If you’re waiting for business to feel effortless, you might be stuck in the wrong cycle. Here’s how to shift into real, sustainable growth.
I want to say something that might be uncomfortable to hear:
If you’re always looking for things to feel easier, you’re never going to build the kind of business that actually grows.
For those of you who are new to me, I want to be clear—this isn’t about hustling, pushing, forcing, or doing things that don’t feel true for you.
Everything I’m sharing—both today and in Part One and Part Two—applies to those moments where the aligned thing for you to do scares you, triggers you, and brings up fear and resistance.
So I want to make that very clear.
Why “Easy” Isn’t the Goal
I see this all the time. Someone is on the edge of a breakthrough, but instead of staying with it—staying with the discomfort of learning, stretching, and pushing through—they retreat.
Because it feels hard.
They tell themselves:
“It shouldn’t feel like this.”
“Maybe I’m doing something wrong.”
“I just want it to feel easier.”
If you’ve felt any of those things, I get it.
This is why I struggle with using the word “ease” in business. Because what I’m doing in my business? It’s not easy.
Like I shared recently—creating a life-first business will challenge you so much more than creating a misaligned, unconscious one.
That’s why easy or ease doesn’t feel like the right word. The goal, for me, isn’t for everything to feel easy— rather it’s about everything I’m working on and towards in my business to feel in alignment.
And I think a lot of content we see online is deceptive, simply because marketers know that “easy” sells. The downside? When things don’t feel easy, you start believing you’re doing something wrong.
But here’s the truth:
Growth isn’t about chasing ease.
It’s about building the capacity to hold the hard-but-aligned things without retreating.
The Pattern That Keeps You Stuck
If you’re constantly trying to make your business feel effortless, you’re going to stay stuck in the cycle of:
→ Avoiding the work that will actually grow you.
→ Stopping the moment things stretch you.
→ Chasing the illusion that it should feel lighter before you fully commit.
And what happens?
Instead of building your capacity and capability—you stall, which is why things stagnate.
You back away.
You hesitate.
You tweak things that don’t need tweaking and get distracted with things that don’t matter instead of getting better at what actually moves the needle.
And suddenly, you’re doing all this work to avoid the work that will actually grow you—wondering why your business hasn’t evolved.
As I shared in the bootcamp we ran recently, when you keep your business the same, all that’s left is for you to change…
For YOU to grow.
The Shift That Changes Everything
This series was really inspired by a powerful conversation I had with one of my students over the last few weeks.
They sent me a message saying something along the lines of:
“I don’t need this launch to feel easy. But I do need to know that I made the decision to do it in a grounded, aligned way. And if it stretches me, if it challenges me—that’s okay. I’m open for any riffs or coaching you have for me on this.”
And I thought, yes!
Because this is the self-concept of a true growth-oriented business owner.
Not the disempowered, entitled, baby-entrepreneur energy of “This should be easy. This should be handed to me. I shouldn’t have to work for this.”
But the grounded, mature leader energy of:
- I know what’s right for me and what’s not.
- If I’m unsure, I’ll plug into coaching and refine my decision—not spiral into self-doubt.
- I’m not going to run away because it feels scary or because I’m being stretched. I’m capable of doing “hard” things.
This is the shift.
Because when you stop seeing challenges as a sign that something is wrong, and you build the self-concept of someone who has the emotional capacity to navigate it all, you no longer hold yourself back from stepping into your truest potential.
This student has grown so much in the last few months alone, and that statement felt like such a powerful reflection of all the capacity and capability stretching they’ve been doing so I wanted to bring this to you.
I honestly wish you could also listen to the conversations happening in our Voxer threads right now. You need in on these.
This Might Be Exactly Where You’re Stuck Right Now
Ask yourself:
- Where am I holding back because I think it should feel easier?
- Where am I in entitlement, believing it should just come easily?
- What would happen if, instead of waiting for things to feel effortless, I committed to showing up at my edge?
- What if I trusted myself to navigate the discomfort of growth instead of constantly tweaking my business to avoid it?
- And if I can’t trust myself, what steps can I take to proactively create self-trust? Because if you’ve been here for a while, you’ve heard me say that self-trust is a verb, not a noun. Read that again.
When you truly integrate everything I’ve shared with you these past few days, you will stretch into a version of yourself that can hold more, create more, and grow without needing to constantly restart, rethink, or hustle.
And this is exactly the kind of work we’re about to do inside something new I have coming.
You excited? I am.
Let’s go!
