Why you’re undercharging
A woman told me, “Oh, I'm not ambitious. I’m building a lifestyle business.”
I’m building a lifestyle business too. And I think that’s a pretty kickass ambition.
So why couldn't she claim it?
Ambitious Women
Here’s someone building something sustainable and meaningful, designing her days exactly how she wants, doing work she loves, and she doesn’t think pursuing those goals counts as ambitious.
Two years ago, I put “ambitious women” right on my homepage. I was nervous about it and had to talk it out with friends because the word “ambitious” can be fraught for women.
We’ve piled so much garbage onto that one little word: greed, relentlessness, climbing over people, never being satisfied. For a lot of women, it feels safer to opt out of ambition entirely than to define it on our own terms.
A Reframe
A while back, I heard Amina AlTai, author of “The Ambition Trap,” reframe ambition as something “neutral and natural.” She said, “Ambition in its purest form is simply a desire to unfold.” To want more life, on your own terms.
That sounds pretty good to me. And I think that’s what most of my clients want.
The women I work with are ambitious about impact, freedom, spaciousness, doing meaningful work. Building something sustainable and human.
It’s ambitious as hell to design a life you want to live and then go out and live it.
The Hesitation Loop
I’ve noticed that the women who won’t claim the word “ambitious” sometimes hesitate in other ways too.
They cringe when someone asks for their website, because it doesn’t reflect where they are now.
They undercharge—not because they’re unqualified, but because they’re still not sure they can claim expert status.
They second-guess their positioning, even though their work speaks for itself.
Meanwhile, they really are at the top of their game, doing incredible work, and getting results for their clients.
They just need permission to own it.
Owning It
Building a brand and website that match the depth of your work is one of the clearest ways to start showing up with the authority you already have.
Here’s what I’ve seen happen when women stop waiting for permission and begin owning their expertise:
They feel proud to share their website
The right clients start reaching out
Their rates go up, along with their confidence
Sales calls feel lighter
And yes… they work less while earning more
Because when your brand matches the quality of your work, your whole business feels easier.
Where I Come In
I start every project with a 90-minute Branding Roadmap where we get clear on how to position you as the expert you already are. And copywriting is included in all my branding packages because your brand is only as good as your messaging.
We nail your messaging so you know exactly what to say and how to say it to attract the people you most want to work with.
From there, I write your copy and design your site around that clarity — so you’re not just proud to share your brand, you’re watching it attract the kind of clients you actually want to work with.
That’s ambition in action. Even if you never use the word.
Goodies Just For You
WHAT I’M THINKING ABOUT: I’ve shared this before, but staying on topic here… I really enjoyed this episode of the A Certain Age podcast with Amina AlTai, author of The Ambition Trap. They talk about how to balance ambition and the life you want and how to rewire your definition of success. In her book, AlTai reframes ambition as something “neutral and natural.” She said, “Ambition in its purest form is simply a desire to unfold.” To want more life, on your own terms. I like it.
WHAT I’M MAKING: Squash Soup with Lentils. This soup is in Alison Roman’s new cookbook, Something with Nothing, but with one difference — in the cookbook, she uses 3 large shallots, thinly sliced, instead of an onion. And once the shallots are browned and a little frizzled, you set aside half before adding the squash. And then you add them back on as a garnish at the end. I used Trader Joe’s precut butternut squash. And I used an immersion blender to blend it just a bit. Really delicious. Definitely a keeper.
WHO I’M ADMIRING: Renee Lynn Frojo is a brand storytelling expert who is one of the best follows on LinkedIn. I’ve mentioned her before, but I want to make sure you all know about her upcoming New Narratives retreat in Point Reyes. New Narratives is a small, in-person retreat for founders and solo business owners who’ve built something solid but are ready to step back, cut through the noise, and make clear, grounded decisions about what comes next. It’s part strategic business reset, part personal recalibration designed for real ROI. There are just 6 seats left, and applications close next month. Learn more and apply here. (And make sure to tell Renee that I sent you!)
