Built to Flow: Seasonal Business Strategy with Heather Crabtree

Hosted by Heather Crabtree | Business Strategist & Built to Flow Creator

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Oct 2025

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About the show

Built to Flow is a podcast about seasonal business strategy for experienced service providers and business owners who are done forcing decisions that don't match their reality. Hosted by business strategist Heather Crabtree — creator of the Built to Flow Framework™ — this show is for the seasoned entrepreneur who has built something real, but knows the strategy that worked two years ago doesn't fit anymore. Most business advice assumes growth is always the goal and more is always the answer. Built to Flow takes a different approach. Your business moves through seasons — Expansion, Contraction, Recalibration, and Integration — each one with its own demands, its own pace, and its own kind of progress. The most sustainable businesses aren't the ones that scale the fastest. They're the ones that know how to move through every season without losing themselves in the process. Across the show, Heather explores: — The Four Business Seasons and how to recognize which one you're actually in — The ALIGN Method for keeping your business and your life in honest conversation — The Five Core Areas every business has to attend to: strategy, offers, systems, marketing, financial, leadership — What it actually looks like to recalibrate, contract, and integrate without treating every shift as a crisis — Honest conversations about building businesses that hold up through real life This isn't a podcast about hustle, hacks, or scaling for its own sake. It's about strategy that respects who you are now — your capacity, your season, your circumstances. Heather brings 22 years of business ownership and 16 years of advising experienced service providers to every episode. She's built and rebuilt her own businesses more than once. She's not teaching from theory. She's teaching from what actually held up. If you've outgrown the courses, masterminds, and growth-at-all-costs strategy, and you're ready for something more grounded, you're in the right place. New episodes resume soon. Follow now so you don't miss them. Strategy can be measured. Pace can be your own. And flow is always an option.

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11 recent

January 19, 202429 min

Refining Your Framework to Market + Sell Your High Ticket Offer with Mallika Malhotra

In this podcast episode, I chat with another one of the Your Success Squad members, Mallika Malhotra, an award-winning brand strategist, mentor, and speaker. We delve into Mallika's framework, and how it helped her improve and sell her high ticket offer, her mastermind. Learn more about how you can work with me in 2024.What's in this episode:[00:01:23] Framework Refinement [00:03:41] Mallika's Framework[00:11:33] Conversion Event Created from Framework[00:13:41] Optimizing Framework for Content Creation[00:18:48] Framework in Speaking Engagements[00:21:00] Her High Ticket Offer, Brand Breakthrough Mastermind Mallika MalhotraWebsiteMastermindInstagram Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

December 20, 202318 min

Using Free + Paid Branded Virtual Events to Sell a High Ticket Offer with Amanda Shuman

Looking for a fun way to build your list and lead people to your signature offer, try branded virtual events.In this episode, I chat with one of the members of my thrivemind - Your Success Squad, Amanda Shuman of CarryLove Designs about using free + paid branded virtual events to sell her premium offer...The Signature Experience (brand strategy + messaging, brand design, website copy + design and launch strategy and marketing.)What's in this episode:[00:01:13] Branded virtual events[00:04:22] How Amanda promoted her free challenge event[00:08:19] Mindset shift she made during promoting the event[00:09:55] How much she charged for the paid event[00:12:12] How much she made from the eventLearn more about how you can work with me in 2024. CarryLove DesignsWebsiteResourcesInstagram Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

November 15, 202348 min

Using Facebook + Instagram Ads to Grow Your Business with Ads + Funnel Expert, Ashleigh Chanél

In this episode Ads + Funnel Expert, Ashleigh Chanél and I talk all about growing your business with Facebook + Instagram Ads. Are you ready to grow your business as an experienced online coach or service pro?Get signed up to grab your copy of my new digital, interactive business magazine, Business Minded.What's in this episode:[00:08:00] Getting qualified people by creating ads based on goals and customer buyer journey[00:14:20] How to know it is time to run ads[00:24:50] When to start running ads[00:30:00] 3 things you need to have in place before you launch your ads[00:38:00] Different types of ads you needIf you want to learn more from Ashleigh:Take Ashleigh's quiz to find out your high ticket lead generation strategy? Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

November 1, 202359 min

Mindset + Emotional Intelligence Work for Business Owners with Topsie VandenBosch, LMSW

Warning: We talk about cancer and depression in this episode. We also use language that may be sensitive to you or little ears, so if this may trigger you, you may want to skip this episode. In this episode Mindset & Emotional Intelligence Coach, Topsie VandenBosch and I talk all about mindset and emotional intelligence in regards to entrepreneurship. Are you ready to grow your business as an experienced online coach or service pro?Get signed up to grab your copy of my new digital, interactive business magazine, Business Minded.What's in this episode:[00:04:20] Differentiating mindset and emotional intelligence[00:12:43] The all or nothing thought patterns that entrepreneurs struggle with[00:19:40] Identity and entrepreneurship[00:27:32] Self sabotage and how it can show up as entrepreneurs[00:42:30] Imposter syndromeIf you want to learn more from Topsie:Get Topsie's free guide to destroying the mindset spirals in entrepreneurship Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

October 18, 202358 min

Organizing Your Business For Growth with Workflow Strategist, Krystal Clark

In this episode, Workflow Strategist Krystal Clark, CEO of Organize Your Empire®, joins me to discuss how to organize your business to set it up for growth. Krystal shares her expertise on creating systems and workflows that work with your business and how organizing your digital back office operations with systems and workflow automations can let you stress less and live more life outside of the office.What's in this episode:[00:04:56] 4 parts of the Organize Your Empire® framework[00:09:12] Setting up your systems based on your service offerings[00:13:33] Establishing routines with Inbox project management[00:35:44] Efficient templates to maximize productivity and profitability[00:44:53] How to save time and effort by automating your process[00:47:33] How to personalize automated experiences while avoiding robotic interactionsResources:Get your copy of my free business magazine, Business Minded.Grab Krystal's free Get Organized GuideCheck out the Organize Your Empire® Shortcut Shop**Note, at time of publication, Krystal's membership is closed, however, all resources can be found in the template shop. Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

August 17, 202356 min

From Listeners to Buyers: Using Your Podcast to Grow Your Business with Podcast Strategist, Caroline Hull

In this episode, Podcast Strategist Caroline Hull, CEO of Wildhome Podcasting, joins me to discuss how to use your podcast to grow your business. Caroline shares her expertise on podcast strategy and management, offering valuable insights on leveraging your podcast to attract and convert listeners into buyers.What's in this episode:[04:20] How is Your Podcast Aligning with Your Business Goals[06:42] How Does Your Podcast Fit Within Your Overall Marketing Strategy[14:45] How Will Your Podcast Fit Into Your Weekly Schedule as a Business Owner[22:45] Planning for Your Podcast Episodes[31:33] Call to Action for Your PodcastResources:Get your copy of my free business magazine, Business Minded.Grab your free Podcast Content Kit from Caroline here! Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

July 12, 202341 min

From Pins to Profits: How to Drive Business Growth with Pinterest expert, Jana O

In this episode, Pinterest expert Jana O. discusses how to drive business growth using Pinterest. Jana shares her expertise on leveraging Pinterest as a search engine. She covers how to create a Pinterest bio that attracts followers. We discuss how to use Pinterest for lead generation. She covers the three phases of Pinterest growth. Jana talks about the Pinterest plan that she uses how long you need to focus on pinning before looking at the ROI. Whether you're new to Pinterest or have dabbled in it before, this episode will provide you with valuable insights on harnessing Pinterest's potential to attract more clients and increase website traffic.[00:07:19] Pinterest bio[00:11:38] Lead generation with Pinterest[[00:21:57] 3 Pinterest Phases[00:35:28] Idea Pins Are you ready to grow your business as an experienced online coach or service pro?Get signed up to grab your copy of my new digital, interactive business magazine, Business Minded.If you want to grow your business with Pinterest:Get Jana's free masterclass: 5 Secrets for Getting Clients- Using Pinterest. Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

June 21, 202353 min

From Viewers to Clients: Using YouTube to Grow Your Business with Jamar Diggs

In this episode, I discuss the importance of using YouTube to grow your business by attracting high-quality leads and increasing sales with my guest, Jamar Diggs of J Diggs Media. Jamar emphasizes the importance of having a strategy and creating content that targets the problem-aware stage of potential clients. He also explains the difference between using YouTube as a creator/influencer and using it as a business owner. The episode covers the importance of visual branding, the five types of videos that online coaches and service providers should create, and the common mistakes that business owners make when launching their YouTube channel.What's in this episode:Creating Content for Problem-Aware Stage [00:02:35] Branding and Visual Cohesiveness [00:11:33] Five Video Types for YouTube Strategy [00:16:59] Importance of Strategy and Getting Viewers Off YouTube [00:15:28] Recommended number of videos per month + equipment [00:25:33] Five Common Mistakes When Launching a YouTube Channel [00:39:31]Are you ready to grow your business as an experienced online coach or service pro?Get signed up to grab your copy of my new digital, interactive business magazine, Business Minded.If you want to grow your business with YouTube:Get Jamar's free training: YouTube Lead Generation Blueprint. Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

June 7, 202322 min

Your Signature Framework: Why You Need One + How to Create or Refine One for Your Business

In this episode, we discuss all the reasons why having a signature framework is important for your business as an experienced online coach or service pro. We also discuss how you can use your signature framework with your clients + customers, internally with your team and to market + sell your offers. I walk you through my signature framework and share ways you can create or refine your signature framework right away!LinksBusiness Minded MagazineYour Next Steps Strategy Sesh1:1 Private CoachingHow to Create Your Signature Framework Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree

May 24, 202320 min

Business Upgrade: Creating a Plan for Your Business Growth

In this episode, I discuss creating a growth plan for your business as an experienced online coach or service pro. I walk you through my tool, Your Business Growth Blueprint™, to show you how to assess your business, identify your growth opportunities, set growth goals, create a growth action plan, and track your progress. This blueprint is a tool I use as a part of my framework, Your Savvy Business™ GROWTH Wheel. It is part of the G (Gather Your Business Goals + Desires) in the GROWTH Wheel.What's in this episode:Assessing Your Business [00:03:29] Assessing the business to determine what is working and what is not, examining the offers, workflows and systems, marketing and sales, and team members.Identifying Growth Opportunities [00:07:00] Identifying and documenting opportunities for growth in the business, such as new revenue streams, products, services, partnerships, collaborations, and marketing strategies.Setting Growth Goals [00:08:03] Setting intentional business growth goals that align with the overall business and life, identifying four goals to work towards over the next 90 days.Creating a Growth Action Plan [00:10:16] The guest and Heather discuss creating a growth action plan to reach business goals, breaking them down into smaller components, assigning tasks, and tracking progress.Tracking Progress [00:11:33] The guest emphasizes the importance of tracking progress and setting success metrics to assess whether goals are being met, and making decisions based on data rather than emotions.LinksInstagramWebsiteBusiness Minded MagazineReady to figure out your next steps to grow your business if you are an experienced online coach or service pro?Book Your Next Steps Strategy Sesh! Loved the episode? Have a question? Text me here!FREE RESOURCES & LET'S CONNECTNot sure what kind of support fits your business right now? Listen to Your Strategic Next Step — a private podcast series designed to help you get oriented, understand your current season, and decide what kind of strategic support would serve you next. → Listen to the Private Podcast SeriesPrefer to explore at your own pace?Visit the Explore hub to choose from the podcast, blog, or YouTube channel. → Explore More HereInterested in ongoing strategic support? Learn more about the Built to Flow Lab, a long-term strategic advisory container for entrepreneurs building businesses that evolve with their life and capacity. → Learn More About the Built to Flow LabConnect with me here:Instagram → @heathercrabtreestrategy LinkedIn → @heathercrabtree