Dec. 23, 2025

Kristen Hillman on The Business Spotlight with Dori DeCarlo

Kristen Hillman on The Business Spotlight with Dori DeCarlo
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Kristen Hillman on The Business Spotlight with Dori DeCarlo

Kristen Hillman is the founder and CEO of Viticula, LLC. Before launching Viticula, Kristen spent over 25 years working for private equity investment and management companies in accounting and finance leadership roles. She obtained her CPA license in 2000 and holds a Bachelor of Business Administration in Accounting from Texas A&M University. Her expertise lies in empowering founders and CEOs to make confident and informed decisions while creating predictable profitability, growth, and achieving long-term goals. 

 Join host Dori DeCarlo on The Business Spotlight and connect with Kristen at ViticulaFinancial.com and on LinkedIn, Facebook and Instagram.

Please support UnsilencedVoices.org a global 501(c)3 nonprofit that empowers survivors of domestic violence, sexual assault, and human trafficking. 

We thank Smith Sisters and the Sunday Drivers for our theme song, "She is You".

Be sure to connect with us and come tell us your story!

WordofMomRadio.com - sharing the wisdom of women, in business and in life.

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WEBVTT

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She is sure, she is true, she is straw is straw, She.

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Is true, is true, she is praise, pray, she is

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she is you. Hello, everyone, welcome to today's Word of

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Mom Radio. Here on the Word of Mom Media Network.

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I'm your host, Dori Di Carlo, and you know we

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are here week after week, show after show, breaking those

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myths that morepreneurs and business women, especially those of us

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building our businesses from home. But we're just dabbling in

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between bake sales and getting our nails done. We're not.

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We are smart, we are savvy, and we are sharing

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the wisdom of women in business and in life. And

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I'm looking forward to bringing today's guest into our business spotlight.

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Kristin Hillman is the founder and CEO of Bticular Financial,

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the go to financial strategist and CFO for six and

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seven figure entrepreneurs. Using her financial Simplicity framework and twenty

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five plus years of experience leading private equity companies, Kristin

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helped service based businesses being clarity on your numbers and

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increase their profitability. I'm not a numbers person, but I

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love when we have them. I mean in so, Kristin,

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I can't wait to share what you are doing so

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welcome to Word of Mine Radio.

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Thank you, Dora. I'm thrilled to be here and looking

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forward to it.

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I'm looking forward to sharing what you do, so I

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would love for you to take us on your journey

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that led you to creating your own company.

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Absolutely so. My educational background is accounting, and I worked

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for accounting firms. I was in corporate accounting and finance

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departments for a very long time, like your interest said,

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over twenty five years, got into leadership roles, and then

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had my first child, and that was eighteen years ago.

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And back then, you didn't really have an option when

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you worked in corporate finance. You either went to the

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sin you worked or you didn't. And I had a

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different dream for what mommying would look like for me.

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So I left my corporate career, and about two to

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three years into that, I realized there was a huge

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part of myself of what I loved to do, that

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I needed to bring back. So I started trying to

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figure out how could I do both, not do both perfectly,

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but do both. I wanted to be a really engage,

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active mom at home as much as possible, but I

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loved my career. I loved the work that I did,

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and through a variety of different businesses consulting, I've come

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to the place where Verticula is And I can tell

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you the story of the name, because I know it's

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a quirky name, but I ended up my husband and

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I made a choice. We part time homeschooled our children,

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which we just wrapped up that season of their thirteen years,

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and I have built a successful business all at the

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same time. And is the beauty of the world that

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we live in, the technology, the ability that we have,

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and it pivoted my passion of not just doing the

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work that I'm good at that's natural, but to actually

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help other women find this as well, being able to

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grow a business while doing personal things that matter to them,

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whether that's family, partnership, whatever that is having a little

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bit more options. And I found there are so many

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women that have this ability to grow an online business

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in whatever capacity, but don't know how to run a business.

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And that's where I come into play. That's what my

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business is. So what we do is I have a

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small team now and we support female entrepreneurs that are

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trying to grow their business but also value what is

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outside of their business. What's the point is to make money, time, flexibility,

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and I want to help them grow the business in

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a way that it is increasing both of those things

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as much as possible.

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What a great mission. And do tell us where you

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came up with veticular So verticula.

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Is actually Latin for the word little vines, and through

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the homeschooling community that I was in is actually not

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truly homeschool and my kids were home three days a week.

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They went to a school, a campus, two days a week,

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and that school was heavy in Latin. So Latin is

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a part of my personal life and I wanted that

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to bring into the business in some capacity. I have

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a passion for wine. I love. What it means to

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me is about community, sitting down at a table, opening

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a bottle of wine and having that conversation. And so

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when we were building this business, I wanted it to

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be like that. I wanted to bring in something personal

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about my life. That why building this business is important.

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I wanted to be able to homeschool my kids but

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also grow my business. But I want other women to

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feel like they're sitting down at the table, we're opening

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a bottleline and we're just having a conversation about their business,

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how can we grow it, how can we create more

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profits so that you can achieve some of these personal

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financial freedom dreams that you have. And so it's kind

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of a mix of both of those worlds together.

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Awesome. It's funny. During COVID I got my coaching certifications,

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and mindset coaching is one of them, and I want

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to talk to you about the money mindset that people

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go through and how you have your strategies in helping

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people deal with that.

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I do you know I went through as I started

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working with women, because you know, I was in this

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private equity world is big business. And as I started

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working with women who were former school teachers or all

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these variety of background, and all of a sudden they

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were running a business. They were all really anxious about

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talking about numbers and money at just the anxiety level

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that I noticed, And so I went down my own

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little path on money and mindset and what it does

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to us. So what I was realizing is I developed

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a way to report information to help them make decisions,

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not just generic financial statements. And each one of my

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clients would respond differently, someone in more details, some needed

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more than what I was giving them. Others were like, Wow,

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there's too many numbers on this page. Can you give

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me a chart? And I was starting to realize that

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there are kind of different personalities, right. Some people think

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they're good with numbers, bad with numbers, But there's also

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like a personality that's coming into play. And I was

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needing to present the exact same information differently based on

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each person so it would speak to them and means

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something to them and help them actually make decisions about

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their business. And I actually I went so far down

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the path I developed a money personality concept and quiz

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I'm not even sure if you know if we've addressed

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this yet, but I found that there are different ways

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that we can look at the same piece of information

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and it impacts us, each of us differently. The word

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money mindset gets tricky, in my opinion. A lot of

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times here people say, oh, I have a bad money

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I need to fix my mindset on money. I have

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these blocks, and I do think there are blocks. I

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think there knowledge and information of how we feel about

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things are history. What's going on in the world when

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we grew up or started our business impact how we

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feel about it. But I really wanted to get past

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this defining a good or bad money mindset, because really

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what it is is just how you feel at that time,

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right a moment in time. That's my mindset on whatever

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it is. And as women were just told, we're bad

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at a lot of things all the time, and I

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just got in to toss that out the window. You

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don't have a bad money mindset. This is what your

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mindset is right now. So how do we work with that?

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How do we give you tools to maybe make you

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feel more comfortable about talking about money. I just I

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don't know. I feel that women need a little bit

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of a pat on the back and that it's okay

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if you have some fears or concerns about whatever. Obviously,

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based on my background, I have no problem talking about

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money diving into data. But you could say I have

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a marketing mindset, right Like, it's not something I love

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doing and talking about. So we all have something that

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we're weak in, and I just don't like telling people

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that they're bad at it. Like, let's just take the

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mindset as it is and move forward from there, and

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you know, find the positive way to address you know,

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how to move forward.

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I think that that is so important. And again what

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we say to ourselves, the things that we talk to

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ourselves about, you really can start our mind working on

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that hamster wheel of things.

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Oh for sure, for sure. Yeah. I think we're told

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we have to be perfect and good at everything, and

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that's just not real. And that's okay, Like we're not

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built to be perfect at everything, so it's okay. I

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think women have a hard time giving themselves grace in

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that way.

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Well, let's face it. I mean in our country, you're

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in the US, it's socially acceptable. Oh, women just aren't

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good at math and science. My daughter was a map

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whiz and a science came to her so naturally it

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was crazy. And I mean her teachers told me that

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when she was in first grade. Yeah, and she was

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a born mathematician and things. So it's interesting how again, expectations,

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I don't know what it is, but more often than not,

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and I guess with what I do and being here

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on Lord of Mom Radio as many years as we've

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been doing this, and all of the women that we

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talk to, women are breaking out of that that I'm

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not supposed to be going to look at you, it's

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your natural affinity.

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Right right, you know? Yeah, And we I think sometimes

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we have to be careful when we're breaking out of things.

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Sometimes it swings so far the other way. You know

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that we need to allow ourselves to flourish on our gifts,

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for sure, but then don't put so much expectation on

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being the best at the you know, especially if you're

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r a mom, you're looking for some sense of balance

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in your life. You know, I don't think perfect balance

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is achievable, but I do think that, you know, putting

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appropriate pressures on yourself and not too much to be

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the perfect mom, the perfect business woman, you know, the

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perfect mathematician or scientists. You know, a little bit of

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grace needs to be there too.

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So it's interesting we were just talking about that in

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one of our other shows, about how balance is such

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a term. You know, when you think of balance, there's

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everything doesn't have equal proportion. That's what balance is. It's

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more harmony. It's more that symphony and some notes are

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sharper than others, and sometimes there's dissonance and everything else.

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But it is that juggling act. I mean, let's face it,

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as you're building a business and raising a family, it's

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finding the priorities. It's letting your kids.

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Know.

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You know, I'll never forget doctor Barnsley Brown talking about

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how she would put that note on the door when

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her office was closed and literally said, and unless you're

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coming in with your right hand severed in your left

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hand because you have to go to the hospital, don't

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interrupt me while I'm working. It's setting those boundaries and

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things like that. And it's interesting because again, as the mom,

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we're the nucleus. Everything is revolving around us. We have

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to get our priorities straight to be able to juggle

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all the balls in the un and be able to

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find that connection about how you feeling about money and

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that financial success. Everybody's financial success is different, for.

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Sure, absolutely absolutely, And that's a tricky part. With social

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media and the way the world is. They like to

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tell you what your financial success should be. You know,

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for a long time it was this sixth figure, six

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figure Well that might be unrealistic for some people and

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that might be baby steps for others. Having the external

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world tell you what is financial success, I just think

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is very very dangerous because why are you in business?

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What are you trying to achieve? What is financial freedom?

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To you? That's very personal and it should be.

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On that note, think of what Kristin just said about

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your personal journey. We're going to take a quick break,

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say thank you to our supporters, and we'll be back

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here in just a moment. On Word of Mom Radio.

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She is brave, she is bold, she is you, and

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we want to tell your story. Are you ready to

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share your journey with us on Word of Mom Radio?

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Go to wordommradio dot com and register as a guest.

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We want to tell your story because when you win,

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we all win.

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In twenty seventeen, Unsilenced Voices was formed to help survivors

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of domestic abuse and gender based violence worldwide. The organization

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currently serves Sierra Leone, Rwanda, Ghana, and the USA. In

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twenty twenty two, Unsilenced Voices gifted over thirty three thousand

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dollars to survivors in the US, Essay and in Sire Leone.

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There are over twenty six young girls who have been

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rescued from sex trafficking and domestic abuse and now going

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through vocational training school in order to better their lives.

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We need your help. Donations are critical in order for

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us to continue our work. We also need volunteers to

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help with research and development. Please visit Unsilenced Voices dot

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org for more information.

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And we're back here on Word of Mom Radio. We

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are talking with Kristin Hillman, who is the founder and

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CEO of Reticular Financial and talking about how everyone's definition

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of financial success is their own personal journey and in

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looking at the things that you do, you have the motivator,

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the analyst, the dreamer, and the enthusiast. When it comes

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to your thoughts about life. I'd love you to talk

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to us about that absolutely.

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Like I mentioned earlier, you know, as I started working

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exclusively with women entrepreneurs, I really started to notice they

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felt different about the same piece of information. They responded differently.

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You know, some clients want to dive into every detail

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of creating a forecast. Others don't want to talk about

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it at all, And so I took it was about

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a two year process of really going through and building

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this made for money concept. The made being the four

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different personalities that we talked about, and it's in my opinion,

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it is truly about a personality and not a money mindset.

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We're not trying to shift who you are. I do

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think that what goes on in your personal life in

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the whole world can impact how you feel about money,

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and as things change in your life, you might shift

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your personality a little bit, and that's absolutely natural. As

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we grow up in age and mature, we're going to

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think differently about lots of different things, not just money.

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But it's a box. In my ideas is that we

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have two personalities that are the bigger thinkers. They think

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more big picture, and those are the motivators and the dreamers.

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They are looking a little bit more forward into the future.

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They don't really like to get into the details. But

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there are distinct differences between them as well. Motivators are

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much more driven. They actually do like analysis, but they

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don't want the details. They want the analysis done. So

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the motivator is a big picture thinker, but they do

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appreciate and can get into some data analysis. They are

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focused on the long term. I am a motivator myself.

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It was kind of fun as I was developing this

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being able to notify, you know, kind of tick the

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different people in my life, whether it was clients or

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my husband. You know, this is definitely not for women only.

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The other big picture thinker is the d the dreamer

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who is my husband, a big picture thinker. But they're

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the ones that don't really want to grind endo any

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type of data either, and it's they're kind of unicorns.

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They just think it's gonna work out, and strangely enough,

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for a lot of them, it does. It just works

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out because they believe it's gonna work out. Then on

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the opposite end of the spectrum, we have the analysts

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and the enthusiasts, and those are a little bit more

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They don't go into the big pictures. They are the

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here and the now, and they are distinctions between each other,

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a little bit more polar opposite than the motivator and

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the dreamer. The analysts are just that. Those are your

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number counters. Those are the detailed ones. That's the one

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when you're at the table at dinner and you're gonna

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split up the bill, they grab it. They figure it out,

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who's gonna pay who what. Those are the ones that

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love a line itemn budget and they track every dollar

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they spend. Right the enthusiasts, while they are more present focused,

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these are the ones that hate numbers and they live

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for the moment. They do not want to budget. And

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so kicking these four personalities, we can figure out how

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you can still achieve your desired financial freedom, but build

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it in a way that works natural for you. I'm

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not going to take a detailed budget with an enthusiast

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and tell them they can't spend that five dollars on

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Starbucks every single day. That's not gonna work. They're gonna fail,

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they're gonna hate it. But maybe we can put some

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bumpers in place. Maybe we can set them up to

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have the ability to do all of the things the

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freedom that they want financially, to splurge, but put just

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some boundaries, nothing strict. And really, what the Mad for

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Money concept is doing is helping these women grow their

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business in a way and actually be able to talk

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about their finances where it's not stressful, it feels more natural.

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Are there certain areas that people should focus on as

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they are looking at their financial goals? Is there coming

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to the understanding of whether they're the motivator, analyst, dream

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or the enthusiast.

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Absolutely, and actually, on the Maid for Money quiz, when

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somebody comes on to our site and takes the quiz,

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there is about fifteen page document that will come as

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a result, and it's going to tell you exactly those

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things on what we recommend you pay attention to and

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what items do you need to set us out. So

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it really depends on the different personality on what they

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need to be focusing on, and we highlight some of

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the weaknesses. Okay, this is where you're weak, but you

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are not going to hit your goals unless you figure

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out how to deal with it in a way that

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feels more natural to you versus just flat ignoring it.

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And so every single one of the personalities has a

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different thing. For example, the analyst, she is detail oriented.

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She crunches those numbers, but she could get into a

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place that she's so focused on this month and this

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number that she has overwhelmed her brain with data that

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she forgets to think about the five and ten year

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plan and she's not looking at making those decisions for

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what do I see as financial freedom for me in

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five to ten years and she's only needing that data number.

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And so we kind of help them see, Okay, this

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is your strength, that's great, stick with it, but here's

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your weakness, and how can we help you figure out

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how to still accomplish your goals, your personal goals, your

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professional goals. Working with the weakness in a way that

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doesn't feel so against who you are.

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Are there any commonalities that you find that that are

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going to thread through regardless of how you relate to

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money and things.

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Well, there's definitely commonalities in terms of background. You know,

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we all if you are in the United States or Canada,

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maybe even Western Europe, there are cultural things that impact us.

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You know, whether we've gone through your recession or not,

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there's pieces of all of us that might be common.

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What is common is that this information understanding, especially if

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you're running a business, understanding your financial situation is imperative.

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It just is, you know, and so that is a commonality.

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If you're running a business, you need to know what

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your profit is, but you also need to understand a

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little bit more into that. You know your revenue streams,

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and I could go into some crazy details, but the

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commonality is that it needs to be looked at and

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not ignored. And they're parts of it that you know

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you're not going to want to look at, but are

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vital to getting into what your heart really wants and

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desires in the first place. And on a more detailed level,

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Like I said, the motivator and the dreamer, those are

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more of the big pictures they think long term. The

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analysts and the enthusiasts are a little bit more here

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now and then on the other side, kind of think

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of it as a box. We have the motivator and

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the analysts they do get into details better, whereas the

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dreamer and the enthusiasts hate details. They're never going to

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want to dive into those numbers. We kind of set

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goals and boundaries in a different way for those two

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sides of the personality box.

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Interesting way to be wrapping up this conversation, and how

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as we do close out kristin what would you like

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to leave our listeners with and how may they reach

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out to you?

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Absolutely, I think one of the biggest things that I

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would love for every listener to know is that if

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there is a part of the way that you think

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and feel about money and finances that causes you angst,

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makes your shoulders rise up and panic, to not just

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walk away and ignore it. You're working and building a

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business for a reason, and to really engage in how

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can I figure this out take ownership of what I'm

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doing in a way that causes me less stress. It

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is worth the time to figure that out because you

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want to reach your financial goals and dreams and passions

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and whatever is freedom to you. So really embrace If

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something causes you angst, that means okay, I need to

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dive into this. Don't push through, dive into it. Find

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a way to view and think about this information in

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a way that feels more natural, but that you can

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actually accomplish something. I think that is hands down the

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most important thing. The best place to find me is

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on the website. It is reticular financial dot com. We

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also have an Instagram and as well, I'm on LinkedIn.

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All of Kristen's links are going to be live hop

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on her site.

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Take the test absolutely and it is linked on the website.

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It's one of the first things that comes up. It

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is a free quiz and I promise the amount of

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information that you will receive from us as a result

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from that quiz will be eye opening.

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I really highly suggest that you do it as you're

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building your business. Give yourself a good mindset about it.

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It's yours and for me, if you're not loving what

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you're doing, it's your own business. You have to find

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all those magical things that happen as you build your business.

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So I really do all Like I said, all Kristen's

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links are going to be live. Take the test, open

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your eyes, see what's happening, and move forward with a

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different mindset. Because you've got this, you can do this.

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So I thank you so much Kristin.

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Well, thank you for having me Dory. It's been fun.

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Oh absolutely, I really appreciate it. And to all of

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you tuning in, thank you so much for being you're

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with us today. We're going to close out with our

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fabulous theme song from Smith's Sisters and the Sunday Drivers.

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So till next time, This is Dori di Carlo saying,

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go out and create a marvelous youth. Bye for now.

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She is sure, she is true, she is straw, is straw,

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she is true, is true, She is brad, she is brat.

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She is but she is you.