Jen had Valais sheep on her vision board, and sold them within five hours of posting them. In this solo episode, Jen uses her farm-sheep reckoning to ask a question every florist faces: is this thing not working, or is it just not for me? She walks through how to tell the difference between a bad strategy and bad execution, why inconsistent effort and unrealistic timelines create “bad data,” and why profit, energy, and alignment matter as much as revenue. She closes with a simple quit, tweak, or double down framework for deciding what earns a place in your business.
Episode Time Stamps:
0:00 – Intro: hard lessons from running businesses and starting the farm
0:31 – The sheep dream: Valais sheep, the vision board, and why she walked away
4:33 – Selling the sheep in five hours, and what it revealed about her business decisions
5:53 – Social media as the example: start with what you actually expected
9:10 – Swap “did this work?” for “did this do the job I created it to do?”
9:41 – Strategy vs. execution: don’t fire the strategy for an execution problem
11:05 – Consistency: why random activity isn’t a marketing experiment
12:20 – Realistic timeframes, and why some strategies are vending machines and others are gardens
16:57 – Leading indicators to watch before the revenue arrives
19:21 – Sunk cost bias and why your business doesn’t owe any idea loyalty
20:35 – Breaking apart a failed offer before you kill it
22:52 – Profitability, energy, and the full picture of “success”
27:30 – Working vs. aligned, and the “one thing is fun” rule
29:57 – Mistaking discomfort for data and ego for persistence
32:25 – The framework: quit, tweak, or double down
Episode Highlights:
The story of the Valais sheep: a vision-board dream, thousands spent on vet care, and the moment she decided she was done
Why it’s okay to fall in love with an idea and still not love the reality of it
Starting every evaluation with what you expected: what did you want from social media, a workshop, or planner outreach in the first place?
Why “did this work?” is the wrong question, and “did this do the job I created it to do?” is the right one
Separating strategy from execution: three posts or five cold planner emails isn’t a test of anything
Why inconsistency creates bad data, and what a real marketing experiment looks like
Realistic timeframes: a pricing increase gives fast feedback, while SEO and relationship marketing compound slowly
Leading indicators to track before revenue shows up (replies, coffee meetings, saves, DMs, wait list sign-ups, search impressions)
Why feelings aren’t data, and how a monthly CEO day log can show you patterns over time
How sunk cost bias keeps florists pouring money into offers the market hasn’t asked for
How to diagnose a flopped workshop or offer: the concept, title, price, audience, timing, sales page, or visibility
Why profit, not revenue, is what pays you, plus her home-studio setup and why she pays herself rent
Adding energy as a metric: something can make good money and still drain you
The difference between “working” and “aligned,” and her rule that every wedding needs at least one fun thing
How to tell if you’re quitting because something doesn’t work or because it feels uncomfortable
The quit, tweak, or double down framework
Jen closes by reminding florists that changing your mind is allowed and pivoting isn’t failure. It can be evidence you’re finally paying attention. The goal isn’t to push through everything or abandon whatever feels hard, but to test something fairly, look at the evidence, and decide with data rather than feelings. As the CEO of your business, you get to say no to anything that doesn’t serve where you’re headed, as long as you know the real reason why.
Learn more about the Floral CEO Mastermind at floralceo.com/mastermind, or DM Jeni on Instagram @thefloralceo with any questions.
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