There’s a phrase I’ve been trying to ban in my house.
“It’s not that deep.”
My kids use it when I get passionate about something they’d rather not discuss. It’s shorthand for: Mum, you care too much, dial it back. And every time I hear it, something in me bristles.
Because everything that matters – is that deep.
The phrase has gone mainstream now. Caring is cringe. Passion is embarrassing. Better to stay detached, unbothered, above it all. And in a world already drowning in noise and half-baked opinions, I get why people check out.
But I won’t.
Not when so much is at stake. Not when there is so much happening around us that demands we ask harder questions, push further, and refuse to accept the easy answer.
And certainly not in business.
Because here’s what I see constantly in the women I work with:
Someone told them they can’t charge that much. And they believed it.
Someone told them this is just how business works. And they stopped questioning it.
Someone, somewhere along the way, set a ceiling. And instead of pushing through it, they decorated it.
Who made those rules? Who decided that a woman with twenty+ years of expertise, hard-won results, and a track record of changing lives should still be charging what she charged in year three of her career?
When we stop asking the hard questions – about our pricing, our positioning, our place in the market – we hand over our power. Quietly. Politely. Without even realising it.
That is what I call the Beige Business Model in action. Not loud. Not dramatic. Just a slow erosion of what’s possible, dressed up as being realistic.
So get curious. Look at where you’ve been following someone else’s playbook. Where you’ve been playing safe when the evidence says you’re ready to play bigger.
Where have you been waiting for permission that was never coming?
That curiosity isn’t soft. It’s where commercially smart strategy begins. It’s the question that cracks open the gap between where you are and where you actually could be.
Your business should be that deep for you.
And if you’re ready to go deeper, to ask the harder questions with women who won’t let you shrink back into safe answers, that’s exactly what we do inside Elevate.
A few April spots are still open – reply “READY” if interested. And we’ve opened up a waitlist for May/June – Reply “WAITLIST” and I’ll send you the details.
J x