Business Innovators Radio - Interview with Jason Moss, Creator of the CEO Freedom Formula

Episode Date: July 1, 2025

Jason Moss is a business mentor for grounded, growth-minded entrepreneurs who are ready to scale without losing themselves in the process. Creator of the CEO Freedom Formula, Jason helps six-figure coaches and service providers shift out of operator mode and into sustainable leadership—with a business model that supports their life, not the other way around. With over 1,000 clients served and $500K+ annual revenue, Jason’s approach blends strategic depth with soulful clarity. He lives in Boulder, Colorado with his partner Kimberly, their dog Boomer, and cat Zola—and he’s here to share what scaling with alignment really looks like.Learn more: http://www.jasonmoss.com/Influential Entrepreneurs with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-jason-moss-creator-of-the-ceo-freedom-formula

Welcome to influential entrepreneurs, bringing you interviews with elite business leaders and experts, sharing tips and strategies for elevating your business to the next level. Here's your host, Mike Saunders. Hello and welcome to this episode of influential entrepreneurs. This is Mike Saunders, the authority positioning coach. Today we have with us Jason Moss, who's the creator of the CEO Freedom Formula. Jason, welcome to the program. Mike, I'm so grateful to be here.

Thanks for having me. Hey, you're welcome. And, you know, I always love when I hear, like, the name of a company or the website, there's always a story behind that. And there's also a feeling and a vibe that you get. So it's like, I want to know anything that I can know about a formula that gives freedom. So I'm excited to learn from you of what you're doing in the industry. Give us a little bit of a background and story of you.

And then what led you to create the CEO Freedom Formula. Yeah, it's a good question. I appreciate it. So my life has really been this mix of business and spirituality. And trying to figure out how to bring those two things together. For me, I've been building businesses my whole life. My first business online, I was 13 years old. I built this company selling software online and made my first sale. And I've just always had this passion for marketing and entrepreneurship and getting to connect with people through the internet. But when I was in my early 20s, I was diagnosed with cancer. And my whole world really, over the course of several months, got completely turned upside down. It was a several-year journey of chemo and radiation and treatment. And after that, that period of time, I started asking deeper questions. And that, you know, connected me to a deeper sense of who I was and my own spiritual path. And my own life really since then has been the...

this question of how do I merge these two worlds together? Is there a way to build a business that's actually aligned with who I am on the deepest level? Is there a way to create something that isn't rooted in hustle and grind and isn't running against my body, but something that's actually that allows me to be who I'm truly meant to be, to serve, to make an impact, to help other people, to build something that is going to take care of my family, is going to be profitable, And how do I do that in a way that doesn't compromise myself along the way? So that's the question that I've really lived into. When I think about freedom, I mean, there's different ways to look at it, right?

You can look at it on an external level. I think when most business mentors and coaches talk about freedom, generally what you hear is like, oh, you don't want to work 60 hours a week and have a team and systems and structures to be able to support you. I think that's a big part of it. But there's also an internal component, which is how do I build something that is integrity with who I am. How do I build an alignment with who I'm truly meant to be in a way that isn't rooted in self-sacrifice? And so many of the things that I think entrepreneurs do in business,

and when we look at things on the deeper level, it's like there's this sense that I have to be someone I'm not where I have to do a bunch of things that just run against me or I have to show up in a way that it just feels like I'm pushing a boulder up a hill. And so many entrepreneurs as I meet are tired, they're burned out. They're, they're tired of being that, and they're tired of feeling like they have to perform this role and put on this mask every day when they show up to work. So the real work that I love doing with entrepreneurs is breaking those things down. And how can we build a business that isn't just profitable, but one that is truly connected to who they really are. I love it. And I'm sure that is not just a download my free guide, and you'll have

the answer in 10 minutes. That is a process. And, you know, when you're describing that, it made me think of something. And I think you'll agree and resonate with this. You know, the three days before we leave for a big vacation, are those three days more productive or less productive than the two weeks before that? Way more productive, right? Because it's like, we're leaving, we're going to unplug and we got to get things done. So you're way more productive. And I've heard different, you know, productivity coaches say, I want to help you become as productive in your everyday life as you are the two or three days before vacation. Well, what you just described there is like, how can I as a CEO, business owner, entrepreneur, have the processes and the scalability as if you had that life changing occurrence like you described. But without having that life changing occurrence, let's just get more systematized.

Let's get more freedom. let's scale better so that you have that better balance. And I think that is a spectacular opportunity. Yeah, it's a lot of fun. And it gets to be something that ultimately, I think, when you have those things in place and on a deeper level, when you are showing up in a way that's truly aligned, it's sustainable.

You know, it's something that you want to show up in. Like, I love the business that I'm running today. And I didn't always feel that way about my business. You know, there were years and chapters. where it felt like on paper, I mean, a couple years ago I built this business to half a million in the year in sales. Everything was great on paper. It was like we had a super profitable thing.

Everything was systematized and working great. But, Mike, I'm not lying when I tell you, I woke up in the morning. I was like, I don't want to do this anymore. It just didn't feel like me. And so to be able to wake up today, and not that every day is perfect and it's obviously an evolving thing, but to be able to have a business that, that, that, I don't feel like I need to take a vacation from. Not that I don't take time off, but it's not like this I'm racing to the finish line

waiting for the weekend. I think that's a beautiful thing. Yep. I agree. And it's kind of like I've heard it said to, you know, what you identify your non-negotiables and you structure those things in your calendar like your family time, your personal time, your workouts. And then you put your business stuff around that so that you make sure that you've got that

good balance. So how do you guide your clients to go from being in the weeds and grinding and doing to becoming that true CEO without maybe having that sacrifice of revenue? Because I think a lot of people go, if I'm not the one grinding, I'm going to have revenues drop. Yeah, it's a good question. There are different layers and levels we could look at it on. The surface level, the way I think of it is all the decisions that you make in your business are really rooted in. identity, which is who you believe yourself to be. And so most folks, like, I mentor a lot of six-figure entrepreneurs. And generally at that level, you see a lot of burnout because folks will,

like, the zero to six figures is like most folks get there through doing everything themselves, and there's a lot of hustle. And then there's this set of activities that has, you know, created a certain level of success in their life. And the fear is, okay, for me to get to the next, first people try to do more of the same, right? It's like, oh, if I got to six figures doing 10 pieces of content a week, well, let me double that and try to get 20. So generally our mind tends to work in this linear way where we think more is better. And for anyone who's been in business for a while, you know that that starts to undo itself.

So I think the first thing that happens is you kind of come up against a wall, right, where a lot of folks will burn out or they just feel like they're hustling and grinding. and then there's this sense of, okay, I don't want to do this anymore. But then there's a void that happens in that moment because the first thing you got to do is you got to let go of all of those activities and behaviors and things that got you to where you are. And on a deeper level, you literally become a different person. Like if you identify with being valued and needed for the work that you do, which I think a lot of entrepreneurs, it's like, it's like we get our sense of validation and self-worth, many of us from doing all the things and feeling like we have a handle on everything and control.

And underneath all that is actually a lot of it is I don't feel safe when I'm not the one in the driver's seat. So a lot of it is actually there's a nervous system component. There's deep stuff that happens underneath the surface. But what it's really about on a practical level when I'm working with entrepreneurs on this, we take an identity focus. And what that means is, I think the fastest way to shift a business is to shift the identity of the entrepreneur that's behind it. So if you look at, okay, I'm running a six-figure business today. Let's say I want to grow my business, but I want to do it without burning out.

My question would be, how would you show up today if you were a seven-figure entrepreneur? Yeah. If you were already making. Future pacing. Yeah. And you can step into that as a lens. And so, you know, maybe my six-figure identity, well, you look at my calendar. It's like half the things on your calendar don't exist at seven figures that you're doing at six figures.

And so what happens is the identity becomes a lens. And you can look at your life and your decisions and the clients you're working with and the boundaries that you've created and the systems and processes and the team and all of this through the lens of that future identity. And when you start showing up as the new identity before your business matches this, you know, a lot of people think, well, I got to wait until I'm making seven figures to show up as a seven figure entrepreneur. I'm like, no, no, no, no, it's actually the opposite. The way that you create seven figures is you go first. It's like, you know, I've heard it said before that you create capacity in advance of demand. And that's exactly what you're saying.

That's a great way of saying. Yeah. So the capacity is really, it's the. identity. It's when you build a bigger container internally to be able to hold, whatever it is you're stepping into, the business will naturally grow and expand to meet that. So it starts on the inside. And I think that's something super practical. It's not easy. It's simple. It's not easy. But it's something that anyone can live into as a question. And just, you know, it's like when you're getting on a sales call or you're thinking about working with a client or an opportunity comes across

your desk, you just ask yourself, well, you know, what would my seven figure self do here? Or what would my, you know, X, what a plug in, whatever, whatever the revenue is or whatever, whoever you want to be. Yeah. And that can, that can really help. That's huge. I love that because I think that we get our, uh, eat ourselves. We get in the midst of the day, in the weeds and we get grinding and you go, it's so hard

to break out of that to then get to that next. level and it, but yet if you could take a minute and go, yeah, but you know, like you've heard said, like, I don't know how to do that. And then the person goes, but if you did know how to do it, what would that look like? And then it's kind of like this new path your brain goes down to go, well, I guess if I did know, then I would do it this way. Well, it's exactly what you're saying there. If you were a seven figure business owner, would that little trivial whatever really affect you as much as it is right now? Of course not. You know, oh, you lost that client. Oh, it's a third of your revenue. Yeah, but if you lost a,

a client at X number of dollars and you were making seven figures, would that really bother you? Well, maybe you'd learn from it. You'd figure out a way to keep it from happening again, but you wouldn't feel it as much. So that's a big, big piece. And I think that when people are growing and scaling in the industry and the entrepreneur, in the coaching and the consulting industry, high ticket is a big buzzword, what do you teach your clients to do to create high ticket leads and closing those leads that, feels aligned, but yet not like you're chasing down those leads and pushing and pushing and

trying to fit a square pig in a round hole. Yeah, it's a good question. There's a lot to it. There's the external in terms of structuring the offer and making sure that the offer is built around like a tangible, what I call an A to B transformation, which is people are not buying coaching or consultant what they're buying as an outcome. In other words, they're at point A, they want to be at point B. So being able to build an offer, around something like that. I think that's like basic one-on-one. A lot of folks who are probably listening to that, know that. On the deepest level, the reason why someone's going to work with you, I mean, there's different levels to look at it, right? The first rung of the latter is someone has a

problem or a challenge in their life or they have a specific desire and they see your offer as a bridge to help them get that. That's, and most people are selling on that level. If you look at it one level deeper, like, why do people hire people? It's actually, even if they don't consciously, if they're not consciously aware of it, we hire people because we want to grow. Our soul actually wants to expand. And we want to be around people who represent that next stage of evolution for us. And so it's like when you meet someone at a party who just,

you just kind of feel magnetized to them or attracted to them. Usually if you look at it, there's some aspect of their personality or who they are that represents something. you want more of in your life. And so I think that on a deepest level, like the act of marketing is really about embodying an identity that and holding that

with such strength and such solidity in your life. And this is the real work of being an expert or being a, you know, a coach. I don't think it's not so much about the offer. It's about who you are. And when you can become, so radiant and so magnetic in that self that someone just like the the person that sees you and experiences you in your content there's just this sense of I don't even care what you're

selling I just know something in me feels pulled to want to be around you because I know you can help me grow I know it's like the shark take when you see the sharks going look I'm investing in you Yeah, it's you. It's always about that. And someone's conscious mind might, they may not be able to articulate it that way. But I think that's because your question was like, how do I, how do I not chase? And a lot of people are like, man, I feel like I just get on these sales calls and I got to like convince and persuade people. And it's because they're selling to the top rung. It's like all we're selling is offers and features and benefits. And we're selling a surface level transfer. When you step into that form of marketing and sales, it's much more about embodiment. It's like, look, this is who I am. I live this. And the right person is going to feel that and know that. That's when you start transcending that form of marketing and sales, which is rooted in persuasion.

And you start stepping into that space where people just, they get it, they feel connected to it. Oftentimes they don't even need a sales call. And like a lot of the selling I'll do is just via text message. You know, because if someone's following me on social media, they've been watching my content for six months or 12 months. That person has decided they're ready to grow. They've made the decision that they want to work with me. In their mind, I am no longer a commodity selling features and benefits. I'm the only person they want to work with in many cases.

So not always, but in many cases. And I don't say that from a place of ego or superiority, but more so. It's a different way of marketing than I think 95% of the world was taught. And that is the key to getting out of that kind of hustle, you know, where it's like I'm just chasing clients all day. Yep. Got to get that sale, close that deal, you know, limited time offer, scarcity, discount, buy, bye, buy. Yeah, I think that's huge. All this, that's what, all that stuff is there when you've done a crappy job at all this stuff.

Yep. And we try to plaster it over with external. pressure, which is basically everything you just said. It's how do I try to push someone into a decision that they don't already feel intuitively that they want to make? Yep. So, hey, walk us through the CEO Freedom formula from a high level. I know we could probably spend three days going through it, but give us a high level approach. Yeah, so I created this because when I started working with entrepreneurs who were at or around that six-figure mark wanted to scale. There was just like these common things that kept coming up again and again and again.

When we made that shift and started helping folks at that level, this was the thing that like if we can check these three boxes and move through these three steps into this process, this is the thing that's going to allow you to unlock that next level of business growth. And more importantly, do it in a way that you're not hustling and grinding and working harder. So step number one is identity, which is what we just talked about, because I believe that all business growth starts from the inside out. And a lot of people try to change their business without changing themselves, and they wonder why their business doesn't grow.

We're so focused on strategy. We're so focused on the outside. But the business you have is a perfect reflection of who you are. And so the business won't change until you do. So identity is really about being able to expand, as you said, capacity earlier. It's asking those identity-based questions. How would I show up in this situation if I was a seven-figure entrepreneur, or being able to start to model on the inside the type of entrepreneur that can hold the business

that you are wanting to create. That's step number one. And that's the most important step. Honestly, if you did nothing else but that, you have a very high chance of being successful. And it's one of the hardest things to do. Like, I don't want to undersell it as like, oh, you just start asking me. It's actually incredibly difficult because it generally means you're going to come up against all the things within yourself that you're hanging on to a certain way of being because you're

afraid and scared. This is like deep, deep work. It's not for the faint heart. But that is the step, step one. From there, we can start looking at the business and saying, okay, well, what needs to shift on a practical level? Step number two is eliminate and leverage. And the truth is, most entrepreneurs are just doing a bunch of stuff in their business that shouldn't be done by them. we're just shouldn't be done at all. And that becomes the bottleneck. Like if you're spending 10 hours or 20 hours a week doing admin or doing like $20 an hour tasks in your business,

it's taking you away from the things that you really should be doing that are going to allow the business to grow and expand. So that becomes a capacity issue. And so the entrepreneur that is able to let go of those things and to move up the value ladder and start to focus on higher value tasks in their business, that's one of the keys externally to really be able to shift and grow the business. So, you know, and step two, oftentimes we'll do things like time logs and we'll audit,

like where is an entrepreneur spending their time? And what would it look like to outsource or delegate some of these things to either people on their team or to be able to hire people? All of this also starts an identity because once you start asking that question, And how would I be spending my day if I was a seven-figure entrepreneur? You'll automatically start doing these things naturally. So this is where step one is kind of like the foundation of everything. But step two is eliminate and leverage your time.

And then step three is optimizing your marketing for scale. Because marketing in 99% of businesses is one of the biggest constraints. In other words, we just need more leads or we need to get better at converting the leads that are coming in the door. So this is when we look at how do we create more leverage around your current marketing process. You know, shifting from things. Like oftentimes a lot of folks are doing stuff that just, it's good, but it doesn't scale. Like most, you know, early stage entrepreneurs, a lot of what they're doing is like intimacy-based

marketing where we're having a lot of one-to-one conversations with people. And we're doing a lot of the stuff that actually works quite well when you're in the earlier days of growing your business, but starts to break down as you, as you scale. So this is when we shift to more leveraged forms of marketing, things like, you know, content or live trainings or things that can reach and communicate with more people at once. You start selling one to many instead of one to one. We start building more systems and processes that are designed to do more of the marketing for you. So you can shift from this like time intensive model and way of marketing to more of a leveraged way of communicating with more

people wants to increase the lead flow coming into the business. So there's a lot there. That was a mouthful, but steps one through three, step one would be identity. Step two would be eliminated leverage. And then step three would be optimizing your marketing for scale. And those three things, you just knock those things off, your business can't help but grow. You know, I tell you one of the things you mentioned made me think of something, what's easy to do is easy not to do. So probably each and every one of those steps, there's elements in there where it's like, oh, well, I've heard that for. Oh, I've seen that before. But you have to look at everything in the sequence and put together in the right way and then do the work and roll up the sleeves because don't let yourself feel like what's easy to do is easy not to do because then it won't get done. So I think that is just so great, Jason. Thank you so much for that overview. If someone is interested in getting some more information, what's the best way they can learn more and reach out and connect with you. Yeah, you go to jasonmoss.com.

You mentioned earlier, like, hey, this is not one of those things. I do deep work with folks, and I will say, you know, it's not one of those things. You download a lead magnet and you read through it and, you know, you get everything, you know, you need kind of thing. But we do have a really great guide, a scaling guide on the website that walks through this three-step framework in more detail and gives you more context on how to apply these things to your business. I think it's super valuable. and it'll definitely give you more clarity if you were like, okay, this is helpful, but what do I do with this? So if you just go to jason Moss.com, there's a link on the main page. You can just put in your email and download that for free.

And we also got a YouTube channel that you can connect with on the site, lots of free content, trainings, videos that go through all my methodology and more detail. And I would encourage you to shoot me an email and say hello to. I love connecting with people. Excellent. Well, Jason, thank you so much for coming on. It's been a real pleasure chatting with you. Yeah, I appreciate it. Likewise. Take care.

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