In this episode, we chat with Jo Cook — virtual classroom specialist, editor of Training Journal, and founder of Lightbulb Moment. Jo shares her freelance origin story (yes, it involves a newspaper and some 90s tech), opens up about the realities of managing a chronic condition as a business owner, and explores the double life of freelancers through the lens of Superman.
We dig into her kryptonite (spoiler: it’s not public speaking), her freelance superpowers, and how she handles the business side of L&D with honesty, humour, and a healthy dose of self-awareness. Jo also answers Tom McDowell’s question from the previous episode and poses a brilliant new challenge for our next guest.
And of course, Jo shares what she charges — and how those rates shift depending on the project, the client, and the hidden value beyond just the invoice.
Whether you’re just starting out or deep in the freelance trenches, this episode is packed with practical insights, reassurance, and a few superhero analogies you won’t forget.
