Making a big change to the direction of your business

Forest resized.jpg — Time for a change

It’s spring 2021 & I’m coming back from maternity leave, but making some pretty major changes. I’ve decided to retire from 1:1 brand consulting & go ‘all in’ on my programme, The Online Incubator, which helps people create and launch their first online offer - essentially a course or group programme. Here’s my personal story.

It’s been a weird year all around & I think change is in the air for so many people.

Since announcing the changes to move away from 1:1 brand consulting, I've received messages asking more about it. Things like:

How do you know you're not chasing shiny balls?
I see potential in two different directions but I keep second guessing it & doubting myself. How do you know what's right?
I am known for one thing, so how can I completely change that?

Well, I don’t think there’s a one-size fits all answer my friend.

But I am going to share my own story with you in case it helps.

>> Now, I want to be clear that I’m not a business strategist, not really an expert in change at all to be totally honest. I don’t have the textbook answers.

But here’s what I can share with you from my own experiences.

Once upon a time, a seed got planted

I ran a live coaching beta course in 2018-19 with 170 students around the world.

I can’t even find the words for how many mental blocks I had to overcome to deliver it.

There’s something about teaching that feels so vulnerable & all of your imposter syndrome whispers creep up to the surface.

What if they find me out?

What if I’m terrible?

What if I don’t make any money & it’s all a waste of time?

Not to mention the physical challenge of finding enough hours in the day on top of my consulting clients. And at the time I was also a director of a new networking business. And I had a 3 year old. And I was in temporary accommodation due to my house purchase falling through.

Anyway, long story short, I totally & utterly burned myself out.

I watched back one of my final videos & I’m physically not well. It’s right there staring at me in my spotty, pasty skin, sore throat, dark circles under my eyes.

I feel a bit sad when I think back to this version of Cat, because she tried so hard but really just overcomplicated things.

However the MAJOR positive, is that an all important seed was planted.

The one that made me realise I absolutely love to teach & coach others.

An idea that wouldn’t go away

Over the years I then created & sold other courses, a membership & a group programme. I ran ads & Facebook challenges.

This little seed of joy got bigger. A little idea that teaching could be more than a sideline.

And another seed got planted too - one that asked if I might be able to help people with their transition into courses & online programmes.

What if I could make it easier, lighter & more joy-filled than my own experience?

Cue lock-down & The Online Incubator

Fast forward to 2020. I am pregnant. It’s a global pandemic. We’re in lockdown.

And I have what I'd describe as a divine download. Or a lightbulb moment.

What if I could help people with ‘offline’ businesses create a standalone online product that means they can keep working (& earning), even in lockdown?

With a decade in digital marketing I have lots of skills that I use for clients, but don't particularly talk about or advertise. I'm sure you're the same!

So one Saturday morning I asked my husband to look after our daughter & basically leave me alone locked away upstairs, from 6am through until the early afternoon.

I had this most amazing creative flow.

The ideas just kept coming & I drafted out the whole barebones of the programme.

Then I sold it. And it sold out within a week, with just a couple of organic posts & emails.

I helped 6 people move through a huge shift in their business.

They created & sold something totally new. They felt the surge of pride. They got the new ideas & energy that comes when you get out of your comfort zone & do something new, which leads to other ideas & avenues for years to come.

And I got to flex my creative muscles too because sales pages & promotional posts need a lot of design work!

And it still wouldn’t go away

Throughout maternity leave, throughout my last amazing brand projects...a little voice has been asking me what could be possible. Asking whether it might be worth giving more of myself over to The Online Incubator.

But it’s not what I’m known for.

But the online marketing world is totally saturated.

But my name - The Brandologist (which I own the Trademark for) wouldn’t fit any more.

But my audience might get confused.

But I’m not a hands-down expert like I am in branding.

But I’m not a 7 figure ra-ra type. I'm too quiet. I'm not good enough.

But, but, but.

What it came down to in the end

In the end for me it came down to personal values & gut instinct.

I absolutely have to have time with my children while they're little, so I want more predictability with hours & the ability to scale without 1:1 services.

I also found so much joy in delivering this programme, it just feels right for me. Ideas flow & I can see so much potential. There’s a flutter in my chest, a feeling in my gut that says I just have to follow the thread & see where it goes.

The brand consulting work is my bread & butter. I’m very good at it, which I can say without fear or awkwardness.

But it’s my comfort zone. And nobody grows there.

So I’ve decided to not worry about anyone else, to follow my instincts & seek the joy & fulfilment I know is possible.

And I adore the circular nature of this new focus, because I will be helping others to do this for themselves.

Will i regret it?

No. I don't think you can ever regret the pursuit of reaching your own potential.

Over to you

If you’ve stayed with me this whole way, thank you!

If you’re in a similar position of making some big changes, my best advice is:

Keep moving, tune in to your gut, you’ll find a way if it’s the right thing. Leap & the net will appear, so the saying goes.

**She leaps**

Why I've changed direction, a personal story