She Rebuilt Her Whole Business Model — And Her Clients Loved It More

Julia DeWolfe built a coaching business the way most coaches build one — weekly calls, structured check-ins, a model that looked right on paper. It worked. Until it didn’t. Not because the clients were unhappy. Because she wasn’t doing her best work.

What she did next is what this episode is about. She asked a question most business owners skip: if I could design this any way I wanted to, what would it look like? The answer was Voxer, every day, in real time — no more back-to-back calls draining her by 3pm. Her clients didn’t just accept the change. They told her it was the best part of working with her.

Julia is a CBT-informed coach, which means she spends a lot of time helping clients name the beliefs quietly running their business decisions. Not mindset blocks — she’s not a fan of that phrase. Beliefs. Specific ones. The kind you can take off the shelf, look at from all sides, and do something with. She was also diagnosed with ADHD at 30, around the same time she was starting her business, and that changed how she thought about structure, consequence, and what it means to build something that fits the person doing the building.

Her work sits at the intersection of CBT, cycle syncing, and business strategy. She’s also a strong advocate for reading fiction — which she argues makes you better at marketing than most business books will. If that sounds like a lot of ground to cover, it is. And somehow it all connects.

If you’re a service-based founder wondering whether the way you’ve built your business is working for you or just working, this one’s worth the listen. And if you want to know where your brand stands right now, start with the free Brand Audit Scorecard at lyoncreatives.com/brand-audit-scorecard.