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.

In this episode:

• 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)

Next week:

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

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.