The tooth fairy, comfort zones... and business growth

We’re now into the second week back and honestly, I feel like I’ve never been away.
It’s been such a busy start to the year already — straight back into routines, school runs, clients, calls… full steam ahead.

A few days ago, just as we were about to grab jackets and head out the door for the school run, I heard a very dramatic:

“Muuuuum!!”

Oh no.
It’s 8.30am — what’s happened now?

Turns out my youngest had just lost his first tooth. Not ideal timing, but thankfully he was absolutely fine. A little shocked, but mostly very excited to show his teachers and friends the new gap in his smile.

Fast forward to that evening… and the inevitable tooth fairy conversation.

Now apparently the tooth fairy has been affected by inflation, because according to him she gives £5 per tooth. I gently corrected him — first tooth bonus maybe… but we’re not running a luxury exchange rate here 😄

Anyway, tooth under the pillow, off to bed.

Five minutes later…

“Muuuuum!!”

Full panic.

He suddenly wasn’t sure he liked the idea of the tooth fairy at all. Was he ready to part with the tooth? Did he really want someone coming into his room? Was this all a bad idea?

I couldn’t believe it.

His brothers never gave it a second thought — although I will admit there were occasions when those cheeky tooth fairies were clearly out partying and didn’t arrive until after the kids woke up…

In the end, it took three nights before the tooth exchange actually happened. Once it did? Absolutely fine. No drama. And he couldn’t understand why he’d worried so much in the first place.

And honestly — it made me think of so many business owners I speak to.

So many women stay in their comfort zone, knowing they should do something — but holding back because it feels uncomfortable, unfamiliar, or a bit scary.

Posting on social media.
Looking properly at their numbers.
Raising prices.
Letting go of control.

And just like my son with the tooth fairy… once they finally do it, they realise it was never as big or scary as they’d built it up to be.

Growth doesn’t happen in the comfort zone — but neither does disaster when you step outside it.

If you’re feeling that familiar hesitation right now, here are three gentle nudges to consider this week:

1️⃣ Do the thing you keep putting off “until you feel ready” — clarity usually comes after action.
2️⃣ Look at one number in your business you’ve been avoiding — awareness is power, not punishment.
3️⃣ Share something imperfect instead of waiting for it to be perfect — progress beats polish every time.

And …
If you know you’re ready to do something different this year so you can get different results — now really is the time. Sometimes all it takes is a decision.

As always, my inbox is open.

Speak soon,

Cherie 

PS:
If this resonated and you can see yourself in the “I know I should… but I’m hesitating” stage, that’s exactly why I run my group coaching programme. It’s a supportive room where you don’t have to figure things out alone — and where stepping just outside your comfort zone suddenly feels much safer.

If you’d like to have a chat about whether the next group would be right for you, just reply to this email with the word “CHAT” and we will reach out— no pressure, just clarity.