Today I'm sitting down with Ruth, the brilliantly creative mind who, when asked what her current job title is, replies with a laugh, "Today we're going with digital product strategist."

This sense of fun sets the tone for our entire conversation about what happens when you follow joy instead of rigid business rules.

Ruth's journey from corporate banking job to creative entrepreneur wasn't planned, it unfolded naturally as she simply shared what she loved making. Whether it was photographs, websites, online courses, or physical products like t-shirts and journals, Ruth's magnetic energy comes from a place most business coaches never talk about: genuine excitement.

"I'm not purposefully sharing to get a client," she reveals. "It's just this homepage has brought me joy. I can't keep it in. So I'm just going to share it." This approach has led to clients consistently finding her rather than the other way around something many of us dream about but struggle to achieve.

We also dive into the fascinating parallel between building a business and Ruth's two-year journey to achieving a challenging physical goal, where we learn about her philosophy on persistence. When most people try something once and declare "it doesn't work," where as Ruth has shown up Monday, Wednesday, and Friday for years.

I love Ruth's comfort in her own lane whether in business or at the gym. While many of us are constantly looking sideways, she's focused firmly on her own path, completely unbothered by how fast or slow others might be progressing.

This conversation isn't just about business or strategy, it's about finding joy in the process, sharing from a place of genuine excitement, and showing up consistently without comparing your journey to others.

If you've been feeling the pressure to niche down or follow conventional business wisdom, but something about it doesn't feel right, this episode might just give you the permission you've been waiting for.

• Why Ruth gets clients without actively seeking them and the mindset that makes this possible
• The truth about passion projects and why they don't always need to make money
• Ruth's approach to personal goals that mirror how she runs her business
• Why Ruth writes all her content herself (without ai)
• How she balances "joy projects" and "income projects" to keep her joy and business sustainable

• Ruth's website: RuthXO.com
• Liz Gilbert's book "Big Magic"
• Our Joy First Founders Circle community
• The Colour Joy

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