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Bee Formless™ Flow Driven CEO

Bee (Belinda) Murray

Flow Driven CEO Conversations.


Soulful High Flow Conscious Leadership™ in real life.


This isn’t your typical leadership podcast.


No pre-interviews.
No rigid scripts.
No rehearsed performance.


Just real, unfiltered conversations with founders, CEOs, VCs and leaders navigating the inflection points that shape who they become, what they build and what comes next.


Because behind every business shift is usually a human one.


We explore the shape shifts behind Leadership, Strategy, Business and Brand through the lens of the Bee Formless™ methodology:


Learn → Unlearn → Relearn → Active Recovery


What changed? What no longer fit? What had to be questioned, released, reshaped or relearned? And what did it take to move forward?


The conversations go beneath the polished founder story into growth, identity, pressure, burnout, reinvention, intuition, ambition, relationships, energy, uncertainty and the moments when the old form simply no longer fits.


It’s where Soulful High-Flow Conscious Leadership™ comes to life. Where commercial reality and conscious, human intelligence can coexist. Where Flow matters, without becoming another thing to chase. And where being formless creates the space for a new form to emerge.


Since February 2025, I’ve had 400+ conversations with founders, CEOs and leaders around the world, creating an ongoing source of intelligence around the patterns, tensions and shape shifts emerging across leadership, strategy, business and brand.


Formless is the space between the form you have outgrown and the one you have not stepped into yet.


These are conversations from inside that space.

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  • 24 episodes
  • Avg 39 min
  • English

Episodes 24

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  • September 8 · 34 min

    Major events have outgrown the way we run them | Systems, scale & change | Hailey Mason

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Hailey Mason, Founder & CEO of evatto™, whose 25-year career has taken her inside some of the world’s most complex events, from Red Bull to international sporting events and the FIFA Women’s World Cup. What happens when you know an industry deeply enough to recognise that the way it has always worked can no longer carry where it is going? For Hailey, that meant questioning an events ecosystem still held together by spreadsheets, PowerPoints, email approvals and knowledge living inside people’s heads. Engineering has JIRA, sales has Salesforce, yet events still have no real system of work. When a process taking her team 20–30 hours suddenly took minutes, another form started to become possible. I loved where this took our conversation, because building that next form has also meant Hailey reshaping herself. Startmate pushed her harder than an already intense career in events ever had, while the roadmap beneath her kept changing. As a single mum to twin boys, she worked extraordinary hours, but kept mountain biking, listened when her body needed rest and leaned on the community around her. Moving fast didn’t mean doing everything alone. We explored what happens when new ways of working collide with decades of experience, why people need trust to let go of what they know, and whether removing more of the work that weighs us down might actually create more space for what makes us human: creativity, critical thinking, connection and extraordinary experiences. When, I asked Hailey what she would tell a founder at the beginning of the journey, her answer felt wonderfully aligned with everything we had explored: “Don’t try to be perfect. Just try to move quickly.” THE SHAPE SHIFT IN MOTION What happens when an industry has outgrown the systems that helped build it? LEARN (LETTING GO) ✨ Let go of ways of working we keep simply because they are familiar. ✨ Release the need to perfect something before putting it into motion. ✨ Recognise when complexity is taking people away from the work they are there to do. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Reimagine an event ecosystem designed for where the industry is going. ✨ Create systems that capture knowledge rather than losing it with individuals. ✨ Reshape technology around human creativity, critical thinking and connection. RELEARN (TEST & IMPLEMENT) ✨ Test the problem deeply before scaling the solution. ✨ Move, learn and adapt while the environment around you is changing. ✨ Bring people through transformation with champions, education and trust. ACTIVE RECOVERY (REFLECT & RESET) ✨ Where has the way you work outgrown the systems supporting it? ✨ What are you trying to perfect that would be better tested? ✨ What do you need to protect so moving faster doesn’t come at the expense of yourself? 🔗 https://www.linkedin.com/in/haileymason/ 🌐 https://evatto.ai 💭 What old way of working are you ready to stop carrying into what comes next? Book a Strategic Shape Shift Diagnostic to illuminate what needs to shift across leadership, business and brand, from the inside out. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #evatto #eventtech #events #founders #innovation #futureofwork #insideouttransformation

    • Transcript
  • September 7 · 38 min

    Experimentation, creativity, motherhood & the freedom to get it wrong | Cathryn McLauchlan

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Cathryn McLauchlan, Experimentation Manager at News Corp, Co-Founder of Vizall and mum of three boys, to explore what changes when we stop trying to get everything right. Experimentation is part of Cathryn’s working life: test something small, learn from what happens and use that insight to shape what comes next. I really loved how naturally that thinking flowed into our conversation about motherhood, creativity, identity and the pressure we place on ourselves to have things figured out. Cathryn is writing a book about innovation in motherhood, born partly from her own experience of moving from work into maternity leave and missing the intellectual stimulation and creativity that had always been part of her. We explored who we are when a role or identity shifts, and how we stay connected to ourselves while still embracing what we are becoming. Perfection became a big part of our conversation too, as Cathryn talked about giving herself more grace when she gets things wrong and teaching her boys that mistakes are normal: “the most interesting stories in our lives… are usually shaped around our mistakes.” That feels particularly relevant when careers, technology, education and work are changing so quickly. None of us has perfected what comes next. Being willing to experiment, learn and reshape may be far more useful than waiting until we know exactly what we’re doing. I also enjoyed hearing the analogy Cathryn shared about knowing which balls we are juggling are glass and which are plastic, some need protecting, others can drop and bounce. Then, when creativity disappears, sometimes the answer is not to push harder, instead to step away, get outside and give our minds space to reset. THE SHAPE SHIFT IN MOTION Experimentation isn’t simply a business tool. It can change how we move through uncertainty, creativity and change. LEARN (LETTING GO) ✨ Let go of the pressure to perfect something before allowing it to exist. ✨ Release the belief that everything we are carrying has equal importance. ✨ Give ourselves grace when life, work or motherhood refuses to follow the plan. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Reimagine mistakes as information rather than evidence that we failed. ✨ Create space for creativity beyond the roles and identities we carry. ✨ Question linear ideas of career, progress and what we should have figured out. RELEARN (TEST & IMPLEMENT) ✨ Test small before committing big. ✨ Build, observe, learn and reshape what comes next. ✨ Protect the glass balls and allow some of the plastic ones to bounce. ACTIVE RECOVERY (REFLECT & RESET) ✨ What are you trying to perfect that could simply be tested? ✨ Which ball could safely be allowed to drop? ✨ Where could stepping away help you see differently? 🔗 https://www.linkedin.com/in/cathrynmclauchlan 🌐 https://vizall.com.au 💭 What could you learn if you stopped waiting to get it right? Ready for your next shape shift? Book a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #experimentation #creativity #innovation #motherhood #workingmums #lifeleadershipbusiness #grace #storytelling #flowstate

    • Transcript
  • September 7 · 39 min

    From franchisee to business owner | Systems, growth & entrepreneurship | Rhiannon Simcocks

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Rhiannon Simcocks, CEO of James Home Services Australia, whose first taste of business transformation came at 19. Halfway through a business degree, she stepped into a struggling hospitality business and helped turn it profitable within three months. Years later, Rhiannon was brought in to assess James Home Services and her recommendation was clear: don’t buy it. The business needed transformation. Today, she is the CEO leading it. I loved where our conversation went from there, because Rhiannon is challenging what franchising, entrepreneurship and even the word “franchisee” can mean. She is trying to remove it from her own language: “They are business owners.” Her focus is less on leveraging a brand and more on helping everyday people build something of their own with the systems, skills and support around them. And she is equally clear that support doesn’t remove personal responsibility. “There ain’t nobody coming to save you.” James Home Services receives hundreds of enquiries each month and starts only a handful, looking for people with financial readiness, ownership and something meaningful they are running towards, not simply something they are escaping. Rhiannon described business as “a series of systems and processes repeated to get an outcome over time.” We explored why those foundations matter, how more women could recognise the transferable skills they already have, and why a simple service business can become a stepping stone into something much bigger. When I asked what CEOs should focus on amid all the noise and complexity, Rhiannon brought it back to something refreshingly simple: double down on what works, protect the culture, keep good people and focus on what actually drives the business. THE SHAPE SHIFT IN MOTION This conversation reshapes entrepreneurship from something we have to endure alone into something that can be supported, structured and built alongside others. LEARN (LETTING GO) ✨ Let go of the belief that asking for support makes you less entrepreneurial. ✨ Release outdated assumptions about what franchising represents. ✨ Stop mistaking more activity, tools and complexity for progress. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Reimagine franchising as supported business ownership. ✨ Create models that build capability, confidence and independence. ✨ Open more pathways for women and first-time founders to step into business ownership. RELEARN (TEST & IMPLEMENT) ✨ Build repeatable systems before trying to scale. ✨ Double down on what drives revenue, strengthens culture and supports people. ✨ Know what you are running towards, not only what you are trying to escape. ACTIVE RECOVERY (REFLECT & RESET) ✨ What is already working that deserves more of your attention? ✨ Where are you making business harder than it needs to be? ✨ What support would help you move forward without carrying everything alone? 🔗 https://www.linkedin.com/in/rhiannon-simcocks-7051a3120/ 🌐 https://jameshomeservices.com.au/ 💭 What could change if you didn’t have to build alone? Ready for your next shape shift? Book a Strategic Shape Shift Diagnostic. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #jameshomeservices #systems

    • Transcript
  • September 6 · 47 min

    Decentralising the financial system | Private markets, ownership & investing | Evan Szu

    In this episode of the Bee Formless™ Flow Driven CEO Podcast, I connected with Evan Szu, Founder and CEO of Gamma Prime, for a conversation about what happens when the financial systems we have always relied on begin to loosen their grip. Evan has spent more than three decades across AI, trading, entrepreneurship and financial markets, so I was intrigued by the way he framed decentralisation: not simply as a crypto story, but as a shift in who holds the keys. His comparison to the early internet made it tangible. What once felt technical and inaccessible can eventually disappear beneath everyday life until we barely notice the infrastructure at all. Evan challenged the idea that owning different stocks necessarily makes us diversified, pointing to areas such as private credit, reinsurance and litigation finance that can behave very differently when public markets move together. We also explored AI as an amplifier. Evan’s view was to run towards it, learn what it changes and use it to expand what we are capable of creating. Yet the more digital everything becomes, the more he believes trust, storytelling, relationships and real-world connection matter. I loved our conversation around the next generation of entrepreneurs too. Evan mentors younger founders and believes one of the smartest ways to prepare for entrepreneurship is to learn inside someone else’s early-stage business first: watch what breaks, see how decisions are made and build judgement before opening your own Pandora’s box. THE SHAPE SHIFT IN MOTION At the heart of this conversation was a shift in how we think about ownership, capital and what becomes possible when technology opens up different ways to learn, invest and build. LEARN (LETTING GO) ✨ Let go of the belief that diversification simply means owning different stocks. ✨ Separate blockchain infrastructure from the speculation often associated with it. ✨ Release the instinct to retreat from technology simply because it feels unfamiliar. UNLEARN (CREATE, REIMAGINE & RESHAPE) ✨ Reimagine how capital could move with fewer traditional intermediaries. ✨ Explore what greater financial ownership and decentralisation could make possible. ✨ Consider how AI could expand what the next generation of entrepreneurs can learn and create. RELEARN (TEST & IMPLEMENT) ✨ Learn new financial models before feeling pressure to participate in them. ✨ Build entrepreneurial judgement through proximity, mentorship and real-world experience. ✨ Use technology alongside human trust, relationships and storytelling. ACTIVE RECOVERY (REFLECT & RESET) ✨ Where are you holding onto a familiar system because it feels safer? ✨ What could you explore without needing to immediately act on it? ✨ Are you creating enough space to understand change before deciding what it means for you? 🔗 https://www.linkedin.com/in/evanszu/ 🔗 https://www.linkedin.com/company/gamma-prime-com/ 💭 What would ownership of your financial future look like? Book a Strategic Shape Shift Diagnostic to illuminate what needs to shift across leadership, business and brand, from the inside out. 🔗 https://calendly.com/beeformless/strategicshapeshiftdiagnostic #beeformless #flowdrivenceo #gammaprime #decentralisation #blockchain #investing #nextgeneration

    • Transcript
Showing 21–24 of 24 episodes