What does it really take to build a business that fuels your freedom—on your terms? In this episode of Your Business Untethered, we’re breaking down the five essential ingredients for creating a business that aligns with your values, sustains your lifestyle, and actually makes money.

Forget the cookie-cutter strategies and rigid three-step formulas—freedom entrepreneurship is about defying norms, defining your purpose, and structuring your business to support your vision.

Inside this episode, we cover:
✨ Why societal norms are the first thing you need to unlearn
✨ How to anchor your business in purpose (beyond just making money)
✨ The kind of structure that creates more freedom, not less
✨ Why community is more powerful than just an audience
✨ The role of healing in long-term business success

This isn’t just another strategy talk—it’s a call to rethink everything you’ve been taught about entrepreneurship and build a business that serves YOU, not the other way around.

Not all Businesses are Freedom-Based

Welcome back to another episode of Your Business Untethered. Today, I want to share what being a freedom entrepreneur really means to me—how I define it in my business and how I help my clients embody it.

Now, to be clear, what you’re not going to get from me in this episode (or ever) is some rigid three-step formula for becoming a freedom entrepreneur.

A few years ago, as a new business owner, I followed the typical “do this, then do that” approach. And three years into running this particular business, I found myself completely burnt the fuck out. This was about two years ago. At that point, I was managing a roster of 15 one-on-one clients across multiple time zones, which meant chaotic sleeping schedules and zero scalability.

Looking back, I realize it was completely out of alignment with my own values. I had invested years of time, energy, and money into building a business that, at its core, just didn’t work for me. It didn’t support my vision, my freedom, or even my well-being.

So, I had to burn it all down—not start over completely, because you don’t lose your network, your authenticity, or your authority—but I had to rebuild in a way that actually worked.

In this episode, I’m sharing the five key ingredients that I’ve found to be absolutely crucial—and completely life-changing—for any entrepreneur seeking real freedom.

Proven Steps Wouldn’t Work

I want to stay on this point: You’re not going to get some copy-paste, follow-my-exact-process formula to becoming a six-figure freedom entrepreneur from me. And that’s intentional. In fact, it’s one of the core beliefs that I hold in my business and instill in my clients.

I truly believe that you already have everything you need—the inner resources, the wisdom, and the capacity—to reveal and fulfill your full potential. You have what it takes to create the life and business you dream of. And that means any process I give you, any three-step approach I lay out, comes with a massive caveat:

Sure, it might have worked for me. It might have worked for ten of my previous clients. But there’s no guarantee it’ll work for you—because you’re a completely different person. You have your own values, your own personality, and your own vision for the future. At best, my process might lead you somewhere useful, but it would be my ideal future, not necessarily yours.

Forcing you into a rigid framework would be a disservice. It would dishonor your innate wisdom, your unique resources, and the dreams that are yours alone.

Instead, my job as a coach—and my mission with Way of the Founder—is to bring you alive. To enable, encourage, and empower you to build a business that is fully aligned with your sense of purpose, your freedom, and your expertise. Every decision—inside and outside of your business—should reference you, not someone else’s blueprint.

And honestly? This belief comes from a place of pure rebellion.

Like, what the fuck? Just because a certain career path or business model worked for someone else, how does that automatically mean it’ll work for me? There’s no guarantee that their “proven system” will apply to my life, my energy, or my goals. Let me have my own damn experience and build a business that reflects that.

That being said, of course, there are solid best practices for any online business owner to consider. But my role isn’t to force you into a mold—it’s to help you take those best practices and shape them into something that genuinely works for you.

So, with all of that in mind, I want to share five core principles—let’s call them freedom entrepreneur ingredients—that I live by, stand by, and, honestly, will probably die by. Some of these will sound familiar because they’re fundamental to any business (like audience development). Others are things many in this field don’t talk about—either because they don’t have the training, they don’t see the need, or their own lived experience has simply led them down a different path than mine.

Defy and Define

The first freedom ingredient is Defy and Define—a yin and yang dynamic.

Stepping into freedom entrepreneurship means you have to defy. You have to push back against societal norms, unlearn conditioning—whether from society, your upbringing, or your own past beliefs—and reject anything that no longer serves you. And this isn’t a one-time thing. If you’re serious about growing as a business owner, you’ll find yourself defying over and over again.

You’ll have to let go of things that once worked but no longer fit. You’ll have to walk away from habits, identities, and structures that might have felt safe but are actually holding you back. If you’re transitioning from a 9-to-5 to full-time entrepreneurship, the defiance is even more tangible. You’ll need to reject the employee mindset, redefine what success looks like beyond a résumé, and maybe even question everything your former boss stood for.

The point is: You can’t create freedom while still clinging to the very things that restrict it.

But here’s the catch—defiance alone isn’t enough. You can’t build a business just to escape something. You need a North Star.

That’s where Define comes in.

Once you’ve cleared out what no longer serves you, you have to consciously define what freedom means to you. What are you actually moving toward? Who are you becoming in this next phase of your life and business? How do you want to show up—for yourself and for the world?

For me, a major pillar of freedom is location independence. Now, that doesn’t mean I want to be a digital nomad forever—God no. I would love to own my own mattress right now. But location independence is woven into the DNA of my business. Everything I do—from my tax strategy to my business registration to the way I deliver my offers—ensures that I’m never tied to one place.

For one of my clients, her North Star is building a family. She and her partner are preparing to have kids, so her business needs to evolve to support that. A calendar packed with one-on-one clients? Not going to work when she’s a new mom with limited time. So we’re building a structure that gives her the freedom she needs.

Another client is focused on financial independence and early retirement (FIRE). For her, the priority is setting up passive income—through investments and her business—so she can reach that goal as quickly as possible, all while staying aligned with her values and purpose.

This brings me to the second freedom ingredient: Purpose.

Your Business Purpose

By now, you’ve probably heard plenty of people in this space talk about having a business mission. Sure, you need a mission statement—it should make sense to the outside world what your business actually does. But to me, a mission statement is secondary. What really matters? Your purpose statement.

The first freedom ingredient, Defy and Define, was all about you—your ideal lifestyle, the kind of person you want to become, and the vision you’re creating for yourself. But now, we’re shifting outward.

The second freedom ingredient—Purpose—asks bigger questions: Who do you want to serve? How do you serve them? Why does this matter? Your business isn’t just about personal freedom. It’s about impact. How does what you do actually change the world for the better?

And in today’s world, where even the so-called “free world” is facing increasing restrictions—on autonomy, on choice, on mobility—entrepreneurs have an even greater responsibility. You already know why you want to be an entrepreneur: more freedom, more financial independence, more location and time flexibility. But why does this matter to your clients? Who should care about your business, and why?

This is where a purpose statement comes in. It’s not just about a polished tagline or a neatly worded mission. It’s about answering the big question: What are you all about?

Who do you serve, and why does it matter?
How does your work contribute to something bigger than yourself?
How does your business create real change?

In my world—Way of the Founder—everything comes down to these two first ingredients:

1. Define freedom on your terms so you can build a sustainable business that actually supports your life.
2. Anchor everything in a bigger purpose so that your offers, your marketing, your messaging, and your brand all have depth and direction.

And just so we’re crystal clear—yes, we’re all about passive income here at Way of the Founder. Yes, we fully believe in making a shitload of money, because money funds change. Money gives you options. Money lets you design the life you want and make a real difference.

But your business purpose? That can’t be about money.

Wanting to be a millionaire is 100% valid (go for it, seriously), but your business purpose has to be bigger than your bank account.

So—who are you doing this for? And why does it actually matter?

Creating a Freedom Structure

The third ingredient? Structure. This is where we start turning your vision and purpose into something real. Something that doesn’t just exist in your head but actually supports your business and your life.

Now, let’s be clear—my business model may not work for you. And I don’t want you to copy it. If, by chance, it’s a perfect fit? Go ahead. But only if it actually works for your energy, your body, your cycle (if applicable), and most importantly, your vision for the future. Your business should look different from mine, different from your mentor’s, different from anyone else’s. And that’s exactly the point.

Because your mentors? Your coaches? They’re different humans, living different lives, with different priorities. Their business structures reflect that.

At its core, structure is about designing your business in a way that fully aligns with your purpose while also supporting the freedom you desire.

How Does a Freedom Structure Show Up in Your Offers?

When I work with new entrepreneurs, I always have them build out two foundational offers:

1. An Audience-Building Offer – A low-ticket, high-value offer designed to introduce people to your work. This should be a no-brainer purchase, something that allows them to experience real transformation quickly and see the value in your process.
2. A Money-Making Offer – Typically a high-ticket, one-on-one offer that helps you get paid while doing market research, refining your messaging, and figuring out who you actually want to work with. This ensures you’re compensated generously for your early-stage learning and gets you making money fast.

Because one of my core beliefs? You have to get to the money fast. Whether you’re just starting or five years in, quick execution is key. Test the idea. See if it works. Then decide if it’s worth scaling.

Beyond these core offers, every single offer must pass two critical tests:

• Does this offer contribute to the freedom I desire?
• Does this offer align with my business purpose?

If either answer is no—something needs to change.

Your offers should support both your freedom and your purpose, and they should create a natural journey for your clients. Think of your business like a hotel: Clients may start with a standard room, but if they need more? There’s a deluxe suite, a rooftop restaurant, a private spa experience—all ready for them. Every offer should seamlessly guide them to the next step within your ecosystem.

Connection: The Fourth Ingredient of a Freedom Business

You want to build a community, not just an audience. A brand, not just a following. And you want to sell from leadership and service, not desperation.

Connection means:

• Building an audience that actually buys (not just one that looks impressive on paper)
• Learning to sell without sleaze
• Prioritizing long-term relationships over one-off sales

I always emphasize creating clients without social media. Yes, social media is a powerful tool, but at any point in your journey—whether you’ve made $0 or $500K—you should be able to sign 10 clients through direct, human-to-human connection. Mastering genuine sales conversations is a non-negotiable skill that too many business mentors overlook.

You also want to build strategic partnerships. Whether it’s podcast interviews, speaking gigs, or collaborations, the right relationships can open major doors. Client relationships should also be nurtured for longevity—constantly chasing new customers instead of focusing on retention makes it difficult to fulfill a larger mission.

Healing: The Most Overlooked Yet Transformational Freedom Strategy

Yes, healing is a business strategy.

I was trained in coaching through the lens of spiritual psychology, which holds the belief that the way you relate to one thing is the way you relate to everything.

• The way you relate to money mirrors the way you relate to food.
• The way you relate to clients mirrors the way you relate to your parents.
• The way you relate to partnerships in business mirrors the way you relate to romantic partners.

Every pattern you carry into your business has roots in past experiences, conditioning, and even generational trauma. These subconscious patterns can either drive you forward or hold you back.

So, if you keep hitting the same wall in your business, and the strategy is solid, it’s not a business problem—it’s a personal one.

Healing these patterns is the most rewarding work you can do as an entrepreneur. Because once you do, your business—and your freedom—expands in ways you never imagined.

action step for today

And the action is really a freedom audit. Do a freedom audit of your entire life and get really clear on where is it that you would want a little more freedom in your life right now? And which of these five freedom levers define and purpose, structure, connection, and healing, might provide you with even just 5 % more freedom in your life right now.

Take care. Seize the day. Create more freedom today than you did yesterday. And I’ll see you next time.