Ever found yourself at a crossroads in business, knowing deep down what the “right” move is – but hesitating because it’s uncomfortable, unpopular, or just kinda scary?
Me too.
Running a values-led business sounds beautiful on paper – but it can be really bloody hard in practice. It’s not always the easy path, and sometimes it means letting people down, saying no to money, or making a call that leaves you feeling unsure.
Over the years, I’ve made plenty of those tough-but-right decisions. And they’ve each taught me something worth passing on. Here are a few lessons I’ve learned the hard way (so maybe you don’t have to):
1. just because you can, doesn’t mean you should
I once took on a design project that looked simple on the surface but turned into a complex beast. Other people on the team dropped the ball, and because I’m a problem-solver (and a sucker for a challenge), I picked up the slack.
Technically, I could do it. But it ended up being a stressful, frustrating, and costly experience for everyone.
That project taught me something I now hold firm: just because I can, doesn’t mean I should.
Now, I pay attention to alignment. If something isn’t in my zone of genius or doesn’t feel like a clear “yes,” I’ll gently decline – even when I know I could figure it out. It’s not about capability. It’s about capacity, and staying in my lane.
2. take what you need, leave the rest
This year, I’ve been more intentional with my marketing – and I’m learning a tonne. But with that has come the temptation to follow trends or plug into someone else’s blueprint for “success.”
Sometimes, I’ve had to stop and ask: Is this still me? Or am I disappearing into the crowd with a template that’s not quite mine?
The lesson: it’s okay to do it your way. Take what’s helpful, leave what’s not. Strategy is great – but authenticity is better.
3. boundaries are brave
One of the hardest boundary calls I’ve made was stepping back from a long-time client relationship. The work had shifted out of my zone of genius, and the rate was no longer aligned with the level of support I was offering.
It was scary – it meant walking away from a chunk of reliable income, a wonderful working relationship, and the comfort that comes from a familiar ‘could do this in my sleep’ task load. But the decision ended up opening the door to a better-fit version of that relationship. One that honoured my growth and respected my boundaries.
And that experience, along with others over the years, has taught me that my business needs to work for me first – and that includes how, when, and with whom I work.
When values make it harder, trust them anyway
The reality is, holding values in your business doesn’t always make things simpler. It might mean making slower decisions. Turning down opportunities. Saying “no” when everyone else is shouting “yes.”
But here’s the thing: values aren’t there to make life harder. They’re there to make it meaningful and fulfilling.
If you’re navigating something tricky in your business right now – a decision, a boundary, a “should I or shouldn’t I” moment – know this:
You’re not doing it wrong. You’re doing it thoughtfully. And that matters.
Been here yourself, or feeling wobbly about a call you’ve had to make? I’d love to hear how you hold space for your values in business – send me a note in the DMs here. We’re all muddling through, one tricky call at a time.
