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Pregnancy & Postnatal Entrepreneurs Collective Podcast
The Pregnancy & Postnatal Entrepreneurs Collective Podcast, in conjunction with Your Birth Biz, is a podcast for birth and postpartum professionals who want to grow sustainable, ethical businesses without burning out or losing themselves along the way.
Hosted by Niamh Cassidy, childbirth educator, IBCLC lactation consultant, and business coach to birth workers, this podcast sits at the intersection of business, birth work, values, and real life.
Niamh started her own perinatal business as a side hustle while working full-time in social care, and knows first-hand how challenging it can be to fill classes, attract clients, and stay confident when everyone else seems to be “doing better”. She’s been through the comparison spiral, the over-consumption of business advice, and the frustration of learning from business spaces that don’t understand the ethics, boundaries, and responsibilities of perinatal work.
Through years of learning, testing, adapting (and unlearning), Niamh has built a fully booked lactation practice and successful education and coaching business — without resorting to fear-based marketing, unethical tactics, or stepping away from client work she loves.
This podcast is a mix of:
- Solo episodes on business, mindset, visibility, boundaries, and sustainability
- Guest conversations with birth workers and women in business
- Panel discussions exploring nuanced topics at the crossover of business and birth work
Expect honest conversations, thoughtful critique of “one-size-fits-all” business advice, and practical insights you can actually apply to your own practice.
If you’re a doula, lactation consultant, antenatal educator, or perinatal professional who wants to grow a business that feels aligned, ethical, and genuinely supportive — you’re in the right place.
Pregnancy & Postnatal Entrepreneurs Collective Podcast
Ep 70: When Business Doesn’t Feel Right: A Wake-Up Call for Birth Workers
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Have you ever been offered something in your business that looked brilliant on paper — but felt wrong in your gut?
A collaboration, a speaking gig, a brand opportunity, a new direction for your work — and instead of excitement, you felt unsettled, conflicted or quietly uncomfortable.
If you’re a doula, lactation consultant, antenatal educator or birth worker, this experience is far more common than you might realise.
In this episode, I’m talking about mission, principles and values in your birth work business — what they actually are (not the fluffy corporate version) and why they quietly shape every decision you make, whether you realise it or not.
This is not about branding or writing something pretty for your website.
It’s about clarity, alignment and confidence in how you run your business.
Episode Timestamps: Mission, Principles & Values in Your Birth Work Business
01:10 – “It looks good on paper but feels wrong”
Why so many birth workers struggle with business decisions despite being highly skilled
02:40 – Why strategy alone isn’t enough in a birth work business
The missing foundations beneath marketing, pricing and Instagram tactics
04:10 – What mission, principles and values really are (not the fluffy version)
Why this is about clarity and alignment, not branding
06:00 – What happens when your business feels misaligned
How saying yes to the wrong things slowly disconnects you from your calling
07:30 – Using your mission and values as a decision filter in business
How to decide what to say yes and no to as a birth worker
11:10 – My own mission statement as a birth worker
How evidence-based care, human rights and social justice shape my work
13:30 – Why your mission is more than a website statement
How it guides your services, marketing and long-term direction
15:10 – What values are (and what they are not)
Why values are not personality traits or buzzwords
18:40 – Fear vs misalignment in business decisions
How to tell the difference between nerves and true value conflict
20:30 – What happens when you ignore your values
Cognitive dissonance, regret and ethical drift in business
22:40 – What a values-driven organisation looks like in real life
Lessons from working in a homeless charity with lived organisational values
25:10 – Stewardship and quality as working business values
How real values guide everyday decisions, not just big ones
27:30 – How this shaped how I run my own business today
Applying organisational values to a solo birth work business
29:00 – Saying no to misaligned opportunities (even good ones)
Why I declined a major speaking opportunity on ethical grounds
34:00 – How values guide content and visibility decisions
Why I sometimes don’t post things that don’t align, even if they’d perform well
36:20 – Why mission and values make business simpler, not
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