Last week, I found myself on a small stage in front of 50 female creative business owners, interviewing one of the most inspiring entrepreneurs I’ve ever met… Cath Kidston. Yes, that Cath Kidston, the creative force behind one of the UK’s most loved and iconic brands.
My first reaction when Sophie Perkins invited me to co-interview Cath was to say no. The nerves, the responsibility of doing justice to Cath’s incredible story, the unfamiliarity of a live stage – every instinct told me this was outside my comfort zone.
But I’ve learned something fundamental about building a creative business: you cannot do it alone, and you cannot do it in isolation. The opportunities that transform our businesses rarely arrive feeling comfortable and familiar.
The Foundation That Makes Everything Possible
Before anyone else can amplify your voice, you need absolute clarity about your core message. You might do many things, but your primary focus needs to be crystal clear. People need to immediately understand what you do and why it matters.
Next, you need to communicate that message consistently. For me, that’s through weekly podcasts, weekly newsletters, and Instagram – one clear, consistent message repeated again and again. You might feel like a broken record, but remember: we’re all deeply occupied with our own lives. We only faintly hear what others are saying, so consistency isn’t repetitive – it’s essential for creating understanding and trust.
Then comes the crucial part: you need to get out there. Go to things. Meet different people. Be kind, be generous, share what you do – not in a broadcasting way, but as genuine part of conversations. And absolutely do this alongside asking about others and showing real interest in their work.
This isn’t about becoming a networking machine or saying yes to everything. It’s about being intentional about building genuine relationships with people who share your values and understand your journey.
When Comfort Zones Become Business Limitations
The truth is, most transformative opportunities will feel scary at first. They should feel scary – that’s often how you know they’re worth pursuing.
When Sophie first invited me to interview Cath, I was comfortable with podcast interviews, but a live stage felt completely different. The audience, the pressure, the responsibility – it all felt overwhelming.
But I’ve learnt that comfort zones aren’t where businesses grow. They’re where businesses stay exactly the same.
In preparation, Sophie and I discussed question types, had a Zoom call the week before, then met with Cath the night before to discuss what she’d be comfortable addressing. For just a 30-minute conversation, there was a decent amount of preparation involved.
And this doesn’t even account for what Sophie and everyone on her team did behind the scenes – marketing the event, organising sound, videographers, photographer, ticket sales, lunch, and the entire day’s structure.
On the day itself, yes, I was nervous. But I also genuinely enjoyed it. Most importantly, Cath was brilliant – which she naturally is – and the audience gained tremendous value from the experience.
The Real Return on Investment
The benefits were immediate and tangible. Instagram shares led to new followers. I met podcast listeners in person for the first time. I connected with incredible new people and left buzzing with ideas and possibilities.
But something else happened that perfectly illustrates why collaboration works so powerfully. One Instagram post I shared – coming directly from our initial Zoom conversation with Sophie and Cath – became one of my quickest posts recently. Because I mentioned both Sophie and Cath, and because it emerged from our collective conversation, it resonated deeply with people. The post went viral, shared by over 400 accounts worldwide and viewed by just over 80,000 people.
Here’s the important part though: don’t ever become obsessed with viral moments like this. When I analysed the details, most shares hadn’t led to new people discovering my account or following me. Although everything looked impressive, the majority of sharing accounts weren’t actually my target audience.
This message is the absolute opposite of chasing viral posts. It’s about getting out there, meeting people, understanding people, working collaboratively, and doing things that scare you when you know they’re right for your brand.
The Framework That Actually Works
There’s a framework I’ve developed and follow myself:
First, understand where your strengths lie. What can you do, even if it makes you nervous? Identify what you’re capable of, even when it’s outside your comfort zone.
Second, put yourself out there. This isn’t optional – it’s essential. Have that crystal-clear message we discussed. Know exactly what you do – your core, primary focus.
Third, be absolutely consistent with that message. Whether through weekly long-form content like podcasts or newsletters, or when meeting people in person, consistency creates understanding and trust.
Fourth, actively look for opportunities. Join fitness classes, groups, whatever aligns with your values and interests. Meet people and be deeply interested in others. Yes, explain what you do, but focus primarily on getting to know other people.
You’ll be amazed by what surrounds you. There are incredible people doing fascinating things everywhere, and many are looking for exactly the kind of collaboration or connection that could benefit your business.
Fifth, create opportunities yourself. Speak to other like-minded people. What events could you host? What conversations could you start? What connections could you facilitate between others?
Most importantly, approach this with genuine curiosity and generosity rather than focusing solely on self-promotion. When you do, everything changes.
Your Next Steps Forward
Here’s what I want you to do after reading this:
Get crystal clear on your core message. What’s the one thing you want people to understand about what you do? Write it down. Practice saying it naturally in conversation.
Identify where you can start putting yourself out there. This doesn’t require speaking on stages – it could be joining a local business group, attending industry events, or being more intentional about conversations at the gym or coffee shop.
Look for opportunities to be generous with your expertise. Can you write a guest post? Speak at a local event? Collaborate with another business owner? Often the best opportunities come from saying yes to things that feel slightly outside your comfort zone.
Create your own opportunities. What event could you host? What conversation could you start? What connection could you facilitate between others?
The Power of Authentic Connection
As I reflect on that day with Cath Kidston and Sophie Perkins, what strikes me most isn’t just the professional benefits – though those were significant. It’s the reminder that our businesses grow not just through individual efforts, but through the connections we make and opportunities we create together.
The creative entrepreneurs I see thriving aren’t necessarily those with the most talent or biggest budgets. They’re the ones who understand that business is fundamentally about relationships, and who are willing to step outside their comfort zones to build those relationships authentically.
Cath Kidston built her empire through incredible design and business acumen, and really importantly through connecting with people who believed in her vision and wanted to support it. That’s available to all of us, at whatever scale feels right for our businesses.
So please, don’t underestimate the power of getting out there. Your next collaboration, your next significant opportunity, your next breakthrough might be waiting for you to say yes to something that feels a little bit scary.
Have you found yourself hesitating at opportunities that could grow your business? What’s helped you step outside your comfort zone? Share your thoughts in the comments below or join the conversation over on Instagram – I love hearing your experiences and insights.
Photo credit: Imogen Xiana
Comments +