Sandra Julian

Certified Business Coach & Mentor | Host of WĀ-HINE

I help established service-based wāhine and values-led women entrepreneurs to build truly scalable, self-sustaining businesses. You're often brilliant at what you do, but find yourself trapped in a demanding 'job you created,' longing for true leadership and personal freedom. With over two decades of experience as an agency owner, I guide you to streamline operations, create a self-managing team, boost profits, and achieve sustainable growth. My approach blends strategic expertise with deep-rooted cultural values, equipping you to reclaim your time, amplify your impact, and build a thriving business that works for you, your whānau, and the powerful legacy you're creating. This isn't about 'done-for-you' solutions; it's about empowering you to lead.

The secret work your business is doing right now

Kia ora Reader As winter in Aotearoa begins to loosen its grip, I’m reminded that growth often happens in the quiet. The land may look still, yet beneath the surface, new life is preparing to emerge. But I also know, not every winter is slow. In my own event agency, winter was our peak season. The to-do list was full, the pace was relentless, and my focus was firmly on client work. There wasn’t much space for dreaming or planning, but what I didn’t realise at the time was that every project,...

about 1 month ago • 3 min read

Stop Guessing: Design Your System for Profit & Flow

Last week, we talked about mapping your current operational flow – from quoting a job through to delivery and getting paid. If you took the time to do that, you likely saw the gaps: powerful tools sitting in isolation, not truly working together to give you the clarity you need. It’s like having all the fabric and a sewing machine, but no pattern or construction process to turn those individual components into a beautifully tailored garment. Your vision remains, well, just a vision. This...

about 1 month ago • 3 min read

Are You Running Your Business, or Is It Running You?

Clarity Precedes Success: Reader are your tools actually working for you? You might be thinking you've seen that subject line before, and you would be right. It’s a phrase most service-based business owners relate to, and for good reason … it’s the struggle of the "brilliant doer" who has created a demanding job for themselves instead of a business. Like a masterful chef with all the best ingredients and a state-of-the-art kitchen, you have the tools for success. But if the recipe is unclear...

about 2 months ago • 3 min read

Matariki & Your Momentum: Time to Realign

Kia ora Reader, it's wonderful to be back in your inbox (although you probably didn't even notice my absence). The past couple of weeks have certainly offered a gentle reminder about the rhythm of life and business. Here in Aotearoa, we recently observed Pūanga me Matariki – a significant time in the Māori calendar that acknowledges the Māori New Year. It’s a time for reflection, connection, and setting intentions for the year ahead, which also meant a shorter working week for many....

2 months ago • 4 min read

What business looks like when you unlock your Unapologetic Power & Worth

Beyond the strategies and systems, there's a foundational element that dictates our success and impact in business. This week, the spotlight is on what it truly means to honour your unique worth. A journey so beautifully exemplified by my recent guest on WA-HINE, Natasha Navanaga-Bamblett, whose story reinforced that embracing your unique value is the ultimate game-changer. When I first came across Natasha's work, I felt an immediate cultural and spiritual resonance. It spoke to a deep part...

3 months ago • 3 min read

Momentum Shift header

The Quiet Power You're Overlooking (For Business Momentum)

As we push into the final month of Q2, perhaps you're looking at your annual plan – if you have one – and feeling a little... off-kilter. Maybe you're not as far along as you'd hoped, or the momentum you envisioned hasn't quite materialised. It's easy to get caught up in the external noise – the latest business trends, what competitors are doing, or even just the daily demands pulling at our attention. We often look outwards for answers, convinced that the key to unlocking the next level of...

3 months ago • 3 min read

Not everything needs to be AI-powered to work beautifully

Let’s talk about simplicity… because, there’s a lot of noise in the business space right now, especially when it comes to AI 🤖. Everywhere you look, it’s AI-this, AI can do that, “scale overnight” hacks, and pressure to keep up with the next big thing. Or now I’m seeing people throwing lines that suggest ‘you’re doing it wrong’ 😤 And while I’m all for working smarter (you know I love a good system!), I’m not here for the overwhelm or guilt that creeps in when you’re not jumping on every...

4 months ago • 5 min read

The CEO check-in I almost skipped (and why you shouldn’t)

I’ve been in the weeds lately. Lots happening. Many moving parts. I caught myself doing things just to tick the box. At the start of Q2, I sat down with my annual plan. Gave it a good look. Spotted a few things that needed adjusting, nothing major, just slight shifts. But I didn’t make the changes in writing! And now, here we are… mid-May. And honestly? I can feel it … I’m drifting a bit. Still doing the work, but not feeling fully anchored. It reminded me of something I tell my clients all...

4 months ago • 4 min read

How I’m resetting my rhythm—and why it matters

Whenever a new podcast guest episode goes live, I carve out time to listen to it. Because when I listen as the learner and not the host, I have a different experience. So when I was driving to town earlier today, I listened to my recent episode with Dr Wendy Sweet. There was something she said that was still on my mind when I sat down to write this newsletter. She spoke about our circadian rhythm needing a reset. And yes, I had to ask Aunty Google what a circadian rhythm was! It’s our body’s...

4 months ago • 5 min read

You don’t need more clarity—you need more capacity

This week, I found myself reading a post by a fellow coach and thought leader I truly respect—Rasha Shaheen. She shared a phrase that landed with such quiet power that I had to stop and re-read it several times: “Clarity requires emotional capacity.” That single sentence stirred something in me. I immediately thought about the women I work with—visionary entrepreneurs who are juggling growing businesses, family life, community leadership, and a million moving parts. They’re doing it all...

4 months ago • 4 min read

I help established service-based wāhine and values-led women entrepreneurs to build truly scalable, self-sustaining businesses. You're often brilliant at what you do, but find yourself trapped in a demanding 'job you created,' longing for true leadership and personal freedom. With over two decades of experience as an agency owner, I guide you to streamline operations, create a self-managing team, boost profits, and achieve sustainable growth. My approach blends strategic expertise with deep-rooted cultural values, equipping you to reclaim your time, amplify your impact, and build a thriving business that works for you, your whānau, and the powerful legacy you're creating. This isn't about 'done-for-you' solutions; it's about empowering you to lead.