The 2 Most Dangerous Words in Business: “Not Now.”
- Nadine Keller
- Jul 15
- 2 min read
It sounds harmless. Responsible, even.
“Not now.”
I mean, you’ve got a full plate. The timing feels off. There’s a sense that soon (just not now), you’ll have more capacity to go after what you really want.
But the truth is, “not now” is the most socially acceptable form of self-abandonment. And even though it doesn’t sound like a no, it definitely functions like one.
The Hidden Cost of “Not Now”
Most high-achievers aren’t quitters. They don’t give up (cheers to that!)…. but they do delay.
They press pause on the business idea, the price increase, the scary-but-aligned pivot. And it’s not because those things don’t matter. It’s because they feel big, and uncertain, and maybe even selfish.
So the pause gets justified with logic that sounds perfectly mature:
“I just need to get another certification.”
“Let me get through this launch/bonus/season.”
“Once I feel more clear, then I’ll move.”
It all sounds so… reasonable.
But the thing is, fear is excellent at impersonating logic.
Fear doesn’t always show up as panic or dread. Sometimes it slips in the backdoor, and simply makes a case for caution, for pushing things just a little further down the road.
But if you get quiet (and listen deeper), you’ll often realize that the real reason you’re not moving isn’t timing. It’s fear.
Why It Will Never Feel Like the Perfect Time
There’s a paradox most entrepreneurs bump up against, but rarely name:
The more meaningful the move, the less ready you’ll feel.
That edge you’re avoiding? The one that feels uncomfortable, and inconvenient, and maybe even a little irrational? That’s often the exact edge that leads to growth.
Because the brain isn’t built for expansion, it’s built for protection. So of course you feel resistance! Of course your nervous system is trying to slow you down!
But clarity doesn’t come from waiting until the fear goes away. It comes from deciding to move, despite the fear.
Confidence doesn’t show up before the leap, it builds after. And the only way to feel prepared for the next chapter is to start writing it.
Ask Yourself This:
Ten years from now, what will you wish you had started today? That project you keep circling back to. That version of your business you keep imagining. That bolder, more honest expression of who you are…
What would happen if you stopped waiting and just started? Even in a small way?
Even if it’s messy, even if it’s inconvenient, even if it’s just a single email or one brave conversation.
Because here’s what I know: every day you wait, the vision gets quieter, and the fear gets louder.
Free Resource: The Conquering Fear Guidebook
If “not now” has been playing on a loop in the background of your business, this is your invitation to interrupt the pattern with action.
📘 The Conquering Fear Guidebook includes:
A self-assessment to help you identify the specific fears driving your delay
Strategic mindset shifts to move past fear of failure, rejection, visibility, or even success
Tools to help you lead with clarity instead of hesitation
This isn’t about pushing yourself to leap when you’re not ready. It’s about equipping yourself to walk forward with courage, even when fear is in the room.
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