Have you ever struggled with imposter syndrome? Most of us have. I know I have (if you listen to Episode 31 you’ll hear a little more about that). Maybe you have struggled with imposter syndrome and didn’t even realize that’s what you were struggling with.
Jen Coken is an imposter syndrome expert who works with women in power positions who don’t feel so powerful anymore, more specifically she works with women to turn their imposter syndrome into their superpower, helping them shatter self-doubt, so they can embrace their genius and learn to love themselves.
In our interview, Jen shares the five different ways imposter syndrome shows up in our lives including:
- The Perfectionist – if you often find yourself stressed, have a difficult time delegating, or if you set incredibly high standards for yourself or others this might be you
- The Natural Genius – things come naturally to you which is a good thing, but when you don’t see a clear path you won’t make a move, or you might quit if it doesn’t come easy
- The Individualist/Soloist – you have no problem offering to help someone but you hate asking for help, you don’t want to appear weak
- The Expert – you research and research and research but never act
- Superman/Superwoman – you get your own self-worth by the number of hours you put in
If you read the above and resonated with more than one, or even all of the above, that’s normal. It’s not uncommon to find parts of ourselves in all five types of imposter syndrome.
The good news is that Jen’s unique approach to battling imposter syndrome actually works. Unlike the advice you might receive in a quick Google search, Jen’s techniques actually work in alignment with your brain’s hardwiring. Since we can’t manage our mind, we embrace and leverage both our light side and our shadow side, so we can step fully into who we were meant to be as people and as entrepreneurs.
If you want to identify the limits of your leadership and see which areas of imposter syndrome are most blocking your success take Jen’s quiz at jencokenquiz.com.
In today’s episode, you'll learn:
- Jen’s unique approach to battling imposter syndrome and the science behind it
- How you can identify the source of your imposter syndrome (there’s always a source)
- The five types of imposter syndrome
- Why we weren’t born with the symptoms of imposter syndrome and why that’s a good thing
- Why making imposter syndrome your superpower is the key to real results
Want to dive deeper? Listen to Episode 31 of The Lean Our Your Business Podcast.
References Mentioned in Episode #31:
- Connect with Jen and learn more about her services here: www.jencoken.com
- Connect with Jen on her Facebook, Instagram and LinkedIn
Welcome to the Lean Out Your Business Podcast a show dedicated to helping entrepreneurs accelerate business growth to simplify success. I'm your host, Crista Grasso, and I've been working with businesses for more than two decades to help them lean out and optimize what's working, while eliminating anything that's not adding value. So, if you are ready to get more time back in your day, more profit in
your business, and to do business differently growing and scaling on your terms, let's dive into today's episode.
Hello, hello everyone and welcome to another episode of the Lean Out Your Business podcast. Today we are diving into imposter syndrome. And not only are we talking about imposter syndrome, but we're going to be talking about making it your superpower. And so let me introduce today's guest to you. So today I'm joined by Jen Coken, who works with women in power positions who don't feel so powerful anymore. She shatters their self-doubts so they can learn to love themselves, embrace their genius and own their success. She is recognized by ABC, MSNBC and TEDx. She's an international peak performance coach, Fortune 500 speaker, imposter syndrome expert, the list of accreditations go on and on. And she is a recovering stand-up comedian. And she's hysterical. Fortune 500 clients to seven figure CEOs trust Jen to shake things up with no apologies.
Jen, welcome. I'm so excited that you are here today.
I'm so excited to be here. Thank you. Thank you. Thank you for having me.
Yeah. Sp, tell us a little bit about your journey and why imposter syndrome?
Well, the real key was, you know, I've been a coach for 23 years. And I was a coach for a big company as a side gig while I was in politics for 25 years. I mean, being a coach kept me sane. And then in 2016, I chose to go into business for myself and I was no longer associated or affiliated with this very well-known company. And it was really hard for me to find my voice, it was really hard for me to separate myself from their methodology because of course, I wasn't licensed to use it. I had to come up with my own ideas and ways of saying things. And the first three years, I spent a lot of time throwing spaghetti at the wall, figuring stuff out, a lot of honestly following the bro marketing that's out there trying to come up with what everybody else thought they should do. And I wasn't spending time thinking about who I was authentically and what my authentic voice was. When I finally got to that I said, “Okay, since 2019 I'm going to be out there bold and saying everything that I want to say.” And I was just getting my head lopped off left and right. So, if I wasn't getting a keynote, or being on a podcast or being in public, I was under the covers crying, literally like oh, my God, questioning and doubting myself. And it was as if all the coaching I'd done and all the work I had spent doing, on myself was out the window, and I was bad. I felt like I was back to square one, where did my powerful self go? And then I began working with somebody and we unlocked my version of imposter syndrome. Once that happened, it was like the Wizard of Oz, where it goes from black and white to color, like oh, and then I realized how many women out there who get to these powerful positions, the higher they go, the fewer and fewer people look like them. And the more and more they're dealing with imposter syndrome. And I wanted to make sure that women in power positions, were living authentic to who they were and not trying to fit in to some mold that somebody else had made for them. And that's why I chose to focus in this area.
Yeah. And I feel like so many people probably can resonate with your story. And I'm really curious, do you find that the more powerful somebody’s position is, the more they kind of climb the ranks, the more they're hesitant to admit to any of their imposter syndrome?
Yeah, I think they either don't recognize that, because there's so many nuances. And I know we're going to talk about that during the show, or they don't want to admit it. Because truly, I mean, Crista think about it, you don't have a trusted confidence. You know, any woman in the C-suite, you're not going to vent to the people below you. You don't want to vent to your coworkers because things are so competitive. You don't want someone to have something, a one up on you that they know one of your deepest darkest fears. Maybe you have a partner, maybe you can vent to them, but they're going to make you feel better, but they're not distinguishing where it all comes from and they certainly haven't been where you are. So, when I work with women at that level, they feel like they've got somebody who's been down that road before, who understands where they're coming from, but also will hold their feet to the fire and say you know whatever truth in air quotes that you think is about you or your situation or whatever isn't the truth. It isn't the only way to view things; it's a possible truth. That's a possible viewpoint. So, let's look at what else we can create. How else can you show up at work in your powerful self?
Yeah, that must be such a powerful just partnership for them if they don't feel like they have a lot of places that they could turn for that support and to be kind of vulnerable and share what's really going on.
Can I say one thing about that? The other piece that's really interesting for me is I love working with brand new CEOs who have no idea the power position they're in, because they are so used to being part of a team and not being the lead. They don't realize that their relationship with the board is to show up with the plan. Is there any objections? No, this is the direction we're going. So, a lot of times, I'm having women just align with their power and trust their gut, because they are in that position where they are doubting themselves or don't realize how much power they have in the first place.
So much gold in what you just said there. And I think that's true of all women or probably all people honestly, is that a lot of people probably don't recognize how much they actually have in any given situation.
So, let's dive into what you do specifically with imposter syndrome. Because one of the things I love so much about it is you take a different angle than a lot of other people take when they talk about imposter syndrome. And I know you so I have seen the results of what happens when people actually work with you. And it's really different. You get people really long-lasting results, where I don't see that with a lot of the other people. So, tell us a little bit about what you do that makes your approach unique, and why some of the other things that are frequently taught not really work for the long haul.
Yeah, if you were to Google how to overcome imposter syndrome, you would likely find anywhere from 1.8 to 2.4 million hits or more, because whenever I go to give a keynote on this whenever I go to, I didn't do it before this podcast because I was on another call. But I usually will go Google just see what the current trend is. But it's always in a couple million, right. And the reason those don't work, those are tips, tools and tricks to manage your mind, you cannot manage your mind. Go ahead, try right now. Try to stop your thoughts. You can't, there's only one time you're going to manage your mind. And then it's curtains for everyone. Everybody goes out the same way. And so, these coaches are trying to give you all these tips and these mantras and positive thinking and this, you know, I talked to somebody once I was on the phone with them, okay, well, I'm just going to do these four things. I was like, “please stop.” Because when you're in the midst of dealing with imposter syndrome, what you're dealing with is an amygdala hijack. The amygdala is that reptilian part of our brain that governs fight, flight, or freeze, right? The brain’s job is to keep the thing it's a brain of alive, which is you. So, its job is to constantly and consistently determine the level of threat that you potentially are going to be facing. And it's making sure that you stay safe. The average human brain has 50 to 60,000 thoughts a day. 80 to 85% are negative 90 to 95% are repetitive. The average human has three to four times more positive things that happen to them. And what do we think about before we go to sleep? But you know, God, I sent my kid to school with two mismatched socks. Oh my God, why did they say that in the meeting? Oh my God, why did we think about all the negative stuff because that's the brain doing its thing. Those tips, tools and tricks are trying to put layers on top of all those thoughts, the negativity, it's like lipstick on a pig or icing on a mud pie. It's still a pig. It's still a mud pie. They don't work. And I'm sorry. But if I'm in the middle of being in an amygdala hijack, if I'm in a meeting and somebody we're having a discussion, and maybe I haven't read the brief beforehand, maybe I didn't do my homework before the meeting. Or maybe I'm having a bad day and wasn't paying attention because I'm going over a fight I had with a kid or a partner or friend or whatever. And someone asked me a question. I don't have an answer. In that moment amygdala hijack, oh my god, what am I going to do? What am I going to say? And then you've got to figure out how to navigate that. And at that moment, I'm sorry, a positive mantra, doing affirmations to yourself. So even and I quote her work all the time. Dr. Valerie young, who wrote the seminal book on imposter syndrome. And I take the archetypes from her book, her stance is stop thinking like an imposter. And I say to her and everybody else, I'm serious, it doesn't work. So, stop doing it. Now, how is what I do different? It’s twofold. One, we make it your superpower. Instead of trying to overcome it and defend it; we're going to figure out a way to embrace it because you know what, whatever that piece is, and we'll talk about those archetypes; it’s gotten you to where you are. So how do we tap into that? Number two, I have found in working with my clients, there's always a source. There's a moment when you were a kid. Little not dramatic, not dramatic where something happened and the brain had an experience of like the brain and the body had an experience, it did not want embarrassment, frustration. Shame is a lot of guilt. You don't want to experience that again. So, I'm going to figure out a strategy to avoid that. So, I had a client who, wonderful lady had been in her company for 26 years in the C suite, she was ready to leave, used to love her boss hated her boss used to love working with people didn't like it anymore. couldn't figure out how come because she used to be so like, so happy in her job, we actually figured out when she was nine, she brought a C home on a test. And her dad said what's up with the C, she said, I don't know, it's average, give me 1500 words on average, boom, embarrassed, shame, guilty, I don't want to experience that again, I'm going to get everything perfect. And he'll never talk to me that way again. So, her perfectionism kicked in, and drove her very well into the C suite, people relied on her to get cross the T's and dot the I's. But when it came to interpersonal relationships, it wasn't very fulfilling for her. When we get to that source, we're able to unlock that brain pattern. And literally Crista, three sessions, bam, people are off to the races, we unlock it, create a new brain pattern, blah, blah, blah. And we're done.
Because I think the thing is what you do actually does genuinely work. And I really love that and I love the flip of making it your superpower. And I think so often we find things that are wrong with us. And we try to fix them and we try to overcome them and we try to do all these things and we are who we are, so why not embrace that part of you and learn how to leverage it to actually be more successful and I love that that's the take that you approach it with. So that's great.
We do. We have our light side and our shadow side right and we've got to learn to love the dark as well as the light.
So let's dive in and talk about the archetypes themselves and the five types of imposter syndrome. So listeners can start to think through and maybe identify where they have some of the characteristics. So why don't we start with the perfectionist since you mentioned that?
Yeah. So, people who think of themselves as perfectionists are people who do not delegate who do not micromanage people, who stress out all the time whether their work is good enough, should you launch that website, should you launch that new idea? Well, I'm not going to get to it yet because I've got to do one more thing. They also set insanely high marks for themselves. And when they don't meet the mark, they beat themselves up for a really long time. But they also do that with other people. They have insanely high bars for other people to meet whether it's in your dating life, your work life, your personal life, and if people don't meet them, you are upset for days.
"We have our light side and our shadow side. We've got to learn to love the dark as well as the light." - Jen Coken Click To Tweet
Yeah, I feel like most entrepreneurs probably have a lot of the perfectionist tendencies.
Yeah, well, there's the thing too, is that nobody fits into one archetype cleanly. as we're going through these people will well yeah, I delegate, but I do micromanage or I don't expect perfectionism from other people, but I do for me. And so, as we're going through the five archetypes, you'll hear yourself in different situations tapping into different aspects of imposter syndrome.
Yeah, absolutely. So, let's dive into the next one, natural genius.
Yeah, so this is one I really identified with when I first came across Dr. Young's book, because things always came naturally to me. You know, it was easy for me in school I skipped a grade I graduated high school at 16. I went to college at 17 never really had to apply myself and I got decent grades. I definitely wasn't the perfectionist. I wasn't expecting a 4.0 but things were so easy for me. But here's the kicker about the natural genius things are so easy that when you can't see your way clear to go from point A to
point B when you don't see a clear path you don't do it because you think you can't because things always came easy or if you try something and it's hard you'll quit which is what I used to do mostly in my personal life like learning how to West Coast Swing or being part of a you know, a volunteer choir things like that with it wasn't perfect. I didn't want to do it.
So, you have perfectionist and natural genius. So that's your natural genius. How about the individualist or soloist?
Oh yeah, I love this one because whenever I go out to speak, I'm always like, how many of you love helping people if you could, you'd lend someone a hand every hand goes up. How many of you love asking for help? To a tee, no hands go up. I was in a presentation about two years ago now pre pandemic, but two years ago now. When I asked that question about, you know helping people every hand in the room. And how many of you love asking for the help, of 300 women,” one woman's hand went up and I looked her, I said, “What are you doing this weekend?” She goes, I'm moving. I go, well, you should talk to people because you have 299 people who would love to help you if they could. But that's the key with the soloist. You don't like asking for help. You think it shows you're weak? If you, you know, you just have to do everything on your own. And the key here is you feel like you can't rely on people. I’ll give you an example for my client 12 years old walking to get ice cream after school, they get with some girlfriends, they get to the store, two of the girls didn't have money. She says I'll pay. The fourth girl says “There she goes again and taking care of everybody,” I'm going to do it on my own, never going to offer anybody help. Straight in an arrow, you know, very direct and her communication doesn't mince words rose up to right below the sea level at one company. She couldn't rise any further. Because of this tendency to do things alone. I did work with her bam, CFO at another company, and was able to really create team.
That's great. Yeah, I resonate with a lot of that. I actually like to work in a team environment. I love to be collaborative, and I will as much as possible. But it's really hard for me to ask for help. I am willing to help anybody. Anytime you need anything. But I'm very reluctant to usually ask somebody to help me.
So yeah, well, what do you make it mean? That you don't like what's right there when you don't want to ask for help? What's the thought?
For me it's always I don't want to inconvenience somebody, and I can figure it out on my own if I really need to, I don't want to, I don't want to take their time. I don't want to put them out. And so that tends to be my, my natural tendency. I've learned to push through that and actually ask for help over the years. But my natural tendency is not to.
Okay, I'll tell you, it's not a natural tendency, because you weren't born not asking for help. You screamed out of your mother's womb, you yelled until you got a bottle. You yelled until your diaper was changed. You yelled until somebody you know, fed you. You asked and asked and asked No. Can I have that? No. Can I have that? No. Can I have that? No Can I have that? No. Until you couldn't. So something happened when early on, where you probably got embarrassed when you asked for help. And you were told whatever you were told in that moment, you're like, Alright, that's it. I guarantee you. I guarantee you. Yeah, I won't make you do it on air right now. But I guarantee you that's it.
All right, so let's move on to the expert.
Oh, well, how many degrees do you have? How much more information do you need to know before you post that blog post? How much more do you need to know about everything before you agree to give that keynote? How about Margaret Cho, who used to be head of the World Health Organization who hated that people called her an expert in the first place, you're supposed to be an expert, you're ahead of the World Health Organization, we expect that from you. Thank you. Goodnight. Seriously, I had a client who really, really well known in the legal profession for her niche, and she was an expert. And every time she was asked to keynote or be on a panel, her palms would sweat, she'd throw up beforehand, because again, it was a stuck pattern from when she was a little kid. And it actually had nothing to do with her. It's when somebody else when she was little, she used to be a competitive dancer, and she saw another kid have a meltdown. And she's like, I'm never going to have a meltdown like that. I don't want to be in the spotlight like that. I'll have a meltdown. And so she vowed never to be in the spotlight. So she was always always always battling with herself. But people continue to call on her to give expert testimony and be an expert speaker all the time.
Fascinating. And I see this one with entrepreneurs quite a bit with some of my clients as well.
Yeah. And the key I think is especially with entrepreneurs because you feel like alright, I'm a coach in whatever space, right? Is anybody going to buy my stuff because the coach and even with the number of coaches that are out there, the space is not saturated? Look, we have a diet industry. That's billions and billions and billions of dollars. The diet industry because well, I tried the keto. And then I tried the grapefruit and then I tried the bone broth diet, and then I tried the toenail diet, and then I tried the blah, blah, blah, and blah, blah, blah, look here, I'll give you the clue. Eat less exercise more. Knowledge, knowledge makes no difference at all. Only thing that ever makes a difference ever is action. So, if you're an entrepreneur and you're listening to this, and you've been waiting to learn more and know more, forget it, forget about it. Take the action pull the trigger, launch your product. You know what you can always tweak it. Oh, there's the new coke. Well, that lasted a hot minute and they're like, yeah, we're going to retire it back to the old Coke. Now no one even remembers new Coke versus old coke because it was such a dismal disaster. If Coke can mess up publicly in that manner, so can you.
Yeah, it's true. And I do I see this so often it's like, well, I want to finish this course first, and then I'm going to or well, I want to see this first and then I'm going to, and it's always building that thing that they think they need for somebody to see them as credible, when they're so deeply knowledgeable already, they don't need the degree or the course or the certification.
No, you know, the one person that has to know them as credible?
Absolutely look, I suffer from that too. From time to time, you know, I was working with my business coach, you know, last week and thinking about some new product, my intuitive business coach and thinking about something new. And I'm like, I don't know, do I need to, like enter this person's program? Or do I need to just get that I know what I'm doing and just work the system I already have. She was like,
I think you already answered it. Like, okay, yeah. And which also, side note, you are one of my business coaches, and you said the same thing.
I wasn't going to say that. All right, let's move into number five. So Superwoman, or Superman or super person.
Yeah, Superman/Superwoman, you get your own self of self-worth, by the number of hours that you work, you're not doing anyone any favors by sleeping on your desk. By working 14 hours, by working 16 hours, you're not because you're not feeding yourself, you equate success with the number of hours that you work, which actually goes completely against the Lean Out Method, and what you do, because no, you don't want to work more hours doing the crap that you don't like doing or filling your day with things, you want to be in your zone of genius. You want to be working in the arena where you're passionate, where the time passes, where you're in the zone, we are in that state of flow, because when we're in a state of flow, then we're more creative. We actually have three times more creative days; we were in the after being in the state of flow. So, Superman or woman, you know who you are, you're the people who like to swoop in and save the day to and by the way, when you try to swoop in and save the day, you know what you're going to always create around you?
Yeah, seriously days to be saved. Would you think of yourself as though one, I was actually working with a client who felt like she had to solve everything? And I was like, “Why do you keep setting it up that way? What if you allowed people to be empowered to make their own mistakes?” Yeah, but then like, no, no, you don't have to work that hard. You want to work smarter, work leaner, and you definitely don't have to swoop in and save the day.
So as people are listening, I'm sure they're probably hearing bits and pieces of each of these and saying, “Well, yeah, I definitely do that. Right. You know, I don't do that. But I do this.” Yeah. And so, what would be your advice? What's something that somebody could do as an actionable takeaway to start to really think about this?
I would take my quiz, jencokenquiz.com, really simple. That will do a couple of things that will let you answer 20 questions. And you'll see within the scoring how you don't have, you know, you might have a higher score in one area than the other. But there's four or five questions within each of the archetypes. And notice the questions you score highest on and start to notice what's giving you that, that clue or that cue, when you take that quiz, you're going to get a follow up email from me with a link to a free webinar that will take you through the whole system and approach of imposter syndrome so that you can take notes, there's a worksheet, write it down. And also, oh, by the way, you get a free 30-minute coaching call with me to go over your results and talk about potentially next steps. If it's working with me, great. If it's not, you want to keep being an imposter. Awesome. No worries.
Yeah. And the quiz is excellent. I really enjoy quiz. It's super simple. It's super straightforward. But if you like it really does make you think I'm looking at the questions. And I'm like, Huh, actually, when? Where would I rate on this? And so, I think it's, I think it's an excellent quiz. I really enjoy it. Alright, so I have to ask you the question that I ask everybody. So how do you work smarter, not harder in your business and keep things lean?
Okay, you know, I hired you. I mean, literally, that was a game changer. For me. I think we worked together last December, where we spent a day and really went through everything and you, you like helped me see what the roadmap was and the things I could cut out. And oh, by the way, take Fridays off And oh, by the way, you know, stop working at 5pm. And oh, by the way, only coach clients between one and five, you have that amazing system that makes me focus for those 90 days on the one thing and the other piece I did was I delegated things out that I had no business doing that were important to run my business, but I didn't need to be doing like dealing with my calendar. So, I hired a VA to deal with my calendar and then we had to train him you know, so I now have a team around me, which is really distinct and unique for me. And so, I can spend time in my zone of genius and not my zone of competence but literally hands down Crista was a game changer for me working with you and the quarterly What do you call them, the planner, the planner. Thank you. I couldn't name the quarterly planner. Yeah, super, super helpful. And you know, and I just keep focusing on what's the one thing, what's the one thing and realizing I don't need to, you know, have so much content, I don't need to create more. I do two things. I coach people one on one, or you can be in my group, one of my group programs, what do you want, I didn't create anything more.
Yeah. And I just have to say, I love watching you just take action, and get things done. And really commit to staying focused on your zone of genius, because I think it's not enough to just identify it. A lot of people go, I don't know what my zone of genius is. But when you look at what they spend their time doing, they're not spending most of their time in their zone of genius. And you just have so committed to really building that amazing Rockstar team around you so that you can do what you do best and they can do what they do best. And you've just got this really amazing ecosystem for success in your business. And I absolutely love that about you.
So thank you and I will tell you it was a headspace changer for me. Literally my financial advisor left me a message at 8:30 this morning, I called him right back. He was like where are we at with the paperwork to set up the retirement account? I don't know my team has it handled. You know, my business manager is talking with my accountant and my bookkeeper. And they're setting it up. Okay, well, who do I have to nudge on like this person? Okay, good. That was it. Because I don't have space in my head for all that you know, and it was stressing me the EFF out to be working so hard. And you know, this which is I was diagnosed with breast cancer last August, right after having a moment for myself in July of literally in a breakdown on my balcony exhausted crying. I can't work this hard anymore. I can't do all this anymore. I need a break and bam cancer stepped in. Thankfully, I'm cancer-free. But it really, really trained me on saying no, which I think is also a hard thing for people to say. No thank you is a whole complete sentence.
Yeah, it is. And I love also how much you've prioritized your health and well-being and just I think so many of the changes that you've made in general, it's I just I feel like you have a super-rich and passion-filled life and that's exactly what we want. It's amazing. You're doing the work you love. You have a life that you love. Like you have health like your health is in a great place. It's just amazing all around. So let's tell people more about what you've got coming up. So if people are you know, curious to learn more obviously you shared the quiz, but where else can people find you and what's going on? Yeah, I think the easiest place for people to find me is on my website, www.jencoken.com it has a drop-down for coaching in there you can see I do this great challenge periodically called the Awaken Your
Greatness Challenge that's going on right now. I have this amazing group program called the Dream Accelerator Academy which in 12 weeks takes your dream off the back shelf puts it into a planning at six weeks of accountability. It also goes over imposter syndrome, talks about my one-on-one coaching and my corporate coaching as well. That is the easiest place jencoken.com where people can always email me. We try to keep things streamlined.
So the thing to remember is Jen Coken. If you've got that you can find all the places and you can also watch the show notes because you'll see everything down below. Alright, Jen, well, thank you so much. It's been amazing, incredible. So, everyone, I hope you're really taking some time to reflect on this and think where imposter syndrome may be coming up for you. And how can you take that and actually turn it into your superpower. So, Jen, thanks so much, and everyone we will talk with you next week.
Thank you for joining me for another episode of the Lean Out Your Business podcast. I hope you got a lot of value and actionable insights from today's show. And we'd love if you take a moment to leave us a review. If you have any questions on today's episode or on how to lean out your business join us over in our private Facebook community where every week we do live training and Q&A. And I'd love to have you be part of the conversation head to leanoutmethod.com/group to join us. And before you go, be sure to subscribe to the show so you're the first to know when we release a new episode. We'll see you next week.
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by Crista Grasso
Crista Grasso is the go-to strategic planning expert for leading global businesses and online entrepreneurs when they want to scale. Known as the "Business Optimizer", Crista has the ability to quickly cut through noise and focus on optimizing the core things that will make the biggest impact to scale a business simply and sustainably. She specializes in helping businesses gain clarity on the most important things that will drive maximum value for their clients and maximum profits for their business. She is the creator of the Lean Out Method, 90 Day Lean Out Planner, and host of the Lean Out Your Business Podcast. She is also the founder and CVO of the Profitable Planner Co and Criscara Jewelry.