I’ve been doing this work long enough to recognize the moment.
We’d spent time together building her positioning. It wasn’t something I handed her — it came out of our conversation. What she was good at. What she wanted. What was holding her back. What her lane looked like when it was clear.
And it was clear. The positioning was specific, bold, and completely true. There was nothing in it she hadn’t told me herself.
She read it. She nodded. She said: “This is exactly right.”
And then she said: “I don’t know if I can do that.”
I’ve heard this more times than I can count. And I’ve learned something important about that moment.
