Business
Finish Strong (A Full Circle with Lots of Updates)
In this episode of 'Finish Strong,' Lovey Ajaey Jones shares powerful updates on her journey through entrepreneurship, reflecting on a challenging 2023 and the remarkable comeback in 2024. S...
Finish Strong (A Full Circle with Lots of Updates)
Business •
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Interactive Transcript
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So today, I want to give you the final credits.
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This is that where are they now,
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portion of the episode, after all the credits have rolled
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and you're just like, what's been going on?
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Creating a life that is authentic, bold, and purposeful
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takes audacity and truth telling.
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It takes disruption.
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That is what it means to be a professional troublemaker.
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Professional troublemaker is a best-selling book,
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this podcast, and, frankly, a live habit.
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And I'm your host, Lovey Ajaey Jones.
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I'm here to bring you perspectives, deep dives,
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and conversations about culture, business, life,
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and leadership.
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And welcome to season five, which I'm really excited about.
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This season is dedicated to the glory and great
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of entrepreneurship.
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2023 was my toughest year as a business owner.
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And there was a point where I was three months away
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from being bankrupt.
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So let's talk about it.
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Let's get really real about running your own business,
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the good, the bad, and the ugly.
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Because while people love to glorify entrepreneurship,
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they often leave out the tough lessons, the failures,
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and the pivots that have to happen.
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My hope after this series of episodes
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is that you feel more informed about what it truly takes
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to run a purpose-driven business.
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You feel less alone about all the times you messed up.
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If you walk away knowing what to avoid,
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so you don't make some of the same mistakes I've made.
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Let's get into it.
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I fired myself like for real, for real.
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But more on that in a minute.
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So let's rewind, y'all.
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When we last left off 2023 had hands.
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I was telling y'all about that.
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You know, I told y'all how life came swinging
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and how I was able to rebuild my company
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from near bankruptcy in 2023 to back up to seven figures
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in 2024 and how I was making a lot of audits.
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I was making a lot of shifts.
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And I was reflecting on the lessons
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that I was supposed to hold on to,
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knowing that whatever my next season is,
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is gonna require that of me.
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And let me tell you, got it?
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Me, we partnered up, okay.
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We partnered up for this rebuild.
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And it's been nothing short of epic.
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So today, I wanna give you the final credits.
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This is that where are they now,
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portion of the episode, after all the credits have rolled
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and you're just like, what's been going on?
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I have a lot of updates for y'all.
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And I'll talk about this podcast and give you more closure.
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So I told you more about the comeback, right?
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So remember how I had fired everybody on my team
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in 2023 minus one person remaining?
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Well, 2024, mid-2024, I started the rebuild
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for real like of my team.
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So mid-2024, I really started the team rebuild.
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I had already kicked off the company rebuild
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at the end of 2023, but 2024 was the team rebuild.
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So I hired the team at River Financial
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to be my CFO team, manage the company's money.
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You know, we would meet weekly.
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That started mid-year.
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They had to clean up some of the stuff
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my old team had done.
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They still had to clean up all team shenanigans.
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Suzy Barbore became my chief strategy officer.
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When she came on, it was with the expertise that she's had
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in helping manage businesses like mine of thought leaders
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of people who have built businesses based on their ideas
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and their persona.
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So Suzy comes on board as my chief strategy officer
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and she actually starts looking at the whole company,
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including the book Academy,
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which has been a critical part of the company's rebuild
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and is a critical part of the company's future.
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Now, Suzy didn't just show up with spreadsheet.
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She showed up with strategy and confidence
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and said, I can help you rebuild this business
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in the way it should be rebuilt.
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And let's start with the book Academy.
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So at the end of last year,
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we decided to test out a launch for the book Academy
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around December.
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And it was during the holidays, noisy people do not care.
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And we decided to test it out.
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Me and Suzy took a trip to a mastermind.
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We planned out the launch and we decided
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that we actually weren't gonna play by anybody's rules,
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not the industries, not the calendars.
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And we launched the book Academy right in the middle
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of the holidays.
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We did two launches.
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The first launch was right during the holidays.
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Like I'm talking like a week before Christmas.
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And then we did the second half of the launch
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during the inauguration of Cheeto Satan.
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Because apparently we just love chaos, okay?
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And Suzy brought together a team
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that I called the launch Avengers.
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And I watched this launch closely and she said,
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I got it.
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You only got to worry about it.
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And man, by the end of January,
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when we finished the TBA launch,
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it was the biggest launch that we've ever had.
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It tripled anything that we've ever done.
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Hundreds of new TBA students got in the game
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and started working on their books.
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Because our stories they deserve to be told by us.
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History is written in ink
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and we're out here making sure we've got the pens.
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So we also gave away $75,000 scholarships
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and supportive victims of the LA wildfires
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as part of our launch.
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Purpose and profit has always been the goal.
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And since then we've leveled up.
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I brought in a whole new leadership team
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at the Book Academy, including some of the best book coaches
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in the game, shout out to Mandy and Macy.
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We launched our own Book Academy app
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in the App Store for our students.
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And Book Academy now is almost its own separate business
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in that it doesn't require me to be looking
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at the day to day of it all.
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We're doing weekly co-working sessions
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for our students.
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We're doing still monthly master classes.
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All of this has been happening since January.
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And because of how big of a launch we had,
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it actually gave us space to pause
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and do an even deeper audit
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on where the future of the company needs to go.
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I'll tell you more about that.
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But another few updates that blew my mind
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and continued to affirm to me,
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to listen to be obedient
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and to simply just receive instead of chase.
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So we actually didn't submit season five
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of Professional Trump Maker podcast for awards.
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We missed some of the deadlines.
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I was like head down with the Book Academy launch
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and just trying to get through the holidays.
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So I missed a lot of those deadlines.
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There was one that we submitted for.
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And that is the Webby Awards.
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The Webby Awards is one of the biggest,
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most prestigious awards for digital, media, and digital art.
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So we submitted it season five of this podcast
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and one of our episodes,
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we submitted it for the Webby Award.
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Not basically almost forgotten about it.
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I put it out of my mind.
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And then I get an email that's like,
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hey, congrats your finalist in the Webby Awards
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over 13,000 podcasts were nominated
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and your finalist in two categories.
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In the business category under limited series
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and under individual episode.
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So the podcast ended up becoming a finalist
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and I was blown away because that is such an incredible
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affirmation.
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Like how many other business podcasts exist?
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There's so many.
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So again, head down, do my thing,
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planning the future of this company,
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getting tired because I realized all these years
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of carrying the company have kind of worn me down a little bit,
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even in the recovery of burnout, right?
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And the thing about the Webby Awards is
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the Webby Awards asks of you to get people to vote for you.
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So you're supposed to like really campaign to win.
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I didn't have capacity.
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So I posted on social media once that the podcast is a finalist
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and I sent out an email to my mailing list
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and I kept them moving.
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Not because I didn't want to win, not because I didn't care
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but because I just didn't have the capacity
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to do a full campaign.
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Because I was also launching my latest book,
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Little Trouble Maker Defender Name,
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which came out May 6.
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And between that, running my business,
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trying to stay grounded,
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I just couldn't go hard for the Webby Award.
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Then a few days before the results were announced,
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someone DMed me and said,
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hey, I just voted for you in the Webby Awards
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but you must not care about it much.
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You haven't really been posting.
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And I had to tell them the truth.
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I've been busy.
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I haven't had the bandwidth.
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I've been launching a book,
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Handler Life, working on something major for the business
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and they replied, well, I voted for you anyway.
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And I thank them deeply because yes,
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I didn't want to win but I just didn't have it in me
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to run full speed towards it.
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So then I woke up towards end of April
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and I found out I had won the Webby Award
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in the category of best limited edition series
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in the business category, which is huge.
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And I didn't just win one of those awards.
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I won two because I won the popular award,
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which means publicly I got the most votes in that category.
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And then I also won the judges award,
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which means the internal panel itself
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also voted for the podcast.
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It's blue my mind.
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And I sat with what that win really meant.
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And it hit me that this was a divine lesson
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in expansion and ease.
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Most times when I want something, I go after it hard.
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I'm after strategy, I do the work, I push the plan.
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But this time I didn't chase, I didn't strive,
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I let it be and I won.
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I still won.
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And it just reminded me of the season in general
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and why I made a decision that I'll tell you more
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about very shortly.
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But sitting more in the lesson of the Webby,
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it was a reminder for me that you don't always have to grind
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for what is already yours.
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It reminded me that you don't always have to exhaust yourself
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to be rewarded.
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And they don't always have to force a door open,
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some doors swing wide when you simply stand in your assignments.
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Like our book Academy launch, which is the launch
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that actually was least stressful ever,
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because when I handed it to Susie
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and she was like, I got it, we're going to kill it.
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I also surrendered and had faith that whatever would come
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would come.
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And all that switched at one point,
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I remember talking to Susie one of those days
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when we were about to do, I think our webinar,
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I said, we just simply have to believe
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that what is bigger than what we can come up with is possible.
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We have to believe that the plans for us are bigger
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than what we can even see.
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So we just need to be open to receiving
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whatever those plans are.
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So just like the success of the book Academy launch,
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I have been really trying to train myself
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to stay open to possibilities, to stay open to expansion,
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and to know that it doesn't always have to come with the grind.
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Sometimes it is in the stillness,
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sometimes it's in the obedience,
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often it's in the stillness and in the obedience.
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So taking all of that into account,
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I also was launching this book,
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Little Trump Maker, Defends Her Name,
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and the book is dedicated to everyone
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whose names were never on the key chains growing up.
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It's dedicated to those of us
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who never saw our names on the mugs,
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those of us who spent a lifetime correcting people
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and pronouncing our names over and over again
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so they know they can get it right.
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So that launch was also happening as I winged the webby.
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What's interesting about that launch is
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Little Trump Maker, Defends Her Name.
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That book is the first book that I have written
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and published that did not hit the times list.
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And I remember feeling disappointed at first,
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but then I had to sit with the lesson of,
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hey, hey, hey, hey, maybe it's God telling me
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how you won in the past.
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It's not how I need you to win now
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because your wins now will be deeper,
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not based in the validation of white gays.
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So that's why I'm actually really excited
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to tell you about my biggest update.
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The thing that I have done in this last year and a half
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of rebuild that makes me prouder than anything else I've done.
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It is a big deal for me as a type A control freak
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who always wants to feel like she has her hands on the wheel
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who has been hurt in the moments when she has not
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who has been surrounded for far too long
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with people who made promises,
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who overpromised and under delivered.
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For me, I decided to move in faith
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and see the trust that has been earned.
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So Susie, my chief strategy officer,
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is officially has been promoted to CEO of all of media.
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As of June 1st, she's officially running the show
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and I am stepping down as CEO of this company.
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I have fired myself in a real way.
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I am not the boss anymore in that way
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and I could not be more excited.
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Could not be more excited.
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I'm so geeked, y'all.
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Oh yeah.
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Okay, so what does this mean for me?
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What it means for me is my new title is no longer CEO
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of all of media.
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I am founder and chief visionary officer of all of media.
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My role as founder and CVO is to set the mission
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in the vision of this company.
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It's to dream big.
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It's to do the things that only I can do.
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The writing, the speaking, the press,
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the impactful messages that come from my brain.
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I can sit in my creativity
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because now I will no longer be managing operations.
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I am no longer in charge of revenue.
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I am no longer in charge of the foundational well-being
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of the company.
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My job is to sit in my zones of genius,
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of creativity, of writing, of giving people the tools,
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the courage and the words to take transformative action.
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My role is to double down on the gifts
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that I was given by God to move in purpose
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and let that be my assignment.
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Suzy as our CEO, her job is to manage the company.
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Our operations, our revenue, she's hiring new team members
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and with my guidance, and I'm sitting right next to her,
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we are partners in this.
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But that's my boss now and I'm so excited
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because I need supervision, y'all.
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I'm so tired of making all these decisions
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and I'm excited because where my superpowers and hers begin.
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And the thing about Suzy is she's also a Swiss Army knife
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where she's very pragmatic, but she can tap in and write also
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if I need her to.
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Suzy has proven that she can help build and scale
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powerful brands with intention.
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And after everything I've been through with my teams,
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after this last couple of years, sustainability is the assignment.
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And over the last year, she's been owning my trust
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and my community's trust and my partners trust.
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I often talk about the prayer, let my helpers find me.
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It is a prayer that I say, especially if I'm walking into a new season
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or if I'm walking into a new room and I just want to make sure
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that whatever is mine finds me, I said that prayer heavy last year
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and I feel like Suzy's an answer to that prayer.
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Since she has started with the company as she strategy officer
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last year, she's increasingly shown me that I can
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entrust this thing that I built from zero dollars.
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Up past seven figures, I can trust it in her hands,
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whether I'm looking or not, I can trust her with it,
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her experience and how she's even showed up for me in this season,
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how I can literally tell Suzy, hey, we need this thing
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and she goes, say less, I got it, I take it from here.
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And I gotta tell you, I did not think I would be in the position
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to have a CEO for this company for maybe two, three, five years.
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I didn't think it was possible
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because it just felt unreachable.
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It felt like a goal that, oh my gosh, for me to have a CEO,
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how am I going to do that when the company just almost went bankrupt
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two years ago and let me tell you something right now,
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when I decided to make Suzy, the CEO of the company,
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it was almost exactly two years to the week
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where my CFOs back then told me that the company
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was three months away from being bankrupt.
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You wanna talk about divine timing?
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I brought on a new CEO almost exactly two years
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till the week, maybe even the day where I had been told
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that my company would go under if we did not bring in one more dollar
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in three months.
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Divine order is what I'm sitting with.
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I was so humbled by it because what a beautiful, full circle,
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what a difference two years can make story.
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Because I'm telling y'all in 2023,
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I was on the verge of launching my first ever children's book
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and I was freaking out because I didn't know what was about
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to happen with my company.
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I didn't know whether I'd be able to make payroll in three months.
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And then two years later, I'm launching my second children's book
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and I just hired a new CEO.
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And I'd seen a dollar amount in our company's make account
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that I had never seen before.
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I asked our CFO to send me a screenshot.
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Man, all of it has blown my mind, y'all.
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All of it has been just mind boggling and so heartening
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and I am reveling in the gratitude.
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Because what this means for me, number one,
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the first thing I am doing now that we have a proper CEO
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in place that is not me.
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For the first time in the history of all of media,
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I am not the CEO of the company.
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First thing I'm doing is I am resting.
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I am finally going to get a chance to take a break.
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So for the first time ever, this summer,
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I am taking a two month sabbatical, a two month sabbatical,
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no business calls, no launches from me.
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I'm not writing no emails, just rest and writing and friloking.
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Well, if I write, it's because I'm working on my next book,
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but like writing when I have nothing else happening around me,
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that's taking my attention is not work to me.
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It feels like joy fulfillment, right?
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Now I'm writing my next book, legit,
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like which is going to become not fall 2026.
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Yes, like resting looks like only insisting on doing the things
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that bring me joy.
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I will not be sitting on zooms all day.
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I'm not meeting with my team while I'm gone
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unless something is on fire for real.
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Like me and Suzie are actually sabbatical planning right now.
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The book academy is not slowing down while I'm gone.
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Our students are still going to be served.
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Mandy and Maxie are going to be holding it down over there.
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They already have a full plan.
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And this summer Suzie is set it up with where the team is going to be focusing on helping people
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get their book proposals done using my proprietary method.
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The same one that gets people six figure book deals.
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The same one that has made me millions of dollars.
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Most folks think you write the whole book first,
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but not fiction.
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It starts with the book proposal.
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That's the foundation.
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So this summer, the team is going to hold people down
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and do that program without me.
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So yeah, it's been an amazing six months
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since y'all last heard from me.
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With Suzie at the helm of the company,
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it's empowering for me to finally give take a deep breath.
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Like not that you know how sometimes you go on breaking your worry
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and about stuff or the bills paid,
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I won't have to worry about that.
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So what does it all of this mean ultimately?
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It means I am literally stepping into the next season of my life
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by stepping back.
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Instead of the charging forward that I usually do,
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I'm stepping back to take a breath and create room and space for me
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to prioritize self above all for the first time ever in my life.
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To not be in survival mode is such an underrated gift.
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And I'm clear about how underrated it is.
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This season's arc has blown my mind because when I started the season,
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in mid 2024, we had a whole plan.
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We ate episodes would be this, but we actually did be edited from the plan by episode three.
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Because I said, you know what?
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Let's have this just unfold as it needs to.
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And what a beautiful graceful, divinely ordered arc to be able to come back to tell y'all.
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Like I literally was on the verge of bankruptcy.
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And then now I get to say, hey, I have a CEO.
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I have a boss now on purpose for my company.
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And my goal is to 10X our impact, our reach, our revenue.
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Just one of the things that I recognize that my team helping recognize is that
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my creativity is embedded in my joy.
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They go hand in hand.
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I am more creative, the more joyful I am.
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So that's why this summer, the frial king will be epic.
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Will I still be on social?
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Probably just because.
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But like anything that you see me do this summer, July and August, especially.
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Just know it is deeply embedded in joy.
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If there's somebody listen to this, who is in a value moment,
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who is fighting for their lives, who is in the dumps,
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who's having a hard time getting out of bed, I feel you.
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I know exactly where you are.
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And I just want to let you know that the valley is not the only place that you're going to be in.
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If you are in a value moment, I just want to offer you hope.
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I want to offer you that some of these moments are simply a stepping stone for the next version of you
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that you got to hold on.
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The valley is temporary because the rise is next.
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If you are in the value right now, look, it's nothing but up from here.
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And I know exactly how you're feeling.
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I know how hard it is to get out of bed.
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I even know what it looks like when you're like, I don't even know what I'm supposed to do next.
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Maybe you're not supposed to do anything.
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Maybe you just need to surrender and say, you know what?
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You got to go.
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Like, take it.
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You have it because I ain't got it.
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I hope you're taking this episode and this series as proof that
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every failure is truly a stepping stone to the best version of yourself.
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So this moment is hard.
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This moment is tough.
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It might have hands.
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I know what that feels like.
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But don't quit.
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Don't.
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Don't because this moment is supposed to teach you something.
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It's supposed to equip you with something because what is for you next is bigger than what you
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could even think about.
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So just hold on to that.
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If you're in a tough season in the grind,
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feeling like the vision is cloud, you're the money's funny or you're just tired.
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Don't quit.
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Pivot if you need to burn it down and rebuild if that's what's required.
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But don't quit.
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Complete your purpose work.
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Pray that prayer.
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Let my helpers find me because they will.
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They did for me.
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So this is the last episode of the Professional Trouble Maker podcast.
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It feels right.
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It feels like a good movie wrapped up after the end credits.
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It feels right to move on to the next franchise.
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Not that I'll stop being a professional troublemaker.
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That's a life long assignment for me because I'm always disrupt for the greater good.
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Amen.
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But as I even embark on the work that I'm doing for my next book,
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which is really exciting to me because I don't think a book like this exists in the way it should.
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I'm going to be pivoting my attention more to that.
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Is this the last podcast that I'll ever create?
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No, I've highly doubted.
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I might decide to start a brand new podcast in a couple of months.
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I don't know.
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But as for this podcast, we're done.
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We're finished.
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We must finish strong.
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But yeah, I think it's the right time to lay professional troublemaker down.
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It's a new day.
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It's a new dawn.
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And what my assignment is in this season, different.
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And that's always good to also know.
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Remember that your assignment doesn't always have to stay the same.
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You just have to recognize when it's done as a post-afforsened or staying in seasons that have
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expired.
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So yeah, but before I go,
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to make sure you stay connected with me, make sure you subscribe to my love letter.
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That's my newsletter that I send out weekly.
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That's how I stay connected with my audience because these algorithms are a tragedy.
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Okay.
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How you sign up for that?
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You go to loveletter.com.
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L-U-V-V.
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L-E-T-T-E-R.
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You know I be on social.
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I'm at lovey everywhere.
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And if you are not already on the book Academy, wait list.
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And you want to write a book one day.
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What are you even doing?
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Come on.
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Go on it.
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Thebookacademy.com.
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But yeah, this is the final episode of Professional troublemaker,
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the podcast after seven years.
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Thank you all for writing with me.
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Thank you for listening to this podcast.
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Thank you for showing it love.
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Seven years has been incredible.
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I have had some great conversations on this platform.
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I have really enjoyed this leg of my work.
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It has been a pleasure to hold this space and for y'all to join me.
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So let's continue to do better, be better, and thrive.
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Stay disruptive.
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Peace out.
Topics Covered
Professional Troublemaker
authentic life
purpose-driven business
entrepreneurship
business lessons
Book Academy
Webby Awards
business podcast
team rebuild
success stories
leadership
small business recovery
audacity in business
disruption in entrepreneurship
financial management
storytelling in business