Ep 49: What if the biggest risk isn't starting a business, but staying small to follow someone else's rules?

Ashlee Latimer, mom of five and serial entrepreneur, didn't set out to build companies. She married a visionary, supported his dreams, and thought that was her role. But somewhere between a trailer park, a window cleaning business, moving to Costa Rica, and watching her husband's company get acquired…she realized something: she wasn't just along for the ride. She was meant to drive too.

Now, Ashlee and her husband have built and sold four companies, currently run a SaaS business as absentee owners, and are launching another SaaS while simultaneously disrupting the coaching industry with a decentralized model. Oh, and they're raising five kids while splitting time between Texas and Michigan – what she calls her "Hannah Montana moment."

But this conversation isn't about the highlight reel. It's about the deep work—the forging—that happens when you stop following the rules and start creating your own.

In this episode, you'll discover:

✔️ Why Ashlee thought entrepreneurship was about following rules (and how that nearly killed her soul)

✔️ The moment her husband's business became "the other woman"—and what saved their marriage

✔️ How they systemized their family the same way they systemized their business

✔️ What it's really like to move your family to Costa Rica with no plan

✔️ The painful truth about insecurity, people-pleasing, and showing up authentically

✔️ Why they're breaking the guru model and building a decentralized coaching empire

This episode is for anyone who's ever felt like they're playing by someone else's rules…in business, marriage, or life.

Connect with Ashlee Latimer:

• https://www.instagram.com/ashleelatimer/

• https://warplan.com/

Books Mentioned:

• Expert Secrets by Russell Brunson: https://a.co/d/0c2FjqyG

• The Gap and the Gain by Dr. Benjamin Hardy: https://a.co/d/01ECA3hF

Connect with Sarah:

Facebook: https://www.facebook.com/sarahgraceallred