Podcast
The Liz Forman Show
Hosted by Liz Forman · EN
Hey, I'm Liz Forman, and this is the podcast for entrepreneurs who know what they do but can't say it in a way that lands.
I'm a messaging strategist and certified StoryBrand Guide. We dive into messaging, strategy, thought work, and understanding how you're naturally wired - so you can build a business that is authentic AND profitable.
Real talk about stopping the template madness and really finding your voice.
Let's get into it.
10episodes
Episodes
Newest firstAll episodes
40,000 AI Tools and Counting: How to Pick the Ones That Are Right For You - With Special Guest: Mariana Dalto
Sep 1200:36:13Tap to summarizeThis Episode was recorded the first week in September, 2025. On that day, it was reported that 40,000 AI tools had hit the market to date. My guest Mariana Dalto had to update her presentation deck mid-week because the number doubled in a month and a half.No wonder you're feeling overwhelmed.The real problem isn't that AI doesn't work - it's that most business owners are throwing tools at their business like spaghetti at a wall, hoping something sticks. Meanwhile, they're breaking workflows, confusing teams, and wondering why their "AI strategy" feels like expensive chaos.Mariana has been in the AI trenches for two years (back when most people thought it was still science fiction). As both a business coach and AI consultant, she's seen what actually works for YOUR specific business - and what's just shiny object syndrome in disguise.What You'll Learn:The real reason 98% of businesses fail at AI implementation (hint: it's not about picking the wrong tools)Why you need TWO assessments before you touch a single AI toolMariana's 6-step process for finding the RIGHT fit for your workflowHow to work WITH AI instead of trying to replace your brain entirelyWhy ChatGPT 5.0 broke everyone's systems (and how to adapt when tools change every 3-6 months)The Bottom Line: Stop trying to AI-fy your entire business. Start with strategy, pick your battles, and build systems that actually work together.When only 2% of businesses are doing this right, there's a massive opportunity for those who get it - including a 37% ROI boost.Connect with Mariana: https://marianadalto.com/lizReady to cut through the AI noise and find what actually works for YOU? This conversation will show you exactly how.
Transcribe →Why Picking Your Niche Isn’t Making Sense (and How to Fix It)
Sep 400:21:13Tap to summarizeDescription:If you’ve ever felt stuck in “niche drama” — wondering who you’re supposed to serve, second-guessing your audience, or feeling like nothing makes sense — this episode is for you.Here’s the truth: your niche isn’t just about choosing a group of people. It’s about connecting to your purpose. When you understand why you’re here and what lights you up, your niche grows naturally out of that fertile ground.In this episode, I share:Why chasing an avatar can keep you spinning in confusionHow Human Design reveals the energetic qualities of the people you’re here to serveWhy your purpose is the soil, and your niche is what grows from itHow to shift from “forcing a niche” to authentically attracting your peopleIf you’ve struggled with niche confusion or felt pressured to force yourself into a box, this episode will help you find clarity and ease by starting with purpose first.✨ Your purpose is the throughline. Your niche is simply the way it shines.Resources & Links:🎧 Listen to the last episode on niche drama for context💡 Stay tuned for my upcoming workshop on purpose, voice, and niche
Transcribe →The Hidden Fears That Run Your Business ... Until You See Them (Shadow Series Part 3)
Aug 1800:32:26Tap to summarizeIn this episode:Fear isn’t always obvious.It’s not always panic or paralysis.Sometimes fear shows up as:Perfectionism.Overthinking.People-pleasing.Procrastination.In this final part of the Shadow Series, we explore how fear lives in the body — not just the mind — and how it subtly shapes your business through the Ajna, Solar Plexus, and Spleen centers in your Human Design.If you’ve ever wondered why you keep holding back, hesitating, or clinging to what no longer works — this episode will hit home.How fear of uncertainty in the Ajna leads to chronic overthinking and obsession with "the right strategy."Why the Solar Plexus makes us avoid truth to keep emotional peace (and how that blocks authentic leadership).How the Spleen holds ancestral fear and survival instincts that keep you stuck in "safe but expired" business models.Real-life patterns these shadows show up as — and how to start unraveling them.Am I pretending to be certain — when I’m really not?Where do I tiptoe around emotional truth to avoid discomfort?What am I clinging to that feels “safe,” even though I’ve outgrown it?You’re ready to stop building your business from fear and start creating from truth.You want to understand the real roots of self-sabotage in your design.You’re craving deeper clarity and alignment — without shame or “fixing.”Parts 1 & 2 of the Shadow Series (linked below)FREE Aligned Business Audit → A 1:1 call to uncover what’s keeping you stuck and define your next steps toward growth and clarity.Listen to Part 1 → Self Sabotage Burnout and the ShadowListen to Part 2 → Are You Building a Business from Your Old Identity?The shadow isn’t here to block you.It’s here to show you where you’re ready to grow.When you know how fear operates in your body and your design — you stop building from protection and start creating from alignment.
Transcribe →Are You Building a Business from Your Old Identity? (Shadow Series Part 2)
Aug 700:31:18Tap to summarizeWelcome back to The Liz Forman Show! In this second episode of the Shadow Series, Liz dives even deeper into what shadow really is, how it’s tied to your nervous system and your business strategy, and how to begin a radical, life-changing reclamation of your truth.In this episode, you’ll learn:How your shadow isn’t a flaw, but a protective adaptation that was once needed—and how it becomes unsustainable over timeThe difference between building from truth vs. building from performance, people-pleasing, or protectionHow Human Design explains shadow through the lens of the "not-self theme"Why midlife (aka your Chiron return) brings a powerful reckoning, and why your old ways may be falling apartWhat Richard Rudd, Ra Uru Hu, and Joe Dispenza each offer us about shadow, transformation, and identityHow integrating the shadow is the path to the gift and eventually your wisdomKey Topics Covered:The protector / inner warrior that builds from survivalNot-self themes and conditioning in Human DesignThe shadow as the doorway to your business becoming a true expression of youHow the body and nervous system store protective patternsJoe Dispenza and how we become addicted to emotional loops from the pastRichard Rudd and the idea that each shadow has a gift inside waiting to be livedWhat your Chiron return awakens in your identity and voiceReflection & Shadow Work Questions from This Episode:What am I pretending to be certain about, even though I'm not?Where do I feel like I need to be "on" or visible all the time?What am I afraid will happen if I stop performing?What pain or wound keeps repeating in my life?What part of my story have I worked hard to hide or fix that might actually be a gift?What story have I told myself about my pain, and am I ready to rewrite it?What if the thing I thought made me weak is actually what makes me whole?What emotions do I repeat, even when I say I want something different?What am I emotionally addicted to that might be tethering me to a past identity?Bonus Invitation:Book your free Aligned Business Audit with Liz to explore how your shadow might be running your business and how to return to building from truth. Go to lizforman.me and book your session.Next Week: We go even deeper into the Human Design chart and explore how your specific conditioning has shaped your identity—and what your unique design is asking you to reclaim now.Remember: The shadow isn’t here to shame you. It’s here to unlock you.Listen to Episode 1 if you haven’t already → Self Sabotage, Burnout, and the Shadow (Shadow Series Part 1)
Transcribe →Self-Sabotage, Burnout, and the Shadow (Shadow Series Part 1)
Jul 3100:32:41Tap to summarizeIn this first episode of The Shadow Series, we unpack the real reason so many entrepreneurs feel stuck, disconnected, or secretly burnt out even when they’re doing everything “right.”Spoiler: it’s not your marketing.It’s your shadow.You’ll learn:What shadow actually is psychologically, somatically, and spirituallyWhy sabotage is actually self-protection in disguiseHow your nervous system stores survival-based business strategiesWhy your self-image (often shaped by fear, rejection, or trauma) still runs the showAnd how to begin reclaiming the business you’re actually meant to buildWe’ll also explore a powerful idea of how your unconscious programming might be hardwired to seek safety instead of success.This episode is your permission to stop blaming yourself…And start seeing the truth about how you’ve been building.Resources + Links:Book your Free Aligned Business Audit:https://www.lizforman.me📱 Connect on Instagram: @lizformancoachingPrevious Episode Discussed: Your Niche Isn't a Problem to Solve, It's a Truth to Remember
Transcribe →Your Niche Isn’t a Problem to Solve, It’s a Truth to Remember
Jul 2300:34:18Tap to summarizeEpisode Description / Show Notes:In this episode of The Liz Forman Show, Liz unpacks the deeper layers of the ideas and thoughts around"niche drama" and discusses why it's not a mindset problem, but an energetic misalignment. She explores how Human Design leaves clues and can help reveal your unique niche by showing you who you're here to be, who you're meant to serve, and how to cut through confusion by aligning with your design. Whether you're a 3/5 profile, navigating imposter syndrome, or just tired of trying to "figure it out," this episode will invite you into a deeper remembrance.✨ Key Topics:What niche really is (beyond ideal client avatars)Why "niche drama" shows up (and why it’s not your fault)How Line 3 and Line 5 profiles experience niche resistanceWhy Human Design cuts through the confusionHow each profile holds a piece of niche clarityThe energetic anatomy of niche: Profile, Nodes, Type, and Vibe🧭 Get your free Human Design Business Summary: LIZFORMAN.ME
Transcribe →You Don’t Need More Time. You Need More You.
Jul 1600:25:33Tap to summarizeThe truth about time, integrity, and the real work of showing up in your business.In this episode, I dive into the sneaky ways we use time as an excuse — especially when we're on the edge of doing something uncomfortable in our business or creative work. I open up about my own very human morning (yep, a garden detour almost derailed this podcast 😅), and how I caught myself using time as a shield.We explore the messy, powerful truth about integrity — how keeping our word to ourselves builds confidence. I share a personal story from my own design and a story from a client who kept waiting for the perfect moment to speak... until he didn't.This isn’t about hustle. It’s about rewriting your relationship with time, finding your personal rhythm, and taking imperfect action that unlocks clarity. If you're ready to stop procrastinating and start moving (without waiting to feel "ready"), this one’s for you.Episode Highlights & Timestamps00:00 — A real morning moment: feeling flat, the garden detour, and the tension between inspiration and commitment.03:45 — The truth about time: how we use it against ourselves, especially when we’re avoiding discomfort.06:30 — Procrastination vs. integrity: why we wait to feel ready — and what to do instead.09:40 — My design story: learning to trust my process, honor my rhythm, and lead through imperfection.16:00 — My client’s breakthrough: from waiting for perfection to taking messy action and finding momentum.21:25 — Powerful questions to ask yourself when you’re stuck in the “I’ll do it later” loop.24:00 — What your design can show you about how you shine, ground, retreat, and grow.26:00 — Final truth bomb: Time isn’t your enemy. It’s a mirror. And your future is on you.Resources & Links✨ Pull your Human Design chart & free business summary: lizforman.me📸 Come say hi on Instagram: @lizformancoachingWant to support the show?Leave a review... it means the worldShare this episode with a friend who’s been “waiting for the right time”Screenshot and tag me on IG so I can say thank you!
Transcribe →Niche, Messaging, and Human Design - A Conversation with Carrie McDonnell
Jul 900:46:58Tap to summarizeIn this powerful, heart-led conversation, Liz is joined by business and mindset coach and cohost extraordinaire Carrie McDonnell to dive deep into one of the most misunderstood (and resisted) aspects of business: niche and messaging.But this isn’t your standard niching talk.Liz then brings in the energetics of Human Design, showing how knowing yourself—and who you're designed to speak to—can unlock aligned messaging, ethical marketing, and soulful sales.They also share personal stories of business evolution, resistance to narrowing down, and how understanding your design creates clarity, confidence, and conviction.0:00 – Welcome & Framing the ConversationLiz sets the stage: Messaging, niche, sales... and how all of it ties into Human Design.2:40 – Do You Say “Nitch” or “Neesh”? 😄A light moment that opens up a much deeper convo.3:30 – How We Actually Use Messaging in BusinessCarrie shares her early confusion about messaging and how StoryBrand helped clarify her voice.7:15 – Real Talk: Niche Drama Is RealLiz opens up about her evolution from fitness coach to life coach to Human Design mentor—and the identity crisis that came with trying to niche.11:55 – “I Am My Niche” — Owning the MirrorLiz discusses how discovering her Human Design revealed her niche was… herself. And how that changed her business completely.16:30 – Identity, Community & Buying DecisionsCarrie explains how people want to identify with a clear message—when you’re specific, it’s easier for them to say YES.20:00 – The Energetics of Niche in Human DesignLiz introduces “Nodes” and how your design literally shows who you’re here to speak to—on a frequency level.25:15 – Messaging by DesignHow knowing your gates, lines, and energetic blueprint can clarify what you’re here to say—and how others receive it.31:20 – Carrie: “You Gotta Make It Easy to Buy From You”The importance of clarity in helping people identify themselves in your offer.36:00 – Human Design in Real Life: Liz’s Third Line StoryFrom cancer research to CrossFit to marketing and messaging business coaching, Liz shares how her messy path makes perfect sense through the lens of her chart.42:30 – Empowering the Entrepreneurial ExperimenterThird lines unite! Why some people need to learn by doing—and how that’s not wrong.48:00 – The Power of Self-Knowledge in BusinessCarrie and Liz discuss how design removes shame and brings compassion and clarity to the entrepreneurial journey.53:30 – Where to Start With Human Design (Free Tool!)Liz shares where you can get your free chart + custom business summary—and how to use it.56:15 – Carrie’s Chart Reading ExperienceCarrie reflects on how spot-on her chart was—and how much clarity it gave her in her business.59:00 – Upcoming Conversations & Final ThoughtsThe duo shares plans for future episodes and deeper dives into energetics, voice, and real-life business design.Carrie McDonnell offers personalized coaching to business owners and their teams to create clear marketing messages. Because Clear Messaging = more sales!You know that feeling when you know your offer is good, but the words just aren’t landing? That’s where Carrie comes in. She helps you clarify your message so your marketing actually works👉 Follow Carrie: carriemcdonnellcoaching.com or on InstagramOther Links:🧬 Free Human Design Business Summary🎧 The Liz Forman ShowSubscribe on Spotify or Apple Podcasts to get weekly episodes on energy, messaging, and magnetic business design.If you loved this episode, the best way to say thank you is to leave a review, subscribe, and share it with a friend who needs to hear this message.Ready to go deeper? 3 Easy Steps:1. Download your free personalized Human Design Business Summary. 2. Listen to "So You Downloaded Your Report, Now What"3. Book your Aligned Business Audit with Liz and discover how your Human Design can unlock your next level in business.Resources Mentioned: Business Made Simple and Storybrand
Transcribe →The Cost of “I Don’t Know"
Jul 100:10:36Tap to summarizeEver catch yourself saying, “I don’t know” when it’s time to make a decision in your business? This episode breaks down why that sentence is rarely about clarity—and almost always about avoidance. Liz shares the truth about what “I don’t know” is actually costing you, how it shows up in decision loops and creative paralysis, and how to shift from confusion to momentum. If you’ve been swirling in half-decisions, this one will help you re-enter clarity with honesty and action.In this episode, you’ll learn:Why “I don’t know” is a protective thought—not a factThe 3 hidden fears that keep smart business owners stuckHow to reframe confusion into confident clarityWhat it means to lead through decision, not perfectionGet your personalized Business Summary: lizforman.me
Transcribe →Why Human Design Changed How I Do Business (And Why I Use It in Coaching)
Jun 2400:13:52Tap to summarizeIn this episode, I’m sharing why Human Design isn’t just a cool tool or trendy system. No, instead, it’s the "thing" that finally helped me understand how I actually work in business.For years, I tried every strategy: batching, content calendars, consistent output, reverse-engineered offers and I kept thinking the problem was me. But it wasn’t. I didn’t need more discipline. I needed a model that actually took me into account.Human Design helped me stop forcing myself into business models that didn't fit. It gave me a new lens for how I decide, create, lead, and build and now I use it to help other entrepreneurs do the same.This episode is a personal one. If you’ve ever felt like business should make more sense or feel better than it does, this is for you.Why I used to blame myself when strategies didn’t workHow Human Design helped me shift from self-doubt to self-trustWhat it really means to build a business around your energyHow I use Human Design with clients (not as a gimmick, but as a grounding point for clarity)Why most coaching models overlook the person inside the process→ Ready for more clarity in your business? Book a free Aligned Business Audit call→ Learn more about me: lizforman.me→ Say hi on Instagram: @lizformancoaching
Transcribe →