Robin Osborn  
Where I find that people fail is that they're not willing to walk through the resistance. And sometimes it takes more energy to avoid it than it does to walk through it.

Jeff Ma  
Hello, and welcome to love as a business strategy, a podcast that brings humanity to the workplace. We're here to talk about business that we want to tackle those topics that most business leaders shy away from. We believe that humanity and love should be at the center of every successful business. And I'm your host, Jeff Ma. I'm here to have conversations with real people hear real stories and talk about how real businesses might operate with a little bit of love. Today, I have a truly inspirational guests joining me, her name is Robin Osborne and not just an executive coach and business consultant with nearly a decade of experience but she's also a beacon of resilience and determination. After undergoing a critical surgery to remove a baseball sized tumor from her brain. Robin didn't just bounce back, she soared. It took her a year to walk just a mile post surgery, and she harnessed the same tool she shares with her clients to achieve this incredible recovery. Robin is no stranger to challenges at just 21 She took over her family business in Southern California navigating it through some tough times, but ultimately doubling its revenue in a short 18 months. And her secret weapon is her frustration to freedom framework. And this method shaped by her rich financial operational leadership insights has transformed C suite executives and their teams propelling them towards success. So with an impressive tenure, managing a team of over 40 and an employee retention record that would make any leader jealous Robin's journey from taking the reins of her family's enterprise to coaching companies to greatness is truly a remarkable story. And I cannot wait to dig in. So I'd like to welcome to the show Robin Osborne. How are you, Robin?

Robin Osborn  
I am awesome. Thank you so much, Jeff. I'm really delighted to be here.

Jeff Ma  
Well, I might have already spoiled a lot in my intro, but I thought this just that it's so compelling the the start there, maybe we hook the listener to already right. Before we get into that story, there is a higher, higher level question I'd like to start with and it just revolves around passion and maybe connects to your story. But the simple question is, what is your passion?

Speaker 1  
So my passion is helping people become better. And that passion. I do have a story here because I felt that I didn't know my why, three short years ago. And so it does have to do with my past. So if you don't mind, I would love to kind of dip into that because I'm a big wide driver, person, like being clear on your purpose, what gets you out of bed in the morning, really inspires and empowers not only yourself, but the people around you. And for me, I, what we didn't share in the bio in the beginning in the introduction was my dad took his own life. And when I was 21. And I basically got the company in one day. And fortunately, I have a twin brother and a middle sister. But on that day, I made a decision that my mom was my responsibility financially. And I really thought for 30 years that was my why. Right, wrong or indifferent. It really drove me to continue to make sure that the business was profitable. It was something that I was very passionate about. And then my mom passed away in 2018. And I felt empty. So really getting curious, and wow, why am I here? What is my true purpose? I think a lot of business owners after they're successful and they hit maybe is a certain point where they're either going to exit, sell, what is the next chapter? And for me, I got the gift of a brain tumor. And through that recovery process, I discovered my new y which is taking my story and the gift that God gave me and getting a second chance to really help people become better in business and personal life.

Jeff Ma  
So Robin, I'm really curious where long this the story that starts all the way back at age 21 Is this this, this, this part of your, your brain tumor come in. And I don't mean to pry, but maybe a little bit more to help you the context of where in your journey that is.

Robin Osborn  
Sure, I'd love to share that. Actually, next month is my two year anniversary post surgery. So two years ago, is when I went in for emergency surgery, they didn't know if I was going to make it. They carotid artery, straddled it, it, they said I might lose my vision, I may never speak again. And if they hit the artery, I'm not going to make it. So I had to say goodbye to my family. My son's both boys, my husband, super tight, amazing family and friends. So I said goodbye. So it was almost like dying and getting getting to come back. Because five hours surgery, amazing neurosurgeon and woke up, they couldn't shut me up. The nurse told my husband tell her to chill out because she's trying to get control of the ICO. So for me, the humble journey when you have a surgery like that, and impacts everything, your entire body. So for me, I had a great, you know, tribe of family that really stepped in to help me become my best after the surgery and and when what I recognize in the surgery is it's just like business, you're assembling a team. And the ultimate goal is for me to be healthy and to not have any deficits. So it's a definite miracle. And I'm 100% recovery.

Jeff Ma  
Wow. Wow. So it's real. It's relatively recent. Yeah. Didn't didn't know where to plot on the timeline. But wow, you're, I mean, just two years ago. So I mean, first of all, congratulations. I'm so glad it went well. And I guess I'm very last piece I'll I'll touch on this part. But what was it like? I guess I know, you're always working in this space. From a business perspective. For the last two years, what has it been like with this new lease on life in this, this, this blessing that you've had what would have what does that change for you?

Robin Osborn  
For me, it's changed my perspective in life in and I feel I have a new inner knowing, in understanding things I would describe my life previous to that tumor surgery is I woke up with what I have to do today. Now I wake up with what I get to do. Every it's a free day. This is a bonus life I'm in now. And the other thing is being really having gratitude for the little things that we don't even think about like our faculties. So being able to see speak, walk, drive, I just would cry big alligator tears, crocodile tears, whatever, just doing new things after the surgery is, you know, walking one mile took a year, but every day I got up in and pushed, because they told me that I would get there. And I had hope. And I think in today's business world, and even in our personal lives with the way that you know, post COVID And then our crazy world that we live in is is we need hope. And to me, I would say the main ingredient for hope is is love. And I would say through the experience honestly Jeff I learned self love. I don't think I really knew self love before I really walked through that adversity. And prior I would either be judgmental towards myself, or maybe toward towards somebody else. And after the surgery. I realize I'll never judge myself, meaning be self critical. Because every day is a gift. I also looked pretty At 31 staples in my head and my head was shaved in my side of my head had atrophied. So when I would look in the mirror, instead of being in victim, or being self critical, I would look in the mirror and say, You're beautiful. You're amazing. You're talented. So, to answer your question, when Mike walk in, to do leadership training, or one to one coaching with my clients, they're getting a much more richer, deeper in present, Robin.

Jeff Ma  
Wow. I love that. I think just, just hearing that is, is so powerful because of so much of what we take for granted. I think, on a daily basis, it's so easy to forget how precious those are. So thank you for sharing that. And it leads me I guess, to questions because you do work with, you know, C C, suite executives, and a lot of, you know, businesses along the lines of, as you mentioned, finding their why. And kind of uncovering the sides of themselves. How do you help people who have not necessarily gone through a near death experience, or tragedy, or a signet and significant loss, and all these things that help us appreciate life? Not that we would wish that upon anybody? But without those experiences? How are you helping people connect to that deeper, deeper part of self love?

Robin Osborn  
Yeah, so through, I would say, first of all, really reading the room, because we're all in different seasons in our life. And I would say, the health of the team. So, you know, some of the the executives aren't really all in, they're not driving accountability, there's just issues with the dysfunction that they're in. So some of the tools that I implement, will help kind of bubble up where people are in the journey. Because it'll come to the surface, it'll become apparent. The other thing on a personal level that I work deeply with on executives, is some of the, what I call head trash is where in our inner conflict, so what I call the inner roommate, is that negative self talk. So if if they're, you know, not enough, not good enough, not valued. They're in victim constantly. If they if there are assumptions or interpretations, like, it's never gonna happen, so they're really leaning into always and never low trust, right? Or there's limited beliefs in their own story. So what I identify as when they're in their old story is on the coaching aspect, we've got to really help them uncover the blind spots in their own journey, in order to really elevate to being the leader that it really takes to reach the pinnacle of that vision, to really get to the top of the mountain as a company. You we as humans, need to come in and work. You know, like they say, all on the boat all rowing in the same direction is, is we need to work cohesively. So where there's conflict or issues among team members, we've got to get open, honest, transparent and get it on the table. But I do a lot of personal awareness. Because here's the truth, Jeff, a lot of people, what I say is, is they want to point the finger at everybody else instead of looking at in the mirror. So it starts with you

Jeff Ma  
couldn't agree more on that. 100% I think one of the things that I experience in meeting new people and working in this space is just that, like I think the understanding is I completely agree understanding your Y can can be this very powerful thing but especially in leadership. We have almost been conditioned to look at everybody else right? Because we're we're managing we're leading so it's all about them. Even people who strive to achieve things like servant leadership and All these other aspirations that are altruistic and selfless in their intent, but often failed to take the very important first step of really understanding their own role in it their own behavior in their own contribution, before trying to fix everybody else.

Robin Osborn  
And I think to a big piece of adversity, and really, truly loving yourself is asking for help. I think a lot of people stay quiet. And they have aspirations of promoting into another position or, or even I think companies lack really nurturing training and developing because they're all going so fast that they don't develop the human. Yeah. So to me having the, you know, self love in not putting your your guard up, and truly being honest and say, you know, I have a real passion and desire to learn, or can you help me is a catalyst for huge change in organizations. And in order to change the organization, you need to change the people. So two ways to change them is in their behaviors and patterns. Or they're just not the right people. So with that, is values, right? Yeah. So for me, I would say, as I coach, I always use my own experiences. But I was the one that was in the way of the company growing, because I wasn't in alignment with the values. So I was showing up late, I had a little bit of a chip on my shoulder had an ego, I was the owner.

Jeff Ma  
And how did you how did you? How did you finally reach self awareness about those things?

Robin Osborn  
I think I just got really sick and tired of being frustrated and waking up at 2am. And knowing I didn't have a solution. And I was kind of a hamster in the wheel, doing the same things getting the same results. And I was I was depressed and frustrated. And then I started to get curious.

Jeff Ma  
Did you know a lot of times when we struggle, and when you reach that point of frustration and tipping point and depression, sometimes it exacerbates some of the thoughts going through our head, such as if if your frustration is with the business, and you've been looking outward and blaming everyone else in your team and all these other things. You know, it just gets more and more frustrating. Is there a way that you utilized or that you've seen to help shift and and hold up the mirror even for a moment because it's a hard thing to do, especially with egos in play and other things? We just we naturally are not, you know, a lot of people struggle with the vulnerability it takes to be that low and still kind of find, oh, it's it's me, I need to change.

Robin Osborn  
Yeah, I think in coaching, I've learned a lot of great communication tools, like the first thing I would say is ask for feedback from the people around you. Because a lot of times we don't want to hear what people have to say because we have a guard up. And the other thing is if you're not committed to growing or to feed back, they will defend the bait and distract. It's always going to end up being somebody else. So that's someone that's literally at a stuck, they're stuck. A lot of companies get stuck. So the company can get stuck organizationally. departmentally or individually. So depending on again, it's really like an unraveling or peeling the onion, but it's a puzzle. From the personal side. I do see a lot of leaders that are successful, but they are not taking care of themselves physically. They're drinking next too much wine, they don't they have poor relationship with the spouse. So what is what I call the you driver? Like, what are you doing for you to recharge the tank. And, and that to me, again is love, you know, through adversity in companies, for you to put yourself first and take care of yourself physically, mentally, spiritually, now you're going to be a leader that's coming in fully charged, not the stay away from them, he or she is in in a great place today. So I think a lot of it's with the time that you're investing in yourself, as well as, you know, being an effective parent, whether it's at home or in the workplace, they already know where you are.

Jeff Ma  
Just interesting, take the hot take on the being an effective parent at the home or otherwise, I think I love that. I love that framing. And I think I'm curious. Because I've been wanting to move to this, is this connected to your frustration to freedom framework? Is that all encompassing within it? Or can you tell us a little bit about that framework and how you use it?

Robin Osborn  
I'd love to, and I'll use my, this works for business and personal. So it's very powerful. So I'm going to just give you a high level overview. But the first thing is, is truly what are your values? What is your small set of guiding principles that you align with, that you are going to help to, it's a filtering system to help you make decisions. So the Four Agreements is a book by Don Miguel Ruiz. So mine are, be impeccable with your word, always do your best. Don't take it personal, don't make assumptions. So when I'm when I'm living in those, I'm being my best self. And so the way I would say in my personal recovery, because mentally, I couldn't pick up my left leg, right after surgery. So I had to go through some pretty intense and painful physical therapy sessions. And sometimes I wouldn't want to show up, I would like start to cry. And then I would say no, be impeccable with your word like I made the appointment, I'm just doing it. So where I find that people fail, is that they're not willing to walk through the resistance. And sometimes it takes more energy to avoid it than it does to walk through it.

Jeff Ma  
Ain't that the truth?

Robin Osborn  
So I say, suck it up. And, like, you know, showing up the blessings, and, and whatever that is that you're working towards, it will come because you're consistently executing in alignment with your values. So values is pivotal. I would say that's the foundation of the framework. It's the same with when you're hiring, firing, reviewing rewarding employees, you're always going to do that based on the values. Because we hire on skill set, we fire on culture. And it's always the compliment sandwich. So hey, what you're really doing amazing it is this, but where you're below the bar is on this value. And here's what we need to see. Because what's happening is they're not having those conversations in organizations. And the other thing is, what is the purpose? Really, you know, it's beyond money. So for me, I would say my personal and business is the same is really helping people become better. And from there, you want to do your 10 year target, where we're going to be shoot for the moon and then a three year picture and a one year plan. And so again, I work with executives doing these, for the business, the business, we also do marketing strategy. And then the personal, we do more bucket list items where I asked really interesting questions. Right? So you want to get to the core, and the root of what they're truly passionate about. A lot of people say, I don't know. So we're so busy being busy, that we don't we don't even know what we want.

Jeff Ma  
And how do we find that?

Robin Osborn  
So we work in, in very, I would say, high energy fun Discovery sessions, and go through, I have some really powerful tools that I have in my tool belt over the last 10 years and coaching and consulting. But I've lived this and breathed this in my own life. So it takes time, but it doesn't necessarily take a long time, it's just giving yourself permission to pause and focus on you and investing and creating that new picture of what the future looks like. And then I help them with that head trash. Because a lot of people, so some of the words I'm looking for when I'm working with teams are like we're trying kind of sort of probably, I don't know. That means they don't have clarity, they're in the gray. So getting crystal clear and laser focused, is I say you need a coach to kind of help you out of your own way.

Jeff Ma  
That makes a lot of sense. And I'm thinking of myself right now. And there's this element of I can literally like now that you've pointed it out, I can feel the head trash in my head. That that is seems almost unavoidable. It's almost like such a large percentage of my of my, my head is trashed right now. So a very revealing moment for me. Where does the freedom part of the frustration of freedom framework kind of come from? Is it purely of like, getting rid of that, that excess and finding that comfortability with yourself? Is that? Is that close?

Robin Osborn  
I would say the freedom part of it, I'll use my own story, if this helps, but the other side of it is, is that again, you know, freedom is truly like, what is amazing look like. So a lot of times, it's like, we want more time, we want to make more money, we want to spend more time with our family. So let's reverse engineering, let's start at the end, create the picture. So freedom is really building reverse engineering the system to enable you to get to that end result. So for me freedom and relief was, is you know, I was running a mom and pop shop and I was the answer man for 40 people, it was very exhausting. I couldn't see past today, or I was living also in the past with in the past, like challenges. And so releasing the past and writing a new chapter and a new story is first and foremost, I would say truly freedom is when you're, you're now like I say we don't drive looking through the rearview mirror. We gotta drive looking forward. And and so people are so like, closed off into their either present or past situation, that it's almost like a mind block to look forward in companies a little bit different. But sometimes they're just picking numbers out of the air. Because they haven't really aligned with their team. Not everyone's either knows the vision. It's been communicated. Like in order to really get behind the vision and organization. First and foremost. We got to share it I believe that they need to win to buy in. So we need to ask and get curious, but from a personal perspective, is you know allowing yourself to dream. And and not not just what do they call that? Just tolerating where you're at. accepting it.

Jeff Ma  
Yeah. So yeah, very, very tied into, like when we say bring humanity back to the workplace the the mental imagery that's conjured of the workplace without it is a large mass of people who just individually and collectively are just tolerating. And yeah, and the dream is this, this rope, this vibrant, robust environment, or people are excited and, and looking to change for the better and constantly growing together and finding new things together. So what you painted was very much connected and aligned with with everything I'm, I'm here for. So that's amazing.

Robin Osborn  
Awesome. And I was at a client yesterday and the person, the executive said, I feel very undervalued. And so my job is to discover what that means. And I think in the workplace, what leaders need to do is start using what and how questions and really listening. I think listening is an under rated skill set. But you know, well, what does undervalued mean? What, what would it look like to change it? Like really understand, because we can assume or think that we know, but until we actually really sit in and hear, like, listen to hear not to react?

Jeff Ma  
Yes.

Robin Osborn  
Yeah.

Jeff Ma  
Well, Robin, thank you so much for the time you took today to like really vulnerably share your story and your journey with us and painting the picture for how that really has flowed into how we can really benefit from from the knowledge and expertise you bring. So really appreciate the time you took today.

Robin Osborn  
Thank you, Jeff.

Jeff Ma  
Is there anywhere you'd like to send people or share with people that can be a resource for the for their own growth?

Robin Osborn  
Absolutely, they can go to www.robinosborne.com. So that's my website. They can just email me, I'd love to give 30 minute complimentary discovery session, and how I can help them to become better.

Jeff Ma  
Absolutely. Thank you for offering that. And I hope people take advantage of it. Because this was a great conversation. I think 30 minutes with you has been great here. I'm sure it'd be great for anybody who wants to take advantage of that. So with that, we will close out today with a thank you to everybody for listening in staying with us. Every week, same plug love as a business strategy. If y'all haven't read it yet. Go read it. If you don't have a copy, go get one if you can't afford one, hit me up. I'll send you one. It is we love it. We believe in it. We want to share it with the world. So please check it out. The podcast subscribe rate, telephoned all the good things with that. We thank everybody for tuning in and we will see you all next week.