Small Business Bestie

66: Carrie Gabrielson Shares Her Recipe For Success

Michelle Smock Season 3 Episode 66

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0:00 | 34:15

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A restaurant dream doesn’t always start with a business plan. Sometimes it starts with a side hustle, a community connection, and a door that opens a little too easily to ignore. We sit down with Carrie Gabrielson, who went from the coaching world and a clever micro catering concept to co-owning Soul on Main in Nicholasville with her husband CJ, a classically trained chef with a lifelong passion for food.

We talk through the real timeline of becoming first-time restaurant owners: the surprise opportunity, the heartbreak of a location that fell through at the signing table, and the way one introduction led to a downtown Main Street space that needed a major historic renovation. Carrie gets honest about the build-out process, contractor learning curves, and the stress of watching money go out before a single dollar comes in. If you’re a small business owner thinking about brick and mortar, this part is the reality check you actually want.

Then we get practical about restaurant marketing and customer experience. Soul on Main didn’t rely on paid ads or billboards. They focused on word of mouth, clear online info, and social media that feels human, creative, and unmistakably on brand. We also dig into what makes the restaurant stand out: from-scratch cooking, original recipes, local produce and farm partnerships, a full bar, and a hospitality philosophy that treats one tops like the highest compliment.

If you love small business stories, local restaurants, and honest entrepreneurship, subscribe, share this with a friend, and leave a quick rating or review so more besties can find the support and friendship we’re building.

Follow Carrie
Facebook: https://www.facebook.com/ccgabrielson
Instagram: @carriegcoaching
Follow Soul On Main
Website: https://soulonmain.com/
Facebook: https://www.facebook.com/profile.php?id=61563659532381
Instagram: @soulonmain


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SPEAKER_01

Hey everybody, welcome back to another episode of Small Business Bestie. I truly get to talk with one of my besties. We have not been able to catch up in a long time because life, but I'm very excited to hear all of the nitty-gritty, how the dream came to fruition. So today I'm chatting with Carrie Gabrielson, and she is now the proud owner of a delightful restaurant in Nicholasville. Carrie, tell us all about you and what you do.

SPEAKER_00

Hey there. Well, I am so happy to be here. And yes, it is silly that we have to schedule a podcast to catch up. And we have known each other for several years and met through the coaching community. And I was a life coach. Still dabble in that a little bit, but my main gig right now is with my husband. We are the owners of Soul on Main in Nicholasville. We open in September of 2025. So we are just seven months in. And it has really been a whirlwind from designing and picking and planning to actually executing. It has been just a whirlwind and crazy, but so much fun. And I can't imagine doing anything else.

The Micro Catering Idea

SPEAKER_01

So that's incredible. So you mentioned that you come from the coaching world, and that's how we met, which we could tell a whole side story of the beautiful um connections and synchronicities that were there. But I want to talk specifically about you and I were in a networking group together and you had a different business at that time, and it wasn't coaching and it wasn't the restaurant. So tell us about that and kind of how that helped segue into what you're doing now.

SPEAKER_00

Yes. So I have been was a stay-at-home mom for the last 10 years. And my husband has been in restaurants, which is, we know, is a crazy schedule. So we made it work that I was able to stay home while he would work. And I don't sit still very well at all. So I was always thinking of what I can do to have fun, to meet people, to be out in the community because I'm, yes, a quote unquote stay-at-home mom, but we did not stay home very much. We were always out, always on the go. And this idea of a micro catering company came to us where we would do dishes and appetizers, deliver them to whatever party you're going to or whatever party you're having at your house. And so the food was delicious. There were all my husband's recipes. So we knew that was great. But the serving and the people and the live in action was what I really enjoyed. So I would suffer through the cooking to get to the service. And now it's beautiful that I have fallen into a position and designed the restaurant where I get to be out in front of the people all the time. So being in the community and of the people, that's really what lights me up. And he's able to play in the kitchen and recipes and all that.

SPEAKER_01

That's awesome. The micro catering business I thought was so genius because oftentimes when you're planning parties or you've got an event you've got to go to and they want you to bring a dish, like it's overwhelming because either you don't have time to do it or you're that's not your skill set, but to hire an actual like full service caterer is oftentimes out of your budget. It's like more than you need. So I thought it was really cool the way you filled that niche. And it was such a need in our community. And especially for you know, working moms, you know, you've got side hustles, you've got kids, you've got all the things going on. So you would come into these events pretty often where people are like, bring a dish and come, you know, come be a part of the community. And you're like, Yeah, if I had time to make a dish. So it was really, really clever the way that you marketed it, the way that you were able to uh get it in front of the right audience. Um, kudos, way to go. Thank you. Yeah, absolutely. So your husband has a name. We've called him husband a couple of times. Who's your husband?

The Restaurant Dream Finds Them

Finding A Downtown Space

SPEAKER_00

Uh, my husband is CJ Gabrielson, and he's amazing. As I mentioned with the catering, uh, those were all of his original recipes. So he is one of those few fortunate guys that realized his passion and what he was really good at at a very young age. So he was about 12, 13, 14 when he did his first Thanksgiving meal, prepared the whole thing. Wow. Which is wild. But so he knew food was his lane, it was his passion, and he just dove right in. So he attended a Culinary Institute of America in Baltimore. So he's classically trained, all the studies. He did his internship over in Ireland and traveled all around. We crossed paths in Louisville when he was working for Jay Alexander's. I was a hostess, he was the chef, and it was a little restaurant romance that we had. You know, any advice for young girls listening out there is marry a man who can cook. Looks fade, but you're always gonna be hungry. So marrying a chef was definitely one of my top life choices. And um, as I said, we got we're now married. He's now my husband. We have a daughter who is 10, Kennedy. And um we came to the Nicholasville area via Jay Alexander's. He was the opening chef for the location at Fritz Farm. And we got a little better bang for our buck in Nicholasville, which is why we chose down here. And then we were just really chugging along, loving life, doing, doing the thing. And this opportunity through my catering came to us. We were not looking, we were not investigating, it was not a plan. It was eventually, like maybe down the road, to have our own spot, but restaurants are very expensive, take a lot of work, a lot of input, a lot of legwork before we can even open the doors. It wasn't anything that was really on our radar. We weren't looking or actively trying to make this happen. But as I said, one of our one of my clients from catering said, Hey, I have this spot. I think you should look at it. And I was like, Okay, yeah, sure, whatever. Just really kind of wrote it off, but mentioned it to him anyway. And he was like, Yeah, let's go look. So I was completely shocked and surprised. Well, we went and looked, and then the wheels just started turning. The original space that we looked at fell through, and we were crushed because I had, in knowing how to start businesses and what you need officially, I had already done the legwork. We had already picked the name. We were very far down the lane at the signing table, pretty much, and it got ripped out from underneath us. So after a couple of weeks of moping around and trying to figure out, you know, what are we gonna do now? Not that anything of our life had actually changed other than we just had this possibility of the dream. So our capacity had expanded for what was possible and what was doable, and we just remained open for any other opportunities or locations. We were trying to do maybe we should do a food truck, maybe we should go this route and just really diving in and looking. Of course, everything was just astronomically expensive, and we just could not figure out how this was going to work until I was talking with ladies at the bank, and she said, Hey, you should talk to this person. So I talked with Kara, who is the owner of Mercantile Coffee and Feed, which is on Main Street in Nicholasville. They've been there for a couple of years and have really flagshipped the revitalization of downtown and bringing life back to the community. So I talked with her, told her what our qualifications. These are, this is how far we've gotten, this is what we want to do. And she took in and ran with it. The next thing I know, I'm getting a call from the landlord of the building that we are currently in. It really makes no sense as I'm talking about it and saying this to you because we literally just walked into the office and he was like, Yeah, okay, this sounds great. Here are the terms, da-da-da. It was like, it was too easy. We're like, what is the catch? But there was no catch. They were fully on board with revitalizing downtown, and this building had been neglected for so long. It had a business actively in it, but just the maintenance and upkeep was not there. So we go in with our hard hats and our overalls and start going to town on this building, which is 111 North Main Street in Nicholasville. So you can come and see us there. But we were able to expose a beautiful brick wall. The original structure had these beams that was covered by a drop ceiling. So when we were punching through and exploring, trying to take in all of the things that we just have in our lap now. My husband punched through the drop ceiling and exposed these beams that are just like the best rustic. I mean, they're just they're just beautiful. And so there was no way that we could cover those up. So the the drop ceiling came down, leading to a full electrical rewire, new walls, new floor. We reconfigured the bathroom. So there's plumbing. We added a bar, so there's plumbing. We had amazing carpenters or vet veterans built this awesome bench that we have, including the bar, and just did some custom pieces for us. And, you know, somehow all of our decisions and choices and dollars landed to us having soul on Maine. And we opened last September, as I said before, and it has just been the most fun, stressful, crazy, wild journey that I think we could ever be on.

SPEAKER_01

Oh my gosh. How long from the time that you walked into the landlord's office and things were too easy and you signed on the dotted line, how long was the rebuild and all of that design and getting everything ready? How long did you guys spend on the build-out?

SPEAKER_00

Way longer than we wanted to. Always. So we signed on the dotted line in December of 24 and didn't fully get in because my husband had to wrap up at J Alexander's end. So we fully got working towards the end of January, beginning of February with contractors. And we obviously have professionals as well because electrical. We need professionals, right? We only know so much. And so then it was a push, a push, a push. It's like we were so afraid to even set a date for opening because we're like, if this happens, it was such a story of we, you know, wanted to change one thing which needed this other thing to be fixed. But before you did that, you have to do this. It's a standard story of construction, I think, but we just had no experience with that. This is our first rodeo, first business. We didn't have any major construction or updates on any of the homes that we've been in. So this was our first rodeo, and we were just like, how do contractors sleep at night? Right. This is our money, you know. We needed we're there was a lot of money going out, no money coming in. And so the anxiety, the stress, the was was a lot, and it was super uncomfortable. But we knew that eventually it would get open. So it was a push towards towards the end, but I would say, you know, like eight, eight and a half months really, from getting in there to opening the doors.

SPEAKER_01

And I think when you're talking about like a more historic building, eight and a half months honestly is like that's on the shorter end of, you know, because there's so many things. Like you said, you you move one thing and go, oh gosh, now this has to be fixed, and now there's this. So way to go. I mean, it I'm sure in the moment felt ridiculously stressful. Okay, so you opened. And what was that experience like for you in in your experience, if you don't mind just being completely open and candid? And if you don't want to talk about it, we can edit this out later. But it seems to me talking with small business owners, especially brick and mortar, you open the doors, and either it's like, you know, the gates open and like people come and it's wonderful, or you open and go, Oh my gosh, we've got some work to do to get the name out there, to get the, you know, word out. So, how was that experience for you? And if you don't mind going into just a little bit of like, what did you guys do leading up? Like, how did you build the excitement? All of those things.

Renovation Reality And Cash Flow Stress

SPEAKER_00

Excellent question. Uh, and we I would this is not going to be like a precise, you follow these steps, this is what I did situation because I really had no idea. I'd never opened a restaurant before. One thing that my husband told me, probably a couple months into this, where we're just decision, decision, decision, decision. He said, you know, this is why they have teams of people that open restaurants, and it's just you and me. So we can cut ourselves a little bit of slack and give ourselves a little bit of a break that the just the two of us are doing it. And that was probably the most helpful little nugget that I held on to for the remainder for like the for six months, even still now. I'm like, teams of people do this, just you and me. So back to the question we did not go the regular marketing route. So we've been in Nicholasville for nine years, and we have seen places open, fall on their faces, and we did not want to do that. We knew that Nicholasville, first of all, deserved better, and we knew that we could deliver better. We just had to really do it in our own way. So we had a very small email list. Um, we did have a website and I had all the social pages. So I was trying to encourage engagement there. But when you're in construction, there's really not a lot to update on. It's like, here's more dirt. You know, we're we're still working. And being a member of community and different organizations, there were some times where I didn't even want to go out in public because people were always like, when's the restaurant coming? How's it coming? When's the restaurant gonna open? Can't wait for that pork chop, can't wait for that chicken, you know? And so I was just like, ah, stop it. It was great that people were thinking about us and asking, but it was also just, uh, I just felt gutted because I didn't have an answer. Nobody had the answer. It's not like I was keeping it a secret. But as the days started winding down, I definitely leaned into social media, which is pretty much primarily our only avenue of marketing. I did have our email list was uh like 132 people. And just here we go. Here's here's reservations. This is the day. We really wanted to focus on getting people in via reservations, one for planning, one for well, mostly for planning, I guess, planning staff, make sure that we were covered, planning food, make sure we had enough food for people coming in. And it really wasn't this like floodgate moment of, oh my gosh, soul is finally open because we were so intentional and really wanted this to be, and it has been by word of mouth. So again, no billboards, no paid advertising. I've never paid for anything even on Facebook or Instagram. It has all been word of mouth, it's all been, you know, friends and support. I've never even asked for a Google review. We have over a hundred. Like it it is definitely an anomaly. So I would not suggest anybody follow the path that we did, but making it so I knew this is good. I knew that the experience started for people online because we didn't have a storefront. So they were only seeing what I was delivering online. So being very selective, very intentional, very clear in our communication of what's available when, making sure that our hours were clear, that our address was easily accessible, our phone number is easily accessible. Those are some just like standard things that I even come across businesses now. So if you're listening out there, make sure that you can be easily found and somebody can go to your profile and know exactly where you are. If you're in Georgia, if you're in, you know, Mississippi, wherever you are, that needs to be clear, especially if you're ever brick and mortar. Like I think your address should be in your bio so that people know that this is a funny video, but where is it? Is it in Kentucky? Is in New York? You know, like how do I find you? So being clear and knowing that your first impression these days likely is online. So, what do people want to see? I know people don't want to just open their Instagram and see our latest food. So I had to get creative with reels, but still communicating like what we have when. The fact that we have a full beer, wine, liquor bar is unusual or new on Main Street too. So getting that out, letting people know, oh, we do have a bar that's full service, we do have this, we do have a lunch menu. What are our hours? You know, trying to make that clear so that people can't find us. So it wasn't a flood, we still I still don't think the floodgates have opened, even seven months in and all of the exposure and everything. Having making sure that your product, the food, obviously, is top notch, which it's so on main, it is, but we have everything is from scratch. Everything is my husband's original recipes. We make everything by hand every day in the kitchen. My husband's been there for a couple hours already prepping for today. We don't have anything ready made, no heat lamps, no microwaves. So there's nothing in the kitchen ready to be served. It's ready to be made to be served. So that's something that definitely is different and sets us apart. And we get local produce as much as we can. We have amazing vendors that will contact us and say, hey, we have this. Can you use it? And it's like, yes, absolutely. So we love that. We are firm believers of rising tide lifts all boats. So those partnerships with farmers, we just partnered with a lamb farm. So we've gotten ribs and we've got other yummy lamb dishes coming. Finding different ways to connect with the community to benefit the community. We have local wines. Ghost Fox Winery is a local winery here in Jessamine, Jessamine County. So partnering with them, having them on our list, having them available, and getting exposure to someone that they they might not if we didn't have it in our restaurant.

Opening Without Traditional Marketing

SPEAKER_01

I love that. Okay, I'm gonna circle back because I'm so glad that you brought up your social media content. It is like every time something comes across my feed from you, I stop what I'm doing. I cannot wait to see the next reel that you've made. It is so creative and funny and so on brand from what I know of like who Carrie is. Like you come through in your content. And I love that because I think one of the pitfalls that we can fall into as small business owners is just trying to be like everybody else, following the latest trend that you saw, you know, trying to mold you your brand or your company to kind of fit what you think is gonna get clicks or whatever. And when I watch your videos, like not only do I actually want to click the like button and watch it again and share it, but like it doesn't feel that way to me. It doesn't feel like Carrie's just chasing some fad or some trend. It feels like you came up with a creative idea and was like, I wonder if I can make this happen. I just love it. So kudos to you. It's been so fun to watch your social media kind of evolve over the past year or so. So I'm gonna ask, how do you come up with those ideas? Is it truly just all like creative, silly thoughts that you have? Or are you like scouting content? Like, how do you come up with this stuff?

SPEAKER_00

Yes, I'm scouting mostly. I will typically, whether it is a trend for a restaurant or another business, I will take it and try and make it soul on main while being fun. And there are a lot of restaurants out there that will like criticize guests for, you know, weird things guests do. We're not doing that, you know.

SPEAKER_01

There's some Yeah, I actually just saw yesterday I was watching reels and I saw there was a massage therapist that I really like, and they made one of those videos where they were like making fun of massage clients. And I thought, oh, that doesn't feel good to me. I'm a massage client. Are you making fun of me? You know, like what do you say about me? So I totally agree. If anybody's out there listening, like from a consumer, especially a soft-hearted person, like that doesn't feel good to me.

SPEAKER_00

But you do you. That's fine. Yes, you know, there's a space for everybody. And I think for people in the restaurant community and like other massage therapists in your case, would probably find that funny and and agree and joke. But my social media, our business social media is is not for that. You know, I can do that on my personal page, servers can do that, whatever, but it's it's not. I am I am beyond grateful for every single guest, regardless of what you ask. Like, give me a challenge. How high can I go for you? Is really my philosophy with it. If it can be done, if we can do it, we say yes. We try to go by zero resistance as much as possible. Obviously, there's certain things that I can't just like, you know, fabricate something we don't have in the building. But if we have the ingredients to make it in there's time and all the things make sense, of course, then we will go above and beyond because the guests that walk in that building, I mean, they're choosing us over thousands of other places, good, bad, ugly, fast food, drive-thru, big box. It doesn't matter. There are a million places that they can choose to spend their money. And the fact that they walk into our store, I just don't think I'll ever get over that. I mean, I'm like genuinely happy when people come in. I I give them a genuine welcome because it's like, oh, you're you're choosing us. It's like, yay! You know, and I think that's how a lot of a lot of small business owners, I feel like, could relate. You know, when you get that phone call or you get that email or you get that like consultation notification, you're just like, oh my gosh, yay. And so, um, you know, it is a little stressful when there's a full dining room and everything's happening all at once, which happens frequently in restaurants, but there's also just this joy of watching people eat my husband's food to sound like a super creeper, but there just really is something special about people eating and enjoying delicious food by themselves. We have so many people just come in by themselves. We have several just one tops that come in, which most restaurants don't treat them. They treat a one-top different than an eight-top, right? Because it's gonna be higher to get it.

SPEAKER_01

Let's normalize the one-tops. Let's normalize the one top alone. And I agree there are times where it's very like it's very obvious that that server is like, uh, you know, I'm not gonna make a very big tip off this table. They're taking up the space, you know. Yes. But yeah, I I'm glad to know that you guys treat your one-tops just the same because it's I think it's a beautiful thing to take yourself out, you know? Yeah, yeah.

Social Media That Feels Human

SPEAKER_00

It's a lot of absolutely. And in my view on one-tops, I've I've had this, this was from a a previous manager in my restaurant time, said that one-tops are the biggest compliment that you could ever have. And I was like, make that make sense. Okay, tell me. And it is true because they are not there because a friend asked them to go. They're not there because they're signing a business, you know, they're signing a big deal, they're not there to celebrate. Maybe they are celebrating whatever, but they're not with anybody. They are there for the food, for the ambiance, for the experience. Nothing else is needed. They are choosing us. And so that really helped me flip my mindset on one tops, and that there are several that come in consistently that I will sit down at the table with them and have a little chat. How's your day? What's going on? We have not regulars at soul, we have soulmates. So there are several individual soulmates that come in, and you know, that makes my day when I see them come in. You know, I know Mr. Byers likes his water and this and that, and we sit down and we talk about the day, we talk about the cows, whatever the case is. Um I I it's a it's a missed opportunity by a lot of restaurants. It's unfortunate, and I'm thankful that we don't do that at Seoul.

SPEAKER_01

That is amazing. Okay, I want to make sure that we get all of the information out there. I mean, clearly people can find you online. We're gonna drop all of your socials in the description and when I post online. But what are the hours? What is your favorite dish? And why would people choose to go to Solon Maine versus somewhere else?

SPEAKER_00

Excellent. So our hours are two, we have seating hours. So we will seat you from Tuesday through Saturday from 8 a.m. Oh no. Sorry. Not 8 a.m. Not 8 a.m. Don't come at 8 a.m. We'll put you to work if you come at 8 a.m. From 11 a.m., we have lunch from 11 to 4, and then we have dinner from 4 to 8. So we do not close, we stay open. It's just a menu switch at 4 o'clock. And my favorite dish is our fried green tomato BLT. It is so simple, and you're just like, Gary, really? Of all the things on there, but it hits absolutely every single time. When we first put it on the menu, I had it every day for two weeks. I just could not stop eating it. And now I have it at least once a week. It's in my weekly rotation. My other top items are burger, again, simple, standard, but we have just switched to local Kentucky Wagyu beef. So it is phenomenal. And again, simple, straightforward, but like so delicious. And our fries are insane because you have to have a good fry. If you're in restaurant business, you don't have a good fry, like what are you doing? You know, people go places just for the fries. So that was important for me to have a good fry. And then probably my other, my third dish and rotation is just gonna be our Nick salad, just our house salad. Again, simple, straightforward, but so delicious. Hits every single time. And I love it with our crispy shrimp. Uh, that shrimp is unfair. Unfair how delicious it is.

SPEAKER_01

Okay, crispy shrimp. Tell me more.

SPEAKER_00

It's just it's just fried shrimp, but we mix the batter that goes on the outside. It's it's his magical seasoning recipe, and we have it as an appetizer. You can add it to salad as well. And it just, it's so good. It's so good.

SPEAKER_01

Okay, and then you mentioned earlier that, like, especially with your local farms and local vendors, they'll sometimes call you up and say, hey, I've got this strange ingredient that I don't normally have. Can you use it? So is that how you build your features menu or do you have features menu regularly? What does that look like?

Hospitality Mindset And One Tops

SPEAKER_00

We I was saying they are a little bit inconsistent just because sometimes, depending on volume of business and what Chef has going on. Chef is my husband, CJ's the chef, but what depending on what chef has going on, sometimes it doesn't happen. Sometimes, you know, it's just business as usual. This past weekend, for example, was derby. I'm from Louisville originally, so that was big for me. We ended up doing a hot brown starter, so it was just like an appetizer on a biscuit, turkey. There was a little bit different. It was a Dijon more cheese sauce. It was a cheese sauce, um, bacon tomato, so good. Um, but just an appetizer versus like a big plate where we're gonna have to roll you out of here. So you really only need like a few bites. And so depending on the things that are all going around, we'll do features again. Social media is the best way to stay on top of that of what new things we have coming. We had George, uh, our carrots are from Georgetown, and that was one like, hey, we can get you local carrots, you want to try these? They're so good. Now they're on the menu. So we are definitely open. We're also open to like recommendations and suggestions of what people want to see. So if you come in and you're like, why don't you have this? We should do this. I would love to see this from you. Deliver those messages to Chef, or he, when he's in the dining room, you can deliver them yourself and may get lucky and get it on the menu. You never know. Awesome.

SPEAKER_01

Okay, we talked about hours, we talked about your favorite dish. I feel like I'd asked one other question, but I I like rapid-fired three at you, and now I can't remember the third one. But you know, such is the life of a neurospicy podcaster. Yes.

SPEAKER_00

Uh yes, so our address is 111 North Main Street in Nicholasville. We are Soul on Main, S-O-U-L, on Maine, on all of the socials. And our email address is eat at soulonmain.com. So if you have any questions or need anything, shoot us an email there.

SPEAKER_01

Perfect. And I just want to give a quick shout out and tell you thank you so much for your donation to Dancing with the Stars. I know that's gonna be one of the items that I'll be bidding on in the silent auction. So uh not only do they have great food, great atmosphere, amazing social media, but they have hearts of gold donated to the Dancing with the Stars Foundation to raise money for baby health service here in Lexington that is an organization that provides free child or free health care to women, children, and babies who are uninsured. So thank you so much for your generosity. If you guys don't go see Carrie, I'm gonna be so upset. I think we should plan a party, like everybody go at one time. So maybe when I drop this episode, I'll ask some besties to like let's coordinate a time to all go out there. Um amazing. Carrie, I'm so proud of you. I'm so happy that your life is bringing you joy and adventure and excitement. You look absolutely fantastic. You look like you're glowing. I'm so happy for you. Thank you so much.

SPEAKER_00

Thanks for having me on here and love you and miss you.

SPEAKER_01

Oh, love you miss you. Bye, everybody. All right, besties, that does it for today. If you're interested in becoming a part of the Small Business Bestie community, join us in the Facebook group or find out more information on the website at smallbusinessbesti.org. Please share the podcast with your friends who could use a friend in business. And it would really mean so much to me if we follow the show and take just a few seconds to rate or review. A five star rating really helps the show become visible to other besties who may just need the support and friendship that we offer.