Do you, boo. ‘Cause I’mma do me.

by Theresa Reed on July 6, 2015


you do you cause imma do me soul proprietor

In the biz world, there is a lot of pressure (often, self-imposed pressure) to “go big.”

Seven-figure product launches. Sold-out mastermind programs. International workshop tours. NY Times bestselling books. Sipping Chardonnay with Michelle Obama and Beyonce. That’s what we’re conditioned to admire and strive for.

Sometimes, it can feel like if you are not reaching for those kinds of lofty goals, you’re some kind of underachieving bum who is not “reaching for her full potential.”

(And when Oprah finds out about your small, humble aspirations, she is going to personally bitch-smack you for refusing to “shine your light” or “raise your vibration” or whatever the spiritual buzz-phrase of the week may be).

But what if (gasp!) you don’t actually want to “go big”?

What if you want to run a quiet, chill, intimate kind of business?

What if you want to make $50K a year (or $80K or $100K or whatever number appeals to you) and… uh… pretty much just hang out at that income level until you retire? (Instead of trying to earn more, more, moooore every single year?)

My take:

If you don’t want to “go big”… there is nothing wrong with you.

It doesn’t mean you’re an underachiever or a spiritual-slacker.

It doesn’t necessarily mean you are failing to realize your potential.

You are allowed to build whatever kind of life and business you want, and if that means a “small but mighty” empire, not a Jay-Z sized one, then that’s fantastic.

You are allowed to be a happy thousand-aire, if that suits you. (It suits me just fine).

Not a millionaire.

What I have found — after 25 years of self-employment — is that the idea of “going big” is very alluring. It’s easy to get dazzled by it. So easy, in fact, that we forget to ask ourselves:

“Wait… is that ACTUALLY what I want? Or just what I’ve been conditioned to want? What kind of career / business model is actually going to make me happy?”

Here is what makes me happy:

– Serving approximately twenty five – thirty clients every week doing 1-on-1 Tarot readings, which I LOVE to do more than anything else. (This is my passion, my bread & butter, the core of my business. I love the intimacy of this kind of work. I never want to lose that.)

– Creating a small, boutique-style collection of e-books and courses for people who really dig me and want to access my ideas in other ways.

Mentoring biz owners and doing seminars (like my upcoming Tarot workshop in Portland) occasionally, when it feels right in my gut, but not a ton.

– Blogging, tweeting, rockin’ out my six-second Tarot videos on Instagram.

– And, uh, yeah. That’s basically it.

Would it be nice to double or triple my income? Sure, I guess, but it would come with a hefty price tag — working longer hours, hustling hard to sell more products, investing a lot of time doing media outreach, trying to get booked on high-profile radio programs and TV shows, potentially hiring a team to manage the extra workload.

For me? None of that sounds worth it. I’m content where I’m at. I have enough. I earn enough. So, where I’m at is where I’d like to stay.

My advice to all entrepreneurs:

Grow your business until it’s the right size, shape and income level for YOU.

And once you arrive there?

You have permission to stay there.

(Gasp. Shock. I know. But it’s true.)

You have permission to hang. Chill. Savor what you’ve built. For years. Decades, even. As long as it continues to feel good.

Become the Jay-Z of your industry if you want to.

But know that… you don’t have to.

In the immortal words of Kevin Hart:

“Do you, boo. ‘Cause I’mma do me.”



soul proprietor

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Tarot by the Mouthful – Temperance

by Theresa Reed on July 5, 2015

Tarot by the Mouthful Theresa Reed and Kyle Cherek

Kyle is a foodie who loves Tarot. Theresa is a Tarot reader who loves food. 

Together, we host Tarot by the Mouthful: a mouthwatering, multi-media culinary tour through the world of Tarot. 

Sublime recipes. Soulful stories. Essays, videos, interviews and delicious surprises. 

Join us every Sunday for a new installment — and get ready to sip, slurp, crunch and savor your way through the entire Tarot deck! 

This week: Temperance

tarot by the mouthful temperance

Temperance:  Temperance is balance and moderation. Finding the middle ground through trial and error.  Healing.  Weighing and measuring. Testing things out, feeling our way forward.  The calm after the storm.  And it’s about blending until the lead becomes gold.  Alchemy.

Theresa and Kyle: The Goodkind of Cocktail

When it came to Temperance, there was only one thing on my mind: cocktails.  The figure pouring liquid between two cups – it was so in-your-face obvious.  It’s like we had no choice but to think about drinks.  So I met Kyle down at Goodkind, the hottest restaurant and bar in the hippest part of Milwaukee, with the best bartender in the city: Katie Rose, to talk booze and share some good cheer.

goodkind drink menu


kyle cherek orders a cocktail at goodkind

As always, Goodkind was packed to the brim.  Getting a seat at the bar wasn’t easy but we slid into two spots and watched Katie Rose begin to work her cocktail mojo (Temperance in action in the pic below!).

katie rose goodkind temperance


Because it was so busy, Katie Rose wasn’t going to have much time to chat so I asked Kyle about cocktails.

Theresa: So tell me…what is your favorite cocktail?

Kyle: My favorite cocktail is unequivocally a Sidecar.  The way that I came to know of it was staying home, being a sad soul, watching old movies and seeing a great character in black and white order a Sidecar.   Walking into the bar the next night, asking to have it made for me, having the bartender look it up in a book and before I knew it, the rest of the bar was drinking Sidecars. That’s been my calling card ever since.

Theresa: What’s your favorite cocktail to make at home?

Kyle: My favorite to make at home is something called “The Turnaround”.  My fiancée and I had a helluva day, a long drive, came home and said “We both need drinks.”  I looked at what we had in the liquor cabinet, which essentially was Campari, Vermouth, and some KK Whiskey.  I mixed them all together – the recipe will remain secret for the moment – added a peel of orange top, slid it into the cocktail, served it in a glass over ice…and that, my friends, is The Turnaround.

Theresa: And what do you think always goes well with a cocktail?

Kyle: Good conversation and the right amount of sonic background. It should be loud enough that you should speak with conviction but quiet enough that you don’t have to shout.

katie rose temperance goodkind tarot

Kyle and I watched with awe as Katie Rose continued to mix and blend and pour those drinks without missing a beat or breaking a sweat.  On a crowded night with a full restaurant, it’s not an easy feat.  But, like the Temperance card, she was patient and graceful.  She made it look easy.  That’s the sign of a damn good bartender.  Kyle ordered one of the specialty drinks: Light as a Feather,  a tangy sweet refresher with gin, sloe gin, Lillet blanc, spruce/mint syrup and lime Pernod.  I stuck to my wine (yeah, I’m boring).

katie rose temperance tarot by the mouthful goodkind

katie rose temperance tarot

good kind light as a feather

Finally the cocktail arrived in all it’s glory.  Better yet, I had a minute to ask Katie Rose the ultimate Temperance question!

Theresa:  In your opinion, what do you need to know about blending the perfect drink?

Katie Rose: It’s all about balance, inspiration and your intent.  How do you want to make somebody feel?  Like, do you want to invoke a memory or a particular taste or flavor?  It’s all about you have control over how you can make someone feel.  If they take that first sip and you watch somebody just kind of go inside of themselves, it’s magic.

Spoken like a true alchemist.


kyle cherek cheers


White Trash Cocktails

My own stint as a bartender was short but it lead to my career as a tarot reader.  I was assigned the deadest shift so to liven things up, so I brought my deck into the bar.  It didn’t take long before I was slinging more cards than drinks and here I am today.  (I was also not as adept as Katie Rose so it was only a matter of time before my bartending career would come to a dead end.)

My drinking these days mostly consists of wine but I’ve been known to create a drink or two in times of necessity.  My relatives before me did the same although their concoctions were straight up moonshine (I have some hillbilly in the background in case you are curious – no lie.)  I call my creations: White Trash Cocktails. Behold and drink ’em up:

The Cloudy Mango

Get to Culver’s and order a mango slushie.  (We have Culver’s here in Wisconsin and they have the best mango slushies!).  Add some cloudy sake (nigori, also known as unfiltered)  to your mango slushie.  Stir it up.  BAM!  Cool tropical refreshment without a fancy Japanese restaurant!


Someone just bought a cheap ass bottle of wine to your housewarming party.  No need to grit your teeth and throw it out or waste it in a coq au vin. You can still get hammered! Scam-gria to the rescue!  Mix the wine with equal parts of ginger ale.  Throw in whatever fruit you have lying around.  (Raisins don’t cut it.)  Smile and drink yourself silly.

Bon appetit!

Theresa and Kyle

photos from personal collection and Jessica Kaminski

Hungry for more? Click here to explore the entire Tarot by the Mouthful series, from the very first card… right up to our latest installment. Bon appetit!

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The Hit List – The more things change

July 4, 2015

Tweet   We hadn’t been to California in two years.  Normally, we visit San Francisco every year. But last year was not an ordinary one and I had a lot of business travel…so we missed our annual date. Believe me, a lot can happen in that time. Some of our favorite haunts were closed. Gone. […]

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Talkin’ Tarot with Michele Andres

July 1, 2015

Tweet Talkin’ Tarot With is a monthly feature designed to introduce my readers to different tarot readers from our wonderfully diverse community!  Each month, I’ll be asking various tarot readers 3 questions about their tarot philosophy and style, plus pointing you to their websites and blogs so that you can learn more about them!  I […]

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Soul Proprietor: What I learned about public relations from Frank Zappa

June 29, 2015

Tweet Years ago, I was at Frank Zappa’s book signing.  I went with two friends, one who was a somewhat-famous local musician.  I had long been a Zappa fan so I was pretty excited. As we came up to his table, that somehat-famous local musician friend pulled out an autographed picture of HIMSELF and gave […]

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Tarot by the Mouthful – Death

June 28, 2015

Tweet Kyle is a foodie who loves Tarot. Theresa is a Tarot reader who loves food.  Together, we host Tarot by the Mouthful: a mouthwatering, multi-media culinary tour through the world of Tarot.  Sublime recipes. Soulful stories. Essays, videos, interviews and delicious surprises.  Join us every Sunday for a new installment — and get ready […]

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The Hit List – Why I love him

June 27, 2015

Tweet There are many reasons why I adore my husband.  A thick head of hair down to his waist and piercing blue eyes are a winning combo. But there are other reasons why I’m still gaga over him after almost twenty-five years together. For one, the honesty.  And this: “Please buy me a coat.” A […]

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Should I let people touch my tarot cards?

June 24, 2015

Tweet I’m always up to answering some of your biggest, gnarliest (and most common) questions about tarot.   Today’s question: should I let people touch my tarot cards? This is a matter of personal preference and it might depend on how you are planning to use the deck. For example, if this is a deck […]

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Soul Proprietor – Side business shame: let it go.

June 22, 2015

Tweet Are you embarrassed because you have a “day job” and your passion work isn’t turning a profit? Or do you feel envious of peers who seem to be rolling in the dough while you’re still hanging onto a job that pays well and provides health insurance?  (The very thought of paying for that out […]

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Tarot by the Mouthful – The Hanged Man

June 21, 2015

Tweet Kyle is a foodie who loves Tarot. Theresa is a Tarot reader who loves food.  Together, we host Tarot by the Mouthful: a mouthwatering, multi-media culinary tour through the world of Tarot.  Sublime recipes. Soulful stories. Essays, videos, interviews and delicious surprises.  Join us every Sunday for a new installment — and get ready […]

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