What if the reason you’re working nonstop but still not seeing real profit has nothing to do with mindset and everything to do with your numbers? In this episode, Ati sits down with operations and finance expert Michelle M. Ghassemi to break down the single most important metric every coach and service provider must track to build a sustainable, six- or seven-figure business — without burnout or guesswork. 🔗 Connect With Ati Take the Profitable Personal Brand Quiz 👉 https://atigrinspun.com/quiz/ Explore working together (Academy, Ascension, 1:1) 👉 Book a discovery call: https://calendly.com/atigrinspun/discoverychat 📲 DM me on Instagram: @Ati.Grinspun RESOURCES MENTIONED Ascension Mastermind 2026, Sedona, January 22–25, 2026: atigrinspun.com/mastermind2026   👉 FREE: Unblock Your BS A short worksheet to help business owners get unstuck, clear mental noise, and move forward with grounded momentum.  👉 FREE: 30 min biz assessment calls with Michelle M. Ghassemi: https://calendly.com/michelle-ghassemi/bizassessmentcall   👉 CEO Operating Dash A simple CEO-level clarity tool that helps business owners see their numbers clearly, stop reacting emotionally, and make calmer, more strategic decisions without complicated software or accounting overwhelm.   GUEST BIO Michelle is a sought after business mentor focused on growth & operations, as a mani gen she understands what it is like to have “all the ideas” but her no BS style is what guides her clients to new heights. With over 8 years of founder experience in CEO, COO & CFO roles she has been able to use those skills & frameworks to not only take her first business from 0-7 figures but support other business owners as well. Michelle is an expert in helping multi 6-7+ figure business owners cut through noise, stay focused, optimize systems & data while most importantly increasing profits. When she isn’t working out, blasting hip hop & spending time with her husband, she is investing in her continued growth, being a community leader & volunteering.  ✨ What You’ll Hear in This Episode Why cost of goods sold is the foundation of confident pricing The difference between base bills, COGS (Cost of Goods Sold), and profit Why tracking revenue trends matters more than total income The mistake most service providers make when pricing their offers How emotional avoidance of numbers keeps businesses stuck Why comparing your pricing to others is dangerous (and misleading) The role of self-trust in financial decision-making How intentional visibility and follow-ups drive sustainable growth 🔥 Key Takeaways You can’t price confidently without knowing your COGS: Every service provider needs clarity on what it actually costs to run their business. Revenue trends matter more than vanity income: Knowing where your money comes from allows you to scale smarter, not harder. Your time is not your value — your expertise is: Pricing based only on hours worked ignores years of experience and skill. Avoiding your numbers creates financial stress, not safety: Awareness builds control, confidence, and sustainability. Profit is intentional, not accidental: Businesses that last are built by owners who understand their data and act on it. 💬 Quotable Moments “If you don’t know your cost of goods, you’re guessing — not running a business.” - Michelle M. Ghassemi "You are not counting your time as part of your cost... if I have to pay someone else to deliver this, I still have to make money." — Ati Grinspun CONNECT WITH MICHELLE M. GHASSEMI Email: [email protected] Instagram:@opsandgrowthmentor LinkedIn: Michelle Ghassemi   EPISODE TIMESTAMPS 01:00 The #1 Metric: Breaking down COGS (Cost of Goods Sold). 00:00 Introduction to Business Metrics 02:57 Understanding Cost of Goods Sold 06:03 The Importance of Pricing Strategies 09:05 Revenue Trends and Conversion Rates 11:48 Mindset and Emotional Blocks in Business 14:50 Building Self-Trust and Confidence 18:05 Navigating the Coaching Industry 20:52 Final Thoughts and Resources ABOUT YOUR HOST Ati Grinspun is a personal branding coach, speaker, and creator of the Be You Brand™ Framework. From world-champion flair bartender to photographer to coaching hundreds of women entrepreneurs, Ati helps experienced women build visible, confident, and profitable personal brands rooted in clarity, authority, and truth. ABOUT THE SHOW Be You Brand Podcast is for women entrepreneurs ready to stop hiding, stop doubting, and start building a powerful personal brand that leads to consistent income, visibility, and impact — without shrinking, over-explaining, or chasing validation. Core Pillars: Personal Branding Business Mindset Energetics Purpose Life