[00:00:00] EMMA: Have you ever been told something that made you stop and think. Wait, could that actually be true? Recently, a very wise friend of me whose name happens also to be Emma, said to me, everything you do at the moment is turning to gold. At first, I felt a bit chuffed. I smiled and I said, thank you. May even even did a little hair flick.
[00:00:23] EMMA: But then I thought, is that really the story I'm telling myself? And what would happen if I did believe that to be true
[00:00:30] EMMA: today? I want to share a simple but powerful shift in perspective that's changed the way I'm showing up in my business and my life, and is all about the stories we tell ourselves. Because sometimes a single phrase, just a few words, can change how we feel, how we act, and what we attract. in this episode, I wanna show you how one sentence from a friend helped me unlock more [00:01:00] courage, more creativity, and more action than I've felt in years.
[00:01:04] EMMA: I want you to picture this. I am out to dinner with friends. I'm sitting opposite Emma. We were laughing. It was beautiful food, beautiful company. Warm hum of conversation. Lots of different conversations happening all at once. And I'm sitting opposite Emma's, we're chatting about life, we're chatting about business, we're chatting about all the things, all the usual things.
[00:01:26] EMMA: And then she looks at me with this really. Quizzical look on her face and she says, Emma, everything you do at the moment is turning to gold. And I kind of like laughed it off. That's so funny. Uh, you know when someone says to you, oh, you've, you've, you're successful overnight. Yeah. No. Eight years in the making, but later that night it struck me and, and I felt proud.
[00:01:50] EMMA: Yeah, I felt proud, but I was also so curious. Was it true? And the next morning I woke up and I thought to myself, What if I just [00:02:00] decided to believe the statement? So I did. I made it. My mantra, everything I touch turns to gold.
[00:02:07] EMMA: And here's the funny thing, once I started saying it, things began to flow. New ideas poured out of me. Content that had been sitting half finished, suddenly came together. Our community started growing faster. Sponsorships appeared out of the blue, and I found myself backing my instincts more, taking those little leaps that before I might've talked myself out of.
[00:02:34] EMMA: It wasn't magic. Maybe it was a little bit magic, but it was more mindset. That sentence changed the way I showed up. I stopped second guessing. I started trusting that the work I was doing mattered really mattered and that it would create results.
[00:02:51] EMMA: He's the thing. The stories we tell ourselves shape everything. What we try, what we risk, how we [00:03:00] show up. When my story was, everything I touched turns to gold, I moved through the world with confidence and creativity. I took more chances and surprise, surprise. More things worked out amazing, and it got me thinking about the stories I hear from women in business all the time. You wanna know the three most popular things I hear the first one.
[00:03:24] EMMA: I have heard this a lot lately. I'm not good at sales. The second one, I'm not ready yet. And the third, I'm not the kind of person that can earn that much money. Oh my goodness. I wanna elaborate on these three stories, uh, just so that you can really understand what it looks like, what it feels like, and what else you can do.
[00:03:45] EMMA: The first story is, I'm not good at sales. I wanna tell you about Fiona. Obviously I've had to change the names to respect privacy. But anyway, Fiona, Fiona was telling herself that she wasn't good at sales. And guess what? She actually [00:04:00] wasn't good at sales, but that's because she gave up trying the moment that she told herself that.
[00:04:06] EMMA: And do you know what we did? We changed the story. We changed the story to, I'm learning to be great at sales. We gave her some processes to follow, some structure to add to her day and some business development ideas and you know, what happened next? Well, one, she followed those things, so if I tell you to do something, please do it.
[00:04:29] EMMA: She followed those things and then she became great at sales. Just to be clear, when Fiona was telling herself she wasn't good at sales and I asked her the things that she felt like she wasn't good at, we talked about regular communication with clients, nope.
[00:04:46] EMMA: Wasn't there regular email marketing also, wasn't there? Clarity on offers to sell to people. Also wasn't there and picking up the phone and engaging people and offering her services to people also wasn't there. [00:05:00] Literally, she had shied away from anything that would increase the sales in her business and relied solely on business dropping in her lap, and we know how that doesn't work.
[00:05:10] EMMA: The next story I hear a lot is, I'm not ready yet. When will you be ready? That's my question. Let me tell you about a woman. I have not changed her name. Her name is Emma. That would be me. When I first decided to start my own business, I had all the usual doubts swinging through my head.
[00:05:28] EMMA: I remember sitting at the kitchen table with a notebook with a 3-year-old having a nap, and this constant loop going through my brain. Maybe I'm not ready, maybe I'm not ready. I told myself I need a proper website. I need a logo, I need a business plan, I need some clients. And then I would start, then I would feel ready.
[00:05:47] EMMA: Oh man, this happens all the time. And then I got a phone call from a friend and the phone call went something like, Hey Emma, my team could use a workshop on confidence and leadership, my [00:06:00] wheelhouse. Can you run one for us? And before I could stop myself, I said, sure. Silly me after I hung up. I panicked.
[00:06:07] EMMA: Not gonna lie, I didn't have slides. I didn't have a name for my business, but something in me knew this was the moment. So I stayed up late. I pulled all the ideas together. I printed all the worksheets, and all the workbooks did all the bits and pieces that I needed to do to help me be successful in that moment.
[00:06:25] EMMA: I ran that workshop. Was it perfect? No, not by any stretch of the imagination, but it was real. The women laughed. They shared, they reflected, and at the end, one of them came up to me and asked if I could coach her one-on-one. And then more of those came and it happened because I stopped waiting to be ready.
[00:06:45] EMMA: What I learnt is readiness isn't a feeling that comes before action. It's something that grows because of the action that you take.
[00:06:54] EMMA: The third thing I hear a lot is I'm not the kind of person who can earn that [00:07:00] much.
[00:07:00] EMMA: I was on a clarity call. They are the calls we do if you would like to come and work with us, or if you're thinking maybe, maybe I need a business coach. It's the clarity call with a beautiful woman in business and I asked her what her income goal was for the year without thinking she said to me. Oh, if I could make a hundred thousand, that would be amazing.
[00:07:21] EMMA: And when I asked her why she picked that number, she admitted to me that she was not the kind of person who could earn more than that. Sounded factual, logical. Even she'd never seen anyone in her family earn that kind of money. Running their own business. Her old corporate job certainly didn't pay her that.
[00:07:42] EMMA: So somewhere along the line, she had decided that that figure was her ceiling. And then I came along and I said to her, who decided that you are actually not that kind of person? And she didn't have an answer, so we tested it. I asked her to raise her prices by 10%, [00:08:00] just a little increase. She did that and people still bought from her.
[00:08:05] EMMA: Then she said yes to a bigger client project and another one, and then she hosted her first paid event. And slowly something wild happened. People kept saying, yes, we love those yeses. And she realized that it wasn't, that she wasn't capable of earning more, she just wasn't allowing herself to believe that she could.
[00:08:27] EMMA: The shift didn't happen when the money came in. It happened when she started acting like someone who could earn that much, that belief opened the door to 50,000, to a hundred thousand, to 250,000 to 300,000. Amazing. And now whenever I hear Allman say, I'm not the kind of person who can earn that much, I smile and I think to myself, well, you will be.
[00:08:54] EMMA: You will be. The problem with these stories is it just breaks my heart a little [00:09:00] bit each time I hear those stories because they're keeping you small. They're keeping us small. They're keeping us not in financial security, and they become self-fulfilling. I would love to get rid of all these stories when you reframe your story.
[00:09:16] EMMA: You get to decide, you get to believe something much more empowering. You shift the energy completely. Suddenly new opportunities appear. You say yes to things that you might have avoided before or been a little bit scared about. You start showing up as the version of you who already knows it can be done.
[00:09:35] EMMA: and that's what happened for me. That's what happened for my clients. That's what happened. For the women that I work with, it's honestly a game changer.
[00:09:45] EMMA: So back to my story about everything I touch turns to gold. It stayed with me more than a lot of things that have stayed with me. an off the cuff comment from a friend. The question that I had to ask myself is, What other [00:10:00] stories am I telling myself? And so my question to you is this, what gorgeous story are you telling yourself right now?
[00:10:06] EMMA: Or are you telling yourself a story that is actually not true and a bit negative? And we can all get like that sometimes, especially when things are tough. Are the stories you are telling yourself, helping you to grow as the business owner you want to be? Or is it keeping you stuck? Maybe it's time to upgrade the story.
[00:10:26] EMMA: And what if just for this week you decided to believe that everything you touch turns to gold? Try it. Say it out loud. Say it with me. Everything I touch turns to gold. Now, if you're walking at the moment, you look stupid, but that's okay. We don't mind looking stupid. Let's say it together. Everything I touch turns to gold.
[00:10:46] EMMA: Seriously though, notice how it changes the way you walk into a meeting, if that is your mantra. Everything I touch turns to gold. Writing a proposal or showing up for your clients because you never know. When you start believing it, the [00:11:00] world often catches up. there's a little book called Useful Belief by a guy called Chris Der.
[00:11:07] EMMA: It's very small. It fits into your handbag, and it's about choosing the best thing you could believe in any circumstance that works in that moment. It's almost like tricking your brain a little bit,
[00:11:19] EMMA: As we wrap up today, I want you to remember this. Your story is powerful. Your story matters, and the moment you change what you believe about yourself, everything else starts to shift as well. That's exactly what we do inside Thriving Women. And if this is the first time you've heard about Thriving Women, that is our signature program of amazing business owners in our 12 month container, starting from 2026.
[00:11:46] EMMA: We help you rewrite those old stories, step into bigger rooms, and build the kind of business and life you've been dreaming about.
[00:11:53] EMMA: You can find more at emma mcqueen.com/thriving women. And remember, everything you [00:12:00] touch really can turn to gold.
