118. Building Your Business Selfishly (And Why That's Actually Good) with Colleen Florendo

When Colleen Florendo's sisters called her selfish for not lending her clothes, she didn't realize that word would become the foundation of her entire business philosophy. Today I'm talking with Colleen, an embodied messaging strategist and selfish(ish) leadership guide, about her journey from blog writing on Upwork to creating a totally unique offer that didn't take off for six months, but when it did, she couldn't keep up. We're diving into why she stuck with an offer nobody understood at first, how she transitioned from done-for-you to mentorship (and why that was terrifying), and why portfolios might actually be commoditizing you instead of helping you stand out.Plus: What "selfishly express" actually means and why AI makes going deeper non-negotiable. Connect with Colleen: WebsiteInstagramTikTokFreebie: Work of Heart (purge all the shoulds on how to show up)Send us Fan MailFor VAs & OBMs turning expertise into a signature method and a business that pays for outcomes, not hours.BOOK A FREE BUSINESS AUDITFree 45-min call. Find your bottleneck, see what's possible.FREE RESOURCESTools, trainings & community.WORK WITH MEExpansion: 1:1 coaching to build your signature method and offer suite.Effortless Attraction: 8-Week Marketing Intensive (Apr & Oct)Foundations to Flow: 8-Week Offer Design Intensive (Feb & July) Website | Instagram | Threads | LinkedIn | YouTube Podcast produced and edited with love by @FerAssists