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Almost twenty years ago, I invented Pinterest. Before Pinterest existed.

I was running a fashion blog at the time, and I built a custom feature with a guy I found on Upwork that let readers save images from anywhere on the internet into their own inspiration boards, complete with affiliate links added automatically in the background. I was obsessed with it for about two weeks, then moved on to the next idea. About a year later, Pinterest launched and exploded.

The difference was never the idea. It was that they got clear, went all in on one thing, and grew it, while I was already three ideas down the road. That exact pattern is the first of four things that stop women at exactly this level, and they have nothing to do with talent or effort. The women circling at this level are usually working harder than the women growing past it.

How to listen to this one

A few episodes back I gave you a checklist and told you to count how many you had. This isn’t that. Don’t score yourself out of four. Look out for the one that feels like a gut punch. That one’s yours, and you can’t fix a pattern you haven’t named.

The four things

Too many moves, no way to rank them. At this level, ideas aren’t the problem, you’ve got plenty. The problem is that when everything’s defensible and nothing’s ranked, you end up doing a little bit of everything, and a centimetre of progress on ten things is how a business stays the same size while its owner works flat out.

More, or new, at every ceiling. Every business hits ceilings, that’s not the issue. What separates the women who break through is what they do when they hit one. Most people default to more (more traffic, more content, another launch) or new (a new offer, a new funnel, burn it down and start again). Both feel like action. Neither is what actually works.

Building for today’s business instead of the one you’re becoming. The pricing, the delivery, the systems all quietly get built to tolerate exactly the size you are now. The question worth sitting with: if this worked four times better tomorrow, what would break?

Being the smartest person in your own business. True, and also eventually a ceiling of its own, because you can’t read the label from inside the jar, and there’s a specific kind of help that only comes from someone outside it.

Click here to listen to the full episode

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