EP#46 Building in public and being naive
Why naivety might be the secret ingredient to big ideas and what it really takes to bring big ideas to life, why naivety is a gift, and how to navigate the chaos, creativity, and courage that come with building something from scratch.
In this episode of Money Secrets, Fi takes us behind the scenes of Ripple Festival, a two-day event born from an idea over coffee that’s grown into an impact led mission to celebrate small business in a way that feels nothing like a traditional conference.
Listen to Episode 46
What You’ll Learn in This Episode
The power (and purpose) of naivety when starting something new.
What it really takes to build a two-day festival from the ground up.
How Fi and Mia built Ripple Festival’s ethical framework and stuck to it.
The behind-the-scenes of running an event that pays everyone fairly.
Why optimism and grit are essential ingredients for small business owners.
The importance of building community, not just events.
Big ideas always take more time, money, and courage than you think, but they’re worth it.
Building in public and being naive
Money Secrets Podcast – Episode 46
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.
The Power of Naivety in Business
If you’ve ever launched something new — a business, a product, or even a big idea — you’ll know the mix of excitement and fear that comes with it.
In this episode, Fi shares a personal reflection on how naivety can actually serve us when we start something new. Because if we really knew how hard things were going to be, would we ever begin?
Fi takes us back to when she launched Peach 15 years ago — bright-eyed, optimistic, and blissfully unaware of what was to come. That same energy led her to co-found Ripple Festival, a two-day celebration of small business, creativity, and community, alongside her business bestie, Mia Fileman.
Their idea? Bring the joy of a music festival to the world of business — something fun, inspiring, and human.
The reality? A year of massive work, countless challenges, and a masterclass in resilience.
Building Ripple Festival — and Building in Public
Fi and Mia’s journey with Ripple has been one big experiment in building in public — openly sharing their wins, challenges, and the real work that goes into creating something meaningful.
From the early “Get Squarespace to Ripple” campaign (which worked!) to running community events across the country before the main event, every decision has been driven by transparency and community connection.
But along the way, they learned just how complex running an ethically grounded, small-business-led festival can be. Every choice — from fair speaker pay to accessible venues and sustainable operations — takes time, care, and cost. Yet, as Fi shares, those values are what make Ripple worth building.
The Ethics at the Heart of Ripple Festival
One of the most powerful moments in the episode is Fi reading out Ripple’s Ethical Framework — the principles that guide every decision they make.
A few highlights:
We show, we don’t tell. Action over lip service.
We can disagree and still be friends. Growth comes from exchange, not echo chambers.
One size fits no one. Diversity and inclusion are built in, not bolted on.
Purpose and profit go together. Doing good and making money aren’t mutually exclusive.
Loneliness is a virus, and community is the antidote.
Healthy bodies, healthy businesses. Because wellbeing and business success go hand in hand.
It’s a framework that makes Ripple Festival stand out — but it’s also what makes the work behind it so hard.
The Real Cost of Doing It Right
Fi is honest about the financial and emotional strain of running Ripple.
Choosing to pay speakers and performers fairly, build a sustainable event, and do things differently means running tighter margins — and endless problem-solving behind the scenes.
Still, she and Mia are proud of the lineup, the vibe, and the community they’ve created. From live music and comedy to workshops and keynotes, Ripple Festival is shaping up to be the small business event that actually feels like a celebration — with a DJ on lunch breaks, thoughtful design, and all-inclusive food and drinks.
Because at the heart of it, Ripple isn’t just an event — it’s a movement built on care, connection, and community.
Naivety as a Superpower
So, what’s the lesson?
Sometimes our naivety protects us. It lets us start things that logic might talk us out of. It helps us dream bigger, take risks, and bring something into the world that wouldn’t exist otherwise.
As Fi says, “If you’re in the guts of it right now, doing something that feels impossibly hard — this is your reminder that small business is hard. But it’s also where the magic happens.”
Because what starts with naivety often ends with growth, grit, and something beautiful.
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.
Final Thoughts
Naivety often gets a bad rap — but maybe it deserves a little more credit. It’s the quiet force that gets us moving when the mountain ahead looks too steep. It’s the spark that keeps us curious, creative, and open to what’s possible.
As Fi reminds us, every great business story starts with someone who didn’t know exactly what they were getting into — and went for it anyway. Ripple Festival is proof of what can happen when passion meets persistence, and when optimism outweighs the odds.
So here’s to the brave, the builders, and the beautifully naive. May we keep starting, even when we don’t have all the answers.
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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