In this thirty-seventh episode of My Kind of Business, Alex is joined by Bec Johnson – funeral industry marketer, speaker, and Founder on a mission to support independent funeral directors and change the way we talk about death.

Bec shares her journey from uncertainty in her career to finding purpose in the funeral industry. She discusses pivotal moments that shaped her path, including transformative experiences at Camp America, personal tragedy, stepping into her family business, and ultimately building a business that reflects her values and passion.

This conversation is raw, honest, and full of insight for anyone navigating career transitions, entrepreneurship, or the challenge of tackling difficult topics in business.

In this episode, Alex and Bec explore:

• How personal experiences shaped Bec’s purpose and confidence

• The challenges of leaving a family business and stepping into independence

• Building a client base from scratch with honesty and integrity

• The importance of values in defining business identity

• Networking, word of mouth, and meaningful relationships in business

• Creating provocative content and sparking important conversations

• Normalising discussions about death to reduce stigma

• Reframing rejection and using it as a learning opportunity

Whether you’re looking to build a business that aligns with your values, tackle difficult topics, or step into a leadership role in a niche industry, Bec’s story is both inspiring and practical.

[00:00] Journey of self-discovery [05:53] Catalyst for change [11:51] Stepping into the family business [18:09] Transitioning to independence [24:03] Building a new vision [26:58] The leap of faith into full-time entrepreneurship [30:39] Building a client base from zero [33:15] Defining values and identity [35:04] Networking, relationships and word of mouth [38:14] Provoking conversations through content [41:10] Talking about death openly [45:34] Looking ahead: the potential in business [47:38] Advice for new entrepreneurs

• Transformative experiences that shaped Bec’s entrepreneurial path

• Turning personal tragedy into opportunity and purpose

• The messy early days of starting a business and building confidence

• Using values as a compass for decision-making

• Networking and word of mouth as key business tools

• Provoking meaningful conversations in a sensitive industry

• Reducing stigma by normalizing discussions about death

• Learning from rejection and using it to grow

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LinkedIn: https://www.linkedin.com/in/alexmccarthycoaching/ Website: alexmccarthycoaching.com