169. DECISIVENESS IS AN AURA

Indecision isn't just a mindset problem — it's leaking out of your business and your clients can smell it.

If you've been wondering why your perfect website, schmick feed, and polished assets aren't converting the way they should, this episode is your answer. I break down why decisiveness is one of the most powerful business strategies you can have, how indecision operates like a veil over everything you do, and why buyers are ultimately purchasing certainty — not content.

Key Topics Covered:

• Why buyers purchase certainty, not content or aesthetics
• The embodiment gap: the difference between performing confidence and actually having it
• How indecision in one area bleeds into everything in your business
• Why a Google Doc with audacity outsells a polished site without conviction
• The mental noise loop — and how decisive action clears it
• How to self-audit your decisiveness and use it as a positioning tool

TIMESTAMPS

0:00:00 - The best business strategy no one's talking about
0:00:26 - The siren analogy: embodied confidence vs performing it
0:02:04 - Why polish alone won't sell if you're secretly indecisive
0:02:45 - What buyers are actually purchasing (hint: it's certainty)
0:05:11 - How indecision in one area spreads across your whole business
0:06:12 - The Google Doc audacity story — why conviction beats perfection 0:07:24 - The fat loss decision example: clearing mental noise fast
0:09:36 - Premium positioning requires decisive self-trust
0:10:46 - Nothing is set in stone — decisiveness without permanence
0:12:34 - Your challenge: be decisive this week and watch what happens

🔗 LINKS & RESOURCES:

Good In Business: https://www.professionalbabe.com/good-in-business/
Hot Business Audit: https://hot-business.scoreapp.com/
The $35 Offer: https://www.professionalbabe.com/the-35-offer/
Business Bang: https://www.professionalbabe.com/business-bang/
Give Good Email: https://www.professionalbabe.com/give-good-email/

Transcript

squadcaster-hchg_1_05-28-2026_131026 0:00

One of the best business strategies that you can have is to actually be decisive, is to make a decision and move forward with that with 100% knowing that everything is gonna be okay, even if you change your mind later. Now, I have an example where you may be like, "Oh, I get it," because I think you're like, "If my assets are strong enough, people are gonna know that I'm all in." But it's just not the case. We're gonna go to a dating example, and I know that this is gonna click and you are gonna be like, "How the fuck did I not see this sooner?" I want you to think about someone that has siren-esque sexual energy. They walk in a room so embodied that everyone wants to know who they are, heads turn, people always talk about them, and they have this like, it's almost like a sexual energy that you can just almost, like, put your face in and just, like, take a bite out of. Like, there is something hot about it. Okay? That. Bring someone to mind. And now I want you to bring to mind someone else that kinda tries to do that, but they don't successfully get there. So maybe it's a friend, and they have some really sexy pictures, and they put out this persona, but in person, they are riddled with self-doubt. It's like there is no embodiment of the persona that they promote. And they continually get knocked with confidence by things. They are so affected by other people that they're trying to portray this, but it's not kind of working Both people are really going for the same thing. They have that same outcome and endpoint that they're trying to do. One of the people though is embodied, and the other is basically just acting. And we've done podcast episodes on this before. You know how important embodiment is, and if you don't, please go back and listen to that podcast. I don't know where it is, so you might as well go and listen to all of them. But decisiveness is the same. I say this because I think that a lot of people try to hide behind assets in their business. So they're like, "If my website is schmick, and my pictures are schmick, and my feed looks like something that I would need to excuse myself to a quiet room and, like, just lightly have a tug about because it's so fucking good." If you think that that is going to sell everything, but at your core who you are on a daily basis is so indecisive about absolutely everything, people will pick up on that. And why this is so important is when people buy, they are buying certainty. So what they are buying is they are certain that they are going to get a transformation so it's like you're never gonna work with a business coach who's unsure, right? If you're unsure and you work with a coach who's unsure, are you gonna be more or less likely to work with them? And it's the same goes with indecision. And you may think that, "Well, what does this have to do if I am indecisive about something?" It's because people can smell that. They can pick up on that. They can 100% pick up if you have some indecision within your body, within your energy field, because it affects everything. It affects how you show up, how you pitch, how you move, how you walk into a room. And this is why one of the key parts of being an entrepreneur is you have to make a decision, and I know that you're like, "But what if it's the wrong decision?" Babe, that is also, that's like step two of being an entrepreneur. It is moving forward and being fine with whatever happens, having enough data, knowing that failure is part of the process, fucking up is part of the process. But picking yourself up and having another go is. Because at the end of the day, a bad decision is better than no decision. Because if you are plagued with an open loop and indecisiveness, it is going to affect fucking everything. And let me tell you, my life got so much better when I just started making decisions about things and being fine with the fallout and being fine either way. I started to trust that feeling that I have in my body where I'm like, "This is a good move." Like, I have this... It's almost like an inner knowing of yes, and it's like I lean forward, and sometimes my brain will come in this logical part of me, will really fuck me because it will tell me all of the ways that it can go wrong It's like having an analyst in your mind, but it's not actually presenting to you, all of the ways that it actually can go right, unless you train it, of course. And what would happen is because I would have this, like, tug-of-war in my brain, I l- I literally just look like I was, like, jacking off some, like, dicks then in the air. I would have this, like, tug-of-war in my brain of what am I gonna do? Is this the wrong decision? Is this, like, the right decision? And what would happen is I would be so unsure then about everything. Because you think that this is isolated to one thing. It's not. It is like a veil that goes over everything in your business because how you do one thing is how you do everything. Fuck, I'm just, like, talking cliches today. You know, it, it goes over everything in your business. Because I have never met someone who is just indecisive about one thing. I have never met someone who is just indecisive about do I go with this offer or this offer? That same person is indecisive about do I use this Canva template or do I use this? Should I have a schedule or should I do this? And it's not just isolated to one thing. So you may think that your indecision is just this, this one little thing, it's in a silo. It's not. It is everything in your business. And this is why I'm like, "This is an energy." Because whether you like it or not, if this is happening through your whole business, guess what? People pick up on that as well. And if we know that what people are buying is they're like, "I want someone to solve this for me," you have to ask yourself, "If I was up against someone who was so decisive and sure about themselves, do I think that I would win the job?" And I think this is where a lot of people will be like, "My messaging needs to be better and my website needs to be sexy and I need to do all of these things." Let me tell you, I have seen some people with a fucking Google Doc and a whole lot of audacity win big jobs. I have sold offers in a Google Doc with a whole lot of audacity that have won very big jobs, and I think it's because there is this level of I am so sure. I am sure of myself, I am sure of the client's result, and I'm sure of the process. And even if I'm like, "Ooh, I've never kind of worked with this client before," I am so sure of my ability to figure this the fuck out, then why am I not sure? Now, I've got some non-business examples About being decisive. I am doing a fat loss program at the moment with the sexy legend Chloe Ford. When I saw this, it's so funny, I, I know my old default mode would be, oh, I could buy this, but what if I don't get results? And, you know, then if I don't get results, it's a lot of money, and should I think about this? Do I have space? And I would be so indecisive. And then what I would do is those little thoughts, imagine that that's like a backtrack, okay? So it's like a little soundtrack that's playing. Imagine that that's playing all the fucking time. All right? So as I'm trying to be creative, that's playing. Do you think that my creativity is gonna be affected if that is playing and I'm kind of, like, juggling that decision? Of course it will. So what I do now is I weigh up Is this something that I need or want or I've been wanting this for a while? Do I have the money right now? Do it. Or can I figure this out? Do it. Just go do it. Okay, cool. What if it fucks up? And I go that way for a second, and then I come back and I go the other way. Well, if it fucks up, when have you ever really fucked up? Have you always walked away from something learning something? 100% I have. Do you trust Chloe? 100%. Do you trust yourself? 100%. Do you know that you can lose weight through diet and exercise? 100%. Awesome, bitch. Credit card out, buy that thing. And I did. I went and I bought it. And this is where people will always say to me, "You move really fast." And I move fast because I have a level of decisiveness that comes from self-trust. It comes from me believing that I will figure it out and that I'm gonna get something out of it. So I want you to do a bit of an audit on the last maybe week or month or even how you've moved through the day. How decisive have you been? Have you actually been making decisions? If I were to get you to write down the last 10 decisions that you've made today, how many have you made and how long have you taken to make them? If someone were to judge working with you purely based on your level of decisiveness and self-trust, do you think that they would buy in or do you think that they would be like, "Ooh, this person seems a bit unsure"? Because there's a difference between I am going to give this a day and I'm gonna have some space and I'm gonna come back to this versus, oh, I really don't know. There is a huge difference between that. So this isn't me saying that you need to make really fast decisions and like just keep moving forward without actually, checking in, but this is me saying that if, if your whole business is plagued with this level of indecision, that will affect the money in your bank account. It will affect the people that work with you. And especially as we move into this, premium position, if you are like, "I wanna be the premium option," which you are. If I wanna work with amazing clients and I wanna be the best of the best, the best of the best is so fucking sure of themselves. And I want you to check in and be like, "Am I actually sure of myself? Am I sure of my decisions? Do I trust myself? And do I trust myself even when there is potential for me to make a bad decision and fuck up?" It's also good to remember that nothing, nothing is set in stone. I want you to think about decisions that you're like, "I'm gonna take so long to decide on this," and then you feel 100% sure, for you to still change your mind a year later. You know, you could think about an offer that you're like, "This is it. This is gonna be my hero offer," that you don't even sell two years later. You can think about how sure you were at things that you felt really good, and it had, like, a year shelf life. You also can think about times where you made a really bad decision, and it was the best decision ever. So when we move forward with decisiveness, it's not set in stone. You can change your mind later. But what we are doing is we are removing as well this mental noise that is happening in your brain, that if you tell me, "I can't think, I'm scatterbrain, it's my luteal ph-" It's not your luteal phase. I would be so interested to actually watch you as a fly on the wall on your, on your week and through your whole week, and it's like, are you actually making decisions? Are we getting things out of our head onto paper or wherever we're writing? Can you make a fucking decision? And I don't think that it is our luteal phase as much as us being so mentally busy because we're worried about fucking up, and we wanna get everything right. This may be a little blind spot that you have because I work with people that have things that are so technically perfect, but there is just something that it's almost like this invisible wall and they're like, "If my website is perfect and everything is amazing and I've done everything by the book, why is this not happening?" It could be this. It could be that there is just some indecision that's plaguing things that is then coming out in your content when you pitch, when you show up. Like, I want you to, like think right now of when you listen to my podcast, do I ever sound kinda unsure about something? Am I like, "Oh, I don't really know about this"? Could you imagine listening to me if I was like, "Oh, I'm not really sure, but you could try this and, you know, I was thinking about..." Nah, you'd fucking... You'd literally give me 10 seconds and you'd be like, "Bye, bitch. See you later. Actually, I'm not gonna see you later. I'm never gonna see you again." So hot stuff, this is the week that we are becoming decisive. Make some fucking decisions. Fuck, fall over. Make a shit decision. Show yourself that you are fine to pick yourself up and you're gonna be sweet. And also, see how when you present a level of decisiveness, this is your challenge too if you want a challenge, extra credit, when you are decisive and you show up in your emails and on socials, wherever it is that you are doing your content, I fucking bet you, and you better tell me, that off the back of that decisiveness and the conviction that comes through, you're gonna have someone who's like, "I fucking love your energy," or, "I wanna work with you," or, "Shit, you just sold me," or, "Oh my gosh, I need, like whatever you're having." Like, there is just something about you. That shit is palpable. Palpable? You know, people can feel that. It is an energy. And hot stuff, fucking go get it. Go get some energy. Be decisive. Stand up, fluff your shit up, shake it off, make some cash, be sexy, be hot, be fabulous. Uh-huh. Uh-huh. Okay. Oh my God, I'm so excited. So I'm actually sitting in this conference room right now and I've got one of my clients here, Brooke from Write Mode, has flown over. I have another client, sexy Emma, who is running an incredible workshop. So all of these hot babes in business have gone to lunch and Emma's like, "Do you wanna join us?" And I'm like, "Ugh, I would love a sexy lunch, but do you know what I think you're gonna appreciate more? Can I jump in your room and do a podcast while you're at lunch?" I will come and join you for a Diet Coke later. And she was like, "Ha, 100% sold, done, see you then." So I love you more than that. I love you more than this feels like a different Thursday. Not that my week is same, same but, you know, I do have, I do have days, some days where I'm like, "Oh, I feel like this Thursday was like last Thursday." And I'm really trying to challenge myself to just, like, shake shit up. I'll tell you what I, I, I love you way, way, way more than. I've broken a fucking nail. Ah, it's so... I don't know why I'm showing you the other hand. These are actually my natural nails, but I broke this. It's so devastating. I just have, like, little... I remember I said to someone once, they said my hands aren't that bad, and I'm like, I feel like I have, like, little fisting hands. Like, they're just... Yeah. Uh, anyway, do with that what you like, but I'm a bit devastated about that. Uh, I also love you more than my incredible friends. If you are ever in need of a doctor of Chinese medicine, please go to Kim Gatenby. She is incredible. That's where I get all my supplements from. So I'm excited to feel good, look fucking better, have vitality. Like, you think about it, this is me. I'm, I'm gonna be honest. I feel like I'm, like, at 30% today. So we're not too crash hot, but I still think that I'm pretty fucking hot. The energy is still high. Uh, but I can't imagine what it's gonna look like when I return to my baseline of, like, 70%. So excited for that. I also love you more than I feel like that every couple of episodes we get, like, a hair, and my hair is finally growing back. It's long, it's lush. I do need to get my roots done. I've got spray-on color at the moment. But, um, yeah, she's looking good. I was in a bad mood last night. We had that, like, misty rain. It just was, like, not great. It's like the cuticle was lifted on my hair and it felt frizzy, and I'm like, "Ugh." And I was like, "Do I wash my hair? Is that stupid?" And I had this moment, I'm like, "You never regret putting time and effort into your appearance and feeling fucking great." And I'm like, "Yep, yep, you're right, bitch. You're right. Get in the shower. Wash your hair. Get that hairdryer ready," and, um, here we are. Fantastic. Clean hair. Oh, hot stuff. I love this. I love you, and guess what? I'll see you on the next episode. Mwah.

16:31

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