Say It Like It Matters
- zoeajbest
- 14 hours ago
- 2 min read
I don't know about you, but I've started the year annoyed that after almost 4yrs into running my own thing, I still caveat what I do with diminishing language:
- It's only small, it's just me
- My main job is being a mum
- I used to be a leader
And I’ve had enough! No more minimising, caveating or apologising.
Language is not neutral
The way we describe what we do shapes how others see us, and how you see ourselves.
It starts as a defence mechanism - a harmless bit of humour to put others at ease, a way to protect ourselves from judgment, cushion a failure. But the cost is high.
When we consistently preface our work, our identity, or our leadership with disclaimers, we teach others to see us as less impactful. We undermine our own authority before anyone else gets a chance to. And over time, we start to believe our own caveats.
Honesty, Not Hype
Most of us downplay what we do — not because we’re trying to mislead, but because that’s how we learned to speak about it.
But the good news is, we can unlearn this.
That’s why I have created the FREE 14-day Say It Like It Matters challenge.
It's about catching any language you're using that downplays your value... and replacing it with a true alternative.
Not self promotion.
Not building your personal brand.
Not over-inflating.
Simply choosing to use language that accurately reflects your role and contribution.
This challenge is for anyone who catches themselves selling themselves short and has decided, like me, that they're ready to press the reset button.
It's FREE
It’s a private WhatsApp Community
I run one every 3 to 6 months - next up March & July
To sign up or find out more, click the link below or email me at zoe@youburnbright.com
Speaking with Authority
If you want to start right now, here are a few common ways we undermine ourselves and ideas for what you can try instead.
1/ The Upgrade
Delete “just”
Replace “sorry to bother you” with “thank you for your time”
Swap “I think” to “I recommend / I am seeing”
2/ Ownership
Own your viewpoint, without over-asserting
From “I feel like maybe we should” to “From my perspective X”
Beware of outsourcing authority at the last minute
From “I might be wrong” to “I am happy to discuss trade offs”
3/ Handling Uncertainty
From “kind of / maybe”, to “my working hypotheses is X”
Playing small doesn’t serve anyone. I set this challenge for myself. But if you’re ready to do it with me, I’d love the support and accountability.
Thank you for reading and for your support.
You Burn Bright,
Zoe
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