Today marks our 100th podcast episode and blog post, which feels quite incredible. When I started this podcast nearly two years ago, I planned to be consistent each week, but I only looked a few weeks ahead each time. To have reached 100 weeks feels pretty wonderful, and I’m so grateful for every single one of you who listens, shares these episodes, and sends messages about your own creative business.
For this milestone episode, I want to share the one belief that I see sabotaging more creative businesses than anything else. Once you recognise this pattern, you’ll never be able to unsee it in yourself or others. It’s costing you money, opportunities, and confidence, but the good news is, it’s completely fixable.
The Problem That’s Everywhere
Here’s what I hear constantly: “I’m not a real business owner yet.” “I’m just starting out.” “I’m not professional enough.” “I don’t have enough experience.”
Even from people who’ve been running successful creative businesses for years.
This belief shows up everywhere. In how you price your work – always a bit lower than you could charge. In how you talk about your business – with disclaimers and apologies. In the opportunities you don’t pursue because you assume you’re not ready.
I see this with photographers who’ve been shooting for three years but still call themselves beginners. With designers who have waiting lists for their work but don’t feel “established” enough. With makers who consistently sell out of their products but don’t feel like “real” business owners.
This self-doubt is so common because as creative entrepreneurs, we don’t have the traditional markers of business success. We don’t have corporate structures, large teams, or traditional office buildings. We often work from home, in casual clothes, creating beautiful things and turning that into income. Even though we work hard, have clear goals and valuable clients, it doesn’t always feel like a “proper” business.
But here’s what I’ve learnt: you’re already far further along than you think. The problem isn’t that you’re not ready or legitimate – it’s that you’re not recognising what you’ve already built.
The Reality Check You Need
The beliefs holding you back aren’t protecting you – they’re limiting you. And they’re often completely disconnected from reality.
This week, I want you to try something that might feel uncomfortable at first, but I promise it’s powerful.
Make a list of everything you do as a business owner. And I mean everything.
You create work that people pay for. You manage client relationships. You handle finances, even if it’s just tracking income and expenses. You make strategic decisions about your business direction. You solve problems every day. You deliver value that people genuinely appreciate.
You negotiate prices. You manage your time. You market your services. You handle customer service. You decide what to offer and what not to offer.
That’s not “playing at business.” That’s being a business owner.
The Language Shift That Changes Everything
Now here’s the key part – start talking about your work differently.
Instead of saying “I’m trying to build a business,” try “I run a business.” Instead of “I’m hoping this will work,” say “I’m growing my business strategically.”
This isn’t about fake confidence or pretending to be something you’re not. This is about recognising what you’ve already accomplished.
The creative entrepreneurs who thrive aren’t necessarily the most experienced or most qualified. They’re the ones who recognise their own value and own it confidently. They stop waiting for permission to call themselves business owners and step into that identity.
Because here’s the truth – there’s no magic moment when you suddenly become “legitimate.” There’s no external validation that makes you a “real” business owner. It’s a decision you make about how you see yourself and your work.
Why This Matters for Your Business
When you start seeing yourself as the business owner you already are, everything shifts:
Your pricing confidence increases. You stop undercharging because you recognise the value you’re already delivering.
Your marketing becomes more effective. You speak about your work with authority rather than apology.
You pursue bigger opportunities. You stop assuming you’re not ready and start applying for projects that excite you.
Your client relationships improve. When you show up with confidence, clients trust your expertise more readily.
Your decision-making becomes clearer. You stop second-guessing every choice and start trusting your business instincts.
The 100-Episode Perspective
Reaching this 100-episode milestone has given me perspective on how many creative entrepreneurs I’ve spoken with over these two years. The ones who’ve made the biggest leaps aren’t necessarily the most talented or experienced – they’re the ones who decided to own their expertise and step fully into their role as business owners.
What makes this podcast special to me is that it’s created as a result of your feedback and questions. You’re genuinely part of this process. The episodes come directly from your questions, thoughts, and insights, whether through Instagram messages, emails, or questions in our programme communities.
Your Next Steps
Your business is real. Your expertise matters. And you’re already doing work that’s making a difference.
If this resonates with you and you’d like to dive deeper into identifying and transforming these limiting beliefs, I’m launching The Base Notes community again in September and October. It’s specifically designed for creative entrepreneurs who are ready to build businesses around their natural strengths, and there’s a waitlist you can join.
Over the next few weeks, I’ll be sharing more insights like this – the patterns that hold creative entrepreneurs back and the simple shifts that make a real difference. Next week, we’ll talk about why your natural skills are actually your biggest business asset, even when they feel “too easy.”
Moving Forward
You’re not becoming a business owner. You already are one. It’s time to start seeing yourself that way.
This shift in identity – from someone trying to build a business to someone who runs one – changes everything about how you show up, how you price your work, and how you pursue opportunities.
Thank you for celebrating this 100th episode with me. Here’s to the next 100 episodes and all the creative businesses we’ll build together – businesses run by people who fully recognise their own value and expertise.
Remember: your business is real, your expertise matters, and you’re already making a difference. It’s time to own that truth completely.
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