I had the pleasure of sitting down with Celi Arias, an entrepreneur, business strategist, and creator of the Grown Ass Business Method. Celi has spent her life building, running, and fixing businesses—from launching her first venture as a kid to working as a COO in the startup world and coaching business owners to scale with confidence. She’s passionate about helping entrepreneurs avoid costly mistakes, condense time, and build businesses that truly work for them.

Key Takeaways from Our Conversation

🔹 Growth vs. Scale—Know the Difference

• Many entrepreneurs confuse growth with scaling. Growth increases revenue but often increases costs at the same rate. Scaling, on the other hand, allows you to increase revenue without a proportional rise in expenses.
• Not all businesses are scalable—understanding your business model is key before trying to "scale."

🔹 Mindset Meets Strategy

• Mindset is crucial, but it doesn’t fix broken pricing models or business structures. True business success requires the right balance between strategy, tactics, and mindset.
• Celi’s journey as a mindset coach and business strategist led her to combine these elements into a holistic framework that empowers business owners.

🔹 The Power of Intellectual Property

• To truly scale, you need intellectual property—a framework, process, or tool that can exist beyond you.
• Business owners who document their methods and create repeatable systems can remove themselves from day-to-day operations and increase long-term value.

Resources Mentioned:

📌 Join Celi’s free monthly business roundtable discussions

More About Our Guest:

Celi Arias is the CEO and Founder of The Grown Ass Business, where she guides entrepreneurs through her proprietary methodology, Key Growth Systems, to build strong business foundations. Recognized as a top coach by The Upside in 2024, Celi helps clients break free from revenue plateaus and burnout by focusing on core business principles over quick fixes. Her approach emphasizes clarity and control, optimizing essential business departments to ensure solid foundations for scaling up to seven figures and beyond.

With an impressive educational background, including two bachelor's degrees, an MBA, a Master of Divinity, and two additional certificates, Celi brings a wealth of knowledge to her coaching practice. Her diverse experiences, from professional tango dancing to working in the fashion industry, coupled with her immigrant background from Argentina, have shaped her into a dynamic and passionate coach dedicated to helping entrepreneurs achieve their business goals and realize their full potential.

Connect with Our Guest:

• Website
• LinkedIn
• Instagram

Connect with Erin to learn how to Turn Your Expertise into Scalable Recurring Revenue.

LinkedIn:

In this episode of Scaling Expertise, I’m sitting down with Suzanne Tulien, founder of Brand Ascension and a self-proclaimed "brand clarity expert." With a deep passion for helping professionals uncover and articulate their unique value, Suzanne shares how she empowers businesses and solopreneurs to harness the power of authentic branding to stand out and scale.

Key Takeaways from the Episode:

• Branding vs. Marketing: Branding is about defining how others perceive you, while marketing is how you communicate that brand. Without a clear brand, what are you marketing?
• Personal vs. Business Brand: For small businesses, personal and business branding often overlap. Suzanne explains how to align your unique traits with your business values.
• The Power of Niching: Scaling isn’t about doing more—it’s about focusing on a niche. The more specific you are, the bigger your opportunities become.

Want to dive deeper?

Check out Suzanne’s Personal Brand Presence course at personalbrandpresence.com or learn more about her work at brandascension.com.

I loved this conversation and hope it inspires you to define your brand and scale with clarity!

More About Our Guest:

For 30 years, Suzanne has been inspiring and driving personal & organizational brand alignment through internal brand definition, stakeholder engagement, process & customer service alignment.

Suzanne is co-pioneer of the proven, step-by-step, Brand DNA methodology & transports her clients & audiences into a refreshingly brand-conscious, authentic and inspiring way of being.

As co-author of Brand DNA: Uncover Your Unique Genetic Code for Competitive Advantage, & author of Personal Brand Clarity, she is helping to pave the ‘alignment highway’ for business growth through conscious, internal brand definition and coherence. As a dynamic, high-energy speaker and certified trainer in accelerated learning methodologies, Suzanne is leading business growth with advocacy, intention, engagement & purpose.

Connect with Our Guest:

• Website
• LinkedIn

Charity: Sue's Gift

Connect with Erin to learn how to Turn Your Expertise into Scalable Recurring Revenue.

LinkedIn: www.linkedin.com/in/erinaustin/

Think Beyond IP YouTube Page: https://www.youtube.com/channel/UCVztXnDYnZ83oIb-EGX9IGA/videos

Music credit: Paphos by Mountaineer

A Team Dklutr production

This week I’m joined by Katie Nelson, founder and CEO of Sales Uprising. Katie is a sales expert who helps solopreneurs scale their businesses, break revenue ceilings, and build sustainable, community-driven growth.

Key Takeaways from the Episode:

• Why Niching Matters: Katie explains how narrowing your focus boosts profitability and positions you as an expert.
• Scaling Smart: Learn Katie’s strategies for leveraging time, refining pricing, and packaging services effectively.
• Protecting Your IP: Discover why safeguarding your intellectual property is essential for long-term success.

Connect with Katie:

Follow Katie on YouTube at Sales UpRising for her “Feed the Fire” series and find details on her master classes and retreats in the show notes.

Get ready to scale smarter with Katie Nelson!

More About Our Guest:

Katie Nelson, Founder and CEO of Sales UpRising, is a three-time business owner who has coached hundreds of entrepreneurs to playing smarter, better games in the Big Leagues. She is firmly committed to changing the current statistic that 90% of businesses do not meet their sales goals. She has developed the message: Cashflow Is Oxygen and made it her mission to bring the fun back into sales. Katie uses her charismatic style as a speaker, consultant, and business coach to encourage business owners that they, too, can make their revenue dreams happen. With a total 25 years of in sales and $150 million sold in products and services, Katie is adamant that every business action is a sales conversation. She has proven strategies for success that she shares to transform companies into profit-making powerhouses.

Katie has learned through hard work, determination, and networking the tips to growth that she teaches across the country to entrepreneurs who are hungry to take their businesses to the next level. Katie’s workshops, Mastermind courses, one-on-one workshops and business retreats are in high demand. She is known as “The Sales Catalyst,” and her personalized-yet-versatile message empowers business owners to be their own best spokesperson. Her strategies have achieved sales of more than $7 million in her own businesses. Katie is active in the small business community in Northern Virginia, and she works with a wide variety of business associations as a member and as a coach to steer them towards successful, profitable business growth.

Connect with Our Guest:

• Website
• LinkedIn

Charity: National Association of Women Business Owners

Connect with Erin to learn how to Turn Your Expertise into Scalable Recurring Revenue.

LinkedIn: www.linkedin.com/in/erinaustin/

Think Beyond IP YouTube Page: https://www.youtube.com/channel/UCVztXnDYnZ83oIb-EGX9IGA/videos

Music credit: Paphos by...

I recently had the pleasure of hosting the inaugural episode of my rebranded podcast, Scaling Expertise, with a remarkable guest, Jenn T. Grace, the passionate force behind Publish Your Purpose. We had an in-depth conversation about scaling her business, hybrid publishing, and the transformative power of AI.

Here are three key takeaways from our chat:

🔑 Scaling Your Expertise

• Group Programs
• Jenn first successfully scaled her business by creating group writing and publishing programs, demonstrating that you can extend your reach beyond one-on-one consulting.
• Utilizing Employees
• Remember, you are the most expensive resource in your business. Delegating tasks to your team can help you serve clients more efficiently and free up your time for higher-value activities.

🔑 Hybrid Publishing: The Best of Both Worlds

• Flexibility and Control
• Hybrid publishing offers the quality and service of traditional publishers while allowing authors to maintain control and ownership of their intellectual property.
• One-Stop Solution
• Instead of juggling multiple vendors for editing, designing, and marketing, hybrid publishers provide all necessary services under one roof.

🔑 AI in Publishing: A Double-Edged Sword

• Efficiency Boost
• AI can drastically reduce content creation time, enabling you to generate blog posts, social media updates, and more with unparalleled speed.
• Proceed with Caution
• Be aware of AI’s limitations, especially regarding the accuracy of information and intellectual property issues. Use AI to assist, but not replace, human creativity and authenticity.

Tune in to listen to the full episode and get some incredible insights for scaling your expertise and navigating the evolving landscape of publishing!

Connect with me on LinkedIn for more updates and engaging discussions! 🚀

More About Our Guest:

An award-winning author, nationally recognized speaker, and savvy publishing strategist, Jenn T. Grace is the founder of Publish Your Purpose, the acclaimed hybrid publishing company that gives first-time authors the secrets to getting their books written, finding an eager audience & marking their place in the publishing world.

Publish Your Purpose is a certified B Corp social enterprise that meets the gold standard of socially and environmentally-friendly business practices. Jenn leads ambitious authors through every aspect of writing, editing, and publishing so their book strategically aligns with their business objectives. Whether it’s a business guide that shows the breadth of their expertise or an emotional memoir that takes readers deep into life’s challenges, she helps authors articulate their purpose and fulfill their mission.

Jenn has published the books of over 200 business owners, entrepreneurs, speakers, and memoirists so more diverse stories can exist in the world and her authors can make a positive impact and achieve the recognition and success they deserve. She is the author of seven books, including, Publish Your Purpose:

A Step-by-Step Guide to Write, Publish, and Grow Your Big Idea. Jenn has been featured in Forbes, The Huffington Post, The Wall Street Journal, and CNBC. Jenn lives in Connecticut with her family and loves spending time outdoors with her son, kayaking, golfing, skiing, and soaking up the sights and sounds of nature....

I’m Erin Austin, an intellectual property lawyer passionate about helping experts like you turn your knowledge into scalable, recurring revenue. Scaling Expertise is the evolution of Hourly to Exit, and I’m thrilled to dive even deeper into building sustainable businesses rooted in expertise.

In this first episode, I’ll cover:

• The mission behind Scaling Expertise—helping consultants, coaches, and entrepreneurs protect their IP while creating profitable, repeatable revenue.
• Why contracts and copyrights are key to safeguarding your knowledge and scaling with confidence.
• What to expect in future episodes, including real-world strategies and success stories to inspire and guide you.

Don’t miss our rebranded Scaling Expertise newsletter for even more insights.

Thanks for kicking off this new chapter with me. Let’s get started on building a business that thrives on your expertise!

Connect with Erin to learn how to Turn Your Expertise into Scalable Recurring Revenue.

LinkedIn: www.linkedin.com/in/erinaustin/

Think Beyond IP YouTube Page: https://www.youtube.com/channel/UCVztXnDYnZ83oIb-EGX9IGA/videos

Music credit: Paphos by Mountaineer

A Team Dklutr production

I am thrilled to announce that the Hourly to Exit Podcast has reached its 100th episode! As I take a step back for the summer to revamp and rebrand, I want to extend my heartfelt gratitude to everyone who has been a part of this incredible journey. When the podcast returns in the fall, expect a fresh title and renewed focus on what matters most—protecting your expertise for scalable and profitable growth.

Here are three key takeaways from this episode:

• Importance of Legal Protection for Leverage: Without the right legal protections, creating leverage is nearly impossible. Ensuring your intellectual property is safeguarded enables you to grow your business legally, safely, and profitably.
• Transitioning to a Scalable Business Model: Moving away from an hourly billing model to a scalable and potentially saleable business model is essential for long-term growth. This involves standardizing processes, leveraging intellectual property, and developing products that can generate income independent of your time.
• Focus on Expertise-Based Niches: Specializing in protecting expertise-based businesses, particularly those working with corporate clients, allows for more targeted and effective solutions. Owning and managing your intellectual property correctly can greatly enhance your market position and profitability.

As we close this chapter, I am excited about the new horizons ahead and eager to continue providing value in protecting your expertise. Thank you for your unwavering support!

Stay tuned, and remember, IP is fuel. 💡🔥

Connect with Erin to learn how to use intellectual property to increase your income and impact. hourlytoexit.com/podcast.

Erin's LinkedIn Page: https://www.linkedin.com/in/erinaustin/

Hourly to Exit is Sponsored By:

This week’s episode of Hourly to Exit is sponsored by the NDA Navigator. Non-disclosure agreements (NDAs) are the bedrock of protecting your business's confidential information. However, facing a constant stream of NDAs can be overwhelming, especially when time and budget constraints prevent you from seeking full legal review. That's where the NDA Navigator comes to your rescue. Designed specifically for entrepreneurs, consultants, and business owners with corporate clients, the NDA Navigator is your guide to understanding, negotiating, and implementing NDAs. Empower yourself with legal insights and practical tools when you don’t have the time or funds to invest in a full legal review. Get 20% off by using the coupon code “H2E”. You can find it at www.protectyourexpertise.com.

Think Beyond IP YouTube Page: https://www.youtube.com/channel/UCVztXnDYnZ83oIb-EGX9IGA/videos

Music credit: Yes She Can by Tiny Music

A Team Dklutr production

Enjoy this reminder about why copyright protection and contracts are key to growing legally, safely and profitably.

💡 Here are the 3 key takeaways:

• Copyrights are Essential: You cannot scale your expertise-based business without copyright protection. To maximize the value of the materials that your clients actually pay for, such as your trainings, workshops, and custom deliverables, you need the protections provided under copyright law.
• Legal Benefits of Copyright Registration: Registering your copyrights provides significant advantages, including the ability to file lawsuits for infringement, presumed validity of your copyright, and access to statutory damages which simplify the enforcement process.
• Contracts Are Key: Strong contractual agreements with both clients and contractors are essential. These contracts should clearly define ownership rights and restrictions on the use of your intellectual property to prevent unauthorized use (or reuse) and ensure you retain control over your assets.

By incorporating these elements into your business practices, you can protect your intellectual property effectively and leverage it to create a more profitable and sustainable business.

Resources Mentioned:

• U.S. Copyright Office: For registering copyrights and learning more about copyright laws.
• Sample Client and Contractor Agreements: Templates or guidelines for drafting agreements that secure your intellectual property rights.
• Previous Podcast Episode: A reference to the last episode discussing the importance of auditing your business assets.

Connect with Erin to learn how to use intellectual property to increase your income and impact. hourlytoexit.com/podcast.

Erin's LinkedIn Page: https://www.linkedin.com/in/erinaustin/

Hourly to Exit is Sponsored By:

This week’s episode of Hourly to Exit is sponsored by the NDA Navigator. Non-disclosure agreements (NDAs) are the bedrock of protecting your business's confidential information. However, facing a constant stream of NDAs can be overwhelming, especially when time and budget constraints prevent you from seeking full legal review. That's where the NDA Navigator comes to your rescue. Designed specifically for entrepreneurs, consultants, and business owners with corporate clients, the NDA Navigator is your guide to understanding, negotiating, and implementing NDAs. Empower yourself with legal insights and practical tools when you don’t have the time or funds to invest in a full legal review. Get 20% off by using the coupon code “H2E”. You can find it at www.protectyourexpertise.com.

Think Beyond IP YouTube Page: https://www.youtube.com/channel/UCVztXnDYnZ83oIb-EGX9IGA/videos

Music credit: Yes She Can by Tiny Music

A Team Dklutr production

Excited to share the latest episode of the Hourly to Exit podcast featuring our exceptional guest, Heidi Araya! 🚀

Heidi's transformative journey into the world of AI is nothing short of inspirational. With over 25 years of experience in leading enterprise transformations, Heidi recognized the limitations in her previous roles and pivoted to immerse herself in artificial intelligence. From taking a data science program at MIT to founding an AI agency focused on empowering solopreneurs and small businesses, Heidi's story showcases the power of reinvention.

Here are three key takeaways from this insightful episode:

🔹 AI Accessibility and Efficiency: Advancements in AI Assistants and chatbot technology have made these tools more accessible and cost-effective for small businesses and solopreneurs. These technologies provide immense value by automating tasks and enhancing content engagement.

🔹 AI in Content Creation: Heidi emphasizes the exciting possibilities of using AI for content creation. From real-time streaming AI avatars for courseware to AI-driven blog post generation, the potential for making teaching and content delivery more engaging is immense.

🔹 Erin’s AI Assistant!: We talk about the awesome custom chatbot Heidi created for Think Beyond IP and when you might be ready for your own!

Tune in to this episode to hear more about Heidi's inspiring journey and her vision for the future of AI!

Listen now and don’t forget to check out her website and connect with her on LinkedIn.

More About Our Guest:

Heidi Araya is a global consultant, inventor, trainer, and speaker with over two decades of experience driving multimillion-dollar business improvements in businesses both large and small. She specializes in a people-first approach to AI adoption, offering AI-enablement coaching and AI consulting, with a primary focus on AI Assistants and AI Automation. Remarkably, this is Heidi's third career.

Heidi's first career was as a technical writer, where she later managed a team of writers and trainers. Subsequently, she led large change initiatives within organizations to help them adopt better ways of working. In 2023, she founded her own AI agency, managing AI Assistant services. Heidi's personal mission is to connect people with information that can transform their lives.

Connect with Heidi Araya:

• Website
• LinkedIn

Charity Mentioned: https://malala.org/

Connect with Erin to learn how to use intellectual property to increase your income and impact. hourlytoexit.com/podcast.

Erin's LinkedIn Page: https://www.linkedin.com/in/erinaustin/

Hourly to Exit is Sponsored By:

This week’s episode of Hourly to Exit is sponsored by the NDA Navigator. Non-disclosure agreements (NDAs) are the bedrock of protecting your business's confidential information. However, facing a constant stream of NDAs can be overwhelming, especially when time and budget constraints prevent you from seeking full legal review. That's where the NDA Navigator comes to your rescue. Designed specifically for entrepreneurs,...