Interested in starting your own entrepreneurial journey in personal and professional development but unsure what to expect? Then read up on our interview with Else Johnson, Founder and CEO of Else Johnson Coaching, located in Scottsdale, AZ, USA.

What's your business, and who are your customers?

I’m a Mindset Coach for creative, high-achieving entrepreneurs, executives, and their teams. I see possibilities and positive outcomes everywhere and believe success looks different for everyone. This is what drives me when working with my clients to overcome the core issues causing self-sabotage that blocks them from achieving the success, impact, and happiness they desire.

I’m an out-of-the-box thinker whose life and career have taken unexpected twists and turns, and I personally felt how easily we get entangled in a cobweb of beliefs that keep us stuck in old, unhelpful habits. My life-long passion and study of human behavior provide a solid foundation for helping my clients achieve their full potential, impact, and happiness without mental stress and negative emotions. My extensive career in finance and entrepreneurship help me understand my client’s struggles on a very deep and personal level. My goal for my clients is to find peace of mind as they uplevel their life and business.

Tell us about yourself

In 2016 I had a nagging sense that something wasn’t right, and I listened to it. After two decades of running my interior design business, I felt disconnected and lost my sense of direction. Little did I know that it actually was a lack of clarity about what I wanted out of life and the results of decades of losing my core essence by constantly following other people’s rulebooks. I began my journey of personal development, and in the process, I found my zone of genius and my purpose. I learned to let go of others’ expectations, understood what was within my control, and stopped being my own worst critic.

My passion and mission every single day is to help other entrepreneurs release all the fears, shame, guilt, and insecurities that reside deep within their souls, so they too can wake every morning knowing that they are living their best lives and that they can pursue their passion, have amazing deep and meaningful relationships, and successfully grow their business with ease and flow.

What's your biggest accomplishment as a business owner?

Learning to say no to what’s not serving me. When I completed my coaching certifications (I have several), I was like every other coach believing that I needed to help everybody. However, as I’ve matured in my business, I’ve realized that my effectiveness and talent are helping fellow entrepreneurs. I have a deep bias toward action takers, and I also believe that by helping one entrepreneur, my reach and impact are far greater. Once they begin to feel a deep sense of self-trust and love, their relationship with everybody around changes for the better.

What's one of the hardest things that come with being a business owner?

Learning that you will never be 100% perfect. Most entrepreneurs want to create the best possible product or service, and often it turns into the pursuit of perfection that only slows progress down. When we learn to adapt our mindset to the thought of constant progress through trial and error, we will reach our goals much faster. Remember that action beats perfection every single day.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Remember, nobody succeeds alone. Surround yourself with people who will support you, encourage you, and challenge your thinking without killing your passion. It’s extremely important to have unbiased advisors at your side. This also means understanding what role your family plays.
  2. Know what success looks like for you. Too often, we model others’ versions of success and end up with unnecessary stress and overwhelm.
  3. Get clarity of ALL your whys. People often feel we only have one why, but it’s often more than one—our deepest and most secret why, the official why, the relationship why. Clarity is king.

Is there anything else you'd like to share?

Here are links to two articles on LinkedIn that explain more about how I think and coach.

Are you controlling your business and life, or is your life and business controlling you?
Girl Get Hungry!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.