Episode 19: Carla White
Entrepreneur Conundrum Podcast
Learn how Carla was named the Top Woman in Tech and what she has been doing in the entrepreneural world.
EC 01 | 4min
About The Guest
Hi, I’m Carla, host of Radical Shift Podcast and your life and business coach. Named me “Top Woman in Tech” by FastCo because I’m the first woman to launch a mobile app. My app, Gratitude, has been in the top of charts for over 11 years with zero funding, marketing and a team of one woman. It’s been featured in Oprah, BBC, NPR, Telegraph and more. Your host at Radical Shift Podcast and author of the #1 selling books “Idea to iPhone“ and “Million Dollar Story”, where I pull back the curtains on bootstrapped success even if you don’t have a clue where to begin.
Virginia [00:00:01] Welcome to Entrepreneur Conundrum with Virginia PR. We are growing entrepreneurs share how they get visible.
Virginia [00:00:09] Hi, everyone. Today I’m talking with Carla White about how she helps businesses through gratitude and abundance mindset. Carla is the first woman to launch an iPhone app. It’s the gratitude journal and has been on the top of the charts for over 10 years with no funding and with a one woman team. She’s a host of the Radical Shift podcast, which has voted top 20 podcasts to listen to and 20-20 by Entrepreneur magazine. She’s also featured on Oprah, New York Times and PR, BBC and countless other publications. Welcome, Carla.
Carla [00:00:44] Hey, thanks for having me
Virginia [00:00:46] I’m so glad that you’re here with us today. Yeah.
Carla [00:00:50] Yeah, absolutely.
Virginia [00:00:53] Can you tell us a little bit about yourself? Kind of like your background, what it was like growing up.
Carla [00:01:00] Yes. So I grew up in Middle America on a farm in South Dakota with a lot of siblings, a lot of cousins, a lot of animals, and we didn’t go on a lot of vacations at all or anything like that.
Carla [00:01:14] We lived hand-to-mouth. Farming is a very hard.
Carla [00:01:22] Learned how to enterprise to become profitable. And I learned how I mean, the benefits are I learned how to do hard work at a very young age and didn’t shy away from hard work.
Carla [00:01:37] Give back. It was just something you did. It was second nature. So I think that was one of the biggest benefits of growing up there.
Virginia [00:01:44] We have had a similar background. I grew up on a farm, too.
Carla [00:01:49] Oh, you did?
Virginia [00:01:50] I did. Up in northern Alberta, actually, northern B.C. up in Dawson Creek.
Carla [00:01:56] So, you know, getting up and having to feed the livestock or get out in the fields.
Virginia [00:02:01] Oh, yeah.
Virginia [00:02:02] And funny story or side note. I actually didn’t have electricity or running water growing up, so.
Carla [00:02:10] So that’s really hardcore. It’s really hardcore. No running water. Did you guys have an outhouse?
Virginia [00:02:16] We did.
Virginia [00:02:18] In Canada, in the winter, you leave the lid up, in the winter, the ice frost builds up so high that every time in the winter, in the middle of the night, you deflate.
Carla [00:02:34] Thank you, God. Oh, yes. Oh, yes.
Virginia [00:02:38] I very much appreciate running water and especially a flushing toilet. So it’s. Spend your whole.
Virginia [00:02:48] Childhood without running water or electricity. Yes. The first place that I moved to that I actually lived at that had it was when I moved away to college. I mean, what is that normal?
Carla [00:03:03] I mean, no offense. The guest interviewing the host.
Virginia [00:03:08] No, it’s actually not like all of our neighbors had it. All of our neighbors did. So.
Carla [00:03:14] Right. Right. Wow. That’s some
Virginia [00:03:17] You do. So what inspired you to become an entrepreneur?
Carla [00:03:24] Yeah. Well, you know you know what it’s like growing up on a farm. Just like it. That is ultra entrepreneurship at its core. Right. That’s our founding fathers, founding parents, grandparents, entrepreneurship. And so I like I did not really see an adult figure go into a nine to five job. My mom was a photographer and a writer for the local newspaper. And, you know. She had an employer. But even still, she was using her creativity and making money from her creativity. And same with my bad. Right. You made money from your creativity. That’s just what I learned. But if you actually wanted to have some money in the bank account, you got to get a job. That’s also what I learned. So I went on to get an MBA and MASC learn different languages. All this stuff. I got my first job at the Pentagon getting rid of nuclear weapons in the former Soviet Union. This was a three point five billion dollar project. I thought, like, OK, I’ve arrived. This is it. But the irony of it is, is that growing up, you know, we’re taught all these different things, like one plus two equals three. I like all this stuff, but we are taught the art of negotiation. We aren’t taught the art of selling or anything like that. And so although I had this really cool job, I was still broke as a joke. I was living in a pretty rundown neighborhood, a crack neighborhood. I was the only white person in the neighborhood. I didn’t have any extra money whatsoever. And eventually, one story short ended up after a couple of years leaving that job because I just hated the game. The job was to spend as much tax dollar money as possible. It’s quick. It’s possible before Congress took it away. And so that’s what I would do all day. I would buy all this stuff and we’d ship it over to Russia, Ukraine, Kazakhstan, Belarus, and then it would get intercepted by the Russian mafia. They sell it on the black market. Which is a joke. And then I would go home to the streets just blocks away from our capital building where these kids could definitely use a small sliver of that money, would change their lives forever. And that juxtaposition of every single day just drove me nuts. So I ended up quitting the job and couldn’t get another one. And so here I was, smoke multiple languages, MBA Amalia’s great. Read them a living out of my car because I couldn’t make any money.
Carla [00:06:11] And.
Carla [00:06:14] It took a long time before I realized that it didn’t so much having a good rhythm. It’s about being able to sell yourself, being able to sell anything. Being able to negotiate. It doesn’t matter if you’re like the best person, the most hardworking person, it’s. Can you negotiate? And. It took me a long time to discover that, so. After after living out of my car, I did get a really good job with a software company got acquired by Microsoft. I was living in Europe with Microsoft, working for Microsoft, traveling all over the world, and then left that position started my first business and it was hard. I’ll tell you. We were in London. It was super hard. It was making. We weren’t making ends meet. And I came back to the states after that venture thinking, OK, being an entrepreneur is hard work. I’m never going to do that again. But after I don’t know about a year here. I was going through a lot of different changes, both mentally and personally, and not coping with them well. And it was in dealing with it like it was hurting my health. It was hurting everything. I couldn’t sleep. And suddenly I was taking fleabite. I was doing all this stuff and ended up with pneumonia. And I realized that I have to do it like it was really killing me. So I came home and started to just take care of my mindset more. And that’s when I came across keeping a gratitude journal, which seemed easy enough, like just write down a few things each day that were were good that day. That’s it. That’s all of it. Gratitude journalist. You’re just like every day. Just write down what’s good. So it’s doing that for about two months. I’m out for a walk and I’m thinking about the things I want to write in that journal that night. And I’m like, OK, well, I got a new job offer and that was with NASA and I am sleeping really good. I lost some weight and I was just going through all this stuff in my head and I had this aha moment that my life had crazily changed in like just a couple of months ago when I was dealing with pneumonia and I was trying to put my finger on what was the magic thing that I did, what was that magic pill. And I was like racing to my mind. Like, how did I all try? What did I do? And when I landed on. Oh, it’s that gratitude journal. That’s it. That’s when I thought I got to tell the world about this now. At that point, I’m in South Dakota. I know nothing about making apps or anything like that. But at that point, I didn’t even have an iPhone. They just came on the market. But I thought, I’m going to make an iPhone app that felt like months trying to figure it out. Launched it, hoping at least one person would download the app. And here it is, cash. We’re almost approaching about twelve years of the app story and it’s still going strong, still helping people out. It’s just it’s just been crazy. It’s been super fun. So that catapulted me. That’s app success catapulted me into entrepreneurship because from there other people wanted me to help them make apps. So I started an app agency and I started making apps for other people. I wrote a book called Idea to iPhone. I wanted more Traves and now I’m launching my first SAS project. So a Web app. The first one I’m launching in like years since working for methods. So super exciting. Yeah, tech has been just awesome for me. I love combining high tech with empowering people for the better cause.
Virginia [00:10:13] That is an amazing story. Thank you so much for sharing. So with your company now. What are some of the big goals that you’re looking to achieve over the next one to two years?
Carla [00:10:26] Yeah.
Carla [00:10:26] So I still am going to produce some apps. I have my own app, Gratitude Journal, which you can download at the gratitude app to come. I have another app that I’m hoping to launch, a summer called Inner Winter that will be coming out. But also what I’m super excited about is I’m just getting ready to launch Hero f m and this is really super cool because it will allow people who have a gift and it could be really good at gardening. It could be that you’re really good at tax accountants. You could be a really good business coach, whatever it is. And you can share that knowledge privately to your audience. So it allows you to create a private audio feed of your trainings that your customers only have access to, and they just install it into their favorite podcast player, boob. They can learn from you on their time anywhere, any place. And they don’t have to be tethered to a computer. They don’t have to be finding time in their schedule for these calls or anything like that. They just get to go about their average day, the ordinary day hit play and learn. And so many lives are going to be transformed by. That’s because really people have amazing gifts that need to get out even more. And also, there’s the flipside of this audience that is hungry for this knowledge. Like we are just naturally curious individuals and now we have this ability to learn from people anywhere, anyplace.
Virginia [00:12:10] I think it’s a great idea to be able to have it so that they can listen and learn on their own terms. Like I know for me, having, like listening to trainings and stuff, if I might. Can you just start the audio and maybe let me download it? I can be out on the farm and do some stuff while I’m listening and I have to be tied down to the house, to the computer. I really like that idea.
Carla [00:12:35] Yeah. Right. So the way it came about was I started a 21 day mindset reset challenge.
Carla [00:12:43] I started it last summer, like just Aboudi or just over a year ago. And I really wanted people to get results. So I did. I went live every single day for 21 days in a private Facebook group. People would show up. It was a great energy. People were getting huge results. But what I discovered is if somebody missed a day, they’d probably miss a second day and a third day. And then they weren’t getting the results and they were beating themselves up because they weren’t getting through it. And it was like the opposite of what I’d wanted them to achieve by joining. So like that. Like just like what you said. Let’s strip the audio. Let’s give it to them. And even that was really messy. Here’s the link to the audio. OK, well, how do I listen to it? Like, how can I get it on my phone? And it was it was it convenient? So using my tech knowledge, I’m like, OK, well, how can we just a lot create an interface for people to upload their audios and their customers get a little button that they just hit install and they pick which podcast player they want to listen to it on.
Carla [00:13:49] And anytime there’s a new audio, it just shows up in their podcast player. No Loggins, nothing, but. One hundred percent private. Yeah. It took a long time, it took me probably cash almost a year to come to this place. So we’re hoping to lunch in July with the beta version. So that’s going to be just to test the market, see who’s interested in them, are going to have a full version coming out probably in the autumn.
Virginia [00:14:18] That’s super exciting. So are there any? What’s the biggest roadblock to stopping you from achieving that lunch?
Carla [00:14:28] Well, I think the launch.
Carla [00:14:31] Well, there’s not really any roadblocks with the launch. What I think the roadblock is, it’s getting to what we want to our goals with getting to version one. So there’s certain benchmarks to make sure that the beta is adapted and that we have thought through the idea enough and made it easy enough for the entrepreneur. And I think the biggest roadblock will be this is new. This isn’t like we are so used to getting access to videos or showing up into a Facebook group or showing up to a zoom call that actually just hitting play on your podcast player. That’s totally new. And I think the people who will be offering it, they kind of see how it works into their business model. But because it’s so new, we’re going to have to educate them on that. We’re going to have to help them through that learning curve. I think the other obstacle is just current events. Right. We can’t ignore. That is not an ideal time to be launching new products. Regardless, there’s hard while there’s probably a few like those designer bass are probably OK to watch right now. But software products, you know, people are tighter with their purse strings tonight, right now. And so they’re thinking through buying decisions a lot more more than they had like a year ago or even six months ago. So those are probably the biggest obstacles. Oh, and what I’m like you.
Carla [00:16:09] I’ve got children at home and like me, you have children.
Virginia [00:16:13] There’s that I thought you said, I like you. Like your children. Like you. Yeah, right.
Carla [00:16:22] Like just the whole dynamics and everything just kind of shifts.
Virginia [00:16:27] What do you do to get visible online or to market the products that you have. Right.
Carla [00:16:35] I just rehashing because we want it, we want to launch it completely organic. We don’t want to do a lot of ad spend. So I’m going to be asking to be on a lot more podcasts and shows and be interviewed. But also, you know, something that has always worked in my favor with marketing is not making it about me or like this awesome thing that we created, but making it about the people who have either purchased the product or using the product like their customers and the results that people are getting. I think when you turn that spotlight around and you put it on your customers or even their customers, then it starts to spread word of mouth. People start to recognize. And when, for example, a coach has customers and those customers are starting to get even better and more results because, hey, I’m finally able to get this knowledge, I started starting to sink in. I’m starting to finally connect the dots and be able to listen all the way through your training. I’m finally able to get that. And not only just once, but I can do it. I can listen to a training a few times and really let it sink in. They’re going to those customers are definitely going to be getting more results. And when those guys get more results, they’re going to be coming back for more from that instructor, that coach, that author, whoever it is, that expert and that right there, I think it’s contagious. So is it a real marketing strategy? No, not at all. But I think if that’s the backbone of our marketing strategy, then it definitely will catch on fire.
Virginia [00:18:20] You’ll have to let me know how everything goes with it. I’m super excited to to keep in touch on it.
Carla [00:18:26] Yeah, I definitely will.
Carla [00:18:28] You know, I hope to amplify this enough where we’re sharing some huge success stories right now. We’re just gonna get a few people in to the pre beta lodge, some people that I love dearly and can’t wait to see them succeed.
Carla [00:18:45] So even before we launch the beta, we have some case studies to share with people on how this is can be used and the results you can expect from using it. So, yeah, definitely I’ll keep you in the loop. I personally, you know, like, you know, this is growing up on a farm, being isolated. It’s having access to information is so absolutely critical. I feel like even today with today’s situations, the riots, everything that’s happening, a lot of these millennials are upset because, hey, I followed that system. I did all the right things. I went to school. I went to college, you know, got the grades and now I’m broke and I got debt, you know, like the system’s messed up. And I’ve been there living out of my car broke, you know, I did all the right things and still couldn’t get a job. And it’s because that system there’s so much beyond the system that you need to learn. And there’s so many flaws in that system. For example, we are understanding that once you’re done with school, you’re done with learning. But in fact, that’s when the fun learning begins. That’s when you start learning cool stuff. And so this product hopefully will allow people all over the globe to get more access to training everywhere. And they aren’t restricted by things like do I have the time? You know, I think about how many moms, how many moms don’t have the time to sit at a computer or if they are finding that time to sit at a computer. How often are they interrupted? Right. If they could just go for a walk, push the kid in the stroller, learn and listen at the same time. That’s so important. But then your. More inclusion, more people are able to increase their own personal worth, their own personal knowledge and excel. Because when we have that happen, when we have that happen with women, minorities, people of all different backgrounds, they’re going to get richer. They’re going to have deeper pockets. And they’re going to start calling the shots. And things are going to start to truly change at that point, because right now the shots are being called at tables and boardrooms and golf games where most of these people would never get invited. So it’s time to build your own table. And in order to do that, you need the knowledge. You need these experts passing on the baton and allowing you to gain that knowledge quickly and easily.
Virginia [00:21:18] That’s so true.
Virginia [00:21:21] Where where can people find out more about what you do, like more about you and what you do?
Carla [00:21:27] Yeah, yeah. So my Web site is carlawhite.org, and you’ll find my Radical Shift Podcast And then this new product is hero.fm
Virginia [00:21:46] Awesome. Well, thank you so much for being on today with us and sharing everything that you’re up to lately.
Carla [00:21:54] Yeah, absolutely. Thank you so much for having me. What a great podcast. Thank you for sharing your voice and your knowledge. It’s super important.
Virginia [00:22:02] Thank you. We’ll keep in touch, OK?
Carla [00:22:05] Hey, hey, hey, hey. Bye bye.
Virginia [00:22:15] Thank you so much for joining us today. Be sure to subscribe and leave some, leave through a review and I’ll catch you on the next episode.
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with Kaci Brown
EC 18 | 28 min
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with Ben Moote
EC 20 | 45 min
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Virginia lives in Northern Alberta on a small farm with her husband and three children.
Virginia is a master funnel builder having been certified as an FG Society Master Marketer, Funnelytics, and ClickFunnels Certified Partner.
She also helps businesses with their visibility through online searches.
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