Shannon Russell on The Coaching Corner with Dori DeCarlo

0:00 She is sure, she is true, She is Straw is straw, She is true, is true, she is brave, bray, she is she is you. Hello, everyone, Welcome to today's Word of Mom Radio. Here on the Word of Mom Media Network. I'm your host, Dori Di Carlo, and you know we are here week after week, show after show for breaking those myths that morepreneurs and business women, especially those of us building our businesses from home, that we're just dabbling in between bake sales and getting our nails done. We're not. We are smart, we are savvy, and we are sharing the wisdom of women in business and in life. And I am enjoying the opportunity to bring today's guest into our coaching corner. Shannon Russell is a career transition and business coach, empowering women to leave unfulfilling careers and build joyful, purpose driven businesses. Is the author of Start Your Second Act, How to Change careers, launch a business, and create your best life. A speaker and host of the Second Act Success career podcast You Know I Love sharing fellow podcasters through her company's Second Act Success. Shannon shares her journey as a television executive turned business owner, coach, author, and mom with others. She works with women who are unhappy

1:32 with their nine to five as they pivot towards a second act, providing an exit strategy, guidance and support as they transition from employee to entrepreneur. Shannon began her career spending over sixteen years as a television producer in New York City and Los Angeles, working for MTV, E, Yahoo Hop, Sugar ae A, and e TLC more. She then made the leap to open her own business, running a STEM education franchise teaching children so that she could be more present for her children. Now, as a certified career and business coach, Shannon's motto is produce your best life and per mission is to motivate more women to make big moves in life. And I love that mission. So all that being said, Shannon, welcome to Word of Mom Radio.

2:31 I'm so excited to be here with you, Dora. Thank you for having me. I am thrilled to have you here, and I would really love for you to take us on that journey from television producing around the country to now what you're doing. Now, absolutely being a television producer working towards that goal. I've wanted that since I was a little. Girl, so once I achieved it, it was fantastic. Absolutely loved it. My dream career. And then I became a mom, which was another dream career, and that's when things started changing. I had my first son, and then three years later I was about to give birth to my second son when everything kind of came to light and I said, you know what, I don't think I can do this anymore. I don't think I can miss big events. I had missed my firstborn's first birthday and Halloween's and I was just working long hours and had a really long commute and I was traveling, and I just said, maybe I can hang my hat up and say that I've accomplished a lot. Let me figure else what else I can do with all of this experience. And that's when I started thinking about what my second act could be and kind of went through different paths trying to figure out what else I could do with television production experience, and I ended up opening a franchise business. So that was my first venture into something new, and within the first couple of years, I really rose the ranks and I was in the top three to five of everyone in that organization, I said, WHOA, my skills really did transfer, and so that gave me

4:03 the idea to start coaching other women who were like me and felt maybe misaligned with their careers that they chose at twenty later in life. So that's when I also opened up my career in business coaching practice. And yeah, it's been great. I've since sold my franchise business last year and now I'm full in on my coaching business and it's been really wonderful to see other women be able to start their second acts as well. I love that. And it's true what you were passionate about when you're in your twenties might not translate twenty years down the line or thirty or whatever time down the line. So how do you work with women, because let's face it, that big week from going from employee to entrepreneur is so hard and people always say, you know, when is the right time, and I always say, now, just do it. But how do you you help women understand that it is okay to make this kind of a pivot and recreate their lives.

5:08 Well, that's what it is, right, just understanding that you're worthy of changing things up and starting something new, and a lot of the women that I speak with don't feel like they are able to kind of cause chaos in their life and switch things up, which I have to say, well, we can do it in a way that is methodical and strategic so that you don't cause that chaos and so that you can say, well, I'm going to take all these skills from what i've been doing for the last ten, fifteen, twenty years and develop that into something else, whether it's a business of your own or some other role where you can make that very strategic change. And we look at finances, we look at their confidence level and the choice that they're thinking about moving into, and just kind of all of that, like just I'm just that accountability partner to help them get there. Because as women, as moms, we are in charge of the house, in charge of the kids' schedules, We're holding it all together, and so that the fear and the overwhelm of making a change is a lot, and sometimes the partner isn't supportive, or friends and family aren't supportive because they're scared of you.

6:20 Making this leap. So as a business coach, I can really sit there and help hold their hands through those uneasy moments to show them that it is possible and you can get there. It's amazing to me because so often, especially women who have been home raising families, don't realize how much of those skills translate to business organizations. Scheduling, conflict resolution, budgeting, time management, you name it, food, all of it, it all translates to business. And how do you help them realize that that, you know what, these are life skills that are marketable and money makers for you. You have that basic, if anything, owned instinct and ability as a mom running a household.

7:21 Oh one thousand percent, and also the idea that maybe you're not thinking about going back to your previous career and now you've got these young kids and you want to figure out what fits into your schedule. So there's a lot there that we dive into. And I'm certified in Youmap, which is an assessment, a career and business assessment that hones in your skills and your personality and your values and everything that you are good at and then the things that you might be good at that you just don't want to do any longer. And once we have that kind. Of compiled, it helps us steer in that right direction. And a lot of the women I work with are moms of young kids, and they don't want to go back to that nine to five. They want to create a business that gives them that flexibility. And that's exactly what I did when I left television, and so I understand the importance and we really work towards Okay, let's take.

8:11 Your skills from your nine to five job you had. Let's take all of that experience running the household and being a mom and put that together with what really interests you and what your passions are, and build a business around that that still gives you that flexibility and that freedom that you need, because we do need that. We can't go back to a nine to five if the kids get off the bus at three. It's it's a tricky situation. How do you help women find that exit plan from that nine to five, because, let's face it, it's that ooh, that steady paycheck. Giving up that sense of security, which to me is such a false sense of security because when you're an employee, your job can end in a day.

8:58 You can walk in, they'll let you the project you're on, and then they can say thank you. So much by buying it. We both know those stories. We both know so many of those stories. And I think what's important is right now, I'm actually working with just two clients that up to the front of my mind, that are in their nine to fives, but they're planning that side business now. They know that they don't want to be there, you know, long term, and they know that there's a chance they could get let go in the next round of layoffs. So they're trying to build this business while they're earning their paycheck. And I think that's a really smart move. And so when I talk to people about exit strategy, it's really looking at how much do you need to bring in in this new business you're thinking about, and maybe you do have to work another six months or longer while you start building the business now. And there's so much that you can do, you know, registering your business, coming up with your product line, you know, making those partnership, setting up the website. All of that can be done while you're working and earning that paycheck. So there's a lot that you can do. And also, I think equally as important, it's leaving on good terms. You know, the whole saying of never burning a bridge. Those people that you work with, your partners, your clients, your customers, they can be your future customers or partners when you do open your business.

10:16 So I think it's. Important to be respectful, thank them for all the time and what you've learned, and say I'm just going out on my own now and I hope you can support me. How do you create that pathway you know when you are doing that, because for so many people, and again it's the time management and everything else, because when you factor in, okay, you're transitioning from job to being your own boss, kids, spouse or significant other or single parent, that you're doing it all on your own, how do you create that pathway and those building blocks that.

10:59 Have Yeah, that's such a good question because everyone's different. I feel like every situation is slightly different. But it's looking at what you're thinking about. Because I've had women come to me and say, I'm just so unhappy in my current situation that here are five to ten different things I want to do. Here are my different business ideas, and then we start looking at them and they say, ooh, that day to day of that. Is not what I want. So a lot of times I spend time with clients really taking that business idea or whatever it is that they're thinking about, and really making sure they're confident about it, because then if they're confident, that helps them get excited and they can be confident when they start telling other people.

11:39 We can get all those pieces in place to say, Okay, let's see how long I need to continue working. Let's see how much money I need to invest in this business. Let's see what that market research is. Let's look at other businesses that are already out there. What are their reviews saying, what are their customers saying? How much are they so those people charging for their services or products. So we have a lot of research we can do, which again leads to that confidence, and then we can start planning. Okay, what can we do in whatever your. Timeline is, three months, six months, one year, and say what can we do each month leading up to that to really make that progress and to keep that momentum going.

12:20 And while you're doing that, you'll see that progress and that just again gets you more excited about it. And there's going to be times where the kids are keeping you busy and you just can't get anything done. But by having a roadmap, like a schedule of this is when I'm going to work on this, when the kids go to bed, over your lunch break, whatever it might be, you will see that progress. And as long as you keep moving towards it, that's where the real satisfaction comes, because you're going to get from where you are now to where you want to be. On that note, think of what Shannon just said. We're going to take a quick break, say thank you two hour sponsors, and we'll be back here in just a moment on Word of Mom Radio.

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14:35 I think it's a great name because it really is a second act insofar as you've spent your time in the trenches and now it's time to dig your own trench and play in your own stampa and transition that. So how do you right from the start, I'm coming in all right, Shannon, I'm done. What's my next step? Because I'm sure people have to come to you with no idea of what they want to do. They just know that they don't want to do what they're doing. Dory. That is where I think it's important to not just have that shiny object syndrome and jump at the first thing that comes to mind, because you don't want to end up where you are now, just in a different role.

15:19 So it is important to really figure out and take that time, not rush it, but take that time to figure out that you're making an absolute one hundred percent decision that that business that you're going to open and that pathway, that roadmap is going to be what you need. So what we can do, what everyone listening can do right now is just write down a list of all of your skills, everything that you're currently doing, or that you've done in past jobs, any big accomplishments or experiences you've had over the years in your career. Write it down, and then start looking and say what brings me joy out of these things? Because there might be things like managing a budget that you might be good at but don't want to do any longer. And I think when you're starting a second act, you can be a little choosy about what it is that you want to move it into. So by looking at like a simple list in front of you, you might get ideas of like, you know, what, these things that I circled are things that really interest me and what can I do every day that makes me want to get out of bed, like what would make me excited? For me and my first business venture, it was working with kids and helping kids, you know, think like engineers with sem education.

16:30 And then I realized that. My passion was really just working with other women who were feeling stuck like me. So that's where my passions have lied when I chose those business paths. So I do that with my clients as well. Just look at what would make you excited, look at your list of skills, what aligns, what's that thread between the two, and then you can start making that decision and then researching what the day to day in that role would be, talking to other people who are doing it already, and just really learn about it before you leave. I think that's really important to remember. And again getting that confidence up so you're like, I'm excited about this next chapter. Do you find that for some people, buying into a franchise is a productive way, in a smart way for them to go into business as opposed to the people that you work with that are starting a product or service.

17:21 I do, and I'm biased because that's how I got my venture into entrepreneurship. For me, it was like a business in a box. I found this company that had the same idea that I was thinking about creating on my own, but they had already ran the market, they already had their success, so I was able to speak with other owners and really validate that this was a business that I wanted to venture into. I met the CEOs and the owners of the business, and then with buying in and investing in the business, I got everything ready for me. All my marketing materials, the curriculum I was teaching, everything was in that box for me to just take and grow. So it was still a lot of work, but I had that support system that I think you don't always have when you're starting a business from scratch.

18:09 It's usually you as that solopreneur. So franchising I am a fan of, for it just depends on your personality and the type of franchise and business you want to open. But I'm a big proponent about it and I. Love as a business coach being able to speak to that with my clients too who are thinking about it. And I do have some clients who have ventured in that direction and then others that say, Nope, I have this idea and I want to do it on my own. Which is great too. I've done it both ways, so I think it just depends on your personality and where you are in the process. I like what you were talking about before we took our break about your business plan, but also you're scheduling insofar as especially as a young mom, where you're scheduling things in between feedings and nap time and preschool and everything else. I've always said this to people that you can go anywhere without a map, you'll eventually get there.

19:06 But if you don't put out how you're going to do this and create that plan, you're going to wind up places you don't need to go. You may not be at that place of the business plan where you're going to go into the financials and all your projections and everything else, because, let's face it, unless you're looking for funding, you need to have targets for yourself. But you don't have to go that deep in unless you're taking a business plan to a bank. But it is really important exactly to have those checks and balances in place. How do you work with women helping them facilitate that, because it really has to come. You know, you can get your little cookie cutter, but it really helps you hone your ideas. Absolutely.

19:46 When we get to that stage of working together, there really are like going through the step by step checklist that I have to really make sure that everything is put in place in the business. I have a program called the Second Act Accelerator, which is you come in and you already kind of know your business idea at that point when you're entering the program, and within three months you have your business built. And that's where inside that program you get all of the business forms and templates and ways to set up those systems for whatever level you're at. Whatever you know, are you getting a business loan, do you have a partner, are you a solopreneur? Are you opening an Etsy shop or a brick and mortar It really depends, but we go. Through all of those steps throughout.

20:26 It's a course and coaching, and so we go through all of that to make sure that those systems are in place so that once that business is live, you feel again the confidence and ready to go. Because there's so many elements of it, and if you are doing it in between everything else you're juggling, it's nice to have that person helping you to remind you and say, hey, did you register your business, did you open up that business banking account. Did you get your logo? Did you do this? There's so many pieces to creating whatever type of business. I really tried to make it as streamlined as possible for people because I felt like that's what I could have used. When I was starting my business. What do you. Wish someone had said to you when you were starting your own business, Jannon?

21:11 It was that it was not going to happen overnight. And I am a very type a person. I've reached level in my television career where I was successful and things were falling into place and everything was great. But starting a business you kind of have to check everything at the door and be as humble as you can and say, Okay, I'm putting in even more work than I did in my nine to five, but I'm not reaping the rewards just yet, because any money you make, as you know, goes back into the business for quite some time. So it was probably eighteen months, maybe two years into the business where I really was starting to bring money into my family's bank account. So there was a lot of that growing and learning and just checking in with myself to say, okay, I'm doing everything, I can keep going and keep going, because I think people don't talk about that, that interim period when you start a business. You know, you see these bigger franchises like McDonald and Subway, and they are just making their money right off the bat, but normal businesses aren't like that.

22:13 So I think just I wish someone had told me that it was a long game, so I could have checked my anticipation for it and just been more realistic. You know, way back when I was a kid, when McDonald's came out, I'm sure you were not even five, it was five thousand dollars for McDonald's franchise, right, yes, so sild jaw drop. Now you have to have three quarters of a million dollars in assets to be able to get a franchise. So when you put that kind of money down, there's never not been a successful McDonald's. I am somebody who's never eaten a McDonald's Hamburg and I know that makes me in a total minority. But it's also when people get involved in multi level marketing, which I am a huge MLM fan, because people have made a lot of money, but people expect this get rich quick scheme that it is not and it's why very often when you have a new business, you have a couple of years before you even have to file business taxes. They don't expect you to make money off the bat. And if you're expecting to make money off the bats, stay at your job when you get a paycheck, because you do, you have to build it up, and it is hard. It is a huge transition to go.

23:27 And as you were saying earlier, this is how you coach people that, hey, you may need to stay at your job for a few months longer, so you have a little backup and everything. Because you have to expect a little bit of downtime and you have to give your business time to grow. You can start it while you're working. I think that's really important. Or just with the way the world is going with people getting laid off and all of these crazy things happening with larger corporations right now, there's a couple of my clients that got severance packages and they were smart because they said, you know what, I don't want to go back into the market again. I'm going to create something of my own and I'm going to use this money for my severance to work with you and be able to do that, and I think it's so wise to really start creating something of your own.

24:16 And luckily they have that money to do so to invest in their business. But it really is a smart thing because there's so much uncertainty in the job market. It's just not stable like it was years ago. I grew up. You know, you went to school, you got your MBA, you went to work for IBM, and you were set. That was the way it was. I did theater. You know, I went the opposite direction. It's amazing because as somebody with a small business, as somebody who has been a morepreneur since last century. Ninety four is when I started my first business, single mom, with my little kids and back where you know, when you get quit this and get a real job, And here we are all these years later. I started a podcast.

25:00 Do you have women like us? A voice? Because again, when are you gonna quit this and get a real job? You know, you and I are so much alike. Yeah, Jenny, you know what it's like. It's like, you know, people don't take you seriously. I actually have friends of mine. Oh, your fake little radio show, how long you've been doing it? At that point, it was ten years, They're like ten years anybody I know everybone? I was like, well, Sarah Man and Billy ray Cyrus launched their cover of Tears from Heaven on our show and their jaws kind of drop. He said, you know, we've had very interesting people on our show because women control the money. You want to tell somebody something, Tell a mom. So the fact that you are working is we're wrapping up. What do you want to say to that mom who's listening, Shannon, who feels so stuck into her job that she doesn't want to do, and she has this fire and she knows she's not this idea that would work or a passion that's not being fulfilled. What do you want to say to her, Shannon? And how is she going to find you?

25:55 We get one life, and I'm so big on living our lives to the fullest. So I would say, give yourself grace, research what you're thinking about. You're worthy of making a change and not disrupting everything. You can do it in a really methodical way where you can live your best life, follow your dreams, and do it now rather than waiting for this perfect time down the road that may never come. So yeah, I would say reach out to me second Act Success dot co and everything there, my new book, my podcast, Ways to Work with Me, and some free resources too, So second Act Success dot Co. I hope that you will reach out. All of Shannon's links are going to be live on the show, including the link to her podcast, because it is a podcast you're going to want to listen to. I thank you so much Shannon for being here with us and sharing your second act. I love it, I really do. This is being fabulous second act, So thank you so much.

26:59 Thank you Mary so much. I really appreciate it my pleasure. And for all of you tuning in, thank you so much for being here. And we're gonna close out with our fabulous theme song from Smith's Sisters and the Sunday Drivers. So till next time, this is Dori de Carlo saying, go out and create a marvelous youth. Bye for now. She is sure, she is sure, she is strong, she is strong, she is true, she is true. She is braz Bra, she is boul, she is she is you. She is you, she is you. She she is sure, she is sure, she is strong, she is strong, she is true, she is true, she is brave Bray she is bold, she is she is you.

27:45 She is you, she is you, she is you. Sure of herself, Yes, she takes care of his Powerful and strong. Yes, she knows who she is has integer, edy, woman, strong and true. You know her by name. See this woman is, she is sure, she is strong, is strong, she is true, is true, she is brave, she is she is you, she is, she is, she is sure, she is strong, is strong, she is true, is true, she is brave, she is, she is, she is, she is she is adds value and hope. Has proved to be brave. See it's never too late, never time to behave reaching for dreams doesn't matter. The age believes in herself from her cage.

28:38 She is sure, she is sure, she is strong, is strong, she is true, is true, she is brave, she is, she is you, she is, she is sure, she is strong, she is strong, she is true, is true, she is brave, brave, she is she is, she is you.