If you’ve been following along with me lately, you’ll know I have launched a new offer: the Heart-Centred CEO Circle. In today’s episode, I want to tell you exactly how this offer came to be, because I think it’s actually the best thing I’ve built for my business (and maybe for yours too!).
But here’s the point: this offer couldn’t exist if I hadn’t spent years crafting, tweaking, and sometimes struggling with previous offers. It’s a lesson in how “imperfect” products that you’re gradually improving can actually be the stepping stones to something amazing. So, here’s the real, behind-the-scenes story of how my latest offer was born.
Let’s dive in…
Here for the links referenced in the show notes?
Mags Sheridan Putty Retreats:
– puttyretreats.com
– magssheridan.com/putty
Heart-Centred CEO Circle – tashcorbin.com/ceocircle
EPISODE 536: Listen using the player below, or click the links to your fave platform to subscribe and listen over there:
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My Purpose: Where Connection and Success Came Together
Let me wind the clock back. When I first started my business in 2013, I did a whole lot of work on purpose—my “why.” For me, it was about aligning success and connection. For years, I felt these two things were at odds. Growing up, I felt like if I was too successful, I’d lose friends. Like, if I got top marks at school, or played netball and was the best at my position, people would turn on me or push me aside—there’s a reason “tall poppy syndrome” bit especially hard as a tall Aussie girl!
But as I entered adulthood, I started to see patterns where success and connection could support each other. I found ways to share achievements with friends, to help others rise while I did, and to intentionally build success so that everyone in my network benefited too. My purpose became helping others experience that same blend: more connection = more success, and more success = more connection.
Building That First Heart-Centred Community
Pretty soon, I created the Heart-Centred Soul-Driven Entrepreneurs Facebook group. It was meant as a free place to connect and be successful—though, honestly, at the time it was more about wanting an online space that didn’t devolve into spam or silence once it got too big. Looking back, it perfectly reflected my purpose, even if I didn’t quite realise it.
At the same time, I couldn’t find a business planner that actually worked for me. Most were boring, long-term plans that never left the shelf, or simple wishlists with no strategy. So I made my own—the Heart-Centred Business Planner—with a focus on turning goals into real action, but without losing the fun and creativity of business. I tried to sell it as a digital product, but what actually happened? I sold about 75 copies and then found myself emailing most of those buyers individually, eager to help them use it properly.
Connected delivery is just my thing—I need that engagement. The next year, with the Facebook group going strong and 1,500 members, I turned the planner into a year-long program: planner, weekly action plans, and quarterly planning calls. Pretty soon, it was a whole system for helping people actually implement, not just dream.
All the Challenges With Planners and Print
Making the planner work as a physical product was a challenge. Printing and sending it cost me about $100 per person(!), so just selling it as a digital download didn’t make sense. I explored print-on-demand but it either wasn’t viable cost-wise, or just didn’t deliver the physical product I wanted for people. So I bundled the whole planning system together—workshops, calls, course, physical planner—at $500 for the year, which is a tough sell when people are just searching “business planner” and expecting a $49 notebook.
For years, I wrestled with the messaging. Is it a planner? A system? A productivity program for CEOs? How do you explain it to new people in a way that makes sense? I’d sit down for days, brainstorming new names and ways to describe it, but always ended up just running it as before while promising myself I’d rebrand “next year.”
Meanwhile, with the Heart-Centred community, algorithms were shifting and Facebook reach was tanking. What once was a thriving space with posts reaching thousands dropped to posts being seen by 20-30 people. On top of that, the admin overhead—screening, paid admins, spam, and people gaming the group—became a headache.
The Hard Pivot: Moving Off Social Media
My first instinct was to make the Facebook group a paid experience—maybe $10 a month, smaller but more intentional, enough to cover running costs and create a higher-quality space for connection and events. If I could get 350 paying members, that’d cover my costs and allow me to create extra value.
But early in 2026, I realised I was using Facebook less and less, and Meta kept introducing changes that made groups even less effective. The hassle just wasn’t worth it any more. I knew I couldn’t just move the group to another platform and risk the same issues cropping up again—whether that was Circle, Discord, WhatsApp, you name it.
You can’t keep building your business on someone else’s “rented land.” I needed a way to house my community off any major social platform—a space I truly owned and could move if I ever needed to, just like your email list.
The Research Rabbit Hole—and a Lucky Break
So, I started digging. I use Kartra to host my programs and mailing list, but Kartra didn’t (and still doesn’t) offer a great community feature. I asked around and, as luck would have it, found a workaround: a tool that could be custom-built for single sign-on, making programs and community seamless for members. It was a bit of a leap, but I decided to invest in the custom build to create a truly owned online space.
Right as I was figuring out the community solution, I circled back to the old print-on-demand headache. Maybe it was time to check again and see if the tech had caught up. Last time I’d looked, Amazon print-on-demand still meant a $50 loss per planner sold. I plugged my new designs into the system—and, again, way too expensive, especially for quality colour and usability. But then I remembered another print provider I’d tried years ago. This time, not only could they print exactly what I needed for a reasonable cost, but they had multiple distribution centres, cutting down shipping time and expense. All of a sudden, I could sell the print planner on its own, to anyone, anywhere. Game changer.
Bringing It All Together: From “Good But Not Great” To One Really Great Offer
There was one last piece—the Heart-Centred CEO Bundle I’d recently started offering. This included the print planner and my three virtual CEO retreats each year (Kickstart, Biz Boost, End of Year Planning). These short, actionable virtual events were always popular—people loved them and often asked if they could just get access to all of them and the planner in one go. When I checked my sales, I found more people were buying the bundle than the planner alone.
This all started to make so much sense. It also solved a bunch of logistical headaches—no more mountains of boxes at the post office, no more awkward upsells at every turn.
I realised I didn’t just need to patch the old offers—I could combine what was working and finally offer something genuinely valuable and in alignment with my purpose. The Heart-Centred CEO Circle was born: a private, platform-independent community; a digital (and optional print) planning system; all the key virtual events and calls; plus a supportive space where connection actually fuels success.
Launching Early, With Extra Rewards for Early Adopters
Originally, my plan was to launch at the Heart-Centred Business Conference in September. But by April and May, the urge to get started was too strong—Facebook was failing even faster, and the platform development was moving along better than expected. So, I opened up founding memberships early, offered a discounted price for early adopters, and stacked in extra events to really reward those first members.
The response was enormous. Out of fewer than 100 hand-picked invitations, over 80 people said yes, straight away. The feedback has been hugely positive—members are excited for the planning system, for the upcoming events, and especially for that supportive online community I always wanted to build.
It’s Not An Overnight Success—It’s 13 Years in the Making
When you look at a successful offer down the track, it’s easy to think, “Wow, they had a genius idea and just nailed it.” But the Heart-Centred CEO Circle isn’t some overnight miracle. It’s the result of 13 years of building and refining products that were “good but not perfect,” but always moving closer to what I (and my people) really need.
I’ve had years where I could have just scrapped the planner, or the group, or the events because they weren’t “there yet.” But rather than break things, I made incremental improvements, trusted myself to hold off on the big leaps until they were crystal-clear, and always listened to what my community needed.
If you look at the planner, the old group, and the retreats individually, none of them ever totally exploded or scaled super easily. But now, together and aligned for where business is at today—less social media reliance, more authentic connection, easier implementation—they make so much sense in the Heart-Centred CEO Circle.
I solved my value ladder headache too! For years, upselling from event to event, bundle to system, was a maze. Now, it’s all streamlined into a clear, valuable pathway for members.
Your Takeaway: Don’t Break What Isn’t Perfect—Keep Making It Better
Here’s the real message for you. If you have offers that work but never quite feel “perfect”—don’t throw them away. Don’t break what’s still serving you or your people. Those not-quite-there offers are often necessary steps to your very best work. Keep refining. Keep learning from the people who do and don’t buy. You never know when the timing, tools, and accumulated experience will line up to finally make that leap and unlock your next level.
Honestly, the print-on-demand solution I found didn’t even exist a few years back. Neither did the tech for the custom community platform. Timing matters. So does giving yourself the space for ideas and systems to evolve.
I’ve made small changes to how I launch these products every year, but I only make big changes to the products when I know for sure they’re the right move—better for me to deliver, better for client results, and better for actually selling to the right-fit people.
The Heart-Centred CEO Circle: My Best Offer Yet
So there you have it—the messy, years-in-the-making, purpose-driven story of how the Heart-Centred CEO Circle came to life. It’s not only my favourite offer ever, it solves so many business challenges for me and my clients—all because I didn’t give up on the offers that came before it, even when they weren’t perfect.
If you want in, find out more at: tashcorbin.com/ceocircle
Depending on when you’re reading this, you might still be able to grab a founding member rate that you can lock in for as long as you stay a member.
Thanks for letting me share this story. I hope it inspires you to look at your own “not-quite-there” offers with fresh eyes and keep improving them—you never know what amazing magic they could lead to down the line.
Until next time, I cannot WAIT to see you SHINE.
