Flow State Business

If you’ve been second-guessing your offer… this is for you

• Ruby Lee

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If you’ve been jumping between offers, changing your niche, or wondering what to sell next, this episode is your sign to ground in.


I’m sharing how I created one signature offer that now brings in daily sales, why I stopped reworking my product suite, and what actually builds long-term momentum in an online business.


We talk launch patterns, personal branding, decision fatigue, and the real reason entrepreneurs keep pivoting their offers.


This is the most anchored I’ve ever felt in business, and I want to help you get there too.


👉 Join the Daily Sales Mastermind - the only offer I’m running this year. A full recalibration of your sales energy, messaging and momentum.

 Hello, beautiful humans. Welcome back to the podcast. I am always so thrilled that you're here and you guys, you absolutely blew up the first episode of the year, like double the listens. I don't know if that's something to do with the podcast algorithm where you take a break and it comes back. You know how sometimes that's what's advised for Instagram stories.

I'm not officially advising that, but for some reason. There's just been a ton double the listens that we usually get, so that is such fantastic energy to open up the podcasting year. But I also am so excited to sit down because I've got a juicy topic for all of us today who are getting back into the swing of coaching, of offers, of what to create, what to sell.

And we're getting stuck into the topic of how to stop second guessing your offer choice. This is something I see a lot of coaches really struggle with. So I'm gonna go into some detail and give you some context and all those wonderful things, but it really does feel like such a cozy episode to record, not that it's cozy today, 'cause it is already sweltering.

And it's 9:58 AM on a Sunday, and I'm already literally just so sticky from the humidity. Love the Gold Coast Summer vibes, but you get what I mean. It's like cozy. I feel like it's really one of those very rich seasons in my business and in my life in general where things feel deeply active and it's just always my favorite place to be.

I'm a manifesting generator. I like to be. Busy on the move, juggling lots of things. So richness of life and it really feels like complete summer vibe. So, uh, yeah, so that's really cool. One thing I'll say as well is that I have been reading a lot lately, so whilst I have had a lot of deep action stuff, I've been taking time out from the action work and reading a lot.

And what is funny is after taking a bit of a break from business books last year, I have definitely found myself reaching back for some of the old. Classic business books like Joe Dispenza, although maybe that's not typically business, but I always apply those like spiritual neurosciencey type of books to business.

So maybe that's not counted. I dunno, you let me know. But also like a hundred million dollars offers from Alex Hormo. Things like that. I've, I've literally been reading. Or if I'm not physically reading, I'm listening to books on audible. And, uh, just at the gym and stuff. So anyway, if you want to know what I'm reading, just send me, shoot me through a DM and I can send you the list of my books at the moment and what's really helping me.

Just lean into so much more self trust and empowerment. I was saying to a friend of mine the other day, he and I were chatting for ages, and I just said to him, I just feel like I am entering a warrior season in my business, and I have to remind myself of who I am, but also like. Rereading the Warrior Books, if that makes sense.

And just coming back into it and feeling so pumped up. And you know, the books that I have are absolute gems, so definitely just shoot me a message on Instagram and I can send you that list. But you know, like at the same time, because I've been so thick in the business and like I'm doing a mix of what I call shallow work and deep work.

For those of you that did flow state business, you'll know what that means. Shallow work for me right now really looks like rebranding some things because I rebranded at the end of last year to this deep burgundy color, which I'm obsessed with and phasing out the purple. So, you know, Shelly work is like updating those colors inside of my system, changing, you know, some of the logos, things like that.

So that it feels like I'm setting up 2026, so, so wholly, you know, it's like a whole new era energetically. And that deep work for me has been really sitting around redesigning what my core and only Mastermind will look like this year. So I have been on the laptop for 90 minute sessions, refining it, thinking about the curriculum, thinking about who it is that I wanna serve, feeling into what people actually really need from me this year, letting you know the method come through.

So I have a brand new method that I'm gonna be teaching this year. It's brand new, but not like it's what I had lived out all of the last 12 months, so that I'm making sales every single day, but now it's got a name and we're trademarking it. So I'll let you know more about what that method looks like.

But it's really taking shape in a way that feels so true and so powerful. And honestly, like I know that this is the one offer. The clear offer choice that I'm gonna be making for all of 2026 as I'm leading more of you through the deeper waters of what does daily sales look like? How does it actually happen?

Can it happen for you? Can it happen for your niche? What is required for you to do this? I promise you, you are going to love what I have in store for all of us this year. And it, it really is such a beautiful bridge into what I wanna talk about today, because right now I am. Really not second guessing my offer choice at all.

I am deeply certain that teaching you guys how to sell every single day in this method and how to find that confidence and how to send out your clear, clear signal. I talk about the signal a lot, like you're a lighthouse and you are shining like your beacon and your signal out to the people that are, you know, lost at sea or who need some guidance back to shore.

I am so certain of what that looks like, and I wanna help you do that too. So, you know, people that are coming across your work on Instagram or on YouTube, wherever you hang out, they feel that you are open for business. They feel like you are able to take them on board, that you can really help them. And I want you to do this this year without, you know, hustling so hard and burning out or wrestling with those ideals.

And that's all They are these emotional ideals that you cringe, you know, and things like that. As a founder, I know that this is exactly what you need. And the reason why I know that so strongly is because I have spent years, guys, like years on the other side of that trying everything, experimenting so much.

Sometimes at the expense of. Business revenue dropping or falling out of favor with the algorithm or bringing on the haters, like who cares about that? But you know, or feeling like I'm not enough and launching everything and flip flopping between, you know, what kind of niche I really wanna serve in and learning and growing.

And finally, finally, arriving here. So this brings me to the real topic of today, which is. Why the hell are you second guessing your offer all the time? It's a behavioral pattern if you're doing that, but I also wanna say a few things about that because you know, having come from the other side where I tested so much, and honestly for anybody who's ever built something and you feel so excited about it, you'll get this energy.

So you'll get super excited. You may even get to the point where you are super, super brave and you put on your, you know, big girl panties, your big boy jocks, and you launch the damn thing out there online, and then a few hours later you start literally thinking, oh my God, maybe I just pick the wrong thing.

And like, honestly, like, I shouldn't have done that. I'll delete all of my posts, which I've done like. I remember twice, I've done it twice where I launched it, did a live stream, and then did everything to like undo that because I just felt sick in my guts that it was just like a shit offer basically. So done that, and I, I wanna share this with you because I know that you might be thinking you're the only person in the world who's doing that.

You are not okay. Like you're not alone. And look, I'll be honest, I used to think that second guessing my offers was. Just a major flaw of mine, you know, that it was really crap. And I would always ask myself like, rubs like, why can't you just like back the offer, like seemingly everybody else does. And I was so frustrated with myself, like I genuinely thought that it meant that I was flaky, that I wasn't a real air quotes entrepreneur, that I wasn't confident that I wasn't cut out for business.

And then I'd get all these like. Sometimes like snide comments from people in the industry. It's like, oh, notice that you've changed your niche again. Which, you know, I had changed my niche seven times in five years, so Fair enough, fair enough, guys. But you know, like I get these comments that felt snide at the time.

Maybe I should say that. And I'd get all like, you know, all up in my own grill and I'd get so annoyed. Not at them, at me, basically, you know. And I want you to know that it's like it's normal. Okay? Like, let's normalize the, the where do I go? Which way do I turn? How do I price something? Like, is it a mastermind?

What container do I put it in? And now I know that all of this was actually here to give me perspective. Okay? So if you are there, don't give yourself a hard time about it. Just tell yourself out loud. I'm just giving myself perspective. I'm giving myself live data that is so hard to capture, you know, in this day and age like.

So if you're doing it, I'm proud of you and I'm proud of me. I'm proud of the, the version of me guys, like I have launched over 100 times in coming up to eight years of business. That's crazy. Like I have launched, you know, coaching programs, one-on-ones courses, memberships, PDFs, masterminds, retreats, challenges.

Don't even get me started on the free events like you name it, like I have probably sold it. And then I take a big, juicy, deep breath in and I think to myself, you know, and that is exactly why, like if I'm just gonna give myself, you know, little props at the moment, which we all have to do, I'm gonna do this 'cause it feels uncomfortable.

But the thought has come. So I must say it, the reason why so many of my clients come to me is because I am not teaching from theory. I have run. The gauntlet and I'm still in it. Like I'm still in it. I'm just, it's just easier now, you know, like I'm starting to master some things in the gauntlet, but I've been in the arena.

I've had things work, I've had things flop, and that experience changes how you operate in business, how people perceive you. And that's the wild part because here's another maybe somewhat interesting thing, I don't know, I'll share it, but. Out of the hundred launches or so that I've done, can I just say like, only, only 10, perhaps less than 10 of them, did all the heavy lifting around, generating $4 million worth of revenue, only 10.

And the rest were a mix of like, okay, small wins, uh, cute cozy groups. You know, one-on-ones that like had to turn them into one-on-ones because not enough people joined are learning curves. Even the the flops, honestly, the flops, I always think as like the slingshot maneuver where it pulls you back in order to held forward to create something better.

And now I can say this in a very neutral tone. It's probably not even neutral anymore, honestly. I see it as quite funny. But I used to believe it was really embarrassing that I couldn't share that, that it would take away from my credibility or some shit like that. I don't know. But this is actually so yummy, this energy, and I, I want you to know that if you are flip-flopping between offers, that's okay because you now know it's perspective and it's grounding you.

You are in the gauntlet, you're running the things that you need to in the arena. I want you to also really, really start thinking about 2026 and who do you wanna be? Okay. Who do you want to be known as? How do you wanna be perceived? Who are you the go-to for? And this whole conversation, by the way, is actually really back to research.

So this is like something I've been reading a lot too, apart from the books. I am always in research papers. I think partly because my coach. Is, you know, he's like a doctor in research for human flourishing. He's always sending me papers and stuff, so I have to thank John for that. Anyway, but like I was reading this research paper and it was to do with entrepreneurship and the studies on things like product market fit and how an entrepreneur pick something and flows into the market with it.

And it was, they were talking more so about product based entrepreneurs, but still like it's relevant. And like what the most successful companies go through. And a lot of them, like 75% of them go through multiple iterations of their core offer, right before they even land on what truly resonates. So the majority of entrepreneurs don't know what is product market fit.

I didn't know as a coach what my clients wanted from me or needed from me. So I was going through like this whole energy of where do I even begin? And you know, you may or may not know. I started in startup land. You know, I was in the thick of a ventures based companies, so I got to see these products being built from scratch.

A lot of them, you know, we were like in the round table rooms and just like post-it notes everywhere, whiteboard markers, everywhere. Then the end product that we ended with, that actually sold like millions and millions of millions, they didn't look anything like the first iteration. So I want you to know that you know, a lot of founders, they pivot their original idea at least once, at least often, multiple, multiple times.

Now, for me, maybe I was less, I was more inefficient a hundred times, let's call it, or maybe 90, because 10 of them did stick. But you know, like I had to go through that. You have to go through the flip flop sometimes to hit something that is truly scalable. And it wasn't until 2025 that I was like, wow, like all of last year, couldn't quite believe what I had in my hot little hands.

This method that I was developing, putting myself through the gauntlet, feeling like daily sales was my thing, that I could scale, but at the same time going, oh, can I scale it though? Am I gonna go through this pattern of like, in three years I'm gonna be over that and I'm gonna be doing something else? I don't know, maybe another friend of mine, he was saying, rubes, like in three years you're probably gonna be like an art collector doing like art collection mentoring or something.

I'm like, that's so random. 'cause I do not have an eye for art, but I totally got what he meant. But you, you cannot just come, you know, into the business arena and say to yourself, I should magically pick the perfect offer. And you know, the very first go is how I'm gonna really build out my empire. Okay.

Like, feel that energy and allow yourself to be proud of how far you've already come. But now I want to move forward and I want to talk to you about building something that you know, you can get really excited about and commit to, you know, and be dedicated to. That dedication leads to you being known like a known factor in the industry.

This is personal branding, this is thought leadership, and this is you being the go-to person. Like this year I promised myself that I would be putting myself out there. There the abyss a lot more, and applying for speaking opportunities, applying to be on 1% in the world podcasts, applying to basically like speak at masterminds.

And now I know like where I've landed is not necessarily where I was in 2024 and beyond that where I could talk about business and money and spirituality and relationships and coworking and traveling the world and being a digital nomad, all of that's still me. That's my story. But now I know as I'm pitching, my idea is very clear.

My branding is very clear. Who I stand for, what I stand for is super clear. I believe every single entrepreneur from every niche deserves to make a sale every single day. And what I stand for is helping you make that sale every single day. And so when I show up in that energy, it comes from a place of knowing I am meant to be the speaker of these words.

Woo-hoo, goosebumps. I am meant to be the holder of this business. And that just, that's landing like it lands. Even as I'm saying this out loud, you guys have gotta understand, like a lot of the times when I'm speaking to you on the podcast, I don't say these words out loud ever because like, I mean, I might say to Michael, but he and I are on the same wavelength all the time, and you know what I mean?

Like, but when you're saying it out to public, it's like, boom, it lands and it becomes a pillar. It becomes something that you are proclaiming out there in the world. What is it that you wanna be known for and when you can get to that place? I'm not saying it's easy, like it's took taken me seven years and a hundred offers, but I can feel now I'm in that place.

PS. Whatever. You do not need to take a hundred offers in seven years. I've just gone about it in a very extravagant way, but please know that when you can commit to that, that's when everything else starts to feel like I'm an owner of this. I was looking at one of my, uh, past clients, she'd messaged me and I was like, Ooh, go down the rabbit hole.

Have a look at what she's up to. I hadn't worked with this client for a number of years now. And every now and again I'll check on, you know, past clients and I still keep in touch with a lot of them. I just love my community so deeply, and I'll say that the majority of the time where we started when, you know, this client was working with me in a mastermind is like a total 180 to where they are now.

And my thought is, oh, they're on their journey to find perspective. They're on their journey to find themselves. But if I see that as a consumer, as an audience member. I'd be like, I don't even know what this person's about anymore. It's not relevant. Unfollow so harsh. Right? So harsh. But I'm sure you do that too.

So I want you to think about how you are going to really back who you wanna be. Okay. Can you please just lean in because this is something that I really need you to hear. Most entrepreneurs and coaches, and I'm thinking about past clients and customers that I've worked with, as I'm saying this, most of them who don't go very far in their businesses.

And I mean that in the kindest of ways. Not everybody is meant to be an entrepreneur, okay? Like you might wanna give it a go. It might be a side hustle thing, but most of the time it's because they pick an offer, they fail once. They don't know how to come back from it. They don't know how to stay with any kind of offer or focus long enough for the damn thing to actually work.

And then a cycle happens. And I'm like, you'll know this. I'm saying this from a past belief of mine that you start to almost romanticize pivoting. But a lot of the time pivoting is just. Fear dressed up as strategy because staying in the same focus point because at, you gotta remember at one point you believed in it.

At one point you believed in the offer, you built it all. But staying with it is uncomfortable because you're not getting that live feedback. You're not getting people liking and sharing and commenting and DMing you. And staying means being willing to be seen in the nakedness of nobody else liking your stuff.

And that is. Devastatingly scary. Like staying means refining instead of escaping. And that is where a lot of entrepreneurs tap out. A lot of coaches say it's not for them. A lot of flip-flopping happens. A lot of unfollows happen because it's like, I don't even know what this person is about anymore. So, you know, there is also like some really fascinating flow science around this because our brains are, are wired to avoid uncertainty, social risks.

We know this. So when you are deciding that you're committing to an offer and you start selling it, your nervous system reads that as exposure and it will literally try to pull you back into safety, pull you back into hiding, pull you out of the spotlight by making you doubt and by showing you the evidences and the data that this is the right thing to do.

You know, like no one's like, you know, approaching you in the first three days. It doesn't feel safe to be out there. It's dark and scary out there. So that second guessing is literally you being pulled back into safety. Your brain is trying to keep you safe. That is not intuition, that is not personal power, that is not overcoming, that is not growth.

That is staying where you are. And this is where daily sales really came for me in like the best possible way because I realized that instead of me. Scarily going out like, you know, 3, 6, 7 times for big, big launches once every year, and feeling that nervous system crash. I now feel like when I'm out there selling every single day and I have this consistent signal, like the lighthouse and the beam going around and around, I'm open for business all the time that I've actually stopped putting myself in this emotional weight.

This emotional state, this emotional fear of that launch needing to work. And I have stopped literally making every single offer a referendum of my worth and finally feeling like, you know what? I've got something steady and sustainable already. And if someone wants to come into the big, chunky stuff. And, and I know the chunky stuff is what I'm sticking to, and it's exactly where I wanna be because it's my signal and I'm choosing for this to be my thing and I'm gonna dedicate a whole year to it.

Oh my gosh, that is so solid. It's perfection in business, honestly, like, and I mean that in terms of the perfect energy, momentum flow, state creativity. You are unshakeable, things become undeniable. And you know, even honestly, like as I'm thinking about hosting this mastermind, because this isn't just about how to sell and how to make tactics, like, can I just say selling is not strategy.

It is energy. You know, you have to back yourself, but we're gonna go through a lot of things in this mastermind. I wanna help you become someone who trusts your decisions, how you can show up daily, how you can build momentum instead of waiting for that perfect moment. How to stop second guessing. How to get so crystal clear on who it is you are choosing to be and what it is that you stand for.

And honestly, hosting this. It feels like such a full circle moment for me after everything I've tried and I've learned and you've gotta believe, like I am still in the trenches with you. And that's the fun part of entrepreneurship was like, who wants to come in for a big mud wrestle? Like, come on, let's go.

You gotta be able to. Be in that resilience, you know, gauntlet with others. It's no fun doing it alone, but it's also no fun doing it with somebody who's just sitting out there guiding you from a textbook and has never actually been in the mud pit. Okay. Do you love my analogies today? The gauntlet, the mud pit, the arena.

Like we've got gladiator vibes. See what I mean? Like I feel this warrior energy coming through. Although I, I would name myself the lucky warrior. I don't know if I'm like a real brute, but I'm someone who'd be like. Like, damn, like I just landed that lucky shot, but I'm in it and I love it. We're having fun.

We're playing, and we're gonna win this war. And the war is against you. Second guessing and double guessing everything because it's keeping you back. I wanna help you move forward. So babe, if you're sitting on an offer right now, if you're sitting on a business idea right now, that's more than an idea.

You've been doing it for some time. If you are a consultant, if you're a. A person who is in finance, if you're a CFO, if you are a a legal person and you are building this personal brand, you've got something to really share. If you're a healer, teacher, mentor, if you're someone who reads astrology tarot, and you've got so many things that you wanna help people with, you have your toolkit, you have years of experience, you have this passion and this drive, but you have no idea, like you're actually feeling wobbly about it right now because you don't know even what to sell, how to sell, how to market yourself, how to position, how to message yourself.

I want you to know that does not mean you've picked the wrong career. It means you're on the edge of commitment and you might be, you know, three years in and still at the edge of commitment. That is usually where the real growth starts, but you're not meant to do it alone. So I want you to go in to the show notes and find the Daily Sales Mastermind.

This is going to totally. Rejuvenate your energy around selling. This is going to redirect all of the fears towards something that feels really stable and clear. Okay? I want you to stand up for who you are. I want you to win at your business, and I want you, most of all to invite fun, playfulness. That momentum, that passion and that energy back into your space.

Get out of that head space. So much of like. Trying to piece together everything step by step. Okay? We are gonna do this together. And it is, you'll love the offer. It's not, it's like once you're in, you are in, okay, like you're in for a lifetime. Go and check it out. I want you to learn how to sell every single day, not because of just the money aspect, but I want you to feel that confidence, that smile from the universe every single day, and it feels so aligned.

It feels actually like this is what I'm meant to be doing. So you can join me inside of the Mastermind if it's serving you at this time. Link is in the show notes. There is also a generally special running right now. That's gonna end at the end of January, so it is ridiculous diabolical value. Click on the link just to even have a look at that.

I would love to have you in there with me. My loves. Do not second guess your offer one more single minute. I'm excited for you. Okay. Stand up for who you believe in. 2026. This is the time. Okay. Come with me. This is amazing. I, I literally wanna be like. Let's go. Let's ride at dawn. Oh my gosh. Okay, on that note of riding at Dawn, it is still the morning.

I'm gonna go get on with my Sunday. I hope you love this episode. Yeah, message me for that. The link with the books that I'm reading at the moment. If you're also in that same energy or questions about the Mastermind, always open in the dms. Sending you lots of love, and I'll catch you in the next episode.

Bye. My loves.