Jessica Frew the Decision Coach

Shove Your Shoulds: Making Bold, Aligned Decisions with Jessica Frew

In this week’s episode of the Redefine Business Podcast, Brittni Schroeder sits down with returning guest, decision-making coach Jessica Frew, to have a deep, candid conversation about one of the most overlooked aspects of personal and business growth: the power of aligned decision-making.

Jessica Frew is no stranger to navigating life’s unexpected turns. As a wife, ex-wife, mom, stepmom, and bold action taker, Jessica has lived through some of life’s hardest experiences—from betrayal to divorce to rebuilding a new kind of family dynamic. And through it all, she’s discovered one universal truth: peace, confidence, and personal empowerment begin with making your next best decision.

Jessica is the creator of the Be.Be.Be Decision-Making Formula—a framework designed to help women unlearn unhealthy decision-making patterns and start leading bold lives in alignment with who they were created to be. In this episode, Jessica and Brittni discuss how trauma, conditioning, and life experiences impact our ability to trust ourselves—and how to reclaim that trust one choice at a time.

The Power of Decision-Making

Jessica shares how so many of us—especially women—struggle with decision-making because of early conditioning. From being told what to wear or how to behave, to being taught to suppress our feelings, these subtle (and not-so-subtle) messages create a disconnect between our inner knowing and our outer actions.

She explains that our decision-making patterns are shaped not just by our experiences, but by cultural, social, and religious conditioning as well. For example, after betrayal, many women begin to second-guess themselves—wondering if they missed red flags or if their intuition can even be trusted anymore.

But according to Jessica, confidence isn’t something we wait to have before making a choice—it’s something we build by making choices. “Confidence grows when we make decisions,” she says. “The real issue comes when we don’t make any decisions at all.”

What Does It Mean to Make an Aligned Decision?

We hear the term “alignment” all the time in the coaching and personal development world—but what does that really mean?

For Jessica, it comes back to one core human need: safety.

We want to feel safe being ourselves, safe showing up authentically, and safe taking action even when the outcome is uncertain. Aligned decision-making isn’t about doing what others think you should do—it’s about doing what feels safe, empowering, and true to you.

Her upcoming book, Shove Your Shoulds: Become a Decision-Making Badass and Live the Bold Life You Deserve, digs deep into this topic. In it, Jessica helps readers identify where they’ve been “shoulding” on themselves or others—those moments where judgment or external pressure creeps in—and walks them through a framework for making bold, values-driven decisions.

Pre-order the book or join the waitlist at shoveyourshoulds.com/pre-order

Parenting, Failure, and Business: How It All Connects

Brittni and Jessica also reflect on how our approach to decision-making shows up in parenting and business. Jessica points out that when we micromanage our children or try to protect them from failure, we rob them of the opportunity to build confidence through trial and error.

The same applies to business.

Entrepreneurs often deal with decision fatigue—endless overthinking, fear of failure, and trying to find the “perfect” path forward. But as Jessica says, perfection isn’t the goal—progress is.

You have to be willing to fail, evaluate, and try again. Because every decision, even the wrong ones, teach you something that informs the next right step.

Why This Matters in Business

Your relationship with yourself—the ability to trust your gut, show up authentically, and lead with confidence—directly affects your success as a business owner.

Jessica shares that if you’re disconnected from your own inner voice, it creates a disconnect with your audience. People are drawn to realness and authenticity, and when you lead your business from a place of alignment and safety within yourself, it naturally attracts the right clients.

“People want real people,” she says. “That’s the connector right now.”

Whether you’re in a season of rebuilding, making tough business choices, or simply trying to step more fully into who you are, this episode offers encouragement, insight, and practical advice to help you move forward—boldly.

Connect with Jessica Frew

Website + Book Info: ShoveYourShoulds.com
Instagram: @heyjessicafrew
Podcast (Past Episodes): Husband in Law – Co-hosted with her husband and ex-husband
Book: Shove Your Shoulds: Become a Decision-Making Badass and Live the Bold Life You Deserve. Pre-orders available here!