Most midlife entrepreneurs think growth means adding more. More offers. More platforms. More moving parts. But real growth starts by trimming what no longer serves you and refining what still does. In this episode, Lori walks through the first two stages of the TRUE Framework, showing why Trim and Refine are the nonnegotiable foundation for a business that actually works.

You'll hear how trimming the clutter strengthens the Discover, Connect, and Engage stages of the Client Journey, and how thoughtful refinement improves Invite, Convert, Experience, Refer, and Return. With candid stories, sharp insights, and a few well-timed reality checks, this episode helps you see exactly where your business is weighed down and what to do next.

In this episode, you'll learn: • Why simplification is a strategic advantage, not a step backward • How trimming strengthens the early stages of the Client Journey • Why refinement boosts conversions, delivery, and retention • The hidden reason entrepreneurs resist simplifying • How "backwards to go forwards" actually accelerates growth • The 10 percent Trim Challenge and how to put it into practice this week • How Trim and Refine prepare you for TRUE's next stages: Uplevel and Expand

If you're ready to identify exactly where your Client Journey is breaking down and what to focus on first, schedule your Profitable Path Alignment Call.