The Honest Truth About £100K Months (And Why They’re Easier Than You Think)

So in today's podcast, we're going to get controversial, and we're going to talk about a very difficult subject. We're going to be covering the honest truth about 100K months and why they're easier than you think. Now, money has always been almost like a dirty word, something that we don't discuss in public, and we certainly don't share online. Now, on Instagram, I always talk about money.

You'll see on my socials, my emails, everything is about money. Why? Because when we set our businesses up, let's be honest, we had a vision, we had passion, we had dreams. And where money steps into this is it fuels us being able to achieve those dreams.

Now, when we think about business, nothing bad ever happens when we make money. But money can be one of the biggest absolute pulls in our life in terms of mental health and stress. It can impact our health when we don't have enough of it. So why can we not be more open about money?

Why can we not have a more positive attitude about scaling businesses? I see so many people talking about why would we want to make 100K months or beyond? Well, seriously, these are the people that are being triggered by what I'm talking about. Now, you may even feel slightly uncomfortable talking about 100K months.

It could be that you're already there. But think of the difference of mindset, because if it feels like a really, really big stretch, well, of course it's going to feel unachievable in that first instance. But what we're looking at is we're looking at how to actually scale your business in a way that's absolutely achievable to be consistently achieving this level of income. So let's talk about the thing everyone wants, but few are actually willing to tell the truth about.

100K months. So why has it got such a bad rap? Well, because so many people talk about it, coaches, mentors, gurus, who have never actually achieved it. So they're put on pedestals, they're over-mystified, they're made to feel rare or elite or somehow reserved for other people.

And I'm here to tell you something that might trigger you a little, because 100K months are far more achievable than you actually think. Now, what makes them hard isn't strategy, it's you. So before the ego kicks in, stay with me, please, because I promise you I have seen the good, the bad, and the ugly of money. I started my business at 21.

I now have five businesses. Now I've scaled four to multi-seven figures. It was not easy. My first business, I literally had every epic failure in history.

There is nothing that I think a founder could come to me and say, I've done this, I can't believe it. How am I going to get out of it? that I haven't lived and breathed and come out the other end myself. I have absolute resilience in business, and I have a very good attitude around money because I have embraced money as my friend.

Now, money is not something separate to me. It's something that I work together with. I embrace in my life. I build my relationship with money each and every day.

Everybody in the world has had cash flow problems, monetary problems of some sort, or a challenge around money, whether that's growing up in a scarcity feeling around money, or growing up in a feeling where money had no meaning. Now, both are very difficult for the mind to process. And what you have to do as an adult, as a founder, as a business owner, is build that relationship. What does money mean to you, and how are you going to have that relationship?

It shouldn't be something that's a secret bad entity. It should be something that we embrace into our lives every minute, every hour, every day, every week, because it is the fuel behind why we set our businesses up. So think about it. When people say, Oh, you know, it's not all about money.

No, it's not. There is a higher purpose. You know, think about when you started your business. You had this blank canvas.

You created this amazing thing from scratch, and you built this business because you had a why, you had a reason. You wanted maybe more freedom. You wanted to spend more time with friends and family. You wanted to enjoy your life.

Maybe you wanted more enrichment, experiences, travel. You wanted more time and effort and money around the things that you want to be doing, so you weren't just constantly working in the business. And that's fine. But that all takes money.

And unless you're running a not-for-profit, then money plays a big part. So we may as well rebuild our relationship with money right now and start talking about it positively, because money can be your absolute best friend. Now, 100K months are far more achievable than you think. And what makes them hard isn't strategy, it's you.

Now, again, please sit with this because, as I said, stay with me on this point because nine times out of ten, the biggest barrier to scaling isn't the market, it's not the economy, it's not your audience or even your offer. Sometimes it's your offer, but it's generally mindset and belief and money conditioning and a business model that was never designed to scale in the first place. So let's start there because here's the brutal truth. Around 80% of business owners don't actually have a scalable, sustainable, profitable, or sellable business model.

Not even an achievable one. They have a job they built themselves. And you may be feeling some energy around that, some thoughts around that, and thinking, Maybe that's me. Do you know what?

That's fine because we have all been there. There is not one founder who has scaled a business to multi- 26, 7, 8, 9 figures, who hasn't started from ground zero and been through all of this. We as founders have experienced it all. We've fallen into those pitfalls from time to time.

Now, after scaling my own businesses and thousands of other clients, I'm pretty good at spotting the pitfalls. I can see the patterns. I can see the mindset monkeys that jump in. I can see the patterns that are stalling.

I can see the comfortiness that is stopping and preventing the growth. I can see when to push a founder because we can overcome our success barriers because the majority of them are based on false truths. Now, another thing that we see online and in society is about manifesting and, you know, putting out to the universe what you want. And I truly believe in that.

But no amount of manifestation or journaling or visualization will actually override a model that's fundamentally broken. These are great things and tools to use once we fix that. So you cannot mindset your way out of bad maths. It just doesn't happen.

100K months require predictable cash flow, and predictable cash flow requires recurring or repeatable high income months. Because when cash flow is unstable, your nervous system is hijacked. And when your nervous system is hijacked, creativity dies. So scaling needs space, and space only comes when cash stops being a constant worry.

It can be an absolute mind drain. It can absolutely stop motivation in its tracks. So that's when you stop operating like a stressed founder and you start thinking like a CEO. And I talk a lot about moving from linear thinking to expansive thinking when we are not in a good mindset.

We will find the woe, the negative in everything. When we're in a great mindset, everything is rosy, everything is glistening and gorgeous. But CEOs focus on three things, and this is where I want to gear your mind, because these are the three things, and three things only, that you should be focused on and spending 70% of your time on: cash, content, and clients. And that's where the magic happens.

Not color palettes, not obsessing over systems too early, because let's be honest, business is chaotic. Business is crazy. It's messy, right? And we don't want to be hiding in the weeds and just calling it busy, because cash is king.

A business only becomes a real asset when money is made without your time being the bottleneck. I want that to land with you, because that's the line in the sand. And that only happens when you charge correctly, or you understand your numbers, you know your margins, and you know your delivery inside out. You know the cost from start to finish, from acquisition to onboarding to retention to results.

The devil is in the detail. And here's what most people fall down on: they undercharge, they dilute their value, they overdeliver with no structure, they play small, and they stay vanilla. This is a big—

It's probably the biggest barrier I see in business. Why? Because people are scared of talking out. I get banned on Instagram all of the time for talking about money.

Money is not a bad thing. People come and comment on my posts about, How dare you talk about scaling founders to 100K months? Well, I do dare because I absolutely stand in my power. I have utter conviction behind the results I do.

And one of the most magical experiences I ever created in my business was the 90-day challenge. It's one of the most controversial things I do because I take founders through a 90-day process with daily coaching and actions to add an extra 100K to their business. That's fast cash, and that's all to do with building infrastructures, foundations. It is every tactic that I know, proven, guaranteed strategy that I have done thousands of times that I know makes money.

And the results speak for themselves. So I will talk about those things. I will stand in my power, and I will never dull my shine because when you dim your light, you're falling into being vanilla. They don't stand in their power unless they have absolute conviction.

You may feel that this might be something that you are doing, and that's fine. I remember when I've had offers or services that haven't quite landed or haven't actually created the income that I thought they would. It's because I didn't have the clarity and the conviction behind it. And if you don't have absolute conviction in what you sell, your audience will feel it instantly.

So when I talk to people about sales calls, it's generally them that are the blocker because confidence converts, conviction sells, and certainty scales. These are the things. And when you bring these in as superpowers into your life and into your business, everything changes. Because for service-based businesses especially, the support and experience is the differentiator.

So when people say, Oh, you know, someone else is doing this, someone's copied it. Well, it is annoying when someone copies it, but I don't get too stressed out about it. I will send, like, a cease and desist, and I will hand that glory back to someone else to handle. But what I always know is no one is me.

No one has lived the life I've done, had the experience. You know, I've scaled four businesses, four times founder. I've worked with, well, worked with over 30,000 clients in 25 years. That's a lot to catch up with.

So I know my power, and I know the results I get. Now, that's not being arrogant. That's just absolutely knowing the truth that if someone comes to me and says, I want to do this, I've walked that walk a thousand times. I know how to build that bridge inside out and how to mitigate the pitfalls.

And it's about what you deliver as well. You know, unrivaled support, unparalleled value, and clear ROI. I'm very specific on what the averages I achieve. I've worked with enough people to basically say to someone, Well, look, in context of what you're telling me, this is what I think you can do.

I would never lie. I would never over-guarantee, but I will always exceed expectations because I'm true to what I do. And I think the thing is, is that this is how you charge premium, and that's how you scale. That's how you create demand that doesn't rely on you chasing, is just having something that is so solid that you stand behind and that you love doing.

So let's talk about the three biggest reasons that people fail to reach 100K months, because— The society is there in terms of, we know people are earning that money, but we also see the stigmas, like only 1.8% of women ever reach seven figures. That isn't to do with society, sadly. You know, we all want to see this and hide below it, but what actually happens is that we know that it's possible.

Not everybody wants it. That's the truth. Some women will not want to do that. Some people will choose other paths, and that's absolutely fine.

Some people will build a business and then decide that they want to maybe move more into family or travel or do something else. There is no problem in that. It's down to women whether they want it enough. And I'm not sugarcoating this, I'm really not.

But you have to think about what you want as a founder. So number one, being too vanilla. We know this is an issue. This is one of the biggest reasons people fail.

Number two, lacking confidence and conviction in the value. Value. Women, fundamentally, over the years, I see so many amazing founders, amazing, who put everyone else first. They have not worked on understanding the value they give, and sometimes it's just about consciously connecting to that, to understand your own worth.

And I hate using that because everybody is worthy of everything, you know, regardless of your stage in life. And one of the biggest things that I remember hearing from someone who was doing my growth coaching certification was that when I talk about the fact that even if you are in your worst mindset, your worst part of your journey in life, you still can be loved and you can still love. Often the person will feel that until they have created that perfection, that persona, that person that they want to be, or got themselves into a more positive place, that that's only the time they can be loved. But you can be loved at any point in your life, and you can give love.

So what we're working on here always as founders is that, you know, health, wealth, and happiness are the three fundamentals, and there is no such thing as balance. You know, we won't get it right every day. Sometimes family life wins, sometimes business wins, and we'd be fools to try and embrace the fact that we can control that. We can't.

Eighty percent of the time, we will win, but there'll be twenty percent of the time that success barriers get in the way, false beliefs. We bring out things from our unconscious, not necessarily our subconscious, that rise because we're dealing with a certain situation. We might have a complete challenge, or we'll be knocked down by something in our business, but we'll get back up. We'll build that resilience.

And sometimes it feels difficult, but I promise you, every 24 hours is a completely different time zone. Everything can feel different. Lots of things can change. And then number three, refusing to build scalable pathways like licensing or reselling or repeatable models.

You know, you have to be dynamic in business, and you have to be open to change, and you have to get into, you know, growth, which is not the problem. The CEO is the blocker. The CEO is the bottleneck. The CEO is the success barrier, and we have to own it, drop the ego, take responsibility, and decide to do something about it, because leadership is about ownership.

Driving the ship, reading the data, and being willing to change direction when something isn't working. And you need to stop pushing dead strategies if something isn't working, and stop forcing offers that the market has already rejected. Momentum doesn't come from stubbornness. It comes from responsiveness.

And ideas don't create income. Action does. So you need solid lead generation. You need a clear process, a clear sales process, and you need to be involved in conversion.

I do not know one business that I have created a lead generation and sales system for that isn't absolutely scaling and smashing it. It's impossible. So you need to be thinking about what is the gap in your business. And I promise you this: if those three things are nailed, you cannot fail.

Yes, processes and systems matter, but not before cash. So you need to get the money flowing, create results, deliver exceptional experiences, and then go back and tidy up the trail that you left behind. Because business is messy. It's chaotic.

And if we're honest, that's what entrepreneurs... And if we're honest, we say we want calm, but growth, energy is uncomfortable by nature. And deep down, we love the challenge. We love the stress and the stretch.

We love proving ourselves. And success tastes sweeter when we earn it. When you sprint, then rest, recharge, and go again. So let me ask you this: could you make an extra 100K in the next 90 days?

The answer? Yes, you absolutely could. This is called temporal discounting and compressing timelines and consciously attaching to actions, not outcomes. So every minute, every hour, every day, every week, one question only in your mind: does this move me closer to the goal?

You've done this before. And you really have. When you were a kid and you wanted something badly enough, you made it happen. You found a way.

You pulled out all the stops because desire plus belief plus action always wins.

And I know this is controversial. I know. And yes, I talk about money a lot, but money is fuel. Fuel for freedom, fuel for impact, fuel for the life you actually want to live, and fuel to give the greater good to the world as a whole.

There can be a bigger vision other than just profit. And I've worked with thousands of founders who now have 100K plus months consistently. So if that's what you want, and you're done trying to figure out alone, well, come talk to me. Because honestly, I have made every mistake, so you don't have to.

I can literally fast-track you past the pitfalls, and you get your mind into money making. And I can do that faster than you can say 100K months, because this is what happens when millionaire mindset meets scaling strategy. And when you learn from someone who's done it repeatedly for others and across their own businesses, you tend to get quicker results, right? And you know where to find me.

You do. So come talk. Follow me on Instagram at Dawn McGruer, or come onto dawnmcgruer.com, book a call.

Let's chat. Let's make it happen. And if there's one thing that you leave this podcast from, is knowing that wherever you are in your journey right now, it doesn't matter. But 90 days from now, what would it feel like adding an extra 100K?

What would it feel like adding an extra 100K every 90 days? What does that money mean to you? And I really want you to imagine this, because money is emotional, and money does give different opportunities, and money gives a lot of choice, but it also reduces a lot of stress and gives a lot of headspace, freedom, and creativity. So think about what you want today and make that change.

And join me on next week's podcast.