September 6, 2025 • 24 mins
Cut The Tie Podcast with Brandy Lawson
What happens when a thriving craft business gets stuck on outdated tools and habits? In this episode of Cut The Tie, Thomas Helfrich talks with Brandy Lawson, founder of FieryFX, about helping kitchen & bath designers modernize with AI, apps, and better systems—without the fluff. Brandy shares how to embrace change (even when you hate it), implement only what moves the needle, and fire the work that quietly bleeds profit.
About Brandy Lawson
Brandy Lawson is the founder of FieryFX, an innovation consultancy that helps kitchen & bath designers streamline with AI, automation, and practical app stacks. A former big-tech pro turned agency owner, Brandy blends no-BS coaching with hands-on systems to deliver measurable impact. She prioritizes what works, ditches what doesn’t, and guides teams through the human side of change so improvements actually stick. Her five-minute business podcast distills strategy into action for busy owners.
In this episode, Thomas and Brandy discuss:
- “No one likes change.” Now what?
Why successful teams still resist tools—and how to coach through the messy middle. - AI for laggard industries
Practical wins designers can ship this quarter (visuals, scopes, client comms) instead of chasing shiny objects. - Only implement what moves the needle
Brandy’s impact-first rule: if it doesn’t improve profit, speed, or client experience, it doesn’t ship. - Bad-fit work is expensive
How to spot misaligned projects early—and Brandy’s GTFO process for letting them go. - ADHD-friendly execution
Body-double sessions, time-boxing, and other real tactics that keep creative owners shipping.
Key Takeaways
- Impact over “interesting.” If a tool doesn’t change outcomes, it’s a distraction.
- Change what people do, not just what they use. Adoption beats features.
- Fire the wrong work. Bad-fit clients quietly drain profit and morale.
- Make it ADHD-proof. Short cycles, tight scopes, and visible wins keep momentum.
Connect with Brandy Lawson
🌐 Website: https://fieryfx.com
💼 LinkedIn: https://www.linkedin.com/in/brandylawson/
Connect with Thomas Helfrich
🐦 Twitter: https://twitter.com/thelfrich
📘 Facebook: https://www.facebook.com/groups/cutthetiegroup
💼 LinkedIn: https://www.linkedin.com/in/thomashelfrich/
🌐 Website: https://www.cutthetie.com
✉️ Email: t@instantlyrelevant.com
🚀 InstantlyRelevant: https://instantlyrelevant.com
Serious about LinkedIn Lead Generation? Stop Guessing what to do on LinkedIn and ignite revenue from relevance with Instantly Relevant Lead System
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:25):
no-transcript.
Speaker 2 (00:41):
I'm Brandy Lawson.
I have an agency called FieryEffects.
Speaker 1 (00:42):
We are innovation experts helping primarily
kitchen and bath designersimplement AI, use apps and
really optimize their businesses, because bless their little
hearts they're really good atwhat they do and they don't know
that their business could bebetter as somebody who I can do
every trade.
So I do all my own everythingexcept glasswork, because it's
just too big now in the refineryand it's so cheap to have
someone else install.
But I do all my tiling.
(01:04):
I don't do countertops again,too big for transport, uh but
everything else, from cabinetryto floors to tile, the electric
plumbing.
You do all that stuff and, um,I will tell you the use of ai is
something that needs to happenwhen you um, my wife likes to
see it all ripped open beforeshe makes a decision.
What we're going to do.
(01:29):
You're like well, let me just goahead and have AI show you what
it's going to look like.
Let me tell you don't doprojects that way people Don't
rip up an entire basement and go.
What are we going to do?
I'm like, anyway, tell me aboutwhy people, though, should pick
you.
Give me your kind of uniqueidentifier, why you're.
You know it's a competitivespace, right, so why do people
pick you?
Speaker 2 (01:49):
Um, because we only do work that makes an impact,
and I'm gonna shoot you straight.
So one of our core values is nojudgment zone.
A lot of people get really Idon't know cagey, scared around
like, oh, but we're not, we'redoing, I'm like there's no wrong
.
If it's gotten you this far,it's fine.
Do you want to change it?
Cool, we're here for it.
(02:10):
But, like we are very much noBS, very straight shooters.
I'm going to tell you if it'sgood and tell you if it's bad.
And the other thing that I thinkdifferentiates us is that
everybody comes to an expertbecause they want something to
be different.
Right, they want that, but thenthey also have to embrace the
fact that they have to changefor something to be different.
(02:31):
And no one likes change.
Literally no one wants change.
They don't want to do it.
As humans, we're wired not to.
So there's really a coaching,mentoring element in everything
that we do that I'm like I'mjust going to tell you this is
going to suck, you're going tohate me, you're going to curse
my name.
For the first three times youtry this and on the fourth time
you're going to be like, oh, myGod, this is amazing.
(02:53):
We really don't discount thehuman element of trying to make
things better, even inside abusiness.
Speaker 1 (03:00):
Yeah, it's hard because if you're in a lagger
industry or you know, technologylag industry and you've found
success, but you hear all thesetools and you're in, but now you
feel like you're behind.
Yeah, you're going to have painto have to relearn some stuff,
but you will have an advantagerelative to everyone else who's
not, because it'll just it'llwork better with a new crowd, a
younger group coming up that'sexpecting it.
(03:20):
So I totally understand that.
So people can stalk youproperly.
You know, the ADHDersdefinitely have to click their
phone while they're listening.
You have a place to go look towhile we're talking.
Where should they go check outand stalk you a little bit?
Speaker 2 (03:32):
True thing.
Yeah, you can find me onLinkedIn.
You can find me at fieryfxcom.
Is that hard to spell?
Yes, I know it's F-I-E-R-Y-F-X.
I like short domains, so that'swhere we ended up.
And then you can check out theElevated Podcast where I talk
about all things business infive-minute episodes.
Speaker 1 (03:51):
So go, don't listen, don't go down, though that quite
yet.
We should go to our site firstand back into that.
We can do the subscribe letterand just listen.
Okay, before we get into yourjourney, I want you to define
success on your own terms.
Speaker 2 (04:06):
Ooh, success on my own terms.
You know, I did spend a lot ofyears shooting all over myself,
it's true, but when I finallycame to the really the space and
time to make my own decisionsand choose my own priorities.
So in this season we're cominginto summer I'm prioritizing
play and deprioritizing somework stuff, which means moving
(04:28):
some stuff around, and just theability to make those choices is
really success.
In 2020, I had a first graderthat was finishing from home and
I'm like, oh, we got throughthat.
And I was like, oh crap, I livein Phoenix, it's about to be
110.
We don't have a swimming pooland he has no siblings and there
will be nothing happening.
We're leaving.
So we got in the car and wewent to Montana, where I'm from,
(04:51):
where I have relatives withchildren, and to be able to just
do that like my business ran, Icould do it.
So that really is success forme is the ability to choose the
path that I want in any season.
Speaker 1 (05:05):
It's a good measure of success for many people is to
cap into their own calendar.
Yeah, and if you can, you candetermine where it is and you
know you can go as painful asyou want in the lead gen or as
little as you want into work.
I mean you know whatever it isright.
And yeah, as long as you don'tavoid stuff you need to do.
Speaker 2 (05:26):
Well, yes, there's like mechanisms I've had to put
into place for that piece, butyes, as long as you're not
avoiding that the captain ofyour own calendar, a hundred
percent.
And it's another reason I'mcompletely unemployable at this
point is like every time I think, oh, that's gonna be fun or I
could help that company withthat.
But if they want me to employ,be an employee, they're gonna
want me to go to meetings, and Idon't do meetings.
Speaker 1 (05:44):
Yeah, I don't do meetings of value.
I actually, you know, not toautobiography, but like I had
this rule and it's not a goodrule, people, so don't I'd never
been promoted.
That was the original name ofthis podcast, just to be clear,
and we changed it to cut the tiebecause that's more about you
than me.
But the point was don't listento any of my career advice, but
just relate to this.
For you ADHDers out there, thatI had a rule is, if I wasn't
(06:04):
speaking at the meeting or beingpresented specifically to just
send me the summary.
Speaker 2 (06:10):
Yeah.
Speaker 1 (06:11):
I'll read it, but I won't pay attention for 30
minutes while you yammer onabout stuff, just cause I have
to be there, I just wouldn't doit.
And anyway, that was an ElonMuscle, all right.
So on your journey.
Tell me a little bit about thatjourney, and what was the
biggest tie you had to cut,though, to get to the point
where you could, you know, tochase your success?
Speaker 2 (06:32):
Well, I'm a I'll call it a reluctant entrepreneur.
I worked at a very large techcompany and they changed
ownership and I got walked outand I was like, that's cool,
I'll find another job.
And then a month later, a weeklater, somebody reached out to
like I need help with thewebsite.
I'm like sure, I'll do thiswhen I'm looking for another job
.
And then a month after that, wefind out we were expecting our
son and I was like, it's fine,I'll find another job.
(06:54):
And then a comedy of errors ofjob search ensued.
One went into bankruptcy, itwas one reorganized while my
offer was at HR Like it was awhole thing.
And I was like, oh, I guessthis.
And then I interviewed withMicrosoft and I walked into the
Boise office and they're like,oh, we just found out we're
closing this office and movingeverything for Bradman, do you
(07:14):
still want?
I'm like no.
So I turned down a job withMicrosoft.
I'm like, oh, this thing I'msupposed to be doing, I guess
I'm doing this, but I really hadto let go of no-transcript.
Speaker 1 (07:35):
Well, listen, I mean that's a big tie to cut is to
let go of this notion of whatyou were supposed to be and who
you're supposed to be and andhow the world was supposed to
see you, and the value derivedfrom titles and all the things
where the little one on the wayonly cares about time with you
and you don't know that untilthey're here, cause the fact
that you can capture yourencounter means, hey, could you
(07:56):
take this one, cause I've giventoo much time today with this
one.
I need to go walk, and so youdon't realize that, and that is
a huge tie to cut.
I mean, that's a big one to letgo of this notion of what you
were supposed to be, what you'reexpected to be, what you went
to school for.
Did you find, though, on yourjourney, just maybe as a little
deeper dive in that, thesecurity you found in the W-2,?
Once you got on the other sideof it and you started getting
(08:18):
consistent clients, did you seehow much was?
Did you find that?
I'm not going to leave thequestion Did you find that, as
were you sold a lie on thatsecurity, or did you find enough
?
How did you interpret?
Speaker 2 (08:29):
Well, I navigated some other.
So my first job out of college,two years in the company,
essentially jumped the shark.
They went into something waytoo early.
And then they like, on thethird or fourth round of layoffs
, my manager was asked to cut aposition and she asked us all to
go to 80% at that point and Iwas like you know what?
I'm not going to any placeanytime soon.
(08:51):
Here, just cut me, everybodyelse can stay.
And then I so I wasn't like thesecurity of a job wasn't so much
the thing I've been.
I opted to be laid off in myfirst corporate job, but it was
really how much I was playing byeverybody else's rules and that
I didn't.
I didn't even really know who Iwas.
(09:11):
And then I got into doing myown thing.
I was like, oh, this isinteresting.
And I was like, what is thiswho?
Why am I wearing this?
Like where did that come from?
That's not me.
And I'm like, oh, this might beme.
And then I'm finding anotherlayer.
So it really was a lot ofrediscovering who I was, outside
of the definition of what wasacceptable inside a corporate.
Speaker 1 (09:35):
Was there a specific moment you remember?
Was there a specific?
Speaker 2 (09:38):
moment.
You remember it was a.
At that point it was probablyaround the trying to create my
own content and feeling likecorporate minions were living in
my wrists.
Like every time I tried towrite something, it never
sounded like me.
I'm like what is, who is this?
And why doesn't it sound like?
When I would talk to people,they're like, oh, this is great
and yeah, that's.
And then I would try to createa piece of content and that
(09:58):
point was a lot of vlogging.
I was like what?
Oh, oh, I've, this isn't me.
I have to figure out whatversion of this actually belongs
to me and what part of this Iadopted at some point along the
way yeah, that's a.
Speaker 1 (10:15):
You know, sometimes people, the moment they're
walking their mailbox it's likesunny out, like Like why am I
indoors all day and the othersare might be like just a slow
Chinese torture of watergripping on the face At some
point.
I can't do that.
I'm.
I'm bruised, no more.
Yeah, yeah, and that soundslike what you had.
So once you, you know you gotyour success, I got to cut this
(10:35):
tie.
You know the dripping's done.
Then there's the how.
How did you do?
Speaker 2 (10:42):
how did you cut the tie?
Well, um, it was a little bitof like the decision being
forced on me, um, because,seriously, the job offer was at
HR.
The hiring manager was like, oh, I'm just waiting for.
And then not really like.
I kept like what am I?
(11:06):
What?
What?
Like I just need to be reallyclear here, and like the clarity
kept on me, um, and then it wasa bit about allowing myself, uh
, to not be the smartest personin the room, like I also had to
get over my own ego about beingintelligent and having all the
answers, because, um, as anentrepreneur, you never have all
the answers as a no oh youwouldn't.
(11:27):
And and this is the likedichotomy, right, this is the
tension is like you either haveto feel like you absolutely know
how this is going to go so thatyou do it, or else you're going
to just feel like a big idiot,and nobody likes to feel like a
big idiot.
So, yeah, really cutting thetie of who I thought I was
supposed to be, um, embracingthe fact that I was now a
(11:48):
business owner and a mother, anduh, and then letting go of the
shoulds and just figuring outwhat version of it was gonna
work for me at that moment, andthen it might change.
And then it definitely didchange.
Um, the first brand of mycompany was not fair fiery
effects.
Speaker 1 (12:07):
It was too, girl.
It does.
It does evolve and you know abig tie you cut, uh that you
were.
You're discussing there Like Idon't want to walk over as the
I've done it myself is the egopiece.
Sometimes, by the way, you aresurrounded by idiots and it's
frustrating and they're incharge.
Speaker 2 (12:24):
Oh, I had to be so much less competent if I was
ever going to live in theC-suite, so that's good, I left.
Speaker 1 (12:30):
But a good friend of mine and a mentor of mine said
they might be an idiot, butthey're in that position for a
reason, and unless you know whythey're ahead of you, you'll
never be there past them, and soso you've got to respect that.
They're there for some reasonand until you know what that is,
you you, you don't want to bethe smartest person in the room
around them, and so he's likebecause you're, you're they,
(13:02):
they know you have to beconfident what you do, but be
very dumb when you don't need tobe the smartest person.
So that's a hard skill to learnand you often lose clients to
figure it out.
Speaker 2 (13:11):
Yeah, what do you look grateful for in your life?
What am I most grateful for?
Oh, that's a like, I think,finally coming to understanding,
coming to the perspective likethere's a lot of misery in this
(13:31):
world, I think because every,we're very we're humans, we're
egocentric, we thinkeverything's about us.
We're very we're humans, we'reegocentric, we think
everything's about us.
And so when I finally couldreally fully embrace the idea
that everyone's just doing thebest they can with what they've
got, it freed me from so much.
Speaker 1 (13:49):
Oh yeah, that's a good one, the being grateful for
understanding, that is, you canapply it to your parents.
You try to transcend this toyour kids.
Like, hey, I'm a first timeparent.
Like to your parents.
You try to transcend this toyour kids.
Like, hey, I'm a first-timeparent.
Like you're a first-time kid,you will get that you're a
parent, right, well and so, yeah, and outside of a few select
drivers down a street near us, Igive grateful grace to
(14:10):
everybody except them.
Speaker 2 (14:13):
But most like.
Doing it for other peopleallows me to do it for myself.
Speaker 1 (14:18):
I still can't be grateful for the drivers in
front of me.
They are not doing their best.
I don't care if they're newdrivers.
I don't need 15 bumper stickersto remind me you need to slow
the goddamn speed limit.
That's it.
When we started that might bemy five minute podcast we were
talking about all that stuffthere we go.
I could do a whole podcast onthat.
(14:41):
Drivers are windward.
Speaker 2 (14:44):
All right, give some advice to a listener, someone
who's you.
A few years ago, oh, um, whatadvice would I choose?
Um, let go of judgment of thethings you need to do the job,
um.
So my example here is I usesomething called work set and my
sister was like, oh, what I'mlike, exactly what it sounds
like a work sitter.
(15:05):
Someone who gets on a zoom callwith me is like, okay, what are
we working on?
Okay, you think that's gonnatake you 20 minutes?
20 minutes starting.
Now go ahead.
And because for ADHD people,there's two things like one, the
body double effect is real.
Having somebody sitting withyou, having a just another
presence, even if it's on zoom,helps you to focus to.
(15:25):
This is a skill.
Did I have any idea how longanything took me?
No, because I refuse to trackmy time.
But also, I'd never been like,okay, I think it's gonna take me
20 minutes.
Is that actually 20 minutes?
So it was building the skill ofme knowing how I want to take
things.
But for so long I was like, ohmy God, I need a work sitter,
it's so why is this?
(15:46):
I'm like actually, it's notembarrassing, it's works.
So, just, whatever it takes todo the thing that you need to do
.
Yeah, whatever, whatever ittakes.
Speaker 1 (16:01):
I need to do.
Yeah, whatever, what, whateverit takes.
I've never heard of work sitter.
Uh, one of the ties I've cut.
I openly talk about this adhdthis year, so taking medication,
going through the whole, youknow, physical training, where
therapy stuff, and it's been agame changer like completely
changed my world in the last,like you know, eight weeks and
so uh, and in a very, verypositive way, from relationships
to business to focus toeverything, and uh, and the
(16:22):
benefit is your podcast will getthe benefit of this.
I just want to throw that outthere.
Um, but the uh.
But you're right about you know, the adhd year does need some
specific uh structure andwhatever works for you to go do
it.
Those who are not like us couldnever understand it, so I don't
even try.
Speaker 2 (16:38):
Here's my armchair theory of business ownership.
There are two kinds of businessowners diagnosed ADHD and
undiagnosed ADHD, Like this isit.
Speaker 1 (16:46):
There's two types of entrepreneurs Actually, it goes
to my favorite dad joke, one ofthem.
There's three types of peoplein this world those who can
count, those who can't.
Yep, yeah, number two, I likeit.
Anyway, we're going to.
You'll probably more dark humor, are you more dark humor?
Speaker 2 (17:05):
Oh no, I do like a good dad joke, I'm.
Speaker 1 (17:07):
You're not feeling that one, because dark humor is
like like food Not everyone getsit.
Well, you laughed at that one,so maybe you are more dark humor
.
Maybe I am All Not to that one,so maybe you are more dark,
maybe I am All right.
I was just trying to be ADHD.
I was just trying to go on atangent to give you some space.
You had to release Rapid firequestions.
You'll love this part.
All ADHDers do.
(17:28):
It's fast, it's great.
What's your best businessadvice you've ever received?
Speaker 2 (17:34):
That bad fit projects or clients cost way more than
they'll ever make you.
Wait, say that again bad fitprojects or clients will cost
way more than they'll ever makeyou I just want you to say it
twice because that's such animportant, that's really good
advice.
Speaker 1 (17:50):
Yeah, I like our clients sometimes don't do it,
don't do it for fun, do it forpurpose, but in case you're
using a fire client oh well, andand make it again whatever it
takes.
Speaker 2 (17:58):
So we had to create a gtfo process for me to be able
to fire clients that stands for.
Speaker 1 (18:03):
Get the out just for everyone knows.
Okay, all right, no, I think Ialready cussed.
I was trying to keep it in myyoutube limits, so, um, who
gives you inspiration?
Speaker 2 (18:14):
my dad, um, when the year I was born, my parents
opened a restaurant.
They're two farm kids frommontana that had no business
opening a restaurant Literallywas on the back shelf at lunch
hour just hanging out.
Then, when I was 13, therecession hit.
They lost the restaurant, welost our house and dad started
(18:34):
over again.
He bought a Dairy Queenfranchise.
He got his friends and familytogether, got them to invest,
bought a Dairy Queen franchise,grew it, moved the the location,
bought the land and building,opened a second location, bought
the land and building, um, grewa management team that he
groomed to take over thebusiness so he was able to sell
out to the people who actuallyran the business.
(18:55):
Um and he's 81 and we wentskydiving for his adF birthday
and he was at the roller rink inMarch roller skating with us.
Speaker 1 (19:05):
Actually, of those two exercises, roller skating is
by far the more dangerous forNate.
No question about that.
Like that is hip arm zone, dad.
You're going to get pneumoniaand die after you break your hip
, so stop.
Like it's like skydive.
It's yes or no.
It's the binary yeah, you'refine or you're not.
He's in quantum pain at thatpoint.
(19:26):
What's your must-read book?
What would you recommend topeople?
Speaker 2 (19:30):
Brene Brown Daring Greatly.
Speaker 1 (19:33):
What was the one thing you got from the book?
Speaker 2 (19:36):
She has a story about her daughter swimming.
She goes to this meet.
She doesn't want to be in thisparticular event, there's a
whole thing about it, and herdaughter basically comes to me
like can't you just ask thecoach not to?
And she's like no, no, she'slike well, what if the goal
wasn't to do?
Well, what if the goal is justto get in the water?
And so for a very, very, verylong time there up on my board
(19:57):
was just get in the water, likeyou just got to start.
Speaker 1 (20:01):
Yeah, it's, you got to start and you, you know it's
like it's just the goal is justto finish.
It doesn't matter where you doit.
You know, that's the, you know,as long as you don't quit,
you're, you're not losing.
Speaker 2 (20:12):
Right.
Speaker 1 (20:12):
Well, I mean, If you had to start over today, what
part, what timeline would you goback to and what would you do
differently?
Speaker 2 (20:26):
I don't know that I would change the timeline.
I think I was ready when I wasready.
What I would do differently isagain back to that Beagle thing
about getting over myself.
I would get help and supportearlier, so much earlier, like
day one I think uh, that's it.
Speaker 1 (20:47):
You know, listen, there's most people go back to
some point.
Um, you're, I think, the onlyperson.
Well, there's only a few peoplewho said I wouldn't change
anything.
I tell this answer.
So if you people listening haveheard this before, but I think
this is when someone asks youthis question here's the best
answer I've ever heard.
I wish I would have ordered ablack coffee instead of a latte,
he's like, but I'm going tocorrect that right after this
(21:07):
podcast.
That was it.
I'm like that is in the momentand like I'm not going to have a
different kid if I change it.
This one, I just want adifferent drink.
I'm just going to get adifferent one.
The cup can be refilled.
I thought that was awesome.
I was like oh, so good.
He was pretty rich too.
If there was a question, by theway, I should ask you, jay and
(21:28):
I didn't what would thatquestion have been?
How would you answer it?
Speaker 2 (21:37):
That was a hard one.
What questions should you haveasked me um?
What questions should you haveasked me about?
About me, about my journey?
Oh, I don't know that I haveanything different.
I like, I like, I have all thelike ai answer ai questions, ai
(21:59):
answers, but like, about myjourney, I don't know, like, it
could be anything you can belike.
Speaker 1 (22:04):
What's my favorite color?
Speaker 2 (22:05):
I mean, it could be any well, I'm so my like first
up box is it boxes all aroundlike the best ai tool for
businesses that nobody's talkingabout because it's just not
shiny and cool but everybodycould start using it that is a
good one.
Speaker 1 (22:18):
I'd like to know the answer that uh, notebook lm are
you familiar?
Speaker 2 (22:23):
I don't know.
Tell me about it.
Notebook LM Are you familiar?
I don't know.
Tell me about it.
Are you a Google user?
Do you use Google Workspace?
It's more for your Zinzle shop.
Okay, you already have accessto Notebook LM If you go to
notebooklmgooglecom.
It's part of your workspace andit's essentially your AI that
you can apply to your existingknowledge.
For example, I'm working with agal.
(22:43):
She's a founder.
She has a bunch of knowledgeabout the specific software.
She just took all of her stuff.
She recorded a bunch of hermeetings, she dumped it into
Notebook LM and now her staffhas to go ask Notebook LM Before
they can ask her.
So it's your own private LLM,llm, yeah, and it will create an
(23:05):
audio of something.
So if you're a listener, and ifyou are more of a listener than
a reader, you can dump a bunchof stuff.
And if I was in college, I'd beusing the crap out of this for
every single course.
I'd be like here's all thestuff give me flashcards, give
me a remediation.
Speaker 1 (23:25):
So in this, in theory , um, I'm going to use it.
So, so, for you know, for ourcustomers, for our marketing
agency, we do a lot of veryspecific content, bucketing and
types and measure it.
With ai, you're telling me, Ican basically put everything
they could give me use case andbe like, hey, give me the their.
This is internally focused.
But will the?
But will that technology?
Will we go?
Hey, what are people searchingoutwardly?
(23:47):
Will it only keep to thatknowledge base and not go
outside of it?
Speaker 2 (23:50):
It will keep to the knowledge base you give it Now.
It can now go look at webpagesand things like that, but it
will only use the knowledge baseyou specifically give it.
Speaker 1 (23:59):
Gotcha, that's good.
Speaker 2 (24:01):
So a lot less hallucinations.
Speaker 1 (24:03):
The hallucinations make the content fun.
Who doesn't need a littlepeyote in their ai?
Uh?
Thank you, by the way, randy,for coming on today.
Uh, who should get a hold ofyou how they do it?
Speaker 2 (24:15):
um.
So if you have a businessthat's ready to optimize your
current systems, or you needsupport and getting the most
value from others, it'sliterally changing every day.
Anybody who's like I knowwhat's happening five years from
now, like you don't know what'shappening five minutes from now
.
But if you need help with thesekinds of things the strategy,
how to utilize it to its mostvalue those are the kinds of
(24:36):
people that should reach out.
Speaker 1 (24:38):
Yeah, that's great.
Thank you, by the way, forcoming on today.
I appreciate you.
Speaker 2 (24:41):
Absolutely my pleasure.
Speaker 1 (24:43):
Anyone who made it to this point in the show you rock
.
If you've been here before,thank you for coming back, and
if you're here for the firsttime, I hope it's the first of
many.
Get out there, go cut a tie tosomething holding you back, but
first define that success onyour own terms, because it will
determine then what is holdingyou back from it.
Thank,
no-transcript.
Speaker 2 (00:41):
I'm Brandy Lawson.
I have an agency called FieryEffects.
Speaker 1 (00:42):
We are innovation experts helping primarily
kitchen and bath designersimplement AI, use apps and
really optimize their businesses, because bless their little
hearts they're really good atwhat they do and they don't know
that their business could bebetter as somebody who I can do
every trade.
So I do all my own everythingexcept glasswork, because it's
just too big now in the refineryand it's so cheap to have
someone else install.
But I do all my tiling.
(01:04):
I don't do countertops again,too big for transport, uh but
everything else, from cabinetryto floors to tile, the electric
plumbing.
You do all that stuff and, um,I will tell you the use of ai is
something that needs to happenwhen you um, my wife likes to
see it all ripped open beforeshe makes a decision.
What we're going to do.
(01:29):
You're like well, let me just goahead and have AI show you what
it's going to look like.
Let me tell you don't doprojects that way people Don't
rip up an entire basement and go.
What are we going to do?
I'm like, anyway, tell me aboutwhy people, though, should pick
you.
Give me your kind of uniqueidentifier, why you're.
You know it's a competitivespace, right, so why do people
pick you?
Speaker 2 (01:49):
Um, because we only do work that makes an impact,
and I'm gonna shoot you straight.
So one of our core values is nojudgment zone.
A lot of people get really Idon't know cagey, scared around
like, oh, but we're not, we'redoing, I'm like there's no wrong
.
If it's gotten you this far,it's fine.
Do you want to change it?
Cool, we're here for it.
(02:10):
But, like we are very much noBS, very straight shooters.
I'm going to tell you if it'sgood and tell you if it's bad.
And the other thing that I thinkdifferentiates us is that
everybody comes to an expertbecause they want something to
be different.
Right, they want that, but thenthey also have to embrace the
fact that they have to changefor something to be different.
(02:31):
And no one likes change.
Literally no one wants change.
They don't want to do it.
As humans, we're wired not to.
So there's really a coaching,mentoring element in everything
that we do that I'm like I'mjust going to tell you this is
going to suck, you're going tohate me, you're going to curse
my name.
For the first three times youtry this and on the fourth time
you're going to be like, oh, myGod, this is amazing.
(02:53):
We really don't discount thehuman element of trying to make
things better, even inside abusiness.
Speaker 1 (03:00):
Yeah, it's hard because if you're in a lagger
industry or you know, technologylag industry and you've found
success, but you hear all thesetools and you're in, but now you
feel like you're behind.
Yeah, you're going to have painto have to relearn some stuff,
but you will have an advantagerelative to everyone else who's
not, because it'll just it'llwork better with a new crowd, a
younger group coming up that'sexpecting it.
(03:20):
So I totally understand that.
So people can stalk youproperly.
You know, the ADHDersdefinitely have to click their
phone while they're listening.
You have a place to go look towhile we're talking.
Where should they go check outand stalk you a little bit?
Speaker 2 (03:32):
True thing.
Yeah, you can find me onLinkedIn.
You can find me at fieryfxcom.
Is that hard to spell?
Yes, I know it's F-I-E-R-Y-F-X.
I like short domains, so that'swhere we ended up.
And then you can check out theElevated Podcast where I talk
about all things business infive-minute episodes.
Speaker 1 (03:51):
So go, don't listen, don't go down, though that quite
yet.
We should go to our site firstand back into that.
We can do the subscribe letterand just listen.
Okay, before we get into yourjourney, I want you to define
success on your own terms.
Speaker 2 (04:06):
Ooh, success on my own terms.
You know, I did spend a lot ofyears shooting all over myself,
it's true, but when I finallycame to the really the space and
time to make my own decisionsand choose my own priorities.
So in this season we're cominginto summer I'm prioritizing
play and deprioritizing somework stuff, which means moving
(04:28):
some stuff around, and just theability to make those choices is
really success.
In 2020, I had a first graderthat was finishing from home and
I'm like, oh, we got throughthat.
And I was like, oh crap, I livein Phoenix, it's about to be
110.
We don't have a swimming pooland he has no siblings and there
will be nothing happening.
We're leaving.
So we got in the car and wewent to Montana, where I'm from,
(04:51):
where I have relatives withchildren, and to be able to just
do that like my business ran, Icould do it.
So that really is success forme is the ability to choose the
path that I want in any season.
Speaker 1 (05:05):
It's a good measure of success for many people is to
cap into their own calendar.
Yeah, and if you can, you candetermine where it is and you
know you can go as painful asyou want in the lead gen or as
little as you want into work.
I mean you know whatever it isright.
And yeah, as long as you don'tavoid stuff you need to do.
Speaker 2 (05:26):
Well, yes, there's like mechanisms I've had to put
into place for that piece, butyes, as long as you're not
avoiding that the captain ofyour own calendar, a hundred
percent.
And it's another reason I'mcompletely unemployable at this
point is like every time I think, oh, that's gonna be fun or I
could help that company withthat.
But if they want me to employ,be an employee, they're gonna
want me to go to meetings, and Idon't do meetings.
Speaker 1 (05:44):
Yeah, I don't do meetings of value.
I actually, you know, not toautobiography, but like I had
this rule and it's not a goodrule, people, so don't I'd never
been promoted.
That was the original name ofthis podcast, just to be clear,
and we changed it to cut the tiebecause that's more about you
than me.
But the point was don't listento any of my career advice, but
just relate to this.
For you ADHDers out there, thatI had a rule is, if I wasn't
(06:04):
speaking at the meeting or beingpresented specifically to just
send me the summary.
Speaker 2 (06:10):
Yeah.
Speaker 1 (06:11):
I'll read it, but I won't pay attention for 30
minutes while you yammer onabout stuff, just cause I have
to be there, I just wouldn't doit.
And anyway, that was an ElonMuscle, all right.
So on your journey.
Tell me a little bit about thatjourney, and what was the
biggest tie you had to cut,though, to get to the point
where you could, you know, tochase your success?
Speaker 2 (06:32):
Well, I'm a I'll call it a reluctant entrepreneur.
I worked at a very large techcompany and they changed
ownership and I got walked outand I was like, that's cool,
I'll find another job.
And then a month later, a weeklater, somebody reached out to
like I need help with thewebsite.
I'm like sure, I'll do thiswhen I'm looking for another job
.
And then a month after that, wefind out we were expecting our
son and I was like, it's fine,I'll find another job.
(06:54):
And then a comedy of errors ofjob search ensued.
One went into bankruptcy, itwas one reorganized while my
offer was at HR Like it was awhole thing.
And I was like, oh, I guessthis.
And then I interviewed withMicrosoft and I walked into the
Boise office and they're like,oh, we just found out we're
closing this office and movingeverything for Bradman, do you
(07:14):
still want?
I'm like no.
So I turned down a job withMicrosoft.
I'm like, oh, this thing I'msupposed to be doing, I guess
I'm doing this, but I really hadto let go of no-transcript.
Speaker 1 (07:35):
Well, listen, I mean that's a big tie to cut is to
let go of this notion of whatyou were supposed to be and who
you're supposed to be and andhow the world was supposed to
see you, and the value derivedfrom titles and all the things
where the little one on the wayonly cares about time with you
and you don't know that untilthey're here, cause the fact
that you can capture yourencounter means, hey, could you
(07:56):
take this one, cause I've giventoo much time today with this
one.
I need to go walk, and so youdon't realize that, and that is
a huge tie to cut.
I mean, that's a big one to letgo of this notion of what you
were supposed to be, what you'reexpected to be, what you went
to school for.
Did you find, though, on yourjourney, just maybe as a little
deeper dive in that, thesecurity you found in the W-2,?
Once you got on the other sideof it and you started getting
(08:18):
consistent clients, did you seehow much was?
Did you find that?
I'm not going to leave thequestion Did you find that, as
were you sold a lie on thatsecurity, or did you find enough
?
How did you interpret?
Speaker 2 (08:29):
Well, I navigated some other.
So my first job out of college,two years in the company,
essentially jumped the shark.
They went into something waytoo early.
And then they like, on thethird or fourth round of layoffs
, my manager was asked to cut aposition and she asked us all to
go to 80% at that point and Iwas like you know what?
I'm not going to any placeanytime soon.
(08:51):
Here, just cut me, everybodyelse can stay.
And then I so I wasn't like thesecurity of a job wasn't so much
the thing I've been.
I opted to be laid off in myfirst corporate job, but it was
really how much I was playing byeverybody else's rules and that
I didn't.
I didn't even really know who Iwas.
(09:11):
And then I got into doing myown thing.
I was like, oh, this isinteresting.
And I was like, what is thiswho?
Why am I wearing this?
Like where did that come from?
That's not me.
And I'm like, oh, this might beme.
And then I'm finding anotherlayer.
So it really was a lot ofrediscovering who I was, outside
of the definition of what wasacceptable inside a corporate.
Speaker 1 (09:35):
Was there a specific moment you remember?
Was there a specific?
Speaker 2 (09:38):
moment.
You remember it was a.
At that point it was probablyaround the trying to create my
own content and feeling likecorporate minions were living in
my wrists.
Like every time I tried towrite something, it never
sounded like me.
I'm like what is, who is this?
And why doesn't it sound like?
When I would talk to people,they're like, oh, this is great
and yeah, that's.
And then I would try to createa piece of content and that
(09:58):
point was a lot of vlogging.
I was like what?
Oh, oh, I've, this isn't me.
I have to figure out whatversion of this actually belongs
to me and what part of this Iadopted at some point along the
way yeah, that's a.
Speaker 1 (10:15):
You know, sometimes people, the moment they're
walking their mailbox it's likesunny out, like Like why am I
indoors all day and the othersare might be like just a slow
Chinese torture of watergripping on the face At some
point.
I can't do that.
I'm.
I'm bruised, no more.
Yeah, yeah, and that soundslike what you had.
So once you, you know you gotyour success, I got to cut this
(10:35):
tie.
You know the dripping's done.
Then there's the how.
How did you do?
Speaker 2 (10:42):
how did you cut the tie?
Well, um, it was a little bitof like the decision being
forced on me, um, because,seriously, the job offer was at
HR.
The hiring manager was like, oh, I'm just waiting for.
And then not really like.
I kept like what am I?
(11:06):
What?
What?
Like I just need to be reallyclear here, and like the clarity
kept on me, um, and then it wasa bit about allowing myself, uh
, to not be the smartest personin the room, like I also had to
get over my own ego about beingintelligent and having all the
answers, because, um, as anentrepreneur, you never have all
the answers as a no oh youwouldn't.
(11:27):
And and this is the likedichotomy, right, this is the
tension is like you either haveto feel like you absolutely know
how this is going to go so thatyou do it, or else you're going
to just feel like a big idiot,and nobody likes to feel like a
big idiot.
So, yeah, really cutting thetie of who I thought I was
supposed to be, um, embracingthe fact that I was now a
(11:48):
business owner and a mother, anduh, and then letting go of the
shoulds and just figuring outwhat version of it was gonna
work for me at that moment, andthen it might change.
And then it definitely didchange.
Um, the first brand of mycompany was not fair fiery
effects.
Speaker 1 (12:07):
It was too, girl.
It does.
It does evolve and you know abig tie you cut, uh that you
were.
You're discussing there Like Idon't want to walk over as the
I've done it myself is the egopiece.
Sometimes, by the way, you aresurrounded by idiots and it's
frustrating and they're incharge.
Speaker 2 (12:24):
Oh, I had to be so much less competent if I was
ever going to live in theC-suite, so that's good, I left.
Speaker 1 (12:30):
But a good friend of mine and a mentor of mine said
they might be an idiot, butthey're in that position for a
reason, and unless you know whythey're ahead of you, you'll
never be there past them, and soso you've got to respect that.
They're there for some reasonand until you know what that is,
you you, you don't want to bethe smartest person in the room
around them, and so he's likebecause you're, you're they,
(13:02):
they know you have to beconfident what you do, but be
very dumb when you don't need tobe the smartest person.
So that's a hard skill to learnand you often lose clients to
figure it out.
Speaker 2 (13:11):
Yeah, what do you look grateful for in your life?
What am I most grateful for?
Oh, that's a like, I think,finally coming to understanding,
coming to the perspective likethere's a lot of misery in this
(13:31):
world, I think because every,we're very we're humans, we're
egocentric, we thinkeverything's about us.
We're very we're humans, we'reegocentric, we think
everything's about us.
And so when I finally couldreally fully embrace the idea
that everyone's just doing thebest they can with what they've
got, it freed me from so much.
Speaker 1 (13:49):
Oh yeah, that's a good one, the being grateful for
understanding, that is, you canapply it to your parents.
You try to transcend this toyour kids.
Like, hey, I'm a first timeparent.
Like to your parents.
You try to transcend this toyour kids.
Like, hey, I'm a first-timeparent.
Like you're a first-time kid,you will get that you're a
parent, right, well and so, yeah, and outside of a few select
drivers down a street near us, Igive grateful grace to
(14:10):
everybody except them.
Speaker 2 (14:13):
But most like.
Doing it for other peopleallows me to do it for myself.
Speaker 1 (14:18):
I still can't be grateful for the drivers in
front of me.
They are not doing their best.
I don't care if they're newdrivers.
I don't need 15 bumper stickersto remind me you need to slow
the goddamn speed limit.
That's it.
When we started that might bemy five minute podcast we were
talking about all that stuffthere we go.
I could do a whole podcast onthat.
(14:41):
Drivers are windward.
Speaker 2 (14:44):
All right, give some advice to a listener, someone
who's you.
A few years ago, oh, um, whatadvice would I choose?
Um, let go of judgment of thethings you need to do the job,
um.
So my example here is I usesomething called work set and my
sister was like, oh, what I'mlike, exactly what it sounds
like a work sitter.
(15:05):
Someone who gets on a zoom callwith me is like, okay, what are
we working on?
Okay, you think that's gonnatake you 20 minutes?
20 minutes starting.
Now go ahead.
And because for ADHD people,there's two things like one, the
body double effect is real.
Having somebody sitting withyou, having a just another
presence, even if it's on zoom,helps you to focus to.
(15:25):
This is a skill.
Did I have any idea how longanything took me?
No, because I refuse to trackmy time.
But also, I'd never been like,okay, I think it's gonna take me
20 minutes.
Is that actually 20 minutes?
So it was building the skill ofme knowing how I want to take
things.
But for so long I was like, ohmy God, I need a work sitter,
it's so why is this?
(15:46):
I'm like actually, it's notembarrassing, it's works.
So, just, whatever it takes todo the thing that you need to do
.
Yeah, whatever, whatever ittakes.
Speaker 1 (16:01):
I need to do.
Yeah, whatever, what, whateverit takes.
I've never heard of work sitter.
Uh, one of the ties I've cut.
I openly talk about this adhdthis year, so taking medication,
going through the whole, youknow, physical training, where
therapy stuff, and it's been agame changer like completely
changed my world in the last,like you know, eight weeks and
so uh, and in a very, verypositive way, from relationships
to business to focus toeverything, and uh, and the
(16:22):
benefit is your podcast will getthe benefit of this.
I just want to throw that outthere.
Um, but the uh.
But you're right about you know, the adhd year does need some
specific uh structure andwhatever works for you to go do
it.
Those who are not like us couldnever understand it, so I don't
even try.
Speaker 2 (16:38):
Here's my armchair theory of business ownership.
There are two kinds of businessowners diagnosed ADHD and
undiagnosed ADHD, Like this isit.
Speaker 1 (16:46):
There's two types of entrepreneurs Actually, it goes
to my favorite dad joke, one ofthem.
There's three types of peoplein this world those who can
count, those who can't.
Yep, yeah, number two, I likeit.
Anyway, we're going to.
You'll probably more dark humor, are you more dark humor?
Speaker 2 (17:05):
Oh no, I do like a good dad joke, I'm.
Speaker 1 (17:07):
You're not feeling that one, because dark humor is
like like food Not everyone getsit.
Well, you laughed at that one,so maybe you are more dark humor
.
Maybe I am All Not to that one,so maybe you are more dark,
maybe I am All right.
I was just trying to be ADHD.
I was just trying to go on atangent to give you some space.
You had to release Rapid firequestions.
You'll love this part.
All ADHDers do.
(17:28):
It's fast, it's great.
What's your best businessadvice you've ever received?
Speaker 2 (17:34):
That bad fit projects or clients cost way more than
they'll ever make you.
Wait, say that again bad fitprojects or clients will cost
way more than they'll ever makeyou I just want you to say it
twice because that's such animportant, that's really good
advice.
Speaker 1 (17:50):
Yeah, I like our clients sometimes don't do it,
don't do it for fun, do it forpurpose, but in case you're
using a fire client oh well, andand make it again whatever it
takes.
Speaker 2 (17:58):
So we had to create a gtfo process for me to be able
to fire clients that stands for.
Speaker 1 (18:03):
Get the out just for everyone knows.
Okay, all right, no, I think Ialready cussed.
I was trying to keep it in myyoutube limits, so, um, who
gives you inspiration?
Speaker 2 (18:14):
my dad, um, when the year I was born, my parents
opened a restaurant.
They're two farm kids frommontana that had no business
opening a restaurant Literallywas on the back shelf at lunch
hour just hanging out.
Then, when I was 13, therecession hit.
They lost the restaurant, welost our house and dad started
(18:34):
over again.
He bought a Dairy Queenfranchise.
He got his friends and familytogether, got them to invest,
bought a Dairy Queen franchise,grew it, moved the the location,
bought the land and building,opened a second location, bought
the land and building, um, grewa management team that he
groomed to take over thebusiness so he was able to sell
out to the people who actuallyran the business.
(18:55):
Um and he's 81 and we wentskydiving for his adF birthday
and he was at the roller rink inMarch roller skating with us.
Speaker 1 (19:05):
Actually, of those two exercises, roller skating is
by far the more dangerous forNate.
No question about that.
Like that is hip arm zone, dad.
You're going to get pneumoniaand die after you break your hip
, so stop.
Like it's like skydive.
It's yes or no.
It's the binary yeah, you'refine or you're not.
He's in quantum pain at thatpoint.
(19:26):
What's your must-read book?
What would you recommend topeople?
Speaker 2 (19:30):
Brene Brown Daring Greatly.
Speaker 1 (19:33):
What was the one thing you got from the book?
Speaker 2 (19:36):
She has a story about her daughter swimming.
She goes to this meet.
She doesn't want to be in thisparticular event, there's a
whole thing about it, and herdaughter basically comes to me
like can't you just ask thecoach not to?
And she's like no, no, she'slike well, what if the goal
wasn't to do?
Well, what if the goal is justto get in the water?
And so for a very, very, verylong time there up on my board
(19:57):
was just get in the water, likeyou just got to start.
Speaker 1 (20:01):
Yeah, it's, you got to start and you, you know it's
like it's just the goal is justto finish.
It doesn't matter where you doit.
You know, that's the, you know,as long as you don't quit,
you're, you're not losing.
Speaker 2 (20:12):
Right.
Speaker 1 (20:12):
Well, I mean, If you had to start over today, what
part, what timeline would you goback to and what would you do
differently?
Speaker 2 (20:26):
I don't know that I would change the timeline.
I think I was ready when I wasready.
What I would do differently isagain back to that Beagle thing
about getting over myself.
I would get help and supportearlier, so much earlier, like
day one I think uh, that's it.
Speaker 1 (20:47):
You know, listen, there's most people go back to
some point.
Um, you're, I think, the onlyperson.
Well, there's only a few peoplewho said I wouldn't change
anything.
I tell this answer.
So if you people listening haveheard this before, but I think
this is when someone asks youthis question here's the best
answer I've ever heard.
I wish I would have ordered ablack coffee instead of a latte,
he's like, but I'm going tocorrect that right after this
(21:07):
podcast.
That was it.
I'm like that is in the momentand like I'm not going to have a
different kid if I change it.
This one, I just want adifferent drink.
I'm just going to get adifferent one.
The cup can be refilled.
I thought that was awesome.
I was like oh, so good.
He was pretty rich too.
If there was a question, by theway, I should ask you, jay and
(21:28):
I didn't what would thatquestion have been?
How would you answer it?
Speaker 2 (21:37):
That was a hard one.
What questions should you haveasked me um?
What questions should you haveasked me about?
About me, about my journey?
Oh, I don't know that I haveanything different.
I like, I like, I have all thelike ai answer ai questions, ai
(21:59):
answers, but like, about myjourney, I don't know, like, it
could be anything you can belike.
Speaker 1 (22:04):
What's my favorite color?
Speaker 2 (22:05):
I mean, it could be any well, I'm so my like first
up box is it boxes all aroundlike the best ai tool for
businesses that nobody's talkingabout because it's just not
shiny and cool but everybodycould start using it that is a
good one.
Speaker 1 (22:18):
I'd like to know the answer that uh, notebook lm are
you familiar?
Speaker 2 (22:23):
I don't know.
Tell me about it.
Notebook LM Are you familiar?
I don't know.
Tell me about it.
Are you a Google user?
Do you use Google Workspace?
It's more for your Zinzle shop.
Okay, you already have accessto Notebook LM If you go to
notebooklmgooglecom.
It's part of your workspace andit's essentially your AI that
you can apply to your existingknowledge.
For example, I'm working with agal.
(22:43):
She's a founder.
She has a bunch of knowledgeabout the specific software.
She just took all of her stuff.
She recorded a bunch of hermeetings, she dumped it into
Notebook LM and now her staffhas to go ask Notebook LM Before
they can ask her.
So it's your own private LLM,llm, yeah, and it will create an
(23:05):
audio of something.
So if you're a listener, and ifyou are more of a listener than
a reader, you can dump a bunchof stuff.
And if I was in college, I'd beusing the crap out of this for
every single course.
I'd be like here's all thestuff give me flashcards, give
me a remediation.
Speaker 1 (23:25):
So in this, in theory , um, I'm going to use it.
So, so, for you know, for ourcustomers, for our marketing
agency, we do a lot of veryspecific content, bucketing and
types and measure it.
With ai, you're telling me, Ican basically put everything
they could give me use case andbe like, hey, give me the their.
This is internally focused.
But will the?
But will that technology?
Will we go?
Hey, what are people searchingoutwardly?
(23:47):
Will it only keep to thatknowledge base and not go
outside of it?
Speaker 2 (23:50):
It will keep to the knowledge base you give it Now.
It can now go look at webpagesand things like that, but it
will only use the knowledge baseyou specifically give it.
Speaker 1 (23:59):
Gotcha, that's good.
Speaker 2 (24:01):
So a lot less hallucinations.
Speaker 1 (24:03):
The hallucinations make the content fun.
Who doesn't need a littlepeyote in their ai?
Uh?
Thank you, by the way, randy,for coming on today.
Uh, who should get a hold ofyou how they do it?
Speaker 2 (24:15):
um.
So if you have a businessthat's ready to optimize your
current systems, or you needsupport and getting the most
value from others, it'sliterally changing every day.
Anybody who's like I knowwhat's happening five years from
now, like you don't know what'shappening five minutes from now
.
But if you need help with thesekinds of things the strategy,
how to utilize it to its mostvalue those are the kinds of
(24:36):
people that should reach out.
Speaker 1 (24:38):
Yeah, that's great.
Thank you, by the way, forcoming on today.
I appreciate you.
Speaker 2 (24:41):
Absolutely my pleasure.
Speaker 1 (24:43):
Anyone who made it to this point in the show you rock
.
If you've been here before,thank you for coming back, and
if you're here for the firsttime, I hope it's the first of
many.
Get out there, go cut a tie tosomething holding you back, but
first define that success onyour own terms, because it will
determine then what is holdingyou back from it.
Thank,
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