and how to spot them
✅ Real-world use cases: sales tracking, proposal pricing, capacity planning, client support hubs
✅ How to combine Airtable with tools like Asana or ClickUp without creating tech chaos
✅ Where to start if you’re intimidated by the tech and when it’s time to bring in a systems expert
If you’ve ever caught yourself saying “I know the data is somewhere, but I can’t find it” this episode will help you finally feel in control of your business backend.
🎧 Hit play now and see how Airtable can turn scattered information into clear decisions.
🔗 Resources & Links
Elisabeth Jackson
Instagram: https://www.instagram.com/elisabethjackson/
LinkedIn: https://www.linkedin.com/in/lizzijackson/
Threads: https://www.threads.net/@elisabethjackson
Website: http://theafrocoach.com
Samantha Eck | Firestorm Finance
Website: https://www.firestormfinance.com/
Instagram: https://www.instagram.com/firestormfinance/
Threads: https://www.threads.net/@firestormfinance?hl=en
LinkedIn: https://www.linkedin.com/in/samantha-e-8796b6176/
Newsletter: https://firestormfinance.myflodesk.com/ajmiv1kyt1
📝 Want to see a specific topic on the show? Submit your suggestion here!
📢 If this episode gave you clarity on how to streamline your systems, share it with a friend, leave a review, and help more creatives build businesses that run smoothly.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:01):
Welcome to the Creative Minds SmartMoney Podcast, where we turn financial
confusion into creative confidence.
I'm Samantha Eck, bookkeeper andfractional CFO for creative entrepreneurs.
Each week I'm sharing myfinancial expertise and actionable
strategies to help you builda thriving creative business.
Plus, you'll hear from industry expertswho bring fresh perspectives on growing
(00:23):
your business beyond the numbers.
Because building a successfulcreative business starts with
strong financial foundations.
Your next chapter starts now.
You are listening to the Creative MindsSmart Money Podcast, and today I am so
excited to have guests, Elizabeth with me.
Elizabeth is the go-to expert for helpingagencies and service providers increase
(00:46):
profit without increasing stress.
An operations specialist for overeight years and founder of her own
process improvement agency, Elizabethspecializes in building systems
that let your business run smoothly.
Even when you step away, get readyto learn how to build freedom into
your business, not just chase it.
How are you today, Elizabeth?
(01:07):
I am doing well.
Like it.
It's 5:00 AM here, so likewe're actually, I'm wide awake.
We're doing pretty okay.
My baby is sleeping.
It's a good day.
Yes.
That's so good I feel like sometimeswhen you wake up at 5:00 AM
you just have that like jolt ofenergy and you're like, let's go.
Actually, I was not much of a morningperson, and then I had my first child.
(01:28):
I'm very much a morning person now.
It's the only time I get to myself.
That makes sense.
That makes sense.
So let's start with the basics.
Who are you, what do you do, and whatfirst drew you to tools like Airtable,
which is what we're talking about today.
Yeah, so you, you really, condensed itin that, description of who I am, of
(01:50):
just what, really drew me to Airtablewas I am into process improvement.
I have been an ops specialistfor the last eight years.
I come from an agency background,so it's very scrappy, very fast.
That is kind of the world thatI delved into when I first got.
Into the operation space and thenkind of flourished out on my own.
So I am a data girl.
(02:10):
I really, really like to know my data.
I like to know my numbers.
I like to know what's going on sothat I am able to make the best
decisions moving forward when itcomes to my business and my clients.
And that's what reallymade me love Airtable.
I love so much because, it'sessentially a Google sheet on steroids.
It's a database that I'm able to splicemy data any way that I want, get as
(02:33):
much information out of my data, pullas much, meat as I can out of the data
that I get, and it really allows me to.
Get really, really intentional whenit comes to things in my business.
So, backing up, with my agency, what wedo, as you said, is my whole thing is
about plugging what I call profit leaks.
So these would be your operationalbottlenecks, your gaps, those things
(02:55):
that you're like, oh, it's only gonnatake me five minutes, but it really
takes you like three business days to do.
Like, those are the thingsthat I am looking for.
I'm smoothing over.
I'm making easier, simpler, and clearerfor you and your team to be able to do.
And so for me to be able to do that,I need to know the data of my clients.
So again, circling back, I love beingable to implement Airtable, not just
for me, but for my clients, becausethey need to know that data too.
(03:17):
So.
That's really what drew me to toolslike this is I wanted to make sure
that there was a simple, easy way forclients to also be able to see what
was going on in their business sothat they could also feel empowered
to make business decisions as well.
Especially after I've gone inand I've done all this process
improvement in, systemization.
(03:40):
Yes.
Yeah, I love that.
And I think that we connectedquite a while back because someone
Yeah.
like, told me.
Out your program that youhad coming out at Airtable.
They're like, you're gonna lovewhat she is coming at Airtable.
And I
Yeah.
along and I still love it.
Thank you.
so that's so exciting.
For folks who've never heard of Airtablereally aren't sure what it is, how
(04:02):
would you explain it in like plainterms, which I know you kind of did
with Google sheets on steroid, butI guess a little bit more on that.
I love a good metaphor.
I've got them for days.
So we can, we can, we can figure this out.
So if I always think of systems, I'llback up with just systems in general.
I always think of systems asthe foundations of a house.
Like you wouldn't start building ahouse without the foundations, right?
(04:24):
You wouldn't start building.
Anything unless you have the schematics,you have a blueprint, that's your data.
And if we were to think of Airtable asyour blueprint to just understanding
what's going on, what it is youwant to do, what it is you wanna
look out for, how you, go about.
Looking at each detail before youstart building something, or even as
(04:45):
you're building something, referringback to it and making sure, okay,
are we following according to plan?
Does this make sense withwhat we have on the plans?
That would be Airtable?
It's a great way for you to beable to track client sales, task,
contact, whatever it is that youwould like to track, and you'd
like to look at your numbers four.
And it allows you, and this is thebest part, 'cause I think people think
like, well if it's just Google Sheets,but just like more powerful, like why
(05:08):
wouldn't I just use Google sheets?
Airtable allows you to link data.
So it is a relational database whichallows you to be able to take something
from one table and connect it,intentionally to another piece of data.
So, an example I always like touse is with my client Tracker.
So I have a client healthtracker inside of Airtable.
I can connect.
(05:28):
All of my clients to any of myservices, which live in another
table, to how many hours a, we have.
We have used for a retainer and that's inanother table, and I'm able to connect all
of that to my client table so I can getall this information about my clients by
linking data from different pieces thatI'm connect, that I'm already tracking
(05:50):
Okay.
put it into one central place.
This makes it so much easier if you'resomebody who like me before Airtable.
I like to just.
Put my data down wherever I,whatever, I have an arm's reach,
so I'll write it down in a notepad.
I'll voice it in Otter and then justwait for it to show up in Asana.
I'll talk about it in Asana.
I'll talk about it ina meeting with my team.
Data's everywhere, right?
(06:11):
So when you're able to put that all intoAirtable and then you're able to link
it so you can see, oh, all of this stuffthat seems so scattered, actually is
linked to this one thing, game changer.
So that is Airtable in a nutshell.
Yes.
Now, I know you just started to touchon this, but why do you think it's so
important for creative service-basedbusinesses, just businesses in general,
(06:32):
to track their data in one central spot?
That.
That's it right there, is that we.
As business owners, just because wehave so much going on in our brains,
especially creative business owners, likewe're thinking of things a mile a minute.
Like I could be in the shower and be like,this is the most amazing idea possible,
and I will just jot it down in my notesand then completely forget about it.
(06:54):
When we're able to put something centrallyin one location, not only for us to be
able to look back on later, but thenalso be able to execute on it because
the data is there to be able to give us.
More power to actually make a decisionon something that will help you feel so
much more focused and so much more dynamicin the way that you make decisions.
(07:15):
Because I think for a lot of creativeentrepreneurs, and I work with
a lot of creative agencies, so Iwork with a lot of creative people.
What makes Airtable so powerful is thatcreative minds are some of the most
powerful minds that we have just ingeneral as humans, when we can focus that.
Then back date, put data behind that oflike, this is not only a great idea, but
(07:36):
we now have some data to back that up.
You will be able to do somuch more with your business.
And I'm trying to think of areally good example of, what
Airtable has allowed me to do.
Like, essentially it helpsyou see patterns as well.
Something that I've been able to useit for like a kind of a. Off the beaten
path type use case, but I use it formy proposals because I track all my
(07:57):
past proposals that I do for moreunique, system builds, things that
don't fit in my standard packages.
I can look back on that and be like,okay, this is for this type of project.
This is what I quoted last time.
Did we go over budget or under budget?
Like how much did that eat into profit?
I can look at all of that.
An Airtable in one place, and then be ableto go, okay, so when I'm wanting to create
(08:19):
this proposal and wanting to add all thiscool stuff and everything, I can look
back at my data and be like, okay, wait.
Am I pricing this appropriately?
Am I making sure my team is paid?
Am I making sure I'm paid?
Like are we, are we good across the board?
Yes, then I can send it as opposed tojust guessing and getting myself in a
cycle of constantly not paying myselfconstantly, not putting enough profit
(08:43):
in the business, constantly not gettingmy team paid, constantly under scoping.
That is just one example of being ableto have that data to back a really good
idea so that you're able to actuallybe more impactful in your business.
Yes, absolutely.
So that's a good example of one of thethings, but what other kind of business
decisions get easier when you've gotclear centralized data to work from?
(09:05):
Ooh, so many, so many.
I have, a quote generator.
That has helped me withmy pricing so much.
I did not think that Airtable initiallywhen I got it initially, when I got it, it
was for something like content tracking.
I just wanted to keep trackof all my content ideas.
Right.
And that's why I saw other people using ituntil I got really into building with it.
(09:26):
Now I use it for.
Pricing.
Like with that proposal generator thatI just mentioned, it's also connected
to a quote calculator of just like,okay, these are my profit margins.
This is how much I pay my team.
And these are the general hoursand the hourly rate of my team.
Right?
I can now make sure anytime I'm quoting.
Anytime I'm reflecting on my packages,my standard packages, I can make
(09:47):
sure the pricing's right, becauseI can always double check my data
and be like, is this actually inline with what I need to be pricing?
Is it under, is it over like by too much?
Like is it in line with what, makes sensein terms of inflation and everything?
That's a whole separateconversation, but I can track
that inside of Airtable, capacity.
(10:08):
Capacity.
Make it so much easier withAirtable because the way you are
able, you can't hide from data.
Data doesn't lie.
And so when you think, or you, or youfeel like, oh, this is, this is how
much time I'm spending on something.
This is how much time my teamis spending on something.
And then you look at it and Airtable andyou're like, oh, we are over-resourced.
So now we have to make some decisions.
Do I
(10:28):
Yeah.
like re delegate?
Do I need to look at my processes?
Because I'm like, dang.
Like if we're constantly going over hours.
Where's the leak?
And now I can start making more decisions,more intentionally of where to look.
Do I need to raise my prices becauseI'm now taking too many people in
and it's over-resourced my team.
I can now look at pricing.
It allows you to just look atthe data in a meaningful way
to be able to know, okay, this.
(10:50):
Is the linchpin in somethingI can now investigate to see
what I need to do to fix that.
You're able to do thata lot better with data.
I'm glossing over like probablyone of the biggest ones.
Sales data.
You can put all your sales in there.
Yes,
You can look at, okay, what is themost, profitable thing that I have?
What is the thing that's selling the mostand is it the, the most profitable thing?
'cause those two thingsmay not be the same thing.
(11:12):
Being able to track my sales andhow often I get those sales, how
many repeat clients that I get.
I can look at all of that fromone interface and Airtable and
make a decision on, okay, whatam I promoting this quarter?
When am I promoting this month?
And then check that capacitytracker and be like, okay, what
do my team have capacity for?
Cool.
That's what I'm focusing on.
You can make launch decisions faster.
(11:35):
You can make like those quicklittle flash deals that you wanna
do when you're like, I just want to.
Put something out there, youcan actually make a really good
strategic decision around that.
When it comes to tax time, well,I, I don't, I'm not about promoting
Airtable as a way to be able to doyour taxes or anything like that.
Just wanna make sure we havethat disclaimer in there.
But it's a great way to be able to track.
Okay.
Just in general, what doesrevenue versus expenses look like?
(11:57):
It just allows you to make betterfinancial, better launch better sales, and
better client decisions in your business.
Yes, absolutely.
So you've given us a few examplesof processes that Airtable can
support, like content planning,client management launches.
Can you think of any moreother specific examples?
(12:20):
I love using it as a customer service hub.
So I have turned an Airtablebase into a ticketing hub.
So what I do with my clients isafter they finish a build with me,
depending on the package, they get30 to 90 days of support afterwards.
Because as anyone knows, afteryou've installed a system, doesn't
mean you instantly start using it.
There's gonna be some troubleshooting,there's gonna be some you.
(12:43):
Figuring our way around.
And so I like to make myself and myteam available when you're trying to
figure it out to make sure we actuallyadopt the system that we've put in.
We use Airtable for that.
So they fill out a form.
And the way we have it set up is everytime they fill out the form with their
request, it goes into our Airtable.
But then here's the fun part.
Airtable is so easy to automate.
It's so easy to automate.
(13:03):
So we have had it automated to.
Push to our projectmanagement software, Asana.
So anytime a new request comes in, goesthrough Airtable, and Airtable pushes
it to Asana and assigns it to theappropriate person based on the client.
'cause in our client's tableit says which team member is.
In charge of that client.
So what pushes to that team member?
(13:23):
I don't have to see it.
If I'm not in charge of it, I don'thave to see it, which is so great.
'cause I already have enough on my plate.
I don't need to see every singlerequest that comes in from every client.
It's, and then, it has an automaticdue date, which is already
tracked inside of a, an Airtable.
It allows us to be able to, then I'vedynamically, this is an advanced case.
You do not need to do this.
This is your first time in Airtable.
We've been able to dynamically create.
(13:46):
Auto-populated forms in Airtable.
So anytime a client populatesthe form, then it pushes to us.
We can respond, but we respondin Airtable through a form that's
already been prefilled and wejust answer, whatever we see.
The question is then auto itautomatically, once we fill that out,
automatically pushes an email to theclient with the answer to their question.
(14:07):
So we do all of that in their table.
Literally all we have to do asan agency is we look up the form.
Based on the Asana task, weanswer it, we click send.
Airtable takes care, Airtableand Zapier specifically takes
care of everything else.
So I love it to be able to keep myinbox clean because I'm not in my email
(14:28):
inbox nearly as much as I should be.
Given the amount of emails that I get.
I just, I don't have time.
So if there's a lot of questionsin that inbox and I don't see them,
then all of a sudden my clientsaren't getting answers for like.
Three, four days.
It's much easier when itautomatically is inside of Asana.
It has a due date, it'sto the right person.
They get their answerswithin 24 to 48 hours.
(14:50):
It's exactly what they need.
So that is probably my favorite usecase for Airtable and Airtable is,
compared to customer service, softwaresout there like Zendesk, way more.
Budget friendly, more bespoke for whatyou need, and easily implementable.
Like that's probably my favorite use case.
. I like tracking client feedback aswell because feedback loops, especially
(15:14):
in creative agencies, that's a lot.
It can be a lot, especially ifyou're dealing with a lot of
clients and, you've gone throughlike two, three rounds of feedback.
You have 12 clients and you're tryingto remember, okay, which request,
which feedback is where I useAirtable to be able to track, okay,
for each thing that we're doing.
Where are we at in the feedback process?
We do our feedback forms throughAirtable and we're able to track how
(15:36):
many feedback loops we've gone through.
'cause we have a policyof no more than two.
So once we've gone past the secondfeedback, it gives us a little
alert and Airtable of like, we'veexhausted our feedback loops so
we can look at our clients andgo, okay, this is where we're at.
If there's any more changes we can go,Hey, any more changes beyond this point
is actually going to be, has to be.
(15:56):
Minimal, et cetera, and so forth.
We say the policy, and we're able to thenlook at if there's been feedback, our
notes from feedback from the client istracked inside of Asana as well, so that
when our team goes to implement, they canlook at the feedback based on the client.
It's just, it makes thingsso much more organized.
It's so much easier than going backand forth in an email thread and then
you're trying to figure out, okay.
What are we doing when,how, who's doing what?
(16:19):
It just makes it so much easierorganized, and you're able to move faster.
That's probably the biggest thing to yourprevious question, Airtable allows you to
execute faster and speed is everything inbusiness when you can do it intentionally
and Airtable allows you to do that.
Yes.
And I love that.
And I love that you are mentioningthat it is pairing like with your
(16:40):
project management system because I
Hmm.
many of us in the creative space, inthe business space that get there is
a software that's a one size fits all.
It's just
Yes.
everything.
there's just, there's not, there's,there's certain softwares that are great
for certain use cases, but then youneed something else to to supplement.
(17:00):
To supplement it.
It's just, there's never gonna be thatone size fits all software and they're
always gonna try and compete with eachother, but they're never gonna be quite
as good at one thing as the other is.
Hundred percent.
And I'm always side eyeingwhen a software's like, we
are everything you need.
And I'm like, are you?
Because almost always, when asoftware, a software's trying to be
(17:21):
everything, it means it's not good.
At a lot of things, like it'sovercompensating in one area,
which means that other areashad to be just shortchanged.
That's just the nature of it.
It nothing is going to begood at every single thing.
That's why it's so much better, andI, I'm telling this to my clients
Yeah.
like you hit the nail on the head.
I would much rather make you a very tight.
(17:45):
Tech stack of like three, four toolsmax that does everything you need than
us trying to make a one size fits alltool that's subpar and six of the things
that you really need and really good at.
Four things that you're not gonnaneed at this stage in your business.
Try and make that work.
I'm like, it's just not gonna happen.
And like speaking to what you weresaying about Airtable, Airtable
(18:07):
is amazing at so many things.
I will never use it as aproject management tool.
That's not what it was built for.
That's not what it was made for.
You could make it work if you reallywanted to, but it's gonna get really
expensive and really confusingjust with how Airtable was built,
because it wasn't made that way.
Like its notification systems, the waythat it, is connected wasn't made for
you to be able to manage projects there.
(18:28):
You really have to.
Customize it to make it work that waywhen you really can just get a free
plan of Asana and then just keep itpushing and just connect it to Airtable
or click up whatever you decide to use.
I would much rather do that than tryand make Airtable into what it's not.
Because we want a onesize fits all too tool.
We can just make everything connectand talk to each other to make it feel
like it's a one size fits all tool.
(18:50):
It's just your tech stackreally doing its job.
Yeah, exactly.
Exactly.
Because I feel like that's gonnabe a lot less stress than trying to
fit a square peg in a round hole,
Exactly.
I'm like, let's just asquare pegs a square peg.
Let's stop trying to jam it in there.
Let's just find the,find the hole that fits.
(19:12):
So.
Exactly, exactly.
And especially with.
Us having so many things to do,like we don't have enough time
in the day to try and like playwith all these different softwares
Exactly.
always say is like shiny penny syndromeand jump from software to software.
Just get one thing, make it work,and really like develop it well
(19:32):
enough that you're, your systemsare well managed, you know?
Yes.
Mm-hmm.
So you answered one of myquestions already, which is what
Oh,
the most underrated use case forAirtable in a small or growing business?
Which, I mean, for me personally, Ithink one of the most underrated use
cases is definitely that wholesale thing,like combining all your sales data,
especially if you're someone who has likeseveral different streams, like maybe of
(19:55):
yes.
and square and things like that.
Just getting everything in oneplace will just make it easier.
But do you think
Mm-hmm.
anything else that's kind of underrated?
I don't know if it's underrated.
It might be one of those things.
Again, that's kind of likeballpark if, if you need it.
It's underrated.
If you don't, you're just gonna be like,this is excess Elizabeth, and that's fine.
(20:18):
But I, one of the underratedways to use Airtable is not just
as a way to like organize yourdata and splice it, et cetera.
You can also literally use it, likegoing back to that analogy of Airtable
kind of acting as the blueprintto the foundation of your house.
It can also be the foundationfor a lot of automations and.
Apps.
(20:38):
I have used Airtable to makedifferent apps for myself.
I have a no login client portalwhere Airtable is my, is my database.
That's where all theinformation is actively moving.
It's fluid, it's constantly in action.
There's not really a lot of holding andorganizing to be able to look at later.
(20:58):
That database is specificallyused to connect to a front facing.
App to be able to just make sureinformation is going where it needs to go.
So the way it works is similarto how we said before, front
facing client portal, they can puttheir feedback requests in there.
So we send them their, videoshowcasing how a system has been done.
(21:19):
As an example, we fill out a form.
It goes into Airtablethrough an automation.
Airtable pushes it intotheir client portal.
Client can go to the clientportal, they can see it.
They get an email.
All that automation happens.
They fill out a form to let us knowwhat they think, what they think
needs to be changed, et cetera.
When they fill out that form, it pushesback into Airtable, pushes into our Asana,
(21:40):
lets us know that feedback has been sent.
It's just constantly.
A traffic controller, and it'sso brilliant because with the
client portal, our client doesn'thave to go into email and have
to , be like, Hey, what's going on?
Where are you at with these tasks?
They're able to see all the highlevel tasks inside of our asana.
(22:02):
That our client facing, 'cause wehave a lot of internal stuff they
really don't need to see, but allthe client facing stuff of like, did
we finish the preliminary design?
Have we finished the processmap, all of that stuff.
As long as we update the status,it'll update inside of their
client portal because of Airtable.
Airtable is taking that informationand pushing it into the portal.
One of my favorite but underrated casesever because I use dub sodo and I love
(22:28):
them to bits hate their client portal.
Hate their client portal.
And I've tried a whole bunch of differentones, but I was like, I don't want
another login because I hate trying toremember all my passwords and logins.
And at the same time, I think this isactually where we might've connected.
I did a whole thread on, onthreads talking about how.
I also don't like putting my clientsinside of my project management tool.
(22:49):
I'm like, that's kind of like my home,like, like little business home and
like there's a lot of stuff going on.
I really don't want myclients to come into my house.
Like I'd much rather givethem their own space.
But I don't want them to have toremember a password too, which is
why this whole portal came into play.
So they don't have to log in.
It's their own custom uniquelink, which is from Airtable.
(23:09):
Custom created.
So they can see only their information.
It's dynamically created.
They can see their taskwhere everything is at.
And it's just been, it'sbeen amazing, honestly.
Like I don't have to, I don'thave to have, have questions where
they're asking me where something'sat because they already know to
look in the portal and see it.
They don't need to ask, howdo we get in contact with you,
(23:30):
with your q and a hotline?
The link is in there,it's perfectly crafted.
So that.
Airtable is the workhorse.
We get to stay in our houseand be able to take care of
everything that we normally would.
We don't have to leave it andthe client still gets updated.
So that might be the most underratedcase, is using Airtable as a workhorse,
not just as a database, but as aworking, to back something like an app.
(23:54):
And like Airtable makes itso easy to make apps as well.
They have a whole entire, Ithink they have a whole AI.
Thing now where you can actuallyjust dynamically make the apps,
it'll help make it for you.
It's, it sounds more complicated thanit is, but when you, when you get
that set, it's, it's so powerful.
It's so powerful.
(24:16):
I love that and yeah.
Yeah, that's definitely one of, Ithink the reason we connected is
'cause I was trying to see if Icould utilize Airtable for like a
client portal where I could like sendmy proposals and things like that.
And I remember someone being like,oh, you're gonna love Elizabeth.
They're like, you should definitelycheck out what she's building.
And I think it's just so coolthat you can do all of that.
(24:38):
Within Airtable and still have like,you know, you have your project
management system, you have Airtableover here, and you can combine them
and make something really prettywithout having to have all of
Yes.
different extra systems thataren't necessarily like useful in
Exactly.
case.
Exactly.
Yeah.
(24:58):
Yeah.
So when we're talking aboutsetting up, what's your favorite
way to start building a new base?
And do you have any, likego-to templates or hacks?
I think my favorite way to startis I always go with what's.
This is gonna sound so boring.
(25:18):
What's the goal?
Like, what's, what's the workflow thatwe're actually trying to track here?
Because I think with Airtable,anybody who's even like, looked into
Airtable, whether you, whether youuse it currently or you're a beginner
and you're listening to this andyou're looking at it while listening
to us talk, Airtable is a sandbox.
You can really make itanything that you want it to.
Because of that.
I think of it almost like, you know,back in school when you'd have those
(25:39):
essays of, write whatever you wannatalk about and you're like, cool
until you actually go to do it.
And you're like, what do I write?
I don't have no idea.
I feel like that's the same thingwith Airtable of like, oh my gosh,
I have, I can do anything I want.
I can do anything I want.
What do I, what do I do?
And so it can feel a littleoverwhelming when it's a blank slate.
So I like to start with what is theinformation that I want to track?
(26:00):
Like if I, if I wannatrack, client information.
Okay, cool.
I need to know their name,I need to know their email.
What information do I need to know aboutthis client that I personally feel, is
gonna be beneficial for me to track?
And with this, as I'm mappingthis out, I try to map it out
before I put it into Airtable.
'cause I find I, I've kind of bloatmy Airtable tables if I'm just
(26:21):
trying to like, do it on the fly.
So I like to just scrap out,like, okay, where do I want?
How do I want this to look?
What do I want to organize?
And then also, what do Iwant this to connect to?
This will probably be my first tip.
Don't dump everything into one table.
There's an architecture with Airtable.
We have your base, which is kindof like your, your Google Sheet
workbook, if we're keeping itconnected to Excel and Google Sheets.
(26:44):
You have your tables, which iseach of your sheets, and then, you
know, you have your columns andyour row columns or your fields.
And then your rows are your records.
So.
It can be really easy to think, I'mjust gonna put everything in one table.
I don't need multiple tables.
That is, that is, grossly underestimating,and under utilizing Airtable and
can make your Airtable very messy.
(27:06):
And then you won't want to goin there because you're like,
this is too disorganized.
I'm not seeing the organization.
The key to the organizationis the relationships.
The relationships between the tables.
So if I have, like I wassaying before, I wanna track.
My sales data.
But I also wanna trackmy client data as well.
I'm not gonna put client in dain sales data in the same table.
(27:27):
I'm gonna keep those separate
Yep.
then I can just connect them.
I can, it's a relational database, soI can connect any sale to any client
record and make sure that they'redynamically impacting each other.
So then when I want to look at mysales data, it's not commingled
with client email and name and allthis other stuff that's just not.
I don't need that.
But if I wanna look at my client dataand be like, what's the last sale I had?
(27:50):
It's connected to the sales table.
So I can see, okay, Ican see my last sale was.
X date.
So make sure when you're mappingthings out and you're looking at,
okay, this is the workflow that I wantto look at, I want to look at sales
data and I want to track my clients,like what my clients are doing.
We, we then want thatinformation to be separated.
If you know that the data for what youwanna track, relates to one another,
(28:16):
but it's not within the same tree.
It's not within the same umbrella.
More than likely it's gonnabe two separate tables that
you just link together.
So that's probably number one tip.
Don't inflate or bloatyour air table tables.
Try and keep them separate.
And just link, link,link, link, link, link.
That's probably gonna be, theeasiest way for you to be able to.
Organize things in there.
(28:36):
If I'm creating a new base, Istart with something really simple.
Don't try and jump intoformulas or anything like
that, like keep it simple, sis.
I try and stick with my, I'm ahardcore single select girl myself.
I like to be able tohave my little dropdown.
Yeah.
And, oh, this is probably my favorite one.
If you know.
That the data that you wanna lookat is within one table, but you
(28:59):
wanna look at it a different way.
Maybe if we're looking at, for example,when I have my tickets, when I wanna
look at, okay, my clients are sendingin tickets, et cetera, I'm not gonna
make a new table of like, well, Ionly wanna, I wanna look at this, but
I only wanna look at those that havebeen sent within the last five days.
I don't wanna look at all of them.
Okay.
make a separate table,make a different view.
So unlike Google Sheets where you'dhave to make a different sheet
(29:21):
and you'd have to then do all thefiltering and then like push it
over, blah, blah, blah, blah, blah.
You can make, in one table, youcan make different views, which
allows you to have saved instancesof how you would filter your data.
So just make a view specificallyfor what you wanna look at.
So you have your table that haseverything in it, and then you can
make another view of, I only wannasee those with a start, a date.
(29:44):
From the last five days, keep all of thedata that is the same, but just spliced
in different ways in the same table.
So I feel like
Yes.
to four hacks.
We'll start, we'll end there.
I have a lot, but those areprobably my favorite ones.
And that's a great place to start.
Know your workflow.
Try and keep data that is relational,but not the same in separate tables.
(30:05):
And then just link.
But if it is the same data,you just wanna look at it in a
different way, create a view.
Yes, absolutely.
No, I love that.
So do you think there's a simplelike starter project you'd
recommend someone maybe like put inAirtable to get familiar with it?
Yeah, if you are a creativeperson, start with content because
(30:26):
you already have a process anda way that you organize content.
So it's gonna be the easiest thing foryou to be able to architect an Airtable
'cause you already have a way you do it.
So I would go into Airtable andif you know that, you track.
Okay.
Well, I'm tracking content basedoff of idea, ready for creative,
needs, brainstorming, whatever.
(30:47):
Create a status field, single select,and you can track, okay, this is
the status of each of these things.
If you are doing, differentplatforms, like Instagram threads.
LinkedIn, YouTube, blah, blah, blah.
You then create a, medium fieldso you can track, okay, this
content is for this medium.
If you know that you wannarepurpose something, you can create
(31:07):
a little checkbox field saying,I wanna repurpose this check.
And then you can create a new viewsaying, what is all the content that I
wanna be able to repurpose for something?
And then only look at that content.
So use this.
The process that you already have.
This is also probably abig, pretty big thing.
Airtable isn't going tolike any sys, any software.
It's not gonna tell you the system to use.
(31:28):
Like, you have to come up with thatprocess and system yourself, and
then you'll the tool to execute it.
You already know your content process,so all you have to do is just add it
into Airtable and allow Airtable to,be the keeper of that process for you.
So content is a very good, simpleone to be able to start with.
Yes.
(31:49):
Love that.
Love that.
And I think that's so true.
'cause I mean, everybody has content,
Everybody has content.
start putting that in there and makingit really simple for yourself that way.
like, you know, your foot in the door.
And speaking of like with their footin the door, what would you say to
someone who is intimidated by the techside of things and how can they ease
(32:11):
Hmm.
it without getting overwhelmed?
But then in addition to that,when would you suggest that they
utilize someone like you who isa systems architect, essentially?
Yeah.
I'll starting with your first question oflike, if you feel a little intimidated,
like maybe tech isn't your thing, startwith the problem, not the platform.
So, kind of what I was alludingto previously is Airtable.
(32:32):
Iss not going to tell you this is theway, this is the way to do the system.
It's, it's a blank.
It's a, it's an emptyExcel sheet essentially.
It's gonna stare at youas you stare back at it.
So, start with again, whatdo I wanna use this for?
Like, backtrack, what isit that I wanna organize?
I wanna look at sales data.
Okay.
What sales data, you know.
(32:54):
That's not a silly question.
Like, okay, well I wanna know when salescame in, I wanna know where it came from.
Was it Stripe?
Was it Upwork?
Is there stripe fees?
I wanna know the fees because, youknow, I always seem to forget that.
And as you start to ask yourselfthese questions of what is
it that I want to track?
What is it that I want to know?
You don't realize that you're alreadystarting to build out the table
(33:16):
that you want inside of Airtable.
So start with, start with that.
And then you can build from there.
Start with questionsthat you want answered.
Those are your fields.
Start with, what do younot wanna repeat anymore?
That's now your automations.
What are questions that youdon't want to answer anymore?
Those are more fields of like,let's make sure this is in here so
I can just go, go to the Airtable.
(33:38):
The information is there.
You don't need to be tech savvyto be able to utilize Airtable.
You just need to beaware of your problems.
That sounded, that's gonna besuch an interesting soundbite.
You just need to start with yourproblems, but , you just need
to start with your problems.
So then you know what you wanna starttracking so you can start solving it.
So I would, I would startthere and start small.
Like you do not need 25 customfields in the beginning.
(34:02):
I started with three, like I started withthree and I'm someone who's in systems.
Because it is overwhelming.
It is a lot.
But once you start with one table.
One problem that you're solvingand then you build your next table
and relate it to your other table.
You can start building with this.
Airtable is really, reallygood on building upon itself.
(34:23):
You don't need to buildthe whole thing in one go.
You can really build on this.
I'm still adding things to my customer.
No login portal.
Like I just changed something aboutit and I was like, ah, like I've had
time to think about it, so I'm justgonna do, do, do, do, do, do, do, do.
Airtable allows me to do that.
I can build on what I've alreadydone, which I think is also really
good for creative people because Ifeel like we have an idea and then
(34:45):
we just need, we need some processingtime, and then we'll come back and
then we'll just add more to it.
Airtable gives you so muchleeway to be able to do so.
So start with one problem, one table.
Start with a couple of fieldsand then build as you go.
Like it's really suited forcreative minded people, and a
DHD adjacent people like me.
So like it's, it will.
(35:07):
It's not, it is like the non-techietech platform for creative people.
Yes,
sense.
yes.
second que the second part toyour question of when, when do
you bring somebody in, is when,honestly, when you don't have
time to architect this yourself.
I fully believe, like with any ofmy clients and really anybody who
(35:27):
would be interested in working withme, y'all are very, very capable of
being able to fill, figure this out.
It's just not your job.
If you're a business owner, you havea whole bunch of other things you have
to do, why spend time trying to learnand build this as you go, which you
could when you could be using thatto make sales when you could be using
that to do work when you could be.
There's so many other things that yourtime could be better utilized for, where
(35:50):
you could just hire someone like me tobuild you something really, really cool.
I just finished building apayroll thing for somebody.
They had all their data andwe just like did this whole
little payroll app for them.
So cool.
They knew Airtable.
Like they are a vet in Airtable.
They still hired me and my team.
'cause they were like,but that's not my role.
I know this, but my job is to dothis and so I need you to do this.
(36:12):
The only difference was thatthey could tell me exactly how
they wanted it built because theyknew Airtable, which is great.
Cool.
You know, make your, like, haveenough knowledge to be dangerous,
but, bring somebody like me on,bring me on, please bring me on.
If.
You know that your time can bebetter utilized elsewhere, which
you and I both know that it can, andjust allow me to do what I do best.
This is my job, so let me do it.
(36:35):
Yeah, no, I think that's so importanttoo, is because as a business owner, like
your focus, your sole focus needs to beon those sales generating activities.
'cause that's
Yeah.
money.
Mm-hmm.
you're spending your time workingon the backend and the in, in
the weeds of things, you'regonna miss out on getting there.
Like, yes, you are fully capable ofdoing it, but do you want that to
be where you're spending your time?
(36:57):
Yeah, exactly.
So.
Before we wrap, I really wanna askhow can people connect with you and
dive deeper into your Airtable magic?
Yeah.
I'm on Threads a lot.
Please find me on threads atElizabeth Jackson, my maiden name.
I am usually talkingabout a really cool thing.
I'm doing an Airtable on there.
It just happens.
So if you want us to see some infoabout what I'm doing in Airtable
(37:20):
and how I'm using it, go there.
When it comes to connecting withme in terms of how to work with
me, I've actually created plug andplay Airtable plus templates Plus,
because it's not just the air table.
Base.
It's also the automationsthat come with it.
So a couple of the use cases that wetalked about, the q and a hotline,
my quote generator and pricecalculator, my no login portal.
(37:43):
Those are all Airtable templates.
And these aren't just like, I think youhear templates and you're like, oh, okay.
It's just like you gotta geteverything and I have to customize it.
These are little mini systems,like these are little mini
systems that I've created for you.
You literally only need to import itand then plug in the zaps and it's done.
That's it.
Just start putting in information.
So those have been really beneficialfor streamlining feedback for tickets.
(38:07):
Like if you wanna have your ownticketing form, literally it's in there.
It's a one and done payment, and nowyou have a customer service system
that you don't have to use in youremail or don't have to use email or.
My list slacks anymore.
So if you're in the do it yourselfstage, you're like, I'm capable
and I have the time to do it, gowith the Airtable Plus templates.
If you're like, I'm capable, butthis is not where I should be
(38:28):
spending my time, you should goto my website, the afro coach.com.
Go to the contact formand just reach out to me.
We have, systems, reboots, pimp,my ops, both systems packages.
You'll see why on the site, thatallow you to be able to utilize us
where we're not only helping youwith your atop goals, but also just.
Systemizing your business in general.
So, threads my website.
(38:50):
I, I have been known to do a coupleInstagram stories or two on Instagram,
so you can find me on Instagram as well.
Same handle.
And yeah, those are probably thebest places to be able to find me.
Awesome.
Well, thank you so much for spendingyour time with us today, Elizabeth,
and giving some information on asystem, not just Airtable though,
but like the importance of systems ingeneral, and I really appreciate that.
(39:13):
Yeah.
No, thank you so much for having me.
This was fun.
I love being able to geek out on Airtable.
Thank you.
And that's a wrap for today's episodeof The Creative Minds Smart Money
Podcast huge thanks to ElizabethJackson for sharing such practical
wisdom on using systems to createreal freedom in your business.
(39:36):
If you love this conversation, be sureto connect with Elizabeth and check
out her Airtable resources, and ifthis episode sparked an idea for you,
share it with a friend who could use alittle more ease in their business too.
As always, I hope you have the bestweek ever and we'll see you next week.
Farewell fellow Travelers.
Welcome to the Creative Minds SmartMoney Podcast, where we turn financial
confusion into creative confidence.
I'm Samantha Eck, bookkeeper andfractional CFO for creative entrepreneurs.
Each week I'm sharing myfinancial expertise and actionable
strategies to help you builda thriving creative business.
Plus, you'll hear from industry expertswho bring fresh perspectives on growing
(00:23):
your business beyond the numbers.
Because building a successfulcreative business starts with
strong financial foundations.
Your next chapter starts now.
You are listening to the Creative MindsSmart Money Podcast, and today I am so
excited to have guests, Elizabeth with me.
Elizabeth is the go-to expert for helpingagencies and service providers increase
(00:46):
profit without increasing stress.
An operations specialist for overeight years and founder of her own
process improvement agency, Elizabethspecializes in building systems
that let your business run smoothly.
Even when you step away, get readyto learn how to build freedom into
your business, not just chase it.
How are you today, Elizabeth?
(01:07):
I am doing well.
Like it.
It's 5:00 AM here, so likewe're actually, I'm wide awake.
We're doing pretty okay.
My baby is sleeping.
It's a good day.
Yes.
That's so good I feel like sometimeswhen you wake up at 5:00 AM
you just have that like jolt ofenergy and you're like, let's go.
Actually, I was not much of a morningperson, and then I had my first child.
(01:28):
I'm very much a morning person now.
It's the only time I get to myself.
That makes sense.
That makes sense.
So let's start with the basics.
Who are you, what do you do, and whatfirst drew you to tools like Airtable,
which is what we're talking about today.
Yeah, so you, you really, condensed itin that, description of who I am, of
(01:50):
just what, really drew me to Airtablewas I am into process improvement.
I have been an ops specialistfor the last eight years.
I come from an agency background,so it's very scrappy, very fast.
That is kind of the world thatI delved into when I first got.
Into the operation space and thenkind of flourished out on my own.
So I am a data girl.
(02:10):
I really, really like to know my data.
I like to know my numbers.
I like to know what's going on sothat I am able to make the best
decisions moving forward when itcomes to my business and my clients.
And that's what reallymade me love Airtable.
I love so much because, it'sessentially a Google sheet on steroids.
It's a database that I'm able to splicemy data any way that I want, get as
(02:33):
much information out of my data, pullas much, meat as I can out of the data
that I get, and it really allows me to.
Get really, really intentional whenit comes to things in my business.
So, backing up, with my agency, what wedo, as you said, is my whole thing is
about plugging what I call profit leaks.
So these would be your operationalbottlenecks, your gaps, those things
(02:55):
that you're like, oh, it's only gonnatake me five minutes, but it really
takes you like three business days to do.
Like, those are the thingsthat I am looking for.
I'm smoothing over.
I'm making easier, simpler, and clearerfor you and your team to be able to do.
And so for me to be able to do that,I need to know the data of my clients.
So again, circling back, I love beingable to implement Airtable, not just
for me, but for my clients, becausethey need to know that data too.
(03:17):
So.
That's really what drew me to toolslike this is I wanted to make sure
that there was a simple, easy way forclients to also be able to see what
was going on in their business sothat they could also feel empowered
to make business decisions as well.
Especially after I've gone inand I've done all this process
improvement in, systemization.
(03:40):
Yes.
Yeah, I love that.
And I think that we connectedquite a while back because someone
Yeah.
like, told me.
Out your program that youhad coming out at Airtable.
They're like, you're gonna lovewhat she is coming at Airtable.
And I
Yeah.
along and I still love it.
Thank you.
so that's so exciting.
For folks who've never heard of Airtablereally aren't sure what it is, how
(04:02):
would you explain it in like plainterms, which I know you kind of did
with Google sheets on steroid, butI guess a little bit more on that.
I love a good metaphor.
I've got them for days.
So we can, we can, we can figure this out.
So if I always think of systems, I'llback up with just systems in general.
I always think of systems asthe foundations of a house.
Like you wouldn't start building ahouse without the foundations, right?
(04:24):
You wouldn't start building.
Anything unless you have the schematics,you have a blueprint, that's your data.
And if we were to think of Airtable asyour blueprint to just understanding
what's going on, what it is youwant to do, what it is you wanna
look out for, how you, go about.
Looking at each detail before youstart building something, or even as
(04:45):
you're building something, referringback to it and making sure, okay,
are we following according to plan?
Does this make sense withwhat we have on the plans?
That would be Airtable?
It's a great way for you to beable to track client sales, task,
contact, whatever it is that youwould like to track, and you'd
like to look at your numbers four.
And it allows you, and this is thebest part, 'cause I think people think
like, well if it's just Google Sheets,but just like more powerful, like why
(05:08):
wouldn't I just use Google sheets?
Airtable allows you to link data.
So it is a relational database whichallows you to be able to take something
from one table and connect it,intentionally to another piece of data.
So, an example I always like touse is with my client Tracker.
So I have a client healthtracker inside of Airtable.
I can connect.
(05:28):
All of my clients to any of myservices, which live in another
table, to how many hours a, we have.
We have used for a retainer and that's inanother table, and I'm able to connect all
of that to my client table so I can getall this information about my clients by
linking data from different pieces thatI'm connect, that I'm already tracking
(05:50):
Okay.
put it into one central place.
This makes it so much easier if you'resomebody who like me before Airtable.
I like to just.
Put my data down wherever I,whatever, I have an arm's reach,
so I'll write it down in a notepad.
I'll voice it in Otter and then justwait for it to show up in Asana.
I'll talk about it in Asana.
I'll talk about it ina meeting with my team.
Data's everywhere, right?
(06:11):
So when you're able to put that all intoAirtable and then you're able to link
it so you can see, oh, all of this stuffthat seems so scattered, actually is
linked to this one thing, game changer.
So that is Airtable in a nutshell.
Yes.
Now, I know you just started to touchon this, but why do you think it's so
important for creative service-basedbusinesses, just businesses in general,
(06:32):
to track their data in one central spot?
That.
That's it right there, is that we.
As business owners, just because wehave so much going on in our brains,
especially creative business owners, likewe're thinking of things a mile a minute.
Like I could be in the shower and be like,this is the most amazing idea possible,
and I will just jot it down in my notesand then completely forget about it.
(06:54):
When we're able to put something centrallyin one location, not only for us to be
able to look back on later, but thenalso be able to execute on it because
the data is there to be able to give us.
More power to actually make a decisionon something that will help you feel so
much more focused and so much more dynamicin the way that you make decisions.
(07:15):
Because I think for a lot of creativeentrepreneurs, and I work with
a lot of creative agencies, so Iwork with a lot of creative people.
What makes Airtable so powerful is thatcreative minds are some of the most
powerful minds that we have just ingeneral as humans, when we can focus that.
Then back date, put data behind that oflike, this is not only a great idea, but
(07:36):
we now have some data to back that up.
You will be able to do somuch more with your business.
And I'm trying to think of areally good example of, what
Airtable has allowed me to do.
Like, essentially it helpsyou see patterns as well.
Something that I've been able to useit for like a kind of a. Off the beaten
path type use case, but I use it formy proposals because I track all my
(07:57):
past proposals that I do for moreunique, system builds, things that
don't fit in my standard packages.
I can look back on that and be like,okay, this is for this type of project.
This is what I quoted last time.
Did we go over budget or under budget?
Like how much did that eat into profit?
I can look at all of that.
An Airtable in one place, and then be ableto go, okay, so when I'm wanting to create
(08:19):
this proposal and wanting to add all thiscool stuff and everything, I can look
back at my data and be like, okay, wait.
Am I pricing this appropriately?
Am I making sure my team is paid?
Am I making sure I'm paid?
Like are we, are we good across the board?
Yes, then I can send it as opposed tojust guessing and getting myself in a
cycle of constantly not paying myselfconstantly, not putting enough profit
(08:43):
in the business, constantly not gettingmy team paid, constantly under scoping.
That is just one example of being ableto have that data to back a really good
idea so that you're able to actuallybe more impactful in your business.
Yes, absolutely.
So that's a good example of one of thethings, but what other kind of business
decisions get easier when you've gotclear centralized data to work from?
(09:05):
Ooh, so many, so many.
I have, a quote generator.
That has helped me withmy pricing so much.
I did not think that Airtable initiallywhen I got it initially, when I got it, it
was for something like content tracking.
I just wanted to keep trackof all my content ideas.
Right.
And that's why I saw other people using ituntil I got really into building with it.
(09:26):
Now I use it for.
Pricing.
Like with that proposal generator thatI just mentioned, it's also connected
to a quote calculator of just like,okay, these are my profit margins.
This is how much I pay my team.
And these are the general hoursand the hourly rate of my team.
Right?
I can now make sure anytime I'm quoting.
Anytime I'm reflecting on my packages,my standard packages, I can make
(09:47):
sure the pricing's right, becauseI can always double check my data
and be like, is this actually inline with what I need to be pricing?
Is it under, is it over like by too much?
Like is it in line with what, makes sensein terms of inflation and everything?
That's a whole separateconversation, but I can track
that inside of Airtable, capacity.
(10:08):
Capacity.
Make it so much easier withAirtable because the way you are
able, you can't hide from data.
Data doesn't lie.
And so when you think, or you, or youfeel like, oh, this is, this is how
much time I'm spending on something.
This is how much time my teamis spending on something.
And then you look at it and Airtable andyou're like, oh, we are over-resourced.
So now we have to make some decisions.
Do I
(10:28):
Yeah.
like re delegate?
Do I need to look at my processes?
Because I'm like, dang.
Like if we're constantly going over hours.
Where's the leak?
And now I can start making more decisions,more intentionally of where to look.
Do I need to raise my prices becauseI'm now taking too many people in
and it's over-resourced my team.
I can now look at pricing.
It allows you to just look atthe data in a meaningful way
to be able to know, okay, this.
(10:50):
Is the linchpin in somethingI can now investigate to see
what I need to do to fix that.
You're able to do thata lot better with data.
I'm glossing over like probablyone of the biggest ones.
Sales data.
You can put all your sales in there.
Yes,
You can look at, okay, what is themost, profitable thing that I have?
What is the thing that's selling the mostand is it the, the most profitable thing?
'cause those two thingsmay not be the same thing.
(11:12):
Being able to track my sales andhow often I get those sales, how
many repeat clients that I get.
I can look at all of that fromone interface and Airtable and
make a decision on, okay, whatam I promoting this quarter?
When am I promoting this month?
And then check that capacitytracker and be like, okay, what
do my team have capacity for?
Cool.
That's what I'm focusing on.
You can make launch decisions faster.
(11:35):
You can make like those quicklittle flash deals that you wanna
do when you're like, I just want to.
Put something out there, youcan actually make a really good
strategic decision around that.
When it comes to tax time, well,I, I don't, I'm not about promoting
Airtable as a way to be able to doyour taxes or anything like that.
Just wanna make sure we havethat disclaimer in there.
But it's a great way to be able to track.
Okay.
Just in general, what doesrevenue versus expenses look like?
(11:57):
It just allows you to make betterfinancial, better launch better sales, and
better client decisions in your business.
Yes, absolutely.
So you've given us a few examplesof processes that Airtable can
support, like content planning,client management launches.
Can you think of any moreother specific examples?
(12:20):
I love using it as a customer service hub.
So I have turned an Airtablebase into a ticketing hub.
So what I do with my clients isafter they finish a build with me,
depending on the package, they get30 to 90 days of support afterwards.
Because as anyone knows, afteryou've installed a system, doesn't
mean you instantly start using it.
There's gonna be some troubleshooting,there's gonna be some you.
(12:43):
Figuring our way around.
And so I like to make myself and myteam available when you're trying to
figure it out to make sure we actuallyadopt the system that we've put in.
We use Airtable for that.
So they fill out a form.
And the way we have it set up is everytime they fill out the form with their
request, it goes into our Airtable.
But then here's the fun part.
Airtable is so easy to automate.
It's so easy to automate.
(13:03):
So we have had it automated to.
Push to our projectmanagement software, Asana.
So anytime a new request comes in, goesthrough Airtable, and Airtable pushes
it to Asana and assigns it to theappropriate person based on the client.
'cause in our client's tableit says which team member is.
In charge of that client.
So what pushes to that team member?
(13:23):
I don't have to see it.
If I'm not in charge of it, I don'thave to see it, which is so great.
'cause I already have enough on my plate.
I don't need to see every singlerequest that comes in from every client.
It's, and then, it has an automaticdue date, which is already
tracked inside of a, an Airtable.
It allows us to be able to, then I'vedynamically, this is an advanced case.
You do not need to do this.
This is your first time in Airtable.
We've been able to dynamically create.
(13:46):
Auto-populated forms in Airtable.
So anytime a client populatesthe form, then it pushes to us.
We can respond, but we respondin Airtable through a form that's
already been prefilled and wejust answer, whatever we see.
The question is then auto itautomatically, once we fill that out,
automatically pushes an email to theclient with the answer to their question.
(14:07):
So we do all of that in their table.
Literally all we have to do asan agency is we look up the form.
Based on the Asana task, weanswer it, we click send.
Airtable takes care, Airtableand Zapier specifically takes
care of everything else.
So I love it to be able to keep myinbox clean because I'm not in my email
(14:28):
inbox nearly as much as I should be.
Given the amount of emails that I get.
I just, I don't have time.
So if there's a lot of questionsin that inbox and I don't see them,
then all of a sudden my clientsaren't getting answers for like.
Three, four days.
It's much easier when itautomatically is inside of Asana.
It has a due date, it'sto the right person.
They get their answerswithin 24 to 48 hours.
(14:50):
It's exactly what they need.
So that is probably my favorite usecase for Airtable and Airtable is,
compared to customer service, softwaresout there like Zendesk, way more.
Budget friendly, more bespoke for whatyou need, and easily implementable.
Like that's probably my favorite use case.
. I like tracking client feedback aswell because feedback loops, especially
(15:14):
in creative agencies, that's a lot.
It can be a lot, especially ifyou're dealing with a lot of
clients and, you've gone throughlike two, three rounds of feedback.
You have 12 clients and you're tryingto remember, okay, which request,
which feedback is where I useAirtable to be able to track, okay,
for each thing that we're doing.
Where are we at in the feedback process?
We do our feedback forms throughAirtable and we're able to track how
(15:36):
many feedback loops we've gone through.
'cause we have a policyof no more than two.
So once we've gone past the secondfeedback, it gives us a little
alert and Airtable of like, we'veexhausted our feedback loops so
we can look at our clients andgo, okay, this is where we're at.
If there's any more changes we can go,Hey, any more changes beyond this point
is actually going to be, has to be.
(15:56):
Minimal, et cetera, and so forth.
We say the policy, and we're able to thenlook at if there's been feedback, our
notes from feedback from the client istracked inside of Asana as well, so that
when our team goes to implement, they canlook at the feedback based on the client.
It's just, it makes thingsso much more organized.
It's so much easier than going backand forth in an email thread and then
you're trying to figure out, okay.
What are we doing when,how, who's doing what?
(16:19):
It just makes it so much easierorganized, and you're able to move faster.
That's probably the biggest thing to yourprevious question, Airtable allows you to
execute faster and speed is everything inbusiness when you can do it intentionally
and Airtable allows you to do that.
Yes.
And I love that.
And I love that you are mentioningthat it is pairing like with your
(16:40):
project management system because I
Hmm.
many of us in the creative space, inthe business space that get there is
a software that's a one size fits all.
It's just
Yes.
everything.
there's just, there's not, there's,there's certain softwares that are great
for certain use cases, but then youneed something else to to supplement.
(17:00):
To supplement it.
It's just, there's never gonna be thatone size fits all software and they're
always gonna try and compete with eachother, but they're never gonna be quite
as good at one thing as the other is.
Hundred percent.
And I'm always side eyeingwhen a software's like, we
are everything you need.
And I'm like, are you?
Because almost always, when asoftware, a software's trying to be
(17:21):
everything, it means it's not good.
At a lot of things, like it'sovercompensating in one area,
which means that other areashad to be just shortchanged.
That's just the nature of it.
It nothing is going to begood at every single thing.
That's why it's so much better, andI, I'm telling this to my clients
Yeah.
like you hit the nail on the head.
I would much rather make you a very tight.
(17:45):
Tech stack of like three, four toolsmax that does everything you need than
us trying to make a one size fits alltool that's subpar and six of the things
that you really need and really good at.
Four things that you're not gonnaneed at this stage in your business.
Try and make that work.
I'm like, it's just not gonna happen.
And like speaking to what you weresaying about Airtable, Airtable
(18:07):
is amazing at so many things.
I will never use it as aproject management tool.
That's not what it was built for.
That's not what it was made for.
You could make it work if you reallywanted to, but it's gonna get really
expensive and really confusingjust with how Airtable was built,
because it wasn't made that way.
Like its notification systems, the waythat it, is connected wasn't made for
you to be able to manage projects there.
(18:28):
You really have to.
Customize it to make it work that waywhen you really can just get a free
plan of Asana and then just keep itpushing and just connect it to Airtable
or click up whatever you decide to use.
I would much rather do that than tryand make Airtable into what it's not.
Because we want a onesize fits all too tool.
We can just make everything connectand talk to each other to make it feel
like it's a one size fits all tool.
(18:50):
It's just your tech stackreally doing its job.
Yeah, exactly.
Exactly.
Because I feel like that's gonnabe a lot less stress than trying to
fit a square peg in a round hole,
Exactly.
I'm like, let's just asquare pegs a square peg.
Let's stop trying to jam it in there.
Let's just find the,find the hole that fits.
(19:12):
So.
Exactly, exactly.
And especially with.
Us having so many things to do,like we don't have enough time
in the day to try and like playwith all these different softwares
Exactly.
always say is like shiny penny syndromeand jump from software to software.
Just get one thing, make it work,and really like develop it well
(19:32):
enough that you're, your systemsare well managed, you know?
Yes.
Mm-hmm.
So you answered one of myquestions already, which is what
Oh,
the most underrated use case forAirtable in a small or growing business?
Which, I mean, for me personally, Ithink one of the most underrated use
cases is definitely that wholesale thing,like combining all your sales data,
especially if you're someone who has likeseveral different streams, like maybe of
(19:55):
yes.
and square and things like that.
Just getting everything in oneplace will just make it easier.
But do you think
Mm-hmm.
anything else that's kind of underrated?
I don't know if it's underrated.
It might be one of those things.
Again, that's kind of likeballpark if, if you need it.
It's underrated.
If you don't, you're just gonna be like,this is excess Elizabeth, and that's fine.
(20:18):
But I, one of the underratedways to use Airtable is not just
as a way to like organize yourdata and splice it, et cetera.
You can also literally use it, likegoing back to that analogy of Airtable
kind of acting as the blueprintto the foundation of your house.
It can also be the foundationfor a lot of automations and.
Apps.
(20:38):
I have used Airtable to makedifferent apps for myself.
I have a no login client portalwhere Airtable is my, is my database.
That's where all theinformation is actively moving.
It's fluid, it's constantly in action.
There's not really a lot of holding andorganizing to be able to look at later.
(20:58):
That database is specificallyused to connect to a front facing.
App to be able to just make sureinformation is going where it needs to go.
So the way it works is similarto how we said before, front
facing client portal, they can puttheir feedback requests in there.
So we send them their, videoshowcasing how a system has been done.
(21:19):
As an example, we fill out a form.
It goes into Airtablethrough an automation.
Airtable pushes it intotheir client portal.
Client can go to the clientportal, they can see it.
They get an email.
All that automation happens.
They fill out a form to let us knowwhat they think, what they think
needs to be changed, et cetera.
When they fill out that form, it pushesback into Airtable, pushes into our Asana,
(21:40):
lets us know that feedback has been sent.
It's just constantly.
A traffic controller, and it'sso brilliant because with the
client portal, our client doesn'thave to go into email and have
to , be like, Hey, what's going on?
Where are you at with these tasks?
They're able to see all the highlevel tasks inside of our asana.
(22:02):
That our client facing, 'cause wehave a lot of internal stuff they
really don't need to see, but allthe client facing stuff of like, did
we finish the preliminary design?
Have we finished the processmap, all of that stuff.
As long as we update the status,it'll update inside of their
client portal because of Airtable.
Airtable is taking that informationand pushing it into the portal.
One of my favorite but underrated casesever because I use dub sodo and I love
(22:28):
them to bits hate their client portal.
Hate their client portal.
And I've tried a whole bunch of differentones, but I was like, I don't want
another login because I hate trying toremember all my passwords and logins.
And at the same time, I think this isactually where we might've connected.
I did a whole thread on, onthreads talking about how.
I also don't like putting my clientsinside of my project management tool.
(22:49):
I'm like, that's kind of like my home,like, like little business home and
like there's a lot of stuff going on.
I really don't want myclients to come into my house.
Like I'd much rather givethem their own space.
But I don't want them to have toremember a password too, which is
why this whole portal came into play.
So they don't have to log in.
It's their own custom uniquelink, which is from Airtable.
(23:09):
Custom created.
So they can see only their information.
It's dynamically created.
They can see their taskwhere everything is at.
And it's just been, it'sbeen amazing, honestly.
Like I don't have to, I don'thave to have, have questions where
they're asking me where something'sat because they already know to
look in the portal and see it.
They don't need to ask, howdo we get in contact with you,
(23:30):
with your q and a hotline?
The link is in there,it's perfectly crafted.
So that.
Airtable is the workhorse.
We get to stay in our houseand be able to take care of
everything that we normally would.
We don't have to leave it andthe client still gets updated.
So that might be the most underratedcase, is using Airtable as a workhorse,
not just as a database, but as aworking, to back something like an app.
(23:54):
And like Airtable makes itso easy to make apps as well.
They have a whole entire, Ithink they have a whole AI.
Thing now where you can actuallyjust dynamically make the apps,
it'll help make it for you.
It's, it sounds more complicated thanit is, but when you, when you get
that set, it's, it's so powerful.
It's so powerful.
(24:16):
I love that and yeah.
Yeah, that's definitely one of, Ithink the reason we connected is
'cause I was trying to see if Icould utilize Airtable for like a
client portal where I could like sendmy proposals and things like that.
And I remember someone being like,oh, you're gonna love Elizabeth.
They're like, you should definitelycheck out what she's building.
And I think it's just so coolthat you can do all of that.
(24:38):
Within Airtable and still have like,you know, you have your project
management system, you have Airtableover here, and you can combine them
and make something really prettywithout having to have all of
Yes.
different extra systems thataren't necessarily like useful in
Exactly.
case.
Exactly.
Yeah.
(24:58):
Yeah.
So when we're talking aboutsetting up, what's your favorite
way to start building a new base?
And do you have any, likego-to templates or hacks?
I think my favorite way to startis I always go with what's.
This is gonna sound so boring.
(25:18):
What's the goal?
Like, what's, what's the workflow thatwe're actually trying to track here?
Because I think with Airtable,anybody who's even like, looked into
Airtable, whether you, whether youuse it currently or you're a beginner
and you're listening to this andyou're looking at it while listening
to us talk, Airtable is a sandbox.
You can really make itanything that you want it to.
Because of that.
I think of it almost like, you know,back in school when you'd have those
(25:39):
essays of, write whatever you wannatalk about and you're like, cool
until you actually go to do it.
And you're like, what do I write?
I don't have no idea.
I feel like that's the same thingwith Airtable of like, oh my gosh,
I have, I can do anything I want.
I can do anything I want.
What do I, what do I do?
And so it can feel a littleoverwhelming when it's a blank slate.
So I like to start with what is theinformation that I want to track?
(26:00):
Like if I, if I wannatrack, client information.
Okay, cool.
I need to know their name,I need to know their email.
What information do I need to know aboutthis client that I personally feel, is
gonna be beneficial for me to track?
And with this, as I'm mappingthis out, I try to map it out
before I put it into Airtable.
'cause I find I, I've kind of bloatmy Airtable tables if I'm just
(26:21):
trying to like, do it on the fly.
So I like to just scrap out,like, okay, where do I want?
How do I want this to look?
What do I want to organize?
And then also, what do Iwant this to connect to?
This will probably be my first tip.
Don't dump everything into one table.
There's an architecture with Airtable.
We have your base, which is kindof like your, your Google Sheet
workbook, if we're keeping itconnected to Excel and Google Sheets.
(26:44):
You have your tables, which iseach of your sheets, and then, you
know, you have your columns andyour row columns or your fields.
And then your rows are your records.
So.
It can be really easy to think, I'mjust gonna put everything in one table.
I don't need multiple tables.
That is, that is, grossly underestimating,and under utilizing Airtable and
can make your Airtable very messy.
(27:06):
And then you won't want to goin there because you're like,
this is too disorganized.
I'm not seeing the organization.
The key to the organizationis the relationships.
The relationships between the tables.
So if I have, like I wassaying before, I wanna track.
My sales data.
But I also wanna trackmy client data as well.
I'm not gonna put client in dain sales data in the same table.
(27:27):
I'm gonna keep those separate
Yep.
then I can just connect them.
I can, it's a relational database, soI can connect any sale to any client
record and make sure that they'redynamically impacting each other.
So then when I want to look at mysales data, it's not commingled
with client email and name and allthis other stuff that's just not.
I don't need that.
But if I wanna look at my client dataand be like, what's the last sale I had?
(27:50):
It's connected to the sales table.
So I can see, okay, Ican see my last sale was.
X date.
So make sure when you're mappingthings out and you're looking at,
okay, this is the workflow that I wantto look at, I want to look at sales
data and I want to track my clients,like what my clients are doing.
We, we then want thatinformation to be separated.
If you know that the data for what youwanna track, relates to one another,
(28:16):
but it's not within the same tree.
It's not within the same umbrella.
More than likely it's gonnabe two separate tables that
you just link together.
So that's probably number one tip.
Don't inflate or bloatyour air table tables.
Try and keep them separate.
And just link, link,link, link, link, link.
That's probably gonna be, theeasiest way for you to be able to.
Organize things in there.
(28:36):
If I'm creating a new base, Istart with something really simple.
Don't try and jump intoformulas or anything like
that, like keep it simple, sis.
I try and stick with my, I'm ahardcore single select girl myself.
I like to be able tohave my little dropdown.
Yeah.
And, oh, this is probably my favorite one.
If you know.
That the data that you wanna lookat is within one table, but you
(28:59):
wanna look at it a different way.
Maybe if we're looking at, for example,when I have my tickets, when I wanna
look at, okay, my clients are sendingin tickets, et cetera, I'm not gonna
make a new table of like, well, Ionly wanna, I wanna look at this, but
I only wanna look at those that havebeen sent within the last five days.
I don't wanna look at all of them.
Okay.
make a separate table,make a different view.
So unlike Google Sheets where you'dhave to make a different sheet
(29:21):
and you'd have to then do all thefiltering and then like push it
over, blah, blah, blah, blah, blah.
You can make, in one table, youcan make different views, which
allows you to have saved instancesof how you would filter your data.
So just make a view specificallyfor what you wanna look at.
So you have your table that haseverything in it, and then you can
make another view of, I only wannasee those with a start, a date.
(29:44):
From the last five days, keep all of thedata that is the same, but just spliced
in different ways in the same table.
So I feel like
Yes.
to four hacks.
We'll start, we'll end there.
I have a lot, but those areprobably my favorite ones.
And that's a great place to start.
Know your workflow.
Try and keep data that is relational,but not the same in separate tables.
(30:05):
And then just link.
But if it is the same data,you just wanna look at it in a
different way, create a view.
Yes, absolutely.
No, I love that.
So do you think there's a simplelike starter project you'd
recommend someone maybe like put inAirtable to get familiar with it?
Yeah, if you are a creativeperson, start with content because
(30:26):
you already have a process anda way that you organize content.
So it's gonna be the easiest thing foryou to be able to architect an Airtable
'cause you already have a way you do it.
So I would go into Airtable andif you know that, you track.
Okay.
Well, I'm tracking content basedoff of idea, ready for creative,
needs, brainstorming, whatever.
(30:47):
Create a status field, single select,and you can track, okay, this is
the status of each of these things.
If you are doing, differentplatforms, like Instagram threads.
LinkedIn, YouTube, blah, blah, blah.
You then create a, medium fieldso you can track, okay, this
content is for this medium.
If you know that you wannarepurpose something, you can create
(31:07):
a little checkbox field saying,I wanna repurpose this check.
And then you can create a new viewsaying, what is all the content that I
wanna be able to repurpose for something?
And then only look at that content.
So use this.
The process that you already have.
This is also probably abig, pretty big thing.
Airtable isn't going tolike any sys, any software.
It's not gonna tell you the system to use.
(31:28):
Like, you have to come up with thatprocess and system yourself, and
then you'll the tool to execute it.
You already know your content process,so all you have to do is just add it
into Airtable and allow Airtable to,be the keeper of that process for you.
So content is a very good, simpleone to be able to start with.
Yes.
(31:49):
Love that.
Love that.
And I think that's so true.
'cause I mean, everybody has content,
Everybody has content.
start putting that in there and makingit really simple for yourself that way.
like, you know, your foot in the door.
And speaking of like with their footin the door, what would you say to
someone who is intimidated by the techside of things and how can they ease
(32:11):
Hmm.
it without getting overwhelmed?
But then in addition to that,when would you suggest that they
utilize someone like you who isa systems architect, essentially?
Yeah.
I'll starting with your first question oflike, if you feel a little intimidated,
like maybe tech isn't your thing, startwith the problem, not the platform.
So, kind of what I was alludingto previously is Airtable.
(32:32):
Iss not going to tell you this is theway, this is the way to do the system.
It's, it's a blank.
It's a, it's an emptyExcel sheet essentially.
It's gonna stare at youas you stare back at it.
So, start with again, whatdo I wanna use this for?
Like, backtrack, what isit that I wanna organize?
I wanna look at sales data.
Okay.
What sales data, you know.
(32:54):
That's not a silly question.
Like, okay, well I wanna know when salescame in, I wanna know where it came from.
Was it Stripe?
Was it Upwork?
Is there stripe fees?
I wanna know the fees because, youknow, I always seem to forget that.
And as you start to ask yourselfthese questions of what is
it that I want to track?
What is it that I want to know?
You don't realize that you're alreadystarting to build out the table
(33:16):
that you want inside of Airtable.
So start with, start with that.
And then you can build from there.
Start with questionsthat you want answered.
Those are your fields.
Start with, what do younot wanna repeat anymore?
That's now your automations.
What are questions that youdon't want to answer anymore?
Those are more fields of like,let's make sure this is in here so
I can just go, go to the Airtable.
(33:38):
The information is there.
You don't need to be tech savvyto be able to utilize Airtable.
You just need to beaware of your problems.
That sounded, that's gonna besuch an interesting soundbite.
You just need to start with yourproblems, but , you just need
to start with your problems.
So then you know what you wanna starttracking so you can start solving it.
So I would, I would startthere and start small.
Like you do not need 25 customfields in the beginning.
(34:02):
I started with three, like I started withthree and I'm someone who's in systems.
Because it is overwhelming.
It is a lot.
But once you start with one table.
One problem that you're solvingand then you build your next table
and relate it to your other table.
You can start building with this.
Airtable is really, reallygood on building upon itself.
(34:23):
You don't need to buildthe whole thing in one go.
You can really build on this.
I'm still adding things to my customer.
No login portal.
Like I just changed something aboutit and I was like, ah, like I've had
time to think about it, so I'm justgonna do, do, do, do, do, do, do, do.
Airtable allows me to do that.
I can build on what I've alreadydone, which I think is also really
good for creative people because Ifeel like we have an idea and then
(34:45):
we just need, we need some processingtime, and then we'll come back and
then we'll just add more to it.
Airtable gives you so muchleeway to be able to do so.
So start with one problem, one table.
Start with a couple of fieldsand then build as you go.
Like it's really suited forcreative minded people, and a
DHD adjacent people like me.
So like it's, it will.
(35:07):
It's not, it is like the non-techietech platform for creative people.
Yes,
sense.
yes.
second que the second part toyour question of when, when do
you bring somebody in, is when,honestly, when you don't have
time to architect this yourself.
I fully believe, like with any ofmy clients and really anybody who
(35:27):
would be interested in working withme, y'all are very, very capable of
being able to fill, figure this out.
It's just not your job.
If you're a business owner, you havea whole bunch of other things you have
to do, why spend time trying to learnand build this as you go, which you
could when you could be using thatto make sales when you could be using
that to do work when you could be.
There's so many other things that yourtime could be better utilized for, where
(35:50):
you could just hire someone like me tobuild you something really, really cool.
I just finished building apayroll thing for somebody.
They had all their data andwe just like did this whole
little payroll app for them.
So cool.
They knew Airtable.
Like they are a vet in Airtable.
They still hired me and my team.
'cause they were like,but that's not my role.
I know this, but my job is to dothis and so I need you to do this.
(36:12):
The only difference was thatthey could tell me exactly how
they wanted it built because theyknew Airtable, which is great.
Cool.
You know, make your, like, haveenough knowledge to be dangerous,
but, bring somebody like me on,bring me on, please bring me on.
If.
You know that your time can bebetter utilized elsewhere, which
you and I both know that it can, andjust allow me to do what I do best.
This is my job, so let me do it.
(36:35):
Yeah, no, I think that's so importanttoo, is because as a business owner, like
your focus, your sole focus needs to beon those sales generating activities.
'cause that's
Yeah.
money.
Mm-hmm.
you're spending your time workingon the backend and the in, in
the weeds of things, you'regonna miss out on getting there.
Like, yes, you are fully capable ofdoing it, but do you want that to
be where you're spending your time?
(36:57):
Yeah, exactly.
So.
Before we wrap, I really wanna askhow can people connect with you and
dive deeper into your Airtable magic?
Yeah.
I'm on Threads a lot.
Please find me on threads atElizabeth Jackson, my maiden name.
I am usually talkingabout a really cool thing.
I'm doing an Airtable on there.
It just happens.
So if you want us to see some infoabout what I'm doing in Airtable
(37:20):
and how I'm using it, go there.
When it comes to connecting withme in terms of how to work with
me, I've actually created plug andplay Airtable plus templates Plus,
because it's not just the air table.
Base.
It's also the automationsthat come with it.
So a couple of the use cases that wetalked about, the q and a hotline,
my quote generator and pricecalculator, my no login portal.
(37:43):
Those are all Airtable templates.
And these aren't just like, I think youhear templates and you're like, oh, okay.
It's just like you gotta geteverything and I have to customize it.
These are little mini systems,like these are little mini
systems that I've created for you.
You literally only need to import itand then plug in the zaps and it's done.
That's it.
Just start putting in information.
So those have been really beneficialfor streamlining feedback for tickets.
(38:07):
Like if you wanna have your ownticketing form, literally it's in there.
It's a one and done payment, and nowyou have a customer service system
that you don't have to use in youremail or don't have to use email or.
My list slacks anymore.
So if you're in the do it yourselfstage, you're like, I'm capable
and I have the time to do it, gowith the Airtable Plus templates.
If you're like, I'm capable, butthis is not where I should be
(38:28):
spending my time, you should goto my website, the afro coach.com.
Go to the contact formand just reach out to me.
We have, systems, reboots, pimp,my ops, both systems packages.
You'll see why on the site, thatallow you to be able to utilize us
where we're not only helping youwith your atop goals, but also just.
Systemizing your business in general.
So, threads my website.
(38:50):
I, I have been known to do a coupleInstagram stories or two on Instagram,
so you can find me on Instagram as well.
Same handle.
And yeah, those are probably thebest places to be able to find me.
Awesome.
Well, thank you so much for spendingyour time with us today, Elizabeth,
and giving some information on asystem, not just Airtable though,
but like the importance of systems ingeneral, and I really appreciate that.
(39:13):
Yeah.
No, thank you so much for having me.
This was fun.
I love being able to geek out on Airtable.
Thank you.
And that's a wrap for today's episodeof The Creative Minds Smart Money
Podcast huge thanks to ElizabethJackson for sharing such practical
wisdom on using systems to createreal freedom in your business.
(39:36):
If you love this conversation, be sureto connect with Elizabeth and check
out her Airtable resources, and ifthis episode sparked an idea for you,
share it with a friend who could use alittle more ease in their business too.
As always, I hope you have the bestweek ever and we'll see you next week.
Farewell fellow Travelers.
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