You've been beating yourself up for procrastinating again.

But what if that pause, that hesitation, that endless loop of "I'll do it tomorrow" isn't laziness or lack of discipline... but your brain trying to protect you from making a move that feels too uncertain, too risky, too real.

In this episode of The Growth Diaries, we’re pulling back the curtain on what’s really behind the stall. Because more often than not, it’s not laziness or poor discipline...it’s fear. Fear of getting it wrong. Fear of wasting time. Fear of finally making it real, and it not being good enough.

I’ll be talking about:

• The hidden difference between procrastination and protection (and why most business owners confuse the two)

• Real-world signs you’re in protection mode, even if it looks like you’re being productive

• How uncertainty fuels indecision… and how to break the cycle

• Why staying “busy” with client work can actually be a brilliant form of avoidance

• The shift that happens when you start using real insight to guide your next move

If you've been calling yourself a procrastinator when you're actually just trying to avoid f*cking things up, this episode is exactly what you need to hear to stop blaming yourself and actually get moving.

Because you don’t need more motivation....you need better evidence!

And inside The Competitive Edge, that’s exactly what we build, using done-for-you market research to help you move from reactive and overwhelmed to intentional and informed.

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We’ve all heard that tiny word that somehow manages to shrink the size of your role, your work, or your worth:

"Oh you're JUST a [enter job title]."

"Can you JUST take a quick look at this."

"Can we JUST skip past this part"

It seems harmless, right? But in today’s episode of The Growth Diaries, I’m unpacking how these “just” moments quickly add up to blurred boundaries, messy offers, and a business that no longer works for you.

I'll be talking more about;

• Why that one little word can have such a big impact on your pricing, process, and positioning.

• How subtle “people pleasing” shows up in your service delivery, and what it costs you.

• The ripple effect of saying yes to requests that go against your boundaries or process.

• Why market research matters more than ever when it comes to designing services that serve you and your clients.

• A behind-the-scenes look at how I layer insights (not opinions) to help business owners build scalable, sustainable services that get results.

If you’ve ever found yourself doing more than agreed, tweaking your offers on the fly, or second-guessing your strategy because someone "just" asked you to - this episode will help you start using insight (not impulse) to regain control before your business starts feeling impossible to grow.

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Backdoor Pass for The HoLT

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After wrapping up my first-ever 4-day challenge, The Income Investigation, I couldn't wait to share how it went - the wins, the lessons, and of course, what I’d do differently next time.

This isn’t about tooting my own horn (promise!), but I want to reflect on some of the key takeaways that can help YOU if you’re planning your own event or long-form challenge in the future.

In this episode of The Growth Diaries, I’m sharing:

• The unexpected successes I saw, including a 70% live attendance rate and incredible engagement throughout the sessions.

• Key lessons I learned about stepping outside my comfort zone, including why it’s totally okay to be different in your approach.

• How a subtle, early marketing approach would have helped, and why collaborating with others can generate more opportunities.

• The email sequence mistake I made and how you can avoid it when planning your next event.

• From a WhatsApp community chat to charging a low ticket for the event, I’m sharing how I’d refine the next round of this challenge to maximise value and results.

If you’ve ever considered hosting your own challenge, or are looking for ways to improve on your past events, then this episode will give you real life insight to apply to your own strategy.

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Mentions:

Netflix Documentary: A Deadly American Marriage

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You're busy. You're serving. And you're earning.

But you’re also low-key panicking about whether it’ll be the same next month.

From the outside, your business looks like it’s thriving, and everyone thinks you’ve got it all figured out. But behind the scenes, you can't help but feel like you're walking on shaky ground.

(One wrong move and everything you've worked for could fall apart)

In this episode of The Growth Diaries, I’m unpacking what’s really going on when you’re making money…but still don’t trust it, and how to shift from accidental success to intentional, predictable growth.

I'll talk more about:

• How to spot when you’re relying on accidental success instead of intentional growth

• The difference between doing the work and knowing what’s working

• Why monitoring your insights and the outcome of your actions is key to predictability

• How my clients raised prices by 50%, partnered with associates to expand sales, and landed new clients in just 7 days

• What’s waiting for you inside The Income Investigation, and why it might just change everything

The security you crave isn't about working harder, it's about truly understanding what's working so you can repeat it on purpose and create an income you can trust.

Join me from Tuesday 6th May for The Income Investigation, where you’ll take on the role of detective to ‘crack the case’ and discover the evidence you need to build more predictable, sustainable success.

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What if the key to unlocking consistent, strategic growth in your business wasn’t about working harder, but about gaining the predictability that takes the guesswork out of every decision?

As business owners, we often find ourselves second-guessing whether our marketing is on point, if we’re pricing our services correctly, or whether we’re reaching the right clients.

The reality is, without predictability, we can feel like our business growth is based on luck or, worse, guesswork. But it doesn’t have to be that way.

In this episode of The Growth Diaries, I’m diving deep into the power of predictability and how it can transform your approach to business growth. I’ll walk you through:

• What predictability really means for your business, and why it’s not about being stuck in a routine but about knowing what works.

• How predictability can give you control over decisions like pricing, getting the right clients, and marketing (without second-guessing)

• Why making informed, data-backed decisions can help you stop feeling like your business growth is based on luck or guesswork.

• Where to start looking for predictability in your business, and how to gather the evidence that helps you make confident choices.

• How the Income Investigation Challenge can help you uncover the evidence you need to bring predictability to your income and business decisions.

If you’re tired of feeling like your business is an experiment, this episode will give you a new perspective on how to step into a more predictable, stable way of growing.

Predictability isn’t a restriction, it’s the power to make decisions that align with your goals and bring the results you’re looking for.

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(Due to May Day Bank Holiday, dates altered to 6th-9th May)

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Three months down...but before you rush into Q2 let’s talk about what’s actually working (and what’s not).

As ambitious business owners it's so easy to always get caught up in looking ahead - onto the next goal, the next big move, the next strategy. But real growth happens when we take a moment, look back, and actually acknowledge what’s working, what’s not, and what we need to change.

So, in this episode, I’m slowing things down and taking you behind the scenes of my own Q1. The highs, the lessons, the shifts, and the big realisations that are shaping my business as we step into Q2.

In this episode, I talk more on:

• The identity shift that changed how I show up in my business

• Why my marketing was working…but not working enough (and how I fixed it)

• The wins that made me do a little happy dance (including client success stories!)

• My crime-themed challenge coming soon (yes, you read that right)

• The exciting collaborations that are expanding my impact

So if you’ve been so focused on the next step and charging ahead without checking if your foundation is solid, let’s take a second to reflect. Because what you uncover in your past quarter could be the key to unlocking even more success in the next.

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What if the biggest thing holding you back from making strategic decisions in your business isn’t a lack of time or resources - but the uncertainty of not having enough proof that what you’re doing is actually going to work?

As business owners, we often find ourselves guessing whether our pricing is right, if our services are what our clients truly need, or if our marketing strategies are really that effective. And while taking risks is part of growing a business, it doesn’t have to be based on guesswork.

In this episode of The Growth Diaries, I’m diving into the Evidence Building technique - showing you how to gather real proof that something works (or doesn’t) so you can stop relying on guesswork and make intentional decisions that lead to predictable results.

I'll breakdown;

• What Evidence Building is and how it can help you scale your business with less fear and more certainty.

• How you can use evidence to confidently adjust your pricing, launch new offers, refine your marketing strategies, and even hire the right team.

• Where to search for evidence in your business and how to use it to make informed decisions.

• How The Competitive Edge can help you gather and analyse evidence for your business, so you’re always moving forward with facts, not guesses.

Don’t leave your growth to chance. With evidence in hand, you’ll make smarter decisions that lead to real, lasting results you're striving for.

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What if the biggest thing holding you back in business isn’t a lack of strategy, time, or even money - but the assumptions you’re making without realising it?

It’s easy to fall into the trap of thinking we know what our ideal clients want, what offers will sell, and that posting more online will automatically lead to more sales. But when those assumptions shape our decisions, they can quietly keep us stuck - wasting time, energy, and opportunities.

In this episode of The Growth Diaries, I'm breaking down the hidden (and costly) assumptions that could be delaying your growth and, more importantly, how to fix them.

In this episode, we’ll dive into:

• The biggest assumptions business owners make about their ideal clients—and why they’re often wrong.

• How assuming what people want versus what they need can lead to misaligned offers.

• Why “doing more marketing” isn’t always the answer to low sales—and what actually moves the needle.

• Simple ways to get the right insights so you can make decisions based on facts, not guesses.

Your business success shouldn’t be left to chance. By challenging these assumptions and making informed choices, you can create a business that grows with certainty.

CONTINUE THE CONVERSATION:

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Free Guide: Most Effective Types of Market Research

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Work with Cassie Evans:

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