There's endless advice out there about how to run your business online, and absolutely no time, energy or childcare to act on all of it. So we're going to do the sorting for you.

Should I Care? is a weekly online business and marketing podcast with Sophie Griffiths and Ruthie Walmsley, for ambitious women building businesses online around real, busy lives.

Every week we take whatever everyone's suddenly talking about, the trends, the launches, the content everyone's copying, the advice that sounds clever but doesn't quite hold up, and ask the question you're probably already thinking: should I care?

Expect honest conversations, real money talk, strong opinions and the occasional collective eye-roll at the internet. It's not a tips podcast and it's not a polished masterclass. It's the actual conversation behind the polished posts.

In this little sneak peek, you'll get a taste of what's coming in episode one.

Meet your hosts

Sophie Griffiths is obsessed with working with impatiently ambitious women who want to build a business based on connection and depth and refuse to accept they can’t work less and still earn big money.

A fast talking scaling strategist who teaches women to grow their businesses with ads, offer they are obsessed with and marketing that actually feels fun.

Over the last 9 years she’s grown the business alongside 2 high energy girls, a cavapoo dog who doesn’t understand personal space, an ADHD diagnosis & strong (positive) feelings about trashy TV (yes Off Campus..) & salted butter.

Ruthie Walmsley is a storytelling strategist and recovering English teacher ( and deputy headteacher) who helps women turn what they actually think into content people can’t stop reading.

One husband, one son, one ridiculous puppy called Bernie, an obsession with storytelling and a CV that includes some of the biggest names in the online business space.

Follow Should I Care? now so the first full episode lands in your feed the moment it drops Tuesday 16th June. We'll see you then.

Welcome to the very first episode of Should I Care? - the weekly chat show where we (Sophie Griffiths and Ruthie Walmsley) unpack what's actually happening in the online business world, so you know what deserves your attention (and what really doesn't).

We kick things off with the question Ruthie is desperate to have answered: how did Sophie have her biggest month ever in May when she only posted on her grid five times?

Sophie spills exactly how she did it: ads, emails, wild consistency on stories, and why two pay-in-full clients shifted something in how she thinks about money.

Then things get real: the £6k (yikes!) business class flights to a retreat in Australia, the conversation with her husband that stung, and why spending money on your own wellbeing is the hardest investment to justify, even when you've earned it.

And of course, we have to talk about the thing everyone's talking about: yapping.

We get into the talk-to-camera trend sweeping Instagram, why it's activating everyone's nervous systems (ours included), and what it's really telling us about connection, storytelling and standing out in a world where AI can write anyone a decent caption.

• How we met (it involves a squeal of delight at the pub) and why this podcast exists
• The exact strategy behind Sophie's best month ever: ads, email, and barely any grid posts
• Why pay-in-full clients felt like "cheating" and the trust theory behind why they're showing up now
• The overflow spreadsheet that means Sophie knows she doesn't need to sell anything until August
• Setting a £30k stretch goal to justify business class, and the 10 days it took to actually book
• Why spending on your own wellbeing feels harder than any business investment
• The yap-to-camera trend: bandwagon or genuine shift?
• Why information is free now but your lens, stories and lived experience aren't
• The nervous system work behind big launches (and why volume + nurture both matter)

Audience growth, why your second launch can be harder than your first if you haven't restocked your audience, and how to grow yours without chasing virality.

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into what's actually behind Sophie’s run of best-ever months, especially when there's a narrative at the minute that business is hard and nobody's buying.

We kick off with the question we got from so many people last week (& Ruthie by her own admission!) - how the f&ck did Sophie make over £35K in May? And the bit that got people? Not the number itself, but the fact that Sophie's business doesn't look that different to everyone else's if you look at Insta!

So the real question isn't how much she earned, or why it stung to hear it. It's what has she actually got in place that lets that money come in & how she’s got here.

So we get into what's really underneath it: having more than one lever to pull, naming the thing you actually do (so people can buy it & remember it), being willing to be seen trying, and the unglamorous bit almost everyone skips. There's no secret here, there's just a lot of reps and a few decisions most of us bottle.

(if you loved Scaling Unwapped, you’ll love this episode!)

In this episode:

• Why two best months in a row quietly triggered people, and the more uncomfortable question hiding underneath "how did she do it"
• The £97 course sitting quietly in the background that sold 22 from just 4 emails, in a month Sophie had zero capacity
• Why naming your transformation is the fastest personal-branding shortcut there is, and why it's still terrifying to actually do it
• Opportunity maxing - what is it and how does Sophie use it?
• Sophie's actual next-step advice if you're in a bit of a business funk and want your own best month

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative

Ps and should you care about Off Campus? A hard yes from us.

This week on Should I Care? we (Sophie Griffiths & Ruthie Walmsley) get into the question sitting under half the decisions we make… Do we have FOMO (fear of missing out) or JOMO (actual joy of missing out)?

Because there's always a moment, isn't there, where everyone you know is suddenly at the same event, building the same AI agent, or announcing they're taking the whole summer off, & you're sat there wondering if you should be too… and if you even want to be.

So we go through three of the:

Atomicon & big in-person events, & whether the time/energy/money is worth what you actually get out of it.

AI, & the difference between using it because it genuinely helps & using it because everyone else seems to be (Sophie's fancy morning briefing told her nothing she didn't already know).

And the summer holidays, whether we actually want to have the whole summer off & what we’re doing to prep for it.

Every time, the honest question is the same: is this actually for me, or am I just scared of being left out? And can I tell the difference between protecting my peace & chickening out?

In this episode:

• The FOMO/JOMO question we run past everything before saying yes, & how to tell protecting your peace apart from just bottling it
• Why Sophie burnt herself out on events in 2023, & the one kind of in-person thing she'd still say yes to every single time
• "Performing seal mode" & the foyer panic & the hidden cost of being the ‘sunshine’ in every room
• Using AI for the wrong thing: the briefings & agents that look productive but tell you nothing, & where it's actually worth it
• Fun mum summer & the 7-step plan Sophie's actually following (use the link below to get the plan!)

Mentioned in this episode:

Fun Mum Summer, Sophie's 7-step plan for working less without abandoning the business this summer. Comment FUNMUM on this Instagram post & Sophie-bot will DM you.

We also got into the AI law coming into force in August, where you'll need to disclose how you use AI with clients (that includes AI call recorders & ManyChat, not just Claude & ChatGPT).

I use & recommend Lucy Legal's resources for this. The toolkit gives you full guidance & training, or you can buy the policy on its own & fill it in yourself. Both are affiliate links, just so you know.

AI Legal Toolkit (£97): https://www.lucylegal.co.uk/a/2148134164/ZPrrYXQy

AI Policy (£47): https://www.lucylegal.co.uk/a/2148134165/ZPrrYXQy

New episodes every Tuesday.

Follow Sophie: @sophiegriffithsco & Ruthie: @firstpersonnarrative