Lifting the Curtain Episodes

Episode 1 drops on 1st Feb 2024 and a new episode will be here each week day to 14th Feb 2024. Below you’ll find BTS commentary, directors notes, and the chance to get involved. How would you respond to the questions?

Ep1. What’s the biggest lie you’ve been told about money?

Directors Notes: One of the astonishing things about the answers these ladies gave here is that so many of them had similar answers. And I promise they weren’t prepped before the day. Every single answer was off the cuff, unprepared and authentic.

The takeaway: We have been told our whole lives, in so many different ways, that money is hard to earn and the best way to make more of it is to work harder and work more. And it’s a lie. A lie that keeps us tired, frazzled and with less money than there could be in our bank accounts.

The antidote? Slowing down, zooming out and working smarter not harder.

Fi Johnston x

Ep2. Are you comfortable with money?

Directors Notes: It’s hard to feel comfortable about something that you haven’t been exposed to or know about. So many of us women are afraid of getting money wrong or feeling uncomfortable. We’ve been socialised not to talk about money, and this leaves us feeling squirming when we have to talk about it.

The takeaway: Like anything in life, exposing yourself to conversations about money is the best place to start. Confidence comes from asking questions and listening to others talk about a topic you’re new to.

The antidote? Be open to learning about and playing with money conversations and ask for help. It’s here.

Fi Johnston x

Ep3. What’s your biggest money mistake?

Directors Notes: We all make mistakes with money, inside and outside our businesses. And it can be empowering to be able to learn from those mistakes objectively, and use that new knowledge to make different decisions in the future.

The takeaway: The answers reflected in this episode come from the same place: women find it difficult to trust their money decisions. We’re cautious and judge our mistakes harshly.

The antidote? Learn to trust your financial decisions and get help from the right people at the right time. Build your money skills by making money moves that grow your knowledge & confidence. You got this.

Fi Johnston x

Ep4. What does it feel like to ask for money from a client?

Directors Notes: Asking for money from a client is one of those things that every business owner has to do. That could be on a phone call or email, with an invoice, or an add to cart button on a website page.

The takeaway: All of the interviewees expressed some level of discomfort and awkwardness around asking for money, which is no suprise. This stuff just feels weird in our brains/bodies.

The antidote? We build confidence in practice, so practice. Put offers and prices out into the world and think of it as a fun game you’re playing. Talk to other business owners and try to talk about money in the same way you talk about other business things.

Fi Johnston x

Ep5. Have you felt judged, ashamed or silly about money?

Directors Notes: Money shame is something that I hear about a lot from female business owners. We just know that we’re bad at money (we’re not) and we get into money shame spirals.

The takeaway: All of the ladies in this episode expressed some level of judgement, and the most harsh judgement comes from within us. feeling silly happens often, and is the product of being new to something.

The antidote? When something is seen as taboo, and we don’t talk about it openly, it becomes shameful. The more we talk about money with safe, supportive people, the more normalised it can become. I believe every female founder can feel shame free and safe with money.

Fi Johnston x

Ep 6. How much income did you expect in the first 3 years?

Directors Notes: When we have expectations that aren’t met, we can feel like failures. Some of us go into business with expectations of high income and high freedom, and often that doesn’t happen. Some of us have no expectations at all, and we’re not disappointed, just…meh.

The takeaway: All the interviewees had different ideas about how much income they’d make and in some cases they out earned even their biggest revenue goals. This can feel amazing.

The antidote? It’s easier to aim for something that we want to achieve, know how to achieve, and believe we can achieve. Breaking our goals down makes them much more likely.

Fi Johnston x

Ep 7. How much did you earn and pay yourself last year?

Directors Notes: This can feel like such a confronting question to be asked, so I want to take a moment to acknowledge the vulnerability of the interviewees here. This isn’t easy. Editing this wasn’t either, it’s big.

The takeaway: Each of these ladies is running a successful, loved, valuable business. Earning large amount sof revenue - 5, 6, 7 and 8 figures - is possible when you have the right mindset and business model.

The antidote? When we keep our revenue and take home pay numbers to ourselves, we miss the opportunity to learn how others are doing. If yuo can see it, you can be it. I’m a big advocate for women sharing these numbers with each other as I see it as one step towards revenue parity.

Fi Johnston x

Ep 8. How do you manage your money and how much is in your bank account?

Directors Notes: Learning to manage your money is a how to get clarity and control. It’s how you’ll make informed financial decisions that serve you.

The takeaway: Poor cash flow is one of the leading causes of business failure, and even a very profitable business can fall down without a way to manage their money. Putting money aside for tax, long term investments, to pay yourself, and for profit will set your business up.

The antidote? Unsuprisingly (because they’re all my clients) all of the interviewees use Profit First to manage their money. They all share how this has helped them feel safe and comfortable with their money. PS I can teach you how to do this too.

Fi Johnston x

Ep 9. Are you a successful business owner?

Directors Notes: I took a lot of time to write and refine these questions. And I LOVED writing this one. Why? Because women don’t take enough time to appreciate our succes.

The takeaway: I love that these women were able to reflect and see that yes, they are successful. It may have taken a few squirms and deep breaths, but they are successful and they know that they are. I love it.

The antidote? The first thing to get clear on is what does success look like for you? When we know what we’re aiming for, it’s easier to see that we “got” there and appreciate it. You can be successful at anything you put your mind to. I can help you to get more successful with your money and business, in my 3 day challenge.

Fi Johnston x

Ep 10. What’s the best money advice you’ve been given?

Directors Notes: I promise I didn’t expect these women to reflect back the advice that I’ve given them. It does help me see that I’m on the right path.

The takeaway: The ladies share advice about not sweating the small stuff, saving for a rainy day, not waiting for someone else to come and save you. And all of these snippets of advice boil down to the same core thing.

The antidote? That you need to be in control of your money and your money decisions. Get help with your finances and bookkeeping, sure. AND, you are responsible for your money, and you can learn to do this well. Making and managing your money is all about how you think and feel about money. I would love nothing more than to help you start thinking differently about money, in my 3 day challenge.

Fi Johnston x

Tell me how you’d answer my questions?

Behind the curtain

The documentary

Fi has worked with small business owners for more than 20 years. She’s found that most small businesses are not making enough money for the effort we invest and wants to understand why.

“Business owners start with so much passion, drive and purpose. We’re seeking freedom, creativity and to be a difference maker. But so many of us have issues with money that lead to overwhelm and inaction. 

I’m so frustrated by this. I see so much potential for female business owners to make more money and impact. I know they can change the world, starting with their communities and rippling from there.

I want to understand what is in the hearts and minds of small business owners when it comes to money and business.”

We interviewed female small business owners to find out what’s going on in their minds and in their bank accounts. We ask the questions that no one else is asking, so we can dig below the surface on this important topic: Money.

Come with us as we lift the curtain and go deep into the minds of 8 incredible, creative and impact driven female founders. The conversations are juicy AF 🍑.

10 juicy questions, 8 female founders, 1 goal. Let’s lift the curtain and see what’s in the minds of female founders

I interviewed 8 of my successful female clients to find out what’s going on in their minds and in their bank accounts

Featuring women from these businesses:

fox + fleur
Good Day Club
Stitch Strategy
The Salty Sweet
Pinch Studios
Jampacked Agency
Cultivate by Birch
Tot Hot or Not

Meet the Director, Fi Johnston

You probably haven’t met anyone quite like Fi before. Fi is a creative, passionate, kind and talented business and finance strategist. A Chartered Accountant who’s all about impact, Fi is no bean counter or line follower. She’s the Founder of Peach Business, an investor and multiple business owner, a money and business educator and speaker, strategist and coach, and obsessed with small business.

With more than 20 years specialising in small and medium business, Fi is obsessed with the inner thoughts of the small business owner’s mind. She has a special way of communicating about money that makes her clients feel seen and understood.

Fi hasn’t followed in anyone’s career footsteps. Combining her small business obsession and empathy to the advisor some clients call their business saviour. Making a documentary about money wasn’t part of the career plan, but Fi moves in a different way to other accountants and coaches. She loves trying new things.

Fi has so much love for small business and its ability to change the world.

She’s always looking for new ways to serve the small business community and help them make more money and impact. Fi sees so much untapped potential in her small business community and is always looking for ways to grow and amplify it.

Which is why it breaks her heart to see small businesses closing their doors, and founders not paying themselves well because they’re not making enough money.  Fi set out to uncover what’s going on in the minds and wallets of female founders.

She believes that the way we feel about money is the key to making more of it.

Let’s see if she’s right.

Meet the Interviewees

Meet the Behind the Scenes Crew

Lifting the Curtain Documentary

FAQs

  • Everyone included is one of my clients and has already worked with me. I wanted there to be enough trust between us that they’d feel safe to answer the spicy questions honestly. I choose participants from a range of industries, business maturity and size, ages and backgrounds to give a more holistic view of the topic of money.

  • I was honestly blown away by the authenticity and vulnerability of the interviewees and their answers. There were some common answers such as the lie that earning money needs to include hard work. There’s a lot to unpack from the 8 interviews, but the overarching learning is this: when women are supported by other women they can make and manage large amounts of money and create a huge impact on the world.

  • I would love nothing more than to hear your thoughts about the documentary, the questions or your own insights. When you sign up. to go behind the curtain (via the form below) you’ll be able to participate with the documentary. Can’t wait to hear what you have to say.