Yvonne Heimann [00:00:00]
You know that moment when you're sitting in the school pickup line, scrolling through the comments on your latest post, and someone writes, You make it look so easy. You just kind of stare at it. Ten minutes earlier, you were in your banking app doing the math that just didn't feel easy at all. So many women in business live in that exact gap, right? We share the good day and the client wins and the nice photos and the travels. And the stuff keeping us up at night that really stays with us, nobody sees. And then somebody calls you an inspiration and your chest gets all tight because you know what's going on behind the scenes. Because none of us is perfect, right? If you're new here, welcome to She Is A Leader, where women in business tell the stories they don't usually put on LinkedIn.
I'm Yvonne Heimann, CEO and founder of AskYvi.com and the visionary behind FemAuthority. And I'll be real with you, I don't have kids, so I've never sat in that pickup line. That comment, though, I know really well. People watch me run three businesses, each at a completely different stage, and they figured I got it all figured out and handled. And yes, some things do come easy to me, and still.
There are so many parts I'm figuring out every single week. Nothing about it is perfect. My guest today knows that feeling too.
Yvonne Heimann [00:01:30]
Danielle Bush spent 17 years in hospitality and financial services, so she knows what pressure feels like. She went from facilities manager to entrepreneur. She's also a solo mom, and she built several income streams while working her day job.
She's helped over 100 women start earning residual income. And she also founded Aspire for More, which brings financial literacy, business building, and community together for women who know what they are capable of and so much more. Danielle, welcome to the show. So happy to have you.
Danielle Bush [00:02:09]
Thank you. Thanks for having me.
Yvonne Heimann [00:02:12]
And when I saw your submission, I loved residual income. Because there's been a season in the past where everybody was going for the passive income. And I'm sorry, nothing is ever passive. So seeing residual income, I was really happy to see that rather than the passive.
And for anybody that is new to like the online space and the business space, talk about what is residual income. What what specifically does that even mean? I'm like residual income is such a term. Explain to my audience that might not have heard the term yet what residual income means, please.
Danielle Bush [00:02:52]
Yeah, so if you think about bills that you pay every month, they're technically residual bills, so they're always coming every month. Residual income is the same thing. You're getting it every month. the only difference is you you start a business in MLM, most people would call it network marketing, and you do a lot of work at the beginning for not a lot of money but then that work that you do at the beginning compounds over time so that a couple of years down the line, you're not doing as much work, but you're still getting residual income month after month. And what I've managed to do is start two network marketing businesses. And while one I'm not technically working at anymore, I'm still getting that monthly residual income for the work I did a couple of years ago, and which has allowed me to start another one and do the same thing, so yeah it it's good and it's it's nice to have a fixed income coming in without having to do much work for it. that's yeah, residual income.
Yvonne Heimann [00:04:00]
That and we talked about especially in the intro of this public picture, and you told us your followers, think you have it all figured out. And I think we've all gone into this, right? Because everybody just sees kind of like a snapshot of something. And I'm curious, what was the last thing you posted or shared where you thought. Hmm, that's not quite the full story.
Danielle Bush [00:04:35]
I think it's my events really. So I post the aftermath of an event and I go to tell them how great it is, but behind the scenes didn't sell it out, not as many people turned up, I didn't make a profit and stuff like that. But I think online people probably think I'm doing really well. everyone's turn attending these events and and it looks easy and seamless where a high and you're you're running at a loss.
And you're thinking, is it all worth it? Should I do another one? so yeah, I think I really have imposter city thrown with anything I do. Yeah, people looking in just think I've got it all under control and I'm a massive inspiration and they want to be more like me. And I'm like, really don't I'm like an octopus juggle in everything.
Yvonne Heimann [00:05:27]
Now, with that imposter syndrome, I think we a lot of us can identify with imposter syndrome and what that means. When did you first notice the imposter syndrome, the disconnect between the posting and what's happening in your business? And that it didn't match anymore. I would love for you to kind of like bring us into that moment of.
What did the voices say? Where did you realize, my god, imposter syndrome is hitting? and just feeling that disconnect potentially between the public perception and what's really happening, what was going on with in you with that?
Danielle Bush [00:06:13]
Yeah, I think it was more it was brought to my attention and that I then labelled myself with imposter syndrome. I pretty much do a lot of of work free of charge or I'm trying to lift women up for free. and it's it's people that are closest to me be like, You've been doing this for years, you need to charge more, like know your worth.
And I think in my head, I'm just like, I've self-taught myself everything and the information and the knowledge I give to other people. In my head, I'm like, I'm not qualified to charge people for this knowledge, even though I've done like 17 years in FM and I've taught myself AI, I've got websites and stuff like that. I think where I've not spent any money to learn these skills, I have a bit of like imposter syndrome trying to charge people for them. And it was like not until like a close friend of me said like, you should own this space now. Like you've been doing it for 17 years. And yet I'm like, no, I don't feel like I'm ready to be that person. So I labelled it myself. and I think it's when you're everything in a business, I I think you don't really see your true potential. Only other people do because you're trying to juggle so many so many things. You don't quite see yourself as being like a master at one because you are juggling everything. So I think the imposter syndrome for me is just because I haven't ever stuck up one particular skill that I'm good at. I've tried to pick up all the skills of running a business. So it keeps the cost slow and and in-house. And so I teach a lot of it for free, which is probably my downfall and why I'm not making as much money in business because I do just give things away for free.
Yvonne Heimann [00:07:55]
Now, I've seen a lot quote recommendations online where it's like, my god, just fake it till you make it. That's the perfect recipe against imposter syndrome. So I would love to hear your take on that recommendation of just fake it till you make it.
Danielle Bush [00:08:13]
I try and most part it works. So again, when when I've got events coming up, I will say that there's less tickets than there possibly is. and yeah, just try and make everything sound a bit better than in my head what I feel like it it is. the same with like the the content that I post on yeah just I don't know, you know, like when you just add a bit of glitter to to something. I think that's what I do when it comes to faking it so you make it. And then yeah, I always think in my head no one knows what something's meant to be or how something's meant to turn out anyway. So it doesn't quite matter if you don't get it 100% because no one knows what your version of 100% would look like. And so I do a lot of that. and the same as like at events and stuff, I get a bit nervous, but I sort of have to put on like an alter ego to have that confidence and have that sort of boss girl energy, even though in myself I'm quite like shy and timid. So again, we
You do have to become a different character, even if it sniffs sometimes.
Yvonne Heimann [00:09:30]
I think at at the low level of fake it till you make it, it's manifestation, isn't it? It's kind of like the okay, this is what it's supposed to be. This is this is the picture I have in my head. And I think just when it comes to the level of completely faking it, is where it loses the manifestation and it's like, yeah, I'm not so quite sure about that level of faking it, this doesn't feel aligned. It's not just sprinkling glitter on top of it. It's it's literally just faking it at that level, I think.
Danielle Bush [00:10:09]
Yeah, like ethical. Yeah. Yeah. And I I try to be as transparent as possible, just to show other people, other mums that what I'm doing is also achievable for you. And I think if I didn't show every aspect of my life, I think it would look a lot more glamorous than it than it is. Because I th I always say like when I post pictures, I've always my god, you've got such a fancy life. And I'm like, 80% of my life's funded by my my work. Like I eat at work, the venues are fancy, so all my pictures are taken in there. And the reality is I don't really spend much money day to day. I'm just in nice places and traveling and having nice coffees and and it looks like I'm doing really well online. so like I do just be transparent and say 80% of my lifestyle is funded by my employer. Like it's not run my business or anything like that. And I think it has helped me grow the community because they they they trust me because they know that I'm jet I'm a genuine person and yes, my lifestyle looks nice and I'm going on holidays and doing that. But I'm I'm savvy with people with money and and stuff like that. So I think yeah the pictures and stuff look nice. And if I wasn't as transparent, people probably think I'm really rich, but I'm not
Yvonne Heimann [00:11:30]
Want to have a comfortable life, don't we? yeah, and that's I love the I hate the word authenticity, the realness behind everything, where it's like, right? Yes, it looks great and fancy, and also I'm just a normal human being. I just want a comfortable live, and this is what it looks like. And I think that's what.
A lot of people resonate with nowadays after we spent how many years in the Ferrari seven figures in seven days marketing bullshit, let's be honest, where it's like I think our clientele is just craving honesty. You're experiencing the same kind of feedback?
Danielle Bush [00:12:20]
Yeah, yeah, definitely. I think as again with AI like pretty much on every other post on Instagram, that was another reason why I started to spy for more and had offline events, just because you can see people for who they are, and there's no hiding behind the screen, there's no hiding behind an AI avatar and stuff like that. And I think it's becoming more unrealistic people's lifestyles online, where reality is as long as you've got a a purpose, a roof over your head and a steadily income, like we're doing better than most people. And it's it's a case of I've always stayed in my own lane and just focused on where I want to get to and try to block out a lot of like what I see on social media and what I want to aspire to. And I use AI to just improve my tasks to make learning quicker to do is I've got more time with my son and stuff like that, where I think a lot of people maybe use an AI to paint the lifestyle that they want, and then charge people a certain thing if you like if you could have this lifestyle that I think we agree with it such. And I think everyone can start a business and it's just a case of finding what they're good at and then packaging it in a in a right way rather than trying to pay over the odds for a quick fix when you start one that's showing you that they've got their lifestyle reviewing.
Yvonne Heimann [00:13:55]
Now let's come let's come back around to the imposter syndrome because I'm really curious when imposter syndrome hits, right? When whatever the moment is happening, how how do you stop the voices? How do you stop that imposter syndrome and being in it and heck, for me is it I'm not good enough. It's it's all just a lie. Whatever, whatever the voices are. What's your practice to stop that and get out of that?
Danielle Bush [00:14:30]
Think saying less sometimes. I think when I I always get a bit nervous about how I speak because I'm quite like common. I always think I need to try and speak a certain way and use certain words. And when I try and be that type of person, that's when it all seems to break down. So I try to say less and just answer questions. I'm really good at answering people's questions. And I think as soon as I say less and just answer questions on a typical like a topic or or a skill. I seem to be more at ease and and realise, yeah, I actually do know what I'm talking about. Because yeah, I I get really nervous when it comes to like public speaking or introducing an event and stuff like that. And in my head, I want to just waffle on and act like I've I've got it all under control, but I've realized that saying less is sometimes better for me. And I don't yeah, come across as an amateur.
Yvonne Heimann [00:15:30]
Yeah, with English being my second language, I had those conversations too. It's like I have I have weird words and I have weird ways of saying things, or I just get a face one or something like that. Pulling the plug is one of those where it's like I meant call I meant the complete opposite when I used pulling the plug. I'm I'm stopped using it because people are always getting confused. So I hear you on that one. And I'm curious, you already mentioned a couple of activators.
For your imposter syndrome, where you realize certain things that happened and you stop them. I would love to to revisit that. What are some of those activators where you are realizing, okay, I'm getting this feedback or I'm doing this, and imposter syndrome shows up? And I would love to hear your activators to hopefully for the audience to to see themselves in it and see that we all have those.
Danielle Bush [00:16:34]
Yeah, I think so for instance AI. I taught myself AI. I I'm teaching loads of people how to use it. but I still don't talk about it on social media. And I think I feel like an imposter, an imposter, because I'm a doer, so I'll happily get people on a call and I'll show them how to use it and and do stuff. But when it comes to trying to explain it to a camera, my whole body just shuts down and so what I found is I would rather just announce an event for people to come and learn AI rather than try and do loads of like different series and pieces of content on it because you're not going to get the best from me in that type of content because it will look very scripted. It it would definitely look like I don't know what I'm talking about. But if you pay for a course on join a free a free Zoom, you'll be like, my god, this girl actually knows what you're talking about.
And I think it's just, yes, you can have imposter syndrome, but if you know you're good at something, it's just finding out how you're good at explaining or how you're good at presenting that that that thing and then doing it your way rather than having to try and perform like everyone else because I'm I'm not that person and saying it's websites. I could happen and show you how to create a website within an hour, but to record myself doing it and make it into a piece of content, I couldn't do there'll be steps missed, there'll be me looking like I don't know what you're doing because in my head I'm just getting panicky thinking this is not coming out right, I don't look professional. But on a private closed call where you can ask questions, I can see what you want to learn without having to teach you to suck eggs, that's how I am at my best, is just going straight to what you want to learn rather than me thinking what you you want to learn.
That's how I work is just finding out how to solve someone else's problem, but direct with them rather than just thinking, this is what people want to know. So my my Instagram stuff is very like just days in the life of what I'm doing and behind the scenes stuff where I do actually know a lot of stuff and I just don't talk about it because I don't know how to, because I feel like an imposter.
Yvonne Heimann [00:18:55]
And for everybody listening right now, and that woman who just celebrated herself, right? I hope and everybody listening, I hope you do celebrate yourself because we fucking deserve to celebrate ourselves. Rant end. For everybody that just posted a win and and just felt didn't really feel it, right? Yes, you have this win. Yes, you just got your client this perfect contract or this breakthrough, whatever it is, and you just posted that win, and she just doesn't fully feel it and is struggling with it. What would you what would you tell her? What would you recommend a practice doing something or a pattern interrupt, a a thought pattern change, whatever it is, for somebody that just shared that win and just feels that imposter syndrome creep up. What would you recommend to her to get out of it.
Danielle Bush [00:20:05]
Yeah, so I did business a lot on my own to begin with, and the shift changes once I started a community and was around other women in the same boat. And I encourage everyone in the chat on a weekly basis to share their win, big or small, and it's helped. I think if you're a solo entrepreneur or an entrepreneur in general, you don't normally see the wins because you're always chasing the next thing.
And looking back on how far you've come it's very important, especially if you're having like a down day and you feel like you want to quit. Like having a a community that are there to lift you up and celebrate your wins, no matter how big or small, is like important. And I think having the community, although I'm sort of fronting it, they help me more than they know just by being able to share my wins because sometimes your close friends and family or or social media don't realise it's a win because they're always seeing the highs of of your life where you might have been struggling to like land this big deal and we've finally done it. But no one sees it as a big win because you are only ever sharing the wins. So having a community I think definitely helps. And surrounding yourself with people that you think are are a bit more higher than you as well, it's always great because it just helps you stay at your game and and people are striving for more. So as well as like my community, I'm in other communities that I look up to people and I'm like the smallest one in that community, which is always great. And you learn so much from people that are like a couple of steps ahead of you that you can then come back and pour down to like people that are still looking up to you. So I think community is everything. And it was only until I started to supply for more that I realized that you don't have to do business alone. And it's definitely a lot funner when you've got other people cheerleading you, even if they're not in the same business, but they're their allies. It it definitely makes it a lot easier, a lot more funer. But you can just pick their brain for free. And they might know someone or have done something that you're trying to do. So yeah, definitely get just get around.
Other professional entrepreneur, I think, is the best way to feel celebrated if you celebrate yourself too quickly or you don't feel celebrating yourself from your current like community or following, because they might just be used to seeing you win all the time.
Yvonne Heimann [00:22:45]
So you heard it. Go celebrate your wins. Go. Heck, I'm personal spring cleaning my people right now that are close to me. sometimes we need a spring clean. And we all we all experience imposter syndrome. And if you know a woman who always looks like she's got it handled and never asks for help, go send her the episode. She probably needs it more than she feels comfortable telling you. And I'll see you all in the next episode. Thanks so much for joining me today, Danielle.
Danielle Bush [00:23:25]
You're welcome. Thank you for having me.