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"I always feel inspired
and refocused when I come to 1230 TWC"
Q1. What’s your name and what you do?
I’m Caroline Ferguson and I’m a Mindset Trainer to purpose-driven women who know they were born for something bigger. I help them to overcome limiting beliefs, low self-worth and procrastination so that they can deliver their full, extraordinary impact.
Q2 Why Did you Start a business and what was your biggest business challenge when you started?
I’d been self-employed for many years as a business communications specialist, but there was always something missing. I found my true north when I retrained as a Cognitive Behavioural Hypnotherapist. My biggest challenge was marketing technology (which it turns out was much simpler than I was trying to make it).
Q3 Who do you help / serve in your business?
I help women (and a few men) who are tired of sabotaging themselves and getting in their own way. They know they’re capable of making a greater impact but they feel stuck. They are ready to make the change.
Q4 How did you know they were the people you’re meant to help?
It took me a while to work this out. At first, I wanted to help everyone sort out their mindset, but gradually I realised that when I was trying to communicate with “everyone”, no-one could hear me. It wasn’t until I started focusing on the people I loved working with – entrepreneurial women – that I was able to understand their pain and get really clear on my messaging.
Q5 What do you think of business networking?
It’s essential. I wouldn’t have a business without it. I network extensively, both in the room at events and online.
Q6 What do you think of women-only business networking?
I love it. I know some people prefer mixed networking but I go where my clients feel comfortable. Women are incredibly generous networkers – it’s less about competition and much more about connection and collaboration, which is my favourite way to do business.
Q7 Who is your female in business idol / role model / business celebrity
Gosh, there are loads of them. Right now, Shaa Wasmund is an inspiration – she’s one of the 20 leading entrepreneurs in the UK and a Times bestselling author. I also love Sarah Arrow for her generosity to up-and-coming business owners, and for doing business with heart. She’s always looking for ways to add value.
Q8 Your Favourite book by a female author (business or pleasure)
Right now it’s Rising Strong by Brené Brown. If you haven’t seen her TED talks or read her books, please do. She’s wonderful.
Q9 What’s your favourite restaurant for a business networking lunch?
I went to a gathering of high performing women at The Ivy in London a couple of weeks ago. That was pretty special.
Q10 Tell us your best business “win” so we can celebrate your success with you.
There have been plenty recently but #1 is the success of my new course on Procrastination, “Get The Darned Thing Done”. It’s changing people’s lives and that is THE BEST feeling! Also, a journalist is doing the course and will shortly write about her experience in a national newspaper – very exciting.
I feel immensely privileged to work with women who want to change the world. Building a successful business around doing something you love takes guts, resilience and plenty of staying power. I have nothing but admiration for the women who are putting themselves and their passion out there.