Being Busy Isn’t Good Enough – Reimagining Hustle with Tatiana Tsior

My big takeaway:

Being busy is not good enough

Tatiana Tsoir, CPA, MBA is an author, speaker, visionary accountant and over the last 16+ years she has worked with entrepreneurs and business owners to help them manage their money, numbers and taxes and become the boss of their bottom line. Tatiana is now committed to sharing her expertise with a broader audience to empower those overwhelmed with running a business so they can make money doing what they love.

In this episode Tatiana and I talk about what businesses can do to set up their finances well from the beginning, what it’s like to be a mom while growing multiple businesses, and the importance of recognizing how busy is not good enough.

Links from the show:

Show Notes:

Roxanne Merket: Podcasting from my closet in Northern Japan. This is Reimagining Hustle, a podcast for entrepreneurial parents, creating a life where business and parenthood live peacefully in the same space. I’m your host Roxanne market, a mom of two micro-business coach and serial entrepreneur on a journey to prove that it is possible to do what you love without sacrificing all your precious time. 

Let’s do this. 

Welcome back to Reimagining Hustle. I’m so excited for you to meet my guest today. I have Tatiana Tsior with me, Tatiana. How are you?

Tatiana Tsoir: I’m doing great. Thanks so much for having me on. 

Roxanne Merket: Oh, I’m delighted to have you. It’s so fun. We are on video. So this is an audio podcast, but I get to see this, the books behind you and this beautiful quote, never underestimate the power of a girl with a book. I just, I’m already so excited to have this conversation with you and just seeing all of this.

So would you just tell us about you tell us about the work that you do and kind of your journey to get.

Tatiana Tsoir: So I actually am a couple of things. I, um, um, a CPA tax geek, um, I own a boutique tax and accounting firm in New York. We work with, you know, companies all over the country, but. I’m also an author. So my first book dream bold start smart came out in March 16th. Um, and I’m also a course creator and a mom pivot coach.

So I help moms find their genius and applied in a meaningful way. And you either start a business or do something that allows them to be flexible and bring money and do something for themselves.

 The journey has been quite interesting if I say so myself, um, I actually wanted to be a lawyer for many years since I was a teenager. And, um, I actually even started law law school. It was, um, kind of like a combo undergrad grad, uh, where I’m from.

So I did two years out of five and then I came to the United States and just circumstances worked out so that I stayed here. And I transferred to a college in New York and realized that, you know, in the U S it’s a graduate program as opposed to an undergrad. So I, um, decided, okay, so I’m going to finish my bachelor’s first.

Great. Then time came to choose your major. And I thought, you know, I was already working as a bookkeeper at the time, and I thought, you know, like, what would it be. Meaningful a meaningful skill that I could get to get me through college and then through law school. So I picked accounting and then my college really was, um, is great because they, even though it’s not really known for its accounting program, the accounting department is really awesome and they’ve really brainwashed me and probably other people too.

Um, They said, well, if you’re already an accounting major, why don’t you just sit for the CPA exam? And I thought, why not? I’m already doing this whole thing, you know? So I did, and I kind of got into, um, really loving the numbers and I was working as a bookkeeper. So I was applying and accounting is kind of starts with bookkeeping.

Bookkeeping is the essential, um, part of accounting. It’s the foundation of accounting. And so I was applying stuff that I learned in the evening, you know, at my work the next day. And that was really powerful. So I got to practice what I was learning and really got into it and really worked with small business.

Um, and then, um, a couple of years into it, I wanted to finish college before the UCP rules in New York changed. So I wanted to get grandfathered 

in. So I wanted to take school full time and I was taking five to six classes a semester and my job 

just couldn’t handle the schedule. So 

Roxanne Merket: So many classes. 

Tatiana Tsoir: And I wanted to take teachers that I really enjoyed, not just, you know, to get this thing over with.

So I quit the full-time job. And I started looking for like a, part-time like a 30 hour, a week type thing. But then what I realized was that there’s much more demand for a bookkeeper that’s like once a week or twice a month or a couple of hours, you know, here and there. One job and it actually paid a lot more. So,

Roxanne Merket: Oh, interesting. 

Tatiana Tsoir: yeah. So like I found, um, God, like four or five clients, I probably worked about 40 to 50 hours a week. I just didn’t work nine to five and I was able to take the classes I wanted to take and things like that. And, and because I’ve worked with all these small businesses, I got an insight into. One different industries and two different leadership styles.

So I worked with different people in and really got an insight into all these different things. And that set me up for being able to advise clients. Um, then I got into the accounting firm because I didn’t need to have, um, uh, you know, for the licensing requirements. I didn’t need an experience under a licensed professional.

So I went for a small firm. Although my ego wanted me to go for a large accounting firm.

Roxanne Merket: Yes. 

Tatiana Tsoir: I did, um, you know, I graduated in 2008 when nobody was hiring. And, um, 2009, I basically took the time while still working with my small business clients, um, to take the exam, to pass the exam. And then by the end of that year, I found a job at a small firm.

And at first I was like, oh, you know, it’s small firm, but actually. It’s been very fortunate because at a small little, large accounting firm, you learn how to do spreadsheets. And then you also learn how to do one step in the long process. And you basically do the same thing over and over again. So in a, in a small firm, you get to do everything from day one.

And that’s what happened to me. So I got to do business tax returns on in the first week of me being in the firm. So. In two years, I’ve gotten enough experience. And also I had a guru on my speed dial. Um, when I got pregnant, I wanted to not have the stress of a full-time job. So I quit and, um, started my own firm.

I already had a couple of clients, you know, before 

that I just added a tax component to that. And here I am today, you know, an author of a book and mom pivot coach, and then the owner of a CPA firm.

Roxanne Merket: you are a busy woman. My goodness. 

Tatiana Tsoir: Absolutely. 

Roxanne Merket: That’s amazing. Okay.

Let me ask some followup questions then here. So I love this journey too, of like of wanting to be a lawyer, but this big shift, right. Of kind of, uh, of almost having to be in the right place at the right time to have the shift happen. Clearly you enjoy what you do.

I can see it as you talk about it. I remember, um, when I was in business school, I had my very first accounting class. The professor got up and said, some of you will love this class and become accountants. And some of you will hate this class and will hire accountants. And I was like, number two, please.

For me, I love math, but accounting just was stressful. So I would love to know what, uh, what should small businesses be doing in preparation to hire an accountant? Or how do they know that they’re ready to hire somebody like you.

Tatiana Tsoir: So it’s a really good question because, um, I’ve spent a lot of time actually testing it out and thinking about it and kind of testing it on my clients when I was writing my book. So it’s not part of the main core of the book, but it’s part of the appendix where I talk about the milestones and the types of accountants and.

Unfortunately, due to technological progress, accountants have been taking on a lot more clients because we could, but then that created a commoditization of the accounting service. So it’s really hard to, um, change a business owner’s mindset that an accountant is much more than just a once a year tax person plugging numbers into a tax return, right account, the right accountant can be, and should be a part of your team.

A part of your support team. I work with clients, some clients daily and weekly and monthly, depending on the situation we do different things. We help manage cashflow or plan things or, um, understand, you know, how the business is operating and performing and things like that. But, um, that really, um, is the, I guess the cornerstone of the problem of commoditization and accounting service and, you know, for someone who has been paying a thousand dollars to get their taxes done, to pay all of a sudden 24 or $36,000 a year, Sometimes it’s hard to get re to get past that tag a price tag, but when you realize how much money you’re saving, you’re, there’s realized that actually that person’s paying for themselves, but that type of accountant, that caliber of accountant, where I am, there’s not many of us, maybe 2-3000 people in the us, but that caliber accountant, you don’t need that type of accountant when you’re making a hundred thousand dollars. You just need a really good bookkeeper and a really good firm that can do the compliance work, which means, you know, prepare your taxes and file them. So I think that once you get to a point where you’re either. Making 250 net, 250,000 of net income or more, um, or, um, and, or, um, you’re paying more than 35% of effective tax.

Um, and I can explain what that means. Um, then you need to have someone like me, um, to, you know, to maybe get a second opinion, consult consultation.

Roxanne Merket: Um, That makes a lot of sense. So how about for under that $250,000 mark? What do you suggest there? 

Tatiana Tsoir: so, um, if you’re making under $250,000, You maybe don’t need someone like me to work with you weekly, but maybe monthly. So that would still be cheaper. The real value starts with not only the tax related matters. It also started, you know, continues into the CFO type service, which is a fractional CFO.

Um, so you get, um, to have. Someone, you know, go through the numbers with you so that it’s not scary. I had a client who, um, you know, we had, um, the prior person who was working, who got a full-time job, which is how I landed the client. Um, use spreadsheets for everything and spreadsheet for cashflow. Planning, forecasting.

And, um, my client, my new client found a mistake. There was a missing, um, there was an extra column and basically that screwed up the formula and he thought he was going to have a really great year that year, but actually turned out that he was like negative cash.

Roxanne Merket: Oh, my word. 

Tatiana Tsoir: So after we like, you know, the Excel didn’t work for him anymore.

And so he, you know, I offered a solution through the software that we’ve been using for bookkeeping. We’ve created, created that tested that he was really skeptical the first two months, the first month we were reviewing the budget versus actuals. Cause the only thing that the Excel didn’t do was that comparing budget to actuals.

Um, I brought up the fact that, um, It seemed like ups bills were a lot higher. And my clients said, well, because my sales were higher. And I said, well, it’s not proportionate. Your health sales are high, maybe 20%, but your ups bill is higher or 50%. He said, okay, let’s see what happens next month. Next month, same thing. So he said, fine, I’ll look into it. And sure enough, this was February that we were kind of reviewing and sure enough, he found out that. As effective January 1st ups changed the way it calculated price on his boxes and he was basically losing money.

Roxanne Merket: Ah, 

Tatiana Tsoir: So it’s not just, you know, getting your taxes done.

That’s great. But then how do you actually create strategies that are specific to you and your family, your person, um, that actually address your goals and allow you to pay less in tax legally? That’s one thing, how do you actually manage your business so that it’s meaningful and you’re not wasting money, you know exactly how much money you’ll have every month, whether you can afford to hire someone or buy a new truck or whatever it may be.

And then also there is a concept, um, that I don’t know if you know, but it’s called a family office. So the ultra wealthy of the, you know, of the world, um, usually have a family office, a bunch of people, usually anywhere from three to 10 professions. Basically managing a family’s wealth and there’s always a tax professional there and always a wealth manager.

And typically the only people who’ve ever had access to something like this were the ultra wealthy. Well, now someone like me can offer what’s called a fractional family office. So same 

setup, but, um, for not, not ultra-wealthy for everybody else, 


Roxanne Merket: Yeah, 

Tatiana Tsoir: There’s so much more to an accountant. And so that’s really my point.

Roxanne Merket: Yeah, no, I’m so glad that you explained all of this too, because I think that there’s many entrepreneurs, especially new entrepreneurs who hear accounting and like, they just want to put their fingers in their ears and say, la la la, I don’t, you know, it’s fine. It’s just like, tell me what I’m making and tell me what I’m spending and it’ll all work out.

Right. And it’s kind of scary. It’s this like, scary, like lurking blob in the corner. And so I appreciate you speaking so freely. And so. Just so openly about kind of options and what hiring somebody like you, um, really can, can do for their business. So thank you for that. Will you tell us a little bit more about the book?

Tatiana Tsoir: sure. So I wanted to write a book. Um, at first, I guess the first idea came, um, maybe 2018, 2017. And. It was more of an idea to get a book out, not write a book, like just to get a business card book out. So I kind of shelved that idea. I didn’t know how to approach it really well. I didn’t want to put a lot of time into it, but, um, I don’t know if you’re familiar with the system called profit first.

Roxanne Merket: Yes. 

Tatiana Tsoir: So I, um, actually have been one of my top clients. Certainly one of my favorite ones, um, has been struggling financially in his business. And, you know, he just made a couple of bad decisions in one year. And then he had to borrow every year during the cash crunch month where, um, you know, he had to pay. Oh, some significant amount of money out for the next collection and for this collection and this kind of stuff.

So, um, he read a book profit first, the, the piggy bank one and he texted me, you know, Tatiana, I read this book, we’re doing this. I have already set up two accounts. He started with two accounts. We’re going to transfer X percent into these accounts that da or whatever. Um, so I started doing it and I’ve been doing it for three years.

Roxanne Merket: Hm. 

Tatiana Tsoir: and, um, in one year he stopped borrowing during the S the September cash crunch in three years, his debt was down 60%.

Roxanne Merket: Wow. 

Tatiana Tsoir: And so I’ve really seen the impact of, of the system. So I finally got a chance to read the book three years later, and I texted this client of mine, and I was like, you know, I read this book.

It’s freaking amazing. I love the concept. It makes so much sense. And he was like, where were you? Three years ago? So it was really, you know, it was really fun. I called profit first professionals. I joined the organization. I’m still a member. It’s been a couple of years since then, but, um, in 2019 I was for an event there.

I don’t remember what it was at the, at the profit first headquarters. And.

Because I’ve worked in with fashion companies, um, quite a, quite a lot. Uh, I was like, you know, I can like write a derivative book. So there is profit first for e-commerce there’s profit first for contractors. There’s now many more derivatives, but at that point it was only two. So. I wanted to talk to Mike about writing a derivative book.

And, um, I was actually leaving for a vacation my last vacation before COVID. And so, um, we spoke with Mike and he was like, sure, you can write a derivative book. That’s what it’s going to be the da that’s how it’s going to work. But, um, you know, why don’t you come to this event for authors that I’m throwing? And I was like, okay, so he, he, no, he sent me the invite. Um, it was an event in middle of nowhere, Pennsylvania. Um, it was really middle of nowhere, like, um, and so I came to this event and I was sitting there, Mike and his writing partner in his book launch manager were sharing all these strategies of launching a book.

And what a life of an author is. And I found myself thinking that as much as I love accounting and tax, I don’t want to do that. Only that for the rest of my life, I want to do it, but I want to do other things too. 

Roxanne Merket: I have a life outside of that. 

Tatiana Tsoir: So I gave up on the idea of writing a book. That’s just a business card book that will build, help me build my business. And coincidentally, about six months before that, I actually stopped working with startups because typically startups don’t need and well need, but usually don’t have the budget for someone like me. Um, but then as I was developing my core message of this book and the ideal reader who the book is for. I realized that the people who need me most can’t afford me. So I wanted to kind of fill that void and create a roadmap for someone who maybe is ready to start a business, maybe has an idea. Maybe it just wants to be their own boss and not don’t necessarily know what exactly they want to do. Something that’s in plain English, something that they can take in and start. Remove the anxiety and be super clear and confident in what they’re doing when it comes to money, numbers, and taxes.

So that’s how this book came about.

Roxanne Merket: Brilliant. Brilliant. I already know that as soon as we’re done, I’m going to go buy my copy. And so that’ll be really fun. What I’m going to ask you, where are we going? Find that at the end of the podcast so that our listeners don’t have to remember that. So before then, without all sorts of fun things to talk about, but tell us a little bit more.

How about being a mom pivot coach? What does this mean?

Tatiana Tsoir: So this is something new that I’ve been exploring because I found myself, um, really being really good at, um, helping someone find what it is that they can do. That’s meaningful to them. I’ve had, um, I’ve had a couple of T you know, a couple of talks with moms and realize that I have a gift of a person says, I like to do flowers.

I like to deal with flowers. I just love that. And my brain works in a way that I find a way to make it a business. How can you actually make money? So for moms, you know, I kind of called it the second act. We. We change when we give birth and that it’s not an immediate change. It usually takes, I would say nine to 12 months after the child was born for us to realize that our values have shifted, that our priorities have shifted and many moms find themselves not really passionate about the career that they’ve had.

Maybe they didn’t have such a great career. Maybe they didn’t really have passion for what they were doing before many rediscover themselves, you know, enjoying doing craft stuff with their kids or cooking or whatever. And I’m really good at coaching on the spot and basically saying, you know, you could do this, but if you were to do it, my experience is that in that, and you should take really pay attention to what you see here and there.

So I’ve really been really good at that. And I’ve decided to. Really take that to the next level. Um, and I will have a group coaching kind of like mastermind for moms to come in and get some support and help them figure out how to, what to do, um, and how to start. And that’s partly based on my book, kind of the, how to start part, but also kind of understand what it is that they can do.

And if a mom doesn’t, um, let’s say have a specific passion for anything, or maybe, maybe not passionate enough to pursue it as a business or as a career, maybe offer something else, maybe offer a different skill set or a different idea for doing something meaningful

Roxanne Merket: That’s awesome. That’s really awesome. So Tatiana, you are a mom as well. You have one child, 

Tatiana Tsoir: two. 

Roxanne Merket: two children. Okay, awesome. I heard that in the story of the one child being born. I wasn’t sure if there were more after that. So how you mentioned this kind of generally speaking, that being a mom does change us, right?

When anybody who’s become a mother will, will attest to that. But I would love to know how being a mom during this entrepreneurial journey that you’ve just described has changed you individually.

[00:21:50] How has being a mom changed you?

Tatiana Tsoir: So I wanted to raise my own kids. It doesn’t mean that I didn’t have help. Like, you know, I had a cleaning person at some point that started not right away, but, and other things, my mom was helping out kind of with the kids in the beginning, but. I realized that it wasn’t immediate. Like I said, it was maybe a couple of months into being a mom that I wanted to be there for the kids.

And it was important. I realized that it was important for me to be the one to put them on the bus in the morning, be the one to meet them from the bus in the afternoon. And although today I missed it. Um, 

Roxanne Merket: Always right. I did that. I miss mine yesterday. We’re good. 

Tatiana Tsoir: so it was important for me. It was, you know, it doesn’t mean that I do it all on my own. But it does mean that I want to be present. Um, and it’s different for every, for every mom and everyone. Um, but that was kind of something that. I felt that I will want, and that’s why I quit the firm. And I honestly, I always knew that I wanted to be my own boss. Um, and I always knew that I wanted to do something that’s meaningful for me. I’ve been always passionate about accounting. Not everybody has that luck to be, you know, to have a skill or passion for something. So, um, the way it changed me, it was kind of gradually over the. Where my practice has been growing and I haven’t been doing, I’ve been a traditional accountant before, so up until 2018 or so, and my firm has been growing, but has been growing kind of, um, as incoming leads.

So like I never did any outbound outreach to find clients that actually are my ideal clients. Never thought about it for know for a number of years. And then, um, I noticed that as my practice was growing, as I was getting more clients. I was getting very busy during tax season, but my bank account didn’t reflect the proportionate increase in being busier. 

So I ended up a couple of tax seasons is I ended up working on the weekends. So my whole idea of being there for my kids kind of went down the, down the drain and I was like, you know, something’s wrong. So that year that was 2018. I, um, actually, uh, won an award from Intuit Intuit as the, you know, Creator and TurboTax creator.

Um, I made it to the top 15 of the, um, firms, accounting firms around the world. Um, and that really prompted me to realize that I have something, I have a skill and passion and I’ve got something to share. Um, immediately I got into the tax planning coaching, so technical training that allowed me to really reinvent my tax practice. Um, also business coaching for accountants specifically got into that transformed my business completely and ever since I think it was mid 2019, I have incorporated a structured week where, um, I don’t work weekends. I sometimes I have to work till six or seven, but very rarely during tax season. 

And off season, I worked two to three days a week, tops for this business.

Roxanne Merket: Wow. 

Tatiana Tsoir: And I’ve tripled my revenue since then, too. Um,

Roxanne Merket: Less work, more money, and we’d love to hear it. That’s the story? Yes.

Tatiana Tsoir: exactly. So, um, that really, you know, that really how motherhood has transformed me. Yes. Laughs. Last year was. I’m off limits because of PPP. My husband was in hospital for surgeries, a couple of surgeries during this whole COVID thing, the kids were home. It was a little crazy.


Roxanne Merket: Yeah. 

Tatiana Tsoir: that didn’t work really well. And I was editing my book and, you know, in the publishing process and stuff so that I wasn’t very structured that period of my life, but. Uh, the rest of it soon, you know, starting may through, uh, through the end of December, I still didn’t work weekends. Um, I still was able to focus on the tax business only two days a week.

And, um, I didn’t bring on new clients because I was writing a book and launching courses. But, um, but that’s kind of, uh, that was my choice I could, if I wanted to. So it really changed me in many ways because now I can take vacation vacations and not think about, you know, doing anything working, you know, I don’t, I no longer understand accountants who I’m blocked a water accountant forums and what you see in the past.

I’ve done my finished my, all of my clients by April 15th. Um, so like I’ve been basically on vacation already and stuff like that, but most accountants are struggling still, you know, for Monday deadline 

and. I’m like, I can’t relate to that.

Roxanne Merket: Wow. Yeah. Wow. It’s I, I mean, it’s, I’m not even in the accounting world and I know that you just assume like accountants are not accessible during tax season, right? So that’s to not work weekends, to have those that structure on your hours. Absolutely incredible to me. Do you experience guilt when you do have to have those longer days or when you do, when you are called upon to work a little bit beyond that?

[00:27:23] Do you experience guilt?

Tatiana Tsoir: I did in the beginning, but not anymore because, um, 

because of the structured week I kind of, so right now I can tell you a little bit about the structured week and, what it looks like and kind of why I no longer feel any guilt. Um, so right now off season, I basically work two days a week on my business. Mondays and Thursdays, Tuesdays and Wednesdays, I typically do core content creation for the course, for the quiz, whatever it is that I’m doing for that side of the business, you know, being a mom pivot coach, creating different things for that. And, um, then Fridays is either I do a manicure or I take a day off or I connect with colleagues on tax or colleagues on courses.

It’s my connection day. So, um, sometimes. Um, you know, unexpected things happen. And let’s say on a Monday I would work a little later so that I don’t have this flow overflow onto Tuesday so that Tuesday I can focus on the core stuff.

Roxanne Merket: Yeah. 

Tatiana Tsoir: Um, so I don’t no longer feel guilt, uh, because of that, because, um, I can take a Friday off and take them to, um, to get ice cream or whatever.

Um, and we’ve, you know, I’m able to afford vacations and things like that. That’s also important. We went for vacation first in two years because of COVID. Um, and you know, the kids like had a blast. I was like our first vacations, you know, they’ve gotten a lot bigger in two years, obviously. It’s a huge change.

And it’s just, they had a blast. And the way I can afford to do that is by sometimes, once in a while, it doesn’t happen often. But once in a while doing a little late Monday,

Roxanne Merket: So there’s no guilt around that. That’s such the way to do it too. Right. I, I ask this question to every one of the people that I interview and I feel like it’s about half and half. Some people are like, yep, absolutely. Mom guilt. It’s so real. And other people. Well, no, no, because of answers like yours. So Tatiana, I would love to know what is one thing that a business could do today to set up their finances.

[00:29:37] What is one thing business can do to set up their finances better?

Tatiana Tsoir: I think that, uh, and that’s something I’ve identified. It was, I was writing my book, um, that Mike, one of my best clients I’ve already talked about, said once to me, he said, you know, Tatiana accountants don’t start businesses, visionaries do. And it took me a while to really understand what he meant by that. But the reality is that he’s absolutely right.

We accountants, we run the numbers and we were like, Nope, the math doesn’t work. That’s it. We’re done. I’m not going to even try to do that. But, but visionaries don’t run the numbers and they should, but they don’t run the numbers and they start a business. And then all of a sudden, you know, you’re running into problems and things like that.

Um, I really think that, um, my, I guess idea, my, my desire would be that people don’t fake it till you make it with the numbers and taxes and money. The, my most successful clients have faced their numbers at some point in their journey. Not everyone has faced them since the beginning, but, um, they really felt liberated.

Once they did. And it really unleashed the, the power and the potential of their business when they did. So, one thing that a business can do today is to set up their books so that they can understand their operations to, um, look at their reports. And I have this one client, a new client a couple of years ago.

And I said, you should be looking at reports every week. So a couple of weeks go by and I asked him, you know, and he says, listen, I’ve been looking at the reports, but I have no idea what it means. And that’s okay. That’s actually great. Because every time you look at the reports, you see something, you ask question.

Get an answer. You get it. So as you move through it, you don’t need to learn everything right away. You don’t need to become an accountant to be good at business. Um, but, um, that’s really, what’s powerful. And what I’ve seen to be, um, life-changing is facing your numbers and facing it early.

Roxanne Merket: Um, such great advice. Thank you for that. Thank you for letting me tap into your expertise. There. I want to ask you a question about the name of this podcast. So I named this podcast Reimagining Hustle because when I first started my entrepreneur journey, I was not a parent. I started in, I loved this hustle culture, this go, go, go, you know, work all night, whatever this nonsense.

Right. And then I had my first child and my whole world stopped. And I did the same thing you’ve described right. Of this idea of, okay, something’s got to change. Things have got to shift around a little bit. So I’ve been on this quest to re-imagine what this idea of hustle looks like. And I get the feeling that you probably were a hustler as well, and had your children, and you’ve described that shift that has happened. So how have you, re-imagined hustle.

Tatiana Tsoir: Um, I realized that I love being busy. I love, um, doing the things that I do and. A lot of it is you can call it hustling, but a lot of it is not really hustling. It’s more jumping around and sometimes not having clear direction. So I feel like busy used to be a, something that you’re like, oh, I’m busy. You know, I’m super busy. And it’s like, you know, I should be respected for that, but it’s

Roxanne Merket: Almost like a badge of honor, right? 

Tatiana Tsoir: right?

Exactly. That’s what I was looking for. I was looking for a term it’s a badge of honor, and it shouldn’t be because I’d rather be less busy, make more money and take more time off than anything else.

So that’s where the reimagining part comes in. You have it’s up to you to do that. It’s up to you to reimagine your own business and to stop being just busy, actually make progress towards. Doing, whatever it is that you want to do. And there’s nothing wrong with, um, you know, working a lot and not taking time off. Some people love that and it’s totally fine. But, um, if you are a mom, let’s say for me, I feel like just being busy is not good enough.

Roxanne Merket: Mm. Mm, yeah. Yeah. I’m with you on that. Oh, I’m going to like needle point that on a pillow. Right. Just being busy is not good enough. Oh, thank you. Thank you. Thank you. Tatiana. Would you give us a pep talk for other parents on this entrepreneur journey? Who just need a little bit of a pick-me-up.

[00:34:24] Pep Talk

Tatiana Tsoir: Sure. Um, so. I believe in women owned businesses, I believe in parent owned businesses. And that doesn’t mean even though we live in a capitalist society, it doesn’t mean that you have to sacrifice one for the other. You don’t need to sacrifice being a good mom and running a business and making a difference.

And I’ve kind of had back and forth with, you know, about that with myself at some point. And. What I found was that, yes. I want to set boundaries. There are things that are non-negotiable for me, like working weekends, and frankly is the older I get. The less I can work on the weekend. That’s really hard for me. Um, and, um, I’ve found that if you set up your business, right, if you invest in yourself, that’s the best investment you can make. And the reason is. Small businesses, let’s say in the U S the biggest employer is a small business, a mom and pop shop because of that, the tax code is geared towards one of the businesses.

There are provisions there that not everybody knows, but that are geared towards helping small businesses to pay less tax. Also because of that, um, the real wealth is created by these mom and pop shops by the small businesses. And. I personally think that when women start businesses, especially after being a mom, that’s a different kind of a business because those businesses are usually created with passion, with the desire to change the world.

And really women owned businesses lift up economies. They let women owned businesses changed the world in many ways, and we can have an impact. With the business while being a great parent that does not mean that you work more than you would work in a full-time job. Not at all, if you set it up, right, or if you transform or reimagine it, you have a chance to creating a business that runs itself and be the parent that you want to be.

Roxanne Merket: Yeah. Thank you. My goodness Tatiana. I have learned so much from you. I have loved our time together. So thank you. Would you please tell us where we can find you online? We need more of you.

Tatiana Tsoir: Sure connect with me on social media. I’m Tatiana Tsior, pretty much everywhere. And also my website has some resources, has the book link has the podcasts has, um, just ways to connect and work or just talk, um, to me. 

Roxanne Merket: Awesome. And we’ll make sure that we link everything in the show notes. Tatiana. Thank you. It has been an absolute treat to talk to you today. So thank you.

Tatiana Tsoir: Thanks so much for having me Roxanne.

Roxanne Merket: Thanks for listening to Reimagining Hustle with Roxanne Merket. If you like the show and want more, check out and please leave a review wherever you get your podcasts. We’ll be back next week with another episode. See you soon.