Eba didn’t expect to get stuck. Not with her determination. Not after years of chasing her seven-figure dream. But $400K kept showing up like a glass ceiling.
For the past three years, she’s been going after one ambitious goal: $1 million in annual revenue. And yet, she keeps hitting the same frustrating plateau again and again.
At a recent workshop, I asked her a simple question: “What revenue number feels normal to you? One that just feels… right?” After a pause, she shrugged and said, “About $400K a year.” Then, almost hesitantly, she admitted that imagining anything higher made her chest tighten.
This is something I see all the time: how our internal beliefs set invisible limits on what we think we can achieve. When I asked others in the room to think about their own “normal” revenue numbers, similar patterns emerged.
Funny how that works, isn’t it? A number slips out, and suddenly a wave of “what ifs” and “I can’t possibly” rises to the surface.
That edge of the comfort zone, where your mind hammers on the brakes not because you can’t do more, but because some quiet, persistent part of you whispers it’s not safe, not normal, not allowed. Everyone nodded along; everyone felt it.
…Let’s leave Eba and the rest of the workshop participants there for a moment in the workshop room, with their revenue numbers and the resistance. Because this story is not just theirs. It’s ours. Could it be yours too?
Have you ever found yourself right up against your own “almost,” but something invisible keeps pulling you back?
That invisible force isn’t a lack of skill or ambition. It’s your brain’s way of keeping you safe. It happens with every high-achieving business owner who is ready for more but feels stuck.
Why our brains resist financial growth
There’s this strange tension I see, time and again, in rooms full of ambitious, seasoned entrepreneurs. On the surface, we’re strategizing, systematizing, and pushing harder, hoping for a breakthrough.
But underneath, our minds guard that last stretch, protecting us from what’s new, uncertain, or untested.
It’s biology, really. Our brains crave the familiar and label anything outside it as risky, even if it’s a bigger, better dream.
Have you ever noticed how we often share our revenue goals? “I’m currently at [insert your number here]. Doubling that would be amazing, but…” And then, quietly, almost guiltily, we confess what lives under that ‘but.’
During the workshop, one of the participants said, “I actually worry my family will see me differently if I outgrow them. There’s fear there I haven’t wanted to look at.”
Another admitted, “More money sounds great… until I think of taxes, hiring, my time, the pressure to keep delivering. What if I can’t hold it all?”
And then the third participant shared – she’s been at nearly a million before. She could recite the mechanics of scaling in her sleep. What stalled her wasn’t desire for more, but a belief she’d long ignored: “I don’t feel safe with more money in the bank. If anything, it makes me anxious. I’m most comfortable when I’m hustling to escape debt, not when I’m ahead.”
Isn’t that wild? For so many high achievers, “having enough” feels abnormal, even threatening.
The beliefs and fears that keep us stuck
But let’s come back to Eba. As our workshop pressed on, she voiced what so many of us carry: “Every time I get close to breaking through, I start to worry – what if more money means more work, and I lose my freedom? What if I become disconnected from the people I care about, or get judged for ‘having too much’?”
She’s not alone. Other participants shared:
- If I scale, I’ll end up working myself into burnout, and what’s the point of success then?
- I don’t want to be making more than my partner… I already worry how my earning more than him will affect his self-esteem.
- More money means more eyes on me. What if people think I’m greedy, or worse, what if I lose myself?
- What if I finally get to that next level and won’t like that life because it will be empty and dull?
There’s vulnerability in admitting these things out loud, but there’s also relief. These are just stories. Powerful, yes. But stories.
Here’s the good news, though: these fears don’t have to hold you back. With the right tools, you can teach your brain to see growth as safe and achievable.
How to rewire your brain for financial growth
One of the first things I teach ambitious women is this: growth doesn’t come from pushing harder or piling more tasks onto an already overflowing to-do list. It comes from gently uncovering the fears and beliefs that hold you back, and showing your brain that growth is not only possible, it’s safe.
Here’s how you can start rewiring your brain for financial growth:
Step 1: Normalize your next revenue level
Your brain resists what feels unfamiliar, so the first step is to make your next financial milestone feel normal.
For many, their ‘normal’ revenue – the number that feels comfortable, automatic even – is far below their goals. Why? Because their brains haven’t yet accepted that higher numbers could be part of their reality.
To shift this, surround yourself with stories and people for whom the level you’re aiming for is already normal.
One participant started reading books and listening to podcasts by women who had already achieved what she wanted. At first, it made her uncomfortable, jealous, even. But over time, those stories planted a seed: “If they can do it, maybe I can too.”
Another participant began saying “when” instead of “if” when talking about her seven-figure goal. “It still feels like I’m wearing someone else’s jacket,” she admitted, “but each time, it fits a little better.” That’s the power of repetition. It chips away at the distance until your goal feels right-sized.
To take it a step further, try this: buy something small that aligns with your next financial level.
It could be a high-quality pen, a piece of clothing, an accessory, or an upgraded workspace item. Owning something from your next chapter can help anchor you in the mindset of “I belong here.”
Step 2: Get pulled into your future by your desire for it
We already talked about our brain craving familiarity. That’s why it’s easier to keep putting out fires and reacting to immediate needs than to work on our visions for our lives.
That’s why our vision for the future often feels blurry and a little scary to our brains.
The only way to calm this fear of the unknown is by crafting a clear vision of what that future looks like. The more detailed your vision, the easier it becomes to see opportunities to get there. It’s also easier for your brain to accept this new reality as safe, which makes taking bold steps forward feel less daunting.
Growth, first and foremost, is about your internal capacity.
Your mind needs to believe you can handle more – whether it’s money, happiness, or fulfillment. Without that belief, no amount of external work will get you there.
Here are some prompts to help you craft your vision:
- What does a typical day look like at this new level?
- How do I spend my time, and who am I spending it with?
- What impact am I creating with this growth?
During the workshop, I asked participants to write out what achieving their financial goal would allow them to do. Some women imagined guilt-free summers off. Others pictured spending long, unhurried dinners with family. Yet, for someone else it was about mentoring the next generation.
When one participant journaled her answer, her shoulders dropped. Oftentimes, our bodies shift as our beliefs do. That’s the first sign you’re on the right track.
Step 3: Rewrite the stories holding you back
The most profound shifts often start with a single question: “What’s the real story my fear is telling me?”
In the workshop, we said those fears out loud:
- If I grow, I’ll be alone at the top
- More money means more pressure
- Out-earning my partner will cause distance
Then, we questioned them:
- If I grow, I’ll be alone at the top →
Is that really true? Is that the only scenario? What if it became: “As I grow, I can seek out peers who truly get me, maybe for the first time.”
- More money means more pressure →
OK… What if that’s true? How could I handle it? I’ve reached new financial milestones in the past… How did I handle them? Well, actually, with more money coming in, I could finally give myself permission to rest, to delegate, to breathe.
- Out-earning my partner will cause distance →
Does it really have to be that way? Do I know any other power couples that grow financially together? What if my rising actually models possibility for both of us?
Reframing our fears isn’t about fooling our brain. It’s about helping it see new possibilities and explore different scenarios. While this doesn’t erase discomfort overnight, it opens a door.
And sometimes, the bravest thing you can do is step through that door and write a new ending to an old belief.
The ripple effect
There’s something magical about sharing these truths in a group. I watch it happen again and again: one person shares her fears, and suddenly the room breathes a little easier.
It’s as if everyone is silently saying, “Oh, it’s not just me.”
This shared vulnerability creates a ripple of courage and connection, reminding us that we’re never truly alone in our fears – or our growth. And it’s in these shared moments that transformation begins.
And wouldn’t you know it? Eba reached her $1mln revenue goal just a few months later. With new beliefs in place and the safety net of support, she broke through her glass ceiling. None of her fears came true. Sure, she had more decisions to make, but she also gained more freedom, more choice, and yes, a little more ease.
At the end of the day, it’s not about slaying every fear. It’s about sitting with them, understanding them as protective instincts, and teaching your mind that more – more money, more possibility, more impact – can be a blessing, not a threat.
So here’s my invitation to you: What if the story you’re telling yourself about your next level is just that – a story?
What’s one small step you can take today to start rewriting your story?
Connect with me on Instagram and let me know. I’d love to hear your thoughts!
