Six years ago
I still remember the day. I was sitting in the studio at our old house, crying. The voice inside my head was screaming:
“What have you done? You walked away from a good job and stability. You don’t know anything about running a business. What if you’ve made a huge mistake?”
A couple of months earlier, I had handed in my notice from my role as a senior advisor in the public sector. I’d planned this for years – given extended notice, lined up future contracts, and even built in a long-awaited US holiday with my husband. It was supposed to be the perfect transition.
Before we left, there were whispers about a new virus in China. It seemed distant, so we jetted off unaware of the change that was coming.
For the first two weeks, everything went to plan. We travelled through the southern states, celebrated Mardi Gras in New Orleans, ran the Austin half marathon together, and even made it to Havana, Cuba.
Then everything changed really quickly!
Everything changes
By the time we arrived in Miami, urgent messages were coming from home. New Zealanders overseas were advised to return while they still could. Around the same time, the United States declared a national emergency. Within hours, our plans changed.
We spent most of our time in Miami rearranging flights and hunting for hand sanitiser and toilet paper, instead of the souvenirs and clothing I had planned. I never imagined feeling lucky to find a lone pack abandoned on a shelf after watching people duke it out for the last pack.
The journey home was long and uncertain. Then the news came through: on arrival, we would need to self-isolate for 14 days. Two days before we were due to come out of isolation, the entire country went into lockdown.
It was there, in lockdown, that I found myself at my desk thinking:
This is it. Day one of my new life as a business owner. Have I made a big mistake? This wasn’t how it was supposed to happen.
Navigating isolation and uncertainty
Those early weeks were brutal. Contracts and connections I had lined up fell through. Businesses were in survival mode, and people were worried about putting food on the table. There was no space for extras, even if they might have helped in the long term.
I felt deeply conflicted. On one hand, I wanted to show up and be of service. On the other, it didn’t feel right to promote anything when so many people were struggling. Even in those early moments, I was learning lessons that would shape the next six years of my business.
Six lessons learnt from six years
1. Being in business is lonely – surround yourself with like-minded people
Isolation hit me hard. After leaving a team environment, I quickly realised I needed connection. Joining online networking groups and later a Wellington-based physical networking group gave me the support, perspective, and encouragement I needed. Today I have immense gratitude for the business communities I’m part of, including Go Carterton and She Owns It.
2. Don’t try to do everything at once
In the early days, I absorbed every webinar, course, and tutorial I could find, desperate to grow as fast as possible. I jumped from one thing to the next. The result was overwhelm and exhaustion without much to show for it. I learned that growth comes when you slow down, focus on what matters most, and prioritise consistency over intensity. I remember once reading an interview with Theresa Gattung DNZM and her experience with burnout. She said “There is time to do everything. But not between breakfast and morning tea”.
Small, steady steps build momentum far more sustainably than bursts of effort that burn you out. Now I start every day picking just three things to focus on – this is my “day mastery blueprint”
3. People buy solutions to their problems not qualifications or fancy cards
Before leaving my permanent role and in those early days of building my business, I threw myself into study. I gained qualifications across professional coaching, behaviour change, sleep and stress management and other areas that I felt were important for supporting people well. I also invested in branded materials, merchandise, and stationery. At the time I thought clients would choose me because of my qualifications and professional-looking business cards.
While those things gave me confidence, and qualifications absolutely matter, I eventually realised something more important. Clients care less about diplomas and beautifully printed cards, and much more about whether you can help them create real, meaningful change. The more I focus on supporting clients to get tangible results, the better outcomes we achieve together.
4. Growth takes time, celebrate progress
I was so discouraged at the start and felt like a complete failure because I couldn’t figure out how others seemed to achieve overnight success. And then it dawned on me: just like those “Get a six-pack in two weeks” promises, most overnight success stories aren’t real – or at least they don’t reflect the majority of business journeys. Growth takes time, consistency, and patience, and it usually comes with plenty of mistakes and hard lessons along the way. I have immense respect for fellow business owners who openly share that their progress took years and that they are still learning.
I’ve also learned to celebrate milestones along the way, like my six-year business anniversary, which helps keep perspective and motivation alive.
5. Redefine what success looks like
Early on, I realised it would be a struggle to rely solely on my start-up business income. I hesitated to pick up contract or part-time roles in my previous fields because I worried it might feel like a step back, or signal that I wasn’t committed enough, or that my business was a failure.
I wish I had realised sooner that success doesn’t have a single shape. Businesses, like people, come in all sizes and rhythms. A business you focus on part-time is no less valid than one you dedicate full-time. More importantly, additional roles provide breathing space, financial security, and the freedom to choose and serve your clients thoughtfully rather than out of desperation – a real win-win.
6. Accept help and invest wisely
In New Zealand, we often pride ourselves on doing everything ourselves, and I felt that pressure strongly in the early days of my business. With limited funds, I tried to do it all myself – website design, branding, marketing – the list goes on. I’ve since learned that your time and energy are your most precious resources. You wouldn’t attempt to fix the wiring at your home (or at least I hope you wouldn’t), instead you’d call an electrician, so why would fixing something in your business be any different?
Experts exist for a reason – they save you time, your sanity, and often money in the long run. Over time, I’ve learned that the investments that matter most are those in yourself: guidance from mentors and coaches, developing your skills, and looking after your own wellbeing. The better I care for myself, the better I can show up for my clients, and that has made all the difference in building a sustainable, meaningful business.
Reflections on six years
Six years on, this business journey has been challenging and unpredictable. I often get asked if I know what I know now, would I still have handed in my notice when I did?
My answer is 100 percent yes.
Despite the challenges and my initial doubts, I would make the same decision again, even if my timing was less than ideal with a pandemic around the corner.
I could not write a blog about my business journey without appreciating my biggest supporter, my husband, who has never doubted my dream and regularly reminds me how proud he is of what I and Spring Coaching have accomplished. Thank you also to my family for their support, and to all the incredible people I’ve met along the way.
Supporting your next steps
If you’re navigating your own journey, whether stepping into a new chapter, leading a team, or building habits that last, it can make all the difference to have a trusted sounding board, someone to help you explore what works without pressure or quick fixes.
I work with individuals and teams who want to perform at their best consistently, without sacrificing energy, wellbeing, or joy. If that resonates, let’s connect. I’d love to explore how I can support you in taking the next meaningful steps toward sustainable high performance.
About the author
Josie Askin is a high performance coach, speaker, and the founder of Spring Coaching. She works with driven leaders, business owners, and teams who want to achieve more – without burning out in the process.
With nearly two decades in government and advisory roles, Josie saw first-hand the cost of chronic overwork and the pressure to always be “on.” Her work blends evidence-based coaching, lived experience as an athlete, and practical strategies to help people lead themselves – and others – more sustainably.
Through tailored coaching, workshops, and talks, Josie helps ambitious people make meaningful progress with clarity, energy, and purpose.
Keen to stay connected?
Follow Josie on LinkedIn, or head to www.spring-coaching.com to book a free Action Game Plan session and explore ways to work together.
Photo credit: Tabitha Arthur, Tabitha Arthur Photography