Shona Goodall Coaching Ltd.

C-PTSD & NEURODIVERGENCE IN BUSINESS AS A PARENT IS NO JOKE, I KID YOU NOT.

Not many of you may know this, but I live with C-PTSD, which is a way of describing how my brain was wired, what it needs to thrive and what can shut it down and impact my entire being. It's classed as a mental health condition.

Before I knew I had a brain that wasn't neurotypical, I masked so so much, and never felt successful or at peace. I always felt different to everyone else. Why couldn't do things like everyone else? Why did the seemingly simple tasks push me to a frustration that could dysregulate me for days. Why is my brain running so fast even though I'm exhausted? Why can't I sit down for just five minutes? Isn't everyone like this?

I was diagnosed in 2022 and it changed my life, and the health of my family, forever. Now I knew why I struggled in regular jobs despite performing well. Now I knew why I needed long spaces of time entirely alone and why being around people, even those I loved, felt crippling and exhausting. Now I knew why looking at regular business plans and strategies used to make my eyes and head instantly hurt and why I would burst into tears wondering why I was 'clever' but had to pretend to be able to do normal things that everyone else could do.

Whenever I ticked the boxes to look happy and successful, the price I paid inside was colossal, and I punished myself for being such a big girls blouse. In my twenties it led to hiding from jobs, not being able to leave the house, struggling with noise and daylight, and constantly feeling like a bad, lazy person. I managed to hide it from everyone.

I internalised everything and felt s**t about myself, but because I strived to be successful, I didn't tell anyone, and struggled alone feeling constantly broken often struggling with very dark thoughts.
Receiving a diagnosis changed everything, and it took a while but now I know that I can do everything I wanted to do but on MY terms, at my pace and while protecting my peace and priorities, and here we are now with true strength, alignment, and profitable businesses that support my life and doesn't put more pressure on.
Who can relate to these experiences?

If so, my new Parents in Business community the perfect place to grow yourself and your business in a way that works for your brain too:)

Those with C-PTSD know that a bad trigger day can wipe out a whole week of momentum if not more.
Those with ADHD who have seventeen brilliant ideas and can't finish any of them. Those with anxiety, depression, autism, or trauma histories who are told to "just be consistent" and "show up every day", and feel like failures when they can't.
You are not failing. You are doing something extraordinarily hard, without the right support.

I built the Parents in Business community specifically with you in mind.
This isn't a hustle-culture coaching group. There are no rigid schedules, no pressure to perform, and no judgment for going quiet when life gets heavy. This is a space of genuine safety, diversity, and care, where your brain is not a problem to be fixed, it's a strength to be built around.

Inside, you get:
☕️ Weekly Coffee with Coach, Live group coaching with me on a specific topic each week. Come and ask questions, or just sit quietly and absorb. Whatever you need.
📚 A growing resource library, Tools, worksheets, journals, and strategies you can access any time, at your own pace.
💬 Direct access to me, ask your questions throughout the week and I'll bring them to the session.
🤝 A community of parents who get it, many of whom are navigating the same challenges you are.
💸 A 40% affiliate programme, recommend the community to a friend and earn 40% of their membership every month they stay.
All of this for £10 a month.
Whether you're starting from scratch, rebuilding after burnout, or ready to scale, this is the place to do it in a way that actually works for your life and your brain.
You deserve support that was built for you. 🧡
👇 Join us here:
skool.com/parents-in-business-1555
Not sure? WhatsApp me for a chat x

LOOK WHAT CAME IN THE POST TODAY!

I had been nominated for the South Norfolk Community Awards 2026, Business in the Community, presented to Norwich Carpet Cleaning & Upholstery.

The nomination recognises something I have always held at the absolute heart of this business; creating a genuinely safe, comfortable space for customers when they invite us into their homes. Having a stranger in your home is a big deal. It takes trust. From day one, I have worked hard to make sure every single customer feels respected, heard, and completely at ease, and to know that has been seen and acknowledged by the community means everything to me.

Running a carpet cleaning business as a parent is no small thing. There are school runs, sick days, last-minute changes, and the constant juggle of being fully present for your children while also showing up professionally for your customers. I built this business around my family, not the other way around, and I am so proud of what we have created together.

And if that was not enough to process this week... I have also been nominated for Female Entrepreneur of the Year 2026 with both Muddy Stilettos and the SBA for the Coaching business.

But here is the thing, I know so many parents out there are running businesses (or dreaming of starting one) and feeling completely overwhelmed, stretched thin, and on the edge of burnout. I have been there. That is exactly why, alongside the cleaning business, I also run a coaching business specifically for parent entrepreneurs; helping you build and grow your business without sacrificing your sanity or your family life.

You do not have to do this the hard way.

If you are ready to start running your business as a parent, without the stress and burnout, I would love to talk.

🌻Book your FREE 20-minute call here:
👉 https://calendly.com/shonagoodall/enrollment-call

Spots are limited so let's get you started. 💛

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I’m Going Back to University! 🎓✨

Seventeen years ago, I graduated from Queen Mary with my undergraduate degree in Russian Literature Translation. I was on a very different path back then. Today, I am beyond thrilled and incredibly proud to announce that I have received an unconditional offer from St Mary’s University London to study for my MBA with Entrepreneurship!

To say I am excited would be an understatement. Learning and growing have been my absolute passions since I was a teenager. Through a very difficult childhood, education was my freedom, my sanctuary, and my way forward. It continues to be a profound source of self-discovery and strength for me today.

Why this course, and why now?
The MBA with Entrepreneurship at St Mary’s is incredibly special. It’s not just about traditional business administration; it’s specifically designed to teach the strategic, financial, and operational skills needed to build and scale ventures, develop an entrepreneurial mindset, and support SMEs. It’s about turning ideas into reality and building sustainable, thriving businesses.

I’m doing this because I want to be the absolute best coach and consultant for you—my clients, my friends, and the people I work with and for. My mission is to help people start and build businesses around their lives, protecting their priorities and their health. I also work with organisations on wellbeing programmes, leadership coaching, stress management, and cultural change. I know, without a doubt, that the deep strategic and financial insights from this MBA will make me even better at this role. I want to bring world-class knowledge directly to your businesses and your lives.

But there is an even bigger reason. I am doing this because I am a role model for a little girl, and I want her to see exactly what she can do with her life.

I am a single mum. I own three businesses with multiple income streams. I live in a council house, I drive an old banger, and I am about to do my Masters.

If I can do this, you can build your dreams, too.

What’s next?
Taking on a Masters means some things will have to change for a couple of years, and I am currently working out exactly what that looks like and how best to manage it. One thing I am thinking of creating is a dedicated coaching community—a space to continue providing top-notch, accessible support to those of you starting and growing your businesses while I study. If this is something you’d be interested in, please let me know! I would love to talk about it with you.

It has been a hard few months of really pushing forward in multiple ways. I want to take a moment to sincerely thank all of you. Thank you for your support, your business, your inspiration, and your connection. You keep me moving forward.

Here is to the next chapter of growth, learning, and building beautiful businesses together! 🥂💼

So how is the start of the summer holidays treating you?

Honestly, I have been able to lean in to the rest with such anticipation and need...the slow mornings, the unscheduled activities and play, the simple chats and contacts unrushed with those I care about...so so needed.

The summer hols should be a time of being able to put aside deadlines, schedules, and hurriedness, and swap it for some self love, rest and recouperation, as well as reflection.

I know that isn't how the hols looks for so many, and it didn't used to for me either. So...

how;s it going? want to chat? Whatsapp me, DM me, and I'm here to help xx

"Are you fu***ng serious???
This is exactly what I've been trying to put together for the past two years! Literally, everything that's been flying around in my head is here in the report! It's perfect, it's exactly what I needed and it's exactly how I thought my business would look! WTAF! and a tenner? How have you done this??? Seriously, you could charge £100 and it would still be cheap for what you get out of it. Thank you, thank you, thank you xx"
- Emily - Business Blueprint/Plan Customer Feedback.
To be honest. That says is all.
If you've been thinking about starting a business...
If you've started one and want to take stock and see where you're going...
If you're ready to get serious and move beyond £10k months...
THREE TOOLS FOR THE THREE STAGES OF BUSINESS
from £9.99
Do it x
tools.shonagoodall.com See less

This week was one of the most mind blowing weeks for both of my businesses I've ever had.

Firstly, my carpet cleaning business (norwichcarpetcleaning.com) sold out its bookings for the next month in three days over last weekend and at the start of this week. That's never happened before, and those making the bookings were telling me that despite how many carpet cleaners there were on the internet, they loved my reviews, they felt looked after when they spoke with me, or someone had recommended them my way. I couldn't be more proud.

Secondly, the MagnificentMuma app had a big win this week as a result of a meeting I had with Cllr Josh Worley at Norwich City Council. I discovered an unexpected alignment of values and priorities and came away knowing we had an ally in this project of providing truly impactful, life saving and life enhancing support to ALL mothers through times of struggle as well as growth. I'm still buzzing with excitement from this meeting.

Thirdly, I got to do an incredible mix of meeting with a potential new client, a truly extraordinary and inspirational human being who has a heart bigger than the moon and talent and humour to match. Meeting inspirational clients is one of the most incredible parts of being a coach and this exchange offered such energy. I also got to address the audience of the newly formed MIB Norwich Group (Mums in Business) recently taken over by Claire Pallett, a wonderful new friend and colleague. I got to talk about my mission as a Success Coach, and introduced ideas on how to move from Stress to Success in life and business. And last but not least I got to work with DeafBlindUK team again, exploring wellbeing solutions for staff and volunteers.

Yup, all in a week...if you're working hard and wondering when it will happen, I just want to say, hang in there, keep believing, keep going. It will happen. x Happy weekend everyone xx

Ruddy Muddy

In celebration of you, I'm giving away for free my Money Mindset book. Because you deserve all the tools to help you succeed...

✨ Maybe you don’t realise how far you’ve come…
Because every time you grow, you raise the bar again.

That’s the thing about ambitious people — we keep striving, stretching, evolving.
But sometimes, we forget to celebrate how far we’ve already come.
So take a moment. Look back.
You’ve done more than survive — you’ve built something stronger from every setback. 🌟

And if right now you're struggling to see any success — please know this:
Just waking up and trying again is a quiet kind of strength.
Your journey might not feel shiny or impressive yet, but that doesn't mean you’re not growing. Sometimes, the most important shifts happen underground before anything breaks the surface. 💫

If you'd like a copy of my free money mindset book, comment below and I'll send it to you!x

You've come this far for a reason. Let's keep going — together. 💗