June 14, 2025 • 24 mins
Cut The Tie Podcast with Thomas Helfrich
Episode 266
Corrina Zennig is not your typical analyst—and she doesn’t want to be. In this episode of Cut the Tie, Thomas Helfrich sits down with the founder of The Lazy Analyst to talk about cutting ties with the pressure to overperform, overwork, and constantly prove your worth.
Corrina shares how she went from a burned-out scientist to a thriving entrepreneur by rejecting industry norms and trusting her own voice. They talk data (yes), but also autonomy, self-leadership, and how to build a business around your actual life—not a LinkedIn fantasy.
Whether you’re stuck in a job that’s all performance and no payoff or wondering if it’s possible to run a real business with real boundaries, this episode is your permission slip to make work... work for you.
In this episode, Thomas and Corrina discuss:
- Why data isn’t the problem—people are
Corrina reveals how most organizations are swimming in dashboards, but starving for real insights—because they’re afraid to trust their own judgment. - How she finally cut the tie to corporate perfectionism
After years of expert theater, Corrina realized you don’t need to be “the best”—you just need to consistently show up and help. - Why her business is built around afternoon gaming sessions
Productivity is personal. Corrina shares how redefining her workday helped her run a six-figure consultancy without burnout. - What most consultants get wrong about value
Hint: it’s not about frameworks or jargon. It’s about doing what you say you’ll do—and building actual trust. - The mindset shift that changed everything
You don’t have to be unique to win. You simply need to be reliable, trustworthy, and composed under pressure.
Key Takeaways:
- You don’t need to be different—just reliable
Too many entrepreneurs obsess over standing out. Corrina’s success came from doing what she promised, delivering consistently, and skipping the performance trap. - Design work around your real life, not someone else’s ideal
Whether it’s sleeping in, blocking creative hours, or taking time off, your schedule should reflect your rhythms, not the corporate 9-to-5 default. - Self-trust creates momentum and results
Corrina didn’t wait for credentials or applause. She trusted herself to figure things out, and clients responded to that quiet confidence. - Value comes from simplicity and follow-through
Great consulting isn’t about flash—it’s about clarity, directness, and getting the job done with as little chaos as possible. - Data should serve people, not confuse them
Stop drowning in dashboards. Corrina teaches businesses to use data for decisions, not decoration, so they can actually move forward.
Connect with Corrina Zennig:
🔗 Website: https://www.lazyanalyst.com/
💼 LinkedIn: Corrina Zennig
Connect with Thomas Helfrich:
🐦 Twitter: https://twitter.com/thelfrich
📘 Facebook: https://www.facebook.com/groups/cutthetie/
💼 LinkedIn: https://www.linkedin.com/in/thomashelfrich/
🌐 Website: https://www.cutthetie.com/
📧 Email: t@instantlyrelevant.com
🚀 InstantlyRelevant.com
Serious about LinkedIn Lead Generation? Stop Guessing what to do on LinkedIn and ignite revenue from relevance with Instantly Relevant Lead System
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Cut the Tie podcast.
I'm your host, thomas Helfrich.
Welcome back.
If this is your first time here, welcome.
Hope it's the first of many.
We're on a mission to help youcut the tie to whatever it is
holding you back so you canbecome the best version of
yourself.
And today I'm joined by CorinnaZenig.
We were laughing off cameraabout having German accents, but
I don't really have one,Corinna, how are you today?
Speaker 2 (00:24):
I'm well.
Thanks for asking, Thomas.
How are you doing?
Speaker 1 (00:26):
I'm delicious.
Thank you, I appreciate that.
Do you want to take a moment,introduce yourself and what it
is you do?
Speaker 2 (00:32):
Yeah, absolutely.
I run a small data consultancycalled the Lazy Analyst let's
work more insights and I've beendoing that for eight years now.
So my imaginary tie was cut along time back and I've never
doing that for eight years now.
Speaker 1 (00:49):
So my imaginary tie was cut a long time back and
I've never looked back since.
Talk about imaginary ties.
What I find is every time Ilook in my pocket there's a
brand new tie to cut.
Speaker 2 (00:54):
every time I'm like oh Well, thanks for helping me
out with that.
Speaker 1 (01:01):
It was about time to do it.
There's always a tie to cut.
Some are monsters, some areminers, but there's always a tie
to cut.
What's your hook?
Why do people work with you?
Speaker 2 (01:12):
Yeah, they work with me because I help them unlock
growth through data.
As simple as that.
They don't know what to do withtheir data.
They have data everywhere andI'm just basically the data girl
.
I come in, clean the mess,organize the data and then
present some insights.
Speaker 1 (01:28):
Data is a tricky thing because you can.
It is tricky because you cansee what you want into it and
see not what you want into it,and some of it is completely
worthless or even harmful.
How do you even organize andnormalize and get data to a
point where it can be leveragedand used?
Speaker 2 (01:45):
Well, that's actually the easy part, thomas.
That's just processes.
I have, like data audits.
Running software need to be setup in a way that data is
accurate and standardized, like.
Those are the things you canjust walk through step by step.
It is more the getting peopleto use the data and to even get
them to the point where theyunderstand they should invest in
data and start cleaning.
(02:06):
That's the hard part.
Speaker 1 (02:08):
Yeah, I tell people this.
My background in AI is like aslong as there's people involved,
there's going to be peopleinvolved, and so if we could
just get the humans out of theway, they would be great.
It would be so much easierwithout humans.
Can you imagine how pretty thisEarth would look without humans
?
Oh, it'd be gorgeous.
The plants not caring, thelittle wolves and owls going.
(02:29):
I'm just going to eat and oneday I'll die.
There's no planning forretirement or 401ks.
Anyway, that will make the cutfloor, but this would be an
interesting thought.
Speaker 2 (02:38):
Well, I'd stick to the Matrix.
Not so pretty, but possible.
Speaker 1 (02:42):
Maybe.
I believe the matrix might beright, but I think it's at a
bigger scale, I think.
I think you know what a perfectgame setup.
They can never leave that thatlittle terrarium.
Anyway, it's very possible.
Uh, you know what?
We'll go on a slight tangentthe fact that things can be
infinitely large and infinitelysmall.
If that, if that was to be true, that means inside your body
(03:05):
could be almost a universe.
Speaker 2 (03:08):
I suppose there is a universe inside your body say
again I suppose there is auniverse inside your body,
otherwise we would haveunderstood every single thing by
now but there has it is.
Speaker 1 (03:18):
You're not.
I don't think we're meant to.
I think we are cockroaches inour own way great visual.
Speaker 2 (03:24):
If you think about it right, a cockroach doesn't know
anything more than justsurvival.
Speaker 1 (03:26):
That's like cockroaches in her own way.
Great visual If you think aboutit.
A cockroach doesn't knowanything more than survival.
That's the one thing it doesknow.
I doubt it has an opinion ofthis or that, but the truth of
the matter is we're only like a1% smarter than a chimp.
Can you imagine something thatwas 5% smarter than us, or 100?
We would be less than acockroach Like anyway, so that's
(03:47):
not going to make it.
This is not going to make thepodcast, but from a nerd
standpoint, we are so overassessing our value in the world
or in the universe.
Okay, that being said, let'scontinue this podcast On your
journey.
Actually describe your journeya little bit and tell me the one
tie you had to cut your journeyactually describe your journey
a little bit and tell me the onetie you had to cut.
Speaker 2 (04:07):
I've only had to tie to cut more than one tie because
I started as a scientist.
I was in academia and I thoughtthis, this is stupid, the way
science not science works, butthe way you make a living with
science.
And so I cut that tie.
I'm like no, I'm not gonna dothis.
Then I went into consultingbecause I was like what should I
do somehow business?
Well, as a data nerd,consulting takes everyone.
(04:29):
And then I was in consultingfor years with the Lloyds and I
was like this doesn't make sense, like all of this doesn't make
sense.
And then also so many otherthings like work-life balance
right, that was still before thepandemic 't really can't forget
that they could have a betterlife by being remote and all the
good stuff that comes with notgoing to an office and not
(04:50):
having to deal with yourmanagement's request and
whatever your boss prefers thatday that's, uh.
Speaker 1 (04:59):
The biggest tie you've got to cut was just
getting comfortable with beingyour own boss.
Fair enough.
Speaker 2 (05:04):
Yeah.
Speaker 1 (05:05):
Yeah, that's a tricky one.
It really is, because there'sno fallback.
Now it's you, so any of theexcuses you might've made before
you're like well, I can't blamemy boss.
Speaker 2 (05:16):
That's right, and I love it because I can always
have a call, have a talk withmyself and just make things
better, whereas when you're witha boss or management, you can
improve.
But if they don't agree or theydon't want to go that way, then
you're in a path that youcannot get over.
Speaker 1 (05:34):
I hated that feeling.
Yeah, do you have a moment?
Speaker 2 (05:40):
Can you describe that moment when you knew I'm out my
first year in consulting?
I was put on a project as theexpert for a particular data
software and I had been trainedon that software two weeks prior
.
I mean the smarty pants that Ithat I am and that I sell myself
as I made a work.
(06:01):
But I was like, wow, this ishow consulting works.
I guess you only have to belike an hour in knowledge ahead
of the one you're teaching, butI thought it was still a lot of
bullshit.
Speaker 1 (06:13):
Yeah Well, there's two folds of the equation, right
, you have to be 1% smarter thanthe person ahead of you without
them knowing that they just gotto know you're further ahead.
That's it.
And the second half of that,which is that that's how you
sell, that's how you deliver.
The work is when you sell, thework is to oversell the hell out
(06:35):
of your teams, and that'sthat's the other half of
consulting.
We're going to solve all theseproblems.
Speaker 2 (06:39):
We need 30 people when AI could have done it by
itself.
But it also gave me a valuablelesson, and that is you can
oversell yourself.
If you can, then deliver on itwell, there is.
Speaker 1 (06:48):
So there's room for that.
I agree with you.
So if you tell somebody, listen, this is what it should do and
I'm going to solve it for you,but you're not going to pay for
that learning, but you are goingto get the benefit of it,
people will buy that.
Pretty much all the timethey're like, oh, I believe you
can solve it, and now they'rebelieving in you and and that is
actually good consulting.
It's when you sell it that thatperson already has the answer
and you're like stressed out andyou're traveling every week to
(07:10):
some client that's starting toget the feel that maybe this
person doesn't know it and thatthey can't prove it because they
don't know it.
Yeah, I've been there.
That's no fun.
So, since you've been on yourown, how's this impacted your
life?
Speaker 2 (07:24):
it made my life so much better and that is already
the simple fact that I can workwhen I'm the most productive.
I'm a night owl.
I sleep in the mornings stillhard because a lot of meetings
happen in the mornings.
The world seems to be a morningsociety, but that just helped
my my output so much and just myoverall well-being and health
(07:46):
that a lot of people, I think,underestimate yeah, and do you
find the benefit of you knowkind of pick your client,
meaning if you don't really likethat client you can go find
another one yourself?
oh yeah, 100.
I had to work on financialclients when I was for the law
with the lloyd like banks, bigbanks, and it was the most
boring thing to do.
I'm like, how is this helpingthe world?
(08:08):
I don't know, how's thishelping me have fun while
working?
Speaker 1 (08:14):
so when I struggled to actually get into projects
that I liked, like e-commerce,like products, something that's
tangible to what I enjoy doingand that was one of the major
drivers getting out here's arandom question If you had $10
million in the bank and you canmake 5% money on that, so
500,000 a year, so let'sfactually say you don't have to
work what do you do different?
Speaker 2 (08:37):
I would retire.
I definitely do not live towork, but since I do have to
work, I want it to be ascomfortable and as enjoyable as
possible, and I believe thatnobody can make that happen for
me.
I have to take charge of thatmyself.
Speaker 1 (08:57):
You know I asked that question and part of my course
is here's the scenario you havehalf a million coming in and
you're never losing money in thebackground.
What do you do?
And what that does is definewhat your passion is.
I was just curious for you.
Oh my God, I would totally gowrite a book or save children
and wherever.
The point is, if your questionis whatever came to mind first,
that's your light and that'swhere you're going to go
(09:20):
long-term.
So very simple question thatwill reveal where your passion
probably is in the moment.
Speaker 2 (09:24):
To be quite, quite honest, I don't believe in that
one passion and I especiallydon't believe in following your
passion as work.
If I were to list passions,probably the first two weeks of
me being financially retiredwould be to just play video
games all day long hell yeah butif you were to put me into a
video game industry and say,look, you have to test eight
(09:45):
hour today, or you have to findbooks or anything that's work
related, I would probably loseinterest or passion and it would
become work again.
Speaker 1 (09:54):
There's a there's a point where they are intermixed.
I'll give you an example.
I absolutely love speaking withpeople and doing this.
This has never worked for me.
I enjoy it every time and if Ihad that, if I had that same
scenario, I would still do thepodcast.
I'd still meet with peoplebecause it's a lot of fun.
There is something.
You just haven't found it.
I'll leave that out there.
There's always someplace wherea passion versus a lust.
(10:14):
A lust is video games.
It's like in the moment, butyou get burnt out on it.
So you get some repetitive atsome point.
Uh, but the passion is like ohmy God, I absolutely love
writing or talking about this,or doing this at that.
That does exist, and if youdon't have to get paid for it,
that's what you'll do I have noproblem.
You just play video games 24hours a day.
I won't judge, as long as yougot good at what game do you
(10:36):
love?
What's your game to choice?
Speaker 2 (10:38):
civilization 7 just came out and I took two days off
because I'm my own boss and Iasked my boss can I play video
games for two days?
And boss said yes, absolutely,bit disappointed.
Speaker 1 (10:50):
It is.
I bought it as well and I'mlike it's the same damn game.
Speaker 2 (10:54):
Exactly yes.
Speaker 1 (10:55):
And I can only win when I beat people up.
That's in that game.
I only can figure out a way byjust military.
No, no, steal secrets, no.
Speaker 2 (11:05):
Anyway.
Speaker 1 (11:06):
You know what I miss?
I'll tell you this none of thisis gonna make the podcast, but
I'm just talking with you is uh,the uh sim city is my one
all-time favorite games and Istill play the old one because
it's just fun.
Oh, okay, yeah but I try to playthe mobile one, but they make
it so pay-to-play.
You can actually gridlockyourself to where you cannot
play it, like where you cannotmove forward.
(11:28):
Like you can't like collectmaterials and you can't, like
you can't do anything, or ittakes and it's like no, I'm just
can I just buy the game, let meplay the damn thing when I want
, like, can we just go back tothat model, please?
So that's the one I'm waitingfor.
Is a?
Is the doubt?
Speaker 2 (11:44):
and if you actually do spend all the money like Civ
7, after 10 years of waiting fora new one, I mean, of course we
would expect something morethan just the same old with new
graphics.
It's the same game yeah.
Speaker 1 (11:57):
It's the exact same game.
I was disappointed too.
What's your lesson for thelisteners?
Speaker 2 (12:03):
My lesson Well, I could go on about data, but I
think the better lesson here iscut the tie lesson.
My lesson well, I could go onabout data, but I think the
better lesson here is cut thetie lesson and that is really
just get started, because youcan make your life whatever you
want it to be, and only you canmake that happen, not your boss,
not some new job not.
Speaker 1 (12:20):
So some new job, speaking from experience, will
pay you more, but you will feelexactly the same way within 12
to 18 months no matter how muchyou're making.
And somebody who's never beenpromoted and taking lots of new
jobs.
I'm telling you it happensevery time there's a touch of
ADHD us and all of us that, andthe ones who actually have it
that that's a real problem.
That's why you will never besuccessful in corporate world If
(12:42):
you have a touch of the ADHDand don't deal with it you might
as well just go on your own,but you're going to face the
same amount of problems on yourown and then you're going to
really be bad because you won't.
You'll have anyone to blame, Iagree.
So lesson listeners, get outthere, start really, really
quickly.
All right, a couple of rapidfires with you.
Who gives you inspiration?
Speaker 2 (13:09):
I mean this sounds maybe a bit arrogant, but it's
always been my own ambition.
I've been such an ambitiousperson in life that, yes, I read
books, yes, I talk to people,yes, I do research, but I just I
just get things done and thatinspires me for the next day
because I got things doneyesterday.
And maybe that's totallyridiculous, but that's how I
feel and I see a lot of peoplejust staying in jobs because
they just they're missing thatdrive.
(13:29):
Maybe they haven't found theirinternal motivation yet, but
it's always been like I can getthis done, but if somebody stops
me and puts stones in my waylike a manager or boss of sorts,
that's been the mostfrustrating experience at work
for me.
So that is really my driver.
There's no one person.
I don't actually know people'sdrives really, because everybody
(13:50):
you follow online they say theydo this, they say they I don't
know run a marathon before theygo to work every morning and you
can't really trust that orbelieve that.
So I feel like you have to beyour own inspirational person to
really make it through everysingle grind that you have to do
.
Speaker 1 (14:09):
You and I are similarly aligned on, sometimes,
the drive, and sometimes, whenyou're surrounded by others that
don't quite have the drive,it's not understood either.
It seems like OCD to somepeople when you're like no, I
really it just doesn't.
People who don't have it aren'tgoing to and they don't get it.
And it sounds like you're arisk taker as well.
So if you mix a little riskwith a bit of drive, you can go
(14:32):
pretty far, I think, and Ireally appreciate that.
I love the fact you inspireyourself, because then you got
no one else to blame or look upto, and if you do anything good
or bad, you gotta take credit orfail for it.
Speaker 2 (14:43):
So advocate from yourself to yourself, not to
somebody else who you have noidea how they got there, what
they had to do to get there.
It's always like today is itbetter or worse than yesterday
and can I make it better again?
Or like, looking back at theseeight years in my own business,
I can see all of the highestspots, everything that's worked
and I can make it work, and thatjust gets me out of slumps when
(15:04):
I'm like okay, when I have abad month, that's fine, we'll
get through it, because I'vedone it before.
Speaker 1 (15:10):
Yeah, I saw this grappling point that you can
never show up at a hundredpercent every day.
Maybe today, at the most, I'mgoing to get 50%.
Just try to hit that 50%.
No zero days.
You think atomic habits, jamesClear, right Now I'll go to the
gym every day and some days I'mlike I just don't want to be
there.
But I will do something so Idon't have a zero day.
And I think the same thing withwork Some days I do.
(15:31):
By the way, I haven't done thisfor a while, unlike you.
I will take an entire Wednesdayand I'm just going to video
game today for eight straighthours because I just feel like
checking out and just divinginto a game.
And I I did the same thing onseven.
I was so bummed I was just like, oh, it's such a laid down,
laid down.
Can I have some like money backor something?
Yeah, sorry, we keep going backto that, but that, yes, I was
(15:54):
disappointed.
Speaker 2 (15:56):
Well, and that's data , right.
It's that science and I'm stilla scientist by heart.
Science has shown how breaksand vacation time really
refocuses yourself and helps foryourself, which is why we have
so much vacation days in Europe,whereas here in the US a lot of
my friends and also businesspartners they have like 10 days
a year, and that is just, it'sproven and that's not gonna be
(16:19):
productive.
So if you can just say, okay,this afternoon I really I see
the sun outside, I want to catchup with some vitamin D, get
some ice cream, you can just doit.
And if you really had to writean important email, you know you
do it after or on the Saturdaymornings, fine too, as long as
you you're like intentional andkind with your breaks and not
like, oh no, I lost time.
Speaker 1 (16:42):
What's some of the best advice you've ever gotten.
Speaker 2 (16:46):
That I don't have to be different.
I just have to do what Ipromised to do, because a lot of
marketing is all about okay, Ihave this business.
Tons of people do the same.
How do I differentiate myselfto be the chosen one?
And the best advice I got isyou don't you don't have to be
the chosen one.
And the best advice I got isyou don't.
(17:06):
You don't have to be the chosenone or better than the others.
You just have to do what youpromise to do, like solve the
problem that a client came toyou with yeah, that's pretty
simple.
Speaker 1 (17:16):
Yes, solve the problem, then more people come
to you to solve more problems,do you?
You said you read books.
What's the?
What's the one must read bookwell, I have one must read.
Speaker 2 (17:27):
I'm not sure if it's um applicable to every
entrepreneur out there, but as aconsultant I read a book called
the irresistible guide toindependent consulting by david
a fields, and that book I stillreread it.
I still reread chapters andimplement new things and I still
learn from it.
It's just compared to manyother business books out there.
(17:48):
Where I go to chat gpt I say,should I read this book?
What are the key points?
And then chat gpt says onesentence and I'm like, oh okay,
I think I don't need to read itanymore.
This book is something thatchat gpt could not summarize in
two sentences it could try.
Speaker 1 (18:03):
Try it might be cheeky, it could be real tricky.
Interesting enough, by the way,gpt did something I've never
seen it do before.
My son asked it how can I makemore money on whatnot doing
opening packs of trading cards?
And it said to him pre-open thecards and reseal them and then
know which packs have the bestcards in it.
(18:23):
And time your, your bro.
I told it to do somethingunethical and I'm thinking, wow,
what source to pull that from?
It is right though that wouldwork.
It wasn't.
It wasn't.
It wasn't discussing theethical natures of that, but it
was.
I was he's like I'm not doingthat.
I'm like I don't think youshould either.
Speaker 2 (18:39):
But yeah, and that's why I've never seen it.
Speaker 1 (18:42):
I've never seen it get unethical, like truly, that,
like in any standard, that'sunethical advice, like that's.
Like you know, do you have afavorite technology?
Speaker 2 (18:51):
well.
It's definitely tpt, noquestions asked.
Since I've started using it formy business, I've become so
much more productive ineverything I do and also better,
because english is only mysecond language, so just being
able to have like email drafts,rereads, reviewing LinkedIn
posts it's basically my editorfor everything, but I use it for
so much more and in conjunction.
(19:13):
I could not live without my AIcall note taker anymore.
I have such poor memory andever since I started recording
like networking calls and I wantto follow up with somebody, I
go back to the AI and I'm likewhat great things did Thomas say
about me at the Cut the Tiepodcast?
And they would just give mewhatever was said.
I just love it.
Speaker 1 (19:34):
It's so good.
Both of those are incrediblyimportant.
I'll take that a step furtherno-transcript email and I sent
(20:14):
it to the attorney and they'relike okay, we'll accept those.
And so it went from 45% down to33 and some other provisions
they removed and adjusted andclarified.
And the attorneys were like,yeah, we'll do that, that works.
And I was like so it was just asales process with an attorney
too.
And I was like huh, so I'musing the same technology for my
neighbor to negotiate down his.
He's giving me a deck built andhe told me the quotes.
(20:34):
It was like just send me thebids and and we're working
through there.
And I did a whole analysisthing and I'm like you know what
?
Maybe this is the business Ishould do.
Is I help people in their 60sto get your bids for whatever
you're doing?
I'm going to make a 10% ofwhatever I save you from those
bids.
Yeah, and like, and here's theand here's the whole plan.
Speaker 2 (20:58):
And if it works, I'm like I want you to refer your
friends to me and then tell themit costs 10% of what he saves
you to do it typical BNImembership to me Exactly Pretty
much Right.
Speaker 1 (21:08):
If you had to start over today, when in your life
would you start over and whatwould you do differently?
Speaker 2 (21:13):
I've been thinking about that for a very long time.
I think I'm very much ascientist at heart, but if I
knew before going into science,even during college, if somebody
had told me this is how youmake money with science, this is
how you will have to work, Iwould not have done it.
I would have kept that as apassion on the side.
Whatever read books, I wouldhave gone right into business,
(21:35):
because I started out with zerobusiness knowledge.
Right, I had a master's inneuroscience.
I never went to business school, so everything I wanted to do
for my own business I just hadto learn from scratch.
Speaker 1 (21:47):
Yeah, I think that's how you always it always
business school.
I went to business school.
I don't draw anything on there.
The only thing I draw back frombusiness school was one I paid
too much for college, so we'renot doing that.
The other is my entrepreneur.
My entrepreneur, myentrepreneur professor said if
you aren't getting audited bythe IRS, you haven't pushed it
(22:11):
hard enough.
That was his advice.
That's all I remember fromcollege.
Was that All?
Speaker 2 (22:14):
right, that looks like strong financial advice.
Speaker 1 (22:16):
It's not nice because I got audited Like yeah, that
is dumb.
Anyway, all right, if there wasone question I should have
asked you today and I didn't,what would that question be and
how would you answer it?
Speaker 2 (22:40):
Yeah, the question should be what is my work model?
And I think really want tostart systemizing, writing down
processes, just making work lifeeasier, and use the work that
you created for yourself toenable the life you want, not
the other way around.
Speaker 1 (22:55):
I love that.
I'm one who believes that work,life, balance.
Work and life are not actuallyseparated.
They are one, they are part ofthe experience of you and you
have to find joys in what you dothe most you can do it, because
you'd be living two differentlives and that sounds miserable
and it is miserable for many.
Shameless plug time for you.
(23:16):
Who should get a hold of you?
How do they do that?
Speaker 2 (23:20):
Really anybody can get a hold of me.
We can geek out about data.
We can talk about starting abusiness or coming out of
consulting.
I'm a big networking person too.
I love to talk to everybody intheir grammar.
If they have anythinginteresting to tell, where can
they get a hold of me isprobably on linkedin.
Karina zanek is a unique name.
You will definitely find meright away.
I sometimes have problems whenI look up like a new network
(23:43):
connection and it shows me 100pages with the same name.
Give you a few unique names,it's all I can tell.
And then I also have a website.
It's lazyanalystcom and you canalso have a look there.
Speaker 1 (23:55):
That's good, and Karina Zenig has four Ns total.
You figure out where they go.
All right, karina.
Thank you so much for jumpingon here with me today thank you,
you too everyone made it thisfar.
Go out there, go cut a tie tosomething.
Hold me back.
Just go unleash the bestversion of yourself.
Hit that follow button,subscribe youtube, spotify,
(24:16):
apple, whatever the thingsavailable, hit it.
We come out with stuff all thetime.
Thanks for listening to the cutthe tie podcast.
Welcome to the Cut the Tie podcast.
I'm your host, thomas Helfrich.
Welcome back.
If this is your first time here, welcome.
Hope it's the first of many.
We're on a mission to help youcut the tie to whatever it is
holding you back so you canbecome the best version of
yourself.
And today I'm joined by CorinnaZenig.
We were laughing off cameraabout having German accents, but
I don't really have one,Corinna, how are you today?
Speaker 2 (00:24):
I'm well.
Thanks for asking, Thomas.
How are you doing?
Speaker 1 (00:26):
I'm delicious.
Thank you, I appreciate that.
Do you want to take a moment,introduce yourself and what it
is you do?
Speaker 2 (00:32):
Yeah, absolutely.
I run a small data consultancycalled the Lazy Analyst let's
work more insights and I've beendoing that for eight years now.
So my imaginary tie was cut along time back and I've never
doing that for eight years now.
Speaker 1 (00:49):
So my imaginary tie was cut a long time back and
I've never looked back since.
Talk about imaginary ties.
What I find is every time Ilook in my pocket there's a
brand new tie to cut.
Speaker 2 (00:54):
every time I'm like oh Well, thanks for helping me
out with that.
Speaker 1 (01:01):
It was about time to do it.
There's always a tie to cut.
Some are monsters, some areminers, but there's always a tie
to cut.
What's your hook?
Why do people work with you?
Speaker 2 (01:12):
Yeah, they work with me because I help them unlock
growth through data.
As simple as that.
They don't know what to do withtheir data.
They have data everywhere andI'm just basically the data girl
.
I come in, clean the mess,organize the data and then
present some insights.
Speaker 1 (01:28):
Data is a tricky thing because you can.
It is tricky because you cansee what you want into it and
see not what you want into it,and some of it is completely
worthless or even harmful.
How do you even organize andnormalize and get data to a
point where it can be leveragedand used?
Speaker 2 (01:45):
Well, that's actually the easy part, thomas.
That's just processes.
I have, like data audits.
Running software need to be setup in a way that data is
accurate and standardized, like.
Those are the things you canjust walk through step by step.
It is more the getting peopleto use the data and to even get
them to the point where theyunderstand they should invest in
data and start cleaning.
(02:06):
That's the hard part.
Speaker 1 (02:08):
Yeah, I tell people this.
My background in AI is like aslong as there's people involved,
there's going to be peopleinvolved, and so if we could
just get the humans out of theway, they would be great.
It would be so much easierwithout humans.
Can you imagine how pretty thisEarth would look without humans
?
Oh, it'd be gorgeous.
The plants not caring, thelittle wolves and owls going.
(02:29):
I'm just going to eat and oneday I'll die.
There's no planning forretirement or 401ks.
Anyway, that will make the cutfloor, but this would be an
interesting thought.
Speaker 2 (02:38):
Well, I'd stick to the Matrix.
Not so pretty, but possible.
Speaker 1 (02:42):
Maybe.
I believe the matrix might beright, but I think it's at a
bigger scale, I think.
I think you know what a perfectgame setup.
They can never leave that thatlittle terrarium.
Anyway, it's very possible.
Uh, you know what?
We'll go on a slight tangentthe fact that things can be
infinitely large and infinitelysmall.
If that, if that was to be true, that means inside your body
(03:05):
could be almost a universe.
Speaker 2 (03:08):
I suppose there is a universe inside your body say
again I suppose there is auniverse inside your body,
otherwise we would haveunderstood every single thing by
now but there has it is.
Speaker 1 (03:18):
You're not.
I don't think we're meant to.
I think we are cockroaches inour own way great visual.
Speaker 2 (03:24):
If you think about it right, a cockroach doesn't know
anything more than justsurvival.
Speaker 1 (03:26):
That's like cockroaches in her own way.
Great visual If you think aboutit.
A cockroach doesn't knowanything more than survival.
That's the one thing it doesknow.
I doubt it has an opinion ofthis or that, but the truth of
the matter is we're only like a1% smarter than a chimp.
Can you imagine something thatwas 5% smarter than us, or 100?
We would be less than acockroach Like anyway, so that's
(03:47):
not going to make it.
This is not going to make thepodcast, but from a nerd
standpoint, we are so overassessing our value in the world
or in the universe.
Okay, that being said, let'scontinue this podcast On your
journey.
Actually describe your journeya little bit and tell me the one
tie you had to cut your journeyactually describe your journey
a little bit and tell me the onetie you had to cut.
Speaker 2 (04:07):
I've only had to tie to cut more than one tie because
I started as a scientist.
I was in academia and I thoughtthis, this is stupid, the way
science not science works, butthe way you make a living with
science.
And so I cut that tie.
I'm like no, I'm not gonna dothis.
Then I went into consultingbecause I was like what should I
do somehow business?
Well, as a data nerd,consulting takes everyone.
(04:29):
And then I was in consultingfor years with the Lloyds and I
was like this doesn't make sense, like all of this doesn't make
sense.
And then also so many otherthings like work-life balance
right, that was still before thepandemic 't really can't forget
that they could have a betterlife by being remote and all the
good stuff that comes with notgoing to an office and not
(04:50):
having to deal with yourmanagement's request and
whatever your boss prefers thatday that's, uh.
Speaker 1 (04:59):
The biggest tie you've got to cut was just
getting comfortable with beingyour own boss.
Fair enough.
Speaker 2 (05:04):
Yeah.
Speaker 1 (05:05):
Yeah, that's a tricky one.
It really is, because there'sno fallback.
Now it's you, so any of theexcuses you might've made before
you're like well, I can't blamemy boss.
Speaker 2 (05:16):
That's right, and I love it because I can always
have a call, have a talk withmyself and just make things
better, whereas when you're witha boss or management, you can
improve.
But if they don't agree or theydon't want to go that way, then
you're in a path that youcannot get over.
Speaker 1 (05:34):
I hated that feeling.
Yeah, do you have a moment?
Speaker 2 (05:40):
Can you describe that moment when you knew I'm out my
first year in consulting?
I was put on a project as theexpert for a particular data
software and I had been trainedon that software two weeks prior
.
I mean the smarty pants that Ithat I am and that I sell myself
as I made a work.
(06:01):
But I was like, wow, this ishow consulting works.
I guess you only have to belike an hour in knowledge ahead
of the one you're teaching, butI thought it was still a lot of
bullshit.
Speaker 1 (06:13):
Yeah Well, there's two folds of the equation, right
, you have to be 1% smarter thanthe person ahead of you without
them knowing that they just gotto know you're further ahead.
That's it.
And the second half of that,which is that that's how you
sell, that's how you deliver.
The work is when you sell, thework is to oversell the hell out
(06:35):
of your teams, and that'sthat's the other half of
consulting.
We're going to solve all theseproblems.
Speaker 2 (06:39):
We need 30 people when AI could have done it by
itself.
But it also gave me a valuablelesson, and that is you can
oversell yourself.
If you can, then deliver on itwell, there is.
Speaker 1 (06:48):
So there's room for that.
I agree with you.
So if you tell somebody, listen, this is what it should do and
I'm going to solve it for you,but you're not going to pay for
that learning, but you are goingto get the benefit of it,
people will buy that.
Pretty much all the timethey're like, oh, I believe you
can solve it, and now they'rebelieving in you and and that is
actually good consulting.
It's when you sell it that thatperson already has the answer
and you're like stressed out andyou're traveling every week to
(07:10):
some client that's starting toget the feel that maybe this
person doesn't know it and thatthey can't prove it because they
don't know it.
Yeah, I've been there.
That's no fun.
So, since you've been on yourown, how's this impacted your
life?
Speaker 2 (07:24):
it made my life so much better and that is already
the simple fact that I can workwhen I'm the most productive.
I'm a night owl.
I sleep in the mornings stillhard because a lot of meetings
happen in the mornings.
The world seems to be a morningsociety, but that just helped
my my output so much and just myoverall well-being and health
(07:46):
that a lot of people, I think,underestimate yeah, and do you
find the benefit of you knowkind of pick your client,
meaning if you don't really likethat client you can go find
another one yourself?
oh yeah, 100.
I had to work on financialclients when I was for the law
with the lloyd like banks, bigbanks, and it was the most
boring thing to do.
I'm like, how is this helpingthe world?
(08:08):
I don't know, how's thishelping me have fun while
working?
Speaker 1 (08:14):
so when I struggled to actually get into projects
that I liked, like e-commerce,like products, something that's
tangible to what I enjoy doingand that was one of the major
drivers getting out here's arandom question If you had $10
million in the bank and you canmake 5% money on that, so
500,000 a year, so let'sfactually say you don't have to
work what do you do different?
Speaker 2 (08:37):
I would retire.
I definitely do not live towork, but since I do have to
work, I want it to be ascomfortable and as enjoyable as
possible, and I believe thatnobody can make that happen for
me.
I have to take charge of thatmyself.
Speaker 1 (08:57):
You know I asked that question and part of my course
is here's the scenario you havehalf a million coming in and
you're never losing money in thebackground.
What do you do?
And what that does is definewhat your passion is.
I was just curious for you.
Oh my God, I would totally gowrite a book or save children
and wherever.
The point is, if your questionis whatever came to mind first,
that's your light and that'swhere you're going to go
(09:20):
long-term.
So very simple question thatwill reveal where your passion
probably is in the moment.
Speaker 2 (09:24):
To be quite, quite honest, I don't believe in that
one passion and I especiallydon't believe in following your
passion as work.
If I were to list passions,probably the first two weeks of
me being financially retiredwould be to just play video
games all day long hell yeah butif you were to put me into a
video game industry and say,look, you have to test eight
(09:45):
hour today, or you have to findbooks or anything that's work
related, I would probably loseinterest or passion and it would
become work again.
Speaker 1 (09:54):
There's a there's a point where they are intermixed.
I'll give you an example.
I absolutely love speaking withpeople and doing this.
This has never worked for me.
I enjoy it every time and if Ihad that, if I had that same
scenario, I would still do thepodcast.
I'd still meet with peoplebecause it's a lot of fun.
There is something.
You just haven't found it.
I'll leave that out there.
There's always someplace wherea passion versus a lust.
(10:14):
A lust is video games.
It's like in the moment, butyou get burnt out on it.
So you get some repetitive atsome point.
Uh, but the passion is like ohmy God, I absolutely love
writing or talking about this,or doing this at that.
That does exist, and if youdon't have to get paid for it,
that's what you'll do I have noproblem.
You just play video games 24hours a day.
I won't judge, as long as yougot good at what game do you
(10:36):
love?
What's your game to choice?
Speaker 2 (10:38):
civilization 7 just came out and I took two days off
because I'm my own boss and Iasked my boss can I play video
games for two days?
And boss said yes, absolutely,bit disappointed.
Speaker 1 (10:50):
It is.
I bought it as well and I'mlike it's the same damn game.
Speaker 2 (10:54):
Exactly yes.
Speaker 1 (10:55):
And I can only win when I beat people up.
That's in that game.
I only can figure out a way byjust military.
No, no, steal secrets, no.
Speaker 2 (11:05):
Anyway.
Speaker 1 (11:06):
You know what I miss?
I'll tell you this none of thisis gonna make the podcast, but
I'm just talking with you is uh,the uh sim city is my one
all-time favorite games and Istill play the old one because
it's just fun.
Oh, okay, yeah but I try to playthe mobile one, but they make
it so pay-to-play.
You can actually gridlockyourself to where you cannot
play it, like where you cannotmove forward.
(11:28):
Like you can't like collectmaterials and you can't, like
you can't do anything, or ittakes and it's like no, I'm just
can I just buy the game, let meplay the damn thing when I want
, like, can we just go back tothat model, please?
So that's the one I'm waitingfor.
Is a?
Is the doubt?
Speaker 2 (11:44):
and if you actually do spend all the money like Civ
7, after 10 years of waiting fora new one, I mean, of course we
would expect something morethan just the same old with new
graphics.
It's the same game yeah.
Speaker 1 (11:57):
It's the exact same game.
I was disappointed too.
What's your lesson for thelisteners?
Speaker 2 (12:03):
My lesson Well, I could go on about data, but I
think the better lesson here iscut the tie lesson.
My lesson well, I could go onabout data, but I think the
better lesson here is cut thetie lesson and that is really
just get started, because youcan make your life whatever you
want it to be, and only you canmake that happen, not your boss,
not some new job not.
Speaker 1 (12:20):
So some new job, speaking from experience, will
pay you more, but you will feelexactly the same way within 12
to 18 months no matter how muchyou're making.
And somebody who's never beenpromoted and taking lots of new
jobs.
I'm telling you it happensevery time there's a touch of
ADHD us and all of us that, andthe ones who actually have it
that that's a real problem.
That's why you will never besuccessful in corporate world If
(12:42):
you have a touch of the ADHDand don't deal with it you might
as well just go on your own,but you're going to face the
same amount of problems on yourown and then you're going to
really be bad because you won't.
You'll have anyone to blame, Iagree.
So lesson listeners, get outthere, start really, really
quickly.
All right, a couple of rapidfires with you.
Who gives you inspiration?
Speaker 2 (13:09):
I mean this sounds maybe a bit arrogant, but it's
always been my own ambition.
I've been such an ambitiousperson in life that, yes, I read
books, yes, I talk to people,yes, I do research, but I just I
just get things done and thatinspires me for the next day
because I got things doneyesterday.
And maybe that's totallyridiculous, but that's how I
feel and I see a lot of peoplejust staying in jobs because
they just they're missing thatdrive.
(13:29):
Maybe they haven't found theirinternal motivation yet, but
it's always been like I can getthis done, but if somebody stops
me and puts stones in my waylike a manager or boss of sorts,
that's been the mostfrustrating experience at work
for me.
So that is really my driver.
There's no one person.
I don't actually know people'sdrives really, because everybody
(13:50):
you follow online they say theydo this, they say they I don't
know run a marathon before theygo to work every morning and you
can't really trust that orbelieve that.
So I feel like you have to beyour own inspirational person to
really make it through everysingle grind that you have to do
.
Speaker 1 (14:09):
You and I are similarly aligned on, sometimes,
the drive, and sometimes, whenyou're surrounded by others that
don't quite have the drive,it's not understood either.
It seems like OCD to somepeople when you're like no, I
really it just doesn't.
People who don't have it aren'tgoing to and they don't get it.
And it sounds like you're arisk taker as well.
So if you mix a little riskwith a bit of drive, you can go
(14:32):
pretty far, I think, and Ireally appreciate that.
I love the fact you inspireyourself, because then you got
no one else to blame or look upto, and if you do anything good
or bad, you gotta take credit orfail for it.
Speaker 2 (14:43):
So advocate from yourself to yourself, not to
somebody else who you have noidea how they got there, what
they had to do to get there.
It's always like today is itbetter or worse than yesterday
and can I make it better again?
Or like, looking back at theseeight years in my own business,
I can see all of the highestspots, everything that's worked
and I can make it work, and thatjust gets me out of slumps when
(15:04):
I'm like okay, when I have abad month, that's fine, we'll
get through it, because I'vedone it before.
Speaker 1 (15:10):
Yeah, I saw this grappling point that you can
never show up at a hundredpercent every day.
Maybe today, at the most, I'mgoing to get 50%.
Just try to hit that 50%.
No zero days.
You think atomic habits, jamesClear, right Now I'll go to the
gym every day and some days I'mlike I just don't want to be
there.
But I will do something so Idon't have a zero day.
And I think the same thing withwork Some days I do.
(15:31):
By the way, I haven't done thisfor a while, unlike you.
I will take an entire Wednesdayand I'm just going to video
game today for eight straighthours because I just feel like
checking out and just divinginto a game.
And I I did the same thing onseven.
I was so bummed I was just like, oh, it's such a laid down,
laid down.
Can I have some like money backor something?
Yeah, sorry, we keep going backto that, but that, yes, I was
(15:54):
disappointed.
Speaker 2 (15:56):
Well, and that's data , right.
It's that science and I'm stilla scientist by heart.
Science has shown how breaksand vacation time really
refocuses yourself and helps foryourself, which is why we have
so much vacation days in Europe,whereas here in the US a lot of
my friends and also businesspartners they have like 10 days
a year, and that is just, it'sproven and that's not gonna be
(16:19):
productive.
So if you can just say, okay,this afternoon I really I see
the sun outside, I want to catchup with some vitamin D, get
some ice cream, you can just doit.
And if you really had to writean important email, you know you
do it after or on the Saturdaymornings, fine too, as long as
you you're like intentional andkind with your breaks and not
like, oh no, I lost time.
Speaker 1 (16:42):
What's some of the best advice you've ever gotten.
Speaker 2 (16:46):
That I don't have to be different.
I just have to do what Ipromised to do, because a lot of
marketing is all about okay, Ihave this business.
Tons of people do the same.
How do I differentiate myselfto be the chosen one?
And the best advice I got isyou don't you don't have to be
the chosen one.
And the best advice I got isyou don't.
(17:06):
You don't have to be the chosenone or better than the others.
You just have to do what youpromise to do, like solve the
problem that a client came toyou with yeah, that's pretty
simple.
Speaker 1 (17:16):
Yes, solve the problem, then more people come
to you to solve more problems,do you?
You said you read books.
What's the?
What's the one must read bookwell, I have one must read.
Speaker 2 (17:27):
I'm not sure if it's um applicable to every
entrepreneur out there, but as aconsultant I read a book called
the irresistible guide toindependent consulting by david
a fields, and that book I stillreread it.
I still reread chapters andimplement new things and I still
learn from it.
It's just compared to manyother business books out there.
(17:48):
Where I go to chat gpt I say,should I read this book?
What are the key points?
And then chat gpt says onesentence and I'm like, oh okay,
I think I don't need to read itanymore.
This book is something thatchat gpt could not summarize in
two sentences it could try.
Speaker 1 (18:03):
Try it might be cheeky, it could be real tricky.
Interesting enough, by the way,gpt did something I've never
seen it do before.
My son asked it how can I makemore money on whatnot doing
opening packs of trading cards?
And it said to him pre-open thecards and reseal them and then
know which packs have the bestcards in it.
(18:23):
And time your, your bro.
I told it to do somethingunethical and I'm thinking, wow,
what source to pull that from?
It is right though that wouldwork.
It wasn't.
It wasn't.
It wasn't discussing theethical natures of that, but it
was.
I was he's like I'm not doingthat.
I'm like I don't think youshould either.
Speaker 2 (18:39):
But yeah, and that's why I've never seen it.
Speaker 1 (18:42):
I've never seen it get unethical, like truly, that,
like in any standard, that'sunethical advice, like that's.
Like you know, do you have afavorite technology?
Speaker 2 (18:51):
well.
It's definitely tpt, noquestions asked.
Since I've started using it formy business, I've become so
much more productive ineverything I do and also better,
because english is only mysecond language, so just being
able to have like email drafts,rereads, reviewing LinkedIn
posts it's basically my editorfor everything, but I use it for
so much more and in conjunction.
(19:13):
I could not live without my AIcall note taker anymore.
I have such poor memory andever since I started recording
like networking calls and I wantto follow up with somebody, I
go back to the AI and I'm likewhat great things did Thomas say
about me at the Cut the Tiepodcast?
And they would just give mewhatever was said.
I just love it.
Speaker 1 (19:34):
It's so good.
Both of those are incrediblyimportant.
I'll take that a step furtherno-transcript email and I sent
(20:14):
it to the attorney and they'relike okay, we'll accept those.
And so it went from 45% down to33 and some other provisions
they removed and adjusted andclarified.
And the attorneys were like,yeah, we'll do that, that works.
And I was like so it was just asales process with an attorney
too.
And I was like huh, so I'musing the same technology for my
neighbor to negotiate down his.
He's giving me a deck built andhe told me the quotes.
(20:34):
It was like just send me thebids and and we're working
through there.
And I did a whole analysisthing and I'm like you know what
?
Maybe this is the business Ishould do.
Is I help people in their 60sto get your bids for whatever
you're doing?
I'm going to make a 10% ofwhatever I save you from those
bids.
Yeah, and like, and here's theand here's the whole plan.
Speaker 2 (20:58):
And if it works, I'm like I want you to refer your
friends to me and then tell themit costs 10% of what he saves
you to do it typical BNImembership to me Exactly Pretty
much Right.
Speaker 1 (21:08):
If you had to start over today, when in your life
would you start over and whatwould you do differently?
Speaker 2 (21:13):
I've been thinking about that for a very long time.
I think I'm very much ascientist at heart, but if I
knew before going into science,even during college, if somebody
had told me this is how youmake money with science, this is
how you will have to work, Iwould not have done it.
I would have kept that as apassion on the side.
Whatever read books, I wouldhave gone right into business,
(21:35):
because I started out with zerobusiness knowledge.
Right, I had a master's inneuroscience.
I never went to business school, so everything I wanted to do
for my own business I just hadto learn from scratch.
Speaker 1 (21:47):
Yeah, I think that's how you always it always
business school.
I went to business school.
I don't draw anything on there.
The only thing I draw back frombusiness school was one I paid
too much for college, so we'renot doing that.
The other is my entrepreneur.
My entrepreneur, myentrepreneur professor said if
you aren't getting audited bythe IRS, you haven't pushed it
(22:11):
hard enough.
That was his advice.
That's all I remember fromcollege.
Was that All?
Speaker 2 (22:14):
right, that looks like strong financial advice.
Speaker 1 (22:16):
It's not nice because I got audited Like yeah, that
is dumb.
Anyway, all right, if there wasone question I should have
asked you today and I didn't,what would that question be and
how would you answer it?
Speaker 2 (22:40):
Yeah, the question should be what is my work model?
And I think really want tostart systemizing, writing down
processes, just making work lifeeasier, and use the work that
you created for yourself toenable the life you want, not
the other way around.
Speaker 1 (22:55):
I love that.
I'm one who believes that work,life, balance.
Work and life are not actuallyseparated.
They are one, they are part ofthe experience of you and you
have to find joys in what you dothe most you can do it, because
you'd be living two differentlives and that sounds miserable
and it is miserable for many.
Shameless plug time for you.
(23:16):
Who should get a hold of you?
How do they do that?
Speaker 2 (23:20):
Really anybody can get a hold of me.
We can geek out about data.
We can talk about starting abusiness or coming out of
consulting.
I'm a big networking person too.
I love to talk to everybody intheir grammar.
If they have anythinginteresting to tell, where can
they get a hold of me isprobably on linkedin.
Karina zanek is a unique name.
You will definitely find meright away.
I sometimes have problems whenI look up like a new network
(23:43):
connection and it shows me 100pages with the same name.
Give you a few unique names,it's all I can tell.
And then I also have a website.
It's lazyanalystcom and you canalso have a look there.
Speaker 1 (23:55):
That's good, and Karina Zenig has four Ns total.
You figure out where they go.
All right, karina.
Thank you so much for jumpingon here with me today thank you,
you too everyone made it thisfar.
Go out there, go cut a tie tosomething.
Hold me back.
Just go unleash the bestversion of yourself.
Hit that follow button,subscribe youtube, spotify,
(24:16):
apple, whatever the thingsavailable, hit it.
We come out with stuff all thetime.
Thanks for listening to the cutthe tie podcast.
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