This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into September launches, & what's actually working in 2026.

September is typically go time for courses & service offer launches. It's the last chance for 12 week courses to get done before the end of the year and even the most seasoned evergreen fans can strt to doubt whether they should be gearing up for right now.

Except Sophie's worst launch ever was a September one & she's doing it differently this year.

The question we keep circling is the one you're probably sitting with too: does it still have to be the big masterclass-then-open-cart formula, or has that stopped working?

Ruthie's about to attempt her first proper launch & is talking herself out of it in real time, convinced her audience isn't big enough & nobody will turn up.

Sophie's done years of them & keeps landing on the same thing: the launches that worked best were the ones she barely counted as launches, & they all shared one thing.

In this episode:

• The September launch Sophie swears she'll never do again: a 3-day event that went well on paper, & the client feedback that explained why it flopped
• Ruthie's launch wobble in real time: 11 in the room, wanting 25, & the story about her audience she can't stop telling herself
• The "launch" Sophie wasn't even trying to run that out-earned every launch she actually planned, & the thing it had that the planned ones didn't
• The £97 membership with 13 people signed up before the workshop had even finished, & the "launch PTSD" sitting behind it
• Why you have to talk about it far longer than feels sane, & the DM that proves it

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous - for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. Join the Waitlist

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into AI, & whether it's coming for our jobs.

It kicked off with Ruthie: a client sent her copy back saying it sounded too much like AI, & it wasn't AI, she'd written every word herself.

But the more we talked, the more it turned into something every coach & service provider is living right now.

Because your clients are using it too…they're having a chat with Claude at midnight & turning up with a seven-page strategy, submitting work that's clearly landed straight out of AI with nothing of them left in it, & half-wondering if they still need you at all. We get into what's actually being devalued here & what genuinely isn't, & the odd new pressure to prove the human bit is still worth paying for.

Plus the AI agents we've both built to buy back a few hours, & the ones that ate the whole evening instead.

In this episode:

• The client who turned up with a 7-page strategy from Claude, & why the honest fix was simpler than everything the AI suggested
• Getting sent work that's clearly straight out of AI with no checks on it, & what it quietly does to the person having to review it
• The accountability coach Sophie built in Claude that got shirty with her for disappearing, & the one thing it could never get its head round
• An entire evening lost to sorting 150 client screenshots with AI, & what she had to admit by the end of it
• The discovery-call question Sophie asks out loud now that she'd have been mortified to ask 18 months ago

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. [Join the Waitlist]

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into whether you should bother jumping on viral Instagram trends, & the snobbery quietly building around them. Sophie's had a summer with next to no capacity, so she's leaned on trends to stay visible, & then sat on one post for 2 days because a corner of Instagram has decided trends are a bit beneath us all.

So we get into whether jumping on a trend is ever actually worth it, or whether it's a fast track to the wrong followers & a feed full of noise. Ruthie coaches this for a living, & she's got a two-question test she runs before touching any trend that has nothing to do with going viral.

Plus why your audience isn't seeing what you're seeing, & what that means for what's actually safe to post.

In this episode:

• The 2 questions Ruthie runs before jumping on any trend (neither is "will it go viral")
• The hula-hoop video that went viral & why it was one of the worst things to happen to that account
• What butter yellow & the "kinda chic" trend are really doing under the fun
• Why the same trend clogging your feed hasn't reached your clients once
• The summer content that quietly works, & when lighter is exactly right

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

When you're ready, here's the next step:

Outrageous – for established women coaches and service providers who want one offer designed to hit 6 figures without them being the engine of every sale. [Find out more]

Show notes links:

The Australian radio show -

Ruthie's Bloody Good Story Club - https://ruthiefpn.myflodesk.com/wait2