How Do Consultants Build Credibility and Get Found by Clients? | Rachel Minion

PROFITABLE TALKS...

On this episode of The Profitable Creative, host Christian Brim sits down with Rachel Minion, founder of Rockstar Moon, to unpack what it really takes to build a business that works for you—not the other way around.

Rachel shares her journey from side hustle to scaling a full-time agency, only to realize she had built something she didn’t even enjoy. What followed was a complete rebuild—rethinking her offer, narrowing her focus, and creating systems that actually support both her clients and her life.

PROFITABLE TAKEAWAYS...

This conversation dives deep into the realities most entrepreneurs face but rarely talk about:

•  The trap of turning your business into a high-paying job 
•  Why niching down is the key to scalability 
•  How traditional agency models are broken—and what’s replacing them 
•  The shift from deliverables to outcomes in the AI era 
•  And the mindset evolution from operator to owner… to investor 

Rachel also breaks down how she helps consultants clarify their message, build credibility, and turn past wins into scalable growth—without relying on outdated marketing tactics.

If you’ve ever felt stuck, burned out, or unsure how to evolve your business to the next level, this episode will challenge how you think—and show you what’s possible.

Join our community of creative entrepreneurs and get a free copy of our No-BS Guide To Making Your Creative Business Actually Profitable delivered straight to your inbox. We’ll share smart, simple tips to help you keep more of what you earn—no boring accountant talk, we promise.  
https://bit.ly/4uCmlX2

Transcript

Christian Brim (00:01.218)
Welcome to another episode of the profitable creative. The only place on the inner webs where you will learn to turn your... I'm really struggling, Randy. I'm gonna try this again. The only place on the inner webs where you will learn how to turn your passion into profit. I am your host, Christian Brim. Special shout out to our one listener in Gettysburg, Pennsylvania.

Rachel Minion (00:21.411)
Thanks.

Christian Brim (00:31.242)
I am going to admit my ignorance. I thought that Gettysburg was not in Pennsylvania. I thought maybe it was in Virginia. I don't know where I got that, but anyway, thank you for listening. Joining me today, Rachel Minion of Rockstar Moon. Rachel, welcome to the show.

Rachel Minion (00:49.517)
Thank you so much, I'm so grateful.

Christian Brim (00:52.258)
Whew, it's a rough morning. Okay, so tell us what Rockstar Moon is.

Rachel Minion (00:58.359)
So Roxor Moon is a marketing agency for consultants where to be quite frank, every consultant is so great at what they do, but nobody knows about it. It's like they're that best kept secret. So we help them get found. We help them instill credibility infrastructures and then really be able to use their past wins to go sell more.

Christian Brim (01:02.542)
Hmm.

Christian Brim (01:18.72)
I love that. so when you when you say infrastructure, what does that look like?

Rachel Minion (01:24.972)
So when you think about it, right, it's not enough for me to have testimonials on my website anymore. We all have chat GPT. We can all say, Rachel is amazing and put that up there with some random person's face. That doesn't work anymore. We don't believe it. So we need not only to have recommendations, we need Google reviews, but then let's take it a step further. It isn't just a testimonial on a website. It's how do we get a case study where the customer's the hero? How do we then...

get a video testimonial. How do we use each of these different pieces to continue to promote the other businesses because the client is the hero in the case study, but be able to use that to resell it and put all of this into a package where it really makes sense as to you are the industry leader and the natural fit for that ideal client of yours.

Christian Brim (02:16.142)
So you keep using customers as a hero. Are you a disciple of Donald Miller? No. OK. OK. That's a twist. OK.

Rachel Minion (02:23.006)
Nope. No, no, I'm not a story brand girl. just, I think there are so many case studies that I've read. I was in product marketing forever and ever and ever where the product is the hero and the company is the hero. But isn't the person using it and who's getting the value of it, like, shouldn't they be at the center of it? Shouldn't it be their story versus we came in and put our stuff here and now we're so great.

Christian Brim (02:38.113)
Mmm.

Christian Brim (02:52.492)
Yeah, I mean, I am a fan of Donald Miller and I've had several of his disciples on the show. But I mean, you read his book, it's not like he invented that idea. He just presented it as the eternal truth of all stories throughout recorded history. you just didn't brand it very well or you would have been that successful.

So you said you were in product marketing. How long have you been with Rockstar? I mean, when did you start it?

Rachel Minion (03:22.529)
You

Rachel Minion (03:32.482)
I started Rockstar 16 years ago and I started it as a side hustle so I could actually go and get the bigger corporate jobs. The hard part was is my parents' business had closed and it was in the printing industry. And no one believed that a woman in the printing industry knew what she was talking about, could go in and develop the estimating software and do 400 estimates a day and run production at the same time and get 100 jobs out the door in a day. And that I could hop on a press and I could get into bindery and that I could do these things.

Christian Brim (03:34.797)
Okay.

Christian Brim (03:45.294)
Hmm.

Rachel Minion (04:02.375)
And because it was my dad's business, they said, none of these things on your resume, you actually did. So I needed to start a side hustle where I could start growing my skillset and being able to show that I can do this and do it profitably. So I always had rocks or moon as a side hustle. And I ended up in the world of tech and product marketing. And I loved that fit for a while. And then I ended up at Ticketmaster, which I thought was my dream job.

Christian Brim (04:07.208)
nepotism. Yeah, yeah.

Rachel Minion (04:32.417)
and I was running marketing for division of ticket master. It doesn't get better. And I was like, well, what do I do? I have a side hustle. I'm traveling from Chicago to LA and San Francisco like every other week. How do I balance this? And just when I was about to shut down my side hustle, the pandemic hit. And since there's no events, there's no ticket master team members. And that kicked me into full gear. And I went full time about six years ago.

Christian Brim (05:01.89)
Very nice. There are a lot of stories that came out of COVID of people pivoting. Either they were in business and had to change their model or people took the opportunity like you to go out on your own full time. So what was that transition like?

Rachel Minion (05:24.446)
I never thought I was gonna be able to do it on my own. So the kick to go do it.

Christian Brim (05:27.479)
Hmm.

Rachel Minion (05:32.458)
gave me the challenge that I'm gonna show you and my God, I now have to do this and I had no notice. So now what? And it gave me the ability first to start scaling up and scaling up and scaling up. And then I realized I built something I hate.

Christian Brim (05:39.81)
Mm-hmm.

Christian Brim (05:52.3)
Hmm. Tell me more.

Rachel Minion (05:55.176)
So it started where I was just trying to get in more hours, right? And getting in more hours meant that I'm filling up my entire calendar and I was booked. I was booked within a week and a half because all my clients, I'd put all their projects on hold. So I went from, I'm out of a job to, I have more than 60 hours in a week that I can fill with billable hours. This is great. And then I realized, wait a minute, I just...

Christian Brim (06:01.142)
Mmm.

Rachel Minion (06:24.211)
built myself a job. I don't like this.

Christian Brim (06:26.99)
100%. Yeah. Yeah.

Rachel Minion (06:31.622)
It was hard to realize that. And so I started bringing in team members and started doing scalable processes and what do we do and how do we make this really work? And then I realized, you know what, I'm just not feeling that either.

I didn't realize that we have the permission to build the business that we love.

Christian Brim (06:52.152)
Mm-hmm. Yeah.

Rachel Minion (06:53.501)
And I didn't believe that that could be true. And so I actually rebuilt my entire business based around what we do really well and basically systematized that, put that together into a package and it feels really good. It feels good to watch my clients succeed. It feels good to watch all these amazing things come to life. That.

I thought could be possible, but I didn't know I had the permission to go do.

Christian Brim (07:25.166)
That's very interesting. Okay, so were you working with the same target customer in 2000 that you are now? Or did you change that?

Rachel Minion (07:35.899)
I started off, well, so in the beginning, I had clients that were in real estate. I had clients that were in property management. I had clients that were like all over the board in tech that were in printing that were in, you name it, in every single industry. And so everything I would do for them was so different. There wasn't any way to bring in a team, right? And so I realized, okay, we have to niche down because

Christian Brim (07:57.282)
Mmm.

Right.

Rachel Minion (08:03.303)
I can't bring in a team who's gonna be an expert in real estate like I would be. I have my account. I'm not gonna be able to, right? Like I'm not gonna be able to bring in someone who's an expert in this printing technology. I'm the expert here. So how do I make sure I'm staying in lane where I can bring people in and train them up to be the expert that I am in that so that they can compliment my skillset? And that was the first big change that had to happen.

Christian Brim (08:07.309)
Right.

Christian Brim (08:17.218)
Right.

Christian Brim (08:32.523)
I'm curious what talking about that that mindset shift because it was there something external that that gave you that insight of like, I don't have to do it this way.

Rachel Minion (08:52.223)
So I was having some health challenges and one of the health challenges was that I was getting migraines. believe it or... Well, the migraines weren't actually coming from that. The team at Mayo thought that I was stuck in a migraine cycle. So they started, they said, we have a cure for that. Let's start giving you Botox. So the first one was 26 injections around my head.

Christian Brim (08:55.171)
Mm-hmm.

Christian Brim (08:59.758)
Working 60 hours a week will do that to you.

Christian Brim (09:07.842)
Christian Brim (09:20.462)
Okay.

Rachel Minion (09:21.424)
It started an 11 month migraine. It didn't end. And then it got to an ice pick headache where I don't know if you've ever had that. It is the worst experience ever. It's horrible. Rush to the hospital because they aren't sure. Is there an aneurysm? Is there not? Is something wrong?

Christian Brim (09:24.567)
Jeez.

Christian Brim (09:31.638)
No, it sounds horrid.

Christian Brim (09:40.395)
Right.

Rachel Minion (09:42.578)
I'm not a girl to go to the hospital for a headache. Like that just sounds stupid, right? But nope, this is where it was. And so doing all of these things and just, it was so hard on my body. And no matter what, I kept working. I kept going to work. I kept showing up. I kept having client calls. I kept doing all the deliverables. And I was like, I need to bring in somebody else, but I can't do it. I can't teach anybody successfully how to do all the different things that I have knowledge in, because I've worked in those industries.

Christian Brim (09:47.128)
Right.

Christian Brim (10:03.618)
Hmm.

Christian Brim (10:11.864)
Right.

Rachel Minion (10:13.233)
So it was my, let me throw this at the wall and test it and try it and let's see how this works.

Christian Brim (10:23.126)
And what specifically was the pivot? So, so you re you remade your business specifically. What did you do?

Rachel Minion (10:26.682)
It was.

Rachel Minion (10:31.686)
I said, okay, we are going to stop working with the clients or slow down their workload that do not fit something that I can train and teach and that I know I am the absolute expert in. And so the real estate clients started going away. I didn't fight to keep them. We off-boarded a few of our tech clients in the printing industry. And then we off-boarded a few other clients and...

Christian Brim (10:46.039)
Okay.

Rachel Minion (10:59.727)
We were growing the business in the, okay, I just want to work with consultants. I'm really good at this. I am really great. Let's keep showing them results. God bless you. And once we started showing the results in this industry and that it's repeatable, God bless you. It just kept coming.

Christian Brim (11:09.23)
Excuse me.

Christian Brim (11:16.398)
Sorry, allergies are bad.

Christian Brim (11:22.15)
So why did you pick consultants as your target customer? What was it about that led you there?

Rachel Minion (11:30.909)
Well, I hired a consultant and when I asked, or we were looking to hire a consultant, and when I asked what they did, I had no idea what they were talking about. I was like sitting there, I thinking, and I was like, think he knows what he's talking about, but I have no idea what this man is saying to me.

Christian Brim (11:34.62)
Mmm.

Christian Brim (11:52.672)
You hired him not knowing what he did?

Rachel Minion (11:54.705)
Well, I almost hired him. I had a general idea, but him explaining his value, every single time we hopped on a call, he had to do it again and again and again. I was like, okay, well, let me call somebody else. So I called somebody else. We started having these conversations and it's the same thing. And I realized, this is a problem really good at solving. If someone can't articulate what it is that they do, they don't have a compelling offer.

Christian Brim (11:57.067)
Okay, okay.

Rachel Minion (12:24.678)
How are they gonna get clients? And if every conversation is the same friggin call, wait, what do you do again? Wait, I don't understand, can you break that down for me? I have really great methodology on solving that. So let's go do that.

Christian Brim (12:41.176)
So I'm going to recap what you said. You had a side hustle, COVID forced a pivot. You decided to go all in, got real busy, and realized you had created a job for yourself. You...

brought on a team to help offload some of the work from you and then determined that even that really wasn't what you wanted, that you had permission to make the business what you wanted and then identified the problem that you were going to solve, which was to help consultants define their message.

and, and pivoted into that, by, letting the legacy clients, if you will, kind of just go away and, leaning into your target market. Did I summarize that correctly?

Rachel Minion (13:56.003)
Absolutely.

Christian Brim (13:57.76)
Okay. I think that's brilliant because you went through a lot of iterations there and some of them, you know, you, you were forced upon you, but there's also a lot of, humility in, being able to, go backwards. I don't know if you actually went backwards, like financially, but, to undo what you done.

go in that, in that sense, to, to go forward to what you want. And, and I, I think your story is illustrative to others that find themselves in a situation of. I'm working really hard. I might be making money, but I really don't like what I do. because that's.

I talk a lot about that. Like you build the business that serves what you want, not, the other way around making that transition from employee mindset to business owner mindset is, is, is a challenge. And a lot of people don't make the leap.

Rachel Minion (15:08.901)
Well, so I grew up in the world where my dad, his dad, everyone in the family has their own business. So there is a level of ownership that you take when you grow up in a family business, right? There is a level of ownership when you go work for your parents. Like Under Armour called, I would go running to the middle of Baltimore in the worst part of town, and whole street was terrible at that time, to pick up a disk of art that had to be printed the next morning.

Christian Brim (15:21.238)
Mm-hmm.

Rachel Minion (15:38.221)
It could be three o'clock in the morning and I did this. And yes, single woman going to drive to go do this is the dumbest thing ever, but that is the level of ownership that you take when you own a business, right? And so every job that I had after that, I couldn't understand the employee mindset because I treated it as my own.

Christian Brim (15:41.506)
Hmm.

Christian Brim (15:48.066)
Mm-hmm.

Christian Brim (16:00.192)
Yeah, yeah, I mean, certainly working in a family business is a different dynamic than being an employee for Ticketmaster, for instance. But yeah, once you have that level of commitment, it's hard to un-warn it. One of my biggest challenges has been realizing that non-family employees,

Rachel Minion (16:08.698)
Yeah.

Rachel Minion (16:18.298)
Mm-hmm.

Christian Brim (16:28.494)
are are never going to have that level of commitment And being okay with it, know, there was a long period of time where I was like, man Why why don't they care as much as I do and then? You know, so some some colleagues said well dumbass they're never going to Have that because it's not theirs and i'm like, yeah, you're right that that That expectation is unreasonable.

So how, you know, through this pivot, was there a financial challenge in that as well, like doing that pivot?

Rachel Minion (17:07.611)
So I think every time you make a pivot like that, there's that financial challenge and you start questioning, what am I going to do? How am I going to do it? How do we make this work? And the biggest key is I have yet to let myself down. I've never let myself down. I have the drive that if we get in five new clients tomorrow,

Christian Brim (17:24.59)
Mmm.

Rachel Minion (17:31.319)
Okay, my workload's gonna be 3 a.m. to 7 p.m., seven days a week, and I'm fine with that until I can bring in more people and train them. And I'm okay with that. And knowing that, knowing that I could actually bet on myself was probably the most calming part of it.

And every single morning I start with a meditation to actually calm myself down, get grounded, and then say this to myself, right? There's nothing I can't do. There's nothing I can't do. No matter what that challenge is, there's nothing I can't do.

Christian Brim (18:00.13)
Mm-hmm

Christian Brim (18:05.55)
I love that. Yeah. I, I, I think all entrepreneurs, creative or otherwise, come to the table with that mindset of like, I'm, I'm going to bet on myself. I'm tired of making somebody else money. I can do this better than they can. Well, you know, those kinds of things.

Rachel Minion (18:20.77)
Hmm?

Thank

Rachel Minion (18:29.911)
Well, you know, my stupid story is that I was so tired of working for the man, I thought going to Ticketmaster was me stopping working for the man. And that was even more the man than anything.

Christian Brim (18:43.022)
You mean you thought working for your parents when your family business was working for the man? Okay, okay. So why did you think ticketmaster was different?

Rachel Minion (18:46.934)
no, I had a few corporate gigs before that and it was, I was like, okay.

Rachel Minion (18:56.665)
Music! Isn't music the ultimate, like, revolution? Like, it just felt that way. It felt like it could be, yeah, we're gonna, you know, if Pearl Jam can like us again, then yes, we're alright and we're moving things forward. And then I took a step back and I realized, hey, while they gave me the best access ever, like, my first year I saw 275 different artists and that felt like a level of freedom. I'm not the one profiting. They don't give.

anything like promotions, they don't let people really move up that ladder. That isn't how it works.

Christian Brim (19:33.752)
Yeah, well, we're 20 minutes into this conversation and I really haven't discerned what the music tie-in is. So help me with that.

Rachel Minion (19:45.443)
So my background is all guitars and signed guitars. And when you have a name like Rockstar and Moon as your marketing agency and you can't play, it just becomes really good jewelry for your wall.

Christian Brim (19:49.09)
Yes.

Christian Brim (19:58.902)
Okay, so you're not a musician.

Rachel Minion (20:01.003)
I'm not a musician. I can't play. But I'm good at branding.

Christian Brim (20:03.38)
Okay. I, that's fascinating. Okay. I, I love that. So it was really your, it was your experience with, okay. So it was your experience with Ticketmaster that drove the name. No. Okay.

Rachel Minion (20:10.103)
I'm a girl who, like I love live music.

Rachel Minion (20:18.872)
Oh no. Oh no. So what drove the name is, I, after my parents' business closed and it was the recession, it was 2010, no one's hiring me. They won't even interview me. And so I'm sitting out back of a small apartment that I had rented that was only supposed to be my weekend apartment, but now this is my full-time residence. It was right behind the Bottle and Cork, which is the greatest rock and roll bar on Dewey Beach. And

Christian Brim (20:42.207)
Mm-hmm

Rachel Minion (20:49.325)
I'm hearing some great bands. I'm staring up at the moon and the stars. And I was like, okay, I have been called a rock star by every single one of my clients, because I will always go over and above. So how do I tie in rock star? And I'm staring up at the moon. And I was like, okay, the stars and the moon and rock star, okay, this fits together. And here we go.

Christian Brim (21:09.346)
Yeah. Yes. you know, rock star has a certain connotation to it. you know, like there's a, there's a certain expectation, certain level. Like I remember when we, when I first joined entrepreneurs organization, that was kind of the moniker or the standard that we used was like, was a rock star event, which, was kind of a label to define what the experience was.

Rachel Minion (21:32.258)
Mm-hmm.

Christian Brim (21:39.308)
Which when you say rockstar, everybody knows what that is, right? Without really being able to describe it. which is powerful marketing, honestly. I mean, you know, kudos to you. Okay. So now that you've, you've refined the target market, tell me what your, your pricing model, your service model looks like. How did you, how did you evolve into?

Rachel Minion (22:09.847)
So what we have done in October, we changed the game and we productized what I do in my done for you clients. So previously we had just the retainer model and we would take a client on and we work a certain number of projects or hours or things in that retainer and go deliver. And then we realized, you know, there's a large part of the market that I want to be able to hit that we're not. And these are the smaller consultancies.

Christian Brim (22:24.694)
Mm-hmm.

Rachel Minion (22:37.206)
And they can't necessarily afford a retainer for somebody to go off and do things. And they want to be able to have their hand in it and they want to be able to do some of it themselves. So we took that, we packaged it as the profit multiplier and we've created a done with you program as well as a done for you or a DIY program. So the DIY program is just that intro. It's somebody who's ready to go. It has AI built in. It is ready to roll if you are.

Christian Brim (22:46.497)
Mm-hmm.

Christian Brim (22:53.249)
Mm-hmm.

Christian Brim (22:56.726)
Mm-hmm.

Rachel Minion (23:03.32)
like a solopreneur and you're ready to go, it's a one-time fee and you're off and running. For the done with you, that's a 12 month program. And our intent is the first 12 weeks, we have that intensive every week, we're meeting, we're getting things done, we're pushing and we're getting stuff out the door, we're getting you wins. And then we work after that, how do we optimize, what do we optimize for the rest of the year? And really being able to bring that back and make sure that we're helping to get them really good wins and then capitalize off of

Christian Brim (23:34.478)
So that's a 12-month commitment on.

Rachel Minion (23:37.431)
A 12 month commitment for the Done With You. We assume the program that's DIY and AI is done within 90 days.

Christian Brim (23:47.694)
And, so do you require payment upfront on that or is it okay? That's brilliant. I'm curious. What it sounds like you were in the traditional, marketing retainer hourly, model. What, what prompted you to pivot? So you did that in October. So like six months ago.

Rachel Minion (23:51.979)
Yes.

Rachel Minion (24:15.831)
Mm-hmm.

Christian Brim (24:17.088)
Yeah, okay. So why did you make that pivot? What insight did you have that led to that change?

Rachel Minion (24:25.78)
I think the biggest key is nobody wants to pay for marketing. Nobody finds that as a value. They aren't excited to say, yes, let me get my marketing going. And there are so many agencies that are out there and how do you differentiate and what are you differentiating? And we do so much more for our clients than just marketing. We bring in the tech, we bring in automation, we help their business, we help them repackage as much as humanly possible, we help them on the op side of things as well. And...

Christian Brim (24:44.248)
Mm.

Rachel Minion (24:53.674)
I don't think marketing agency describes the things that we truly do. It's a part of it, but it's so much bigger. And so when we were looking at this and what we were including.

it was really hard to say, okay, I wanna just stay here in the world of AI with AI coming and all the things that like, we're gonna be so marginalized if we do this. But if we come up and we start talking outcome first, what you're gonna get, then we build a package around it, a plan. We have all of this together so that it fits for the consultants. It fits for everything that is that they're looking to do and that they're looking to solve and that they actually need the guidance on.

It's that key that's missing. If you want us to do some of your deliverables, great, we can do that. We can have that conversation. But no one wants to pay for the deliverables when they all have access to chat GPT or something, right? So how do we make sure that we're setting them up for success with that if they so choose to go that route before they have to hire a marketing person in-house?

Christian Brim (25:58.804)
Yeah, I've had a lot of conversations on this show and with our clients. We had an in-person event a couple of weeks ago where we invited specific clients to join us in Oklahoma City and we just had this conversation. there seems to be a theme that I've seen where, to summarize it, there's obviously technology.

disruption, but what that disruption has exposed is that the traditional agency business model was flawed and that it was focused on largely the deliverables. And occasionally, you know, I'm talking about small to medium sized businesses, not the Ogilvie's of the world. You know,

Rachel Minion (26:37.437)
I

Rachel Minion (26:52.853)
and

Christian Brim (26:54.658)
there was little strategy involved, right? And so that actually built up a large trust deficit with the customers. You said no one wants to buy marketing. I don't think that's true. think they don't want to be sold. You know, I...

If I heard from an agency, you know, this is a long-term play, you know, SEO content, podcasting, what, you know, whatever is, know, you know, this is a long-term play. And what that, what I came to understand that as is I'm not going to be around whenever this could help you. So I don't really have any problem making that commitment. Because I know that.

more than likely based on industry averages, you're going to change in in two years and I'm going to be gone. And and and there's this tremendous disconnect between marketing agencies and business owners like I'm I'm done with that. Like I'm so so what are your thoughts on that? Is that what's your perspective?

Rachel Minion (28:13.493)
You know, we've had so many clients come to us who have worked with other agencies. And the first set of things that we run into are weird roadblocks. We had clients that didn't own their own domain. Their old agency did.

Christian Brim (28:27.288)
Hmm.

That's wacky.

Rachel Minion (28:30.824)
Like, blows your mind, doesn't it? And now you're like, they own the domain, they owned the email. Now if this person wanted to leave them, they could not. Yeah, happens a lot. This is not the first time we heard it. The first time we heard it, like you had to pick my jaw off the ground. The second time it's like, okay, we have a process for this, let's just fix this. Now.

Christian Brim (28:34.572)
You mean the actual domain name. did not own.

Christian Brim (28:44.439)
Wow.

Rachel Minion (28:57.456)
The next problem in the hurdle that we always hear is, our agency didn't let us take any of the old files, so we are starting from scratch. What the hell? Like, this is terrible. How in the world do we allow this to happen? Why would we want to put our clients at a disadvantage when they choose to leave? They chose to leave for some reason. Now we want to say, have a good day, you get nothing.

Christian Brim (29:09.026)
Yeah.

Christian Brim (29:19.0)
Well, I think it's exactly what we just talked about. If the industry standard is I only retain 50 % clients a year, then I want to tie them in as much as I can. And it's reactionary. It's actually solving the wrong problem.

Rachel Minion (29:36.145)
Yep. And if we gave them everything, so when my clients leave, I give them everything it is that we've created for them. I give them the brand guides. I give them their logos in every different format we have. I give them the templates we've created. You name it, they can have it. Right? Because I want them to go off and be successful. I am expecting they're still going to hit the same goals that we had the month before.

Christian Brim (29:56.568)
So do clients, well I know it may be premature if you only pivoted this six months ago, do you intend that clients would work beyond the 12 months or is that not necessary?

Rachel Minion (30:14.686)
So we have clients. So the pivot is just that we systematize this so that we have that done with you as well as the DIY programs. The done for you program has always been here. Our clients stay on retainers and then they choose really how long they wanna stay with us. Most of my clients have been with me for a really long time. I think we're four years now. And yes, I have, this is the second pivot. So the first pivot was, okay, no more real estate clients.

No more clients that are in Bitcoin, no more clients that are here. Like, let's just do what we do really well. No more tree house clients. Like, just what we do really well. Just B2B consultants. And so that was the first round. And then the second round is where I'm working on. So once you get through and we finish this, what's the right thing for you? What do you need? And then being able to build towards that or recommend them to X, Y, and Z if it's that they need somebody internal.

We can make recommendations. We can help them interview. We can help put all the processes and pieces in place for them.

Christian Brim (31:21.122)
So to clarify, didn't change, well, I'm making an assumption. Okay, so in October, you pivoted so that you're not doing a retainer model. It's a menu of services for a fixed fee.

Rachel Minion (31:36.307)
My majority of all new business, yes. The retainer clients that I still have, we're going to keep those. We're still getting them great results.

Christian Brim (31:39.776)
Okay, but you okay, so you didn't. Okay, yeah. So to clarify, you didn't force the change on the existing clients. It was just for new clients. Yeah, I can tell you that's one of the things that we've struggled with from a business perspective is

Rachel Minion (31:52.537)
Mm-mm. Mm-hmm.

Christian Brim (32:06.03)
You know, we, we, we identified the target market of creatives, three years ago and we have made so many mistakes. but one of the issues is, has been like, okay, what do we do with all of the clients that we have that we've accumulated over 28? Well, at that time it would been 26 years that aren't creatives, right? And

It what we decided which I don't know is the correct it's it's probably a fear thing of like well We'll just keep them until They go away on their own like what we'll keep doing what we were doing. We're just not going to go pursue Anybody that's not in our target market, but that's caused problems You know one of which is okay. They might be priced differently. They might have a slightly different service offering

Rachel Minion (33:03.441)
and

Christian Brim (33:03.534)
They they it it potentially limits our capacity to optimize for our target market in the in the way we do things internally the processes that we do and You know three years into it. I'm I'm I'm honestly thinking about I hope nobody listens to this I'm thinking about selling them

And, I don't know. That seems kind of radical to me. but I, it kind of speaks to the point of like, I, sometimes when you pivot or you're trying something new, you, kind of keep a foot in both, both camps. and that seems more safe. but I don't, I don't know that it necessarily is. I, I, I don't know.

Rachel Minion (33:59.355)
I have an idea for you. Hey, so anybody who's listening right now, who's thinking about jumping in and having their own business should probably reach out. And if they want to help start a business, that would be a business you guys could co-own, or there could be something. There could be something fun there.

Christian Brim (34:01.111)
Okay.

Christian Brim (34:17.57)
Yeah. Yeah. I mean, I don't think there would be any problem. There's thousands of accountants out there that would buy the business. it, but, you know, honestly, you talk about making the shift from employee mindset to business owner. There's a second Elv evolution that, I just really arrived at in the last year and most

I don't say this out of hubris and I don't mean it to sound, braggadocious, but that second evolution is to that as a, an investor. And, and you start looking at your financial resources and say, is this where I would invest my money? Like if I, if I had a hundred thousand dollars sitting in the bank and I'm looking, what do I invest it in? looking at your business that way.

Would I put another $100,000 into this business? Does that make financial sense that I'm going to get a return on that money that I would if I went and invested it in the stock market? you know, that shift requires, and what was the hangup for me was requires you to become somewhat emotionally detached from the business, which is really, really hard to do as an entrepreneur.

because so much of your identity is in the business. And if it's successful, you're successful. If it fails, you fail. That detachment of identity to be able to look at your business objectively and say, you know what? don't know as it sits that I would put money into this. I think I should invest it somewhere else.

Rachel Minion (35:57.093)
you

Rachel Minion (36:11.3)
think if we take a look at it though, I don't think it's just investing time. I think it's investing energy. like, do you have brain power to invest in it? And like, what does that balance sheet look

Christian Brim (36:17.198)
100 %!

Christian Brim (36:23.406)
100 % no, absolutely. It's it's it's it it My favorite phrase is the juice worth the squeeze and that's that's a question that you evolve to I mean you you can if you if you choose to but most people don't because I think That emotional attachment to the business is real

Rachel Minion (36:36.42)
Mm-hmm.

Rachel Minion (36:50.382)
Mm-hmm.

Christian Brim (36:51.848)
I have another show that I produce called the Chris project. And on that show, we talk about entrepreneurial mental health and mindset. And one of the guests I had on there was a doctor of psychology and he referenced a study of male entrepreneurs. I don't know that the same results would happen with women, but with male entrepreneurs, they did MRIs of them.

showing them pictures of their business and various other things. And the part of the brain that lit up for these male entrepreneurs when they showed them pictures of their business was the same part of the brain that showed up when they showed them pictures of their children. And so when an entrepreneur says, this is my baby, that's real. It's not, it's not.

Rachel Minion (37:39.949)
Mm-hmm.

Rachel Minion (37:48.463)
Mm-hmm.

Christian Brim (37:49.134)
turn a phrase, it's actually what they feel.

Rachel Minion (37:53.451)
Mm-hmm. I think, you know, there's a level of identity that every person has when they start, right? It's whether you're working in a business for someone else or you're working for yourself. And one of the things that I've seen over the years is men are also very identity driven by what their job is and their role and their title. And so

Christian Brim (38:01.272)
Mm-hmm.

Christian Brim (38:18.414)
100 % 100 %

Rachel Minion (38:20.779)
In the pandemic, we watched everyone, every male who lost their job kind of lose that identity. What's interesting to me is we work with a lot of investment bankers and we work with firms that do, you know, health planning exits. And what's interesting to me to hear is that it is the business owner.

Christian Brim (38:26.114)
Mm-hmm.

Rachel Minion (38:44.886)
who is very tied to the business, who's ready to sell. The wife says, okay, you know, let's push this, let's go. But he's, right, let's move to Florida, it's great. But it's that emotional attachment as to who am I gonna be after this that keeps them in the game, even though they don't wanna do it.

Christian Brim (38:51.168)
Move to Florida.

Christian Brim (39:04.03)
A hundred percent. That's why they don't retire because they don't know what else they are. Like what would I do? Right? Yeah. Same, same thing. Exactly. And, and it's, it's kind of anecdotal, but you know, how many people I've heard of that, you know, men that retire, not necessarily business owners, but like they retire and then six months later they're dead. you know, it's like, it's, I don't know that there's hard science or data on that, but like,

Rachel Minion (39:13.346)
and there's only so much golf to play.

Christian Brim (39:34.446)
Men truly have to have a purpose in their work. That's just the way they're wired. They don't have the maternal instinct. They don't have any of that connect with people instinct. it's about doing, unfortunately. that's, Rachel, I think we could have this conversation for a lot longer than time allows, but how do people find

Rachel Minion (39:40.558)
Mm-hmm.

Rachel Minion (39:53.134)
Yeah.

Christian Brim (40:02.798)
out more about you and Rockstar Moon.

Rachel Minion (40:06.146)
You can find me online at RachaelMignon.com and you can find all about Rockstar. Yeah, of course I do. No marketing agency needed. And you can find all about Rockstar.

Christian Brim (40:10.187)
Do you own that domain? OK, good. OK. OK.

Christian Brim (40:20.696)
Perfect. Listeners will have those links in the show notes. If you like what you've heard, please rate the podcast, share the podcast, subscribe to the podcast. If you don't like what you've heard, hit that little button, shoot us a message, tell us what you'd like to hear and I'll get rid of Rachel. Until next time, ta ta for now.

Rachel Minion (40:41.742)
You