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.**

Listen to Episode 1

What You’ll Learn in This Episode

Money Psychology: How your thoughts, feelings, and behaviors around money shape your results.
Money Making: Tips to attract revenue, price confidently, and work with your dream clients.
Money Management: How to organise your finances to reduce stress and gain clarity.
Impact: Why small businesses are the ultimate drivers of positive change—and how income fuels impact.

Transcript: Unlocking the Money Secrets of Successful Small Business Owners: What to expect in the Money Secrets Podcast

Money Secrets Podcast – Episode 1

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.

Welcome to Money Secrets

Hi! I'm Fi Johnston—chartered accountant, small business obsessive, and your host of Money Secrets, the podcast where we talk about the money secrets of successful small business owners.

I care deeply about impact and helping small business owners make more money without the financial gatekeeping that’s plagued my industry for too long.

This podcast is my way of helping you build your financial literacy, gain confidence with money, and run a more profitable, sustainable business—with less stress.

Why I Created This Podcast

My mission is simple:
💸 To get more money into the hands of good people.

And small business owners? You're some of the best people I know. You're caring, community-minded, innovative, and solving social problems through your products and services. But if we want to create sustainable change in the world—we also need to be making sustainable money.

Too many small business owners still don’t understand their numbers—even after years of working with accountants and bookkeepers. That has to change.

What You'll Learn on Money Secrets

You’ll hear four key themes come up again and again on Money Secrets:

Money Psychology

We often hear about “money mindset,” but I take that one step deeper.
Money psychology refers to the thoughts, feelings, and behaviours you have around money—and how they shape your financial results.

The way we think about money affects how we feel about it, and how we feel impacts how we behave. Changing your relationship with money starts with uncovering those deep beliefs and stories you hold. This is powerful work, and it changes everything.

Money Making

Also known as your revenue, sales, or income—this is how money comes into your business.

We’ll explore:

The products and services you sell
The prices you charge
The clients you attract

I'm especially passionate about pricing. Most small business owners are undercharging—and it’s hurting your profitability and your ability to pay yourself properly.

Money Management

This is how you organise, spend, and plan for your money. We’ll talk about cash flow, expenses, and systems that reduce stress.

I often reference the Profit First system (by Mike Michalowicz), which isn’t just a money management method—it’s a business philosophy. It encourages us to prioritise profit and financial stability over constant growth or hustle.

Better money management = less stress, more clarity, and having cash when you need it.

Impact Making

My favourite topic: impact.

I believe that small businesses can change the world. When we are led by impact and use income as a tool to do good, we unlock the true potential of business. You’ll hear stories of how small businesses are solving social problems, creating community change, and building meaningful legacies.

You can have profit and purpose—in fact, I believe purpose makes you more profitable.

Let’s Make Money Easier to Talk About

You're going to hear a lot of different terms throughout the podcast, but I’ll always break them down in plain language.

Money doesn’t have to be confusing or intimidating. I want you to feel empowered and clear every time you listen.

Introducing: Lifting the Curtain

Before launching this podcast, I created a documentary with eight of my clients called Lifting the Curtain.

It featured:

Female small business owners
From diverse backgrounds, industries, and business sizes
Sharing their honest thoughts and experiences with money

The response was incredible. People felt validated, seen, and deeply connected to the stories. So on Money Secrets, I’ll be sharing the full interviews from that documentary over the coming weeks.

These are raw, real, and generous conversations—and I can’t wait for you to hear them.

A Note on Interview Style

You might notice something unusual in the upcoming interviews: there’s very little back-and-forth banter from me.

That’s intentional.
When recording the documentary, I wanted to remove any pressure from my guests. No input or inflection from me meant they could speak freely and honestly—without trying to please the interviewer. I think you’ll hear that freedom in their voices.

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.

What I Hope You’ll Take Away

These episodes are designed to inspire you to:

Raise your prices
Shift your money mindset
Feel less alone
Start your business (or restart it)
Think differently about money

Whether you're new to business or 10 years in, Money Secrets is here to help you make and manage money with purpose.

Got Questions? Send Me a DM!

If you ever have questions about what you hear on the podcast, or if there’s a topic you’d like me to cover, I’d love to hear from you.

📩 Find me on Instagram: @peach.business

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.

________________________________________________________________________

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.