There is always going to be something you're working toward in your business. You hit one goal and pretty quickly find yourself standing at the bottom of another staircase figuring out how you're going to get up this one. Some stairs take a few weeks, some take a few years, and some end up taking you somewhere completely different than you thought they would.

And chances are, you already know a lot. You have the saved posts, the courses, the notes in your phone and probably a handful of really good ideas you haven't done anything with yet. You don't need to spend three days collecting more of them.

the before. conference is a chance to look at the business you have right now and get really clear about what's working, what's making you money, what you actually want more of and what you're spending time on that doesn't make much sense anymore. You might need to add something, but I have a feeling there are a few things you could set down too.

I want you to leave with a clear plan you can actually put into motion when you get home, because leaving with 37 new ideas and a longer to-do list feels like the exact opposite of what we're trying to do here.

Years ago I walked into a business meeting at a country club wearing a pink sundress. There were hundreds of people there and almost every one of them was a man in a black suit.

I remember joking on Twitter that there were maybe four women in the whole room and that might be in the wrong room. A guy came over to find me and said, “There are more than four women here.” We laughed, started talking and he ended up becoming a great friend and referral partner for years.

Here's the thing, I didn't wear the pink dress because I was trying to stand out. I wore it because that's what I wanted to wear.

I think we spend a lot of time looking around the room before deciding how we're supposed to show up in it. Business is especially good at doing that to us. There are plenty of people willing to tell you what you should wear, say, sell, post, charge and do if you want to be successful.

But what if some of the things that set you apart are the exact things you've been trying to make fit in?

You don't need to manufacture something that makes you interesting.

That's what we're going to talk about at BEFORE.

WANT A LITTLE MORE? GO VIP.

There are only so many conversations you can have during a conference day, and some of my favorite ones always happen once we're technically done.

VIP is for the women who want to stay a little longer.

We'll have dinner together Thursday night with a smaller group, which gives us more time to talk, connect and keep some of the conversations from the day going without watching the clock.

You'll also get a curated VIP swag bag and reserved seating all 3 days.

There are only 20 VIP spots available, so if you already know you're the person who is going to want to stay for dinner instead of heading back to your room thinking, “I wonder what they're talking about right now...” just go VIP. 😂

meet tena.

I've spent a large portion of my career working with businesses that had real budgets, teams and resources, but my heart has always been with the woman building something of her own and figuring it out as she goes.

Especially the woman on her way to $100K.

It's why I do the work I do, why I've priced my business the way I have, why I wrote Remind Them of No One and, honestly, why BEFORE exists.

I love the after. I love seeing the thing work, the goal get hit and the idea come to life. But I really love being there in the before too. When she's making the decision, doing the math, trying the thing, changing her mind, figuring out what works and becoming more confident in the way she wants to build it.

I've been doing this work for a long time, and I still think some of the best business conversations happen when we stop trying to sound impressive and just talk about what's actually going on.

That's the kind of room I'm creating at BEFORE.

And I'd really love to have you in it.

YOU BELONG HERE.

BEFORE. might be for you if...

You love the work you do and the clients you get to do it with.
You've been learning and learning and learning and might be ready to actually use some of it.
You have a lot of ideas. Possibly too many.
You've been “getting ready to get ready” for something.
You're busy, but you're not always sure the things keeping you busy are moving your business forward.
Marketing tends to happen in spurts because you can never quite decide what you should be doing.
You'd like selling to feel a whole lot more like you.
You want to take an honest look at what's actually making you money.
You wouldn't mind taking a few things OFF your calendar for once.
You want a plan you'll actually use when you get home.
You want more women in your world who understand what it's like to build a business while also having an actual life.
You don't have everything figured out, and you're totally fine admitting it.

You don't need to be at a certain revenue level or have a perfectly polished business to be in this room.

Come as yourself. You belong here.

A FEW THINGS YOU MIGHT BE WONDERING...

What should I wear?

Whatever makes you feel like you. Seriously. Don't text your best friend and ask, “What should I wear?” Ask yourself, “What do I feel like me in?” and wear that.

Should I stay at The Confluence?

You certainly don't have to, especially if you're local, but you can. I love being fully immersed, no distractions. We'll have room block information here as soon as it's available.

Can I come alone?

Absolutely. You won't be the only one, and I have a feeling you won't feel like you came alone for very long.

What should I bring?

A pen. We're going pen to paper for this one. We'll have your BEFORE workbook waiting for you. And bring your business cards too. You're going to meet people you'll want to stay connected with.

Can guys come?

Yep! While a lot of the people in my world happen to be women, BEFORE isn't a women-only conference. There will likely be a handful of guys that are brave enough to sign up.

What if I have a food allergy or dietary restriction?

We'll do our best to accommodate food allergies and dietary restrictions. We'll collect that information from you before the conference so we can plan accordingly.

Is there parking?

Yes! Parking at The Confluence is free and close by.

What if I buy a ticket and can't come?

Tickets are non-refundable, but they are transferable. If something comes up, you can give or transfer your ticket to someone else.

April 21-23 2027 • The Confluence • Hastings, MN

THREE DAYS.

WEDNESDAY • 6-9pm

we'll start with a mastermind. If you've never been part of a really good mastermind before, I want you to experience what can happen when you put smart women around a table, talk honestly about what's going on in your business and let other people see things you might be too close to see yourself.

FRIDAY • 9-12:30pm

where we bring it together. You'll have had two days of conversations, ideas and probably a few things you didn't expect to uncover. Now we get to decide what you're actually taking home with you and what you're going to do about it.