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Business Roundtable Representative
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Host
Welcome back to Founder Story. Today we have Nicole Mitchell, who is the founder of Nicole Mitchell Inc. I was saying before we got started that it might be one of the most interesting one sentence short bios that I'm ever going to read so far. So you are known as the pastor turned stripper who went from food stamps to to seven figures with OnlyFans and Onlyfans creator. I'm very fascinated with the future of the creators economy and how people on all different platforms will create generational wealth for families and completely change their lives. Thank you so much for for being on the show today and I'd like to start off with what made you want to even get into the Creators economy.
Nicole Mitchell
I've always been a creative. It's almost like I've been waiting for this moment in time where the power was really given back to the individual and we had access to things that were once very limited to the most powerful and the most wealthy. And so over the years I've had many different entrepreneurial gigs to try to find out what I wanted to be. And I you know, as a high school teacher for years I was a megachurch pastor, I was a bartender, I was an Etsy shop owner, I was a face painter just kind of trying to find myself and what I wanted to be. And then when I discovered the platform OnlyFans and had the freedom it gave me to make whatever I wanted and that I could charge whatever I wanted, pick the hours I wanted. Something to me lit up like this is what I was born for. And I was so excited to take advantage of it.
Co-Host
So what were some of those early days like?
Host
How was the process transitioning from all those other things that you had mentioned into OnlyFans?
Nicole Mitchell
It was really fun for me and really difficult for all my family and friends. I had always been a religious good girl and always was done what was like the right thing and, and when I finally really took control of my life, my destiny, my finances, my pleasure, it was very triggering and I'd say even alarming for my close family and friends. So I did have a lot of fallout, unfortunately, as I followed my pleasure and my passion and my desire. And as difficult as that was, I'm so glad I didn't let that stop me. Because the amount of money I've made, the legacy I've been able to leave behind for my children, the people I've been able to support through both my life coaching business and through my only fans work, has been worth it a hundredfold over.
Host
So something very interesting that you've done is you didn't just rely on one platform. I think throughout the history of social media or even when we used to sell a lot on Amazon, we fall into this trap and this danger of relying on one single platform to control everything because we know we are not really in control when the platform is in control. So what have you done to diversify yourself and than just focusing on the content creation?
Nicole Mitchell
Yeah, we don't own the platforms that we use. Right. And so this is where we do have to abide by the rules. I see a lot of people get upset by the rules of the platforms, but we're using it in a lot of these platforms like Instagram and Facebook for free. So we can either get mad or we can learn to abide by the rules, but also be smart and diversify. So typically as a creator, you're always going to have multiple accounts because things happen, even if it's not even an adult thing. Just sometimes accounts get shut out. I had an Instagram account with zero violations just get shut down and had 25,000 followers and it was gone. Right. So we have to be smart about having multiple social media accounts. I, I have only fans, I have fansly, I have many vids. Like I have all these other sites. And I think that really what really made people aware of the smartness of diversifying is back in 2020 when OnlyFans was going to shut down the adult sector and people were freaking out because everyone had put all their eggs in one basket. So it's just a good lesson we've all hear repeated. It's very cliche but it's very true. Don't put all your eggs in one basket. Things are always changing, things are always moving and those of us who make it are the most adaptable.
Host
I remember that in 2020 I don't exactly understand why they. Because it seemed like that's what they were known for. Right. And whatever you're known for, you want to double down, triple down on the thing that you're known for, not do a complete 180 away from it. What do you think is the appeal for the person that pays on only fans? Like why go to OnlyFans? Why is only fans become so big?
Nicole Mitchell
I think it's a couple of things. I think it's normalized adult work for the average person now. You don't have to be a 6 foot, 100 pound, blonde hair, blue eyed model. You could be a mom of five who works from home. That's me. Right. So it really gave the power to the masses and I think Covid really blew it up because everyone was working from home, people lost their jobs and you need to make money. So a lot of people turn to OnlyFans and similar, similar platforms to do just that. So I think just it giving the power to the masses and the timing of it was kind of perfect and it blew them up to be the number one platform in many ways.
Host
I'm so excited about the creators economy. I think if you ask anyone under the age of 25 what they want to do when they grow up, they want to be a content creator. And I think if you ask older people, they would love to do it but they don't even have it in their mind that it's something they can do. I was reading some stats that only fans and don't quote me 100% but only fans last year gave out like 6 billion plus dollars in payments around the world. It's crazy. So how do you see, you know, the future of content creation happening among different generations?
Nicole Mitchell
Yes, you see that shift right? From traditional workplaces to now non traditional workplaces and how, you know, by the time my kids are in college they're going to have degrees that we don't even know about at this time. Like it's. The economy is changing so quickly that I'm genuinely so excited for my children. I have my master's degree. I Love traditional education and I love being an entrepreneur and so I love that I get to bring that to my kids. Of like yes, there's a lot of value in traditional education pathways. There's also a lot of value being a creator and like taking charge of your own reality. Find your sweet spot and run with it. So I just think like staying open to possibilities and you know me, I really believe our pleasure leads to our greatest profit. So I teach my kids and my clients what turns you on the most, what lights you up the most, what's the thing that keeps it at night because you feel so excited about it? We can monetize that. We can monetize anything with this modern day economy. And I feel like that is one of the greatest gifts it's given the, the average person.
Host
It's very interesting when we look at the future of intelligence. We, we had an interview with someone who's really been in AI for two decades and they were talking about how in their opinion, IQ will not matter in the future. It'll be EQ and emotions. Right? You can learn anything. You can get any information on the phone through ChatGPT or AI in the future. So what's the point of even being so smart? It's the emotions. It's like you say, what makes us still human.
Nicole Mitchell
I love that I'm, you know, in my coaching business we're really about emotional intelligence, emotional mastery. It's no longer enough just to be the smartest in the room. That's not. Things have changed so much since my parents generation and is so much of it is emotional intelligence, so much of it is social networking. And there's a common phrase that says, you know, the AI is going to take over or replace people's jobs. No, it's not AI, it's people who know how to use AI. Right. So I'm already incorporating AI into both of my businesses, both my life coaching business and my only fans business. And I feel really good. I don't feel like I'm being left behind. I feel like I'm being smart. Speaking of diversifying, I trust a lot of my human skill, but I'm also smart enough to utilize advanced technology if it's going to help grow and expand my business. So you don't have to live in fear of it. You need to learn how to use it. And that again is another thing that will either inspire you as an entrepreneur or it will deter you from an entrepreneur. It's not as simple as just like wake up one day, make a lot of money. You have to learn how to use the current tools to grow and expand your, your empire, your business or your company.
Host
So I know you have a coaching and you're helping other people who want to enter into the space of content creation. What would you say that you're hearing from them and your personal experience as to what some of the misconceptions are of the creator?
Nicole Mitchell
On OnlyFans, yeah, there's this fear of you can only be one thing. If I have an OnlyFans platform, then I guess that's all I can be. No one's going to take me seriously if I also want to be a public speaker, no one's going to take me seriously if I want to be part of the PTO at my kids school, no one's going to take me seriously. And I'm, you know, I'm living proof that that's not true. I just got paid to be the keynote speaker at a sexuality conference in 2025. Like people chose me because of my only fans. So you can either focus on all the lost opportunity or focus on all the opportunity you're going to gain because you're choosing this endeavor. But I deeply take a stand for you get to be both. And I think traditional society wants you to, to peg you as just one thing and one thing only. And I think what the newer generations are realizing and really owning as a, as a beautiful thing is we are multifaceted, multi talented, multi passionate. We get to leverage all of those without ever reducing ourselves to just one part of ourselves.
Host
The days of you post something on social media for the rest of your life, they're gonna see this photo. Remember that was like if you put something online or really nobody remembers anything past two minutes, we have more attention span. I don't think people even really care anymore.
Nicole Mitchell
I, I now hope I'll be remembered in that picture. That's actually my hope because we don't remember anything. It's like, please remember this picture for the rest of my life. Like I look good, don't forget. So that has definitely shifted from this could be the worst thing to happen to where now I'm like, literally that could be the best thing to happen is if I'm remembered in this outfit. And you're right, I always tell my clients the Internet is a very forgetful and very forgiving place. Meaning you put something out, you don't love it. Once upon a time they said it was the worst thing to happen to you. Now we know like no one remembered five minutes later. So like you get Another shot, you're going to be okay.
Host
So what are you finding to be the skills that are the most needed for people to be a content creator?
Nicole Mitchell
So many. One of them is, which we already covered, is being adaptable. Things are always moving and changing and you can either get mad at it or you can get excited about it. Only Fans has changed drastically. Social media, Instagram has changed drastically than when I was on it years ago when I first started. It's like, but that's part of the evolution of human and societies. What, what else is new? How can we make this better and how can we make this different? So being adaptable, I think really being creative, like, I think it's easy to get into a rut. But the reason you typically get into this industry of being your own creator is so that you can be creative. So you have to stay true to your creative genius. There's so much pressure, like, oh, they're nailing it in that way and they're doing. They're crushing it that way. Maybe I should do it way. Always do it your way. Like find tweaks that you can take from other people, but stay true to your creative heart. That's the whole reason you got into it. And third, you have to learn how to monetize. I see a lot of people do awesome, crazy creative stuff and they either don't charge or they undercharge. And so what I help clients do is charge appropriately and then how to scale from there. Your income should never be capped. Just like your creativity is never capped. Your income should never be capped.
Host
Yeah, I think that's so important. You talk about monetization. I feel I know so many people who have been creating content. They've amassed these big followings and they make no money. I was just reading like the average creator makes under 20 grand or 50 grand. Something really, really low compared to what we think they make.
Co-Host
Right.
Host
I'm curious around stigmas, stigmas around OnlyFans and maybe even as a whole around the world based on clients you see in different parts of the world. Because I know countries just look at things very different. Somebody might be judged in the US for something where if you go to Greece, it's the norm.
Nicole Mitchell
Yes. I have a very global audience. I've gone viral so many times as a pastor and shipper. So I have people from all over the world who subscribe to my page and am I so fascinated learning about where they live and exactly you said, what is. How do they view only fans or people who are on only fans and I know for in Brazil and in Germany, I've been written by multiple people in Brazil and Germany. I'm esteemed as a hero. Like, they look up to me as a model. Like, this is a woman in her power, in her femininity. She's smart, she's a businesswoman. Right. And then I get messages from Americans that I am the head of the Illuminati and I am the worst thing to happen to America and I'm the Antichrist in flat, in flash. And it's like the extreme reactions I have makes me appreciate that I have a very global audience and especially the countries that are like, this is so normal and celebrated and respected in our part of the world. We think America is crazy.
Host
So it is very fascinating how cultures are different. I. I was watching an interview that you did. It was a very emotional interview, and I even myself got choked up because you were talking a lot about the impacts on your family and everything. So can you dive into that? Because I think people might learn what the expectations are when you become a content creator. I know you, you, you just dived into that a little bit now, but can you go more into how that impacted your. Your direct family directly?
Nicole Mitchell
Yes. I always tell people when you, if you decide to go into only fans, for example, or some in a similar industry, like, you have to go have eyes wide open. You can't be naive. And so I knew going into this, I would lose some family, I would lose some friends. I also knew I'd gain new family and I gained new friends. That's really what I focused on. But it was very painful process. I became estranged from my entire family, my parents and all three of my siblings and their spouses and their children. I lost all three of my best friends in the process. And the crazy thing for me is, like, I still felt like Nicole Mitchell. I still felt like the exact same person. And the fact that I would be written off because they disagreed about part of my career was, like, mind boggling to me. But I understand they come. I come from a very conservative, very religious background. This is obviously in direct contrast to what I was taught to value and do. And so that was a very painful part of my journey. But like I mentioned to you earlier, I am so glad I did not let that talk me out of it, because I'm the happiest, healthiest and wealthiest I've ever been, and the life I've been able to give my children and the future I'm giving my children and myself. Like, I decided to live life in my terms, which I believe is every person's right. Just be prepared for when people have a really big problem with that. Wow.
Host
Yeah. I mean, many people quit. It almost doesn't matter what you're doing, there's always going to be some roadblocks. Right? Entrepreneurship, I think, is for the 1% of people that have the mental grit you have to be ironclad in your mind because you go through so many.
Co-Host
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Host
Downs It's a roller coaster that sometimes I just want to go get a job. I'm like, you know what, let me just get a job. I don't have to worry about it. But I something that fascinates me with content creators and something I struggle with is coming up with content. I feel you always have to reinvent yourself or, you know, do something new or be creative. So how, how do you deal with that?
Nicole Mitchell
Right? That is part of it is like this is where your creativity can work very well for you or can turn against you because you can get on a hamster wheel and you end up churning out creativity or content for them and no longer for yourself. So everything I create is first and foremost for me because if I'm not gonna love it, if I'm not gonna enjoy it, I'm going to get burned out. And so I think I've really kept my pleasure as the center as a priority. And I know if it brings me pleasure because it's authentic and genuine, people who consume it, whether it's a coaching course or my only fans content, they're going to get pleasure from it because they can feel the authentic energy. And I think also too is like I think creators are very scared to slow down because things are moving fast and things are changing and trends. As soon as a trend begins, another one has started. Like there's you can really feel the rat race energy. But I like to actually slow, slow down. And I did this on Sunday, I slowed down on Sunday and I sat down and I came up with my Black Friday offers two months in advance. Like either I can wait last minute, can be frantic like everyone else, or I can slow down long enough. Like I want to Blow people away with what I create for Black Friday. I'm going to take time for that. So doing those things over the years has really, for at least for me, prevented burnout. And I still very much love what I do.
Host
How many hours a day do you say that maybe in the beginning to now that you put into the content creation side?
Nicole Mitchell
I would say it's a lot less now, but it's on my mind way more. Right? Because you're always thinking of how can I scale and how can I grow this? It's no longer like, oh, I need to make a custom video. I still do that. But I'm already like on like the next level empire growth of my company. So I'd say my brain is on 24 7. The actual hours I work or in creating content probably averages out to two hours a day. But outside of the content creation, there's the messaging, right? There's the client for my coaching clients, client support, there's the programs I'm teaching live, there's the photo shoots that take all day that I drive up to LA for. Like, there's a lot of moving pieces, which I love. It's a lot of variety, so it never gets boring for me. I think it's more hours than people expect. But you can also make more money than in a traditional job, in my opinion.
Co-Host
Hey, if you put the hours in.
Host
Right, you hope to get something out of it and then maybe not have.
Co-Host
To work those many hours.
Host
Once you've built the foundation, you're building the empire, I should say so. Something I've always lived by is my big audacious goal. Something that 30 years from now I want to achieve something so crazy that it's probably too, too big. Mine is to impact 100 million people. What would you say is your massive goal that you see for yourself?
Nicole Mitchell
Love this question. Because I have a massive goal and I will hit it. So right now people look at me as like, whoa, she's made it very successful, right? Like I've made more money than I thought I'd make in my lifetime. I have a very successful coaching business. I have a very successful only fans. And to me this is like the cute little appetizer to what I came here to do. So my goal is to be a billionaire. I want to have multiple global companies. I want my lingerie company, makeup company, high heel company, fashion like clothing company. I want to have my own TV show. I want to have multiple best selling books. Like this is all the cute little preamble to my massive global Empire that I am working on behind the scenes for.
Co-Host
Whoa.
Host
One day I'm like, hey, I spoke to Nicole Mitchell, the billionaire. She's on the Forbes list.
Co-Host
Look around.
Nicole Mitchell
When she was just a multi millionaire, when she was just a cute little multimillionaire, I got to meet her, and now she's billionaire.
Host
We can't even get another interview. She's way too busy, too. Hey, it seems if you can do what you've already done, why can't you? I almost feel getting to where you're at is the hardest part, and then it's easier to get to the next level.
Nicole Mitchell
I agree. You know, like, I have found making the first million is the hardest after that. Now, once you cross that seven figure, you just now know the next seven figures is inevitable. So I. I don't even stress about my next million. I just know I'm gonna hit it. But the first million, you're like, am I? Am I? Am I? So if everyone is listening, it gets so much easier the farther you get. So don't give up, don't quit short, because it does get easier, does get better. I work the least amount of hours I've ever worked in my life, and I'm making the most money I've ever made. And it seems unfair that that's how it should be. Like, you work so hard in the beginning, you make so little, but the flip side is so freaking worth it. So when it comes to, like, only fans, I. People make all kinds. They make anywhere from $100 a month to a million a month. I've seen it all, so I really believe it's like any other social media platform. It's like Instagram, TikTok, Facebook. The money you can make is unlimited. You have to be smart, you have to be strategic. You have to be relentless. You have to be authentic. I think that works the best and you can make as much money as you want. And this is what I help my only fans, creators, and all my clients really is let's find the smart, strategic, authentic strategy to make sure you're making the most money possible. And so I've made multiple seven figures on my only fans. And same in my life coaching business. It's unlimited. Like, and I will say this, I get pushback on this. Like, well, you're one of the lucky few. Blah, blah, blah, blah, blah. I have worked with so many content creators that have blown up and make as much, if not more money than me. So you can either say it's a fluke and say I'm lucky or you can get on board and become the next lucky one.
Host
All the things that you've gone through, the ups and downs, thank you for sharing that and being vulnerable today. If people want to get in touch with you, they want to find out about all the things that you're doing, how can they do so?
Nicole Mitchell
Yes, let's come to my website nicolemitchell.com Nicole is spelled with a K N I K O L E M I T C h e l l.com and you can find me in all the places.
Host
Well, Nicole, thank you so much for joining us today on Founders Story.
Nicole Mitchell
Thank you.
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Business Roundtable Representative
Thanks to tax reform, American businesses have opened doors across our communities, investing in manufacturing workers and equipment, spurring millions of new jobs with higher wages and better training, and setting a new record high in corporate taxes paid to the U. America's businesses open doors Tell Congress to keep the door of opportunity open, Protect and strengthen tax reform paid for by Business Roundtable.
Founder's Story: From Food Stamps to Seven Figures - How Nicole Mitchell Leveraged OnlyFans
Podcast Information:
In this compelling episode of Founder's Story, hosted by IBH Media, listeners are introduced to Nicole Mitchell, the dynamic founder of Nicole Mitchell Inc. Nicole's journey from her early struggles, including living on food stamps, to achieving seven-figure success through the platform OnlyFans, forms the crux of this inspiring narrative. Her unique background as a former pastor turned content creator offers invaluable insights into the evolving creator economy.
Nicole begins by sharing her multifaceted career path, which includes roles such as a high school teacher, megachurch pastor, bartender, Etsy shop owner, and face painter. [01:46]
Nicole Mitchell: "I've always been a creative. It's almost like I've been waiting for this moment in time where the power was really given back to the individual..."
Her diverse experiences culminated in her discovery of OnlyFans, a platform that empowered her to take control of her creativity, finances, and personal freedom. This pivotal moment marked the beginning of her entrepreneurial success.
Transitioning to OnlyFans was both exhilarating and challenging for Nicole, especially in terms of personal relationships. [02:37]
Nicole Mitchell: "It was really fun for me and really difficult for all my family and friends... when I finally really took control of my life, my destiny, my finances, my pleasure, it was very triggering and I'd say even alarming for my close family and friends."
Despite facing fallout from her conservative and religious background, Nicole emphasizes the immense rewards of her decision, including financial success and the ability to support her family and clients through her coaching business.
Nicole discusses the critical importance of diversifying her online presence to mitigate risks associated with relying on a single platform. [03:44]
Nicole Mitchell: "We don't own the platforms that we use... we have to be smart about having multiple social media accounts."
She highlights her use of various platforms like Fansly and ManyVids alongside OnlyFans. The 2020 crisis when OnlyFans considered shutting down its adult sector underscored the necessity of spreading her digital presence across multiple channels to ensure business continuity.
Nicole explores the factors contributing to the explosive growth of OnlyFans, particularly its ability to normalize adult work and empower individuals from diverse backgrounds. [05:13]
Nicole Mitchell: "It really gave the power to the masses... the timing of it was kind of perfect and it blew them up to be the number one platform in many ways."
She attributes the surge in OnlyFans' popularity to the pandemic, which pushed many to seek alternative income streams while working from home.
Looking ahead, Nicole envisions significant shifts in the content creation landscape, especially as younger generations increasingly pursue entrepreneurial paths. [06:25]
Nicole Mitchell: "The economy is changing so quickly that I'm genuinely so excited for my children... staying open to possibilities."
She advocates for a blended approach that values both traditional education and the creative autonomy offered by the creator economy, encouraging individuals to monetize their passions and pleasures.
Addressing the future of intelligence, Nicole emphasizes the rising importance of emotional intelligence (EQ) over traditional IQ, especially in the age of AI. [07:18]
Nicole Mitchell: "In my coaching business we're really about emotional intelligence, emotional mastery... it's not as simple as just like wake up one day, make a lot of money."
She shares her proactive approach to integrating AI into her businesses, highlighting the necessity of adapting to technological advancements to stay competitive.
Nicole tackles common misconceptions about being a content creator, particularly the fear of being pigeonholed into a single identity. [08:59]
Nicole Mitchell: "You can either focus on all the lost opportunity or focus on all the opportunity you're going to gain because you're choosing this endeavor."
She illustrates her point by sharing her own experience of being accepted as a keynote speaker despite her OnlyFans background, reinforcing the idea that creators can embody multiple roles and identities.
Nicole delves into the personal cost of her career shift, detailing the estrangement from her conservative family and the loss of close friendships. [13:55]
Nicole Mitchell: "I lost all three of my best friends... I still felt like Nicole Mitchell. I still felt like the exact same person."
Despite these challenges, Nicole remains steadfast in her belief in living life on her own terms, prioritizing her happiness, health, and the legacy she builds for her children.
When discussing the skills necessary for successful content creation, Nicole highlights adaptability, creativity, and effective monetization strategies. [10:48]
Nicole Mitchell: "Being adaptable... being creative... you have to learn how to monetize."
She advises creators to stay true to their creative instincts while continuously finding ways to charge appropriately and scale their income, ensuring that their financial growth matches their creative output.
Nicole shares her strategies for managing the pressures of constant content creation, emphasizing the importance of authenticity and personal enjoyment. [18:14]
Nicole Mitchell: "Everything I create is first and foremost for me because if I'm not gonna love it, if I'm not gonna enjoy it, I'm going to get burned out."
By prioritizing projects that bring her joy and strategically planning her offerings, Nicole maintains her passion and prevents burnout, ensuring long-term sustainability in her career.
Looking towards the future, Nicole outlines her massive goals, including becoming a billionaire with multiple global companies and launching various product lines. [20:58]
Nicole Mitchell: "My goal is to be a billionaire. I want to have multiple global companies... multiple best selling books."
She conveys unwavering confidence in her ability to achieve these goals, emphasizing that once the initial hurdles are overcome, scaling becomes a natural progression.
For listeners inspired by Nicole's story and seeking to engage with her work, she provides the following contact information:
Nicole is also active across various social media platforms, ensuring accessibility for her global audience.
Nicole Mitchell's story is a testament to the transformative power of the creator economy. From overcoming personal and financial struggles to building a diversified and thriving business empire, her journey offers valuable lessons in resilience, adaptability, and strategic growth. Founder's Story successfully captures the essence of entrepreneurship through Nicole's authentic and inspiring narrative, serving as a beacon for aspiring creators worldwide.
Notable Quotes:
Nicole Mitchell [01:46]: "I've always been a creative. It's almost like I've been waiting for this moment in time where the power was really given back to the individual..."
Nicole Mitchell [02:37]: "It was really fun for me and really difficult for all my family and friends... when I finally really took control of my life, my destiny, my finances, my pleasure, it was very triggering and I'd say even alarming for my close family and friends."
Nicole Mitchell [03:44]: "We don't own the platforms that we use... we have to be smart about having multiple social media accounts."
Nicole Mitchell [05:13]: "It really gave the power to the masses... the timing of it was kind of perfect and it blew them up to be the number one platform in many ways."
Nicole Mitchell [06:25]: "The economy is changing so quickly that I'm genuinely so excited for my children... staying open to possibilities."
Nicole Mitchell [07:18]: "In my coaching business we're really about emotional intelligence, emotional mastery..."
Nicole Mitchell [08:59]: "You can either focus on all the lost opportunity or focus on all the opportunity you're going to gain because you're choosing this endeavor."
Nicole Mitchell [10:48]: "Being adaptable... being creative... you have to learn how to monetize."
Nicole Mitchell [13:55]: "I lost all three of my best friends... I still felt like Nicole Mitchell. I still felt like the exact same person."
Nicole Mitchell [18:14]: "Everything I create is first and foremost for me because if I'm not gonna love it, if I'm not gonna enjoy it, I'm going to get burned out."
Nicole Mitchell [20:58]: "My goal is to be a billionaire. I want to have multiple global companies... multiple best selling books."
This detailed summary encapsulates Nicole Mitchell's entrepreneurial journey, her strategies for success, and the personal challenges she overcame, providing a comprehensive overview for those who haven't listened to the episode.