October 6, 2025 • 39 mins
Cut The Tie Podcast with Erica Tuggle
What happens when you walk away from the corporate track to build something that truly matters? In this episode of Cut The Tie, host Thomas Helfrich sits down with Erica Tuggle, Harvard MBA and former Coca-Cola executive turned founder and CEO of Livin.
Erica shares her journey of cutting ties with a prestigious corporate identity to launch a mission-driven company that helps busy families and professionals eat healthier, live better, and reclaim their time. From redefining success on her own terms to balancing entrepreneurship with family life, Erica’s story is one of courage, conviction, and building a business that creates impact on both sides—customers and chefs.
About Erica Tuggle
Erica Tuggle is the founder and CEO of Livin, a food-tech company that empowers local chefs to provide in-home meal prep services for busy professionals and families. Prior to entrepreneurship, Erica built a distinguished career in consumer packaged goods, starting at General Mills and later leading innovation and strategy roles at Coca-Cola, including initiatives on Honest Tea and Coke’s global food strategy. A Harvard Business School graduate, Erica now leverages her corporate experience to create healthier homes, support culinary entrepreneurs, and build a scalable business model with purpose at its core.
In this episode, Thomas and Erica discuss:
- Cutting ties with corporate identity
Why leaving behind big company prestige was the biggest step toward finding fulfillment. - Building a mission-driven food business
How Livin helps busy professionals and families eat healthier while supporting local chefs. - Facing fear and redefining success
The mental shift required to walk away from security and create a new definition of purpose. - Impact on family and community
How entrepreneurship has reshaped her family life and created new opportunities for chefs in Atlanta.
Key Takeaways:
- Identity isn’t your title
Walking away from corporate prestige opens the door to real alignment and fulfillment. - Fear is a tie worth cutting
Growth starts when you push through uncertainty and bet on yourself. - Entrepreneurship is impact
Success isn’t just financial—it’s about family, health, and creating opportunities for others. - Support systems matter
Having a strong network, spouse, and faith can make the hardest leap possible. - Just try it
Stop overthinking and start testing—Google Sheets and grit are enough to begin.
Connect with Erica Tuggle:
💼 LinkedIn: https://www.linkedin.com/in/erica-tuggle-mba/
🌐 Website: https://www.chooselivin.com
📱 Call/Text: 404-917-0203
Connect with Thomas Helfrich:
🐦 Twitter: https://twitter.com/thelfrich
📘 Facebook: https://www.facebook.com/groups/cutthetie
💼 LinkedIn: https://www.linkedin.com/in/thomashelfich
🌐 Website: https://www.cutthetie.com
📧 Email: t@instantlyrelevant.com
🚀 https://www.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_02 (00:00):
Welcome to the Cut the Tie Podcast.
Hi, I'm your host, ThomasHelfrick.
We are on a mission.
I'm on a mission, screw it, tohelp you cut a tie to whatever
it is in life that's holding youback.
And you you have to be chasing adiversion of success that's
yours, one that you've defined.
Now, you know, as a child, yourparents define it, then someone
else defines it halfway.
Then at some point in your life,when you get in your mid-40s,
early 50s, you're like, that'snot what I want.
(00:22):
I like to meet entrepreneurswho've already figured it out.
So we are meeting with EricaTuggle today.
Erica, how are you?
SPEAKER_01 (00:28):
I'm great.
Thank you.
Thanks for having me.
SPEAKER_02 (00:30):
Take a moment to introduce yourself and what it
is you do.
SPEAKER_01 (00:34):
Sure, sure.
I'm Erica Tuggle, founder andCEO of LiveIn.
And what I'm doing is building acompany that focuses on helping
families and busy professionalsget healthier food into their
homes.
We essentially support localchefs in providing in-home meal
prep services so that ourcustomers don't have to worry
about making dinner or makingmeals, but they can focus on
(00:56):
eating well and saving theirtime for the things that really
matter to them.
SPEAKER_02 (01:00):
No, there's a lot of people who do that.
Why do they why why do they pickyou?
SPEAKER_01 (01:05):
Yeah, uh there are a lot of things that we do
differently.
Um, one is we are incrediblysimple and easy.
Um, and that is usually one ofthe biggest barriers to eating
well and to managing meals.
It's just a lot of work.
Um, and so we take a lot of thatout.
We also provide a lot of care,not only for our chefs, but for
our customers and clients.
(01:26):
Um, and that is often what wehear as one of the bigger
differentiators is that um ourchefs are not only very prepared
and well supported through us toprovide excellent service, um,
but they also our customers, youknow, can call us anytime, work
through, you know, their newneeds, whether it be health
needs or other needs that theyhave, um, and we're there to
support them as well.
(01:47):
So we really like to talk aboutour ecosystem of support, um,
where we're supporting both ourcustomers and clients, and
excuse me, and chefs, andthey're also supporting each
other.
SPEAKER_02 (01:57):
I it I mean, in in any differentiator in any
business is often the people upand I remember like in my
professional career, people say,Oh, people can't be the
differentiator.
I'm like, I'm pretty sure themethodologies you use are not
any different than the othercompanies.
My my partner at the point whenI was in consulting didn't like
that answer.
Anyway, that's why I often askedto leave.
(02:18):
But that aside, um, when you'rea solopreneur and you're trying
to build a business, that it youare the difference and your
mission and the people you hire.
And then also the processes domatter because if it's cleaner,
it's to you faster, it keeps thecost down.
Uh, and I don't usually dive ina little bit because I want to
get into your journey, but Ithink this is an important uh
piece.
So, so talk about that justmaybe a layer deeper of why why
(02:42):
it's better to have sheriffs andbike, like why does that matter
in this industry?
SPEAKER_01 (02:46):
Yeah, to there are a few things that really matter.
One, um, we know eating at homeis is the better way to eat.
It's cleaner, um, it's easier tocontrol what's in your food.
Um, you will be healthier if youfocus on eating at home.
But the barriers of time, skill,sometimes desire get in the way.
So having a trained network ofchefs who can do that for you
(03:06):
and help you with that isactually hugely influential in
terms of health, but also justin wellness.
Like we just talk about we wantto help people live well.
Um, the other thing that'sreally important is having what
we operate off of software thatwe build ourselves, which is
really critical to exactly whatyou were talking about.
So efficiency, ease, simplicity,keeping things organized.
(03:29):
Um, when people think about, youknow, managing meals, it's a
pain in the butt.
There are so many differentthings that need to happen from
the shopping to the planning to,you know, figuring out every
day.
Um, and so our system reallyhelps the chefs manage that
well, um, but also their theirclients manage that well as
well.
SPEAKER_02 (03:46):
From uh maybe this might be too topical, but I mean
not topical, but uh it what thisthis is not something though
that someone who's on foodstamps can do, right?
This is like and and that'sunfortunate because that's also
some of the shittiest food youcan get is McDonald's and what
you can afford.
Not by the way, I shop at Aldi.
There's no reason to go shop atWhole Foods every year.
I don't know.
SPEAKER_01 (04:07):
Great organic, yeah.
SPEAKER_02 (04:08):
They do, and and and the and the douchebag factor
that's at a Whole Foods versusAldi is like off the charts
different.
I'm sorry, have you everreturned a package to a Whole
Foods?
I just feel angry walking in.
I'm like, oh my god, like whyare you going?
Well, but it might be adifferent podcast.
All right, but that's what wedo.
We knew that coming in here.
You've listened to episodes.
SPEAKER_00 (04:29):
Yeah.
SPEAKER_02 (04:30):
Back to the topic.
All right.
Talk to me about the price pointbecause you know, yeah, I we
never take.
I listen, I I I said if I wasever on my life and I got sick
of me, I'm probably going to dothat service and find value in
it.
I'm definitely having fooddelivered and not shopping ever.
I'll take that service.
But tell me about who reallyshould be focusing on this or
(04:52):
can afford it, or maybe talkabout your pricing because it is
it is a barrier by itself.
You have to, or is it, or am Imisunderstanding that that that
obstacle?
SPEAKER_01 (05:00):
Yeah, it's a great point.
So our ultimate vision forLivin' is to make healthier
in-home meals more accessible tomore people.
Um, and so uh we're really on amission to try to get the
pricing down.
Um, and and hopefully our model,and we believe our model will
help us do that.
Today, we are at the higher endof the market.
But honestly, if you're orderingout um and you're ordering like
(05:23):
Uber Eats or DoorDash prettyconsistently, you can afford
living.
Um, our lowest price point is$20a plate, which tends to be on
par with those deliveryplatforms.
Um, but we do have our familiesare essentially ordering, you
know, or spending anywherebetween$150 and$350 a week,
depending on how many mealsthey're getting.
Um, and so it is, it'sreasonable, but we very much
(05:47):
recognize that today the peoplewho have that level of
disposable income in a week arenot, to your point, some of the
people who might, you know, beon food stamps and and need
support um in that way.
But our ambition is to get moreand more people access to this
level of service.
unknown (06:02):
Yeah.
SPEAKER_02 (06:02):
And listen, I wasn't, it wasn't slamming your
comb or anything.
SPEAKER_01 (06:05):
No, I sorry, yeah.
SPEAKER_02 (06:06):
I just want to make sure people understand that that
that you do have to have somelevel of disposable to do it.
I would tell you though, a tool,I mean you guys do this, I
sometimes solution, but that'swhat entrepreneurs do.
I will tell you a tool thatsays, hey, how much do you
really spend a month going out?
And let's remove 80% of thatbecause you go do you go out
because you're having fun orbecause you're just it's
convenient and like definingthat.
But the other piece is waste.
(06:26):
So a lot of people will make abunch of food and then throw
away a third of it.
Um, our family eats we go, wemow down to there's no food in
the house before we go shop.
So our family could not probablybenefit from this because we get
every dollar out of everythingwe bake, we always never go out.
But people don't realize ifyou're going out four days a
week and you could reduce thatdown to one a week, you can
(06:47):
afford pretty much any foodservice.
Fair enough?
SPEAKER_01 (06:49):
It's so true.
And that is exactly the maththat that we try to do with
people.
And to your point, like everySunday I go into my fridge and I
am guilty of we basically arethrowing things out to put new
things in, and it is the mostpainful.
You're throwing money in thetrash.
I mean, yeah, to your point, youyou can absolutely make some
better decisions.
SPEAKER_02 (07:08):
I I like I I throw, we throw a I'll there's never an
apple left over because I'll eatthem.
But there's other fruits.
I'm like, why do we buy thesethings?
Just leave like, you know, Ihate seeing strawberries molded.
Like you're like, it's literallya billion dollars for strawberry
right now.
I'm like, why, why?
Eat it molded.
I'll chop off the end and eat itsmurgy.
How did you uh let's let's justwait by what cities are you
(07:29):
serving right now?
SPEAKER_01 (07:30):
Yeah, so we're um in Atlanta and we are this is
actually our our first city.
So we are servicing um Atlanta.
Um we do uh Alpharetta, John'sCreek, Milton.
Um so if you're in the area, youknow some of these surrounding
areas, uh Marietta, Smyrna.
Um, and we're actuallyintroducing a new market um next
later this year.
SPEAKER_02 (07:49):
So are you teasing it now or are you gonna wait?
SPEAKER_01 (07:52):
We're waiting.
SPEAKER_02 (07:53):
I'm in Alpharetta, so I'm gonna have to order from
you.
SPEAKER_01 (07:55):
So please, I'll get you set up.
SPEAKER_02 (07:58):
I love it.
All right, tell me about yourjourney.
SPEAKER_01 (08:00):
Yeah.
SPEAKER_02 (08:01):
But before we do, you have to define what is
success on your terms.
Yes.
SPEAKER_01 (08:06):
Yeah.
So success on my terms is umreally, and it's funny because
you touched on this earlier, ofcourse, um, living a life that
feels fulfilled.
And for me, um, a lot of thatis, you know, supporting and
spending time with my family.
Um, a lot of that is continuingto grow intellectually and
feeling challenged in the workthat I do.
(08:27):
Um, and so uh when I decided tomake the the change into
entrepreneurship, those were tworeally important factors for me.
Um in order to be fulfilled, Ium I needed to have greater
challenge.
Um, I needed to try somethingnew.
Um, and and I think in some waysI I wanted to see if I could do
it, um, which is also a big partof it as well.
(08:50):
Um, it's certainly not easy.
Um, every day I wonder, am Ireally doing this?
Um, but um, but it it uhabsolutely um fills me and and
keeps me fulfilled.
So that's what I I strive to,you know, get that every day.
SPEAKER_02 (09:05):
I love that.
That's uh and it'll it'llevolve, right?
As you find success, it'll it'llstart.
You'll be like, oh my gosh,success now is to get it to
people who can't afford it.
Yes.
Right.
And that might be like and I saythat because there's just such a
food problem in in in the world,in the US particular.
I like to make funny TikToksabout red dye 40 and Takis.
I'll show that later.
Um different persona channel.
(09:27):
Tell me about your journey abit.
How did you get into this?
SPEAKER_01 (09:29):
Yeah, so I had started my career in um food and
beverage.
And so I um I went to businessschool and decided I wanted to
go into food.
I love um just like the I'm afoodie, but I also loved um this
concept of, you know, how do wenourish ourselves every day?
I ended up going into CPG.
So I started my career um infood at General Mills, um, had
(09:51):
the opportunity to work on umsome of our um health focused
brands and and work on Yoplayand other great, great
businesses that just taught mekind of the world and the
ecosystem.
Um, then I actually came toAtlanta um with Coca-Cola.
Um, so I got a job there andthat was very different, right?
Beverages, um, a lot of sugarspeople often talk about, um, a
(10:12):
lot of conversations aroundhealth and wellness and what we
were doing there.
I ended up um leading innovationon honest tea.
And then I led Coca-Cola on theCoke brand, um, an initiative
called Coke and Food, among someother things that I was working
on.
And that was really um, I think,a key moment for me because I
had just had my second um when Itook that job.
(10:32):
Um, so I had two young kids athome.
Um, it was a bigger job.
So I was traveling more, I wasworking more.
Um, and I was spending a lot oftime with customers um and and
consumers and talking to themabout how they ate and what they
were trying to do.
And because we were trying tofind the right pairings and
strategy and connection pointsfor Coca-Cola, Coke Zero, Diet
(10:54):
Coke, et cetera.
And um, it was a reallyinteresting moment for me where
I feel like everything kind ofcame together.
And I was like, one, I'mstruggling.
And this doesn't feel likesuccess to me.
Um, and two, I feel like there'sa bigger impact I could have in
this space if I can help peoplewith some of the key challenges
I had, which was around eatingwell at home and getting my time
(11:16):
back.
Um, because I was one of thosepeople who would spend hours in
the kitchen to make sure myfamily was fed well.
Um, so that that's kind of myjourney to this point.
Um, and that light both bulbwent off even before that role.
I had some, you know, ideas andsome inklings about this is
something I should try to solve.
Um, but it literally took meabout three years before I
(11:36):
actually took the opportunity togo do it.
SPEAKER_02 (11:39):
I like to point out to everybody when anyone anybody
says I went to business school,that means they went to Harvard.
Is that not true here?
SPEAKER_01 (11:45):
I do go to Harvard, yes.
SPEAKER_02 (11:47):
There you go.
Thank you.
And the reason I know that, agood friend of mine also went to
business school.
And I'm like, can you just sayyou went to Harvard?
You guys must have got trainingon that in your last day.
Now, when you guys entered theworld, you don't say you went to
Harvard, you just say I went tobusiness school.
SPEAKER_01 (12:02):
That's funny.
Very proud of it.
But um but you're right.
SPEAKER_02 (12:07):
Every Harvard grad says I went to business school.
Harvard Business School.
If you go to law, they bragabout it.
I'm in the law.
SPEAKER_00 (12:14):
Yeah.
SPEAKER_02 (12:16):
People are more like, I'm shit.
You know, you'll look it up.
I didn't have to look that up.
I knew as soon as you saidmachine to Harvard.
Only Harvard people say that.
That's gonna be on her title, bythe way.
From Harvard to Livin'.
Podcast team, note that.
Lead lead my call out you guysas well into that.
All right.
Next question.
SPEAKER_00 (12:36):
Yeah.
SPEAKER_02 (12:38):
What's the biggest uh you described it though?
Of all the things you described,of the things were challenging.
What was the biggest metaphorictie you had a cut?
SPEAKER_01 (12:47):
Um honestly, there there were two.
So one was around identity.
I think I had been working umfor big companies um for a long
time.
Okay, even before businessschool, I was at American
Express.
I and I loved each and every youknow experience, but I also tied
a lot of my identity to that.
(13:08):
Um, you know, you get a lot ofrespect, you get a lot of um
recognition sometimes workingfor those those big names.
And um I did not fully realizehow how tethered I was to that.
Um, so it really was a literallike cutting the tie because I
had to redefine myself um in ina really positive way, but and
(13:29):
maybe not even redefine, butdefine um in a way because I I
kind of let a lot of that happenfor me.
Um, and I also had to honestlylet go of how I knew to operate.
Um being an entrepreneur, I'mlike, gosh, just so different.
Um, the resources alone areobviously night and day.
There are there are none.
(13:50):
Right.
And really.
Um, and um, and so what'd yousay?
SPEAKER_02 (13:55):
It's feast or fathom, and there's no there's
no food.
SPEAKER_01 (13:58):
Exactly.
And you eat you eat what youkill um quite you know, every
day.
And so it was um that was thebiggest tie I had to cut.
And and I'm I'm glad I I didbecause I do feel like, like I
mentioned, I'm I'm challengedand I feel like I've grown so
much as a business leader and asan individual.
Um, but that is that wasprobably the biggest one was
around identity and really umfiguring out who I was um and
(14:21):
and taking that lead to learnwho I was and who I wanted to be
as a leader and and as a parentand a wife and all those things
are very closely tied.
Um, and then the other one Iwould say is also just like the
the fear, um, right, and andjust believing or having some
faith um in that I could I coulddo this.
(14:42):
And and I think that honestlycame from watching people around
me um, you know, try things andand be successful.
Some people not, but um, in mostcases be successful in in
betting on themselves.
And so I had to cut that tie aswell and let go of some of that
fear.
SPEAKER_02 (14:59):
I I applaud you for that because, you know, I think
the higher the pedigree, theharder it is to walk run.
I'm supposed to be an executiveof some big company that's full
cat training for.
Uh, and the pressures are familyand in like family, friends, and
they don't get it.
What is she doing?
Uh your kids will love you forit.
That's the ones that will belike, oh, that's so cool.
You know, it because they'll seea happier mama.
(15:21):
Uh so I really applaud you forthat.
Uh did you remember the actualmoment when you were like, I'm
doing this, I'm out?
SPEAKER_01 (15:29):
Yeah.
So um, and my husband was a bigpart of it, actually.
Um, because I didn't um, like Isaid, I had had this idea.
I I recognized the problem withmy first, I didn't need a second
child to recognize that we werestretched.
Um and um my husband actually,um, there came an opportunity
actually at Cope where we were,I left uh right at the end of
(15:52):
2020.
Um, so they were about torestructure.
Everybody had the opportunity tobasically stay or go.
And I honestly didn't thinkanything of it.
You know, I'm director on theCoke brand, like I'm I'm I love
the people I work with.
I'm doing actually reallyinteresting and cool work at
that point.
I was leading a global foodstrategy, like it was great.
And my husband was like, youknow, you've been talking about,
you know, maybe doing thisthing.
(16:14):
This feels like the right time.
Like this feels like God isputting this in front of you.
And it's like the money, yeah.
And it's so funny because Iactually I did not even see it
until he did.
Um, and so I'm grateful to himfor kind of pointing that out.
And um, and then I went throughmy own emotional roller coaster
of, but I love this, thesepeople and I love what I do, and
(16:35):
you know, like how can I let goright now?
Um, but to your point, it wasactually probably the best time
um to let go.
You know, I also do believe inleaving on really good high
terms if you're gonna leavesomething.
Um, and um, and yeah, and thatwas the moment we were literally
um uh gosh, in our um livingroom or family room, excuse me.
(16:57):
Um, and we were living in Smyrnaat the time, and we just sat
down and chatted about it.
And I was like, you're right, Ineed to seriously consider it.
Um, and the more I thought aboutit, the more convicted I became.
SPEAKER_02 (17:08):
Interesting enough, I I I think people should
realize that in that moment, I'msure these thoughts happen.
Like, I got great education,I've had a great brand, I'm
leaving on good terms.
Coke is more likely to hire youback as an executive doing
something if you go out andachieve something.
You're much more likely toadvance the corporate career by
taking a risk.
Everyone who's an executive willsee that, know that.
(17:28):
And like they gotten aneducation beyond business school
that they've ever could havegotten.
And you know it, you're like,you can't teach any of this.
Like it's in the and so I Iapplaud you for it.
And and I'm sure it's lots oflittle moments, but there's an
actual support moment, and Ithink it's a beautiful thing
that you also had uh you didn'thave to make it on your own.
Someone else said go do it, andyou're like, someone's got my
back.
That's great.
SPEAKER_00 (17:48):
Yeah, yeah.
SPEAKER_02 (17:49):
Unless it was very selfish, I was like, I need your
own target owner.
She's like running, then be backand play some golf on the side.
Maybe that was there.
I don't know.
When he listens to this, he'sgonna be like, Shut up, dude.
SPEAKER_00 (18:02):
Shut up.
SPEAKER_01 (18:03):
Well, I mean, he got a he got a much more stressed
out, much more stressed out meas an entrepreneur.
SPEAKER_02 (18:09):
I hope he listens to this.
He's like, Geiko, dude, don'tstop.
Anyway, all right.
So it's one thing to have yourjourney and and be on it.
And it's another to be like, oh,it's I gotta do this.
And then it's another to go, I'mgonna do this.
The final part is how.
SPEAKER_00 (18:24):
Yeah.
SPEAKER_02 (18:25):
How did you make that transition?
Because that is that's when youstart letting go of stuff and it
happens fast.
SPEAKER_01 (18:31):
Yeah, yeah, absolutely.
I was um, I had some people whogave me great advice, and um,
it's to your point, it's the howwas really hard.
Um, because I kind of went to,you know, I want to talk to
consumers, I want to talk topeople and get feedback and
understand what they're lookingfor, what their pain points are.
So I started going after it verymethodically, um, you know, and
(18:52):
in kind of the way that I'mtrained.
Um, and then I had um one friendwho's also an entrepreneur, and
she was like, you just have todo this.
Like, you're not gonnaPowerPoint your way.
SPEAKER_00 (19:03):
You've got to make it a point.
SPEAKER_01 (19:05):
Yeah, exactly.
SPEAKER_00 (19:06):
You're gonna do yourself.
SPEAKER_01 (19:07):
Yeah.
And that was um, I mean, thebest push I could have had
because I really, I mean, theactual like beginning was like
me and and I was actually goinginto homes and cooking, even
though I'm not a trained chef.
People always ask me, I'm like,no, I'm not, but I was good
enough to figure out the model.
Um, it was me and I had twoother people I found who were
also were chefs um who couldwork with me.
(19:30):
And then um a Google form, youknow, and and like it was very
bare bones just to get in marketand start learning and start
hearing from people and startingto build out what this really
should be.
Um, and so the um the how wasalso in some ways a cutting of
ties from like how I wouldtraditionally go after
something.
Um and um and yeah, just gettingout there and and starting to be
(19:53):
very uncomfortable.
Um, also like cooking in someoneelse's kitchen for several hours
is very stressful.
Like I hats off to all the chefswe work with.
Um, but I I started to to reallyput the pieces together that
way.
SPEAKER_02 (20:08):
You go there, like, why why would your spoons be
here when we're over here?
Why is the trash can back?
SPEAKER_01 (20:14):
Right.
SPEAKER_02 (20:16):
I'm not gonna criticize you.
You're buying, you're acustomer.
Right.
unknown (20:19):
All right.
SPEAKER_02 (20:19):
So what's been the impact uh for your family or for
your customers?
SPEAKER_01 (20:23):
Yeah.
And I'm so glad you brought thatup because I didn't mention that
before um about what fulfillmentis.
But one of the things also thatI really want to do is have
greater impact and um on theworld and in different ways.
I think um being an entrepreneuralone and and being um a model
of that for others who areconsidering it, um, are you know
even on the path, I think isreally influential and impactful
(20:46):
um for start with my family.
It's been um it's been great,but it's been hard, right?
Like I I work, I still work alot.
I actually probably work more.
Um and um yeah, right.
And and my kids have um seenthat and sometimes not loved
that, but they've also gotten somuch more engaged in, you know,
(21:09):
business and investments andthinking about the customers.
And, you know, they'll come totaste testing and they'll, you
know, really engage with whatwe're doing.
And I love that.
I love that they are um gettingan exposure um to
entrepreneurship and and what itmeans to build something.
Um, so that part has beenawesome.
And and honestly, my husband, Imeant, as you mentioned it
(21:30):
before, I think it's almost beenharder on him because he calls
um himself uh what my chiefmotivator uh officer, chief
motivation officer, um, which isvery true.
And so it's a lot on him, but Ialso think in some ways it's
brought us closer as well.
Um, and then our customers andour chefs, um, that is, I mean,
why we do this.
Uh, we hear awesome storiesabout, you know, eating better,
(21:52):
controlling their health better.
Um, and also just like gettingtime back.
Like, oh my gosh, I can'tbelieve we were able to spend
Sunday just like hanging out asa family instead of me running
around trying to get everythingready for the week.
Um, and that means a lot to mebecause that's the the vision I
had for my family in buildingthis, and then also, of course,
for for the ones we'reimpacting.
And our chefs get great work.
(22:14):
Like they're they're workingtypically in restaurants and and
catering.
They often have cateringcompanies as well, um, that
they're they're driving forward,but they're getting more
clients, they're getting higherearning than they typically get
in a restaurant, they're gettingflexibility um and access to you
know, being able to be creativeagain and things that are
sometimes lost in the culinaryfield.
(22:35):
Um, so all around the impactfeels um really meaningful,
which is is great.
Not that, you know, some of thework I did before didn't impact
people, but I think all around Ifeel like it's much more
positive in terms of the rippleswe're creating.
SPEAKER_02 (22:50):
Yeah, and it's it's uh it's the 1% math, right?
You know, every day you try toyou just tick forward and then
look for days, you're like, wow,we've gone 100% further than we
were.
I didn't feel like it.
I've been dragging, you know,anvils and boulders behind me.
Um I totally understand itbecause you know it's true.
Uh and there even did you havethis?
I would this is me a sidequestion.
(23:11):
Did you have this uh I think yousaid you started it when you
were still working, like alittle bit, right?
SPEAKER_01 (23:16):
You was started kind of no, and that's actually what
I usually tell people I wish Ihad.
Uh because there's a lot of, asyou know, in the beginning,
there's just a lot of learningand things you're just burned
money and time for no reason,right?
SPEAKER_02 (23:29):
Exactly.
Um the reason I said thatbecause there's different levels
of focus.
I I like to try to find thesereflective moments and stories.
So entrepreneurs listening,whatever, you're gonna have
these moments where you thinkyou're just killing it, and then
something happens and yourealize you go to a whole new
level of focus.
And so, my personally was Ibuilt my company while working
somewhere, and I was like 95%,that's all I was doing.
(23:49):
But then I that and then I wasasked to leave.
And then all of a sudden it'slike the focus level went boom.
And then, like, you know, Istarted living the life of cup
of tie, stopped drinking, startworking out, got ADHD medicine.
Yeah.
Every one of those are equallevel jumps of focus.
And I look back four and a half,almost five years ago, when when
I started going, man, I was sodisillusioned of how focused I
(24:10):
was.
And I think some people getstuck not realizing you're gonna
need to do some stuff to getanother level, another level.
And you don't realize it tillyou're there.
Uh and I just wanted to ask youthat deeper question.
Have you had that jump whereyou're like, oh my God, I'm at
new level now?
SPEAKER_01 (24:25):
Yeah.
I um I think we're actually inin the midst of one right now.
So, you know, we um we, youknow, had been growing very well
um and starting to, you know,learn more and more about how to
operate this businessefficiently and and starting to
put that into the business andsee that in the numbers.
Um, and then we started to hit abit of a wall.
(24:46):
And um we're trying to figureout, you know, what's going on
here, what are what's changing,some of it's economic, but you
know, at that point, it wereally couldn't pinpoint it
other than as we started to lookat ourselves, it was that we
were not focused enough.
Um, and we were hearing thingsfrom our customers that we
weren't actioning, and typicallythat is how we operate, but we
were hearing things like, oh,I'm I'm using you because, you
(25:08):
know, we are trying to manageour weight or, you know, I'm
gluten-free.
So we're hearing more and morearound health and wellness,
which is really where we want itto be.
But we were very lightly, wewere at this like we were kind
of treading between convenienceand health and wellness,
convenience and health andwellness, and we realized we're
like, we need to level up and befocused on one health and
(25:28):
wellness, um, and really stopcreating kind of this identity
confusion for ourselves and forour users so we can go after the
right people and be focused inthe right spaces because we
don't have a lot of resources,right?
And and and so that already, um,and we're in the midst of that
now, but we rebranded um thebeginning of last this year.
We um have been really focusedon our health and wellness
(25:51):
partnerships.
Um, and we are now starting tosee the fruits of that, which is
really exciting.
Um, but it is it was um apainful way to get there.
Um, like nobody wants to seeslowed growth.
Um, but um, but I think it's umI'm very excited for what I
think it's gonna do for us.
SPEAKER_02 (26:10):
It listen, I I coach lots of entrepreneurs.
Um one of the first steps I takethem through is this know
thyself kind of thing, and thenknow your customer and your
brand.
And it's the reason I ask youthat because that's exactly what
happens.
I've seen and I've interviewed afew people in your space.
They are way too wide.
And I even I'm gonna tell youyour next level is even now
they're leveled down.
Because when I heard you say it,all that came to mind was the
(26:32):
saying of uh we help successful,you know, people get healthier,
save tons of time.
Purig.
So you have to be successful andyou want to get healthier and
you want to save time.
Like it's it's a no-brainer.
What's your time worth?
And when you have no health,what's the only thing you're
wishing for when you sprain anankle?
Well, what happens if you getdiabetes?
(26:53):
Or my point is you just targetthat group.
I we only help successful peopleget the most out of it.
I know that seems very elitist,but it doesn't mean it doesn't
mean that you can't build thatinitial niche brand around it.
And I have a bet that you getconflicted right in that moment
of man, I don't want to make itjust for those people.
But the truth is you're gonnahave to.
SPEAKER_01 (27:11):
Um, that was also part of that realization is like
as I'm I think I mentioned myvision really, right, is to get
healthier food into morefamilies and to more homes.
Um, and that was absolutely aconflicting point.
Your point, we look at ourconsumer base and who's buying,
who's able to buy.
And it is not um where thevision was set.
But I always tell people, I'mlike, hey, like since I've now
(27:32):
come to grips with that and andunderstand what what that where
we are in our journey and wherewe can go, I say, hey, we're
Uber Black right now.
Like, and that's okay.
And then we have the opportunityto then become Uber Comfort,
Uber Excel, or whatever youknow, those other stages are for
us.
Um, but early in our in ourstage, um, this is where we are.
And that for you're right, thatwas really hard for me to kind
(27:55):
of swallow.
SPEAKER_02 (27:56):
I would even put I are well since because I'm a I
coach people in this stuff, Iwould tell you you'll never
change that because it's adifferent delivery model to get
to uh somebody who can to getthe price point down.
It's a centralized come pick itup model versus we show up.
And and it's totally finebecause one can fund the next,
and the next can be uh anon-for-profit or a seek a B
Corp or something for you knowfor a good.
(28:17):
And and and it the truth is whocares?
Revenue solves all problems.
Go build an empire, afranchisable empire, and then
you can go do what you want withthe money to go take it to a new
level because you'll have creds.
Anyway, it's a common piece.
Do not do not, here's my adviceto do not feel guilty for a
second for building yourbusiness, the Johns Creep
Alpharetta coming, where there'smoney and there's people who can
afford it because it's gonnaallow you to go do the bigger
(28:39):
vision five years down the road.
Yeah, thank you for that.
You have to, because if you noone tells you that, you're gonna
always have this anchor, thistie, whole new back, though.
That's not what I wanted to, butyou you're gonna have to go
through what's gonna be neededto get to what that vision is,
because otherwise it'll go youwon't 10 actual 2x and and won't
be good.
So yeah.
Uh all right, sorry, I got offmy soapbox or people.
(29:00):
Yeah, thank you.
Anyway, uh, but I figured thatwas probably in it.
So let's move forward.
What are you most grateful for?
SPEAKER_01 (29:08):
Oh my gosh, my support system.
Um, honestly, I have um myhusband has been incredibly
supportive, as I mentioned, fromday zero, negative one.
Um, my family as well.
And I always tell people this isthe hardest thing I've ever
done.
Um, and uh there's no way Icould have done it without my
family and my faith.
And so, like those having thatsupport system is um absolutely
(29:30):
incredible and and necessary.
SPEAKER_02 (29:33):
It's amazing how many entrepreneurs, you know,
I'm on a small faith journey.
Like, I'm not gonna be sellingBible or telling you it's your
data watching, I don't think.
But um, I am watching thechosen, for anybody cares.
Uh but the the point being ismany entrepreneurs have a faith
of some sort that carries themthrough because there's a reason
I don't put a little couch inthis corner that would be
perfect.
I would cry on it a lot.
(29:55):
True truth, anyway.
I'm gonna move forward before Istart crying.
Like right, if you start cryingto get.
More airtime.
Oh, thank you.
What is your one lesson forlisteners?
SPEAKER_01 (30:06):
Oh my goodness.
It is um to try it.
Um, I do I do often um go backto that moment where um I tried
it and to just start to learnand see what you know this could
be and and get the an earlysignals.
Now it can be hard depending onwe have a relatively low, like
low cap X, you know, model andand um it's easier, right, for
(30:32):
me to spin up a Google Sheetwith a service type based, you
know, business.
But I will tell you, um, I thinkthere are a lot of ways you can
scale back um ideas andbusinesses to just try it and
get out there.
And so that's one.
In addition to building youryour support system, you also
just have to try it.
SPEAKER_02 (30:50):
I I tell you, Google Sheet is totally fine.
People do not expect that whatthey show is uh expect is you to
show up and do what you say youdo.
People I I I tell this storysometimes, some of the most
wealthiest people I've ever met.
I said, and he and he hedescribed himself as a
simpleton.
I'm like, whatever, it's worth abillion.
And he goes, I go, well, tell meyour how you do your business.
He's like, Well, I buycardboard, I buy that for X.
(31:15):
And then I find somebody to sellit for X plus Y.
And then I just go find morepeople to sell it to.
And that's all he said.
I'm like, my God, I've overthinkeverything in my life.
Exactly.
I definitely do.
Yeah, you could just go find itand hold it.
Like, not a machine that doesit, but unbelievable.
Like this answer was so simple.
SPEAKER_00 (31:36):
Yeah.
SPEAKER_02 (31:37):
And then I just go and sell for express one.
All right.
Well, lesson over.
This interview is done.
All right.
All right.
All right, some rapid firequestions.
Great.
Best business advice that you'veever received.
SPEAKER_01 (31:50):
Oh, that's a good one.
Um, it is about purpose um andand integrating your purpose
with everything you do, um,starting with your brand, but
also just um, you know, how youhow you show up as a leader and
then how you expect yourorganization to show up.
That's advice.
Um, you'll attract the rightpeople, you'll be more fulfilled
in what you're doing, um, andyou'll be more focused.
SPEAKER_02 (32:14):
Agreed.
My first step in anything I workwith my clients is we would go
through the three Ps, which ispassion slash purpose.
Depends how you how you thinkabout it, but your potential,
your skills, and like theproblem you solve.
And that any one of thosebubbles is small, you burn out,
and so fuel engine, the money topay for it.
Yes.
If that first one's out, youwill not last.
You have days you will want toquit.
(32:34):
And if you don't have a passionfor it, you would have you would
have given up already for sure.
100%.
I'm blowing my rapid fire byresponding.
Sorry, I'm enjoying theconversation too much.
SPEAKER_01 (32:43):
Good, me too.
SPEAKER_02 (32:44):
Who gives who gives you inspiration?
SPEAKER_01 (32:46):
Oh my goodness.
Um, and like my my mom and mydad, I'm like, I can never
decide between the two, but myparents.
Um I'll give it to them both.
Um, they um honestly, their lovefor our family and the things
that I watched them do, um, justto make sure we had literally
everything that we could want.
And we didn't, we didn't grow upin a wealthy family.
(33:08):
I was in rural Connecticut.
Um and then people think likeit's it like Cowtown,
Connecticut, as I usually say,as my husband would say.
Um, and you know, a small, youknow, ranch out home.
And um, but they did literally,I I felt like we had everything.
Um, and and I really commendthem for that.
(33:29):
And I commend my mom for, youknow, she went back to school to
get her master's in social workum when she was raising us.
Um, and I can't even imaginedoing that now.
Um, and um just uh had such animpact on the people around her
um through the social work, workthat she did.
And I think a lot of that,watching how hard my dad worked,
(33:50):
watching, you know, what my momwas willing to in, you know, in
terms of like take a differentdirection um at a later stage in
life, I think a lot of that umjust fuels me and inspires me.
So love it.
SPEAKER_02 (34:02):
Well, what's your um what's the must read book of and
let's focus that to maybe femaleentrepreneurs specifically?
There's a lot of misogynisticbooks that are out there for
entrepreneurs.
What is the for the femaleentrepreneur out there who's
like, I want to be like her?
SPEAKER_00 (34:15):
For the female entrepreneur, that's a good one.
SPEAKER_01 (34:19):
Um taking a twist on you.
I know you're yeah, you did.
I um I actually have one that umI have not read.
I need to, I need to probablyput it out there.
I will say um I've I I love umsome of the books that share
stories of other female leaders,and that's the book that I'm
(34:41):
thinking about right now.
Um, and I cannot remember thetitle of, but I think I talked
about a little bit exposure andhow like even me going to start
my own business was because Ihad seen some other people do it
and heard their stories.
And I think that's reallypowerful.
Um, so I'm gonna probably haveto follow up on that book.
But it is um, I think ingeneral, if you can get exposure
(35:03):
to those stories, um, you'll beinspired and you'll learn um,
you know, that that it is notit's not a straight path for
anyone, um, which I think isalso hugely important to
recognize.
unknown (35:14):
Yeah.
SPEAKER_02 (35:15):
I mean, I think if you some of Google's like
stories of female entrepreneurs,a bunch will come up and are too
very clear which to pick.
I know I'm I'm with you by theway, Tibetung.
I don't know, I know the oneyou're talking about.
I don't know the name as wellbecause it's been recommended
before.
Uh, but there's a straight lineof entrepreneurship.
Quitting.
That's the only straight line ofaction.
You can agree.
That's it.
Done.
(35:36):
Uh if you had to go back in yourtimeline, any point, when would
you go back?
What would you do differently?
SPEAKER_01 (35:45):
That's a really good question, too.
I would um I always tell people,and I don't know that it's
possible, I would have probablynearly killed myself, but I
always tell people that I dowish I had started working on it
while I was um still in my roleat Coke.
Um it's I say I would haveprobably killed myself because I
was working like crazy in thatrole as well.
(36:06):
Um, however, um, there is a lotthat you just need to get your
head around.
Um, and it's not, you're notmaking money.
You're just trying to figure itout.
You're trying to understand theproblem, you're trying to think
about different models and waysof going after it.
Um, and yes, testing and and andtrying to figure out what makes
the most sense.
Um, and I did not do that well,you know, in my my existing
(36:27):
role.
And I wish I had.
Um, and so that's probably if Icould go back, I would have, you
know, started working on itprobably a year before I even,
you know, took started to takethe the leap.
SPEAKER_02 (36:39):
I tell people like, listen, just give up Netflix,
drinking, watching sports, uh,go out one last night.
Uh you'll find the time.
It's there.
Yeah.
Plenty of it's there.
Just get up an hour earlier, butit'll make you go to bed late.
Like the point is it is there ifyou want it to be there.
SPEAKER_00 (36:53):
Yeah.
Great point.
SPEAKER_02 (36:55):
Sweep your floor one last time during the day.
I mean, whatever it depends onwhatever your obsession is.
Nothing that was yours.
Your husband didn't text me andsay, You gotta say that.
I didn't say that.
I don't I'm totally kiddingright now.
All right.
Uh, what's the one question Ishould ask you today, but I
didn't.
SPEAKER_01 (37:11):
Yeah.
Um, what am I most um proud of?
Um yeah, I I love that umquestion because I think um, you
know, you spent especially, Ithink most entrepreneurs spend a
lot of time thinking about whatthey could do better, what's
wrong, you know, what they needto fix.
Um, because there's always amillion, a million things that
that could go differently.
(37:31):
Um so I do like to, I'm tryingto work on taking the time to
recognize like what I'm reallyproud about.
Um, and I am really proud um ofthe the people that we've been
able to impact.
Um, you know, we've um like Imentioned, it's about getting
healthier food into homes, yes.
Um, but honestly, on the chefside of our business, um the way
(37:52):
we're able to support, you know,these local entrepreneurs as
well, we're entrepreneurssupporting entrepreneurs.
Um, and I think there's so muchpower in building um wealth um
through through something thatyou're building on your own.
And and um so we're excited tosupport um, you know, the chefs
that use our platform in thatway and continue to do that
while also creating a betterfood um experience, you know,
(38:16):
for people and a better healthexperience through food.
Um, so those are some of thethings I'm most proud of.
And that's what keeps me going.
Um, honestly, when I when Inotice that some things aren't
going the way I want them to,um, I think about the the impact
we're having.
SPEAKER_02 (38:30):
So all right.
One person or persona typeshould get a hold of you.
What is that?
And how do you want them to dothat?
SPEAKER_01 (38:37):
Yeah.
So the persona is, um, and youmentioned this, it's busy
working um professionals.
Typically, it's a household withchildren as well, um, who um,
you know, there are severaldemands that this individual is
is dealing with its career andthey are advancing their career
and they are usually doing wellin their career, but it's also
having a home that they're, youknow, they're proud of and that
(38:59):
they're also taking care of.
Um, and they can get hold of usmost easily um by going to our
site.
It's choose livein-livin.com.
Um, you can also always text orcall uh 404-917-0203.
Um, and that is um the best wayto get in touch with us, and
we'll get you all set up.
SPEAKER_02 (39:18):
Thank you.
And you rock, by the way.
Thank you so much for coming ontoday.
SPEAKER_01 (39:21):
No, I love this.
This is a really, really greatinterview.
Um, I I really love this format.
So thank you.
SPEAKER_02 (39:27):
I appreciate it.
And listen, thank you, Erica,for coming on.
Anybody who's made it to thispoint, you rock.
This is the first time you arehere.
I hope it's the first of many.
Get out there, go cut a tie.
Uh, and don't forget to definethat success first because
without it, you're just chasingsomeone else's string.
Thanks, listen.
Welcome to the Cut the Tie Podcast.
Hi, I'm your host, ThomasHelfrick.
We are on a mission.
I'm on a mission, screw it, tohelp you cut a tie to whatever
it is in life that's holding youback.
And you you have to be chasing adiversion of success that's
yours, one that you've defined.
Now, you know, as a child, yourparents define it, then someone
else defines it halfway.
Then at some point in your life,when you get in your mid-40s,
early 50s, you're like, that'snot what I want.
(00:22):
I like to meet entrepreneurswho've already figured it out.
So we are meeting with EricaTuggle today.
Erica, how are you?
SPEAKER_01 (00:28):
I'm great.
Thank you.
Thanks for having me.
SPEAKER_02 (00:30):
Take a moment to introduce yourself and what it
is you do.
SPEAKER_01 (00:34):
Sure, sure.
I'm Erica Tuggle, founder andCEO of LiveIn.
And what I'm doing is building acompany that focuses on helping
families and busy professionalsget healthier food into their
homes.
We essentially support localchefs in providing in-home meal
prep services so that ourcustomers don't have to worry
about making dinner or makingmeals, but they can focus on
(00:56):
eating well and saving theirtime for the things that really
matter to them.
SPEAKER_02 (01:00):
No, there's a lot of people who do that.
Why do they why why do they pickyou?
SPEAKER_01 (01:05):
Yeah, uh there are a lot of things that we do
differently.
Um, one is we are incrediblysimple and easy.
Um, and that is usually one ofthe biggest barriers to eating
well and to managing meals.
It's just a lot of work.
Um, and so we take a lot of thatout.
We also provide a lot of care,not only for our chefs, but for
our customers and clients.
(01:26):
Um, and that is often what wehear as one of the bigger
differentiators is that um ourchefs are not only very prepared
and well supported through us toprovide excellent service, um,
but they also our customers, youknow, can call us anytime, work
through, you know, their newneeds, whether it be health
needs or other needs that theyhave, um, and we're there to
support them as well.
(01:47):
So we really like to talk aboutour ecosystem of support, um,
where we're supporting both ourcustomers and clients, and
excuse me, and chefs, andthey're also supporting each
other.
SPEAKER_02 (01:57):
I it I mean, in in any differentiator in any
business is often the people upand I remember like in my
professional career, people say,Oh, people can't be the
differentiator.
I'm like, I'm pretty sure themethodologies you use are not
any different than the othercompanies.
My my partner at the point whenI was in consulting didn't like
that answer.
Anyway, that's why I often askedto leave.
(02:18):
But that aside, um, when you'rea solopreneur and you're trying
to build a business, that it youare the difference and your
mission and the people you hire.
And then also the processes domatter because if it's cleaner,
it's to you faster, it keeps thecost down.
Uh, and I don't usually dive ina little bit because I want to
get into your journey, but Ithink this is an important uh
piece.
So, so talk about that justmaybe a layer deeper of why why
(02:42):
it's better to have sheriffs andbike, like why does that matter
in this industry?
SPEAKER_01 (02:46):
Yeah, to there are a few things that really matter.
One, um, we know eating at homeis is the better way to eat.
It's cleaner, um, it's easier tocontrol what's in your food.
Um, you will be healthier if youfocus on eating at home.
But the barriers of time, skill,sometimes desire get in the way.
So having a trained network ofchefs who can do that for you
(03:06):
and help you with that isactually hugely influential in
terms of health, but also justin wellness.
Like we just talk about we wantto help people live well.
Um, the other thing that'sreally important is having what
we operate off of software thatwe build ourselves, which is
really critical to exactly whatyou were talking about.
So efficiency, ease, simplicity,keeping things organized.
(03:29):
Um, when people think about, youknow, managing meals, it's a
pain in the butt.
There are so many differentthings that need to happen from
the shopping to the planning to,you know, figuring out every
day.
Um, and so our system reallyhelps the chefs manage that
well, um, but also their theirclients manage that well as
well.
SPEAKER_02 (03:46):
From uh maybe this might be too topical, but I mean
not topical, but uh it what thisthis is not something though
that someone who's on foodstamps can do, right?
This is like and and that'sunfortunate because that's also
some of the shittiest food youcan get is McDonald's and what
you can afford.
Not by the way, I shop at Aldi.
There's no reason to go shop atWhole Foods every year.
I don't know.
SPEAKER_01 (04:07):
Great organic, yeah.
SPEAKER_02 (04:08):
They do, and and and the and the douchebag factor
that's at a Whole Foods versusAldi is like off the charts
different.
I'm sorry, have you everreturned a package to a Whole
Foods?
I just feel angry walking in.
I'm like, oh my god, like whyare you going?
Well, but it might be adifferent podcast.
All right, but that's what wedo.
We knew that coming in here.
You've listened to episodes.
SPEAKER_00 (04:29):
Yeah.
SPEAKER_02 (04:30):
Back to the topic.
All right.
Talk to me about the price pointbecause you know, yeah, I we
never take.
I listen, I I I said if I wasever on my life and I got sick
of me, I'm probably going to dothat service and find value in
it.
I'm definitely having fooddelivered and not shopping ever.
I'll take that service.
But tell me about who reallyshould be focusing on this or
(04:52):
can afford it, or maybe talkabout your pricing because it is
it is a barrier by itself.
You have to, or is it, or am Imisunderstanding that that that
obstacle?
SPEAKER_01 (05:00):
Yeah, it's a great point.
So our ultimate vision forLivin' is to make healthier
in-home meals more accessible tomore people.
Um, and so uh we're really on amission to try to get the
pricing down.
Um, and and hopefully our model,and we believe our model will
help us do that.
Today, we are at the higher endof the market.
But honestly, if you're orderingout um and you're ordering like
(05:23):
Uber Eats or DoorDash prettyconsistently, you can afford
living.
Um, our lowest price point is$20a plate, which tends to be on
par with those deliveryplatforms.
Um, but we do have our familiesare essentially ordering, you
know, or spending anywherebetween$150 and$350 a week,
depending on how many mealsthey're getting.
Um, and so it is, it'sreasonable, but we very much
(05:47):
recognize that today the peoplewho have that level of
disposable income in a week arenot, to your point, some of the
people who might, you know, beon food stamps and and need
support um in that way.
But our ambition is to get moreand more people access to this
level of service.
unknown (06:02):
Yeah.
SPEAKER_02 (06:02):
And listen, I wasn't, it wasn't slamming your
comb or anything.
SPEAKER_01 (06:05):
No, I sorry, yeah.
SPEAKER_02 (06:06):
I just want to make sure people understand that that
that you do have to have somelevel of disposable to do it.
I would tell you though, a tool,I mean you guys do this, I
sometimes solution, but that'swhat entrepreneurs do.
I will tell you a tool thatsays, hey, how much do you
really spend a month going out?
And let's remove 80% of thatbecause you go do you go out
because you're having fun orbecause you're just it's
convenient and like definingthat.
But the other piece is waste.
(06:26):
So a lot of people will make abunch of food and then throw
away a third of it.
Um, our family eats we go, wemow down to there's no food in
the house before we go shop.
So our family could not probablybenefit from this because we get
every dollar out of everythingwe bake, we always never go out.
But people don't realize ifyou're going out four days a
week and you could reduce thatdown to one a week, you can
(06:47):
afford pretty much any foodservice.
Fair enough?
SPEAKER_01 (06:49):
It's so true.
And that is exactly the maththat that we try to do with
people.
And to your point, like everySunday I go into my fridge and I
am guilty of we basically arethrowing things out to put new
things in, and it is the mostpainful.
You're throwing money in thetrash.
I mean, yeah, to your point, youyou can absolutely make some
better decisions.
SPEAKER_02 (07:08):
I I like I I throw, we throw a I'll there's never an
apple left over because I'll eatthem.
But there's other fruits.
I'm like, why do we buy thesethings?
Just leave like, you know, Ihate seeing strawberries molded.
Like you're like, it's literallya billion dollars for strawberry
right now.
I'm like, why, why?
Eat it molded.
I'll chop off the end and eat itsmurgy.
How did you uh let's let's justwait by what cities are you
(07:29):
serving right now?
SPEAKER_01 (07:30):
Yeah, so we're um in Atlanta and we are this is
actually our our first city.
So we are servicing um Atlanta.
Um we do uh Alpharetta, John'sCreek, Milton.
Um so if you're in the area, youknow some of these surrounding
areas, uh Marietta, Smyrna.
Um, and we're actuallyintroducing a new market um next
later this year.
SPEAKER_02 (07:49):
So are you teasing it now or are you gonna wait?
SPEAKER_01 (07:52):
We're waiting.
SPEAKER_02 (07:53):
I'm in Alpharetta, so I'm gonna have to order from
you.
SPEAKER_01 (07:55):
So please, I'll get you set up.
SPEAKER_02 (07:58):
I love it.
All right, tell me about yourjourney.
SPEAKER_01 (08:00):
Yeah.
SPEAKER_02 (08:01):
But before we do, you have to define what is
success on your terms.
Yes.
SPEAKER_01 (08:06):
Yeah.
So success on my terms is umreally, and it's funny because
you touched on this earlier, ofcourse, um, living a life that
feels fulfilled.
And for me, um, a lot of thatis, you know, supporting and
spending time with my family.
Um, a lot of that is continuingto grow intellectually and
feeling challenged in the workthat I do.
(08:27):
Um, and so uh when I decided tomake the the change into
entrepreneurship, those were tworeally important factors for me.
Um in order to be fulfilled, Ium I needed to have greater
challenge.
Um, I needed to try somethingnew.
Um, and and I think in some waysI I wanted to see if I could do
it, um, which is also a big partof it as well.
(08:50):
Um, it's certainly not easy.
Um, every day I wonder, am Ireally doing this?
Um, but um, but it it uhabsolutely um fills me and and
keeps me fulfilled.
So that's what I I strive to,you know, get that every day.
SPEAKER_02 (09:05):
I love that.
That's uh and it'll it'llevolve, right?
As you find success, it'll it'llstart.
You'll be like, oh my gosh,success now is to get it to
people who can't afford it.
Yes.
Right.
And that might be like and I saythat because there's just such a
food problem in in in the world,in the US particular.
I like to make funny TikToksabout red dye 40 and Takis.
I'll show that later.
Um different persona channel.
(09:27):
Tell me about your journey abit.
How did you get into this?
SPEAKER_01 (09:29):
Yeah, so I had started my career in um food and
beverage.
And so I um I went to businessschool and decided I wanted to
go into food.
I love um just like the I'm afoodie, but I also loved um this
concept of, you know, how do wenourish ourselves every day?
I ended up going into CPG.
So I started my career um infood at General Mills, um, had
(09:51):
the opportunity to work on umsome of our um health focused
brands and and work on Yoplayand other great, great
businesses that just taught mekind of the world and the
ecosystem.
Um, then I actually came toAtlanta um with Coca-Cola.
Um, so I got a job there andthat was very different, right?
Beverages, um, a lot of sugarspeople often talk about, um, a
(10:12):
lot of conversations aroundhealth and wellness and what we
were doing there.
I ended up um leading innovationon honest tea.
And then I led Coca-Cola on theCoke brand, um, an initiative
called Coke and Food, among someother things that I was working
on.
And that was really um, I think,a key moment for me because I
had just had my second um when Itook that job.
(10:32):
Um, so I had two young kids athome.
Um, it was a bigger job.
So I was traveling more, I wasworking more.
Um, and I was spending a lot oftime with customers um and and
consumers and talking to themabout how they ate and what they
were trying to do.
And because we were trying tofind the right pairings and
strategy and connection pointsfor Coca-Cola, Coke Zero, Diet
(10:54):
Coke, et cetera.
And um, it was a reallyinteresting moment for me where
I feel like everything kind ofcame together.
And I was like, one, I'mstruggling.
And this doesn't feel likesuccess to me.
Um, and two, I feel like there'sa bigger impact I could have in
this space if I can help peoplewith some of the key challenges
I had, which was around eatingwell at home and getting my time
(11:16):
back.
Um, because I was one of thosepeople who would spend hours in
the kitchen to make sure myfamily was fed well.
Um, so that that's kind of myjourney to this point.
Um, and that light both bulbwent off even before that role.
I had some, you know, ideas andsome inklings about this is
something I should try to solve.
Um, but it literally took meabout three years before I
(11:36):
actually took the opportunity togo do it.
SPEAKER_02 (11:39):
I like to point out to everybody when anyone anybody
says I went to business school,that means they went to Harvard.
Is that not true here?
SPEAKER_01 (11:45):
I do go to Harvard, yes.
SPEAKER_02 (11:47):
There you go.
Thank you.
And the reason I know that, agood friend of mine also went to
business school.
And I'm like, can you just sayyou went to Harvard?
You guys must have got trainingon that in your last day.
Now, when you guys entered theworld, you don't say you went to
Harvard, you just say I went tobusiness school.
SPEAKER_01 (12:02):
That's funny.
Very proud of it.
But um but you're right.
SPEAKER_02 (12:07):
Every Harvard grad says I went to business school.
Harvard Business School.
If you go to law, they bragabout it.
I'm in the law.
SPEAKER_00 (12:14):
Yeah.
SPEAKER_02 (12:16):
People are more like, I'm shit.
You know, you'll look it up.
I didn't have to look that up.
I knew as soon as you saidmachine to Harvard.
Only Harvard people say that.
That's gonna be on her title, bythe way.
From Harvard to Livin'.
Podcast team, note that.
Lead lead my call out you guysas well into that.
All right.
Next question.
SPEAKER_00 (12:36):
Yeah.
SPEAKER_02 (12:38):
What's the biggest uh you described it though?
Of all the things you described,of the things were challenging.
What was the biggest metaphorictie you had a cut?
SPEAKER_01 (12:47):
Um honestly, there there were two.
So one was around identity.
I think I had been working umfor big companies um for a long
time.
Okay, even before businessschool, I was at American
Express.
I and I loved each and every youknow experience, but I also tied
a lot of my identity to that.
(13:08):
Um, you know, you get a lot ofrespect, you get a lot of um
recognition sometimes workingfor those those big names.
And um I did not fully realizehow how tethered I was to that.
Um, so it really was a literallike cutting the tie because I
had to redefine myself um in ina really positive way, but and
(13:29):
maybe not even redefine, butdefine um in a way because I I
kind of let a lot of that happenfor me.
Um, and I also had to honestlylet go of how I knew to operate.
Um being an entrepreneur, I'mlike, gosh, just so different.
Um, the resources alone areobviously night and day.
There are there are none.
(13:50):
Right.
And really.
Um, and um, and so what'd yousay?
SPEAKER_02 (13:55):
It's feast or fathom, and there's no there's
no food.
SPEAKER_01 (13:58):
Exactly.
And you eat you eat what youkill um quite you know, every
day.
And so it was um that was thebiggest tie I had to cut.
And and I'm I'm glad I I didbecause I do feel like, like I
mentioned, I'm I'm challengedand I feel like I've grown so
much as a business leader and asan individual.
Um, but that is that wasprobably the biggest one was
around identity and really umfiguring out who I was um and
(14:21):
and taking that lead to learnwho I was and who I wanted to be
as a leader and and as a parentand a wife and all those things
are very closely tied.
Um, and then the other one Iwould say is also just like the
the fear, um, right, and andjust believing or having some
faith um in that I could I coulddo this.
(14:42):
And and I think that honestlycame from watching people around
me um, you know, try things andand be successful.
Some people not, but um, in mostcases be successful in in
betting on themselves.
And so I had to cut that tie aswell and let go of some of that
fear.
SPEAKER_02 (14:59):
I I applaud you for that because, you know, I think
the higher the pedigree, theharder it is to walk run.
I'm supposed to be an executiveof some big company that's full
cat training for.
Uh, and the pressures are familyand in like family, friends, and
they don't get it.
What is she doing?
Uh your kids will love you forit.
That's the ones that will belike, oh, that's so cool.
You know, it because they'll seea happier mama.
(15:21):
Uh so I really applaud you forthat.
Uh did you remember the actualmoment when you were like, I'm
doing this, I'm out?
SPEAKER_01 (15:29):
Yeah.
So um, and my husband was a bigpart of it, actually.
Um, because I didn't um, like Isaid, I had had this idea.
I I recognized the problem withmy first, I didn't need a second
child to recognize that we werestretched.
Um and um my husband actually,um, there came an opportunity
actually at Cope where we were,I left uh right at the end of
(15:52):
2020.
Um, so they were about torestructure.
Everybody had the opportunity tobasically stay or go.
And I honestly didn't thinkanything of it.
You know, I'm director on theCoke brand, like I'm I'm I love
the people I work with.
I'm doing actually reallyinteresting and cool work at
that point.
I was leading a global foodstrategy, like it was great.
And my husband was like, youknow, you've been talking about,
you know, maybe doing thisthing.
(16:14):
This feels like the right time.
Like this feels like God isputting this in front of you.
And it's like the money, yeah.
And it's so funny because Iactually I did not even see it
until he did.
Um, and so I'm grateful to himfor kind of pointing that out.
And um, and then I went throughmy own emotional roller coaster
of, but I love this, thesepeople and I love what I do, and
(16:35):
you know, like how can I let goright now?
Um, but to your point, it wasactually probably the best time
um to let go.
You know, I also do believe inleaving on really good high
terms if you're gonna leavesomething.
Um, and um, and yeah, and thatwas the moment we were literally
um uh gosh, in our um livingroom or family room, excuse me.
(16:57):
Um, and we were living in Smyrnaat the time, and we just sat
down and chatted about it.
And I was like, you're right, Ineed to seriously consider it.
Um, and the more I thought aboutit, the more convicted I became.
SPEAKER_02 (17:08):
Interesting enough, I I I think people should
realize that in that moment, I'msure these thoughts happen.
Like, I got great education,I've had a great brand, I'm
leaving on good terms.
Coke is more likely to hire youback as an executive doing
something if you go out andachieve something.
You're much more likely toadvance the corporate career by
taking a risk.
Everyone who's an executive willsee that, know that.
(17:28):
And like they gotten aneducation beyond business school
that they've ever could havegotten.
And you know it, you're like,you can't teach any of this.
Like it's in the and so I Iapplaud you for it.
And and I'm sure it's lots oflittle moments, but there's an
actual support moment, and Ithink it's a beautiful thing
that you also had uh you didn'thave to make it on your own.
Someone else said go do it, andyou're like, someone's got my
back.
That's great.
SPEAKER_00 (17:48):
Yeah, yeah.
SPEAKER_02 (17:49):
Unless it was very selfish, I was like, I need your
own target owner.
She's like running, then be backand play some golf on the side.
Maybe that was there.
I don't know.
When he listens to this, he'sgonna be like, Shut up, dude.
SPEAKER_00 (18:02):
Shut up.
SPEAKER_01 (18:03):
Well, I mean, he got a he got a much more stressed
out, much more stressed out meas an entrepreneur.
SPEAKER_02 (18:09):
I hope he listens to this.
He's like, Geiko, dude, don'tstop.
Anyway, all right.
So it's one thing to have yourjourney and and be on it.
And it's another to be like, oh,it's I gotta do this.
And then it's another to go, I'mgonna do this.
The final part is how.
SPEAKER_00 (18:24):
Yeah.
SPEAKER_02 (18:25):
How did you make that transition?
Because that is that's when youstart letting go of stuff and it
happens fast.
SPEAKER_01 (18:31):
Yeah, yeah, absolutely.
I was um, I had some people whogave me great advice, and um,
it's to your point, it's the howwas really hard.
Um, because I kind of went to,you know, I want to talk to
consumers, I want to talk topeople and get feedback and
understand what they're lookingfor, what their pain points are.
So I started going after it verymethodically, um, you know, and
(18:52):
in kind of the way that I'mtrained.
Um, and then I had um one friendwho's also an entrepreneur, and
she was like, you just have todo this.
Like, you're not gonnaPowerPoint your way.
SPEAKER_00 (19:03):
You've got to make it a point.
SPEAKER_01 (19:05):
Yeah, exactly.
SPEAKER_00 (19:06):
You're gonna do yourself.
SPEAKER_01 (19:07):
Yeah.
And that was um, I mean, thebest push I could have had
because I really, I mean, theactual like beginning was like
me and and I was actually goinginto homes and cooking, even
though I'm not a trained chef.
People always ask me, I'm like,no, I'm not, but I was good
enough to figure out the model.
Um, it was me and I had twoother people I found who were
also were chefs um who couldwork with me.
(19:30):
And then um a Google form, youknow, and and like it was very
bare bones just to get in marketand start learning and start
hearing from people and startingto build out what this really
should be.
Um, and so the um the how wasalso in some ways a cutting of
ties from like how I wouldtraditionally go after
something.
Um and um and yeah, just gettingout there and and starting to be
(19:53):
very uncomfortable.
Um, also like cooking in someoneelse's kitchen for several hours
is very stressful.
Like I hats off to all the chefswe work with.
Um, but I I started to to reallyput the pieces together that
way.
SPEAKER_02 (20:08):
You go there, like, why why would your spoons be
here when we're over here?
Why is the trash can back?
SPEAKER_01 (20:14):
Right.
SPEAKER_02 (20:16):
I'm not gonna criticize you.
You're buying, you're acustomer.
Right.
unknown (20:19):
All right.
SPEAKER_02 (20:19):
So what's been the impact uh for your family or for
your customers?
SPEAKER_01 (20:23):
Yeah.
And I'm so glad you brought thatup because I didn't mention that
before um about what fulfillmentis.
But one of the things also thatI really want to do is have
greater impact and um on theworld and in different ways.
I think um being an entrepreneuralone and and being um a model
of that for others who areconsidering it, um, are you know
even on the path, I think isreally influential and impactful
(20:46):
um for start with my family.
It's been um it's been great,but it's been hard, right?
Like I I work, I still work alot.
I actually probably work more.
Um and um yeah, right.
And and my kids have um seenthat and sometimes not loved
that, but they've also gotten somuch more engaged in, you know,
(21:09):
business and investments andthinking about the customers.
And, you know, they'll come totaste testing and they'll, you
know, really engage with whatwe're doing.
And I love that.
I love that they are um gettingan exposure um to
entrepreneurship and and what itmeans to build something.
Um, so that part has beenawesome.
And and honestly, my husband, Imeant, as you mentioned it
(21:30):
before, I think it's almost beenharder on him because he calls
um himself uh what my chiefmotivator uh officer, chief
motivation officer, um, which isvery true.
And so it's a lot on him, but Ialso think in some ways it's
brought us closer as well.
Um, and then our customers andour chefs, um, that is, I mean,
why we do this.
Uh, we hear awesome storiesabout, you know, eating better,
(21:52):
controlling their health better.
Um, and also just like gettingtime back.
Like, oh my gosh, I can'tbelieve we were able to spend
Sunday just like hanging out asa family instead of me running
around trying to get everythingready for the week.
Um, and that means a lot to mebecause that's the the vision I
had for my family in buildingthis, and then also, of course,
for for the ones we'reimpacting.
And our chefs get great work.
(22:14):
Like they're they're workingtypically in restaurants and and
catering.
They often have cateringcompanies as well, um, that
they're they're driving forward,but they're getting more
clients, they're getting higherearning than they typically get
in a restaurant, they're gettingflexibility um and access to you
know, being able to be creativeagain and things that are
sometimes lost in the culinaryfield.
(22:35):
Um, so all around the impactfeels um really meaningful,
which is is great.
Not that, you know, some of thework I did before didn't impact
people, but I think all around Ifeel like it's much more
positive in terms of the rippleswe're creating.
SPEAKER_02 (22:50):
Yeah, and it's it's uh it's the 1% math, right?
You know, every day you try toyou just tick forward and then
look for days, you're like, wow,we've gone 100% further than we
were.
I didn't feel like it.
I've been dragging, you know,anvils and boulders behind me.
Um I totally understand itbecause you know it's true.
Uh and there even did you havethis?
I would this is me a sidequestion.
(23:11):
Did you have this uh I think yousaid you started it when you
were still working, like alittle bit, right?
SPEAKER_01 (23:16):
You was started kind of no, and that's actually what
I usually tell people I wish Ihad.
Uh because there's a lot of, asyou know, in the beginning,
there's just a lot of learningand things you're just burned
money and time for no reason,right?
SPEAKER_02 (23:29):
Exactly.
Um the reason I said thatbecause there's different levels
of focus.
I I like to try to find thesereflective moments and stories.
So entrepreneurs listening,whatever, you're gonna have
these moments where you thinkyou're just killing it, and then
something happens and yourealize you go to a whole new
level of focus.
And so, my personally was Ibuilt my company while working
somewhere, and I was like 95%,that's all I was doing.
(23:49):
But then I that and then I wasasked to leave.
And then all of a sudden it'slike the focus level went boom.
And then, like, you know, Istarted living the life of cup
of tie, stopped drinking, startworking out, got ADHD medicine.
Yeah.
Every one of those are equallevel jumps of focus.
And I look back four and a half,almost five years ago, when when
I started going, man, I was sodisillusioned of how focused I
(24:10):
was.
And I think some people getstuck not realizing you're gonna
need to do some stuff to getanother level, another level.
And you don't realize it tillyou're there.
Uh and I just wanted to ask youthat deeper question.
Have you had that jump whereyou're like, oh my God, I'm at
new level now?
SPEAKER_01 (24:25):
Yeah.
I um I think we're actually inin the midst of one right now.
So, you know, we um we, youknow, had been growing very well
um and starting to, you know,learn more and more about how to
operate this businessefficiently and and starting to
put that into the business andsee that in the numbers.
Um, and then we started to hit abit of a wall.
(24:46):
And um we're trying to figureout, you know, what's going on
here, what are what's changing,some of it's economic, but you
know, at that point, it wereally couldn't pinpoint it
other than as we started to lookat ourselves, it was that we
were not focused enough.
Um, and we were hearing thingsfrom our customers that we
weren't actioning, and typicallythat is how we operate, but we
were hearing things like, oh,I'm I'm using you because, you
(25:08):
know, we are trying to manageour weight or, you know, I'm
gluten-free.
So we're hearing more and morearound health and wellness,
which is really where we want itto be.
But we were very lightly, wewere at this like we were kind
of treading between convenienceand health and wellness,
convenience and health andwellness, and we realized we're
like, we need to level up and befocused on one health and
(25:28):
wellness, um, and really stopcreating kind of this identity
confusion for ourselves and forour users so we can go after the
right people and be focused inthe right spaces because we
don't have a lot of resources,right?
And and and so that already, um,and we're in the midst of that
now, but we rebranded um thebeginning of last this year.
We um have been really focusedon our health and wellness
(25:51):
partnerships.
Um, and we are now starting tosee the fruits of that, which is
really exciting.
Um, but it is it was um apainful way to get there.
Um, like nobody wants to seeslowed growth.
Um, but um, but I think it's umI'm very excited for what I
think it's gonna do for us.
SPEAKER_02 (26:10):
It listen, I I coach lots of entrepreneurs.
Um one of the first steps I takethem through is this know
thyself kind of thing, and thenknow your customer and your
brand.
And it's the reason I ask youthat because that's exactly what
happens.
I've seen and I've interviewed afew people in your space.
They are way too wide.
And I even I'm gonna tell youyour next level is even now
they're leveled down.
Because when I heard you say it,all that came to mind was the
(26:32):
saying of uh we help successful,you know, people get healthier,
save tons of time.
Purig.
So you have to be successful andyou want to get healthier and
you want to save time.
Like it's it's a no-brainer.
What's your time worth?
And when you have no health,what's the only thing you're
wishing for when you sprain anankle?
Well, what happens if you getdiabetes?
(26:53):
Or my point is you just targetthat group.
I we only help successful peopleget the most out of it.
I know that seems very elitist,but it doesn't mean it doesn't
mean that you can't build thatinitial niche brand around it.
And I have a bet that you getconflicted right in that moment
of man, I don't want to make itjust for those people.
But the truth is you're gonnahave to.
SPEAKER_01 (27:11):
Um, that was also part of that realization is like
as I'm I think I mentioned myvision really, right, is to get
healthier food into morefamilies and to more homes.
Um, and that was absolutely aconflicting point.
Your point, we look at ourconsumer base and who's buying,
who's able to buy.
And it is not um where thevision was set.
But I always tell people, I'mlike, hey, like since I've now
(27:32):
come to grips with that and andunderstand what what that where
we are in our journey and wherewe can go, I say, hey, we're
Uber Black right now.
Like, and that's okay.
And then we have the opportunityto then become Uber Comfort,
Uber Excel, or whatever youknow, those other stages are for
us.
Um, but early in our in ourstage, um, this is where we are.
And that for you're right, thatwas really hard for me to kind
(27:55):
of swallow.
SPEAKER_02 (27:56):
I would even put I are well since because I'm a I
coach people in this stuff, Iwould tell you you'll never
change that because it's adifferent delivery model to get
to uh somebody who can to getthe price point down.
It's a centralized come pick itup model versus we show up.
And and it's totally finebecause one can fund the next,
and the next can be uh anon-for-profit or a seek a B
Corp or something for you knowfor a good.
(28:17):
And and and it the truth is whocares?
Revenue solves all problems.
Go build an empire, afranchisable empire, and then
you can go do what you want withthe money to go take it to a new
level because you'll have creds.
Anyway, it's a common piece.
Do not do not, here's my adviceto do not feel guilty for a
second for building yourbusiness, the Johns Creep
Alpharetta coming, where there'smoney and there's people who can
afford it because it's gonnaallow you to go do the bigger
(28:39):
vision five years down the road.
Yeah, thank you for that.
You have to, because if you noone tells you that, you're gonna
always have this anchor, thistie, whole new back, though.
That's not what I wanted to, butyou you're gonna have to go
through what's gonna be neededto get to what that vision is,
because otherwise it'll go youwon't 10 actual 2x and and won't
be good.
So yeah.
Uh all right, sorry, I got offmy soapbox or people.
(29:00):
Yeah, thank you.
Anyway, uh, but I figured thatwas probably in it.
So let's move forward.
What are you most grateful for?
SPEAKER_01 (29:08):
Oh my gosh, my support system.
Um, honestly, I have um myhusband has been incredibly
supportive, as I mentioned, fromday zero, negative one.
Um, my family as well.
And I always tell people this isthe hardest thing I've ever
done.
Um, and uh there's no way Icould have done it without my
family and my faith.
And so, like those having thatsupport system is um absolutely
(29:30):
incredible and and necessary.
SPEAKER_02 (29:33):
It's amazing how many entrepreneurs, you know,
I'm on a small faith journey.
Like, I'm not gonna be sellingBible or telling you it's your
data watching, I don't think.
But um, I am watching thechosen, for anybody cares.
Uh but the the point being ismany entrepreneurs have a faith
of some sort that carries themthrough because there's a reason
I don't put a little couch inthis corner that would be
perfect.
I would cry on it a lot.
(29:55):
True truth, anyway.
I'm gonna move forward before Istart crying.
Like right, if you start cryingto get.
More airtime.
Oh, thank you.
What is your one lesson forlisteners?
SPEAKER_01 (30:06):
Oh my goodness.
It is um to try it.
Um, I do I do often um go backto that moment where um I tried
it and to just start to learnand see what you know this could
be and and get the an earlysignals.
Now it can be hard depending onwe have a relatively low, like
low cap X, you know, model andand um it's easier, right, for
(30:32):
me to spin up a Google Sheetwith a service type based, you
know, business.
But I will tell you, um, I thinkthere are a lot of ways you can
scale back um ideas andbusinesses to just try it and
get out there.
And so that's one.
In addition to building youryour support system, you also
just have to try it.
SPEAKER_02 (30:50):
I I tell you, Google Sheet is totally fine.
People do not expect that whatthey show is uh expect is you to
show up and do what you say youdo.
People I I I tell this storysometimes, some of the most
wealthiest people I've ever met.
I said, and he and he hedescribed himself as a
simpleton.
I'm like, whatever, it's worth abillion.
And he goes, I go, well, tell meyour how you do your business.
He's like, Well, I buycardboard, I buy that for X.
(31:15):
And then I find somebody to sellit for X plus Y.
And then I just go find morepeople to sell it to.
And that's all he said.
I'm like, my God, I've overthinkeverything in my life.
Exactly.
I definitely do.
Yeah, you could just go find itand hold it.
Like, not a machine that doesit, but unbelievable.
Like this answer was so simple.
SPEAKER_00 (31:36):
Yeah.
SPEAKER_02 (31:37):
And then I just go and sell for express one.
All right.
Well, lesson over.
This interview is done.
All right.
All right.
All right, some rapid firequestions.
Great.
Best business advice that you'veever received.
SPEAKER_01 (31:50):
Oh, that's a good one.
Um, it is about purpose um andand integrating your purpose
with everything you do, um,starting with your brand, but
also just um, you know, how youhow you show up as a leader and
then how you expect yourorganization to show up.
That's advice.
Um, you'll attract the rightpeople, you'll be more fulfilled
in what you're doing, um, andyou'll be more focused.
SPEAKER_02 (32:14):
Agreed.
My first step in anything I workwith my clients is we would go
through the three Ps, which ispassion slash purpose.
Depends how you how you thinkabout it, but your potential,
your skills, and like theproblem you solve.
And that any one of thosebubbles is small, you burn out,
and so fuel engine, the money topay for it.
Yes.
If that first one's out, youwill not last.
You have days you will want toquit.
(32:34):
And if you don't have a passionfor it, you would have you would
have given up already for sure.
100%.
I'm blowing my rapid fire byresponding.
Sorry, I'm enjoying theconversation too much.
SPEAKER_01 (32:43):
Good, me too.
SPEAKER_02 (32:44):
Who gives who gives you inspiration?
SPEAKER_01 (32:46):
Oh my goodness.
Um, and like my my mom and mydad, I'm like, I can never
decide between the two, but myparents.
Um I'll give it to them both.
Um, they um honestly, their lovefor our family and the things
that I watched them do, um, justto make sure we had literally
everything that we could want.
And we didn't, we didn't grow upin a wealthy family.
(33:08):
I was in rural Connecticut.
Um and then people think likeit's it like Cowtown,
Connecticut, as I usually say,as my husband would say.
Um, and you know, a small, youknow, ranch out home.
And um, but they did literally,I I felt like we had everything.
Um, and and I really commendthem for that.
(33:29):
And I commend my mom for, youknow, she went back to school to
get her master's in social workum when she was raising us.
Um, and I can't even imaginedoing that now.
Um, and um just uh had such animpact on the people around her
um through the social work, workthat she did.
And I think a lot of that,watching how hard my dad worked,
(33:50):
watching, you know, what my momwas willing to in, you know, in
terms of like take a differentdirection um at a later stage in
life, I think a lot of that umjust fuels me and inspires me.
So love it.
SPEAKER_02 (34:02):
Well, what's your um what's the must read book of and
let's focus that to maybe femaleentrepreneurs specifically?
There's a lot of misogynisticbooks that are out there for
entrepreneurs.
What is the for the femaleentrepreneur out there who's
like, I want to be like her?
SPEAKER_00 (34:15):
For the female entrepreneur, that's a good one.
SPEAKER_01 (34:19):
Um taking a twist on you.
I know you're yeah, you did.
I um I actually have one that umI have not read.
I need to, I need to probablyput it out there.
I will say um I've I I love umsome of the books that share
stories of other female leaders,and that's the book that I'm
(34:41):
thinking about right now.
Um, and I cannot remember thetitle of, but I think I talked
about a little bit exposure andhow like even me going to start
my own business was because Ihad seen some other people do it
and heard their stories.
And I think that's reallypowerful.
Um, so I'm gonna probably haveto follow up on that book.
But it is um, I think ingeneral, if you can get exposure
(35:03):
to those stories, um, you'll beinspired and you'll learn um,
you know, that that it is notit's not a straight path for
anyone, um, which I think isalso hugely important to
recognize.
unknown (35:14):
Yeah.
SPEAKER_02 (35:15):
I mean, I think if you some of Google's like
stories of female entrepreneurs,a bunch will come up and are too
very clear which to pick.
I know I'm I'm with you by theway, Tibetung.
I don't know, I know the oneyou're talking about.
I don't know the name as wellbecause it's been recommended
before.
Uh, but there's a straight lineof entrepreneurship.
Quitting.
That's the only straight line ofaction.
You can agree.
That's it.
Done.
(35:36):
Uh if you had to go back in yourtimeline, any point, when would
you go back?
What would you do differently?
SPEAKER_01 (35:45):
That's a really good question, too.
I would um I always tell people,and I don't know that it's
possible, I would have probablynearly killed myself, but I
always tell people that I dowish I had started working on it
while I was um still in my roleat Coke.
Um it's I say I would haveprobably killed myself because I
was working like crazy in thatrole as well.
(36:06):
Um, however, um, there is a lotthat you just need to get your
head around.
Um, and it's not, you're notmaking money.
You're just trying to figure itout.
You're trying to understand theproblem, you're trying to think
about different models and waysof going after it.
Um, and yes, testing and and andtrying to figure out what makes
the most sense.
Um, and I did not do that well,you know, in my my existing
(36:27):
role.
And I wish I had.
Um, and so that's probably if Icould go back, I would have, you
know, started working on itprobably a year before I even,
you know, took started to takethe the leap.
SPEAKER_02 (36:39):
I tell people like, listen, just give up Netflix,
drinking, watching sports, uh,go out one last night.
Uh you'll find the time.
It's there.
Yeah.
Plenty of it's there.
Just get up an hour earlier, butit'll make you go to bed late.
Like the point is it is there ifyou want it to be there.
SPEAKER_00 (36:53):
Yeah.
Great point.
SPEAKER_02 (36:55):
Sweep your floor one last time during the day.
I mean, whatever it depends onwhatever your obsession is.
Nothing that was yours.
Your husband didn't text me andsay, You gotta say that.
I didn't say that.
I don't I'm totally kiddingright now.
All right.
Uh, what's the one question Ishould ask you today, but I
didn't.
SPEAKER_01 (37:11):
Yeah.
Um, what am I most um proud of?
Um yeah, I I love that umquestion because I think um, you
know, you spent especially, Ithink most entrepreneurs spend a
lot of time thinking about whatthey could do better, what's
wrong, you know, what they needto fix.
Um, because there's always amillion, a million things that
that could go differently.
(37:31):
Um so I do like to, I'm tryingto work on taking the time to
recognize like what I'm reallyproud about.
Um, and I am really proud um ofthe the people that we've been
able to impact.
Um, you know, we've um like Imentioned, it's about getting
healthier food into homes, yes.
Um, but honestly, on the chefside of our business, um the way
(37:52):
we're able to support, you know,these local entrepreneurs as
well, we're entrepreneurssupporting entrepreneurs.
Um, and I think there's so muchpower in building um wealth um
through through something thatyou're building on your own.
And and um so we're excited tosupport um, you know, the chefs
that use our platform in thatway and continue to do that
while also creating a betterfood um experience, you know,
(38:16):
for people and a better healthexperience through food.
Um, so those are some of thethings I'm most proud of.
And that's what keeps me going.
Um, honestly, when I when Inotice that some things aren't
going the way I want them to,um, I think about the the impact
we're having.
SPEAKER_02 (38:30):
So all right.
One person or persona typeshould get a hold of you.
What is that?
And how do you want them to dothat?
SPEAKER_01 (38:37):
Yeah.
So the persona is, um, and youmentioned this, it's busy
working um professionals.
Typically, it's a household withchildren as well, um, who um,
you know, there are severaldemands that this individual is
is dealing with its career andthey are advancing their career
and they are usually doing wellin their career, but it's also
having a home that they're, youknow, they're proud of and that
(38:59):
they're also taking care of.
Um, and they can get hold of usmost easily um by going to our
site.
It's choose livein-livin.com.
Um, you can also always text orcall uh 404-917-0203.
Um, and that is um the best wayto get in touch with us, and
we'll get you all set up.
SPEAKER_02 (39:18):
Thank you.
And you rock, by the way.
Thank you so much for coming ontoday.
SPEAKER_01 (39:21):
No, I love this.
This is a really, really greatinterview.
Um, I I really love this format.
So thank you.
SPEAKER_02 (39:27):
I appreciate it.
And listen, thank you, Erica,for coming on.
Anybody who's made it to thispoint, you rock.
This is the first time you arehere.
I hope it's the first of many.
Get out there, go cut a tie.
Uh, and don't forget to definethat success first because
without it, you're just chasingsomeone else's string.
Thanks, listen.
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