Courage & Clarity, Episode 147: Launching to Grow — or Avoiding the Hard Work?

Host: Steph Crowder
Air Date: August 18, 2025

Episode Overview

In this episode, Steph Crowder tackles a powerful and timely question for entrepreneurs:
Are you launching to grow your business, or are you secretly using launching as a distraction from the real, harder work? As fall approaches—a season known for new energy and rampant launch activity—Steph challenges listeners to reflect deeply on their motivations before jumping into the chaos of a big launch. She shares candid insights, real-talk guidance, and actionable questions to help female entrepreneurs discern if launching is their next aligned step or simply a shiny object keeping them stuck.

Key Discussion Points & Insights

1. The Temptation to Launch During "Launch Season"

• Fall brings a barrage of promotions: group programs, masterminds, course launches, etc.
• Many entrepreneurs feel a fear of missing out or pressure to "get a piece of the pie."
• Steph’s Caution: Before diving in, pause to ask if this is truly right for your business now.

Quote:
"Are you launching or trying to launch or planning a launch because it’s actually the next aligned step for your business—or is it a shiny distraction from the deeper work that you’ve been avoiding?"
—Steph Crowder [02:30]

2. Launching as Productive Distraction (Procrastivity)

• Steph introduces the concept of "procrasti-productivity"—busying oneself with launch prep to avoid harder, less exciting work (like refining offers or improving sales skills).
• Planning and launch-building feel productive and entrepreneurial but can be an advanced form of avoidance.
• "Procrasti-planning" vs. genuinely strategic planning: Are you just planning to dodge discomfort?
• The allure of fast, flashy launches can be misleading; real growth often comes from slower, foundational tasks.

Quote:
"I would actually argue that procrasti-productivity is like the sneakiest version of avoidance and procrastination that exists."
—Steph Crowder [04:27]

3. The Importance of Selling One-on-One Before Scaling

• Many entrepreneurs want to skip to launching at scale—a group program or course—without ever building a foundation of consistent sales at the individual level.
• Steph strongly urges listeners to measure their track record: Can you reliably sell your one-on-one offer? Have you signed 3–10 clients?
• Selling at scale only works if you understand what offers, messaging, and transformations buyers crave—skills sharpened in one-on-one sales.

Quote:
"If you can't sell something to one person, you're not going to be able to sell something to a hundred people. And I say that with love."
—Steph Crowder [09:45]

4. The Ego Trap of Launching

• Launching for the wrong reasons often comes from ego: a desire to feel "legit," impress peers, or mimic mentors.
• The “ego trap” tempts you to adopt strategies that aren’t right for your current stage, hoping for legitimacy or a quick fix.
• Focus instead on decisions that foster consistent, sustainable revenue—the true path to growth.

Quote:
"Are you making decisions that actually move you toward consistent revenue, sustainability and sanity?"
—Steph Crowder [13:11]

5. Signs You’re Launching for the Wrong Reasons

• Boredom: Being tired of selling your current offer and craving novelty.
• Chasing Excitement or Validation: Seeking dopamine hits, using business as a source of constant stimulation.
• Looking for a Quick Fix: Hoping a big launch will repair lackluster results rather than wrestling with foundational business issues.
• Neglecting Simplicity: Overlooking that the simplest model—one-on-one clients—often delivers the best results.

Quote:
"Selling them on the value of being boring... I call this a simple business. My business was never simpler than when I just had 10 clients."
—Steph Crowder [15:25]

Memorable Analogy:
Building your business is like building a car: "If something’s not working with the engine, new paint or leather seats won’t fix it." [20:00]

6. When IS It Time to Launch?

• Steph flips the conversation to identify the right reasons to launch:
  • Optimizing, Not Reinventing: You have an offer that already converts well.
  • Amplifying Demand: Launching is pouring gasoline on an existing steady flame—not trying to spark a fire from scratch.
  • Strong Foundations: Solid messaging, an engaged audience, and sharp sales skills are already in place.
  • Emotional, Energetic, and Financial Readiness: Don't pin your emotional well-being or financial stability solely on one launch.

Quote:
"You can’t amplify something that’s not there, friends. So you have to build demand, not treat [a launch] as a Hail Mary that’s finally going to make something work."
—Steph Crowder [21:33]

Quote:
"If you’re emotionally shaky, and you’re hoping a launch will prove something to you—it's a tricky place energetically… Instead, you want to feel ready to show up, to lead, to execute, even when it’s boring, slow, super uncomfortable."
—Steph Crowder [23:17]

7. The Power of Foundational Work

• Mastery comes from repeating the basics—like Michael Jordan practicing free throws.
• Successful CEOs launch to amplify what's already working, not to cover up what isn't.
• True courage lies in stepping back and tightening foundations, even if that means doing less exciting, unsexy work.

Quote:
"Growth-minded CEOs launch to amplify what’s already working. If it’s an ego-driven decision, you’ll be launching to distract yourself from the systems that you secretly know you need to fix."
—Steph Crowder [26:14]

Notable Quotes & Memorable Moments

• On procrasti-productivity:
  "It's a very fine line between actually helpful and necessary planning versus just planning because it's fun and takes up time." [05:03]
• On the illusion of selling at scale:
  "If people don’t understand your story arc and the transformation, it’s just not going to work, no matter your price point." [08:55]
• On boring businesses:
  "A simple business is a powerful business. Simplicity delivers the strongest foundation for lasting success." [15:25]
• On launch readiness:
  "Pour gasoline on a steady flame, not on cold ashes." [22:57]

Key Takeaways & Action Steps

• Gut Check:
  Are you launching for strategic growth, or to avoid necessary but tough foundational work?
• Refine 1:1 Sales:
  Master selling to individuals before attempting to launch at scale.
• Prioritize Simple Offers:
  Embrace the value of “boring” consistency over constant reinvention.
• Build Before You Scale:
  Get clear on your transformation, audience, and messaging—then consider launching.
• Emotional & Financial Stability:
  Don’t make launches your “last hope.” Find steadiness first.

Timestamps of Critical Segments

• Fall Launch Season Temptation – [01:00–03:00]
• Productive Distraction & Procrasti-Productivity – [04:25–07:00]
• Importance of Selling 1:1 Before Scale – [06:45–11:00]
• Ego Trap vs. Strategic Growth – [13:10–14:00]
• Signs of Intentional vs. Escapist Launching – [15:24–20:00]
• What Makes an Aligned Launch – [21:10–24:50]
• Closing Wisdom on Foundations and Growth – [25:54–27:34]

Final Thought

Steph concludes by encouraging listeners to honestly assess their readiness and motivations. Whether you’re building a steady flame or preparing for a major launch, prioritize the "real work" and let growth be the byproduct of strong foundations.

"Be brave enough to remove yourself from the strategies of the moment, and do the real work first. Either way, this fall doesn't have to be another round of 'maybe next time.' Be honest–your progress depends on it."
—Steph Crowder [27:35]

Up next: The series continues with a deep-dive on launch readiness—how to know you (and your business) are prepared for a successful, sustainable launch. Stay tuned!