Hi everyone! I’m Bette Hochberger, CPA, CGMA. As entrepreneurs, we’re great at talking ourselves out of things—even the ones that would help our business thrive. Investing in ourselves and our business often gets pushed aside for later, and we justify it with little lies that feel safe, but actually hold us back.
“I can’t afford it.”
This is one of the most common excuses. But the truth is, you can’t afford not to invest in yourself. Whether it’s hiring a fractional CFO, upgrading your tech, or bringing in a coach or consultant, smart investments often create opportunities for growth and increased revenue. The money you spend strategically isn’t a cost—it’s fuel.
“I’ll do it when I have more time.”
Time will never magically appear. You have to make time for the things that will move your business forward. Waiting only delays your progress, and before you know it, you’re stuck in the same place a year from now.
“I should be able to figure this out myself.”
Entrepreneurship doesn’t mean doing everything alone. Thinking you have to wear all the hats can be a fast track to burnout. Delegating, outsourcing, or asking for expert help isn’t weakness—it’s wisdom.
*“It’s not the right time.”
There’s rarely a “perfect” time. Businesses that grow are run by people who act even when the timing isn’t ideal. Getting started, even with small steps, builds momentum. Delaying until everything lines up perfectly often means never starting at all.
“I need to be more confident first.”
Confidence doesn’t show up before action—it’s built through it. Taking risks, learning from mistakes, and growing through challenges is how you develop the confidence you’re waiting for.
The bottom line? These lies feel comfortable, but they keep your business playing small. Investing in yourself—whether financially, emotionally, or with your time—isn’t selfish. It’s necessary. Growth happens when you stop waiting and start choosing yourself and your future.
I hope you all learned something new today, and I’ll see you next time!
