Flow State Business

My Big Moves for 2025

• Ruby Lee

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Welcome to the first Flow State Business Podcast episode of 2025! I’ve missed you all so much, and I’m so happy to be back after taking a much-needed break. Spaciousness and clarity have been my themes as I stepped away to reset, reflect, and set the tone for what promises to be a powerful year ahead.

In this episode, I’m sharing the big shifts I’m making in my business this year, after nearly seven years as an entrepreneur. From evolving my offerings to stepping into new strategies, it’s all about embracing growth, alignment, and abundance. You’ll hear about the lessons I learned from 2024, the changes I’m making to my business model, and why I’m doubling down on LinkedIn as my top-of-funnel strategy.

I also reflect on the importance of letting go of what no longer serves, trusting the unknown, and how even the messy, challenging moments shape the most transformative outcomes. If you’re feeling ready for a shift or wondering where to expand next, this episode is for you.

Plus, I talk about what’s in store for the podcast this year—new themes, guest episodes, and an intentional focus on helping you create the most aligned business possible.

Let’s make 2025 a year of incredible growth, clarity, and success. Tune in, take what resonates, and let’s flow into this powerful new season together.


Hello, guys. Welcome back to the first 2025  Flow State business episode.  Wow. I have missed you all so much. I've missed sitting down at the podcast, Mike, but you know what? At the same time, I am so happy that I took a bit of a break and we all know that in Flow State, one of the things that really brings on epic flow is.

spaciousness of mind and clearing out the decision fatigue and giving yourself a lot of clearance to just be and to sit with the energy of clear, nothing else to do, clarity, and I think that's when your best years are really set up. We've done so much rushing around, especially towards the end of last year.

I mean, I'm not just talking about my personal experience, but I know a lot of you have really been in this like rush, you know, from one thing to the next. And you got to think about your dinners. You got to think about gifts. You've got to think about what to do with the kids. You've got to think about the business and how you're wrapping things up and your clients.

Oh, I know all of you have really enjoyed your break. And if you haven't yet been able to take one, I really hope that there is one on the very close horizon. So welcome back to the 2025 season of the Flow State Business Podcast. Many, many things have been ruminating and so much has just been sitting on the top of my heart.

I want to share a lot of what has come up around the clarity piece and some of the epic business changes that I am planning. Ever in the almost seven years, I have been an entrepreneur. This is crazy guys. Like I can't believe it. 2025 marks seven years full time in business.  I don't know even how that happened.

I still remember like it was yesterday when I  My corporate job. And I thought if I can make it work for the first year, I can make it work forever. And here we are seven years later, and I still feel like a baby entrepreneur and that I'm still beginning in many ways. And that's sort of the theme of today's episode, but at the same time, I feel so secure in my decisions and I feel so me with where we've landed in the business so far.

So seven years, multiple millions of dollars, almost 4 million now in revenue.  So many lessons. And I specifically want to talk about six big lessons from 2024 that is absolutely going to be shaping my success in 2025. And I want to let you know, I'm going to talk about it at a level on the podcast where, you know, it's conversational, it's chatty, the way that we always do things around here.

If you want the full insight. I have a  25 page PDF doc, and it's over 8, 000 words. Actually, let me have a look, because I've got it open at the moment. Let's do word count. 8, 822 words. There you go. And I pour out all of the insights from why I've made certain decisions, some of the key lessons around social media, for example.

What I'm doing with my funnels, what I'm doing with my team, what I'm doing with certain aspects of my business that I'm just not going to be doing in 2025. And there's screenshots and there's really, really big written insights. So it's 9 to get the PDF. It's going to be in the show notes. And typically this is only reserved for my high ticket mastermind clients.

After some time, you may not see this link anymore in the show notes, and that just means that it's returned back into my client vault, and The offer has disappeared. So please do grab it. I have had incredible feedback and we've had over a hundred people take up the PDF offer and I must've had 70 percent of them come back saying, wow, this is exactly what I needed to read because reading somebody else's account.

It's also going to reflect back certain aspects and different angles of business that you might not have thought of for yourself. And my hope is that it inspires you to be even more in alignment in the new year and to stop doing things the exact same way that you've done it all along. So enjoy that.

Uh, if you do want to grab it, like I said, this is going to be a pretty short video. More of a high level chat and just adding some color to it. So they do go really well together. You might want to get the PDF and then re listen to this episode. Perfect. Perfect. So. Let's get started. I'm fresh back from Hong Kong and it has been wild.

I've loved it. I took my nine year old son, obviously my hubby came along and we just had like a really solid eight day break just playing tourist. And oh my God, I went to Hong Kong when I was pregnant with Teddy. It was our baby moon and things were so different almost 10 years ago to today. Just having visited now, so much has changed and I can't even explain to you how culturally, uh, cool it was to just have that major.

180 from what we experienced, obviously in Australia every day to now being in China and Hong Kong, you know, being its own little like special region. I loved it, loved it. And it's just so quick and it's so fast there. And it truly is like a city that comes alive at night. So just the electric neon lights and everything was just so buzzy there.

And, oh my gosh, but I do really feel for them because their air quality is terrible and just their living conditions. Like, you know, when you're in a certain location, I do this anyway, I want to read about like local life and what it's really like to live there. And there were just some really, uh, hardened truths about living in Hong Kong that I hadn't realized before.

And yeah, it was crazy. So anyhow. Anytime I travel, I'm always so grateful to be back on Australian soil  because we truly are the lucky nation. And it's sort of a term that Aussies have always grown up with, like we're the lucky country. There's been songs and poems and all this stuff written about us being the lucky nation.

And I do feel that like, Coming home, there's something different. Like you hear the Qantas music. We always try and fly Qantas if we can. And there's this like song, it's like, we still call Australia home. I'm like, yes. Oh, so, so touching. So anyhow, this period of time has really helped me see a lot of stuff and we're still on the road for a little bit longer.

So, you know, we've been traveling now since we sold the house. My last podcast episode was about like how we're on the sea. Cool adventure, still on the adventure. It's just amazing to think it was only a few weeks ago. We had sold the house. We drove from Queensland to Melbourne, hung out with the family over Christmas, went to Hong Kong for New Year's, spent a week there.

We're back in Melbourne for the Australian Open Tennis, which I am a tennis lover. So I'm so excited to be in Grand Slam Energy. And then the plan is that we drive slowly back to the Gold Coast. We don't actually have a home to return to yet. So we'll see what comes up at this stage. We're going to lease something really amazing and then look for a place to buy throughout the year and see what comes up, not rush into things and have our home base on the Gold Coast.

I had a few people Confused about why I'm returning back to the Gold Coast. Like the plan was to always go back, but it's sort of this big adventure because we don't know what we're doing in terms of where we're living and how long we'll be away for, and then coming back for the school term and then traveling a lot more this year.

I just love that. Like I love the unknowing of life in this way. So I don't even know where we're going to head to after Melbourne. Probably stop somewhere like Canberra, which is our capital city, if you guys didn't know that. Um, a lot of people think it's Sydney or Melbourne, but going to Canberra, which is where Parliament House is, hang out there for a couple of days and just take it like, take a map and go, let's go there and point to different cities and country towns.

I just, I'm so ready for it. And all this being told to you and said, because I do find a lot of clarity in adventure because the possibilities are so much more open when.  You don't know literally what the day is going to bring you. And in that vein, when you start thinking about the business and planning things out, there's just such a coherence to it.

There's such like a connection to that energy of adventure and the energy of adventure in the business. And Oh my gosh, like I'm stoked that I get to have this life, that I get to have this business and I get to do what I do. And over the past six, almost seven years of running this business, I have truly learned that every single challenge.

Every pivot, every messy moment has really brought me to where I am now. And it's not easy being in those moments. Like it's never easy being in a conversation with a client who's unhappy. With your services. And it's not like you haven't tried. It just is a mismatch of energy. And those moments, they teach you so much about where you draw your boundaries and you know, how it got to the point where you were letting certain energies in through the business where you're like, Whoa, okay, I see that now.

Or moments when, you know, you totally underpriced yourself with something and you just know, you know, you know that you did that. And because of that, there's a bit of resentfulness or frustration or anger, and Wonder why you did it again, whatever the scenario is like through those ups and downs, the trusting that it all works out exactly as it's meant to couldn't show up more clearly, right?

Like, I'm sure we've all had our fair share of red flags and moments that make you pause and reassess. Like, what am I even doing with my life? Why am I even having this business? And yet we stick to it because we are insanely crazy people as entrepreneurs and we love to feel the pain  as well as being in this endless pursuit of effortlessness and ease.

But that dose of frustration, and let's be honest, from time to time, you know, there's a little ego bruising or whatnot. These are the most valuable teachers in shaping us to become the fullest version of ourselves. And this whole 2024 season, I feel has been such a massive teacher for me. And whilst I never ever want to revisit 2024 again, thank you very much, signing out officially.

I'm so happy that we had that year because I know 25 is really going to be about like major radical realignment. And the strategy must change. It has to change. You have to say goodbye to certain things. Otherwise, do you just want to rinse and repeat? The same thing again, for some of you, maybe, cause 2024 was amazing.

This episode is probably not going to be necessarily for you in one sense of like, let's rearrange some stuff. But I know for a lot of us, it's like, yep. Okay. So I know that this episode is going to be really cool. I've had individual conversations in the DMs, like Rooves, what are you doing this year?

What's different. So let's just throw it all into this big, long chat and it likely will be so. First episode of the year. Why not? And I'm going to kick off by sharing that I am definitely going to be doing less live coaching. This is kind of scary to talk about because I think, well, I know why the majority of My business over the last seven years has been 95 percent live coaching, live events, live freebies, live streams, just on various social media platforms, live podcasting, all the things.

And I have adored it. I am definitely a live type of gal, but I do know that there is something different that I'm meant to explore this year. That's not necessarily in the live energy time exchange arena.  And that is quite frankly, always scared the shit out of me. I've worked on this so many times over with my hypnotherapist and also just with, you know, healers and teachers and guides that I've had over the years around how I believe that most of my worth comes from being in the energy of live stuff and anything that's been prerecorded.

Anything that's been done before, I kind of have never fully been able to back that and sell that in a passive income example. And I know a lot of my peers are very okay with doing that, but not okay doing the live stream. So I'm the opposite. This year feels so refreshing and it feels easy for some reason.

I'm like, Oh yeah. Okay. So the 12 courses that I launched last year, they can all just now sit in passive funnels and. My job is not to have to reinvent the wheel. My job is just to promote them. And I have an epic LinkedIn course with 12 modules. My job is to promote that. And I have incredible bonuses that I've recorded as a result of, you know, the events that we've done, the free events that I've hosted every six weeks.

I've got so many of those. Like how many nuggets could I just like chop up and have, you know, like little videos that are going out all the time and working out how to put a certain clip into a certain funnel and having that convert to an amazing client. That's really where I'm headed this year. And that shift is so real.

Like, honestly, I know that I am going. to nail this one, but it's not going to be an overnight shift because that's silly. Like, I am a live, you know, high ticket gal and I am someone who. is constantly going to be earning in a way that feels exciting. And it would be silly of me just to be like, I'm going to cut off the high ticket source and only go to passive low ticket.

Like that's radical and not in a abundant way, at least for me. So it's not going to be an overnight shift, but I can already see my time with my clients evolving and it's going to move away, like. Maybe not 90 percent by the end of this year. Maybe it looks like 70 or 60 percent live and 40 percent passive.

And then the year after that 50 50. So we'll see  if there is going to be more evergreen formats inside of my business this year, which I think is actually going to serve. So many people because not everybody likes the live stream and not everybody can attend live and it ends up becoming a passive format anyway, you know, so these are all the reframes that I'm making in my world.

And I know that this is resonating with so many of you because I've had a ton of discussion around this as well, but my live interactions won't just like snap of the fingers disappear entirely. They're just taking on a new shape. And it's going to really feel, I think, like such an abundant move. Um, but over the years I have seen the emergence of growing ease and effortlessness in creating value without always needing to be on and how.

Selling courses and masterclasses, video tutorials, audio files, PDFs, et cetera, that gets to live beyond me being live. And it's so cool. Like I'm seeing how this has become a bigger and more natural part of my business. And there's just a sneaky feeling. There is a sneaky feeling that I cannot shake this year.

And that is that my income variation is going to completely shift rapidly upwards this year, but it's not going to come in the form of how I've made it in the past, i. e. live sessions. And that really excites me, but it also scares me because it's new. And it feels like this evolution of everything that I've built so far, like all the seven years, the culmination of all the lessons and all the.

major moments of feeling challenged, it's set me into this path of unbelievable alignment and intentional and abundant action. And it's sort of this like pathway into the unknown. So, you know, I want to stop and ask you, where are you being called towards that pathway of new and unknown? And it does scare the shit out of you.

But at the same time, the equal energy is like, yes, I think I'm meant to do that. Because the thing is, The beauty of any shift that you make isn't just in, you know, a short term experiment. It's in the scalability. You know that this is going to lift the lid and help you earn more, make more impact, create more freedom for yourself.

And it's how you also honor your energy in that decision that feels deeply serving to the greater vision that you have. So I'm, I'm excited, but I do want you to think about. Where is it that you're being called to expand next? Like it could be similar to mine, like a change in business model that not only supports more people, but supports you in ways that you've never allowed yourself to have before.

Or it could be something as simple as. that person you need to hire and you need to take that risk and it's new and exciting and let's see where that goes. So, like I said, there's a lot more about these shifts and the lessons inside of the 25 page PDF. The playbook is what I call it. And, um, it's also where I just will reflect on the lessons.

everything that I've learned and what I'm planning to do in 2025. I think you're just going to love it. And it's only 9. Like it's such a good read. And I'm just so excited to share so much more with you in there as well, because talking about it, we could be here literally forever. Okay. So That's one of the big things and actually inside of that I discuss, uh, why I'm saying goodbye to a year long low cost membership model.

So I have a, uh, a membership called the Daily Flow Membership. To be honest, I have, I'm very excited to finish it up, not because I don't love everyone that's in it. I absolutely have. I've served them. For those of you that are in the membership and you've been in there the entire time. Everyone in there who's been in there the entire time has had 12 courses delivered to them for 97 a month.

And honestly, when I created that, I honestly was like, this is a genius move because the economy felt really shaky. I wanted to create something that was very accessible, but you know, like as the months and months sort of rolled on, I just realized that It wasn't lighting me up the way that I thought it would.

And that real like joyful, spontaneous, impactful part of me felt very squared into the schedule that I had to meet the pressure of every month needing to create a new course whilst doing it. Drumming up the inspiration. Cause I really need to be inspired to make courses. And sometimes like, you just don't feel like it sometimes it's just like, it's not here and you don't want to force anything, but you know what the energy always pulled through, but I had to do a lot of work energetically conjuring up that level of vibration and meeting the need of the members on the inside.

So, you know, like financially, I'm not complaining financially. It did incredibly well. Like if I pull up. The finances finishing up in 2024, just scrolling through the document here. At the end of the year, we'll land at about 57, 000 in profit for this membership. So I can't complain. Like, honestly, this is nothing to sniff at.

It's been an incredible income source, but I just know that strategically, yeah, my headspace is in a very. Very different space. And the result of the whole low cost experience is incredible because I've got 12 courses net I'm so proud of. And not only did it elevate the experience of my members, I've learned a lot from them as well.

But guess what? Now I can put it into. incredible funnels. That's going to like, even the way I think about it now, it's like I got paid 57, 000 to create 12 courses that I'm going to put into a funnel. That's going to make me multiple millions. That is. Oh, that is a vibe, you know, that just feels so cool that I got paid to create and serve.

So big picture stuff, you know, if you ever get stuck in this right with like, Oh my gosh, why am I doing this? And it seems like no one's on the other side. I really encourage you to think bigger picture and to look at like, how is this going to serve the community? Me and others in the long run. And how can I make that revenue run a lot further than what I think it can because the belief system's blocking me and I'm not able to see that.

Right. So very cool. Another big move I've been making, and I'm surprised at how quickly this has actually rolled out, but  it's happening. Like this is the thing you make a decision  and surprise yourself with how quickly you can turn the ship around. So social media. And I would say, I don't know why it's taking me this long to realize this, but here we are  from 2018.

No, we'll go back a bit. I started my side hustle in 2015. Didn't quit my job till 2018, but full time in the business 2018 up until now, but from 2018 to 2024, a lot of my mindset around social media was to connect with an audience. in a very chummy way and show them my life and show them my cat and show them what I'm eating and  posting everyday stuff, whatever's coming to mind.

And I love that because there is that connection value. But what I'm saying here is almost like 99 percent of what I was doing on socials was that. And then 1 percent was like, By the way, I'm selling a mastermind or I've got this and that. And that worked. I mean, obviously like the business has grown the way it's grown and it's been amazing, but I have this mega realization that the reason why that's worked is because when I started the business, I was only on one platform for 100 days selling one consulting offer.

So that was LinkedIn, a hundred days posting on there selling LinkedIn personal branding. And I didn't really have, I didn't want to keep talking about the same thing over and over. So that's where a lot of the lifestyle stuff came in. And that's cool because like it built this really rich community of audience members that I know by name.

And you and I, like, if you're one of them, we have conversations, we live all around the world. And yet we feel like we know each other so well. I love that about the community. But in 2024, I started to realize like a lot of my buyers were the same buyers. A lot of my customers were the same and hey, like I'm so up for that.

Thank you so much customer lifetime value repeat buyer percentages off the scale. Unbelievable. If someone buys from me, there's a 60 percent chance they come back and buy from me again because my courses are amazing and the energy is high and all those things. But what I really suffer in 2024 was new client acquisition.

And just because we're going through a stage where we were, uh, nurturing a whole bunch of new people coming in from Facebook groups, for example, like thousands and thousands of new people that they weren't quite ready to buy yet. Now, I've had a big mentality shift and I'm like, the reason why that's happening is because I have this belief that I have to nurture them for years and years before they buy.

So based on that hypothesis, if all the new leads are coming in, in February.  you know, 2024,  they likely won't be buying until. I don't know, two years down the track, maybe 2026, 2027. No boy. No, like that doesn't work for me. So  I was like, how can I shift this mentality? And I started to use social media more as a conversion platform, getting people into the free stuff.

So I've loved the many chat strategy. If you haven't already seen, I've posted about nine different funnels using many chat. And I.  You know, just jumped into a whole heap of YouTube tutorials, to be honest. I used to outsource it. Now I'm like, no, I can learn it. And I did. I learned it. Still learning. Like I accidentally fucked something up this morning.

It went to the wrong link, but whatevs. Like I'm still learning, but it is brought in over a thousand new email leads and subscribers. There was a like incredible offer that I did for, um, a freebie. And then the 9 offer, the playbook that's sitting in the show notes. You wouldn't believe it. Like it's only been live for three days and it's made two and a half thousand USD just sitting there like DM me playbook, DM me playbook.

And obviously it's not just people buying the 9 offer. When you go through the funnel and you buy the 9 offer, you'll see the funnel. There's upsells and downsells and add ons and things like that. So, there it is. Like, I'm going to do more of that in 2025. It just feels so easy to be shifting our business, at least like at the top of funnel, in that way.

And it might not be for everybody, and like I said, I'm not going to just  Shift it a thousand percent straight away. And I'm never going to take away that lifestyle stuff. I'm never going to not share about what goes on in my life because I'm an oversharer, but just, you know, like Roobz, some of this needs to shift.

Like we're now going for a bigger, wider scalable audience. And what that means essentially from a marketing perspective is that I'm reaching a newer base, a colder audience. So they want to know value upfront. And then as you get to know them. and they get to know me, that's when you kind of want to know more about someone's life, right?

And you go deeper in that way. So again, I'm excited. I want to try it out. I want to see how we go, but so far the revenue has uplifted. All social media engagement actually went way up over Christmas and New Year's, which is so strange for me, usually because things go quiet. This is different and this just feels like, Oh my God, like it's working.

It's exciting. Um, one last thing that I will explain before you guys go and. Dive into all the goodies inside of the PDF.  I'm really going to make a concerted effort this year to focus on LinkedIn. So, you know how earlier I was talking about how I had the LinkedIn platform posted for a hundred days and sold LinkedIn brand boss.

If I go back to that year, that was the year that I made a hundred K in a hundred days. And then I went on to make my first seven figures in the first 777 days of my business. magical numbers, I know, but that was the model. So I am not necessarily going to just go back to that because things have matured and changed since then.

I've got so many things that I want to talk about, flow science, melding flow science with LinkedIn, but you are going to see a lot more of me talking about LinkedIn. And I'm not mad about that. And I know a lot of you are excited to learn about LinkedIn as a whole. And it is still such an anomaly for a lot of people.

I understand it like a second language. And even today I woke up and there were two high ticket leads just sitting in my inbox. And I had an inquiry to speak at an event. Someone saying, what are your speaker rates? So things like that. I'm ready to go. to go there as like a megawatt LinkedIn go to. And then how that's going to sit is, and I explain this in the PDF, is at the top of funnel.

It's all LinkedIn. It's a high skillset that I have. I always talk to my mastermind about this. Start with the highest skillset, most sought after skillset that you have at your top of funnel. And then as people come through, they'll be like, Oh my God, I want to learn about flow. Oh my goodness. She's got a mastermind made for six figure business owners.

Oh, she does a gathering for seven figure business owners. Once a year. So they'll still move into the places they want to move. But this means that I'm not needing to just promote everything all at once. It's just one thing, one way of moving through the business. And the 2025 vision for the Top of Funnel for me is that my goal is to turn that LinkedIn, um, Top of Funnel into a half a million dollar revenue stream.

So specifically like Looking at how at the top of funnel, it becomes really exciting for people to just say yes, easy yeses. And then the effortless client flow to set up like really simple ads and things like that. I think that is just so freaking exciting. Like I'm ready for that to be a really, really big part of how we do business.

And it just feels easier, like very, very easy for me to set this up because I've worked my way up to that. In the PDF as well, I have a screenshot of how much we've made from LinkedIn. Just, you'll see like the revenue, the rebills, the refunds that we've done as well, like basically like a full insight around the revenue stream there.

So looking at the numbers. LinkedIn has made its point so loud and clear, like over the past three launches, just this year alone, LinkedIn brought in 119, 000 USD organically, like no ads, I didn't even need to really shout it from the rooftops. And like, if I look at that, that's 12 percent of my annual revenue.

all from one strategy without trying. I need to make this a bigger thing, you know. So, anyhow, this conversation is going and going and going. I hope you've loved it. Like I said, there's so much more in the PDF, so please go and grab that. And I just wanted to give you a snippet of like, what's going on in my mind.

It's very strategic, this conversation, but I know you're here for it. You're up for it. I'm so pumped up for 2025. Like this year just feels powerful. Oh my God. I think I just landed on my word. Powerful.  I mentioned it on, um, Instagram. Like guys, I still haven't come up with my word. And as soon as I just said that I did a power pose and something just ran through my veins.

Whoa.  Wow. Thank you guys. Like I have found my word for 2025 powerful. I'm going to sit and ask my guides, like what that means exactly, but thank you. You didn't even do anything but listen, but thank you.  All right. Collective energy. I love you all so much. I hope you've enjoyed this episode, big 2025 goals, visionary, red flag strategies, how it's all coming together.

Please continue the conversation with me over on Instagram or on LinkedIn, wherever you and I usually chat, wherever you mostly hang out. I will see you for. The next week's episode, we actually have a guest episode. I'm so excited to kick off our first guest episode this year. We're going to have a theme running in the first three months of the podcast, which is going to be amazing for those of you who are wanting to take your high skill set and turn that into a personal brand business.

And if you're still working in corporate, if you're still, One foot in, one foot out, and you're not quite sure where you're at. There's this like three month focus that I'm going to be having on the podcast of helping really intelligent, high net worth individuals, or those that have been earning abundantly through other sources, but you can't earn in your business for whatever reason.

I'm going to bring on guests that can show you different angles of how that worked for them. So excited,  have the best rest of your day and don't forget, you can always follow the flow of what feels good. Love you all so much. So, so much big kisses and I'll catch you in the next episode.