How I sold my business using subconscious change

I’ll never forget the first time I decided to try subconscious change work with my PSYCH-K® coach.

At the time, I was part of a business mastermind where a group of entrepreneurs met monthly to talk about what was happening inside our companies, our families, and our lives. When it was my turn to share, I knew this was a big update. The kind of update that “makes the sheet.” If you’ve ever been in an entrepreneurial room where people track big moments, you know what I mean.

Because what I was about to do wasn’t a new tactic. It wasn’t a new offer or a new business strategy.

It was an identity shift.

The business I built… and the business I no longer fit inside

I started my social media agency when I was 23 years old, literally from nothing. I built it around a concept before social media marketing was really even an established industry. There were only a handful of agencies doing what we were doing at the time.

And it grew.

By my early 30s, I had a young daughter and two very active stepdaughters. Life was moving fast, and I felt like it was passing me by. Not because my team wasn’t doing incredible work, but because something inside of me knew that the version of the company I was running had evolved into something that wasn’t true for me anymore.

Under the leadership I had hired, the business began moving in a direction I didn’t actually enjoy. And while there were a lot of wonderful things happening, I didn’t authentically believe it was the direction the market needed either. My attention had been pulled in so many directions personally that I had slowly let go of control. Let go of agency. Let go of my own voice. Let go of my own intuition.

And suddenly, I found myself at a crossroads.

If you’re an entrepreneur, you probably know this place. You can logically see your options, but emotionally, you feel stuck.

The decision I made… and the part of me that couldn’t follow through

I knew I didn’t want to do wrong by my clients. I didn’t want to do wrong by my employees. And I didn’t want to do wrong by my family. (And yes… I didn’t even think about what I wanted in any of this, but we’ll save that for another musing.)

I knew I was needed in the one place where I truly could not be replaced: with my family. So I made the decision. Yes, I am going to sell my business.

But when I started meeting with potential buyers, I could feel something stopping me. It wasn’t a thought so much as an emotional hook.

Because this wasn’t just a company. Oh no, this was the thing I had poured my youth into. My first baby. The thing I had built from scratch. The thing I had proven myself through.

And even though I wanted freedom more than anything, there was a part of me that could not let go.

Finding PSYCH-K® without even leading with the business sale

I found my first subconscious coach, Elli Richter, through a sound healing session and booked an appointment. What’s funny is that I didn’t even lead with wanting to sell my company. I led with what I thought was the “real issue”: generational trauma in my family system.

I genuinely believed that was what was sabotaging my success and keeping me from releasing the company. I’d spent at least six months in talk therapy working through some of that, and I still felt emotionally charged about it.

One of the things I appreciate about PSYCH-K® is that the work begins with identifying what you are actually ready to work with, rather than assuming you already know the answer. And in my very first session, I discovered that I wasn’t ready to work on the thing I thought I needed to work on. So we didn’t force it.

What ended up coming up were three very foundational beliefs:

And then, my homework?

Go to the beach. Go hang out with the trees.

The breakthrough I didn’t see coming

Looking back, I thought I was dealing with some huge secret or deep-rooted family pattern. But the belief underneath it was much simpler.

It was worthiness. Not “I’m worthy because I’m successful.” Not “I’m worthy because I built something impressive.” But:

I am worthy exactly as I am.

Worthy as a person. Worthy without producing. Worthy without achieving. Worthy without having something impressive to point to. That was the foundational belief that needed to change.

And here’s the part that still fascinates me. I never had a session specifically about selling my company. But as that foundational belief shifted, something downstream shifted with it.

I didn’t need the business to prove that I was valuable anymore.

Selling the business

I’d only had three sessions before COVID hit and the world changed. I ultimately sold my business during the peak of the pandemic. I was finally able to release it.

Not because I had healed every trauma. Not because I had figured everything out. Not because I had somehow become fearless. But because something in me no longer needed the business to tell me who I was.

That distinction has stayed with me. Entrepreneurs are particularly vulnerable to tying identity to achievement. We build something. We grow something. We become the person who can make it happen. And then, somewhere along the way, the thing we built can become part of the evidence we use to prove that we are worthy.

So when it’s time to let go, it can feel like we’re letting go of ourselves.

What this taught me about subconscious beliefs

This experience completely changed the way I think about personal growth and subconscious change. Sometimes the thing you think is the problem isn’t actually the problem. Sometimes you don’t need to dig for the biggest trauma in your life. Sometimes the more foundational belief is much simpler.

Those questions can change the way you approach an enormous business decision. Because when your worth is tied to what you build, what you produce, or what you achieve, letting go can feel like losing yourself. But when your worth becomes less conditional, you have more room to make clean decisions.

And you don’t have to burn everything down to prove that you’re ready for something different.

If you’re standing at your own crossroads

Maybe you’re not selling a company. Maybe you’re considering a pivot. Maybe your business has grown into something you don’t actually want anymore. Maybe you’re successful on paper, but something about the way you’re operating no longer feels right. Or maybe you know exactly what you want next, but something inside you keeps pulling you back.

That’s the part of entrepreneurship I’m most interested in now. Not just the strategy. The subconscious beliefs underneath the strategy.

Because sometimes the next move isn’t about learning more, working harder, or finding another tactic. Sometimes it’s about changing the belief that makes the next move possible.

And for me, one of those beliefs was simple:

I am worthy without the business.

Once I knew that, I could finally let it go.

Standing at a crossroads?

If you can see your options clearly and still can’t seem to move on any of them, the block probably isn’t in the spreadsheet.

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