The Affluent CEO Show: She didn't build the wrong life. She just built it as the wrong woman.

Yuliana Francie
  • 0.0 (0)
  • Entrepreneurship

The Affluent CEO Show She didn't build the wrong life. She just built it as the wrong woman. This is for the woman who has already succeeded — and knows, in the place she doesn't say out loud, that the woman who built it isn't her. Not fully. This isn't a podcast about strategy. It's about the identity underneath it. The nervous system driving it. The truth she's been avoiding. Because more growth isn't what's missing. Honesty is. Every episode dismantles the performance — the one that built the business, the income, the life — and reveals what it's costing her to stay there. Through raw conversations, precision frameworks, and the kind of depth that confronts instead of comforts — this is where she stops expanding from who she was and starts leading from who she actually is. Not hustle. Not performance. Not another blueprint. Sovereignty. Hosted by Yuliana Francie — CPA, author of Embody. Elevate. Expand. — this is where the performance ends and she begins. Follow now. If this found you, you already know why. Follow now. The woman you are becoming is already listening. 📲 Follow me for more exclusive content:👉 Instagram: https://instagram.com/yulianafrancie👉 Facebook: https://www.facebook.com/YulianaFrancie/👉 LinkedIn: https://www.linkedin.com/in/yulianafrancie/

  1. 5d ago

    The Scaling Formula: Vision, Strategy and Identity

    Scaling a business is not simply about generating more revenue, hiring a bigger team, or finding a better marketing strategy. For established women consultants, coaches, educators, and professional service founders, sustainable growth depends on three equally important components: Vision. Knowing what you are actually building. Strategy. Knowing how the business will create and deliver value profitably. Identity. Becoming the founder capable of leading the next version of the business. When one of these components is missing, growth becomes unstable. You may have a clear vision but no profitable strategy. You may have a strong strategy but continue operating as the bottleneck. Or you may have the capability to grow but no clear direction for where the business is going. In this episode, Yuliana explains why all three components must work together and how misalignment between them can create more complexity, pressure, and founder dependency.

  2. Sep 30

    Why Smart Women Undercharge Even When They Know Better

    You know the number. You’ve done the math. You know the value. You know what makes commercial sense. Then it’s time to submit the proposal, negotiate the contract, or put the number into the tender—and suddenly, doubt enters the room. In this episode, I unpack why smart, successful women can negotiate themselves down before the client has even said a word, the hidden cost of avoiding rejection, and the difference between a strategic pricing decision and a fear-based one. Because sometimes undercharging isn’t about not knowing your value. It’s about whether you can hold the number when someone might say no.

  3. Aug 27

    Stop Managing People. Start Managing Process.

    “I’ve delegated this. Why are they still coming to me?” If you’ve ever said this about your team, you may not have a people problem. You may have a process problem. Founders often delegate responsibility without transferring the knowledge, standards, judgement calls and decision-making framework required to actually own that responsibility. Then, when the work comes back incomplete or the team keeps asking questions, we assume they lack initiative. But if the standard only exists inside your head, your team didn’t necessarily fail to meet it. They failed to guess it. In this episode of The Affluent CEO Show, I unpack why managing performance should start with examining the process—not the person—and why documenting what you know becomes increasingly important as your business scales. I also explore the less obvious side of delegation: what happens when being the person everyone needs has quietly become part of your identity as a founder. Because creating processes ultimately makes you replaceable in parts of your business. And that’s exactly the point. The goal isn't to create hundreds of SOPs or bury your business in bureaucracy. It's to build enough infrastructure that responsibility can genuinely move away from you. Because delegation isn't a conversation. It's infrastructure. And if your business still depends on you knowing things nobody else knows, you haven't created freedom. You've created yourself a job—with more risk, more responsibility and probably much worse hours. Listen now to discover where you may need to stop managing the person—and start fixing the process.

  4. Aug 16

    Your Business Is the Vessel of Your Evolution

    What if the thing stopping your business from growing isn't another strategy — but you? In this episode, Yuliana gets radically honest about the beliefs she found running underneath her own business decisions. The control wound. The suffering belief. The fear of visibility. The identity underneath every sales resistance. And how her business has been the mirror for all of it. This is one of those episodes you listen to twice. Once for the ideas. Once because you heard yourself in it. In this episode: Why knowing what to do and actually doing it are two completely different problemsWhat Yuliana discovered when she asked herself what $250,000 in a month would actually feel likeThe belief that says suffering is the receipt that proves you deserve what you receive — and how it quietly caps your growthWhy making sales invitations can feel threatening at a level that has nothing to do with strategyThe question that changes everything: what is my business revealing about me right now?Take the Scaling Blindspot Audit: The patterns Yuliana talks about in this episode — Control, Performance, Receiving, Visibility — are the Four Scaling Blindspots. They run underneath your strategy and quietly cap what you're willing to receive. The audit takes a few minutes and shows you exactly which ones are most active for you right now. 👉 yulianafrancie.com/blindspot

  5. Aug 2

    Why Brilliant Executives Feel Like Beginners When They Build Their Own Business

    Women now start roughly half of all new businesses, and applications are climbing sharply. A large share of that is senior women walking out of corporate, and almost no one prepares them for the first 12 months.  Yuliana Francie spent 25 years as a CPA and corporate strategist, managing a $450 million business and negotiating $1.8 billion in tender deals. Then she opened a skin clinic and spent three weeks deciding whether to spend a few thousand dollars on marketing.  Nothing about her capability had changed. Something else had.  In this episode:  Why the business stops being a business and becomes a mirrorThe two-founder test: same launch, same result, completely different next moveWhat the research says about why high performers are the most exposed, not the leastWhy hiring a mentor was an identity decision, not a strategy oneValidation leadership, and what replaces it One question to leave with: what job have you unknowingly given your business?   Businesses are designed to create value. They were never designed to validate yours.

  6. Jul 10

    Why the Order Changes Everything: Cracking the Mask That Built Your Success

    What if the biggest thing holding back your next level isn't your strategy… …but the identity that built your success? In this deeply personal episode, I share one of the most important insights I've learned after 25 years in business, corporate strategy, and my own journey of healing. We often believe success comes from doing more. Learning more. Working harder. Finding the next strategy. But what if your greatest strength has quietly become your greatest ceiling? Together we'll explore: ✨ Why successful women unknowingly wear "masks" that once protected them  ✨ The Good Girl, The Achiever, The Responsible One & The Strong Independent Woman  ✨ How hyper-independence becomes a hidden identity ceiling  ✨ Why strategy stops working when your identity hasn't caught up  ✨ The real meaning of Embody → Elevate → Expand  ✨ The butterfly metaphor that changed how I see transformation forever  ✨ Why every breakthrough begins by honouring—not rejecting—the woman who got you here This isn't another conversation about mindset. It's about recognising the version of yourself that built your success… and having the courage to outgrow her. Because every season of life gives us a mask. Every season of growth asks us to crack one.

  7. Jun 26

    The Hidden Cost of Hyper-Independence

    Why high-achieving women abandon themselves, and how attachment theory explains it What if the very qualities that made you successful are the same qualities keeping you disconnected from yourself? For many high-achieving women, independence is celebrated. You're the capable one. The dependable one. The woman who always finds a way. You build the business, lead the team, hold the family together, and carry responsibilities that most people wouldn't dare take on. But beneath that strength lies a question few women ever ask: Is this really freedom… or is it survival? In this episode, I explore the hidden cost of hyper-independence and how attachment theory offers a powerful lens for understanding why so many successful women struggle to receive support, set boundaries, rest without guilt, or feel truly fulfilled despite their achievements. This isn't a conversation about blame or labels. It's a conversation about awareness. Together we'll explore: Why hyper-independence is often an adaptation—not a personality trait.How early attachment experiences can shape the way we lead, love, achieve, and receive.The four attachment patterns and how they commonly show up in ambitious women.Why people-pleasing, perfectionism, over-functioning, and emotional self-reliance are often survival strategies rather than character traits.The hidden relationship between self-abandonment and burnout.Why success starts to feel heavy when it's built from a version of you that no longer fits.What it truly means to move from survival to sovereignty.

  8. Jun 7

    Stop Proving. Start Becoming

    What if the success you've been chasing was never meant to make you feel whole? In this deeply personal episode, Yuliana Francie shares her journey from a small village in Indonesia to negotiating billion-dollar deals and building successful businesses—only to discover that achievement and fulfilment are not the same thing. Many high-achieving women spend their lives proving their worth through performance, productivity, and perfection. But beneath the accolades often lies a deeper question: "Is this really it?" In this episode, you'll discover: • Why success can still leave you feeling empty • The childhood conditioning that teaches us to pursue safety over alignment • How hyper-independence becomes a survival strategy disguised as strength • The difference between achievement and authentic fulfilment • Why the identity that helped you survive may be limiting your ability to receive love, support, ease, and abundance • The three-step process: Embody. Elevate. Expand. Yuliana explores how many women unconsciously earn belonging through achievement and how true transformation begins when we stop asking, "What do I need to do to be enough?" and start asking, "Who was I born to be?" As Carl Jung said, "The privilege of a lifetime is to become who you truly are." If you've built a successful life but still feel like something is missing, this episode is an invitation to stop performing for acceptance, release the pressure of proving, and reconnect with the woman you've always been beneath the conditioning. Because your next level isn't asking you to become more impressive. It's asking you to become more yourself. Stop proving. Start becoming. Start now at yulianafrancie.com/embody

See All (68)

About

The Affluent CEO Show She didn't build the wrong life. She just built it as the wrong woman. This is for the woman who has already succeeded — and knows, in the place she doesn't say out loud, that the woman who built it isn't her. Not fully. This isn't a podcast about strategy. It's about the identity underneath it. The nervous system driving it. The truth she's been avoiding. Because more growth isn't what's missing. Honesty is. Every episode dismantles the performance — the one that built the business, the income, the life — and reveals what it's costing her to stay there. Through raw conversations, precision frameworks, and the kind of depth that confronts instead of comforts — this is where she stops expanding from who she was and starts leading from who she actually is. Not hustle. Not performance. Not another blueprint. Sovereignty. Hosted by Yuliana Francie — CPA, author of Embody. Elevate. Expand. — this is where the performance ends and she begins. Follow now. If this found you, you already know why. Follow now. The woman you are becoming is already listening. 📲 Follow me for more exclusive content:👉 Instagram: https://instagram.com/yulianafrancie👉 Facebook: https://www.facebook.com/YulianaFrancie/👉 LinkedIn: https://www.linkedin.com/in/yulianafrancie/

Information