The Floral CEO

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Hello flower friends. This is Jen and we're gonna talk about goals today because honestly, I have felt like so many of my goals, so many of my milestones, so many big fucking things have happened lately. One. The farm has happened, and today I had a special flower friend come down and they just like being on the farm.

It's calming, it's, it's very serene and I, I mean, I love being here. Uh, there's it's magical. I think that, that sounds weird, but. What's interesting is she actually brought me this very cute little plaque and it says Everything is figureoutable, and it is something that I have said for years. Marie Forleo wrote a book basically that everything is figureoutable a while ago, and I have always had that attitude that whatever it is, and part of that, I mean.

There's a lot of not so great moments in from my parents, but my mom could figure out anything. She general contracted two houses. She, she did so many things that, I mean, everything was figureoutable. And she said to me today, she goes like, Jen, you said you wanted this farm. For, like that was a goal and you made it happen.

And I had another one of those moments that on Friday night we came home and I had a big dream, a big goal that I wanted my children to experience things that I did when I lived on a farm, when I was little. And that moment happened. That goal, that dream. I wanted a baby goat to be born on my farm and for my children to see like everything that that happened and we missed it because we were up at, uh, the old house getting things and we drove in and there was a baby goat in the pasture.

And yes, I made that goal happen because I actively sought out. Buying a pregnant goat. And then of course, like the, there was some issues and some complications. So I have milked a goat this week because I was trying to help her ma her bag fill in, and I taught my son how to milk a goat. Like all of these things, all of these goals that I had thought about are happening with my business.

I'm putting together and I actually change the date because I had a few people not available and I will be launching within the next probably 10 days tickets. I'm having my first farm workshop. On September 21st through the 23rd, and you have the option to glamp on my farm to do chores with me.

We're gonna make beautiful steel life. We're gonna make the most epic tablescape and installations. We're gonna make a piano installation. We're gonna make donkey beer, barrel flower baskets. We're like, we're gonna have a full style shoot. Like all the things are happening. And this is a goal that I have dreamt about.

I've dreamt about having people and I know don't know why getting on airplanes and coming here was part of that, but people getting on an airplane and flying to my farm to have this magical experience, to experience what I feel to connect with themself. To feel the calm, to reignite their creativity, to feel connected with community and just be still and like soak in that this can be your life.

My life is getting up and doing chores now. My life is making sure that I'm home to do chores at night, um, or somebody else has to do them. But I like doing them. My life is. Putting together my floral studio and it's it like I'm in my upstairs studio loft that I am going to make in. So another goal, I want people to come to the farm and I'm gonna get like a hide to bed couch and I have a shower up in my studio.

These are all things that I dreamt about that were goals and I put into motion. When you make a goal, a lot of times you just mentally shut yourself down because that goal doesn't feel doable. Like how, who am I to do that? And those are things that I thought of. I used to think, who am I to be a floral educator?

Who am I to do big weddings? Who am I to own a farm and do all these things? Like that's unrealistic.

It's unrealistic to wanna have alpacas. It's unrealistic to want to have baby goats. Like, why would you do that? Why the fuck not? I want joy. I want happiness, and I am positive that you want that too. And honestly, you deserve that. I for so long. Didn't feel like I deserved to be like, this is the life I want.

This is the life that I deserve. This is the life my children deserve. And that doesn't mean to need to be what my vision is. That could be you wanna get your I, it was a big thing. I wanted to get my kid off the bus. I wanted to get little Bodhi off the bus. Having the ability to do that. When I quit my corporate job, I had this vision that I was gonna be able to get him off the bus and that that was just gonna be like a thing.

And now I've had the vision, like the dogs are gonna come down and get him off the bus with me. Or maybe even goat. The Goat Lucky 'cause, lucky acts like a dog and he goes and wanders everywhere. Or maybe baby Clover, our new baby goat. Maybe he'll follow us around. Like you can redefine your goals, you can redefine what you want to happen, but you need to have an action plan.

You need to, for one, know that it is possible, and if you don't like, it's not gonna happen. If you are saying verbally that it's not going to happen. That is only 10% of what's going on in your mind. So that 90% in your subconscious brain is really telling you this ain't happening. So really start to have some belief in this can happen.

You can have all of these things. You can have this dream business, you can grow to leave your corporate job. You can grow to be the mother that you want and have this business that supports that. So first thing is you need to zoom out. If you had a magic wand for your business, what would that headline you want to read one year from now?

So if it is, I would like to do more weddings. That is not defined enough and that is often what I hear. Uh, girls in my mastermind, girls that I've coached, like that's. What they say because like it's so hard to think granular. I want my business to make X amount of money to pay me X amount of money and I want to do this type of work.

When you get so clear, so laser focused on what the end goal is, you start visualizing it. You could like this farm. Some, I mean, even some of the weddings that I've done, like I had this huge event I think it was a couple months ago now. That was really last minute, but right when she told me about it, like I'd visualized what this whole event was going to be.

That it was gonna be this like lavender perfection, that it was going to look upscale and beautiful and like just all the things. So I visualized what that event was, and it had like, I think it was 40 some tables. It was huge, and it was like within two weeks we're pulling this thing off because whoever was the planner before.

Failed. And then it I had a workshop that week. Oh, so it was in March, so a couple, um, three months ago now. So it was the week of my installation rockstar workshop as well. So it was just like a lot of things. And then we got a snowstorm with a foot of snow and just all the things, but like that day. At the end when we're getting like at all the finishing touches, I'm really trying to take time to reflect.

Like this was one of my biggest events that I had pulled off. I think it was 38,500 or something, and that was a moment of appreciation. That all that hard work, all that goal setting that I have done to grow my business, all of these little minor things that I've done to get momentum happened. And they can happen for you.

What do you dream about? How can you make that into a smart goal? Vague. I want to book more weddings. A really true goal. I wanna book 25 Weddings averaging $4,000 by May 1st, 2026, then going okay. What is a statement that you can read to yourself or a post-it note that you post that anytime that utter determination, and I am going to annihilate this goal.

Waivers. So with the, like, when things feel tough, like I always say to myself, I am unstoppable. I am a badass. I accomplish every goal I set out to do. If you keep saying that to yourself, you are going to start taking action in a direction that supports that. If you start saying like, I am gonna try, I'm gonna try, but not have a plan.

And that's where smart goals come in. Smart goals are specific, measurable, achievable, relevant. And time bound. You'll notice in that statement that was measurable, specific you like, I would feel that that's very achievable. It's very relevant to you what you want. I am not saying I really want to go and do some random, crazy thing that's not relevant.

Like I really wanna go buy a Cadillac Escalade. Like I have no desire to do that. It's not really relevant. Maybe, I think, I actually don't even think Cadillac Escalades are cool. Like, not my jam. Like I would love to buy a new green minivan because I've been driving so much lately. You guys like, uh, it's just crazy.

And I would just love to have a Green Goddess fan in green. But if I said. Like for one that's not really on the radar of a goal. So like that is not relevant because it's not something that like underlining like deep in my purpose, deep in my soul that I. Is what I that I want. Like, it's not important.

So it needs to be something that's like really relevant to what you wanna accomplish. And then having that timeframe in our floral CEO Mastermind, like every week we're talking about what are your goals for the week, what do you wanna accomplish? And then did you accomplish it? Getting that accountability and roping someone in.

So that you have that accountability. 'cause accountability is everything. You can have accountability with your best friend. You can have an accountability with the business bestie. You can have accountability with your partner, but having that accountability is invaluable. And if you really need some accountability, come check out the floral CEO Mastermind at the floral the floral hustle.com/mastermind because it is amazing.

All right, so that sentence could be like, your why, you know, that I want to make a better life for my children. And so my goal is growing, um, my business to a point that really allows me to you know, be the mother that I want, and. Be this business owner and be the CEO in my business that I want. So I, I mean, if you guys need a little cheer on, DM me on Instagram and tell me what your smart goal is and why, and I would love to cheer you on because I feel like for I am all about community over competition and I am all about you guys winning.

I want you to win. I wanna support you. I wanna hear from you. And if you're struggling with, how do I make this achievable? Like it, everything is figureoutable. All right? Then I have talked about this. I've done episodes on Trello. Make this thing into such a bite size moment that. You can take this goal and chip away at it.

I, I call it like you're chipping away. Um, they're in CrossFit, which you guys all know I do. There are these chipper, wads, wads or workout of the day that basically you're just like repeating a bunch of fricking things and you're chipping away, and they're usually really big numbers. And I am a huge, I, I mean, I know that chipping away at your goals works because consistency and showing up.

Supporting your business in a way, it always, it always pans out. I'm just telling you every time, if you're consistently doing anything, it's going to pan out. So what could you do in the next 30 minutes? I see so many people that there, it's like all or nothing. Like if I can't do all of this shit like I am, I am not accomplishing anything.

But what if you drafted one IG reel? What if you went and sent one email to a venue coordinator or a new a planner that you saw on Instagram that looks like they would be fun? What if you mapped out what your new a la carte floral menu is gonna be? What if you mapped out what a generic recipe would be and then.

Even lower, like maybe that seemed crazy. Why don't you even just pre-write a little script that you could send a planner or you could send a venue coordinator? What if you could be like, okay, I'm gonna just map out the color palettes I wanna offer in my a la carte flowers program. I want to get one page done in my brochure.

Big co goals need baby steps. They need to be visible, and if you've listened to my episodes about using Trello, you can take any big goal and break that down into bite-sized pieces. Right now I'm working on something big with the podcast and I literally have so many different boards with all the different components that takes Every time I host a workshop, you guys like that has so many different pieces to it and all of it is documented.

It's crazy. So that is totally something that you can use as a free tool because you can use up to 10 boards for free. Of course, they wanna upgrade you, but up to 10 boards for free, and you could have your own project management software. You can do weddings and plan out a big wedding. You could do goal planning, you could break any big project down like redoing your website, whatever it is.

Then. When you're working on something and you're not getting momentum, like just ask yourself some questions like, okay, what is working? What isn't working towards this? Where am I getting stuck? What feels clunky? What is the next 30 minute test I can do in this? And then you can use your Google Doc I or a Google Doc to keep track of this or Trello.

I love in Trello. I can drag the card over to the next. File that I'm done with, something that I accomplished it. That feels really good to me. So hopefully that will feel good to you. And it's a tool that you can use because you, any little thing that makes you more progressive, use it if, if Post-it notes work for you.

If using pen and paper works for you, whatever it is, figure out a way to make. Achieving things and even map out how can I celebrate this when I have you know, like all the big goals that we're talking about. One of the big goals was, um, about three years ago to start the Minnesota Floral Collective Then.

My husband, like totally was cheering me on and I launched it and I did all that and I then I got up to like 500 members in it in the Facebook group. And then it was like, I wanna do my next big goal having a workshop again. I had visualized this workshop, I had visualized standing in front of all of these people and saying, community over competition is alive and well in Minnesota we have.

So much community here in Minnesota and I was part of the conduit for that because that was a goal. I didn't like how it felt when I went to the wholesaler and everybody had resting florist bitch face, like it felt like everybody was like needles and daggers and it was florist, mean girls edition. And I'm like, this doesn't need to be this way.

And you can be the conduit for change on anything. I have a good friend that is trying to bring more like direct to florist resources from a locally grown standpoint, and she's building a new venue right now to create more opportunities for people to have a venue to actually so many big goals and chipping away at them like a boss.

You can do that too. Any big goal is figureoutable, and if you are having a hard time and you need support, the floral CEO Mastermind is there for you. You can check the show notes or go to the floral hustle.com/mastermind chat. GT can help you figure out so much. It is. You should see my chat, GPT, you guys, I'll just, I'll actually, I'll put it up.

I'm looking for names of my workshop. Um, because it's gonna have like a farm to table theme. We're gonna have a fresh veggie towers and artichoke as long as artichokes are available. Of course. Otherwise we'll have tomatoes taper candle holders and just all these things. Um, one of my kitties had, um, we got some barn cats this week from my neighbor, and they're all really small, but their eyes just are not very clear and have like just.

So I'm, I took a picture and I uploaded it and it told me three different things that it thought could be wrong with it. Honestly, my alpaca was choking this week, and so I asked chat GPD afterwards. I should have asked it beforehand, but I kind of naturally just had instinct on figuring this out. And it explained how to give an alpaca the Heimlich maneuver.

I kind of did it right. I didn't, I did it from the side and I should have like went and basically went around them. But like anything is figureoutable in this. I have figured out how to write emails back to people saying I'm not interested in their wedding because of whatever reason I have. One of my friends has a quail that she found in a parking lot with this wings clipped. I was like, can it live with chickens? And like chat, GBT tells you all about it. So whatever you are trying to figure out, chat GBT could be a huge resource. In simplifying this, if you're looking at creating scripts for communication to streamline your communication pro process, if you're looking to write an email that just wows a planner and.

They wanna meet with you and get to know you. If you are looking for 10 ways to grow your business and you just kind of dump out and say what you're doing right now, give me a marketing plan that will help me accomplish this. Like it is such an amazing tool. So how can you make little wood chipping, chipping away at those goals?

How can you start to visualize your goals? How can you start to feel your goals? Because what would it feel like if in a year from now, that big goal that you had of getting to 25 weddings at $4,000 a wedding? You can get 25 weddings at like $250, or you can get 25 weddings that you're giving away the flowers.

That's not what you wanted. You want 25 $4,000 weddings by May, 2026. How would it feel next May if you got to that goal for one that's a hundred thousand dollars in revenue, chaching, how would that make you feel? What would a hundred thousand dollars do? And then you ended up netting out, let's just say 50,000 and you made $50,000, or even if you netted out 35%, wouldn't that, what would that be like?

How would that change things if you had an extra 35 to 50,000 thousand dollars? And then you were with your children and being the mother that you wanted, or you started to get to, just do things that made you happier because you have this income and you're building this business. I mean, you could build it to a business that you getting to.

I mean, last week I think I had $7,500 or no, seven. 8,200, something like that in weddings. And I made bridal bow case too, so my team supported me and did all that. Like how could you get to that point? That you get to do the fun stuff. Like I get to, I set it up and I did all that. I did, uh, some garlands on, a beam and put some cascading greens down and, you know, all of the things.

But the majority I, I literally made in my studio, I made the bridal bow case and that was it. So. Maybe that's where you wanna be. 'cause that's where I wanna be right now. I wanna make cool shit. I wanna do weddings that are fun and inspiring, that build my brand and build my business. But I wanna have time to snuggle my baby goat.

I don't wanna have time to talk to you guys. I wanna have time to coach people to build a business and a life they love. So. I chipped away at those goals. I need to find the right people, the right team to make that happen. And like coming down here and working on my farm, I'm very easy to work with.

Another key. If you wanna build a team like I am a coach, I help people, but I, I don't yell, I don't get mad, I don't get stressed. Everything is figureoutable. How can you make everything figureoutable in your life, in your business? In general, how could you make everything feel so much better? 'cause it can't.

Thank you so much for listening, flower Friend. I hope you have an amazing flower filled week, filled with joy, filled with opportunity, filled with hope. 📍 Whatever you are craving, and go get it.