Systems that scale businesses to 6 & 7 fig | On the cusp of big time growth? You have a good problem | Scale as a coach, consultant or creative with process, strategy, software, & automation | Save 20+ hours a week

Everything you wanted for your business is happening, word on the street favors your brand — and you have your eye on the next big step.

You're ready to DO it:
📈 scale up - Grow a team around your process & replicate revenue 3X+
💰 sell products - Open new streams of revenue with courses or digital products
🦉 build authority - Get your expertise out there — and charge premium prices

There's just one little problem
It’s hard to move forward and scale your THING — when it’s all inside your head.
👉 You can hire a team, but you'll spend all your time telling them what to do.
👉 You can create a product or course but lack the know-how.
👉 You can build authority with online content, but that would be a full-time job.

You know that there are tech solutions that can get you where you need to go. 

But you've hit your growth ceiling.

😏You've tried to figure it out on your own.
🤨You've tinkered with tools and researched software. (And wasted hours you didn't have.)
😯You’ve set up your business using way too many different tools ... and it’s a mess.
😣You’re sinking into calendar quicksand. You can’t even see what you’re up to now — never mind scheduling all the new things coming down your pipeline.
🫤Instead of creating and monetizing, you’re busy burning the midnight oil and experimenting with product platforms.

Time to get your process out of your head and into scalable, automated workflows and products

Which brings you to... me

Long-Time Automator - 15 + years and going strong
12 years as a manager and an in-house product owner at a SaaS startup, and 3 years as a process and automation consultant.

Compulsive Tool-Tester - 978+ tools tested (and counting!)
I wouldn't be able to stop researching tech if I tried. It's a mild obsession.

Serial Speaker & Trainer - When I'm not tinkering with tools, I'm talking about them.

Generous Whizdom Dispenser - 1,426+ articles, posts & videos.

Playful Podcaster - I'm the co-host of Off Tangent, a playful podcast with my colleague Zineb Layachi. We talk about business, process, and growing pains. 

Masterful Course Creator - I've created courses in-house as an instructional designer, helped entrepreneurs launch their own courses, and developed my own Sales Pipeline Automation Accelerator.

What it looks like to work with me

Strategize - We get everything out of your head and plan ways to automate it.
Set up - I set up the software and automation for you and send detailed how-to-use videos. 
Streamline - You try out all your shiny new tech and we tweak things where needed.

Let's chat
day-by-day.biz/talk-to-me

Irit Levi

Stuff - we all have it.


We collect it like our life depends on it.
It makes us happy (or so we think).

We put a lot of thought into what we buy,
where we'll put it
how we'll us it
who will see it

We spend a lot of money on some of it.

And after 120 years, when we're gone, it stays behind.
Filled with dust, or hung in a closet somewhere.

We can't take it with us.
And no one wants it.

For the past 4 months my siblings and I have been slowly dismantling our parents' home.
Accumulated stuff from over 140 years.

Clothes, shoes, knickknacks, jewelry, tech, books, photos, letters, paperwork (SOOO MUCH paperwork), dishes, furniture....

The peak was earlier this week. We finally had someone come in and tow away all the furniture.

It was strange looking at the bits and pieces left behind that no one wanted.

My husband and I kept supporting each other and reminding ourselves that the stuff we have is just that - stuff.
It really has no value.

Sentiment has its place, but if our house is filled with stuff we're doing something wrong.

Our society has become so focused on tangible goods, that we often forget that the most important investment is in our family and our loved ones.

It's better to invest in people.
Invest in creating memories.
Invest in making others feel good.
Invest in DOING good.

Because that's what will truly remain after we're gone.

Building systems that scale with your ambition | On the cusp of big time growth? You have a good problem | Scale as a coach, consultant or creative with process, strategy, software, & automation | Save 20+ hours a week

Did LinkedIn  just take out the posts section from the profile?

Or is this a glitch??



UPDATE: apparently it was a glitch. On recommendation of my good friend Michelle J Raymond, I cleared my cache and it helped.

Everyone wants to talk about the AI. Nobody wants to talk about the script.


That's backwards.

I just reviewed two companies using the same AI voice technology. Identical platform. Same voice. Similar target market.

One converts at 25%. The other at 4%.

The difference? The script.

The successful company spent 6 weeks developing theirs:
\- Interviewed top-performing reps
\- Surveyed clients about what resonated  
\- Tested 5 different opening approaches
\- Mapped common objections and responses
\- Built qualification frameworks
\- Created conversation branches for different scenarios

The struggling company used a template they found online. Modified it in an afternoon. Wondered why results were mediocre.

Here's what goes into an effective script:

Opening that immediately communicates value (not "Hi, my name is..."). 
Questions that qualify without interrogating. 
Objection handling that feels conversational, not defensive. 
Natural transitions between topics. 
Clear next steps that match your actual sales process.

And here's the secret: it changes constantly.

The companies seeing best results review calls weekly. They identify what's working. What's not. Where prospects lose interest. Where they engage.

They refine continuously.

If your script is generic, your results will be generic. If your positioning is weak, AI amplifies that weakness.

This is why setup takes 5-7 weeks. Most of that time isn't technical. It's strategic.

You're not installing software. You're building the operational foundation that makes automation effective.

Get the strategy right. Then let technology multiply it.

You're teaching your clients to fail. And you don't even know it.


When you manage your business through Google Docs, you're inadvertently training clients to do the same.

Six months from now, they'll be drowning in scattered action items across documents. Wondering why they can't track what needs to get done.

They'll hit the same scaling wall you're hitting. For the same reasons.

This isn't about being picky. It's about being strategic.

The tools you choose teach your clients how to work.

If you're managing through documents instead of systems, you're modeling a workflow that won't scale with their growth.

Your clients hired you for your expertise. That includes showing them what good operations actually look like.

When you give them a client portal that shows only their tasks, filtered by status, sorted by priority, with automated reminders â€” you're not just making your life easier.

You're teaching them what's possible. What they should expect from their own operations.

Companies using project management tools complete 61% of projects on time, compared to 41% for those without proper tools.

That's not marginal improvement. That's the difference between scaling successfully and hitting constant bottlenecks.

Your job isn't to make clients comfortable with inadequate tools. It's to make them successful with the right ones.

78% of automation projects fail to deliver expected ROI.


I know why.

They automate the wrong things in the wrong order.

Here's what I've learned from 15+ years in operations:

Automation multiplies what you already do. If your process is broken, automation makes you fail faster.

Before you automate your sales process, answer these:

❓Do you have a repeatable sales process that works when you execute it? (If your conversion rate is inconsistent, fix that first)

❓Can you clearly articulate what makes someone qualified vs. not qualified? 

❓Do you have capacity to handle 5-10x more qualified leads? (Generating leads you can't convert is worse than not generating them)

❓Is your CRM actually tracking your pipeline? (If you're using spreadsheets, you're not ready)

The companies seeing 240% ROI from automation have one thing in common: they built operational foundations first.

They documented processes. Created clear handoffs. Established metrics. Built systems.

Then they automated.

The technology is powerful. But it's not magic. It's a force multiplier for strategy you already have.

Get your operations right. Then automate what works.

Not the other way around.

Your team shouldn't need a man**l to check off tasks.

Simple actions should be simple to perform. But most systems optimize for data integrity over ease of use.

Checking "done" requires:
👉 Navigate to project view
👉 Find the right record
👉 Update multiple fields
👉 Return to task list

Meanwhile, your team reverts to personal tools because they're easier.

The update friction barrier kills adoption faster than missing features.

Design for the 80% use case. Make common actions effortless.

When checking off a task takes longer than doing the task, your system needs interface work.

Status tracking won't tell your team what to do tomorrow.


Your project dashboard shows exactly where everything stands. Progress percentages. Assignment details. Timeline updates.

Yet people still ask "What should I work on today?"

Here's why: Knowing where something IS doesn't tell you what to DO about it.

Status thinking: "Project 60% complete, awaiting client approval"
Stage thinking: "Send approval request. If approved by Friday, move to production. If not, schedule revision meeting"

One describes the past. The other prescribes the future.

Most workflows optimize for reporting ("Where are we?") instead of guidance ("What's next?").

This creates the interpretation gap. Your team sees the data but needs you to translate it into action.

Design workflows that embed decision logic:
👉 When [this happens], then [this action]
👉 If [condition met], assign to [person] by [deadline]  
👉 When [stage complete], automatically [next step]

Stop tracking what happened. Start guiding what happens next.

Your future self will thank you for integrating systems now.


Every day you delay, you're paying the man**l tax and hitting scaling ceilings harder.

The question isn't whether you can afford to integrate your systems. It's whether you can afford not to.

Start with your biggest pain point. Success there builds momentum and demonstrates value.

Geraldine Spurway

Head of Sales & Marketing

Building Top Tier Leaders & Accelerating Business Growth | Certified Breathwork & Executive Coach | 1:1 & Corporate Workshops

Scaling today isn’t about doing more.
It’s about having the capacity to hold more.

I partner with CEOs, founders, and leadership teams, to crystallise their vision, accelerate sales, and position them into brands people can’t stop buying from.

Most growth doesn’t stall because of a lack of strategy.
It stalls when leaders and teams haven’t expanded enough to hold their next level.

That’s where my work lives, at the intersection of brand, leadership, and performance.

How I help:

✘ Brand & Go-To-Market Strategy
Positioning, messaging, and narrative clarity that turns vision into commercial traction.

✘ Executive Communication & Influence
From LinkedIn to the stage: storytelling, presence, and visibility that builds trust and authority.

✘ Events Production & Retreats
Identity-level work through corporate wellness events and team building retreats that strengthens leadership, growth, and performance.

🏆 Workshops & events programmes are CPD Accredited.

What I believe:

Strategy builds businesses.
Personal Brands create movements.
When you master both, growth becomes inevitable.

Whether it’s a keynote, a corporate event, a strategic mandate, or 1:1 advisory, I help leaders rise sustainably.

📩 Message me when you’re ready.

geraldine@thespurway.com

See you on the feed 🥐




Founder | Brand Director

Stories that sell: copywriting, photoshoots and videos production for CEOs, Entrepreneurs & Busy Executives.

In English 🇬🇧 & French 🇫🇷

>>> Let's position you as the expert that you are.

One of my ex-bosses told me I was the biggest regret of his career.

(He fired me, and now wished he didn’t.)

Having opinions was “risky.”

So he let me go.

He has everything to do with what happened next.

↓↓↓

Thanks to losing my job…I gained visibility,

And started building my personal brand.

People started reaching out.

Fast forward.

Guess who asked me to build his?

Funny how visibility looks stupid
…until it works.

Turns out posting on LinkedIn isn’t so “cringe.”

With this in mind, if you’re a senior leader, relying only on your title…

You’re renting your credibility.

Build something you own.

And thank me after.

You’re welcome 😎

Geraldine  Spurway

Personal Brand Strategist | Growth Partner to CEOs & Industry Leading Executives Teams | Spiritual Leadership Mentor | Speaker

No alternative text description for this image

Them:
Another selfie?
LinkedIn is not Facebook.
It’s a professional network.

Me:
Okay.
Let me professionally overshare.

Skied all day.
Closed a deal.
Had a cappuccino.
Demolished the cheese platter.

Still there?

The people who get angry at your boundaries
were benefiting from you having none.

(Let that sink in.)

If someone demands constant explanations,
they don’t want clarity.

They want control.

Calling out my recovering people pleasers 📣

Over-explaining isn’t kindness. It’s anxiety.

I learned this the hard way, especially as my responsibilities grew.

It sounds like:

→ “I just don’t want you to misunderstand…”
→ “I hope this makes sense…”
→ “ I didn’t mean it like that…”

So you soften the no.
You write the long paragraph.
You turn a simple decision into a detailed defense.

But a boundary that requires a presentation
isn’t a boundary.

You don’t owe explanations for:

– Protecting your time
– Changing your mind
– Outgrowing a room
– Ending something
– Choosing yourself

Try this instead:

“I appreciate you asking. I’m not ready to talk about it.”

Stop there.

Then observe.

→ Who respects it?
→ Who pushes back?
→ Who suddenly feels uncomfortable?

That reaction will tell you everything.

Not everyone deserves backstage access to your life.

And if protecting your peace makes you “cold”?

Be cold. 

P.S: Can you guess what’s written on my jumper?

I did the math.

Over the last 5 years, I’ve invested over $111,000 into my own education.

Mentors.
Masterminds.
Coaches.
Courses.

And no, I don’t regret it.

But here’s what I do regret:

How long I spent trying to piece everything together alone.

What I really wish I had?

Someone to connect the dots.

Someone who could look at everything I was learning and say:

“This matters.”
“This doesn’t.”
“Do this first.”

Too much “learning” becomes sophisticated procrastination.

Without integration?

It’s just noise.

Being your own strategist is exhausting.

Not just because of the money.

But because of the time you lose second-guessing every move.

Yes, knowledge is expensive.

But confusion? It costs you years.

And years are far more expensive than $111,000. 

Thoughts ?  🙄

P.S: are you familiar with Angelic numbers?

Confidence isn’t a personality trait. It’s a neurological pattern.

A reporter asked Olympic champion Eileen Gu, the number 1 skier in the world:

“Do you think before you speak?”

At 22 years old, she said something that most adults will never understand about their own brain.

It was a masterclass in rewiring your brain.

She said:

“I journal a lot.”
“I break down my thought processes.
“I apply an analytical lens to my own thinking… and I modify it.”
“With neuroplasticity on my side, I can literally become exactly who I want to be.”

Read that again:

Become exactly who I want to be.

That’s not “positive vibes.”

That’s neuroscience + reps.

Neuroplasticity doesn’t care about your intentions.

It cares about your repetition.

Your brain strengthens what you practice:

→ the story you rehearse
→ the fears you feed
→ the standards you repeat
→ the identity you embody when nobody’s watching

What I now want every woman to tattoo on her mindset:

“You don’t build confidence by telling yourself you’re confident.”

You build it the way athletes do:

Evidence over affirmation.

Tiny proofs. Daily. Relentless.

Your biggest flex isn’t being perfect.

It’s being able to say:

“Little me would be proud of who I’m becoming.”

P.S: What belief are you retiring this week… and what belief are you installing instead?

I wish I had known this earlier…

Being unliked is powerful.

Not everyone will like you. 

Stop wasting time wondering:

“Do they like me?” or “Did I annoy them?” 

Yes, you did. And that’s okay.

Business is an Art. You are the Artist.

~

If you are new here, I help 7- figure leaders breathe better and craft their unique masterpiece.

Your messaging isn’t the problem.
Your visibility is.

I see this happen with high-level founders all the time.

Revenue is growing.
Clients are flowing.
Authority is rising.

And suddenly…

“Is this clear enough?”
“Does this make logical sense?”
“Should I simplify it more?”

Nothing is broken.
Yet they start dismantling their own power.

Why?

They’re adjusting to a new level of visibility.

And visibility activates doubt.

The bigger the room,
the louder the inner critic.

So they try to make themselves more logical,
More palatable.

But the moment you reduce your power into bullet points so everyone understands you…

You dilute the very thing that made you powerful.

↓ ↓ ↓

Not everyone will get you when you elevate. 

You are expanding, your identity is shifting

And yes, it’s meant to feel unsafe at first.

But if you really want to stand out?

Stop rewriting your posts to make them digestible.

Some people are not meant to understand you, and that’s okay.

They’re meant to witness you.

Claim it, and thank me after.

I’m on a “Good Energy People Diet.”

Every new level in my business
requires a new level in my circle.

Not everyone can handle your expansion.

Some celebrate you.
Some tolerate you.
Some compete with you.

At every milestone, I audit my environment.

The ones who celebrate loudly?
Stay.

The ones who shift weirdly?
I let them go. With love.

You’re not “too much.”

You’re just too big for the wrong rooms.

Protect your energy like it’s revenue.

Because it is.

I almost skipped posting today.
( something shifted in me)

Last night I experienced something that felt so special I don’t want to be online.

I spent the evening in ceremony with sacred people who came from Amazonia.

Right here in London.

The night after the eclipse.

As someone who works with energy and healing, I’m extremely mindful about who I allow into my energetic field.

I don’t give my energy easily.
But this space felt so safe. Transformational.

It reminded me of something we often forget on LinkedIn ↓

Not everything has to be about business.
The real work is the healing we do ourselves.

This experience made me want to go even deeper in my journey with plant medicine.

If you’ve ever had a moment that reconnected you with your soul… I’d love to connect 🌿

P.S. Who guessed what the bucket was for?

Last month, you posted on LinkedIn. It barely got any engagement.

This week, one post brings 3 inbound leads.

For months, it feels like nothing is happening.

Until one day someone says:
 “I’ve been seeing you everywhere”

The takeaway?

Brand building rarely feels rewarding in the moment.

Not everything compounds loudly.

But consistency builds something powerful:

Trust.

And trust turns into opportunities.🌿

—

P.S: someone less creative and less qualified than you just landed a dream collab just by being visible. Just saying.

If you wait for perfection, you’ll wait forever.

15 years ago, I left France.

No network.
No safety net.
Just a decision.

For years, I thought working harder would change my life.

It didn’t.

The moment I stopped doubting,  and started talking about my risks, my ambition, my failures…

Everything shifted.

People buy conviction, and relatability.

Sharing stories changed my life.

So…if you’re still building in silence, hoping someone will notice…they won’t.

Take the bet.

Tell your story.

It might change your life too.

P.S: Throw back to one of my favorite audiences! Thank you Mark Ramsey 🐅  for inviting me to share with the best crew.

Everyone’s chasing success.

But no one talks about what makes a great life.

Things to live for (and to write about) ↓

• Making time for the people you care about
• Letting people know they inspire you
• Telling someone you’re proud of them
• Happiness that exists outside of guilt
• Platonic soulmates
• Artistry as a way of thinking
• Feelings so beautiful they ache
• Growth that happens in the dark
• Trusting that you still have time

And above all:

You belong here.

( I want to connect with people who still know how to write from their soul, make typos mistakes and swear when they speak.)

If you’re trying to be an influencer,
you’re already doing it wrong.

Become a person of influence instead.

Build real skills.
Make the content.
Put yourself out there.

Focus on your growth and helping others.

Opportunities come to those who show up consistently.

Consistency creates visibility.
Visibility creates opportunity.

Influence is just the side effect.

P.S: Throwback, WELLNERGY festival in London. Loved every minute.

What 7 days of skiing in a storm taught me

(I recorded this on day five.)

What was meant to be an “exciting holiday” turned into this:

Nonstop snow. Daily storms.
Fog so thick I couldn’t see my skis.
Wind hitting my face.
Zero visibility.

Every morning I woke up thinking:
How am I going to do this again today?

I had a choice:

Stay on the easy side of the valley.
Safer. More predictable. Comfortable.

Or cross over to where it was steeper, harder… uncertain.

It reminded me of building a business.
The hard side doesn’t just test your skill.
It tests your identity.

That’s where growth happens.
And at the end of each day, frozen, exhausted, the feeling wasn’t “just” relief.

It was inner EXPANSION.

Wherever you are going in your life,
You always have the option to stay comfortable… or to grow.

Which one will you choose?✌🏻

PS: It lasted 7 days. I am so ready for some sun.

I thought saying this out loud might be brand suicide.

I work with CEOs, CIOs, startup founders, elite athletes, influencers and politicians.

And somehow, my role is always the same.

Helping them grow.
Scale their influence.
Step into a higher level of leadership.

What took me longer… was saying how I actually do this work.

My work has never really been only about building brands.

It goes deeper than that.
Into identity expansion.

My approach blends strategy with human design and somatic healing work.

→ Neuroscience.
→ Pattern recognition.
→ Energetic activation.

For a long time, I kept this part quietly in the background, afraid people might stop taking me seriously if I said it out loud.

Most of the leaders I work with never speak publicly about the depth of our work.

But Nausheen I. Chen, the first ever public speaking coach on LinkedIn, whose community now reaches over 550K people, did.

I watched her testimonial… and nearly cried.

↓↓↓

“Geraldine creates a safe space for deep introspective work. I’ve never gone that deep with another coach.”

It struck me how often others can describe your work more truthfully than you ever manage to yourself.

So instead of trying to explain it perfectly, I’ll let her words speak.

If your next level feels bigger than strategy alone, you already know 🫶

P.S: You should check her out. She is the best speaking coach you could hire to grow on this platform and beyond. Trust me on this.

One of my clients went viral twice in 4 days.
(After months stuck in 200-view jail.)

I channeled his new positioning. 

That one shift led to:

→ A clean message → A new Instagram account → 2 viral TikToks in 4 days 
And this DM:

“Well you've been instrumental in this so I'm eternally grateful to you.”

No new offer. No complicated strategy.

Just this ↓

He stopped filtering himself.

3 things happened immediately:

→ He gave up trying to sound intelligent. → He started speaking from lived experience. → He trusted the right people would get it.

And suddenly…

His content sounded like a person, not a brand.

The best part?

We didn’t have to rebuild his business.
I simply helped him find his voice and own it.

That’s what my 1:1 mentoring “ Expansion” is all about. 

PS: Your audience isn’t looking for more information. 

They have Claude for that.

They’re hiring the people who actually sound real ✌🏻

Underrated skill: believing in yourself.

( read that again and save it )

Before stadiums, global tours, and the Super Bowl…

Bad Bunny was packing groceries in a supermarket in Puerto Rico.

After work, he uploaded songs to SoundCloud.

People laughed at the name. At the fact he refused to sing in English.

“Who’s going to listen to that?”

Fast forward a few years:

→ Billions of streams. → Sold-out global tours. → The Super Bowl stage.

What changed?

Not his accent. Not his language. Not his background.

→ His belief.

Bad Bunny had the audacity to believe his voice deserved to be heard.

He didn’t think, “I am building a personal brand.”

He just kept showing up until the world started listening.

P.S. Take it from the girl with the strong French accent who built her brand posting croissant selfies on LinkedIn, and sharing stories on Instagram. 🥐✌🏻

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The Battle

Irit Levi

Geraldine Spurway

Followers

Posts

Engagements

Likes

Performance ScoreIrit Levi's LinkedIn Performance

Performance ScoreGeraldine Spurway's LinkedIn Performance

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taplio

The Battle

Irit Levi

Geraldine Spurway

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Irit Levi's LinkedIn Performance

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Performance ScoreIrit Levi's LinkedIn Performance