How do you feel about failure? Is it something you’re scared of, or something you embrace?

It might sound strange, but I am actually hoping I fail really badly in 2026. I hope there are some spectacular disasters.

Everyone else is out there planning to win big, but the truth is, the more I fail, the more I learn.

While success is awesome, sometimes it’s just blind luck. If you launch something and it works, but you don't know why it worked, you can't repeat it. You just have to cross your fingers and hope the stars align again next time.

Failure is different. Failure forces you to learn. It gives you feedback you can't ignore.

In this episode, I’m sharing why I’m aiming for failure next year, and why I’m opening up my business so you can watch the disasters unfold in real time.

In this episode:

1. Why success can sometimes be a trap because if you don't know why it worked, you can't do it again.
2. The story of my first membership launch disaster where I spent thousands on ads and cried in bed for days.
3. Why the first launch is never a pass or fail test, it is just the first set of data.
4. The problem with most debriefs online is that they are usually humblebrags designed to sell you something, rather than honest breakdowns of what went wrong.
5. Why I’m committed to sharing the autopsy of my flops in 2026, so you can get the lessons without having to make the same expensive mistakes.
6. 
   

Mentioned in this episode:

The 2026 Experiment: If you want to see the real debriefs—the good, the bad, and the ugly—come join me inside The 2026 Experiment. I’ll be sharing the full breakdown of every experiment (including the disasters) so you can learn what actually works right now.

Join now: theunicornadvisory.com/2026

Connect with Sue:

1. Instagram: @theunicornadvisory
2. Voxer: @unicornsue
3. Website: theunicornadvisory.com

I’m curious, how was 2025 for you?

I’ve lost count of the number of people who have told me it was a weird, funky, or just plain shite year. And honestly? It kicked my butt too.

I found myself getting stuck way more than normal. I stopped launching things. I ghosted my email list. Even as a strategist who helps other people make decisions, I stopped making them for myself because I felt this immense pressure to get it perfect.

In this episode, I’m sharing why I’m done with that pressure, and why I’ve decided to treat 2026 completely differently.

We chat about:

1. Why so many of us got stuck in limbo this year, second-guessing every move and worrying about the doom and gloom headlines.
2. The specific question I asked myself that completely shifted my energy from heavy to excited.
3. Why I miss the early days of business where I just tried things to see what happened, and why I’m bringing that energy back.
4. Why relying purely on vibes and emotion led me to burnout, and why I’m bringing logic back into the driver's seat.
5. A sneak peek at the big experiments I’m running next year, including the debate between evergreen and live launching.

Mentioned in this episode:

The 2026 Experiment: This episode is the origin story of The 2026 Experiment. If you want to stop guessing and start testing alongside me, come and join us. It’s a year-long living laboratory where I share every experiment, every clue, and every honest debrief.

Join here: theunicornadvisory.com/2026

Connect with Sue:

1. Instagram: @theunicornadvisory
2. Voxer: @unicornsue
3. Website: theunicornadvisory.com

Have you ever seen that Netflix show, Nailed It?

It’s the one where amateur bakers try to recreate a masterpiece cake. They have the recipe and the ingredients, but the result is usually a hot mess of sliding cake layers.

That is exactly what happens when we buy "shortcuts" and blueprints in online business. We have the template, but we don't have the same team, budget, or experience as the person selling it.

In this episode, we’re talking about why copying someone else’s homework is risky, and why you need to stop throwing spaghetti at the wall and start understanding why things work.

We chat about:

1. The "Nailed It" reality: Why having the exact recipe doesn't guarantee the result (especially if you don't have the same "kitchen" as the guru).
2. The Highlight Reel: The invisible details you don't see in a blueprint—like their ad budget, their full-time social media staff, or how long they warmed up their audience.
3. Tactics vs. Strategy: Why copying an action (like sending an email at 9am) fails if you don't understand the strategy behind it (creating urgency).
4. The Spaghetti Problem: Why making sales from a random guess is actually dangerous—because if you don't know why it stuck, you can't repeat it.
5. Changing one thing at a time: Why testing a new offer, new price, and new audience all at once makes it impossible to know what worked.

Today’s Tiny Test:

Write down one thing you are going to change in your business (e.g., your email frequency, your price, or your subject line style).

Don't change everything at once. Just change that one variable and compare the results to what you were doing before. That is how you get actual data instead of just guessing.

Mentioned in this episode:

The 2026 Experiment: If you want to stop guessing and start testing alongside me, come join The 2026 Experiment. It’s a year-long living laboratory where I share every experiment, every clue, and every honest debrief (including the flops).

Join for 50% off (Early Access) until midnight Dec 31st: theunicornadvisory.com/2026

Connect with Sue:

1. Instagram: @theunicornadvisory
2. Voxer: @unicornsue
3. Website: theunicornadvisory.com

We are currently in that weird, liminal space between Christmas and New Year’s. You probably don’t know what day of the week it is, and you’re likely fueled by leftover chocolate.

But if your brain is anything like mine, it hasn’t switched off. In fact, it might be spinning faster than ever.

You’re looking at 2026 and suddenly, the "good ideas" feel heavy. You’re asking: Should I launch a new product? Should I change my pricing? Should I start a YouTube channel?

It’s easy to get stuck because every decision feels like a "Babushka Doll"—you open one decision, and there are ten more tiny decisions hiding inside it. And if you pick the wrong one, it feels like the whole house of cards will fall down.

In this episode, I’m talking about how to get out of that paralysis by stopping the gambling and starting the eliminating.

We chat about:

1. How one simple decision like what product should I create, can suddenly turn into 50 tiny decisions about pricing, launching, and tech.
2. Using the "Guess Who" idea to eliminate the options that definitely won't work, rather than trying to magically pick the winner straight away.
3. Why you need to look at your actual reality to narrow down the list.
4. Why you should cross off any strategy that feels like painful and difficult (even if the gurus say it works).
5. The story of how I used ChatGPT to plan this podcast when I was stuck with video anxiety and limited time.
6. Why you need to get in motion first to get data and why a "good enough" decision is always better than a perfect one that never happens.

If you are stuck on a decision, grab a piece of paper.

1. Write down the decision.
2. List your constraints (Time, Money, and Energy/Assets).
3. Look at your options and cross off anything that clashes with those constraints.
4. Pick the "lightest" option left standing and treat it as your first test.

The 2026 Experiment: If you want to watch me use this exact elimination process to plan my own year—and see the real-time data from every experiment I run—come join me inside The 2026 Experiment.

We kick off on January 1st!

Join for 50% off (Early Access) until Dec 31st: theunicornadvisory.com/2026

Connect with Sue:

1. Instagram: @theunicornadvisory
2. Voxer: @unicornsue
3. Website: theunicornadvisory.com

Ever looked at your business and thought “why isn’t this working?” or “what should I do?” and then jumped into a new tactic because you saw it on Instagram, YouTube, or in someone’s email?

In this first episode, I’m explaining why running an online business is basically a forever game of Guess Who. The goal isn’t random guessing. The goal is asking better questions that give you clues, reduce uncertainty, and help you choose your next move without spiralling.

I also share why decisions feel extra loaded when you are the product, and why “it didn’t work” is often meaningless if you never defined what you were trying to achieve in the first place.

To help you start, I give you a tiny test you can do today, so you can move from “what should I do?” to “what do I need to learn to decide?”

I also introduce The 2026 Experiment, where I’m turning my business into a full year of tests and sharing what I try, what I learn, and the debriefs as I go.

✔ Why guessing is gambling, and questions are how you win

✔ How clues help you stop reacting emotionally and make clearer decisions

✔ Examples of clues: visibility, clicks without sales, patterns in buyer questions, pricing feedback

✔ Why you need a goal first, or the numbers mean nothing

1. Write down one decision you are stuck on
2. Write: “What do I need to learn to decide this?”
3. Pick one clue you can gather to answer it

Connect on Instagram: @theunicornadvisory

Ask me anything this week on Voxer: @unicornsue

Join The 2026 Experiment (half price until Dec 31): https://theunicornadvisory.com/2026