The identity shift that turns a slow season into your biggest leap

Okay guys. I need to talk about what's actually going on underneath all of that quiet self-doubt.

Because I think a lot of you are sitting in 2026 telling yourself a story that your business isn't working. And I want to pull that apart today.

In this episode, I'm sharing two client stories that stopped me in my tracks - and what they prove about the one thing separating the people who are thriving right now from the ones still waiting for the right moment.

Spoiler: it's not your strategy.

Listen to this if you've been going through the motions and wondering why nothing's shifting.

👉 Grab the Google Doc Launch Masterclass - full breakdown, templates, and sales psychology
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Transcript

 Hi guys. I am fresh from my morning coffee this morning, and I have come straight to my studio to record this episode. Guys, I've been feeling so tired lately, and I know that from the outside looking in, I'm probably going at a thousand miles an hour, but honestly, I have had such a beautiful. Easygoing last couple of months.

Really honestly, I'm not filling up my calendar. I'm doing all the things that my soul is just loving, but for some reason I'm having nine hours sleeps. You guys like, I don't know what is going on, but I'm waking up, still feeling tired. You know that sort of feeling where your eyes are dry and it's like you've just been up all night looking at a screen, even though I haven't been.

That's the kind of feeling. But then on the other side of things. I have so much creativity. I have so much excitement. Like the juices around the business is so good right now. So if anyone can explain that to me, please, that would be great. Because I don't know what else to do to not wake up tired. Like I'm even taking magnesium supplements at night, like the really good ones.

So I'm having a deeper sleep and all of my whatever, like you know, I don't wear an Apple watch, but all of my other stats say that I'm in a really healthy place. Very strange. Anyway. This morning I was standing in my kitchen sipping on my very strong ice latte, of which I'm only having one a day now. Cut back a lot.

I used to have like six coffees a day, like don't judge, but hashtag corporate life. Anyway, one ice coffee a day, and that was this morning and I'm looking out my window and I had the most incredible views of the beach. It is like, I think it's the real estate agent said. When we moved in, it's like 270 degree views of the ocean into the hinterlands.

It's absolutely stunning. Anyway, so I'm looking out and lo and behold, I see this tiny little sliver of a rainbow coming through the gap between the two buildings in front of me, and I was just sitting there going, oh my gosh, this is so beautiful. Like, you know, when you see these moments. It could be just these universal signs and animals or whatever, and you just feel like it's for you like nobody else probably even noticed it.

That was the feeling I got and I just stood there with my coffee and I thought that one is mine and it's actually been happening so much lately, and. A couple of days ago, I came outta the ocean and I looked there up in the sky and it was just about to rain, so it was like sunny on one side of the sky, really dark clouds on the other side.

So I'm like, okay, great. The water's still warm, going for a quick swim come out. And as I came out again, I saw a fragment of a rainbow sitting in between two clouds against this really dark, dramatic sky. Like the sky was absolutely about to crap open and pour down rain. And there it was like this precious little thing hanging in the air, like it had literally being placed there on purpose by my guides.

Oh, and maybe this is my spiritual girly showing up, but I genuinely believe. That it was for me, like I believe in the signs. I believe the universe is always communicating with us, and I believe that when something catches your eye in a moment of stillness, it's definitely not an accident. So I want you to think about moments that you've had in the last, you know, couple of weeks, couple of days where it's easy to kind of go, oh ha, that's so funny.

I wonder if anyone else noticed that. But instead kind of reflecting on that and thinking to yourself, wow, that was just for me. It's a confirmation. And what's that confirmation for? So, you know, this is how, I haven't talked about this for some time, but how I really meld the day on day work. You know, the tactical stuff, the strategic work, the serving my clients, the selling daily with the signs and the energetic green lights, green flags that I'm getting all the time.

And I take those. And they're little sparkles that I get throughout the day, throughout the week. That's literally to me, it's saying, you're on the right track. Something is shifting, something's coming for you. This is really exciting and I'm just getting a lot of these lately. Like I, I'll say, I don't know exactly what it is, but I do know that the general feeling is good.

It is actually just exciting and feels like it's flourishing and thriving, which is exactly what I wanna talk about today. In the last episode, I told you guys that I made $15,000 from a Google doc and a couple of dms that has now since evolved that same Google Doc because of downsells and other things, people wanting to upsell into higher level coaching and one-to-one coaching.

That same Google Doc has now brought in an additional 10,000, so one Google Doc, a few dms, $25,000 has come from it, and I know some of you heard that and genuinely lit up. I know this because I went ahead and put together an entire workshop masterclass on exactly what I did, and we've had the highest number of sales ever.

From a low ticket course in like the year and a bit that I've been doing this model, this is now officially the highest selling low ticket course, which says something about this model and the way of doing things. But I also know that some of you heard it and went sort of inly. You went a bit quiet. You went into this place of, okay, but like that would actually never work for me.

And you are hearing things that you know, that inner mean meanie is saying to you. You know, like things like my list is too small. I don't have the pizazz, I don't have the spirit fingers. I don't have what she's having. And you know, he's just got so much more, you know, of an audience than me. My audience is in a different place.

I'm not there yet. Off we go, right? And that right there is the thing that I wanna pull apart today. Not the strategy, not the document. You can go to last week's episode and listen to that. Better yet, go and buy the masterclass. None of that. I just wanna talk about what is actually underneath all of that negative self-talk and all of this feeling of you feel like, why is nothing actually working?

Because I think a lot of you are actually sitting in 2026 quietly telling yourself a story that your business isn't working anymore, or you're telling yourself that for whatever reason, the past version of you was so much more of a badass, and this version of you is not. When what is actually true is that you just haven't caught up to where the game is at and your future self is literally erring you along.

Like, please come with me. My hand is out. And those two are very different things. The difference between them is everything. The business landscape has absolutely changed, and I'm not talking about, we're sort of in this in-between. I'm talking about the entire rule book prior to 2026. Needs to be thrown out the door.

If you are in coaching, in social media, land, building a personal brand, if you're a mentor, if you're someone who is wanting to sell anything online, like a digital course or right up through to your masterminds, things have changed, period. Not gradually, not in a way that you know, you maybe can map out something in terms of a transition on your gorgeous notion board.

It's different. My loves. The way people are buying has really changed. Fundamentally, the way people trust you has really changed. And we all know this for sure. The way attention moves online has changed dramatically. And if you've been doing the things that you were doing back in 2022 or 2023 and wondering why it feels like you are pushing a boulder uphill, this is the answer.

I'm so glad you've landed here today. I really want you to what? What do we say? Not look me in the eyes, 'cause you can't, but just listen up a little bit more. Open your eardrums up. That sounds disgusting. Anyway, listen, it's not you and it's not your energy. You don't need to go for more energetic healing and dig deep and deep and deep.

It's not your worthiness either, babes. You're just playing an old game on a new board. And here is where it gets really interesting because I genuinely believe that what feels like the hardest season for a lot of you right now is actually the exact setup for the biggest leap of your business life. And as cliche as it sounds, I do not say this as this kind of like, oh, fluffy little thing to make you feel better.

Fluff, fluff, fluff. I say it because I have watched it happen too many times to think it is a coincidence. So I've got two clients right now who actually in the last few weeks have just signed with me. One of them signed for the Mastermind, the other one signed into private coaching, and both of them are literally weeks away from having babies.

Like one of them is a first time mom, one of them already has a three-year-old toddler at home and is about to add a newborn into that picture. And from the outside looking in, you would think. Why, ladies, why are you doing this now? Why would you invest in a coaching program right now? Of all the moments?

But that is the wrong question. The right question is why wouldn't they? Because they decided that they get to do it all. They didn't wait for the perfect conditions. They don't wait for the chapter of their life that looks like the right moment in time. They've decided that this is the time because they said it is, and they're, they're dedicated to that.

And that decision is the whole thing. That decision is the work. Now, I'm not saying this to shame those of you who are like literally in a place where you cannot, you know, I, I gave an example of a client of mine. She's a client. She's bought a lot of things, but she really wanted to come into this, uh, latest round of the Mastermind.

And just as she was about to sign up, she said to me, Ruby, I just realize I can't, and I'll tell you why I live in Israel. And as you know, there's. A war going on and in between, hurting and shepherding my seven children. And she's also, by the way, pregnant with another child. She's running to and from bomb shelters.

And that is intense. And she's like, okay, I really thought I really needed this mastermind right now. But then I just realized I can't add that more to my plate. And honestly, I, I am in awe that even that consideration came up. So obviously there's gonna be really special circumstances. It's gonna be moments where it just cannot unfold at this time.

But I'm specifically talking to those of you who are like, you know what? I've said it for so long now. And I dunno why I'm not moving forward. I dunno why I'm procrastinating, but there is never going to be the right time. There will always be something. There'll always be a baby, a toddler, a corporate job, a slow quarter, a messy season, a launch that did not land the way that you had hoped.

The conditions for doing the big thing are never going to be optimal. And if I think about my own personal journey, my own life, I started this business with. An eight month old who I was still, you know, breastfeeding, who I was still very much in this space of like, I don't know if I wanna go back to corporate life.

I don't know what I'm doing with, you know, the bigger picture of my life. All I do know that is in 10 years I don't wanna be doing this same thing. I don't want to be in this position where I'm working for somebody else and the people who wait for the optimal timing. Like really think about it. I've got a bunch of friends who have said to me now for the last decade.

And I know this because they're still in the same corporate job that I had left, and they're still waiting for the right timing. They're still waiting for their mortgage to be lower for, you know, their husbands to get a promotion and all the things. The people who are thriving right now, and I mean actually flourishing, not performing, thriving on Instagram, but they've made a decision that everybody else hasn't made yet.

They are living their best lives because they stopped waiting for permission to be honest. They've decided, you know, whatever it takes, I'm in. Life is so short, I'm gonna play this really big game. I don't really care. I don't care. Like I, I'll work things out. There is no plan B. There was just plan A one, plan a two, plan A three.

I was watching this, uh, influencer and she was showing like the behind the scenes of her beautiful photos and stuff that she takes online. I think, you know, obviously her friend was like showing the behind the scenes and showing like every, all the pass by, she takes photos in big cities like Milan and whatnot, and people are staring at her.

She's got her ring light on and you know, people are just giving her looks and her friend on the side, you would never hear this 'cause it's, you know, trending using on, on top. But her friend on the side was going, don't worry about it then you're never gonna see them again, babe. Don't worry. Like focus on the camera.

You are never going to see these people again. And she just kept yelling that out like a real cheerleader. Like, yes, you are living your best life. You know, you don't need to worry about these guys. And I just think to myself, imagine if our internal voice was telling that to us rather than, we are not good enough.

Imagine, it's like, who cares? Like let's just go for it today. Let's post something today and see what happens. Let's reach out to that client that we've always wanted to work with or who kind of went cold on us three months ago and see what happens. And I wanna tell you about another client of mine actually, 'cause this is a great segue into that.

This one really got me. So this is a long-term private client of mine last year. She was in a really frustrated place. She was still side hustling, working for a full-time employer, knew that she wanted to get out. Anyway, the universe works in wonderful ways. That employer was like, Hey, we need to make a bunch of people redundant, who wants to take up a voluntary redundancy?

And her hand just shot up and was like, oh my God, my hand is up. Why is my hand up? But obviously, you know, she already knew deep down. So she took the redundancy and went full-time into her business. So she had a lot of contacts in the industry and you know, she went around and, you know, whether it like had coffees, door knocked, you know, not literally, but you know, reached out to people on LinkedIn and because she's more in the corporate space, she's pitching for corporate contracts.

Big chunky ones like 20 K, 30 k, a hundred k. And every single door closed on her. Not because they didn't want anything to do with her. They were basically just like, Hey, love, like our budgets are low. We're coming to year end. It's not a good time of year for this. We don't really know. The company's in a bit of upheaval, so nothing that she could control really, everything was outside of her.

And you know, she would, she'd come to me and she'd say, I know it's not me, babe. I know it's not, and I'm just gonna be patient and I'm just gonna release the fear. I'm not gonna worry about this stuff, and I'm just going to love my life and the life that I've chosen. I'm gonna enjoy more time with the kids.

I'm no longer working in a nine to five. I'm gonna travel a little bit, and she just let it go. She's like, you know what? The right thing is gonna come to me at the right time. Even though nothing was coming through, she was so determined that this would be the right choice for her. This would be her life.

Last week she messaged me on Voxer and she said. Something so simple, it almost knocked me over. She said, you know what? I'm done waiting. I pitched these guys, you know, before Christmas. I don't care anymore. I'm going back in. I'm, I'm going in, I'm gonna make this work. And between taking her voluntary redundancy, which obviously gave her a nice cushion of financial flow, she's like, no, no, I just don't want to be in a place where I'm not earning anymore.

So she went back. She went back to every single one of those leads. She went back through her LinkedIn inbox, she went back to her actual inbox and you know, she's like, Hey guys, like hi. Reached out before Christmas. Here we are in April. And she went back in with a new fresh offer, a new perspective, something different.

And she followed every single one of them up and she signed a 23 $700 deal. For the quarter and she was screaming at me. She's like, Ruby, guess what happened? I just signed like a $23,000 deal and it's got so much potential for ongoing renewal, which means potentially it's gonna be a $94,000 contract added to her bottom line, just like that.

And she's like, honestly, this has made my day because it's almost what I was making in my corporate job and I've just pitched it. I've made that through one email, not because anything changed externally and not because the market suddenly opened up, or that it literally landed in her lap. She had to go get it.

She had to make that decision. She had to open the doors herself. And do you know what else it gets even better. Do you know what else? Because she opened that up. I told her, and this is my advice to you. Anytime you sign a client, I want you to scream it from the rooftops. Not enough people do this because they feel really funny about it or they just, they wanna, you know, not be too g glowy Guys, you are your full-time marketing and PR department right now.

I'm gonna guess that you don't have someone full-time alongside with you pitching you to other people and running your social media. So if you are not willing to do that, then how are people gonna know? So she went out there onto Instagram, onto LinkedIn saying. Amazing. I have just signed with a client.

She didn't say who it was. Obviously privacy and all that. It's in this industry. This is what I'm doing. I'm gonna take people through this. By the way, it's corporate meditation. If you wanna know Corporate meditation guys. Okay. If you think you can't make a hundred grand from a corporate client selling meditation, think again.

I think that is just such a boss move. And what happened from there? She got three more client inquiries and signed another one. So just like that $200,000 in sales came through. Now, this isn't a strategy. This to her was an identity shift. This is what it looks like when someone stops performing and actually starts inhibiting success.

It's like, I'm just gonna get it now. Have you ever been there where you're just like, I'm done. I'm done with accepting less than I'm done with being half of the version who I know I can be. That's that feeling. You're so convicted into it. You're so, it's almost this like. Borderline. I'm frustrating myself into action and I think about that little sliver of a rainbow this morning.

Sitting here watching the rainbow show up in between these two buildings was the whole sky was just starting to wake up and it wasn't waiting for better conditions to be beautiful. It was just there. It was just fully itself. In the middle of whatever was happening around it. I think that is the invitation right now for everyone listening and, and that includes you babe, not to wait for the storm to pass before you show up and for everything is settled down, but to show up precisely because the storm is here.

And I think there's something in that where you go, you know what? I think the beauty is in the mess. And it is, there is. Something so distinct about the 2026 business game where it's levels and levels deeper around authenticity and rawness. And we are called up to that actually as coaches and mentors because the information age has changed dramatically with ai and that I can't say is authentically raw and real.

So now at a human level, we are being told and asked to be more of us, more than ever, ever, ever before. The people who are gonna look back on 2026 as the year that changed everything for them are the ones who are willing to do what feels really uncomfortable in the service of what is actually aligned.

And that might mean making an offer before you feel ready. That might mean selling something before it's done. That might mean reaching out directly to people who you know would benefit from working with you instead of waiting for them to find your content. On an algorithm that you cannot control. I've seen too many people go, you know what?

I'm just gonna push harder. I'm just gonna be more consistent. I'm going to post three times more. But they're not doing any of the other things that actually count, which is human relationship, one-to-one. Chats, go out for a physical coffee, reach out to someone on email, give them an idea, give them an outline, draw them up a vision.

Then it's almost like everything that you do elsewhere online is secondary, and that might mean saying the thing that you've been sitting on for some time and reaching out to somebody and passing the worry roundabout and just moving straight through it. Because the version of you that has the business that you want is never, ever gonna sit there and wait for it to show up.

She's not. Like laying there going, you know, one day, one day, one day it's gonna happen. If I did, I would honestly still be working at a corporate job on Collin Street in Melbourne and literally crying from the inside out. I had to make that step. I had to go big because what I've noticed is that the people who feel most stuck right now are not the ones with the worst strategies.

They're really not. Some of them are world class strategists. The ones that are most disconnected from why they started is because they're going through the motions. They're posting because they know they should. They're showing up because they said they would, but they're missing an element of who are they, what, what are they beyond what they teach, how are they actually connecting with others?

And you can't fake that. You can't fake being lit up. You can't fake being upset. You can't fake going through challenges yourself. There's something that comes alongside with that, and any authentic leader is willing to take down their mask and show you who they actually are. That's the difference in 2026 that you had to wear a mask.

'cause then, you know, people would be like, wow, she hasn't got her shit together. Oh my God, he's an absolute mess. Like, why would I work with him? Whereas why the board's changed now is like, alright. They actually don't have everything together, but there are a few steps ahead and I love that, and that's real.

And they're navigating through changes that I wanna navigate through. I'm with them. So here's what I want you to do today, just, just one thing. I want you to identify one move that you have been sitting on. So this could be the offer you haven't made because you feel it's not perfect yet. This could be the conversation that you haven't had because.

You wanna give them more time to come back to you. They said they would come back to you and they haven't yet. So maybe they need more time. Uh, girl, they don't need more time. They've just forgotten about you. Okay. And I really want you to also, you know, when you're identifying what that one move is, and that one move could be as little as send the email.

The one move could be bigger than that, and that could be the old business model needs to switch up. You really need to have a hard look at it. Actually, one of my, uh, besties just messaged me literally just before I jumped on this call, and she said to me, I really, really love your business model, babe. It feels so aligned for my vision high ticket on the front end.

Right now it's feeling so slow and slow and so heavy. I really just wanna fully go into low ticket and content and bridge that into my high ticket. Can I shout you for a brunch and I really need to pick your brain for a little session on my business model. Like I love that this is my best friend saying this, and I just want you to know that on the other side of all of this, on the other side of you flying past the worry roundabout and doing this one piece of action and really showing up and deciding, like I've given you examples through my clients today, I want you to know that everything is gonna be so much better than you realize.

Because what have you got to lose right now? You are likely not in the best possible timeline and scenario, which is why you've gotten to this point of the podcast. You are like, rubes, you're speaking to me. Go for it. You know the 15 K Google Doc I told you about now, a $25,000 week from that one document didn't come from me being further along than you.

It honestly just came from me being in a very specific identity in a very specific state, and that was a state of knowing. That was a state of, I don't care. I'm just gonna fucking get it. That's really where it came from and it wasn't like sending it out there and hoping people would say yes. It was more like, I'm sending this out there, knowing people are gonna say yes, knowing that.

The infrastructure that I have spent years building, and it is completely available to you right now. The rainbows are there. I mean, they're always there, but they're there for you if you choose to see them look up. You just have to be still enough to catch them brave enough to believe in who you are.

And honestly, I think you just need right now to tell yourself something. That you love being you, and you trust yourself and you believe in that great vision. I love you so much for being here. Now go do the thing and I'll talk to you next week, and I'm excited for you. For all the things as you assume this new identity, throw out the old game board, throw out the rule book.

It's a brand new one, and I'm excited to hear what you do with this. All right, love you so, so much. And if this is all speaking to you so much, I would love for you guys to leave me a review. Come on over to Instagram, message me with what has hit home the most, and I'll catch you in the next episode. Bye.

My loves.