The first business Jo ever built was as a yoga teacher, not a business strategist. And for almost a year, she ran it under a version of her name with no surname attached, specifically so the people who already knew her, from university, from the Air Force, would not find it.

In this episode, Jo introduces the concept of the business habitat and its three layers: the business itself, the physical environment you work in, and the layer that connects and often quietly sabotages both, who you believe you are allowed to be.

She talks about the specific shame of building a new identity that felt, to her, like a fall from an academic and military past. Why so many capable women avoid visibility not from lack of ideas but from the fear of who does she think she is. And what actually shifted the belief, years later, in small, unremarkable ways rather than one dramatic before and after.

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The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

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Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

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