Emily English: Overcoming Her Eating Disorder, Building A Multi-Million Dollar Wellness Empire, & Her Favorite Nutrition Tips

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1:26Availability varies 18+. I've made a multi-million pound business out of a mobile phone from my kitchen. When I started filming myself, my business partners were like, no one cares about you, Emily. What you're doing is just embarrassing. So I got the last laugh. But I became a nutritionist because when I was 18, I ended up getting a modeling agency and they sat me down and they said, we need to have a conversation about your thighs. So I just want you to make your nutrition sexy and make it delicious. and the heart of every single thing that I do has integrity and purpose. But if I can monetize that, then I'm going to.

2:03Like, why is that a taboo thing to say? Why can we not want to make money? Yeah, how do you actually get that first dollar for posting on social media? So my first thing is, was not picturing that for the hot girls that seem to all have gut problems. These are the questions that like, I am so curious about. Well, one of the biggest things that we need to have a conversation about is GOPs. Hi, Angels. Did you know that subscribing to our channel is free? It doesn't cost you anything. And it is the simplest way for you to support Hot, Smart, Rich and help us grow so that we can bring you more of the conversations you love.

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2:50in case you missed it you're allowed to be hot smart and rich so let's get into it

3:01emily english are you ready to get hot smart rich let's do it so we very rarely have on food or supplement entrepreneurs which means that you're very special but for someone that's just clicked in they don't know who you are what would you tell them to get them to stay today I do the food that you want to eat designed by a nutritionist. Okay. So that has always been my kind of like my strategy, my strapline. I'm the nutritionist who is about fun and more and make it sexy and make it delicious. And that's why I had you on because I traditionally have hated cooking. Okay. And when I was so embarrassed to admit that online, I remember posting the first time that I was like, guys, I just hate cooking.

3:46And so many women responded to my stories and said, same. And thank you for saying it because it feels like a dirty little secret. So for me and for all of the girls that are listening, that there is something that you can do to make cooking fun. What would you tell that person listening? Reframe it. So cooking is genuinely one of the most amazing self-love acts you can do. And if you're thinking about working on yourself, your relationship with yourself, how much you respect yourself, respect your body, nutrition is like a pillar. So if you go into the gym and you're seeing a therapist or you're doing your mindfulness and you're journaling, if you don't cook, I feel like you're missing out on such a fundamental part of what is going to make you a better person.

4:31Because it's not just about, again, like, oh, the thought of making a stir fry or making something that's high protein, this high protein, that. It's the act that I think is just as important. So getting people in their kitchens again, getting people excited about food and hopefully again with my recipes, they actually work. So you'll put the effort in and you'll still have something that's delicious at the end of the day. How long does it take for someone to actually feel the difference when they start eating well? I think from day one. Like food is so responsive and the way that you feel can literally change overnight from the way that you shift your diet.

5:08especially because I always say like a health habit has to be something that you can commit to for the rest of your life otherwise what's the point because if you go on a diet and and whenever I say I'm a nutritionist people always think diet diet food weight loss short little journeys deprivation they they think that I'm going to judge them for their food choices where actually nutrition is there to nourish. I always say not enough people focus on how they feel after they eat and that is what is so important and so amazing about nutrition. When you have something that's balanced, you have something that actually contains all of the things that your body needs, you will instantly feel amazing.

5:51There is psychology in that as well. There was a really interesting study that showed there were two groups of people and they both got a milkshake and one group of people said that this is a really light diet milkshake and the second group of people got a milkshake they said this is full fat full calorie indulgence like it's going to leave you feeling really full and the people who got the diet milkshake reported more hunger kind of didn't satiate them they were like yeah it was fine it wasn't that filling but like I'm hungry for more now. Yeah, the people who had the indulgent milkshake were like, oh, I'm so full, I couldn't possibly eat anything.

6:29So there's like that whole psychology between literally just changing the way that you think about food can change the way that you feel overnight. But realistically, I think, yeah, a good week, a good month, a good six month, a good year into better habits and better behaviors that will, it would just continue to go through the rest of and the status of that marketing in the industry? I mean, health marketing preys on people's vulnerabilities. Health and actually nutrition has preyed on people's vulnerabilities for years. When we were teenagers, what would go out into magazines? When social media wasn't even really a thing.

7:12This is back when the tabloids, the press, they ran everything. The way that those diets and body shaming people would sell those magazines is crazy. So it only ever used to be things like Weight Watchers and Slim Fast. That was nutrition. Nutrition was there to make people lose 30 pounds in 30 days. It was quick fixes. It was cabbage soup diets. It made people who felt uncomfortable in their own skin feel like they had to do something drastic in order to feel comfortable in their own skin. I think that's where it all went wrong. I think that's where I'm so pleased that I've managed to kind of carve out the career that I've carved.

7:53Like I would never have expected to be a nutritionist if you asked me at school if that's what I wanted to do. Never. Yet here I am and I feel like I'm making a really big difference to my industry and the people who follow me because I'm done with the body shaming and the health shaming that it comes around. People's insecurities and vulnerabilities around health and it shouldn't feel so intimidating. and it's just felt so intimidating for so many years now and and I just think that needs to change what did you think you wanted to be when you were in school I love science so obsessed with the human body anything to do with the way that the human body worked I didn't know if I wanted to get into biochemistry maybe human physiology not necessarily a doctor I the kind of the hours didn't didn't appeal to me but I loved the idea of making a difference to people's lies and their health.

8:44How did you end up doing what you're doing now? So I became a nutritionist because I got an eating disorder. And it was so funny because I've always been someone who has come from a family who loves food. None of the women in my family dieted. So my mum never commented on her body, never commented on my body. My granny was a chef. My first ever job was in her restaurant. She was an amazing cook. She basically ran the whole kitchen single-handedly and her recipes, even now, like they stay with me. And I used to look forward to every single meal. I used to be the person at break, like running, getting my chocolate bar.

9:26And that was like, it was just free for me. And I've always been small and I've always been petite. And one year I went to a music festival and I got a tap on my shoulder and someone said, hey we're doing casting to work at an e-com house called ASOS would you like to come and do a test shoot and I was 17 at this time and I was like yes I shop at ASOS this is absolutely ridiculous does this mean I'll be on the ASOS website and I ended up getting this this job and this role and I started to do one day a week at ASOS and I was really happy there and I was kind of finishing my exams and and at the time I'd applied to do human physiology at university and it was going really well to the point where I was like I'm making a good amount of money here I was like okay cool I'm going to defer university and and I'm going to stick to it so the guys at ASOS turned around to me and said well would you like to get a modeling agency because then you can start working at more places than just here so I end up getting a modeling agency and for the first time in my life that summer I remember this is when I just kind of graduated I decided that I was going to defer university and I was going to travel that summer because I'd never really traveled before I'd been on a plane once before in my life and I traveled and I had this list of all the places I wanted to eat at and go to I remember enjoying myself and and just eating out drinking whatever I wanted just relaxing like you do on holiday and I came back and I had this modeling agency and they sat me down and they said cool right let's take your polaroids so they make you stand there in your underwear and again i'm like barely barely 18 at this time stand there in my underwear and they take photos of you and then they sit down with these photos and they put them on the table in front of you and they said and we need to have a conversation about your thighs and the way that they're shooting and we just think that you need to lose a little bit of weight this is the first time anyone had ever commented on my body before and I don't know why but it was like a switch went off in my head and I was like okay cool I'm gonna do the best people-pleasing job here and I'm gonna lose weight and what did I do I turned around to google and I went home and I googled how to lose weight off your thighs and what I was exposed to as an 18 year old girl at the time was quite frankly disgusting I used to follow Instagram pages called top skinny girls that just used to post pictures of girls' abs and waists and thigh gaps and all these things and that's what I consumed and my body became a mass equation overnight.

11:55There suddenly became no logic in my relationship with food anymore and food became this mass equation towards my body. So I would eat and I would weigh my spinach leaves and I'd track everything on MyFitnessPal. I no longer sat down at the dinner table and ate with my family anymore. I was petrified of any single thing that my mum was going to give me and that lasted for very very acute in a very intense six months of losing a lot of weight very quickly heavy OCD heavy anxiety heavy like compulsive behaviors that I was a prisoner to food and there was one day that I remember my mum took my mum was very she didn't know what to do she gave me distance she thought I would just get better I wasn't getting better So one day she made us all a cheese sandwich.

12:48And I had this mental breakdown over this cheese roll. And I was like sitting there crying, being like, I don't know why. I cannot sit with my family and eat this cheese roll. And that was like the straw that broke the camel's back. I knew that I didn't want my life to be like this. I knew this was crazy. What was I working towards? What was the end goal here? And I knew it was just taking away and stripping so much of my life from me. So I ended up seeing the most amazing therapist. Her name was Jane. She saved me from that situation. And when it came time to kind of reapply and reinstate my university application, I looked at it and I was like, do you know what's so funny?

13:30I know so much about organic chemistry, but I know nothing about nutrition. I ended up changing my degree to study nutrition at King's in London and I've never looked back and now my career is here and I am here and it's the funniest thing that the thing that stole so much of my life has now become a thing that's created my life. I always do a hypothesis before I do an episode recording. And for you, I said to myself, if people listen to this episode in full, they will be able to cut through wellness bullshit, heal their relationship with food, and they will be able to turn what they know into what they own.

14:08And I think that's so much of what HSR promises is being able to build these businesses that are passion, that are actually mission driven, that feel like they have purpose beyond just like being a founder or being a creator. And I think now you wear all of those different hats, you know, like you're not just a nutritionist. You're not just a creator. You're not just an author. You're not just a founder. You wear all of these. And I'm so curious before we go any further to ask you, like, which one do you feel the most in tune with or the most naturally that comes to you? and has any of them really surprised you in terms of like you didn't necessarily feel like you belonged in that space food and writing recipes it's my like it's my gift I create recipes in my head so I can think of food I know like I can taste the food and it's so funny because if you asked me when I was 17 do you think you'll be like a multi Sunday Sunday Times number one best selling author i would have laughed at you and i said author and what and you said cookbooks i would have been like what and it's so funny that that creativeness the way that my brain has developed throughout my career has fallen into a place that i know that if i can just grow old and gray and continue to just write recipes and make recipe books i think i'd be the happiest person ever with a garden full of chickens and a veg patch heaven that sounds like heaven it does It's like making YouTube videos of your farm.

15:33Yeah. Yeah. I love Wishbone Kitchen. You know Wishbone Kitchen. Yeah. And Marius is like the goal. I've also seen a lot of girls on TikTok start doing this. And I've been doing this for years because I used to have crazy hormonal acne. And one of the secrets that someone told me, a nutritionist, was do not have coffee on an empty stomach, Maggie. I don't remember why. What is it about having coffee on an empty stomach for the hot girls that seem to all have gut problems? when you have caffeine on an empty stomach it can cause your cortisol to spike cortisol will naturally be high in the morning anyway so cortisol is what is responsible for waking you up in the morning that's what gets your body up and going it's a natural response it's why people especially if someone has hormonal imbalances we encourage people to not over stress their cortisol too much in the mornings if you're waking up fasted doing a really stressful exercise class on an empty stomach or just with coffee your hormones could probably be going a little bit haywire and if you're not very good at regulating your cortisol for the rest of the day you have a very intense job you're going to be sending yourself down on this kind of cortisol spiral cortisol will make your gut and coffee on the empty stomach can make your gut what we call hypersensitive so imagine your gut being on like high state of alert that suddenly even something as simple as having a drink of water that feeling of gastric distension so that feeling of expansion in your stomach can cause your hypersensitive gut to bloat so if you have if you're having too much coffee black coffee loads of really strong coffee on an empty stomach it can cause you to feel a little bit more sensitive a little bit more sensitive to everything so that your stress your lifestyle the foods that you eat some people it's absolutely fine so some people wake up and they can have a cup of coffee in the morning and they feel great, fine.

17:22You have your cup of coffee in the morning. I don't think it's this black and white blanket rule that having coffee on an empty stomach is a bad thing for you. I think you have to take it case by case and person by person basis. This might be the stupid American question that I'll ask today, but there's always the hilarious TikToks from these American influencers that come to the UK or come to Europe in the summer. And they're like, all of my gut issues are gone because I'm eating the European and the UK bread and pasta. And I was so curious as to, is that real? Like, is the US health food system, like when you go there, even on your personal experience, are you feeling that bloating, that lethargic in a way that the UK, EU people don't necessarily have?

18:08So I did this job in San Francisco once. And I remember waking up in the morning, I was like, I just want some like, like an egg pot and some spinach like maybe just something that was just simple i remember going to starbucks and looking at that like egg white wrap thing and there was like 50 ingredients in everything all of those additives all of those emulsifiers all of those artificial ingredients we know can be damaging for the gut the one thing i always talk about is the gut barrier and the gut barrier think of it exactly the same way you think of your skin barrier you know if you over exfoliate your skin you get breakouts and it's sore and it's dry and it's flaky it looks dull and it doesn't glow when you break down your gut barrier through things like over stress not having enough fiber and plants too many emulsifiers um we think that the kind of excessive artificial sweetener intake can also be quite triggering to some people certain sugar alcohol sweeteners can also cause bloating in people if you're starving your gut and stripping that gut barrier you start to become hyper responsive to your environment and your food so if you're not following the pillars of the way that you feel the way that you sleep the way that you eat then silly little things or the small little things that you experience at home will trigger you more trigger the bloating and then you go away on holiday and suddenly you're having better sleep you're stressing less you're probably having a more whole food diet anyway because a lot of the restaurants that you eat in in europe even if you get a plate of pasta in italy you're having beautiful fresh tomatoes you're having fresh garlic you're having pasta that is made from proper wheat and it's the way that the pasta is dried and just everything is it's it is simple whole ingredients and there's probably only about five ingredients in that whole pasta pomodoro so i think that's where the u.s system is so crazy it's like every single thing seems to be ultra processed so when you're going to the US, what supplements are you absolutely taking to at least be able to eat and protect your gut while you have to eat the US options?

20:12So I've got two and I'm going to be biased. It's Epitome. I selfishly, I'm like Epitome can never die because I need it. It's actually amazing. And the other one thing is powdered L-glutamine. So it's a white powder. So everyone's always like, can you travel with it? I'm like, yes, guys, it's fine. If they test it, they're not going to be like but I take this literally like this little pot of white powder and sometimes they go through customs and they're like what is this I'm like listen it's L-glutamine it's fine but I take a five gram scoop every single morning and it is so good for your gut barrier and your gut is like a muscle that needs working out in the gym so it just needs a little bit of regular exercise and needs a little bit of training and needs a little bit of nurture and support so those are the two non-negotiables and I always try and make sure that my breakfast anchors my fiber intake so if you're traveling make yourself what i call like a fiber pot you can just get yogurt or you can get your milk your almond milk your whatever chia seeds and flax seeds then add um fresh berries ideally so raspberries one of the highest fiber fruits per 100 grams or kiwis also really really really good for your gut health so make this little fiber pot with your chia seeds your flax seeds um your yogurt and your milk sweeten it with a little honey if you want to add your fresh berries your kiwis and passion fruit also really really high fiber just any fruit that you can get your hands on but those ones are preferable mix it up have that every single morning you'll stay regular when you stay regular and you keep everything moving you don't bloat as much because what happens is you get this vicious cycle when you go to the us and suddenly or like you travel and you're suddenly depriving your body of fiber things will slow down then what happens is that you get this fermentation so you produce more gas and then the gas slows down the gut further so then you just feel sluggish gassy bloated not nice so if you can make sure that you are having your little fiber pot taking your probiotic having your l glutamine trying to go out for a walk as well then that can make a really really big difference i just asked all of you guys this one question what is the one thing holding you and your team back from using AI properly?

22:24The answers were fascinating because everyone was basically circling the same problem, the same one that I had. They don't know where to start. People said things like, we don't know the right prompts. We don't know how to set up an AI agent. Our systems don't talk to each other. I think every company today needs someone thinking about this properly. How can AI save time or increase output? How can it make your business smarter without replacing the human judgment that actually makes the work really good and unique. That is where our sponsor Fiverr Pro is so valuable because it connects you with vetted specialists who understand AI and more importantly understand how to turn it into a real outcome for your business.

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25:05This episode is brought to you by Facebook. So you were scrolling on Marketplace, and there it was, the bike you'd been searching for. You sent a message, and it turned out the seller was super chatty, kind of funny, and an avid cyclist. The next thing you know, you're in a cycling crew. Well, a community cycling group. The thing about Facebook, you might find more than what you're looking for. From a browse to a bike ride, this summer, find more on Facebook. I'm having experts in this chair because these are the questions that like I am so curious about. And I know that so much of nutrition is very much like to you and your body.

25:43But even you saying like the Starbucks egg white wrap is like 40 to 50 ingredients for what should be five. When you go into a friend's kitchen, like you're going over to Isabel's house and she's a busy, hot, smart, rich girl. She's building businesses. She's doing her thing. Nutrition might not be her number one priority right now. are there products brands ingredients that you immediately put in the bin yeah so i don't think that you should ever drink the sugar that you can't consume at that same rate so if i've got 30 grams or 35 grams of sugar in a can of coca-cola like do you know how many apples i would have to eat so if i can drink a cola in literally two minutes three minutes that rate of sugar hitting my body is not a good thing.

26:33If I have that Coca-Cola, I'm like sipping it over the course of like an hour or two and I'm having it maybe with a meal that has complex protein and fiber and all those bits and bobs. The way that I absorb that sugar and respond to that sugar is going to be totally different. And it's one of the biggest things that people don't think about for nutrition is they don't think about how they eat. They're so hyper fixated on what they're eating, but they're ignoring how they eat. We eat too fast. We don't chew properly. We're not giving our bodies the appropriate time to be able to signal back to our brain that we're full we're content we wreak havoc on our hunger signaling systems and one of the reasons why glp1s have become so massive is glp1 or glp is basically something we naturally produce anyway and it's something that signals back to our brain and and slows down digestion and makes us feel full and content to stop us thinking about food and when we're constantly eating on a rush eating on the go grab grab grab stress stress stress you don't give your body the time it needs to do its normal physiological function which is digest process absorb signal this wonderful feedback loops so you finish something you're like oh do you know what i'm really full and satisfied for you when you're giving advice to busy ambitious women that have the mental load of everything that they're doing look a certain way take care of their family like make sure that everything is put together how do you advise whether it's friends or clients to be able to take that step back to prioritize food to actually go further when it feels like you just even today can't handle everything in a day so i would always say don't be afraid to make the shortcut because healthy convenience is a real thing and there are so many incredible brands and products and and and things and ways that you can make nutrition work for you so if you need to buy the pre-cooked rotisserie chicken go and buy the pre-cooked roast history chicken and have it in your fridge so i used to work with a lot of very affluent incredible business women who felt like they had no time for nutrition but they were desperate to feel healthier maybe they were going through perimenopause maybe they were trying to have a baby all of these different things where nutrition became really important to them but they were like emily i literally don't have any time you have to try and work out what works for you and identify your pinch points in the week so if you're good at scheduling your diary for work you're good at scheduling your diary for food so you have to look at your week and think okay i've got back-to-back meetings here i'm not going to have time for lunch so i need to wake up maybe half an hour earlier that morning to be able to quickly prep something make something because you don't need any longer than 15 minutes to be able to make something healthy you can make something everything five minutes and pack that up and take that into your your work that day so you know your pinch points you know the points that you struggle with the most ground every single meal looking for your protein and fiber anchors it's not protein just for like the gains protein is a very satiating nutrient and the way that it interacts with the other food when we we break things down it slows down the absorption of the sugars it slows down gastric emptying so we naturally will feel a little bit more content and we're not going to have this massive spike and a drop which is going to leave us feeling a little bit more sluggish fiber obviously fiber encompasses all of the plants the color the beauty the variety that is going to feed your gut or the gut is one of the most pivotal important parts of your health and your well-being routine so if you make sure every single plate that you look at whether it be your breakfast lunch and dinner and these can be things that you grab and go and you buy out when you pick up that salad bowl or that sandwich look at it and think okay what in here is protein and what in here is fiber so maybe then you put that one down you pick up the one that's like okay that's a seeded bread that's a brown bread i'm naturally going to be getting a little bit more fiber i've got some turkey in there and i've got some tomatoes and lettuce cool that's going to be a better choice but my biggest thing is the same way they schedule your work day if you're taking it seriously you want to take it seriously schedule your nutrition in the day do you think that these are why what i eat in a day videos go so viral because people just want the way to eat in a day i think that why in a day videos go viral because of curiosity i think there's something very curious about what people eat and their habits and their routines and i think people really really like to to know that i don't watch any of the what I eat in a day videos and think oh cool that's what I want to eat like or seeking information from those what I eat in a day videos I watch them purely out of like oh I wonder what you do eat in a day I do them and they go and they do really really well but I always position them actually rather than what I eat in a day it's more so recipe inspiration so it's ideas that people can quickly do for kind of breakfast lunch and dinners because I'm a recipe creator at my core now.

31:26I always want to avoid the eat like me, look like me. I think it's really important that women feel empowered by these What I In A Day videos, by nutrition content, by health content, empowered and inspired rather than, oh great, I feel rubbish about myself now and I need to change everything. There are some really bad, really extreme ones that tell people that in order to look like this, this is how you have to eat. And that is the biggest farce ever in the whole industry. None of us look the same. None of us should be eating the same. I do have a very interesting dynamic with food because I was undiagnosed PMOS and endometriosis.

32:08I had just had my surgery like less than three months ago for endo. And so a lot of the time there was something like in my metabolic system growing up that I didn't know what was going on. And so even for food for me, I would watch all of my friends eat and I would be eating the same. And I'd be like, why am I gaining weight at such a rapid rate? And none of my friends are gaining weight. And this started for me when I was like 14, 15. And I think back in the industry, those videos of like when social media started to come, what in the days were so toxic and so hard to look at. How would you describe the industry then versus the industry now that you operate in?

32:45So I think it's coming a long way. and I think there are more powerful voices encouraging people to take a step back and take information with a pinch of salt. I think when anything is new, it's always going to be taken a little bit more seriously, a little bit more intensity. Like even with GLP1s, when it first came out, people were either terrible or they were like amazing. Sometimes I think with the social media space, especially going back 10 years ago, it was extremes. It was gluten-free sugar-free carb-free grain-free everything free people would only have like coconut sugar and it was just it just went crazy and it's like you don't like if you want a piece of cake don't worry it doesn't have to be like an avocado chocolate cake like you can just like have the piece of cake in the context of a well-balanced diet and that stuff unfortunately just is not sexy and it doesn't sell because people love I think the quick fixes and the idea of being able to go on a detox and jump on all of those things.

33:46So I think all of that from back in the day will still always feed through to now. But I do think that now people are able to be a little bit more balanced and see a bit more of a balance in the content that is put out there. This is more of a curious question for me because I feel like you might have a very similar opinion that I do. So when I see girls in the finance industry, when I'm trying to teach or like empower women to talk about money and make money. And I see these trend videos. Like right now there's one that's like girl math and it's like all these silly things that girls actually do that is keeping them not rich and like keeping them poor.

34:23And I want to engage with the trend because I'm like, okay, this is actually taking off. You can actually spread your mission. But then I'm like, that's furthering potentially keeping women in a place that I don't want. And there's one going on in the food industry right now. That's like in a world of protein, don't forget who you really are. and it's girls eating like croissants and having a bunch of rosé. And I'm so curious for you when you think about your content strategy and you think about things that are trending and maybe playing into something that actually is kind of against your mission of like protein and fiber and nourishing yourself.

34:56How do you think about playing into those things to be a part of the cultural conversation? And then how do you stay true to Emily, the nutritionist that might not actually believe in that trend. So trends don't feed you. Trends feed trends. So I'm always very careful to make sure that I stick to my content strategy and who I am. And sometimes I see something and I'm like, oh, wow, that would be really fun to do. But at the end of the day, I have created something that is mine. And if I deviate from that to partake in what I think people want to see or what is trending all I'm doing is feeding that trend and I would say that to anyone who is listening and wanting to grow a business especially in the creator space especially in kind of social media is make sure that you have a really strong point of view and you stick to that point of view so many people listening to this like have a vision of financial freedom and opportunities coming to them and it always comes back to like building a personal brand and being in the creator space.

36:01So I'm curious to how you actually built this before you had an audience, before the books, before your brand, like you were a one-to-one nutritionist only being able to serve five to seven clients at a time. And anyone that's been a solopreneur that's actually offering services knows that like there is a ceiling to you physically being able to help people. So what was that moment where you were like, I'm going to put my phone down. I'm going to start creating videos. And how long did it actually take you to build the audience of 3 million people that you have now when I first started my business I was so nervous for what to charge and I think this is a massive massive conversation how much do you value yourself and it's a conversation that I had with my husband and when he found out how much I was charging he said triple it I said I can't triple it no one's going to want to work with me he's like Em you're fantastic at what you do you deserve to charge a higher rate charge the rate that you're worth and people will come to you and I remember the first time I tripled my rates I continued getting clients and they were paying three times more and I was like oh my goodness I'm now three times better off just from making sure that I actually sit there and think okay how much value am I truly adding like don't undersell yourself I wouldn't say that I'm necessarily the most confident person in the world but I'm never scared of trying something so I'll be absolutely petrified but I'll still jump off the cliff and it was my husband who really encouraged me to push myself out on social media so at the time my Instagram page was literally just supportive of my nutrition clinic Emily English Nutrition and I'd always have Em the nutritionist that was just my little thing and I used to take pictures of the food maybe do some quotes once in a while and then reels became a thing on Instagram for the first time and my husband was always saying you look you need to be in front of the camera you need to do talking to camera people need to hear your voice how you are because it's the humanistic side I think of of building a creator brand and and building that kind of section in what you want to own so I started doing more talking to camera pieces walking along saying what I was doing this day I actually had it's a bit of an off thing but I actually had a delivery kitchen at the time as well so that was all a little bit crazy but i was doing all those things and i remember it's really funny my business partners of my delivery kitchen weren't the nicest people in the world and when i started doing the talking to camera pieces they were like no one cares about you emily so i was like okay fantastic um i got the last laugh um and i started filming the recipes that i would give to my clients and then i would get like 500 views and then a thousand views then maybe like 1500 and then i had this one recipe it was peak summer really hot day and I did just a great greek salad with this really nice slice of like garlic bread toast which you rub with garlic olive oil loads of fresh herbs that you chopped all over and spread and it was kind of like this giant crouton they scooped the greek salad on just delish and I think that got 10 000 views and ever since then the organic growth and snowballing effect of do something that people resonate with and people love and you will continue to grow and that has just been the constant trajectory ever since that Greek salad I feel like there's so many people that are listening to this that can be like okay now I want to do it but what holds them back a lot of the time is to your point being embarrassing especially with people in your life who was around you in terms of your friends because you obviously sound like you have a very supportive boyfriend back then now husband but like was there that fear of being cringed to the people that were actually knowing Emily not just end the nutrition online do you know what no I've never I've always been actually a bit of a lone wolf with my pursuits I'm not a person who likes team sports because I'm so scared of my failures impacting other people so I think with my friendship group especially I think at the time it was COVID so I wasn't really seeing anyone anyway I wouldn't say that I necessarily have that really big group of friends that I was like worried about what they were thinking and I come from such a big family that it's all quite chaotic and everyone's always doing loads of different things but I don't really feel like I have many eyes on me from the people who are actually really close to me it's actually the eye the eyes from the people who are the strangers and the followers and the people who I'm trying to constantly people please and seek approval from that cripples me the most personally do you still think you do that yeah yeah that's the thing that I find the hardest thing about the growth and I love it I'm super entrepreneurial I'm hungry for it and it's like strike whilst the iron's hot but there's also still part of me that's like oh god they didn't like that recipe or that video didn't do well or that person criticized this and it will that will hit harder than any criticism from people closer to me, which is strange, actually.

41:06It's very interesting. Arthur Brooks talks a lot about this, of caring about the opinions of strangers versus caring about the people in your life. And it's honestly, I can tell you, friend to friend, I feel the exact same way. My team literally every single day is like, post, post, post. But I'm so critical of what's the VC community going to think about this? What's the investing community? But when I was fearless, when no eyeballs were on me when I was building Hot Smart Rich and I was making videos being like, this company's overvalued. This is an investment that you should look at. It all ended up being instinctually right.

41:37So I'm so happy I posted those videos because I have evidence. There is a video I did about Substack being the next huge technology and that people should invest in the crowdfunding round. Four years ago, this is before Substack was everything that it is today. But I think as you grow and you get more eyeballs on you, you are afraid to take those risks. But I've been fascinated by you and especially learning more about your story because you seem to be very comfortable talking about money and not coming from money. That always really intrigues me because a lot of women especially are very afraid to say, I am a millionaire.