The Quiet Game Sun, 04 Oct 2026 18:31:14 +0100 https://www.buzzsprout.com/2626372 en-us © 2026 © 2026 The Quiet Game. All Rights Reserved. yes b202370c-a4b4-58e1-bcea-c3494c932e43 Joana Beldade episodic false If you've ever felt like the online business world was built for someone else, you're in the right place.

The Quiet Game is a podcast for established women entrepreneurs who are done with the noise. Done with the highlight reels, the hustle narratives, and the advice that sounds good at 9am and useless by noon. Done pretending everything is fine when it isn't.

Every week, your host Joana Beldade sits down for one honest conversation about what it actually takes to build a business that works for your life. Not someone else's life. Yours.

Jo studies what keeps people well in the most extreme environments on Earth, research that started with a master's thesis on isolation and confinement, and applies it to something nobody else in this space is talking about: the isolation of building a business alone. She calls it your business habitat, the space, the person, and the model, working together or quietly working against each other. She's also a business strategist with 8 years of experience across Portugal and North America, a certified yoga teacher, a former Air Force officer, currently completing a Psychology degree, and a single mum to a five-year-old boy. She launched a programme from a hospital bed at 29 weeks pregnant, hit rock bottom with thirteen euros in her bank account, and rebuilt. Slowly. Without anyone watching.

That's what this podcast is about. Building a business without the performance. Without the promise that it'll be easy or fast or linear. With the honest acknowledgment that life happens, that hard seasons are real, and that isolation has a real, researched cost on how you think, decide, and price your work.

No advice that ignores the human being behind the business. No six-figure promises. Just real talk about solo entrepreneurship, business isolation, and what it actually takes to build something sustainable, from someone who studies this for a living and has lived it herself.

New episode every week. Subscribe wherever you listen to podcasts.

]]> Buzzsprout (https://www.buzzsprout.com) Joana Beldade https://storage.buzzsprout.com/w58sfxwr0zktjhndfrzq5857oaaw?.jpg The Quiet Game https://www.buzzsprout.com/2626372 Why Rest Feels Like Guilt Why Rest Feels Like Guilt Why does rest feel like something you have to earn? In this episode, Jo traces the guilt we feel when we finally sit down, all the way back to a 17th century religious anxiety that outlived the religion itself. 

Along the way: a mathematician who solved his hardest problem the moment he stopped trying, astronauts tending zinnias on the International Space Station, and three studies on why doing nothing feels so unbearable that some of us would rather give ourselves a mild electric shock.

And a question worth sitting with.

Research referenced in this episode:

Weber, M. (1905). The Protestant Ethic and the Spirit of Capitalism.

Russell, B. (1932). In praise of idleness. Harper's Magazine.

Hsee, C. K., Yang, A. X., & Wang, N. (2010). Idleness aversion and the need for justifiable busyness. Psychological Science, 21(7), 926–930.

Wilson, T. D., et al. (2014). Just think: The challenges of the disengaged mind. Science, 345(6192), 75–77.

Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118–138.

Raichle, M. E., et al. (2001). A default mode of brain function. PNAS, 98(2), 676–682.

Kaplan, R., & Kaplan, S. (1989). The Experience of Nature: A Psychological Perspective. Cambridge University Press.

Bittman, M., & Wajcman, J. (2000). The rush hour: The character of leisure time and gender equity. Social Forces, 79(1), 165–189.

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]]> Why does rest feel like something you have to earn? In this episode, Jo traces the guilt we feel when we finally sit down, all the way back to a 17th century religious anxiety that outlived the religion itself. 

Along the way: a mathematician who solved his hardest problem the moment he stopped trying, astronauts tending zinnias on the International Space Station, and three studies on why doing nothing feels so unbearable that some of us would rather give ourselves a mild electric shock.

And a question worth sitting with.

Research referenced in this episode:

Weber, M. (1905). The Protestant Ethic and the Spirit of Capitalism.

Russell, B. (1932). In praise of idleness. Harper's Magazine.

Hsee, C. K., Yang, A. X., & Wang, N. (2010). Idleness aversion and the need for justifiable busyness. Psychological Science, 21(7), 926–930.

Wilson, T. D., et al. (2014). Just think: The challenges of the disengaged mind. Science, 345(6192), 75–77.

Bellezza, S., Paharia, N., & Keinan, A. (2017). Conspicuous consumption of time: When busyness and lack of leisure time become a status symbol. Journal of Consumer Research, 44(1), 118–138.

Raichle, M. E., et al. (2001). A default mode of brain function. PNAS, 98(2), 676–682.

Kaplan, R., & Kaplan, S. (1989). The Experience of Nature: A Psychological Perspective. Cambridge University Press.

Bittman, M., & Wajcman, J. (2000). The rush hour: The character of leisure time and gender equity. Social Forces, 79(1), 165–189.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19907712 Sun, 04 Oct 2026 18:00:00 +0100 1361 full false Why Your Offer Isn't Selling: The Psychology of Perceived Value Why Your Offer Isn't Selling: The Psychology of Perceived Value Why does the exact same offer, at the exact same price, get bought by one person and ignored by another?

In this episode, Jo breaks down the real psychology of perceived value, for anyone selling something a client can't hold in her hands: coaching, strategy, wellness work, anything intangible. Starting with McDonald's famous milkshake problem and why the "stated" reason someone buys is almost never the real one, Jo works through five research-backed ideas that explain why some sales pages land instantly and others, saying almost the same thing, land nowhere at all.

This includes the two completely different motivational engines behind every purchase, why "reduces anxiety" is close to useless on a sales page even when it's completely true, and why the invisible work behind an intangible offer has to be made visible before anyone will pay for it.

Research referenced in this episode:

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.

Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. In J. Donnelly & W. George (Eds.), Marketing of Services (pp. 186–190). American Marketing Association.

Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.

Christensen, C. M. (2005). Marketing malpractice: The cause and the cure. Harvard Business Review, 83(12), 74–83.

Paivio, A. (1986). Mental Representations: A Dual Coding Approach. Oxford University Press.

Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together - Fill the form

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Why does the exact same offer, at the exact same price, get bought by one person and ignored by another?

In this episode, Jo breaks down the real psychology of perceived value, for anyone selling something a client can't hold in her hands: coaching, strategy, wellness work, anything intangible. Starting with McDonald's famous milkshake problem and why the "stated" reason someone buys is almost never the real one, Jo works through five research-backed ideas that explain why some sales pages land instantly and others, saying almost the same thing, land nowhere at all.

This includes the two completely different motivational engines behind every purchase, why "reduces anxiety" is close to useless on a sales page even when it's completely true, and why the invisible work behind an intangible offer has to be made visible before anyone will pay for it.

Research referenced in this episode:

Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52, 2–22.

Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. In J. Donnelly & W. George (Eds.), Marketing of Services (pp. 186–190). American Marketing Association.

Higgins, E. T. (1997). Beyond pleasure and pain. American Psychologist, 52(12), 1280–1300.

Christensen, C. M. (2005). Marketing malpractice: The cause and the cure. Harvard Business Review, 83(12), 74–83.

Paivio, A. (1986). Mental Representations: A Dual Coding Approach. Oxford University Press.

Kahneman, D., & Tversky, A. (1979). Prospect theory: An analysis of decision under risk. Econometrica, 47(2), 263–291.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together - Fill the form

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19736282 Tue, 01 Sep 2026 14:00:00 +0100 1135 full false Why Women Undercharge (and the Myth That Got It Wrong) Why Women Undercharge (and the Myth That Got It Wrong) For twenty years, one book shaped how the business world explained the gender pay gap. Women Don't Ask, by economist Linda Babcock, argued the fix was simple: teach women to negotiate, and the gap would close. Millions of women, Jo included, absorbed that lesson.

Then in 2018, three economists got access to real employer data that earlier researchers never had, added one overlooked variable, and reversed the story almost entirely. Women, it turns out, do ask. They just don't get.

In this episode, Jo traces the full arc of the research, from Babcock's original findings, to the study that flipped the popular narrative, to a 2010 experiment that reveals something almost every woman has lived through without a name for it: the same woman who negotiates fiercely for a friend's business will quietly soften her own price mid-sentence. Along the way, Jo connects the research to her own experience pricing across borders, and lays out what actually helps once you understand what the studies really found, and what they didn't.

Research referenced in this episode:

Babcock, L., & Laschever, S. (2003). Women Don't Ask: Negotiation and the Gender Divide. Princeton University Press.

Artz, B., Goodall, A. H., & Oswald, A. J. (2018). Do women ask? Industrial Relations: A Journal of Economy and Society, 57(4), 611–636.

Bowles, H. R., Babcock, L., & Lai, L. (2007). Social incentives for gender differences in the propensity to initiate negotiations: Sometimes it does hurt to ask. Organizational Behavior and Human Decision Processes, 103(1), 84–103.

Amanatullah, E. T., & Morris, M. W. (2010). Negotiating gender roles: Gender differences in assertive negotiating are mediated by women's fear of backlash and attenuated when negotiating on behalf of others. Journal of Personality and Social Psychology, 98(2), 256–267.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> For twenty years, one book shaped how the business world explained the gender pay gap. Women Don't Ask, by economist Linda Babcock, argued the fix was simple: teach women to negotiate, and the gap would close. Millions of women, Jo included, absorbed that lesson.

Then in 2018, three economists got access to real employer data that earlier researchers never had, added one overlooked variable, and reversed the story almost entirely. Women, it turns out, do ask. They just don't get.

In this episode, Jo traces the full arc of the research, from Babcock's original findings, to the study that flipped the popular narrative, to a 2010 experiment that reveals something almost every woman has lived through without a name for it: the same woman who negotiates fiercely for a friend's business will quietly soften her own price mid-sentence. Along the way, Jo connects the research to her own experience pricing across borders, and lays out what actually helps once you understand what the studies really found, and what they didn't.

Research referenced in this episode:

Babcock, L., & Laschever, S. (2003). Women Don't Ask: Negotiation and the Gender Divide. Princeton University Press.

Artz, B., Goodall, A. H., & Oswald, A. J. (2018). Do women ask? Industrial Relations: A Journal of Economy and Society, 57(4), 611–636.

Bowles, H. R., Babcock, L., & Lai, L. (2007). Social incentives for gender differences in the propensity to initiate negotiations: Sometimes it does hurt to ask. Organizational Behavior and Human Decision Processes, 103(1), 84–103.

Amanatullah, E. T., & Morris, M. W. (2010). Negotiating gender roles: Gender differences in assertive negotiating are mediated by women's fear of backlash and attenuated when negotiating on behalf of others. Journal of Personality and Social Psychology, 98(2), 256–267.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19715415 Fri, 28 Aug 2026 08:00:00 +0100 1034 full false Why Working Alone Wrecks Your Decision-Making Why Working Alone Wrecks Your Decision-Making Ever notice how the same business decision can feel obvious with a friend nearby, and completely impossible when you're facing it alone? There's a real psychological reason for that, and it explains a huge amount about solo entrepreneur burnout, overthinking, and the strange swing between overconfidence and self-doubt that comes with building something by yourself.

In this episode, Jo breaks down social referencing, the psychological mechanism that makes humans check other people's faces before making decisions, first studied in infants and never actually switched off in adults. She explains what happens to decision-making and even your nervous system when that "room" disappears completely, why working from home in isolation can quietly distort how you judge your own performance, and why the habit of "reading the room" can turn against women in particular once there's no room left to read.

If you've ever wondered why you can give a friend brilliant advice about a problem you can't solve for yourself, this episode explains exactly why, and what small, concrete thing actually helps.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Ever notice how the same business decision can feel obvious with a friend nearby, and completely impossible when you're facing it alone? There's a real psychological reason for that, and it explains a huge amount about solo entrepreneur burnout, overthinking, and the strange swing between overconfidence and self-doubt that comes with building something by yourself.

In this episode, Jo breaks down social referencing, the psychological mechanism that makes humans check other people's faces before making decisions, first studied in infants and never actually switched off in adults. She explains what happens to decision-making and even your nervous system when that "room" disappears completely, why working from home in isolation can quietly distort how you judge your own performance, and why the habit of "reading the room" can turn against women in particular once there's no room left to read.

If you've ever wondered why you can give a friend brilliant advice about a problem you can't solve for yourself, this episode explains exactly why, and what small, concrete thing actually helps.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19689966 Mon, 24 Aug 2026 01:00:00 +0100 839 1 13 full false The Three Layers of Your Business Habitat The Three Layers of Your Business Habitat The first business Jo ever built was as a yoga teacher, not a business strategist. And for almost a year, she ran it under a version of her name with no surname attached, specifically so the people who already knew her, from university, from the Air Force, would not find it.

In this episode, Jo introduces the concept of the business habitat and its three layers: the business itself, the physical environment you work in, and the layer that connects and often quietly sabotages both, who you believe you are allowed to be.

She talks about the specific shame of building a new identity that felt, to her, like a fall from an academic and military past. Why so many capable women avoid visibility not from lack of ideas but from the fear of who does she think she is. And what actually shifted the belief, years later, in small, unremarkable ways rather than one dramatic before and after.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> The first business Jo ever built was as a yoga teacher, not a business strategist. And for almost a year, she ran it under a version of her name with no surname attached, specifically so the people who already knew her, from university, from the Air Force, would not find it.

In this episode, Jo introduces the concept of the business habitat and its three layers: the business itself, the physical environment you work in, and the layer that connects and often quietly sabotages both, who you believe you are allowed to be.

She talks about the specific shame of building a new identity that felt, to her, like a fall from an academic and military past. Why so many capable women avoid visibility not from lack of ideas but from the fear of who does she think she is. And what actually shifted the belief, years later, in small, unremarkable ways rather than one dramatic before and after.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19681405 Fri, 21 Aug 2026 15:00:00 +0100 762 1 12 full false The Discount Nobody Asked For The Discount Nobody Asked For Have you ever lowered your price before anyone said it was too high?

In this episode of The Quiet Game, Jo gets honest about one of the most expensive habits a solo entrepreneur can have: the pre-emptive discount. The one nobody asked for. The one that happens before the proposal is even read, before the client has said a word, before anyone has given you any reason to lower the number.

This is not an episode about pricing strategy. It is an episode about projection, geography, and the belief underneath the number that is quietly doing most of the work.

Jo shares the specific moment she realised she had enrolled in a programme costing thousands of dollars that was delivering less value than the twelve euro monthly membership she was already running. And the uncomfortable question that raised about her own pricing.

She also talks about being Portuguese in a North American market, and the belief she carried for years that her location somehow affected the value of her expertise. And one practical change that shifted everything: sending the price before the discovery call.

Honest, specific, and uncomfortable in the best possible way.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Have you ever lowered your price before anyone said it was too high?

In this episode of The Quiet Game, Jo gets honest about one of the most expensive habits a solo entrepreneur can have: the pre-emptive discount. The one nobody asked for. The one that happens before the proposal is even read, before the client has said a word, before anyone has given you any reason to lower the number.

This is not an episode about pricing strategy. It is an episode about projection, geography, and the belief underneath the number that is quietly doing most of the work.

Jo shares the specific moment she realised she had enrolled in a programme costing thousands of dollars that was delivering less value than the twelve euro monthly membership she was already running. And the uncomfortable question that raised about her own pricing.

She also talks about being Portuguese in a North American market, and the belief she carried for years that her location somehow affected the value of her expertise. And one practical change that shifted everything: sending the price before the discovery call.

Honest, specific, and uncomfortable in the best possible way.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19647613 Fri, 14 Aug 2026 18:00:00 +0100 731 1 11 full false What Prisons, Antarctic Stations, and Working From Home Have in Common What Prisons, Antarctic Stations, and Working From Home Have in Common What do prisons, Antarctic research stations, submarines, conflict zones and working from home as a solo entrepreneur have in common?

More than you might expect.

In this episode of The Quiet Game, Jo goes somewhere she has never gone publicly before. She shares the academic research that quietly shaped everything she does, a master's thesis on human wellbeing in isolated, confined, and extreme environments, and a PhD she began on the design of habitats for long-duration space missions, including contact with a NASA researcher and an invitation to work on the habitation module for future Mars missions.

And then she connects all of it to the solo entrepreneur working alone from home.

This is not a dramatic comparison. Jo is clear about that. Working from home is nothing like being stationed in Antarctica. But some of the structural conditions are surprisingly similar. And the research on what keeps people well in the most extreme environments on earth, and beyond it, might have something genuinely useful to tell us about building a sustainable business alone.

Research referenced in this episode:

 Wilson, E.O. (1984). Biophilia. Harvard University Press.

 Kaplan, R. & Kaplan, S. (1989). The Experience of Nature: A Psychological Perspective. Cambridge University Press.

Beldade, J. R. B. (2014). As plantas e o bem-estar humano em ambientes extremos [Plants and human well-being in extreme environments] [Master's thesis, University of Algarve]. Faculty of Sciences and Technology.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.


 



Send us Fan Mail

]]> What do prisons, Antarctic research stations, submarines, conflict zones and working from home as a solo entrepreneur have in common?

More than you might expect.

In this episode of The Quiet Game, Jo goes somewhere she has never gone publicly before. She shares the academic research that quietly shaped everything she does, a master's thesis on human wellbeing in isolated, confined, and extreme environments, and a PhD she began on the design of habitats for long-duration space missions, including contact with a NASA researcher and an invitation to work on the habitation module for future Mars missions.

And then she connects all of it to the solo entrepreneur working alone from home.

This is not a dramatic comparison. Jo is clear about that. Working from home is nothing like being stationed in Antarctica. But some of the structural conditions are surprisingly similar. And the research on what keeps people well in the most extreme environments on earth, and beyond it, might have something genuinely useful to tell us about building a sustainable business alone.

Research referenced in this episode:

 Wilson, E.O. (1984). Biophilia. Harvard University Press.

 Kaplan, R. & Kaplan, S. (1989). The Experience of Nature: A Psychological Perspective. Cambridge University Press.

Beldade, J. R. B. (2014). As plantas e o bem-estar humano em ambientes extremos [Plants and human well-being in extreme environments] [Master's thesis, University of Algarve]. Faculty of Sciences and Technology.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.


 



Send us Fan Mail

]]> Joana Beldade Buzzsprout-19618929 Sun, 09 Aug 2026 00:00:00 +0100 1914 1 10 full false What Happens When You Build the Right Business and Then Walk Away From It What Happens When You Build the Right Business and Then Walk Away From It Disclaimer: This episode contains personal stories about pregnancy loss, a traumatic birth experience and postpartum depression. If any of these topics are sensitive for you right now, please take care of yourself first. It's okay to come back to this one when you're ready. Or not at all.

What do you do when you finally build the business you always wanted and then walk away from it?

In this episode of The Quiet Game, Jo shares the most personal story she has ever told publicly. 

But underneath all of that, it's a story about a business decision. The decision to walk away from a model that was working.

This episode is not a cautionary tale. It's an honest account of what happens when life arrives without asking permission, the choices we make in those moments, and why building a business that can hold when you can't is not a luxury. It's the whole point.

If you have ever stepped back from something that was working and told yourself it was just temporary, this episode is for you.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

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]]> Disclaimer: This episode contains personal stories about pregnancy loss, a traumatic birth experience and postpartum depression. If any of these topics are sensitive for you right now, please take care of yourself first. It's okay to come back to this one when you're ready. Or not at all.

What do you do when you finally build the business you always wanted and then walk away from it?

In this episode of The Quiet Game, Jo shares the most personal story she has ever told publicly. 

But underneath all of that, it's a story about a business decision. The decision to walk away from a model that was working.

This episode is not a cautionary tale. It's an honest account of what happens when life arrives without asking permission, the choices we make in those moments, and why building a business that can hold when you can't is not a luxury. It's the whole point.

If you have ever stepped back from something that was working and told yourself it was just temporary, this episode is for you.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join for free at https://www.jobeldade.com/theantihustlemba

Let's work together: https://forms.gle/KHyedhSYSVeesgur9

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19597285 Tue, 04 Aug 2026 11:00:00 +0100 1325 1 9 full false Why Your Business Feels Wrong (Even When It's Working) Why Your Business Feels Wrong (Even When It's Working) What do you do when your business is working, the clients are there, the revenue is coming in, the strategy is sound, and it still feels wrong? Not broken. Not failing. Just wrong. Like you're wearing something that technically fits but that you can't stop noticing on your body.

In this episode of The Quiet Game, Jo goes beyond the usual conversation about business models to ask a more fundamental question: is your business designed for who you actually are? Drawing on research into personality, nervous system differences, and what psychologists call person-environment fit, Jo makes the case that the exhaustion many entrepreneurs feel is not a motivation problem or a discipline problem. It's a design problem. And specifically, it's the problem of building a business using someone else's blueprint without ever stopping to ask whether that blueprint was made for you.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.


Send us Fan Mail

]]> What do you do when your business is working, the clients are there, the revenue is coming in, the strategy is sound, and it still feels wrong? Not broken. Not failing. Just wrong. Like you're wearing something that technically fits but that you can't stop noticing on your body.

In this episode of The Quiet Game, Jo goes beyond the usual conversation about business models to ask a more fundamental question: is your business designed for who you actually are? Drawing on research into personality, nervous system differences, and what psychologists call person-environment fit, Jo makes the case that the exhaustion many entrepreneurs feel is not a motivation problem or a discipline problem. It's a design problem. And specifically, it's the problem of building a business using someone else's blueprint without ever stopping to ask whether that blueprint was made for you.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.


Send us Fan Mail

]]> Joana Beldade Buzzsprout-19581223 Fri, 31 Jul 2026 17:00:00 +0100 909 full false Followers Don't Pay Bills Followers Don't Pay Bills How many followers do you need before you can launch? Before you feel legitimate? Before you give yourself permission to charge what your work is actually worth? If you've been waiting for a number on a screen to tell you you're ready, this episode is for you.

In this episode of The Quiet Game, Jo makes the case that the obsession with follower counts is one of the most expensive mistakes in the online business world. Not because visibility doesn't matter, but because most people are optimising for the wrong kind of visibility, attracting the wrong people, and then wondering why their audience doesn't buy. Jo shares her own experience of launching a successful programme without a large following, the story of her mentor, who built an internationally respected business without chasing social media growth, and the specific reason why twenty thousand followers can feel exactly like five when they're not the right people.

This is the episode that gives you permission to stop waiting and start building.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> How many followers do you need before you can launch? Before you feel legitimate? Before you give yourself permission to charge what your work is actually worth? If you've been waiting for a number on a screen to tell you you're ready, this episode is for you.

In this episode of The Quiet Game, Jo makes the case that the obsession with follower counts is one of the most expensive mistakes in the online business world. Not because visibility doesn't matter, but because most people are optimising for the wrong kind of visibility, attracting the wrong people, and then wondering why their audience doesn't buy. Jo shares her own experience of launching a successful programme without a large following, the story of her mentor, who built an internationally respected business without chasing social media growth, and the specific reason why twenty thousand followers can feel exactly like five when they're not the right people.

This is the episode that gives you permission to stop waiting and start building.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19552805 Sun, 26 Jul 2026 22:00:00 +0100 1263 full false You Don't Have a Discipline Problem. You Have a Design Problem. You Don't Have a Discipline Problem. You Have a Design Problem. How many productivity systems have you tried? Time blocking, batching, inbox zero, the four-day week, the morning routine with the lemon water that someone very shiny on the internet promised would change your life. And how many of them stuck?

In this episode of The Quiet Game, Jo makes the case that the reason every system eventually fails has nothing to do with your discipline, your follow-through, or your personality. It has everything to do with the design of your business. There are two kinds of problems in any service business: behaviour problems and structure problems. They look identical from the outside. But they respond to completely different solutions. And if you've been bringing effort to a structure problem, you've been pushing water. You can push it for a while. But the moment you stop, everything slides right back.

This episode will change how you think about your own business, and more importantly, how you think about yourself.

Send us Fan Mail

]]> How many productivity systems have you tried? Time blocking, batching, inbox zero, the four-day week, the morning routine with the lemon water that someone very shiny on the internet promised would change your life. And how many of them stuck?

In this episode of The Quiet Game, Jo makes the case that the reason every system eventually fails has nothing to do with your discipline, your follow-through, or your personality. It has everything to do with the design of your business. There are two kinds of problems in any service business: behaviour problems and structure problems. They look identical from the outside. But they respond to completely different solutions. And if you've been bringing effort to a structure problem, you've been pushing water. You can push it for a while. But the moment you stop, everything slides right back.

This episode will change how you think about your own business, and more importantly, how you think about yourself.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19509189 Fri, 17 Jul 2026 18:00:00 +0100 1147 1 6 full false The Sunday Feeling Has a Name. And It's Not Burnout. The Sunday Feeling Has a Name. And It's Not Burnout. Why does Sunday night feel so heavy, even after a weekend of rest?

In this episode of The Quiet Game, Jo explores why the dread many business owners feel before Monday isn't always burnout. Instead, it may be a sign that your business is structurally dependent on your constant presence.

Jo unpacks how an always-on business keeps your nervous system in a state of readiness, why staying busy often masks the real problem, and how to identify the hidden dependencies preventing you from truly switching off.

If you've ever come back from a vacation only to feel overwhelmed within days, this episode will help you understand why—and what needs to change.

A thoughtful conversation about sustainable business growth, nervous system health, and building a business that supports your life instead of running it.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Why does Sunday night feel so heavy, even after a weekend of rest?

In this episode of The Quiet Game, Jo explores why the dread many business owners feel before Monday isn't always burnout. Instead, it may be a sign that your business is structurally dependent on your constant presence.

Jo unpacks how an always-on business keeps your nervous system in a state of readiness, why staying busy often masks the real problem, and how to identify the hidden dependencies preventing you from truly switching off.

If you've ever come back from a vacation only to feel overwhelmed within days, this episode will help you understand why—and what needs to change.

A thoughtful conversation about sustainable business growth, nervous system health, and building a business that supports your life instead of running it.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19491651 Tue, 14 Jul 2026 10:00:00 +0100 834 full false The Clients Who Almost Made Me Quit The Clients Who Almost Made Me Quit What happens when the work you love starts to break you? In this episode of The Quiet Game, Jo shares three real client stories that she has never spoken about publicly before. Stories that left her feeling disposable, guilty, and so drained that she almost walked away from her business entirely.

This is not a cautionary tale about difficult clients. It is an honest conversation about what it costs to care deeply about your work, where the line between professional and personal gets dangerously blurry, and what happens when you stay in working relationships long after you should have left. Jo shares the lessons she learned the hard way about boundaries, about testimonials, about ending client relationships with integrity, and about the most important thing she had to learn to protect: her own worth.

If you have ever felt disposable after giving everything you had to a client, or if you have ever stayed in a professional relationship too long because you genuinely cared this episode is for you.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> What happens when the work you love starts to break you? In this episode of The Quiet Game, Jo shares three real client stories that she has never spoken about publicly before. Stories that left her feeling disposable, guilty, and so drained that she almost walked away from her business entirely.

This is not a cautionary tale about difficult clients. It is an honest conversation about what it costs to care deeply about your work, where the line between professional and personal gets dangerously blurry, and what happens when you stay in working relationships long after you should have left. Jo shares the lessons she learned the hard way about boundaries, about testimonials, about ending client relationships with integrity, and about the most important thing she had to learn to protect: her own worth.

If you have ever felt disposable after giving everything you had to a client, or if you have ever stayed in a professional relationship too long because you genuinely cared this episode is for you.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19449471 Mon, 06 Jul 2026 10:00:00 +0100 1243 full false Same Work. Four Times the Price. Same Work. Four Times the Price. What if you could earn four of five times more without working five times harder or even changing what you do? In this episode of The Quiet Game, Jo tells the story of a client who went from charging $60 per hour to $400 for the same work, simply by changing how she packaged and presented her offer. She didn't gain new qualifications. She didn't reinvent her services. She just stopped undervaluing what she was already delivering.

This episode goes deep on the real reasons why smart, talented, experienced women consistently undercharge for their work and it's not what most people think. Jo breaks down the psychology of pricing, the difference between charging for time versus charging for value, and why the client's mental maths changes completely when you reframe your offer. If you've ever suspected you're worth more than you're charging but don't know how to justify a price increase, this episode gives you the clarity and the confidence to start.

Honest, practical, and grounded in real client stories this is the pricing conversation you've been needing to have.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> What if you could earn four of five times more without working five times harder or even changing what you do? In this episode of The Quiet Game, Jo tells the story of a client who went from charging $60 per hour to $400 for the same work, simply by changing how she packaged and presented her offer. She didn't gain new qualifications. She didn't reinvent her services. She just stopped undervaluing what she was already delivering.

This episode goes deep on the real reasons why smart, talented, experienced women consistently undercharge for their work and it's not what most people think. Jo breaks down the psychology of pricing, the difference between charging for time versus charging for value, and why the client's mental maths changes completely when you reframe your offer. If you've ever suspected you're worth more than you're charging but don't know how to justify a price increase, this episode gives you the clarity and the confidence to start.

Honest, practical, and grounded in real client stories this is the pricing conversation you've been needing to have.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19405052 Fri, 26 Jun 2026 02:00:00 +0100 996 1 3 full false You built a job, not a business. You built a job, not a business. If you're a service-based entrepreneur who is fully booked, exhausted, and wondering why your income has stopped growing no matter how hard you work, this episode is for you.

In this episode of The Quiet Game, host Jo breaks down the difference between a business and a very demanding job you created for yourself. Most online service providers, coaches, therapists, consultants, and freelancers fall into the same trap: they build a business model that depends entirely on their presence. And when that happens, growth becomes impossible without working more hours.

Jo shares her own experience of working constantly while talking about freedom, and what she learned about building a business model that actually delivers the life you set out to create. This episode covers the emotional reality of entrepreneurship including the loneliness of building something no one around you fully understands and offers a clear, practical first step for service providers who are ready to stop being the bottleneck in their own business.

If you've ever had a quiet moment where you missed the predictability of a nine-to-five job, this episode will make you feel seen. And it might just change how you think about your business model entirely.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> If you're a service-based entrepreneur who is fully booked, exhausted, and wondering why your income has stopped growing no matter how hard you work, this episode is for you.

In this episode of The Quiet Game, host Jo breaks down the difference between a business and a very demanding job you created for yourself. Most online service providers, coaches, therapists, consultants, and freelancers fall into the same trap: they build a business model that depends entirely on their presence. And when that happens, growth becomes impossible without working more hours.

Jo shares her own experience of working constantly while talking about freedom, and what she learned about building a business model that actually delivers the life you set out to create. This episode covers the emotional reality of entrepreneurship including the loneliness of building something no one around you fully understands and offers a clear, practical first step for service providers who are ready to stop being the bottleneck in their own business.

If you've ever had a quiet moment where you missed the predictability of a nine-to-five job, this episode will make you feel seen. And it might just change how you think about your business model entirely.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
 Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19405040 Fri, 26 Jun 2026 02:00:00 +0100 771 1 2 full false I Disappeared. Here's What I Learned. I Disappeared. Here's What I Learned. For almost two years, I was invisible online. No content, no launches, no presence. Just gone.

It wasn't burnout. It wasn't a strategy. It was life arriving all at once and refusing to wait.

In this first episode of The Quiet Game, I share what those two years cost me, what they taught me, and why I came back building differently. If you have ever felt like your business was held together entirely by your own constant presence, this one is for you.

The Quiet Game is a weekly podcast for established service business owners who are tired of performing success. New episodes every Thursday.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> For almost two years, I was invisible online. No content, no launches, no presence. Just gone.

It wasn't burnout. It wasn't a strategy. It was life arriving all at once and refusing to wait.

In this first episode of The Quiet Game, I share what those two years cost me, what they taught me, and why I came back building differently. If you have ever felt like your business was held together entirely by your own constant presence, this one is for you.

The Quiet Game is a weekly podcast for established service business owners who are tired of performing success. New episodes every Thursday.

Want to go deeper?

The Anti-Hustle MBA is a free 30-day email course for service business owners who are done running on empty. One email per day. One honest idea you can actually use. No hustle, no 6-figure promises.

Join free at https://www.jobeldade.com/theantihustlemba

Connect with Jo:

Instagram: @thequietgame
Website: www.jobeldade.com
Email: info@jobeldade.com

Subscribe and leave a review:

If this episode resonated with you, please subscribe so you never miss a new episode. And if you have two minutes, leaving a review on Apple Podcasts helps more women find the show. It means more than you know.

Send us Fan Mail

]]> Joana Beldade Buzzsprout-19401573 Thu, 25 Jun 2026 15:00:00 +0100 990 1 1 full false