EP 310: Unlearning Default Thoughts With Financial Coach Keina Newell | What Works

EP 310: Unlearning Default Thoughts With Financial Coach Keina Newell

Nov 24, 2020 | Mindset & Identity, Podcast

In This Episode:

  • How financial coach Keina Newell realized she had a mindset problem–plus all the ways she tried to make things work without working on her mindset
  • The personal practices she uses to notice her thoughts and create new ones
  • How her sales process and revenue has shifted since she started addressing her mindset–and the incredible financial results she’s been able to create
  • Why taking a more objective approach to noticing her thoughts has helped her keep her mind fresh and her options open

Life teaches us a lot.

Some of it is good and helpful—the skills that help us make our way in the world.

And some of it… well, some of it ends up getting in our way.

But we might not realize the friction that it’s causing or the opportunities that it’s blocking until things come to a head.

Once you’ve discovered that there’s a problem with what you’ve already learned, what do you do?

All this month, we’ve been talking about leveling up and learning new skills.

But this week, we’re going to talk a bit about unlearning.

Marga Biller, program director at the Harvard Learning Innovations Laboratory, defines unlearning like this:

“Unlearning is learning to think, behave, or perceive differently, when there are already beliefs, behaviors, or assumptions in place (that get in the way), at either the individual or organizational level.”

Often, we try to do or learn new things without addressing the beliefs, behaviors, and assumptions that we already have—even when those things are contradictory.

For instance, it’s hard to speak up on social media and share your big message if you’ve learned through social conditioning or personal trauma that you can only be safe when you’re silent.

It’s hard to ask for testimonials or write effectively about your offer if you’ve learned that humility is always playing down your achievements or ability.

It’s hard to charge more for your services or products if you’ve learned that money is the root of all evil.

Here’s what I’ve learned over the years:

The job of entrepreneurship is so different and foreign to most of us that we don’t realize all the things we’ve learned that block our ability to do it effectively until we’re deep in it.

Entrepreneurs have to unlearn trading time for money. They have to unlearn old management habits. They have to unlearn perfectionism. They often even have to unlearn old identities.

Truly, the list could go on and on.

But I won’t—I want to get to this week’s conversation because it’s a good one.

This week, I’m talking with financial coach and the founder of Wealth Over Now, Keina Newell.

Keina and I started this conversation with the frame that we were going to be talking about learning mindset skills. And we definitely talk about that.

But after reflecting on this interview, I think what we talked about the most was unlearning many of the habits and patterns that she’d learned along the way.

Keina and I talk about what she thought the problem was and how she tried to fix it before landing on learning and unlearning key mindset pieces, as well as the self-coaching system she used to finally start the reprogramming. We talk about the process she uses on a daily basis to examine what she’s thinking and how it could be holding her back. And, we get into the extraordinary results she’s been able to create as a result of this work.

Now, let’s find out what works for Keina Newell!

Tara McMullin: Hey, it's Tara. We're going to get into this week's show in just a minute. But first, I wanted to tell you about something I am super excited about. It's called The Stronger Business Playbook. The Stronger Business Playbook is like having a business coach in your back pocket. The playbook helps you take a look at your business or a challenge you're facing from a new angle, examine the information you have, and create a plan for moving forward. The playbook includes more than 15 templates on everything from your business model to your marketing strategy to your standard operating procedures to financials. Plus, there are 50 prompts for approaching your marketing and sales, offer development, money, operations, and mindset from a fresh perspective. The Stronger Business Playbook is a comprehensive toolkit for building a business that runs smoothing, causes fewer headaches, and makes you more money. The playbook is only available to members of the What Works Network. When you join us now, you get instant access to the playbook plus a year of support in a community of experienced small business owners and access to our next session of The Commitment Blueprint. Join us today at explorewhatworks.com/network. That's explorewhatworks.com/network.

Keina Newell: The very thing that I leaned into was how can I actually keep my mind fresh in the midst of all of this. Because I know that's going to be the thing that helps me serve at my highest level and I don't need to be looking for that next program. Or, if I am investing in a program, I'm going to come to it from a clean place because I realize this is actually the next thing that's going to help me as a business owner increase my revenue or serve more or have more time, whatever that next goal is for me.

Tara McMullin: Life teaches us a lot. Some of it is good and helpful, the skills that help us make our way in the world, and some of it, well some of it ends up just getting in our way. But we might not realize the friction that its causing or the opportunities that it's blocking until things come to a head. Once you've discovered that there's a problem with what you've already learned, what do you do? I'm Tara McMullin and this is What Works, the show that takes you behind the scenes to explore how small business owners are building stronger businesses. Now, all this month, we've been talking about leveling up and learning new skills. But, this week, we're going to talk a little bit about unlearning. Marga Biller, program director at the Harvard Learning Innovation Laboratory defines unlearning like this: unlearning is learning to think, behave, or perceive differently when there are already beliefs, behaviors, or assumptions in place that get in the way at either the individual or organizational level.

Now, often, we try to do new things without addressing the beliefs, behaviors, and assumptions that we already have even when those things end up being contradictory. For instance, it's hard to speak up on social media and share your big message if you've learned through social conditioning or personal trauma that you can only be safe when you're silent. It's hard to ask for testimonials or write effectively about your offer if you've learned that humility is always playing down your achievements or ability. It's hard to charge more for your services or products if you've learned that money is the root of all evil. Here's what I've learned over the years. The job of entrepreneurship is so different and foreign to most of us that we don't realize all the things we've learned that block our ability to do it effectively until we're deep in it. Entrepreneurs have to unlearn trading time for money. They have to unlearn old management habits. They have to unlearn perfectionism. They often even have to unlearn old identities. Truly, the list could go on and on. But I won't. I want to get to this week's conversation because it's a good one.

This week, I'm talking with financial coach and the founder of Wealth Over Now, Keina Newell. Keina and I started this conversation with the frame that we were going to be talking about learning mindset skills. And we definitely talk about that. But after reflecting on this interview, I think what we talked about the most was unlearning many of the habits and patterns that she'd learned along the way. Keina and I talk about what she thought the problem was and how she tried to fix it before landing on learning and unlearning key mindset pieces as well as the self-coaching system she used to finally start the reprogramming. We talk about the process she uses on a daily basis to examine what's she thinking and how it could be holding her back. And we get into the extraordinary results she's been able to create as a result of this work. Now, let's find out what works for Keina Newell.

Keina Newell, welcome to What Works. Thank you so much for joining me today.

Keina Newell: Thank you for having me.

Tara McMullin: Absolutely. I am so excited to be talking about the topic of mindset with you and how you have leveled up your mindset to create some pretty incredible results in your business. So, before we get into actually how you did that, what that looked like, what kinds of results that you've gotten, I'm curious what was going on in your business that helped you figure out that your mindset needed a tuneup in the first place.

Keina Newell: So, I was actually working with my business coach. And what I was trying to figure out, almost like this time last year, is why I couldn't close consults. And, at the time, she told me, "You should do some brain dumps before your consults." She had me journal about what I thought a good consult was. And I will tell you that I was not convinced that mindset was the issue. I needed some other silver bullet, right? Like some new program.

Tara McMullin: Mm-hmm (affirmative).

Keina Newell: And she actually introduced me to the model by Brooke Castillo. And I was like, "All right, well this doesn't really seem like a productive use of my time, but I'll go ahead and I'll try to play with the model and figure out my circumstance and my thinking." She referred me to some other resources during that time, Stacey Boehman who actually hosts Making Money as a Life Coach. She has a podcast. But the more that I was actually listening to my coach plus this outside resource, if you will, I started to see that it was very much my thoughts that were creating my results.

Tara McMullin: Yeah. So, you mentioned that you didn't want to believe that it was a mindset issue at first. And I think that that's really common, that mindset is often one of the last things we try. And, like you said, you wanted it to be a program that you had to buy, a formula that you could use, a better script for your consults I'm sure. What are some of the things that you tried to solve this problem before you really got into the mindset piece?

Keina Newell: I changed my application form with my clients. Maybe I just need them to tell me yes or no, whether or not they want to pay for my services. I need to send to them a video before they actually get on a call with me because then they'll be warmed up to me, right?

Tara McMullin: Nope.

Keina Newell: So, they won't have objections when they get on a call. Those were two very concrete things that I remember trying and just saying, "Okay, let me just keep throwing spaghetti at the wall to see what sticks. And now that I think back to that, they're laughable because the video wasn't going to be the thing that made them say yes or even having them on my application form click whether or not they wanted to invest in my service. And it's just funny that I couldn't see that. And I think also mindset is not something that, coming from corporate setting to being an entrepreneur, we're never really taught about mindset. So, in my own thinking, it was like, "Well, that can't be the problem because there has to be a concrete way to fix this through some kind of $99 program."

Tara McMullin: Yeah, yeah. Yes. I think you are just articulating something that so many people have either thought in their head, maybe they've thought it out loud, maybe they've written it in a Facebook group somewhere. And it doesn't sound like what you're saying and certainly not what I'm saying either is that mindset is some sort of silver bullet. But none of the other stuff works without the right kind of mental approach to things too. So, I want to get into exactly the kind of work that you did to level up your mindset and change your thinking. But first, before we get there, talk us through what changed about your consult process and what was going on in those calls because your mindset had adjusted.

Keina Newell: The before in my calls, I could feel myself being really graspy. And one of the things that I said my business coach helped me with which was what do I think a good consult is. And so, for me, it was a good consult has to be that that client is saying yes to me. And if they're not saying yes, almost making that mean something about what does that mean about my services, what does that mean for me as a business owner. And actually, journaling on that to see a good consult is actually that I helped that person on the other end of the call have a great experience with me, we actually get them to a decision whether that's yes or no. And that doesn't have to be a reflection of who I am as a business owner. And I was mentioning Stacey Boehman. I actually joined her program. I feel like everything that she does is based on mindset. Her whole thing is, "Meet people. Tell them that you're a coach and make offers to help them." But it all starts with doing that from a clean place.

And so what shifted for me on consults is being able to, before I got on a call, remind myself of what is my goal as a coach in getting on this call. She has you do a pre-evaluation before the call talking about do I actually believe that I can help this person. That's one of the questions. Or things that I write down for myself are I'm here to listen to the other person on this call. There's a reason that this person is reaching out to me. So, really knowing that I can hold the space to listen to them. And so, for me, it's about being unattached to the outcome and really being present in that moment. Because that's also a coaching opportunity to be present in the moment with that person that's reached out and walking them through a process. I think what I also was doing before was, "And you get this when I'm working with you. And you get this and this," right? You try to tell them all the details. And you don't actually need to tell them the details because what they care about most is how is this going to transform their life.

And so I've been able to focus more on the transformation than, "You get X number of calls and you can contact me 24 hours a day, and [inaudible 00:11:44] support," right? Which I think some of us lean into. And so I've been able, like I said, to hold this space to talk about the transformation.

Tara McMullin: Yeah. So, I love that what you just described to me sounds so concrete. I think sometimes when we talk about mindset work, it sounds very ephemeral almost. And you said, "I thought there had to be a concrete solution to this challenge." And concrete looked one way to you and I think to many other people as well. But everything you just described is also very concrete. Not that it doesn't take deep work and integration and follow-through but it also sounds very accessible, right?

Keina Newell: Yeah.

Tara McMullin: Which is I think a thing that we kind of miss sometimes about mindset work. Okay, so let's get into the actual process of how you did that deep work. So, when you realized, "Okay, I'm willing to entertain the possibility that this is a mindset issue," you said you started to listen to some podcasts. What did the actual process of identifying your sort of mindset maybe pitfalls is a way to put it to kind of working through those things and then developing a new approach on the other side of that? Can you walk us through that process?

Keina Newell: Yeah. So, I feel like the simplest tool that I use is having a notebook that's literally dedicated to my thoughts and waking up in the morning, before I get started on my business, and being able to dump the thoughts that may prohibit me from showing up as the business owner that I desire to be, whether those are thoughts that serve me or thoughts that don't serve me because I'm thinking... I know a thought that I had I April of this year, or March/April, was my business was done because everybody else was running around, right? Like the sky is falling, but realizing that I could actually manage my mind to get through that. And so a lot of what I do in the mornings is dumping my thoughts.

Like I said, I use the model which is by Brooke Castillo. So, I dump my thoughts thinking about my circumstance. And my circumstance might be making $2,000 in my business today or hitting a $20,000 month, whatever that is, but what thoughts come up for me about that and being able to isolate how does that actually make me feel and what actions do I take from that place. If it's a model that doesn't serve me, then I'm shifting it to one that does to see how can I get myself further up that belief ladder. And it's not because you write it on a paper that all of a sudden it happens. But the awareness of the fact that you have a thought within your brain that then it affects the way that you operate, whether you're showing up on Instagram, the way that you write content, the way that you show up on calls.

I mean I'm a service-based business owner so I'm in front of people more often than not. And so it's just been really cool to see that entire loop. Because as I said, this time last year I was like, "That's some [inaudible 00:15:13] work that just doesn't make sense."

Tara McMullin: Right. I'm glad you brought up awareness because I think this is, at least for me, in my experience, bringing awareness to whatever crap is getting in my way, the mental crap especially, it has been game changing in and of itself. It's like, yes, there's all the other stuff that you might do after that, that you need to do after that, but even just bringing awareness to what's going on is such a huge piece of that. Okay, so you've mentioned the model by Brooke Castillo a couple of times. I know what that is. I bet probably at least a few of our listeners know what that is. But I'm sure there are plenty of people who don't. How did you actually learn about the model? Not learn of it, but did you take a program? Was it just through the podcast? Was it through your business coach?

Keina Newell: Through my business coach. She's the one who first introduced me to it. So, she's trained in the Life Coach School. And so she walked me through how to use the model. And then, like I said, I joined Stacey Boehman's program as well while also still working with my business coach. Because I knew that she did a little bit more work with the model and she also offers some group coaching calls where you can share what your models are and get feedback on them, which that has actually been really great for me because then I can see trends and continue to ask myself questions. Because I think that's the thing is being able to shift how you even do your own mindset work and you start to ask different questions because you see what you're writing down on paper.

Tara McMullin: I love that. I love that. Okay, were there other things? Were there other resources? Was there other support that you used in this process of working on your mindset?

Keina Newell: No. I mean those are the things that I've really used. I really try to stay lean, if you will, in what I'm accessing because I don't want to focus on all of the things. And so my goals for this year as a business owner and just in my personal life was I want to refine and finesse. So, I can't have 10 different programs that I'm participating in. But those have been my two main focuses, leaning into the fact that I can get one-to-one coaching on my models either through the program through Stacey or I can take them to my coach and say, "Hey, this is what's going on. How can I be more aware of shifting this so I don't lose results and traction in my business?"

Tara McMullin: Awesome. I love the idea of taking a lean approach. I think so many people could benefit from that. So, I really appreciate you sharing that. And I also really appreciate the refine and finesse goal. Where so many people are always striving for the next thing, I have certainly fallen into that trap more times than I can count, and refining and finessing is such a great way to approach business growth, business work in general.

You're going to hear about the extraordinary results Keina was able to create as a result of this mindset work in just a minute. But first, a word from our What Works partners.

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Okay, so let's get down into the results. You mentioned one really big revenue result to me earlier. Do you mind talking about that a little bit and how this mindset work contributed to that?

Keina Newell: Definitely. So, gosh, somewhere around here... Hold on just a second.

Tara McMullin: Sure.

Keina Newell: I can give you very concrete numbers.

Tara McMullin: Yes, we love concrete numbers.

Keina Newell: So, last year, in total in my business, I made $15,000, a little over $15,000. And in quarter one of this year, I was hitting 5K and 6K months. That's what I was averaging. In March and May is when I really started to dive into the mindset work. And then, in June, I actually hit my first five-figure month.

Tara McMullin: Nice.

Keina Newell: And so then the trajectory that I've been on since June, which in August I made $14,000, which is basically made last year, right?

Tara McMullin: That's amazing.

Keina Newell: So, I'm on my way this year to being a six-figure business owner and just shy of that. But, literally, I attribute everything to me getting my mindset in order. Especially, right, the world imploded, it's still on fire. And the very thing that I leaned into was how can I actually keep my mind fresh in the midst of all of this and clean? Because I know that's going to be the thing that helps me serve at my highest level and I don't need to be looking for that next program. Or, if I am investing in a program, I'm going to come to it from a clean place because I realize that this is actually the next thing that's going to help me as a business owner increase my revenue or serve more or have more time, whatever that next goal is for me.

Tara McMullin: Yeah. Okay, so I want to dig into what is underneath this phenomenal financial results that you've gotten. So, we started off talking about improving your close rates on consults. Has the change just been that you are working with more people by virtue of closing more consultations or have you changed more fundamental parts of your business model because of or alongside changing your mindset as well?

Keina Newell: I mean the mindset work has really helped me close more.

Tara McMullin: Okay.

Keina Newell: So, I'm at probably an 80% close rate-

Tara McMullin: Nice.

Keina Newell: ... month to month. And so people were showing up earlier in the year. I went and counted how many discovery calls I'd had. And I'm like, "What is happening," right? "Why am I not closing on these calls?" Because the problem wasn't people booking discovery calls. And so the mindset work really helped me shift. It helps me think about, even too, how to serve the people that may be following me on Instagram, the people that are reading my newsletter. One question that I've asked myself is what does one person need to hear from me today in regards to their personal finances or business finances. And so being able to focus on that I think helps me show up in a lot of different ways in terms of my copy, how I show up on Instagram. I truly believe when people get to the call, you are so ready to get started working with me.

And I think just that entire shift in energy has improved my close rates. But then I'm also willing on consults, like I told you, I'm not talking about the bells and whistles of my program, but I'm holding the space for that person to see the transformation. I'm also really willing to ask hard questions because I'm like, "You're on this call for a reason, right?" And I know that I can do it from a place where I'm not attached to the outcome of them saying yes, but I'm here to help you make a decision.

Tara McMullin: Yeah. So, is your business model then primarily one-to-one coaching or do you have other offers as well?

Keina Newell: I just do one-to-one coaching right now.

Tara McMullin: Okay, so that is a $14,000 month doing one-to-one coaching. That's incredible.

Keina Newell: It is. I'm so excited about it. Because I'm like, "[inaudible 00:25:49] this is amazing."

Tara McMullin: You should be. Yeah, totally. I mean I was totally expecting you to say, "Oh no, I changed my mindset and then I was able to enroll people in this group coaching program. And then that's how"... And that would've been a great result too. That would not have been a bad result. But I freaking love that you're like, "No, the model stayed the same, the business model stayed the same, I just close more people. And now I make a lot of money and it's awesome."

Keina Newell: And I personally love the one-to-one coaching as I was sharing with you before we got on the call. I used to be a teacher, and so being able to work with women one to one and just see them light up and shift their... I actually do mindset work but when it comes to money. And so being able to see women shift, I love holding that space. And I don't know, it may shift next year and I do want to do a group and a course. But even with the mindset piece there, I like question the reasons I would want to shift. And so I'm glad that I do have the mindset work to continually reflect on what I'm doing in my business. Because I mean you're on social media, if you watch too many stories all of a sudden you think you do need to be doing something different.

Tara McMullin: Totally.

Keina Newell: Which it's fine if you do something different, just making sure that's in alignment with your vision and your mission and how you want to show up as a business owner. And so those things are very important to me. But yeah, right now, my sweet spot is this one-to-one coaching.

Tara McMullin: That's awesome. That's so awesome. Okay, I want to ask about the money mindset piece. Okay, so you're a money coach. You help people with their finances. So, I know that you're already just extremely attuned to the money side of things. But I'm wondering if this huge shift in your own financial results has messed with your money mindset at all. Was there any specific mindset work that you had to do around getting okay with or feeling really comfortable and fluid with the amount of money that you started to make?

Keina Newell: Yeah. I will say even in the beginning of where I was as a business owner, one, I was undercharging, right? The classic, "People can't afford this. They won't ever pay this." And so I had to actually address some of my own money mindset issues which I didn't know were really there because I hadn't stopped to really think about. But the whole money is evil or just wanting to replace my salary and not... Right? Someone else had always dictated how much money I could make. And so being able to realize that, no, I have the ability to create money and I can create as much of it as I want. And, with that, I can lean into the things that I value and that money isn't bad. Money can help me help more people. I can vote with my dollars. And I think that's how I've had to shift my money mindset.

In terms of making more money in my business, I'm a very concrete person when it comes to my business finances. So, I try not to get scared by wanting to push myself. Okay, 20K a month, what does that look like? That's what I'm currently working on. But I'm grounding it in I know what that creates for my personal life, I know what that creates for my business, and being able to hire my first employee. I do mindset but then I also think I take it back to concrete to say what does that thing create for me in my life but also in my business and for the world.

Tara McMullin: Yeah. Well, I think that's been just such a great theme so far of this conversation is, yes, there's the mindset piece that is... I don't want to use the word woo-woo. I don't want to use the ephemeral again. But there's that lack of concreteness that absolutely is a component of mindset work and recognizing that thoughts are reality and that they're also not reality and that we can change them and all of that stuff. But you keep bringing it back to these very concrete decisions and actions and shifts that you have made. And I think that, to me, is the power of learning the skill of really understanding, becoming aware of and shifting your mindset. And so I really appreciate you articulating that in a couple of different ways here. I'm also really curious about results that you have seen outside of your business. Has working on your mindset shifted things for you in your personal life in any way?

Keina Newell: Mm-hmm (affirmative). As you were just talking about that, I think another word that people may resonate with is perspective. Because something I've learned in life is I can't always change the situation but I can change my perspective, right? And so I think that's how I would also distill what mindset work is, is when you recognize these thoughts, it's actually the perspective you have about whatever circumstance or situation you're in. And so, really, that's what mindset work is. It's choosing to hold on to a different perspective or thought which is how it appears in the model.

Tara McMullin: Right.

Keina Newell: And so I think that's how it shows up for me in my personal life is how can I change my perspective about the situation that's in front of me. So, something else that I don't think a lot of people know about me is I actually have a full-time job as well.

Tara McMullin: Oh my God!

Keina Newell: And so that's for health care and retirement purposes. I call it a side hustle. And it's not going to be there much longer. But as I build, I wanted the two sources of security. And so I've had a lot of tension in the last 30 to 60 days about wanting to do both. And so I've had to use mindset work to identify what is this resistance that I have and where is that friction coming from. And part of the friction is like, "Keina, you can just pay your bills out of your business." But I also have some other goals. Because, as a single woman, my full-time job I call it like... I'm like a dual-income household. So, I've had to grapple with this resistance. And being able to really shift my perspective on this full-time role that I have. How does that serve me right now in this moment, in this season, so I don't email anyone and just say, "I resign."? I have a plan for when I walk away, but I've had to literally write down my thoughts about it so I don't say, "I resign."

Tara McMullin: Okay. Are you open to talking about how you are coaching yourself through those thoughts?

Keina Newell: Yeah.

Tara McMullin: Because one, this is a fascinating situation that I think a lot more people find themselves in than we realize. Two, we clearly have to have you back on the podcast to talk about time management. And three, I mean I think regardless of whether it's a full-time job versus business situation, we all have those conflicts of, "This has a place and this has a place, and I want to do both. Gosh, darn it, how do I work this out or how do I get my brain to a place where I feel like this is balanced and intentional and purposeful and also have a plan?" So, okay, can you talk us through that some because I am fascinated by this.

Keina Newell: I mean it goes in my little notebook too. Because sometimes when I wake up, I'm like, "I don't want to do both." And the thing that I realize is I try to get what is the root of the problem. And one of the things that I think I've held on to is, well, if I had more time in my business, then I would be able to create, I don't know, $30,000 months, right? But that's still just a thought that I have. It's not necessarily true. And you mentioned time management, so I'm making it mean that because I have two jobs that I don't have the time to dedicate towards both, which really it comes back to how I choose to think about the situation is really what's going to allow me to do for both my business and for this side hustle that pays for my retirement and health care.

So, I think the thing that I've had to learn is when I'm doing this time management balance, what am I also telling myself I need to be doing in my business? Because it comes back to, well, I need to be working all of these hours. Well, I don't necessarily need to be working all of these hours. Distilling it back to the focus of, going back to Stacey's program, she's like, "You need to meet people, tell them that you're a life coach, and make offers to help them." And so I have to ask my self how am I doing that day to day. And I don't need eight hours a day to do that, right? And if I'm doing my content from a place where I'm thinking about serving, then I can write a really awesome newsletter or I can interview a client and share their story on my Money Files podcast. So, those things can happen. So, I just have to work through that. I'm saying this right now like I've been delivered and healed. But those are the things that I think I constantly think about.

And also, it's like what is the benefit? I was trying to find my notes that I wrote down here in my thought work. But one of the coaches that gave me feedback, it was something to the effect of what if this situation was happening for you? Right? Me having this tension with having a full-time job and being all in on my business. And so when I started to think about things like that, it's like, "What do I get to learn right now that I know when I go all in for myself, some of those problems aren't going to go away?" I'm blaming it on having two jobs but that's not what it is. It's actually a mindset issue.

Tara McMullin: Wow.

Keina Newell: It always comes back to mindset.

Tara McMullin: Yes. So appreciate all of those thoughts. And I also appreciate you calling out that maybe it sounds like in the way you're describing it that you have this all figured out, but it's a process and it's messy and that's okay, and that there's still so much to be learned and so much growth to be had in that messy, "I'm figuring this out" process. But your reflection on it is wonderful and I just am so grateful for it. Okay, so as we are starting to wrap up here, I'm curious if you have your eyes on a particular challenge in the future that you are sort of mindsetting your way through right now or a challenge, a goal, something that you are looking toward as like, "I'm going to get this figured out," and approach it with the same intentionality that you've described around these other challenges?

Keina Newell: Yeah, I think right now what I'm doing in thought work is having a business where I make $250,000 next year, right? And so my brain tells me that's inconceivable. My data tells me it's totally possible.

Tara McMullin: Totally possible.

Keina Newell: Right? And so that's what I'm working through, that, "No, Keina, you can create money for yourself," and just reminding me that the same things that worked when I was having $2,000 months and $5,000 months and $10,000 and $14,000 months, all of that, it's not different. It's the same thing. And so I just have to lean in and monitor the belief. And we kind of talked about the crazy rollercoaster of being a business owner. And one of the things that I remind myself of and I've heard from other entrepreneurs is being in a business is 50-50. I think people on the outside think it's like, "This is an amazing thing." And it's like, "No, it's feuding people in your head all the time." But realizing that mindset work is going to the thing that help me get through the hills an valleys of what it means to be a business owner. And it's okay, I can do that. And also knowing that, with the mindset work, I don't need to listen to everyone around me. My parents don't understand what I'm doing. They finally started to embrace the fact. They're like, "Okay, I guess she's doing this." But right? I can't go to them for advice in the ways that I would for other parts of my life because they could shift my thinking and my mindset. So, just leaning into what I know is true.

Tara McMullin: Brilliant. Keina, what are you excited about right now?

Keina Newell: I'm excited to help more women this year with my services. That's the thing that lights me up. So, there are days that it could be a really long day and I will do four to five hours of coaching. And people are like, "How do you do this?" I'm like, "Because it is the things that brings me absolute joy." [crosstalk 00:40:25].

Tara McMullin: That is obvious. Keina Newell, thank you so much for sharing your mindset journey, how you've learned these skills of bringing awareness to your thoughts and how they're impacting the way you show up in your business and the incredible results that that's created for you. I am so grateful. Thank you.

Keina Newell: Well, thank you for having me.

Tara McMullin: What do you need to unlearn? What default thoughts or assumptions are battling it out with what you've learned about what you need to do next? The first step to unlearning is awareness. Notice when these thoughts or assumptions pop up. Notice when you're practicing a mental habit that's unhelpful. Then, you can slowly, thoughtfully start to unlearn. Find out more about Keina Newell at wealthovernow.com. Next week, we're starting a new series on leading yourself, the perfect topic to close out this wild year. You're going to hear from Emily Thompson from Being Boss, Alethea Fitzpatrick form Co-Creating Inclusion, Missy Emler from Modern Learners, and Valerie Black from the Change Agency. Each has been through their own wild experiences this year and have a lot to share about how they led themselves through. What Works is produced by Yellow House Media. Our production coordinator is Sean McMullin. This episode was edited by Marty Seefeldt. Our production assistants are Kristen Runvik and Lou Blaser.

Host of What Works

Tara is a podcaster, small business community leader, strategist, and speaker. She’s been helping small business owners build stronger businesses for over a decade.  

Tara McMullin, What Works Weekly Newsletter

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