Why Is It So Hard to Launch? To Show Up?

This isn't the first time I've started a business.
As a multiple reinventor, I've learned from my mistakes. I know — intellectually — what I need to do.

When I started my first dog grooming business, it was way before social media. We didn't even have internet at home. I had to visit an internet café if I needed to go online. So, when I opened the doors of my first salon, I just sat there… waiting.

Yes, I had a few customers—mostly dogs I had groomed at home on our kitchen table—but I could count them on two hands.

When the phone rang, my heart raced with excitement… and anxiety.
What if they wanted me to groom a breed I'd never done before?

To be honest, I was completely self-taught. There were no grooming courses, no seminars — only one tiny dog grooming book that, looking back, wasn't that great. But it was all I had.

When I opened my first salon in the UK, the self-doubt got even worse.
By then, I was a much better groomer — more skilled and confident. But the inner voice whispered:

"Who would come to me? I'm from Eastern Europe. I have a heavy accent. My English is basic. What if I don't understand what they're asking?"

Then came the launch of my online shop, where I was selling my handmade aromatherapy products. The website looked beautiful, and I was proud of it. But when it went live…

Nothing.

No orders.

Well, how could there be orders if I hadn't told anyone about it?

I naively thought that Google would magically show every dog owner my amazing website. That's when I realised:

"Build it and they will come" is not always true.

Of course, it's okay to keep things private during the creation process. But once you've built something solid, you have to tell people about it.

Even when we're ready to launch, the voice in our head starts again:

"I'm not ready."
"I need to learn more first."
"I'll launch when it's perfect."

Let me tell you — perfection doesn't exist. And unless you start, you'll never feel ready.

Yes, there will always be people more experienced, more qualified. But there are also people who can learn from you. Who need your story, your offer, your voice. You are exactly the right person for someone out there.

When I was grooming, I used to tell myself:

"There are so many dogs, and the right groomer for each of them."

Now I remind myself:

"There are so many women over 40 ready to reinvent themselves, and I might be the perfect person to guide them."

Why not me?

Why not you?

Sure, AI is a powerful tool — but it can't replace human connection, lived experience, intuition, and humour. That's your superpower.

Funny enough, when I was finally ready to launch my new birthday offer packages…

Boom. Power cut.

All day. No electricity until the late afternoon.

Old me would have spiralled:

"The Universe is telling me not to do it."
"My day is ruined!"
"Why today? It's my birthday! I'm going to bed!"

But new me?

I took it as a test. The Universe is asking: Are you committed?

So I grabbed my phone, laptop, and charger and drove to a nearby town. I went to a lovely vegan café, Veganaf, ordered fries, mayo, salad, and a flat white coffee, and launched anyway.

💥 Because sometimes, launching isn't about perfection.
It's about commitment, courage — and creativity.

Jitka xx

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