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Helping founders lead and grow a business that gives them freedom

Helping founders lead and grow a business that gives them freedom

You’re a successful founder. So,what now?

As a founder, you start with a vision—a clear idea of what you want to bring into the world and the impact you want to create.

But it’s not just about the business itself. You also have a vision for what this business gives you – the fulfillment, the financial success, the freedom.

You start with the greatest of intentions.

Then the business grows and evolves – because of its success.

And as it evolves, things shift:

Your role has changed – but instead of gaining more freedom, you feel more tied to the business than ever.

Your brand, product, or service has evolved – but does it still support the vision and life you set out to create?

Your team dynamic has shifted – but instead of making things easier, you’re still the one holding it all together

The processes you once relied on don’t fit anymore – slowing you down, creating friction, and keeping you stuck in the weeds

Your priorities have changed – but you don’t know how to step back without everything falling apart.

You’re a successful founder.

So, what now?

As a founder, you start with a vision—a clear idea of what you want to bring into the world and the impact you want to create.

But it’s not just about the business itself. You also have a vision for what this business gives you – the fulfillment, the financial success, the freedom.

You start with the greatest of intentions.

Then the business grows and evolves – because of its success.

And as it evolves, things shift:

Your role has changed – but instead of gaining more freedom, you feel more tied to the business than ever.

Your brand, product, or service has evolved – but does it still support the vision and life you set out to create?

Your team dynamic has shifted – but instead of making things easier, you’re still the one holding it all together.

The processes you once relied on don’t fit anymore – slowing you down, creating friction, and keeping you stuck in the weeds.

Your priorities have changed – but you don’t know how to step back without everything falling apart.

This is where I come in.

I’m Cate – a founder in your corner who’s here to help you lead, grow, and find freedom in your business again.

Running a business – especially as a founder – is an inherently human thing. It’s not just strategy and systems. It’s people. And it starts with you.

When I launched PUSH over a decade ago, it was just me. I used to say, ‘If I’m having a good day, the business is having a good day.’ Because, quite frankly, I was the business.

As things grow, that influence spreads – but it doesn’t disappear.

Your patterns, blind spots, and behaviours still shape everything. And your team? They bring their own stuff too.

All of it impacts performance, culture, and results.

I work alongside founders when they know something needs to change – in themselves, their business, or their team.

I help you reset, redefine, and realign: how you lead, how your business operates, and how your team works.

This is what The F Word is all about.

I’m obsessed with helping people work at their best – and that naturally translates into helping businesses work at their best.

I love uncovering the hidden things that trip us (and our businesses) up and shifting them into something far more powerful.

So, that’s what The F Word is here for: Understanding the human side of business. Unlocking performance. Creating more freedom.

And yes, it’s serious work – but we hold it lightly.

Because this is also about fun. Fun for founders. Fun for teams. Embracing the brilliant and messy reality of being human – and making it work for you, not against you.