EPISODE 019 | APPLE PODCASTS | SPOTIFY

This episode was sparked by a conversation I had with my husband a few evenings ago; sitting eating supper, he shared an article he’d read about a book by Bronnie Ware, an Australian nurse who took the time to write down the most common regrets of the dying. It was partly a sombre conversation but at the same time, a really enlightening one. The book is called "The Top Five Regrets of the Dying."

And as we talked about the profound realisations people come to at the end of their lives, he said to me, “This is what people need to hear about on the podcast.” And he was right. Because the top regret? It’s a powerful one: “I wish I’d had the courage to live a life true to myself, not the life others expected of me.”

It was a really heart-felt conversation, both unbelievably sad that was how so many people felt in their final days, but also, wouldn’t it be truly incredible, knowing that, that it could help so many people now to find the courage to live a life they truly want and deserve.

I would love to take you back to the very beginning of my business. Picture this: a small, cluttered kitchen table, papers sprawled everywhere, and me, with a new-born in my arms and filled with determination to create a business from home, that would allow me to put his needs first, and not those of my corporate role. Having often felt a little out of place and somewhat claustrophobic previously in school and now within corporate life, as a new mother, I was adamant that the 9-5 grind would not be my return ticket post-maternity.

As my business idea took shape and began to grow, this table became more than just kitchen furniture; it was my head office. It was where I transformed every 'no' into a 'not yet,' every rejection into a redirection. And believe me, I received so very many initial ‘no’s’. That table though was the start of a global brand, one that stands today as a testament to living a life that’s true to oneself. In its previous form, it wasn’t just about flower designs or profits; it was about integrating work and family life, about redefining success to encompass balance, integrity, and empowerment.

So, as you are listening, I would love you to think about this question: Are you at that kitchen table of your life, where every decision is a step towards your true self? Or are you still trying to fit into someone else's blueprint for how we should be living life?

Reflecting on Your Path

Now, let’s take a moment together. A moment to pause, a moment to reflect. Wherever you are, close your eyes if you can, and take a deep breath in. I know that can feel awkward, and please don’t do this if you are driving. But if you are sitting somewhere stationary and feel comfortable to do so, close your eyes and take in a steady breathe. And hold it. Now let it out slowly. In this space, in this breath, ask yourself: Are you living authentically, or are you fulfilling someone else’s expectations? Let that question sit with you for a moment.

For many of us, the path of authenticity is not the one we start on. My business path began simply at my kitchen table, cluttered with life’s daily stuff and a new-born’s needs taking precedence. I remember looking at our son, only a few weeks old and knowing, deep, deep down, that I could not – I would not – return to the corporate life that never quite fitted for me. That feeling of misalignment wasn't new; it was a thread that ran all the way back through the times when I felt a little out of place in traditional education. It was a signpost, really, pointing me towards a different road.

It was at that kitchen table, with my new life around me and the new responsibility that I had for another person, that I decided to create my own path. It was there that I learned to take the word 'no' as I often heard again and again in the first few months when trying to reach new potential clients, and I turned it into the energy and motivation I needed to keep going. With every ‘no’, with each rejection, and every stumble – because this is the absolute reality of starting a new business – I took a breath, I learnt a lesson, and I knew that every single failure I encountered was not a full stop, it genuinely was a new learning. And it was from there that a global brand was created, one that has been grounded in the belief that work and family life should not just coexist but be part of one another. That success is not just about financial gains but about living with balance, integrity, and empowerment.

As we go through today's episode, carry this question with you. Hold it close. This is not just about introspection; it's about action. It's about deciding, maybe for the first time, to prioritise your dreams, your voice, your direction and your goals.

Next up, let’s look a little into the pressures that society places on us, and how, together, we can find the strength to push back and forge our own way.

The Pressure to Conform

OK, so we have spoken about finding our own path, a process that starts with a single, sometimes pretty shaky first step. But it's not just about starting; it's about persisting, especially when the weight of societal expectations tries to press us back into pre-shaped moulds. Now, let’s go deeper.

Society often has a blueprint for success, doesn't it? A checklist of milestones, especially for women, and please this is not in the slightest to alienate any men at all. But my perspective is from the point of view of a woman - get a good job, climb the corporate ladder, balance home and work, but make it look effortless. It's a tall order, and when you add the entrepreneurial spirit into the mix, the pressure intensifies. As women in business, we're not just breaking glass ceilings; w  e're pretty much reconstructing entire buildings.

I've worked with many students who have felt this pressure acutely. Like Sarah, a brilliant graphic designer with a thriving career, yet she felt unfulfilled. The corporate world applauded her, on paper, she had been hugely successful, she had a superb salary and she was making steady progress, but it was applause without true passion. When she joined one of our Masterclasses, she was on the brink of letting go of her dream to start her own design studio. "It's just not what's done," she told me, echoing the voices that had shaped her beliefs.

But here's the thing about Sarah – she didn’t conform. Through the Masterclass, she navigated through her fears, dissected the 'shoulds' and 'musts' that society handed her, and she found the courage to prioritise her vision. Today, Sarah's studio is a haven for creativity, and she loves what she is doing, along with being able to balance her life to work better for her. Her story is a testament to what happens when we silence the noise and listen to our inner calling. In her words:

So how do we do it? How do we recognise and prioritise our own dreams and desires over external expectations? It starts with understanding that these pressures are often not our own. They’re inherited, absorbed from the world around us. It’s about asking, "Is this what I truly want, or is it what I’ve been told to want?"

Here’s a piece of advice I share with my students: Write down your dreams, your goals, and your aspirations. Put them where you can see them every day. When you're faced with a decision, ask yourself: Does this align with my vision? If it doesn't, have the courage to say no, to say not yet, or to say, "This is not for me."

This absolutely isn’t about rejecting stability or the good things that come from traditional paths. It's about ensuring that the life you're building is not just successful, but sincerely yours. It's about cultivating the strength to stand firm in your values and to grow a business that doesn't just exist in the market, but enriches the world with your unique voice and vision. And everybody absolutely has the ability and potential to do exactly that.

I would love you to take a moment, at the end of this episode, not just now as I’ve got more to share and I sincerely hope to help you with, but at the end of this episode, take time to revisit your goals. Are they yours, truly? If not, give yourself permission to revaluate. Your unique path awaits, and it’s absolutely yours to design.

Discovering & Embracing Authenticity

We've just discussed the pressures of society's blueprints for success and the courage it takes to step outside of them. But once we step out, how do we know which way to go? How do we discover and embrace our authentic selves? That's our focus right now.

Authenticity isn't about being different for the sake of it; it's about being true to yourself. It’s about self-awareness and aligning your life with your values and aspirations. But how can we peel back the layers of expectation to reveal our true selves?

Here's a simple exercise I love. Grab a piece of paper and draw two columns. In one column, write down all the things you do because you feel you should—these might be the jobs, hobbies, or even relationships that you maintain for the sake of others or because they're 'sensible' choices. In the other column, write what you would do if money, judgment, or failure were not factors. Be honest with yourself. This is not about what's practical; it's about what's possible.

Let me share a personal story with you. During the early days of my business, I found myself at a crossroads. I had a vision for what I wanted my company to be, but advice from well-meaning peers pointed me in a different direction. They spoke of scaling quickly, of aggressive marketing—of a business model that didn't quite sit right with my ethos. For a moment, I wavered, tempted by the promise of rapid success.

But then, I remembered the kitchen table where it all began—the values that sat with me there, the dreams that felt so raw and real. I chose to stay true to those, to grow my business at a pace that allowed me to maintain those heartfelt connections with my clients and with the time and space that was important for me to be with my family and friends. And that made all the difference.

Self-awareness is the compass that guides us on our journey to authenticity. It's about knowing your values, understanding your passions, and recognising the unique contributions you can make to the world. It's about being kind to yourself during the process and recognising that authenticity is a journey, not a destination.

So, as we move forward, let's carry with us the commitment to that journey. To making choices that resonate with our deepest selves. To living a life not defined by 'shoulds' but shaped by the powerful word 'could.'

Overcoming Fears and Obstacles

Turning our attention to the fears and obstacles that so often stand in the way of living authentically. We've touched on this in past episodes, discussing the various challenges we face as we strive to build businesses and lives that truly reflect who we are. In episode 010 for example, we looked in detail at ways we can stop worrying what others might think of us, and this episode is a perfect continuation of our conversation today.

So, fear of failure, fear of judgment, fear of the unknown—these are common feelings and thoughts that haunt many of us. They whisper doubts just as we're about to take a leap, they cloud our judgment with 'what ifs' and worst-case scenarios. But here's the thing about fear—it's a natural response, not a directive. It's a sign that what we're doing matters, that we're stepping out of comfort zones and into growth.

Remember when I shared Sarah's story from earlier? She faced these fears head-on when she was contemplating starting her own design studio. Another inspiring individual is Justin, one of our Masterclass students who dreamed of transitioning from his tech job to becoming a professional speaker. The fear of stepping away from a stable career to chase a dream that many saw as impractical was immense. But Justin took the leap, and now he not only speaks professionally but also runs workshops helping others to find their voice. Empowering others to follow the exact steps that he himself took.

I would love all of us to draw from our collective experiences. Think back to a time when you felt fear creeping in. What did you do? If like many of us, you may have hesitated. And that's okay. It's human. But what's important is the decision to move forward despite the fear. That’s where courage takes root.

So, how can you start overcoming these fears? Begin by naming them. Write them down. Acknowledge them. Then, take that list and talk it through with someone you trust, or even with yourself, say the list out loud. Speak to the fear. Acknowledge it is there, it is something that you genuinely feel. Often, when we voice our fears, we begin to dilute them, and they begin to seem a little smaller and something that we can overcome and move through and beyond.

And when you face an obstacle, ask yourself: Is this a sign to stop or an opportunity to grow? I bet you, it is almost always an opportunity to grow. Don’t miss those incredible opportunities. Look for the lesson in each challenge and let it teach you, let it strengthen you.

Overcoming fears and obstacles is not a one-time event. It's a part of the process we all take to authenticity. It's an ongoing process that we all navigate. And you don't have to do it alone. We're in this together, every shaky step, every triumphant leap.

Pursuing Your Passion

OK we are now at the heart of our conversation—pursuing your passion. I would love to share a mantra that can inspire us all: Today is the first day of the rest of your life. I know, a little cliché, but it’s a well known mantra and it will be incredible if we truly embrace it. It's a phrase we hear often, but let’s pause and really think about what it means. It’s about connecting with that part of you that is most alive, most vibrant, and most eager to express itself in the world.

Passions can be big or small, loud or quiet, but they all have one thing in common: they're yours. They’re the pursuits that light you up, that make the hard work worth it, that transform the mundane into the extraordinary. No matter how deeply buried or unexplored your passions may be, they hold the key to a fulfilling and successful business and life.

Take it from me—my journey from initially establishing a plant gifting company, to creating floral designs for some of the most notable events and clients in the world, to fully supporting entrepreneurs wasn't a straight line, you can see that, it’s most definitely an unusual path. It was though a path paved with curiosity, exploring what I was most passionate about, where I felt I could help and support the most and a desire to share all that I have learned. Each flower design that my team and I previously created was a lesson in aesthetics, in patience, in growth. Everything I have learnt from behind the scenes of running a business, and from listening to others’ thoughts and advice, but not necessarily following or implementing. And now, I use those first-hand lessons to help others establish and grow their businesses, their personal lives, and their self-worth.

You see, when you align your business with what you're passionate about, even when that passion changes and evolves, you can change with it, you're not just building a brand; you're building a legacy. You’re creating something that resonates with the core of who you are. And that resonance? It's powerful. It attracts clients, it fosters community, it creates impact. As long as it comes from a place of truth and it reflects your dreams and goals.

So, I urge you to ask yourself: What am I passionate about? And don't just think about it—act on it. Remember, "Today is the first day of the rest of your life." Yes, as I said previously it might be a cliché, but it’s a reminder that every day is an opportunity to start anew, to recommit to your journey, to embrace your passions.

Whether you're a new listener or you've been with us since the beginning, this mantra is for you. Today, not tomorrow, not 'someday,' but today—make the choice to step towards your passions. And do it with the knowledge that it's not about finding the whole path laid out in front of you. It's about taking the first step, and then the next, and then the one after that.

As we close today's episode, I’ll leave this thought with you: Pursue your passion with determination. You are absolutely worthy to be doing what you love and what you believe in. Embrace it, nurture it, and let it guide you towards a life that's not just lived, but felt deeply, celebrated enthusiastically, and shared generously.

Let’s take a moment to reflect on the key takeaways. We've navigated the idea of living authentically, embracing our true selves amidst the pressures of societal expectations, and the courage it takes to step out of the pre-shaped moulds.

We've shared stories of transformation—of Sarah, who stepped beyond the corporate applause to create a design studio that spoke to her heart, and of Justin, who left the security of tech to empower others through his voice. Their journeys remind us that the essence of living authentically lies in honouring our passions and turning them into our life’s work.

We've explored the common fears and obstacles that can deter us, recognising that these challenges are not stop signs, but rather signposts guiding us toward growth and self-discovery. And we've affirmed that it's not the absence of fear that defines us, but rather how we respond to it, move through it, and emerge stronger on the other side.

Living authentically, listening to your true self and acknowledging your dreams, giving them a voice and space to unfold, is not a destination to arrive at; it's a journey to be experienced. It's an ongoing process of aligning our daily actions with our deepest values and aspirations. It's about finding genuine happiness in the pursuit of what sets our souls on fire, and it’s about the small, everyday choices that add up to a life lived with intention and purpose.

So, I encourage you to take those small steps towards your true self. Start with the exercise we did today—draw that   down the middle of the page, and begin to tip the scale towards your wants and passions. It's these incremental shifts that will steer your life towards authenticity.

Thank you, truly, for joining me today. I believe in you and your path to authenticity. Because it is there for everyone to embrace and take action on. Keep taking those steps, keep dreaming big, and remember—you honestly have everything it takes to make your dreams a reality.

Just before we finish, I would love to extend an invitation to each of you. Share your story with me. Your triumphs, your stumbles, the moments when you chose authenticity over ease—these are the narratives that bind us together, that inspire and uplift our community.

If today’s conversation struck a chord with you, I’d love to hear about it. You can contact me directly on Instagram, drop a message into our inbox news@philippacraddock.com, or tag us in your posts about your journey to living authentically. Let's make this a collective conversation. I’ll leave links to all in the show notes.

And for those looking to learn more and move forwards with a practical and proven road map, our upcoming masterclasses are filled with insight and strategy. They're designed to support you as you refine your brand, reach your audience, and grow your business from a place of passion and purpose.

Don’t miss out on our Thursday newsletters, either. They're packed with insights, resources, and a little extra motivation to carry you through the week. If you’re not already signed up, I would love you to join our community of big-hearted entrepreneurs who are all on this incredible journey together.

Remember, this podcast is more than a weekly gathering of minds—it’s a movement, a shift towards embracing who we are and the dreams we dare to pursue. So, engage with us, share with us, and grow with us.

The conversation doesn’t end here. I can’t wait to share next week’s episode with you, it’s a good one! Until then, keep living authentically, keep reaching for your dreams, and remember to make every single step count.

Huge love,
Philippa x