The Identity that was Quietly Blocking My Business 🌸

Do you feel like your identity hinders you from pursuing bold goals in your life? 

Because I do.

When I started building my USANA and coaching businesses alongside my CFO career — I hit a wall.

Not a practical wall. Not a strategy problem. Not a time problem.

An identity problem.

I am a CFO. I lead teams. I had people reporting to me, acting on my direction, executing my vision. I was used to being the one at the top of the room.

And suddenly — I had to reach out to people. Put myself out there. Ask for business. Follow up. 

“Sell my services.”

Every single part of me resisted it.

Because somewhere deep down I had decided — that’s not what someone like me does.

But I manage to sit with that block for a while. And then I did what I always do when something isn’t working — I paused and got honest with myself.

And I realised something that stopped me in my tracks.

It was never my title that made me effective as a leader.

It was my genuine care for the people around me. My willingness to show up for them, support them, believe in them — even when they couldn’t quite believe in themselves yet.

That was what built great teams. Not the hierarchy. Not the authority. Not the org chart.

And when I looked at my businesses through that same lens — everything shifted.

Reaching out to someone wasn’t selling. It was caring enough to share something I genuinely believed could help them.

Building my USANA business wasn’t hustling. It was doing for others what good leaders do — showing people a possibility they couldn’t yet see for themselves.

And now that I have my Usana team, I lead them with my heart and care so they can achieve the goals they desire in this business. This is exactly like how I did in my corporate job.

Coaching wasn’t positioning myself above anyone. It was walking alongside them, the way the best leaders always do.

The principles were exactly the same.

I just had to be willing to let go of the identity that was getting in the way.

Today, I see myself as a mom, daughter, wife…a CFO, a coach, an entrepreneur. 

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And I got a reminder of this just recently.

I hosted a Celavive skincare experience for a client and her mum.

I didn’t walk in thinking about sales. I didn’t have a target in my head or a script prepared.

I walked in thinking — how do I make this a moment they remember?

So I focused entirely on the experience. On making them feel seen, cared for and genuinely looked after. On sharing what I know and love about the products — not as a pitch, but as a gift.

And that’s exactly what it became. A beautiful, memorable experience between a daughter and her mum.

That is entrepreneurship done from the heart.

Not chasing. Not convincing. Not performing.

Just genuinely showing up for people — the same way great leaders always have.

It turns out I already knew how to do this.

I just had to stop letting the wrong identity tell me otherwise.

I share this because I know so many women carry invisible identities that quietly block their next chapter.

• The professional who feels uncomfortable promoting herself.

• The high-achiever who equates selling with desperation.

• The accomplished woman who doesn’t yet see herself as someone who can build something entirely her own.

If any of that sounds familiar — I see you.

And I want you to know — the qualities that made you great in your career? They don’t disappear when you change context.

You just have to be willing to apply them differently. 🌸

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Before you close this page — sit with this one question:

What identity are you holding onto that might be quietly blocking your next chapter?

You don't have to answer it out loud. Just let it land.

And if something comes up — I'd love to hear it. Hit reply and tell me. 🌸

With love, Elynn

Elynn Teo | Founder, The Mind Studio

CFO | Certified Life Coach | USANA Entrepreneur - Ruby Director

www.themindstudio.sg | IG @themindstudio.sg