I don't know about you, but I've started the year annoyed that after almost 4yrs into running my own thing, I still caveat what I do with diminishing language:

- It's only small, it's just me

- My main job is being a mum

- I used to be a leader

And I’ve had enough! No more minimising, caveating or apologising. 

Language is not neutral

The way you describe what you do shapes how others see you, and how you see yourself.

It starts as a defence mechanism - a harmless bit of humour to put others at ease, a way to protect ourselves from judgment, cushion a failure. But the cost is high.

When we consistently preface our work, our identity, or our leadership with disclaimers, we teach others to see us as less impactful. We undermine our own authority before anyone else gets a chance to. And over time, we start to believe our own caveats.

Honesty, Not Hype

Most of us downplay what we do — not because we’re trying to mislead, but because that’s how we learned to speak about it.

But the good news is, we can unlearn this. 

That’s why I have created the FREE 14-day Say It Like It Matters challenge. 

It's about catching any language you're using that downplays your value... and replacing it with a true alternative. 

• Not self promotion.

• Not building your personal brand.

• Not over-inflating.

Simply choosing to use language that accurately reflects your role and contribution.

This challenge is for anyone who catches themselves selling themselves short and has decided, like me, that they're ready to press the reset button.

• It's FREE

• It’s a private WhatsApp Community

• Starts Monday 26th January

Want to know more? Click the link below. Share with your community.

Email [email protected] with “IN” if you’re ready to start on Monday.

Speaking with Authority

If you want to start right now, here are a few common ways we undermine ourselves and ideas for what you can try instead. 

1/ The Upgrade

• Delete “just”

• Replace “sorry to bother you” with “thank you for your time”

• Swap “I think” to “I recommend / I am seeing”

2/ Ownership

• Own your viewpoint, without over-asserting 

• From “I feel like maybe we should” to “From my perspective X” 

• Beware of outsourcing authority at the last minute 

• From “I might be wrong” to “I am happy to discuss trade offs”

3/ Handling Uncertainty

• From “kind of / maybe”, to “my working hypotheses is X”

Playing small doesn’t serve anyone. I set this challenge for myself. But if you’re ready to do it with me, I’d love the support and accountability.

Email [email protected] with “IN,” and the mobile number you’d like to use if you’re ready to Say-It-Like-It-Matters.

Thank you for reading and for your support.

You Burn Bright,

Zoe