#35 I Wish I Would Have Known How Hard It Really Is to Start a Business

Starting a business looks exciting from the outside—but the reality? It’s a grind most people aren’t prepared for. In this Wish I Would Have Known episode, James Eaton, founder of Project Lean Nation, shares the honest truth about entrepreneurship—what he thought it would be like vs. what it actually takes. From wearing every hat in the business to realizing that even a health-focused brand doesn’t automatically attract customers, James opens up about the challenges of building something from the ground up. But this conversation goes deeper than business. It dives into human behavior—why people struggle to make healthy choices, how mindset impacts results, and what it really takes to help people change. If you’re an entrepreneur—or someone trying to build better habits—this one will hit. About our guest, James Eaton: James Eaton is the first franchise owner of Project Lean Nation in Iowa. PLN a health-focused business dedicated to helping people reach their nutrition and wellness goals through education, coaching, and accessible healthy food options. Instagram: https://www.instagram.com/projectleannation_desmoines/ PLN Website: https://projectleannation.com/locations/des-moines-ia About the show:  Within is a podcast hosted by Nicky Wallace of The People Co. It explores what happens when organizations stop chasing surface-level solutions and start doing the real work from within. Each episode unpacks stories of leadership, burnout, growth, culture, and the messiness of being human at work. Whether you’re in HR, leading a team, or just rethinking how work fits into your life, Within offers a candid and refreshing look at how people-first business gets built. Connect with hosts & guests: Nicky - Linkedin: www.linkedin.com/in/nwallace515/  Nicky - Instagram:  @Freedomtoleadwell Heidi- Linkedin- www.linkedin.com/in/heidibuttolph/ For more information on The People Co., check out our Webiste: thepeople-co.com For more information on The Potential Within, check out www.thepeople-co.com/potentialwithin