Welcome to *Meaningful Work Remarkable Life.* I’m your host, Brook McCarthy, and I’m a business coach, trainer, and speaker living and working on the unceded lands of the Cammeraygal people here in Sydney, Australia.
In this podcast, we explore the paradoxes inherent in working for love and money, magnifying your impact, and doing work you feel born to do. We dive into the intersections of the meanings we bring to work and the meanings we derive from it.
Welcome to season five of the podcast! I’m so excited to reach this milestone—my goodness. Podcasting is quite a process, let me tell you. And this is coming from someone who’s had a business blog for, gosh, 14, 15 years and counting. Podcasting, however, is a completely different kettle of fish.
This season, I’m thrilled to introduce what I’ve called *The Summer of Selfish.* One of my clients jokingly suggested *The Summer of Shellfish,* but this concept is something I’ve been discussing with clients for years. “Selfish” is often misunderstood, but I firmly believe it can be a good thing.
In season five, we’ll explore why turning insults into assets could be one of the most powerful things you can do. We’ll discuss making joy a KPI in your business and the surprising relationship between joy and profitability. We’ll also delve into lessons you didn’t learn in school—truths that may seem right and good but are actually damaging when it comes to building a business and life you love.
We’ll talk about boundaries, givers and takers, and how being selfish can make you more generous. We’ll unpack our uneasy relationships with competitors and the concept of competitiveness itself.
To kick off this episode, I want to discuss why selfishness is a good thing and why it’s crucial not to judge our desires.
### Values and Clashing Desires
I’m thrilled to see conversations about values becoming mainstream in business. When I launched my brand *Hustle & Heart* in 2015, this focus on values was a key point of difference. By 2025, it’s a standard part of the dialogue—discussing our values as a company, how we bring them to work, and what authenticity in business looks like.
However, much of the nuance gets lost. One critical issue rarely discussed is when values clash. Let’s say my desire to be generous with clients conflicts with my desire to be taken seriously. That tension can create inner turmoil, especially when external moralities and judgments enter the mix.
We tend to label certain emotions—generosity and compassion—as “good,” while labeling others—resentment or competitiveness—as “bad.” But when we judge our desires, we risk suppressing them. Desires are the raw materials of our goals. Judging them stifles the process of turning desires into concrete, actionable plans.
### The Power of Non-Judgment
Judging our desires is like driving with one foot on the accelerator and the other on the brake. It’s inefficient, expensive, and painful. Instead, we need to relax, feel safe, and allow our real desires to surface. Only then can we turn them into achievable goals.
Far too often, goal-setting sessions are rushed. People are given little time to reflect on their desires, let alone dream big. For those under financial stress, dreaming may feel like a luxury. But creating a safe, relaxed space is essential for meaningful planning.
When you set goals from a place of safety and expansiveness, you can silence that judgmental voice and allow your desires to solidify. From there, you can create a plan that aligns with who you are and what you truly want.
### Words to Stop Using in 2025
As you refine your goals, I challenge you to drop three words from your vocabulary:
1. **Worth** – Conflating your self-worth with the price of your services is harmful. You are invaluable. Your price reflects the value of your services, not your intrinsic worth.
2. **Deserve** – This word carries unnecessary judgment. Marketing often exploits it, creating guilt or entitlement that clouds our decision-making.
3. **Permission** – Seeking permission is infantilizing and disempowering. You are the boss of your business; only you can give yourself permission.
### Wrapping Up
Take time to notice when you judge your desires. Ask yourself: Where does this judgment come from? Is it a parent’s voice, a teacher’s, or society’s expectations? Understanding this can help you reclaim your power and align your actions with your authentic self.
If you’re ready to earn more, define success on your terms, and do meaningful work you love, let’s connect. You can find me on Instagram or email me at brook@brookmccarthy.com.
Before you go, if this episode resonated with you or changed how you approach business or life, please write a quick review. Your feedback helps other values-based business owners find this podcast, and it means the world to me.
See you next time!
