Are you playing small?

Hey there!

I used to be that business owner. The one who sprinted into every new idea like the deadline was tomorrow and my worth depended on it.

I called it ambition. It was mostly anxiety with a side of cortisol.

Then I reacted by doing what most overachievers do: I overcorrected…

Soft goals. No urgency. “I’ll get to it when I can,” [exhale]… became my business plan. Which, shockingly, did not move mountains.

But somewhere between panic-paced launches and indefinite back-burners is where real, sustainable momentum lives.

And today, I’m revealing what it’s actually looked like for me to create and grow from a healthy middle ground.

By the end, I bet you’ll be fired up to take action, without panic.

Let me be the first to fall on the sword here…

I have a monthly masterclass that’s oozing with value.

People talk about it. They refer their friends. They share 10/10 feedback. They ask to continue working with me.

It’s high-impact. I feel energized every time I deliver it. And yet, for months, I’ve done little to grow it. In fact, I’ve done the opposite…

I cap each session to 15 people (for the sake of keeping it “intimate”).
I barely promote it.
I haven’t raised the price (actually, it’s remained $0).

And every time someone asks why, I give a perfectly rational answer that, deep down, I don’t fully believe.

Truth is, I swung too far from momentum in the name of “hustle recovery.”

See, after years of self-imposed deadlines, rushed launches, and arbitrary pressure (the kind that wakes you up at night… every night), I finally decided to chill the f*#k out.

And that’s good. We all need to recover from hustle culture.

But what nobody tells you about that recovery is that there’s an evil twin lurking at the other end of the spectrum. It’s name: “avoidance.”

It’s where “rest” turns into hiding. Where “boundaries” become excuses. Where “sustainable” growth becomes stagnant.

So I’m calling it what it is: I’ve been playing small.

Not because the masterclass should stay small. Not because it’s not ready. Not because I need more feedback. I don’t.

I’ve been hiding under the guise that committing to something bigger, is synonymous with hustle. And that hustle, in any form, is bad.

And I don’t think I’m the only one.

If you have a past that’s littered with overly aggressive timelines, you’ve probably felt this overcorrection, too. That pendulum swing from everything now to strategic slowdowns with a side of "self-care".

That desire to prove you’re no longer forcing things... which turns into not doing much at all.

See, momentum isn’t a byproduct of pressure. It’s the outcome of consistent movement - the kind that lives in the middle.

Let’s name the ends of the spectrum.

On one side: Urgency mode. Hustle.

• Hyper-reactivity

• Timeline addiction

• Stress disguised as strategy

On the other: Avoidance mode. Delay.

• Hiding behind “alignment” or more research

• Over-intellectualizing everything

• Refusing to ship until "perfect"

Now let’s define the middle ground: Healthy Hustle. Where you…

• Keep your standards but ditch the self-punishment

• Set goals but give yourself space to hit them without unraveling

• Stretch yourself without snapping

• Say “enough with the hiding” and actually make moves

Here’s what healthy hustle looks like inside Profit Ladder:

• I’m building an upgraded version of the masterclass that people will pay for

• I’m designing a scalable version so thousands (not 10s) can experience it

• I’m committing to real promotion, not just relishing in gushy referrals

• I’m launching a legit website

Net net: I’m putting my foot on the gas - intentionally, calmly, unapologetically

📌 If you want to be kept in the loop, make sure you’re subscribed.

As my Dad would say when I was a kid - while opening my blinds and turning on my bedroom lights, way earlier on Saturday mornings than I found acceptable - “Get up! We’ve got shit to do.”

And so today’s newsletter is my way of opening your office door, turning on all of the lights, closing LinkedIn (or whatever bullshit you’re distracting yourself with) and inviting you to commit to the hard work you’ve been avoiding.

Not from a place of fear and freneticism, but because you believe in what you’re building. Because the work needs doing. Because your market has been quietly clamoring for it. Because you can.

Your takeaways

If you’ve been beating yourself up with deadlines, give yourself some grace, but not a hall pass to stay indefinitely stuck.

Ask yourself: Where have I confused rest with hiding? 

Then take a peek at that project you’ve been sitting on. Ask yourself: What would stepping into it really look like?

And finally: What’s one move I can make this week if I were operating from healthy hustle instead of fear?

Go git ‘em.

P.S. Hit reply with your answers. I’ll write you back.

Resources to help you grow your biz. Add yours by earning a shoutout or paying.

This week’s picks are specifically about breaking your habit of playing small, and rebuilding your momentum. Hope you enjoy them.

🪜 Our deepest fear by Marianne Williamson (still gives me chills)

🪜 The power of tiny gains by James Clear

🪜 The tension created by stretch goals by Charlie Munger

📌 If you’ve been waiting for the perfect time to create your killer offer - the one that’s going to take a lot of work but change everything (for the better) - this is your cue.

🤘🏼