As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Sara Connell.
Sara Connell is a bestselling author and founder of Thought Leader Academy where she helps coaches, writers and entrepreneurs become successful, published authors and in-demand speakers. She has been featured on The Oprah Winfrey Show, Good Morning America, The View, FOX Chicago, NPR, and Katie Couric.
Her writing has appeared in: The New York Times, Forbes, Tri-Quarterly Good Housekeeping, Parenting, IO Literary Journal, Penumbra & Psychobabble. Her first book, Bringing In Finn, was nominated for the ELLE magazine Book of the Year.
Here’s what we found out about Sara’s daily routine, followed by an exclusive Q+A.
What inspired you to become an entrepreneur, and what sparked the idea for your business?
We didn’t have any entrepreneurs in my family, and to this day, I think most of them still assume that “entrepreneur” is just a fancy way of saying “unemployed.”
Despite that, I felt deeply inspired to become an entrepreneur. But even before that, I felt a calling to become a writer. A book I discovered in an airport bookstore 22 years ago changed my life. It saved me, and in that moment, I vowed to dedicate the rest of my life to paying that gift forward by writing my own books.
When I was fortunate enough to find success as an author, I felt called to help others who shared the same dream—making an impact, changing lives, and contributing to the world as authors and thought leaders. For at least 10 years, I split my time between writing as one part of my business and coaching as another. Initially, my coaching focused on general life coaching and women’s empowerment, which I thought of as a way to support my art. I also genuinely loved helping people grow.
About eight years ago, I felt a strong pull to merge these worlds. I decided to bring together my years of coaching certifications, a master’s degree, my counseling license, and all my training to empower emerging thought leaders. This has been the most fulfilling work of my career.
As a woman navigating the business world, what challenges have you faced, and how did you overcome them?
My most challenging experiences as a woman happened during the brief time I spent in corporate. Right after graduating from Northwestern University, I worked for three years at an advertising agency that was considered a creative and exciting place. However, it was during the height of the #MeToo era, and the environment was abusive, toxic, and deeply traumatizing.
There were no protections in place. I experienced multiple assaults, as I’m sure others did, and most reports went unaddressed. HR’s response was to tell me to “be a team player.” I was even required to take clients to strip clubs and other inappropriate events. It was an incredibly challenging time.
As an entrepreneur, my biggest challenge has been overcoming the confidence gap—a struggle I see mirrored in many of my clients. This gap is at the root of the pay disparity between men and women. For example, a 2022 FreshBooks study found that even women freelancers who set their own rates earned 20–30% less than equally skilled and educated male counterparts.
For me, the key to overcoming this gap has been deep inner work: mindset shifts, identity work, and healing ancestral patterns of scarcity, poverty, and unworthiness. While this may sound “woo-woo” to some, I’ve found a significant link between unresolved trauma and earning potential, particularly for women.
When I addressed childhood traumas and worked on my identity through modalities like meditation, neuro-linguistic programming, hypnosis, and brain science, everything changed. Doing this work not only transformed my mindset but also skyrocketed my income.
I went from struggling to earn $30,000 a year as an author, speaker, and coach to building a business that now generates millions annually. This transformation is something I now help my clients achieve, showing them how healing and inner work can unlock incredible potential in their lives and careers.
How do you balance the demands of running a business with maintaining a healthy personal life?
This is such a great question because entrepreneurship—and work in general—can be all-consuming. There’s always more to do, it’s never fully “done,” and there are always people in your space doing more, which can add pressure.
For me, I’ve learned to build my life around my vision instead of constantly asking, What do I have time for? If I asked that question, the answer would always be “no.” I’m a mother to a teenage son, I’ve been married for 23 years, I’m close with my family, and I actively contribute to my community through pro bono speaking and other activities.
So, what works for me is creating intentional structure. I wake up very early—around 5:15 AM—and dedicate the first part of my day to what I call a “mindset session.” Some people call it a morning routine, but for me, it’s about fueling my mind, body, and spirit.
My mindset session includes meditation and movement to get into a peak state and boost my energy. While exercising, I listen to inspiring audiobooks, podcasts, or YouTube videos that motivate me and spark new ideas. I also journal using a practice called “morning pages” and do visualization exercises—sometimes even while in the shower! I like to “habit stack,” so by the time my family is up at 7:00 AM, I typically feel incredible. Not every single day, of course, but most days I feel energized, inspired, and ready to tackle the challenges ahead.
This morning practice supercharges my day. Afterward, I focus on serving my clients, running the business, and doing the work I’m passionate about. Evenings are dedicated to my family—spending time with my son, husband, and our dog.
I also prioritize rest and recharge time. I’m more selective about social commitments now, especially on weekends, compared to when I was younger. While I still love spending time with friends, I keep my evenings and weekends quieter to maintain my energy. That balance has a bit of a “monastic” feel, but it allows me to stay grounded.
A couple of times a month, I’ll plan something special—like a fabulous outing with friends or a travel experience. These moments feel extra meaningful because they’re intentional and balanced with a sense of wholeness and revitalized energy. This approach helps me sustain my passion for both my personal and professional life while staying energized and fulfilled.
Which networking strategies have most effectively built meaningful connections within your industry?
One approach I use—and teach my clients—is something I call passion networking. It’s about aligning with where I already go, what I already love, and where I’m naturally investing my time, money, and energy. By building relationships in those spaces, I tap into the power of “like attracts like.”
For example, if I’m passionate about a yoga studio, a certain type of conference, or a particular community workshop or retreat, I know that I’ll be in a naturally magnetic state in those environments because I’m energized and aligned with my passions. When I show up in these spaces, I go with the intention to be generous.
I deeply believe in the idea that we don’t have to worry about getting what we want if we focus on helping others get what they want. This applies to clients, colleagues, and community relationships—even in personal relationships. It’s not about ignoring our own needs but coming from a place of service, generosity, and true connection—not transactional relationships.
Instead of targeting specific industry events or adopting a rigid networking style, I pay attention to what lights me up and where I naturally gravitate. Those are the spaces where I pour my energy.
One pivotal strategy I used during a breakthrough year—when I scaled from $300,000 to $1 million in about five months—was identifying and collaborating with three people who served the same audience as me but in different ways.
Since I help people write bestselling books, give TEDx talks, and build businesses around their thought leadership, I made a list of everything my clients invest in beyond my services: brand strategists, photographers, videographers, PR professionals, etc. I then reached out to three people from complementary industries each week, building connections through Zoom calls and outreach.
At the same time, I committed to speaking in front of a new audience every month. Some of these groups were small, but the consistency mattered. These two strategies—networking and speaking—helped me hit $1 million without running ads, hiring PR, or building complex funnels. It was all about building genuine relationships and delivering value.
How do you approach mentorship, and how has it shaped your entrepreneurial path?
When I decided to stop being a “starving artist” and doing everything on my own, I made the transformative choice to invest in mentorship. Over the years, I’ve worked with various mentors—business coaches, spiritual guides, and other experts—and I’ve been incredibly fortunate to find inspiring individuals.
Investing in mentorship has been one of the best decisions for both my vision and my business. I’ve spent hundreds of thousands of dollars on masterminds, business coaching, health coaching, and more. Why? Because when I get in the room with someone who is seven steps ahead of me—someone who has already achieved what I aspire to in a way that aligns with my values—it accelerates my progress. What might have taken me ten years often becomes achievable in one.
This consistent learning and growth also allow me to show up as a deeply resourced mentor for my clients. I bring everything I’ve gained into the programs we offer, where we serve hundreds of advanced thought leaders at a time. Beyond that, I mentor thousands each year through masterclasses, guest speaking, and more.
Our company culture reflects this spirit of mutual learning. We don’t use phrases like “working for” someone; we work with each other and learn from one another, fostering a mentoring dynamic within the team itself.
What strategies have worked best for selling your products and reaching your ideal customers?
Finding ideal referral partners and connecting with the right audience starts with asking: Where do the people I serve—and want to serve—already spend their time? This could include physical spaces like events, conferences, groups, or retreats, as well as online platforms such as social media communities, forums, or podcasts they listen to and books they read. The goal is to show up in those spaces with authenticity, be of service, and provide tremendous value. Whether it’s in person or online, the focus is on being “the real deal.” Integrity is key—people often share that they feel like they can trust me or sense that I genuinely care. Every day, I strive to ensure I’m in alignment with that feedback by prioritizing service over transactions.
Once you identify where your audience is, the next step is to create content that inspires, educates, and solves their problems. Whether it’s speaking at live events, sharing insights on social media, or writing a book, it’s about meeting people where they are and helping them achieve their dreams. When done effectively, the sales process often takes care of itself. People feel drawn to the value you’ve provided, whether through free resources, engaging content, or even a low-cost book. That initial connection lays the foundation for determining if a deeper partnership is the right fit.
For me, thought leadership through writing, speaking, and content creation is not just a strategy—it’s a passion. Writing my first book was transformative, not just for my business but for how it allowed me to serve others. A book acts as a flag planted in the ground, signaling your expertise, the problems you solve, and the transformations you offer. It opens doors to speaking opportunities, building a bigger audience, and monetizing in meaningful ways. Those doors have continued to open, both for myself and for my clients, and it all begins with leading from a place of value and service.
Which marketing techniques have been most successful for your business, and how do you track their performance?
I built my business organically all the way through our first and even second million-dollar year. My focus during that time was entirely on speaking to audiences once or twice a month, networking, building referrals, and hosting events. For about seven years, we held two in-person events annually—retreats or conference-style gatherings that gave people a chance to experience our work firsthand. These events, often free or low-cost, allowed potential clients to get a feel for what we offer while showcasing leadership through writing, speaking, and content creation.
As the business grew, I leaned heavily into tracking and goal-setting. Like many entrepreneurs, I love numbers—they give clarity and direction. My team and I measure everything: email open rates, event attendance, engagement on social posts, conversions, and profitability. For me, profitability is especially important. It’s not just about hitting big revenue numbers; it’s about ensuring that what we earn translates into meaningful resources we can use for the things we care about.
We also track cash flow, sales, engagement metrics, and more, knowing that whatever we focus on tends to grow. Whether it’s growing an email list, boosting social engagement, or increasing event participation, consistent tracking helps us refine strategies and celebrate progress. It’s all about creating value, inspiring transformation, and ensuring both our clients and our business thrive.
Can you share a significant setback in your business journey and the steps you took to overcome it?
After the pandemic, we faced a significant challenge that forced us to reevaluate and reinvent our entire business model. For over six years, we had consistently hosted in-person events multiple times a year. The formula was predictable: we’d announce an event, fill a room with around 100 attendees, secure a room block at a hotel, and everything ran smoothly. But as our business grew, I decided to hire someone to take on the event planning responsibilities, which I had been managing alongside all my other roles. Unfortunately, despite their strong recommendations, there were costly mistakes and oversights.
I over-delegated and failed to provide the level of oversight that was necessary. This led to significant issues, including a financial hit of over six figures in an already tough economic year. For the first time, I found myself questioning whether I could pay my team or keep the business afloat. I even wondered if I’d need to sell my car or move. The fear was real, but it was also a turning point.
That challenging period became a gift in disguise. We scrutinized every aspect of the business—from small tech subscriptions to team roles, my own salary, and even our event model. Despite the tight finances, I made it a priority to pay everyone on the team and avoided taking on debt. Within six months, we emerged stronger and more efficient.
We reinvented our event model, negotiated contracts differently, and explored alternative venues beyond traditional hotels, which had become significantly more expensive post-pandemic due to increased taxes and hidden fees. We also streamlined our team to a lean, passionate, and committed group—a shift that was overdue and critical for scaling sustainably.
As a result, our profitability soared. At our lowest point, it had dropped to 18%, but last month we achieved 60% profitability, all while delivering the best work we’ve ever done for our clients and creating win-win outcomes for everyone involved. This setback became the foundation for an incredible comeback, allowing us to align our team, processes, and offerings with our vision for the future. It wasn’t easy, but the journey taught us resilience, adaptability, and the value of continuous reinvention.
What’s the most important advice you’d give to women just starting their entrepreneurial journey?
If you’re passionate about what you want to do and feel obsessed with your vision, my advice is simple: go for it. Dive in wholeheartedly, and as soon as possible, seek out a mentor and a community aligned with your values and goals. Invest in this for yourself—it’s truly transformative.
A mentor and the right community can shave years, even decades, off your journey, helping you avoid unnecessary detours and fast-tracking your success. Looking back, I wish I had sought this out earlier. Our business would already be exponentially bigger in terms of both impact and revenue if I had.
Tune into your purpose. Get crystal clear about your idea and your mission. Then surround yourself with people who have already paved the way—those who have figured out what you’re striving to achieve. Success leaves clues, and learning from others’ experiences will set you up for faster, more intentional growth.
Is there a mantra or quote that guides your actions and decision-making as an entrepreneur?
One of the most profound principles I live by is that our decisions determine our destiny. While I often attribute this to Tony Robbins, it’s a sentiment echoed by others, like Jim Rohn and James Clear, who writes in Atomic Habits that every decision is a vote for the future we want. This resonates deeply with me—every choice we make shapes the life we are building.
No one needs to grant us permission to pursue our dreams or tell us we’re good enough. Often, that validation or assurance we seek doesn’t come from others. What I’ve learned is that the mere passion or calling we feel to do something is the sign—it’s the affirmation that we’re capable, worthy, and ready. In fact, one of the mantras I often repeat in our Thought Leader Academy program is: You can and you will.
I constantly ask myself: Is this decision a vote for the future I want? This applies to everything—from how I spend my time to the way I nurture relationships or treat my body. For example, I just got off a plane, and while it would’ve been easy and enjoyable to read a novel, watch a show, or listen to a podcast, I committed to writing because I’m determined to finish my book in the next three weeks. That book won’t happen if I choose consumption over creation.
Deciding to go all in—whether on a goal, a vision, or a single task—requires faith. Sometimes, that faith comes from acting as if you already believe in yourself, even when doubts creep in. For me, the commitment to act, trust, and create is what turns intention into reality.
