Welcome back! Today’s episode is about the invisible work—the kind of work that people don’t see, but that shapes absolutely everything. It’s the foundation of your success in business. It’s often overlooked, forgotten, and definitely not talked about enough. I’m talking about your mindset: your attitude, the way you think about your business, what you do and why you do it, how you see yourself as an expert or coach, and how you show up online.
If I could go back to the beginning of my business journey, one thing I would do differently is this: I would give as much attention to my mindset as I gave to my strategy. Because now I know—your mindset isn’t just part of the process, it is the process.
In this episode, I’m offering you seven essential mindset shifts that have completely transformed the way I show up in my business, my work, and my life. I know they’ll be transformative for you as well. These are the shifts that help me grow, stay consistent, and most importantly, stay aligned.
Welcome to the Business Mindset Style Podcast
A show for women in business who want to make an impact, grow a profitable online business, and live a rich life filled with freedom and fulfillment. I’m Nina Walder, your host, and I can’t wait to dive into today’s episode.
The Power of Space and Reflection
I just came back from what’s become almost a tradition: every April, May, or June, I go with the same friend to Madrid. It’s a little tradition we started a few years back, and since then, we’ve been going every year. These trips are when I have my best ideas—for my podcast, newsletters, webinars, and content.
This time, we went on Friday and Saturday. On Friday, I was reflecting on how much progress I’ve made in my business and my mindset. Especially because on Fridays, I don’t work. When I launched my business, one of my goals was always to have more freedom—not just to make more money, but to have time wealth, to work on my own terms, to do work I love, to help people, and to have true time freedom.
Over time, I created the processes and structure in my business so I don’t work on Fridays. I use that time to do things that replenish me, give me energy, and give me space to think and observe what’s going on in my business and life. As an entrepreneur, having this clear space on your calendar is so important. Even though I’m not in my office or in front of my computer, this time is incredibly valuable—and so often overlooked.
The idea for today’s episode came to me on that Friday in Madrid. We went to museums, enjoyed beautiful food and places, and I got a few ideas for the podcast. This is one of them. And it’s so important: mindset.
Why Mindset Matters
If you’re not actively working on your mindset daily, your brain will default to its comfort zone. Its number one job is to keep you safe—not successful, but safe. Your brain doesn’t want you to venture into the unknown; it wants you to stay where things are predictable.
So, you have to work a little against your brain—or rather, work with it and rewire it. When your brain is trying to keep you safe, it resists big leaps, bold moves, visibility, and relaunching. These things feel scary, uncomfortable, unpredictable, and risky. But building a business requires you to do those scary things. You have to take new steps if you want new results. You can’t keep doing the same things and expect different outcomes.
If your mind isn’t on board, your results in business and life will reflect that. People feel your energy—your doubts, confidence, fear, and what you feel inside. It’s like your perfume: you can’t see it, but it lingers and communicates everything, even when you say nothing.
If you’ve been doing all the “right” things but something isn’t landing, it might be this: the internal part isn’t aligned. Your brain might be working against you, and you’re taking one step forward, two steps back. That’s why it feels like you’re not growing or seeing the results you want.
Today, we’re going to fix that.
Working on your mindset is continuous work. It’s not a one-time thing. If you want to keep growing, you’ll have to climb new mountains and go into new, unknown territories. Every time, you’ll need to expand your capacity. It’s the work I do to this day and pay a lot of attention to.
Let’s start working on your mindset today. Take notes, listen, and take some time to reflect on where your brain might be sabotaging you.
7 Essential Mindset Shifts for Business Success
1. From “I Have to Do This” to “I Get to Do This”
How do you approach your work each day? When you open your laptop or your calendar, do you feel exhausted, overwhelmed, or annoyed? Or do you feel, “I get to do this work”?
Try this thought:
“I get to do this work.”
Say it in the morning:
“Yes, I get to create new slides for the webinar. I get to work with these clients. I’m so lucky that all this work has come to me. I get to work on my social media. I wanted creative work—here it is!”
This shift changes everything. There will always be days when your to-do list feels endless, launches flop, clients ghost, prospects disappear, algorithms change, or promotions don’t go as planned. In those moments, it’s easy to think, “Why am I even doing this?” But when you come back to “I get to do this,” something shifts. You remember this is your choice. You’re not being forced to build this business—you choose to.
You get to wake up and create something that didn’t exist before. You get to serve, teach, coach, write, design, or heal. There are people out there—maybe even past versions of you—who would have done anything to be where you are right now.
This is what helps me, too. When I’m tired or it’s a busy season, I remind myself:
I get to do this work. I am so lucky I chose this. I get to wake up and work on a vision I care about. I get to help people in a meaningful way. I get to build something with my name on it. I get to empower women. I love that.
It’s not always easy, but this shift is profound.
2. From “If” to “When”
This shift is about belief—not blind optimism, but grounded certainty. Many entrepreneurs carry a conditional mindset:
- “If this works, I’ll keep going.”
- “If I make enough money, I’ll invest more.”
- “If I get clients, I’ll feel confident.”
But that’s backwards. When you shift from “if” to “when,” you take the emotional drama out of the equation. You stop riding the roller coaster of results and start acting as if it’s already happening—because it is, just not at the exact moment or pace you expect.
Business is a long game. If you know what you’re doing, have clarified your strategy, are clear about your positioning, who you help, how you help, your offer, and you take consistent action over time, it’s not a matter of if you succeed, but when.
This belief anchors you in consistency. It’s how you show up on days when no one is watching. It’s how you stay in the room long enough for results to catch up. So many entrepreneurs quit because they expect overnight success. But you keep going, and the results follow. This belief builds momentum and helps you trust the process before the results are visible.
3. From “Selling Feels Salesy” to “I Sell to Serve”
Let’s talk about the elephant in the room: selling. So many of us have baggage around sales. (By the way, I have another great episode all about selling on Instagram—scroll below to find it!)
We don’t want to be pushy or annoying. We’re afraid people will unfollow or judge us, or think we only care about money. But let’s shift this narrative.
Selling is not about convincing.
It’s about connecting and serving. It’s about offering the right thing to the person who is looking for it, wants it, and is ready to pay for it. You’re offering a solution to someone who wants it—not pushing an unwanted product.
If you believe in your work, if it changes lives, brings clarity, or solves problems, it’s your responsibility to let people know it exists. If you’re not selling, you’re not running a business—you’re running a hobby.
Selling is service, integrity, and value communicated with confidence. When you embrace this shift, you show up with conviction instead of apology.
This was big for me, too. At the beginning, I didn’t want to be salesy. But I realized that if I’m not selling, people aren’t buying—and I’m here to make a difference. If I’m not selling, I’m doing a disservice to everyone. Now, I sell unapologetically every day on Instagram, with confidence and love—and people love it.
4. From “Social Media Is Annoying” to “Social Media Is a Creative Tool”
This is a big one. Many coaches and entrepreneurs see social media as a place they love to hate. The algorithm is confusing, some people are fake, and it’s exhausting to always be on.
But you don’t have to play it like everyone else. You get to curate your experience. When I stopped seeing social media as a burden and started seeing it as a canvas, everything changed. I started creating from curiosity instead of obligation, experimenting instead of striving for perfection, and having fun.
Let’s be honest: it’s wildly powerful to be on social media. You can share your message with the world, show your expertise, and attract aligned clients—all from your phone, for free.
Social media is your stage. You decide what kind of performance you give. It’s a tool you can use creatively, authentically, and intentionally. You don’t need to go viral; you need to connect deeply with the right people.
When you show up as someone playing with the platform, not fighting against it, everything changes. Social media is a creative outlet. Years ago, I thought Instagram was the last place I wanted to be. But when I shifted to seeing it as a place to be creative and share my message, I discovered I actually love video. Yes, I was awkward and shy at first, but over time, I found ways to express myself that I love.
5. From “I’m Not Good at Marketing” to “Marketing Is a Skill I’m Learning”
Here’s the truth: marketing is not a personality trait you’re born with. It’s a skill, and every skill can be learned.
Think about your professional journey—you didn’t know how to coach, design, teach, mentor, create offers, or lead a business when you started. You learned. Marketing is no different.
Once I dropped the story that I’m not good at marketing, I got curious. What’s at the core of marketing? Communication, empathy, storytelling, listening, creativity, and being attentive to your ideal client. You already have these skills—you just need to apply them through a new lens.
Ask yourself:
- How can I explain what I do in a way that’s simple and real?
- What problems do my clients have, and how can I talk about them with heart?
- What’s one piece of value I can offer today?
When you drop perfectionism and remember that clear communication is what connects, marketing becomes easier.
6. From “My Life Isn’t Interesting” to “My Life Is Real, and Real Connects”
If you’ve been scrolling Instagram and seeing people posting from Bali, drinking green juice in perfect lighting, while you’re in your hoodie at the kitchen table with your dog snoring in the background—remember, people want to see real.
The trend for perfect everything is gone. If you’re an expert, people want to connect with you when you’re real. You don’t have to show up with perfect hair, makeup, or environment. Show what’s real and create connection.
At the same time, train your eye to spot the beauty in simple moments. My life is pretty boring—I love it, but it’s not Instagram-perfect. Most days, I’m working at my computer or phone, walking my dog, doing pilates, going for a run, meeting a friend, or going for a massage or hike. Not exactly Instagram-worthy every day. But I’ve trained myself to see and share the beauty and context of my life, which connects my followers to what I do, why I do it, and how I do it.
Your routines, mindset, and behind-the-scenes moments create trust. They make someone say, “She feels like someone I could trust. I see her. I get to know her. I could actually work with her.” You don’t have to show every detail every day—just be intentional.
7. From “I’m Not Outgoing or Charismatic” to “I Stand Out by Being More of Me”
This one hits deep for many, especially introverts, deep thinkers, and those who feel a little quieter or different. If you don’t want to be the center of attention or share your life on Instagram, this is for you.
Online space often rewards loudness and big personalities, but you don’t need to become that. The more you try to fit a mold, the more you water down what actually works: being unmistakably yourself.
Let people see your thought process, behind the scenes, your voice, your lens. Some of us are loud, some are quiet. There are perfect clients for each of us. Some people want a loud, bubbly coach; others want a calm, quiet space.
You don’t need to be loud to be powerful, or bubbly to be magnetic. You need to be clear, true, and yourself. That’s what people connect with. If you try to be someone else, people sense it and it creates disconnect—not trust. If you’re an expert who works with people, you have to be yourself on social media.
You don’t need to be loud to be powerful. You don’t need to be bubbly to be magnetic. You’re here to be deeply yourself. That’s what builds trust.
Final Thoughts
Mindset is something I love talking about and work on deeply with my clients in all my programs. Before we dive into any strategy or tactics, if your mindset isn’t in the right place, it will be very hard to get results. That’s why this is the work we start with. It’s the foundation, and it’s so important.
Thank you for being with me today. I hope one of these shifts landed in your heart. I hope you’ll start implementing it. Let me know which one spoke to you most, or which one you’re working on right now—just send me a message on Instagram @nina_walder_.
Special Invitation
If you’re a newer coach or expert just starting online and want to attract premium clients with consistency—without overwhelm or content overload—check out my masterclass, Clients & Clarity. I share my three-step brand framework, real examples, and actionable steps. If you’re wondering how to get more clients consistently, this is for you.
Sign up at ninawalder.com/clients and get the replay right away.
Have a great week. Until next time!
