05/06/2026
She sold the 10K project.
Then called me to ask if she was capable to deliver it.
The work she’d done for a decade — the brands she’d transformed, the thinking she’d contributed — none of it counted because she hadn’t been paid for it in the right context.
So we didn’t work on strategy first, we worked on what she actually believed about herself.
The confidence came second.
The results came third.
Sometimes the job is just to hold someone’s certainty until they can hold it themselves.