My Big Why

In 2018, I decided to leave a long-term relationship with a partner I had been with for 4 years. I was in my mid-twenties and we were living together. Without realizing it, I had slowly become financially dependent on that partner. I followed his career opportunities, moved cities, and took a job that didn’t pay enough.

When I was ready to go, I wasn’t just ending a relationship—I was committing to rebuilding my life and figuring things out on my own. That experience changed me.

My goal became simple: I wanted enough for myself. Enough money to leave if I needed to. Enough confidence to make my own decisions. Enough independence that my life belonged to me.

And now, my goal is helping others get that too.

People are sometimes surprised by how often I push them to think about profitability. They assume it's because I'm obsessed with growth or revenue, but it's actually the opposite. I care about profit because having money creates options.

I've watched too many talented people (especially young people and women) build businesses that keep them incredibly busy but never truly free. They work harder every year while remaining financially dependent on underpaying jobs,  partners, or circumstances they wish they could leave.

Money isn't the goal. Choice is.

When you have financial stability, you have the ability to say no. To leave things that are no longer serving you. To invest in yourself. To rest. To take risks. To help other people.

So yes, I'll probably always be the person asking, "But is it profitable?!?!" Not because I worship capitalism, but because I know what a lack of options feels like.

I always want people to find enough success that they have options. It’s my big why behind everything I do. It’s why I get unreasonably committed to people’s outcomes and success. It’s why I give people a warm hug and a kick in the pants. It’s why I am always cheering people on. It’s why I tell people when I think they are about to make a mistake. 

I believe we can all thrive and have enough and I will always do what I can to help someone else get there. Even if it’s just holding their hand through the hard part. 

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I want to invite you to join me on September 8th, I am running a free and simple event, Money Walk: Un-Gatekeeping Winning, which embodies this idea. During this lunch-hour walk, we’ll talk radically and openly about money. The goal is to un-gatekeep the information about how to win financially. It’s free and open to anyone, and I hope to see you there.

If you are ready for more and want to work hands on with me, check out my upcoming Q4 Profit Sprint mastermind for established businesses who know they can be more profitable and want to end the year strong.

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Yours in the pursuit of choice, 

Elle