In this episode of The Cookbook, host Ira Gold Fetter speaks with Paula Yost—a lawyer, entrepreneur, and author of the groundbreaking new book, Tumbleweeds. Paula shares the raw and inspiring journey of adopting her daughter Tanya from foster care and the relentless legal battles she fought to hold the educational system accountable. This conversation explores the intersection of legal expertise, maternal instinct, and the necessity of systemic change for vulnerable children.

Key Takeaways:

The Power of Legal Advocacy: Paula discusses how her background as a lawyer allowed her to navigate the complexities of foster care and school board litigation that most parents find inaccessible.

Challenging Educational Injustice: A look into why Paula chose to sue the school system to protect her son and ensure he received the support he was legally entitled to.

Foster Care Adoption Realities: Insights into the process of adopting an older child (age 7) and the long-term commitment required to be their permanent advocate.

The "Tumbleweeds" Catharsis: How writing became a tool for processing the anger caused by systemic failures and a way to provide a voice for the voiceless.

Intuition Over Judgment: Using personal anecdotes, including Ira’s history with homelessness, the duo discusses why you should never judge a person's potential based on their current circumstances.

Guest Links & Resources:

Website: PaulaYost.com

Book: Tumbleweeds (Available on Amazon and major retailers)

Legal Practice: countrylawshack.com

If this story moved you, please like this video, subscribe to The Cookbook, and share this episode with a parent or advocate who needs to hear it. Leave a comment below: What is one way you’ve had to be "fierce" for someone you love?

Chapters:

00:00 - Introduction to Paula Yost

03:27 - The Inspiration Behind "Tumbleweeds"

05:26 - Adopting from Foster Care

10:39 - Balancing Law Practice and Flower Farming

16:53 - Suing Schools for Special Needs Rights

31:19 - Ira's Journey: From Homelessness to Success

37:50 - Why You Shouldn't Judge a Book by Its Cover

48:40 - Systemic Issues in Education and Literacy

53:53 - The Importance of Parental Support

59:59 - Final Thoughts & Resources

In this episode of The Cookbook, host Iris Goldfeder sits down with leadership expert Jennifer Kok to discuss the harsh realities and incredible highs of entrepreneurship. They explore the critical shift from being a reactive, frenzied manager to a responsive, intentional leader. From setting firm client boundaries and understanding the evolution of Answer Engine Optimization (AEO), to finding your true business differentiator, this conversation is packed with tactical advice for building a scalable business that lasts.

Key Takeaways:

Responsive vs. Reactive Leadership: Instead of panicking and creating new "fires" when an obstacle arises, responsive leaders take a beat to analyze the root cause and implement long-term solutions.

The True Definition of a Brand: A logo is simply the visual trigger, whereas a brand is the internal culture of the company and the emotional feeling customers experience when interacting with your business.

Understanding Answer Engine Optimization (AEO): Modern SEO has evolved; websites must directly and clearly answer the specific questions users are typing into search engines so their content can be extracted by AI tools.

The Power of the Zeroed-Out Invoice: Entrepreneurs must stop devaluing their time by giving away free work. Sending a formal invoice with the cost zeroed out is a highly effective way to show clients the true financial value of your "favors."

Identifying Your Differentiator: To stand out in a saturated market, you must identify your unique methodology or level of specialized knowledge (like integrated pest management versus standard spraying) and make it the focal point of your marketing.

The Myth of Multitasking: True productivity comes from focused intention, not bouncing frantically between tasks. Establish clear boundaries—like not answering non-emergency client texts at 10:00 PM—to protect your time and energy.

Learn more about Jennifer Kok: www.nextwavebusinesscoaching.com

Connect with Jennifer on LinkedIn: www.linkedin.com/in/jennifer-kok-17441829/

Work with Iris Goldfeder: www.gasstovecreative.com

Chapters:

00:00:02 - Welcome to The Cookbook & Leaving Corporate Structure

00:03:29 - The Shift from Managing to Leading

00:11:18 - Why You Need to Raise Your Prices & Delegate

00:16:40 - The Evolution of SEO & Answer Engine Optimization (AEO)

00:26:39 - How to Stop Being a Reactive Entrepreneur

00:31:09 - Stop Giving Time Away: The Zeroed-Out Invoice Strategy

00:42:00 - How to Find Your Business Differentiator

00:47:27 - What is the Difference Between a Brand and a Logo?

00:55:44 - Multitasking Myths & Setting Client Boundaries

In this episode, host Iris Goldfeder sits down with a dear friend and expert mindfulness coach, Diane Titterton. Diane dives into her new release, "Write Your Own Bloody Self-Help Book" and its companion journal. This isn't your standard self-help; it's empowered self-help designed for ambitious high achievers who know there is more out there for them. Iris and Diane discuss how to manage stress, get off autopilot, and stop outsourcing human creativity to AI.

00:00 - Introduction & Meet Diane Titterton

01:39 - Why Diane Wrote Her Own Self-Help Book

04:55 - Balancing Business Growth with Personal Freedom

06:38 - Empowered Self-Help vs. Traditional Self-Help

08:35 - Mindfulness, Autopilot, and the Negativity Bias

10:41 - Silencing the Inner Critic

14:23 - The Physical Cost of Holding in Emotion

18:39 - How to Start Journaling for Self-Discovery

23:09 - Why Men Need Mindfulness & Emotional Support

27:41 - Overcoming Trauma & Finding Your Life's Purpose

34:05 - Letting Go of Control & Managing Anger

40:28 - Why Journaling in Full Sentences Slows the Brain

49:03 - Diane's Journey into Entrepreneurship

54:22 - Intuition, "Woo-Woo", and Holding Space

59:56 - AI as a Tool vs. Losing Human Creativity

01:08:41 - Where to Find Diane & Final Thoughts

Is ADHD actually a business superpower? In this episode of The Cookbook, Iris Goldfeder and leadership expert Tricia Stover reveal why neurodivergent brains—specifically the "Visionary" archetype—are uniquely built for entrepreneurship.

If you struggle with the "hamster wheel" brain or visualizing business moves like The Queen’s Gambit, this conversation will change how you view your leadership style.

In this episode, we answer:

How do you align business values with contractors vs. employees?

Why should visionaries stop trying to be integrators?

When is the right time to fire a toxic client?

Does ADHD medication kill entrepreneurial creativity?

CHAPTERS:

00:00 - Intro: Is ADHD a Business Asset?

01:31 - Leadership through a different lens

07:14 - Soul-based business & alignment

08:40 - The "Queen's Gambit" Strategy (Visionary vs. Integrator)

12:19 - Hiring contractors vs. employees

18:38 - CASE STUDY: Firing a toxic client

37:10 - The reality of Entrepreneurship

47:06 - Why Iris quit ADHD medication

53:50 - What Lights Your Fire?

ABOUT THE GUEST:

Tricia Stover is an expert in leadership alignment, helping entrepreneurs bridge the gap between vision and execution.

ABOUT THE SHOW:

The Cookbook with Iris Goldfeder peels back the layers of business to show you the real recipes for success. From tech founders to spiritual coaches, we discuss the wins, the missteps, and the lessons learned.

Guest: Tricia Stover - performance-masters.com

Host: Iris Goldfeder - gasstovecreative.com

#ADHDEntrepreneur #Leadership #smallbusiness

#TheCookbookPodcast #WomenFounders #BusinessStrategy #Neurodiversity #Visionary

In this episode of The Cookbook, host Iris Goldfeder sits down with Aya Kikimova, founder of Leap Engine, to uncover the "real recipes" behind building a profitable business. We move past the fluff to discuss what actually drives revenue: the marriage of SEO and Paid Ads.

From the evolution of the 1970s marketing funnel to the "miracle math" of combining organic search with paid traffic, Iris and Aya break down why you can’t just scream into the void—you need a flashlight. They also get real about the rapid changes AI is bringing to search (Answer Engine Optimization) and why a broken sales process will kill your ROI faster than bad marketing ever could.

In this episode, we discuss:

• The Entrepreneurial Reality: Why 60% of people start businesses to escape corporate life, only to end up wearing every single hat.
• The New Marketing Funnel: Why it now takes 12–16 touchpoints to convert a customer (up from 8–10).
• SEO + Ads Strategy: Why Short Tail keywords are dangerous money-wasters, and why Long Tail keywords reveal true buyer intent.
• Google Business Profile Horror Stories: The increasing difficulty of getting verified and tips for service-based businesses.
• The AI Shift: Moving from Search Engine Optimization to Answer Engine Optimization—and why you need to act now.
• The User Experience Fail: Why paying for leads is useless if your phone system prevents customers from reaching a human.

Chapters:

(00:00) Intro & The "Dino Party" Planning (03:00) Escaping Corporate: The transition to Entrepreneurship (11:53) The Psychology of Buying: How the Funnel has changed (19:00) The "Miracle Math": Why you need both SEO and Ads (23:00) Horror Stories: Navigating Google Business Profile suspensions (30:58) "Research is the Flashlight": Building a winning Ad Strategy (33:26) Short Tail vs. Long Tail Keywords explained (43:00) The Urgency of AI: Why you can't wait 6 months to start (51:45) Is it the leads, or is it your sales process? (58:25) The importance of human connection in business

Connect with Aya Kikimova:

• Website: leapengine.co
• LinkedIn: Search "Aya Kikimova"
• The GPS System: Ask Aya about her 15-minute diagnostic to see if your business numbers are ready for ads.

Connect with Iris Goldfeder:

• Host of: The Cookbook
• Website: GasStoveCreative.com

Loved this episode? If you enjoyed this conversation, please rate, review, and follow the show! It helps us move up the ranks and bring you more real recipes for success.

In this episode of the Cookbook, host Iris Goldfeder speaks with Peggy Sullivan about the concept of time poverty and its impact on entrepreneurs. Peggy shares her journey from corporate America to creating a nonprofit focused on helping people reclaim their time. They discuss the importance of self-care, the dangers of busyness, and the need for delegation in entrepreneurship. Peggy emphasizes the role of AI as a tool for efficiency and the significance of learning from mistakes. The conversation concludes with insights on finding gratitude and purpose in life, and how to design one's outcomes intentionally.

Chapters

00:00 Introduction to the Cookbook and Time Poverty

03:17 Peggy Sullivan's Journey and Corporate Experience

08:20 The Impact of Busyness on Life and Productivity

12:22 Strategies for Self-Care and Time Management

18:32 The Importance of Delegation and Self-Awareness

24:41 Leveraging AI and Technology for Efficiency

30:04 Advice for Aspiring Entrepreneurs

36:28 Learning from Mistakes and Embracing Change

43:39 Finding Gratitude and Purpose in Life

51:24 Conclusion and Final Thoughts

In this episode of the Cookbook, host Iris Goldfeder speaks with EFT practitioner Lauren Fonvielle about the transformative power of Emotional Freedom Techniques (EFT) in addressing limiting beliefs, anxiety, and personal growth. They explore how EFT can help entrepreneurs overcome mental barriers, the connection between physical pain and emotional experiences, and the importance of self-care practices. Lauren shares her journey into EFT and how it has impacted her life and the lives of her clients, emphasizing the significance of awareness and personal experience in the healing process.

Chapters

00:00 Introduction to the Cookbook and EFT

02:57 Understanding Emotional Freedom Techniques (EFT)

05:51 Exploring Limiting Beliefs and Money Mindset

08:57 The Impact of Past Experiences on Present Success

11:58 Physical Pain and Emotional Connections

14:51 The Role of Reiki and Sound Healing

17:56 Integrating EFT in Entrepreneurial Journeys

20:48 Navigating Anxiety and Intuition

23:49 Self-Care Practices for Entrepreneurs

27:09 The Importance of Personal Experience in Healing

30:01 Advice for Aspiring Entrepreneurs

32:47 The Power of Tapping and Self-Discovery

36:03 Conclusion and Final Thoughts

In this episode of the Cookbook, host Iris Goldfeder interviews Sena Wheeler, a company specializing in wild-caught Alaskan seafood. The conversation explores the journey of entrepreneurship in the fishing industry, the challenges of shipping frozen seafood, and the importance of sustainability. Sena Wheeler's origin story is rooted in a family legacy of fishing, and the business has evolved to meet the demands of online consumers, especially during the COVID-19 pandemic. The episode highlights the significance of customer feedback and connection, as well as innovative product offerings like dog treats made from fish. Overall, the discussion emphasizes the unique aspects of running a seafood business and the passion behind it.

Chapters

00:00 Welcome to the Cookbook

03:02 Sena Wheeler: The Journey of Wild-Caught Seafood

06:09 The Business of Seafood: From Catch to Customer

08:54 The Origin Story: A Family Legacy in Fishing

12:01 Navigating the Challenges of Fishing and Business

14:49 The Impact of COVID-19 on Seafood Delivery

17:58 Marketing and Selling Seafood Online

20:54 The Importance of Customer Connection

23:48 Sustainability in Seafood: A Responsible Choice

27:10 Innovations in Seafood Products

29:56 The Future of Seafood and Customer Engagement