CEO Mama Newsletter: 32nd Edition

Hey ,

Here’s what most people don’t understand about women like you.

You’re not just building a company.

You’re not just raising a child.

You are actively rewiring your identity in real time while still hitting deadlines, showing up on Zoom, managing a household, and trying to be present for bedtime.

That invisible transformation? It’s the part no one claps for.

But it’s the most important work you’ll ever do.

Let’s get specific.

When you become a mother and run a business, you’re doing two things at once:

1. Scaling operations, offers, visibility, and revenue
2. Scaling your internal capacity to hold more, feel more, and become more

And no one tells you that the second part is the harder one.

Because here’s what doesn’t get said enough:

• Motherhood restructures your nervous system
  

• It shifts how you relate to time, money, space, and ambition
  

• It brings up deep questions around identity, worth, pace, and purpose
  

• And while all of that is happening, you’re still expected to execute like a machine
  

You’re scaling something no one else can see.

Not your team.

Not your coach.

Not your followers.

That’s why it feels lonely.

That’s why the systems don’t always stick.

That’s why you question if you’re “doing it wrong” when what you’re actually doing is evolving.

The truth: Strategy without self-awareness leads to misalignment.

You can build the smartest funnel in the world…

But if it’s built from an old identity that no longer fits, it won’t feel sustainable.

And deep down, you’ll know it.

That’s not a failure in execution.

That’s a mismatch between your inner world and your external structure.

Tactical markers that your identity is shifting (and your business needs to catch up):

• You feel unmotivated by goals that used to excite you
  

• You avoid systems you used to love (calendars, routines, content planning)
  

• You feel emotionally raw after seemingly small tasks like team check-ins, or social visibility
  

• You keep thinking about rebuilding, rebranding, or pulling back but you can’t articulate why
  

• You’ve “outgrown” the personal brand you built, but haven’t yet stepped into the new one
  

This isn’t flakiness.

It’s identity friction.

What to do when you’re in the middle of a shift:

1. Separate output from identity.

Keep operations going but don’t rebuild from burnout or disconnection.

Document what feels off without trying to fix it immediately.

2. Create a 30-day buffer between impulse and implementation.

If you’re feeling the urge to pivot, pause.

Spend a month observing what you actually want outside of fatigue, overwhelm, or comparison.

3. Revisit your personal filter questions.

When your identity shifts, your criteria for “success” and “alignment” need to shift too.

Try these:

• Does this decision reflect who I am becoming or who I’ve always been?
  

• Am I keeping this because it still serves me, or because it once did?
  

• If no one was watching, would I still do it this way?
  

4. Communicate the why to your team even if you don’t have the how yet.

Transparency doesn’t require a 90-day plan.

It requires honesty about the fact that something’s evolving and you’re listening to it.

This builds trust, not confusion, when done clearly.

You’re not unmotivated. You’re evolving. You’re just trying to fit a new version of yourself into a structure built for the old one.

What looks like procrastination is often a nervous system adjusting to a new identity.

What looks like indecision is often intuition asking for more space.

What looks like lack of motivation is often your soul refusing to move forward under an old paradigm.

You’re not just recalibrating your business.

You’re repatterning your identity and that’s the real work of this season.

It won’t show up in your project tracker.

But it will change the way you lead, sell, hire, create, and parent… if you honor it.

If this resonates, do this today:

✅ Journal on this prompt: What version of me am I scaling this business around, and is she even still here?

✅ Identify one area where your structure no longer matches your season (offer, routine, calendar, team dynamic)

✅ Block off 1 hour this week for “identity integration” - even if it just means sitting still and letting the next layer of clarity land

This is the part that no one puts in the sales page or the birth plan.

But this is the part that defines the next chapter of both your business and your life.

Let’s build that next level from who you’re becoming, not who you’ve outgrown.

P.S. If you’re looking for a community that owns these conversations and sees you through these identity shifts - you’ll love our CEO Mama Membership. You can apply here to join us in the next round.