Grow With Soul Ep.12: Marketing and Creative Business Q&A
For episode 12 it's just me talking to you. Since starting the podcast twelve weeks ago, I’ve had lots of little questions which don’t quite make up their own full episode, but I really felt they would be universally helpful to answer. So today is a bumper Q&A episode answering all those little questions about marketing, working and everything in between. I hope you enjoy.
Here's what I talk about in this episode:
What to focus on when first starting out in business
How I first started booking clients
How to stay relevant/keep people interested in what you do
Instagram content for service-based businesses
How to get started when you're not confident with your photo skills
How to use time wisely when business is slow and when it’s fast
How to narrow down your what
Managing fear and self-doubt
How to filter out the noise and not be a part of it yourself
The pressure of being original with your work
How stay motivated
Taking your business to the next stage
Link and resources I discuss:
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Read the episode transcript:
Since I started Grow with Soul 12 weeks ago, (which, by the way, how mental is that?) I’ve had lots of little questions which don’t quite make up a full episode on their own but that I really felt would be universally helpful for me to answer. So today is a Q&A episode answering all those little questions about marketing and working and everything in between. All these questions came through Instagram at one stage or another.
When you’re first starting out what should you be focusing on? I’ve already started on my why and have a pretty good grasp of who my audience is, and I’ve got a website and an opt-in.
It’s really about being present with the people that you already have whilst also finding new people. To tackle the first one, keep being consistent with your content, keep showing up on social media, be in stories, do the odd live, be really open in your captions, send great emails, and keep providing value. All this in the knowledge that it will come back to you. I get that it feels like you’re putting things out into the world and nothing’s coming back, but I absolutely promise that it will. When you’re working on a really content based strategy like blogging, podcasting, putting videos out, being on social media, it takes more time for things to come back to you but it will come back. I really do advise you to really enjoy this time because one you have lots of client work or sales coming through, you won’t get this unadulterated time to create.
I remember when I very first got my first client and I was working with Jen at the time and she asked me how I felt and I kind of felt resentful, because I didn’t have that freedom to just create anymore. Just keep showing up and be really present and talk about the things that are related to your why. Now that you know your why and your audience, really dig into lots of different ideas, have a brainstorming session on all the different ways that you can communicate that and then start to do it that way. Brainstorm all your blog post titles, ideas for stories etc, anything you can to keep showing up with great value content.
While you’re doing that and building a great repository of content, it’s good to start connecting and doing some outreach to try and get new people finding you. This is the really brave bit and definitely is the thing that I wish I’d done earlier in my business, and it’s the thing that has always moved needles the most for me. What I mean by this is to look at the people who are influential to your audience and look at ways that you can collaborate with them and get involved on their channels. So if there’s a really great podcast then pitch to be on it; if somebody is really influential to your person then ask if you can have an interview with them on your blog. So it’s a case of finding out who is influential to your people and getting on their channels where they are already hanging out.
How did you start finding clients and how did you get your first client?
This is a question I’d had a couple of times. Because yeah, especially when you’re service based and there’s a high price tag there, getting that first client feels really difficult. To start off with, I’m not someone who does like traditional ‘business development’, so that’s cold calling, cold emailing etc. Generally I don’t target specific people, I don’t have a list of leads that I go after because I don’t want to do that. And also, I’m no good at doing it. Because of those two things, it would just never happen, so that’s just not the way I’ve decided to market my business.
What I have done, and did do right at the beginning, is rather than go out and hunt, I farmed. I became a magnet rather than going out and trying to get people to come to me. To be a magnet you have to really demonstrate that you get these people, and that you can give them what they need. The way that I do that was through content, creating loads and loads of content a couple of times a week on the blog, every day on Instagram, and just being really visible but also being really, really valuable so that I initially really built the trust with people who didn’t already know me as a marketer, I had to build that trust and build that expertise to get them to a point where they realised ‘oh, right, this girl does know what she’s talking about’.
What’s also interesting is that my first clients weren’t people who already knew me, they were people who had found me since I’d been talking about marketing on the blog. So that demonstrates that it works, because it wasn’t people who were already there and had seen what I’d done and started working with me, it’s people who were looking for what I did and therefore found me as a result of my content. It does take more time doing it that way, and it really does take a lot of self control not to go into desperation mode and start giving things away for a tenner, but that’s the way that I did it.
Another thing that everybody must do, product and service based, is once you start getting paying customers, always, always find out where they found you in the first place. When I have people enquire and they want to have a consultation call with me, that’s one of the questions I ask. What that means is that when I can start to see where people are finding me it shows me where I need to put my energy and marketing. For example, it’s almost always Instagram or hearing me on a podcast, so that’s why those things are really what I go after, but also I do put a lot of emphasis on the blog because then when I have conversation they say ‘I found you through Instagram but when I came over to the blog, I got it’. So it’s never just the one thing that will work, it’s lots of different things working together. But once you start to have those conversations with your customers and start to gather data on where people are finding you it really shows you where to put your energy.
How do I stay relevant and keep people interested in what I do?
I think the use of the word ‘relevant’ is quite interesting but I get that keeping people interested can be tricky because you feel like you’re repeating yourself a lot and ‘how much is there that I can possibly say on what I do?’
So one tip is to really look at the brands that you’re interested in consistently and the brands that your audience are interested in and really analyse what they’re doing that keeps you coming back. You’ll probably be surprised that it’s not anything fancy, but it will be consistent value, and the odd inspiring advert or campaign or competition or whatever. Also remember that not everybody is seeing everything that you put out into the world. In fact, the only person seeing all of it is you. In order to keep people interested in what you do, you have to keep talking about it and remember that they don’t see that everyday like you do. By showing up consistently and creating this valuable content over and over and over, that’s keeping them interested by keeping you in their mind first of all.
On top of that it’s about showing up with new interesting things, whether that’s a new product or an actual new campaign on top of blogging, emails, social media that’s keeping people reminded of you.
An example of this is if we go really big - a company that would do 3 big budget adverts on the tv a year. Here in the UK, the John Lewis adverts are always the ones that create a stir, whether it’s at Christmas or their brand relaunch advert, they always have a couple a year that gets people talking, gets people excited about the brand again. So you can use that model, but just pare it down. So maybe you have a big social push and you theme it with something to do with your brand and you really go at it. An example with me is when I first launched Campfire, my blogging for business course, I had a real push about all things content around that time. All my blog content was about content, I did a couple of live lectures about it, I did stories with how-tos and how I planned my content, and I just created this big buzz around content.
Instagram for service based businesses - I currently go for a personal brand, but what should I be doing?
The thing with Instagram content is that the only thing that you should be doing on Instagram is what your people want to see. So if you come to my Instagram feed, there’s no laptop or big sheets of paper of any of that kind of traditional girlboss-y service-y type image because that’s not what my people want to see. What my people want to see is cosy corners and cute cottages and cups of tea and all that sort of thing, because even though I’m selling a service, and I’m not selling a cosy cottage, in a way I am because I know that my people want to get to a point where they’ve got their own cosy cottage in the mountain where they can sit and sip tea in the windowsill reading a book; that’s the dream that I’m selling. But also that is the thing that’s going to catch their attention as they’re scrolling because I know who my person is and I know that it’s working because a huge percentage of people I work with find me via Instagram. It’s not about using photos that literally describe and show what you do, it’s about using photos that will attract your person, get their attention and keep them on your feed.
Do you think you should have a separate business and personal Instagram?
It really depends on what you mean by personal. For me, if I didn’t have a business, I probably wouldn’t be using social media; I’m not somebody that likes to put their own stuff out there because I don’t really have anything to say! So I never had an Instagram that was selfies and ‘here’s my day out’, and that kind of thing. If that’s the kind of thing you do want to do, to share with family and friends, then I would say probably yes, because that kind of very personal content isn’t going to really help your business.
However, having said that, I always try and advocate for not giving yourself more than one Instagram account because that immediately doubles your workload, and if you are starting a business one from scratch, getting those numbers up past really 1000 is so much hard work, so much heartache and if you’ve already got a couple of thousand or even a couple of hundred followers on your personal one, I would always try and transition the content slightly.
It really depends on what you want that personal account to do, and if you’re not focused on growing it and it’s just a place to share photos with family then it’s probably not going to double your workload because you’re not focusing on growing that account. So it’s really deciding why you want the personal, how much work you’re going to put into the personal, and then deciding therefore if you want a different business account.
How can I even imagine starting when I completely lack photo skills but I know the visuals are so important?
Firstly, there are free stock sites like Unsplash which have a whole load of stock photos, and I have used this for my Campfire and Smoke Signals graphics because I couldn’t take photos of smoke or a campfire. So I used Unsplash for that.
The second thing is that there’s a difference between good photos and likeable photos. I have a blog post about this (linked in show notes) but you don’t have to be the best photographer in the world to create photos that are going to do well on social media. It’s less about getting the technicalities right and knowing about apertures (which I don’t even know about) and more about creating images that connect with people, that use tropes that really get people engaged with that image.
Linked to that, it’s actually picking out what those tropes are and knowing what your people are drawn to and finding a formula that works for you. If you look at some of the best/more popular Instagram feeds, you’ll see that they take the same photo over and over again but they just do it slightly differently. If you look at my feed, that’s what I do; I have the same five places that I take photos in my house, and I take the same nine props every time, and just replicate it over and over because I know it’s successful. You do get your eye in really quickly, it’s amazing, if you do just practice, it’s really interesting just how fast you can get to know what makes a good photo. Really, practice helps.
Imagery isn’t everything; yes, it really helps to have some good visuals, but if you are providing value to people through what you do, through blog content or podcasts, then you will draw people to you, because they will need what you’ve got. So, don’t let not knowing how to take a photo stop you from putting your value out into the world because if it’s something that people want or need, they will gather towards it.
How do I use time wisely when business is slow, and when it’s fast?
I really like this question because this definitely happens, so the question of how to use time wisely full stop isn’t the full question because yeah, you have to do things very differently when it’s slow and very differently when it’s fast.
First of all, it’s important to understand the rhythm of your business, which is starting to know when your natural fast and slow periods are, so that you can then plan your year accordingly, because what then happens is you start to notice ‘well, in Q2 every year it’s slow, so rather than having a freak out in Q2 every year, I can start to plan in for that, I can budget for it, and I can make sure that the activities I’m doing is going to be really productive’. Whereas if you have a really fast period, generally Christmas if you’re product-based, you can then know ‘oh, I need to get extra help in’, or ‘I need to make sure I’m doing things in Q3 so I’m not really up against the wall come Christmas’.
In terms of some actual things to do to use your time wisely in these periods…
Slow periods for me are about catching up, like doing a whole load of blog content, or replying to any emails that you didn’t get to or social media comments; it’s about maintenance like little tweaks to the website, refreshing your web copy, having a bit of an SEO audit. If you’ve got products, it’s going through your stock etc. It’s a time to make new things, so maybe that’s creating a new opt-in, or a batch of new content, or photos, or a new product all together. Maybe, and this is a revolutionary idea, you could have a break! Because generally if you’re in a slow period, you may have come off the back of a fast period, so if you know that these couple of weeks every year are going to be slow, then actually have time off.
In your fast periods, you have to strip a load of stuff out and make sure that you are making time to be present in your business and not just crazily fire fighting a load of stuff. Get clear on what your baseline tasks are, so the things you have to do every day, every week, to make sure you’re continually ticking along, and make sure that they’re all planned in. This means you avoid not posting on Instagram for two weeks, for example! Make sure you’re keeping on top of your to-dos and give yourself a really stripped down to-do list of only the things that are going to keep everybody happy that day and keep you present. What you really want to avoid in a fast, busy period is working so hard and so close to everything that actually, yes you’re serving customers, but everyone else has completely forgotten you exist because you’ve not been present in your marketing.
Lastly, just keep really clear on your direction, and have a light at the end of the tunnel, so that you are still directing yourself and your business to the goal that you want to achieve, because when you’re in that busy period and you’ve got your nose up against the laptop, it’s really easy to go off course.
I’m desperate to leave my job but I’m worried about practical stuff like pensions and sick pay?
First of all, I’m not a financial advisor, I don’t have a mortgage, I don’t have anything like that, so I can’t speak to it in a ‘this is what you do’ aspect, but I do believe that worries like this, although they are very reasonable ones to have, they are also a very easy excuse not to do something. It wasn’t something I was hugely worried about when I went self employed, just because I knew that there would be a way around it, because there are hundreds of thousands of self employed people and they all have homes to live in, and they all have savings accounts, so it’s 100% possible. I think at some point even Richard Branson had to make the decision ‘am I going to go for this or am I going to worry about a pension?’ and he went for it! So it’s not something that should get in the way of what you want to do because it’s so easy just to do a quick Google and then you find the answers. That’s what I’ve done through all my financial stuff, I’ve Googled it and asked people and found the answer.
I do also think as well that it’s difficult when you’re currently employed to get your head around this money idea because when you are in a job, money is really finite; you get the same amount every month and you have scheduled time every couple of years for a pay review etc so it feels like there’s only so much money for you, but when you’re self employed, the only limits are the ones you put on yourself. I don’t worry as much about money now as I did when I was employed because I know there are things I can do if I need to where I can make a little bit extra, or if I need to top-up a savings account, I can put a project on sale. It’s very difficult to have that mindset when you’re employed but in my experience, becoming self employed really frees that stuff up.
Generally I would say that you have to decide that what you want to do is more important and know that there will be a way for the finances to follow that. What I didn’t want to do was be 80 years old and think ‘Ah well, I’ve got my workplace pension but I didn’t live the life I wanted to live’, I’d much rather have saved for my pension myself and known that I’ve lived the life I want to live; that’s a win-win to me.
Basically if you are in that situation and it feels really scary to leave because you don’t have the ‘safety net’ of a salary, which I don’t actually think is a safety net, do your sums, work out what you need, what you can live on for a year, what you can live on for 5, what you can be putting away. Do you research, there’s so much help out there for self employed people, it’s really easy to find the info that you need, and tick that off as one of the excuses that you’re using not to do this, because it doesn’t need to be.
How do I narrow down my what?
I so often talk about the why that it’s easy to forget the what! Of course what you do is really important, and just because a lot of people start with a thing that they like to do, it’s easy for me to go into the why all the time, but I know that a lot of people have a why, or they just want to leave their job, but the what of what they want to do really evades them.
That was my experience; I handed my notice in at my job with no idea what I was going to do, but just that I had this desire to help people with their marketing. So yes, the way that I would start to narrow down my what is to make a big list of all your skills and even the ones that don’t feel relevant or feel like a skill, and definitely get other people to contribute to that because it’s difficult to know what your skills are. What I mean is it’s not just ‘I can use InDesign’, ‘I can knit’, it’s ‘I have a really good way of breaking down a problem’, ‘I am really good at empathising with people’; those kinds of personal skills will be really important.
Also write down what you really aren’t good at and what you really don’t want to do. For me, I’m really not good at, not taking direction, but I like to be the boss. And I also like to do the thinking and not much of the doing. When I first started I decided to just stick up some freelance social media services and I didn’t push them because I don’t want to do those things, I’m not good at doing what people tell me to do, and I don’t want to do the doing, I wanted to do the thinking. So that was why I cut out the idea of freelance services, and actually when I thought about what I was good at, I’m good at explaining things in a really down-to-earth way, I’m really empathetic, I’m really good at breaking down a problem, and that really led me to ‘maybe I’m actually more of a coach, a mentor, a consultant, and can help people do it themselves rather than doing it for them’.
Also think about what you have enjoyed the most and seen the most impact with in the work you’ve already done, whether that’s in a job, as a volunteer, or something you’ve done as a side project, what is it that you really love to do?
How can I manage fear and self doubt?
I want to caveat this with this: I don’t have self doubt to the point where it cripples me and I can’t go on and do things. If that is something that you are in and you feel absolutely that you can’t take a foot another step because you doubt yourself so much, then referring to Sas Petherick is what I would recommend, she is a self doubt coach and she has a whole load of resources that can help you get through that really debilitating self doubt.
Having said that, of course I’m not immune to feeling fear and self doubt, it just doesn’t hold me back to the extent that I’m paralysed, but I definitely have bouts of it. Particularly it shows up for me around times that I’m doing something new, or that I’ve always really wanted to do. That’s where it shows up for me and definitely comes in bouts rather than it being a constant voice in my head. What I’m going to do is tell you what I do in those bouts, and you can see whether there’s a takeaway for you.
What I’m trying to get really conscious of is allowing myself to feel the feelings and just sit in it for a couple of hours, because if you try and shout it down it’s just going to last longer. I try to let it run its course but during that period, I don’t try to work through it at all, because that only makes it worse. The work that I do in that period is awful and it just sends me down a spiral.
So while I’m feeling the feelings, I remove myself from the work; I generally go and have a bath, or read a magazine, or curl up on the sofa - I might have a sleep! But I remove myself from the work when I’m starting to feel it strongly.
After I’ve allowed myself time to feel the feelings, I then will draw a line in the sand and think ‘how can I use this?’ That’s the point at which I get really analytical, and can ask ‘okay, so now I’ve felt the feelings, I think I understand them, where are they coming from, what was the cause, what were the symptoms and how can I now turn this around and use it to my advantage?’ With that, the obvious one is comparison, so how can I use these comparison feelings, how can I look at this person that I’ve been comparing myself to and how can I use that to benefit myself and my business, what can I learn from this, what can I take out of it? That’s what I try to do.
Also use others to get perspective; I have a couple of close friends online who I know understand what I do, and also who are not obliged to tell me everything’s okay like family and boyfriends and husbands are. I will always reach out to them as well and say ‘I’m feeling like this about this’ and they can really help to say ‘well, why don’t you do XYZ’ or ‘well, why are you being so stupid, that’s really unreasonable’ and thing like that.
That’s what I would do, those are my three steps; feeling the feelings, getting analytical about it, and reaching out to others for perspective.
How do I filter out the noise and also not be a part of it myself?
That’s so good because yes, the internet is a noisy place, and particularly in a service based business, there are 101 different people saying the same things that you’re saying. Not wanting to add to just noise is a really good intention.
I actually have a blog post on this, it’s about how to not be overwhelmed by all the advice out there, but that also has some other useful tips about filtering. Basically, just be really curatorial about what you’re consuming. Look at who it’s made for and make sure that you’re only consuming content that’s made for you. For example, if you’re listening to a podcast and actually you dig into the about page and it’s aimed at people making 6 figures, then maybe don’t consume that because it’s not made for you, and it’s just going to be overwhelming and it’s just going to be noise.
Also have breaks from consuming. I think it’s very easy for us to feel like we’re doing work because we’re listening to a podcast or we’re researching something or we’re reading a blog post, and actually it’s not. Definitely make sure that you are limiting the time that you’re consuming other people’s content, and make sure that the time that you’re spending doing work on your business is not outweighed by the time consuming. For me, I don’t actually consume a lot of stuff at the moment and actually when I do listen to podcasts, it’s if I’m on a long drive or if I’m cleaning, so have it in times like that rather than being something that you’re doing to do work.
In terms of not being part of it yourself, keep really close to your audience, ask them what they want and give it to them, and that way you are being truly, genuinely valuable, and you’re not just adding to the noise. With this podcast, that’s exactly what I’ve done, I’ve kept in communication with people on Instagram and the listeners and I’ve physically asked in an IG story, and now I’m answering those questions, so hopefully you felt like this isn’t adding to the noise and it’s being really useful and valuable to you. It doesn’t have to be as obvious as putting out a question on IG stories, it can be asking more generally about a struggle they might be having, what value you can add to their life, why they already find valuable and why, those kind of things.
How do you plan your week when there are so many conflicting priorities and life?
Especially when you’re not full time in your business this is really tricky. I don’t have any children and I know that comes with a whole host of other issues, but one thing that I really swear by is the three things. Just set for yourself at the beginning of the week the three things that need to happen this week to make that week a success. They shouldn’t be your basic stuff, they shouldn’t be ‘post on Instagram’, or ‘reply to emails’ - it does depend how busy you are, it might be that those things are what’s required to make that week a success! It should be things that are really moving you forward, such as setting up a new opt-in, or completing an exercise that you’ve found, or batch taking some photos. Whatever those things are, just set yourself three and then, if you do them first thing on a Monday morning, then amazing, the week’s already a success, but don’t try to overload yourself.
When you look at all the stuff you have to do, how much of it is really important? Really refine it. Also, be okay with flexibility. I think one of the reasons that I’ve always found it difficult to stick to a plan is that when everything goes out the window on the second day, you just think ‘all the rest of it’s gone, it’s all ruined, I’ll just collapse in a heap’. But actually you’ve got to be okay with being flexible and that’s why I fill in my planner with pencil because it means that yes, when, on a Tuesday, I have to move everything around because somebody’s cancelled or I’ve got a new appointment, I can just rub it out and move it around, and that’s absolutely okay. The most important thing is that it gets done rather than when it gets done, so don’t stick too rigidly to your plan.
How do I deal with the pressure of being original with my work?
Originality is completely overrated! I don’t think that I am original, I certainly don’t set out to be original, because that’s too much like hard work. And it’s also unnecessary. So while you’re not posting or creating because you’re waiting for that inspiration to strike and that really original idea, you’re not being visible, you’re not providing value, and value doesn’t have to be original.
When you look at the stuff that I create, you could get that anywhere in a different form but it’s just that I’m putting it up there with my own slant on it, it’s not original but it’s still valuable. If you want to be the world’s best conceptual artist then perhaps originality is important but if the content you’re creating isn’t the substance of your work and you’re creating content in order to attract people to your work, then that content does not have to be original, it just has to be valuable enough to attract people’s attention and to hold it. Don’t reinvent the wheel every time you’re trying to create something, find the thing that works for you and your people and keep going with it. Look at the big Instagram’s, they’re all taking the same photo over and over again because they’ve found something that works. Same with your blog content; when you find the thing that people are really hooking onto and engaging with, explore it in different ways and use different examples. Don’t worry about being original in the content that you’re producing to promote your work.
How can I stay motivated, especially in my day-to-day work?
First of all, accept the motivation ebbs and flows. You don’t have to be at this constant high level of motivation the whole time because then you’d just be a robot and not a human, so don’t feel like just because you’re demotivated for a couple of weeks you’re a complete failure, you’re just a normal human being. Also, know that it will therefore come back. We get into this demotivated slump and we think that’s it that we’ve lost it, but it will come back again, it’s absolutely fine, it will come back. When you are in one of those slumps and you are struggling to be motivated, keep flexible, don’t think that you’re going to finish this blog post come hell or high water, just be flexible with it, be like ‘you know what I just can’t write today, so I’m going to put it over to Friday and do something else’, you can’t force yourself to do something if you’re not feeling it, because you’re not going to great work. If your slump is longer than that day, keep talking to your people, keep connected, because what that will do is A) stimulate ideas as you’re talking to them and gaining insight and asking questions and B) keep you pepped up and remind you that what you do is valuable.
Also really hold onto that purpose and direction. Keep an eye on that big dream, remember why you’re doing this, why you’re putting yourself through it, hold onto that purpose, hold onto the difference you want to make in the world, where you’re going, where that end dream is, and keep focused on that so you can let that motivate you to carry on, if not motivate you to create the very best thing that you can.
Where can I focus to take my business to the next stage?
We’ve got to define what IS the next stage? That will be different depending on where you are in your business. It might be that perhaps you’re thinking ‘how can I uplevel my income’, or ‘how do I get to the point where I’m hiring a team’, or ‘how do I go and change my business model to one that frees up more time for me?’ As those examples suggest, it’s really based on what your personal business goals are, what your purpose is.
So perhaps you want to buy a house, so you want to uplevel your income, or actually your value is time and you’ve got a young family and you want to work out how you can be less present in your business. So work out what the next stage is specifically for you, where you want to take it from, what the difference is between where you are now and where you want to be, and work out where those stages are for you.
Then it’s a case of creating the thing that will get you there. For example, if you’re a service business and you’ve had a really one-to-one model but you want to free up time and increase income, then perhaps working towards a one-to-many model is going to be the thing that’s going to get you there. Work out what that’s going to look like and what the value is to the person that’s going to be consuming it. Similarly, for a product-based business, it’s looking at how you’ve been making your products one way but you want to increase your profit margin, how can you change your product, what new product do you need to introduce, even, that’s going to help you get those margins to where you want them to be?
And then it’s really working out the stepping stones to that point. Do you need to start transitioning your content, is it going to be that much of a business model change that you need to shift what you’re known for? Do you need to do some extra audience research because you’re kind of shifting who the target customer is for what you’re doing. Perhaps you now need to do some audience building because you’ve been working one-to-one so you only needed a small email list but now you want to sell courses, you actually need to generate more people on that list to sell to.
Look at what those steps are that will get you to your next stage, and also just accept that change is messy. This is something we forget; it’s not going to all happen overnight. You have to set your deadlines, know where you want to be and when, but accept that middle period is going to be a lot of learning, a lot of failing fast, and accept that and not give up, and not giving up at the first hurdle because that transition is going to be messy but it doesn’t mean that it won’t be worth it. You have to trust that the milestones and measures that you’ve put in place will get you to the point you want to get to but it’s just not going to be overnight, and that’s absolutely fine.