Bree Noble sits down with Tammy Johnston from KSA Business to discuss musicians’ business coaching. They dive deep into the strategies and mindset shifts required to optimize your life and business for long-term success. From personal development to ethical decision-making, Tammy shares her wealth of knowledge on how to maintain a healthy balance while building a sustainable future. Tune in to discover practical tips that can transform your approach to both business and personal well-being.

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Creating A Strong Business Foundation For Musicians With Tammy Johnston

Introduction And Episode Overview

I’m so excited to be here with you on the show and with our guest, Tammy Johnston, from KSA Business. We’re going to be talking all about musicians and business like we always do, but we’re going to weave in a little bit of interest, something interesting. We’re going to talk about being ethical and moral in our business, and it’s something that I strive to do, but sometimes things are a little gray area, so it’ll be really good to talk this out. Let’s just start by finding out more about Tammy. Tammy, let us know a little bit about your background, how you ended up coaching business owners and working with musicians specifically.

Tammy Johnston’s Journey To Coaching Musicians

I’m Tammy Johnston, and my business is KSA Business. I’m actually known as the hold your hand and kick your ass business coach.

I was going to mention that. I love that tagline. That’s fabulous.

That’s actually what my clients named me because they said, “You love us and you support us, but you don’t let us get away with nothing.” My background is financial services. I’ve been doing that for over 30 years, and I’ve worked in various companies and stuff. About 23 years ago, I had that magical turning moment and finally decided to start my business and went into sales. One of the things I discovered was I was working with a lot of self-employed people, small business owners, and artists, and they desperately needed help with their business stuff. I’m going, “That’s my talent. That’s my background. That’s my passion.”

I started helping them with their business because I’m going, “If I could get them making more money,” that worked for me because I found that broke people can’t afford investments or insurance, which is the stuff I actually got paid on. I started helping them, and then they started sending me more and more of their colleagues and that.

I had to start teaching my small business class. I’ve been coaching small business owners for over twenty years. In 2019, I split my business into two. I still have my personal financial planning company and I have KSA, where I focus on teaching, coaching, and consulting people to build sustainable, successful businesses.

Do you mostly work with solopreneurs?

Most are, yeah. Most of the ones I work with are solopreneurs because my sweet spot is getting them as early in the process as possible. Idea stage up to two years is where I can have the most positive impact. Yes, most start off as solopreneurs, but I’ve had quite a few go on to expand and do wonderful things, and we still work with them, but my sweet spot is, like I said, the idea stage up to two years.

Where are you located?

I am in British Columbia, Canada.

How did I know you were Canadian? I love the Canadian accent.

Fully pasty white Canadian.

I have tons of people that read the show and are in my community that are from Canada. In fact, our community manager lives in Canada.

We are wonderful.

Yes, I agree. Everybody I know from Canada is amazing. Do you find that it’s any different, like training people to run a business in Canada versus the US?

No, it doesn’t matter where they are. Business is business is business. Some of the legal stuff changes how you have to do things, and some of the requirements for how you do your accounting changes, but for business, it doesn’t matter where you are. The foundational pieces are all exactly the same and then it’s just how exactly do you put it together for your particular business. I’ve worked with tradespeople, medical people, and tons of artists. I’ve worked with retail. I’ve worked with the gamut.

One of the things that I love about that is, yes, you see that business is business is business, but also the cross-pollination of ideas. I’ve had my musician clients learn from my massage therapist clients, my truck driver clients, and everybody else because there’s definitely an advantage to hanging out with people doing the same or very similar things to you. You get to learn very technical stuff, but you don’t get the cross-pollination of ideas when everybody’s in this same silo.

I think that’s definitely true. I try to have a balance of people doing something similar to me and then being in groups with people doing something quite different, because like you said, it’s something that you never would have thought might come up, and then you can apply it. That’s another thing I enjoy doing is taking things that I’ve learned somewhere else and applying them to musicians. Not a lot of other people are applying to musicians. That’s super fun. That’s cool. How did you end up attracting musicians? What did you find were their unique issues when they came to you that they needed help with at first?

I started getting them because I actually started getting a few being referred by other business clients are going, “My nephew is really big into this. I know he’s super talented and really good. He needs help on the business side. Can you help him with that?” I would start talking and then he would send me other people.

As I said, I have professional comedians and Olympic athletes as clients, and they’re like, “Okay, can you help my friend?” Yes, with the basics. As long as you don’t ask me that like, “I see your beautiful guitar in the background,” don’t ask me to play it. I know nothing, but on the business side, I can help you. Your job is to play the guitar.

I’m sure they love hearing that because most of them are like, all I want to do is play guitar and sing and write songs. I don’t want to have to deal with this business stuff, but I know I have to.

Everybody starts off as a technician, it doesn’t matter what. I want to be like my electrician. I want to be on the tool, I don’t want to deal with invoicing and marketing. If you want to be self-employed, you want to be running your own show, you have to learn to do that stuff, but you can get better at it, you can get it systematized, then you can bring in help, but if you don’t want to be having a job where somebody else is looking after all of that, it lands on your shoulders.

If you want to be self-employed and run your own show, guess what? You have to learn to do it all—marketing, invoicing, and more. It’s on your shoulders. Share on X

Most people come to you when they’re doing music on the side, or maybe they just got out of college and want to do music, but they have to have some other job to pay the bills or are these full-time people already?

Most are actually when they’re transitioning, and they do have a day job because making it in the arts, whether it be a comedian, musician, painter, or whatever they are, is hard to start off and get making money. They actually start hating the art because they’re going. I have to work so hard to sell it. If I don’t sell it, and I have to do these commissions that I don’t want to do and all of this stuff, they actually start to not like their jobs.

I really like it when I can get them when they do have a day job, and it’s, okay, let’s build something on the side. If you’ve got the day job that’s making sure the mortgage is paid or the rent’s paid, and the food’s on the table, then you can do your music, or your art, or whatever it is for fun and joy. It’s an awful lot easier to sell it and market it because you don’t have that desperation, that panic behind you, that everyone can smell from 1,000 kilometers away.

You’re speaking my language. I say the exact same thing, especially around bookings. It’s like no one is going to want to book you when they can tell you that if they don’t book you, you’re not going to be able to pay your rent.

They’ll book you, and they’ll take advantage of you. They know that you need it. They’re like, “You’re going to give me more, and I’m going to negotiate your fees down.” Especially when I’ve worked with a lot of the musicians who are getting paid, but it’s not even enough to cover their costs a lot of the time. If that’s what you’re doing to be paying your bills, that is like a lose-lose situation.

I’m glad you said that because I’ve said that many times. It’s just like when someone is trying to get a job and you’re interviewing them, you can tell that they need that job even with their body language and stuff like that. It makes them less desirable. It’s just like when you’re dating somebody, they really want you, and you want to say, I don’t want them, because you want to play hard to get or whatever.

If somebody’s coming on too strong, you’re going, okay, what are your issues? What stuff is going on in the background that I am not going to want to find out about? I told you, my background is in financial services. Let me explain that to you. I sell life insurance. If you want to clear a room, go into the room and say, I sell life insurance, and everybody is going to be running for the hills.

Nobody wants to talk to you. If you go in thinking, okay, I need to make this sale in order to pay my bills, that makes you even more repulsive. You have to find ways. Like I said, I sell stuff that absolutely nobody wants, people need it, but they don’t want it, so learning how to do that is a very good thing.

It just doesn’t sound exciting. It’s like me trying to get people excited about learning bookkeeping. They need to do it. It’s like, that’s like fingernails down a chalkboard for a lot of artists.

Yes. Can I go clean the toilet? What can I do other than that?

When musicians come to you, what do you find? What do you work with them on at first? What do they really need help with at first?

Understanding The Business Side Of Music

Usually, when I’m dealing with musicians and other artistic types and stuff like that, it’s getting them to understand that if they do want to be making money at this, it is a business because so many of them have this idea that I just need to get on American Idol, or I’ll have my magic moment where I’ll get found. That’s everybody’s dream and all of it. If I could just get this one thing, magically, everything opens up.

 

No. Even the ones that we see, we’ve heard it over and over and over again, overnight successes take 10 to 20 years because they’re putting in the work, they’re doing the stuff, they’re playing to the tiny little crowds, and they’re busting their butt, not making money, but they’re doing the work day in and day out, day in and day out, before they hit their big magical moment. There are ways that you can have it come faster. There are ways you can have it come easier. If you think you just have to be the most talented musician, you are not going to make it. You have to look at it as a business, and you have to be running it as a business.

Overnight success? Think again. It takes 10 to 20 years of consistent effort before you hit that 'big magical moment'! Share on X

I wish it were true that everybody was valued based on their talent, but it just isn’t true. You have to know how to promote yourself. You have to know how to manage money and everything that goes along with it. Do you find that they are resistant to that idea? Have you had clients just walk away? I’m not going to do this. I’m convinced I’m just going to have my viral moment on TikTok, and then I’m going to be all good. I don’t want to do this business stuff.

There are always a few, but most are real. Typically, if they get to the point where they’re talking to me at all, they’re starting to realize things. People typically, like you said, especially on the artistic side, don’t come to me right off the bat. They have to go through some pain first. They have to collect some bruises, and some scrapes, and things like that. They’re going, okay, maybe there are some things that I need to learn about this other than just how to play my instrument or sing and things like that. They’re a lot more open to it. I find that by asking them a few questions and, like I said, getting into the conversation, they start warming up to it because they think it has to be scary.

They think it’s boring, and I’m going to have to sell my soul and stuff like that, but when they actually start learning about it, they’re going, oh, no, okay, this does make sense. Most are pretty open to it because, like you said, the majority of people are coming to me after they’ve already collected a few bruises and scrapes. They’re going, “This hurts. Can I make it better?”

It’s true. I remember being in a band and thinking that this one show was going to be it for us. We did this one show, and people were going to see us, and we were suddenly going to move forward leaps and bounds. It didn’t happen like that. In fact, the band broke up right afterward. You go through a few things like that, and then you’re brought back down to the reality that it’s actually like building blocks. It’s just like any other business. It has to build itself. Even though you’re not getting those messages out there as a musician, you’re getting the “do this talent search, do this.”

Do you want to know something? That crap message is not just for musicians. I have seen it across everybody. It’s like, so many people think, “I just need to hang out my sign and they will come.” Build it and they will. That is the biggest line of crap ever.

I didn’t realize non-musicians thought that way.

There are so many. When I’m working with my retail clients, that’s one of the biggest things, they just need to have a good location and put up a great sign. That’s all they need to do. They’ll work on making everything inside perfect, but they don’t think they need to go out and market because they’ve got a sign. And that is normal. That is standard because we are not taught the realities of business or marketing and sales and how to put together our systems and stuff like that. We are taught, “How do you do this one skill?” people believe that’s all you need because that’s what we’ve been pushed through in our education system and employment. You have this one skill and that’s all you need. Crap.

Call it out. I love that. It’s true. It’s just like online when people think, “Once I get my website built, that will be the magic portal and everybody will find me.”

On page 14,003 on Google, because how many websites are out there? Then you’re dealing with all the spam bots and stuff. It’s a piece, but I have yet to find a magic bullet. They don’t exist.

I like to say that business is hard because I don’t want people to think that it’s just easy. It is hard, but there are ways that will work better for you than others, and finding what works best with your personality and the way you work and stuff like that is what’s going to work.

I don’t like saying business is hard because that scares off a lot of people. Business is effort.

Okay, that’s good.

Distant effort because here’s one thing. Yes, I do work hard. I work a lot of hours, but here’s the thing. I love what I do, and I enjoy doing it. Not everything, there’s paperwork, and I’m like, “Do I have to deal with this again?” That’s just part of it. It is consistent, and I do what I want to do and work with people I want to work with. Musicians get to play the music they want and how they want to do it, but you have to put in that consistent effort over time.

I like that. Effort is a better word. When I’m just giving tough love to my community members, I think, “Look, everything that you’re going to do is hard. You’ve got to pick the one that’s going to be the most fitting for you.”

I fully agree, but I’m very picky when it comes to language.

I like it.

How we frame things, so, for example, I was talking with my mom and she said, “I went.” She’s part of a health group and stuff “and I lost some weight.” I told her, “No, you didn’t lose weight. When we say we lost something, that’s something we want back. No, you released it.” Is it hard? No, it’s a consistent effort. Framing it makes it a lot easier for people to go, “Okay, yes, this is something I can do. It’s something that I’m not going to enjoy every moment, but it’s something I can achieve, and it’s something worthwhile.”

I definitely like that. I’m going to use that. What about income streams? Do you encourage them to go out and get a bunch of different income streams? How do you help them decide which things they should pursue? There really are a lot of income streams musicians can pursue.

The Importance Of Multiple Income Streams

There are tons of them. A lot of it comes down to having conversations and going, “What do you want to do?” Yes, I’m a huge fan of multiple income streams. The big thing is so many people think, “Yes, I need multiple income streams,” and they try to do twelve things at once. You pick one to start with, and you do it, get good at it, and get it systematized and put together. Then you can add another one, and then you can add another one, but if you’re trying to operate like a shotgun, spray and pray, you’re not going to succeed because you’re running around, and you’re spinning plates, and your energies are all over the place. We can only do so much at once, so pick one thing, and let’s get that set up, and then you can add more. Let’s figure out, okay, what is something that, based on your skills, your connections, and where you are, is the most likely thing for you to start with?

I know you do that whole spray and pray and the whole spinning plates thing, and you just end up burning out. Then, like you said earlier, you just end up hating music.

Yes.

You’d go work in an office.

You end up hating that, too.

You hate that, too, and then you hate everything. I know, it’s not good. I always think about it like, I don’t want to shut musicians down because they are creating art. If they stop doing it, there’s art that will not exist because of that.

Our world needs art. Thinking back to the pandemic when the entire world was shut down, what kept people sane and going forward? Being able to listen to their music, watch their shows, and read their books. That’s all art. If the artists and musicians didn’t have it set up so that it could get out to the world and didn’t have the business sense and the business support, nobody would have ever heard about it.

I also always say, like, you need to know this so you can keep making music, for yourself and for your fans, because if you can’t finance what you’re doing, eventually you’re going to go broke. You’re going to go into debt, or you’re just going to stop because it is expensive to be a musician.

The world needs art, but if you can’t finance what you’re doing, the art might never see the light of day. Treat it like a business. Share on X

Isn’t it an expensive hobby or is it a potential income stream?

Right.

That’s for everybody.

I want to talk about how you really focus on making sure that we are doing business in an ethical and moral way. How do you talk to your clients about that?

Building An Ethical And Sustainable Business

I always say my rules for business are honest, moral, and ethical because, unfortunately, especially in our modern world, in the corporate sense, they lie, cheat, and buy the laws they want, and it is a race to the bottom. It is making our society worse. It is making everything worse, whereas small business owners, in order to stay in business, our reputation is everything. If you’re going to lie, rip people off, or cheat, that’s going to get out, and then nobody’s going to want to deal with you. Who wants to deal with people like that? We hear stories, talking about musicians and stuff like that.

I went to a concert. I remember going to a Guns N’ Roses concert probably 30 years ago. I was so excited about it, and they didn’t come out onto the stage until almost two hours after they were supposed to start. They can get away with that because they’re big stars and stuff. I lost an awful lot of respect for them in that moment. If you’re a just-starting-out musician and you try to pull a stunt like that, it’s not honest. It’s not ethical. You’ve pissed off everybody. How is that helping anyone?

When you treat people with respect and live up to the agreements that you have made, and if you only make agreements that are fair, honest, and ethical, you might lose out on some short-term money, some short-term gigs, but it pays off in the future over and over again. You are building up that relationship. Yes, your music is good, but yes, they’re also going to show up on time. They’re not going to wreck the place, they’re not going to be jerks, and we’re not going to have drugs everywhere because that’s what they’re promoting and stuff.

Who would you choose if you’re a concert promoter or you want them to come in and play at your event? I’ve got somebody. Yeah, they’re really talented, but are they going to show up? What type of stuff are they going to do? Are they going to be miserable? Is the green room going to be destroyed afterward? Somebody who’s also very talented, but they’re going to show up on time, be respectful, and do what they say they’re going to do. Who are you going to hire?

Absolutely, and in music, you see a lot of situations where this happens internally too, like between band members, co-writers, producer and performer, or even manager and artist. Have you experienced any of that?

Yes. I’ve also been called in when they’re having those problems, and they’re asking, “Okay, how do I deal with this? How do I get out of it?” I always say the best thing is not to get into the mess in the first place. Do not get into the mess in the first place; just because somebody is offering you something doesn’t mean you sign papers.

If you don’t understand the legalese, find somebody who can. Are you fully aware of what you’re signing on for? If you’ve already signed and you’ve got a relationship, okay, what are your escape clauses? How do you get out of it if it’s a bad fit? If somebody’s lying to you, cheating, or stealing from you, which happens a lot in the arts, you have to ask, who owns your copyright?

This is why the business stuff is important. You don’t have to know everything, but you need to know the basics so that you know what questions to ask and so you can bring in the experts that can help you and cover your butt. How much could you possibly lose? How long was Kesha not able to perform and do all that stuff because of the crap with her contracts? Why did Prince change his name? Crap with contracts.

Do you usually recommend that they bring a lawyer in to read any kind of contract?

It depends on the complexity of the contract, but I’d say, well, 1) always read it yourself because even if you are having an expert look over it. I remember Malcolm-Jamal Warner. Do you remember who he is?

Yes, Theo?

Yeah, he played Theo on The Cosby Show. One of the best lessons for artists and all this stuff is something he said. His mom, because he started the show fairly young and was making good money, it was the most popular show in the ‘80s for years.

Must-see TV. Yes, I remember.

Making good money. He says, “I hate it at the moment, but it was one of those valuable things ever.” His mom used to take him to meetings with his accountant, his legal team, and all that stuff every quarter and make him ask questions. She would figuratively smack him around a little bit to make sure he was paying attention so he understood what was going on and that his money was being looked after properly. So many people make that magic moment where they earn lots of money, but they don’t learn anything about it or the contracts, and they end up getting screwed.

His mom made sure he knew and understood, and he says, “I’m set for life. If I don’t want to do a job or anything like that, I don’t financially have to because I learned this stuff because my mother forced me.” Learning to read that and then, yes, at least have somebody else take a look over it. When you’re looking at relatively small stuff, like, do you have to have a lawyer on speed dial?

No, but you do need to learn this stuff. If you have questions or anything like that, there are ways that you can talk to lawyers for a lot less than you think. A lot of people avoid them because they’re going, “Oh, my God, I don’t have the money. That’s just so expensive.” You either pay a couple of hundred bucks now, or it could cost you hundreds of thousands later.

I know. I just watched that documentary about the Backstreet Boys and NSYNC and all that stuff. It’s like they didn’t even look at it. They just signed it.

They were just, “This is my magic moment. Everything’s fine.” No. The people who wrote up those contracts, I guarantee, made sure that it was in their best interests, not yours.

I know. That stuff is crazy. Is there any other advice that you would want to give artists that have come up while working with all kinds of artists?

Final Advice For Artists: Treat It Like A Business

There are so many. How much time do I have? If I had to pick one thing, I’d say, is it an expensive hobby? If it is, all the power to you, but if you actually want this to be something that is going to make you money, that could be your livelihood, it is a business. If you want to succeed, you need to learn the business skills. You need to have good people in your corner who can help you, so the majority of your time and energy can go into your passion for making the music, but if you are not going to treat it like a business, don’t delude yourself.

 

What is your opinion about going to school for music business? Do you think they can actually learn what they need to learn in the real world in a college program?

In a college program, I’ve yet to find one. They’ll definitely teach you pieces, but like I said, I’ve been teaching small business for just over twenty years, and I’ve actually had people that have gone through the business courses and all of that stuff, and then they’ve come and done my course, and they’ve said, “I learned more in your weekend than I did in four years of college or whatever.” It’s not saying they didn’t learn stuff in college, but it was much more on the macro level. The stuff I teach is about how to put your day together, what questions to ask, much more on-the-ground stuff.

I’m all for learning. There are great books, and you can get great podcasts like this one and others that you can listen to, to learn different skills, but you still need somebody else. Having a great business coach is one of the best things you can do for your business. Do they know what they’re talking about? Do they care about you? Are they the type of coach you need for what you need?

I agree. I’ve had different coaches at different times in my business that I needed for that particular season of my business or what I was focusing on. That’s a good point, finding the person that can help you with the thing that you’re working on the most, or if they’re just coming in at the beginning, helping with the foundations you’re teaching.

I say when you’re first starting out, you need to be more of a generalist. I know a lot of amazing business coaches, but they’re specialists. I call them the -ologists. When you need the -ologists, they’re the best thing in the world, but if you need a generalist, you’re going to go to this -ologist, and they’re going to teach you great stuff, but it’s not appropriate for you. You’re not ready for it, or it’s not what you need at this moment, and then you’ve got to go to another -ologist. That’s going to be the same thing.

Great stuff, but not right for you. You could spend all of your money on –ologists and not get anything that you need because you needed a generalist to start off with.

I like that, and then you just end up feeling overwhelmed and thinking, “I can’t handle this. It’s too much. It’s too complicated.”

“I put so much money out and I haven’t gotten the results.” If you’re wanting to build a house, you don’t have the living room interior decorated before the foundation is done, the roof is up, and the walls are built.

For sure. The foundation is so important, or your whole house will just fall down.

Exactly. But there are so many people who are going, “Yes, that’s a beautiful living room, and I want all of that stuff,” but it’s not in the right order.

I agree. I always talk about my framework, which is a musician’s profit path, and it’s in stages. You go in stages. You cannot be in stage three when you’re just starting out. The problem is you’re looking at all these other artists who are at stage three and thinking, “How come I’m not where they are, and how can I get there? How can I jump the line?”

You can’t jump the line. Have you ever been to the Grand Canyon?

Yes.

Yes, everybody’s seen the Grand Canyon because it’s in movies, on TV shows, and all that stuff, but you don’t grasp it until you actually go and see it. I remember standing at the top, and I think at the narrowest part of the Grand Canyon, it’s like a mile and a half across. So many people are trying to jump over the Grand Canyon. You can’t jump over the Grand Canyon. It doesn’t happen, but you can wobble your ass from the top of one rim down to the Colorado River and up the other side. That’s the only way you’re going to be able to do it. It’s an awful lot faster and safer. Here’s the other thing. It’s a lot more enjoyable because you’re going to actually see things. Stop trying to jump the Grand Canyon.

Don’t try to jump the Grand Canyon—take the long, steady walk. It’s faster, safer, and a lot more enjoyable! Share on X

I like that analogy. That’s really good. I wanted to touch on one more thing I heard you say that is near and dear to me. You said, “What does your day look like?” There’s the planning and time management aspect. I think that’s where musicians struggle because they’ve always had someone telling them what to do and when, especially if they just go full-time, they’re like, “I’ve got my whole day. What am I going to do? Should I practice? Should I book?” How do you work with musicians around that?

1) I’ve worked with them to figure out, okay, what is your energy flow? For example, I am not a morning person. Don’t talk to me in the morning. It is not going to happen, but I know where my energy flow is and, okay, what the things that I need to be doing are. Do I need to be practicing? Yes, you do. Do you need to be doing that for eight hours every day? No, you don’t, but you need to be putting in your time.

Do I need to be working on my bookings? Yes, absolutely. How are we fitting that in? Do I need to be looking at my financials? Yes. How do you fit it in and then schedule it? One of the biggest challenges for all small business people, self-employed solopreneurs, is that when they start, when you’re in school, when you’re an employee, you have external things telling you what to do, when, and where. When you’re self-employed, you have to do that, which is freeing and terrifying at the same time when you’re starting off because it’s like, I can do whatever I want. I can do whatever I want, but what do you need to be doing?

How are you fitting it into your day? Another one, how do you deal with all the distractions? Because when you start off, people say, “You’re self-employed. You have control of your time. I can interrupt you for any reason.” Can you run me errands? Can you pick me up and take me here? Can you do this? Can you do that? The next thing you know, you’ve lost six weeks and have accomplished nothing.

It’s really easy to do, so easy to do, and like I said, not just for musicians, but for everybody. This is why I say foundation pieces. One of them, like I said, is learning your habits so that you can succeed, so that you can be putting in that consistent effort, and so that you can have those cumulative returns.

I absolutely agree. That’s something that I definitely talk to artists about. This has all been super helpful. I want to thank you for sharing. How can our listeners and the people who are watching find you online?

Two places. You can find me on my website, KSABusiness.ca, because I’m a pasty white Canadian. If you’re asking, KSA stands for Kick Some Ass.

I love it.

You can find me on Instagram @KSA.Business. Those are the two best places to find me.

Awesome. Go connect with Tammy. Thank you so much, Tammy, for all of the wisdom that you gave everybody.

Thank you for having me, Bree.

 

Important Links

• KSA Business
• @KSA.Business – Instagram

 

About Tammy Johnston

Tammy Johnston is THE Hold Your Hand and Kick Your Ass Business Coach. She has been working with small businesses for over 20 years and specializes in helping new entrepreneurs as early in their journey as possible (idea stage to two years) by teaching them the basic, foundational skills they need to first survive and then thrive.