I was taught early on in my career to do things the way they've always been done: now and perfectly.

While I've found I can rise to the occasion, I prefer not to.

I worked in corporate communications for 2 1/2 years before I started my business back in 2021. The job was stressful. Everything felt so chaotic and urgent and activating. 

After working in our North America headquarters for over a year, I was offered an opportunity to work in our Swiss offices for a few months.

In the U.S., things needed to get done, like, yesterday. They wanted good work and they wanted it fast. There were a lot more hoops to jump through when collabing with the Swiss team, which drove a lot of my U.S. coworkers bonkers.

What my American colleagues saw as “taking too long,” to me, seemed like a more thoughtful approach to work.

My stress levels were reduced significantly. It probably helped that I was um literally living in Switzerland lol; slowing down didn't only positively impact my mood, it also increased the quality of my work.

None of us were any less busy than the rest of the company, but there seemed to be a more intentional approach to classifying what was urgent and what wasn't.

I was supposed to launch something last week. I’ve been developing this offer since the Fall and have pushed back the launch date twice already this year.

I have the idea outlined.

Collaborators have been contacted.

I started booking podcast interviews to promote it back in January.

But I haven’t been able to actually create the offer itself.

I have written outline after outline, built out a project timeline and to-dos in my task manager, started setting up the delivery system post-purchase.

But the product itself — nothing. Total blank.

Back in February, I thought if I could just picked a date on the calendar, it would move me. It would give me a finish line, get my ass into gear.

But it didn’t.

So I pushed it back a little bit more. Not March, that was too soon, and I was already planning my move. I’ll launch it April 9th!

Again, completely unmoved.

Then the shame started creeping in.

I’ve been talking about this for months and months and cannot get my shit together.

The truth is, I’m passionate about the idea, but I haven’t been inspired to fully bring it to life yet.

It still needs time to marinate, to become something that would actually be valuable, not just done.

My brain has told me six months is too long to have an idea and not launch it. That my procrastination is getting the best of me again.

But recently, I pushed the deadline back again, to October 2026; and the ideas have begun to flow again.

I’ve given myself time to breathe, to build, to percolate, to be inspired, before creating. And that feels very right.

The gap between “I have an idea!” and “I’m ready to launch” can be uncomfortable. Sometimes I question if I’m in the in-between for the “right reasons,” or if it’s because I’m lazy, noncommittal, incapable, or some other insecurity.

But usually when I give myself more time, I offer myself the space to feel into why things are taking so long.

Sometimes, it’s because good things take time.

Sometimes, it’s because my heart really isn’t in it.

Sometimes, it’s because the idea needs to evolve a little bit more before I take off with it.

Urgency (falsely) promises relief from the uncomfortable in-between.

But that in-between is often where the real magic happens.

Peace, love and workflows,

Andrea