Monthly Archives: December 2014


by Leonie Dawson on December 31, 2014


Our books have made it across the US, into the hands of the wonderful team at RevGo mailing house, who have been a total dream to work with, and are going to have ALL backordered books shipped TODAY.

I can’t thank Aaron + Stacie our workbook liberators enough for going truly above and beyond to get these workbooks sent out to you before anyone else could (and in crazy weather conditions).


Thank you also to Grant from for going above and beyond for us. That man is solid gold. And to Erin, Joyce and Amber, our wonderful, compassionate, crazy-enthusiastic support angels who have been working around the clock to tend to all your emails.

These are the people who’ve turned a really terrible situation around. Amazing how much one bad mailing house can royally fuck so many things up. I get really teary when I think about how much my team of angels has been so devoted. They all believe in these workbooks and how much they can help women and they genuinely give a shit about trying to make things as good for you as possible.


It’s a tremendous relief to know (at last) these books are being sent out quickly and efficiently to you all without error.

We are going to be making the whole of January a workbook planning month, planning lots of free events for all our workbook users so we can all do our workbook planning together. And we’re also scheming up even more ways to make it up to you.

I’m so bloody sorry this workbook delivery period has not been joyful and easy for you all, our treasured workbook fans + devotees. This has sucked royally.

I’m really confident in saying that all the shitty holdups are behind us, and everything is firing on all cylinders.

A hundred million thank yous to the angels who have gone above and beyond for this workbook… and to you all for believing in it… knowing that it works… and wanting it so dearly in your own hands. It’s happening.

So much love, and puddles of gratitude,

My Biz Lessons From 2014

by Leonie Dawson on December 31, 2014

what changed my biz

Hi treasures,

A couple of days ago I shared what changes I made in my life that really made a difference in 2014.

Today I wanted to share the lessons + things I reckon worked for my biz in this last year.

Some of them are brand new lessons. Some are continuations of stuff I’ve known for a while, but it still works and still contributes to my success.


I wrote these up as part of my 2014 round up in the 2015 Create Your Shining Year in Biz workbook.

Me + my team are writing up what worked, what didn’t, working through all the questions, looking at numbers.

I can’t stress how highly this practice of analysis + reflection is.

You simply can’t direct your company forward unless you know what you’ve already done, what worked, what didn’t and what exactly needs to improve and by how much.


This reflection stuff is really damn important I reckon.

Make sure you book a date with yourself + do this work, hey? It’s like tilling the soil ready for next year’s harvest.

I’m (once again) staying up burning the midnight oil to get this written.

I’m (once again) feeling concise + pithy instead of loquacious and eloquent.

I’m goin’ with it.

Away we go!


1. I continued to mastermind with a bunch of really good chicks

I talk about this shit all the time. It’s still important.

I surround myself with a bunch of positive, kind, achieving chicks. Some of them are further ahead in their business journeys than me, some are at the same place, some are a bit behind.

We get as bloody honest + vulnerable as we can with each other.

We share resources + rants.

And as always: whatever you put into masterminds is what you get out.

If you’re not contributing to the culture, you’re sucking from it.

Lesson: Surround yourself with success and souls that choose to shine.


2. I hired full time.

After years of having part-time independent contractors/VAs, I was ready to make the big legit leap of hiring full time peeps to work only in my business.

The difference it makes is incredible.

It just feels energetically 100% more awesome + powerful.

Lesson: Hiring full time increases your people’s single-minded devotion to creating an incredible company.


3. I fired when it wasn’t working.

You can’t put a square peg in a round hole.

It is never, ever, ever easy to fire.

But at the end of the day, a company owner’s loyalty must lie with the company itself.

Lesson: If you know someone is impacting the company negatively, you need to let them go so they can find their right place in the world.

And you need to find someone who has what the company needs to help it move forward.


 4. We created a kickass Standard Operating Procedures wiki

  • We used Google Sites to create a private wiki that is accessible by all members of our team (these sites are free by the way).
  • We used to have our Standard Operating Procedures (i.e. our instructions on how to perform every task within the company) as separate Word documents that were wafting about, but it was unwieldy, hard to update and not all in one place. A wiki is a hundred million gazillion times better.
  • I’ve asked my team to create full lists of every task they complete, and each task has to be hyperlinked to where the instructions are to complete that task. That way at any point in time if I need to get someone else to step in, it’s easy as pie for someone else to pick up where they left off.
  • Lesson: Nothing in businesses should only live in your or your staff member’s heads. SOP IT!

Screenshot 2014-12-29 22.51.45


5. We found a tops tech team

  • We were using a few people for projects (a coder/infrastructure, an Infusionsoft expert + a custom order form builder) and the whole process was unwieldy.
  • We simplified and use one company with a bunch of staff and skills with a built-in tech project manager.
  • Most importantly, they’re a bloody wonderful bunch of blokes who’ve gone above and beyond for us to help us with our projects. Even though they aren’t officially a part of our company, they are totally on our team.
  • Lesson: Don’t accept mediocrity. Steamline where possible. Send copious thank you cookies when you strike gold.


6. Embracing the scary moments + fuck-ups

There have been plenty of difficult moments in business this year.

Moments when it’s felt scary. Moments when things have NOT gone to plan.

But here’s where I reckon it all works out:

I get excited. Even when I’m panicky and worried.

Because I think:

How cool is this? I’m learning SO much! Next time I experience something like this, it won’t be for the first time!

We also do things like write Lessons Learned documents after every project.

We conduct “post-mortems” over the phone to talk about what went wrong.

All of us on the team – me included – are happy to cop it on the chin if we’ve made a mistake.

We go:

Yep, I’ll wear that. I definitely need to improve that.

And we do.

We have also tried really, really hard to be as transparent, communicative + compassionate with our tribe (with the US printed workbook delays).

Further resources: This interview on being cool with making mistakes + getting better at decision making is highly inspiring.


7. Getting the life support stuff was key

You can read about my new found love of:

  • babysitters
  • cleaners
  • private fitness instructors



8. I continued (as always) to invest in education.

  • Favourite book was Good to Great.
  • As I mentioned in my books post, I made books into studies this year.
  • I bought hard cover copies, and gone to town on them with notes and highlighters.
  • I’ve got a few more intensive programs, but am waiting for the inner bandwidth to surface before I tackle them. I did just pop a baby out of my vag this year, you know.


9. I healed shit when I needed to.

Hiro and Kerry are my go-to-girls.

Doing your inner work is just as important as all the business stuff.

It totally interrelates on so many levels.

Money mindset, how you create, what you fear, how you lead — all of that is inner work — and it all deeply affects our outer world.

face to face

10. I got out into the world and talked to people face to face.

People in real life are like SUPER FUN!

When the internet gets you down, or you feel like you’ve finished reading it because it’s getting so freakin’ samesame and borrrrring…


There are really cool peeps out there. Your friends. Your tribe. Your fans. Your colleagues.

Go talk to them. Hang with them. Ask them questions. Listen. Laugh. Eat noodles. Drink chai.

It’s completely clarifying and it shakes the shit off you and gets you centered again on what’s important and what’s right.

You’ll also get bloody wonderful messages about exactly what your tribe are needing and how you can help.

Lesson: It’s fun being in your pyjamas while you work until you realise you haven’t left the house in 386 days and need deeper conversation than your cat can provide.

Read also: This comic from The Oatmeal

And the culmination of all this?

Some pretty fucking massive achievements:

  • 7 figure business
  • 55 000+ on mailing list
  • Still working part time so I can focus on my lil babies!
  • A life + a biz that I am so proud of.


Ask yourself the big insightful questions that are going to make a difference.

Or hook up with some buddies and go through the workbook together.

This week is the prime time for it!


But remember – only do it if you want your life to be happier, more abundant, more on soul-purpose.

If that sounds shitholery to you, runnnnn awaaaaaayyyyyyy fasssssssst nowwwwwwwwwwww.


Love your loving butt-kicker/cheerleader/mermaid,



uhaul image

Current view in front of workbooks

Holy dooley, darlinghearts,

another day, another thrilling update.

Quick Recap:

  • All digital workbooks are NOT affected by any issues – you should get your download immediately. If you have any issues, please email [email protected]
  • Aus + UK (+ surrounding countries) are NOT affected by any issues with sending out printed workbooks and have been going great guns. If you’ve placed an order in these countries + haven’t received it, please fill out this form so we can check on your order for you.
  • US (+ Canada + South America) were delayed with Customs holding up our package. We then ran into a HUGE amount of issues with our mailing house not delivering on their service promises on many levels. We are considering legal action. I hate that their inefficiency has affected YOU and your experience of the books.
  • Having said that, 90% of all US (+ Canada + South America) orders HAVE been shipped (and are in the mail to you if you haven’t received already.) If you haven’t received your book, please fill out this form so we can check your double-triple-check that your order has gone through.
  • ALL printed book orderers have been gifted digital workbooks as a thank you for putting up with these growing pains.

Here’s where we are at today:

  • One of our incredible team – Aaron and his wife – have done the most heroic, thoughtful thing in the world, and volunteered to drive across the US (from East Coast to West, basically) from their home on the east coast to rescue our books from Crappy Mailing House in Colorado and delivering them to a new, larger mailing house in Las Vegas that comes highly recommended + can promise faster delivery.
  • They are doing this because they can do it faster than any transport company we could hire so we could get books being sent out to you as fast as possible.
  • This morning they did Rescue The Books From The No Good Very Bad Mailing House. To say it was a nail-biting experience would be fair. No Good Very Bad Mailing House held our books for ransom (I’M NOT EVEN KIDDING) and were 100% bloody awful to deal with. Anyways, I paid the ransom, and considered it a worthy investment to get these babies out of their crappy hands and into hands of a mailing house who gets (like we do) that your orders are sacred acts of trust, one that we are committed to and want to make as beautiful an experience as possible.
  • Anyways: Books are RESCUED + OUTTA THERE anyway! I think my whole team shrieked with joy outloud when the news broke. Needless to say, we won’t ever be using them again. EVER. Next year, this process is going to go SO MUCH EASIER + BETTER + FASTER!!!!

And here’s the next hilariously infuriating challenge:

  • They have to get the books from Colorado to Las Vegas now. Anddddd here comes the next hilarious challenge to overcome — there is severe snowstorms between Colorado to Las Vegas making that transit line difficult!
  • Photo above is the view from today in front of the books.
  • The Book Rescue Mission Truck is now headed down through New Mexico to try and get into better weather.

Screenshot 2014-12-30 18.32.08

  • Map is planned route for tomorrow once the sun rises.
  • We are hoping, hoping, hoping that snowstorms stay out of the way to get these babies delivered into Las Vegas. Please cross your fingers for us! What a bloody epic journey hey!
  • We are hoping our wonderful, new, does-what-it-says-its-going-to-do mailing house will be sending out your workbooks by Thursday 1 January at the latest.

Chris says

“This is like Santa Watch 2014! But with Workbooks!”

Again I have to say: I am so bloody sorry to all our US/Canada/South America customers for the tremendous upheaval + delays. We are doing everything we can to get these workbooks to you as quickly as possible.

Please know that the vast majority of US books HAVE been sent out.

If you ordered before December 16, your book should be with you, or still in transit. All orders after then will be shipped by wonderful new shipping house once books have arrived.

Please also know that my team are responding to all your emails and messages as quickly as we can.

We usually have a 24 hour turnaround on emails Mon-Fri US time, but it could be up to 72 hours. We have extra staff on, and we’re doing everything we can to respond to you as quickly and lovingly as we can.

Thank you very much to Joyce, Erin, Amber, Grant and Aaron for being the most amazing, supportive team ever during this. They’ve truly gone above and beyond.

I wish this process had been a million times easier and faster.

This is DEFINITELY the growing pains of creating our own publishing company so we could deliver a better product to you. I know whole-of-heart that next year this will be a much better process. Actually… from 1 January it will be once the books are rehomed at Brilliant Mailing House.

Thank you for bearing with us.

We’re doing absolutely everything we can to get these books to you as fast as we can. The lovely, lovely emails we’ve been getting from people who are getting the turquoise miracles appearing in their mailboxes is that they are worth the wait.

Leonie (and Chris, and the rest of Team Dawson)

Photo on 30-12-2014 at 7.44 pm #4