About Identity Cost Work

Is this for you?

  • The allure of entrepreneurship has worn off.

  • Your business is functional (flat, growing or even some stress).

  • You know how to optimize functions, that helps a little.

  • You’re wondering how much longer you’ll be doing this.

  • Slowing down feels risky, but pushing forward feels dishonest.

If you’re nodding along, we both know the real issue is probably not discipline, intelligence, or motivation. It’s something else.

If none of this lands, that’s great. That usually means the timing isn’t right.

What business owners get out of this work.

There are 2 areas that improve as a result of engaging.

The experience of satisfaction of your leadership team (not JUST the person at the top)

A business that can run more elegantly and effectively. Often that means more resources available of all kinds.

In short, people get back capacity.

What the process is like

  • Short-term and focused

  • Direct conversations about what you’re actually doing

  • Clear attention on what it costs you to keep doing it

  • No pressure to replace anything right away

We work until things are clear enough for you to move on without forcing yourself.

When it’s not a good fit

This probably isn’t useful if:

  • You’re genuinely excited about your current direction

  • You want motivation, reassurance, or accountability with your current direction

  • You’re looking to optimize or execute an existing plan

Here’s what not to expect:

  • Goal setting or motivation

  • Therapy or emotional processing

  • Business strategy or optimization

  • Personal branding or corporate identity work like logos etc

  • Inspiration about a future version of you

There’s nothing wrong with any of that, it’s just better suited for another type of support.

Recognizing where you are

These eras describe common ways people experience life when what used to work stops providing relief. They’re here to help you recognize where you are so you’re not trying solutions that don’t fit your situation.

Hustle

You’re likely here if most of this feels true:

  • Life mostly works, even if it’s demanding

  • You feel capable and responsible in your roles

  • You love your work, celebrate your achievements, and enjoy feeling needed.

  • Progress feels reassuring and comforting

  • Continually carying mild or moderate tension seems normal

  • You’re not questioning your overall direction

Note: This phase can last a long time. Many stay here their whole careers. It’s culturally acceptable and functional and from the outside often looks success.

Collapse

You’re likely here if several of these resonate:

  • Success has less of a positive impact on your well being.

  • Progress doesn’t reassure you like it used to.

  • Daily life feels more dull or monotonous

  • Pushing harder doesn’t seem like an obviously good strategy anymore

Note: This is often experienced privately, even when life still looks fine to others.Ballance

You’re likely here if many of these feel true:

  • You feel less pressure to prove or justify yourself

  • Fewer things feel urgent, even if life is still full

  • Decisions feel less loaded

  • You care less about other people’s opinions

  • Life is a little quieter and that’s pleasant.

Note: Life and work has become less intense and yet still sustained. .

In case you haven’t guessed, I work with people their collapse era.

Dramatic sounding, I know. Another way to put it is a crisis of meaning or even a midlife crisis. Some even call it the tunnel.

Thoughtful business leaders and entrepreneurs have a very specific way they face a midlife crisis of meaning in a post-covid world (and the first course of action is usually not buying a sports car).

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