09 Sep From Debt & Self Sabotage to 6 figures in Revenue
In this episode, I sit down for a raw and honest conversation about the real journey behind building a business. From the outside, it’s easy to assume everything’s sorted – the talks, the brand, the energy – but the truth is, the road here has been anything but smooth.
I share how I first started trying to build a coaching and speaking business at 23, and why it took me until my late thirties to finally feel like I’d figured it out, having to overcome a deep, destructive issue with money on that journey.
Three times, I found myself in debt – once as much as £100,000. I explain what it felt like to hit rock bottom, how I blamed everything and everyone else, and the painful realisation that I was sabotaging myself. You’ll hear about the therapy session that helped me face the truth, and the “Aldi dog bed” moment – a small decision that marked a huge turning point in my behaviour.
We also talk about why business success isn’t as simple as setting a six-figure goal. The real work is done in projects – building your brand, learning to serve a community, learning to deliver results – and before all of that, tackling the secret project you’re avoiding. Because whether it’s debt, a job you hate, a relationship that’s draining you, or your health, these shadows have to be cleared before you can build something sustainable.
This is a conversation about sacrifice, conditioning, and what it truly takes to change. It won’t always feel good – in fact, sometimes it feels like heartbreak – but it’s the work that makes lasting success possible.
Timestamps:
00:15 – Digging into the lows behind the business story
00:29 – Being called “Newcastle’s answer to Mel Robbins”
01:04 – 16 years of trial and error, 3 years of clarity
01:26 – Success without stability: the money issue
01:44 – Building a multiple six-figure business (and aiming for seven)
01:44 – The first time I fell into £100k debt
02:21 – Blame, avoidance, and hard lessons in responsibility
02:40 – Getting into £65k debt again — and watching it happen
03:18 – Therapy, confession, and the third debt spiral (£8k)
03:40 – The Aldi dog bed moment: why change feels like heartbreak
04:01 – Self-sabotage behaviours and hidden conditioning
04:41 – Why change feels wrong (but is essential)
05:00 – Why “make six figures” isn’t the first project
05:40 – Sequencing projects the right way
06:12 – The secret project I was avoiding (and what yours might be)
06:30 – Clearing the shadow before building your brand
Key Takeaways:
– Success is built on sacrifice and commitment, not shortcuts.
– Debt and money patterns can sabotage progress until you address them fully.
– Change doesn’t always feel good – sometimes it feels like loss.
– Projects must be done in sequence; don’t skip the foundation.
– Everyone has a “shadow project” to resolve before real growth begins.
👉 If this episode resonates, don’t forget to subscribe to the podcast for more honest conversations on business, mindset, and the reality of building something that lasts.
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A huge thank you to the wonderful Dr. Jo Watkins for letting us share this conversation from her brilliant podcast The Start Up Support Surgery.
🎧 Listen to Jo’s podcast here:
👉 The Start Up Support Surgery on Apple Podcasts https://podcasts.apple.com/gb/podcast/the-start-up-support-surgery/id1766315418
Here’s our full episode: https://podcasts.apple.com/gb/podcast/episode-37-lisa-bean-honest-straight-talking-advice/id1766315418?i=1000719191293
🌐 Connect with Jo and her work here:
👉 https://www.jowatkins.com/
About Dr. Jo Watkins:
Dr. Jo is a GP, entrepreneur and co-founder of The HOW People, helping women in business find clarity, support and the confidence to move forward. She also hosts The Start Up Support Surgery, a podcast packed with practical advice and honest conversations about building a business from scratch.