Amy Woods is a business owner, author, podcaster, speaker, and content repurposing expert. She is the Founder of Content 10x, a creative agency that specializes in content repurposing. She helps content creators grow their audience by maximizing their return on the content they create. She works with businesses, brands, and thought leaders, and Content 10x is the content repurposing powerhouse behind some of the most well-known podcasts and video shows

Where did you grow up and what was your childhood like? Did you have any particular experiences/stories that shaped your adult life?

I was born in Calgary, Alberta, Canada. We moved to the UK when I was young, which is where I grew up (south of Manchester). I had a fantastic childhood. I had a great bunch of friends and a sister who is only 16 months older than me. I had a typical 80s/90s childhood of playing out on the street all the time with my friends and local kids, getting up to mischief and adventure, and coming home when it went dark!

I enjoyed school and I was very into sports. In particular, I loved soccer and tennis and was briefly into judo until I badly dislocated my elbow, which required 2 operations to get it back together again and a long hospital stay. This brought my brief judo career to an end.

I’d say I was competitive as a child, I always wanted to win, whether that was in sport or in academia.  

I also had a very strong sense of justice, and I took action if I felt something was unfair. I was always the kid starting the petition for the headmaster, or writing to the local newspaper. As an 8-year-old girl, a cause close to my heart was for girls to be able to wear trousers at school…oh and for girls to be able to play in the soccer team (can you tell I was also a tomboy!). 

I’ve never been able to stand-by when something is just not fair. This carried on into my career, I will always stand-up for what I feel is right and just. 

My parents love to travel, and as such, I got to visit lots of wonderful places. In particular, we loved to go on vacation to North America and I love an American road-trip as much now as I did when I was a kid.

What is something you wish you would’ve realized earlier in your life?

I wish I’d have had more appreciation for acquiring assets that generate revenue for you. Income doesn’t always come from trading your time for money.

Also, to act quickly to remove toxic and negative people from your life. Life is too short to make time for people who only bring you down.

What are bad recommendations you hear in your profession or area of expertise?

It really makes me cringe when I hear people say that a viable business comes from following your passion and sharing ‘value’ for free, and not worrying or having a plan for how you’ll make any money.  “Just keep sharing and helping others, and at some point, you’ll discover a way to monetize”.  Seems deeply flawed to me. Not everyone can or should turn their passion into their job, and simply creating content and sharing value with no plan to turn all of their time and effort into a business, is just not a good way to spend your time.

Tell me about one of the darker periods you’ve experienced in life. How you came out of it and what you learned from it?

I went through a period of ill health in 2016/17. As someone who has been healthy all of my life, this was really quite challenging. To put it into context, during my 13-year career as a Management Consultant I only had one day off due to illness. Yet, during this period of ill health, I was rushed to hospital in an ambulance four times. On one occasion I almost lost my life, I required an emergency lifesaving operation or I’d have not lived to see another day. It was a long period of recovery, with ups and downs, it was frustrating and required a lot of patience and positivity.

I learned not to take anything for granted. I also got a rude awakening to the fact that we only live once, so live life to the full.

Fortunately, during my time of recovery, I decided to educate myself (I emersed myself in podcasts, books, blogs, online courses…etc.), and it was during this time that I started to set-up my business and forged my path out of corporate. So, you could say I learned that even with life’s biggest challenges, there is always opportunity. 

What is one thing that you do that you feel has been the biggest contributor to your success so far?

I don’t know if there is anyone thing. It’s certainly a combination of many. That said, perhaps I’d say I’m an action taker. I make decisions and I take action. I don’t tend to sit around or dwell on things for long, if something needs to be done, whether it’s something good or something I dread, I will get it done and always be moving forward. 

What is your morning routine?

It varies, I don’t always follow the same routine. In general, I tend to wake up at about 6-6:30 am. I go downstairs, drink hot lemon water, and read for a short while. Then I do some exercise, it’ll either be a home workout, a bike ride, or the gym. After that, I take my kids to school (if it’s my turn!), have a coffee, and start my working day. I try not to get into my email inbox or any aspect of social media until the working day starts (I hold off social media for a long as I can).

What habit or behavior that you have pursued for a few years has most improved your life?

Early morning exercising. Life is always busy and it can be stressful at times, exercise is my outlet. In recent years it’s become a non-negotiable for me. I started to exercise early, before breakfast and the working day and realized it’s a good time for me because it ensures that no matter what else comes up that day, my exercise will happen. 

When I used to try and exercise in the evenings it was so easy to slip. A few things crop up, and it becomes too hard to prioritize exercise over dealing with that issue, responding to that email…etc.  

In fact, during 2021, when we went into the first lockdown, I started to exercise every single morning (going from 3-4 times a week to 7 days a week). Swapping strength and conditioning at the gym for home workouts, cycling, and running. It improves my life not only because it keeps me fit and healthy, but because it really helps with my mental health. There’s no better stress reliever in my opinion.     

What are your strategies for being productive and using your time most efficiently?

I guess there are a few things. Firstly, writing out to-do lists. Seems obvious but it surprises me how many people don’t do this.  I end every single day by writing out my to-do list for the following day. I write the tasks in order of priority.

Secondly, I following the methods discussed in the book The One Thing by Gary Keller and Jay Papasan, I try to ensure I do not move onto the second thing on the list until I’ve completed the first, and so on. 

Thirdly, I delegate wisely. I have a wonderful team and so I make sure I’m making the most of my time and their time too, by effectively delegating. It’s easy to do things just because you can, but should you be doing that? I ensure I’m doing what I should be doing, and my team is doing what they should be doing too, and that everyone is challenged.  

What book(s) have influenced your life the most? Why?

I find many different books have influenced me in different ways, and at different stages of my life. 

A standout book is perhaps Rich Dad Poor Dad by Robert Kiyosaki because I read the book at the time when I was considering leaving my corporate career to start a business. It gave me a newfound perspective and the confidence that I was making the right decision. Other stands out books are Malcolm Gladwell’s Outliers and The E Myth Revisited by Michael Gerber

Do you have any quotes you live by or think of often?

“Change what you can’t accept. Accept what you can’t change.”

I also like this quote by Winston Churchill “A pessimist sees the difficulty in every opportunity; an optimist sees the opportunity in every difficulty”. I always try to be the optimist, and I try not to be affected by pessimists.