The Future is Female #author Trudy Heins

The Future is Female: Finding Your Voice and Becoming Fearless in Business is a raw, honest and deeply inspiring book from author Trudy Heins, fearless leader, CEO of Fempire, and business and money strategist with decades of experience across finance, retail, agriculture and coaching.

This is not just a business book. 

It is a wake-up call for every woman who has ever dimmed her light, doubted her worth, or waited for permission to lead.

Drawing on her own remarkable journey, from single motherhood and financial hardship to building and selling multiple businesses, Trudy shares the real stories, hard-won lessons and practical strategies that helped her rise again and again. With unflinching honesty, she takes readers behind the highlight reel to explore what it truly takes to lead with courage, authenticity and heart.

Inside you will discover how to become your own biggest supporter, build fearlessness from the ground up, find your tribe, redefine success on your own terms, and lead in a way that reflects your values and vision.

For every woman who has been underestimated, overlooked or told to wait her turn, this is your time. Your voice. Your Fempire.

To connect with Trudy .....
https://fempire.com.au/the-future-is-female/
https://fempire.com.au/store/
https://www.linkedin.com/in/trudy-heins-coach/
https://www.instagram.com/trudyheins_business_strategy/ 

Transcript

SPEAKER_00 0:02

It's good morning, Trudy Hines. Welcome to Yellow Shelf. Thank you so much for having me. It's an absolute pleasure. Ah, Trudy, you and I have been connected a long time on LinkedIn. Fabulous to have you here talking about your book, which is available now. Tell us all about your book, The Future is Female.

SPEAKER_01 0:20

Okay, so I wrote The Future is Female last year, and it's been a real evolution for me. So, but the one thing I really want to position it as is it's not a self-help book. Um, I work in a very female focused space. So I own a company called Fempire, which clearly is all about women, um, and we are a global organization that is around um business coaching, training women in business, training women to become business coaches. And one of the things that I see all the time is that women are standing back, even in business, waiting for permission. And so I wanted to write a book that was really a reflection of my corporate career and my entrepreneurship over you know many, many years. And I had been a financial planner for 30 plus years, I retired, and so I wanted to be able to put encapsulate that and show resilience. You know, I came from a coercive control marriage, all you know, all the all the things, yeah. But to be able to show women that it is okay to stand up, to ask for what they want, um, to be comfortable in their own skin and build a business that really defy is the success of it is defined by them. And you know, give some of the tips and tricks that I used along the way. So essentially, loud and proud, I truly believe the future is female, and you know, it's it's essentially my legacy to what I've come through, but also my granddaughters who you know, I want and my grandson who I want to see that you know strong women don't necessarily have to be aggressive, we can be assertive and we can really stand in our own voice.

SPEAKER_00 2:10

And truly, you know, it's um in some ways for me it's perplexing that we need we need this. Oh no. Do you know?

SPEAKER_01 2:20

Absolutely. I I think you know, one of the things that that really um I I guess concerns me a little, but also I'm I'm constantly surprised and concerned by it is that women feel like, and you know, we've we've kind of been conditioned to sit in a box, um, and to have to really be given that permission to step outside of it. You know, I'm a I'm a woman in my 50s, so I probably have less filter than I ever used to have. Um but you know, that that they feel they need that permission and they feel that you know somebody needs to say it is okay to have an opinion, it is okay to tell your story, your story is valuable, um, it's okay to set boundaries because you know, so many women that I coach still that's probably the first, you know, the the two things I work with right up front as I coach women are confidence and boundaries. And you know, if my book can give them that, then I feel my job here is done, you know, really ultimately. If I can give somebody the permission to actually go, well, someone else has done it, so why can't I?

SPEAKER_00 3:35

Yeah, I'm happy. Yeah, so true, so true. Um, Trudy, do you want to tell us uh a bit about the journey of being a writer? So um, you know, and tell us, you know, you you you have a successful career, you know, you have a consulting coaching business, yes, um and you're a founder, so you've got all this experience, but then you decide to dive in and write a book.

SPEAKER_01 3:59

Tell us about that and tell us about your uh it wasn't actually something that I had intended to do. So, you know, full disclosure, when I took over FemPy, so I I you're right, I I came from an evolution of being a financial planner, retiring, going, I don't know what I'm gonna do here. I'm 53 and I'm certainly not ready to retire. Um, I became a coach really on the advice of a woman other women that I worked with. And then the opportunity to take over FemPyre and take that legacy forward came to me. And one of the things that was actually within the whole curriculum was that the previous or the founder of the previous owner had written a book, and we were like, Oh, okay, what do we do here? We don't necessarily want to promote her book, so that probably means I should write one. So it was unintentional, but when I started to delve into it, it was really cathartic, and I for me it was amazing, but then I started to send it out to other, you know, trusted females that I knew, and they were like, Oh my god, this story, you really need for people to hear this story, so it's interesting. Yeah, don't believe you have one, and then when you start, you certainly, you know, you you you live a full life, and people can really, you know, there's lots of things that can resonate from that, and I you know, it's amazing. So, and it's been it it was, as I said, the most cathartic journey, and there were things that you know, I probably delved into and then had to go back and rewrite and go, Oh, I don't know whether I really need that out in the universe. Um, but you know, I talk about my family, I talk about you know my grow how I grew up. One of the things that probably was a catalyst for me um around you know, because I'm very much around supporting women and their financial future, that was as a financial planner, and then as um you know, now in in the business that I own. I also have a podcast that we talk about that, you know, which is called Fempire Rising. So, again, all very well themed around the rise of women. Um, but you know, I as I'm alluded to, I came from a coercive control marriage, and I literally, I guess for me, the the pinpoint moment was my marriage had broken down in living in Tasmania in the middle of nowhere on a hundred acres and could not literally see any lights from anywhere, and was just sitting there going, oh my god, if I can ever come back from this, because I was a shell of who I had been and who I was, if I can ever come back from this, my life's mission will be to make sure that I can try, and even if it's one woman that is never in that situation, and it's more from that confidence and loss of self-esteem, yeah. If I can prevent or help that, uh my job is that's what it is, that is my mission in life. So, and I just use the skill set that I have, which is all about you know business and entrepreneurship. But you know, I sit on boards to to help you know young girls in Nepal to you know to educate them, to give them a better life. So it is everything that I theme is that.

SPEAKER_00 7:15

Wonderful, and that's why I wanted to support you, Trudy, because I feel like you know, if you you do this work because you have the experience and the skill set, but you give back so much. I mean, I'll put a link into the the podcast as well, and we should get you back later in the year to chat about the podcast and share a separate episode because yeah, no, that would be I'd love that, and that is literally a labor of love.

SPEAKER_01 7:37

But it again, it's one of those things that if we if we can put out a you know, a 30-minute episode once a week, and it just helps one woman sitting in their car driving somewhere to make a change that you're in their life. I uh again, my job here is done.

SPEAKER_00 7:53

Yeah, well, Trudy, point us in the direction if we're watching, if we're curious about you, we're curious about your business, the book, uh, the podcast. I know I'm connecting to you on LinkedIn. Um obviously website, Instagram, you tell us where we should go, and I'll put that in the show notes.

SPEAKER_01 8:12

That'd be lovely. So if you want to connect with me personally um as a coach or as a consultant, it is literally www.myname.com.au. I'm on LinkedIn as well, um, and Instagram. Uh, if you're interested in Fempire, which is our global organization, uh, and that is literally you know training women to become business coaches and also women that need a coach because we have a stable of 39 coaches across the world, um, then that is www.fempire.com.au again on LinkedIn across all the socials. My book is available in our store and also on my personal website. So it's a download, PDF download, 999. Yeah, love you know, really love for people to read it and give me their opinions. And you know, if they think that there's value to me writing something different or something else.

SPEAKER_00 9:12

Well, if you do write something else, I would love you to come back because I thank you. The work is needed, um, even though that still surprises me. I know it saddens me, but you know, again, yeah, yeah. One day maybe not. No, maybe, maybe. So Juni, thanks so much for joining us. All the best.

SPEAKER_01 9:31

My absolute pleasure. Thank you for your time. Cheers.