Own Your Business

Jaksot

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  Ask These Questions on Your Next Discovery Call 14.09.2026 45min

  Most discovery calls get through the checklist but never reach the truth. In this episode, Sam and Katy break down why a discovery call is where you guide a couple to discover what they want, not where you pitch, and walk through the specific open-ended question to ask for seven different vendor categories.You'll learn:Why couples often don't know what they need until the right question surfaces itThe difference between an open-ended and a closed question, and why it matters on a sales callSpecific questions to ask couples if you're a photographer, planner, florist, or videographerHow to turn a couple's answer into a pitch, without ever sounding like oneTwo quick newsflashes: AI is changing how couples search. A new generation of buyers is changing what they expect. And a flood of new business owners is changing who you're competing against. Shift how you do business, or watch your traction slip away.If you're feeling like you're flying blind — you're not alone. But you can't afford to wait and see what happens next.So here’s the second PSA: If you love this podcast, then push pause on it and go sign up for our annual State of the Industry panel on Monday, September 14th at 12pm ET. Don't worry, I'll wait. Now, seriously — push pause and go to our Instagram @ideactionconsulting and sign up through the link in our profile. Okay, good, now that you're back. I'm sitting down with five of the savviest people in this industry — Anja Winikka, Kate Turner, Jason Rhee, Malike Adigun, and KT Merry — to talk about what's really going on in 2026, and what's coming in 2027.Hard truths. Honest conversation. No sugarcoating.And it's free. It's virtual. So put on your stretchy pants, pour yourself something — coffee, wine, no judgment, depends on the time of day — and sign up now.
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  What My Clients Asked Me This Week 07.09.2026 49min

  Every wedding business owner wonders if they're the only one struggling with something. They're not. In this episode, Sam pulls ten real, fully anonymized questions from client calls over the last two weeks, and he and Katy talk through each one live, tying it back to a New York Times piece on why the most successful people ask for help instead of grinding through alone.You'll learn:Why the same handful of problems show up across almost every wedding businessWhat to do when you're ready to level up but not sure a rebrand is the answerHow to know if a rate increase backfired because of unclear signals, not priceWhat business owners wish someone had told them before a big life or market changeTwo quick newsflashes:AI is changing how couples search. A new generation of buyers is changing what they expect. And a flood of new business owners is changing who you're competing against. Shift how you do business, or watch your traction slip away.If you're feeling like you're flying blind — you're not alone. But you can't afford to wait and see what happens next.So here’s the second PSA: If you love this podcast, then push pause on it and go sign up for our annual State of the Industry panel on Monday, September 14th at 12pm ET. Don't worry, I'll wait. Now, seriously — push pause and go to our Instagram @ideactionconsulting and sign up through the link in our profile. Okay, good, now that you're back. I'm sitting down with five of the savviest people in this industry — Anja Winikka, Kate Turner, Jason Rhee, Malike Adigun, and KT Merry — to talk about what's really going on in 2026, and what's coming in 2027.Hard truths. Honest conversation. No sugarcoating.And it's free. It's virtual. So put on your stretchy pants, pour yourself something — coffee, wine, no judgment, depends on the time of day — and sign up now.
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  How AI Is Misleading Your Couples 31.08.2026 44min

  Sam set a trap for an AI chatbot: a series of wedding questions he already knew it would get wrong, just to see how wrong. The answers were bad enough to bring straight to the show. In this episode, Sam and Katy break down real AI responses couples are getting right now, and what that misinformation does before a couple ever picks up the phone.You'll learn:Why couples are asking AI instead of Googling, and what changedThe real dollar figures AI gave for a Napa wedding, and how far off they wereHow AI's overconfident answers set couples up for a bad first conversationTwo places vendors can leverage to correct the misinformationTwo quick newsflashes: AI is changing how couples search. A new generation of buyers is changing what they expect. And a flood of new business owners is changing who you're competing against. Shift how you do business, or watch your traction slip away.If you're feeling like you're flying blind — you're not alone. But you can't afford to wait and see what happens next.So here’s the second PSA: If you love this podcast, then push pause on it and go sign up for our annual State of the Industry panel on Monday, September 14th at 12pm ET. Don't worry, I'll wait. Now, seriously — push pause and go to our Instagram @ideactionconsulting and sign up through the link in our profile. Okay, good, now that you're back. I'm sitting down with five of the savviest people in this industry — Anja Winikka, Kate Turner, Jason Rhee, Malike Adigun, and KT Merry — to talk about what's really going on in 2026, and what's coming in 2027.Hard truths. Honest conversation. No sugarcoating.And it's free. It's virtual. So put on your stretchy pants, pour yourself something — coffee, wine, no judgment, depends on the time of day — and sign up now.
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  5 Ways You're Sabotaging Your AI Output 24.08.2026 26min

  Most people using AI regularly have no idea they're making these mistakes, because none of them come with a warning.In this episode, Sam and Katy break down five habits that quietly sabotage AI output: an AI that agrees too easily, copy-pasted output that doesn't sound like you, chats that run too long, bloated files, and prompts too vague to work with.You'll learn:Why AI agreeing with you almost every time isn't confirmation, it's a design choiceWhy copying AI's first draft costs you more than it savesWhat a chat's memory loses the longer a conversation runsWhat a bloated file in your project folder costs you without you noticing
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  You're Talking to AI the Wrong Way 17.08.2026 29min

  Most people ask AI to solve the problem they think they have, without ever stopping to check if it's the right problem in the first place.In this episode, Sam and Katy explain what makes a question work well with AI, and why the four words they use more than any other change the entire quality of the answer.You'll learn:Why narrow, one-shot questions produce flat, forgettable answersHow to use AI as a brainstorm partner instead of an order takerWhat asking for a sample first changes about the final resultThe two words that turn a first-response into something worth using
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  AI Starter Kit for Wedding Pros 10.08.2026 39min

  Most wedding pros are using AI like a fancy search engine and leaving most of its value on the table.In this episode, Sam and Katy walk through their own switch from ChatGPT to Claude, why they made it, and the information business owners need to give AI before the output stops sounding generic.You'll learn:Why picking the right platform matters more than most people thinkHow to hand AI the details it needs about your business before asking for resultsWhat changes once your ideal client and brand voice are part of the setupWhy so much AI output still sounds like nobody in particular
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  Website Red Flags Couples Notice Right Away 03.08.2026 42min

  Couples decide whether to keep browsing your website in about the time it takes to read this sentence. What are they seeing that's making them leave?In this episode, Sam and Katy go through nine specific red flags on wedding websites that quietly push couples away before they ever reach out, and what to fix first.You'll learn:Why your hero section matters more than your branding for that crucial first impressionThe services page mistake that leaves couples stuck and unable to take the next stepHow an outdated font or dated design signals more than you think to a scrolling coupleWhat to put on your About page instead of a list of credentials
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  Why Couples Say "Yes" (and It's NOT Your Portfolio) 27.07.2026 25min

  There's a moment couples decide to book you, but it's not the moment you think. It's not the portfolio, not the pricing, not even the proposal. It's dozens of smaller moments stacked on top of each other, and most wedding pros are only paying attention to one of them.In this episode, Sam and Katy trace the buyer's journey couples go through, from the second they realize they need help to the second they sign, and where deals get won or lost along the way.You'll learn:Your portfolio gets you in the room. It's rarely what gets you the booking.Couples move through three distinct stages before they decide, and each one calls for something different from youPricing triggers loss aversion in the brain, which is why value has to come firstA weaker portfolio can still win the client if the trust-building moments are handled better
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  Your inquiries are up, but your excitement about them isn't. What's really going on? 20.07.2026 28min

  In this episode, Sam and Katy dig into why content that doesn't speak to the right audience keeps filling your calendar with the wrong clients, and what to do about it before you scramble and make it worse.You'll learn:Why chasing what's working for a competitor almost always backfiresHow AI-written copy makes your messages sound like everyone else'sThe real reason conversion rates drop when the wrong leads fill your inboxWhat it takes to understand your ideal client beyond surface details
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  Listener Fave: Perfectionism's Upsides and Downsides 29.06.2026 46min

  You've probably told yourself you're a perfectionist like it's a badge of honor. Detail-oriented. High standards. Won't put your name on anything that isn't right.But what if perfectionism isn't your superpower? What if it's the reason your website still isn't live, your inquiry response takes three hours to write, and you've been "almost ready" to raise your prices for six months?This episode is one of our most listened-to episodes ever, and we're bringing it back because summer is exactly when perfectionism tends to win. Busier schedules, less margin, more reasons to delay the thing you know you should do.Katy and I are both perfectionists. Different kinds, it turns out. And in this episode, we get honest about what that actually looks like in a real business and a real marriage, including how each type quietly sabotages your growth in ways you might not even recognize yet.If you've ever delayed a decision because the timing wasn't perfect, or finished something only to immediately wonder if it was good enough, this one was made for you. You'll walk away with language for what's actually happening when you stall, overthink, or avoid, and a clearer picture of where your particular brand of perfectionism is costing you the most.Summer is short. Don't spend it stuck.
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  Handling Objections that Are NOT about Money 22.06.2026 29min

  Someone just pushed back on your price. Maybe they said they need to think about it. Maybe they told you they found someone cheaper. Maybe they went quiet.And just like that, your stomach dropped.That reaction is not a weakness. It's your brain doing exactly what it was designed to do. The problem is, a brain in fight-or-flight mode is a terrible negotiator. And if you don't know what's actually driving the objection, you're just guessing at the solution.In today's episode, Katy and I are getting into objection handling: how different buyer types push back, why "it's too expensive" is almost never the real issue, and a simple protocol you can run through every time a deal starts to wobble.If you freeze up, cave too fast, or just don't know what to say when someone questions your price, this is the episode you've been waiting for. You'll walk away with a repeatable framework and the language to use it.Now let's talk about what they're really trying to tell you.
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  The Profitability Audit: Are You Making Money or Just Staying Busy? 15.06.2026 26min

  Peak season is here for many in the wedding industry. You're busy, you're booked, and you're making money.But busy and profitable aren't the same thing. And most wedding pros won't figure that out until they're burned out in October, looking back at a packed calendar and wondering why they feel so broke.Here's what nobody talks about: 80% of the things you spend your time on probably generate about 20% of your results. That's not a mindset problem. That's the Pareto Principle, and it's playing out in your business right now whether you know it or not.In today's episode, Katy and I are walking through how to run a quick profit audit on your time and your services so you can stop spending 95 cents to make a dollar.If you've ever had a full calendar and a thin margin, this one is going to sting a little — in the best way. You'll walk away knowing exactly which services to double down on, which ones to quietly kill, and how to stop letting sunk cost keep you stuck.Let's make sure your busy season actually pays off.
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  The Upsell Conversation: Adding Value After They've Already booked 08.06.2026 27min

  Your clients already said yes. They signed the contract, they're on the books, and you're doing the work.But here's what most wedding pros leave on the table: the money that was never in the contract to begin with.We're not talking about squeezing clients or tacking on fees they didn't ask for. We're talking about the stuff they genuinely need and haven't thought to ask for yet. The rehearsal dinner without a plan. The day-of paper goods they assumed they'd DIY. The album they haven't considered ordering. Couples walk into a wedding without knowing what they'll need on the other end of it. That gap is your opportunity.In today's episode, Katy and I are breaking down how to ethically grow your revenue with clients who are already on your roster, where those conversations happen in the client journey, and how to bring up an upsell without sounding like you're fishing for more money.If your average booking feels like a ceiling instead of a starting point, this one's for you. You'll walk away with a practical framework for identifying upsell moments, and the language to make those conversations feel helpful instead of pushy.There's more revenue in your current client list than you think. Let's go find it.
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  The 90-Day Sprint: Planning Quarters to Get Sh*t Done 01.06.2026 18min

  Your January goals called. They want to know if you're coming back.Mid-year is when most wedding pros quietly abandon the plan and go into reactive mode until the holidays. In this episode, Sam and Katy make the case for 90-day sprints over annual goals, and why right now, in the middle of busy season, is the best time to plan your next quarter. They break down how to pick the right priorities, how to build projects your brain can actually execute, and how getting one extra planning cycle done per year compounds into a serious competitive advantage.You'll learn:Why annual goals fail and what a 90-day sprint does differentlyHow to narrow your focus to the one or two things that actually move the needleWhat breaking a project down to its smallest tasks does for follow-throughWhy the vendors pulling ahead right now are planning while everyone else is just surviving
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  The Client Experience Map: Touchpoints That Create Raving Fans 25.05.2026 29min

  Most wedding vendors think the job starts and ends on the wedding day. Your clients disagree.In this episode, Sam and Katy walk through the full client journey, from the moment a couple signs a contract to long after the wedding is over. They cover what clients actually need at each stage, why so many vendors lose the plot between booking and the big day, and how small gestures at the right moments turn one-time clients into people who talk about you for years.You'll learn:Why the welcome experience right after booking is your biggest missed opportunityHow to anticipate client needs before they even think to askWhat separates a three-star client experience from a five-star oneHow the post-wedding touchpoint drives referrals more than almost anything else
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  Energy Management for Wedding Season: Protecting Your Peak Performance 18.05.2026 32min

  Peak season has a way of grinding people down. Not dramatically, but slowly, week by week, until you hit November running on empty and wondering why you do this.In this episode, Sam and Katy talk through four categories of energy — physical, mental, emotional, and spiritual — and what it actually takes to protect each one across a full busy season. Sleep, hydration, client boundaries, scheduling buffers, letting go of outcomes you can't control…all contribute to preventing burnout.You'll learn:How your physical habits directly determine how much mental energy you have at workWhat smart scheduling boundaries look like before busy season locks inWhy emotional over-investment in clients quietly drains you and how to manage itHow recovery rituals at the end of a long day change everything
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  Decision Fatigue: Why You're Exhausted and How to Fix It 11.05.2026 33min

  Decision fatigue is real, and it hits wedding solopreneurs hard.In this episode, Sam and Katy talk about why running a solo wedding business is so mentally exhausting — and it's not just the hours. When you're the CEO, the creative director, the accountant, and the marketing team all at once, every role brings its own set of decisions. Add constant task-switching and you've got a compounding mental load that drains your energy before the day is half over.You'll learn:Why decision fatigue hits wedding solopreneurs harder than mostHow to recognize it before it starts affecting your work and your salesWhat batching your tasks does to your brain — and why it worksHow to use AI, systems, and environment design to protect your mental energy
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  Client Case Study: Chris J. Evans 04.05.2026 55min

  Has your business stopped working but you're not sure why? The leads dried up. The inquiries don't convert. You're working harder than ever but booking less.Chris J Evans knows that feeling. He went from triple-digit wedding volume in Hawaii to a complete business standstill. Instead of blaming the market, he rebuilt with small changes that had a big impact and this episode walks through exactly how he did it.You'll learn:Why adapting your portfolio to show risk instead of safe work attracts better clients How to diagnose when your business model has stopped working (and what to do about it)The specific positioning shift that took Chris from stuck to fully booked with luxury destination weddings Why taking ownership of your business problems is the only way forward when the market shifts
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  Saying "No" Without Guilt: Boundary-Setting for People Pleasers 27.04.2026 28min

  You said yes again, even though you knew it was a bad idea. Now you're overextended, resentful, and wondering why you keep doing this to yourself. In this episode, Sam and Katy get real about people pleasing in a hospitality-driven industry, why setting boundaries feels so hard, and how to say no without the guilt spiral that usually follows.You'll learn:Why wedding pros are especially prone to codependent people pleasing patternsHow to say yes with conditions instead of just caving completelyThe bigger, better offer strategy that helps you focus on what you gain
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  Decision-Making Timelines: Why Some Couples Book Fast and Others Ghost 20.04.2026 31min

  You nailed the discovery call, the chemistry was there, they loved your work, and then crickets. Or maybe they're still texting back, but it's been three weeks and you still don't have a deposit. In this episode, Sam and Katy unpack why some couples book in 48 hours while others take two months, and how to manage your own anxiety when the sale drags on longer than you'd like.You'll learn:Why booking speed has nothing to do with your sales skills or their interestThe psychology behind maximizers versus satisficers and how they decide differentlyHow to remove friction points and use micro-commitments to speed things upWhy 3 to 7 follow-ups is the right range before you cross into annoying