"Imposter Syndrome" Isn't Real: Dior Bediako | Ladies Who Launch

0:00Dior Bediako: If you've started a business, you'll know that launching is only the beginning. So what actually happens when you move forward, when you're juggling everything, second-guessing decisions and wondering if you're doing things right? Well, today, my life coach, Dior Bediako, founder of Pepe Your Talk, returns to the podcast to work through what your business and you might actually need next.

0:33Dior Bediako: It's Dior Day. Hello. Oh, I love Dior. It's very exciting.

0:37Ladies Who Launch: I have a day to myself every month and I call it a Dior Day. I really? Yeah.

0:41Dior Bediako: Well, you're sharing it with me today. Can I get to crush your Dior Day? I haven't seen you for so long. And every time we do these episodes, every time we do a live and, you know, you have your moment, your time to shine. it becomes so apparent what people really want help with and want to work on are working towards and I think one thing for founders that comes up time and time again well there's a few so I feel like this needs to be a series we'll get to that um but one thing that comes up is the idea of us launching and we know that what it takes of a person to to get to that point where we press go but it's that moment where you've launched and then now what like this is it all roads have led to this moment but now what what does the next bit take of me as a founder so when you work with the many founders that you do and you have done over the years

1:42Ladies Who Launch: is this something that sort of tends to come up over and over again a lot I personally tell people when they come to me and they say my goal is to launch I'm like a launch is not a goal I'm so sorry it's a milestone it's a place you want to get to it kind of signifies that you've the thing is real now yes but in terms of it being a goal it can be very underwhelming if you haven't got certain things in place and it sometimes just means that the website's gone live and your friends and family have supported you that's what it can mean that's such a good point yeah because

2:14Dior Bediako: it is and i know that it's and we'll come back to this is is kind of toxic to refer to your business and you know whatever it is you're launching as your baby I always do because I feel so emotionally attached to everything I do which is what we try and work on but it really is like that birth moment and if you do if you do compare it to having a baby it is of that like the birth is one thing

2:38Ladies Who Launch: of course that's huge how you gotta keep this thing alive forever forever or until your exit plan and most people don't even have an exit plan so there's that as well right so people launch and they feel so it's like it's such a high and such a low I liken it to when I graduated uni it was like oh my god I am the most educated I've ever been I'm also the least experienced of everybody in the industry now so it's a massive celebration but also it's like and I've got so much to figure out from this point which is fantastic I see business as the biggest and best tool for personal development it is such a it's such a process that is going to rock the founder shape the founder unlearn, learn, grow emotionally.

3:20Ladies Who Launch: It's just, it's everything all in one. It takes everything from you and it gives you everything too. So there's that element of it and what it's going to do to you personally. But in terms of saying, I want to launch a business, I'm like, let's think beyond that launch day and let's think about what you actually want to happen or where you want it to be three months from launch or six months from launch. And then let's figure out what that actually takes so you can pre-plan that before the launch even happens.

3:44Dior Bediako: It's the first step, isn't it? It's the first step, but it isn't the final one. And I think when you're, when everything is built up to that launch day, it can feel like we've made it, but actually, no, this is just, this is just the beginning. What do you think surprises people most about actually running a business? The founders that you talk to?

4:04Ladies Who Launch: Running a business. That's what shocks me. Honestly, you just don't catch a break. Like it doesn't stop. It's not like a job where on the weekends you can totally switch off and it's like, I only have one small part to play in this process and that's it and Monday we start all up again and everybody gets in their positions if you're let's say a solopreneur have like a specific amount of money to invest in the business early on probably still working full-time um have a family have a life have other responsibilities and you have a business it's like yeah this thing is going to take over my life and I cannot believe how much I think it's toxic to be like always be working always be on always be this I don't encourage that but you have now committed to something that is as big as a commitment as your child which is why I feel like people say it's my baby yeah it's not your baby though it's an entity I know I know I know it's a really fine line isn't

4:57Dior Bediako: it but I think that's why you liken it to that because that's the way it feels you've birthed this thing it's your DNA it's your fingerprints across it all and it's you know no one ever you can't expect anyone to love it in the same way that you do and be obsessed with it in the same way that you are so I think that's where the like you know where the lightning comes but I get it I know how dangerous that is because I know because you become too emotional yes and emotions

5:20Ladies Who Launch: guilty as charged oh my god that like emotional side of business I see people go through it and they're like say they post on social media right like and it's normal me too by the way sometimes and you see people post on social media and they'll be like nobody likes what I post and no one it's like hey take you out of it take you out of it complete you're making this all about you it is just a bottleneck what you posted is marketing what piece of marketing is it top middle or bottom of funnel marketing okay what action did people not take how many likes did it actually get how many saves what did you expect to happen what didn't happen literally make it about business and not about you and when you look at it from that perspective you're like oh so this is just a funnel my funnel starts right at the top with awareness and right at the bottom it goes all the way down to where someone's made a purchase and I hopefully can keep them loyal so I can retain them they can bring in referrals and I can resell to them so I can bring out more products and just keep selling more and more and more services right so that's eventually where you want to get people to instead of being so emotional on this roller coaster from top of funnel to bottom at each point where there's a block or there's like a hesitation or things aren't happening how you want it to happen just say what's the bottleneck what isn't happening that I thought would happen and how do I solve that yes one question I think is actually really worth

6:37Dior Bediako: asking because there is so much noise in the world of entrepreneurship on the outside on the inside like what you internalize how does a founder know if they're making progress or just staying busy such a good question because there's such a way like there's yeah it's I feel like I'm always busy but is there is it productive is it like how do we know the difference yeah most people are busy

7:01Ladies Who Launch: and not building and that I see it a lot they'll be like do I'm exhausted I'm overwhelmed I literally wake up at 6 a.m I work on my business for three hours before my nine to five then I come home and I'm like okay so what results do you get the end of the week I don't know no I'm just like okay you're busy you're doing things but it's likely that you're doing the supportive action so tweaking a bit of this, changing your website copy, working on an Instagram post for hours and hours and hours, thinking about one conversation where one customer said they weren't happy. So you want to redo everything and change the whole process.

7:33Ladies Who Launch: That stuff is not building. That just keeps you busy and it's supportive. It's kind of tricky because you feel like, but I am working on the business. This is everything to do with the business. If it's not tied to a specific measurable result, it is supportive work. It's not essential work that's actually going to grow the business. So if you can't say by putting out this particular piece of content, I am going to get X amount of people joining my email list. Or when I put out this piece of content, it's going to drive this number of people to my website. That's business. You should be able to predict what each part of your funnel does.

8:07Ladies Who Launch: Right. And if you're like, oh, actually, I don't know any of that. And I'm just like putting out content and I'm busy and I'm meeting people and I'm networking and I'm fixing things. And there's so many fires. You're not building. You're busy and you're working. And I commend that. And you're tired. drained in fact not even just tired absolutely drained using your last piece of energy um so it comes down to having when you sit down to plan your week have tangible results you want

8:32Dior Bediako: by the end of the week how do you this is this is such a good point and how do you because i've had to really get into that zone and make my days really clear and really intentional today we're taping because guess what today's birthday and that's what i do and i really have to spit my time or nothing does get done. So tell me if someone's listened to this and really recognises that in themselves and thinks, you know what? Yeah, I'm busy, but I'm not being productive. I'm not, you know, I'm not being business savvy necessarily. How would you advise someone to streamline their week and make it productive and intentional versus chaotic?

9:12Ladies Who Launch: I love this so much. This is what I do in my membership 24-7. So on Fridays, we have a time planning call and we literally 20 minutes evaluate your week specific questions so that every week you're building on what you said last week and you're seeing if you're moving forward. Then we do 15 minutes of a big brain dump for what you need to do the next week and then 20 minutes of scheduling it into your diary. It's like a protected hour. Anybody in the membership can join and do that together. Outside of that, we encourage everybody to have a weekly action system where you have sat down and you've looked at the hours you have.

9:44Ladies Who Launch: realistically most of us do not know how much time we have for our business if you're still working full-time yeah if it's even if actually even if you are full-time on your business you still have a family life admin personal this is your life that has to coexist exactly exactly someone will say i have 40 weeks but when they check it they actually have 20 and 40 and 20 is a big difference so you'll be like oh my god i haven't got enough done well you have half the time you actually think you have so first step look at how much time you genuinely have which is why I say do it week on week right like do the Friday time planning but a weekly action system is where you say Mondays are for this and you have a set list of tasks that you do so like for me first thing check Stripe make sure I made my money check my membership right then I have a block of time for sales calls of people who want to join the membership that's strictly for Mondays right and then I have um any like future work admin work that needs to go in there.

10:39Ladies Who Launch: So I have, let's say 20 minutes to clear my inbox. And it's just like the week doesn't have to come for me to know that's what my Monday looks like. And then I have Tuesday that's for future work. So if I'm planning any webinars, any workbooks, I have blocks set out of deep work where I'm like, okay, check Stripe, check my membership. Then it's three hours of deep work on whatever I'm creating in that season. So it's instead of me thinking, oh, what do I do every week? I'm so confused. I have that default weekly action system. And then I have my Friday where I've written out the task and then I slot that in.

11:08Ladies Who Launch: And then you can say, and each week needs to produce me this result. I need to make this amount of money, this amount of sales, engage this amount of people on sales calls or put out content that grows my email list by 200 people, whatever it is. And then you can see which tasks are actually going to do that. And then it takes the procrastination out of it because you can genuinely say to yourself, if I don't put out that piece of content, my email list doesn't grow. so I can sit there and make a gourmet lunch for three hours right because I'm home and I could do it but then also I've taken time away from building my email list and when my email list doesn't grow people don't discover the nurturing sequence that I've created where they get like five emails from me saying this is what I do this is who I am this is how I can help you and then my product doesn't sell my service doesn't sell so you can see that oh if I don't do this then this doesn't happen and that doesn't happen so to break it down again time plan have a weekly action system and then have measurable results assigned to each task and that can even start with like when you write down a task instead of saying um i'm just like really stuck in my own business so let's say webinar so say it's promote webinar it's get 50 signups to webinar today instead of just having promote webinar you actually have a result with the task yeah there's like accountability in there

12:27Dior Bediako: And then you know how to do the task.

12:28Ladies Who Launch: Because if I say promote webinar, I can put up a story, close my Instagram and run away. But if I say get 50 signups a day, I know that whoever likes it, let me go in the DMs and message them. I need to, you know.

12:39Dior Bediako: So it's following up. It's not just like we live in that world, don't we? We're like, okay, I've ticked this off my list. No, no, no, no. Chase it, make it happen, secure it.

12:46Ladies Who Launch: Exactly. Did the action lead to a result versus just doing an action that you hope leads to a result? Yes.

12:53Dior Bediako: Yes. it's so interesting because it sounds so basic but I think one thing that particularly entrepreneurs and you know of a creative mindset a lot of us aren't naturally organized or sort of methodical with how our weeks are or how with anything because that's the kind of idea of being a creative is we're a little bit we were in a bit everywhere but actually those kind of small changes and habits they sort of you know when they're consistent it just becomes part of you make a big difference and then you have that clarity yeah it's the foundation yes there's

13:27Ladies Who Launch: no creativity with like anybody who's creative and making money has systems and processes you would be crazy to think they're just creative and that works no we live in a world that's based on time systems processes hierarchy bureaucracy you need to build like infrastructure around what you're doing it can't just like be like free flow i write a newsletter every week most weeks not most weeks actually because I really love it but some weeks I have no idea what I want to write and I'm not allowed to say I'm not going to do one this week because I've done it consistently every Sunday for years so I have to say this newsletter nurtures people people love it they expect it I can't just be like oh I'm not creative today I need a system around it yeah so then throughout the week I'm journaling I'm looking at things I'm noticing things I'm looking in my pad so that there's just a system around my creativity yeah yeah it's it's so so important

14:20Dior Bediako: like you said that's a good way of putting it a system around your creativity yes yeah which still lets your creativity lead but it's protected yeah exactly um why do you think our a lot of people's default instinct is to do more when something isn't actually working because we

14:39Ladies Who Launch: feel like we can control ourselves so say no one's again let's just go back to no no one's buying or nobody's coming to this thing that I'm doing. I've put out tickets, no one's buying it. You feel like, okay, well, I can't control them, but I can control me. So if I show up more, then at least I'm doing what I can control. And that makes me feel like I'm doing something. It's just human nature, right? And most of the time we know we can't control people, but we live life like we can until it comes to those moments. And we realize that, okay, I'm the only one I can control. So let me, so that's why basically, but doing more does not equal more results it's just I actually encourage especially solopreneurs people who are thugging it out by themselves do less and it's such um the first step of doing less is like the mental piece of scarcity because if I'm doing less I'm gonna make less it's like no it's so much abundance in simplicity yeah strip your to-do list down to the few actions that actually matter doing more does not help your results it's like relationship yeah if someone's like i just need space like just give me a minute well i'm gonna come in and do more i'm gonna do laundry i'm gonna do it's annoying yeah it's annoying it doesn't lead to the result you want right yeah it's like actually just do what is necessary so it's i break it down into three parts do the marketing consistently do the sales consistently do the delivery consistently and delivery is not just like um so for me my membership is like helping entrepreneurs it's not just saying I'm going to help everybody get clear on their business because that's they've paid me for that so that's not good delivery that's integrity I have to do what I've promised them but it's that extra step that you that makes people enjoy the process of working with you that thing that keeps them staying that thing that keeps them coming back so consistently market every week promote your business in a way that you know is going to lead to a sell and then actually sell because most people don't they'll be like well I've marketed so why aren't people buying because you have to tell them now bring out your card and pay for this thing you know you think it's a given you think well they must know like obviously I'm marketing the product tell them by the way yeah bye and also it's that repetition right

16:51Dior Bediako: sometimes it feel it can feel so awkward on your end because you're like I've spoken about this now but you know what we're like we all have to see things what do they say you have to see things

17:00Ladies Who Launch: seven times it used to be seven now it's because social media we are taking in so much content the amount of content like in the olden days someone would have taken in in a year we can take in in like an hour the statistics are crazy because of social ties now right and it's like even when i'm scrolling on tiktok i can laugh cry scream call my friend in five minutes or not care just literally yeah yeah i go through so many emotions so what we're experiencing right now in the world is crazy it's great because you have also have access to people now we've got to shout

17:30Dior Bediako: louder yeah yeah exactly like we can't expect just to post something and it's a land like that isn't

17:36Ladies Who Launch: that is just not the way so it's more than seven i tell the girls the marketing mindset is i'm going to expose myself which is not like in the way you think it means i'm gonna grow up i'm not here no no no i don't teach that but i expose myself is expose myself to my thinking yes and I'm going to do it and feel awful about it. And I'm going to be like, oh, why am I posting this? And it's too much. So you're going to expose your thinking, work on your thinking. And then I'm also going to repeat myself. And that is like a key, key part of marketing. Just tell yourself, listen, before I even start any of this, I'm going to repeat myself.

18:09Ladies Who Launch: And I'm going to have to repeat myself. It's not annoying. People don't see it. You'll be so surprised how many people will be like, I didn't know you do that.

18:16Dior Bediako: We have a saying on this podcast and that's living the cringe. Yeah. Like it might, you know, and you might be worried about other people. and is that cringe or does it feel cringe? Of course, at one point it's going to feel cringe, right? You're going to feel like, but live in that. Live in it. What might be cringe now to some, they'll be asking you for advice later. That's kind of just the way the cookie crumbles, right?

18:36Ladies Who Launch: And we know this and we still get hung up on it. Yes, but that's the way it is.

18:42Dior Bediako: How long do you think, because I'm one of those that I will, it will take me, I won't go down without a fight. It's probably the best way to put it. You know that about me. I'm like, I'm resilient. like that's one thing that I have in abundance but how long do you think we should give something before we decide okay this isn't actually working it's a tough someone dm me this the other day actually because I there's so many I think it depends how much you believe right and how passionate you are but you could literally be the only one in the world that is and you have to go this isn't gonna land or it hasn't landed but how when's a good time to tell somebody to give up on the dream it's a really kind of it's a weird there's no there's no like deep there's no

19:26Ladies Who Launch: one wrong yeah exactly for me personally I always say like if I've exhausted all of my resources and I don't see God stepping in as well I'm like coach you ain't even doing this for me like personally or by my personal prayer time I'm like Jesus please like and still there's nothing then I'm like okay I need which I've had before because before I was a coach and before I was doing business in this way it was like a fashion support system I was so passionate about fashion my mum called it right Dior literally that's all I wanted to do I worked for Burberry and then from there I was like I'm gonna help young professionals like myself and building that business oh my Rochelle my membership was£12.50 like a month and I was like it's cheaper than Nando's like any everyone's gonna buy it and it was just it was just such a dream and I worked hard on it and I got results but it hit the pandemic and I was like I'm not making money and everyone's life who I'm helping is getting better and mine isn't so I have to be so interesting yeah and it took me there was a real mourning period where I was just writing in my diary like this is not working and if somebody had said to me quit or base it on this or that I wouldn't have heard it because it had to come out of my heart and for me to fully process and by the time I stopped it I was so okay with that because I was so clear on the fact that I'm not a failure this thing has failed yeah and it's okay for things to fail because in life how many relationships do we go through to

20:51Dior Bediako: find the one it's like a relationship when your friends are like they you know whether they sort of express it or not or they've got that sort of those beliefs that he isn't right for you or she isn't right for you and this isn't you know you're not thriving in this relationship you need to know that yourself exactly it doesn't we've all seen it with the girlfriends that you're like he's doing this and he's doing that how does she not see it but it has to land it has to land at your door

21:16Ladies Who Launch: for you to actually process it exactly and there's so many stages to it and there's like you'll say I'm gonna stop and then you go back and then you're so you there's no one size fits all for anybody but typically what I say to people is when you have exhausted all your resources and then the Lord is also not coming through it's not give yourself

21:35Dior Bediako: so when we sort of get to the stage that a lot of founders are in where I suppose you've stopped reacting by just doing more because we've gone through that and that's like a lot of people's default let me just keep working and let me just keep throwing everything out of this the next question is what actually deserves my attention right now it's based on what is not

21:58Ladies Who Launch: working right now right that's what that's that's how i work with people i'm like okay there's so many things we can work on and everything feels important when you're at that early stage of exactly and when everything's important when you have no priorities when you have too many priorities you have none yeah because everything can't be a priority priority is very strict okay it means that everything takes a back seat for this thing i call it like the hob that you love cooking on that's the most important part of the meal haven't we and it's bottom left yeah why everyone's is bottom left bottom left always yeah literally she's strong bottom left and you're cooking the thing that is the most important on the bottom left and all the kind of accompanying parts of the meal happen on the other hops because you're even the way you position your body your attention it doesn't go there so it can still be cooking it's so true yeah but we're bottom left okay so that's how I would say so you have to know especially as the founder what is your bottom left what is your main hog that you need to be cooking with gas on and if you can't figure that out how can you lead a team how can you drive this thing forward so you need to know that for yourself to make sure everything's cooking in the background exactly and you can delegate and so even if you have a va or even if it is just you but you can say listen i'm gonna do that when i'm like tired in the night time but this thing was i've got my best energy it has to be this yes so how you figure it out is where is my business at right now what are we actually doing and how is what's not working in that process in that funnel and if I unblock this part of that funnel like the bottleneck would everything flow from there and if you're like oh it's 100 % my sales like my marketing is great it's driving people to the next step but I'm not selling I'm not intentionally telling people that you need this thing buy it and having a moment where I'm consistently like driving that clear action of please purchase and you're like yeah I'm not selling then it's like okay let's focus on sales what is your mindset towards sales do you feel like I'm not good at sales um do you have a process pre-planned out do you know how to speak to customers about it and then if it's that we work on that and I say work on it at least for a month because people don't want to commit they're like but everything else I'm like everything else still happens it's happening in the background but this is the main thing until we solve it and once you solve it you can then renegotiate and say okay what comes bottom left hub now what's going to be on that fire because i've solved this part of the process

24:20Dior Bediako: yeah you're so right and it's almost like you all know what your strengths are and your skillset is and sometimes it might be the strengths need less focus than the things that if it's if you are a one-man band yeah it's giving your energy to the things that you're maybe not so good at whilst you've got all that energy because you know they're important such a good it's really it's hard isn't

24:40Ladies Who Launch: it it's really really hard that's why it's personal development it's like listen you're going to come in thinking i'm just starting a brand huh yeah you're building yourself yeah yeah

24:49Dior Bediako: you're so right you're so right and what you learn along the way is just it was incredible isn't what you learn about yourself not just business about how you operate when you know it's tough you're putting fires out constantly um a viewer has asked how do i decide what the next step is for growth oh that's such a good question typically people have like um is it a pipeline it's almost like a I can't remember the exact word for it now but it's it's like the

25:19Ladies Who Launch: stages of growth you want to go down you kind of know that roadmap of how they exactly yeah you know like okay I want to do this and then I kind of want to do this yeah yeah I would love to do that and if you feel like you have achieved the first step and achieving doesn't have to be like it's fully fully achieved to the ultimate like high level but I have processes and systems around it yeah it can comfortably and confidently keep running and get to the big goal um almost on autopilot now without me having to be in every single detail then you can start working on the next stage of growth but until then I'm not a fan of people chasing so much growth just for the sake of it yeah it's like conquer one level to an extent and the extent for me is always processes and systems have a set process we do this we do this we do this we do this and then we're systemizing it through AI through this through that we have one person who comes in a week to check the SEO whatever it is right but it works it works yeah and it's almost a predictable process and we're not guessing everything there will be elements that we have to still be testing but for the most part it flows yeah then you can say now let's add some more on yes you're so right like

26:22Dior Bediako: once one thing's got its rhythm and it feels like it's really like it's not always going to be a well-oiled machine but you know as good as it can be you're ready to add something more to the table It's so true because I think particularly now with social, we see a lot. There's so much focus on growth and quick growth and fast growth. And it needs to and it can make everything else feel like a failure because we're not growing and we haven't gone from naught to a billion. Like it's this we're so as we said, we consume so much. We're so desensitized. We see everything. But we that's the sort of content that is there to be consumed.

27:00Dior Bediako: Like there was a girl and she did this and now all of a sudden she's doing that and then living life by comparison. And you're like, well, I need to grow. But not yet because you're not ready.

27:10Ladies Who Launch: And that's OK. And it is OK. That's the exception to the rule for the most part as well. And that's what most people do not know. Business growth is not always fast. For most people, it's not. For most people, it's not. It's not. And it's great to hear stories of like fast growth. But that's the anomaly for the most part. Yes. And it's inspiring and it's encouraging. and it's the things we plug in our ears whilst we're like grinding away but like and I get why people say it's like my baby because my child ain't doing much like yeah I mean to really feel like the pride and my child has become something and it's like well into their teens or whatever but as a baby the smaller oh my god they said one word it was so exciting we're so happy yeah and

27:49Dior Bediako: it's and it's like thinking at that age where we're all excited by the one word and the next milestone and oh my god they started walking today incredible but guess what none of us have birthed a baby and I'm sure there might be unicorns out there which is why we'll compare it to these unicorns yeah they're actually guess what you didn't just birth a baby and all of a sudden they're fluent in 10 languages and exactly going to uni at two but that's the way to compare it to these incredible growth stories it's amazing let it inspire you if it does and let it push you forward but don't let it doubt your own own your own existence which it does for most people

28:24Ladies Who Launch: and it will really have you thinking, what am I doing wrong? Like, why isn't this working for me? That person made X amount of sales. Oh my God, they make this from this. And why is that? Listen, everybody's journey is different and balance it out by listening to the stories where it's been, I think it's Dyson who, I think, I don't want to get the numbers wrong, but I'm going to throw out a number, maybe 200 iterations to bring out the first product. And it was years and years and years of what everybody would call failure to get to one win that was like, okay, now we're ready. Yes. I take so much self-belief.

28:55Ladies Who Launch: And when we're in that process, we're like, I'm failing and everybody's winning. It's like, no, you're just in business.

29:02Dior Bediako: You're just an entrepreneur and this will happen. This is a good question. If I know I need to be more consistent, how do I work out what I actually need to be consistent with?

29:15Ladies Who Launch: Oh, I love this question, actually. I just spoke about this the other day. Consistency is a good thing. I say it's the secret ingredient. I call it garlic consistency. It's garlic for me because I love garlic. It's the one thing that goes with everything. You put it in and it takes it to the next level, right? It just gives it that, that's what consistency is in business. You add consistency to talent, amazing. You add consistency to hard work, to networking skills, whatever it is. To wellness, to health, to everything. You name it, consistency adds value. Literally, it is that like herb, that ingredient, that thing.

29:51Ladies Who Launch: but when you channel it in the wrong direction you can become really good at doing nothing like doing and when I say nothing it's a thing that doesn't move the needle so I've been doing this thing for ages and yeah I'm so consistent okay what result did it produce you that's so true

30:06Dior Bediako: it doesn't mean yeah you're putting your consistency in the wrong places yeah like you see if you're going back to the garlic analogy well you're not going to put that in custard exactly you know or however it is but you could be using it exactly put it somewhere where it's supposed to be so how

30:21Ladies Who Launch: you figure that out is back to what we said before results you have to say what result am I trying to create here and if I'm consistent in this thing is it going to give me that result it's like with weight loss a lot of people feel like I've got to run I've got to run I've got to sweat I've got to you could just do like low impact pilates and have way more results than the run but it's what are you trying to achieve here because it works for you exactly and what what is going to achieve the result it's that simple so you always have to be results oriented and most people are process oriented and that's where it goes wrong they just they're so happy to be in a process yeah because when you're a hard worker like i'm just going to do whatever it takes yeah everything is going to take from you but not give you the results so saying do whatever it takes no don't say that because it will take right and it may not give yeah it may not give at all so you have to be clear and this is where looking at other people helps okay where you can say okay that person has the results i want what are they doing to get there reverse engineer absolutely and and think in results right not oh my god i see them someone can see be like rachel's got podcast rachel's got baby brand rachel's got this for sure i'm gonna be like rachel so i'm gonna do all of that girl it's hard work don't bother and it's like actually do you want all of these things or do you want a specific result where you see a woman who's so fulfilled and in her purpose yeah if that's what you want then look at that and say okay what would it take for me to feel exactly and it's like actually maybe I yeah I want a brand too but in this way okay I'm gonna do this like this yeah instead of I'm gonna do everything that person's done to get that to get their life no you want a specific result be clear on the result figure out the path that leads to that result and then just do that again don't have a scarcity mindset where you're like I have to do everything less is more in business yes that's how you'll know where to be consistent you're so so right um I want to jump on to because we've covered a lot we've covered a lot but I want to

32:22Dior Bediako: sort of and this is one this is like one of my favorite things that you do oh we talk about designing the future founder that you need to become because there's one there's sort of there's a founder that we want to become and like you say we might have seen her and what she looks like but who's the founder that you need to be in order to sort of push ahead and we've had lots of questions because back at january's live you got us to sort of the start and the end and we spoke about designing our future self and anyone that was there will know it was such a lovely moment and so I want to sort of apply that specifically when it comes to running a business because I think sometimes we're always so busy looking sideways what everybody else is doing as we just spoke about the comparison of life that we actually don't pay attention to the founder that we need to be in order to push ahead one of our listeners is building in what feels like a really crowded market which I think everything does when you're not doing something unless you you know it's hard to be original at this point in life because everything's been done before in some sort of way when everyone around you appears to be doing something similar this is the question how do you stay focused on what makes what you're building meaningful instead of constantly getting

33:40Ladies Who Launch: distracted by everyone else good question okay so with that first of all it's sometimes a blessing to be in a crowded market because the cost of marketing and educating a customer on something brand new is so pricey literally because you're doing it by yourself you don't have the buffer of other people haven't educated the customer for them to know this is actually a really good thing

34:05Dior Bediako: so being in a crowded market yeah it can help i agree and i've been you know i've sat in front of many fans on this podcast and they've sort of launched these incredible niche businesses which are now a huge success but they they almost had to birth a category which was nobody got it for so long because it didn't exist yeah and like you say and now people jumping into like the wellness category as it were wasn't really a thing but now it is easier now it's a great space so people

34:34Ladies Who Launch: understand what it means to look after yourself yeah exactly yeah category definition is hard work and you have to have like a lot of marketing spend to do it a lot so that's what people don't if it's saturated it's cool basically it's better than it works so that's a good thing um but you have to know what your point of differentiation is there's a reason you started that business like if you're like but everybody's doing something similar you wouldn't have started it if everybody was there yeah you wouldn't have you wouldn't say like i just want to be like alongside them and be the same no there's a reason you brought your thing out you decided to do your thing so it's constantly educating yourself on that and finding real business language for that so that you can one back yourself to like prove to yourself that actually there is a business like case for this there is a there is a need for this yeah there is space for me to come in and actually like wiggle my way through and um have a bit of room in this saturated industry but also there are people who just will not relate to that girl that will relate to me and I think I think that It's so overlooked.

35:38Dior Bediako: It's so true.

35:39Ladies Who Launch: Literally. There are people who, I'm like, I'm just going to buy this versus that because I just like because I'm drawn to it. That's why I'm drawn. Yeah. And you have to believe in that. And that is where coaching and mindset work comes in because you always have to remind yourself that I bring something different. I am unique. Our POV is different. There is space for us. Our people are out there with their money in their hands, ready to pay, but we just haven't spoken to them yet. They already love us, but they don't know us yet. And we've got to go out there and not convince them, but connect with them.

36:10Ladies Who Launch: So I think you need the business language to kind of say, yeah, there is room for us, like, business wise, like, really practically. Then you need to remind yourself of why you started and say, yeah, like, people are looking for me. And then have the community language and speak to those people in a way that they will hear you. Yes, find them. Who is she? Yeah, exactly.

36:31Dior Bediako: We always use the, we always say she, like, who is she? Where else does she go? What does she do? and really try and tap into her and where she exists like you say she's out there it's really unlocking because we discussed like the you know saturated market skincare is one of them like it's but as I always say I see it as a booming market I see it is that it's thriving and there's so much opportunity because you know there's so much space but it's remembering the reason that made you go I've got something to add here like I can add value here there was that reason which is why you started even though there's lots of other stuff happening exactly we need to remember that reason and always remind us why put it on a post-it note yes look at it every day um and communicate

37:18Ladies Who Launch: that that's it like that language someone like you it's like yeah I want that for that reason too

37:23Dior Bediako: yeah yeah it's true it's true ah why is copying this is really interesting why is copying somebody else's formula so tempting when we're uncertain because you go back to going oh my god I'd love to do what she's doing maybe I'll try x y and z yeah why do you think that's something that really sort of tempts people when we're unsure of what where we should be ourselves oh it's a

37:48Ladies Who Launch: shortcut it's it's yeah literally who doesn't want shortcuts so if if you walk in a park or anybody of grass or anything like that right you're always going to see a desire path and most of us don't realize it and it's where human beings have walked on the grass and created a second path so there's a paved path and there's a desire path and it's because it's a shortcut and our the way we are made up the way we are developed built created whatever god did means that we love the easy route we love a shortcut we love a quick a quicker a to b than going all the way around so when you see somebody else has created a desire path you're going to walk on it and it's like okay well that's just going to get me there quicker so let me just copy but guess what what if that path

38:32Dior Bediako: was wrong what if you're following those footsteps on the grass and actually they didn't go where they need to be we've just seen it and thought okay maybe that desire path was built quicker

38:41Ladies Who Launch: because they walked there and came back exactly i thought that went the wrong way and also copying i i would say rather than copying model oh interesting because copying is i i feel like there's just a lot of negative connotations attached to copying yeah there's sometimes envy jealousy all of that kind of stuff modeling is like they've created a really great model and I want to kind of transfer that model to what I'm doing not have what they have not want what they in a really envious jealousy way but more of like oh they're actually a really smart model for how to do something yeah and that's I can apply that to this exactly yeah but the danger can be you don't see every part of it you don't you only see what's visible unless you are speaking to that person directly you're not privy to everything so it can be a bit dangerous in the sense that there might be missing pieces that don't give you a smooth path to where you're trying to go and then you're going to bang your head on the wall some more because you're like okay why is that not working that was this wasn't good but that person's already learned that because

39:43Dior Bediako: they're in it they're actually doing it they did yeah and you might not have seen the way that it shaped out or it might look a certain way because x y and z didn't work and that's why they took that Oh, you will be surprised.

39:54Ladies Who Launch: I have, I listen in business, when you start really doing deep dives on research, like online and trying to understand things, you're like, oh, it wasn't what I thought at all. Even business, big businesses, you think like McDonald's, for example, you think they're in the burger business, but they're in the retail business. And it's like, oh, and I'm here trying to sell burgers and copy McDonald's, but they have real estate and that's what makes them the money from the, you know? So you just, you just don't know. You don't, and you don't know what you don't know so it's okay to model because you're you're modeling a business model yes which is what most people do anyway right um but don't negate the fact that you have to learn be in the game

40:32Dior Bediako: grow test things and you can't rely on somebody else's success or whatever they've put in front of you because then you are continuously following them exactly and then behind yeah you are and then the next thing that they do are you going to continue to to sort of emulate that and you're having to wait for them to and that's copying that exactly and that's and that's just yeah that's yeah and you always wait if someone else it's a land for your thing to happen no one wants to live like that that's like you're at the mercy of somebody else um how do you and this is this question is coming from somebody I assume that feels like somebody might be taking heavy inspiration from them okay how do you distinguish inspiration from comparison like if if the person is inspired by someone or comparing themselves i suppose this is like for instance oh i get it some with what we was just discussing i suppose if somebody is based their whole launch on what somebody else has done like yeah how would i feel oh they've been inspired by what i do versus no this is you

41:39Ladies Who Launch: You know what? I've coached a few people on this. You have to ask yourself, why does it matter?

41:44Dior Bediako: Why does it bother you?

41:45Ladies Who Launch: Yeah, because what are you going to do about it? Yeah. Right? So if we do find out they copied you, what next? Like genuinely.

41:53Dior Bediako: Because that's already happened. Exactly.

41:54Ladies Who Launch: So it's like, okay, why are we having this conversation? What's the actual purpose here? Is it just to talk about it, to feel like vindicated and be like, okay, I was right, they copied and then we can leave it there. If that's the case, let's chat about it. That's fine. but if it's like i'm not going to do anything and i just i don't know why i want to know i just want

42:12Dior Bediako: to it's like it's a bit of validation as well so yeah yeah it's like are we should we maybe channel

42:17Ladies Who Launch: this energy into something does it matter yeah sometimes it doesn't i love it when someone can say i just want to be negative i just i just want to like have a bit of a moan right now and i'm owning it okay cool yeah yeah yeah but really like what why does it matter and do you know what i

42:32Dior Bediako: because it's something that does really bother a lot of people like i've seen it before people have taken inspiration from me and you can see where it happens and I've also taken inspiration I've looked you know what other people are doing that are sort of feel like they're a million miles away and I'm like wow that's great when they did that like that would I could add so it's like taking and everybody does right like I said it's hard to be 100 % original now because a lot's been done we consume a lot of content exactly it's impossible but I think one thing that I Jo Malone really because she was like I I think it's lazy I think it's creative laziness which I do agree I do agree with that but what she's saying is um I did a panel chat with her once and I thought it was really someone asked her what do you want people copy you yeah and she was I do think it's creative laziness because I think that's the beauty of being creative it's not like following someone else's creativity it's it's unlocking that for yourself and that's what's so incredible about it but on the flip side if it's really bothering you understand that your currency is all up here and you know it's they don't have access to that so just be excited about the next thing literally they can only copy what they've already seen right literally and it shouldn't it shouldn't like fill you with you know constant angst and this negative feeling because actually guess what that's exciting like you're on the right path i agree people are obviously in admiration and no one has access to what's up here.

43:59Ladies Who Launch: I fully agree that my best is always ahead. I haven't created my best yet. So if you've copied something I've done, that's good. It's not my best work. Get ready, girl. Yeah, exactly. Hold on tight. It's still coming. Exactly that.

44:14Dior Bediako: This is an interesting question. How can somebody become confident enough to choose a route that looks different to everyone else's? Because we talk about this sort of copy and taking inspiration, but there's also a safety in that. I've seen that work for somebody else. So maybe this is the next thing. I mean, I'll add my spice to it, but this is where it's working. But how can you be confident enough to choose something that is a completely different direction?

44:39Ladies Who Launch: Not this. You have to now get clear on the fact that I have been chosen in this life to be a leader and own that identity. I'm doing something that nobody around me has done, that no one's doing, and I am going to be the one that people see. You know the phrase that you can't be what you can't see Yes I am now the one who's going to be what other people get to see And probably emulate and be inspired by And that's such an honor It's such a It's a huge It's like heavy is the head that wears the crown Like it's a huge title that you're now putting on yourself But own it Because that's what's going to help you along the journey Where it feels lonely Where it feels isolating Where you're going to feel crazy sometimes But just knowing that I'm the leader and I'm the one who's going ahead, who's laying out the path for other people to potentially walk on, means that I get to be an example and I'm going to own that.

45:33Ladies Who Launch: And if I'm constantly doubting it, how do I also do that and be the example and be that leader? So it's reframing your mindset to really say, I'm not just doing something different. I'm actually a leader. I'm actually somebody who's gone ahead now. I'm actually somebody who is an example and who's inspirational and owning that. Exactly. so it's yeah it's it's a big big big big big big heavy crown to wear but i feel like please wear it yeah wear it yeah and that's why i want to emphasize that and not all the other like do this do that and the practical stuff most of the mindset stuff like own it really be excited and proud of the chosen one exactly yeah you're so right you're so right it's reframing it yeah

46:14Dior Bediako: so i want to talk about making better decisions because we can all feel stuck as founders and it's hard to you might be doing something a certain way but knowing when to move the needle and make decisions that are better for you is sometimes a tricky thing and also a tricky thing to identify like you're so used to this this is how I do it this is you know I'm in my flow that actually you can the flow can be wrong the flow can be off so I want to talk about how to avoid getting stuck in a constant cycle of saying I just need to get clearer first you know there's that thing of and this is I mean we've spoke about this before but this will probably be Marv says on my tombstone where it says I just need to get the next couple of weeks out of the way then I'll be okay that is like my catchphrase because I feel like there's always something I'm like I'll just get these next couple of weeks out of the way and then I'll be fine and then I'll be clearer so how do we avoid asking for a friend um how to sort of not be stuck in that constant cycle of I'm almost there I'm almost there it'll be okay when yeah it's a good question

47:21Ladies Who Launch: you know what would I say to them I wrote a newsletter on this once actually and every entrepreneur just desires like four weeks away on a desert island where they can just get that one thing they want to get done it's like if I just had the time to to get this done yeah unfortunately life doesn't work like that and a lot of the things we want to get out of the way were once things that we prayed to be in our lives right that is the realest realest talk and and the only way you can intentionally get ahead of that is to design what you want to be in your life like moving forward and just say okay this experience feels like it's it's not overpowering me but there's always something in my way that just feels like I need to get it out of the way I want to do it and it's exciting and I love it but it always feels like I just need to conquer it so it's either I change my mindset about conquering it and be present and enjoy it and not think about anything beyond that whilst I'm doing this or I need to intentionally design the future for it to just not be like this anymore yeah and maybe have set moments where I go all in and then I take the foot off the gas and then it's it really depends like it comes back to future self and it's just saying okay but the way it is you want it to be that way and if you do really want it and it's just the language and the mindset that needs to change that's fine or if it's like actually i don't want it to be like this and i want it to be something else and let's design the intentional way you want it to be yes and then ensure the future happens in that way yeah yeah it's so

48:49Dior Bediako: true and it can't it just is like adjusting the every day isn't it like you say when you unlock it yeah it is so liberating but it is that okay this is a lot of the minute but i'll be fine in a couple of weeks and then and we're human yeah four weeks like we're saying the same thing yeah and it's just cock that's just the way that it moves unless you make those changes and I'm definitely definitely guilty of that we I've got a little audience Q &A with some of our ladies who launch community um what they're wrestling with in their business at the moment and I want to finish with a few of their actual dilemmas so I'm going to give you a situation and like Dior as the coach how would you sort of coach us through that situation how would you approach it so the first question is how to make a decision when two things both feel equally important so let's create a scenario around this the founder has limited time money and they've got two things that they both feel are really important how do they work out which deserves their attention first.

49:58Dior Bediako: I suppose that goes back to the hub. Yeah. Yeah.

50:02Ladies Who Launch: You got, there's so many ways I could answer this. So it would like, if I had the person's specific situation, I could give them one of the answers. I'll give a few. One of them is, I think that when you are a business owner, self-belief is so important and sometimes default to you versus the choice. So instead of saying, this is the right decision over this say I am the right person so no matter what happens I'm going to put it right even if I make a decision and it's the wrong one yes I'm going to put it right because I am the one who can handle this and who can do this right so you can just default to yourself and say I want to make any decision and whatever happens I'll handle it from there that's one way the second way is the bottleneck again which one is creating the biggest block which one is actually affecting your goal and if you cannot see that which one is doing that then it means that it doesn't matter which one you sold first right yes you need to just do something yeah yeah yeah absolutely just need to do something and and start yeah exactly make the flow keep going again and then you'll be able to have clearer a clearer insight so either default to you and say i'm going to pick anything and i'll make it right because i always make things right and I believe in myself versus believing in right or wrong paths.

51:20Ladies Who Launch: Or... Which is screaming the loudest.

51:21Dior Bediako: Exactly. And start there. And if it isn't, you've got to start somewhere, right? Okay, next scenario. My business is starting to work, but I'm still holding onto my job for financial security, which is where a lot of founders are. How do I navigate the tension between wanting to back the business and being scared to let go of the safety? This is so common and such... It's such a tough one, isn't it? Because you don't want to, I never want to encourage anyone to give up that financial security. How do you know when?

51:54Ladies Who Launch: It is very common. How I would support them is by saying, how many hours do you get back by leaving your job? Say it's 40 hours. And if it's 40 hours, what are you specifically going to do with 40 hours in your business? And what specific result will those 40 hours create? And if you can genuinely say, if I was in my business full time with those hours I put into my nine to five, and it's going to mean that we make an extra 50K a month because I'm going to be on the sales action. And I'm going to make sure we have this and I can almost guarantee it because I'm already seeing the data pointing towards that.

52:35Ladies Who Launch: And I just need the time to do that. And I would say leave.

52:39Dior Bediako: Yeah. Right. and you just assume by this point that you're yeah that they're saying my business is starting to work is that you've kind of got to the point where you're giving it so much time outside of your job that you are understanding that there's something there i my my theory is always saying someone give it a go you know people say just start now and perfect it later and just go i'm always like oh my gosh because that's such a that's a that's a heavy decision yeah you know and that's that's tough but the fact that you're saying it my business is starting to work if you freed up your time with what would that bring and you have to know the answer i feel like she's got

53:14Ladies Who Launch: the answer yeah but if you can't answer that and you can't say by being in my business full-time it changes this and you can truly say it you're not ready and you've got that data yeah because you're just guessing the business isn't like running like a like a again we don't want to say well-oiled machine right because that sounds too robust but like a machine got a business you just you know that you could build yeah yeah and then also um can you actually replace your salary is another consideration and another one is do you have at least six months of an emergency fund if you don't i don't yes and that's just the most basic one like could if the business didn't work the way you wanted to could you still pay your rent your bills cover yourself your basic necessities for at least six months yes don't leave until you have that very good advice very very good advice

54:03Dior Bediako: it's a good one i need to know what to do dior is how this starts i just can't seem to make myself do it how do i work out whether i'm scared avoiding it or genuinely just not ready

54:17Ladies Who Launch: oh i want to speak to this person i'm like get them in front of me i spoke to somebody about this yesterday and i said on a scale of one to ten how ready are you to run this business she was like five so five is 50 50 you shouldn't even be talking to me with a number five wow because it means you're 50 in whatever you're doing and 50 in the business nothing is most important right now nothing not your job and not the business right i say it has to be you being sure on your business has to be an eight to ten you can get you to a ten but at least get yourself to an eight yourself not with me not with a coach not with any support your own mind has to get you to attend you have to an eight you have to be execution ready be like i am i am ready to go all in and all in can still mean you have your job and all of that um fear is normal it's going to be part of the mix procrastination i'm sorry it's normal it's part of the mix but not being ready is a choice yeah it is a choice and it's on you so that's what i would say that is so that is it's true isn't it because you know there are people in life that are like oh it's not quite the right time it's not and you know i've always been that person that i'm like right let's go

55:33Dior Bediako: and that's just in me probably toxically so like i'm like delulu with like it's gonna work out and

55:38Ladies Who Launch: you you're not delusional you got belief do you know why i say that because the root word of delusion is to deceive yeah and I'm like you're not deceiving yourself yeah you actually have true

55:49Dior Bediako: belief yeah but I'm probably like almost it's like what's it based on yeah I'm just like okay well listen why not let's do it yeah but you know probably I should sometimes go like a little bit but that's just my personality but I think on the flip side people do have that where they're like maybe now's not the right time maybe I shouldn't maybe I'm avoiding it how do you know if it's you are ready you're just getting in your own way or you're actually just not but like you say it's knowing where that number is and where that sits on the scale that number system just within itself i'm always like 11 yeah and everyone's like girl you are not you are minus one like we're not there

56:30Ladies Who Launch: even you saying that you know you're an 11 it shows me that like before anybody's even backing the idea bought in any before you've even figured out how to do it you're like i can do it yeah That's where you need people to be.

56:40Dior Bediako: Don't know though.

56:41Ladies Who Launch: Yeah. Like, come on, let's get this belief up.

56:46Dior Bediako: I think that's so interesting because they start, they're saying, I know what I need to do.

56:50Ladies Who Launch: I just can't make myself do it. Sometimes I don't even coach people. I'm just, repeat what you just said to me and they'll hear it themselves. You know what you need to do.

56:59Dior Bediako: Come on, girl, you've got this. Last one is, I thought I'd be further ahead by now. How do I stop feeling like I'm behind?

57:09Ladies Who Launch: behind who or what exactly is always my response and if it's because you've seen somebody else then that is what is causing your oppression okay that you feel like oh my god I want to be like them and if it's a specific goal then how can we get you to a point where we actually have a better strategy to achieve that goal because maybe you didn't even have a strategy maybe you just felt like I'm just going to keep doing this thing and it's going to work right so you thought you'd be further ahead great that means you have goals never ever use your goals against yourself don't ever make your goal something to make you feel down a goal is a wonderful thing it means that you have hope for the future it means you're striving for something the minute it starts feeling like a negative thing you've missed the whole point of having a goal it is always forward thinking beautiful future the best is ahead and for the fact that you're still alive to send a question it means that you have a future that you can use to continue pursuing this goal so again behind who or what exactly and if it's somebody else let go of that and if it's a specific goal let's get you

58:12Dior Bediako: there we still have time do you think in life people are split into two camps where you're kind of really sort of process driven and you like being in the doing and you love creating and some people are so obsessed with what the end looks like but in a way that anything that then isn't the end there's always a journey to get to the end yes but the journey just feels like

58:35Ladies Who Launch: for them it's failure yeah because they're not there 100 yeah i see it so much a lot of guys are like that which is why i feel like men can just have tunnel vision and achieve things right yeah because they don't care what the process is they're just gonna get i'm there yeah literally get that result we need a healthy balance of both because what we forget is that if you're just goal oriented and all you can think about is the end the end the end you forget that the process is your life yeah and you you're not enjoying your life yeah and we're not going to get another one because anything that isn't the goal doesn't feel like it doesn't feel exactly and they they withhold certain emotion and only feel like they can experience it at the end so they're like i'll be happy when i'll be happy when and it's like no you have to generate happiness on the journey

59:18Dior Bediako: I saw I think it was Stephen Bartlett talk about this where the day that he like rung the bell and done the whole thing he just didn't feel like he thought he was going to feel and you hear so many founders say that like it was the day that I'd worked for I was going to exit and it's this moment that we're all supposed to be so excited about and I didn't feel anything

59:36Ladies Who Launch: hundred percent and how I describe it to people like in a session is like climbing a mountain you're not like how much time do you spend climbing and how much time do you spend at the top nobody hitches up a tent at the top of the mountain and lives there who in the history of life who nobody you stay there for a bit you take in the scenery you take your pictures you celebrate the moment and you go back down actually you actually go back down and if we realize that we're like that's the process of life we go up you come down to go back up again and up is a short we're not supposed to live there but what we do have now is an identity change that we can take anywhere even when we're going back down yes i have climbed the mountain yeah that's in me now so instead of it being about the mountain it's about you and it's about who i can now say i am because i climbed it so we can't wait for the top because we're all going to be there and you and you

1:00:33Dior Bediako: you do stop living life you stop living life because like i said before anything that isn't isn't gonna satisfy you which is really sad actually because there's so much fun in the doing like you talk about the stories of people making it to this point but they're like yeah but I missed those early days when I didn't know what was ahead of me and you yeah you're not in the here and now which is sad in it you can't put your life on pause

1:00:56Ladies Who Launch: because you're not at the end exactly even us sitting here today in these chairs like we have to there's a phrase that says be where your feet are I love it because yeah it reminds you to just be exactly where you are today like think about the future and let that be your compass like let it leads you but be where you are today and enjoy it because this is real life I even had a goal in my business a few years ago and I was like yeah this is what I really want until I researched the journey to get in there and I was like I don't want that journey and the journey is longer and more of an experience than the actual goal is so I just killed that goal yeah I don't want that

1:01:33Dior Bediako: goal and for me I feel like goals are supposed to inspire you yes goals are supposed to be the thing that you're like one day this could like it it of course can feel very real and you could be on track for that but it's supposed to for me feel that like pot of gold at the other side of the rainbow that we're always kind of excited over not something that makes you feel bad and like

1:01:53Ladies Who Launch: I haven't got it now exactly yeah exactly and then every day you realize that there's a big pot of gold at the end but it's like little nuggets of gold every day and they can be different to what you first thought I think that's one thing that a lot of founders say is that the idea of success

1:02:07Dior Bediako: or the idea of that end goal has actually really changed as the journey's happening. Actually, that doesn't mean the goal is now for me to make it home for bath and bedtime. The goals look different as the journey goes. Exactly. So don't get too focused on that end. I feel like we've covered so much. I mean, we say this every time we do these. I know. There always needs to be a part two, three, four, five, six, seven, eight. I want to close by asking you, for the woman who's listening to this right now who's built the thing but doesn't yet feel like the person capable of taking it where she wants to go because you know we've all been there like this is the thing I'm in this but am I the right person now because it's going to demand this of me or it's or it is demanding this of me what would you tell her so on one side I would really

1:03:03Ladies Who Launch: celebrate and encourage her the fact that she's built it gotten it to that point stuck with it every single day weathered all the storms like I don't think founders celebrate themselves near enough and don't stop to really really appreciate the journey so I would say that and then I would also practically say maybe you aren't the person to take it to the next level And that is 100 % fine. That is no failing on you whatsoever. We do it with everything else. We will outsource. We will bring people in. We'll bring in the right team, the right support to make sure it can get there. And a business is an entity on its own.

1:03:44Ladies Who Launch: It's not, and it's not your child, right? So you're not going to bring in a different mum. Yes. Right? Because you absolutely want to be the mum, but you'll bring in maybe a nanny. You'll bring in family.

1:03:55Dior Bediako: Housekeeper. A village. It takes a village to raise a baby.

1:04:01Ladies Who Launch: And a business is not the same in the sense that you're not the only one who can get it to where it needs to be. You're not. In a family setting, there's only one mum. And it's only ever going to be you. In a business, there's not only ever one CEO. But a mum still needs support. Yeah, they need support. But they feel like it's a failing if someone else is the mum. And it's like, no, but a business isn't that. Because you're the founder. You're always going to be. but you can bring someone higher than you who's the ceo now who's lived this and who understands it differently and who actually gives you the ability to exist in the business the way you want to yeah without it being forced so you pretending to be something that you're not so on one side i would celebrate that woman take out for a good drink let's chat tell me everything i want to know the stories from the beginning yes but then also say listen you've gotten it to a point where this thought is coming up because maybe it is time to bring in somebody else and

1:04:56Dior Bediako: that is and this could be the best years of what it is that you've built so exciting and then lastly is there something that you think a lady listening to this may need to stop carrying with her into the next stage of what they're building like is there kind of a do you see it a lot where you're like okay this is the next stage of what it is you're doing

1:05:23Ladies Who Launch: i know exactly what it is yeah imposter syndrome i hate imposter syndrome so much whenever people ask me to speak about it i'm like i hate it and also in the last only sort of however many years has it had this title thank you and i am not a big fan of just like whatever's in the zeitgeist like what everyone's saying i'm gonna say it too I'm just not like I literally wonder that's why I research words I'm like what does that actually mean yes a syndrome just saying I'm not sick literally I do not entertain it whatsoever and also of course you're gonna feel a bit out of your depth if you're doing something you've never done yeah great and then also maybe you need support on your mindset if I've done this before but I'm still feeling a bit wobbly about it then let's just get you there mentally but please don't say you have any kind of syndrome like it's like leave it at the door go in there and be yourself show up and enjoy it um and we'll take it from there we will take it from there we

1:06:24Dior Bediako: ain't got no syndrome no i do you know what it's so true it's it now gets thrown around so much i get asked to talk on it a lot so have you ever had imposter syndrome like well i've had times where I feel like, wow, me now, who knew? But I've never felt that I'm not worthy of or less than. I mean, there's been moments, of course, where I'm like, gosh, am I, have they called the right girl? Like, maybe they believe me. Cool. Maybe I should believe myself a bit more. But yeah, the idea of it being this thing we're not all supposed to have in a diagnosis, I think.

1:06:56Ladies Who Launch: No, like plagued with it. Give me the antibiotics. There isn't any. Yes. Right? It's not sick. Yes, exactly. Smoke on our mindset.

1:07:03Dior Bediako: That is a good way to close this. thank you these are always my favorite episodes genuinely I feel like I get a little session on the side but I know what's going to happen we're going to close this and people like I loved it we want to talk about this next time so let us know whatever it is that you're sort of you feel like you're battling or you're in your own head about because we know how common that is we're so happy to help we love it we love it thank you thank you don't forget to follow us on apple and Spotify or wherever you get your podcast to make sure that you don't miss out because next time I'm going to be talking to another incredible lady who launched.

1:07:39Dior Bediako: If you like me or watcher, please follow us on YouTube and don't forget to like and subscribe.