As my consultancy becomes more successful and closer to that million dollar turnover mark, I’ve come to realise that my landing where I have in this company is the most obvious answer.

That every part of who I am as a person has culminated to this point of success in my business right now.

Looking closely at those parts, I’ve figured out that there are really three components that make up any given person:

  • What they’ve endured
  • What they’ve done
  • What they’ve overcome

So far, I’ve been incredibly vulnerable and transparent around my journey and trauma with you. But half of it you don’t even know.

The truth is, no one has been through what I’ve been through. No one has done what I’ve done. No one has overcome what I’ve overcome.

I grew up in a tiny town, population 30,000, in the middle of the desert in Australia. My mum was a single mum who had to work three jobs to keep a roof over our heads. I spent a significant chunk of my early childhood alone, waiting for my sister to come home or my mum to finish work.

I was sexually abused as a child. 

My mum up and left the Northern Territory to make a better life for me and her. She risked everything she had built in the desert to attempt this. We moved to Queensland, where she had to claw her way up further, put me through school and everything else.

I started coding. I started writing. I started creating digital media.

This was really the beginning of my career, at age ten. My parents had no idea what I was doing online, but most of it was spent on RPG forums centered around horses. I was horse obsessed, mostly because my mum couldn’t afford horses and we all know that when you can’t have something, you want it even more. 

My time on the computer was constricted heavily (mostly because they didn’t understand what I was doing on there), but I was on as often as I could be, creating things.

Creating code. Creating words. Creating imagery.

I woke up screaming in the middle of the night because there was a man in my room, holding me down in my bed.

This was about the same time I created a completely false identity because I didn’t want to be Lucy anymore. And because I was a pathological liar.

My entire friend’s group at school thought that I had a personal chef, that my mum had sent me to etiquette school and that my second cousin was a porn star. I don’t have a second cousin. My parents controlled me and dictated my every movement, so no one really got close enough to me, my family or my home life to tell that I was absolutely full of shit.

I cut my dad from my life for 8 years.

I started restricting and limiting my food. The more disciplined and rigid I became in everything else I did, the more I controlled how I ate. I created an eating disorder because it gave me a sense of control and independence that no other part of my life gave me. And like most women that have had an eating disorder, body dysmorphia is something I struggle with to this day.

I became the high school slut and used sex to fill the void that was inside me.

I was heavily into mathematics. I took the highest level maths, plus the one below it, plus physics. I wrote a 48-page report about a wooden xylophone that I’d built. The trebuchet I built was the most consistent performing in the class. I flourished with complex mathematical formulas and was easily the best/most annoying student my physics teacher had ever had. The layers of complexity fascinated me, understanding the world fascinated me and layers of understanding fascinated me.

I drank myself into oblivion on the weekends.

Every day started with me in the library, furiously working on assignments and homework. I’d go to all my classes, the same as everyone else, then spend my morning tea, lunchtime and afternoons in the library working on school work until my mum came to pick me up. Then I’d train my horses for hours, come home, do more homework and repeat again the next day.

I share this with you because it’s an important part of my story. My trauma is real and has had serious ramifications on my life…

But I cannot deny that my trauma, and with it my exacting discipline and hyper-vigilant focus, hasn’t been rewarded with fame, success and money. In fact, that’s most of the reason I started doing any of this.

I’m a poor girl from Alice Springs who wanted to be more than the town would ever allow me to be. I wanted to be anyone other than what I was.

And throughout my entire life, my sense of wanting to be more, do more, achieve more has driven me from the middle of the desert in Australia to the corners of the world, back to Melbourne, Australia, running a successful consultancy that will be my first million dollar company.

Has it come at a price? Yes. Everything has a price.

From the age of ten, I’ve been working. I’ve honed my coding craft, learning information architecture, how systems work and complex structure beneath a shiny surface that most will never understand how they work.

From the age of fourteen, I’ve worked my face off for other businesses. I’ve learnt the ropes of businesses and been given far too many responsibilities for someone so young. I became a manager of the local bakery, I was handling cash for other businesses early and running an entire video store myself (back in the day when hiring videos was a thing).

From the age of twenty one, I honed my skill set. I helped some of the world’s biggest companies stop their customer data from being stolen. My first “real job” was me travelling the world while I coded, a skill that I’d spent ten years prior acquiring and refining. My first “real job” paid more money that most people get paid, ever.

From age twenty three, I grinded for myself for the first time in my life. I built my first company, taking it from 0 to 10,000 customers in 18 months. I built a team of ten. I navigated the difficult and tumultuous business partner-life partner dynamic. I walked away from my first company with nothing. I escaped an abusive relationship.

From age twenty six, I rebuilt myself from ashes. I built my second company to be on track for a million dollars in sales, teaching women how to build successful product businesses and more importantly, how to be capable CEO’s. My clients are more successful than I was in my first company and reach the million dollar mark faster than I ever did.

For my entire life, I have taken misery and made it mine. I have survived immense strain and struggle and suffering, to claw my way out the other side and continue to rise. 

  • There is no one who knows what I know about taking the principles of coding, morphing them and injecting them into product businesses so they run themselves.
  • There is no one who knows what I know about writing and teaching writing in a way that non-writers can understand and start using to sell product.
  • There is no one who knows what I know about building identities and personas that sell product because of their depth and complexity.
  • There is no one who knows what I know about lying… and about storytelling.


Creating code. Creating words. Creating imagery.

This is what I’ve always done and this is what I teach.

And in truth, much of what I’ve talked about in this post and what I’ve been through in my life is in fact the reason I’m so god damn good at my job today.

Show me an eCommerce founder who has the discipline, rigour, training and attention to detail that I’ve spent the last eighteen years developing…

You won’t find them. 

And the reason you won’t find them is because they have to be created. They have to be built. That’s what I do. 

I take everything I’ve ever done in my life – the good and the bad – and I meld it into my process of helping women build incredibly successful product businesses.

  • It’s the training of a seasoned ballerina.
  • It’s the therapy engaged in by a sexual abuse survivor.
  • It’s the in-depth training regime of a competitive horse rider.
  • It’s the ongoing work of overcoming an eating disorder.
  • It’s the brutal truth recognised by a pathological liar.
  • It’s the successful product business built with no prior knowledge and eighteen hour days for three years.
  • It’s the willingness to forgo the familiarity of an abusive relationship to escape for something better.
  • It’s the dedication, discipline and resilience of a poor girl from a small town in the desert who wanted to be a CEO. 

That list above is why there’s only Lucy Bloomfield. That’s why there’s no one else that does what I do. 

And that’s why my clients are getting such incredible results.

Because the reason your product business isn’t where you’d like it to be isn’t because you can’t run ads or you don’t know how to sell product (although it is that too). The problem is within you.

Would you like some help with that?