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How to Grow and Scale When Money Isn’t Your Primary Motivation

Today’s question is:

“How can you feel more “selfish” in wanting to increase your income. I’m really good at earning a very comfortable living, but my drive to earn more than I immediately need is very, very low. I just don’t care about money for money’s sake.

This becomes a challenge when I think about ways to grow my business. If I didn’t care so much about my customers, as people, it’d be easy to outsource all of my work to others. But after some bad outsourcing experiences and seeing how 99% of agency owners seem so jaded, I’m hesitant to take that approach.

I want to scale, have a bigger impact, serve more customers, and finally make meaningful progress on my student loans. But I’m afraid of losing integrity as I become more distant from my clients and deliverables. What are your thoughts?”

Today’s questioner is wondering how you grow and scale your business when money isn’t your primary motivation. This person cares deeply about their customers and the experience they deliver. And they’re not sure that they could adopt an agency model and stay in integrity. So we bat these questions around in today’s episode.

In this episode:

  • Money and motivation 2.40
  • The cost of earning more money. 3.55
  • A different kind of agency. 4.50
  • There’s more than one way to scale. 8.45
  • How to reframe your thinking about money. 11.25
  • Money magnifies who you are. 12.00

Click here to download a transcript of this episode.

Where to find Amy:

Where to find Kirsty:

Where to submit your questions (anonymous or not!)

About Business Badassery

Amy’s a conversion copywriter, business coach and serial business owner who’s been reading advice columns since she was nine. With decades of business experience, she’s gotten very good at quickly reading situations and coming up with solutions – especially on the fly. You can find her at

Kirsty’s a launch copywriter and ex-psychotherapist, who’s smack bang in the middle of scaling her business with online courses. She’s good at making sense of human tendencies, selling things with words, and only following the work that feels good. You can find her at

“Amy and Kirsty are wonderful, wise and witty!

I already push myself hard enough so I'm not interested in working with coaches that are going to "crack the whip" and "kick my arse".

Kirsty and Amy both have a gently challenging coaching style. I always left sessions feeling validated, smart and capable but with a clear idea of how to make things even betterer.”

Anna Rogan
Creative Copywriter

“Kirsty seems to have this ability to see things that aren't being said. And then she brings them to light in such a nurturing way. 

Amy is direct AND caring all at the same time. It makes it easier for me to get to the point cause I know you'll get to the point when you ask about the things you need more info on.

Together — I love that neither of them hold back when their opinion/suggestion/perspective differs from the other's. It just makes it all so much more valuable. 

Also, they’re both so genuine, warm, smart and hilarious. Those 'good' traits just compound when you put the two of them together, ya know?

Miish Grixti
Conversion Copywriter

“All I'd ever heard about Amy was that she's a great coach. Welp, she's a great coach. Knows the right questions to ask to get through the bullshit and get to the root issue.

And my sweet, sweet Kirsty. Using all of her best therapy tricks to keep us moving forward. And making us feel loved :)

Together? Stop. So good. I have never felt so supported. 

I think the value in coaching is having someone hold a bigger vision for you than you can see yourself. So having TWO of you hold that for me was extremely motivating.”

Megan Baird
Email Copywriter