The Leonie Dawson Show

A shop owner DM'd me for advice. Ten minutes later I was standing in her store.

She runs a health food shop here in Canberra. She'd been working SEVEN days a week, she was exhausted, + she didn't know where to turn. When I got her message, I knew I had to help.

Two hours later we'd found four magic money opportunities hiding in plain sight in her business. The first had three people lining up within 24 hours. Another took a chalkboard + a whopping great big arrow.

And every single one of them is probably hiding in YOUR business too.

(Unpaid + unsponsored, by the way. Gen from Go Vita Dickson said a big yes to me sharing all of it.)

WHO THIS IS FOR
You're working your butt off + the money isn't matching the effort. The to-do list is longer than your arm, + there's a sneaking feeling the thing that'd fix it is already ON that list, buried at number 47. This works whether you've got a shopfront, a website or an Instagram account + a dream.

IN THIS EPISODE
- The DM that made me ditch my whole day
- The empty room that was instant cash waiting to be harvested
- The puzzling reason a chocolate protein bar was her number one seller (+ how she can repeat it every month for free)
- How we fixed her street signage in half an hour with stuff she already owned
- The one news article that told me she was ripe for way more media
- The influencer night we cooked up, + the neighbour she can team up with
- How I used Claude to get the big scary tasks done in minutes, in between customers
- The message she sent me 24 hours later (I almost came to completion)
- What I worked out lying awake that night about why advice doesn't help overwhelmed people
- Where my 2027 Goals Workbook signing is happening!

KEY INSIGHTS
- Your to-do list never ends. 20+ years in business, over $16 million in revenue, + I have NEVER finished mine. Find the tasks that make money + move them to the tippity top.
- Look for instant cash that's already sitting in your business, waiting on a task you keep putting off.
- Find out WHY your number one product sells. Then do more of that.
- Is it immediately obvious what you sell? Check your shopfront, your website + your socials.
- Use what you already have before you spend a cent.
- Got five minutes? Hand a task to an AI assistant + let it work while you do.
- A big list of advice doesn't help a time-poor business owner. Doing the thing with someone beside you does.

NOTABLE QUOTES
"I just had this gut intuition, like, fuck your plans for today, Leonie. This is what is really needed."

"Behind me is a long-ass list of unfinished things that I didn't get around to doing because they just weren't that important."

"Money in the hands of women is a fucking great thing."

LINKS + RESOURCES
- Take Action Club (half price until midnight, 25 September 2026): https://www.leoniedawson.com/action
- Unicorn Biz & Life Academy: https://www.leoniedawson.com/academy
- Go Vita Dickson, 2/5 Dickson Place, Dickson, Canberra. Instagram: @govitadickson
- Wellness practitioner in Canberra? Jen has a room to fill + a big client base. Get in touch with her!
- Soma Women's Wellbeing, Dickson
- HerCanberra: https://hercanberra.com.au
- Claude: https://claude.ai

WANT ME TO CRASH YOUR BUSINESS TOO?
I can't drive to all of you (I would fucking love to). Take Action Club is how I get to be your magic money-making angel from wherever you are in the world. You get clear on what'll bring the money in, then you get the time, support + accountability to actually friggin' do it. It's half price for one more week: https://www.leoniedawson.com/action

If this episode lit you up, please subscribe + leave a 5 star review.

#womeninbusiness #smallbusinesstips #canberrabusiness #neurodivergententrepreneur #adhdentrepreneur #businesscoach #getyourshitdone #moneymindset #localbusiness #creativeentrepreneur

This one's a live masterclass, recorded with a room full of gorgeous humans asking me absolutely anything they wanted. We pulled a tarot card, did a meditation, and then got into the real stuff: money fear, pricing, creativity, and what happens to your whole life when you stop making things.

If you're a creative human building a business and you've hit that weird squeamish feeling about earning more, this is for you. Also for you if you're booked out with one-to-one clients and can't see how to get out, or if your art has fallen to the bottom of your to do list.

Topics covered:
⭐️ The money fear that hit when my business approached $150K a year
⭐️ Why I put prices on the website instead of hiding them behind a discovery call
⭐️ Moving from one-to-one work into group programs, courses + get-it-done days
⭐️ The nightly gratitude practice that actually shifts your nervous system
⭐️ Being visible, making public mistakes, and changing your mind in front of everyone
⭐️ What my kids do when they can tell I haven't had creative time
⭐️ Energy work + letter-burning for releasing a relationship that's dragging

Key insights
💓 Money fear usually isn't about money. Mine was about becoming the wealthiest person in my family, which felt as unnatural as outliving my eldest brother
💓 Draw the version of you who earns the number that scares you. Who is she, what does she wear, what does she do with it
💓 Hiding your price loses you the enormous chunk of your audience who will never book a discovery call
💓 If you're fully booked, that's a pricing signal, not a scheduling problem
💓 You don't need to preemptively nail a new offer. Run it as an experiment and learn what you like
💓 Gratitude works because it softens the body, and a softened body can see possibilities again
💓 Nobody on earth is liked by everybody. Pretzeling yourself into the right shape for each person is not available as a strategy
💓 Creative time isn't a reward for finishing the work. It's the thing that makes the work possible
Notable quotes
"What a beautiful gift it is that a woman gets to become the wealthiest person in her family of origin."
"I am an explorer of life, and I'm going to make the best decision I can in the moment I'm in."
"If I don't create, if I don't fill my world with delicious things, my business suffers. My soul suffers. My family gets a cranky sad mum."
Leonie Dawson is a multi award-winning entrepreneur who has created over $16 million in revenue in part-time hours. She is the founder of the Unicorn Biz & Life Academy which helps over 3,000 people build unique, joyful & abundant businesses. https://www.leoniedawson.com
Links + resources mentioned
Take Action Club - enrol now for half price -- https://www.leoniedawson.com/action
Unicorn Biz & Life Academy, $99 for the year, 100+ programs including Money Manifesting & Multiple Streams Of Income -- https://www.leoniedawson.com/academy
The Lightseer's Tarot by Chris-Anne
Biddy Tarot, founded by Brigit Esselmont
The Psychology of Money by Morgan Housel
Hiro Boga, my mentor for over a decade (now retired)
#womeninbusiness #NeurodivergentEntrepreneur #CreativeBusiness #MoneyMindset #ADHDBusiness #SoulfulBusiness #TarotReading #SmallBusinessAustralia

Leonie's recording from outside, and there's a reason. Operation De-SADify is underway after a week of crying at random, including weeping twice in one day about Cathy Freeman winning gold in 2000. Tam has found the Slavic shamanic teacher she's been hunting for years and is running a literary festival. We're both reading fabulous books that we want to tell you about. Also: the autistic Olympics. Census night, baby.
WHO THIS IS FOR
If you're a neurodivergent creative running a business while also holding kids, ageing parents and your own wobbly nervous system through the last month of winter, this one's for you. Especially if you can't tell whether you need a strategy or just more sunshine and a nap. Two women talking honestly about widening to hold it all.
TOPICS COVERED
Seasonal affective disorder, micro-depresso and Operation De-SADify
A Laufey concert with a teenager, and discovering there's room for all of us
How healing primitive reflexes changed Leonie's capacity for big overwhelming cities
Tam's Slavic shamanic training and coming home to your own lineage
Emotion as a pathway to the divine, instead of sitting still and being decorous
Parenting your kids as they are, not as your ancestors assigned them
Sandwich generation life and the tragedy-comedy of caring responsibilities
Census night as competitive sport

KEY INSIGHTS
Random crying is a useful depression indicator if you're not ordinarily a weepy soul. If you're welling up at nothing at the end of winter, up your light, your vitamin D and your outdoor hours.
Nervous system work has profound effects.. Leonie went from wanting to hide in a bush in Sydney to happily sitting through an arena concert.
The way you see your child can be an inherited story rather than a true one.
Keep people around you who'll aren't afraid to tell you you're wrong. Leonie's husband told her she was misreading one of their kids, and he was right.
Don't break under the pressure. Widen. That's what every grandmother before you did.
Making money and keeping money are two different skills. A leaky container drains a great income.

NOTABLE QUOTES
"I don't want to be the mother that just gets all her feathers ruffled just because she's gotten some feedback." — Leonie
"Instead of feeling like I'm going to break under that pressure, I just keep thinking that I need to widen so I can hold it all." — Leonie
LINKS & RESOURCES
Unicorn Biz & Life Academy, $99/year: https://www.leoniedawson.com/academy
Join Leonie's mailing list for the illustrated book notes: https://www.leoniedawson.com
Dandenong Ranges Litfest, programme launch 27 August, tickets 28 August: https://dandyrangeslitfest.net/
Tam's Slavic shamanic teacher, Vlasta: https://www.tiktok.com/@thevlasta
Iris Meyer, shamanic practitioner: https://brightshaman.com/

BOOKS MENTIONED:
Indistractable by Nir Eyal
The Psychology of Money by Morgan Housel
Unnatural Habits (Phryne Fisher) by Kerry Greenwood

If this one resonated... make sure you hit subscribe pretty pls! A review takes 40 seconds and helps other gorgeous souls find us. And if you want the whole toolkit, the Academy is $99 a year for 100+ programs, monthly coaching, and the Make Your Money Back Challenge that pays for your membership before you've finished your cup of chai!

ABOUT YOUR HOSTS!

Leonie Dawson is a multi award-winning entrepreneur who has created over $16 million in revenue in part-time hours. She is the founder of the Unicorn Biz & Life Academy which helps 3,000 people build unique, joyful & abundant businesses.

https://www.leoniedawson.com

Tamara Protassow is a non-fiction writing mentor + creativity coach. She’s developed books with 55+ authors over 16 years, both for self-published authors as well as for Hay House UK.
https://www.tamaraprotassow.com

#WomenInBusiness #NeurodivergentEntrepreneur #AuDHD #CreativeBusiness #SpiritualBusiness #MidlifeWomen #SandwichGeneration #PersonalGrowth #SoulfulBusiness

At 8pm one night I got that look in my eyes. The one my husband knows means I'm about to ride the wild donkey.
By 4am I'd sent an email every hour, illustrated cartoons to go inside them, invented offers I'd never sold before, and slapped a 24-hour expiry on every single one. I also let people email me their OWN offers at their own price. Total made in that 24 hours: just over $42,000.
This episode is the full blow-by-blow. What I offered, what sold, what broke, and why I'd absolutely do it again.
Who this is for:
If you're a creative, neurodivergent business owner with twelve half-planned launches in your notebook and a nagging feeling that you need a proper strategy before you're allowed to sell anything, this one's for you. You don't need a funnel. You don't need a launch runway. You need permission to act on the wild idea while it's still hot.
Topics covered:
What "riding the wild donkey" actually means, and why people still talk about it 15 years on
The full list of offers I made (encouragograms, business audits, VIP days, 60% off Take Action Club)
Letting my audience make ME offers, and how I decided yes or no
Doing it all on PayPal links because setting up Kajabi properly would have killed the momentum
The Kajabi outage that hit in the final hours, and how we handled it
Why I don't track unsubscribes
Decision fatigue, an inbox stuck at 86 emails, and needing a team who can run with chaos
The full revenue breakdown
The one offer that surprised me enough that I'm making it permanent
Key insights
Speed is a feature. The idea arrived at 8pm and was live within the hour. Waiting would have flattened it.
"Basic bitch" your systems when the alternative is not launching. I lost the Kajabi analytics and gained $42,000.
A ticking 24-hour expiry does the persuading for you. No convincing required.
Inviting people to name their own offer and their own price removed the ick from both sides. Some got a yes, some got a counter-offer, some got a no, and everyone stayed friends.
Say no to discounting the thing that's already radically generous. The Academy stayed at full price all day.
Things break in every launch. The checkout went down. I laughed, extended the deadline, and gave anyone who emailed us a 24-hour extension.
Your team's tolerance for wild ideas is a hiring criteria, not a personality quirk. I've had assistants get cranky about unplanned launches. I need people who wake up delighted.
Watch what people get unreasonably excited about. The annual Take Action Club option lit people up so much it's becoming a permanent offer.
Fun is a business metric. Encouragograms recorded in the backyard and down by the river. Cat photos in the inbox. Offers to walk around an art gallery. That's the actual return.

Links and resources
Get on the mailing list so you don't miss the next party: leoniedawson.com/love-letters
Free illustrated Ride The Wild Donkey ebook
Unicorn Biz & Life Academy: 100+ programs for $99 a year
Take Action Club: weekly Productivity Power Hours and monthly Biz Planning workshops
Courses mentioned: Sales Star, Money Manifesting & Multiple Streams of Income, Work Less Earn More, Midas Touch
2026 My Brilliant Year goal workbooks
Still keen on offering more in-person VIP days in Canberra. Email support@leoniedawson.com if you're interested!

If this made you want to go do something ridiculous, do it. Then come tell me about it. And if you're not on the mailing list yet, that's where the actual chaos happens: leoniedawson.com/love-letters
#WomenInBusiness #NeurodivergentEntrepreneur #ADHDBusinessOwner #CreativeBusiness #OnlineBusiness #MarketingExperiment #IntuitiveBusiness #SoulfulBusiness #WomenSupportingWomen #MoneyMindset

Ever been told the only way to "fly at the pointy end of the plane" is to hustle 24/7, live away from home 340 days a year, and barely see your kids? Leonie's response: are you fu**ing stupid?
This week she pulls back the red velvet curtain on her quarterly planning retreat — the rituals, the lake ceremonies, the non-alcoholic botanical wine, and the exact process she runs to help women plan a whole quarter in a single day. And Tam shares what it was like for her to be in the receiving seat for it... and what changed for her business from doing it.
Who this is for: If you're a creative, healer, or coach who's so deep in the to-do list you can't see your own business clearly anymore — and you're craving strategy that doesn't smell like bro-marketing — this one's for you. Especially if you're neurodivergent, sensitive, and done with hustle culture telling you to JUST DO MORE! WORK MORE HOURS! HUSTLE HUSTLE!
Topics covered:
How Leonie structures a full-day quarterly planning retreat
Why reviewing last quarter matters more than vision-setting
Letting-go rituals, lake ceremonies, and celebration circles
Hot-seating: why other people see your business clearer than you do
The anti-patriarchal case against hustle culture
Choosing a venue by energy, nature, and grounding (not corporate boardrooms)
Introducing Content Blast — a month of content done in one day
Key insights:
There's gold to mine in what just happened — review before you plan, every time
Celebration shifts your identity: you plan the next quarter as someone who's already made miracles
Brainstorming for OTHER people's businesses builds the muscle to see your own clearly
Hustle's only answer is "more" — but we live in a finite world, and the "more" gets stolen from your kids, your body, your relationships
Most hustle bros have someone (usually a woman) holding everything else together
You can fly business class without burning your life to the ground
You don't have to use everything in the Academy — one thing makes your money back
The easiest business model on earth: serve, over-deliver, and people stay for decades
Notable quotes:
"I can fly at the pointy end of the plane, and I am away from my children zero days of the year." — Leonie
"Does he think that's a flex? Let me show you a fuc*ing flex." — Tam
"I just serve and over-deliver and make it so exceptional that people stay for years, decades. It's the easiest business model on earth." — Leonie
Links & resources:
Content Blast (free inside the Academy, sign up in the next week): leoniedawson.com/blast
Unicorn Biz & Life Academy — 150+ programs, under $100/year
Grow Mastermind — next quarterly retreat is in September
New member? Email support@leoniedawson.com for your handmade "start here" list
Subscribe and review: If this episode lit you up, hit subscribe and leave a quick review — it helps more glorious humans find their way here. And if you want to actually get your content DONE with us in the room together, come to Content Blast!
#WomenInBusiness #NeurodivergentEntrepreneur #AntiHustle #CreativeBusiness #SpiritualBusiness #ADHDinBusiness #SmallBusinessOwner #ContentCreation #WomenSupportingWomen #ConsciousBusiness