Casey Jourdan Boss Lady Central

How This Purple Heart Recipient Is Building an Empire, One Entrepreneur at a Time

Posted on Posted in Blog, Sassy Girl Spotlight

Being an entrepreneur is not for the faint of heart. Running a business, doing the books, creating content, recording a podcast and coaching her clients are just a few things that are part of this Sassy Girl Entrepreneurs day.

From an attack in Iraq to her struggle with IVF, Casey shares with us how these circumstances have only fueled her fire to build an empire and help others do the same.

Can you tell me a little about Boss Lady Central?

Boss Lady Central is your one-stop shop for accountability and strategy coaching for your business. I work one-on-one with women who run online businesses to help them get more done in less time and with less stress so they can spend more time with their clients and changing lives.

Have you always been an entrepreneur?

Totally! I started my first business when I was 16. It was a web design business, back when people still knew how to use the yellow pages and not everyone had a website. I went around to businesses in town and pitched them on a one or two-page “business card” on the internet.

Which part of entrepreneurship do you enjoy most?

I love teaching and coaching, especially that moment when I can see something click for a client. When we come up with a new strategy and I can see the stress melt out of their shoulders. When I can hear the excitement pick back up in their voice. I live for those moments.

What made you decide to launch your Boss Lady Central?

Boss Lady Central originally came to me about 2 years ago. I bought the domain and started planning, but I was also in the midst of infertility treatments and often felt awful from that process and was very unsure where our future would land so I stop working on it and put BLC on the back burner for the next couples years. The original idea was how-to’s for all the major software online businesses use, as well as comparisons and reviews. Much more a technical resource, I had zero intention of coaching. 

Over the course of the two years while the idea was on hold it kept creeping into my brain and I kept pushing it back. I was stuck in this life limbo during infertility treatments but knew someday I’d start another business. After two years of multiple rounds of IVF and multiple miscarriages, my husband and I made the difficult decision to stop treatment and move forward in life childfree. 

I took some time to grieve and heal (physically and emotionally) after our last miscarriage and our decision to stop. Through this time Boss Lady Central kept coming to mind. I knew I didn’t want to go back to a 9-5 job, I had to do my own thing but I wasn’t 100% sure what that was going to be. I was listening to an episode of Pat Flynn’s podcast Smart Passive Income when it hit me. I don’t even remember exactly what he said but I remember that being the moment it clicks that I HAD to revive BLC, but as a business coaching practice not as the original idea. 

The first chance I had to sit down after that moment I started pouring ideas on to paper and BLC was born. Boss Lady Central is more than “just” a business for me. As I continue to grieve not having kids and making new life plans I’ve become so excited about the possibilities. I want to help as many women as I can to find success in their business. I’ve decided that if I can’t raise a kid I’ll raise an empire. 

What obstacles did you face when you first launched?

Messaging and clarity in my offers have been tricky for me. I have so many ideas but I know starting out I need to be clear and focused. 

How long ago did you launch?

BLC has been up and running since January 2019. 

I saw you were a Purple Heart recipient. Thank you for your service and sacrifice. Can you share a little about your military background?

I enlisted in the Montana Army National Guard as Military Police when I was 17 years old, just before my senior year of high school and 2 months before the 9/11 terrorist attacks. After finishing high school and my military schools I deployed for a little over a year to Baghdad, Iraq. I worked as a turret gunner doing convoy security. I was wounded April 13th 2004 when an improvised explosive device (IED) hit our convoy. I sustained joint and nerve damage through my left shoulder, elbow, and wrist. And was later diagnosed with a traumatic brain injury (TBI) and post-traumatic stress (PTSD). 

Do you feel that your military experience helped you with your business today? If so, what components?

Absolutely. Because of the brain injury, I had to learn to read again, my memory is garbage when it use to be nearly photographic, I basically had to learn how to learn again. That has given me an incredibly unique perspective in problem-solving. Even 15 years after being wounded I’m still learning new tools and ways to adapt to my injuries. It’s taught me to really think outside the box in problem-solving and has given me a lot of strategies for tackling problems.

I also know that as scary and hard as building a business can be, it won’t kill me. I survived being blown up, I have recovered from some very deep and dark places physically and emotionally. It puts things into perspective. I know getting on stage to speak won’t kill me, doing an IG live is scary, but it won’t kill me. Whatever entrepreneurship throws at me I can find a way to handle it.

What do you see as the most common mistake with startups?

Taking on too much; too many offerings, too much learning, too many social media platforms, all of it. It creates this analysis paralysis and then either nothing gets done or everything is done sloppy and half way. We look at our idols (for me it’s Brooke Castillo and James Wedmore) and they seem to do all the things and be all the places. We feel like we have to emulate that to be successful, and we end up burnt out, overwhelmed, and not showing up in our business. We forget they have years of experience, they have teams helping them, we (often) don’t. 

Start simple. Only one offer or service. Two social media platforms. That’s it. Master those, then you can add more.

What do you think it takes to be an entrepreneur?

Tenacity and heart. You have to have the passion for whatever it is you offer. You also have to be willing to fail, fall down, get knocked down, get buried, and always be willing to shake it off, learn the lesson, and try again. Being a successful entrepreneur isn’t for the faint of heart.

What’s the best part of what you do?

Connecting with others. Whether it’s a client call or talking to people from the audience after a speaking event, I love seeing, hearing, and feeling that connection to other women. To know I made a difference in their life and in their business is the best.

What’s the most challenging part of what you do?

Sometimes it’s creating content, editing podcasts, balancing the books, just the business side of business. It has to happen but somedays it’s like pulling teeth to get myself to sit down and do it.

What does your typical day look like?

Ha! I don’t know that I have a typical day. Most days I’m up around 5:30 (thanks to our 6-month-old puppy…). I spend a little time with coffee, social media, and the dogs before heading into the office. From there my days are a mix of client calls, podcast interviews, and content work. I always make time for fetch with the dogs throughout the day. I try to fit in a workout (Crossfit, boot camp, or a run). 

Things ebb and flow in all businesses. I spent the last month working long days to get my new podcast, Steady She Grows, launched. Now that the show is up and running I’m slowing down a bit and taking afternoons and Fridays off so I can enjoy lounging with the dogs or doing a bit of woodworking. 

What advice would you give to someone who wanted to launch a business?

Ask for help. Courses are great but they’ll only get you so far. For the basics and to create a foundation of where you want to start taking some courses. But then hire a coach, find a mentor, or link up with a biz bestie. There’s nothing that can replace having a real person help you create a roadmap for the beginning stages of your business. And stay simple! One offering and two social media platforms to start out. 

What is your favorite social media platform and why?

I love Instagram. The feed lets me be a bit more polished and curated. The stories let me share more of the cuff and behind the scenes. Lives and IGTV let me get deeper into topics. And it’s easier to cultivate the community you want. It just feels less chaotic and dramatic then Facebook these days. Also, the DMs allow for a get place to start to connect with people. 

Ways to connect with Casey: 

Website: www.bossladycentral.com

Instagram: www.instagram.com/bossladycentral

Podcast: Steady She Grows on iTunes, Stitcher, Spotify, and anywhere else you listen to your favorite shows

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