The paradoxes
You know what you want and how to get there. Then you do the one thing that stops it, and it feels perfectly sensible while you're doing it. Each page here is one of those. If one makes you laugh, it's probably yours.
A paradox is two things that are both true about you and make no sense together.
From the outside it looks absurd. From the inside it looks like good judgement, and you have the reasons ready: the timing's off, the audience isn't there yet, you'll do it properly next month.
Those reasons sound fine. They just don't explain why you do the same thing every time. So once you've laughed, you're left with a better question:
why the hell do I keep doing this?What are my excuses actually protecting me from? →
I Can Build It for Others.Why Can't I Build It for Myself?
You rebuilt a client's whole site in a weekend. Yours has said “coming soon” since 2022.
Read the paradox→It Worked.So Why Did I Stop?
The post that got four hundred replies is still your most recent one.
Read the paradox→400replies
I Work on My Business Every Day.So Why Am I Still Avoiding It?
You renamed every folder this week. The offer still doesn't have a price.
Read the paradox→- Rename every folder
- Try a new logo variation
- Reorganize the content calendar
- Watch a webinar on pricing
- Set a price
I Want to Be Seen.So Why Do I Keep Hiding?
You bought the ring light. It's been facing the wall for a year.
Read the paradox→I've Proven I Can Do It.So Why Do I Still Feel Like a Fraud?
Forty testimonials, and you still rehearse what to say when someone asks for proof.
Read the paradox→Changed how I work.
Worth every penny.
Best decision this year.
But what if someone asks for proof?
I Spent Months Building It.Why Won't I Spend Two Days Launching It?
Fourteen months of building. The launch email has been sitting in drafts since Tuesday.
Read the paradox→Want to change this in yourself?
Understand it first. Every paradox points to a pattern underneath. The assessment shows which one is running you.