Business Mindset

36 Rules Every Entrepreneur Must Know!

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1. It’s all a lie.

The idea that you have to be or do or have anything in particular in order to create your success is nothing but BS. YOU get to decide what’s important. Yes you are also the one who has to screw up when you choose something that doesn’t work out but better to do so on your terms and by figuring things out your way.

2. You can’t avoid the screw-ups.

You’re going to fail. You’re going to fail again. You’re going to fail again and again and AGAIN. Can’t handle that? Don’t get into business.

3. There is no solution.

Stop looking for it. There’s no point at which you will become a complete and perfect human and be able to ascend into the heavens in order to lead the rest of us. The solution is to embody the daily actions that allow you to BE the you who you want to be. Based on the ACTIONS yeah? Not the outcome. Okay so I said there wasn’t a solution and there is. But definitely it’s not the one you thought.

4. You have to be ruthless.

Entrepreneurialism is tough, but often not so much for the reasons you thought (such as figuring out how to make money) but instead because it will consume every fiber of your being and eat you alive if you allow it. Business doesn’t care about your family. Your health. Your sleep. The holidays. Business cares about nothing but itself and if you allow it? It will make you do the same. Whether or not that’s an issue is up to you, but be aware that if you want to foster a relationship with your own kids and partner let alone anybody else it’s going to take some serious boundary setting. Because the reality is? –

5. The list will never run out.

I don’t care how many hours you work, how much you do there will always be more. You will never feel complete. If you can choose to be okay with that and accept it, you can make it as a HAPPY entrepreneur. If you can’t, you can’t.

6. Nobody cares about your big dream but you.

You will be pushed and pulled in a million directions and the way to make sure you make progress on the stuff that matters to YOU is simply to make it a must. Do your stuff first. Ignore everything else. Be okay with coming across as rude, disoraganised, unprofessional, whatever if in doing so it allows you to put YOU first and to prioritise what’s truly important. (And often he real reason you got into business in the first place)

7. Never stop creating.

You’re never done. There is always something more to serve your customers with and to grow your brand with and ultimately to feed your soul with. And that last part is what it’s really about. Yes, you might have a signature program or product that you want to be known for but even then there will be peripheral stuff you can do; will want to do. I’m not just talking about paid stuff. Creation is communication as well and communication is the heart and soul of growing a business of loyal and raving fans. Speaking of which –

8. Become a cult.

Don’t churn out mindless lists of how-tos that are simply educational. Nobody is interested in learning from you if they’re not also being inspired, transformed by you. It’s not what you have to teach, it’s your unique slant on that thing that people really want to listen to. Give the people what they want! And you’ll never have an issue with growing your list OR selling your stuff.

9. You have to get over your stuff around sales.

Selling something you are PROUD of? That you know gets results? If so, then why would you even consider having an issue about asking for money for it? Honour your value and your worth! Of course if you’re not proud of your stuff – don’t sell it!

10. Your clients want to be led.

They want you to tell them what to do, to show them the way. Yes they want inspiration and motivation but they also want to be told – ‘this is what you need’. ‘This is why’. ‘Here is how to do it’. ‘Here is where to start’. Bring your voice and your message to what you do but don’t forget to actually provide a solution for people as well. Even though there is no solution 🙂

11. What is going to make you money today?

There are a ton of things you could, should be doing. Do your first things first, meaning the stuff that makes YOU come alive. But after that – what is going to make you money? What is going to grow your business today? Do that. Ignore the rest until the end of your workday. Give it 20 minutes, as it’s not worth more than that. Are you really telling me your busy-work and notification/email checking is worth more than the time you spend playing with your kids or being still and just being you each day? No. It’s not.

12. Most things you think will make you money, won’t.

Most stuff fails. That’s simply how it works. That person with the million dollar idea? Do you really think they just woke up with it, did it, and it worked? Of course not! To succeed as an entrepreneur you need to be the duck that appears to be doing nothing and then suddenly arrives on the other side. When all the while you were churning your little legs (do ducks have legs? you know what I mean :)) under the surface almost frantically, wondering if it would ever pay off. And then it does.

13. Tear up your business plan.

Better still, save time and don’t write it. Everything changes too quickly. Don’t plan more than a month ahead. Even then, don’t plan down to detail. Instead, simply write down what you want from the month (financially and in other areas). Write down some ways to get it. And then move on. Never ever look back because the actions you thought you needed to take are not at all true and if they are? You’ll figure them out as you go.

14. You have to be able to think and adapt on the fly.

Or risk becoming irrelevant, out of date, out of tune with your own ideas and wants let alone anybody else’s.

15. Be selfish to your dream.

Nobody else gets it. Even if they support you, even if they too are an entrepreneur they STILL don’t really get it. The worst thing you can do is look for somebody’s acceptance of your dream, even if it’s your coach or partner. Probably especially if it’s your partner. And even if they are supportive they will think you are crazy. They will doubt you. They will question everything, ‘just to make sure you’ve thought things through’. That’s the good side of it. The worst case is they don’t support you and they tear you down deliberately and try to crush your dream. Either way is actually equally bad as ultimately nobody else has power over your ability to suceed except you.

16. Be in it for the long haul, or not at all.

Business is not a hobby, not an idea, not something to try. This is do or die. Either you want it, or you don’t.

17. Most of the stuff that you think matters, doesn’t. Like a pretty website.

Like being organised. Like ticking everything off your list. Like networking. Like the perfect About page. Like properly styled graphics. Like attending the conferences. What does matter?
a) Being the you who you want to be NOW – i.e. doing the stuff you got into this for whether the writing, creating, coaching, speaking, whatever
b) What will make you money today?
That is all.

18. Everything else must suffer.

You can’t be superwoman. Who is she anyway? Maybe you CAN be superwoman because I’m pretty sure what she did was basically focused on her superpower and how she could save the world and ultimately herself because of it. What’s your superpower? Do that. Everything else can go to hell – the washing, the house, the errands, the catch ups. Okay not your loved ones. But you know what I mean. Stop trying to do it all. Be okay with not being a good housewife, with not being the perfect soccer Mum. Or do all that stuff and DON’T create your dream business. You decide.

19. Don’t be prepared.

Yup, you read that correct. What do you have to prepare for, really? You know it all already, you know YOUR stuff and you know how to help people with it. Preparation is procrastination wearing a mask. That shit will kill your dreams. So jump in head first with no idea what’s beneath. You will figure it out because you have to.

20. It starts now.

You want to be an author, write your book TODAY. You want to be a speaker, speak TODAY. Create a video! You want to coach, coach somebody TODAY. Or you will find yourself spending every damn day getting ready and never getting there. So again, don’t be prepared.

21. Have an armour.

Business is war. Going to work each day is going into battle. Often, only against yourself and your own ideas about what you have to be or do or have before you can be or do or have the stuff you really want. Sometimes, you won’t feel like it. Sometimes, people (you?!) will try to drag you down. Sometimes, everything will be absolutely horrible and awful and like moving through quicksand. So you have to have an armour, a process of preparing for battle. Mine is journaling my way into the state I need to be in. Yours might be reading or re-writing your mission or your goals, listening to certain songs.

22. Celebrate the HECK out of any win, small or large.

Do NOT keep forging on. Celebrate what you just did! If you don’t acknowledge what you’ve just done the universe is far less likely to reward you with more good stuff. Why bother since you’re so caught up in NOT being enough?!

23. The whoo-whoo stuff is super important.

Like the last point. Like believing in your ability to succeed. Like consciously manifesting the business and life you want. It all matters and you can’t get by without it.

24. But the same thing goes for taking action.

If you’re not where you want to be maybe you need to stop focusing on attracting it and start bloody well getting down to work. OFF Facebook. OFF your list. AWAY from your strategy. Just real work that is going to help people and draw them into you.

25. Don’t freak out when it feels good!

It’s natural to think that you must be cheating or doing something wrong if it is suddenly easy. That’s not true. You’re allowed to have it easy. Business can be effortless. Usually, it’s hard work. So be grateful and happy when it does suddenly all slip into place! Chances are it’s going to get tough again and you’ll be kicking yourself you didn’t appreciate what you had and instead worried about what you must be missing.

26. You’re going to have FOMO.

Deal with it. Do what matters to YOU. That’s all.

27. Watch what you want to grow.

I want my income to grow, so I track it daily. I have a big sheet behind my computer with my monthly money goal on it. Daily I subtract what I made and cross out the old goal and write down the new. I do the same with things like taking on new clients, or writing stuff on my book, or anything important to me. What you measure, improves. So measure. Be okay with not being where you want to be yet if you’re not. But don’t put your head in the sand and pretend it will all work out magically by the end of the month. Know your numbers!

28. You can ALWAYS make more money if you really need it.

This is the biggest thing to realise about money and about business. Money is everywhere. If it’s an absolute ‘must’ for you to have, you will find it. If it’s not a must or if you choose to play with beliefs telling you that it’s bad or evil or selfish to be wealthy, you’re going to push it away.

29. Deal with your sh*t.

If you do have stuff around money, happiness, success, getting to do what you want to do? Deal with it. Or it will never go away. I recommend constant PD learning, journaling, and kinesiology.

30. Be an adult with your money.

You’re not going to help anybody, least of all yourself, if you don’t take ownership for what you create and what you get in return for it. Face your fear around your finances. Know where you’re at. Read your profit and loss. Assess. Review. Plan. And then throw away the plan ’cause you’ll change it anyway. But before you do – get some bank accounts set up to start putting money aside for the stuff that you want and need. Give money a home and you’ll be amazed at how quickly it grows.

31. Follow your heart.

But do it with strategy. Ultimately, if people don’t want to buy your stuff you won’t last long as an entrepreneur.

32. Be strategic.

But make sure it has heart. Or you’ll just be another cardboard copy of everybody else out there. And you’ll never be remembered for anything. Which would majorly suck.

33. You’ll never be happy

Not when you keep on projecting it into the future, as something that can and will happen once you’ve done this, finished that, finally got over that other thing. Happiness can’t be found from anything outside of you; you can claim and own it now or you’ll never find it.

34. Follow the path of least resistance

We have this thing where we think we need to suffer in order to succeed. So much of the time it’s not true. Why take the hard and uncertain and scary route IF you have another option? If you’re great at blogging and love writing – write! Why should you make videos if it’s not your zone of genius. If you prefer coaching in the evenings rather than the mornings then don’t give in to other people’s demands around when you should work with them. Those are just 2 examples. How can you follow the path of least resistance in YOUR business today?

35. There is no balance

Life-work balance, it’s a myth. There will always be more things demanding your time than what is possible for you to give attention to. Stop trying to find a way to organise or manage it all and get used to just jumping in head first. The way to stay afloat is to know what’s truly important to you, and do that first. And repeat. And repeat. And repeat. THAT IS ALL; any other method of time management will destroy you and leave you frustrated and with an underlying sense of poor alignment.

And lastly, know –

36. It never stops.

There is always somewhere to improve. And there is always something else you could be doing. The fear will never ever leave you. Uncertainty is going to haunt you every damn day. You’ll constantly questoin yourself. If you can deal with all of that then maybe, just maybe, you can make it as entrepreneur. Because if you CAN deal with all of that know that you will live a more extraordinary and rewarding life than what most could ever begin to image. And ALL of it will be worth it, not when you get there but because really? You’re already there. Now is there. Now is all you have. So embrace it. Embody what you want in this moment, today. And always, always, remember –

Life is Now. Press Play.





A One-Time Live Online Workshop with Katrina Ruth, on How to Make Money Anywhere, Anytime, With ZERO Dependance on Any One Platform, Program or Tool … Aka JUST BECAUSE THAT’S WHO YOU ARE … AND – With the Greatest of Ease

Okay. Imma gonna get straight up on your ass about what needs to be said here, because obviously SOMEBODY needs to hit the damn truth button on this shit!!

Straight up from the gate up, you do NOT make money because of Facebook.

Because of Instagram.

Because of email.

Because of ANY of this shit.

You make money because of who you are and what you decide and make NON-NEGOTIABLE, period, The End!

As you may be aware, in the last day or so Facebook and Instagram went down down down OH so far down.

After a few obligatory ‘stop the world!’ messages to my team and friends (which resulted in a serious convo with one of my soul sisters as to whether we’d now have to become porn stars instead), I got back to business.

The business of posting and selling shit on Facebook, which is admittedly a big part of what I do each day???

Nah … the business of being ME, because THAT is what I actually do each day, and also?

It’s what gets me paid.

Funnily enough, as is often the way with these things, just yesterday somebody was making smart-ass comments to me about how all the coaches would survive if there was no Facebook or Instagram.

“How would they survive?”, I asked myself.

“Well, I have no idea how THEY would survive but I sure as shit know how I would survive:

Very fucking well indeed, thank you very much, because that is who I AM”

Word to the wise:

A) I was making serious money long before I used Facebook for it.

Allow me to say it again for those in the back: YOU MAKE MONEY BECAUSE OF WHO YOU ARE AND THE LEVEL YOU VIBRATE AT.


It’s an energy thang baby, a frequency shiz niz, it’s just who you ARE and how life works for you.

Handy hint —> the level of wealth you enjoy or moan over now is already just a direct reflection of your frequency, and expectations. It ain’t got jack shit to do with what you do, and it certainly is not a product of which tools are available to you.

It is a product of YOU.

When the socials went down today it was FASCINATING to me to observe the response that came through in the in-between-y bits when people managed to post something.

People worrying about how it would impact their business, or feeling in some way handcuffed.

This is crazy! It’s fear-mongering at its worst and it’s an absolute SHITTY mentality as far as belief systems around where results come from.

Do you know what I felt, when I realised we couldn’t use Facebook as normal for our biz stuff?


It took a minute to click in, but I found myself getting all wriggly and lit up with excitement.

I love a damn challenge 🙂

And since I also choose to believe that everything is happening FOR me, I also took personal responsibility for this occurrence.

Obviously FB and Insta had gone down in order to force me to finally pull my finger out and learn how to go live on YouTube.

But mainly – hell YEAH to the opportunity to get creative!

Probably taking the whole thing a little bit too far, as I worked my way through some sprints on the rower post HIIT weights session, I started to imagine what would happen if Facebook was TRULY GONE AND NO LONGER OF THIS WORLD.

I got MORE excited with each second that passed (which makes me remember how damn BORED I get as soon as I know how to easily do something aka make money all day err day on Facebook), and I also found myself AUTOMATICALLY GOING INTO ZAG MODE.


You know, like ‘When They Zig you Zag’. A classic, if ever there was one!! Thank you Dad, for always having all the BEST books on your bookshelf for me to start reading from 10 or 11 years of age!

See, I have a belief system which works rather well for me and I guess is just part of who I am –

I believe that things ALWAYS work out perfectly for me, and are always done FOR me …

I believe I am always on path …

I believe I always make the right decision, so therefore I never have to beat myself up, I just wait for the lesson –



I believe that my outcomes are predicated only by my choices, and that there is nothing I EVER need in order to get or maintain or ONLY improve on an existing outcome.

It’s this mindset that causes me to wonder what TF it has to do with anything when people say things like they can’t be in shape ’cause they have kids or just had a kids … or ’cause they can’t get to the gym (for example)

And it’s also this mindset that causes me to KNOW that the money I make and the impact my soul work has in the world has NOTHING to do with what tools or platforms are available to me or working.

I programmed myself a long time ago to IMMEDIATELY swerve if something was no longer serving me or working for me. It’s this part of my mind which therefore right away started coming up with creative and imaginative solutions for how business would OF COURSE carry on (and improve!) with or without social media.

And it’s also this part of my mind which of course right away finds a way to monetize the damn thing and turn it into epic and highly helpful content for you, aka this workshop!

It’s just how I think, and who I am. I am simply unavailable for NOT moving forward, and nothing will ever ever EVER make me believe that I have to depend on anything outside of me for my results.

So why a whole damn workshop on the concept?

Well, it’s more than that, isn’t it?

It’s a mindset of believing that you always get what you want.

It’s a mindset of believing that everything always works out for you.

It’s a mindset of believing that NOTHING can stop you.

That everything is working in your favour.


That you can monetize ANYTHING, any time you choose, and with no ‘requirements’ in order to do so!

I don’t have to tell you that obvs the outcomes you get directly follow and reflect your mindset and your beliefs!!

Here is what else, as well:

This is not just about making money any time, from any thing, and knowing that even with challenge or things going wrong you only THRIVE and EXPAND!!

For me this goes hand in hand with duh – I get to do all of that on my terms.

By having FUN, and being in FLOW, and with ease.

In fact, the more money the more ease!! #justhowitis

That I can literally click my fingers and money shows up for me, meanwhile I’m just over here doing ma thang.

Speaking of which –

I think it’s about time I shared exactly what I currently DO all day, yeah? And how I do it / fit it all in / honour ALL the areas, PLUS manage to spend so much time sitting on my ass doing sweet FA!

In other words … !

Let’s hang out together this weekend!!




A One-Time Live Online Workshop with Katrina Ruth, on How to Make Money Anywhere, Anytime, With ZERO Dependance on Any One Platform, Program or Tool … Aka JUST BECAUSE THAT’S WHO YOU ARE … AND – With the Greatest of Ease

> It’s happening Thursday March 21 at 11.30am Brisbane time (Wednesday 9.30pm NYC / 1.30am London, UK)

> All fully recorded if you can’t attend live

> ALL your questions answered (either live during the workshop, or afterwards in the group if you can’t attend live)

> KILLER bonus content on Top 11 Most Effective & Proven ‘When They Zig You Zag’ Sales Secrets

> Live support from meeeeee in the group afterwards for anything extra you want and need to know!

> Free Bonus Entire COURSE for Everyone! My $197 Alignment & Asskickery Toolkit, a 14-Day Smackdown to Bring You Back to YOU, and Into Massive Aligned and Result Based Action! Yes, that’s an entire $197 course and you’re paying less than half of that for this entire workshop!

> All content yours to keep for life!!


What We Will Be Covering!

1) How to Monetize ANY Situation, Including But Not Limited To:

* When social media or any typically depended upon platform goes down (including examples of how I have down this several times, to the tune of tens of thousands)

* Hater situations (including examples, again multiple times, again tens of thousands of dollars)

* When you make a fool of yourself / something embarrassing happens or you screw up (also examples! also lots and lots of lovely moolah)

* When people ‘screw you over’ (ahem, we will talk about this) or desert you (also examples! more money!)

* Basically how to turn any and all life situations, moods, changes of the moon, emotional ups and downs, real life SHIT, to money!

2) Why the ‘When Shit Happens’ times are often the BEST times to make money, aka this is where I teach you what it really means to understand human psychology in terms of SALES, and the mindset of being an actual IN THE FLOW entrepreneur, who ALWAYS sees opportunity and jumps straight on it

3) When NOT to Monetize (okay that one you can have for free – never!!)

4) Understanding Where Money Really Comes From – and aligning yourself TO the frequency of wealth, such that you can literally NOT.BE.IMPACTED by anything that 99.99% of people think will cost them business

5) Money Vibration Principles Revealed (… my own personal philosophies and things that I live by / instil into my being around this, including my own daily practices)

6) Coding For Success

* How to ALWAYS have an endless stream of ideas

* AUTOMATIC continual unleashment of creativity and imagination, especially in so-called times of struggle

* Seeing past problems and accessing higher self in order to always know the answer, and how to move forward

7) Programming to Upgrade – the beliefs, energetic states and emotional patterns you require in order to be this person, have all this work for you, ALWAYS see and have the ability to act on the shit that will most pay off

The ‘Do What You Want All Day’ Bit:

* Exactly how my typical day flows and how I operate for maximum efficiency of time, energy, mental acuity, soul connectedness, etc

* Getting it all done as a busy entrepreneur (and single Mum, in my case) who also refuses to operate at anything less than EXCELLENT in terms of self-care, fitness, fun, playtime, etc

* Exactly what I do all day, broken down to the detail, to helm this becoming-8-figure-empire

* Exactly what I do NOT do all day, either it just gets ignored (hint: a LOT that most online marketers think matters!), or I let other people do it for me

* Calling in soulmate support, even long before you are ready to afford it

* Optimizing energy, focus, personal power, happiness, general flow. Aka mindset and also brain / nutrition hacks and so on


AND, while we’re at it, we will also be talking INSTANT MANIFESTATION. The exact process I use to bring the future into the NOW, by clearing all blocks existing between its reality in the quantum and its physical manifestation in the now!!



I’ll be doing this ‘Rapid-Fire’ Session at the end!!

1) What it really means to be magnetic online – hint: it’s not about having a pretty and polished website or online presence!

2) Bringing the ‘in private / behind the scenes’ version of you to the public

3) Unapologetic messaging and soul baring to call in your true #soultribe

4) Audience quality vs quality, and active elimination of those who don’t ‘HELL yes’ on your content

5) People don’t buy your products, they buy you. No – people don’t buy you, they buy your energy!! What that means and how to let it out

6) Being real about where you need to take care of YOU in order to be able to show up and shine fully

7) Keeping a laser-focus and tunnel-vision on your own path, and having the courage to pave the way that feels right for you even if it’s not been done before

8) Discernment to walk the line between being polarising and positively outrageous as opposed to just a hot mess 🙂 Scaling and magnetizing FROM the chaos of creativity and following the true artists way!

9) Knowing which ideas to work, what will sell, and how best to sell it so that the entire launch and selling experience is fun AND rewarding for both your audience and you

10) Creating hell yes offers that make them scream yes!

I know!

This workshop is off the HOOK already, and we haven’t even accounted for all the random shiz which will be coming out of me!!


Don’t forget the bonuses >>>> !!!

> KILLER bonus content on Top 11 Most Effective & Proven ‘When They Zig You Zag’ Sales Secrets

> Live support from meeeeee in the group afterwards for anything extra you want and need to know!

> Free Bonus Entire COURSE for Everyone! My $197 Alignment & Asskickery Toolkit, a 14-Day Smackdown to Bring You Back to YOU, and Into Massive Aligned and Result Based Action! Yes, that’s an entire $197 course and you’re paying less than half of that for this entire workshop!

> All content yours to keep for life!

What are you waiting for? You KNOW that if you apply even ONE tip of the approximately gajillion I’m sharing here you’re going to 100x your investment back! Which is why I am even EXTRA excited to be able to give this to you at such a low price, as per the commandment of my soul!! Plus it’s fun 🙂

Okay then! See you IN there baby!


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  1. Great tips, Kat! #15 really resonates with me…people are like, “you never want to go out, blah blah.” Because my dream is more important 🙂

    Ps.I wasn’t sure what FOMO was until I saw Erin’s comment .

    1. Kat says:

      Ah – sorry! I did briefly think that as I was writing it and then forgot to edit it. I totally agree about the dream being more important. Sometimes you do wonder if it is … but really, there is no question 🙂

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