Which of these demons are you hiding?

Sarah Cordiner|10 January 2015

The 7 Self Judgements we must overcome

Self-Concept:

Self-concept is the umbrella term, the overarching term for who we think we actually are and all the ideas we have about ourselves. We are not born with this. At approximately 18 months old, we develop a concept of who we are which comes from a combination of feedback from others and our experiences.

Concept is open to the influence of others. If people always tell you that you’re bad or your naughty, then you will believe it. If you are only told a few times, you’re more likely to question it and mediate those comments against the other experiences you have had so that you can assess its validity.

1. How do you describe yourself and your attributes?

2. How much is this description based on pure evidential fact?

Self-Image:

Self-image is your idea, concept, or mental picture you have of yourself.

Internally, we can often turn these conceptions into factual and descriptive beliefs about our physical attributes, what kind of person we are, and what skills and qualities we have. It’s really important that we help ourselves and other people have an accurate self-image. We have all heard about people having bad self-image, which is when reality and their thoughts about their physical attributes become distorted. Conversely, children who have spent their lives being told they’re amazing, clever, and beautiful by their primary care-givers and then go to school to find out they’re pretty average, can have a very distorted self-image also. It can be very upsetting for people when they find out that they are not who they thought they were in terms of image.

1. Close your eyes and imagine you are a total stranger looking at yourself for the first time. What does the stranger see?

2. How realistic is your self-image?

Self-esteem:

Self-esteem is how you rate or value yourself and how you feel about that i.e. How much you care about it. For instance, it means nothing if you are an amazing Artist but you don’t believe you are, or you don’t value art. Even if you were technically the best artist in the world, your self-esteem wouldn’t necessarily be high. It’s all about our judgments about ourselves and importantly, how we feel about those judgments. A high self-esteem in itself is not a good thing. Having healthy self-esteem depends on what it is that we have self-esteem in and what we value. If we value beauty, but consider ourselves ugly, we will have very low self-esteem. If we value beauty and believe we have it, we will have high self-esteem. If we are truly beautiful but don’t value beauty, we may not have high self-esteem.

Self-Efficacy:

Self-Efficacy is your judgment beforehand on how well you think you will do in a task. These thoughts are not necessarily facts. They are beliefs about your capability or your confidence in your ability to achieve something. If you have high efficacy you believe that you can achieve desired results, that you’ll find a way to achieve and as a result, usually do succeed in attaining goals because your belief of success is a high motivator, even when things get hard. I would describe these people as being ‘Efficacious’ which basically means ‘achieves desired results’. If you believe that you can succeed in a given task, you have a much higher success rate even if you are not very good at the task you are trying to undertake, as your belief in your ability to achieve it is actually more what gets you to the successful result as opposed to your ability to do it.

Perceived-self vs Ideal Self:

Perceived self is who you think you are.

The ideal self is who you think you should be.

These perception comes from others and what they say to you about what you should and shouldn’t do and what you should and shouldn’t be. If we know that we have a bad writing for instance and we know that we should have good writing, we will feel bad about it.

If we were told that we ‘should’ get a particular type of job and live a certain type of life, but we end up doing something different, we may feel bad about it, as there is a separation between what we think we are and what we think we should be.

1. What do you think is the difference between your perceived and ideal self?

2. What elements need changing to become more realistic?

Self-Consistency:

This is when someone has a set idea of who and what they are they try hard to protect that.

For instance, somebody may say ‘I’m no good at writing’ and therefore they don’t write anything, and they will be unlikely to ever write. This is not a personality, although it looks like it is. So saying that ‘I am not good at writing’ is not actually a fact. What would be a fact is ‘I haven’t learnt how to write well yet’. That would be the fact.

A lot of people resist change and therefore can miss out on changing for the better due to the fear of approaching something unknown, or something they think they are not good at.

So if a person’s self-consistency is not aligned to what they want to achieve, they are unlikely to commence that activity.

1. What ‘I can’t’ or ‘I don’t do that’ do you say to yourself?

2. How are these stopping you from being a better version of yourself?

All of the things we have just mentioned; Self-Concept, Self-Image, Self-Esteem, Self-Efficacy, perceived self, Ideal Self and Self-Consistency cannot actually be measured – at least not like we can measure height, weight, or the symmetry of our face.

They are self-reported. We self-assess them. We self-disclose to others how we feel we are measuring in these different areas. They cannot be assessed and nobody can see or feel inside of us; they can only get ideas about all of these concepts.

How to change your demonic self-judgements

Pip Wilson uses a visual technique to help apply ideas via images. One of these is known as the Blob Tree.

View Blob Tree here

Image from www.blobtree.com

Metaphors and stories in our teaching and training allow for all sorts of development and healthy self-analysis. Using the tree allows you to understand or uncover current levels of Esteem, Efficacy, Self-Concept, and Self-Image.

You can also use it for goal setting (which can lead to Efficacy) and therefore success when people do achieve goals.

For Example when using the Bob Tree we ask people to choose 3 blobs.

1. We choose the one that they feel they currently are at the moment. This is the Perceived Self.

2. We then ask them to choose a 2nd blob in the tree to ask them where they want to be in the short term future or at the end of a current project or task this would be described as the Ideal-Self.

3. Finally, we ask them to choose the one that they don’t want to be and ask why not. These are blockages to Self-Efficacy and blockages to Self-Consistency.

4. We can also use a 4th blob for who we want to be in the long-term future and why. This gives us more clues about our ideal self as well as allows us to set goals and plan how we will achieve them (every branch is an obstacle – discuss); which again enables opportunities for us to grow in all of the above-mentioned areas.

Another great exercise for building your own Self-Efficacy, Self-Esteem, Self-concept as well as that of your students is to do a story or a piece of reflective writing as if you are an inanimate object. This gets you talking and thinking about yourself in a very different way.

For instance, you may say “I am a car and I feel… “, “I am a window and… “

This will reveal expressions of who you are, what your blockages are, and how you can increase Self-Efficacy.

There are thousands of other techniques you can use to increase your own, or others’ efficacy and self-concept, which I will share with you in future posts.

How Sarah Cordiner Can Help You Scale Your Business with Tech, AI, and Automation

Tech doesn't have to be hard or scary. I help you make it easy to learn, fun to implement, and even better to see the amazing results that you can get with some simple tech tools and strategy.

Here are all of the different ways that I can help you scale your business, streamline your operations, and make your bottom line full of joy using tech, AI, and automation (as well as traditional methods) as your secret weapon.

Sarah's tech stack

The tech I run my businesses on / Updated 2026

One platform. Your whole business. Finally talking to each other.

"What tech do you use, Sarah?" I get asked this every single week. The honest answer? Almost all of it lives in one place: Tekmatix. It's the all-in-one AI business platform I founded, and it runs my websites, funnels, courses, emails, bookings, payments and AI agents. Here's everything it does, who it's for, and the handful of other tools I love.

7-day free trialFree set-up call24/7 live chatAUD or USD

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I built it.
I run my business on it.

1,000+Businesses in Australia and 30+ countries

5.0 on Google from 100+ reviews
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1,000+ businesses in 30+ countries
Award-winning 24/7 support
3 free live training calls every weekday
Replace $500 to $1,000+ a month in subscriptions

Sound familiar?

Eight logins. Eight bills. Zero of them talking.

Most business owners I meet are paying for a website here, an email tool there, a booking app, a course platform, a CRM they never open... and then paying someone to glue it all together with duct tape and Zapier.

1Leads fall through the cracks because your forms, inbox and CRM live in different places.
2Every new tool means another login, another bill and another thing to learn.
3You can't see what's actually working because your data is scattered across ten dashboards.

Put it all in one place →

What Tekmatix replaces

Website and hostingWix / Squarespace / GoDaddy

$30+/mo

Sales funnelsClickFunnels / Leadpages

$99+/mo

CRMHubSpot / Salesforce

$50+/mo

Email marketingMailchimp / ActiveCampaign

$40+/mo

Booking calendarCalendly / Acuity

$20+/mo

AI chat and voice agentsVarious

$99+/mo

Social media schedulerHootsuite / Buffer

$30+/mo

Courses and membershipsKajabi / Teachable / Thinkific

$150+/mo

All of it, in TekmatixPlans from $150 AUD / $97 USD a month

The full feature list

Everything your business runs on, under one roof.

Tekmatix is an all-in-one CRM, marketing, sales, course and AI platform. Here's what's inside, grouped by the job it does for you. Tap a category to filter, or scroll the lot.

Show everything AI Get found Nurture and convert Sell and get paid Courses and community Run the business

The bit everyone asks about

AI that does the work

Hand the repetitive stuff to AI that already knows your contacts, calendar and offers.

AI Employees that answer chats, DMs and enquiries 24/7
Voice AI receptionist that answers your phone and books calls
AI booking bot on your website chat widget
AI Studio to build apps and tools by describing them (vibe coding)
Ask AI assistant built into your account
AI website and funnel builder plus content and image AI
Connects to Claude and ChatGPT via MCP, so your AI can work inside Tekmatix

Get found and grow your list

Everything you need to get seen, capture leads and build your audience.

Unlimited websites with free hosting and your own domains
Unlimited funnels, landing pages, sales pages and opt-ins
100+ ready-made templates for sites and funnels
Blogging with unlimited posts
Social media planner with auto-posting
Forms and quizzes, unlimited
Surveys with conditional logicPro
Reviews and reputation management, incl. Google Business Profile
Link-in-bio pages and QR codes

Nurture and convert

Turn strangers into clients with automated follow-up that never forgets.

CRM with unlimited contacts and full client records
Unified inbox for email, SMS, Facebook and Instagram DMs
Email marketing with automated newsletters
SMS and phone, incl. missed-call text back
Unlimited workflows and automations
Sales pipelines so you see every deal
Booking calendars for individuals, teams and groups, with 2-way sync
Advanced reporting on ads, calls, courses and lead sourcesPro

Sell and get paid

Take money online, in person and on autopilot. Payments go straight to your Stripe or PayPal.

Checkouts with upsells and order bumps
Invoicing: one-off, recurring and payment plans
Tap to pay on your phone (EFTPOS)
Request payments by SMS
Products and e-commerce, digital and physical, plus coupons
Proposals, quotes and contracts with e-signaturesPro
Affiliate program with unlimited affiliatesPro
Event management with QR code ticketingPro

Courses, memberships and community

Built especially for course creators, educators and coaches. (It's where I teach my own students.)

Unlimited courses and memberships
Unlimited students and video hosting
Assessments and quizzes inside your courses
Student mobile app in your branding
Communities and groups, unlimitedPro
Course certificatesPro

Run the business

The behind-the-scenes admin, organised and in one place for your whole team.

Project management and Kanban boards
Task manager with deadlines and tracking
Unlimited staff users with permission controls
Admin mobile app for Apple and Android
Business card scanner
Integrations with Zapier, Make, WordPress, Google and more
Up to 5 sub-accounts for your other businessesMax

ProIncluded on Pro and Max plansMaxMax plan onlyEverything else is included from Starter up.

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Who it's for

If you sell your expertise or your services, it's built for you.

Solo operators, growing teams and multi-business owners all run on Tekmatix. Here's where it shines brightest.

Coaches, course creators and educators

Your website, sales pages, checkout, courses, membership, community and email, all connected. Tekmatix was made especially for you.

Consultants, speakers and experts

Bookings, proposals, contracts, invoices and follow-up that makes you look like a big firm, even if it's just you.

Health, allied health and NDIS providers

Online bookings, reminders, reviews and client records for clinics, therapists and practitioners.

Tradies and local service businesses

Missed-call text back, quotes, tap to pay and review requests, so you win the job while you're still on the tools.

Studios, salons and personal trainers

Class bookings, memberships, payments and reminders that cut the no-shows and the admin.

Agencies, associations and multi-business owners

Pipelines, staff permissions, reporting and (on Max) up to 5 sub-accounts to run several brands from one login.

Business ownersCoachesCourse creatorsConsultantsTherapistsNDIS providersMedical and allied healthLegal and financial professionalsTradiesSalonsYoga studiosPersonal trainersPhotographersDesignersMarketing agenciesRecruitersOnline storesEvent organisersChurchesCharitiesBusiness associations

Honest moment: if you only need one simple tool and you're genuinely happy juggling logins, you probably don't need Tekmatix yet. But the minute you're copying leads from one app to another, or paying for five subscriptions that don't talk to each other, it's time.

You're never on your own

Most software gives you a login. We give you a team.

I'm an educator first, so Tekmatix was built education-first. Every plan comes with real humans, real training and real templates to get you up and running fast.

Day one

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Every weekday

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Drop in, share your screen and get your questions answered live.

Included

Starter kit and training library

Ready-made templates and automations, a step-by-step help centre, video tutorials and a free Tekmatix training course.

Rather someone just did it for you?

Teksperts are available by the hour, plus fixed-price done-for-you set-up and migration from your old platforms.

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Plans and pricing

Simple pricing that doesn't punish growth.

Unlimited contacts on Starter and Pro, so your bill doesn't jump every time your list grows. Pay in AUD or USD, monthly or yearly (pay yearly and get a month free).

Starter

$150 AUD / month

or $97 USD / month

Everything you need to market, sell and deliver, in one place.

Unlimited contacts, staff users and courses
Websites, funnels, CRM, email and bookings
Payments, invoicing and tap to pay
AI Agents, AI booking bot, AI Studio and Ask AI
24/7 live chat and a free set-up call

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Best for course creators Pro

$230 AUD / month

or $149 USD / month

Everything in Starter, plus the tools to build a community and scale.

Communities, groups and course certificates
Event management with QR ticketing
Your own affiliate program
Proposals, contracts and e-signatures
Unlimited surveys and advanced reporting

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For multi-business owners Max

$497 AUD / month

or $349 USD / month

Everything in Pro, plus more AI, more accounts and a strategist in your corner.

Up to 5 sub-accounts
AI Employee Growth plan included: 1,000 AI conversation replies and 100 voice AI minutes a month
Monthly 60-minute strategy call with a senior Tekspert
Early access to Tekmatix Labs

Book a demo

Just starting out? The Launch plan is $75 AUD ($50 USD) a month for up to 1,000 contacts. No lock-in contracts.

Chat about the Launch plan

Emails, SMS, phone calls and AI usage are pay-as-you-go and billed in USD, so you only pay for what you use. See the full rates at tekmatix.com/rebilling. Prices current as at September 2026. Always check tekmatix.com/pricing for the latest.

Sarah Cordiner teaching a funnel diagram on a whiteboard

280,000+Students taught in 181 countries

A note from the founder

I didn't build software. I built the toolbox I needed.

Founder and CEO, Tekmatix20+ years in businessPostgraduate qualified educator

After 20+ years in business and more than 280,000 students, I kept seeing the same thing. Brilliant people with brilliant expertise, drowning in tech. Paying for ten tools, using two of them, and spending their evenings on YouTube trying to make them talk to each other.

So I put everything a business needs into one platform, then wrapped it in the thing I know best: education and support. Tekmatix runs my own websites, courses, funnels, emails and AI agents every single day. I wouldn't recommend it if I didn't use it.

Sarah x

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Don't just take my word for it

Non-techie people love their tech again.

Tech is hard for non-techie people, and they really get that and make it fun.

Forging Ahead CoachingFacebook review

Yesterday I felt overwhelmed. Now I feel excited and empowered.

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I have used a number of top CRM systems. This is up there with the very best.

Peter J CroneyFacebook review

Solved problems I have had for weeks, in 50 minutes. Wonderful.

Nicole TurnbullGoogle review

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The rest of my toolkit

The other tools I use and actually recommend.

Tekmatix is the engine. These are the extras that plug in around it for AI, video, design, content and admin. Tap a category to filter.

Some of these are affiliate links, which means I may earn a small commission at no extra cost to you. Thanks for supporting the brand!

All tools AI Video and audio Design and content Productivity Money and admin Books

Wondering where the email, booking, course, funnel and CRM tools are? I don't need them any more. Tekmatix does all of that, so I'd rather you didn't pay for them twice.

See what Tekmatix covers ↑

Questions I get asked

Tech stack FAQs.

Still wondering if Tekmatix is right for you? Here are the straight answers.

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What is Tekmatix?

Tekmatix is an all-in-one AI business platform. It brings your website, funnels, CRM, email marketing, bookings, payments, courses, memberships, communities, social media scheduling and AI agents together in one connected account, so everything talks to each other.

Do I need to be techy to use it?

No. Tekmatix was built for non-techie business owners. You get a free set-up call, 24/7 live chat, three free live training calls every weekday, a help centre, video tutorials and ready-made templates to get started.

Is there a free trial?

Yes. The Starter and Pro plans come with a 7-day free trial. The Max plan starts with a demo, so the team can make sure it's the right fit.

Can I pay in Australian dollars?

Yes. You can pay your subscription in AUD or USD. Usage charges for emails, SMS, calls and AI are pay-as-you-go and always billed in USD. See tekmatix.com/rebilling for rates.

Will my price go up as my list grows?

No. Starter and Pro include unlimited contacts, so your plan price doesn't increase as your business grows. You also get unlimited courses, students and staff users.

Can you move me off my current platforms?

Yes. Tekmatix Teksperts offer fixed-price migration and done-for-you set-up services, or can help you integrate the tools you want to keep. See tekmatix.com/services.

Can I run courses, memberships and communities in it?

Yes. Tekmatix was made especially for course creators, educators and coaches. Courses and memberships are included on every plan, and communities and certificates come with Pro and Max.

Which plan should I choose?

Starter suits most service businesses and solo experts. Pro is best if you run courses with a community, events, contracts or an affiliate program. Max is for people running more than one business or who want more AI and a monthly strategy call. Not sure? Book a demo.

Your move, legend

Stop juggling your tech. Start loving it.

One login. One bill. One platform that runs your marketing, sales, courses and AI, with a real team behind you. Try it free for 7 days and see how much simpler business gets.

Start your free trial → Book a demo

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See you inside. Sarah x