7 Crucial Money Mindset Shifts with Denise Duffield-Thomas

“I have to be thin/organized/otherwise perfect to be successful.”

“If I’m not going to be the #1 expert in the field (#oprah), I shouldn’t even try.”

“If I’m not working hard (i.e. near burnout), I don’t deserve to make money.”

Any of these sound familiar?

GOOD. Because I’ve got just the guest to help you flip ’em into powerful mindset shifts that will help you clear the way to make more money without adding MORE stress and overwhelm to your business.

Her name is Denise Duffield-Thomas, money mindset mentor, and I couldn’t be more excited to introduce you to her today.

In this interview-slash-training sesh, we’ll cover Denise’s top tips for:

  • babyproofing your business (YES, I had to ask…I’ve never done this with a newborn! ;))
  • shifting your mindset to get your first book DONE
  • making these SEVEN crucial mindset shifts so you can create something amazing + enjoy the benefits of (mostly) passive income as you get paid for it over and over (and over)

Oh, quick #momalert: Denise’s biz is titled Lucky B*t@#. I spell it once (toddler-mom-style), and she says it just once. Just be mindful of tiny ears in the room if that’s not part of your daily dinner table lingo ;)

Click below to watch (or take a listen):

Click here to watch directly on YouTube.


NOTE: These are affiliate links since I have been through + loved her program and think you will too. If you end up making any purchases on the other side of the click rainbow, I’ll get a “thank you” commission for sending you her way. #winwinwin!

The Biggie, Lucky B Money Bootcamp 

BOOK: Get Rich, Lucky B….

37 Lessons from a Self-Made Millionaire

Do I have money blocks?


On Babyproofing

1. Get reeeally honest about the fears and beliefs you’ve got about having a successful business while growing a family.

i.e. I won’t be able to be a great mom AND grow my business.

Find proof of why that doesn’t need to be true – inspiration from others who have been there, done, that, and clear it. Lather, rinse, repeat.

2. BATCH. Create systems and content ahead of time so that you can stay in touch and add value to your community even while you take time off.

Click here for her full post on babyproofing her biz.

On Writing a Book

Give yourself permission to be imperfect, get out of your own way, and do it.

Writing a book still adds mega-credibility (even though literally ANYONE can write and self-publish these days!) – so hop on it!



Myth #1: I have to be everything to everyone.
The truth: Nope. You don’t. Pick a niche and own your zone of genius. (OR, as I like to do, share whatever you want to share with a particular audience in mind.)

Remember that you’re the boss – you get to pick what you want to talk about and create.


Myth #2: I have to be perfect in order to be successful.
The truth: Nope. You don’t. Everybody starts somewhere. First client. First subscriber. First sale. If you feel like you have to have everything in place to start, you never will!

You START by being imperfect and you CONTINUE by being imperfect.

As I always say: It doesn’t need to be perfect; it just needs to be shared.


Myth #3: Everybody will think I’m a fraud.
The truth: You can’t win ’em all. Not everybody likes everything, and that’s okay. The anticipation of that first criticism/hater is often way worse than the actual sting!

Surround yourself with proof that builds you UP so that you can take that criticism and keep on’ moving. Here’s a blog post where I share five sweet ways to handle it.


Myth #4: I have to be Oprah of my industry, or I shouldn’t even try.
The truth: Somebody out there needs to hear it from YOU. I’ve got a post on this one too. Take the pressure off of yourself. You don’t have to be THE VOICE of this field (although you totally can be!). It’s okay to just add your flavor to the conversation. You have so much value to add!

To get over yourself, focus on the people who need what you have to share :)


Myth #5: I have to work really hard to make money.
The truth: Denise and I both struggle with this one. Big time. You don’t have to be exhausted, frazzled, and miserable to “earn” your money. You really don’t.

When you find yourself overcomplicating things, saying “no” to fun time with friends and family, and burning the midnight oil every. single night, it’s time to reevaluate and remind yourself: It’s not about working harder. It’s about adding more value. And that can be FUN if you let it.


Myth #6: This should be free for everyone.
The truth: It probably is. Just about everything under the sun is just a google search away. That said – people are happy to pay for convenience, YOUR take, extra bells and whistles you’ve added, etc.  They want to save time, save money, experience XYZ, and take the path of least resistance.

Don’t make assumptions about other people’s spending habits. (They’re grown ups.) Your job is to create something great and tell them about it. If they want your flavor o’ value, they’ll happily pay for it. #hellodreamclients


Myth #7: I don’t care about the money; I just want to help people.
The truth: You can do BOTH! It’s OKAY for you to make money doing something you genuinely enjoy. (That’s what we call “livin’ the dream,” dude.) When you stop the flow and insist on giving, giving, giving without opening up to receive, you’ve got a recipe for burnout.

Charge well for what you do (Denise can help with that). That balanced value exchange will enable + inspire you to do MORE, and everybody wins in that case.

To really bring it home, try saying Denise’s fave mantra out loud, hand on heart: 

“I serve; I deserve.”

(And you can find an entire library of her “It’s safe” mantras here.)

Above all, remember:

The day you decide to do it is your lucky day.


1. Check out Denise’s book, course, and other free trainings via the links just below the video above.

2. In the comments below, tell me:

Which of these mindset shifts resonates with YOU the most?
(More importantly, what will you do to shift it?)

As both Denise and my friend Susan Ferraro teach, we’ve gotta own the good, the bad, AND the ugly to make room for what we really want.

Let’s do this.

To clearing the mental clutter,


P.S. If you liked this post + want to help me spread the word by using the links below to share it with your buddies, I would greatly appreciate it! You can also subscribe to my YouTube channel if you’d like to see new videos before I’ve had time to turn them into blog posts ;)




  1. Chantelle

    You are both role models for me of the business model I am moving into… 1 main program that runs evergreen and allows me to reach more women and also have more time freedom to serve and grow and take care of self and family. Great interview!!!!

    1. Nikki Elledge Brown

      You’ve got this, Chantelle! Just dive in and experiment to see what works/feels best for you + your ladies :)

  2. Ilesha “Coco” Graham

    This is really great & so timely for me. As I’m making some shifts in my biz, I’m totally battling mindset “stuff”. The biggest for me is feeling the need to be perfect. Which leads to either perfection paralysis or over-working (I.e burnout) to make everything just right.

    I know, I need to first give myself permission to be good enough, I need to set some public deadlines for some projects (like the book I’m supposed to write!) & be sure to keep “fun” scheduled on my calendar.

    Thanks for a great interview:)

    1. Nikki Elledge Brown

      Haha YES – scheduled fun may be the only way folks like us squeeze it in, Coco ;) You can do it!

  3. Parijat

    Mythi #6 has been stuck with me lately. But you guys are so right. I shouldn’t speak for my clients especially on something like money. I wouldn’t want someone doing that for me! I think it’s a protective mindset when you wonder “what if I spend all this time creating something I think is so awesome snd perfect for my clientele and no one buys it?” Thanks for this great post Nikki!

    1. Nikki Elledge Brown

      Yep. Totally normal unless we *consciously* (and subconsciously ;)) work to shift that stuff. Glad you enjoyed it, Parijat!

  4. Tamsen

    Two of my favoritest people!!!

    Love the ‘placeholder’ phrase – that was a total lightbulb moment for me. After this past week and knowing that it doesn’t have to be perfect – it’s just holding the place :) And knowing that it doesn’t have to be ‘Oprah or bust’ — seriously Oprah wasn’t “Oprah” she was just her and that was all she needed to be.

    And probably my most favorite ‘I serve. I deserve.’ Thank you DDT :) This is one of the mantras I saw all the time and has allowed me to stand in my own “deservedness.”

    Nik – you had an amazing first “guest” show!!! yeah!!!

    1. Nikki Elledge Brown

      Thanks, Tams – and you have one HECKUVA placeholder over there with Strategic Scoping, missy. #workitworkitworkiiiiiiit

  5. Morgan Gist MacDonald

    Fantastic interview! Ouch, several of those blocks really hit me, but, Denise I loved your idea that we can participate in the larger conversation and that we can consider our first attempts as “placeholders”. Exactly what I needed to hear right now. Thank you!!

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