The messy middle of reinventing yourself

This episode is a really honest look at what’s happening behind the scenes in my business right now, because I’m in the middle of a pretty big shift.

If you’ve ever gone through one of those seasons where what used to work just doesn’t feel right anymore, I think this will resonate.

For the last decade, I’ve built my business as a done-for-you service provider. Branding, design, social media - this is work I love and will continue to do. But over time, I’ve realized that the way I support my clients has always gone so much deeper than the deliverables. 

And lately, that’s been getting louder. Like so loud I can't ignore it. There’s been this pull to step more fully into coaching and mentorship, to be more involved in the bigger picture of my clients’ businesses, not just the execution.

And I’ll be honest, it’s bringing up a lot.

There have been moments over the last couple of weeks where I’ve genuinely questioned everything. Wondering if I’m making the right move, if I’m overcomplicating things, or if I should go back to what’s easy and proven. There’s a level of safety in staying where you are known, and stepping outside of that (even when it’s aligned) can feel really uncomfortable.

At the same time, I’m refining who I’m speaking to. I’m noticing patterns in the women I work with. So many of them are Gen X, 50+, incredibly experienced, capable, and completely over the noise of online business. They don’t want to chase trends or be glued to their phones. They want something that feels sustainable, grounded, and aligned with the life they’re living. And as I lean into that, there’s also the fear of, “Am I excluding people?” or “Will this land the way I want it to?”

And then there’s the identity piece, which I think is the hardest part. Letting go of the version of yourself that you’ve been for so long...the one that built the business and allowing yourself to be seen in a new way. 

For me, that’s moving out of “I’m just a designer” and really owning the depth of what I do. And if I’m being honest, that has been a huge stretch. There’s been a level of hiding in the safety of my work, and this next chapter is asking me to show up more fully.

The technical side of this shift - updating offers, systems, messaging is actually the easy part for me. What’s been more challenging is the internal work. The mindset, the self-trust, the willingness to keep showing up even when it feels messy or uncertain. That’s why I invested in support this year, and why I’ll always believe in having someone in your corner during seasons like this.

What I keep coming back to, and what I want to remind you of if you’re in your own version of this, is that this kind of growth is temporary. It’s uncomfortable, but it’s also necessary. It’s the space where you’re stretching into something bigger, even if it doesn’t feel fully formed yet.

So if you’ve been feeling like what used to work isn’t quite fitting anymore, or you’re craving something deeper and more aligned but aren’t exactly sure what that looks like yet, I just want you to know that you’re not alone in that. This is what evolution actually looks like in real life - not polished, not perfect, but very real and very human.

And if nothing else, I hope this gives you permission to keep going, even when it feels uncertain.