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There are podcast episodes that leave you with a few helpful tips… and then there are episodes that leave you rethinking your whole business (in the best possible way).

My conversation with money mentor, author, and iconic chill-business queen Denise Duffield-Thomas was one of those. We covered everything from branding and boundaries to outsourcing, ambition, and yes — even the power of bad cross-stitch.

Here are five of the biggest insights I took from our conversation, and how you can apply them to your own business journey:

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1. Consistency > Complexity in Branding

Denise has been known for her soft, beachy blue brand for over a decade. It’s iconic, instantly recognisable, and feels like a visual exhale. But what many people don’t realise is that this kind of consistency isn’t just about looking good — it’s about connecting consistently.

“There’s a limited window for people to experience your brand. So I want it to be consistent.”

What she means is: you only get a few seconds to make an impression. If your visuals are all over the place, if your tone is unpredictable, or your messaging constantly shifts, your audience won’t know what you stand for — or if you’re the right person for them.

This doesn’t mean your branding has to be stiff or rigid. Denise’s brand is soft, joyful, breezy. But she commits to it — and it works.

Takeaway: If you’re feeling bored of your brand, that’s a good thing. It means you’re finally consistent enough for your audience to remember you. Keep showing up in the same way — they’re just starting to notice.

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2. Your Brand Is a Slice of You — Not All of You

As women building personal brands, it’s easy to think your business has to show all of who you are. Every mood. Every hobby. Every version of you. But Denise reminds us: your brand is not your entire identity. It’s a curated, intentional slice of your personality that best supports the experience you want your clients to have.

“I wear black in real life sometimes… but I wouldn’t do that in my brand. My business is summer. I’m allowed to have winter.”

Denise shares that her brand is rooted in ease, joy and lightness — because that’s the kind of business she wants her clients to build. But as a person? She’s got depth, boundaries, and a whole life beyond the lens.

Takeaway: You don’t need to squeeze all of yourself into your brand. Choose the part of you that best represents your mission and build from there. You’re still allowed to have seasons, edges, and growth outside of your business.

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3. Design a Business That Respects Your Energy

At the time of our chat, Denise was taking eight ballet classes a week. Not because she was lazy or less committed to her business — but because she’s built her business around what fuels her.

She batches content (like recording 12 podcast episodes in one day) and delegates the rest to her team, giving her more time to spend doing what brings her joy.

“If I got too involved in my business now, I’d overcomplicate it and break it.”

This was such a powerful reminder that sustainability isn’t passive — it’s strategic. Denise has put the systems in place so she doesn’t have to hustle. Her team runs things. Her business supports her life, not the other way around.

Takeaway: Ask yourself — is my business working with my energy or against it? You don’t have to earn exhaustion to feel worthy. You can streamline, simplify, and still scale.

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4. Permission to Do Things for Joy, Not Achievement

This one hit home — hard. Denise shared how a personal cross-stitch project (that took her 400+ hours!) became a perfect metaphor for ambition run wild. She pushed herself to finish it for a competition… only to realise that not everything has to become a “thing” or lead to some measurable outcome.

“I created the pressure. I could just… not enter the competition. I don’t have to turn everything into a business.”

As entrepreneurs, we often feel the pull to monetise or optimise everything — even our hobbies. But part of building a sustainable business is knowing what’s just for you. Not everything needs to be posted. Not everything needs to be perfect. Not everything needs to be productive.

Takeaway: Make space in your life for hobbies, joy, and creative outlets that don’t need to lead somewhere. That energy will ripple into your business in ways you don’t expect.

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5. Ease Doesn’t Mean Laziness — It Means Maturity

Denise isn’t anti-work. She’s anti-waste. She believes in putting your energy in the right places — and being brave enough to do less, so you can earn more.

“You don’t need to overdeliver to be worthy. The equation already makes sense.”

For years, she answered every question inside her courses personally, worked weekends, and felt like she had to “earn” every sale. Now? She’s built boundaries, trained her team, and lets the business run with less her. Not because she doesn’t care — but because it’s sustainable.

Takeaway: You’re allowed to do business your way. You’re allowed to build systems. You’re allowed to charge well and show up in ways that feel good. Ease is not the opposite of success — it can be the path to it.

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About Denise:

Denise Duffield-Thomas isthe money mentor for the new wave of online entrepreneurs who want to make money and change the world.

She helps entrepreneurs like you charge premium prices, release the fear of money and create First Class lives.  

Her books Lucky Bitch, Get Rich, Lucky Bitch, and her newest Chill and Prosper give a fresh and funny roadmap to living a life of abundance without burnout.

Her Money Bootcamp has helped over 8,500 students from all around the world.

She’s a lazy introvert, a Hay House author and an unbusy mother of 3. She owns a rose farm and lives by the beach in sunny Australia.

WORK WITH DENISE:

Website

Instagram

Facebook

WORK WITH JACQUI:

// DIY Design My Biz: The best course for business owners DIYing their own brand and graphics in Canva. Learn more: https://whitedeer.com.au/diy-dmb

// The Co+Creation Design Club: Design WITH the help of a professional designer in this high-touch coaching space: https://whitedeer.com.au/designclub

// Design Studio: If you’re after fully done-for-you design services my studio team can help! https://whitedeer.com.au/designstudio

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