The Joyful Frugalista

145: VIDEO The secrets behind Australia's top online entrepeneurs with Bernadette Schwerdt

In this episode, Serina Bird chats with bestselling author and entrepreneurship expert Bernadette Schwerdt about the secrets behind Australia’s most successful online founders. Drawing on insights from her latest book, Secrets of the New Online Entrepreneurs, Bernadette shares the mindset shifts, digital strategies, and real‑world stories that reveal how everyday people are building extraordinary businesses in the new digital economy. 

Topics covered

• The traits shared by Australia’s most successful online founders

• Why persistence matters 

• How to choose the right business model for the life you want

• The role of authenticity and personal brand 

• What founders wish they knew before partnering up

• How digital creators turn attention into income

• The biggest mistakes new entrepreneurs make 

About Bernadette Schwerdt

Bernadette Schwerdt is an award‑winning Australian entrepreneur, bestselling author, and one of the country’s leading experts on online business and copywriting. She is the founder of the Australian School of Copywriting, a long‑time tutor at the Australian Writers’ Centre, and the ghostwriter behind several high‑profile business biographies including Catch of the Decade and How to Build a Business Others Want to Buy. With decades of experience interviewing founders, coaching authors, and analysing what makes digital businesses succeed, Bernadette brings a rare combination of storytelling, strategy, and practical wisdom to the world of entrepreneurship.

145: The secrets behind Australia's top online entrepreneurs with Bernadette Schwerdt

In this episode, Serina Bird chats with bestselling author and entrepreneurship expert Bernadette Schwerdt about the secrets behind Australia’s most successful online founders. Drawing on insights from her latest book, Secrets of the New Online Entrepreneurs, Bernadette shares the mindset shifts, digital strategies, and real‑world stories that reveal how everyday people are building extraordinary businesses in the new digital economy. 

Topics covered

• The traits shared by Australia’s most successful online founders

• Why persistence matters 

• How to choose the right business model for the life you want

• The role of authenticity and personal brand 

• What founders wish they knew before partnering up

• How digital creators turn attention into income

• The biggest mistakes new entrepreneurs make 

About Bernadette Schwerdt

Bernadette Schwerdt is an award‑winning Australian entrepreneur, bestselling author, and one of the country’s leading experts on online business and copywriting. She is the founder of the Australian School of Copywriting, a long‑time tutor at the Australian Writers’ Centre, and the ghostwriter behind several high‑profile business biographies including Catch of the Decade and How to Build a Business Others Want to Buy. With decades of experience interviewing founders, coaching authors, and analysing what makes digital businesses succeed, Bernadette brings a rare combination of storytelling, strategy, and practical wisdom to the world of entrepreneurship.

 

144: From Pilot to FI: Captain FI's Journey to Financial Freedom

In this episode, Serina Bird chats with Captain FI about how the financial independence movement has shaped his life, the importance of intentional spending, and how to achieve financial freedom while maintaining a balanced life.

Key topics

• Captain FI's journey from aviation to FI
• The importance of intentional spending and lifestyle choices
• Building passive income streams through investing and online business
• The psychological aspects of FIRE and finding purpose after financial independence
• Practical tips for frugal living and maintaining quality of life

Resources

Captain FI Podcast 

 

143: VIDEO Finding home with Lucinda Hartley

Serina sits down with award‑winning urban designer, housing expert and author Lucinda Hartley to unpack Australia’s broken path to home ownership — and why the old rulebook no longer works.

Drawing on insights from her new book Finding Home, Lucinda explains why housing has become so unaffordable, how the Great Australian Dream was shaped by post‑war policy (and even anti‑communist sentiment), and why so many of us are still chasing a version of “home” that doesn’t match how we actually live today.

Key Takeaways

• The Great Australian Dream was never about the quarter‑acre block — it was about housing security, and the story needs updating

• Australia now has the largest homes in the world, even as families get smaller

• Most people buy homes based on inherited expectations, not on how they actually live

• Space is often a design problem, not a square‑metre problem — and neighbourhood amenities can replace private space

• Lifestyle isn’t about décor; it’s about your daily routines, rituals and needs

• Buying on the fringe can work — but only if the infrastructure is committed, not just promised

• Home doesn’t have to be forever; thinking in chapters can make housing more affordable and flexible

• There are now innovative financial models for home ownership

About the Author — Lucinda Hartley

Lucinda Hartley is an award‑winning urban designer, housing expert and serial entrepreneur named one of Australia’s Top 100 Most Influential Women by the AFR. With 20 years’ experience shaping cities and neighbourhoods around the world, she has worked on major projects for Google, contributed to the UN Sustainable Development Goals for Cities, and co‑founded Zeroo Home Loans, an innovative equity‑growth model helping Australians access home ownership.

Her new book, Finding Home, is a practical, evidence‑based guide to choosing a home that fits the life you want to live — not the outdated dream you’ve been told to chase.

Resources

Lucinda Hartley's Book: Finding Home
Zeroo Home Loans 
UN Sustainable Development Goals for Cities 

143: Finding home with Lucinda Hartley

Serina sits down with award‑winning urban designer, housing expert and author Lucinda Hartley to unpack Australia’s broken path to home ownership — and why the old rulebook no longer works.

Drawing on insights from her new book Finding Home, Lucinda explains why housing has become so unaffordable, how the Great Australian Dream was shaped by post‑war policy (and even anti‑communist sentiment), and why so many of us are still chasing a version of “home” that doesn’t match how we actually live today.

Key Takeaways

• The Great Australian Dream was never about the quarter‑acre block — it was about housing security, and the story needs updating

• Australia now has the largest homes in the world, even as families get smaller

• Most people buy homes based on inherited expectations, not on how they actually live

• Space is often a design problem, not a square‑metre problem — and neighbourhood amenities can replace private space

• Lifestyle isn’t about décor; it’s about your daily routines, rituals and needs

• Buying on the fringe can work — but only if the infrastructure is committed, not just promised

• Home doesn’t have to be forever; thinking in chapters can make housing more affordable and flexible

• There are now innovative financial models for home ownership

About the Author — Lucinda Hartley

Lucinda Hartley is an award‑winning urban designer, housing expert and serial entrepreneur named one of Australia’s Top 100 Most Influential Women by the AFR. With 20 years’ experience shaping cities and neighbourhoods around the world, she has worked on major projects for Google, contributed to the UN Sustainable Development Goals for Cities, and co‑founded Zeroo Home Loans, an innovative equity‑growth model helping Australians access home ownership.

Her new book, Finding Home, is a practical, evidence‑based guide to choosing a home that fits the life you want to live — not the outdated dream you’ve been told to chase.

 

142: VIDEO Get Growing with Jessica Brady

In this episode, Serina is joined by Jessica Brady, financial educator, founder, podcaster and now author of Get Growing: A No‑Nonsense Guide to Cultivating Wealth and Financial Freedom.

Jess has spent more than two decades helping Australians transform their relationship with money through human, neuroscience‑informed coaching. Her book uses a gardening metaphor to help us understand our financial “roots,” clear out the “dirt,” and grow a flourishing money life — even if we’ve made mistakes or feel like we’re “shocking with money.”

Topics

• How our early experiences shape lifelong money beliefs “Money is messy and complex and emotional and deeply human.”

• The systemic inequalities that make wealth harder for some groups, especially women, First Nations people and migrants.

• Accessibility, overwhelm, and the risks of algorithm‑driven advice.

• ‘Money in the Wild’ stories, that contain real, raw, relatable money stories that show we’re not alone.

• Why we judge ourselves (and others) based on visible money markers such as shiny new cars to “vintage” ones that rattle to the dog park.

• The ‘money monster’ concept — naming the voice that derails your financial decisions.

• Why money is a skill, not a personality trait.

About Jessica Brady

Jessica Brady is the founder of the Evergreen Money Club and creator of the Greenhouse Money Program. She is also host of the Financially Fierce podcast. Her new book, Get Growing, blends behavioural science, storytelling and practical tools to help readers build confidence, clarity and long‑term financial wellbeing.

142: Get Growing with Jessica Brady

In this episode, Serina is joined by Jessica Brady, financial educator, founder, podcaster and now author of Get Growing: A No‑Nonsense Guide to Cultivating Wealth and Financial Freedom.

Jess has spent more than two decades helping Australians transform their relationship with money through human, neuroscience‑informed coaching. Her book uses a gardening metaphor to help us understand our financial “roots,” clear out the “dirt,” and grow a flourishing money life — even if we’ve made mistakes or feel like we’re “shocking with money.”

Topics

• How our early experiences shape lifelong money beliefs “Money is messy and complex and emotional and deeply human.”

• The systemic inequalities that make wealth harder for some groups, especially women, First Nations people and migrants.

• Accessibility, overwhelm, and the risks of algorithm‑driven advice.

• ‘Money in the Wild’ stories, that contain real, raw, relatable money stories that show we’re not alone.

• Why we judge ourselves (and others) based on visible money markers such as shiny new cars to “vintage” ones that rattle to the dog park.

• The ‘money monster’ concept — naming the voice that derails your financial decisions.

• Why money is a skill, not a personality trait.

About Jessica Brady

Jessica Brady is the founder of the Evergreen Money Club and creator of the Greenhouse Money Program. She is also host of the Financially Fierce podcast. Her new book, Get Growing, blends behavioural science, storytelling and practical tools to help readers build confidence, clarity and long‑term financial wellbeing.

 

141: VIDEO Selling with heart, humour & humanity with Kate Toon

Serina welcomes back the incomparable Kate Toon: award‑winning author, digital marketing educator, SEO queen, community builder, and now three‑time published author. Kate joins the show to talk about her new book, Six Figures in Sales, which outlines an approach that features selling with heart, humour and humanity.

💡 Key Takeaways

• Sales has a bad reputation, but selling doesn't have to be like that

• Ethical selling is about helping people make confident decisions

• People buy based on emotion, identity, and belonging

• Familiarity builds trust (hello, Apple packaging)

• Rapport matters more than charisma

• Negative reviews are powerful, and honesty helps prevent them

• Black Friday and FOMO tactics can trigger regret purchases

• Authenticity builds stronger customer relationships than perfection

• Sharing failures creates connection

• You can learn to sell well: it’s not an innate talent

🔑 Keywords

sales psychology, ethical selling, rapport, digital marketing, authenticity, small business, entrepreneurship, capitalism, consumer behaviour, Kate Toon, Six Figures in Sales, marketing mindset

🎧 Sound Bites

"People like buying things — it’s dopamine straight to the brain."

"Familiarity can be more powerful than price or features."

"Being yourself is the real formula for selling well."

141: Selling with Heart, Humour & Humanity with Kate Toon

Serina welcomes back the incomparable Kate Toon: award‑winning author, digital marketing educator, SEO queen, community builder, and now three‑time published author. Kate joins the show to talk about her new book, Six Figures in Sales, which outlines an approach that features selling with heart, humour and humanity.

💡 Key Takeaways

• Sales has a bad reputation, but selling doesn't have to be like that

• Ethical selling is about helping people make confident decisions

• People buy based on emotion, identity, and belonging

• Familiarity builds trust (hello, Apple packaging)

• Rapport matters more than charisma

• Negative reviews are powerful, and honesty helps prevent them

• Black Friday and FOMO tactics can trigger regret purchases

• Authenticity builds stronger customer relationships than perfection

• Sharing failures creates connection

• You can learn to sell well: it’s not an innate talent

🔑 Keywords

sales psychology, ethical selling, rapport, digital marketing, authenticity, small business, entrepreneurship, capitalism, consumer behaviour, Kate Toon, Six Figures in Sales, marketing mindset

🎧 Sound Bites

"People like buying things — it’s dopamine straight to the brain."

"Familiarity can be more powerful than price or features."

"Being yourself is the real formula for selling well."

 

140: VIDEO Repurposing, rural living and common cents with Sheridan Riles

Sheridan Riles from Lost River in country New South Wales shares her insights on rural living, upcycling, frugal living, and community resilience. In this podcast, she talks about sustainable living, managing costs in rural Australia, and the importance of women in farming and community building.

🔑 Key topics

• Rural living challenges and community resilience
• Upcycling and sustainable home decor
• Cost-saving tips for rural households
• The role of women in Australian farming
• Seasonal gardening and food preservation

Keywords

rural living, upcycling, frugal living, community, women in farming, sustainability, cost-saving tips, Australian agriculture