Latest / Unshakeable with Human Design - A Human Design For Business Podcast / 458: How I Increased Revenue by 50% in 2025 While Many Other Businesses Struggled

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458: How I Increased Revenue by 50% in 2025 While Many Other Businesses Struggled · Unshakeable with Human Design - A Human Design For Business Podcast

0:11
Nicole Laino: Come here to become an unshakable human and build an unshakable business according to your human design.
0:17
Nicole Laino: I'm your host, Nicole Laino.
0:21
Nicole Laino: Hello, and welcome to Unshakable with Human Design.
0:25
Nicole Laino: I'm your host, Nicole Laino, and you and I are just here together today, just the two of us having a little business conversation.
0:32
Nicole Laino: So obviously on this show, part of our mission here is to help equip you with the information, the cosmic weather, the things that are coming on, how to lead yourself through difficult times.
0:45
Nicole Laino: So we've talked a lot on the show about the 2027 change and the changes to leadership that are happening, both the leaders that we choose, what type of leaders people will need.
0:57
Nicole Laino: And remember, because you listen to this show, you're kind of privy to end shows like this.
1:02
Nicole Laino: I don't want to mean make it sound like I'm the only one who talks about this stuff, but because you're tuned into some of these cosmic things, there are astrologers out there that are like, you know, I've been calling this, you know, all the things that we're seeing that everybody's shocked by, they're like, I've been calling this for years.
1:17
Nicole Laino: You know, when Pluto moved into Aquarius, this was going to be a big deal.
1:22
Nicole Laino: We were going to see all of these things happen.
1:24
Nicole Laino: So if you listen to this show or shows like it where you're being prepared for what's coming, then you can start to make those shifts.
1:32
Nicole Laino: And you're probably already making them internally now, which is a good thing.
1:36
Nicole Laino: And on this show, we are really kind of putting a little bit of a business context, a success context around it, because, well, we live in the material world, and some of us are growing businesses and, you know, want to provide for our families and live a free life and being able to run a business that feels in alignment with ourselves and also provides for us.
2:00
Nicole Laino: That's at the core of what my mission is on this Earth, to do for myself and to do for other people.
2:05
Nicole Laino: So not everybody is weathering storms very well right now and what they are doing.
2:09
Nicole Laino: And this is why those transit episodes that I do every month with Christina Luna, I know so many of you listen to those episodes.
2:16
Nicole Laino: We prepare you for the weather.
2:18
Nicole Laino: We need to recognize there are a lot of entrepreneurs that have no idea there's a storm.
2:23
Nicole Laino: They're just like, why am I Getting wet, what's going on?
2:26
Nicole Laino: I don't understand.
2:27
Nicole Laino: Why is it flooding and you don't have that.
2:30
Nicole Laino: You know why things are happening or you're starting to.
2:34
Nicole Laino: And that is power.
2:36
Nicole Laino: Because then you don't freak out.
2:38
Nicole Laino: When we know what's happening, when we understand the energy of things, we can understand how to adapt our energy to that.
2:44
Nicole Laino: How we can stand strong or allow it to be there and not get swept away by it doesn't mean we're not affected.
2:51
Nicole Laino: It just means that we don't get caught up in a head trip about it.
2:55
Nicole Laino: That's all you can do.
2:57
Nicole Laino: And you can learn through these things so that you're actually learning them lessons and coming out on the other side of every one of these difficult or challenging transits.
3:06
Nicole Laino: Better for it, right?
3:07
Nicole Laino: So I was having a conversation closer to the start of the year with one of my mentors and she was asking me how 2025 went for us.
3:16
Nicole Laino: And it actually went very well.
3:19
Nicole Laino: And what she was saying was that she was seeing across the board.
3:23
Nicole Laino: Now, my mentor is.
3:24
Nicole Laino: I'm one of the lower tier people that she works with.
3:27
Nicole Laino: She works with mainly seven and eight figure entrepreneurs, and they have other programs and things where they serve people more in my realm.
3:35
Nicole Laino: But I was sitting down one to one with her and she was saying, it's rough out there.
3:40
Nicole Laino: 2025 was a really bad year for almost everybody in our portfolio.
3:46
Nicole Laino: There are a few people, few outliers, but for the most part, it's kind of a bloodbath that entrepreneurs who are making $3 million a year made 1 million.
3:56
Nicole Laino: And I think I shared this story a little bit on the show.
3:59
Nicole Laino: We're going to go deeper into this today.
4:01
Nicole Laino: You know, we might be happy if you were making 1 million a year, but not if you were making 3.
4:06
Nicole Laino: That is a significant change that shifts whether you can operate the same way.
4:13
Nicole Laino: You have to fire people if you go down that much, you know, depending on what your margins are.
4:19
Nicole Laino: But usually a $3 million business, a lot of times, and I hear this so often because we get really swept up in those numbers too.
4:26
Nicole Laino: People say, like, oh, I'm a seven figure business owner, first of all, a lot of them talk about what they've made ever and not what they make per year.
4:33
Nicole Laino: Those are two very different things.
4:35
Nicole Laino: When I talk about how much money I make in my business, I talk about it for the year because that's a run rate.
4:41
Nicole Laino: Just because I've made a million dollars in my business, I don't ever say that because that's not transparent.
4:46
Nicole Laino: So there's a lot of that.
4:47
Nicole Laino: But then there's also a lot of people.
4:49
Nicole Laino: And I have seen people talk on stage and in podcasts and things like that after the fact where they've said, you know, I was the seven figure business owner, I had it all on the outside, but I made zero.
4:59
Nicole Laino: Prof. Usually their profit margins, unless they're very good business owners, which not all of them are, their profit margins are slim to none.
5:08
Nicole Laino: So if you go down in revenue from 3 million to 1 million, you lose 2 thirds of your revenue.
5:15
Nicole Laino: Your profit margin just disappeared.
5:18
Nicole Laino: And that's a big problem.
5:20
Nicole Laino: So she was sharing with me the panic that's out there.
5:23
Nicole Laino: She was sharing with me how so many entrepreneurs and business owners are grasping now to try to figure out what to do.
5:30
Nicole Laino: How do they recoup?
5:32
Nicole Laino: What does business even look like?
5:34
Nicole Laino: Some of them are shutting their business and they're saying, I gotta start from scratch.
5:37
Nicole Laino: And I don't even know what that looks like yet.
5:39
Nicole Laino: I need to just back away.
5:40
Nicole Laino: Others are shifting to randomly selling offers just to try to bring in more cash.
5:48
Nicole Laino: And I shared with her what we did in 2025, and I'm really proud of the fact that we have such a different story.
5:55
Nicole Laino: Not only did we not go down in 2025, we increased our revenue by 50% and we've increased our profit by 70%.
6:06
Nicole Laino: That's huge.
6:07
Nicole Laino: We did over $300,000 in revenue last year.
6:10
Nicole Laino: I'll share that with you, and I am incredibly proud of that number.
6:17
Nicole Laino: Not because of the number, because of the way that we did it, because it wasn't because I discovered some brilliant new marketing tactic.
6:25
Nicole Laino: It happened because of how I lead myself and how I've chosen to build my business.
6:31
Nicole Laino: So in this episode, what we're going to do, I'm going to break down four of the core concepts, practices and principles I used to make this happen.
6:40
Nicole Laino: How I did this.
6:41
Nicole Laino: I'm going to break it down and kind of brought it into like four pieces that really made this all work and what really is underneath all of that.
6:50
Nicole Laino: Plus, I'm going to share with you a myth, a wrong thing that I keep hearing.
6:56
Nicole Laino: I still hear really old school entrepreneurs peddling this as a strategy that is not working in today's market.
7:03
Nicole Laino: And it also does not work for a lot of feminine leaders, which I know many of you are.
7:09
Nicole Laino: And I want to save you from getting caught up in thinking that this is how you have to do things, because they're still saying it.
7:15
Nicole Laino: It drives Me crazy.
7:16
Nicole Laino: Every time I hear them, I'm like, that's not what you're doing.
7:20
Nicole Laino: I know that's what you did, but that was 10 years ago, and that is not the same thing.
7:24
Nicole Laino: You should not be telling people that this is what they have to do because you're hurting them.
7:29
Nicole Laino: So I'm going to share that with you.
7:30
Nicole Laino: That'll be at the end.
7:31
Nicole Laino: Okay, so if this episode interests you, if you tuned in and you're like, I want to know about this.
7:36
Nicole Laino: I want to know what Nicole did to get the results that she got.
7:40
Nicole Laino: I'm going to share it with you here.
7:41
Nicole Laino: But if you want to go really deep.
7:43
Nicole Laino: You asked, we've answered.
7:45
Nicole Laino: Many of you have asked whether were going to bring the Authority Accelerator Masterclass back.
7:49
Nicole Laino: The answer is no.
7:50
Nicole Laino: We retired it, but I created a brand new one.
7:54
Nicole Laino: It's called the Expanded Leader Masterclass.
7:56
Nicole Laino: It's a five day masterclass.
7:58
Nicole Laino: It is free.
7:58
Nicole Laino: This is the first thing we have done free since fall of 2025.
8:03
Nicole Laino: So we're really excited about this.
8:04
Nicole Laino: It's been months.
8:05
Nicole Laino: It is new content.
8:06
Nicole Laino: I rebuilt it from the ground up.
8:08
Nicole Laino: It is all new stuff.
8:09
Nicole Laino: It is all about, you know, behind the scenes.
8:12
Nicole Laino: Look at how I dissected what we did in 2025 and I broke it down and now I paired it with what is coming in 2026 and beyond that, with the cross of planning, ending all of these things, I have combined all of it into this really cool masterclass.
8:29
Nicole Laino: I'm super excited about it and I can't wait to share it with you if you want to join us.
8:33
Nicole Laino: DM me the word masterclass on Instagram.
8:35
Nicole Laino: I'm at Nicole Lanofficial or go to Nic Forward slash Masterclass and we will register you right there on the website.
8:41
Nicole Laino: So let me break this down for you and give you the highlights.
8:44
Nicole Laino: Right.
8:44
Nicole Laino: Of what went through.
8:45
Nicole Laino: So first of all, the first thing, the first core concept is that I realized that the way that I've built my business and the way that I teach entrepreneurs how to build their business, why human design is such a huge part of what I do, the approach is CEO first.
9:03
Nicole Laino: It is a CEO first approach.
9:05
Nicole Laino: We don't start with tactics.
9:07
Nicole Laino: I'm not a launcher, I'm not a marketer.
9:09
Nicole Laino: I'm a CEO.
9:10
Nicole Laino: And that means that in order to really step into your potential, you have to like, this is your instrument, the person that you are, the CEO running the business.
9:23
Nicole Laino: You are the most valuable asset to your business.
9:27
Nicole Laino: Everything you put into yourself, you Will get back.
9:31
Nicole Laino: So where I started in my business, I want to just acknowledge where some people might be.
9:36
Nicole Laino: I spent a lot of years very plateaued where I just.
9:39
Nicole Laino: It was like the same thing.
9:40
Nicole Laino: I made more, I either spent more or I didn't make more.
9:46
Nicole Laino: And we cut expenses, but I always ended up at the same number.
9:49
Nicole Laino: I was really plateaued at six figures for a while and I could not break through.
9:54
Nicole Laino: And yes, there were strategies and things that we did to, you know, strategically in the business, but every approach from before that time was I realized I was not yet the CEO who could make the money and run the business that I dreamt of.
10:11
Nicole Laino: The vision I had, I was not yet the person who could achieve that.
10:16
Nicole Laino: And so I made growing me, elevating me, clearing my nervous system, expanding my nervous system so that I could make and hold more.
10:29
Nicole Laino: I made that top priority.
10:31
Nicole Laino: It is always you.
10:33
Nicole Laino: So this is the nervous system work.
10:35
Nicole Laino: So when I started out, you know, and I see a lot of people, even in business by design, I certainly see people in the Human Design Authority lab and I see people in our aligned brand builder all the time.
10:45
Nicole Laino: All of our programs that we run, where I have connection with people, I see this.
10:50
Nicole Laino: There's a tough time with consistency.
10:52
Nicole Laino: And I think that there's, you know, that's a loaded word.
10:54
Nicole Laino: I don't see it as showing up and doing the same thing every day.
10:57
Nicole Laino: And, you know, consistency, people will often confuse that with like, I need to post more, need to be more consistent on Instagram.
11:03
Nicole Laino: That is not where I approach things.
11:05
Nicole Laino: It's a consistency in your energy.
11:07
Nicole Laino: I did not have that when I started and I did not have that for a long time.
11:10
Nicole Laino: And I just committed myself to getting better at it.
11:13
Nicole Laino: It.
11:14
Nicole Laino: So I worked with myself and I gave myself grace and I said, if I can't work strategically today, then I will work energetically.
11:21
Nicole Laino: I will dig into myself, I will really feel my feelings, I will give my nervous system top priority today.
11:31
Nicole Laino: That's what it is.
11:32
Nicole Laino: It's like what gear feels necessary today.
11:36
Nicole Laino: That's the headspace that I want people in, being so in tune.
11:40
Nicole Laino: Because what this does is this leads you to be able to have an intuitive business.
11:45
Nicole Laino: And the intuitive business is going to win out on the strategic tactical business every day.
11:51
Nicole Laino: Now, 10 years ago, that was not the case.
11:53
Nicole Laino: You needed this stuff, but you didn't need it as much because strategies were just so effective and everybody was so in line, right?
12:02
Nicole Laino: Not in alignment, but they were in line.
12:04
Nicole Laino: They would follow, right?
12:06
Nicole Laino: You say the right words they're right behind you.
12:09
Nicole Laino: That's not where we are anymore.
12:11
Nicole Laino: The other thing that I did within this CEO first kind of category is I worked on my money mindset and I realigned it.
12:18
Nicole Laino: And this is both from an energetic standpoint and a belief standpoint.
12:22
Nicole Laino: So when I started, I really didn't get the money mindset stuff.
12:25
Nicole Laino: I felt like I was very much going through the motions.
12:28
Nicole Laino: I felt like I was doing the same work over and over again and not necessarily getting anywhere.
12:33
Nicole Laino: That was when I discovered tapping.
12:34
Nicole Laino: Then I started to get somewhere, then I discovered breathwork, Then I really started to get somewhere and then it really started to come out.
12:40
Nicole Laino: But I stuck with it.
12:42
Nicole Laino: I did.
12:43
Nicole Laino: I didn't say, I know that already.
12:45
Nicole Laino: Nothing will kill your business faster than those little words, I know that already.
12:51
Nicole Laino: You're dead in the water.
12:52
Nicole Laino: Beginner's mind is so important.
12:55
Nicole Laino: But the money blocks don't just sit on the surface, they are in your cells.
12:59
Nicole Laino: So even when you feel like it's not working, it's working.
13:02
Nicole Laino: So I committed to all of this work.
13:04
Nicole Laino: I deeply believed that I was meant for this.
13:06
Nicole Laino: And I continued to work on myself until I became the type of person who could have the business that I had today.
13:14
Nicole Laino: And now I'm working on myself first to become the type of person who can have the business that I envision next where I'm going.
13:22
Nicole Laino: The other thing I did in this CEO first category, I stopped looking at coaches as people who could rescue me.
13:28
Nicole Laino: I took responsibility for everything in my business.
13:32
Nicole Laino: I definitely had that feeling, oh, well, if I pay them, then they're going to have the answer.
13:38
Nicole Laino: No, that was not what I found.
13:40
Nicole Laino: Coaches offer resources and what I did with those resources was up to me.
13:44
Nicole Laino: I had to take full responsibility for that.
13:47
Nicole Laino: That is what it really means to be self led is to really just intentionally use the things that you invest in.
13:55
Nicole Laino: I couldn't come to a coach and be like, fix me.
13:58
Nicole Laino: Because there was no chance that I was gonna get that.
14:00
Nicole Laino: Most of the coaches that I had, I'd never even talked to, they had such big giant programs that I never ever spoke to them directly.
14:08
Nicole Laino: I talked to an, you know, an accountability coach who had less experience than me and was not a coach.
14:13
Nicole Laino: So I ended up not really getting, you know, what I needed out of those relationships.
14:19
Nicole Laino: So I was like, okay, well, I gotta do what I can with the resources that I'm given here in this program.
14:24
Nicole Laino: That's my responsibility.
14:25
Nicole Laino: And it's my responsibility to invest in the things that I think will really move me forward.
14:29
Nicole Laino: So I had to take that on myself.
14:31
Nicole Laino: I had to move myself forward.
14:32
Nicole Laino: I had to lead myself and become that new version of myself through the tools that I've created.
14:38
Nicole Laino: And now that's what I pass on to my people because it is the most important piece.
14:43
Nicole Laino: This is what it's all about to be self led.
14:45
Nicole Laino: And this is where human design comes in.
14:47
Nicole Laino: That's why, you know, when I look at those coaches and I stopped needing them to rescue me, it was really human design that did that because I stopped looking outside for the answers.
14:56
Nicole Laino: I started to look inside.
14:57
Nicole Laino: I started to really realize that every answer that I needed was in me or it would present itself when the time was right.
15:05
Nicole Laino: I built so much self trust through human design.
15:09
Nicole Laino: I will never stop being grateful for it.
15:12
Nicole Laino: So human design and obviously it's strategy and authority, it's all the things with human design we could go so deep into how human design can lead you, but from the very basics of just understanding who you are and understanding that you can find the answers within yourself and it gives you a framework to be able to do that.
15:30
Nicole Laino: That is where human design is just bar none, the best leadership tool for self leadership.
15:36
Nicole Laino: Now the second piece, the second thing that I did, the second kind of concept within this framework that got me the results that I got in 2025 that allowed us to add, you know, 50% in revenue and 70% in profit in one year, is thought leadership.
15:52
Nicole Laino: I made thought leadership my main priority as far as what I built my business around.
15:58
Nicole Laino: It isn't on tactics, it isn't on little strategies.
16:02
Nicole Laino: It is around thought leadership.
16:04
Nicole Laino: That is what makes me somebody that people seek out versus just being another player in the field.
16:11
Nicole Laino: Your business is not built from funnels.
16:13
Nicole Laino: It is built on ideas and perspective.
16:17
Nicole Laino: That is where you become the one that people are looking for.
16:22
Nicole Laino: So thought leadership is not something that I'm always thinking about.
16:26
Nicole Laino: What you're listening to right now is thought leadership.
16:29
Nicole Laino: I'm thinking about what are the bigger concepts here?
16:31
Nicole Laino: What are the things that are really going to move people forward?
16:34
Nicole Laino: What is a different way that I think about this or that I'd experience this that I can share.
16:39
Nicole Laino: You have this too.
16:40
Nicole Laino: It just takes some time to start to train yourself to think this way and to share this way.
16:46
Nicole Laino: And while your human design can help you with that and help you step into what your style of thought leadership is, your actual thought leadership is going to come from you honing this skill.
16:57
Nicole Laino: But that is what I did.
16:58
Nicole Laino: I've Built my business around thought, leadership and the way that I think about human design.
17:04
Nicole Laino: I'm not just another human design person.
17:06
Nicole Laino: People come to me because they're like, you're different.
17:09
Nicole Laino: And you know, and I'm not for everybody because I'm different.
17:13
Nicole Laino: I am not a one size fits all.
17:15
Nicole Laino: And that's on purpose because the people who are attracted to me and who do listen to me and who are, you know, loyal to my work, those are the people that are like, I'm gonna work with her someday.
17:26
Nicole Laino: And they do.
17:27
Nicole Laino: Why?
17:27
Nicole Laino: Because I'm different.
17:29
Nicole Laino: Because I have given them a new way of thinking about the things that they are trying to do, achieve or use in their life.
17:36
Nicole Laino: That is the most important thing.
17:39
Nicole Laino: Rather than a, you know, Instagram post that goes away.
17:43
Nicole Laino: You know, this short form content that everybody has been so obsessed with.
17:48
Nicole Laino: What a distraction.
17:49
Nicole Laino: And I have an Instagram following and I do fine over there.
17:52
Nicole Laino: That is not the focus of my business.
17:55
Nicole Laino: So let me move to the third thing because it's tied to the second.
17:58
Nicole Laino: The third thing is authority platforms.
18:01
Nicole Laino: I don't put my focus or my energy into growing on short form platforms.
18:07
Nicole Laino: Instagram, I'm there because I tend to connect with people there.
18:12
Nicole Laino: People I meet at networking events and stuff like that.
18:15
Nicole Laino: We exchange Instagrams, they follow me, I follow them.
18:19
Nicole Laino: I stay in touch with people, I send DMs, they send the background, all of that stuff, and we make money off of Instagram.
18:25
Nicole Laino: I'm not going to say that I don't, but my goal is to drive them.
18:28
Nicole Laino: In my podcast, my goal is to drive them to long form content.
18:31
Nicole Laino: Why?
18:32
Nicole Laino: Because that's where you can go deep.
18:33
Nicole Laino: That's where people can binge Binging is how you get them to buy fast.
18:37
Nicole Laino: And that is what we're looking for.
18:38
Nicole Laino: How do we shorten the period between somebody finding you and somebody buying something from you?
18:43
Nicole Laino: I don't look at things tactically.
18:45
Nicole Laino: That's really what the main message is here.
18:47
Nicole Laino: I'm not looking at it being like, should I be on Instagram, Should I be on substack?
18:50
Nicole Laino: Should I be on this?
18:51
Nicole Laino: Should I be on that?
18:52
Nicole Laino: That's not what I'm asking.
18:53
Nicole Laino: I'm asking myself if this fits the model.
18:57
Nicole Laino: Does this grow me in the way that I want to grow?
19:00
Nicole Laino: And that takes intention and that takes grounding.
19:03
Nicole Laino: Because it's so easy to get swept up in what everybody else is doing and you have to be willing to play the long game.
19:10
Nicole Laino: This is where vision comes in.
19:11
Nicole Laino: I have a vision for my business is one where I don't post every day and I'm not on Instagram constantly.
19:20
Nicole Laino: And I'm not relying on, you know, filming shorts for my stories.
19:25
Nicole Laino: Stories, you know, and reels and stuff like that while I'm on vacation with my family.
19:30
Nicole Laino: I'm not interested in it.
19:31
Nicole Laino: I really don't like it and I don't like the conversation over there, so.
19:35
Nicole Laino: And it's getting worse.
19:37
Nicole Laino: So while I do go over to Instagram, my main focus is the podcast and long form content.
19:45
Nicole Laino: Podcast, our YouTube channel, which we are focused on growing.
19:48
Nicole Laino: That's where our efforts are going.
19:50
Nicole Laino: YouTube and substack.
19:53
Nicole Laino: Where can we grow our authority?
19:55
Nicole Laino: Because authority is currency in the land where we're going, right?
20:00
Nicole Laino: In this new world that we are being ushered into, real authority.
20:06
Nicole Laino: Remember, you can't be an authority to others until you are an authority to yourself.
20:10
Nicole Laino: So having a podcast and really being able to show up, it will help you step into.
20:14
Nicole Laino: It helped me step into my authority.
20:17
Nicole Laino: It helped me work through my thought leadership.
20:19
Nicole Laino: Because in order to show up here at the standard that I've set for myself for this show, I had to hone my thought leadership.
20:26
Nicole Laino: I had to be like, we're well over 400 episodes, we're pushing 500 now.
20:31
Nicole Laino: I gotta come up with new ways to talk about things, right?
20:34
Nicole Laino: I have to come up with new ideas.
20:35
Nicole Laino: I have to come up with new thoughts.
20:37
Nicole Laino: Because y' all are gonna go someplace else if I start to just repeat myself over and over again, right?
20:42
Nicole Laino: And I see that as a challenge that serves me because it serves the next piece that I'm talking about, which the fourth piece is the offer ecosystem.
20:52
Nicole Laino: I built my offer ecosystem from my signature framework, which is what I kind of operate off of in the background and what I teach my clients to do.
21:02
Nicole Laino: And that stems from my thought leadership.
21:05
Nicole Laino: As my thought leadership grows, as I get new perspectives, as I shift things, then suddenly offers that are aligned with my overall business start to just present themselves.
21:19
Nicole Laino: Just the idea comes and I put it out, I test it and I put it out.
21:22
Nicole Laino: But they're all connected through a signature framework.
21:25
Nicole Laino: Why?
21:26
Nicole Laino: Because in order to sell offers, then the things that you talk about, the thought leadership that you have, must tie to those offers, because that's the thing that people are attracted to.
21:37
Nicole Laino: If I'm talking to you about parenting by human design, I don't sell that.
21:41
Nicole Laino: I don't have that.
21:43
Nicole Laino: Maybe you'll buy a reading, but that's one time, and I'm not really interested in that.
21:48
Nicole Laino: I Love doing readings and I don't mean to make it like I don't.
21:51
Nicole Laino: I love doing readings and that's why I still do them.
21:53
Nicole Laino: But my main goal, you don't hear me promote them very often because my main goal is to get people in things where I work more deeply with them, because I know that a reading is amazing, it tells you so much.
22:05
Nicole Laino: And my readings are super impactful because I really actually tell you what to do with your design.
22:11
Nicole Laino: But ultimately, the way to have real growth with human design or growing your business is to be in some sort of longer term relationship where I'm helping to guide you in either your embodiment, your business growth, or both.
22:24
Nicole Laino: Right.
22:25
Nicole Laino: So all of these things are very intentional.
22:27
Nicole Laino: All of the offers that I choose and everything that we do, we added a membership this year.
22:31
Nicole Laino: The reason for that is because it aligned with what we teach, with our thought leadership.
22:37
Nicole Laino: So I will actually be sharing the behind the scenes of the offer suite changes that we made and how we're approaching expanding our offers, our platforms and everything that we discussed in this episode in the new Masterclass.
22:50
Nicole Laino: So again, if you're interested in this, if you're like, I want to know more, I would like to know, like, what are the offers that you're choosing?
22:56
Nicole Laino: What are you doing and doing all of this for free?
22:59
Nicole Laino: So just DM me masterclass on Instagram @nicoleinofficial and you can just do you right there in the DM or nicolelaino.com masterclass and you can register on the website.
23:08
Nicole Laino: Okay, so all of these things lead up to it's you at the center as the CEO.
23:13
Nicole Laino: CEO.
23:14
Nicole Laino: First, every bit of growth is going to come from you or be hindered by you.
23:19
Nicole Laino: So you need to take ownership of that.
23:21
Nicole Laino: Then you have to think about, like, what is it that you think differently than everybody else?
23:26
Nicole Laino: What do you have to say?
23:28
Nicole Laino: What I love about this, why this is so great?
23:31
Nicole Laino: This is so great because I've watched so many talented, amazing, deep people not get seen.
23:38
Nicole Laino: Because the Instagram algorithm does not reward depth, it rewards entertainment.
23:44
Nicole Laino: It rewards like just a quick, you know, giggle or something.
23:49
Nicole Laino: Something so fast there is no depth.
23:52
Nicole Laino: And that's why it's become such a shallow place.
23:55
Nicole Laino: But now, as things shift, there's not only a place for you, there is an opportunity for you to become a true thought leader and leader in this market.
24:05
Nicole Laino: That's emerging, that's exciting.
24:07
Nicole Laino: I'm excited for it, which is why we're doubling down on all of this stuff for the coming year.
24:12
Nicole Laino: Now, the myth that I was going to share with you, the myth that I hear so many coaches still peddling and telling people this strategy is how people should envision their business, what they should be working towards.
24:23
Nicole Laino: That drives me crazy, which is that you should have one offer until you make a million dollars, and then you can't offer anything else until you hit the million dollar mark.
24:33
Nicole Laino: Well, guess what?
24:34
Nicole Laino: I would be nowhere if I listened to that.
24:36
Nicole Laino: I was told that too, when I started my business.
24:39
Nicole Laino: And that was when things were easier for something like that to work.
24:43
Nicole Laino: I couldn't make that work.
24:44
Nicole Laino: And I see some of those same coaches, they are not following that now.
24:48
Nicole Laino: They have diversified their offer suite, and this is why this is so important right now.
24:53
Nicole Laino: So those coaches, those people that are saying that they built their business 15 years ago and then they rode the wave of that business all the way today, they have no idea what it takes to build something from scratch right now.
25:08
Nicole Laino: They have no idea what it's like to work with fewer and fewer resources than they have.
25:13
Nicole Laino: They have no idea what it's like to have Facebook ads cost what they cost now versus what they used to cost.
25:19
Nicole Laino: Well, they do, because they're not making as much money as they used to because their ads aren't performing as well.
25:24
Nicole Laino: Well, for the same dollar amount.
25:25
Nicole Laino: Right.
25:26
Nicole Laino: That cut into their profit.
25:27
Nicole Laino: But they're still saying the same things.
25:29
Nicole Laino: They're going on each other's podcasts and they're saying the same thing.
25:32
Nicole Laino: You know, one offer until you make a million dollars.
25:34
Nicole Laino: It's bullshit.
25:36
Nicole Laino: I'm not saying that it can't work for some types of products, but there is nobody that I know that's currently building a business that's doing well that is following that.
25:46
Nicole Laino: And there's nobody that I know that could have hit that if they listened like this.
25:53
Nicole Laino: It's the signature program thing is part of your strategy going forward.
25:59
Nicole Laino: It's not the only strategy.
26:01
Nicole Laino: And I understand it was about getting things in front of people over and over again, and I understand the value of that.
26:08
Nicole Laino: It's just most people, there's more audience testing.
26:12
Nicole Laino: And unless you were running ads to something where you were able to get new people in constantly, you'd burn through your list talking about the same thing over and over again.
26:20
Nicole Laino: So there are limitations to that theory.
26:23
Nicole Laino: And yeah, it busts my butt a little bit that they keep saying that like it's the only way.
26:28
Nicole Laino: They're like, this is the one thing and nobody's doing it.
26:31
Nicole Laino: And it's like, you know, you go, try to do it right now, do it with integrity, by the way, because that might be a little bit harder.
26:38
Nicole Laino: So the entrepreneurs who struggle the most in uncertain markets, like the ones that we are entering into, you know, those are the ones whose businesses are built on tactics, who are built on rules like that, maybe that works for you and that feels good for you and you feel all in on that.
26:53
Nicole Laino: I'm not saying it can't work.
26:55
Nicole Laino: I'm just saying that giving your power away to rules like that doesn't work anymore.
26:59
Nicole Laino: That's not being self led.
27:01
Nicole Laino: That is being a sheep and sheep's, as far as I know, the best CEOs.
27:06
Nicole Laino: So when the tactics stop working for those people, the business stops working.
27:10
Nicole Laino: And that is what many people are seeing right now.
27:12
Nicole Laino: That is what they saw in 2025.
27:14
Nicole Laino: And that's why they're freaking out about moving forward, because they're like, what's the thing that's going to save me?
27:20
Nicole Laino: No thing is going to save you.
27:21
Nicole Laino: You are either going to save you or you're going to sink.
27:24
Nicole Laino: So things are changing.
27:25
Nicole Laino: You feel that, right?
27:26
Nicole Laino: You see it.
27:27
Nicole Laino: I understand 2027 is coming and leadership and who the leaders are going forward will look very different than it has in the past.
27:36
Nicole Laino: And I'm actually very excited for it.
27:38
Nicole Laino: I'm not saying that things are going to be comfortable or easy.
27:41
Nicole Laino: There are many things I am not looking forward to and I'm very worried about.
27:44
Nicole Laino: But this thing in particular around what it means for business.
27:49
Nicole Laino: I'm excited because I think that the amateurs are going to fall away and there's going to be real space for experts who have a way of delivering their thought leadership to the people who will buy from them, who will benefit, who will see value in their work.
28:07
Nicole Laino: I think the tables are going to turn and that's a very exciting thing.
28:11
Nicole Laino: So we're going to discuss all of this in the masterclass.
28:13
Nicole Laino: This is what I'm going to dive totally into.
28:15
Nicole Laino: This is going to be crazy.
28:16
Nicole Laino: I can't believe I'm doing it for free because some of the things that we're putting in here, but I just keep getting ideas and it keeps getting better and I'm so excited to bring it to you.
28:25
Nicole Laino: So all you have to do again to register is go to Instagram, I'm icoleno official DM ME masterclass and you'll get a little note asking you if you want to come to the expanded leader masterclass and it'll register you right there in the DMs or go to nicolelaino.com forward/masterclass and we will register you there on the website.
28:44
Nicole Laino: Thanks so much.
28:46
Nicole Laino: So good to see you.
28:47
Nicole Laino: Have a wonderful rest of your day.
28:49
Nicole Laino: And remember, in order to have an unshakable business, you must first become an unshakable human.
28:54
Nicole Laino: So thanks for letting us help you become unshakable with Human Design.
28:57
Nicole Laino: We will see you next time.
28:59
Nicole Laino: If you love this episode and you're a fan of the show, please show us the love on itunes, Spotify, or wherever you're listening to the show and leave us a review.
29:05
Nicole Laino: And if you'd like to connect with other entrepreneurs on their human design journey, join our free Facebook community, Human Design for Entrepreneurs.
29:13
Nicole Laino: Go to nicolelano Me Forward slash Podcast links to join the group.
29:17
Nicole Laino: Book a human design reading with me or access our free human design resources.
29:22
Nicole Laino: We'll see you there.