Transcript
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This is Crappita Happy and I am your host, Cas Stunn.
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I'm a clinical and coaching psychologist. I'm mindfulness meditation teacher
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and of course author of the Crappita Happy books. In
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this show, I bring you conversations with interesting, inspiring, intelligent
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people who are experts in their field and who have
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something of value to share that will help you feel
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less crappy and more happy. During the pandemic, Chantell Miller Ibtson,
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otherwise known as Mamma Miller, began sharing ideas on social
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media for eco friendly, budget friendly ways to clean your home.
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Little did she know that a few short years later
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she would have amassed millions of followers around the world,
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she'd be launching her own product line and publishing a book. Now.
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I'm not a massive fan of cleaning myself, but I
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am a fan of anyone who is willing to take
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a leap, pursue something that they're passionate about, and turn
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their dreams into a reality. Mama Milla has been a
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whirlwind success story so far, but according to Chantel, it
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is just the beginning. Chantell, Welcome to the Crappy to
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Happy Podcast. Hi, it is such a pleasure to meet you.
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I am a new fan. I have only recently come
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across your mega Instagram page and your incredible cleaning hacks,
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and I didn't think i'd become so obsessed so quickly,
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but I have. And obviously I'm a late comer because
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you've been You've been building this audience for a while, Chantelle.
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I would love to hear how did Mama Milla get
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started and also what were you doing before?
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So okay, Mama Milla started back in twenty twenty. It
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was around the time that we were confined to our
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houses in Lockdown, Melbourne, and I mean our house was
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just the most chaotic space. I was working full time
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in property management at the time, my husband was working
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full time at home. We had two kids under three
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at home and we live in a townhouse. It is
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not a lot of space, and it was just the
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most cluttered, chaotic environment ever of papers everywhere, toys everywhere,
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And so I started doing these little five minute things
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each day to make our house more of a beautiful space.
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So things that didn't take a lot of time, so
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things like softening your linen so you have a better
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night's rest, or rolling your towels to make your bathroom
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feel that little bit more spar like, and just to
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create these little pockets of peace in an otherwise cluttered
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space that we couldn't leave. And so I started sharing
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those videos. I was sharing to an audience of fourteen people,
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So I never intended it to turn into what it's
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turned into now. But I think a lot of people
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were going through the same thing at around the same time,
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and so they started following along, putting in their own requests,
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and it has grown into what it is now.
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And what it is now, My latest count was two
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million plus on Instagram and I are you on TikTok
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as well? Is that what you started on TikTok and
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what's happening.
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On TikTok about over a million similar?
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Yeah?
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Can I just start by saying I love that term
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pockets of peace. That just warms my heart. Just when
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you said that, I was said, oh, that's so lovely.
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And also, is it fair to assume, Chantelle, that you've
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always been a bit of a clean freak, like this
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is something that's kind of in your DNA?
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Yeah, yeah, I've always I mean even as a child,
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I was the kid who would like go and like
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rearrange my room every week and be like, look, mom,
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new room near me. My desk's over here, my beds
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over here. It's a whole new chantell, whole new space.
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So I was always that kid, and then yeah, I
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think that that's just kind of developed over time.
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Yeah, because you know, cleaning is not something that many
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people would put at the top of their list of
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things that they do for fun. We see it very
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much like a chure, which is why it's so interesting
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to me that your content is so compelling. I mean,
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we love to see it. What do you think it
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is that draws people in, that makes them love your
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content so much.
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I think it's that ultimate transformation. It's that before and
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after that I think we all love. And that's why,
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like renovation shows are so popular, makeover shows, those kind
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of things, even if it's not home, if it's you know,
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like even fashion makeovers and stuff, people love the before
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and after, and I think that that process is so
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satisfying to watch. But also I think having things that
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are really practical, again, like I started the video, sharing
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really like quick, five minute things that you can do
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each day to create beautiful spaces. And that's exactly what
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I do now so trying to make it very easily
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replicatable in your own achievable Yeah, yeah, yeah, that is
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very true.
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And I'm I'm learning like I'm actually being inspired by
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not just how aesthetically kind of pleasing. It all is
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your page and your you know, everything is beautiful that
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you present and the hacks are really practical, like it's
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really good content. Chantelle started off sharing to fourteen people.
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What was the tipping point? Was there a video that
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went viral? Like when did it kind of explode?
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It wasn't just one video, but it started with, you know,
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a couple of videos that you know, started gaining traction.
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There was one about softening linen, so like how to
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deodorize your mattress and refresh your bedroom That had a
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lot of popularity, But I think it was more so
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the answering comments when people started putting in their own
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re quests and I started answering those requests, and then
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the audience kind of grew from there. And it actually
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wasn't in Lockdown that the biggest growth happened. It was
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completely out of Lockdown. I think now after post COVID,
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we're also appreciative we can have people to our house
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that we can entertain, that we can create those memories
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at home, and I think that's why people have become
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a lot more house proud, and they're very conscious of
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making those memories with their friends and family in the
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space that they live in.
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True, and probably a different kind of audience too, Like
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maybe during lockdown it kind of was more entertainment. People
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were just looking online for anything to kind of fill
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the space, whereas now it's really they're looking for those
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practical tools that they were actually going to go and
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use in their own home.
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Actually, exactly at what.
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Point did you realize that you're onto something here I
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could turn this into a full time gig.
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I think it was pretty quick. Actually, about six months in. Wow,
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I was like, I I love this, Like I am
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enjoying this. It makes like it makes my heart happy,
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like it really And that was kind of the point
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where I sat down with my husband and he was
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so supportive. He was like, you should have done it
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three months ago. I was like, do it sooner. So yeah,
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it was taking enough time to be able to do
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it full time, and I was partnering with brands that
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I really loved, so there was the ability to make
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it full time, and so I just kind of took
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the plunge and I love it.
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I love stories about anybody just doing what they love
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and being able to really create something worthwhile, like something
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that brings you joy and being able to turn that
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into your career really warms my heart. There are probably
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a lot of people who get on social media, they
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create posts, stuff goes viral, they grow a following, actually
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stepping up and running it as a business that takes
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a determination and a dedication and a discipline. I feel
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like you, Sdrrike me as the type of person correct
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me if I'm wrong that is kind of ambitious and
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had a vision early on in the piece where you
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wanted to take this.
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Yeah, so it wasn't really early on.
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It was more so.
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Again, like because all the posts that I posted on
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my page came from audience requests. The business kind of
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grew based on those requests as well. So when people
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started saying things like, Okay, we love your tips and tricks,
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they're fabulous. I just watched this bathroom hacks video, absolutely
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love it. But how do I use that in my home?
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If I have half an hour to clean my bathroom,
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what do I do? What's the checklist, what's the routine,
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how do I practically implement this? And that's kind of
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where the book came from. And then you know, people
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would put in other requests like laundry requests and stay
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and removal, you know, and that's where the product line
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came from. So it was all based on the audience's
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questions and DMS and yeah, just kind of progressed from there.
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Yeah, that's really great too, Like that's so important to
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listen and engage with what people want, you know, not
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just do what you want to do, as much as
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you love to do it, but really responding to what
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is what people are asking for exactly. So a book,
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which we will talk about, and a product line. Now,
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these two things have both happened fairly recently, is that correct.
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I was looking on your page and it seems like, wow,
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it's just all happened at once.
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It happened at once, but it's been in the works
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for a very long time. So it's been in the
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works for over a year now and it's just kind
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of come about at the same time. But they link together,
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like a lot of the DIY recipes that are in
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my book, for you know, the cleaning sprays and things
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like that. They require spray bottles and that's part of
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the line, so it all kind of links together at
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the end of the day. But yeah, it's been incredible
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to see them all kind of flourish into the world.
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And everything that you do and put out in the world.
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It's just so beautiful. There's obviously a lot of thought
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goes into the content that you present. You said that
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it was taking up enough time to become a full
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time job. How much time does it actually take you.
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It takes a lot of time. It takes a lot
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of time and between like the school pickups and drop off, yeah,
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everything as well. It is a juggle. But again, like
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I enjoy doing it. I really love it. Now my
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husband helps out with bits and pieces of content as
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well and he likes it too.
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And do you have a team, Chantelle or are you
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still doing this pretty much on your own?
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So I don't have a team for my channel. I
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have a team that manages kind of like things outside
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of the channel, things like brand partnerships. I've got a
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team that looks after that, and for the product line,
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I've got a team there, and then for the book,
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I've got a team there. But the channel is still
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pretty much just me and my husband creating content at home.
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So it's very personal too, Like people can write comments
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and get responses from you, they're not and you know
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from Team Chantelle, team Mama Miller.
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No, no, that's me sitting there before bet and scrolling
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through and answering everything and thinking of like, oh, okay,
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I'll answer that in next week's video.
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Yeah, So how do you manage that the work life balance.
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That's the thing with all of this online stuff, isn't
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it like you can be glued to it.
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You really can, And so we made a really conscious effort.
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Like I mean, particularly at the beginning, it became all
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consuming because you don't switch off. It's always there. And
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one of the best things about being a content creator
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is of flexibility, but one of the worst things is
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the inability to switch off it and kind of just
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put your phone down. So what we're trying to do
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as a family now is screen free Sunday, where we
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you know, try and put all devices down and go
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out as a family and spend that time together like
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no recording, no filming, and just spend that really quality
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one on one time together. And it's just important.
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It's hard though, Like it's hard then when you're having
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time with your family to keep your phone away, like
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it's so tempting to just you know, pull it out
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for everything.
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Take photos, huge memories, conscious effort.
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Yeah, yeah, it's challenging. Let's talk about some of those
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cleaning hacks. Now. You just told me that one of
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the first videos that went viral was softening your linen.
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I want to know the softening your linen tip, because
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I didn't see that video.
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Yeah, it's quite it's like it's a previous one. But
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this is my routine and it's it's such a good one,
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like it really it makes it makes your bedroom feel
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very different at the end of it. And I think
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that's what it's all about, is creating like that different
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feeling in your home. So I start off by so
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you striple your linen off your bed, open up the
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windows in your house if you have the ability to,