As a concept, identity shift is not that complicated. You were Ami and are becoming Ami+. Ami+ is the version of you who runs that successful business you’ve been longing for.

Thing is though, that you’ve never actually been Ami+. Never even met her. All you know for sure, is what it takes to be Ami. You may be at an awful place in your life, but at least you know where the (bad) coffee is. (Wait … does Ami+ even take coffee?)

You make some effort towards becoming Ami+, but hold on to all the people, places, habits and things that make you Ami. Yes, you know you need to make changes, but you’re busy on other things. Like the research – the business concept is shaping up nicely. The actions? The changes? That will come later. Soon. Just as soon as …

They don’t come.

Time goes by.

And when you eventually think you may be ready to look into all this again, it’s harder. You’re now Ami-. The self doubt, unhappiness and disillusion is where you live now. The coffee tastes like cigarette ash.

Do you want to get out of this loop? Are you ready?

For women who want a structured way to approach these decision thresholds, I’ve created a complimentary Orientation to Decision Making. It’s a starting point.