Intro: Broadcasting live from the Business RadioX studios in Houston, Texas. It’s time for Houston Business Radio. Now, here’s your host.

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. It is my pleasure. And I’m so excited about having another sister on. You guys know what I’m talking about. We’re still talking about that beautiful pink and green book that we’re gonna talk about in a few minutes. But I’d like to introduce you to my amazing guest today, Gabrielle Baumeyer, who is an executive leadership coach with Baumeyer Coaching. She has over 25 years of coaching and consulting individuals and teams and achieving extraordinary results. Prior to becoming an executive leadership coach, Gabrielle co-founded Reason to Race, where she worked with over 500 companies and nonprofit organizations to maximize their community impact. Her work resulted in 6000 individuals completing 700 events and raising $8 million for a local and internet for local and international causes. So hold on, Gabrielle, I have a little bit more because there’s something really, I think, really important here that I want folks to know about you. For her community leader achievements, Gabrielle received the Women Who Mean Business Award as an Ironman Arizona finisher. Gabrielle was honored as a top fundraising athlete. Gabrielle, welcome to the show.

Gabrielle Baumeyer: Thank you so much, Trisha. It’s great to be here.

Trisha Stetzel: Isn’t it fun to hear those things like when someone else is saying it? You’re like, wow, I do a lot of good stuff. I’m so excited to have you on the show. You do some amazing work. And, um, I’d love for you to tell us a little bit more about Gabrielle, and then let’s jump into the coaching aspect after that.

Gabrielle Baumeyer: Sure thing, sure thing. Well, let’s see, uh, I’d like to answer that question by saying, you know, maybe what other people would say about me, you know. Okay. Yeah. And, uh, the first thing that comes to mind is I’m, um, I’m someone who is very committed to the community. I’m really, really committed to people stepping up, being leaders, expressing who they are for and with people. And that’s what my life has been about. And now in my older, wiser years, I look back and I go, wow, that that actually is who I am. I’m the person who lifts up people. And so it’s fun being in this later part of life to realize that and then to get even more focused and refined on that. So that’s the nutshell of it.

Trisha Stetzel: We have a little bit in common. Uh, and you may have to come back and be on my Serving the Community series, and we could talk all about that. I think that would be so much fun. I’d love to have you back. Okay, so anything else you want to tell us about Gabrielle?

Gabrielle Baumeyer: Sure. Uh. Let’s see. I’m, uh. I’m actually an introvert. It kind of sounds crazy because I’m out in the community a lot, and I love, uh. I love my husband. I’m married. My husband is. His name is Bill, and we’ve been together for 22 years, married 19. And something to know about us is that we live a pretty extraordinary life together, which is about making a difference. And it’s been that way since day one. And so I like to tell people anything of significance I’ve ever accomplished is because I have that man by my side and, uh, I don’t do anything alone, which is interesting because I am an introvert. And so working with teams of people is really a big deal for me. It’s one of my superpowers. Now I’ll work with teams and I will help them elevate performance and get done whatever they say they want to get done. And then I’m going to go home and I’m gonna take my quiet time and regroup so I can be ready for the next group. Because I really do just love lifting up people and having them guess that anything’s possible for their lives.

Trisha Stetzel: Yeah, I love that you and I have way more in common than either one of us even knows. Uh, we have to have another conversation. So I do want to mention that Bill took all of those amazing photos of us for the book. So if anyone has seen the headshots on social media advertising six Figure Chicks, the Houston edition, all of those photos were taken by Gabrielle’s amazing husband, Bill.

Gabrielle Baumeyer: Yeah, thanks for that mention. That’s very really kind of you. Thank you.

Trisha Stetzel: So let’s dive a little bit further into your coaching practice. You love to work with teams. Even before we started recording, you were talking to me about some things that you have going on where you’re connecting people. You seem like a really big connector, even in the business world. So let’s talk a little bit more about your coaching practice. Who? What? When? Like what is your favorite thing to do inside of this team space that you talk about?

Gabrielle Baumeyer: Yes. So I’ll start with in my coaching practice I do individual executive leadership coach. So I’ll work with the leader of the company or the organization. And then sometimes what it leads to is now I’m going to work with the team because they see something else that can expand and what’s possible with their group, and sometimes it’s vice versa. Somebody sometimes people will bring me in to work with their team, their board or their executive committee or their IT department or whatever it might be, and then I’ll end up doing individual coaching off that. So that’s a fun kind of circular type of, of, uh, business generation. And so what I love to do is go in and work with teams on whatever projects they have, where they haven’t quite made the jump. There’s every leader has big goals and ambitions for their teams. And inevitably a leader’s going to say, we’re not getting there at some point. We’re not getting there. It’s kind of like, you’re not done until you’re done. And so one of my specialties is going in and working with the teams to have that team work at their best. So elicit their greatness. You could say, because chances are the leader hasn’t quite tapped into that yet.

Gabrielle Baumeyer: Now, how can I say that? And how can I know that? Because I’m there. They haven’t tapped into it quite yet. And so what I love seeing is inevitably I’ll be working with a team and sometimes I’ll do one day retreats, two day workshop, whatever it might be. But there is a point where something becomes exponential, and what becomes exponential is that they realize they already have everything that they need to be a high performing team, they just haven’t been using it. And so we uncover and discover that they’re already brilliant, they’re already committed, they already have the tools that they need. They’ve just been a little covered up. You could say, well, a little stuck. And so I just go in there and work with them on getting unstuck. And it’s easier than you think. It’s usually a very, very clear process. And it’s so clear that they can’t see it. And that’s fine. But that is my job. And so from the very first minute, people can tell that my workshops are different and they’re not prescribed and they are incredibly interactive, and people walk out with a new sense of capability and clear path to accomplishment that they didn’t have before.

Trisha Stetzel: I love that you have a more holistic approach for your the teams or the individuals that you’re working with. And I think mindset is probably in that holistic space as well as just wellbeing. Uh, you’re fit and you like to be out in the community doing those types of things. So talk to me about this more holistic approach that you have with your clients.

Gabrielle Baumeyer: Yeah, thanks. I’m glad you brought that up. So inevitably, also something that happens in working with, with not only with teams, but especially in the one on one, it might come up in the team, uh, regard as well. It’ll start with the leaders though is while I’m always coming in from a business perspective, there’s always, look, we’re hiring you because we have these kinds of business goals. We want to get to X, Y, and Z in terms of our numbers and goals and whatnot. But these are people, and these people all have lives, and they have families and they have, you know, fast food access everywhere and goals and being physically fit, or they’re dealing with high blood pressure or whatever it might be. And so, yes, while I’m coming in from a business angle, they will eventually talk to me about a personal aspect of their lives that might not be working or working as well as they want it to, and something that they want to impact. And sometimes, Trisha, that happens sooner rather than later. Because I mean, quite frankly, they see me on LinkedIn or on my Facebook and they see that I’m out there running events and I’m I’m physically fit and active. And so it just kind of comes up in the conversation.

Gabrielle Baumeyer: And I’m really, really pleased that it does because I do I do take my health and my physical fitness very seriously, not only for me and me so I can be around for as long as possible, but also because it’s it’s a challenge for me to stay healthy and well. And so that’s always a mountain. It’s been a mountain for me since I was 13. And so if I continue to keep challenging myself up that mountain, I keep a beginner’s mind of what might be challenging for others. And so it becomes a demonstration at some point and an inspiration for people to see me doing it. Because I’ll say I’ll be like, look, I don’t want to work out either, okay? Like it was hard for me to put my shoes on and go do that thing. And if I never had to eat anything healthy again in the rest of my life, I would be just fine. So I deal with the same. I call them demons, right? I’ll deal with the same. Like I don’t want to and let me do it later. And can somebody else please save me? I deal with that too. Uh, a lot of times in the physical fitness and the, you know, keeping healthy arena. And so when other people see me do that and they say, wow, she she’s human too, like, she’s not, you know, she doesn’t have it all figured out.

Gabrielle Baumeyer: It’s like, no, I don’t. And so it gives me a real capacity in my coaching to give people a lot of space for whatever they’re dealing with. And so what most likely, if you’re dealing with this kind of business issue or challenge and you’re stopped in performing or you’re stopped in taking those next steps, sometimes it’s the same kind of stop. It’s of the same essence in your physical fitness or in your wellness arena. And so sometimes it doesn’t matter which arena we discuss, you’re still the same person and you still might have the same. I don’t want to. And you can’t make me. Can I do it later going on? Or my team’s not performing. Well, you know, somebody’s not pulling through for me or whatever that might be. But my work is really transformational in nature. So back to your your comment about it being holistic. This is not the let me give you a you 100 page workbook, and there’s 10,000 exercises and checklists for this and checklists for that. And I love my checklist, don’t get me wrong. And all of those tools have their time and place. Don’t get me wrong, I love them.

Gabrielle Baumeyer: And what I’ve found in my work with people is that while that can be a tool to help with certain regards, certain aspects, ultimately we’re going to be having a conversation about what it is that you want, where you want to go and what might be in the way. What you might be telling yourself, or what barriers you might be hitting that are going to have you not achieve that. And then, Trisha, what happens is when they see what that barrier is, they can’t unsee it and you can’t unsee it. It’s a little bit like the cat’s out of the bag. Mhm. It’s kind of like now you can tell that you’re making the choice to go left and right then Right or not left, then right. But you get to say yeah. So it is transformational. And the thing about having it be transformational, it’s not prescriptive. And we’re removing the obstacles that are in the way already of what you already know how to do. I’m not going to give you 12 more exercises to do and checklists to follow, because you’re not going to do them anyway. You already have 1200 things that you’re not doing. Okay. Like we all do, right? We all have a to do list.

Trisha Stetzel: We all do.

Gabrielle Baumeyer: Yeah.

Trisha Stetzel: Okay. So if what you’re talking about is really speaking to someone, I’d love for you to give your contact information so they can reach out and get to know you and learn more. How would they do that?

Gabrielle Baumeyer: Best way is to go to my website ballmeyer Coaching.com. My last name Coaching.com and that has my social media icons and ways to connect with me there. And then there’s a purple button that says book a call. I suggest clicking that. Click that. Click. Yeah. And and look, it’s it’s real easy to go to a website and just kind of look around and you might book a call or you might not, but I developed that website with a particular communication idea in mind. And that is for people to get to know me because hiring a coach and you know this, Trisha, it’s very personal, it’s very important. And you want to have it be the really the right decision for you. So when people go to my website, I encourage them to go to the page that reads promises. There’s a page called promises. And I was very deliberate in how I wrote that out, because I want people to know that I’m making promises to them when we work together. And essentially what you can gather from reading that page is that I’m going to go the distance with you because I love you, and I don’t even know you yet.

Trisha Stetzel: I love that. All right, you guys. So the website is b a u m e y e r coaching.com. Uh, so you can go and learn more about Gabrielle and connect with her. You guys go book a call, for gosh sakes. It’s just a few minutes and get to know someone else, right? I love this. Okay, I want to dive into this whole idea of the intangibles around coaching. So you and I both know that there are some tangibles. Very easy to measure, very easy to see improvement or taking that next first right step. But what about the intangibles and how do you one let’s define what some of those are. So tell me what some of those are in your coaching space. And how do you help your clients see that these intangibles can be just as important as the tangible things?

Gabrielle Baumeyer: Sure. Intangibles are when people say, we want to be better communicators. I want to have more confidence. I want there to be, you know, more trust in my team or I want to be able to trust my team, right? It’s things like that. Sometimes we call them the soft skills, right? Yeah. Right. So let me tell you this. Uh, something else to know about me is that I’m a little bit of a numbers nerd. Okay? I’m an engineer by study, so I love me some numbers, I really do. I love tracking things. I love my spreadsheets. I love all that stuff. And what I have discovered over the past 25 years plus of doing some form of coaching that I have done, some form or fashion. I’ve been doing this stuff for, like you mentioned, for 25 years, I’ve noticed that there is a direct correlation between the results that a team produces, and those can be measured by numbers. There is a direct correlation between those numbers that teams produces and the the soft skills being addressed. If you and your team say, we are going to produce 1 million this year, whatever the thing is, right? 1 million widgets, $1 million, whatever it is, right? Just making up numbers. If you say you’re going to produce 1 million and right now you’re at 500,000, that’s a big deal to be able to double your results. Again, I’m just making up numbers. So in order to double those results, trust has to be established. In order to double those results, the team has to gain a level of confidence. In order to double those results, the team must be in communication in a way that perhaps they’ve never been in communication before.

Gabrielle Baumeyer: So it’s all in the numbers. And the numbers tell a story. The numbers are the real black and white demonstration of whether or not those soft skills are being addressed. And in my work, I will have my clients see the correlation between those. Now, they might make the million dollars or not, or they might make the million widgets or not. But the growth is in the team aligning and saying, we’re going to go from X to Y. And if they align on that and then they’re willing to do the work. And I like to tell my clients, you don’t even have to do 100% of the work. Just do 80%. Like just give it your all and you’re going to mess up and you’re going to fall short sometimes. And that’s okay if you fall short or if you make it. There are actually opportunities for both of those. And one of the tenets of my work is you’re going to do what you say you’re going to do. Like, if you’re gonna if you’re gonna say you’re gonna do it, then you’re gonna do it. And it’s kind of a simple tenant. It’s a simple thing to say. And oh my gosh, Trisha, is that harder to do than it is to say? And so when a team says, yeah, we’re going to go for a million, it’s like, okay, now let’s roll up our sleeves and begin the process. The intangibles become tangible as represented in the black and white on the piece of paper.

Trisha Stetzel: I love.

Gabrielle Baumeyer: That question.

Trisha Stetzel: Oh yeah. Most definitely. Um, as you were talking through that, I’m thinking about, you know, these leaders who are avoiding hard conversations. I work with small to medium sized business owners who are in the same space. Right. That they’re they’re afraid to say something to one of the team members or one of their employees because it’s a hard conversation. So they just continue to avoid it. What’s what would you say about that particular space? And, you know, for the leaders who are listening, what advice do you give to them about being on being comfortable with being uncomfortable.

Gabrielle Baumeyer: Right? Yeah, that’s a good way to put it. Look, you are going to be uncomfortable with that. It’s never that’s never going to go away. Mhm. Yeah I’ve been doing this stuff. I’ve been walking the planet for like there’s still conversations that I don’t want to have. They’re uncomfortable and okay you’re we’re never going to get to that point where it’s like yay I want to do this. This won’t happen okay. It just won’t. And that’s okay. Now where I focus my work with leaders is a great deal in that arena. It’s having those kinds of uncomfortable, uncomfortable or challenging conversations. You can say, all right. And noticing number one, it’s like it’ll always kind of feel that way and that’s fine. And then number two is looking at at a kind of at a microscopic level, what the cost is if you don’t have the The conversation if you really, really looked at the cost of it. And sometimes we’ll do a little mock mock test, right? Like what can happen if you don’t have the conversation and what can happen if you do? And sometimes it just takes five minutes to just really get in touch with, gosh, if I do not actually address and bring up the issue with that manager, these six things could result. And it could be kind of ugly down the line. And then you say, okay, well what if you did have the conversation, what could happen. And then we do that scenario and it’s like, well, well actually maybe it wouldn’t go that poorly. And nine times out of ten, whatever is stopping that leader from bringing up that topic, it’s most likely some kind of broken record that’s been going on for a long time.

Gabrielle Baumeyer: And it’s some version of that person won’t get it. It’s not going to do any good and I don’t have enough time to do it or something like that. And so you’re it’s like a smile of familiarity. It looks like. And sometimes those concerns or I call them broken records. Sometimes they’re so loud. And you know this, Trisha, they’re so loud that we can’t even hear them. So one of the benefits of having a coach is having someone who’ll listen in a particular way such that you can hear yourself. And this is how you know you’re playing some broken record. If the result you want still isn’t happening, if that manager is still doing his or her thing after seven years or seven days or whatever it is you, you get to define how long it is. You know, how long is too long. If that is still happening, chances are there’s some conversation you haven’t been willing to have. There’s a cost to it, and there’s some broken record that’s been playing that is so loud that you can’t hear it. And if you have that now I’m talking just to listeners, right? If you have that going on and you know what I’m talking about, because it’s the thing that you just thought to yourself like, oh yeah, that’s been going on for way too long. Book a call with me.

Trisha Stetzel: Yeah. And it’s real easy. You just go to Coaching.com, go to the promises page. I got this right. Yeah. So. And for you guys, just spelling it out b b a u m e y e r coaching.com is where you’re going to find all of Gabrielle’s information. So before I get to my last question and we wrap up today, I want to celebrate this book where you and I haven’t read it yet. I have been holding back from reading anyone’s, um, draft copy, if you will. We’ve all had the opportunity to write a chapter in this amazing book six Figure Tricks checks that Houston edition. For those of you who are watching the video, you can see the really cool book here. And I’m so excited it’s going. Our e-book is going to be released on June 4th. If you’re listening to this afterwards, you can still get a copy of the book on Amazon. You can also get a copy of the hard copy of the book a little bit later down the road, so be on the lookout for those. Gabrielle, tell me why you got involved in writing your story for six figure checks.

Gabrielle Baumeyer: I’ll give you a couple answers. Okay. Uh, the simple answer answer is Melkor. That woman is exceptional. She is absolutely extraordinary. And I met her. We talked a few times. We talked a few more times, and then I realized she’s the real deal, and I like to be around people who are the real deal, who are for people. Because I’ve discovered Trisha, if I hang around people who are for people and who are committed to people and want to lift people up, that’s my kind of people. Yeah. And then it fuels me. So that’s the short answer. Melkor. Mhm. For those reasons. And the second one is this is going to sound this is going to sound wild. I have this uh, it’s kind of like the Gabrielle Meyer business plan. My life business plan. Okay. It’s like 25 pages, like ridiculous. Okay. I’m not recommended to do 25 pages. But anyway, that’s just me recovering engineer.

Trisha Stetzel: I’m just saying.

Gabrielle Baumeyer: Totally. The table of contents and everything. Color coding. And there’s a line in there, Trisha, that says As in 2025. I want to coauthor a book, and I wrote that last July. For like 2025. I forgot I wrote it. Okay. See what had me write? That was my desire to tell my story. I didn’t know how I was going to do it. I didn’t know who was going to be with. It was like, you know, however many lines or words. That is, I’m going to coauthor a book because I was ready to come out from behind the curtain. So what does that mean, come out from behind the curtain? Now, some people listening to this, they know me, some people don’t. But I feel like I’ve been just, like, kind of stepping my little baby toe into what’s possible for my life in terms of my business and what I can do with and for people and having my gifts live out in the world. Because I’ve been incredibly blessed. I have been given skills and talents and characteristics and abilities that I now can own. As of like a year ago. Like it hasn’t even been that long. Okay. Which is crazy, right? Because I’ve produced results and I did them almost. It feels like by accident. And now I get to produce them with intention and with a certain ability to have my path and my journey inspire others to get that they can reach theirs. And quite frankly, it’s just a matter. It was a matter of time. And so I said, all right, Milcah, let’s go for it. And here I am.

Trisha Stetzel: Congratulations. I can’t wait to read your story. It’s going to be absolutely amazing. Your story along with the rest of the ladies. I think we’ve had a total of 17 ladies that are part of our sisterhood for this volume one. Really excited for the release of that. And and it’s a whole new circle of people that we wouldn’t have had access to in the first place. I just got goosebumps. And Mel is responsible for that because I’ve done a book collaboration before and it was nothing like this. You wrote your chapter, you told everybody about it, we sold it, we became best selling authors, and then we all moved on. And I don’t even know the other authors. That is not what’s happening with six figure chicks. It is amazing. It’s a movement. And we’re going to go out and mentor young ladies. And there’s so many amazing things about this book. So you guys, if you’re listening before June 14th, go get ready to get on Amazon and Pre-purchase your e-book on June 14th. After that, you can still purchase it, of course, but that’s our big launch day, so that’s what we’re really pushing for. Uh, Gabrielle, as we close today, what’s what is one thing that you’d like to leave the audience with today?

Gabrielle Baumeyer: Anything is possible. And first step is just saying that you want it. That’s the first step. Say you want it. Surround yourself with people who are like minded and who believe in you. And then take the actions that you know to take, even when you kind of don’t want to. And it’ll all turn out. Yeah.

Trisha Stetzel: That’s beautiful. Gabrielle, thank you so much for being on the show with me today. It’s been amazing.

Gabrielle Baumeyer: Thank you. Trisha.

Trisha Stetzel: You’re amazing. All right, you guys. That’s Gabrielle Baumeier. Baumeier Bomber Coaching.com. You guys go on and book a call with her. She’s amazing, by the way. Uh, I’ve only met her a few times on online. Once in person. Uh, and her amazing husband as well. And she’s a treat. So I think that you should have a conversation with her. Gabrielle, thank you for being on the show.

Gabrielle Baumeyer: Thank you. Trisha.

Trisha Stetzel: That’s all the time we have for today. If you found value in this conversation, please share it with a fellow entrepreneur, a veteran, or a Houston leader ready to grow. Be sure to follow, rate, and review the show and helps us reach more bold business minds just like yours. Your business, your leadership and your legacy are built one intentional step at a time. So stay inspired, stay focused, and keep building the business and the life you deserve.

Intro: Broadcasting live from the Business RadioX studios in Houston, Texas. It’s time for Houston Business Radio. Now, here’s your host.

Trisha Stetzel: Hello, Houston. Trisha Stetzel here bringing you another episode of Houston Business Radio. I’m thrilled to have this guest on on with me this week. Today. Thank you. Yeah, yeah, I know, I’m so excited that you’re here. So let me introduce you. Uh, and then we’re going to jump right into the meat and potatoes of our conversation today. So having spent 15 years at the highest ranking leadership positions in property management to launching a product to global mass retail, and less than five years from no capital or investors, she can talk about her long trail of mistakes and failures that led her to what she calls baby step successes. Please join me in welcoming an actual modern day Amazon warrior from the ancient tribes of the Circassians from the Caucasus Mountains. A bold thinker and an unstoppable force for change. Suhein Beck, welcome to the show.

Suhein Beck : Thank you so much, Trisha. What a great introduction. Thank you, I appreciate it. You’re welcome.

Trisha Stetzel: I know it always feels really neat when somebody gets your bio in front of you, right? Um, I’m so excited about having you on the show. So tell us more about Suhein and the work that you’re doing right now. And then we’ll get into this discussion around Code of Honor.

Suhein Beck : Okay. Um, my ideal day is having an audience like here with your podcasting audience, um, or a stage of, you know, conference leaders and whatnot and getting them fired up about this one word in the English language that is practically been virtually erased. And this word is used in context and like two occasions and you’re in the I mean, you were in the Navy, so the Navy and the Marines hold this word in high regard. Other than that, in typical society, that word no longer is used. Whereas 50, 60, 70 years ago, this word was constantly on the minds of mothers, women that wanted to get married, men that wanted that word to be associated with them. Right.

Trisha Stetzel: Yeah.

Suhein Beck : You know what word I’m talking about. So and I think that’s the reason you invited me, because I know as an ex-Navy, this word resonates with you. Yeah. So go ahead. I’m going to give you this. You introduced the word you so soon?

Trisha Stetzel: I don’t want to mess everything up and come up with the wrong word, but I feel like this word is honor.

Suhein Beck : Yes. I just I still get goosebumps. Like, that’s how important and sacred that word is.

Trisha Stetzel: Yeah. I and you’re right. You know, as.

Suhein Beck : A Navy, I know this is your podcast. Forgive me, but what does it mean to you as a woman, as ex-military, like in the Navy? Like, what does that word mean to you?

Trisha Stetzel: Yeah. There’s so much, I think, brevity around just the word honor. It means many things to me. Um, and making it very simple. Things like do what you say, say what you do. If you tell someone you’re going to do something, then you need to go do it. And if you don’t do it, then you need to stand up, put your big girl pants on and go tell the person that you’re not going to get it done right and make it right. It’s about doing the hard things, and it’s also about taking care of other people. So and I could go on and on and on. It means so much. But those are probably the three things that come to mind right away when I think about the word honor. Do what you say, take care of other people and make right if it’s wrong.

Suhein Beck : I love how your number two is. Take care of other people and I’m going to focus on that, okay? Because we live in the most individualistic society on the planet. America is known and it’s been measured. And believe it or not, statistically speaking, we are 92% identified as the most individualistic. So what does that mean when you say to take care of other people? Huh? Well, you’re taking the individual and putting them back into communal. Right. The concept of honor, conversely, would mean shame. Mhm. So in our society of individualism, how does shame even come into play? It doesn’t. True. Because if you’re not really part of a community, you don’t belong to a church, a synagogue, a temple, a mosque. You don’t have the PTA, the other mothers and dads. If you don’t have the soccer teams, if you don’t have, you know, your you know, I belong to the National Speakers Association. You know, your your other communal connections. Then how will that shame even trigger a response to you that I did something right or wrong. Unless you’re a company and you get a Yelp review. And then there’s the PR team and the lawyers that clean that up because we pay them for.

Suhein Beck : We pay our insurance companies to pay for, you know, errors and omissions. So as soon as we as individuals recognize that we don’t have the quality control mechanisms of society that we used to have, like in my culture, which is a 7000 year old culture. And thank you for recognizing me as a Circassian because I come from the Caucasus. We are an indigenous tribe that inhabited our land for 7000 plus years, continuously uninterrupted. Until the Russian Empire came. We had a 101 year war. They finally exiled and genocided us. In fact, May 21st is our memorial and we have been exiled, amputated from our land for 161 years. So who is a Circassian? Believe it or not, if you look up the word Circassian, if you look up our culture, our heritage, anthropologically speaking, we are known for our code of honor. So imagine having that heritage on your shoulders and taking that into the business world of America. And that is the culture shock of culture shocks. So so that’s the way that I would introduce myself, is that I’m carrying a really, really heavy load. Of this concept culturally, of a code of honor in a society that is so individualistic.

Speaker4: It’s my life.

Suhein Beck : I can’t sing. Sorry. Can you sing that song? Do you like. Do you know it?

Trisha Stetzel: I know, I know which song you’re talking about. Yeah. Maybe we could play that.

Suhein Beck : Congrats that you picked up. Even on the tone. On the tune.

Speaker4: It’s my life.

Suhein Beck : That is the mantra. So boo hoo. If you don’t like what I’m doing. Cry me a river. Well, me as a Circassian, I can’t do that. We are restricted to what’s called a degree, which is a very, very strict code of honor. And it is infused in us as children to the point where the opposite word means shame. So we’re constantly vacillating between honoring Not just our who we are as individuals, our direct family and our ancestors. Seven generations back, we are required to know who our lineage is seven generations because we have to keep them in mind how honorable they were, what sacrifices they made, how were they known to society? And then we’re sandwiched because we’re constantly thinking, how will this reflect on our legacy and our children and our next generations and seven generations forward? Because what’s honorable today may not have been honorable then, or may it be honorable in seven generations forward. So so imagine that level of constant vacillation between yourself and making decisions. And I’ll give you a prime example. When I started my manufacturing company for my skincare, my family’s skincare, which my grandfather was a doctor, he created it for wound care. I was blown away. And I only started this like 14 or 15 years ago.

Suhein Beck : I’m thinking, because, you know, we grew up with this constant, like America products are the best. You know, we’ll do anything. We’ll go to the black market to take American products. And I was born in Syria, which the US sanctions just got lifted days ago. I’ve never, ever, ever remembered being able to buy American products except on the black market or smuggled through Lebanon. We fought for American products. Any appliance, any clothing, shampoo, toothpaste, bear medicine for aspirin. We fought for American products. Little did we know. And this is the thing I do believe America had honor in manufacturing, where Hoover’s, you know, frigidaires those appliances lasted a lifetime. But when we came into a temporary generation of individualism of I don’t care, the warranty will cover it. And if it doesn’t, boohoo buy another one. Yeah. So. So then the reality, my reality of discovering America came when I was a manufacturer, when I found out. And I’m looking and I’m searching and I’m like, okay, I just figured out how to manufacture my grandfather’s skincare product. Now I’m going to put the ingredients on the label in the exact, precise measurements. Who’s going to check the health and safety? Fda? Wow.

Suhein Beck : Whoa! Hello. Knock knock knock knock knock knock knock. There was nobody. My mind was. And I’m like. Wait, what? So all of my cosmetics, all of my moisturizer, all my personal care products. Trisha. All my personal care products from Johnson and Johnson baby shampoo. Those dyes are no more tears, but the baby’s crying. What? What? Oh my God. All these years. Where the hell is the honor? That’s when I had an identity crisis. That, like. Okay, wait. So I’m claiming all of my products are 100% natural. Who’s going to verify that? My vitamin E, which is so expensive, I get it imported from Europe, not from China. Who’s going to verify that that is because it’s a whole lot cheaper. If I say vitamin E, natural vitamin E, but it’s not. The synthetic grade is one fourth the price. And that’s when I knew that all the products out there that say vitamin E. And then I started freaking out and I was like, I’m not buying American products anymore because there are no regulation industries like the standards, the industries, the quality control, there ain’t none. There’s no Inspector 13 I don’t I don’t think you’re old enough.

Trisha Stetzel: I oh, I know about Inspector 13 I had things.

Suhein Beck : What brand?

Trisha Stetzel: Well, I don’t remember, but I know that there was an underwear. Oh, it was fruit of the loom. I was like, it’s some piece of clothing. Fruit of the loom. I’m old enough. Come on.

Suhein Beck : You are my age. So you do remember. Um. So, Inspector 13. She was a cute little old lady I remember. Where is my inspector? 13 and verify that I as a manufacturer. What I’m claiming really is because I want to show off. I’m getting the best ingredients. I know my suppliers. I look them in the eyes directly. I know who they are. I know who they’re. They’re their soil, how their soil is. Like. I ask those questions. I know my honey supplier. I know avocado honey. So that was mind blowing. So for me, this concept of carrying my culture into America, into the business world, was this tug of war between conscious and profitability and conscious and profitability. And there’s like no one else that cares as long as I don’t have any adverse reactions. I had my product. 000. Okay, okay. So then I was like, okay, where do I get my product tested? For reactions. Allergic reactions. Uh. There’s nobody. Wait, what? So I had my product I independently went and invested in, like, this is very expensive to get an independent clinic, to get 100 participants, to study them, to question them, and then to apply the product onto their skin for a period of time. Check for adverse reactions, document that and provide that information to me. Give me a rough number. How much do you think that would cost?

Trisha Stetzel: Oh gosh. You said it’s very expensive. It’s probably tens of thousands of dollars, so I don’t. You’re right. Yeah. Okay. 100 participants are paid, and then you have to pay the scientist or the person who’s running the study. Like I could imagine what a production that would be. As an independent owner. Independent man. Right.

Suhein Beck : Trish? I started out of a street fair in Palm Springs, California. Palm Springs desert. I was pitching a tent at 430 in the morning in order for me to introduce my product. And the thing is, is that I made, I don’t know, like 250 something dollars my first weekend. I worked that street fair nonstop, almost ten years. Well, from October 1st through Memorial Day. That’s the season. Yeah, they’re all in the summer because it’s too hot in the desert. Um, customers started coming back to me and they’re saying, like, you know what’s in this product? You know, it’s working on my eczema. Do you have steroids in here. Swear to God, I did not know what the hell they were talking about. Steroids. And I’m like. You mean like. Like Arnold Schwarzenegger?

Trisha Stetzel: Like I’m gonna get big muscles. Why would I.

Suhein Beck : Have, like, anabolic steroids in a skincare product? I was that naive to not know that they were talking about topical steroids, hydrocortisone, corticosteroids. I did not know any of this. So apparently other products and manufacturers sneak steroids into their products for that instant results. Because steroids are magic.

Trisha Stetzel: And the long term effect is not just. Yes.

Suhein Beck : So so take that. Five years later, I actually wrote a book called Topical Steroid Side Effects, and it was a number one bestseller. And the foreword was written by the top dermatologist on the planet dealing with this issue. And so go from someone who’s completely naive, to the point where I did enough research that I could write a nonfiction medical book, and it ranked like number two in dermatology. Like, it’s kind of ridiculous. But anyway, I started from zero not knowing anything about manufacturing quality control standards and whatnot. And I am happy to say, and this is not a pitch, this is not a sales pitch. This is for your audience to think about the tough decisions of honor versus culture in America and business, and how capitalistic it is that something needs to change.

Trisha Stetzel: Yeah.

Suhein Beck : You know, so yeah, my product did really well. The customers kept coming back. And then I ended up going global and licensing, and I was in like every Walmart, every bed Bath and Beyond nationwide. Like it went that well. But why? It was because I cared to look my suppliers in the eyes? Who are you? And it was the same Circassian concept. Like. Who’s your grandfather? And what did he do? And you know, how long have you had this land and how long have you been farming and what kind of, you know, la la.

Speaker5: La la la la la. Do you use.

Suhein Beck : Like, that level of, you know, I need to know who your lineage is. I need to know. Are you honorable?

Trisha Stetzel: Yeah. So tell me what. What advice do you have for people who are listening today that they don’t have the same background as you, right? They’re they’re not an actual modern day Amazon. Right? But someone who grew up here, who’s very used to the, uh, nonuse of the word honor or being honorable. What advice or tips would you give to those people to start infusing that behavior and even the word into their business or everyday life?

Suhein Beck : Short of getting a tattoo and I, I, I.

Speaker5: Tattoos.

Suhein Beck : Um, you know, everybody does a mission statement. Everyone does, you know, their their vision statement, mission statements, their mantra. Okay. So for example, my mantra on every single jar, every marketing is let the healing begin. What is my focus? My focus is healing, I trademarked that. So what is my focus? What is my promise? My promise is my focus is on your healing in that is my code of honor. I am not a successful business person. But I have a legacy. There are mothers that were able to sleep because this product helped their baby sleep through the night without itching and scratching to bleeding. That’s enough for me. So I hope to die an honorable death. I hope that when people remember me and I’m going to get emotional. They will say the word honor. And that will bring the seven generations back and the seven generations forward. I am sandwiched between 7 and 7, and every one back forward will remember Sue Hanback as having been honorable and trustworthy. That this product brought honor to the name. So for the audience and for everyone else, that concept. So whatever your your industry. So you are a real estate agent. When you represent both clients, think about it. It’s a double commission. Are you really going to be able to represent the buyer and the seller their best interests. Are you going to just hide behind your fiduciary responsibility and say, I am a fiduciary? I am a real estate broker. I get it. But like, come on, who who who are you.

Speaker5: Fooling, fool?

Trisha Stetzel: Yeah.

Suhein Beck : So again. Now imagine, conversely, you’re a real estate agent and you say I’m going to represent the seller. I have a buyer. This is tough. And you disclose to both and you say, you know, whatever. I’ve literally turned down one. I’ve gotten so much more multiple business as a result. Like, literally that person later wanted me to create their investment portfolio of properties. That was a test. And I am I’m looking you in the eyes on camera. And I’m telling you, this person would write me checks. Not even seeing properties. And they’re like Suhan. You decide. Here’s the down payment for whatever you want. Go buy. Oh my God. Wow. And it was because I turned down being a dual agent in the state of California. It wasn’t allowed. And then it became allowed. They knew. But the lobby is stronger. So on the perfume industry, you know, the perfume industry is not required to disclose anything about their ingredients. That’s why you can’t find ingredients in your perfumes. They’re one of the most powerful lobbies. So again, for the audience to answer your question, it’s personal. It’s unwritten. It’s you No one can dictate this. No one can. But think about it this way as seven generations back, seven generations forward, like a Caucasian Amazon. I would be honored if your audience remembers that. That would be amazing, because.

Speaker5: Oh.

Trisha Stetzel: And I think that they will write, uh, coming from such a special place. And, man, uh, I know you’re not going to believe me, but we’re already at the back end of our conversation today. And I thought when we began, I told you earlier, we’re probably going to have to have you back for a second episode of Suhan so that we can have more conversation. My mind is completely blown. Um, I, I do a lot of study in the health and wellness space. It’s a big area for me, uh, of discovery over the last 20 years. And when you told me that the, um, ingredients in cosmetics are not regulated and there’s no Inspector 13, like, my mind was blown. And now we’re going to talk about perfume. And they don’t even put ingredients on their bottles. And I’m just blown away. So I would not just want to have you back to talk about those things, but you’re such a great leader, such an honorable woman, and I can only imagine the type of work you do in your business and probably mentoring other businesses around this honorable culture. And I’d love for you to come back and talk about that with me. Would you do that? Okay. I would love that. So, Susan, if people want to connect with you because I know that they do, you’re a plethora of knowledge. Like you have so much and you’re such a neat human being and such a big heart. If they want to connect with you right away, how can they find you?

Suhein Beck : You see, I get so emotional. I mean, it’s real.

Trisha Stetzel: Oh, it’s all real. For those of you who are not watching the video, you need to go to my YouTube channel and watch the video. This is all real. And and Susan grabbed a tissue for her nose before we started. And now she needs it for her eyes. Oh, and I hope it wasn’t me that made you cry. I.

Suhein Beck : That’s okay.

Trisha Stetzel: We have this really cool connection, and I want you to come back and talk to me some more about it. Yeah.

Suhein Beck : Yes. Suhan calm. And it’s s u h e n. We didn’t know it was I before e when we got off the boat.

Trisha Stetzel: I love this, you have been such a joy to have on today. I, I just, I could just sit here and listen to you go on and on about this, this honor and the seven generations before and the seven generations that will come after you. And that will sit with me for the rest of my life. So thank you for sharing.

Suhein Beck : Thank you. Look, I’m trying to launch my speaking career and my speaking campaign to corporate and whatever. And so if anyone out there is listening and needs a speaker for corporate, in-house or conferences, that is what I’m looking to, because I want the larger audience. And I feel this. And I’ve already done the business. I’ve already done all that. Like I’m not here to sell, but I do want to share.

Trisha Stetzel: So yeah, share and educate and bring your energy and your emotion to the room. And I think that that is so special. Not everyone can do that. And you’re going to light them up. I have no doubt. I’m very excited. Thank you for being on the show with me today. That’s all the time we have for today. If you found value in the conversation that Suhaan and I had, please share it with a fellow entrepreneur, a veteran or a leader in Houston who’s ready to grow or even to your broader audiences. Remember to follow, rate, and review the show. It helps us reach more bold business minds like yours. Your business, your leadership, and your legacy are built one intentional step at a time. Stay tuned, stay inspired, and keep building the business and life you deserve.