If you opened this email, it means that you need to hear this:

Audacity will take you further than potential ever will.

At some point, every single one of us starts playing smaller than we're capable of.

Because you don’t feel ready enough.
Because you don’t have enough experience.
Because you don’t feel certain enough…

I have big news for you, who maybe feels like this today.

I don’t either. I rarely do. And I used to let that stop me.

I undercharged a “big” client.
I didn’t pitch myself well enough.
I didn’t put myself forward for an opportunity.

All because I thought, “Why would they choose me?”

But that was entirely the wrong question.

Because while thinking about the why would someone choose me, I wasn’t choosing myself. I was choosing others and letting people do the same too.

The thing is my friend, the thing that you’re waiting for to finally raise your prices, pitch yourself, post that post, launch that offer isn’t experience.

It’s permission. And nobody is going to give it to you.

And even when someone does, you’ll wait for someone else to do it too.

That's why you need to have the audacity.

You need to have the audacity to believe that you in fact, can do it.

You can go viral whenever you want.
You can charge higher whenever you want.
You can get to speak in a massive conference whenever you want.

Not because you’re ready right now but because you start believing it.

It’s easier to start moving when you are clear on what the outcome is vs when you’re doubting if it’s even possible.

There is an extreme amount of delusional confidence involved here, yes.

But I'd argue that's exactly the point.

Because nobody achieves anything remarkable while being completely realistic.

Just look at history’s greatest inventions.

People wanted faster horses, not cars. WHAT DO WE USE NOW?

Nobody was asking for the internet.
Nobody was asking for the smartphone.
Nobody was asking for CHATGPT!!!!!!

But people did it anyway.

In my case no one was asking for another LinkedIn post.
Nobody was asking for another marketing agency.
Nobody was asking for another AI tool…

But I had the audacity to try anyway.

Give yourself permission:

To ship your new business before it’s ready.
To charge more before you feel comfortable.
To let yourself be in rooms you don’t “belong” in.

But here’s what I need you to do if you go through with it…

Do it with confidence. Do it like you’ve done it before.

Do it like you mean it, and like you’re meant for it.

And suddenly you’ll become it.

Stop waiting for the time to be right.

Start preparing for it instead by doing the thing.

A note from me: The first time I charged $5,000 I had no idea how I’d get them results and deliver for them. I had the idea, and vision - had no proof I could execute at that level.

Once they paid I had no option but to figure it out.

The client became one of my best case studies for the agency to date.

I wonder what would’ve happened if I had spent time preparing. I might’ve missed that client, and many others.

Thank you for reading, this was a necessary kick I needed as we’re halfway through the year and motivation starts wearing off…

A video you should watch if you liked this.
The conversation that inspired this letter

And a special shoutout to one of my clients Alan who is truly a walking example of what delusion and preparation can ultimately do for you when you bet on yourself.

A privilege to be part of people’s journeys.

I’ll be featuring more of you over the next few editions, so if you’ve written a post like alan’s where I got to be part of your journey - please reply to this email with the link!

Speak next week.

Love you,

Lara xo