Systems That Set You Free: Building a Business That Gives You Your Life Back With Jennifer Brown-Flewelling

[00:00:02] What if you let love, not fear, lead your life and your leadership? I'm Carolyn Cooper and I've learned that true leadership isn't about perfection. It's about daring to be vulnerable, holding your vision in the darkness, and trusting your soul to guide you home.

[00:00:28] Welcome to the Love Inspired Leadership Podcast. A sacred space where every moment invites you to aim higher with love and purpose. Here, we don't just talk about leadership, we redefine it. Let's dive in.

[00:00:51] I welcome you so much back to the Love Inspired Leadership Podcast. And this is where we really get to have incredible conversations based on truth and alignment and the radiance within your business and how you serve your clients to your highest degree.

[00:01:20] And it's this incredible woman that I get to interview today because this is such a treat for you. Is someone who I have known for quite some time, I guess it'll be about five years, maybe six. Six. And, you know, every single time we've had a conversation, I have been inspired, but not just an inspiration that is fleeting. So, it wasn't just an insight.

[00:01:49] She has this incredible gift and wisdom to create a practicality and follow through and system and structure to those inspirational concepts and ideas and then follow through. So, I know that you're going to get so much out of this conversation that we're going to have today. And I got to meet her in person, which was great at one point in time.

[00:02:16] And I just really appreciate her generosity of spirit and how much she really does make a difference in businesses that are around the globe here. So, let's dive in. So, the theme today is about systems that set you free. And it's about building a business that gives you your life back. You know, I mean, so let me introduce you to her first.

[00:02:43] This incredible guest today is Jennifer Brown-Flewelling. And she's all about automation and AI customer journeys. She's an expert in what she does. She is a purposeful, driven, successful entrepreneur with a number of businesses. And she's the founder of GoGel.

[00:03:11] That's J-E-L. So, for over 25 years, Jennifer has really supported, guided service-based business owners to streamline their marketing, sales, and customer service experiences. So, they can scale without burnout, exhaustion, and giving up their life.

[00:03:37] And her work is truly rooted in a very powerful truth. And it's this. Systems should support people, not replace them. So, if you're feeling stuck in the day-to-day within your business and wondering, how can I grow without losing my life in the process? This conversation will open up new possibilities and new potential for you.

[00:04:06] So, Jennifer, thank you for saying that. Thank you. To come on the Well-Inspired Leadership Podcast. Let's dive in, shall we? Let's do it. Woo-hoo. So, this first segment, what I want to focus on truly is the concept of transformation and new beginnings. You know, and the theme of this segment, I'd like to focus on building with people at the center.

[00:04:32] So, can you just take us back to, you know, your early days of business journey? And this is a while ago, and I know that. But what is it that shaped your current purpose, focus, and passion for combining both this people, human side of business and linking it with the systems and the structure and the process? Yeah.

[00:04:59] So, early on in my business, I was that business owner that when I bought my first franchise, I was going to do everything. And I did do everything. But quickly we scaled and realized that there was not enough time in the day and that was not going to work long term. So, as we brought people on, we identified that we needed to find a way to be able to give people work-life balance. Prior to owning my first company, I worked in oil and gas.

[00:05:27] So, it definitely did not have any work-life balance. And when I was looking at, you know, what do I want to own when I grow up? That was not going to be it. I did not want to be in a 24-hour day, 7-day-a-week business. I really wanted, I was raised as a Pipeliners daughter. So, I knew what that whole world looked like and I knew there had to be another solution.

[00:05:48] So, as I went into the home service sector, I made sure that as I became an employer, I didn't have to be that employer that expected people to answer their pagers or their cell phones or their phones that they could shut it off when they went home at the end of the day.

[00:06:07] I've always been a believer of, you know, give 110% at work, but then give your family and your friends that other 110% and turn yourself off so that you can be there when it's time. There's so many businesses out there that have the mindset, the belief system that they have to give up that position and be available 24-7 in order to be successful.

[00:06:34] And what I love about you, to be honest, is Jennifer's not just talking about this. She lives it. This is her stand. This is the way that she guides, directs, and manages her life and her businesses.

[00:06:50] And, you know, I think you're here today just to give people permission that they can and the freedom and the harmony to spend time with your family. Isn't that why we're creating the businesses? So, we can have that flexibility and be ready to do that? Yeah. It's true. So, yeah, we become prisoners to it.

[00:07:15] And I, you know, over the decades for me, many, many decades in witnessing businesses and they just become imprisoned by the weight of that. So, then when they do go home or they do shut off, they're still rotating that, those processes, that call, that email, that next proposal, that next project.

[00:07:41] And I just love that your focus is really putting people first and, you know, what that looks like in what you call real leadership. So, you shared that, you know, when someone isn't in the right role, I remember you telling me this, you realign them rather than forcing the results. This is so powerful.

[00:08:07] So, how did you create this philosophy and development for you within your businesses? So, rather than trying to put this person into this role and force them to do it, but actually to look at the right role and to realign. That's fascinating. Well, I think it goes to a lot of what you talk about is being your authentic self.

[00:08:35] And I think when individuals can truly be their authentic self or are doing things that they like to do, you're going to get a way better performance out of somebody if they're in the right role. And if you have a company that you're able to pivot and say, you know, I hired you for this, but I see you in this. And being able to grow with people, it gives such a magical thing.

[00:09:02] People, when they shine, I mean, there's nothing really better. There really isn't anything better than when you see somebody who thought they were going to do this and then they end up doing this and then they shine in that. And you go, wow, like I was a part of that. That was, you know, I helped them to see where they fit best. And it's wonderful. So it really, truly, as a leader, I think that's one of the best things that we can do for the people around us. Absolutely.

[00:09:29] And the productivity increase, the ownership increases, the creativity increases, the contribution to the business, the service elevates. Is there one person within your business that you can share a story of that specific transformation? I'm curious. Yeah. So I have, I have my girl that's been with me for 15 years. She just celebrated her 15 years in February.

[00:09:55] And when I hired her, she actually, my kids were young and they were in a boys and girls club. And she was one of the facilitators at the boys and girls club. And she did a little bit more management stuff as well. But she was young. And I needed somebody who could come and stay with my kids because I was buying my second franchise and it was going to be out of town. So I knew I needed to bring in somebody who could do that role. But I also needed an admin, like really, really badly needed an admin.

[00:10:24] So I hired Tiffany and she was, she was happy with the job and she did the admin and she was a disaster on the admin. Wonderful with children, but admin was in her strong suit. And as somebody who that was the first position I hired because I'm with her on that disaster story. So quickly I realized, you know, this is not the right role for her, but the individual was the right individual.

[00:10:51] So I moved her into an installer position because she liked to work with her hands. She had really good problem solving skills and she fell in that role for probably seven, eight years. And then she grew into being my top salesperson because she understood what it was and how it fit. Even though I was more of a salesperson that could visualize and talk about materials and color and all that, she was the functionality of how it all worked.

[00:11:21] So, I mean, where people grow into is sometimes really surprises you. But giving her the opportunity to be able to grow into different roles within her organization has been, it's been pretty spectacular. Well, and just to witness that and know that you're a part of that, like you said, as the observer and she gets to own her brilliance. She gets to increase this level of self-confidence and self-trust.

[00:11:46] I'm sure that she has evolved and developed in just feeling so good into the success that she contributes to the business too. And one of the, I guess for me, proudest moments as a leader was she did a call out on Facebook. She was taking her child to an event and said, you know, how blessed she was to work for somebody like me. That she could, you know, take off early and take her son to lacrosse or be able to have those things.

[00:12:16] Because as a person who was a mom to two and then a single mom for many years, I knew when I was going to own a business that I was going to give work-life balance. And I was going to allow for their families to be able to come first. And it's nice to be able to see that full circus. Because I'll tell you right now, when I started in oil and gas, that was not the way it was. Well, it's true.

[00:12:40] And, you know, the most wonderful thing in being a, what I call a love-inspired leader, which truly you emanate, is that you get to make the decisions. You get to set the values. You get to set a foundation of those decisions to honor your people. And that's beautiful. And for her to put that out there on social media is just incredible. And isn't that just what people want?

[00:13:11] Like, you know, so I love, love, love that story. And it really is a story for us to reflect on. It's not about pushing people to perform. It's about honoring people in their own creative environment strengths and support that in seeing where that opportunity is. And then allowing them to move.

[00:13:37] Like, she's moved into two different positions and roles within your organization over the 15 years. And, you know, that supports her to thrive and grow and learn. So I just think it's absolutely beautiful. So let's transition into systems that support growth and freedom. So what inspired you to create GoGel? And that's J-E-L.

[00:14:07] And focus on, you know, automation and customer service journeys. I mean, this is what businesses need so much of and do not take the time to slow down enough to really take that, you know, 3,000 foot view of their business and look at automation. Systems, processes, customer journey.

[00:14:33] So what is it that actually inspired you to gain this focus? I think it was that we wanted to scale. We wanted to scale and we wanted to do that without cutting margin, without losing money and, you know, doing a big hire. That was the other big thing. We knew that in our business it was very dependent on the economy. So, you know, you can hire up when the economy is good. But when the economy falls, as it cycles through, you can't, right?

[00:15:03] And the thought of laying people off wasn't something that I wanted to do. So I'm a big brand believer. So I wanted to make sure that when individuals came to our companies that we were able to give them a brand experience. And that is really and truly what systemizing your processes do. Because it doesn't matter if we look at, you know, great brands. They all consistently give the same. I worked for Tim Hortons early on in my career.

[00:15:32] And, you know, whether you have a Tim Hortons double-double in Toronto or in Vancouver, it is exactly the same. And it's that way because they control the brand. They get the coffee, the cup, the sugar, the cream. Everything is processed through a system that gives you that same experience no matter where you are.

[00:15:53] And I think nowadays it's even more important as businesses are challenged by the cost of fuel or tariffs that we are able to, anytime somebody reaches out in marketing to want to use our products and services, we have to be readily available. And that is where technology is allowing it to happen.

[00:16:16] So when somebody fills out a form or they, you know, call, they can get a text, they can get a link that lets them book 24 hours a day, seven days a week. When people need home service product, you never know. It might be 10 o'clock at night that I think about, you know, that light flashing in on my eyes and I need to do something about it.

[00:16:37] And by giving systems and processes and automation, you can allow people to do business with you 24 hours a day, seven days a week. That it was the happiest moment in like my entrepreneurial spirit when I woke up and I look and I've gotten three, you know, people have come in over the weekend and of those three, all three had booked in online. So Monday morning wasn't chaotic anymore. It was already booked. They were booked. They were done.

[00:17:08] And guess what? You had the weekend off to spend time with your family and your dogs. I know you love your dogs. So the truth is here that automation, AI, systems, processes, all of this structure is available to every business. And it is running your business as a business. And there's a lot of people that are afraid of AI right now.

[00:17:35] I know I've had many conversations on this podcast about that. And it's not going away. And it's, I think, an opportunity to create customization, to create meaning and purpose and put that application into this customer service journey.

[00:18:00] I mean, I think a lot of businesses simply have not put systems into their business. Maybe up until now, maybe they've been in business for quite some time and they don't want to do anything different or change.

[00:18:14] I just want to let the audience know right now that this is the opportunity to create freedom, to create flexibility, to create that consistency within the service, within the high standard that you stand for, and immediate communication. Because the marketplace has changed, don't you think, too, Jennifer, compared to even three or five years ago.

[00:18:42] People expect immediate communication. Well, I just was looking at this the other day and asking what the home service, like what is the timeline from a person calling to the time that you can, you know, wait to get back to them. And it's anywhere between five to ten minutes. So, you know, if people are thinking that they're not going to, they're out doing sales. Like, I don't believe that most business owners truly are like, I'm not calling that lead back.

[00:19:09] I mean, we pay good money, like for leads. Our marketing dollars, that's our second highest expense in our, most of our companies that we work with. So, to know that when those expenses, when those people are reaching out, that that's being taken care of immediately. And then we follow up with a call during business hours. But it's giving that, those days of people going Monday to Friday, nine to five. And, you know, we still have our boomers that, you know, drive to location and they want to see it.

[00:19:37] But millennials, they want to have flexibilities. And the next generation, it's going to even be faster. It's only going to get faster. It's not going to slow down. And it doesn't have to be your energy output to manage that and do that. That's what I love about your systems, your structure, your process.

[00:19:58] And what just dawned on me when you were speaking there is how many people have I talked to, just friends, other business people. I called someone from the trades, from home services that I require for my home and they never got back to me. I called them and left a message and did not hear back from them. I mean, that's a lost opportunity. Right.

[00:20:27] And by using a software system, you're capturing all of those into one place. And I mean, that's even more important, right? Like we can get to a point now where we can say, you know, we can tag it as a lead that it is. So is it Google, Facebook, referral? We can tag it and we can see not only where our leads come from, where our appointments are going to, where our sales are.

[00:20:51] And we can say our return on investment was truly this because all the way now we are collecting data. And that data tells a story that allows for you to be able to grow your business or to even if even if your focus isn't to necessarily be a big business. Maybe you just want to be a business that makes enough money to pay yourself and give yourself a really good life or better yet, give everyone around you a really good life. Yeah, it's so true.

[00:21:17] And it's it's I love this phrase and it's the truth around this. What you don't know, you don't even know. You don't even know that you don't know it. And when it comes to recalibrating your business to create the implementation and integration of systems processes and to create that freedom, it does take a little bit of time. It does take intentional strategy.

[00:21:46] But Jennifer's here to support you through the whole process. And that's where I think the magic is here, Jennifer, is is you have all these years of experience to really dissect different businesses to understand their customer journey, their prospect journey, and how to set up those systems in alignment with exactly what matters most to that business owner. Right.

[00:22:11] So, Jennifer, can you walk us through like a simple before and after example of a customer service journey that really transformed results? Yeah. So for us, we start with the first like as soon as the client comes in. So when they reach out, whether that be from paid advertisement, it could be from calling, whatever that looks like, we capture that right away and we get back to them very quickly.

[00:22:40] And then we nurture them all the way through. Because when people reach out, even if it's a form fill or a text or whatever that looks like in your company, they don't necessarily always are they ready to do it. So maybe they're just getting some ideas or they're looking around at different options.

[00:23:01] And, you know, right now we live in a society where most people, when they're looking for something, they go to Google and Google searches it and AI picks up on what companies to present. So we're in a really cool time because it is letting us see the different ways that things are done. So what we do is we help to nurture that and by educating.

[00:23:21] So in that first workflow pipeline that we do with our clients, it's all about educating our clients to being into an appointment, into the in the home consultation so that they can get to know us to want to do business with us. And once then they book that appointment, then we nurture them into a secondary pipeline. But that first one is it's just about educating, getting to know them and them getting to understand what your company is all about.

[00:23:52] Right. Perfect, perfect, perfect. And rather than lose them. Yeah. Yeah. Have them disappear in the research universe of services and choosing someone else. Because when people are looking, that's when they're interested too. So to keep them in that communication loop is priceless truly.

[00:24:13] So how does systems help business owners reclaim not just revenue, but time, energy and presence in their lives? I think the time is where they don't have to do that repetitive all the time. The checking up and the did you do this? Did you do that?

[00:24:31] You can see in the system what is being done, because if it's like for a lot of things we'll have or we'll have a task where it sends a notification to an employee specifically saying you need to follow up with this client. And then the notes or the call can actually be put into that client profile. And this became extremely helpful during COVID. With COVID, you know, when people would get sick, they were gone. They were off for a week.

[00:24:58] And especially at one point here in Canada, they were paid to be at home for a week. So they were definitely gone for a week. And we want to respect people when they're off and they're sick and they want to be home. And they shouldn't need to hear the what's going on with Betty and what's going on. We didn't have that problem because it allowed for us to go into a client file, see exactly where they were and for the team to support them.

[00:25:25] We see so much wasted time in emails. People were booking, you know, an hour at the beginning of the day and an hour at the end of the day. What we've done is we've eliminated that and our customers are focused on one place. They email, they text, they call into one central system that has got everything they'd ever want in that system so that I can listen to that call to see, you know, what can I do to support them?

[00:25:51] Or, you know, if they're not there or the day off, we can have somebody, you know, work that all the way through. And typically, I always recommend for companies that are a little bit bigger that they have somebody who oversees all of that communication that makes sure all of those things are getting done. So as a business owner, it allows for you to have that time back, but also the energy of calling each person or texting them or emailing them and waiting for the response. It's gone. Well, yeah.

[00:26:20] And there's so many business owners that don't trust that things are going to follow through, that they think they have to micromanage everything. And that's exhausting to have your mind go in that many directions at the same time. So this actually creates inner peace, trust in your business, in your employees, in your teams, in your follow through.

[00:26:42] And then it also creates, I was picturing this ability to tap into whatever project contract is happening and actually get real time evidence on what's been done, what hasn't been done and where it is along the flow and the process of. Especially because we know, right, there's a good chunk of people that are entrepreneurs that are neurodiverse. So they like systems. They just don't always know how to systemize.

[00:27:12] So that's where the benefit of being able to have somebody like me come in, figure out how do you want your customer journey to look like? What's going to get you the best results? And what's going to work for you and your team? And then once we've streamlined that and we've said, this is the way we do it, then everybody knows. We don't have to guess on, well, we did it this way last week and this way this week. So how do we do it?

[00:27:38] Well, and it also creates, I think, ease energetically with the team because they know what's going on. They don't have to second guess or they don't have to be concerned whether they're doing something right, something wrong, and into making those decisions because they're going to know. Yeah. Yeah, that's huge. So these insights remind us that really growth doesn't have to cost us our lives as an entrepreneur or a love-inspired leader.

[00:28:06] We, you know, it's when we build with this intention, we create space for what matters most in our life and our business. I'll segment to that. So let's look at the freedom through structure.

[00:28:21] So for you, in your role in this visionary leader, bringing all of this together into automation, customer service journeys, and supporting business owners and leaders to get their time back, their energy back, their family back, their relationships back, their joy back, their fun back.

[00:28:44] So what legacy do you hope that your work leaves those entrepreneurs building businesses today? I think that being an entrepreneur is one of the greatest things that we can do. If that is your goal and that's what you want to do, I knew at a very young age that's what I wanted to do. I grew up in a family business and I knew that that's what I wanted. But I also grew up in a family business that was seasonal. So we had our summers together.

[00:29:13] So I seen the value of having that balance very early on in life. And I think that if anything, that's my hope for people is that they can have successful businesses that allow them to have that work-life balance and to have, you know, just be able to enjoy their life, to be able to take a two-week holiday and their company still standing when they get back. Well, yeah.

[00:29:38] And they have the inner peace while they're gone because they know that it will be running to the standard, to the integrity, to the quality that they left. And I mean, this whole aspect has a huge core value. I think of inner peace and harmony. And that's not just within your business, but it's also within your life and your family. And, you know, that's priceless that I think.

[00:30:05] So thank you for reminding us that it's really about the systems when it's built with intentional care that we can create not just growth, but also freedom within our businesses. So thank you for your wisdom. Thank you for your dedication. I mean, you are so committed to your clients in such a depth that it inspires me.

[00:30:31] And you put so much intention, kindness, thoughtfulness into customizing every business you work with. And you pour your heart and your soul into it. And what I love about you the most, to be honest, is you have this incredible brilliance to bring the practical, the systems, the in-the-head stuff.

[00:30:54] And you really connect it with the heart, which there is an intersection there that has to happen, that a lot of business support services don't have, but you do. And it's just such a blessing for businesses to find that space for grace, that freedom that they can have this life and focus on what matters most to them. So thank you for that. And you have a gift for our audience, correct? I do. So let's start.

[00:31:22] We are going to build out chat widgets for anyone that is looking to do a chat widget. So you can dabble in the world of AI without having to fully commit. But chat widgets are going to be, they say that that is going to replace a lot of these apps. And I truly believe that that will become, people will purchase directly from chat widgets.

[00:31:45] They will be a way that your customers can go to your website and communicate and everything can get done from these chat widgets. So can you tell people what a chat widget is? So a challenge it is when you go onto a website, like most businesses direct traffic to their websites, because the website is your brochure online. And most of our businesses are online.

[00:32:09] So when you go to that website, you have a little bubble in the corner and that bubble, you can interact with it. So it pulls everything from your website, because let's face it, people aren't reading five pages into a website and scrolling everywhere. They want to know what they want now. So we can create these chat widgets for your site where you're actually going to be able to communicate and they'll answer back and forth.

[00:32:38] So again, open 24 hours a day, seven days a week. And once those chat widgets are trained, they're ready to go. Wow. Wow, wow, wow, wow, wow. Wow. So that is an incredible gift. And a customization and a communication tool that's available to you, highly recommend that you connect with that. And also connect with Jennifer. Have a conversation with her. Yeah. Have a chat with her on Zoom.

[00:33:30] Boom. Living is your sacred journey to find inner peace, presence, and really tap into that potential that you have available for you to be a love-inspired leader. So thank you, Jennifer. Thank you. Thank you. And I always end with a question. So here's your question.

[00:33:53] Where might creating one simple system give you more space to live your life this week? So thank you for joining us on the Love Inspired Leadership Podcast. And I look forward to seeing you again next week. And take good care. Thank you. Thank you. For years, you've been a woman who holds it all together. The team, the clients, the launch, the household.

[00:34:22] But lately, the cost is your nervous system, your sleep, your joy. You're leading on adrenaline, overthinking every decision, breaking quiet promises to yourself just to keep everything afloat. The Aim High Sanctuary is where that ends. This is where you remember who you are and structure your life around that truth and lead from regulated energy, clean boundaries, and honest power.

[00:34:47] Book in a clarity call with me through the link below or by scanning the QR code. And join us in the Aim High Sanctuary. Thank you for joining me on the Love Inspired Leadership Podcast. Remember, love isn't just a feeling. It's the most magnetic, prosperous force in the universe.

[00:35:16] When you lead with love, you unlock abundance, fulfillment, and a living legacy that truly matters. If today's episode stirred something in your soul, share it with someone who's ready to aim higher.

[00:35:38] Receive our transformational aim high business breakthrough checklist that is your opportunity to be all you can be in 30 days. Keep holding your vision, anchor in your truth, and take intentional inspired action. Because love is all there is. And it's the greatest prosperity you'll ever know.

[00:36:07] Until next time, I'm Carolyn Cooper. Keep letting love lead your life forward.