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Growth and authenticity are interdependent, not competing forces in building a practice.

Avoiding promotion or over-promoting both weaken trust, visibility, and long-term impact.

Avoiding promotion or over-promoting both weaken trust, visibility, and long-term impact.

Sustainable visibility comes from sharing your work while staying grounded in your voice.

A therapist said to me recently, “I want to grow my practice but I don’t want to be one of those therapists who is constantly promoting.”

She was caught in a paradox: the desire to grow her business and also stay authentic.

Most therapists and coaches don’t go into this work because they are entrepreneurs, bad-ass at business, or self-promoters. We are good at cheering others on, not ourselves. At the same time, we need a touch of that to get our business out there. No one is going to know about what you do if you don’t promote your genius. But your fears are right: If you self-promote too much, you lose trust. (Exhibit A: See my product placement below? That’s very intentional.)

Many therapists and coaches try to “resolve” this paradox by treating it like a branding problem. Here’s what I hear:

"I just need the right platform."

"I just need the right platform."

"I need to fix my messaging."

"I need to fix my messaging."

"I need to hire a........

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