Bee Formless™ Flow Driven CEO

Bee (Belinda) Murray

This isn’t your typical podcast. No pre-interviews. No rigid scripts. Just raw, unfiltered connection and fluid conversation with bold, dynamic minds. Founders, CEOs, VCs, and visionary leaders reshaping life, leadership, and business from the inside out. Embracing high flow states. Leading with soul and conscious impact in the 21st century. We dive into the formless cycle behind real transformation. Where intuition meets strategy, structure meets fluidity, and Soulful, High Flow Conscious Leadership™ is leading the next gen.

  1. 13h ago

    Building from lived experience | Fertility, hiddenGrief & sustainable innovation | Lara Solomon

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Lara Solomon, Founder and CEO of Hoopsy, the company behind the world’s first paper-based pregnancy test, for a conversation that became far more personal than the product or business behind it. Lara and I share an experience neither of us would have chosen: going through IVF hoping to become mum's and having to make peace with life unfolding differently. We talked openly about the grief that comes with that, particularly the kind other people cannot always see, and how it can disappear for a while only to surface again when something touches the life you once imagined. As Lara said, “It doesn’t go away, it just becomes easier.” Hoopsy began during Lara’s own IVF journey, when she kept seeing women sharing photos of the many pregnancy tests they were taking while waiting and hoping, and she became unable to ignore the plastic waste being created alongside such an emotional experience. That observation became the world’s first paper-based pregnancy test, and Hoopsy is evolving into something much more community. Lara is building around an experience she knows intimately, bringing greater care, connection and emotional support into a fertility journey that can feel incredibly lonely. We discussed the expectations we absorb around partnership, children and how life is supposed to unfold, and who we become when it doesn’t. Lara reflected on finding herself, and learning to stay connected to who she had become. There was something serendipitous that “hoop” means hope in Dutch. THE SHAPE SHIFT IN MOTION At the heart of this conversation was a shift from carrying difficult experiences quietly to allowing lived experience to become a source of connection, innovation and care. LEARN (LETTING GO) ✨ The expectation that life must follow the path we were taught to imagine. ✨ The belief that grief only counts when other people can see what was lost. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Reimagine lived experience as insight rather than something to hide. ✨ Build around the emotional reality people are living, not only the product they are buying. RELEARN (TEST & IMPLEMENT) ✨ Choose your own path rather than somebody else’s version of fulfilment. ✨ Build with care where existing systems have left people unsupported. ACTIVE RECOVERY (REFLECT & RESET) ✨ What part of your story are you still trying to hide or outrun? ✨ What could your lived experience teach you about what the world still needs? Find out more: 🔗 https://linkedin.com/in/larasolomon 🌐 https://hoopsy.com 📷 Instagram.com/hoopsyco 🎵 Tiktok.com/@hoopsyco 📘 Facebook.com/Hoopsyco 💭 What part of your own story might hold the beginning of something meaningful? If you’re ready to reshape your life, leadership or business from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #hoopsy #fertility #ivfjourney #womenshealth #sustainableinnovation

    Building from lived experience | Fertility, hiddenGrief & sustainable innovation | Lara Solomon

  2. 15h ago

    Beyond founder dependency | Operational freedom, white space & smarter growth| Lloyd Thompson

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Lloyd Thompson, Founder of VirtualDOO, to explore founder dependency, operational freedom and what becomes possible when we create enough space to see what actually matters. Lloyd’s business began somewhere unexpected: in the surf. During COVID, surfing gave him white space away from meetings, email and constant doing, and time to question whether he wanted to return to the same way of working. Today, Lloyd helps founder-led businesses step out of the operational weeds. We explored one of the biggest shifts required to do that: moving from delegating tasks to delegating outcomes, giving people clarity on what success looks like and the freedom to find their own way there. We also got into the visionary founder with no shortage of ideas, but often too many priorities, too much noise and not enough space to see what deserves their energy. I loved Lloyd’s time and energy audit: look at what you are actually doing, the time and value attached to it, and whether it gives you energy or “sucks the life out of you.” It is a simple way to see what should remain with you and what somebody else could own. Because not everything that can be done by you, should be. And underneath the operational systems was something equally important to Lloyd: people. Heart and humour shape the teams he builds, the clients he chooses and even the lucrative work he is prepared to walk away from. THE SHAPE SHIFT IN MOTION At the heart of this conversation was a shift from founder dependency to building a business that can move without the founder carrying everything. LEARN (LETTING GO) ✨ The belief that nobody can do it as well as the founder. ✨ The habit of delegating endless tasks instead of clear outcomes. ✨ The assumption that being busy means you are working on what matters most. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Reimagine delegation through “Who Not How” by finding the right person instead of automatically solving everything yourself. ✨ Create white space so you can see beyond the operational noise and reconnect with the bigger vision. ✨ Reshape priorities around what moves the business forward rather than every idea competing for attention. RELEARN (TEST & IMPLEMENT) ✨ Audit your time, energy and value to see what should be delegated, deleted or retained. ✨ Give people ownership of outcomes and enough freedom to choose how they achieve them. ✨ Use values as a filter for your team, clients and the work you are willing to accept. ACTIVE RECOVERY (REFLECT & RESET) ✨ What are you still doing simply because you have always done it? ✨ Which parts of your work give you energy, and which quietly drain it? ✨ Who could take ownership of something you no longer need to carry? Where to find more: 🔗 https://www.linkedin.com/in/lloydt/ 🌐 https://virtualdoo.com 💭 What could open up if you stopped asking how and started asking who? If you’re ready to reshape your life, leadership or business from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #VirtualDOO #whonothow #founderdependency #operationalfreedom #fractionalcoo #operations #delegation #founderjourney #insideouttransformation

    Beyond founder dependency | Operational freedom, white space & smarter growth| Lloyd Thompson

  3. 15h ago

    Building wealth that lasts | Property, long-term thinking & the power of care | Ali Hallak

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Ali Hallak, CEO and Co-Founder of Buyers Club, for a deeply personal conversation about wealth, property, business and what it means to build something that lasts. Ali grew up with his mum and four siblings in housing commission in South West Sydney. They weren’t rich financially, but as Ali shared, they were “rich in love.” One of his earliest motivations was to create enough security to move his mum out, yet she refused to leave until they could own a home rather than rent one. That experience of security and strong foundations has carried through into the way Ali thinks about wealth, business and property. After co-founding Buyers Club at just 21, Ali initially saw business through the lens of growth and profit. A mentor shifted his perspective: instead of focusing on how much he could make today, build something capable of still being here in five or ten years. We spoke about buying long, staying the course when conditions change and building enough resilience that short-term pressure doesn’t dictate long-term decisions. Ali also shared his passionate views on Australia’s housing affordability, infrastructure and widening wealth gap. For all our conversation about money and wealth, Ali ultimately brought leadership back to one four-letter word: care. Care for your people, your customers and the future you are helping to create. THE SHAPE SHIFT IN MOTION At the heart of this conversation was a shift from chasing short-term wealth to building foundations strong enough to support long-term abundance. LEARN (LETTING GO) ✨ The belief that faster growth and higher profit automatically mean a stronger business. ✨ The instinct to change strategy when conditions become uncomfortable. ✨ The idea that wealth is only measured by what we own rather than the security and opportunity we create. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Build the foundation first so short-term volatility does not force long-term decisions. ✨ Reimagine success around consistency, resilience and what can still be standing five or ten years from now. ✨ Reshape leadership by investing in people rather than simply extracting more profit. RELEARN (TEST & IMPLEMENT) ✨ Buy long and build enough financial resilience to stay the course. ✨ Invest in people as they grow beyond the roles they were originally hired to do. ✨ Make decisions from care by asking what genuinely serves the customer, team and future of the business. ACTIVE RECOVERY (REFLECT & RESET) ✨ What foundation are you building underneath the future you want? ✨ Where are you reacting to the short term instead of staying committed to the longer vision? ✨ What would change if care became a filter for your next decision? Where to find more: 🔗 https://www.linkedin.com/in/ali-hallak-545941150/ 🌐 https://buyersclub.com.au/ 💭 What are you building today that you still want standing ten years from now? If you’re ready to reshape your leadership or business from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #alihallak #buyersclub #richinlove #propertyinvestment #wealthcreation #longtermthinking #care #insideouttransformation

    Building wealth that lasts | Property, long-term thinking & the power of care | Ali Hallak

  4. 19h ago

    Let go to grow | People, experience, freedom & the X Factor | Malcolm Jull

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Malcolm Jull, CEO of PurchasePlus, to explore what happens when leadership stops being about holding every decision and becomes about creating the trust and space for others to lead. Malcolm describes himself as a control freak, which makes his embrace of radical delegation all the more interesting. After relocating from Australia to the United States while leading an Australian-born business, he simply could not remain across every conversation, decision and time zone. What if letting go was not stepping away from leadership, but growing into another form of it? As Malcolm shared, “Leading by example doesn’t mean I need to do everything.” Radical delegation means knowing what is happening, resisting the urge to dive into everything he could influence and trusting people to find their own way to the right outcome. That philosophy runs deeply through how he thinks about people. Great leadership is not about creating copies of ourselves. It is about helping people discover their own X factor, giving them room to grow and allowing their personality and perspective to shape the work. We explored why discomfort can be where the gold is, trusting people to do things differently, leading across time zones, navigating the noise and why human connection matters even more in remote teams. Underneath the bright shirts, pink shoes and infectious energy is something Malcolm seems to practise as much as he talks about: be yourself, create space for others to be themselves and let go enough to see what they can become. THE SHAPE SHIFT IN MOTIONAt the heart of this conversation was a shift from control as leadership to trust as leadership. LEARN (LETTING GO)✨ The belief that leading by example means being involved in everything. ✨ The instinct to make people work, communicate or lead exactly as you would. ✨ The pressure to consume every piece of information simply because technology now makes it available. UNLEARN (CREATE, REIMAGINE & RESHAPE)✨ Create frameworks that give people clarity without controlling every step they take. ✨ Reimagine delegation as an opportunity for both the leader and the team to grow into new capability. ✨ Reshape leadership around outcomes, trust and the freedom for people to bring their own X factor. RELEARN (TEST & IMPLEMENT)✨ Stay close enough to understand what matters while consciously choosing where not to intervene. ✨ Use technology to remove noise and improve visibility without outsourcing human judgment. ✨ Give people opportunities to practise the things they are not yet confident doing. ACTIVE RECOVERY (REFLECT & RESET)✨ Where are you still holding something your team is ready to own? ✨ What could open up for you if you stopped needing to be inside every decision? ✨ Are you helping people become more like you, or more fully themselves? Where to find more: 🔗 https://www.linkedin.com/in/malcolmjull/ 🌐 https://www.purchaseplus.com 💭 What are you ready to let go of so somebody else can grow into it? If you’re ready to reshape from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #radicaldelegation #trust #xfactor #humanleadership #insideouttransformation

    Let go to grow | People, experience, freedom & the X Factor | Malcolm Jull

  5. 20h ago

    The business of solopreneurship | Money, freedom & building on your own terms | Oliver Garside

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Oliver Garside, Co-Founder and Director of Rounded, to explore what it really means to build a business on your own terms, and why money is only one part of the equation. When Oliver joined Rounded more than a decade ago, he thought it might be a six-month project. He went unpaid for the first couple of years and, even five years in, was earning little more than minimum wage. Oliver noticed that something else happened along the way, “When you’re not getting paid for something, you really understand what you love doing.” For Oliver, building Rounded created the flexibility to be present while his children were growing up, taught him more than the rest of his career combined and helped him rediscover what he was genuinely good at. That experience also shaped an interesting observation about the thousands of freelancers and sole traders Rounded has supported. The most successful don’t tend to see themselves as “just” a photographer, freelancer or sole trader. They see themselves as business owners. We explored the changing economics of solopreneurship, side hustles and multiple income streams, the responsibility that sits on the other side of freedom, and why building on your own terms starts with being honest about what you actually want from your business. THE SHAPE SHIFT IN MOTION At the heart of this conversation was a shift from seeing solopreneurship as something smaller than “real” business to owning the business, freedom and responsibility that come with choosing your own path. LEARN (LETTING GO) ✨ The belief that being a freelancer or sole trader makes you less of a business owner. ✨ The assumption that financial reward is the only meaningful measure of entrepreneurial success. ✨ The pressure to grow, expand or adopt every new technology simply because everyone else is. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Create your own definition of success based on what you genuinely want from the business. ✨ Reimagine freedom as both flexibility and responsibility, rather than an escape from work. ✨ Reshape your relationship with money by understanding what you’re willing to trade for time, ownership, learning and autonomy. RELEARN (TEST & IMPLEMENT) ✨ Treat your freelance or sole trader work with the same intention you would any other business. ✨ Stay focused on the customer and problem you’re uniquely positioned to serve. ✨ Use technology thoughtfully rather than outsourcing decisions you still need to understand yourself. ACTIVE RECOVERY (REFLECT & RESET) ✨ What do you actually want your business to give you? ✨ Are you measuring success by your own values or somebody else’s? ✨ Where could saying no create more space for the business you really want to build? Where to find more: 🔗 https://www.linkedin.com/in/olivergarside/ 🌐 https://rounded.com.au If you’re ready to reshape your leadership or business from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #rounded #solopreneurship #freelancer #entrepreneurship #founderjourney #smallbusiness #businessgrowth #insideouttransformation

    The business of solopreneurship | Money, freedom & building on your own terms | Oliver Garside

  6. Jul 27

    Breaking automaticity | Awakening culture, creativity & business | Catherine Bell

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Catherine Bell, Founder and CEO of The Awakened Company, to explore what it means to awaken our humanity inside life, leadership and business. I asked Catherine if she would mind holding for five minutes while I made a coffee. Her response was an invitation for both of us to take a deep breath. It captured the importance of interrupting constant doing and allowing ourselves to arrive. Catherine believes we have forgotten that we are already worthy simply because we are alive. So much of our identity becomes covered in what she described as societal stickers, messages about what we must achieve, become or produce before we can consider ourselves enough. Beneath those layers is our beingness, creativity and capacity to lead from what is true to us. I loved Catherine talking about automaticity, the default operating patterns shaping how we think, behave, lead and build organisations without us realising it. Catherine described this as a form of sleepwalking. We repeat inherited ways of working, remain trapped in human doingness and continue operating inside systems that may no longer serve people or business. As Catherine shared, “We are all awakened, we’ve just forgotten.” We spoke about organisations as living organisms, the relationship between culture and commercial performance, and why self-awareness helps leaders disrupt automatic patterns. Catherine challenged the belief that boredom, procrastination or stillness are problems to eliminate. Creativity and innovation do not always emerge from more activity. Sometimes they appear when we create enough space for something new to arise. THE SHAPE SHIFT IN MOTION At the heart of this conversation was a shift from unconscious doing to conscious being. LEARN (LETTING GO) ✨ The belief that our worth comes from what we achieve or produce. ✨ The automatic patterns and societal conditioning shaping how we live, lead and work. ✨ The idea that humanity and commercial performance belong in separate conversations. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Interrupt human doingness by pausing, sensing the body and becoming present. ✨ Reimagine organisations as living organisms where people, purpose, creativity and profit work together. ✨ Reshape leadership by recognising that everyone has the capacity to lead and create. RELEARN (TEST & IMPLEMENT) ✨ Notice your default patterns and choose a conscious response. ✨ Create space for boredom, reflection, nature and discomfort to reveal new possibilities. ✨ Build cultures that prioritise self-awareness, trust and human flourishing alongside financial performance. ACTIVE RECOVERY (REFLECT & RESET) ✨ Where are you sleepwalking through life, leadership or business? ✨ What could emerge if you stopped doing long enough to fully arrive? ✨ What part of you is ready to show up beneath the conditioning? 🔗 https://www.linkedin.com/in/catherinebell/ 🌐 https://www.awakenedcompany.com/ 💭 What automatic pattern are you ready to interrupt? Ready to reshape your life, leadership or business? Start with the Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #consciousleadership #automaticity #theawakenedcompany #culture #creativity #selfawareness

    Breaking automaticity | Awakening culture, creativity & business | Catherine Bell

  7. Jul 25

    Leading people, not just change | Pause & meaningful transformation | Leslie Ellis

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Leslie Ellis, Founder of Meaningful Change Consulting, to explore why meaningful transformation has far less to do with project plans and far more to do with people. After becoming what she describes as an accidental entrepreneur, Leslie spent years helping organisations navigate complex change. Along the way, she realised that successful transformation doesn’t begin with implementation, it begins with meaning. When people understand why change matters, they’re far more likely to embrace it, align behind it and help bring it to life. Drawing on organisational development and psychology, Leslie shared why change should no longer be viewed as a one-off event but as a core leadership capability. We explored why alignment starts within before it becomes culture, why leaders don’t need everyone to agree to move forward together, and why project plans manage tasks while people create transformation. We also discussed why transformation often stalls long before strategy does. Fear of failure, the need for certainty and the belief that everyone must agree can quietly keep leaders stuck. Leslie reminded us that meaningful change begins with clarity, shared direction and the courage to pause before taking the next step. Leslie and I also explored the power of creating space before reacting, whether through a walk, a quiet moment or even a pedicure. Some of our clearest thinking doesn’t happen at our desks but when we step away long enough to reconnect with ourselves and ask, what do I really want? As Leslie shared, “Change is no longer an afterthought. It’s how we have to operate to be successful.” THE SHAPE SHIFT IN MOTIONAt the heart of this conversation was a shift from managing change as a project to leading change as a human capability. This is how that shift unfolded through the Bee Formless™ methodology. LEARN (LETTING GO)✨ The belief that project plans alone create successful transformation. ✨ The assumption that everyone must agree before moving forward together. ✨ The tendency to react before creating space for clarity. UNLEARN (CREATE, REIMAGINE & RESHAPE)✨ Create meaning before asking people to embrace change. ✨ Reimagine alignment as shared direction, not shared opinion. ✨ Reshape leadership by treating change as an ongoing capability rather than a temporary event. RELEARN (TEST & IMPLEMENT)✨ Pause before reacting so decisions come from clarity rather than urgency. ✨ Build alignment from the inside out, beginning with leadership mindset. ✨ Lead people through transformation with intention, empathy and trust. ACTIVE RECOVERY (REFLECT & RESET)✨ Where am I managing plans instead of leading people? ✨ What change am I resisting that has already begun? ✨ What would become clearer if I paused before making my next decision? 🔗 https://www.linkedin.com/in/leslieaellis/ 🌐 https://www.meaningfulchangeconsulting.com/ If you’re ready to reshape your life, leadership or business from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #organisationaldevelopment #meaningfulchange #insideouttransformation #alignment #clarity #lifeleadershipbusiness #pause

    Leading people, not just change | Pause & meaningful transformation | Leslie Ellis

  8. Jul 24

    Beyond the ego | Self-actualisation, relational intelligence & leadership evolution | Logan Yonavjak

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Logan Yonavjak, Co-Founder and CEO of Readiness Engine™, to explore what happens when leadership becomes less about performance and more about who we are becoming. After nearly two decades allocating capital across institutions, including the Yale Investments Office, Logan realised the greatest investment risk wasn’t always the business itself. It was whether the people behind it could navigate uncertainty, hold complexity and grow into what the opportunity demanded. That insight led Logan and her Co-Founder to build Readiness Engine™, combining developmental psychology with AI to look beyond résumés and reputation, helping organisations better understand how leaders think, relate, make decisions and develop. Many organisations still approach leadership in a traditional way. We often optimise for productivity and performance while overlooking the inner development that helps people grow. Through the lens of self-actualisation, transpersonal psychology and relational intelligence, we explored what it means to move beyond the ego, embrace multiple perspectives and truly listen within. Logan and I also discussed the highs, lows and everything in between that comes with becoming a founder. Despite helping move hundreds of millions of dollars and personally raising around $100 million, she found herself questioning whether she was “just a terrible salesperson.” It was in those moments that the deeper question emerged: who are we becoming? As Logan shared, “Most people don’t give themselves the time to listen.” THE SHAPE SHIFT IN MOTIONAt the heart of this conversation was a shift from measuring leadership by what people have already achieved to recognising who they are becoming. This is how that shift unfolded through the Bee Formless™ methodology. LEARN (LETTING GO)✨ The belief that credentials, experience and past performance alone predict future leadership. ✨ The idea that leadership development is something we complete rather than continually live. ✨ The pressure to fit within existing models of success instead of evolving beyond them. UNLEARN (CREATE, REIMAGINE & RESHAPE)✨ Create space to listen within before reacting to complexity. ✨ Reimagine leadership as an ongoing practice of becoming rather than achieving. ✨ Reshape the way you lead by developing your inner capacity alongside your technical expertise. RELEARN (TEST & IMPLEMENT)✨ Listen beyond the ego by holding multiple perspectives before making decisions. ✨ Build resilience by growing your capacity to navigate uncertainty and complexity. ✨ Strengthen relational intelligence as intentionally as you develop business capability. ACTIVE RECOVERY (REFLECT & RESET)✨ What part of your identity is ready to evolve? ✨ Where might your ego be limiting your ability to see another perspective? ✨ What is your inner wisdom asking you to listen to today? 🔗 https://www.linkedin.com/in/loganyonavjak/ 🌐 https://readinessengine.io/ If you’re ready to reshape your life, leadership or business from the inside out, start with a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #BeeFormless #FlowDrivenCEO #SelfActualisation #redengine #RelationalIntelligence #DevelopmentalPsychology #Entrepreneurship

    Beyond the ego | Self-actualisation, relational intelligence & leadership evolution | Logan Yonavjak
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About

This isn’t your typical podcast. No pre-interviews. No rigid scripts. Just raw, unfiltered connection and fluid conversation with bold, dynamic minds. Founders, CEOs, VCs, and visionary leaders reshaping life, leadership, and business from the inside out. Embracing high flow states. Leading with soul and conscious impact in the 21st century. We dive into the formless cycle behind real transformation. Where intuition meets strategy, structure meets fluidity, and Soulful, High Flow Conscious Leadership™ is leading the next gen.

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