Small Business Introverts (Ep#25)
Psst! Fi unpacks what it really means to be an introvert—and why the business world desperately needs more of them at the table. If you’ve ever felt like you’re “too quiet” or “not outgoing enough” to run a thriving brand, this one’s for you.
Fi shares practical tips for embracing your natural energy—and building a business that works with you, not against you. You’ll leave this episode with a huge permission slip to stop forcing the strategies that drain you… and start designing a business that lets your quiet power lead.
Listen to Episode 25
What You’ll Learn in This Episode
Why being introverted doesn’t mean you’re not cut out for business. We unpack the difference between being shy and being an introvert—and why it matters more than you think.
The power of quiet strengths. Deep thinking, great listening, and thoughtfulness aren’t soft skills—they’re serious business superpowers.
How introverts can market without burning out. From writing and podcasting to one-on-one connections, Fi shares ways to show up that actually feel good.
Why most traditional workplaces reward extroversion—and why small business doesn’t have to.
Tips for making events, networking, and even public speaking work for you (yes, even if you'd rather crawl under a blanket).
You don’t need to be loud to lead—you just need a strategy that suits your energy.
A reminder that business is big enough for all of us—introverts, extroverts, and everyone in between.
Small Business Introverts (Ep#25)
Money Secrets Podcast – Episode 25
Introduction
We've made a lot of progress as a society in many areas, but one thing that hasn’t changed enough is our relationship with money. If we want to tip the scales in favour of marginalised people, we need to understand the secrets to making money in small business.
The more we talk about money — especially the secrets that usually stay behind closed doors or on the golf course — the more empowered we become. My mission is to get more money into the hands of good people, specifically business owners like you.
Because I believe small business can change the world. And to do that, we need to be making more money.
Acknowledgement of Country
This episode was recorded on the lands of the Wurundjeri People of the Kulin Nation. I’d like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on.
I pay my respects to Elders past and present, and recognise that sovereignty has never been ceded. This always was, and always will be, Aboriginal and Torres Strait Islander land.
Introverts in Business? Absolutely.
If we haven’t met before, I’m Fee Johnston. I’m a chartered accountant, money coach, and business strategist—and I am most definitely an introvert.
Let’s clear something up first: being introverted and being shy are two very different things. Shy people often struggle to speak to strangers and people they know. Introverts? Not necessarily shy. In fact, I love being around people—at live music, lunch with friends, in my coworking space, at the dog park.
But after all that? I’m tired. I recharge by being alone—reading, resting, walking my dog, or listening to music. That’s what introversion is: how you replenish your energy. Extroverts get energised by people. Introverts recharge away from people.
Is Business Built for Extroverts?
There’s a widespread assumption that extroverts make better business owners. They’re more confident, louder, quicker to speak up… right?
But if you’ve never read Quiet by Susan Cain, I highly recommend it. It explores how most systems—like school, university, and the corporate workplace—are built to reward extroverted behaviour. Putting your hand up. Speaking first. Dominating meetings.
But history tells us that many of the world’s biggest problems have been solved by introverts.
What Makes Introverts Great Business Owners
Small business is the perfect environment for introverts and extroverts to thrive—because we can create our own rules.
As introverts, we tend to be:
Deep thinkers
Good listeners
Strategic communicators
Creators of high-quality, thoughtful content
These are exactly the skills you need to market your business effectively.
Marketing as an Introvert
If you’re not marketing your business, it’s not going to grow. But you get to choose what that marketing looks like.
For example, I love writing—but it takes me longer to write than it does to speak. So I lean into podcasting, talking on video, and short-form content that feels natural to me.
You might prefer:
Writing blogs and emails
Creating graphics and visuals
Hosting 1:1 chats or discovery calls
Leveraging word of mouth and referrals
Speaking at intimate events or online workshops
Marketing doesn’t have to look like jumping on Instagram Live every day. It just has to suit you and resonate with your ideal client.
A Secret Superpower: Listening
Introverts are often better at listening than talking—and that’s a huge advantage in business.
Great marketing starts with listening. Understanding your clients. Noticing what they’re asking for. Reading between the lines. Then, translating that into your marketing content, messaging, offers, and strategy.
Good Money Club
Are you a female or LGBTQIA+ business owner who wants to make more money and create meaningful change? My 6-month program, Good Money Club, is designed to help you do exactly that.
We work on your pricing, positioning, business model, and mindset — so you can build your bank account and your impact. Read more about Good Money Club.
Yes, Introverts Make Great Public Speakers
Here’s another myth: that introverts can’t be great speakers. I’m here to tell you that’s simply not true.
Some of the best speakers are introverts. Why? Because they:
Have deep knowledge on their topic
Can connect with an audience genuinely
Know how to craft a message with impact
Often feel the moment, rather than perform it
Sure, an introvert might want to curl up in a dark room after delivering a keynote—but they can still captivate an audience.
There’s Room for Everyone in Small Business
This episode is your reminder that small business is not just for extroverts. It's for:
Introverts
Extroverts
Ambiverts
Everyone in between
It’s about creating spaces—online and offline—where different personalities can thrive. Designing events and communities where people can participate in ways that suit them, from anonymous question boxes to small-group chats.
So if you’ve been holding back because you think you’re “too quiet” for business success—this is your sign. You absolutely belong here.
Final Thoughts
Whether you’re an introvert, extrovert or somewhere in the middle, small business gives you the freedom to do things your way.
I hope this episode helped you reflect on your natural strengths—and reminded you that your personality is not a barrier to success. It's a powerful tool.
Thanks for listening all the way to the end. If you enjoyed this episode, I’d love it if you subscribed, left a review, or shared it with a friend.
Outro
Thank you for listening to Money Secrets. If you loved this episode, please subscribe, share it with a friend, or leave a review. Your support helps us get these conversations into the hands of more good people who deserve to thrive in business.
We’ve come so far as a society in many ways, but money is one of the areas where progress hasn’t been enough. If we want to tip the scales in favour of marginalised people, it starts with understanding the secret: money in small business.
In this podcast, Money Secrets, host Fiona (Fi) Johnston—Chartered Accountant, small business advocate, and impact enthusiast—dives into the conversations we need to have about money. The secrets that once stayed behind closed doors (or on the golf course) are finally out in the open.
Fi’s mission? To get more money into the hands of good people, like you. She believes small businesses have the power to change the world, and the key to making a bigger impact is to make—and manage—more money.
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Thank you to everyone involved for bringing this podcast together. We are excited to hear from you with any questions, feedback or suggestions for future episodes that you might have. Send a Direct Message to @peach.business
If you are excited for what’s to come, please like this episode, follow the podcast and share it with your friends. We are thrilled you're here.
Want to find out more about Good Money Club? It's for female and non-binary business owners ready to make more money and impact. Join us?
Check out my FREE Pricing Training you need to set your prices for profitability.
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This podcast episode was recorded on the lands of the Wurundjeri People of the Kulin Nation and I'd like to acknowledge them as the Traditional Owners and custodians of this land and water that I live, work and play on. I'd like to pay respect to elders both past and present, and note that sovereignty has never been ceded. This always was and always will be Aboriginal and Torres Strait Islander land.
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