Topic: Business Challenges

The "But" represents the conflict or obstacle that prevents the hero from achieving their goal. This stage is where emotional connection occurs, as the audience relates to feelings of frustration, fear, or desperation. Examples include Dorothy being trapped in Oz or the Airbnb founders having no money despite their vision.

Overcoming the monster involves a hero defeating a threat, which in a business context often manifests as internal struggles like imposter syndrome or external issues like a toxic boss. These narratives focus on shifting beliefs or challenging industry norms. The monster is frequently the negative internal narrative that prevents a professional from being visible or confident.

A case study from the Storytelling Masteries program illustrates how business owners sabotage themselves by omitting prices during sales presentations. This avoidance prevents the entrepreneur from fulfilling their business goals and denies the client the help they need. Both speakers agree that failing to sell confidently results in a "no-win" situation for all parties involved.

Sharing the "messy" side of business, including failed plans, overwhelming launches, and investments that felt terrifying, helps normalize the challenges of growth. These vulnerable stories illustrate that learning never stops and that even successful leaders face discomfort and uncertainty. Documenting these hurdles encourages others by showing what is possible through resilience.

After running her salon for nine years and systemizing operations to work remotely, Natasha Britton decided to sell the business during the COVID-19 pandemic. She transitioned into full-time mentoring and coaching for other beauty business owners, using a "five day challenge" to establish her expertise.

The "But" represents the conflict or obstacle preventing the hero from achieving their goal, which serves as the source of emotional connection. Whether it is Dorothy being trapped in Oz or a business owner lacking a clear ideal client, this stage highlights the struggle and vulnerability. This section of the narrative is where the audience relates to feelings of fear, desperation, or the determination to change.

The speaker reflects on her journey after leaving celebrity clients in 2015, including a later diagnosis of ADHD which explained her unique cognitive processing. A pivotal moment of capability occurred during a 2023 five-day challenge launch on Facebook. Despite exhaustion and crying on a Thursday, the launch successfully enrolled 38 people into her program.