In this episode of For Founder Sake, we dive head-first into one of the most powerful yet overlooked parts of running a business - mindset. Because no matter how good your product, marketing, or team is, the way you think will make or break your success.
It’s just us this week - Em & Shelb - and we’re getting real about the mental roller-coaster that comes with entrepreneurship. From confidence highs to crippling self-doubt, from bold decisions to late-night “what have I done?” moments, this episode is an honest exploration of how your internal world shapes everything in your external business.
Shelby opens up about one of the biggest chapters in her career - taking on huge financial commitments to grow her Canberra clinic right before the second COVID lockdown hit. We talk through what it felt like staring down the terrifying “L-word” (liquidation), how she clawed her way back, and what that experience taught her about resilience, ego, and self-trust.
Here’s what we unpack in this episode:
The link between mindset and business success - why strategy means nothing without self-belief.
Shelby’s story of expanding her clinic, the financial pressure that followed, and how she rebuilt.
Imposter syndrome - how it shows up for founders and how to move through it.
“Fake it till you make it” confidence - what that actually looks like in practice.
Pricing confidence - knowing your worth and giving yourself permission to profit.
Learning from failure without letting it define you.
The daily habits and mental reframes that keep us grounded when things get hard.
This episode is raw, vulnerable, and probably one of the most relatable ones yet. We strip away the highlight reel and talk about the parts of business people don’t always share - the fear, the pressure, the moments where quitting feels easier than continuing, and the mindset shifts that pull you back on track.
If you’ve ever second-guessed your pricing, questioned whether you’re good enough, or wondered why business sometimes feels heavier than it should, this conversation will hit home. It’s a reminder that mindset isn’t a one-time fix - it’s something you build, test, and rebuild again as your business (and life) evolves.
🎧 Listen now for a deep, honest chat about how your thoughts, beliefs, and self-talk directly shape your success - and how to start thinking like the founder you want to become.
If you’re enjoying the podcast, make sure to follow For Founder Sake wherever you get your podcasts, leave a rating, and share this episode with another founder who could use a reminder that they’re not alone in the hard stuff.
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Hosts: Em & Shelb – Co-hosts of For Founder Sake
💬 Real conversations about the highs, lows, and “FFS” moments of business and life.
🎙️ Follow along on Instagram: @for.founders.sake