From Film to Finance: The Making of a Financial Therapy CEO

Were you an overnight success? Business is rarely that simple. There’s usually a back story or a hero’s journey involved. Although social media can make it seem like starting a business, growing it, and scaling it is just a decision you make on the toilette…as you jot down your business plan on toilette paper. Most overnight success stories take years.

The business journey that, not just Hollywood but, society overall likes to portray is that if you start a business it will quickly lead to millionaire status and a flood of satisfied clients. So smile and take plenty of beautiful pictures along the way. As a metaphysician, I believe in the possibility of manifesting your dreams. However, just like life itself, the journey of building a business comes with ups and downs.

Setting the Stage

There are millions of business owners, each with a unique story. What makes your business journey interesting is different from what makes mine interesting. What you know about me today is what connects us, but if you knew my back story, we might become even closer. You and I have a common goal; making sure your clients stick to their financial plans. My expertise gives you practical tools to do that, without having to get a certification or designation. 

What I know today adds value to your business, but it came from a series of business lessons that shaped my professional journey. Let me go back a little and share more about how I evolved and mastered the field of Financial Therapy. As I share my story with you, think about your story and your clients' stories. Consider how you are part of your clients' story, just as I hope to be part of yours. By the end, you will see how you are part of mine too.

I solve problems for a living, it comes easy to me. When one of my members brings me a case, I can see the clear path to getting their client back on track. That journey started at a young age when I was just five years old. It was then that I had my first experience solving problems. My older sister was being bullied. She didn’t know how to maintain the friendship and set boundaries at the same time. Somehow I did. I punched the girl in the stomach, she stopped bullying my sister, and she never bullied her again. Today, they are still friends.  

Early in life, I realized I had a gift for strategizing and solving problems quickly and so did most of the people around me. I became the go to for answers. So for that reason I have dedicated my life, and now my business, to assisting others in solving problems. Today I specialize in addressing the problems money can’t fix. But I didn’t start there.

The Unconventional Path

After graduating from Columbia College in 1996 with a degree in television production, I embarked on my entrepreneurial path becoming a freelance producer. However, I found myself working in finance during gaps between television jobs. Both television production and finance are about planning and execution so my skills translated easily. Through my innovative thinking and relationship-building skills, I established a reputation for myself in the finance world, which eventually led me to prioritize this field over my work in film and television.

The Mastery Begins

Prior to becoming a Financial Therapist, I worked as a Financial Advisor with Morgan Stanley Wealth Management. Although I enjoyed assisting clients in creating financial plans, I noticed that they often struggled to execute the plans we developed together. This realization frustrated me and prompted me to shift my focus.

Today, I go beyond traditional financial advice and tackle the emotional aspects of money in addition to the dollar amounts involved. Many people mistakenly believe that more money would solve all their problems, without realizing that certain challenges cannot be resolved with wealth alone. This is where my SelfSync Financial Therapy program comes into play. It is specifically designed to address the blind spots caused by outdated programming, allowing individuals to overcome the obstacles that hinder them from sticking to their plan.

But you probably know that part of my story already. What you don’t know is that, like you, I’ve gone through some ups and downs running this and my previous businesses. I even closed one of my businesses. It wasn’t easy but I had to tell myself, this business failed, you didn’t. I made mistakes along the way, but nothing that couldn’t be fixed. However, timing is everything and external circumstances that were beyond my control made it even harder to succeed. 

The Peaks and Valleys

I entered the financial industry in 2003 when things were going exceptionally well for everyone. However, in 2007, there was a significant shift. The markets, including real estate, bonds, and stocks, all experienced a crash. This downturn marked the beginning of a prolonged recession known as "the great recession." By 2009, I had to throw in the towel on what was then called Financial Image and start over with a new business which I now call, Presidential Lifestyle.  

During this challenging period, I learned valuable lessons and managed to stay afloat by adapting to market fluctuations and maintaining a lean operation. Embracing change becomes crucial in business because getting stuck can lead to business failure. In 2012 I wrote the book The Art of Starting Over and shared what I learned in a simple way. Sometimes, it's not about creating a new product or completely reinventing oneself; it's about finding different ways to approach the same goal. This has always been my guiding principle, although I must admit it has its pros and cons.

The tide shifted against me in my first financial business, but there were also struggles that were within my control that were blind spots at the time. I sometimes found myself overwhelmed with too many good ideas, attempting to pursue them all simultaneously. Additionally, I made the mistake of hiring hastily instead of taking the time to find the right fit. I rushed to scale the business when I should have focused on sustainable growth. It's important to note that scaling and growing are distinct concepts, often mistakenly combined.

Where I shine

One fortunate aspect that helped me endure the challenges and maintain longevity in business was my early adoption of a lean approach. This allowed for quick growth once obstacles were overcome. There are only two to three actual employees of Presidential Lifestyle at any given time. I operate with mostly vendors and contractors whenever possible. Many of my contractors are from overseas. This makes it easier for us to have a global company. Mastering money emotions isn’t just an American desire. So we are available to consult Financial Advisors worldwide.

From 2017 to 2020, our business experienced steady growth. However, like many others, we faced a setback and had a slow year. We went from being a multi six-figure business to what I refer to as living "client-to-client," akin to living paycheck-to-paycheck in personal finances. I got creative and used all the resources available at that time and not only did we keep the doors open, we came out on top, but with a little bit of debt.

The Leading National Certified Counselor

The transition over the last three years caused us to shift again and it was a big shift. We went from a B2C business model to a B2B business model. Over the last 12-months, given the various fluctuations that come from changing the team and the target market, it feels as if I am starting the business from scratch. Change and starting over can be scary, but remember I wrote the book on it. I’m enjoying the changes for the most part. 

Later, I’ll tell you about a big mistake that I made earlier this year that cost me thousands of dollars and 3-months of time that was more valuable than the money to me. I can get the money back 1,000 fold, but I can’t get the time back or make up for it. So that part hurts. It hit hard and that’s a story you should hear, but another day. Make sure you are subscribed to our YouTube channel because that’s where I’ll tell it first.

I feel like I’ve talked a lot about myself and my intention for doing this is to make sure you know you are not alone. But I also want you to know that you and I have a lot in common. Lastly, it’s important that you know I am the expert as it relates to Financial Therapy and strategy, but I am human too. 

In 2022, I made the difficult choice to release my entire team, shift and narrow down my target market, and streamline our product offerings to focus on a single product presented in two different ways. I also reassessed our pricing structure and examined previously overlooked revenue streams that had the potential for growth. 

These semi-passive revenue streams only required a little more attention to be doubled. I’m a teacher on a free meditation app called Insight Timer. I was ignoring it, but it’s a great way for me to stay connected to the B2C market that I am shifting away from. It’s a way for me to share myself with the world outside of what I do in my own company.

Now that we have a new target market and a new way to reach the same goal, we are on track to surpass our mult-6-figure status and break into our next level of resistance. (More on resistance later.) The growth we have experienced this year can be attributed to having a clientele with whom we genuinely enjoy working, a dedicated and focused team that shares our vision, and a suite of products that provide a clear framework for scalable expansion.

You and I

This is where you come in. Financial Professionals have specific needs and concerns. My unique set of skills and experiences make me the perfect person to journey with you and your clients to address the problems in life that money can’t fix. So be sure to join me in The Presidential Lifestyle community when we launch. 

I’d love to get to know you better and hear more about your goals, accomplishments and challenges. We can overcome them together. Remember, it doesn’t have to be lonely at the top, you can take people with you. I’m taking you with me and I encourage you to invite some inspiring friends. Let’s go! See you next week…