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Sofie Laurenz had the stable career, the expertise, and the respect of her community. But she also had a bigger vision: helping women lose weight in a healthy way before they got sick, building a business that let her be present with her family, and proving that you don’t have to choose between motherhood and ambition.

She followed her vision and went from hospital dietician to successful online entrepreneur working just 10 hours a week—all while raising four boys on a tiny island in Finland where online business is practically unheard of.

Here’s what makes Sofie’s story different: she built massive organic success by staying authentically herself—recording recipe reels without makeup while managing four kids, traveling alone to invest in growth despite being terrified, and turning her “salad reels” into viral content.

In this conversation, Sofie reveals how she built her business while working full-time and raising four kids, why simple content strategy beat fancy marketing tactics, and the mindset shifts that let her quit her stable hospital job to create ultimate work-life integration.

Key Takeaways:

• Why working in a less saturated market can be your secret weapon for organic growth
• The simple content strategy that grew her following by 25x while being authentically herself
• How to overcome the belief that you can’t “have it all”—and why transformation requires inner work, not just business strategy

This isn’t about choosing between motherhood and ambition—it’s about designing a business that supports the life you actually want.

__________________________

More ways Embodied Marketing can support you:

If you’re ready to hand off your entire marketing strategy (from funnels to ads to copy) and finally get the expert team you can trust, apply here and let’s talk: helpmystrategy.com

Ready to unlock your next level of growth in business and life? Join me at Embodied Marketing Live, July 17–19 in Austin, TX. https://go.embodiedmarketing.com/live

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Your reviews and feedback will not only help us continue to deliver great, helpful content, but it will also help us reach even more amazing entrepreneurs just like you.

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READ THE EPISODE TRANSCRIPT

Emily Hirsh: In today’s podcast episode, I am joined by Sofie Laurenz all the way from Finland. You do it scared. The dream is so big. Big. The dream is so big. You take the action anyways. I think that is such a key. Sofie is such an incredible entrepreneur. She has gone from dietician to becoming a mom of four boys, building her business over 50,000 followers.

You made the decision to take the entire summer off. Yeah. And your business is getting

Sofie Laurenz: Yeah. Daily sales. Yeah. I had my 10-year-old MacBook and phone, and that’s what I created.

Emily Hirsh: That’s so true. I have had the privilege of a front row seat to her growth the last year. She’s been in my mastermind.

Sofie Laurenz: In my mind.

I know it’s I know it’s true and it’s working. I mean, what do I need? More proof. It’s working. I know you guys are going to love this one.

Emily Hirsh: Embodied CEOs don’t chase trends. They pave the way. They lead from within. Move by purpose, unshaken by noise. When you are the source, you do not need permission. Hello.

Here we are. All the way from Finland. Yes. On the podcast in the flesh. I’m so excited. It’s crazy to be here. I know. It’s how cool. How cool. I’m so excited, Sofie. This is definitely my farthest podcast guest. Oh my God. It’s an honor. Yeah. Yeah. Well, welcome to the podcast. Thank you. So we are just coming off of our mastermind retreat.

Yes. Sofie’s been in my mastermind now two rounds, and I asked her to fly out a little bit late so we could head to the podcast studio and. Get in the chat. Yeah. Let’s start with your story a little bit, your entrepreneur story. Mm-hmm. And I’m, I’m so excited. I bet I’m gonna learn things that I don’t know Yeah.

In this story. Yeah. So why don’t we start with starting your business and that journey. Yeah. Well, I’m

Sofie Laurenz: aian in Finland and I have always loved health. Everything with health. I love training. I love food. I love nutrition. I love everything about health. And I think I’m, my mom influenced me a lot because she’s in the bakery.

She’s like doing cakes. But she has always been the healthy role model. And my grandmother too has been so important to them to be healthy. So that, I think that’s why it started. And it, it was my mother’s influence on me. To be a dietician. And I was like, no, then I need to be in hospitals and I don’t like that.

So after I should choose what I was gonna be, when I was big, I chose to go to Gutenburg, but not the dietician program. I chose more like a health program. But after one year I was like, but I really, really wanna know everything and I want to treat people and you can only treat these people if you have the license.

So I was like, okay, well I need to switch. And we had the opportunity of the one year to switch to the, to the other program. ’cause they were both in Gutenburg so I can, we were three girls and we, we decided, yeah, we’re gonna switch. And that was. A magic decision for me because it’s opened up a lot of doors.

‘Cause you needed to have top grade to get in and I had good grades, but not top. So it’s like a back door to get in. So, and I loved it. I love everything about it. It was to really dig deep in science and everything and to have the background I needed. Because even if a dietician works at hospitals, you don’t have to, you can choose off that.

But I ended up being at the hospital as a dietician after five years in gut, the burg, I got the master degree in clinical nutrition head back home to my small island. Orland got a job and I. Okay, I’m gonna be this hospital. I started not at the hospital but in the city, like a dietician for the community, the health city.

And, but I wanted to be, I wanted to test the hospital. So I got a job after two years at the hospital and I went there from 2011 to 2013. And I think then I got kids. Mm. And when you have a lot of free time, you start thinking, but what do I really wanna do? I love my job, but I really enjoy the more like wealth and healthy, not the hospital.

1. So I was like, I love helping women lose weight in a healthy way before they are sick and they have their own motivation. So it’s not the doctor that describe you to come to me, it’s them that comes to me because they have the motivation, they are at the right spot. They want to take care of the exam themselves.

So that was a huge thing for me, start realizing, okay, you can do this on your own. You can, I mean, I had so much experience from the hospital. I had learned so much. I got one kid, I got two kids, I got three kids and And you were working at the hospital? Yeah, the whole time. Up to three kids. I working, yeah.

Yeah. We have the maternity leave, so we have years off. I was like home for a year for my first kid, and then I start working again at the hospital. Mm. But I always worked at my business at the same time, so I always had two jobs. My business, I started my business 2012, so I was at the hospital and I had my own business.

And what was your business then, when you started? It was like doing lectures for other companies in health, how you should eat. And because the owner of of my boss said, okay, you need to have your own company if you wanna do that because it’s not included in this service from the hospital. Oh, you couldn’t represent, represent the hospital.

And No, it was like, no. That you can do on your free time. So, okay. Well I

Emily Hirsh: start my company then, so I can do both. And so you were teaching for other companies and their like employees Yeah. Came and went

Sofie Laurenz: to your workshops. What’s health and how you should eat? And this is the recommendations and, and I loved it.

I loved it, but I also loved the connection with the clients. And I love the community. I mean the other doctors and the, it was nice to be in that community and I liked the science and I liked everything about it. So it was hard to step away from that because I love my job, I love my job, but I knew I would love the other one, the job I could create more because I knew I can help people on a lot of ways.

They come to me, oh, Sofie, can you help me with this? Can you help? And I’m like, yeah, I can, but I don’t have time. So I had, yeah, 1, 2, 3, 3 boys and I worked at the hospital and I worked with my own business and it was like, okay, I can’t, this is not gonna work. I mean, I can’t have three kids and two jobs at some point point, you gotta choose.

So when my third child started kindergarten, do you say that here? Yeah. Mm-hmm. Yeah. I was like, okay, I got an opportunity to go like a business school. So I was like, yeah, that’s what I’m gonna do for one year. I’m gonna give this my all. And we have a lot of support at our island for entrepreneurs.

So this was a perfect year for me. I didn’t have to close everything at the hospital. I can do one year here and figure it out and go back to my job if I wanted to or go my own way. And then I get pregnant again and I had my fourth boy. And then it was like, okay, now I have four kids. I love working, I love being a mom.

I need to figure this out. How can I be this entrepreneur, hardworking as I love and be home with my kids? Be the present mom I wanna be. I just needed to figure it out. So after one year, I was with my, the fourth maternity leave, and then I was like, okay, I. We get three years to choose if we wanna go back to the, to the hospital or not.

And I was so, oh my God, I can’t quit my job. I love my job. All the colleagues, everything. But it was like something else that was like more important. So I did it in September. This September I quit my job. Which year was this? Last year. I quit

Emily Hirsh: my job last year. You quit your job? Yeah. Wait, how did September know this?

Yeah. I knew I was gonna learn things, but I didn’t realize it was that recent. Yeah. Last year in September I quit my job. Oh my gosh. Sofie. Yeah. So that’s like, wait, September what year? 24. What? Yes. It’s not even a year since I quit my job. So where was your business at that point? Because you had started to grow a pretty big following.

Yeah, I.

Sofie Laurenz: I think 20, the summer of 23, I had like 2000 followers. That’s why when I started working with you. Yeah. You joined our program. Mm-hmm. I joined our program and I had 2000 followers. Mm. And, but 2023, I went all in on online before I had been one-on-one. Right. And 2023, I was like, no, because COVID, I had no opportunity.

This would never have worked if COVID didn’t hit, because now everyone knew Zoom and Facebook groups and platforms and at my small island there was like, so good for me. That’s a digital, just speed it up. Mm. So 23, I was like, okay. I did Amy portfolio course. To create my course and I was like, I’m going to go all in for this.

And I had like, yeah, 2000 followers and I launched my program in September or no, soon after in January. Okay. Two, three. Okay. That’s was when my first cohort started. Okay.

Emily Hirsh: Yeah. So when you quit your job and you, were you not actively working in the hospital ’cause you had that time to choose? I

Sofie Laurenz: had the time to choose.

Right. Okay. So I haven’t been working at the hospital since

Emily Hirsh: 2018. Okay. So you were like maternity leave then you had time to choose to go back, but you were building your business? Building my

Sofie Laurenz: business due this one year of business support and yeah, we get support from government, a small support when we are on maternity leave.

So I was like, I’m gonna do this. I’m gonna build this company up. So I have like the courage. To quit a job.

Emily Hirsh: Yeah. Okay. That makes sense. Yeah. That’s so cool. Yeah. So you launched your program. You created your program, you took Amy’s course. Yes. You created your program. Yes. You launched it. And what was that first launch like?

Sofie Laurenz: Magic. It was like so many pieces you need to figure out.

Mm-hmm.

Sofie Laurenz: And I had a following, whatever, like 2000 people. But at our small little island, I think it’s like, people trust me. They know me. So they know, they know I worked at the hospital, they know I’m a Dian. They, I think that’s like easier, you know, to start, because I had clients already and they knew, I mean, I have clients that I have had at the hospital.

They came to me and I quit my job. I wanna work with you. It didn’t matter if I raised the prices, it, they were, I wanna work with you. So I have worked with a lot of clients for years and my program was like, okay, I need to figure out how I can be this mom and still have my career because I love my career and I love my kids and I wanna figure this out and I wanna be home.

So it was just start

Emily Hirsh: start. Yeah. So a lot of your first buyers of that program, were they people who knew you from your island? Yeah. And yeah. And had only people from the island? Yeah. Okay. Yeah. And, and then,

Sofie Laurenz: and then you started building your online, then I started my online followers. So I think I started my Instagram account 2017 Uhhuh when I was home because I was like, I need to use my brain as well as breastfeeding and do everything.

So I was like, okay, what can I do? I love social media. I have a kids’ account. That just my family can’t follow. So I love the social media. I think that’s where it started. I started my content, you creating content, content, content. I love creating content. I was like, this is super easy. I love it. So I just starting from myself, my own journey from getting back from, yeah.

I gained like 25, 30 kilos every time and then went back to where I was before I got pregnant. So you Yeah. You

Emily Hirsh: started documenting. Yeah. After you had your kids documenting, using the weight and the process you went through and that built your following. That been my followers. They

Sofie Laurenz: were like, oh, this is how she do it.

I can do it if she can do it. Yeah. So they wanted to follow my journey how I did, and yeah, because I have, I love kids. I want so many kids. So I was like, yeah. And I love help and I love, and I, I wanna help other women to just, how can you be healthy? Because I think a lot of weight loss tips today, I don’t think it’s healthy.

And I was like, oh. And I thought all these women trying to losing weight. And I’m like, no, that’s not the way that’s, I mean, you, you can do it in so much you easier, healthier, but way not losing muscles and do it the right way. So I was like, yeah, I think I can really help you.

Emily Hirsh: Yeah. And and one thing that, you know, we’ve talked about this, but your growth has come a lot from organic.

A lot from organic. And you are the only person I think I know who I’ve like, you show me your numbers Yeah. On the organic social. And I think it’s because you’re in this niche of Finland and Sweden. Yeah. And it’s like no one is doing that. Yeah. Or not very many people. So your competition is. Is not as high.

The saturation online is not as high. No, but we’ve talked about this because Mallory and the Mastermind. Yeah. You guys are in a similar business. Exactly. Similar programs. Yes. Yes. Different countries that you serve. Completely different strategies. Yes. Completely different. You have done reels and Instagram and grew your following to now it’s at 53, 50 3000 Yes.

People. Yeah. Through creating content. Yeah. And also you love creating content. I love it. And Mallory hates it. Yeah, exactly.

Sofie Laurenz: I love it. I love Instagram. I think it’s so fun. I can be so creative. I love video. I love the concept.

Emily Hirsh: Yeah.

Sofie Laurenz: And

Emily Hirsh: I just love this example because it just speaks to there’s no right way to do it.

Sofie Laurenz: No,

Emily Hirsh: there’s no one way, there’s no right way to do it. And you’re, you’ve proven that there is a way to do it organically. Yeah. But it’s about following. What do you love? Yeah.

It.

Emily Hirsh: What comes easy. Yeah. And then what’s working. Yeah. And I think someone in the US could literally do your exact strategy.

Absolutely. And not, but not see success because they’re in a different industry. Yeah, yeah. In saturation, you know? And then you’ve done some ads too, but like a lot of your success came from your salad reels.

Yeah. That went viral.

Sofie Laurenz: Yeah. Yeah. That’s crazy. Yeah. Yeah. And I think, I know people really want help with food.

They really, so I’m thinking, and to me it’s so easy. Just do salad. Just do. So I think it’s so easy. You like cooking too,

Emily Hirsh: right? I like cooking. Yeah.

Yeah.

Emily Hirsh: I do. So you record it. You, you do like a whole thing when you make a reel, you go to the grocery store, you buy all the ingredients and you Yeah. And I do the recipe.

It’s truly your art. Yeah, it is. And remember I told

Sofie Laurenz: you that? I said, yeah, keep doing your art. I know. Yeah. You make it so hard in your head. I was like, the first call, I was like, Emily, should I do the podcast? Should I do the email? Should you, you’re like, but you should do your reels. I’m like, yeah, it can be that simple.

Just do my reel that I love producing. Yeah. And it goes so well. Yeah, and you’re so in your head and you this and this and this. I need all the things. No,

Emily Hirsh: it really is about following. What comes natural. Yeah. Like your art, you know, we’re all creators Yeah. In our business. Yes. Like we’re creating the offers, we’re creating the experiences.

We’re creating the content. Yes. We’re creating the marketing. Yes. And we’re all gonna create in different ways.

Absolutely.

Emily Hirsh: And I think you’ve, yeah. Your, your story is like, you’ve grown this following online through your art. Yeah. And your reels that I’m super jealous by the way of, of your real, your real reach.

When you showed me this week, like I just posted this video, it’s like 10,000 people have seen it overnight or probably more than that. Yeah. I’m like, oh my God, my reels don’t even get that reach

Sofie Laurenz: like ever. And I think a lot of people really want inspire, be inspired. Mm. So I think it’s. I think it’s easy.

I think it’s easy for me because everyone needs to eat so everyone can relate somehow. Yeah. And you’re inspiring them with ideas. Yeah. And the visual of it. Yeah. Yeah. And it’s like just a short video, so this like, boom, okay, I can have a burger for dinner and it’s a healthy burger. Okay, so he’s having pizza, huh?

Okay. I can eat pizza.

Emily Hirsh: Yeah, yeah, yeah. That’s part of your method, right? Is like you can eat the cake. Yes. You can eat this like, and still lose weight and be healthy. Yes. I

Sofie Laurenz: think if 80% of what you’re eating are healthy then do whatever without 20%. Mm-hmm. Doesn’t matter. You can get the result anyway. And I don’t think you need to restrict yourself from anything.

Of course it’s a balance, of course. But I love candy. I love pizza. I love hamburger. I mean, and I would never check for that. Because it’s a part of what I think life is enjoy. But of course you

Emily Hirsh: need to have the balance. Yeah. And that’s another thing is you’re really clear on your values. Yeah. And there might be a dietician who would say, no, you have to eat, you know this way.

And this is what I believe. And it’s like, great. Yeah. The people who wanna follow that are not your ideal customer. No. But I think that’s another, if we pull out of like the signs of success. Yeah. It’s having those clearly defined Yes. Like this is my method. Yes. This is my process. This is what I believe is the path to success.

And And you’ve done that naturally very well as well. Yeah. And like owned it like, oh yeah. I think you can have candy and lose weight. Absolutely. And there’s a lot of people that would disagree with that. Yeah. I know. When you own it and it’s like, this is gonna attract my ideal customer. Yes. And

Sofie Laurenz: repel the ones who are not.

Yes. Yes. And most of the people have tried everything when it comes to me. They have done every diet, everything. And they’re like, I’m sick of it. I don’t wanna be on a diet. And I’m like, I totally agree. I mean, how boring, how boring to be on a diet. And it’s so sad because most people are like, I’ve dieting my whole life.

And I’m like, how sad is that? I mean, you don’t have to do it that way. You don’t.

Emily Hirsh: So a lot of people on my podcast moms who come on have the similar story of their, their babies changed their business, got them to, you know, see what they really wanted. Yeah. But also the, and you’ve said this a lot to me in one-on-one conversations, but also here of I don’t only wanna be a stay at home mom.

No. Like, I wanted more. Yes. And for you, like starting to create content gave you that outlet. Yeah. Yeah. And I think, I mean. More people need to see that. Yeah. Right. Like, there’s nothing wrong if you’re like, I wanna be a stay-at-home mom. Absolutely not. And that is my path, and I’m really satisfied and I’m happy with that.

And also, there’s a lot of women who, that they don’t want to be a stay-at-home mom. Oh, they want both. They both, yeah. So tell me about that journey a little bit, because I know, you know, as with I think any mom who chooses this path, there’s, you’re constantly walking the, the path of some guilt. How much is too much?

How much should I work? How much should I be with my kids? And you are someone who wants to not work a lot.

No, I don’t.

Emily Hirsh: Like you wanna have both. Yes. But you wanna work 10 hours a week. Yes. And that, I mean, you are Yes. You’re, you’re literally doing that. Yes. So, yeah, tell me about that and how you have navigated.

You know how much to work, how much to be with your kids, what your schedule should be, and really creating your reality. Yeah. Which is what you do.

Sofie Laurenz: But it’s hard. It is hard. I mean, I’m struggling. I really do because it’s so easy to just work when you love what you do. It’s so easy for me to work. I mean, but also I need to be present where my kids are.

I can’t work. So I think they give me the balance because okay, now I’m mom and we’re playing and everything, and then they go to bed and then I start working. And it has been that like that for many years. I have worked like a crazy person, but I think it’s taught me the balance. I had to do that, but I’m not in the season anymore.

But it’s so hard for me as you know, to get that. But I’m trying so hard now to, I have built this company up. I don’t have to work that much anymore because I want to have the balance. Because if I can be present with my kids, then I also can work when they’re in school or kindergarten because that’s fulfilled me.

I love working and I love helping other people. And I think the more I learn about myself, even more, I see how important this balance is. I can’t just work because then I’m not a good mom either. And if I’m just a mom, I’m not a good mom either. It’s like you need the balance and I love my work. I really do, and it’s up to me.

To figure out how I want that balance to be. And the sooner you realize that, the better.

Emily Hirsh: Yeah. But it’s hard. Yeah. Let’s, let’s talk a little bit. So Sofie’s been to my Costa Rica retreat Yeah. And now two mastermind retreats. Yes. And the big theme that week continually come back to with you is rewiring the belief that you can only be successful if you work.

Really? Yes. Hard work in terms of the hours that you put in. Yes, exactly. And the effort that you put in every single day. Yes. And I think you kind of grew up and or around that mentality of like always

Sofie Laurenz: my mom

Emily Hirsh: and dad, they have been working their whole life. So they owned a bakery, which is like you wake up early in the morning Yes.

And you work all day. Yes. You just stop when you sleep, basically.

Sofie Laurenz: Yes, yes. Yeah. They had never vacations all days, nothing. But they were home. They were there, but they were working all the time. And I was like, okay, that’s not how I’m gonna be, that’s not how I want it to be. Yeah. But, but you’ve struggled like you’ve had to work through a lot of this.

Do and I feel like

Emily Hirsh: each retreat, it’s like one more layer.

Sofie Laurenz: Yeah. Yes. Just be one. But it’s hard. It’s, as you know, it’s hard for me because to me it’s like you need to work hard. And as you said, the more hours the better. But that’s not true. And it’s so hard for me. And you’ve struggled with,

Emily Hirsh: like, you, you want to have it all.

Yes. I want, but you’ve struggled with believing You really can. Yes. When when we got really honest it was like, I want that. And I see that, yes. But I don’t at the root of it actually believe I can be the mom I wanna be and have the business that I want. Do you now? Yeah. It’s coming to me

Sofie Laurenz: more and

Emily Hirsh: more.

Yeah. ’cause like co more and worked on it. And you are like, my honest answer is I don’t believe No, exactly. And then this time we really, we really went deep went Yes,

Sofie Laurenz: we did. And it’s, yeah, it’s getting more and more clear that that is true. Yeah. But it takes

Emily Hirsh: time and work takes a lot of the attention on the belief that it’s even there.

Right? Yeah. Like I think it took us some, some time to even realize like, oh, you don’t actually authentically believe No. You can have it all. No. Like your thoughts and your beliefs. Exactly. Yeah. Say otherwise. Yes. Yes. And, and I have no proof from home. That it can be that. Yeah. I mean, especially in your island, you are like doing something so different.

Yes. Than majority of the people. Yes. Can we just also say Sofie’s famous on the island, she goes grocery

store and people

Sofie Laurenz: are like, Sofie. It’s strange. It’s so small island. I think it’s like, yeah, it’s hard to be different and I have a really different job. It’s a really

Emily Hirsh: different job. Especially for the island.

Yeah. Like I think if you were here in Austin, it’d be like, oh cool. Like yeah, there’s thousands of us. Yeah. You know, influencer and you, for you, you’re really doing something. Is there anyone on your island that you know that is like doing influencer? Yeah, there are a

Sofie Laurenz: few. A few. Yeah. But in totally different niches.

Not at all in this niche. And I don’t know anyone that’s doing it like online court. There’s no one

Emily Hirsh: no. Right. No. And as we talked about this week, like when you do something different, it’s threatening to most people. Yeah. Without them realizing, oh, that’s a threat. But it’s like people, humans don’t love different Yeah.

’cause it’s like, wait, if she can work 10 hours a week and make a lot of money, yeah. Then why am I working 12 hours a day at the hospital and not making a lot of money? Like I must be doing something wrong. But then they project that on you of like, oh, you’re not with your kids enough. Or, oh, the business must not be doing well ’cause you’re taking the summer off summer or whatever.

Yeah.

Sofie Laurenz: And it’s hard. It’s so hard. It’s hard to be different. And I struggle a lot because, oh, can I really do that? Can I take this whole summer off? Can I, can I, it’s a lot of those thoughts. Yeah. Because I don’t have proof. Yeah. I’m just. In my mind. I know it’s, I know it’s true and it’s working. I mean, what do I need?

More proof. It’s working. And

Emily Hirsh: that’s what we, when we did the workshop this week, that’s what we got to is really like having you pause Yeah. And tune inward. And I had you close your eyes and was like, do you have it all right now? Yeah. You know, like what is real right now outside of the thoughts and the, the worry and the concern, and you’re like, oh yeah, I do.

I I’m proof right now. I’m proof. Yeah. I mean, you made the decision to take the entire summer off. Yeah. And your business is getting Yeah. Daily sales. Yeah. Yeah. And it’s working through your funnels. Yeah. And you’re taking the summer off and you’re with your kids. Yes. And again, like back to, there’s no right or wrong.

There’s no right or because I’m taking a month off in the summer, but I’ll still work a little bit during that month. But it’s like. I could also look at you and honestly be like, oh, maybe I should be taking the whole summer off with my kids. Maybe I’m not as good of a mom. Like, it’s easy to go to that comparison and say, oh, they’re doing it better.

They’re, they’re a better mom, or they’re a better business owner. So easy to go there. Yeah. And the reality is like, you gotta create whatever’s in alignment with your dreams in that season. Yes. And your life. Yeah. And tune the noise out. Yeah. Outside of that. Yeah. And it’s so hard. It’s so hard. It’s a daily practice.

Yes, it is. It’s, and I mean, that’s like a lot of the work that we did this week was like that future version of you. Yes. Yes. And waking up every day. Yeah. And remembering her. Yes. And becoming her. Yes. Yeah. And then it’s actually easy if you do those pieces. Yeah.

Sofie Laurenz: And when you believe it, yeah. It’s easy.

It’s like, and I, I know it deep. I can see the whole picture, the future, everything. And I’m like, yeah. And why can’t I just own it? Own it. That was the big message from this week. Own it. So own it. But it’s hard. It’s so hard. Yeah. Own it. How long you’re taking the summer off

Emily Hirsh: in your business is going well, it’s going well.

Yeah. Everything’s going great. So we do often out of shame or guilt water, water down our success. ’cause we don’t wanna make other people uncomfortable. Exactly. But by doing that, you’re missing out on being able to inspire people. Yeah. And that’s the thing for you is like, I feel like especially to be someone who’s built an online business.

Yeah. I mean even just entrepreneurship in general is not as No common No. In Europe. No it’s not. And so to have that, to be traveling Yeah. To the us traveling to Costa Rica, like four kids. Yeah. And I mean, that’s what I’ve loved about you for day one is, is you ha we share the value of like, if I want it, I’m gonna make it happen.

Yes. I’m gonna make it happen. There’s no other, no option. No. I can figure it out. Yeah. And that is, I say it all the time on here, but the key to success period. Yes. And you have that and you’ve had it since the beginning and you’ve, you’ve shown up with that. So Sofie’s been my mastermind for a year now.

Yes. And there’s been times in that mastermind where you wanted to invest in something and you’re like, all right, I need to get this many sales. Yes. And I’m gonna make it happen. And you did. Yeah. Yeah. And I mean, that’s, that’s the key. And you’ve also had so many, it’s not like you joined and it’s just like coasted Exactly how it was the whole time.

We’ve pivoted. Yes. We’ve changed the strategy a lot. A lot. Lost a new product. Yes. Like yes. Made adjustments. Yes. And through that, not only do you show up and say, okay, you know, this is the success I wanna create, and I’ll accept nothing less. You also continue to question and stay in alignment with like, how do I wanna be as a mom?

Yeah. Of, you know, what is priority? Yes. And. And, and where am I gonna put my attention? And there’s some seasons that you’ve worked more. Absolutely. This season you’re taking the summer off.

Sofie Laurenz: Yes, yes. But then I’m gonna be so pumped up for the fall. I say, yes, I’m gonna do that, that, that. And I love that. But now I just wanna take a break, be with my kids because they have the whole summer off.

I just wanna pause. Yeah. And if it’s great to finally listen, listen to yourself. And it’s how can it be so hard to listen to yourself? Yeah. I have the answer. You have told us that the whole week you already have the answers. And that is so true. Yeah. But you don’t

Emily Hirsh: listen, we

Sofie Laurenz: forget.

Emily Hirsh: Yeah. It’s a journey of remembering.

Yeah, it is Remembering so you don’t forget. Yeah. Yeah. Absolutely. So let’s talk about kind of like the business journey. So you joined Expand? I joined. Expand, yes. And you had your program?

Sofie Laurenz: I had my program, yeah. And I had really successful launch in May. Yeah. I launched it the first time. 2023 And then, yeah, the spring and the fall.

And then the spring the third time was a real successful. And you joined Expand after that or before? No, before. So I build up my followers. I had like two platform when I started with you. Mm-hmm. And then I started following program and I was like, okay, I need to produce reels. And you had some challenge in there.

30 reels in a month. Just every day. Doesn’t matter how it goes. Just produce content. I was like. Okay, that’s what I’m gonna do. And I remember I was like, okay, what’s going well? My recipes, okay, I’m gonna do recipes for 30 days and we’re gonna see what’s happened. And it just, boom. I had 2000, then I had 5,000, then I had 10,000, then I had 20,000.

I was like, holy shit, this is working so well. So I was like, okay, that’s what I’m gonna do. I’m gonna produce recipe. And I gained a lot of followers and I had this huge launch for me. That was my first launch in May, and I got 50 k. Did you

Emily Hirsh: do a challenge on that launch? Was that your free challenge? Yeah.

Yeah, that my first time I did my free challenge. And you planned that from expand? Yes. Yeah, yeah. Yeah. And it’s funny because that challenge, that challenge in there to do the 30 reels is optional. Yeah. ’cause I don’t teach a lot of organic content, but it’s like, Hey, if you wanna practice, it resonated with me.

Yeah, totally. Yeah. And it’s just so cool that you had that result because that was, that’s almost like a byproduct of expand because we’re so focused on the funnel and the ads. Yeah. Yeah. But you had that and then, so you created a challenge, a free challenge. Yes. A free challenge and challenge that leads into your main program.

Yes. Yes. And you, you launch it in cohorts like Yeah. Groups, yes. Twice a year. Yes. Or now once a year.

Sofie Laurenz: I’ve been once a year, yes. So then was my biggest launch in May. And then I was like, okay, this is working and it’s working really, really well. I wanna join your mastermind. I was like, okay, the money

Emily Hirsh: I’ve got.

I’m gonna put it in the Mastermind. Yeah. And I remember messaging and you went back and forth between Done For You. Yes. And Mastermind. And the Mastermind. And we decided the Mastermind. Yes. ’cause the organic was going so well. Yeah. Yeah. And I thought I

Sofie Laurenz: really wanted that support most of all that time.

Emily Hirsh: Yeah. Yeah. Let’s talk about what you thought you were going to get versus what you got.

Sofie Laurenz: Oh my God. I was so, yes, she’s gonna put up my business strategy and we are gonna have the whole planned out and we are gonna do Oh, so much. It was just business to me. Business, business, business. And oh my God. It was not, it was like we had medi breath work every month for the whole time.

Yeah. The

Emily Hirsh: first round. Yeah.

Sofie Laurenz: Yeah. And I had never done any to be, I was like, no, that’s just hippie people that do their things. And I, no, I didn’t believe anything. I was like. I dunno. No, I had no idea. But it’s so much personal development. I think the whole experience has been personal development. And what has that done for the business?

Oh my god, so much. Now I really can look at my business and see it like a tool for my life. And that’s what it is. Okay, what do I wanna do? Life. Okay, I can create, create that, but I love my business, but I wanna have a business that supports my life not that way around. And I did not know what to expect.

And this was. Totally different. What? And here’s the thing,

Emily Hirsh: like we totally do business strategy. Absolutely. Absolutely. I feel like, but every week when we do our calls, I do feel like it’s a lot of business. But the retreats, it’s like absolutely, we get, you can get business strategy done in 30 minutes.

It’s like, think about our hot seat yesterday. It’s like, strategize this, this trip hard. Thank you. Paid da da da, da. And then the rest of the time is like, who are you becoming?

Sofie Laurenz: Yes. Yes. And you’re so true there because the weekly calls their business.

Emily Hirsh: Mm-hmm.

Sofie Laurenz: Yes. But your retreats are so much you doing the work, and that’s the personal work you need to do.

And that’s affect the whole business. Yeah. And that’s so true. So true.

Emily Hirsh: So tell me, okay. The Sofie who joined the Mastermind mm-hmm. In the beginning to, to now, who I’m sitting across a totally different

Sofie Laurenz: passion, a totally different passion. And so much more. And it feels so silly, but I’m so much more, I know what I want.

I know how I want it. I know everything now. And I thought I knew before, but I did not. And I was a really stressed, stressed out. I was stressed and I thought I needed every pieces and I thought I needed, and it’s like, but you know, deep down you know what you want and how it’s gonna look and what you want.

And I mean even how much do you wanna work? I had never thought about that. Okay, what’s enough? How much money is enough? How much time is it? I had never questioned. It’s a lot of things you just do and you think you need to do all things, but you don’t. You don’t. It’s up to you. You can choose. And I have never had more freedom.

And I love being an entrepreneur. It’s the best thing ever. It is because I can choose everything. I’m the CEO. Yeah. I mean, it’s up to me. And that’s pretty cool.

Emily Hirsh: Yeah,

Sofie Laurenz: it is.

Emily Hirsh: Yeah, it’s, it’s just so fun because you’ve been at the Mastermind for a year and then Costa Rica.

Sofie Laurenz: Yeah.

Emily Hirsh: And I really feel like each time is just another layer.

It is another level, another layer. It’s, I think you said that this week

Sofie Laurenz: the work is never done. It’s never done. And it really feels actually okay. It’s never ever gonna be done. Never. Yeah. And that’s the fun part, right? I love developing myself and everything. That’s just me. I wanna always be better and do better.

Emily Hirsh: It’s just a fun

Sofie Laurenz: part.

Emily Hirsh: Right. And as the content creator and leader that you are in your business, it’s, it’s like you can bring that just like I do with my own growth work, bring it into the retreats, bring it into how I lead people. Yes. You do the same thing. I mean, we have big visions for your business, even possibly beyond the weight loss and Absolutely.

Sofie Laurenz: Yeah. It’s, yeah, and it’s so cool to see everything you have vision for yourself come true. It’s like, holy shit, when I look at my old vision boards, I can shake everything off and that’s like my, I did that. It’s super cool. And anything’s possible. Anything is possible. Yeah. Yeah. Even if you have four kids, small kids, it’s mm-hmm.

It’s not a problem. Yeah. You can do it anyway if you deep down want to do it, and I deeply want to do,

Emily Hirsh: mm. We talked about that this week too. Your dream.

Yeah.

Emily Hirsh: Your dream And letting that be the, the dr the main driving force.

Absolutely.

Emily Hirsh: Yeah.

Yeah.

Emily Hirsh: What would you say is like the top things that come to mind in the business success that, that worked the best for you?

Specifically for people who are maybe like, I’m more aware, Sofie was when she just launched her first course.

Mm-hmm.

Emily Hirsh: Because I think I love having women on the podcast who are people on the podcast who you’ve grown your business without like a lot of hiring a big team. Yeah. And still in that for a while.

Like you were doing everything, everything and still creating this success. Yes. And I think that’s the hardest time to create the success in the business is when you’re wearing all the hats. Yeah. And you’re trying to figure out where to put the time. Yeah. So hard. How to create the success. And you’ve done such a great job at that.

And, and you’ve wanted to keep it really simple. Yes. Because you wanna work 10 hours a week. Yeah. And have a lot of your business be that more passive. Yes. But I say passive with like, Sofie does a lot of work. Yeah. It’s not like she launches a funnel and just like sets it and lets it go. We do a lot of work on the messaging in the funnel.

So disclaimer. Yeah. What do you feel like in those se the seasons of, especially when you’re on your own, like what moved the needle the most? Showing up.

Sofie Laurenz: Hmm. Just showing up. And it’s easy when you, when you have this big why and I’ve always had it because it’s so important for me to like be this healthy version because I love health and it’s so, and then it’s so easy for me to show up.

I just need to be myself putting out on stories what I do if I train, if I eat what I do, it’s but showing up. Just show up and it’s so hard sometimes, oh, I don’t wanna do it today. No, it’s, no, no. I wanna see. I’m eating my fruit. But they won. Do they love me on camera? Just being me. And I mean, I’m telling myself I don’t do my makeup.

I have four kids. I don’t have time. I’m just, okay, today I’m going to CrossFit, I’m gonna do this salad. It’s like just showing up as myself and be there. And I inspire because that’s what I always get. Oh, you’re so inspiring. And yeah, that’s what they want. They want me showing up, inspire them, and then the rest, it’s like easy.

Because then you have people, and as you always say, if you have people, the say’s gonna come, right? They do because you just show up and do your work and do what you love. I love this. It’s easy for me. Do what you love. Then it’s come so easy. I mean, it’s so hard. I mean, I have done everything from the scratch and you need to try.

Just try. Okay. I mean, I had fight with Instagram for so long, since 2017. I mean, nothing happened from 2006, 17 to 23, 2000 followers. Wow. And then when you just started showing up and contact And just started. Okay. Daily reels showing up, do boom, boom, boom. And I looked at the metrics. What do people like they want recipe.

It’s not that hard. Look at your account. Okay. Okay. I, I remember, I. Doing a Choco pie and it was like over a thousand saves. And I was like, okay, they want my recipe. That was, I mean, a thousand save. Okay, I’m gonna try that one. Gonna try to do recipes. I love making my own recipes. So it’s just, yeah, you show up, you build the following.

Yeah. You build the community. Yeah, you build the warm audience, see what they want. And I know Gabe, it’s so simple, but I mean, I love weight loss. I’ve done it myself. I’m a good example. I have the knowledge for my degree. It’s like, what do you love to do?

Emily Hirsh: Yeah. And keep doing that. Any tips on navigating when it, when it is all you?

I know you’ve gotten a little support now, but Yeah. Looking back too, like what advice would you even give yourself in the times when it’s all you and you’re got a launch and you’ve got a lot happening. Don’t do everything.

Sofie Laurenz: Yeah. You think you need to do the email, the podcast, that What do you love doing?

And just do that. That’s enough. So keeping it simple. Keep it simple. Oh my God, I would’ve kept it even simpler. Yeah. Today. Yeah. Just keep it simple. You don’t need that. Fancy Nothing. Yeah.

Emily Hirsh: Nothing. Yeah. You can build upon what you have. Yeah. Right. The foundation. He just need the phone, the messaging

Sofie Laurenz: and the offer and yeah.

Yeah. I had my 10-year-old MacBook on the phone, and that’s what I created

Emily Hirsh: everything. It’s so true. Like the foundation can be made so simply. Yeah. Because it’s about the connection and it’s about the offer.

Yeah.

Emily Hirsh: And then you can build on that. Yeah. And you

Sofie Laurenz: can bring in more help. Yeah. And you can, and then the money starts coming in and I can put some on ads and I can just.

But at the beginning, you just need to figure out

Emily Hirsh: that.

Mm-hmm.

Emily Hirsh: Yeah. And then looking back at yourself as an entrepreneur, like before you joined the Mastermind to now who you are, what advice would you give yourself as an entrepreneur and how you were showing up and the beliefs you carried and just like who you were, what would you say to that past version?

I’m proud of her. Yeah. Oh

Sofie Laurenz: my God. She fired. Oh my God. She did for so long. Oh my God. It’s crazy. I mean, navigating all the kids and I remember they were sick all the time. Okay. I need to record this module for this. Okay. Can you, my husband is amazing. Can you take the kids so I can go to a summer cabin so I can film this module so I can get it out on Monday?

Can we, I, I mean the logistic. Everything I had to do to make it happen, but I pre-sold it the first time I sold to 18 people and they were there in the group and wanted my module. Okay, I need to produce them. Yeah. So I, I mean it was just show up, do the work, figure it out. Figure it out as you go. I know people want this.

They have bothered now do the work. Deliver it.

Emily Hirsh: Yeah. You also have such courage, and I wanna ask this because like Sofie, like for you to travel to the US by yourself Yeah. Is. Like people don’t do that on your island, right? Like moms leave. No, and and travel all the way to the us, but then some do. Of course.

But Right. It’s more rare. I was afraid. Yeah. But then she went to Costa Rica and Costa Rica’s like, oh my gosh. So how many flights? Four. Four flights. Four flights. Won a tiny little airplane into the jungle. Yeah. Like by yourself? Yeah. I mean, I was so afraid. So many things that you do or, or like decisions made with courage?

Like investing in the mastermind. Oh my God. Oh my God. Traveling to Costa Rica. Yeah. Like

yeah.

Emily Hirsh: Quitting your job. Yeah. Getting on your business. Yes. Yeah. Where do you, how do

Sofie Laurenz: you have that courage? I think my dream. My Why? It’s so big. Yeah. I can’t even if I wanted to quit, I can’t. Yeah,

Emily Hirsh: I can’t, I love that. I had a mentor say that to me one time when I was like, I hate my business.

This was like years ago. Yeah. And he’s like, Emily, stop. You can quit if you try. No.

Sofie Laurenz: And I was like, and I dang it. You’re right. You’re right. I could not because I love it too much. So the things I get out, even if I hate traveling, I for weeks, it’s like, oh shit, I gotta go on a plan. I need to do everything.

But it’s, the outcome is so much worth, so I need to do it. I just need to do it. So you just do it. I just do it. Do it. Afraid. Yeah. I need to, that’s my too. I do it afraid.

Emily Hirsh: Yeah. I do it unsure. Yeah. I do it without knowing how I’m gonna do it. I do it anyways.

Sofie Laurenz: Yeah. I do it. And just need to trust. And I have this gut feeling.

I know this is the right thing. I know I need, as the mastermind, as the coach, I knew, Sofie, you need to do this. You need to do this also. And. It was like 10 times I was like, no, sorry, I’m, I’m not gonna go. No, I’m not gonna go. No. And he’s like, shit, I’m gonna do this. I’m gonna do this. And I was Oh, so afraid.

Yeah. Leaving my kids, my husband, my love the island. Yeah.

Emily Hirsh: Yeah. Four airplanes. You’re a little afraid of flying into that little tiny airplane into the jungle. Oh. And then also you told me you didn’t, coming into the Mastermind, speaking English, no. Was not a regular thing for you? My biggest

Sofie Laurenz: problem with joining, I was like, oh my God, I need to speak English.

I mean, I’ve done everything, but I didn’t have to speak. Right. Like you learn it, but I learn it. Don’t speak it very much. You don’t speak it. And I mean. Through my essay in like the university, everything was in English. So I mean, I read it, I hear, I listen to your podcast for years. I mean, aims course, everything is in, I knew I, I can do it, but I haven’t spoke and that I was so afraid the first call we had.

Okay. My husband was like, how am I gonna, he was like, just be yourself. It’s okay. I was like, oh my

Emily Hirsh: God, I need to be here. And I remember I didn’t know that for then you came to the first retreat and told us this, and I was like, what? Like, I never would’ve thought, I’ve always been able to easily understand you, and it’s been like, look at this, like, you’re amazing.

I know. What if they don’t understand me? Oh my God. That’s so, and that is just so cool because again, it’s like so many people would use that as a reason not to do the thing. Yeah. To not join the mastermind, to not go to Costa Rica, to not even be on this podcast because they would be allow fear of, yeah.

What if I don’t people understand me? Which is a big, it’s a big thing. Like that’s a big thing. Like I’ve never o obviously like had to experience that myself. But I know that for people, like there’s a lot of, I don’t wanna embarrass myself. I don’t wanna no, like, not no word, I say something wrong. You don’t even

Sofie Laurenz: don’t find the word.

And I remember Costa Rica, Nikki girl there, she was like, oh, so cool. So how is it to speak two languages? I was like, what? Oh my God. She think I, I had never thought me like a person that speaks two languages. I was like, so funny. Oh, I so cool. I know. Yeah. But I don’t see myself

Emily Hirsh: that way. Right?

Yeah.

Emily Hirsh: Yeah. It, it is just, again, time and time you take an action or you make a decision that most people would allow fear to get in the way.

And if you wanna know why you’re successful, like that’s one of the bottom lines, like, you do it anyways. Thank you. You do it scared. And the dream is so big. It’s so big. The dream is so big. The dream is so big that you take the action anyways. I think that is such a key. Yeah. And if you don’t know the dream and the vision and your business, then when you hit a hard point, either personally or in the business, you’re gonna quit.

Oh. So many times I,

Sofie Laurenz: I’m gonna quit. No, I don’t wanna do this. It’s been so many times. Yeah. I love that

Emily Hirsh: you said I couldn’t quit if I tried, because that’s so true. It’s so when the dream so big, you can’t quit if you try.

Sofie Laurenz: No, I can’t. It’s keeps coming back. It’s, yeah. It’s so you told yourself you’re gonna do this, you wanna do this?

Yeah. And that thing, and that is like, shit, I need to do this. Yeah. Yeah. It’s so cool. It’s coming from inside. Mm. So yeah. That’s, it’s bigger than you. It’s, it’s your purpose. Yeah. It’s, yeah.

Emily Hirsh: Hmm. What would you like? It’s, I haven’t had anyone yet on the retreat or on the, on the retreat in the podcast who’s been to retreats.

Yeah. What would you like say to someone describing the experience?

Sofie Laurenz: Oh my God, it’s so different from what I thought. Oh my God. Again, I thought the business strategy and everything should be sorted out and the agenda, and we know nothing. We just, okay. And then we start meditating, doing business study, of course.

But as you said, a fraction of time is business. Yeah. And then’s just self work and journaling and be with the group is amazing to be with this kind of women. Mm. Supportive women. Strong, so goddamn good women.

Emily Hirsh: Yeah.

Sofie Laurenz: That’s amazing.

Emily Hirsh: Yeah.

Sofie Laurenz: Yeah.

Emily Hirsh: It’s, I mean, we’re coming right off our retreat. We’re both like, yeah, I, I’m nice.

Sofie Laurenz: Yeah.

Emily Hirsh: Yeah. We

had the

Emily Hirsh: best

week. Yeah.

Emily Hirsh: And the energy. Oh my

God.

Emily Hirsh: Yeah. Yeah, yeah. And it’s just special to watch you change. And Samon said this to me at, at the end of the session and speak. He’s like, they grow and you grow and you grow and they grow. Yeah. And that’s like, that’s so true. The coolest part about it.

Yeah.

Sofie Laurenz: Yeah. Yeah. And it feels so natural. I mean, I haven’t met some women. We meet there and it’s like, we always are so good for each other.

Mm-hmm.

Sofie Laurenz: And supportive. Yeah. It’s a very deep connection, deep con, you get the deep connection when you go through everything that you never do. Mm. I mean, I, as a mom, four kids, I never get this much time.

To even think a thought. So it’s like, oh my God. A whole week. Yeah. To myself and my thoughts and what I wanna do and my dreams and my beliefs and it’s just, that’s magic.

Emily Hirsh: Yeah. Do you have a lot of friends or friends that are in business or is that hard to find around you? I think it’s kind of

Sofie Laurenz: hard. Yeah.

It’s hard. And that’s why I have a lot of connection in Sweden and in the US because it’s hard to find those people. Yeah. It’s,

Emily Hirsh: yeah, I find that too, even like, you know, my, a lot of my kids friends

Sofie Laurenz: Yeah.

Emily Hirsh: Are amazing, but zero idea. They don’t what I deal with in a day. No. Crazy.

Sofie Laurenz: My best friend. But Sofie, I have no idea what you’re doing.

Yeah. I was like,

Emily Hirsh: yeah, I know.

Sofie Laurenz: Yeah.

Emily Hirsh: It can be lonely. Like if you don’t find the connections, it can be lonely. Especially in the hard seasons of like, I have to make these really hard decisions. Yeah. Or yeah. And hit a sales goal or I feeling like the pressure. Yeah. And if you don’t have people to turn to Yeah.

Who get it. Who get it. It

Sofie Laurenz: can be super isolating. Yeah. That’s why I love the mastermind. Yeah. I love the connections and we all speak the same languages and that’s so rare to find. True. Yeah. It’s

Emily Hirsh: rare. Yeah. Anything else you feel like we didn’t cover that you wanna share with everyone? It’s magic to

Sofie Laurenz: be an entrepreneur.

I love it. You shoes. Yeah. You choose your freedom. Ultimate freedom. I love it. Yeah, I love it. And to just, and also to just be the role model for my kids. See, you don’t have to go the normal way. This works pretty damn good. Yeah. And just be the role model for them to see that mom is traveling to us, mom’s doing this because she loves it.

Mm. And she’s here with us, but she also wanna do this thing for herself. And I think I’m a better mom. I’m a better wife. I’m a better friend. I think I’m a better person for doing that as well.

Emily Hirsh: Absolutely.

Sofie Laurenz: Yeah.

Emily Hirsh: Yeah. Where should everyone go to find you? Obviously your recipe videos, they are in Swedish, but you can press translate.

Yeah. On Instagram. Just my name, Sofie Laurenz. Okay. We’ll a link to that. Yeah, you do. And I have a family here. From Sweden. Yeah, that I’m gonna send this podcast too because I like, it’s so cool. I was in Sweden as a kid and like had a special connection with You should come. I know you’re from Finland, but really you’re right.

Like you guys speak Swedish. Yeah, we go to Sweden when we out. I’m for sure coming because I wanna go on a sauna boat. Yes. And then yeah, of course.

Sofie Laurenz: The cold plant. You need the water, ice plunge. Yeah. Oh, you need to come to Finland visit. I, yeah, I do. Yeah. I wanna come so bad. I will. Yeah. We’ll make it

Emily Hirsh: happen.

Yeah,

Sofie Laurenz: we’ll make it happen.

Emily Hirsh: Thank you so much. Thank you for having me. This was wonderful. Thank you. Thank you for allowing me to witness so much growth in you

and

Emily Hirsh: thank you for always showing up all in. Yeah. Trusting me. That’s something, yeah, like Sofie’s, like breath work, meditation. Alright, I’ll try it.

Try it, try, try it. And I see that in you in the retreats. I can see, there’s moments where I see you going like, I don’t know what the fuck this is. But I’m have no idea. But

I’m trusting her. But I, I gonna, I’m gonna try, I have no idea what this things, you have like a specific look where you’re, I know you’re going like, what the fuck?

Yeah. What the, and okay. But she says we can do so. I’m gonna try, but I, it’s been so many instances, but I’m gonna try it. Trust you. So thank you. Thank you.