From handmade jewellery at seven years old to running six businesses alongside her husband today, entrepreneur and consultant Caterina Sullivan has built a career on creativity, resilience and purpose. In this episode of The Business Owners Podcast, Linda Reed Enever chats with Caterina about the realities of managing multiple ventures, why charging what you’re worth is essential, and how to build a business that’s both profitable and sustainable.
Caterina’s story spans consulting, sustainability, IT, creative industries and even launching the Australian Yarn Show. She shares candid advice on setting boundaries, saying no, and ensuring your business aligns with your values, all while still leaving time for family and self-care.
Whether you’re juggling multiple projects, navigating the tension between purpose and profit, or simply wanting to avoid burnout, this conversation offers practical, heartfelt insights for business owners at every stage.
Key Takeaways from This Episode
Redefine “busy” and “hustle”
Caterina avoids using “busy” as a badge of honour. Instead, she reframes it as being intentional with her time, choosing meaningful projects over endless hustle.
Know the value of your time
Budgets aren’t just about expenses, they’re about how you spend your hours. Putting a dollar value on your time can help justify tools, outsourcing and investments that free you to focus on higher-value work.
Charge what you’re worth
Too many product-based businesses, especially women-led ones, undervalue their craft. Caterina stresses the importance of pricing based on time, skill, and uniqueness, not just materials.
Learn to say no
Not every client is the right client. Caterina shares ways to soften “no” without compromising your values, reminding business owners that turning away misaligned work saves time and energy in the long run.
Anchor your business in values
From consulting to the Australian Yarn Show, Caterina builds everything around her core values of community, connection and collaboration. Clear values attract the right customers and make decision-making easier.
Review, reflect and reset
Regularly step back to review strategy, systems, and goals. Build in time to assess whether your business is still serving you and your life, not the other way around.
Caterina’s advice for business owners
- Be open-minded. Technology and trends change quickly: experiment, test and see what fits.
- Stay true to your values. Not everyone is your customer, and that’s okay.
- Invest in yourself. Build routines that sustain you as much as your business.
- Embrace the long game. Sustainable growth often matters more than quick wins.
Connect with Caterina Sullivan:
Work with Linda Reed-Enever:
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Highlights
- 00:57 Meet Katerina Sullivan
- 02:00 Entrepreneurial Journeys
- 02:37 The Busy and Hustle Culture
- 05:48 Consulting and Business Ventures
- 08:51 Budgeting and Financial Tips
- 21:35 The Importance of Self-Care
- 23:40 Fun Questions and Final Thoughts
