How to make better business decisions by balancing head and heart

I’m a big believer in balancing our heads and hearts as business owners, founders, and creatives. Building a business requires savvy decisions, smart strategy, and ongoing education, but building a business that’s right for you and aligns with the life you really want — that’s all heart, and maybe some soul too.

So as a small business owner, whether you’re a one-woman-band solopreneur or creative founder with a fantastic team supporting you, how do you engage both your whip-smart head and your super-strong heart?

Before I share three things that will help you use both, let me explain a bit about what happens when you’re out of balance.

Too headstrong (and not in a good way)

If you’re in your head too much, you probably experience some or all of these things:

  • You overthink everything
  • You get caught up in what other people are thinking or doing
  • You spend ages making decisions, even for small things
  • Or you make quick decisions, without really considering whether it’s the right option for you
  • You’re ticking all the boxes of what you “should” be doing, but you’re not seeing the results or feeling the satisfaction
  • You create new products and new marketing content regularly, but it doesn’t seem to connect with your customer base
  • You’ve reached a turnover or income plateau and don’t seem to be able to break through it

Our brains are really clever. Like, better-than-your-computer clever. But they also get stuck in problem-solving and worrying mode really easily. Unchecked, our heads are too logical (think Mr Spock in Star Trek) and have a tendency to lead us down paths that “make sense” but don’t feel good.

Too much heart

If you’re in your heart too much, there are some things you might experience:

  • You have no idea what you made last month, quarter, or year
  • You have lots of creative ideas, but not so much follow through
  • You find yourself doing a lot of tasks manually when they could be automated
  • You get caught out by unexpected bills you could have anticipated
  • Even though you have a team, you end up doing too much yourself because you aren’t managing the people or the work effectively
  • You spend a lot on pretty things or fun-sounding education, but you don’t see an ROI
  • You often under-price your products and services, or offer discounts
  • You LOVE to go with the flow, but important tasks get neglected until they’re really urgent (I see you, tax return avoiders)

Our hearts are our pathfinders. They’re the creative epicentre of our lives and businesses. All things considered, I believe our hearts and souls are the best bosses. But without the wisdom and savvy of our minds, they can get a bit floaty, a bit ungrounded, and kind of exhausted.

In balance

When our heads and hearts are in balance, we’re in flow. We’ve got the gorgeous creative direction, the vision, and the unique creativity that we’re here to share. Plus we’ve got structure and systems that help us to stay creative – and stay in business.

You might find that you nodded your head to some things on the head list AND some things on the heart list. That’s not unusual. It means that you’re giving your heart some of the head’s jobs and vice versa. Balance means you’re strong and healthy in both areas.

Balance is a verb rather than a noun – it’s something we practice rather than something we achieve.

So how can we practice balance between head and heart more?

  1. Give your brain information

Because our brains are super-computers, they thrive when they have accurate data to play with. When we give our brains information, it filters into our unconscious, giving our “gut” (aka subconscious / heart / soul) more powerful responses.

In practice, this means reviewing your sales figures regularly (I’d say once a month), understanding what your bestsellers are, checking your most popular search terms or website pages, and checking how customers actually reach your website. There might be other pieces of data you want to feed your brain, but these are some good starting points.

  1. Let your heart do the talking

Once your brain has data, it will filter it through to your heart. Which means we can fully trust our hearts to be the strongest compass for our decisions and our direction.

If something looks right but feels wrong, that’s your brain doing the talking. If something looks weird but feels really right, that’s your heart and soul shining through. 

  1. Hire your brain as your heart’s VA

Ever fancy getting a virtual assistant to get things done? Your brain is a really, really good VA. When you let your heart set the agenda, figuring out your vision and where you want to go, you can then plug in your brain to do that tippity top problem-solving it’s so good at.

Your head can check out the numbers on that new product you’ve designed to make sure they add up. Or perhaps you set your head the task of creating a nice smooth process for your order management so that your heart has space to create and dream and feel passionate about what you’re doing.

Whatever you do, don’t let your heart do your mind’s job – or vice versa.

So, are you more head or more heart? What can you do to regain some balance and make wiser business decisions?

Jenny x

PS If you’d like to learn how to feed your brain good data and then let your heart lead, this free workshop is for you.

3 powerful habits to adapt if you’re a creative business owner or solopreneur

I’ve been working with creative business owners for 10 years, first as part of the wonderful world of Notonthehighstreet, and then independently for six years as a business coach and mentor.

In that time, I’ve had thousands of one-on-one sessions. I’ve run workshops and courses. And I’ve led weekend-long retreats. I’ve worked with tiny, just-starting-out businesses, and female founders now leading huge seven-figure turnover enterprises.

And one of the things I’ve noticed? Something magical happens when creative business owners start doing three things. No, it’s not posting on Instagram every day, or creating Facebook ads. It’s not having a wholesale catalogue, getting professional photography, or signing up for every course going. Those things (and lots more I haven’t mentioned) may be the right actions for you to take. But the three things I’m about to share are legitimate game-changers that everyone can do, no matter where you are in business.

Ready? Here are three things you need to stop avoiding:

1. Checking your numbers regularly.

I see you, avoiding looking at your bank account, sales figures, tax return, and open rates. I know it’s vulnerable. I know it opens you up to feeling bad about your business, your ideas, and your self-worth. I’ve been there.

But it’s soooooo worth getting courageous on this one!

What you need to do: 

Here’s what I recommend: choose 5-10 key numbers you’re going to check each month, such as your turnover, your expenses, your profit margin, and a couple of key marketing numbers, like your email open rate or Instagram followers. Book a time in your calendar every month, and try to make it the same time and day, like the first Tuesday afternoon of the month.

Key action: 

Make it enjoyable! If that means ordering “I’m a proper business lady” brownies or going to a local coffee shop, do it. You could meet up with a business bestie, take the afternoon off afterwards, or get yourself all cosied up with a candle, some good music, and a pot of tea in the studio.

Why it helps: 

The reason checking your numbers regularly is a game-changer is that it gives you a whole load of accurate, up-to-date data on what’s working on your business, and what’s not. That data, in turn, helps you make smarter business decisions that are totally right for you.

2. Valuing your creative skills and talents

Hooooooo-eee. If I had a pound for every creative who undercharges, doesn’t value their own skills, or doesn’t prioritise their creative time, well, I would go on a nice fancy holiday!

You’ve been creative most of your life, and you’re pretty damn good at illustration / graphic design / sewing / [insert your own talent here]. So you wouldn’t pay someone else to create something like that for you – because you can do it yourself! But there are millions (billions?) of people across the globe who CAN’T create the way you can, but they want a home and life filled with creativity nonetheless.

The other part of not valuing your creativity is that you don’t prioritise creative playtime. Your creativity is your greatest asset. It’s the golden goose that will create income-generating designs for years to come. As long as you allow yourself to cultivate it and develop. If you can’t remember the last time you had time to brainstorm, play with ideas, go to an inspiring art gallery, it’s time for that to change.

What you need to do: 

First, check your pricing. Are you charging in a way that values your time, energy, and talents? Chances are, you’re not. (I typically tell 75% of new clients to put their prices up by 20%.) Plan a price increase and get courageous with it.

Key action: 

Book design time into your week or month. I’m not kidding! Regular time to play with ideas (without the pressure of creating the next bestseller) is a HUGE investment in the future of your business. Make it a regular habit now, and you’ll thank me later. (And please do – I like hearing it’s paid off!)

Why it’s important: 

Oh boy, this one’s not just important for you, it’s a whole movement; it’s important for society and our culture and our children and our future. Ultimately, this one’s a mindset shift, as well as actions to take. But shifting that perspective will allow you to continue building a business that is profitable, sustainable, and a powerful force for good in the world.

3. Prioritising your time (and your to-do list).

Did you notice both the first two points included adding some time to your calendar? That wasn’t a happy coincidence. Lots of creatives like going with the flow (me too!) and being in the mood to create (still me too), but we can also end up trying to do wayyyyyy too many things at once, without any of them paying off.

You can still have fun creative time (see above), but prioritising your time and to-do list is so worth doing, I’m tempted to march round right now and help you do it!

What to do: 

Choose three or so goals to focus on. That means you’re not trying to do a billion different projects all at once. Once you’ve set up your new website THEN you can get stuck into Facebook ads – just don’t do both at once! 

Key action: 

With your goals in mind, you can prioritise your to-do list on a daily or weekly basis, so that your time is spent doing urgent and important things that are really going to make a difference.

Why it’s important: 

When you focus and prioritise, it’s much easier to learn about what you’re working on, and do it well. If you’re just focusing on Instagram, rather than allllll the social channels, you can learn which hashtags work for you, you can get excited about creating content that people enjoy, and you can really get into the swing of making it work for you. Trying to juggle too many things leads to burnout, lack of enthusiasm, and big business disasters. 

Stop avoiding these three key things!

I’m not saying these are the only things you need to do in order to get that thriving, sustainable, and meaningful business. But they are things creatives commonly avoid (at various levels), but that really unlock potential.

So maybe you’ll just do one at a time, or maybe you’re ready to get going with all three. If you do get started, let me know so that I can cheer you on!

And if you’d like some help, I thoroughly recommend checking out The Better Business Collective, the membership group for makers and solopreneurs ready to strengthen their business from the inside out.

I’m running a FREE workshop all about Habit 1: Checking your numbers regularly through a Game-Changing Success Ritual. What the f is that? Join me on Wednesday 2 September to find out!

I’m not great at following recipes, but here’s why it helps my business

I love to cook. Okay, the one-year-old and lockdown juggle might be holding me back a little right now, but mostly I enjoy the creativity of preparing meals.

And that’s just it for me: the creativity. Like a lot of things, I’m in it for the creative flair, and sometimes that doesn’t necessarily work out in my (husband’s) favour.

I want to be able to just throw in a dash of this and a dollop of that. I want to be able to sense when the souffles are done. (I’ve never actually made souffles, but you know what I mean.) And I want to be able to play around and produce something yummy that everyone enjoys.

Sometimes it works. There are dishes I can vary depending on my mood, like a risotto with a select combination from the fridge and cupboard, or a slow cooked casserole. Usually, I can play around with these meals because I’ve learned the recipes by heart and made them many times.

Because guess what I resist, literally and metaphorically, in the kitchen and in life? Recipes.

Friends, I do not like being told what to do.

Partly, hello, I’m a rebel. Partly, I want to be able to intuit the best formula for a dish.

But you know what helps me to learn how to cook and discover the best formula for a dish? Recipes.

So what do recipes have to do with business?

You might have guessed that – just like this recent post about cake – there’s a food-based metaphor going on here. (I just love a metaphor, especially a food one.)

Just like in cooking, there are recipes in business, too. Not in exactly the same way, but pretty close. Processes, structures, templates, tips, and step-by-step instructions. Using things is art and science, formula and instinct, logical and creative.

Just like in cooking, you can discover a process in business and once you’ve got the hang of it, you can play around and make it your own. (Or even write it from scratch in the first place.)

Let’s say you want to be able to create a delicious marketing offering. You can learn about how to create different types of content – photos, videos, written pieces – and schedule them. You can follow some suggested recipes and guides. And as you practice, you’ll learn your favourite flavours, and the ones your family (customers) love the best.

Maybe you’ll find some crowd pleasers. Maybe the first time you make a souffle, it won’t rise. (Chances are.) But maybe on the third attempt, it’s just right: perfectly light, gooey in the middle and a little crispy on top.

I love reading about marketing and business. It’s a bit like browsing Pinterest or a good cook book for foodie inspiration.

There are also times when I find a recipe I want to learn by heart, like a basis for making my own granola (that was a pre-baby obsession) that I can mix and match when I like.

My game-changing recipe realisation

Realising and accepting that recipes are in fact helpful and not something I need to rebel against has been GAME CHANGING for me. The structure they give me allows me to be at my creative best. (And yes, I’m kind of talking about business here, not just oat to raisin ratios…)

If you, like me, have realised the value of having a structure and a recipe, I think you’re going to like The Better Business Collective. It has a whole load of templates for sending email newsletters to your subscribers (a VERY worthwhile marketing endeavour), as well as a stunning, magical, easy-but-doesn’t-mean-we-do-it Game-Changing Success Ritual that has the power to level UP your business and your mindset.

You’re oh so welcome in The Better Business Collective if you:

  • Want to raise your business savvy up a level
  • Know that you want to work ON your business rather than IN it but struggle to actually make that happen on the regular
  • Love learning and implementing business and marketing strategy live and in community with other humans in business
  • Are a rebel, like yours truly, and want to get out of your own way 
  • Aren’t a rebel, but would love to unlock your potential and create your own version of success

Let’s get cooking, shall we?

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Enter The Forge

Life's too damn short to chase someone else's definition of success. I'm here to give you the courage and tools to forge your own path.