Flow State Business

Flow Instinct: The Inner Compass That Built My Business

• Ruby Lee

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This episode is a big one.


Not because it’s packed with strategy, but because it’s a full circle moment.


After years of teaching flow, embodying flow, qualifying in it, and living it every day… I finally sat down to share what it really looks like behind the scenes. Not just the theory. The truth of how I built my business through it.


In this episode, I’m reflecting on the real difference between pushing and flowing, how I’ve created the most successful year in business yet, and why the instinct that got me here isn’t hustle, it’s something deeper.


We’re going beyond the content tips and tactics (even though those are powerful too) and into the heartbeat of how sustainable success actually feels.


  • Grab the Flow Success Instinct PDF and start rewiring your success instinct into something that feels aligned, spacious, and completely yours.
  • Connect with me on Instagram here.

 Guys, it's Monday morning. I'm sitting here with a cup of coffee in front of the microphone and just feeling so excited. Like I've just had an incredible weekend, very balanced with the family. I had a lovely long dinner with one of my besties last night. Oh my God. We had the best pastor of our lives.

And I don't know, it just feels like there is a lot of joy that's incoming and so much possibility, so much flow. I wanna share all of it with you. I wanna talk specifically, I wanna dedicate a whole episode around what Flow State has meant for me, almost. Gosh, two years after qualifying as a neuroscience performance coach focused on flow science and how I've applied it into my business, and also teaching it to my thousands of clients.

The things that I'm noticing day on day around how flow has become such a big part of who I am. It's not just a theory. I really, really feel in the last few years, the embodiment factor has become so much more real. And I wanna give you all the real time updates because do you know what you guys loved?

You've, you've actually really loved all the episodes I've made on social media. I did an episode last week on how to make social media feel profitable and easy again. I've done previous episodes on what I've done to switch my mentality around content and why I'm loving posting again, and I'm getting a lot of questions, you know, through Instagram after you guys listen, saying, yeah, like, okay, can you give me another strategy?

Or, I loved that operational tip that you gave, or, I love that tactical move and I feel like we need to swing it back into flow state territory because it would be. A complete mislead if I didn't say that. Why everything is working so well for me at the moment and why 2025 has been the best year in business I've ever had.

Ever. And I truly mean that is because there's a new instinct that has come through and it's not like. A strategy instinct, or it's not because I'm a great operator, because I miss a lot of things and it's not that, and we do things sometimes in a very messy, imperfect way, but it's because I know how to listen to my flow, and I know that's kind of intangible of sorts to talk about.

So I'm gonna do my best today to help you build a very aligned and successful and spacious business through understanding your success instinct. And. Honoring the flow and the flow is a rhythm. It's a knowing, and it's this full blown body hell yes. Around what content to make and you knowing that regardless of what you're putting out there, and content, by the way, is like social media content, but also the content that you're making for your products and your services, knowing that that's what you're meant to do beyond the strategy.

Right. Beyond what the industry standards are and what they're saying you need to do in order to be successful. And if it hasn't already become so blindingly obvious to you that a strategy only goes so far and if you are not taking care of your flow, it's not gonna land on fertile ground. It's literally gonna land on this place where you are forcing things to happen and you're pushing things to happen.

And maybe that's. Why it's been feeling so difficult for you this year, and if this is just the beginning of the thought process, if this is an expansion conversation that you've been craving to have with people, let's do it. Okay. So grab your cup or come go. You know, go for a drive and come hang out for a little bit because this is.

Truly something that I wish someone had sat down with me. We had this good old chat about why things are feeling so damn hard and they don't have to. Okay? So I don't know if you know this, but I used to be very, very much in my hustle energy. And when I say that, I don't mean to like make that energy look like a villain.

I actually really loved that era. It's. A very cool energy to be in because you've just kind of got this mindset on where it's like, right, we're gonna push, we're gonna do this. And you know, I built my brand from scratch. It was completely bootstrapped. I didn't have any investment into it. I didn't have any big mentors.

My parents weren't entrepreneurs. Like everything was self-taught and self learned. My first business was literally so much about the hustle and the urgency and the drive and like the needing to prove that this could be a success. So much so I literally called my business, own your hustle. Seriously. And you know, if I think back, I've made a few million dollars in business now, which I'm so proud of.

And if we break it down into millions, my first million dollars in revenue was doing a lot and it worked. So I'm not here to say. That hustling is bad and that it's awful. It worked. I proved it to myself that it worked, but if I'm really honest, I remember crossing over that seven figures and we're in this Airbnb because we were traveling at the time, and my husband said to me, oh my gosh, like we've passed seven figures.

Look at the p and l and. I literally cried because I thought to myself that was so hard. I'm so grateful, but I'm so hard. And it felt like I was constantly performing that I needed to always be on. And when I look back, I know that my first million came from sheer output, like coaching calls, content every day, long, long hours, massive, like calendar chaos.

And I just wore this badge. Of honor, so to speak, of being the hardest worker in the room. And it really left me very, very drained. And I just thought that that's just what it is. Like you've gotta push hard. You know, I, I was a Gary Vaynerchuk disciple, it was all about the hustle going for it, but something tweaked in sort of a very subtle way.

But I just thought to myself, I'm gonna make another million dollars. I know I am and I'm gonna make even greater impact. And that's when I started to come across flow. It came from. Just letting my, at first, my. Ideas breathe a little bit. I started to connect more with spirituality in business. I started to journal more.

I started to explore more to do with like somatic work. So hypnotherapy was a huge opener for me. My first ever hypnotherapist, her name was Tricia. She also became a client of mine and it was so beautiful. She was, I called her my abundance hypnotherapist. It was absolutely amazing. If you dig through the archives of this podcast, she's actually a guest on here.

Then I also hired my first kinesiologist and I worked with her for three years after that. Unbelievable. She's gone traveling. Now you guys, I feel naked without her, but she's done like the whole, you know, pack up in a van and travel thing, so I can't see her for a little bit. And I'm on the hunt for a new kinesiologist.

But anyhow, I started creating offers that felt like an extension of me. Okay. Like do your offers feel like an extension of you? That's an instinct, okay? That's something that a strategy or a trend or miles and miles of research cannot confirm, and that extension of you is so like it's sacral and it's this gut feeling, and you feel really good saying no to pressure and saying yes to your personal power.

So my second million dollars, it really came from trusting that I didn't have to push my way into expansion, and I loved it. That was unbelievable. It was so, you know, kind of coincide during COVID years. So a lot of people were online and I was just on fire and it was just so easy. It was like the easiest year to launch stuff and I had full, full programs.

Then came my third million. This is when I slipped back into force, I felt like I had to keep up with everything I'd created. The year before. The market had really shifted because people were coming outta the pandemic. People were getting back into, you know, the day-to-day stuff, and now I felt like I was at a level that I had to justify.

So much of my success, I had to prove that I deserved it. Like what else? I, oh my gosh. I definitely created way too many offers. I overscheduled myself. I got the shiny object syndrome. If you know human design, I'm a manifesting generator. This is definitely, I. Shiny object syndrome is one of our nemesis.

So energetically, that whole time that I was in the business, I felt tension and urgency and resentment. Not towards my clients, but just towards, I don't even know, just like how I'd gotten to the point that I'd gotten to. And I just remember thinking, no, this is it. And actually this is a culmination of everything up until even the end of last year where I'm like, rubes, you.

Went and qualified to become a flow science expert. You know the theory, you've read reams and reams of research on it. You've read all the books on flow and flow state. You've understood what athletes go through. You've understood what Fortune 500 CEOs do to stay on top of their game, but how are you embodying it?

How are you truly leading from that place? That's part of the journey. You know, like Yoga Masters will say that whilst you are on the Mastery journey, the master is also the teacher, and the teacher is also the learner or the student, and it's never ending. And I really feel like I've come to a place where I understand that now, like being a student of Flow, I.

Understanding like what the challenges are around swinging back into force because that's something that we're so comfortable with and it seems like the more reliable energy than flow, like really think about it when you felt like things aren't working out in the business, is your natural instinct to go, right, we need to launch this.

We need to put six pieces of content out a day. We need to relaunch the podcast. We need to collaborate more. We need to run ads, we need to build a better funnel. And that feels more comfortable because you're doing stuff that's tangible. How many of you can truly say that your instinct is not to go into the force, but instead to go into the flow?

And that part is so I get it. Like it's really, really hard to anchor to because it's something that's A, so fluid, and B, it requires so much more trusting in the process and in manifestation. The trusting in the process is so highly linked to the feeling. So the feeling is the secret. I'm sure we've heard that before.

And when you feel that you are safe and that it's okay to not have to rely so heavily on, you know, that real survival instinct and you feel safe regardless of whatever the outside world is telling you, that's when you know that your flow embodiment is really at an all time high. And I know, I know, I know some of you have really gotten there, like think about.

Moments in your life where you are just, you said things like, I don't know how I got here, but the doors just opened, or, that was actually a sheer miracle. I had no way of working out how to get from A to B, but something came along, a person came along, a resource came along and unlock something for me, and now I'm here.

So I know all of us have experienced that flow instinct, but we haven't yet developed the muscle to trust it as much as we do trust the force instinct. So this is the beginning of many conversations that we'll be having and this will become the result, like your end result is. I wanna hear you saying Rubes.

I listened to this episode and it woke me up. I've chosen for the next amount of money and impact and all the things, like the things that I want for my business and my life to be the easiest. It's like the easiest money I've ever made, the easiest impact I've ever made, and there's no forcing, there's no calendar madness, and you just feel like flow is your blueprint.

So if you are in, this is a massive, like introduction to a rewiring of sorts. And if you are here listening to this, leaning all the way in, you are in the right space. You are meant to hear these things. And if, even if it feels super uncomfortable right now, like your mind is going like, what is she talking about?

I, I get it, but how do I get there? Hang, hang with me. Hang with me. We're not gonna solve the whole thing on this episode, but my goal is that it's just going to get you really in a place where you are just like. I'm ready for this shift. It feels weird. I don't really know what you are asking me to do right now, but I know that my soul is screaming.

Yes. So here's what I know to be true. We have two instincts as human beings survival instinct. We know that very well. Very well. It says, play safe. Be safe. Don't make the moves that the tribe's gonna kick you out. Wait for the proof. Okay. Then we've got the flow instinct, or success instinct, and it says, this was always meant to be yours.

That trust is real. Move with conviction. Follow that divine nudge. Follow the thing that in your gut right now, you're like, I'm meant to shut that down and start this instead. I am meant to close off that friendship group and allow myself to recalibrate to a new frequency of networking and people, and it's like you just know that that's what you're meant to be doing.

You know that maybe even if you're like halfway through the middle of building out something and it doesn't feel good in your business and you've already hired some people to do that, and you're like, this feels wrong. That's the instinct. I used to override my success instinct all the time. I'd get a download for an offer and then immediately go into overthinking mode.

Oh my God, is this the right time? Is it gonna convert? What will they think? Like the example that comes to mind is way back when I started really delving into the world of spirituality and business and understanding something bigger than me. You know, you might call it God, you might call it universe, angels, guides.

I was very new to this, but. I had this huge download to create a course, and it was, oh my gosh, like I just remember thinking to myself, this is so nice. And it was all about spirituality and building a side hustle from a place of deeper connection with yourself, like this soul level work. And I had launched it, I called it the spiritual side hustler, by the way.

I launched it and within three hours I had. Put out the branding for it and I had created an image in Canva and I'd launched it to my Facebook group and to LinkedIn, and I think I just started Instagram at the time. Maybe like I had, I dunno, a hundred followers on there or something. I went live into my Facebook group and I really talked it up and it was, I was so in flow and I'm like, oh my gosh, I'm so excited.

I wanna show you all of my practices. I wanna show you what I'm journaling on. I'm gonna show you my new abundance crystals, like really cool stuff that I actually now use today as my grounding practices. Anyhow, and within three hours, I deleted all of my posts. I deleted that live stream. I just said, I'm not launching this, like it doesn't feel safe.

I've never seen someone launch spirituality course for side hustlers before. Oh my God. What was I thinking? That is so embarrassing. I hope no one saw that. Like, you know when you put something out there on socials and then you delete, it's like, I wonder how many people saw that. Hopefully it was like three people and we'll never talk about it again.

That's literally what I did, but I learned from that, you know, like that was me. Programmed into the survival instinct and not to the flow. And trusting that nowadays I don't care for anybody else's permission, like I just move when the idea lands, I move very fast. But that is a very, you know, constant observation that I get rubs like, you get an idea, it lands, and then you move so quickly.

And even, so look at the last six months of my business, I trusted that a $7 PDF, and a Google doc that I created. Last year, December the 20th, was the first time I'd sold. That first passive offer could absolutely change someone's life and create a hundred K month for me. So to me, the win-win was there.

Now on paper, it's not necessarily the most evidential thing. You would be probably calculating how many $7 PDFs do I need to sell? Do I have a big enough audience to get there? But it's not that because strategy wise, it's not just a $7 PDF, they go on and they buy the next thing and the next thing, and then they land in your Mastermind.

So again, flow isn't about doing nothing. It's about doing the right thing from the right energy. And you only if people don't understand flow. And this was me by the way, and so if you are here. You might be thinking, yeah, but she's still working really long hours. She's still dedicating her whole day to her business.

What is she talking about? That is how people may perceive it, but how you feel in it is time is expanding. Ideas are coming to you nonstop. You are on this highway of yes, yes, yes, yes. Green light, green lights, and that's why you're working so fast and that's why you go to bed thinking about the idea. You wake up ready to execute on it, and it doesn't feel like.

You are literally straining yourself to the point where you are about to snap. And I see that I work with a lot of clients who are like, rubes, I'm about to snap and this is why I need to understand flow better. So I wanna ask, let's stop for a reflection. Where in your business are you still operating from Survival Instinct?

Is there a launch that you're forcing? Is there a price that you're sticking to outta fear? Is there a part of you that's addicted to being so busy and you have nothing to show for it even when your soul is craving stillness? Last week, last Monday, actually, I couldn't get my ass. Sitting in my office, I was just like, I cannot deal, like, I do not wanna be in front of a screen today.

I do not wanna be hooked up to microphones and shining bright lights when I'm recording stuff. And I just didn't, I did not work the whole day. And even though the back of my mind, like the brain's a very, you know, interesting creature on its own, do this, do this, do this task list checklist. I'm just like, I'll get to it.

And it got to 4:00 PM. After I picked up my son from school, I'm like, I'm ready to work now. And you know, every Monday I drop my son off at soccer training and I sit in the car and his trainings go for like an hour and a half and I set up my little car office and I smashed out a 90 minute flow session.

I got so much done between four o'clock and five 30. It was unbelievable. I got everything that I needed to have gotten done, done, and that is where I honored the stillness of the day. Over the hustle of the day. Okay? So take a big, deep breath. Whatever answers have come up, just let that land. You definitely don't have to fix it all today, but even just noticing it, that's everything.

All right? I'm gonna end with a little example of how I build my business and my offers now. Just so that you've got something to take away with you of like, I'm starting to understand the concept, but how is it applied? So a few months ago, I was sitting on the beach after journaling something I love doing.

I'm so lucky. I live like a hundred steps away from the beach and my entire low ticket flow. Landed with me, like start to finish. I could see the pricing, I could see the upsells, I could see the bumps, I could see the name. I could feel the energy of success around this diagram that I had drawn in my journal.

So instead of what I would've naturally done, maybe even a year ago when I had a much bigger team, I would've run it past the team called a Zoom meeting, mapped it out on some flowchart, and maybe like got someone in to do the branding. I would've got the team to put that into some sort of social media content calendar to warm up the audience, I would've run a three day challenge.

I would have definitely crafted or maybe hired a copywriter to craft like the 12 emails, including the countdown emails. I. All in all, it might've taken like four to six weeks to really have that come into fruition. That was this time last year. That was how I was doing business. And it felt, oh my God, just so annoying.

Like for me. 'cause I just want stuff to happen straight away. And that's the flow instinct for me, right? So instead I walked off the beach, looked at my journal, walked straight into my office, built that whole flow in a weekend, that offer now. Makes me thousands of dollars in passive income every single week, and I didn't overthink it.

I didn't stress about. What ads to run or testing the market or beta testing. God, I hate beta testing. I just do not believe in it. Your beta test is you just going full blown out there. That's how you're gonna know whether the market's gonna respond to it. By the way, guys, I just think that is such a fallacy in the coaching world.

Don't get me started, just go full blown and that's how you test. But I just, anyhow, I wanna show you that that's what it was like to trust the frequency and how I carried myself through. It was. As Neville Godard would say, assuming that it's already a success, assuming that it's done, visualizing how it feels to be celebrating the thousands of dollars coming in every single week, and how you get there is by clearing the space.

So if you are not dedicating time every day, not just like as a checklist either. You've gotta listen again to like when the flow wants to show up for you to like connect in with the guidance that could be in the morning, that you could be an evening person, whatever the case is, every day you're connecting and plugging into the flow.

It's like that scene in Avatar when they're like plugging into that tree of life. Was it? I forget her name, but anyway, she, they're plugging into the tree of life. And then you could hear all the voices and the past ancestors and the guides. That's how it feels like when I drop in. Then, if you're not protecting your energy, there's no point doing the first step because you're just gonna undo the whole thing.

So whoever you are letting into your space, whoever you are letting in for influence, whoever you are. And it might be also, you know, the side of yourself that's more survival based. That's okay. That's just about turning down that noise, tuning into the flow, learning how to release control, doing what that looks like, that might be going for a big run that might be going for yoga, and finding those moments in a day where you can attune back into what success gets to feel like for you in a way that feels good, not in a way that stretches you to the point where you are literally about to burn out and you've got nothing left to give.

So where could you allow more flow to exist in your business model? All right, like, let's journal on that and if it could be so, so, so, so, so much easier for you today. What would you let go of? What would your success instinct lead with if you weren't afraid to fully trust it? I'm so excited for you to do this work and.

If this episode cracked something open for you, I just wanna say, this is amazing. You are exactly where your next breakthrough is gonna find you. And I know that this is gonna be a huge era in your business. It's worked so well for me. You guys like even just saying that sounds trivial, like it worked really well for me.

It's not even that It's a full lifestyle change. It's a full embodiment change, and I know that you can sense that. Maybe as you've listened to all the episodes and you've seen like these last six to seven months have flown by for me, it's just been an incredible year for the business. And yeah, the strategies look so cool and sexy on the outside, but I wouldn't have got to the strategy bit.

I wouldn't have got to delivering on it without first understanding how I'm choosing to flow and understanding my success instinct. So if you wanna know how to do this, I have guys, I have a plethora of new guides coming out. So keep an eye out, but the first of the guides is now ready for you. In this new chapter of PDFs that are coming through, which I'm so excited about.

This one is literally, it's called the Flow success Instinct. I've written 33 pages on how I totally rewired my success instinct into flow powered success, what I did to build a business that finally, finally felt like mine. On the inside, it's like you get to read the whole story. I've got screenshots of my hustle era to the era that I am in now.

There's journal prompts, there's ideas on how you can tap into flow, and I. How you can access your high performance intuitive compass, which is so cool. I'm gonna show you some of the activities that I do to build momentum every single day. Things that I did to re why my limiting beliefs around that real like I need to do more to be more successful.

So I know you're going to love this because it's not just read my story, this is, read my story, do the work, and I really want. You to walk away from this knowing that your success is inevitable without you needing to push so hard for it. Okay? So if you've done a, like a ton of courses and you've tried to find the right strategy and you've tried to be in operational mode, but you're still not there yet, go and grab this PDF.

It's in the show notes because this will probably help you get unstuck with all of that. Get moving into your success mode. All right, so go and grab it. The Flow Success Instinct is now available in the show notes below. It's for everybody. So if you are an entrepreneur, you're in PR media, you're a thought leader, you are a service provider, it's for everybody.

Flow is universal. We need to understand this more and more in 2025 and beyond. I'm very excited for you, so I hope you love this episode. Let it be easy, let it be flow, and I shall catch you in. The next episode. Okay, bye. My loves.