Yvonne Heimann [00:00:00]:
Ah, they have been. Oh my God. It has been a year. And in this episode specifically I wanted to share an interesting journey. One of the big mission that's always been behind everything and that I have and we as a company have finally be able to fully claim this year is really wanting to help women and minorities to build a self sustainable business based on their passion that makes them excited, that can again sustain itself and is not 24/7 reliant on their owners and gives women and minorities the possibility to create wealth to make money and profit with their passion and with that money and with that self sustainable business gives them power.
Yvonne Heimann [00:01:06]:
Especially with everything that's happening right now in the US and around the world. I am so tired of certain people having all the money and having all the power when it's out there for us to claim to grab. You can look at power in all different variations.
My specific power alignment and what we are focusing on is money and how we can make money and get money in our clients pockets in an efficient self sustainable way that aligns with how we want to run business, not how we are taught how to run business. It's been interesting for me that that's been always a mission. It's always been behind everything I do and what, what I'm passionate about. Heck, I'm looking back at times when I went to school, I always fought the bullies. I was the one punching kids in the face that were just assholes, I was the one taking on teachers that just, I don't know, weren't fair. I was always speaking up. And somewhere along the way that fight became a little bit more silent, maybe at a time where I just felt alone in the fight. I don't know that there's more work to be done.
What I want to focus on today is that even with that mission behind the scenes I look through the people that I work with in the past and that I focused on and I kept falling back on honestly working with men. And I have been working a lot through all of that in the last year and figuring out why I always fought saying that I work with women and minorities to help them build self sustainable business rooted in their passion. I never wanted to just focus on women. So today I want to share with you the work I have done around the things I have realized and why I finally can own it. So let's start with the public perception. The public perception. A lot of coaches I follow, a lot of influencers I follow used to have this picture of anything that's female. Everything that's coaching women is these.
Yvonne Heimann [00:03:48]:
It's the fluffy, it's the white and pastel colors or it's a pink. And it's all of these standardized female branding. And I've never seen myself into this. I, I am not a fan of pink whatsoever. I have friends, they look amazing in pink. I fucking hate it. I am one of those women where it's like, yes, we have a total sexy, deep V neck. Heels.
I love wearing heels. And then I change my tire and I fix the lighting. And I, I grew up as an electrician. I grew up remodeling houses. I'm a tomboy that loves to wear heels. So my approach, especially with my German background, has always been a no bullshit, straight up approach. And in the past I had attracted women that have that struggle with that and neither which one of those is right or wrong. So it's, I'm trying to not judge here and be like, oh my God, why would you all be this fluffy or whatever to me, Fluffy, Please take my perception of the word fluffy.
It's not a negative. It's just more emotional. More emotional is the wrong word either. See, this is exactly what I had been struggling with. And I need to work on cleaning up my language more to be able to distinguish the personality types and the communication styles that I don't want to work with. The personality types and the conversation styles that I do want to work with are the ones that have done the work on their emotional understanding. Fuck. When I'm in that point of my, my cycle, I will be sobbing on the fucking couch and I will perceive everything that's been said as bitching at me.
Yvonne Heimann [00:05:52]:
So again, it's really hard still for me to find the right language. And that's exactly the struggle that I've been having of saying I want to work with women and minorities on being clear of what does that look like? What do you, these women and minorities look like and how do they communicate? How do I identify if that is the personality type I'm going after? Because I also don't want to exclude men. There's men out there that are really connected to their emotions, that are really having learned how to communicate, that are the personality type that I want to work with. And I don't want to exclude them from our general community. Are they going to be having the conversations of energy levels during our period and be able to identify themselves with it? No. However, there are so many men out there that want to learn more about it, that want to help their partners work with it. That maybe are working in a business where it's a couple working with each other. They want to understand it and they want to plan around it.
Yvonne Heimann [00:07:08]:
And I always felt like I'm limiting myself when I say women and minorities, which is why I'm like women and minorities. It's not just women. It's people that identify with the personality type that I work best with that are loving, no feedback that know and realize when they are getting triggered because of something else that happened in their past that are ready to. When these triggers come up, when these activations come up, work through it. That are taking self responsibility and that are wanting to make this world a better place. And I know that there's still work to be done for me to really clarify who these people are, how I can show up and how I can use language so these people can self identify themselves in my content, in my teachings, in my copy. It's been, it's been quite a journey. And I also have to say it's been amazingly watching people like Monte as well as Monte Mader.
She is talking. She, they. I don't know which pronouns she's using. They are deep in political, religious conversation. She's done the whole theology studies and it's this, if you haven't seen them online, red hair with some black streaks in there. Sometimes just in her workout or stage music clothes. She is a musician. Sometimes it's.
Yvonne Heimann [00:08:53]:
It reminds me a little bit of pinup style, badass long nails, amazing makeup. They were one of the ones where I'm like I can be all the things, I can be sexy, I can be business, I can be just ranchered fresh out of the shower as well as under the desk news. And really seeing more and more people come up and not fit into that standardized women's box has helped me get over myself and work on this limiting belief of this public picture that I knew existed. I knew it's just a perception and I knew it's, it's just a public appearance. And yet it still took so much for me to work through and be like I want to help women and minorities to get fucking money into their bank account. Have fun while doing it and giving them their power back in that way. Fuck. I'm like, it's, it's ridiculous looking back just how much, how much I was fighting that and how much I kept falling back.
Especially in my one on one work, especially in my ClickUp work. Not just so much in my coaching work, but in the doing work of working with men and working with men that sometimes I might not even have had a conversation at the bar with. I'm like, why am I doing this? Because it pays the bills. Let's be honest. 2024 kicked my ass and it just, it doesn't fuel my passion. It's not. It pays the bills. Yes.
Yvonne Heimann [00:10:32]:
Some of these projects were really eye opening. I've learned a lot and some of them were really, really fun. And I will always be doing one on one work next to my cohorts and the programs we are developing specifically for women and minorities. And it's just like as much as I mapped out this, this podcast, it's taken on a whole nother story on its own at this point. I just wanted to share with you that even when we know, even when we know what's happening, sometimes it just takes time to, to stretch our comfort zone. I grew up with guys. I grew up a tomboy. I started out as an electrician.
Working with men and dropping the F bombs and telling them off and pretty much also at some point telling them off to fuck off. They don't know what they're talking about was easy. It was easy. It's what I know. It's what I'm used to. It's an easy fallback rather than stretching my comfort zone and really challenging this perception of just because brands and the public has painted the picture of female business owners in a certain way, it doesn't mean that's that way. They just happen to have the loudest voice. And me coming back to myself of, it's time to fight the bully again.
Yvonne Heimann [00:12:09]:
It's time to speak up for the ones that don't feel comfortable right now to have that voice or that are still looking to find their voice. And yeah, with that on that year change, you might have seen the episode we dropped. We slowed down YouTube. We haven't dropped YouTube completely. Yes, there has not been any new videos on my AskYvi channel. There's a couple coming in a complete different format than we used to do it simply because I want to be passionate about content again. I want to do my YouTube channel like I do the podcast with you guys, where I have fun again, where I get to just be me and not follow a fucking script and framework to please the YouTube gods.
We also have switched the company structure. The company's moving, we opened, we started the llc. Everything has happened literally over the holidays. Started the new year with Fem Authority llc. You're going to hear more about that to really anchor me and the business in the mission we have. Getting really clear on Our values getting really clear on our mission. Having cleaned up a lot of things behind the scenes. ClickUp is not going anywhere.
Yvonne Heimann [00:13:34]:
It stays and is a core piece of everything I do. Some other tools have come in and a lot of things, a lot of things are really starting to line up nicely. I have a couple episodes coming up for you that's going to talk about Fem Authority, really the mission and the vision behind everything you might have heard about. And I just looked into it for like five minutes. I haven't delved deep into it because I don't really care. In the end of it, the whole Jenna Kutcher and Amy Potter field drama where the public started to rip them apart. I have an opinion about this without even knowing exactly all the things that are going on with that. I got an episode coming up on that that applies to me and how we gonna run the business and continue the business in combination with two of my past coaches that fuck have taught me quite a lesson.
Yvonne Heimann [00:14:36]:
And I don't know in a good or bad way, it's a lesson, so I guess it's a good way. And really just leaning into that mission that always has been there to be a voice for the people that might not have found their voice yet or that are not feeling comfortable to use their voice yet to support some of the weakest out there and help them help themselves. And for me, how I can do that is building Boss Your Business is going to be at the core of this. Helping women and minorities build businesses rooted in their passion, that are self sustainable, that can run and support them while life might throw them curveballs. I call them lifeproof businesses where your business is not reliant on you. That's how we do that, to really help people build their future, build their retirement, build their safety net, to have a life. And it feels right.
Yvonne Heimann [00:16:01]:
It feels right. It's. It's really interesting being in this and saying all this out loud when I have fought just the idea of it for the longest time. And I'm curious, I'm. I'm really curious, am I the only one that's this insane? Because let's, let's be honest, it's kind of insane, right? I know in the core for years now what my mission is, yet I fought it so hard. No matter how much how passionate I am about it, I fought it so hard to say I'm working with women and minorities and specifically saying that's what I'm doing, that's what I want to do. Those are the people I want to work with. Please tell me I'm not the only one in this insanity of seeing exactly what the heck I'm doing, seeing that I'm lying to myself and that I'm fighting something I shouldn't be fighting.
Yet I still do it. Yeah, life and mindsets and beliefs are really weird sometimes, aren't they? So, yeah, it wasn't quite as structured an episode as I thought initially. It's going to be when I took down my notes on what do I want to make sure to cover. This is a work in progress, as I said. We got a couple more solo episodes coming up that dive deeper into this. I also recorded some really amazing episodes with women this week that you're gonna get to see soon and reach out. I think that's my lesson for this month. Just reach out.
Yvonne Heimann [00:17:47]:
I was able to get such an amazing woman that I never thought I would be able to get on the podcast. And I literally had just replied to an email and initially I thought like, yeah, who knows? They sent me off to the PR department. Nope, she came on, we recorded this week and that woman, it is it. She is the manifestation of why it is so worth for me to get through the struggle to let these limiting beliefs behind and focus on women and minorities. So welcoming. She is running a huge business and has come back from the brink of the death of the business. She could be like, ah, I don't give a shit. You're a tiny little podcast who cares.
Yvonne Heimann [00:18:43]:
No. She was so loving from the get go. I made a friend. I made a friend of her with her literally, just by replying to a podcast. So take a leap. Just take a leap. Pop in the comments here, email me, message the person you always wanted to have on your podcast or whatever it is and just take a leap. That's my invite for you today.
That's my call to action. Take a leap. You never know what it's going to lead to and you might just be surprised.