Lou Collins - Habits & Behaviour Change Expert for Business Growth

The missing piece was never more knowledge

It was doing something with what you already have

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The strategy was never the problem.

I know. I know. Every coach, every course, every ‘here’s why your business isn’t growing’ post will tell you that you just need the right strategy.

Better content. Clearer messaging. A more compelling offer.

And yes - strategy matters. I’m not saying it doesn’t.

But what’s the bloody point of the perfect strategy if every single time you’re about to put yourself out there - post the content, send the DM, make the offer, show up and be seen something kicks in and you don’t?

The moment sh*t feels uncomfortable.
The moment it feels exposed.
The moment your brain hits the alarm and finds the fastest way out.

You suddenly need to tidy your desk.
Research one more thing.
Rewrite the post.
Start again on Monday.
That’s not a strategy problem.

That’s not a strategy problem.
That’s an automatic pattern running so quietly in the background you don’t even know it’s there.

Until you’ve been in business for three years, done all the courses, learned all the strategies and you’re still stuck in the same loop wondering what the f*ck you’re doing wrong.

The answer - Nothing. You’re doing nothing wrong.

You just have an automatic pattern overriding everything you consciously know to do and no strategy has ever been able to fix that.
Because that’s not what strategies are designed to do.

That’s a behaviour change thing.

After 15 years working in behaviour change, I’ve learned this:

The women who create consistent sales aren’t the women with the most information.

They’re the women who learn how to keep going when their brain wants them to stop.

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Every morning when I make my first coffee before the school run, before the emails, before my brain has fully woken up and started listing reasons not to - I post.

Dressing gown on. One eye open. Coffee in hand. Post goes up.

Not a perfectly crafted piece of content. Sometimes three lines and a question. Sometimes a thought I had in the shower. Sometimes exactly how I’m feeling in that moment sat on my sofa looking like I’ve been dragged through a hedge. 😂

That’s the whole plan.

And here’s what that boring, unglamorous, completely unsexy habit has done for my business.

Clients signing from posts I typed in three minutes without giving them a second thought. Sales notifications appearing on days I spent entirely jet washing my patio. People sliding into my DMs from content I’d completely forgotten I posted.

Not because I cracked some algorithm. Not because I found the perfect strategy. Because I stopped letting my brain decide whether I showed up and built a habit so automatic it just runs.

The women seeing consistent results in their business aren’t the ones with the best content. They’re the ones whose habits run whether they feel like it or not.

Try it - tomorrow morning before you do anything else, post something. Anything. Just do it before the coffee goes cold.

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You know what I’m talking about:

The post you’ve been sitting on for three days.
The offer you keep meaning to put out.
The DM you’ve written and deleted four times.
The sales conversation you’ve been about to have for two weeks.

You’re not avoiding the task.

You’re avoiding what doing it makes you FEEL.

The moment it starts to feel uncomfortable - exposed, vulnerable, like you might get it wrong or nobody will care, your brain fires up the fastest exit it knows.

The scroll. The tweak. The “I’ll do it tomorrow when I’m in a better headspace.”

And here’s the really cruel part.

That exit feels like relief. Genuinely good in the moment. Which means your brain files it as the right decision and makes it easier to do next time.

That’s not weakness. That’s not a discipline problem. That’s a deeply ingrained automatic pattern that’s been running so long your brain thinks it’s just who you are.

It’s not who you are.

It’s what your brain learnt and what your brain learnt it can unlearn.

Because on the other side of that pattern is the version of you who wakes up on a Monday without the dread. Who sells without apologising for it. Who shows up consistently not because she found her confidence but because the pattern changed.

Who finally feels like a real business owner. Not someone just trying to have one.

That’s not a distant future version of you. That’s what happens when someone finally helps you look at what’s actually running in the background.

And that’s exactly what I do.

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