Business Therapy™ With Joké

Joké Durojaiye
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Formerly Creative Business Mindset Podcast™ Welcome to Business Therapy™ with Joké, where we separate the math from the drama so creative entrepreneurs can build profitable businesses with clarity, confidence, and purpose. Joké Durojaiye, is a mom of three, Certified Life Coach, Author, serial entrepreneur and a business strategist who has lived through the real, messy middle of building businesses from the ground up. This podcast goes beyond surface level success and into the honest conversations around fear, visibility, burnout, reinvention, leadership, and what it actually takes to grow something sustainable. If you are tired of guessing your way through business, overworking, or feeling stuck between your talent and profitability, you are in the right place. Here, we talk about the mindset behind the money, the systems behind the success, and the emotional patterns that can either move your business forward or keep you playing small. Whether you are a creative entrepreneur, home stager, designer, coach, speaker, or someone building a purpose driven brand, expect candid conversations, practical strategies, and real life stories designed to help you attract aligned clients, increase your income, and grow without losing yourself in the process. This is not about overnight success. This is about building a business and a life that actually fit together. Powered by Creative Business Network™. Disclaimer: Business Therapy with Joké™ and Creative Business Network™ do not guarantee specific results and are not responsible for any business, financial, or personal decisions made based on the information shared on this podcast. The content reflects the personal experiences, opinions, and insights of the host and guests and is intended for educational and inspirational purposes only. Please consult qualified professionals for financial, legal, tax, medical, or mental health advice specific to your situation.

  1. 1D AGO

    Episode 51 - Good Idea, Now What? With Charles Lee | Business Therapy™

    In today’s episode, I’m joined by Charles Lee, founder of Ideation and author of Good Idea, Now What? for a conversation about what it really takes to move from vision to execution. So many people are walking around with ideas they can’t stop thinking about… but turning an idea into something real is a completely different journey. Charles shares what he’s learned from working with major brands, building businesses and helping people bridge the gap between inspiration and implementation. We talk about the tension between dreaming big and actually starting, the fear that comes with putting your ideas into the world and why action matters more than perfection. There’s also an honest conversation about branding, visibility, documenting your ideas and how to stop overcomplicating the beginning stages of building something meaningful. Here’s what we covered ✅ Why ideas without action stay stuck as potential✅ The difference between proof of concept and proof of value✅ How to know if your idea is actually solving a real problem✅ Why documenting your vision matters more than keeping it in your head✅ A simple approach to structuring your business ideas without overwhelm✅ The role branding plays in building trust and visibility✅ Why you do not need to appeal to everyone to build something successful✅ The importance of feedback, momentum, and staying in motion✅ How to start small while still honoring a big vision✅ What it means to intentionally design a life, not just a business Charles also shares parts of his personal journey, from growing up in a Korean immigrant family of entrepreneurs to becoming a professor, and eventually building a company centered around execution and creative strategy. One of my favorite reminders from this conversation was this: Dream big. Start small. Keep moving. Because sometimes the biggest thing standing between us and the life we want is waiting until we feel fully ready. If you’ve been sitting on an idea, overthinking your next move, or feeling stuck between vision and execution, this episode will give you something practical and grounding to hold onto.About Charles Lee Charles Lee is the founder of Ideation, a company focused on execution, implementation, and creative strategy. He has worked with brands including Google, Toms and Toyota. Born in Korea and raised in the United States, Charles began his career as a college professor before transitioning into entrepreneurship and brand strategy. He is also the author of Good Idea, Now What? and his upcoming book, Design Your Good Life. About the book - Good Idea. Now What? Good Idea. Now What? explores how ideas can move from inspiration to action through creativity, planning and meaningful collaboration. With practical insights on overcoming setbacks, building support and communicating ideas effectively, the book offers an encouraging guide for turning concepts into something impactful and real.Connect with Charles Lee: Buy Book Here: 👉 www.amazon.in/Good-Idea-Now-What-Execution/dp/1118163990Website: www.charlestlee.comLinkedIn: www.linkedin.com/in/charlestleeInstagram: www.instagram.com/charlestleeFacebook: https://www.facebook.com/charlestleeTwitter: x.com/charlestleeYoutube: www.youtube.com/@charlestleeLinkedIn: www.linkedin.com/in/charlestlee   💼 Explore Business Therapy™If you’d like support while building your business, Business Therapy™ is a space designed to help you move forward with more clarity, confidence, and support while navigating growth. Learn more at www.jokedurojaiye.me 📖 Download the Free Unmute Yourself Discussion GuideIf this episode resonated with you, you can download the free Unmute Yourself Book Club Discussion Guide for deeper reflection and conversations around voice, visibility, growth and purpose. Click here to download. 📖 Read the book, Unmute YourselfUnmute Yourself explores identity, voice, growth, and becoming the version of yourself that can hold what you’re building. you can order here. If you’ve read Unmute Yourself and it resonated, then please leave a review here.

    29 min

  2. MAY 8

    Episode 50 - I almost Quit At Episode 10, Lessons From Behind The Scenes | Business Therapy™

    In today’s episode, we’re marking something really special… 50 episodes, listeners in 50 countries, and a journey that almost didn’t make it past episode ten. This one is a bit more personal. It’s a reflection on what it’s taken to keep showing up, especially in the seasons where the results weren’t obvious yet. We talk about that in-between space… where you’re doing the work, staying consistent, but not seeing immediate proof that it’s working. The kind of season that can make you question things, even when something meaningful is quietly taking shape. There’s also an honest look at what building something like this can involve. The time, the energy, and the behind-the-scenes moments that don’t always get seen. Here’s what we covered✅ What 50 episodes and 50 countries can represent beyond the numbers✅ The idea of unseen growth and why it can feel confusing✅ The bamboo tree analogy and slow, quiet progress✅ What it can feel like to keep creating without immediate feedback✅ The difference between evolving and feeling like you’re getting it wrong✅ Some of the quieter challenges that come with building in public✅ The real cost behind consistency✅ A way to think about whether you’re still developing or ready to step away✅ A glimpse into what’s coming next We also touch on how things can evolve over time. What started in one space gradually expanded into something broader, not as a correction, but as a natural deepening of the message. If you’ve been in a season where things feel quiet or unclear, this might give you something to sit with. This episode is for the creative who is still showing up… even when it’s not fully clear where it’s leading yet. 💼 Explore Business Therapy™If you’d like support while you build, this could be a space to explore. Inside Business Therapy™, the focus is on helping you move forward with clarity, while having someone in your corner who can reflect and support what you’re creating. Learn more at www.jokedurojaiye.me 📖 Download the Free Unmute Yourself Discussion GuideIf this episode resonated with you, download the free Unmute Yourself Book Club Discussion Guide for deeper reflection and meaningful conversations around voice, growth, purpose, and visibility. Click here to download. 📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows, you can order here. If you’ve read Unmute Yourself and it resonated, then please leave a review here.

    17 min

  3. MAY 1

    Episode 49 - You’re Not Stuck… You’re in the Wrong Room | Business Therapy™

    In today’s episode, we’re talking about something that can quietly shape your growth more than we realise… the room you’re in and the people around you. Because you can be doing everything “right”… working on yourself, learning, showing up… and still feel like nothing is really moving. And sometimes, it’s not about you. It can be about the environment you’re trying to grow in. This episode explores what it can look like to be in the wrong room. The kind of space where your vision isn’t fully seen, where doubt feels louder or where what you’re building doesn’t quite have anywhere to land yet. We also talk about the idea of borrowed belief. How in certain seasons, especially early on, it’s not always about having full confidence in yourself. Sometimes, it’s about being around someone who can see what you can’t yet… and letting that support carry you for a while. Here’s what we covered✅ Why you can be doing the work and still feel stuck✅ The question to sit with: who believes in you?✅ How one person’s belief can shift what feels possible✅ The idea of borrowed belief and how it grows over time✅ How your environment can quietly influence your capacity✅ The difference between real support and surface encouragement✅ Why some well-meaning people can still feel limiting✅ A gentle way to reflect on the spaces you’re currently in We also touch on how easy it is to assume you just need more motivation or strategy, when sometimes a shift in environment can change how everything feels and moves. If you’ve been feeling a bit stuck despite doing your best, this might be something to sit with. Not as pressure to change anything immediately, but as a different lens to look through. This episode is for the creative who’s growing and starting to notice that their current space might not fully support where they’re going next. You’re not behind. It might just be the room. 💼 Explore Business Therapy™If you’d like support while you build, this could be a space to explore. Inside Business Therapy™, the focus is on helping you move forward with clarity, while having someone in your corner who can reflect and support what you’re creating. Learn more at www.jokedurojaiye.me  📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows, you can order here.

    9 min

  4. APR 24

    Episode 48 - Why Selling Feels So Hard. You Don’t Lack The Skills, You Need A Mindshift | Business Therapy™

    In today’s episode, we’re talking about why selling can feel so uncomfortable for so many creatives and entrepreneurs, even when you’re more than capable. Because here’s the truth: you’ve been selling your entire life… just not for yourself. This episode explores what’s really happening when you freeze at the idea of selling your own work. It’s not about your skills, your offer, or your experience. It often comes back to what you believe about your value once you’re no longer operating under someone else’s name, title, or brand. We walk through the shift that happens when you move from employee to business owner, why everything can suddenly feel heavier, and how selling starts to feel personal in a way it didn’t before. This is about gently reconnecting to the results you already create and finding a way to talk about your work that feels natural instead of forced. Here’s what we covered✅ Why you’ve likely been selling all along, even if it didn’t feel like it✅ The difference between selling yourself and speaking to a solution✅ How being inside someone else’s brand can blur your sense of ownership✅ Why things can feel more intense when your work becomes personal✅ The belief gap that tends to get in the way more than skill or strategy✅ How proving yourself can feel draining, while demonstrating value can feel lighter✅ Why people are often drawn to outcomes and transformation✅ The identity shift from employee to business owner and what can come with it✅ Ways to start rebuilding trust in your own value ✅ A simple approach to selling through real conversations instead of pressure We also touch on how easy it is to focus on the visible parts of business, like logos, websites, or setting things up “properly,” and how those things can feel productive, even when the real work is happening underneath. The shift into business ownership often has less to do with structure and more to do with ownership of your own excellence. If you’ve ever felt confident in your role but unsure when it comes to putting a price on your own work, this conversation might resonate. Nothing about your skills disappeared. The environment just changed. And now, you’re learning how to hold that value in a new way. This episode is for the creative who knows they’re good at what they do but hesitates when it’s time to talk about it or charge for it. The one who can solve problems all day for others but feels a little unsure when it’s their name attached to the offer. You don’t need to become someone else to sell your work. It may simply be about reconnecting with the value that’s already been there and allowing yourself to speak to it a little more openly. 💼 Explore Business Therapy™If you’re wanting to build your business from a place of clarity rather than fear, this could be a supportive place to start. Inside Business Therapy™, the focus is on helping creative women separate the math from the drama, so decisions feel clearer, systems feel more supportive and showing up in your business feels a little more steady and self-trusting. Learn more at www.jokedurojaiye.me 📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows. If you’re ready to grow into the woman your next level requires, you can order here.

    8 min

  5. APR 17

    Episode 47 - The Reality of Being a Beginner Again | Business Therapy™

    In today’s episode, we’re talking about what it really feels like to step into a new chapter, especially when you’ve already built success before. I’m sharing a behind-the-scenes story from a recent convention where I showed up to sell my book after saying yes to a last-minute opportunity. On the outside, it looked polished, the setup, the content, the presence. But behind the scenes, I was doing everything myself and getting a very real reminder that knowing the work and actually being in it are two completely different experiences. This conversation explores that moment when experience meets reality. When you realize that just because you’ve mastered one level doesn’t mean the next one comes fully built. There’s still a beginning and it can look a lot less glamorous than what people see. Here’s what we covered:✅ Why every new chapter can feel humbling, no matter how experienced you are✅ The difference between knowing something and actually doing it in real time✅ What a last-minute opportunity revealed about starting over✅ Why short-term results don’t always reflect the full value✅ A different way to look at “separating the math from the drama”✅ How applying old systems to a new venture can create unexpected gaps✅ What it can look like to be a beginner again (without making it mean you’re behind)✅ How to notice when it might be time to bring in support instead of doing everything alone We also talk about what doesn’t show up in the numbers, the connections made, the doors that start to open and the opportunities that can come from simply showing up. Sometimes what looks small in the moment can carry more weight over time than it initially seems. This episode is a gentle reminder that starting over can be part of growth. Even when you’ve done this before, a new chapter can ask something different of you. If you’re in a season where you’re building something new, feeling stretched or noticing that doing everything on your own isn’t working the same way anymore, this one might resonate. 💼 Explore Business Therapy™If you’re ready to build a business that operates from clarity instead of fear, this is where we do that work. Inside Business Therapy™, we help creative women separate the math from the drama and build businesses that grow through better decisions, stronger systems, and clear leadership. Learn more at www.jokedurojaiye.me 📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows. If you’re ready to grow into the woman your next level requires, you can order here.

    10 min

  6. APR 10

    Episode 46 You Might Be Blocking Your Next Big Opportunity Without Realizing It | Business Therapy™

    In today’s episode, we’re unpacking something that quietly blocks more opportunities than we realize: the habit of making assumptions and taking things personally in business. It sounds simple on the surface, but underneath it is a deeper pattern that keeps showing up in different forms and costing you growth, visibility and money. This conversation is all about learning how to separate the math from the drama. Because more often than not, what feels like a threat is actually an opportunity in disguise and we shut it down before we even give it a chance. Through real-life examples, I break down how our instinct to protect ourselves can lead us to misread situations, assume the worst and miss out on wins that were already within reach. We talk about why this isn’t a flaw, it’s wiring and how to interrupt that pattern so you can start seeing clearly again. Here’s what we covered:  ✅ Why making assumptions and taking things personally are symptoms, not the root problem ✅ How “someone else winning means I’m losing” keeps you stuck in scarcity ✅ The difference between reacting emotionally vs. evaluating the actual math ✅ Real examples of missed opportunities hiding in plain sight ✅ Why your brain is wired for protection (and how that backfires in business) ✅ The question that can shift your perspective instantly: “Who benefits if this works?” ✅ How niche thinking can limit your ability to see bigger opportunities ✅ Why your existing network is more valuable than constantly chasing new leads ✅ The real cost of cold leads vs. nurturing people already in your world ✅ How to tell if you’re responding to facts or a story you made up ✅ Why recognizing opportunity is a skill you have to practice We also talk about how business doesn’t need you to constantly start over or chase something new. Most of the time, what you need is already in your hands, your network, your past clients, your existing visibility. But if you’re stuck in drama, you won’t see it. This episode is your reminder to pause before reacting, to question your assumptions and to actually look at what’s in front of you. Because when you slow down and check the math, you might realize you’re closer to a win than you thought. If opportunities have been feeling scarce lately, this is your invitation to challenge that. The math might be working in your favor… you just have to be willing to see it. 💼 Explore Business Therapy™If you’re ready to build a business that operates from clarity instead of fear, this is where we do that work. Inside Business Therapy™, we help creative women separate the math from the drama and build businesses that grow through better decisions, stronger systems, and clear leadership. Learn more at www.jokedurojaiye.me 📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows. If you’re ready to grow into the woman your next level requires, you can order here.

    12 min

  7. APR 3

    Episode 45 Why Your Niche Is Not Enough to Make Real Money | Business Therapy™

    In today’s episode of Creative Business Mindset™, I’m talking about niche and why your niche is not enough to make real money. You’ve heard it before: the riches are in the niches. And yes, that’s true. But what’s often missing from that conversation is how you actually get there. I start with this idea: doing multiple things doesn’t mean you lack focus. More often, it means you’re still gathering data. You’re testing, learning and paying attention to what people are actually responding to, because you can’t confidently define something you haven’t experienced in real time. I share what this looked like in my own business - saying yes to everything in the beginning. Not because it was part of some polished strategy, but because I needed to learn and I needed to make money. And in that process, patterns started to show. Certain services were requested more often, brought in more money and felt more aligned. That phase can feel messy, but it’s also where your niche starts to reveal itself. Here’s what I break down in this episode: ✅ Why your niche is discovered through action, not overthinking✅ How to use what’s selling (and what’s not) as real data✅ The difference between the “drama” in your head and the actual math in your business✅ Why relying on one offer can limit you long-term✅ How to recognize when your niche is starting to click✅ Why your niche is the beginning, not the end, of your growth At some point, things start to become clear. People keep coming to you for the same thing and you’re getting paid consistently for it. That’s your signal. If things feel a little all over the place right now, you’re not behind. You’re in the phase that actually creates clarity. And if you take one thing from this episode, let it be this: you don’t need to rush your niche. Let your work show you. 💼 Explore Business Therapy™If you’re ready to build a business that operates from clarity instead of fear, this is where we do that work. Inside Business Therapy™, we help creative women separate the math from the drama and build businesses that grow through better decisions, stronger systems and clear leadership. Learn more at www.jokedurojaiye.me📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows. If you’re ready to grow into the woman your next level requires, you can order here.

    12 min

  8. MAR 27

    Episode 44 People Pleasing Is Ruining Your Reputation | Business Therapy™

    In today’s episode of Creative Business Mindset™, I’m talking about capacity and why so many of us are saying “Yes” when we already know we’re full. Not just busy. Full. I start with a question: how many things have you committed to lately that you don’t actually have the time or energy for? The kind where you tell yourself, “I’ll figure it out.” But figuring it out isn’t the same as doing it well. I share a simple visual: an overstuffed suitcase you have to sit on just to close. It looks fine… until it opens and everything spills out. That’s what an overcommitted life feels like to the people depending on you. And this isn’t just about time management. It’s about trust, reputation and how you show up. Here’s what I break down in this episode:✅ Why overbooking is often rooted in scarcity, not ambition✅ The real cost of people-pleasing✅ How saying yes to everything leads to showing up halfway everywhere✅ Why “I’ll figure it out” isn’t a strategy✅ How overcommitment quietly damages your reputation✅ Why capacity is a limit, not a mindset Sometimes saying yes when you don’t have the capacity isn’t kindness, it’s misalignment. Because people are counting on what you promised. And your reputation isn’t built on how much you take on, it’s built on how well you deliver. If you’ve been feeling stretched thin, this episode will shift how you think about capacity, boundaries and what it really means to show up fully. 💼 Explore Business Therapy™If you’re ready to build a business that operates from clarity instead of fear, this is where we do that work. Inside Business Therapy™, we help creative women separate the math from the drama and build businesses that grow through better decisions, stronger systems and clear leadership. Learn more at www.jokedurojaiye.me 📖 Read the book, Unmute YourselfThis book is about becoming the version of you who can carry what you’ve been praying for. It’s about using your voice, owning your space, and expanding your identity as your business grows. If you’re ready to grow into the woman your next level requires, you can order here.

    10 min
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About

Formerly Creative Business Mindset Podcast™ Welcome to Business Therapy™ with Joké, where we separate the math from the drama so creative entrepreneurs can build profitable businesses with clarity, confidence, and purpose. Joké Durojaiye, is a mom of three, Certified Life Coach, Author, serial entrepreneur and a business strategist who has lived through the real, messy middle of building businesses from the ground up. This podcast goes beyond surface level success and into the honest conversations around fear, visibility, burnout, reinvention, leadership, and what it actually takes to grow something sustainable. If you are tired of guessing your way through business, overworking, or feeling stuck between your talent and profitability, you are in the right place. Here, we talk about the mindset behind the money, the systems behind the success, and the emotional patterns that can either move your business forward or keep you playing small. Whether you are a creative entrepreneur, home stager, designer, coach, speaker, or someone building a purpose driven brand, expect candid conversations, practical strategies, and real life stories designed to help you attract aligned clients, increase your income, and grow without losing yourself in the process. This is not about overnight success. This is about building a business and a life that actually fit together. Powered by Creative Business Network™. Disclaimer: Business Therapy with Joké™ and Creative Business Network™ do not guarantee specific results and are not responsible for any business, financial, or personal decisions made based on the information shared on this podcast. The content reflects the personal experiences, opinions, and insights of the host and guests and is intended for educational and inspirational purposes only. Please consult qualified professionals for financial, legal, tax, medical, or mental health advice specific to your situation.

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