Ep 018: Amy Cheadle

The importance of honesty, facing our true fears and shared values with Amy Cheadle

Amy Cheadle, joins me this week as we explore her entrepreneurial journey.

She talks about founding the Northern Dough Company with her husband, the benefits of having a salaried job while building your business, balancing parenting and running your business, and addressing the fear of failure.

In this episode we discuss:

00:56                  Amy Cheadle on cofounding the Northern Dough Company with her husband

06:07                   How Amy Cheadle went from a general aspiration to run a business to deciding on the Northern Dough Company

07:46                  Having shared values and vision with your cofounder

09:12                  Don’t Quit Your Job Yet – supporting the entrepreneurial dream with a day job    

12:40                   Fear of taking away the salary blanket and committing to your business full time

15:02                   Advice for entrepreneurs who are scared of failure

17:22                   Amy Cheadle on her biggest challenge and seeking the help of a professional coach

23:18                   “Do you still have professional coaching?”

24:28                   Balancing parenting and running a business                      

Quick Juice Questions

29:31    Do you currently invest? What do you look for in an investment and why?

30:00    What most inspires you? And when and where are you most inspired?

30:41    Which book has most inspired you and changed your thinking the most?

31:17    What’s the best piece of advice you’ve ever received and/or given?

32:11    If there’s one last bit of Executive Juice you can share for people who want to get to the top of their game, what would it be?  Be continuously kind to yourself and be realistic.”

Links Mentioned:

Books Mentioned:


  • “You come up with an idea in one day, the next day it doesn’t result in rolling around in cash for a very long time.”
  • “Think about whether you’re holding yourself back because you’re frightened of failing or whether there is a genuine reason. I think 90% of the time it’s fear of failure that’s holding people back.”
  • “The pressure was mounting. And found I would spend 85% of my time planning, and the rest of the time not doing a huge amount.”
  • “Building that [support] network is really important, but make sure that you don’t use it as a comparison.”
  • “I think the best piece of advice is to soak up as much opportunity around you as you can, and not to get caught up on direct experience.”