Launching a Business While Terrified: Mattie Cummins of Cerebrations

If you've ever been afraid to do something new, if you've ever dealt with anxiety, if you've had people doubt you--this conversation is for you!

Today I chat with Mattie Cummins of Cerebrations.org. She was a single mom during the pandemic who decided to launch a business even though she was, in her words, terrified.

Listen for the full-circle mom when her teen son tells her what he thinks of that time!

We'll chat about

• boundary setting
• the corporate way vs. entrepreneurship
• women as business owners
• and more!

This is a great episode for all women. 

Connect with Mattie:

Follow Mattie on Facebook, Instagram, and LinkedIn.

Get the boundaries scripts at her website. Just scroll down a bit. Want to learn about the variety of services her team offers? Check out Cerebrations.

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Credits:

Editing: Greg Herman

Music: “Corporate Inspiration” track - by Oleksandr Savochka at Pixabay

Transcript

Speaker 1 0:00

And we're not good at risk taking. Like that just feels too big. And entrepreneurship, as you well know, it's a risk and you have to be ready to fail.

Speaker 0:08

Hi everyone, and welcome to Highlight Her. Before we get into the episode, I invite you to hit the follow button. It helps the show get delivered into your feed, and it's a free way to support the podcast. Today's featured guest is Maddie Cummins from Phoenix, Arizona, in the United States. I met Maddie online years ago, and I love her perspective on helping our brains cut through the mental overload that haunts us. I'm really excited to learn more about her journey and her hopes for the future. Let's get started and add her to the circle of season two. Hi Maddie. Hey Jenny. Thank you so much for joining us today.

Speaker 1 0:41

I'm very excited to be here and just honored that you would invite me on. I'm excited for this conversation after all of our years of connecting on social media.

Speaker 0:49

Yes, it's super fun to see you on Zoom. I know it's still not the same, but it's awfully close to a coffee shop. Much closer. Yeah. So I have two questions that I like to start with before we get into your actual journey. The first one is what do you think is your superpower as an entrepreneur?

Speaker 1 1:06

That's a really good question. You know, I think my superpower as an entrepreneur is the ability to ability to move quickly. I've discovered in my adult life after being a brain expert that I actually have ADHD. That is my superpower. I figured out how to be in businesses that allow me to maneuver in a very fast-paced way. And so if I'm able to see something coming at me, then I'm pretty quick about maneuvering. And so that we soften the blow of whatever that is as a business and can carry on and do even better things.

Speaker 1:37

I love that. And then my second question that I like to start with is have you recently had a moment where you thought this is why I do this?

Speaker 1 1:46

Lots of moments. After working in the in the corporate nonprofit world for a long time, um, I had my son. I did not want to work a nine to five anymore, or really in that world, we were working 15, 60 hours a week. And I wanted to be home. And so now my son is 16. As he's getting ready to launch into the world, I'm able to set my own hours and do things while he's at school so that we spend some really quality time. And that is one of the reasons why it's like this is why I do this. I think the second thing is that watching our clients on their journeys is just so powerful. And it's a reminder that even as an entrepreneur, there are days that you don't know that you're gonna be able to walk out the door at any given time um during the day because you have so much to do. You see these journeys of these amazing women, and it just makes it so worth it because you can put some really goodness out in that world.

Speaker 2:35

That makes me smile really big. Just thinking of all that influence that you have. Is it you by yourself, or do you it sounds like maybe you have a team?

Speaker 1 2:42

Yes, we have a couple of different coaching platforms that we use, but I have a team of team people that contract with me. And the other thing I love about what I do is I've been able to not only design a life that I love, but I've been able to give other women the opportunity to do that as well. And that is really beautiful because then they just feed into our clients their own safety and their own happiness, and it's quite lovely.

Speaker 3:05

I am so proud of you. 16 people on your team. Yeah, that's amazing. Do they all work in the same office with you or is it virtual and you have team members around the country and around the globe?

Speaker 1 3:18

So at the moment, most of our folks are in Arizona, but they do virtual and in person as well. And so we have an office for you know a couple days a week, and then the rest of the time I work from home in my own space and what I need. But they also do all virtual services as well. So they're able to do things at their house, they're able to do it in person. I think it's the best case scenario because most of us feed off of connection with others, so to have that virtual, but event in person um is really helpful. And then we're able to gather in person um a couple days a week. And so that's always a lot of fun to get these women in in one space. They're just very joy-filled. I like that.

Speaker 3:54

So take us back to the beginning when you you already kind of mentioned wanting to branch off on your own. Take us back to the beginning. Was were you mostly excited? Were you scared? What were your first steps? Anything you want to share with the audience?

Speaker 1 4:08

I was terrified. I was terrified. So I think like a lot of entrepreneurs, my story really began in in COVID. And I was working nonprofits for me for 20 years and and my son was young. And, you know, like I mentioned, I was working 50, 60 hours a week because that's the expectation that you will just give up your entire life for whatever job. That's the way I was raised. And then I started doing some independent contracting, but still working for some people just to kind of get my foot out of uh the nonprofit world and start doing counseling and coaching at my background in social work. And um, COVID hit. And so here I have a fifth grader who is at home every single day and can't stay home by himself. I was being forced by a corporation to go into the office three days a week because they weren't willing to consider doing virtual. And I just kind of sat there and was like, why am I working for people that don't care about my life? Why am I working for people doing something I know I can do and putting money in other people's pockets? Why am I not working for myself so I can genuinely love life and not kill myself for a job? So I was terrified. Like it was terrifying for me to cut those ties. But I knew if I didn't do it, that I would regret it the rest of my life. And I knew that I would regret the time I was missing with my son. And it goes so quickly. So I just jumped ship and it was hard and it was terrifying. And there are moments that I mean, there were my son will tell you like there were days, there was like six months where I was working 16-hour days. Um, but it pays off. And I think if we can get through the fear as women, you know, the thing I think that's really difficult about women being entrepreneurs is that we're caregivers, and that's how we're raised. And so we feel very guilty for doing anything for ourselves, and we're not good at risk taking, like that just feels too big. And entrepreneurship, as you well know, it's a risk, and you have to be ready to fail, and you have to be ready to it not work. So I think that the the need for me to have a life that I really loved was greater than the fear, and so I finally just jumped out and did it.

Speaker 6:10

So I love that. Did you wait for certain things to be in place, like a certain amount of nest egg, so to speak?

Speaker 1 6:18

I continued to contract with other people, so it's a good question. I started celebrations in 2021 and I continued to contract with other people till probably 2023. So some of that was loyalty because people I worked for had really believed in me and set me up to be able to start cerebrations. But yeah, so I continued to contract other people and then I waited until I had about six months of spending. So I knew if I jumped off, um, that I had a little nest egg there to help me get through. Really smart. Yeah. So how did you come up with the name cerebrations? So cerebrations is actually the verb for the cerebellum, and it means to think. So it's an actual word that most people aren't aware of. Yeah, I know, I know. And so it's yeah, so it's the verb to and it means to think. And so um, I'm a brain expert. I have worked within the brain world for my entire career and really love the process of um helping people understand how they are not thinking about what they're doing, that it's just a reaction and it's part of our past and it's part of our brain neurons as they connect. So when I came up with celebrations, that was the word that came to mind. And it I love the word because it's also a play on the celebration word, too. So that's what I thought it was. Yeah, yeah. So it's um, so it's really a a word about celebrating who we are, but being able to think about who we want to be in the process.

Speaker 7:40

And then how long was it? You mentioned you still contracted for a couple years. How long was it before you started building a team?

Speaker 1 7:48

I started with myself and I added two contractors about a year and a half later. And one of my contractors who's still with me is a trauma coach. And so it was a really good combination because I work with women on their self-competence and understanding where they are in their journey and the anxiety piece and the worry and all those things. And then she works on why that's happening and and how we can we both work to retrain the brain to not have those reactions. So it was about a year and a half when I when I started with the contractors. Over time, we added some different programs as well. And so I just every time I added a program, then I added someone that I had known in the past. So most of my contractors I've worked with in the past. So it's been a really beautiful experience for us to work for ourselves. Um we used to sit around and dream about like if we owned our own business, this is what it would be like. And so I added them as as services got added and clients got added, then I added other contractors as well.

Speaker 8:46

That's that makes me happy to see your early day networking and regular connections bringing fruit later for your own business.

Speaker 1 8:56

Yeah, I think that that's something I always think is really important for women. And I think this is what's good about women is that we really rooted in in relationships. And so to be able to work with a group of women that I know take care of themselves and take care of the company and take care of our clients, like it all just kind of goes together. And to be able to look at your experiences in the past and your relationships in the past and bring those into your business, I think is a really stellar way to begin think about how do I make this business and make it strong for the future.

Speaker 9:27

In your bio, you mentioned that you help people with anxiety, chronic pain, neurodiversity, and transitions in life. Do those different areas have things in common, do you think? It's a good question.

Speaker 1 9:40

The commonality is that we our executive function, and I know you know what that word is, but for people that don't, that's the CEO of the brain. It's the way it's the center of the brain that makes all the pieces work together. And um, when we have neurodiversity, when we have anxiety, when we have life stressors, when things get challenging and changing, I mean, I'm in this period of my life where, you know, I'm 55, so I'm going through a whole other different transition. It impacts how our executive function works. And so what we really work at at Cerebrations is helping people get that executive function to its fullest capacity so that you can problem solve. So you can figure out like this is where I am, and this is not where I want to be. So what steps do I need to take? And so that executive function and the emotional regulation that's important for the executive function is what really is um a commonality among those groups.

Speaker 10:30

Did you come to those categories, so to speak, through clients coming to you? And you just found that you had a lot of these types of clients, or did you think, oh, I really like working with this particular set of challenges. This is what I'm going to focus on. It was the second.

Speaker 1 10:47

So that's my background. I started working with people with differing disabilities right out of my bachelor's degree in social work. And so I've been working in that world for a very long time. When I went out on my own, what my my goal was initially was to get my counselor an independent counseling license. As a counselor and a coach, you tend to start attracting a certain kindele because that's just what you're really good at. And a lot of it's what we speak to ourselves, right? And so um through that counseling experience, I started counseling women about my own age or a little bit younger or a little bit older who have anxiety and don't understand what it is. They they just know that they can't rest and they can't think. And one of the things I found is that after a certain part of you know, period of time, our brains are just kind of done. Like they just used all the, they just used up all the energy to be able to manage that. So so that was my second part of my career. And so when I started celebrations, it was like, what do I want to do? What groups do I work with that feed my energy? And so I was able to go back to my history and pull out these groups of people that I know I love working with, um, but I also really get a lot of good energy from working with them as well.

Speaker 11:55

That's so fun that you get to choose something that feeds you, right? Yes. For example, I love my podcast interviews. I'm always energized by talking with other people. And so it sounds like helping these particular clients is what energizes you. And I love that you can build your business around that.

Speaker 1 12:14

And I think that's what we need to do when we build a business. Is we just started actually um one of the courses we're about to run or programs we're about to run is uh is a small business incubator for women with disabilities. Um, because um, it's just a hard life to try to figure out how to go work for someone. But that's we were just recording that information today, and that's one of the things that's it's super important for energy, uh exactly what you're talking about, that you don't work with people that drain you. There is someone that can work with them that feeds their energy, like there's always matches. But what I think a lot of women do is we just want to get the money in the door. So we start just working with everybody. And sometimes you have to do that because you have to pay your bills, and I totally get that. But I think having in mind, like this is exactly who I want to work with, especially as coaches or as educators or trainers, it really then helps you stay true to not only the services you want to provide, but your own energy and what you can output. I do this business so I can have a life. I want to be able to have that life. And if I use every bit of energy I have during the day, I don't have the energy I need to go home and be with my family.

Speaker 13:20

Exactly. And I also noticed that you pointed out that just because someone drains your energy doesn't mean that they're bad. It just means that there's someone else that is a better match. Yeah, we don't all have the same work styles.

Speaker 1 13:34

No, it doesn't mean they're bad at all. I mean, at all. It just means that that is not my skill set and that's not my talent. Um, I feel like we all have inherent talents that we have. And what I love about the community that I, you know, I've built is that I know people that they can go work with and love that. So that is where their talent is, and that was where their energy is. And so there's there's someone out there for everyone. You just don't have to be that someone for everyone.

Speaker 13:57

I like that. And as we're talking about these things, my sister and I were talking about, you know, the 80s, 70s was a completely different time for parenting and growing up. I wonder if you run into a lot of women. You mentioned you're 55, I'm 53. So we both grew up in the 70s and the 80s. You know, every generation learns something new. So I'm wondering if you run into a lot of that having to help people retrain themselves.

Speaker 1 14:22

The important point. So, you know, I think this is part of the education piece that is difficult because I don't talk about anxiety. You know, I talk about the what it looks like in their life and it's overwhelm and feeling exhausted all the time. And because most women don't know they had anxiety because that's all they know. You know, that's all they they understand. And and so I have to talk about it differently. But one of the things that we talk about is that this is trained, and there are some medical anxieties that is about chemical dependency, like all these other things. But most of the women who have anxiety, it has been trained in them, usually from their own mothers. And we also then pass that down to our children when we don't know what's happening. The story I use as my own example is I'm a brain person. I've been a brain person forever. We all make mistakes as parents. We laugh because my kid's been in therapy since he's seven, because I'm gonna do the best I can. That's all I've got available. Go talk to your therapist, they'll fix everything. Um, but he was um, he was about four, and we never used the word bad in my household. We never yelled in my household, like me and my husband both, none of us, like we we so careful about things. And but when he was four, he started hiding under hiding under the desk when he would get in trouble and start talking about he was a bad kid and he was stupid. I mean, he's four, and I had to stop and go, where is this coming from? Well, it was coming from me and my control that I have when I have anxiety, and so that looks like me, you know, not allowing him to do things and not allowing him to have emotions because they make me feel uncomfortable because my own anxiety, like all of these things. And so what I would I tell that story to women, it's like you start it, you start looking at your own life and how your anxiety shows up and you don't even know it. That is an old neuron. So, you know, it's where the brain comes into play. That neuron was connected to help keep us safe when we were kids because our parents were baby boomer parents, and this is what they did. So we start breaking down that neuron and building new neurons so they don't feel like they have to have that level of coping mechanism anymore, which is anxiety. You know, I think the really important thing people know is that anxiety was created on our in our brains to keep us safe. I mean, it our brains, when we have anxiety, our bodies and our brains think we're in danger. So it's it's a protection and and it's a good protection and it protected us as kids when you know, you think about it. We were out in the middle of nowhere with like, I mean, just crazy things that we would do, right? And so it really was helping us protect us from all the chaos that was in our lives. So it's really, I think that that education is really important because the other thing that women tend to do is they tend to shame themselves. Like, I shouldn't do these things, I shouldn't think these things, I shouldn't feel this way. So we really work at one educating and then breaking down those neurons and then reconnecting them so that you you your brain can live a different way and can be a different way. Is that one of your favorite parts of your job? I love it. That's great. It's so what I love it, what I, you know, the things I look for in my clients are a couple of things. One, when they come to me and say, I gave myself grace, that is like the most beautiful thing ever because I think we really beat ourselves up. We say things to ourselves we would never say to a friend. And so when we can get that neuron reconnected where they can start giving themselves grace. The second thing I always tell my clients that I love is when they say, I think I don't need you anymore. That is the most beautiful thing ever. Because my job is to help you do these things on your own and reconnect those neurons. And it's just it's a beautiful journey. And I it's a privilege, it really is for me to do to walk that journey with women.

Speaker 17:57

Do you find that you get a lot of referrals?

Speaker 1 17:59

Yeah. So I get most a lot of my referrals um come word for mouth, word of mouth, to be honest with you. I've I've got a network coming, the word of mouth. Um, and then um, it's interesting. We were trying some new marketing things this year, and and what I think is interesting about marketing, and this is really hard. I think I don't know about men, but women, I think small business owners, uh spending money on something you don't know if it's gonna work or not just is really hard. Try to build my email list. And so um, we ran an ad around a download, a free download for boundaries. That thing took off. Like I was shocked within four months. I had 5,000 emails. I've never in my life had that many because women know they don't have boundaries, they don't know what it means. And so that's another place that I've been getting a lot of clients is around this process of them understanding, oh, to feel better. Because sometimes I think anxiety is hard to talk about. But when you talk about things like boundaries, women go, oh yeah, I don't have that. And so that's an actionable item. So we've we've been getting a lot of referrals and clients through that process of of understanding what boundaries are and how do you how do you get those boundaries so you feel better?

Speaker 19:05

And that's still on your website, right?

Speaker 1 19:07

Yeah, yeah. The download, it's actually clear, it's a boundary script. It's it's pretty easy. And so it just gives women, and I think that's what's been so powerful about it is it goes through several scenarios and it gives you the words to say to people to build a boundary, to be able to say, no, I can't do that now, but I'll do that later. Because what I think people think about boundaries is that it's cruel or it's mean and they're not. They actually, the thing about boundaries that's remarkable is that they actually improve your relationships when you can put them into place. It's painful in the beginning, it really is, but it's not cruel. It's actually kind to put boundaries in a place so that you have a better relationship with people.

Speaker 19:43

So if people wanted to find that for themselves that are listening, where can they find that?

Speaker 1 19:48

You go directly to MattieCummins.com and there's a section for you to download the boundary script and it walks you through, like I said, family, workplace, through several boundaries and gives you some scripts to say for scenarios.

Speaker 20:00

I love a good script. Um, the for my first guest was Christina Little. I'm not sure if you guys are connected on Facebook or not. She's also a coach and um she helped me through some transitions. And whenever I could come up with a short mantra to tell myself, it really helped. So I think your scripts would be really helpful for a lot of people. Well, obviously they are because you have really good results with it.

Speaker 1 20:23

Yeah, it's been crazy. Um, and it's and I love it. Like I love that there's some a tool out there that people can use to, and the thing about scripts too, I I love that you recognize they're so helpful because you know, when we get into the situations where we're emotionally uncomfortable, again, our executive function shuts down. So having the script handy, you don't have to have the executive function fully working to problem solve through it. You can just spit out the script. So um, so I think that's one of the reasons they're so helpful.

Speaker 20:50

I love that. So, yes, audience, I will put the link to Maddie's website in the show notes so you can go your own copy. Do you have something that you're excited about for Cerebrations that is coming down the road?

Speaker 1 21:02

Uh yes, we're in a pretty big growth spurt and it's been really exciting. But I think as a businesswoman, um, there's a couple things. One, you know, as you grow your business as an entrepreneur, you want to be have all the systems and have all the things. And it just doesn't work that way because you're just sometimes just keeping the ship afloat. So I actually have in uh three weeks, we have I have a full day planning on um business systems and vision questing and you know, really thinking about how to start the legacy part of the business and not just the by the city of your pants part of the business, which I'm really good at. I'm really good at the seat of your pants, but but the legacy I think is going to be really exciting. So I'm I'm I'm excited about taking some of the things in my head and getting them actually on planning paper with um some of my team members who can really help implement those. And then the other thing I'm really excited about is Flourish Collective. And it's a I love group coaching, um, especially with women. one of my favorite things to do but it's actually one of my favorite things to actually do for myself as well and so we're focusing on women 45 plus who caregive for either young adults or teenagers as well as aging parents because I feel like that group is lost right now in this shuffle of life and the shuffle of caregiving. And you know as and I'm one of those. So I have a teenager at home and I have aging parents in my own life is like we just talked about I'm transitioning in the process. So there's all this transition going on. And so to figure out how do we flourish through this and how do we um not lose ourselves so that we can because we have a we have the next chapter of our lives now happening as well. So how do we do all of that and and find the joy that we need for the next chapter too.

Speaker 22:45

You said you have launched it but you're going to give it more attention is there a certain place online where women that are listening can find more information about this program.

Speaker 1 22:54

Also on the website um the wait list is open um we're going to be launching in August one so um now's a great time to get on the wait list and we'll be because it's a newer-ish program uh we'll be charging we'll be doing discounts for people as well would you say that entrepreneurship has changed you at all a lot. I started managing when I was very young um and I grew up in rural areas so that allowed me to be able to manage and I think the reason I mentioned that is the managerial and the leadership journey I think was a catalyst for my own personal growth. However entrepreneurship I think takes such courage and it requires even the days you don't have confidence it requires you to keep moving that I feel like that journey has really um enhanced my own courage and my own confidence. So I think being an entrepreneur really changed me. It also I think allowed me to be a better parent because it kind of forced my brain out of this this is the way life goes mode. And so it opened up the possibility for my own son around what life his adult life could look like and um what he wants to learn in his own life. And so I think that's been a really good um that's been an added value that I wasn't expecting is to really and to be okay with him not being perfect too. Like just I think that perfectionism feeds into a lot of what we do as women. And you you just have to like the the the big best advice I ever got as entrepreneur was progress over perfection. And that's become my mantra in life which I think has loosened up a lot of the the issues I had as as as you know as as we do as human beings.

Speaker 24:33

I love that that's one of my mottos as well. It's a good one. Especially for us recovering people pleasing rule following perfectionists.

Speaker 1 24:42

Yes I'm a recovering of all of those so and it's it's I think the entrepreneur journey it it really it really forces you to take a look at how those are serving you which they're not and change and change so that it it you become who you're really meant to be.

Speaker 24:57

All right it's time for our lightning round Mattie are you ready? I'm ready let's go okay coffee or tea?

Speaker 1 25:02

Tea but I'm not very happy about it.

Speaker 25:04

Oh are you giving up coffee? Yes.

Speaker 1 25:06

So last year it would have definitely coffee but now it's tea. Okay.

Speaker 25:10

Um early bird or night owl early bird one tool or app that helps you run your business.

Speaker 1 25:16

Gemini can you expand on that a little bit for people who don't know what it is I have learned to love Gemini AI. If you have a um because I have a good most of us have Gmail and most of us have Google workspace that we work on. If you don't I would suggest that Gemini um feeds everything it does for the AI system feeds through your workspace first before it goes and gets anything out of the internet. So I've been loving that.

Speaker 25:42

So do you mean like it pulls from anything you've worked on and kind of gets information from that?

Speaker 1 25:48

Yeah it works anything you have on your drive it goes and looks there first before it goes out into the internet. And the other the reason I love it is that it's also they don't use your data for um all the other things that we don't know what AI uses.

Speaker 26:01

Right. Interesting I'm gonna have to look into that more. Yeah.

Speaker 1 26:05

Um do you have a favorite way to unwind after a busy day I love to sit and read. I make dinner or whatever to just read and unwind and forget about the hard stuff for a while. Have you read anything good lately? Uh this is by guilty pleasure. I am really into um into fantasy books. Okay. So I'm reading the fourth wing right now and I'm loving it.

Speaker 26:28

So fantastic do you have a female entrepreneur that you would like to highlight give a shout out to um Annalise Warren.

Speaker 1 26:36

Her name's Annalise Warren and Annalise is um she has been with me since almost day one of my journey with Cerebration. So uh she is an entrepreneur she's a marketing expert she does um some really great work around building women up um and she's just got a big heart so I've I've been had the privilege of working with her since 2021. Nice. Does she have her own website? She has her own website she has her own podcast called the podcast um where she really lifts women up to start becoming going out of just freelancing and becoming the CEO of their own world. So that sounds like fun.

Speaker 27:10

I'll have to check it out yeah well audience remember that you can follow Maddie on Facebook Instagram and she didn't mention this in her bio but you can also find her on LinkedIn. So if you want more business specific tips related to how we think and those kinds of things you can also find her on LinkedIn. You can browse her website at Mattiecummins.com again it'll be spelled out in the show notes for you and remember she has that free gift for you with the the boundary script the download there. Before we go though Mattie if someone else wanted to start their own business what is one piece of advice that you would give them the one piece of advice that I would give them is just start.

Speaker 1 27:49

I think that what happens with women entrepreneurs is we plan and plan and plan because that's what women do and we never start. So I would say to take one actionable item which may be just simply getting online and posting that you're starting your own business and what you're doing but just start because you can sit and plan for years um but it's the actions that actually get you there. Back to that progress over perfection. That is correct just do it.

Speaker 28:15

Yes just make it Mattie thank you so much for joining us today I really appreciate your time and your conversation audience thank you for listening today if you'd like to know what we discussed after the episode ended head on over to the after the highlight collection on Patreon. Thank you Mattie thank you Jenny it was lovely to hang out with you today