Re-Imagining Online Business

It started on a walk, with Tristan half-yelling "what is it with people?"—why won't they get that marketing isn't about selling? But here's the catch Brooke named right back: the only reason most people care about marketing is that they need to get paid. So when we lead with "it's not about selling," we sail right past the thing keeping people up at night. This one's about closing that gap—making peace with the fact that you have to ask people for money, and building a business model that actually lets you do it.WHAT WE GET INTOWe explore:"It's not about selling" is only half the truth. Telling people what your work isn't skips the real reason they showed up: they need to get paid, and they need to know how you'll help them do it.Uncomfortable truth #1—you have to ask for money. And usually from people who already know you, who are more financially strained than ever. Dodging that reality doesn't make it go away; it just shows up sneakier, as hiding your face, hiding your name, or defaulting to "pay what you can."Transparency beats game-playing. The solo business that says "we" to seem like an agency, the bio with no actual way to work with you. People trust you when they can see who you are, what you've lived, and why the expertise is yours.What a business model actually is. If the math doesn't work at the unit level, selling more just loses you money faster. For solopreneurs it's the mix of offers, price points, and time that has to add up to a number you can survive on.Lowering your price is not a strategy. A $5 resource to hit $50k means selling 10,000 of them. Cheap prices aren’t how we make our work accessible. And relying on $5 digital products to reach $50k will quietly put you in the business of marketing instead of the work you actually want to do.The therapist's dilemma. When the insurance model stops working, most therapists need to raise prices but have no idea to what. Run the scenarios first; you can't solve a money problem without the data.Raising prices as a relationship, not a rupture. Lay out plainly why the price is what it is and what each offer is for, then let people choose. When someone can't afford it, you rethink the structure, not just the number—and you can drop the price when it genuinely feels reciprocal, because resentment makes for a broken client relationship almost every time. THE INVITATIONYou didn't sign up to fix a broken economy by refusing to get paid. You signed up to do work you care about, for people who need it, inside a system that runs on exchange. The invitation here is to stop squirming out of that — do the math, get honest about what you actually need, and let that clarity make your marketing easier, not grosser. When you understand what each of your offers is really for, asking for money stops feeling like a pitch and starts feeling like the truth. RELEVANT RESOURCES Business Modeling & Pricing for Equity — our live workshop on August 7, 2026, 11–2 PT (three hours), sliding-scale registration. Can't make it live? A recording will be available after.Group coaching program — our small group program for solopreneurs looking for community, support, accountability, and guidance.💛 ENJOYED THIS EPISODE? Leave a rating and review on Apple Podcasts! It genuinely helps more of the right people find the show. And if it resonated, share it with someone who'd want to hear it.+ EPISODE TRANSCRIPT

This episode is a gut check for solopreneurs navigating marketing, messaging, burnout, and the lies we’ve been sold about how to “do business right.”Heads up: This is a cannabis-friendly space. You’ll hear us mention it briefly in this convo. We don’t center it, but we also don’t hide it. If that’s not your thing, you’ve got full permission to opt out. Consent and transparency matter.Okay, now—here’s what we really need to talk about. In this conversation, Tristan and Brooke check-in about this moment and then explore the things Tristan wants every entrepreneur, solopreneur, or online business owner to hear right now:Marketing is not selling. We need to stop conflating the two—it's keeping us stuck.Marketing is visibility, storytelling, and building trust in your expertise—not just cranking out content.Discernment is a skill. Learn the difference between a growth edge and a clear NO in your work.Stop distracting yourself with tasks that feel easy or comfortable but don’t necessarily move things forward.You don’t need to “figure out your niche.” Really.You chose to work for yourself—so do it differently. Unlearn the templates. Break the rules. Make it yours.This is not your average marketing or business pep talk. It’s an invitation to come back to your truth, clarify your focus, and stop wasting time trying to “get it right” according to someone else’s blueprint.Call to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

In this episode, Tristan and Brooke unpack a deeply nuanced, often messy conversation about the use of the word women (or womxn) in values-driven marketing—and what it means when that word doesn't fit. We talk about the continued use of gendered language in spiritual, somatic, and entrepreneurial spaces, the harm it can unintentionally cause, and how we might reframe our language to be more aligned, expansive, and inclusive.This one’s part call-in, part call-out, and 100% rooted in care.We explore:- The disconnect between inclusive intentions and exclusive language- Tristan’s personal journey navigating gender and visibility in business- Why narrowing your niche around “women” can unintentionally uphold the very systems we’re trying to dismantle- What it really means to market beyond the binary- The power of resonance—and who gets left out when we default to gendered brandingWhether you’re a coach, healer, artist, or entrepreneur, this episode invites you to pause and reimagine how you speak to your people—especially if your people are more expansive than the word women can hold.Relevant Resources:Tristan’s article, “What to Say Instead of “Womxn” and Why It Matters”Tristan’s article, “Spiritual Work Shouldn’t Harm: On Gender, Power, and Sacred Practice”More free resources on gender and trans inclusion workCall to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

This episode was not planned—but it needed to happen. In a spontaneous and electric conversation (recorded in early January), Tristan and Brooke riff on one of the most overused and misunderstood concepts in the online business world: niching.What unfolds is a real-time unraveling of binary thinking—about how we define ourselves, our work, and our worth.We dig into:+ Why the dominant narrative around niching is flawed—and how it's keeping many of us stuck+ The myth of “clarity” and how it can be weaponized against multi-dimensional entrepreneurs+ A new lens on pricing, sustainability, and self-trust+ The false binary of “strategic” vs. “authentic” visibility+ The complexity of marketing in extractive systemsThis one’s got whiteboard energy. It’s messy, layered, and full of moments that might help you see your work (and your marketing) in a new light.If you’ve ever thought: “I do too many things. I don’t have a clear niche.” or “I don’t know how to price my work in a way that feels good and still pays the bills…”...this conversation is for you.Mentions & Resources:Gary Katz and the Katz RoadshowShoutout to Clementine Gold GroupBiz Models for Equity on-demand webinarCall to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

Welcome back to Re-imagining Online Business! In this Season 2 opener, Tristan and Brooke reunite with a raw, reflective, and real-time check-in—and preview what’s ahead.This episode blends casual conversation with deeper questions about what it means to be entrepreneurs, facilitators, and humans in an increasingly unstable, violent, and extractive world. We talk about the business patterns we’re noticing (and resisting), what it feels like to be in a visibility-scarcity cycle, and the impossibility of showing up “strategically” while also advocating for liberation.Here’s what we get into:A peek at what’s coming this season: topics like the nuances of ChatGPT, visual branding with integrity, and the “is Instagram dead?” convo.A sincere and vulnerable exchange around gender identity and personal evolutionThe deep tension between capitalism and the grief of witnessing more and more state violenceQuestions of responsibility, urgency, and sustainability in business right nowIf you’re sitting with the both/and of business and grief, strategy and uncertainty—you’re not alone. This season, we’re exploring it in more detail.Mentions & Resources:Alex Iantaffi & HOLDING GROUND@veritas_22 on InstagramCouples Therapy (on Showtime)Pee-wee as Himself (on HBO)Devon Price’s article, If You *Must*, Here is How to Be a Content Creator Without Crashing Out or Losing YourselfCall to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

In the season finale, Tristan and Brooke reflect on what they’ve learned over the course of Season 1 of Re-imagining Online Business. From shadowbanning myths and evolving content strategies to watching too much true crime and smoking cannabis on mic (yes, really—content warning!), this episode is as honest and unfiltered as it gets.We talk about:- Why our podcast release schedule turned out to be less than “strategic”- What’s actually going on with Instagram engagement (spoiler: it’s not always the algorithm)- The value of low-engagement content, and why we’re okay with it- What’s working in marketing in 2025—and what’s not- Creating business sustainability beyond the six-figure fantasy- Taking real risks in our messaging and naming systemic harm- Why relationship-building always matters more than reachAnd yes, we also spend a solid 25 minutes talking about Netflix thrillers, Channing Tatum, and voting scandals involving Arnold Schwarzenegger impressions. You’re welcome.Mentions & Resources:Our free workshop: Instagram, Stay or Go: Navigating Marketing Beyond Social Media — replays available!Foundations to Fruition (formerly Biz Camp) — beginning May 2025: A 12-session experience to get back to basics, gain foundational business knowledge, receive coaching to apply it to your work, and ultimately gain the information you need to create your own business strategy.Call to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

In this thought-provoking conversation, Tristan and Brooke dive into the complexities of claiming to run an "anti-capitalist" and "ethical" business. What do these terms actually mean, and how are they being used in today’s discourse? Is capitalism becoming a catch-all term to describe everything broken in our systems? This episode unpacks the nuance of these claims and discusses the implications of using the language of resistance without deep engagement with the systems at play.Rather than opting out of capitalism—a system we are all entangled in—this conversation explores what it means to work within and against the system simultaneously. Brooke and Tristan critique how terms like "capitalism," "late-stage capitalism," and "anti-capitalism" are often used without specificity, serving as a surface-level virtue signal rather than a call to real, actionable change.Key discussion points:The importance of precise language when critiquing capitalism and business ethics.Why vague claims of anti-capitalism can sometimes be a form of bypassing deeper systemic analysis.The impossibility of truly "opting out" of capitalism and what ethical business practices might look like within the system.How business owners can meaningfully engage with systemic change while still running a sustainable business.Mentions & Resources:Free webinar:ChatGPT & Your Work with Patricia GrensemanLearn more about Patricia’s ChatGPT programsScene On Radio podcast season on CapitalismBrooke’s conversation with Tara McMullin on the What Works podcast, What is an ethical business?VERY IMPORTANT: VOTE ON WHO DID A BETTER ARNOLD IMPRESSIONLinks:Visit joinfruition.com for more programs and resources, including the upcoming FREE workshop, Instagram: Stay or Go? Navigating Marketing Beyond Social Media on Friday, March 28thAnd of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.comCall to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

Relationships are absolutely fundamental to any business. And yet so many online business owners often seem to be doing everything possible to bring in clients without having to make direct contact with other humans. The internet can make this particularly confusing, because the nature of relationships on the internet is confusing! What’s more, it’s so easy to feel isolated as an entrepreneur and to not even think about turning to other people. The reality is, more than your social media presence—more than any aspect of your digital marketing strategy, being active in the community you serve is probably the biggest advantage you can have in growing your work.Whether you're an introvert, socially anxious, or just unsure of where to begin, this conversation offers actionable advice and thoughtful perspectives on:- Shifting your focus from audience size to nurturing existing connections.- Understanding how relationships can be the "soil" for sustainable growth.- Building trust and collaborations that align with your values and vision.- Navigating the role of digital tools like Instagram alongside in-person or community engagement.- Practical steps for finding opportunities, connecting with aligned professionals, and maintaining integrity in partnerships.Tristan and Brooke also reflect on how privilege and positionality impact collaborations and share personal stories about opportunities born from intentional relationship-building.Takeaways:- Relationships are the foundation of any business. Invest time and effort in nurturing them.- Focus on serving your current audience and community rather than chasing endless growth.- Show up authentically—whether in networking events, online platforms, or collaborations.- Don’t bypass direct connections; meaningful interactions outlast transactional marketing tactics.Mentions & Resources:Free Workshop:ChatGPT & Your Work with Patricia Grenseman - Friday, January 10th, 10-11:30am Pacific / 1-2:30pm EasternConcept to Conversion Program: A 4-week intensive to guide you in getting your next offer out into the world, starting January 21stLinks:Visit joinfruition.com for more programs and resources.And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.comCall to Action:Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!+ Episode Transcript

At this point most entrepreneurs and service-based business owners are familiar with the significance of content marketing, and yet many of might be wondering wtf is working as far as content marketing in 2024? (Seems to be an ongoing theme on the podcast, huh?!)The truth is there are different types of content marketing, and the success of these different types of content should be evaluated according to different metrics. The other truth is, surprise, Instagram isn’t the Answer to all effective content marketing!Topics discussed:- The value of clarifying your business model, positioning, and messaging so you can create a content strategy that truly works.- Understanding that the point of content marketing is to generate business income, and to go beyond simply selling—content marketing is most optimal when it provides evidence of the fact that you can actually do what you claim to do in your work!- The importance of creating content that Introduces, Nurtures, and Converts, and then understanding which places to share which types of content (i.e. Instagram might not be the ideal conversion platform, but perhaps it’s great for nurturing your audience!).- Rethinking marketing beyond social media and creating an aligned Marketing Ecosystem.- Making content with more ease and the value of repurposing (with purpose), particularly in relationship to building trust and strengthening our “brands.”…and more.People & resources mentioned:Marketing Ecosystem PDFMichelle Cassandra JohnsonMeg CaseboltMeg’s free SEO training on joinfruition.comTanya GeislerInterested in learning more about the topics we’re exploring on the podcast? Join us for BIZ CAMP!BIZ CAMP is a 4-week intensive program focusing on essential business concepts for entrepreneurs and service-based business owners so we can create strategies that will truly shift with the ever-evolving landscape of online business.In Fall Biz Camp, we’ll talk: Positioning, Messaging, Offers & Business Models, Equitable Pricing, and so much more. We start September 5th and meet Thursdays and Saturdays. Registration is offered on a sliding scale $650-$1850 USD; payment plans available for all tiers without incurring additional fees. Reach out if you have any questions.And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com+Episode Transcript

At a time when people are spending less and less on non-essentials, how are service-based business owners considering offers design? What “worked” in 2020-2021, and even in 2022-2023, has shifted considerably. And we can’t simply change our prices in order to continue to meet and serve our clients—that won’t support us in creating sustainable work. This episode starts with a very important update on the topic of Justin Timberlake and Tristan’s previous claim that he’s a “good guy.” Additional topics discussed:- The value of getting clear about what we actually do, and being as specific as possible about how we help clients cultivate results.- The role of having a methodology or framework, and the importance of being willing to ditch it or for it to shift and evolve over time or with each client.- Rethinking the value ladder, and getting creative with our offers in order to meet the unique moment we’re in financially and socio-politically.- Centering sustainability while also centering equity and access in our pricing and how we structure our offers to meet clients’ needs and ours.…and more.Resources mentioned:- Brooke’s Creating an Effective Sales Page on-demand webinar- Kristy Fanton’s Social Proof SidekickResources not mentioned that should’ve been:BIZ CAMP!We’re at it again—icymi, BIZ CAMP is an 8-session program to support service-based business owners in creating a foundation and strategy that will actually support you as the landscape of entrepreneurship continue to change. In Fall Biz Camp, we’ll explore topics like Positioning, Messaging, Offers & Business Models, Equitable Pricing, and so much more. We start September 5th and meet Thursdays and Saturdays. Registration is offered on a sliding scale $650-$1850 USD; payment plans available for all tiers without incurring additional fees. Reach out if you have any questions.And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com+Episode Transcript