November 28, 2025 • 33 mins
It’s just you and me today, friend—and this one has been a long time coming. I’m giving you the full behind-the-scenes download on everything we’ve been building: why the show has been quiet, what’s happening inside our tiny-but-mighty team, and why 2026 is about to be our biggest year yet.
I’m also breaking down the heartbeat of all of it: Mental Athleticism. How I use it. Why it matters. And how it became the foundation for the B10 Challenge (starting January 12) and the Build Your Empire Immersion we’re launching early next year.
If you’ve been feeling overwhelmed, stuck, or convinced your dream is “for other people,” I promise you’re not alone. I talk about my own moments of doubt, the quote that pulls me off the ledge every time, and why everything feels impossible… until it doesn’t.
Grab your coffee, settle in, and let’s dive into what’s coming, what’s changing, and how you can be part of it. Let’s keep moving, baby.
👉 Reserve your spot for The B10 Challenge
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Keri Croft (00:03):
Hey there, you beautiful badass.
Welcome to the Keri Croft Show.
I'm your host, Keri Croft.
Delivering you stories that getyou pumped up and feeling like
the unstoppable savage that youare.
So grab your coffee, put onyour game face, and let's do
this thing, baby.
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(01:36):
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So for anyone who cares, I'mactually texting my friend.
We're uh both going throughsome variation of menopause
(01:57):
right now.
And we're comparing notes.
Notes which uh they're notpretty.
The notes are not pretty.
They are not.
Oh, speaking of frozenshoulder, ladies and gentlemen,
that is something I didn't evenknow existed in life until I
embarked upon this uh thingcalled menopause.
How is that possible that I amtalking about menopause?
(02:21):
Like it's like a reallyinteresting, weird thing to go
through.
You know, hot flashes.
And I actually did, I took theleap and started hormone
replacement therapy.
Um it's like four days in, so Ican't give you any, you know,
definitive answers on if ithelps or not, but come check
with me in like maybe 30 days orso.
(02:42):
Hello, friend, and welcome backto the Carrie Croft Show.
This is a much needed,long-overdue solo cast with just
you and me um together.
Hopefully you're cozy right nowsomewhere.
It's you know, day afterThanksgiving.
I hope that your Thanksgivingwas, you know, full of just a
(03:03):
lot of gluttony and love and joyand no politicking, no
religion.
Hopefully, you skirted likeUncle Bob and Aunt Mindy's, you
know, ridiculousness that peoplelike to serve up on
Thanksgiving.
So I just want to let you knowum that I'm grateful for you.
I've missed you.
And there are reasons here thatwe have gone a little bit.
(03:26):
You may not have even noticed.
I I don't think other peoplenotice as much, obviously, as we
do, but we have been building alot of stuff behind the scenes.
And it's a very lean team, uh,which consists of basically
Kitty Kate, myself, and Kelsey,and then we have Josh helping us
right now.
If you haven't seen a newepisode of the Carrie Croft show
in a couple weeks, it's becausewe've decided as a team that
(03:49):
with all the stuff that we'rebuilding right now on the back
end of stuff to prop up this newbusiness, that our time is
better spent on that stuff.
Never fear, the show isbooming, coming back bigger than
ever in 2026 in so many ways.
Um, but I just want to let youknow that if you're feeling um
like we're we're repurposingsome old shows on the B-Word,
which is our weekly newsletter.
(04:11):
So that's why you're not seeingmaybe as many weekly new
episodes as you would normally,because we are kind of
allocating our time and energyum elsewhere right now to get
shit popping.
So I feel like we have a lot, alot to discuss together.
So grab your coffee or your teaor whatever tickles your fancy
and let's get this partystarted.
(04:32):
Lots of questions.
We've got a lot of questionscoming our way, and I understand
why.
And and I'll be honest withyou, since you're on the inside,
you know, you're an insider, wedon't know what it's going to
be called at this point.
So originally we were going tocall it the B lab.
And the reason why I'm soattached to the B is because all
(04:53):
the words that resonate with meand with what I want to build
really start with a B.
And so I find that to be alittle more than coincidental.
So you've got badass, brave,boss, belong, be, believe,
become, build, brand, body,business.
(05:15):
And I and there's a couple morethat really sit with me in
terms of like my anchor words.
So the B is near and dear to myheart, and then lab kind of
just sort of um came because itjust did.
And so there's a couple thingsright now.
We keep seeing lab.
Like lab has been kind ofpopping up a little too much for
(05:37):
me.
And I'm like, uh, if I'malready kind of feeling that
way, I'm not sure if we want tokind of stamp, you know, and
then call it the like we'rewe're young here, we're new, we
can kind of do whatever we want.
And then also there's some,there's some possibilities of
some confusion with other umcompanies out there, and I just
I don't think it's worth that.
So I say all that to say wedon't exactly know if it's going
(06:00):
to be called the B Lab.
So if you have, if you're acreative mind and you like have
any ideas, just please, we areracking our brains over here
from a creative perspective.
Regardless of the name, it'sreally the heartbeat and the
soul and the meat of what you'rebuilding that kind of matters,
anyways.
And the name will work itselfout.
It's kind of like when you namea child, like before they're
born, you're like, oh my God,you name that child Henry, and
(06:23):
then you, and then Henry's born,and you're like, ah, of course,
he was meant to be a Henry,right?
So I'm not, I'm not asconcerned with a name that's
more of a superficial thing.
What I am concerned with andvery excited about and
completely locked in on is whatwe are creating behind the
scenes with this new thing we'repropping up.
I want to explain it to you alittle bit because I know that
with all the questions we'regetting, I know there's
(06:45):
curiosity out there.
And not to get too far in theweeds, I think what you what you
should know right now and beexcited about is that we are
creating something that is atthe intersection of mental
athleticism, business strategy,and then hopefully at some point
movement, because we all know Ilike to move and I like people
to move.
So mental athleticism, that'san exciting thing.
(07:06):
So we're gonna zoom in on thata little bit first, because what
is that exactly?
And it's a it's a term or aphrase that I have really gotten
to know and love over the likemaybe the last year and a half
when I was really trying todefine for myself like how can
I, how can I maximize what'shappening here?
(07:26):
So for me personally, I wastrying to figure out okay, life
is wild.
There's so much to be done.
You know, you're a mom, youwant to build a business, you're
a wife.
How are we going to harness allof this and organize it and
really be able to enjoy it?
And I don't, I guess I will saycontrol what we can control.
(07:50):
And mindset is fantastic.
I love mindset.
I love everything about it.
Um, but I think with mentalathleticism, at least for me, it
paints a picture of like, okay,what is the system behind this?
What are the frameworks behindthis?
What's the everyday thing we'regonna do and the compound
effect of that thing that isgoing to result in something
(08:12):
greater?
That to me is mentalathleticism.
And so we have spent a lot oftime behind the scenes building
and really creating like whatthat is.
And mental athleticism has awhole entire system and
framework behind it.
And I won't go through all thenitty-gritty details here.
Um, I will just tell you highlevel.
(08:33):
We have the focus formula, theinternal and external audits,
and then the dot system, whichare really important bricks um
in the wall of mentalathleticism that we are starting
to roll out with our clientshere that come and do live work
with us.
But then when we launch the B10in January of 2026, which we
will get to in a little bithere, we're going to be um
(08:57):
really rolling that out for thefirst time with this first OG
group of people who are going tobe experiencing the B10.
So that is very, very exciting.
Okay, so while we're on theB10, we might as well just talk
about that right now.
So the B10 is a challenge thatwe have created, and it is
basically to introduce you tothe business and more
importantly, mental athleticism.
(09:18):
You know, I took a look at likemy experience with running
programs in my previousbusiness, you know, we would run
Check Yourselves, and they werevery successful.
And it was, you know, peoplelove accountability and
camaraderie and they lovecommunity.
But for me, I always was tryingto get into a deeper layer of
like, I think diet and exerciseare a great part of a bigger
(09:41):
whole.
But I think when you take adeeper look at it, if you don't
have your priorities set, if youdon't have a structure and a
rhythm and a discipline to howyou're doing things each day to
kind of add up over time, that'sjust not, it's not the whole
(10:02):
thing.
And so I am so excited.
Like I can't, I'm coming out ofmy skin excited about this B10.
First of all, because I haverun so many of these, I have
tested like what works, whatdoesn't, how many days should we
do?
That's like a big conversation.
And so I do feel like 10 daysis a really great way to test
(10:23):
yourself.
It's 10 days, it's a little bitlonger than seven, but it's way
less than 21.
And so I feel like you can geta little bit audacious with what
you um, with what you do inthose 10 days.
And let me just walk youthrough what the B10 experience
is gonna be like.
So, first you sign up and youimmediately get uh a contract,
(10:45):
and it's an ETC contract.
Embrace the challenge, baby.
It's not legally binding, solike let's not freak out over
it.
But I actually have thecontract up here because I
actually think it's uh so uhcute.
And I think it's gonna be kindof a cool thing for people to
have as a reminder throughoutthe 10 days.
And so, you know, it'sbasically I'm gonna run through
(11:05):
it with you.
How about that?
It's for humans in pursuit ofmental athleticism, awesomeness,
and everyday badassery.
I mean, it sounds like you,right?
So before we begin, let's beclear no one's getting sued.
This isn't a legal document,it's a spiritual declaration
with better fonts.
It's your signature moment tostop half-assing your potential
(11:27):
and start training for your bestlife.
I mean, are you jacked?
I'm jacked.
So basically, you sign this andyou agree to give your best for
10 days.
And what does that mean?
Like, what are we doing forthose 10 days, right?
I know that's what you'rethinking.
I'm kind of clairvoyant.
I can read your mind.
The the five non-negotiables ofthe B10.
So if you're in this group, weare agreeing to no alcohol, no
(11:50):
added sugar, you can have fruit,no gossip, don't hang up, no
social media, like doomscrolling, and you need to move
every day.
And you only have to move for20 minutes.
So that's kind of a cool thing.
Like, you don't have to likegive an hour to a workout, 10
minutes, 15 minutes to getthere, an hour to work out, 15
(12:13):
minutes to get home.
Like, you don't have to likegive up so much time in your day
just to exercise.
Um, so that could be a positivefor some people.
So, at a minimum, you're gonnabe giving up five things during
this 10 days.
If you want to get a littlecray cray and you're feeling a
little frisky, we have a curatedlist of five additional up to
five additional things that youcan choose.
(12:35):
Let's just run through them.
So, if you want to, you canpick, you know, no complaining,
not even to your dog, no snoozebutton, wake your ass up, as
Corey G would say, no negativeself-talk, so no bullying
yourself or others, five-minutedaily journal or meditation, no
phone before 8 a.m., gratitudelist each night, 100 ounces of
(12:56):
water a day.
You're in bed by 9 p.m.
You can pick your time, but ifyou normally go to bed at 11 and
you're trying to make it 9,plug in 9 right there.
Cold shower or cold finishdaily, stretch 10 minutes before
bed, no takeout.
You need to cook every meal athome, no vaping.
No vaping.
Vapor, no vaping.
(13:18):
Um, compliment one persondaily, unfollow 10 accounts that
drain you, one tech-free mealeach day, text or call one
person you appreciate, checkyour bank account daily, no
impulse shopping, clean ororganize one thing daily, delete
50 emails a day, uh, 10 deepbreaths before bed, read 10
(13:40):
minutes of something inspiring,one random act of kindness
daily, write one thank youuniverse line each morning.
So, and then there's a sectionfor wildcards.
So if there's something thatyou want to get crazy with and
we didn't list it, you can goahead and feel free to add it
in.
Then you sign it, but we alsowant you to have a co-signer.
No, you don't have to go to thebank and get a notary, but that
would be actually kind offunny, wouldn't it?
(14:01):
But I want you, like someonewho sees you all the time, who's
with you, who would hold youaccountable.
I want you to sign this infront of them.
And then I want you to hang itsomewhere where it's going to
haunt you every single day forthe next 10 days.
And terms and conditions ofthis agreement.
I will show up messy, curious,and relentless, because that's
what we do here.
Uh, missing a day doesn't makeme a failure, but also it's 10
(14:23):
days.
Try not to miss, y'all.
I will not ghost myself,gaslight myself, or gossip about
myself.
Negative self-talk.
I'll laugh when it's ridiculousand breathe when it's heavy.
I will lean in, stay in, andfinish strong.
And then there's a why at theend.
For the next 10 days, I'mtraining my mind to lead and my
habits to follow.
(14:43):
Mental athleticism meansprioritizing what matters,
focusing on it daily, andstacking micro wins until
momentum takes over.
Damn it, I'm sweating.
I don't know if it's a hotflash or if it's from pure
adrenaline because I'm soexcited about the B10.
It could, if I had to be aguessing person, I'd say it's a
mix of the two.
Okay.
Uh, so you're gonna sign it,you're gonna go all in, and
(15:06):
we're gonna have a little funalong the way.
So a couple of other thingsabout the B10.
Every morning I'm gonna do alive movement session in my
garage.
So if you can't make it live,you'll be able to get it later.
It's 20 minutes.
That's it.
It's 20 minutes, and it's gonnabe basically like your body
weight.
Um, it's no big deal.
But you get permission to justdo 20 minutes and move on.
(15:28):
If you're somebody out therewho's like, oh no way, I have
to, great, do your 60 minutes,do your thing.
I'm not trying to like crampyour style with exercise, but I
know there's some people outthere who struggle to get it in,
and maybe it isn't as much of adiscipline daily.
And so 20 minutes feels likesomething that's doable.
And really at the end of theday, doing something every day
is so much more impactful thandoing like one big thing every
(15:51):
couple of weeks.
So you'll have that morningmovement.
We're gonna have a privateSlack channel that always gets
lit.
We have daily emails, and thenwe also have these mental
athleticism exercises.
So as we roll through the 10days, we are going to talk about
the focus formula.
We're gonna put you through adetailed internal audit, a very
(16:11):
specific detailed externalaudit, and then we will educate
you on the dot system and wewill be doing the dot system
every single day during the 10days.
Uh, it's gonna be fabulous.
And I dare you not to come outof this feeling lighter, more
organized.
Um, you'll have so much moreclarity.
And I do think if you stickwith this, you are going to find
(16:33):
the momentum in your daily lifeand your microhabits.
I mean, 10x, 20x, 200 millionX, baby.
So I am pumped.
It starts January 12th.
We're gonna be doing some stuffleading up to it.
And um, if you have anyquestions, please feel free to
DM, send an email.
We'll actually put the checkoutin the show notes, and you can
(16:54):
um feel free to sign up.
Or you can set up a 15-minutecall with me too if you want to
learn more.
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So another thing about the B10that has been getting a lot of
traction is we've gotcommunities of people.
(18:22):
So the Riveter, um doing thiswhole thing with the Riveter, or
there's a couple of boutiquefitness um companies that we're
talking to right now topotentially take the B10 and put
it into their community.
So another part of this that'sinteresting with my experience
and my background, you know,when I was with SOS for so long,
(18:42):
I understood as a businessowner, especially in a fitness
space, the value ofaccountability, uh stickiness.
You know, you want you wantcustomer retention, having that
person bring a bestie and thengetting them to convert as a
client and creatingdifferentiation with your
product and the experience thatyou create inside those four
(19:03):
walls.
But how challenging it is tocreate a consistent sort of
accountability layered-onprogram that's high touch.
You know, it's a big, it's avery tricky balance because it's
like two different businessmodels, essentially, if you want
to do it well.
And so you're pulling your corepeople away to try and prop up
(19:25):
this layer-on program, right?
But you have to keep everythingyou're doing with the actual
fitness like tight and on pointand you know, top of the head of
the market.
And so now I have thisperspective of being able to
take this B10 and allow afitness brand or a company,
(19:47):
we've had companies also askingabout it, to have the B10 come
in as this value add for theircommunity.
It can be sort of branded oracquiesced to meet um the brand
standards of the fitness brandwithin reason, right?
We're not gonna like totallychange what we're doing.
But if there's like a tweakhere and there, like we're
talking to one right now that'smore kind of soft and about
(20:10):
balance.
And so we could lean into thoseB-words as opposed to being
like, you badass, et cetera.
So it still has to be aligned.
But um, it's a great value addfor a company to say, hey, bring
this in, run this for ourpeople, you know, help us
prioritize, help us become moreproductive, happier, more
motivated.
And then we just do a revenueshare.
(20:31):
So, you know, if that makesyour ear start to like throb a
little bit and get bigger, andyou're like, wait, I work for
Company X, and that would beamazing, or this fitness place
would be awesome.
Um, you can send us a note andinquire about that too.
Speaking of uh communities thatI love, I just got a text back
from the T.
Lee show.
I've been trying to freakinglasso this woman down.
(20:53):
And speaking of Tea Lee, canyou feel okay, if you know, you
know who if you know, you know,it's Tracy Show Walter.
She owns a lighthouse co.
She goes dark in the summer andthen she fucking pops out.
She pops out on Instagram likearound this time and just starts
swinging with thesecontroversial POVs that I just
can't get enough of.
(21:13):
And one of the things I do wanther to do again, I think she
might have done this before is Iwant to punch whoever started
the elf on the shelf.
Like I really, really want to.
I'm so like torn about it.
And I guarantee, I know shedoesn't do elf on a shelf.
Oh, one more thing about theB-10.
You do not have to be abusiness person.
You don't have to be starting abusiness.
You could be a stay-at-homer,you could be a corporate America
(21:35):
person.
It doesn't matter.
The B-10 is basically like thiseasy way to peek your head into
the vortex of what we'rebuilding and learn the mental
athleticism side of things.
I think every human beingwalking this earth should be
more mentally athletic.
It has nothing to do withbusiness.
Where it does have something todo with business is when you
(21:57):
say, okay, I'm gonna kind ofwork on this mental athleticism,
and then you get that kind ofdialed in and solid.
And then you look over and go,okay, now I'm really gonna crush
whatever it is I'm trying tobuild.
Because if you have a solidfoundation on the left, what's
that gonna do to what you'rebuilding on the right?
I mean, common sense would tellyou it's gonna be more
(22:18):
structured, more rhythmic.
Uh, it's gonna make a lot moresense the more mentally athletic
you are and the more preparedyou are to start building the
thing.
Speaking of building the thing,okay, we have something called
the BYE, the build your empirethat is starting in at the we
think the end of February.
We don't have an exact datepinned down.
(22:39):
But this is for you if.
So hear me out.
And if you know anyone who youfeel like this sounds like, send
this to them.
If this is you, set up a15-minute call with me, DM me,
email me.
So for the last year, I havebeen helping entrepreneurs in
(22:59):
this little studio up here onthe second floor.
We have built a business aroundhelping people either start
helping them through theirbottlenecks or their issues, or
helping helping them go from Xto building in another market.
And that is only gettingbigger, and the momentum around
(23:19):
this is just getting stronger.
And so the idea of what we'regonna be doing is like we are
the home for brave entrepreneursand bold humans.
And this BYE is just that.
It is building very braveentrepreneurs and bold and bold
humans, essentially.
Um, it is a high-touch six-weekimmersion.
We are taking 10.
(23:41):
I can only take 10 because thisis my first group immersion.
So I've done individual andwill continue to do individual,
but this is the first groupimmersion that we're doing.
And so clearly I'm probablygoing to way over deliver and do
all those crazy things thatyou're doing when you're, you
know, trying to build somethinggreat and impactful.
(24:03):
So there is an applicationprocess because I want to make
sure I can I'm in the bestposition to help you and that
energetically it aligns.
I want to understand exactlywhat it is you're trying to do,
what industry, and just makesure that all feels good.
But if you are someone who isreally considering starting
something, you're living withit, it's in your head, you can't
(24:25):
get it out, but you can'tfigure out why you're not really
taking that first bold step,this could be your program.
If you're someone who has takenthe bold step and now you feel
like you're in the wild west,kind of looking around, and
there's like all these cactus,or we call them cacti.
I think plural is cacti.
You can, you can, you can uhfact check me on that.
(24:45):
Uh, and like dust ballseverywhere.
You're like, what the hell am Idoing?
How am I gonna build thisthing?
What's left, what's right,what's right, what's wrong,
what's up, what's down.
We can help you make betterdecisions, put you on the rails,
plug in our expertise, which,you know, a big thing about what
(25:06):
we're building that I think isvery, very important for people
to know.
So just listen up.
I'm my goal isn't to buildsomething where I have this
asynchronous relationship, andI'm gonna like build this course
and I'm gonna tell you from asoapbox everything that I know
in business, and I'm so smart,and you're gonna suck it all in,
and then we're gonna go away.
(25:27):
That is not the vibe.
That is not the goal.
My goal is to be a conduit, amagnet, an access point that
when you come into thissituation, I can assess quickly
and figure out okay, who in myecosystem here that we've built,
who's the expert that you wouldneed to sort of dial in with?
(25:51):
How can I help network thisperson?
How can I amplify what thisperson's doing?
And oh, by the way, there arevery universal business things
that we and curriculum that wewill teach you.
But I think the magic of this,the intent and the magic of this
program is yeah, there areuniversal things, right?
(26:13):
That every business owner needsto learn and understand.
So, like setting up yourbusiness, doing taxes, um, you
know, the software systems, youknow, all that stuff.
But then there's an even biggerpart of it that is very
nuanced.
So if you're out there andyou're like, well, I want to
build a product, I want todevelop a product, instead of me
sitting here trying to likehelp you build a product, I have
(26:35):
someone who I respect greatlywho actually is a product guru
who has not only worked for avery large product incubator and
helped grow that thingmassively, but now she's doing
her own product and it's verysuccessful and she's making huge
inroads.
So the the beauty of this isthat we have an ecosystem and
(26:58):
are continuing to build thiscommunity of successful business
owners who will surround youand help holistically walk you
on your journey because it'sit's a it's a wild, wild ride.
And so if you can, if you canplug into um the right group of
(27:20):
resources who can really, youknow, mentally, emotionally,
financially, practically,strategically help you along the
way, I mean, it will save youtime, the time, the energy, the
tears, um, the mistakes, all ofit.
So I highly recommend if you orsomeone that you know wants to
(27:41):
start something, we should atleast have a 15-minute call
because I do believe and I knowin my gut, this is going to be a
game-changing opportunity forpeople.
And you know what?
If you are someone who wants tostart a services business, I
mean, I am your girl.
Um, if you're someone who'slooking to do something in the
fitness space, obviously mysweet spot.
(28:02):
But again, with thisinfrastructure, um, you don't
have to be limited to juststarting something in the
services or the fitness space toget value out of what we're
providing.
So the BYE, it's launching endof February.
There is an application.
If you want the application, itwill be in the show notes.
You can also set up a 15-minutecall to see if there's a fit.
(28:25):
You can email us.
I mean, there's millions ofways to reach us.
But I'm so, so like excited, Idon't think is even the word for
how I feel about getting thisfirst group of entrepreneurs
together.
Um, because also the value ofthe entrepreneurs meeting each
other and sort of gelling inthat special way, um, you can't,
(28:46):
you can't put a price on thateither.
Couple other things.
Um, 2026, looking ahead, one ofour initiatives is to do live
shows.
Um, so I am working really hardto get a group of really cool,
successful business ownerstogether.
And we're gonna do like my goalis to have three in 2026.
(29:10):
We'll see how that goes.
But we want to have a liveevent, we'll have a limited
number of tickets, and we willhave like one to three of these
people.
It'll be in like a, you know,very conversational um
atmosphere, moody, vibey.
It's not gonna be some like,you know, you sit and they and
stare at them on a stage, on apodium or whatever.
It's be very collaborative.
So I'm so, so excited aboutthat.
(29:31):
Looking for some more in reallife stuff, um, looking to uh
get underneath theentrepreneurial community.
So if you have anyone who islike a low-key entrepreneur
building, please don't be shyabout it.
We want to know about them, wewant to help, we want to help
amplify them.
If there's an opportunity forthem to be on the show, that
would be fabulous as well.
(29:53):
Uh, and before I wrap, I dowant to just mention what I um I
had talked about.
About last week on the B word,which is our email experience
that comes out every Fridaymorning.
You know, as we were planningfor 2026 and we were doing this,
you know, for the last coupleof weeks, I'm sitting at the
table with Kitty Kate, and wehave the whiteboard, and we've
(30:16):
got all this stuff on thewhiteboard, and there's all
these exciting things happening,right?
It's like you look at it andyou're like, wow, like this is
really exciting.
And how are we gonna pull thisoff?
And all of a sudden, I had thisfeeling that I get often, if
I'm being honest.
(30:37):
I remember looking back thelast 10 years of my um building
career at SOS, I would get thisfeeling, and it was like I hated
it because it was likeeverything sort of just started
to meld together.
And the best way I could defineit is just overwhelm.
And it's like, wait, how are wegonna do this?
(30:58):
Like, how is this gonna happen?
And you get stuck in this trainof thought that it's too hard
or there's too much or whatever.
So, anyway, I'm sharing thiswith you because I know I'm not
alone in that.
I know that that feeling stopsso many people.
And not only just from like,it's too hard, but like this is
(31:20):
for other people.
I'm not good enough for this,or I'm not smart enough for
this, or how are we gonna makethis happen?
And I cannot tell you thesimple quote, it always seems
impossible until it's done.
I don't know when this happenedor why it happened, but
whenever I would feel that, Iwould just think that quote, I'm
like, wait, it always seemsimpossible until it's done.
(31:42):
Like this is universal.
This isn't just me.
This is what stops people.
Like you have to just plugthrough and keep it moving
forward.
And it always seems impossible.
So if you're someone who'sgoing through it right now, if
you're feeling overwhelmed, youdon't know how you're gonna get,
you know, where you want to go,I will say, like, at least for
(32:04):
me, sometimes there's just valuein instead of like all the
strategy and all the big stuff,and believe me, it's important
systems, strategy, planning,forecasting, all that stuff is
important.
Like, I'm not, it's it'scritical.
But sometimes what's really,really important is just to zoom
all the way in.
So zoom in and just pick theone or two things that are gonna
(32:29):
move the needle.
Like get really clear on whatthose things are and just push
forward with those and justtrust the process, even if you
can't completely see it yet.
Um, because you can and youwill get through it as long as
you stay on the path and youdon't let all this wild stuff
stop you.
(32:49):
So, you know, it is for you.
You have something that nobodyelse has.
So don't you dare sell yourselfshort and say that anything is
for other people because it'snot.
You deserve everything that theworld um has to give you, but
you have to step up and you haveto puff your chest out and you
have to go after it like asavage.
No one is gonna do it for you.
(33:10):
All right.
Happy Thanksgiving toeverybody.
Um, I hope everybody is safeand happy and full out there.
It's so nice to talk to youagain.
And we're gonna do more ofthese.
We're gonna do more solo casts.
We've got a lot of plans, a lotof exciting things.
And I want you to be involved.
So if you're thinking anything,if you have ideas for guests,
if you have ideas for anythingthat I've talked about,
(33:32):
questions, comments for the goodof the order, please, please
reach out.
And until next time, keepmoving, baby.
Hey there, you beautiful badass.
Welcome to the Keri Croft Show.
I'm your host, Keri Croft.
Delivering you stories that getyou pumped up and feeling like
the unstoppable savage that youare.
So grab your coffee, put onyour game face, and let's do
this thing, baby.
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So for anyone who cares, I'mactually texting my friend.
We're uh both going throughsome variation of menopause
(01:57):
right now.
And we're comparing notes.
Notes which uh they're notpretty.
The notes are not pretty.
They are not.
Oh, speaking of frozenshoulder, ladies and gentlemen,
that is something I didn't evenknow existed in life until I
embarked upon this uh thingcalled menopause.
How is that possible that I amtalking about menopause?
(02:21):
Like it's like a reallyinteresting, weird thing to go
through.
You know, hot flashes.
And I actually did, I took theleap and started hormone
replacement therapy.
Um it's like four days in, so Ican't give you any, you know,
definitive answers on if ithelps or not, but come check
with me in like maybe 30 days orso.
(02:42):
Hello, friend, and welcome backto the Carrie Croft Show.
This is a much needed,long-overdue solo cast with just
you and me um together.
Hopefully you're cozy right nowsomewhere.
It's you know, day afterThanksgiving.
I hope that your Thanksgivingwas, you know, full of just a
(03:03):
lot of gluttony and love and joyand no politicking, no
religion.
Hopefully, you skirted likeUncle Bob and Aunt Mindy's, you
know, ridiculousness that peoplelike to serve up on
Thanksgiving.
So I just want to let you knowum that I'm grateful for you.
I've missed you.
And there are reasons here thatwe have gone a little bit.
(03:26):
You may not have even noticed.
I I don't think other peoplenotice as much, obviously, as we
do, but we have been building alot of stuff behind the scenes.
And it's a very lean team, uh,which consists of basically
Kitty Kate, myself, and Kelsey,and then we have Josh helping us
right now.
If you haven't seen a newepisode of the Carrie Croft show
in a couple weeks, it's becausewe've decided as a team that
(03:49):
with all the stuff that we'rebuilding right now on the back
end of stuff to prop up this newbusiness, that our time is
better spent on that stuff.
Never fear, the show isbooming, coming back bigger than
ever in 2026 in so many ways.
Um, but I just want to let youknow that if you're feeling um
like we're we're repurposingsome old shows on the B-Word,
which is our weekly newsletter.
(04:11):
So that's why you're not seeingmaybe as many weekly new
episodes as you would normally,because we are kind of
allocating our time and energyum elsewhere right now to get
shit popping.
So I feel like we have a lot, alot to discuss together.
So grab your coffee or your teaor whatever tickles your fancy
and let's get this partystarted.
(04:32):
Lots of questions.
We've got a lot of questionscoming our way, and I understand
why.
And and I'll be honest withyou, since you're on the inside,
you know, you're an insider, wedon't know what it's going to
be called at this point.
So originally we were going tocall it the B lab.
And the reason why I'm soattached to the B is because all
(04:53):
the words that resonate with meand with what I want to build
really start with a B.
And so I find that to be alittle more than coincidental.
So you've got badass, brave,boss, belong, be, believe,
become, build, brand, body,business.
(05:15):
And I and there's a couple morethat really sit with me in
terms of like my anchor words.
So the B is near and dear to myheart, and then lab kind of
just sort of um came because itjust did.
And so there's a couple thingsright now.
We keep seeing lab.
Like lab has been kind ofpopping up a little too much for
(05:37):
me.
And I'm like, uh, if I'malready kind of feeling that
way, I'm not sure if we want tokind of stamp, you know, and
then call it the like we'rewe're young here, we're new, we
can kind of do whatever we want.
And then also there's some,there's some possibilities of
some confusion with other umcompanies out there, and I just
I don't think it's worth that.
So I say all that to say wedon't exactly know if it's going
(06:00):
to be called the B Lab.
So if you have, if you're acreative mind and you like have
any ideas, just please, we areracking our brains over here
from a creative perspective.
Regardless of the name, it'sreally the heartbeat and the
soul and the meat of what you'rebuilding that kind of matters,
anyways.
And the name will work itselfout.
It's kind of like when you namea child, like before they're
born, you're like, oh my God,you name that child Henry, and
(06:23):
then you, and then Henry's born,and you're like, ah, of course,
he was meant to be a Henry,right?
So I'm not, I'm not asconcerned with a name that's
more of a superficial thing.
What I am concerned with andvery excited about and
completely locked in on is whatwe are creating behind the
scenes with this new thing we'repropping up.
I want to explain it to you alittle bit because I know that
with all the questions we'regetting, I know there's
(06:45):
curiosity out there.
And not to get too far in theweeds, I think what you what you
should know right now and beexcited about is that we are
creating something that is atthe intersection of mental
athleticism, business strategy,and then hopefully at some point
movement, because we all know Ilike to move and I like people
to move.
So mental athleticism, that'san exciting thing.
(07:06):
So we're gonna zoom in on thata little bit first, because what
is that exactly?
And it's a it's a term or aphrase that I have really gotten
to know and love over the likemaybe the last year and a half
when I was really trying todefine for myself like how can
I, how can I maximize what'shappening here?
(07:26):
So for me personally, I wastrying to figure out okay, life
is wild.
There's so much to be done.
You know, you're a mom, youwant to build a business, you're
a wife.
How are we going to harness allof this and organize it and
really be able to enjoy it?
And I don't, I guess I will saycontrol what we can control.
(07:50):
And mindset is fantastic.
I love mindset.
I love everything about it.
Um, but I think with mentalathleticism, at least for me, it
paints a picture of like, okay,what is the system behind this?
What are the frameworks behindthis?
What's the everyday thing we'regonna do and the compound
effect of that thing that isgoing to result in something
(08:12):
greater?
That to me is mentalathleticism.
And so we have spent a lot oftime behind the scenes building
and really creating like whatthat is.
And mental athleticism has awhole entire system and
framework behind it.
And I won't go through all thenitty-gritty details here.
Um, I will just tell you highlevel.
(08:33):
We have the focus formula, theinternal and external audits,
and then the dot system, whichare really important bricks um
in the wall of mentalathleticism that we are starting
to roll out with our clientshere that come and do live work
with us.
But then when we launch the B10in January of 2026, which we
will get to in a little bithere, we're going to be um
(08:57):
really rolling that out for thefirst time with this first OG
group of people who are going tobe experiencing the B10.
So that is very, very exciting.
Okay, so while we're on theB10, we might as well just talk
about that right now.
So the B10 is a challenge thatwe have created, and it is
basically to introduce you tothe business and more
importantly, mental athleticism.
(09:18):
You know, I took a look at likemy experience with running
programs in my previousbusiness, you know, we would run
Check Yourselves, and they werevery successful.
And it was, you know, peoplelove accountability and
camaraderie and they lovecommunity.
But for me, I always was tryingto get into a deeper layer of
like, I think diet and exerciseare a great part of a bigger
(09:41):
whole.
But I think when you take adeeper look at it, if you don't
have your priorities set, if youdon't have a structure and a
rhythm and a discipline to howyou're doing things each day to
kind of add up over time, that'sjust not, it's not the whole
(10:02):
thing.
And so I am so excited.
Like I can't, I'm coming out ofmy skin excited about this B10.
First of all, because I haverun so many of these, I have
tested like what works, whatdoesn't, how many days should we
do?
That's like a big conversation.
And so I do feel like 10 daysis a really great way to test
(10:23):
yourself.
It's 10 days, it's a little bitlonger than seven, but it's way
less than 21.
And so I feel like you can geta little bit audacious with what
you um, with what you do inthose 10 days.
And let me just walk youthrough what the B10 experience
is gonna be like.
So, first you sign up and youimmediately get uh a contract,
(10:45):
and it's an ETC contract.
Embrace the challenge, baby.
It's not legally binding, solike let's not freak out over
it.
But I actually have thecontract up here because I
actually think it's uh so uhcute.
And I think it's gonna be kindof a cool thing for people to
have as a reminder throughoutthe 10 days.
And so, you know, it'sbasically I'm gonna run through
(11:05):
it with you.
How about that?
It's for humans in pursuit ofmental athleticism, awesomeness,
and everyday badassery.
I mean, it sounds like you,right?
So before we begin, let's beclear no one's getting sued.
This isn't a legal document,it's a spiritual declaration
with better fonts.
It's your signature moment tostop half-assing your potential
(11:27):
and start training for your bestlife.
I mean, are you jacked?
I'm jacked.
So basically, you sign this andyou agree to give your best for
10 days.
And what does that mean?
Like, what are we doing forthose 10 days, right?
I know that's what you'rethinking.
I'm kind of clairvoyant.
I can read your mind.
The the five non-negotiables ofthe B10.
So if you're in this group, weare agreeing to no alcohol, no
(11:50):
added sugar, you can have fruit,no gossip, don't hang up, no
social media, like doomscrolling, and you need to move
every day.
And you only have to move for20 minutes.
So that's kind of a cool thing.
Like, you don't have to likegive an hour to a workout, 10
minutes, 15 minutes to getthere, an hour to work out, 15
(12:13):
minutes to get home.
Like, you don't have to likegive up so much time in your day
just to exercise.
Um, so that could be a positivefor some people.
So, at a minimum, you're gonnabe giving up five things during
this 10 days.
If you want to get a littlecray cray and you're feeling a
little frisky, we have a curatedlist of five additional up to
five additional things that youcan choose.
(12:35):
Let's just run through them.
So, if you want to, you canpick, you know, no complaining,
not even to your dog, no snoozebutton, wake your ass up, as
Corey G would say, no negativeself-talk, so no bullying
yourself or others, five-minutedaily journal or meditation, no
phone before 8 a.m., gratitudelist each night, 100 ounces of
(12:56):
water a day.
You're in bed by 9 p.m.
You can pick your time, but ifyou normally go to bed at 11 and
you're trying to make it 9,plug in 9 right there.
Cold shower or cold finishdaily, stretch 10 minutes before
bed, no takeout.
You need to cook every meal athome, no vaping.
No vaping.
Vapor, no vaping.
(13:18):
Um, compliment one persondaily, unfollow 10 accounts that
drain you, one tech-free mealeach day, text or call one
person you appreciate, checkyour bank account daily, no
impulse shopping, clean ororganize one thing daily, delete
50 emails a day, uh, 10 deepbreaths before bed, read 10
(13:40):
minutes of something inspiring,one random act of kindness
daily, write one thank youuniverse line each morning.
So, and then there's a sectionfor wildcards.
So if there's something thatyou want to get crazy with and
we didn't list it, you can goahead and feel free to add it
in.
Then you sign it, but we alsowant you to have a co-signer.
No, you don't have to go to thebank and get a notary, but that
would be actually kind offunny, wouldn't it?
(14:01):
But I want you, like someonewho sees you all the time, who's
with you, who would hold youaccountable.
I want you to sign this infront of them.
And then I want you to hang itsomewhere where it's going to
haunt you every single day forthe next 10 days.
And terms and conditions ofthis agreement.
I will show up messy, curious,and relentless, because that's
what we do here.
Uh, missing a day doesn't makeme a failure, but also it's 10
(14:23):
days.
Try not to miss, y'all.
I will not ghost myself,gaslight myself, or gossip about
myself.
Negative self-talk.
I'll laugh when it's ridiculousand breathe when it's heavy.
I will lean in, stay in, andfinish strong.
And then there's a why at theend.
For the next 10 days, I'mtraining my mind to lead and my
habits to follow.
(14:43):
Mental athleticism meansprioritizing what matters,
focusing on it daily, andstacking micro wins until
momentum takes over.
Damn it, I'm sweating.
I don't know if it's a hotflash or if it's from pure
adrenaline because I'm soexcited about the B10.
It could, if I had to be aguessing person, I'd say it's a
mix of the two.
Okay.
Uh, so you're gonna sign it,you're gonna go all in, and
(15:06):
we're gonna have a little funalong the way.
So a couple of other thingsabout the B10.
Every morning I'm gonna do alive movement session in my
garage.
So if you can't make it live,you'll be able to get it later.
It's 20 minutes.
That's it.
It's 20 minutes, and it's gonnabe basically like your body
weight.
Um, it's no big deal.
But you get permission to justdo 20 minutes and move on.
(15:28):
If you're somebody out therewho's like, oh no way, I have
to, great, do your 60 minutes,do your thing.
I'm not trying to like crampyour style with exercise, but I
know there's some people outthere who struggle to get it in,
and maybe it isn't as much of adiscipline daily.
And so 20 minutes feels likesomething that's doable.
And really at the end of theday, doing something every day
is so much more impactful thandoing like one big thing every
(15:51):
couple of weeks.
So you'll have that morningmovement.
We're gonna have a privateSlack channel that always gets
lit.
We have daily emails, and thenwe also have these mental
athleticism exercises.
So as we roll through the 10days, we are going to talk about
the focus formula.
We're gonna put you through adetailed internal audit, a very
(16:11):
specific detailed externalaudit, and then we will educate
you on the dot system and wewill be doing the dot system
every single day during the 10days.
Uh, it's gonna be fabulous.
And I dare you not to come outof this feeling lighter, more
organized.
Um, you'll have so much moreclarity.
And I do think if you stickwith this, you are going to find
(16:33):
the momentum in your daily lifeand your microhabits.
I mean, 10x, 20x, 200 millionX, baby.
So I am pumped.
It starts January 12th.
We're gonna be doing some stuffleading up to it.
And um, if you have anyquestions, please feel free to
DM, send an email.
We'll actually put the checkoutin the show notes, and you can
(16:54):
um feel free to sign up.
Or you can set up a 15-minutecall with me too if you want to
learn more.
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So another thing about the B10that has been getting a lot of
traction is we've gotcommunities of people.
(18:22):
So the Riveter, um doing thiswhole thing with the Riveter, or
there's a couple of boutiquefitness um companies that we're
talking to right now topotentially take the B10 and put
it into their community.
So another part of this that'sinteresting with my experience
and my background, you know,when I was with SOS for so long,
(18:42):
I understood as a businessowner, especially in a fitness
space, the value ofaccountability, uh stickiness.
You know, you want you wantcustomer retention, having that
person bring a bestie and thengetting them to convert as a
client and creatingdifferentiation with your
product and the experience thatyou create inside those four
(19:03):
walls.
But how challenging it is tocreate a consistent sort of
accountability layered-onprogram that's high touch.
You know, it's a big, it's avery tricky balance because it's
like two different businessmodels, essentially, if you want
to do it well.
And so you're pulling your corepeople away to try and prop up
(19:25):
this layer-on program, right?
But you have to keep everythingyou're doing with the actual
fitness like tight and on pointand you know, top of the head of
the market.
And so now I have thisperspective of being able to
take this B10 and allow afitness brand or a company,
(19:47):
we've had companies also askingabout it, to have the B10 come
in as this value add for theircommunity.
It can be sort of branded oracquiesced to meet um the brand
standards of the fitness brandwithin reason, right?
We're not gonna like totallychange what we're doing.
But if there's like a tweakhere and there, like we're
talking to one right now that'smore kind of soft and about
(20:10):
balance.
And so we could lean into thoseB-words as opposed to being
like, you badass, et cetera.
So it still has to be aligned.
But um, it's a great value addfor a company to say, hey, bring
this in, run this for ourpeople, you know, help us
prioritize, help us become moreproductive, happier, more
motivated.
And then we just do a revenueshare.
(20:31):
So, you know, if that makesyour ear start to like throb a
little bit and get bigger, andyou're like, wait, I work for
Company X, and that would beamazing, or this fitness place
would be awesome.
Um, you can send us a note andinquire about that too.
Speaking of uh communities thatI love, I just got a text back
from the T.
Lee show.
I've been trying to freakinglasso this woman down.
(20:53):
And speaking of Tea Lee, canyou feel okay, if you know, you
know who if you know, you know,it's Tracy Show Walter.
She owns a lighthouse co.
She goes dark in the summer andthen she fucking pops out.
She pops out on Instagram likearound this time and just starts
swinging with thesecontroversial POVs that I just
can't get enough of.
(21:13):
And one of the things I do wanther to do again, I think she
might have done this before is Iwant to punch whoever started
the elf on the shelf.
Like I really, really want to.
I'm so like torn about it.
And I guarantee, I know shedoesn't do elf on a shelf.
Oh, one more thing about theB-10.
You do not have to be abusiness person.
You don't have to be starting abusiness.
You could be a stay-at-homer,you could be a corporate America
(21:35):
person.
It doesn't matter.
The B-10 is basically like thiseasy way to peek your head into
the vortex of what we'rebuilding and learn the mental
athleticism side of things.
I think every human beingwalking this earth should be
more mentally athletic.
It has nothing to do withbusiness.
Where it does have something todo with business is when you
(21:57):
say, okay, I'm gonna kind ofwork on this mental athleticism,
and then you get that kind ofdialed in and solid.
And then you look over and go,okay, now I'm really gonna crush
whatever it is I'm trying tobuild.
Because if you have a solidfoundation on the left, what's
that gonna do to what you'rebuilding on the right?
I mean, common sense would tellyou it's gonna be more
(22:18):
structured, more rhythmic.
Uh, it's gonna make a lot moresense the more mentally athletic
you are and the more preparedyou are to start building the
thing.
Speaking of building the thing,okay, we have something called
the BYE, the build your empirethat is starting in at the we
think the end of February.
We don't have an exact datepinned down.
(22:39):
But this is for you if.
So hear me out.
And if you know anyone who youfeel like this sounds like, send
this to them.
If this is you, set up a15-minute call with me, DM me,
email me.
So for the last year, I havebeen helping entrepreneurs in
(22:59):
this little studio up here onthe second floor.
We have built a business aroundhelping people either start
helping them through theirbottlenecks or their issues, or
helping helping them go from Xto building in another market.
And that is only gettingbigger, and the momentum around
(23:19):
this is just getting stronger.
And so the idea of what we'regonna be doing is like we are
the home for brave entrepreneursand bold humans.
And this BYE is just that.
It is building very braveentrepreneurs and bold and bold
humans, essentially.
Um, it is a high-touch six-weekimmersion.
We are taking 10.
(23:41):
I can only take 10 because thisis my first group immersion.
So I've done individual andwill continue to do individual,
but this is the first groupimmersion that we're doing.
And so clearly I'm probablygoing to way over deliver and do
all those crazy things thatyou're doing when you're, you
know, trying to build somethinggreat and impactful.
(24:03):
So there is an applicationprocess because I want to make
sure I can I'm in the bestposition to help you and that
energetically it aligns.
I want to understand exactlywhat it is you're trying to do,
what industry, and just makesure that all feels good.
But if you are someone who isreally considering starting
something, you're living withit, it's in your head, you can't
(24:25):
get it out, but you can'tfigure out why you're not really
taking that first bold step,this could be your program.
If you're someone who has takenthe bold step and now you feel
like you're in the wild west,kind of looking around, and
there's like all these cactus,or we call them cacti.
I think plural is cacti.
You can, you can, you can uhfact check me on that.
(24:45):
Uh, and like dust ballseverywhere.
You're like, what the hell am Idoing?
How am I gonna build thisthing?
What's left, what's right,what's right, what's wrong,
what's up, what's down.
We can help you make betterdecisions, put you on the rails,
plug in our expertise, which,you know, a big thing about what
(25:06):
we're building that I think isvery, very important for people
to know.
So just listen up.
I'm my goal isn't to buildsomething where I have this
asynchronous relationship, andI'm gonna like build this course
and I'm gonna tell you from asoapbox everything that I know
in business, and I'm so smart,and you're gonna suck it all in,
and then we're gonna go away.
(25:27):
That is not the vibe.
That is not the goal.
My goal is to be a conduit, amagnet, an access point that
when you come into thissituation, I can assess quickly
and figure out okay, who in myecosystem here that we've built,
who's the expert that you wouldneed to sort of dial in with?
(25:51):
How can I help network thisperson?
How can I amplify what thisperson's doing?
And oh, by the way, there arevery universal business things
that we and curriculum that wewill teach you.
But I think the magic of this,the intent and the magic of this
program is yeah, there areuniversal things, right?
(26:13):
That every business owner needsto learn and understand.
So, like setting up yourbusiness, doing taxes, um, you
know, the software systems, youknow, all that stuff.
But then there's an even biggerpart of it that is very
nuanced.
So if you're out there andyou're like, well, I want to
build a product, I want todevelop a product, instead of me
sitting here trying to likehelp you build a product, I have
(26:35):
someone who I respect greatlywho actually is a product guru
who has not only worked for avery large product incubator and
helped grow that thingmassively, but now she's doing
her own product and it's verysuccessful and she's making huge
inroads.
So the the beauty of this isthat we have an ecosystem and
(26:58):
are continuing to build thiscommunity of successful business
owners who will surround youand help holistically walk you
on your journey because it'sit's a it's a wild, wild ride.
And so if you can, if you canplug into um the right group of
(27:20):
resources who can really, youknow, mentally, emotionally,
financially, practically,strategically help you along the
way, I mean, it will save youtime, the time, the energy, the
tears, um, the mistakes, all ofit.
So I highly recommend if you orsomeone that you know wants to
(27:41):
start something, we should atleast have a 15-minute call
because I do believe and I knowin my gut, this is going to be a
game-changing opportunity forpeople.
And you know what?
If you are someone who wants tostart a services business, I
mean, I am your girl.
Um, if you're someone who'slooking to do something in the
fitness space, obviously mysweet spot.
(28:02):
But again, with thisinfrastructure, um, you don't
have to be limited to juststarting something in the
services or the fitness space toget value out of what we're
providing.
So the BYE, it's launching endof February.
There is an application.
If you want the application, itwill be in the show notes.
You can also set up a 15-minutecall to see if there's a fit.
(28:25):
You can email us.
I mean, there's millions ofways to reach us.
But I'm so, so like excited, Idon't think is even the word for
how I feel about getting thisfirst group of entrepreneurs
together.
Um, because also the value ofthe entrepreneurs meeting each
other and sort of gelling inthat special way, um, you can't,
(28:46):
you can't put a price on thateither.
Couple other things.
Um, 2026, looking ahead, one ofour initiatives is to do live
shows.
Um, so I am working really hardto get a group of really cool,
successful business ownerstogether.
And we're gonna do like my goalis to have three in 2026.
(29:10):
We'll see how that goes.
But we want to have a liveevent, we'll have a limited
number of tickets, and we willhave like one to three of these
people.
It'll be in like a, you know,very conversational um
atmosphere, moody, vibey.
It's not gonna be some like,you know, you sit and they and
stare at them on a stage, on apodium or whatever.
It's be very collaborative.
So I'm so, so excited aboutthat.
(29:31):
Looking for some more in reallife stuff, um, looking to uh
get underneath theentrepreneurial community.
So if you have anyone who islike a low-key entrepreneur
building, please don't be shyabout it.
We want to know about them, wewant to help, we want to help
amplify them.
If there's an opportunity forthem to be on the show, that
would be fabulous as well.
(29:53):
Uh, and before I wrap, I dowant to just mention what I um I
had talked about.
About last week on the B word,which is our email experience
that comes out every Fridaymorning.
You know, as we were planningfor 2026 and we were doing this,
you know, for the last coupleof weeks, I'm sitting at the
table with Kitty Kate, and wehave the whiteboard, and we've
(30:16):
got all this stuff on thewhiteboard, and there's all
these exciting things happening,right?
It's like you look at it andyou're like, wow, like this is
really exciting.
And how are we gonna pull thisoff?
And all of a sudden, I had thisfeeling that I get often, if
I'm being honest.
(30:37):
I remember looking back thelast 10 years of my um building
career at SOS, I would get thisfeeling, and it was like I hated
it because it was likeeverything sort of just started
to meld together.
And the best way I could defineit is just overwhelm.
And it's like, wait, how are wegonna do this?
(30:58):
Like, how is this gonna happen?
And you get stuck in this trainof thought that it's too hard
or there's too much or whatever.
So, anyway, I'm sharing thiswith you because I know I'm not
alone in that.
I know that that feeling stopsso many people.
And not only just from like,it's too hard, but like this is
(31:20):
for other people.
I'm not good enough for this,or I'm not smart enough for
this, or how are we gonna makethis happen?
And I cannot tell you thesimple quote, it always seems
impossible until it's done.
I don't know when this happenedor why it happened, but
whenever I would feel that, Iwould just think that quote, I'm
like, wait, it always seemsimpossible until it's done.
(31:42):
Like this is universal.
This isn't just me.
This is what stops people.
Like you have to just plugthrough and keep it moving
forward.
And it always seems impossible.
So if you're someone who'sgoing through it right now, if
you're feeling overwhelmed, youdon't know how you're gonna get,
you know, where you want to go,I will say, like, at least for
(32:04):
me, sometimes there's just valuein instead of like all the
strategy and all the big stuff,and believe me, it's important
systems, strategy, planning,forecasting, all that stuff is
important.
Like, I'm not, it's it'scritical.
But sometimes what's really,really important is just to zoom
all the way in.
So zoom in and just pick theone or two things that are gonna
(32:29):
move the needle.
Like get really clear on whatthose things are and just push
forward with those and justtrust the process, even if you
can't completely see it yet.
Um, because you can and youwill get through it as long as
you stay on the path and youdon't let all this wild stuff
stop you.
(32:49):
So, you know, it is for you.
You have something that nobodyelse has.
So don't you dare sell yourselfshort and say that anything is
for other people because it'snot.
You deserve everything that theworld um has to give you, but
you have to step up and you haveto puff your chest out and you
have to go after it like asavage.
No one is gonna do it for you.
(33:10):
All right.
Happy Thanksgiving toeverybody.
Um, I hope everybody is safeand happy and full out there.
It's so nice to talk to youagain.
And we're gonna do more ofthese.
We're gonna do more solo casts.
We've got a lot of plans, a lotof exciting things.
And I want you to be involved.
So if you're thinking anything,if you have ideas for guests,
if you have ideas for anythingthat I've talked about,
(33:32):
questions, comments for the goodof the order, please, please
reach out.
And until next time, keepmoving, baby.
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