Four big blocks that might be getting in the way of your business…
and the science-backed strategies that have personally worked for me and my clients.
Ill Communication Podcast, Episode 180
Gen X women entrepreneurs face a kind of perverse irony.
On the one hand, women over 50 make up the fastest growing and most powerful segment of entrepreneurs right now. Recent studies show the highest percentage of new businesses are being started by Gen X women. And we're known to have more success and staying power than any other entrepreneurial group.
And I get why.
In our mid 40s and up, we tend to have a little more time freedom as our kids need us a little less (or at least in different ways). We've accumulated decades of expertise, not to mention some pretty big networks. We have more confidence as we age. And Gen Xers have that classic get-it-done approach to life that bodes well for entrepreneurship.
But on the other hand, our brains and our bodies are going through one of the biggest transitions we'll experience in our lives.
Perimenopause and menopause can wreak havoc on our executive function, our nervous systems, our anxiety, our sleep and our brain fog. And that affects our ability to run our businesses day in and day out.
Meanwhile, our aging parents are beginning to lean on us more. And we have our own list of medical appointments to attend.
So while midlife women are in our prime for entrepreneurship, it can feel like our hormones, brains and bodies are actively working against us.
So what's a perimenopausal woman to do?
Here are four big blocks that might be getting in the way of your business, and the science-backed strategies that have personally worked for me and my clients.
Block #1: Multitasking
As a Gen X, eldest daughter and Virgo (I call that a triple threat), I used to wear my multitasker badge with pride.
I could keep multiple tasks and deadlines going in my brain. I could switch from one task to the next without a hiccup. And I got a ton of shit done.
To be clear, the research consistently shows that context switching and multitasking aren't that effective and tend to slow down productivity. But let's be real. I've yet to meet a woman business owner who doesn't multitask like a badass.
Then about three years ago, everything fell apart.
I had a hard time context switching. I couldn't juggle multiple projects like I used to. I still sometimes forget my clients' names (not to their face, but when I'm sitting at my desk wondering what to work on next).
I thought I was getting lazy because I couldn't keep up.
Turns out I was experiencing very normal brain changes and brain fog.
The Study of Women's Health Across the Nation has followed thousands of midlife women for years. It found that during perimenopause, many women's verbal memory and brain processing speed take a noticeable dip. And if you're among the 40 to 47% of perimenopausal women who have sleep problems, your attention and working memory take an even bigger hit.
When your brain is already working harder than it used to, multitasking and context switching become practically impossible.
What works for me: time blocking and firm deadlines
Every Tuesday and Thursday, I host coaching and co-working calls for my Pivot to Premium clients. I help them focus on their messaging and writing, and I squeeze in work on my own emails, podcast scripts and social posts too.
My brain also loves (and needs) a firm deadline. My podcast has to be scripted and recorded by a certain date so it gets uploaded on time. Without that deadline, it simply doesn't get done.
My clients tell me the same thing. Our calls are often the only time in their week that they're actually working on their businesses and their marketing. If it wasn't blocked in their calendar, it wouldn't get done.
My client Kay, who runs a women's fitness program and gym, loves my quarterly half-day writing retreats because she can block a decent chunk of time to tackle a mid-sized project. A bunch of posts. A series of emails. A full ad funnel. All in one go.
If multitasking is feeling harder, or brain fog is stopping you from keeping up with all the things, try blocking an hour or two per week or month in your calendar for specific marketing and sales tasks. Don't multitask. Set firm deadlines.
That just might be enough boundary to allow your brain to focus.
And here's a glimmer of hope. For most women, this brain fog is temporary. Brain imaging research out of Weill Cornell suggests the brain largely finds a new normal after menopause.
So hopefully we won't always feel this foggy.
Block #2: "I'll get it done when my time frees up"
I don't know how many times I've said:
"When my client launch is done, I'll launch my offer."
"I'll update my website when back-to-school season is done."
"I'll focus on my business after my mom's knee surgery."
Spoiler alert: that elusive free time never comes. Especially in this sandwich season of life. Just when you think you've made it past one time or energy hurdle, you hit another speed bump on the road of life.
We think we need more time to complete our tasks. But Parkinson's Law says work expands to fill whatever time you give it.
So giving yourself less time will still allow you to get it done.
I see evidence of this every Tuesday inside my program. At the top of the call, a client will say, "I need to write an email to promote my webinar. I want to write it and have you review it before we sign off today."
About 45 minutes later, they have a shitty first draft. We review it together, punch it up and fill in any gaps. And within the hour, they've sent that final email to their list.
It never ceases to amaze me (or them) how fast they go from blank page to publish.
If tasks are taking too long, or there's just not enough time in the day, try allocating less time and see if you can still get your stuff done.
It's kind of like how long it takes me to clean my house... until I make last-minute plans to have friends over. And then, whoo, do I ever clean my house in a hurry.
Block #3: The second-guessing and anxiety loop
Tell me how many times you've written an email, a sales page or a blog post and kept tweaking it until it took days, weeks or (let's admit it) months to hit publish.
Second-guessing, doubting and the quest for perfection are not uncommon among women business owners. I've done it. And I will do it again.
But that quest for perfection is kind of bullshit.
Look around at the mediocre men with half your experience and discernment chugging out content and offers that are very mid at best.
That's why I tell women to aim for B-minus work. Because our B-minus work, as women with decades of mastery under our belts, already exceeds what the average bro is putting out there.
And that spinning out and indecision gets worse during perimenopause. Between the brain fog, the exhaustion and the increase in anxiety, perfectionism and second-guessing are a recipe for disaster.
What works for me: frameworks, formulas and creative constraints
This is why I'm such a huge fan of sales frameworks and formulas. They're like little recipes for writing great copy.
When you use them, you're not starting from a blank page and making up the words as you go. You're starting with a recipe, or a roadmap, for what to say and how to say it.
This podcast is loaded with writing prompts and sales formulas like:
AIDA: attention, interest, desire, action
PAS: problem, agitation, solution
BAB: before, after, bridge
They work because you're constraining your creativity. You're giving your brain fewer steps to follow and fewer permutations and combinations to figure out.
And multiple studies show that putting guardrails on your creativity actually boosts it. Researchers looked at 145 different studies on constraints and creativity, and they kept finding the same thing. People do their best, most creative work with a healthy dose of structure and constraint. Not when they have complete freedom.
I promise you'll flounder more when you start from a blank page. Your writing and messaging will be more confusing and wishy-washy without creative constraints.
Dr. Seuss wrote Green Eggs and Ham on a bet that he couldn't write a whole book using only 50 different words. It became one of the best-selling children's books of all time.
Time blocking plus formulas or writing prompts? That's a powerful combo for hacking the perimenopausal brain.
Grab my free "Let it be Easy" Writing Prompt Playlist
I've pulled together the 20+ writing prompts I feature on this podcast into one free playlist, with how to use them in your business.
Get it at kimkiel.com/promptplaylist and you'll never wonder what the fuck to write again.
Block #4: "I should be able to do it myself"
This last block is a very insidious one. It's particularly hard for Gen Xers (and especially Gen X women) to release.
As a generation of free-range latchkey kids, we're used to getting it done, doing it ourselves and being hyper-independent.
But that independence stops us from moving forward and moving faster. It stops us from asking for help, outsourcing and delegating.
And that's exactly what our brains need in this season.
We need to delegate, outsource and get support with decision-making. It totally makes sense if you're leaning on AI to help with your tasks. But what might really help is working with a guide, mentor or coach who can help you make decisions. Someone who can provide thought partnership, and a level of discernment and wisdom that chatbots just don't have.
A meta-analysis out of the University of Amsterdam looked at the research on coaching and found it helps across the board. The biggest effect was on what researchers call goal-directed self-regulation. That simply means setting a goal, staying on it and adjusting when it's not working.
Which is admittedly harder to do when you're short on sleep, your brain is foggy and the demands on your time are in constant flux.
Sometimes you just need someone to do it for you, or do it with you, and help you carry the load.
One of my Pivot to Premium clients, Jennifer, is a fashion stylist for professional women. She has a big client load and she's making a ton of micro-decisions for herself and her clients. She recently said to me, "I just want you to tell me what to do. I'm tired of making all the decisions."
So with Jennifer, I provide more direct strategy, more direct marching orders and more accountability. Because that's what she wants and needs right now.
If you think you need a coach, you probably do.
And don't be afraid to outsource tasks to other service providers, in your business or in your household. They'll probably do them faster and better than you could anyway.
Running a business in midlife is no joke
If you're finding this season of being an entrepreneur in midlife tricky, you're not alone.
Running a business in perimenopause, in the sandwich season of life, is no joke.
Check with your healthcare providers to explore medical support, supplements and hormone therapy. That can be a really big help through this period of transition.
And experiment with different ways to hack and support your perimenopausal brain as you grow your business:
Time blocking
Firm deadlines
Creative constraints
Working with a coach
All of the above
Ready for support?
If you could use someone to keep you focused on moving your messaging forward, implementing new sales and marketing strategies, and holding you accountable, let's chat.
Pivot to Premium is proving to be incredibly effective for the Gen X and millennial women I support inside that community. They're advancing their businesses and offers in leaps and bounds.
Get the details and see if it's right for you at kimkiel.com/pivot.
And don't forget to grab your free "Let it be Easy" Writing Prompt Playlist at kimkiel.com/promptplaylist.
-
[00:29] Gen X women entrepreneurs face a kind of perverse irony. On the one hand, women over 50 make up the fastest growing and most powerful segment of entrepreneurs right now. Recent studies show the highest percentage of new businesses are being started by Gen X women, and Gen X women are known to have more success and staying power than any entrepreneurial group.
[00:53] And I get why. In our mid 40s and up, we tend to have a little bit more time freedom as our kids need us a little less, or at least in different ways. That gives us more time to focus on building and running businesses. We've also accumulated decades of expertise, not to mention some pretty big networks, that we can turn into successful businesses. We have more confidence as we age, and we can leverage that in our entrepreneurial ventures. And Gen Xers have that classic get-it-done approach to life that bodes well for entrepreneurship.
[01:27] But on the other hand, our brains and our bodies are going through one of the biggest transitions we experience in our lives. Perimenopause and menopause can wreak havoc on our executive function, our nervous systems, levels of anxiety, our ability to sleep, our brain fog, and that affects our ability to run our businesses day in and day out.
[01:51] And while our kids may start to need us a little less or in different ways, our aging parents are beginning to lean on us more. Not to mention, we have our own list of medical and doctor's appointments to attend.
[02:05] All of which is to say that while midlife women are in our prime for entrepreneurship, it comes at a time when it feels like our hormones, brains and bodies are actively working against us.
[02:18] So what's a perimenopausal woman to do?
[02:21] Well, today I want to share a few things that might be blocking your success or progress in business, and offer some science-backed strategies that have personally worked for me and my clients to market and sell your services and run your businesses more successfully, especially if you're a woman in midlife.
[02:40] So big block number one is multitasking.
[02:44] As a Gen X, eldest daughter and Virgo (I call that a triple threat), I used to wear my multitasker badge with pride. I could keep multiple tasks and deadlines going in my brain. I could switch from one task to the next without even a hiccup. And I got a ton of shit done.
[03:03] Now, to be clear, the research consistently shows that context switching and multitasking are actually not that effective and tend to slow down productivity. But let's be real. I've yet to meet a woman business owner who doesn't multitask like a badass.
[03:20] But then about three years ago, everything fell apart. I had a hard time context switching. I couldn't juggle multiple projects at the same time quite like I used to. And even still, I sometimes forget my clients' names. Not to their face, but when I'm sitting at my desk and wondering what I should work on next.
[03:41] I thought I was getting lazy because I couldn't keep up. Turns out I was suffering from very normal brain changes and brain fog.
[03:50] The Study of Women's Health Across the Nation has followed thousands of midlife women for years. It found that during perimenopause, many women's verbal memory and brain processing speed takes a noticeable dip. And if you're among the 40 to 47% of perimenopausal women who have sleep problems, your attention and working memory take an even bigger hit.
[04:16] So when your brain is already working harder than it used to, multitasking and context switching become practically impossible.
[04:24] And the fix for me has been a combination of time blocking and calendar deadlines. Every Tuesday and Thursday, I host coaching and co-working calls for my Pivot to Premium clients. This is a time when I help them focus on their messaging and writing, but it's also a time when I can squeeze in some work on my own messaging and content as well. I use the blocked time to write emails or podcast scripts or social posts.
[04:53] My brain also loves and needs a firm deadline. I have to complete my podcast scripting and recording by a certain date so it gets uploaded on time. Without a firm deadline, it simply doesn't get done, and I just can't keep procrastinating it forever.
[05:14] I routinely hear from my clients that the time blocking of our calls gives them the only time in their week that they actually are working on their businesses and on their marketing. It gives them one to two to three hours where they can focus on that important work. If it wasn't blocked in their calendar, it simply wouldn't get done.
[05:35] In particular, my client Kay, who runs a women's fitness program and gym, has loved the half-day writing retreats I host quarterly, because there she can block a decent chunk of time to tackle a mid-sized project, like a bunch of posts or a series of emails or a full ad funnel, all in one go.
[05:56] So if multitasking is feeling harder for you, or if your brain fog is preventing you from keeping up with all the things, try blocking an hour or two per week or month in your calendar for specific marketing and sales tasks. Try not to multitask and context switch, and set firm deadlines to get your tasks done. That just might be enough boundary to allow your brain to focus.
[06:24] And there is a glimmer of hope. For most women, this brain fog is temporary. Brain imaging research out of Weill Cornell suggests the brain largely finds a new normal after menopause. So hopefully we won't always feel this foggy.
[06:39] Big block number two is the belief that I'll get it done when my time frees up.
[06:43] Now, I don't know how many times I've said, "When my client launch is done, I'll launch my offer." Or, "I'll update my website when the back-to-school season is done." Or, "I'll focus on my business after my mom's knee surgery." Spoiler alert: that elusive free time, or more time, never comes. Especially when you're in this sandwich season of life. Just when you think you've made it past one time or energy hurdle, you hit another speed bump on the road of life.
[07:17] We think we need more time to complete our tasks. But if you're familiar with Parkinson's Law, work expands to fill whatever time you give it. So actually giving yourself less time will still allow you to complete your task.
[07:32] And this is another reason why the notion of time blocking works so well for perimenopausal women, because it helps us be more efficient and effective with our time. And I see evidence of this every Tuesday inside my program.
[07:46] At the top of the meeting, a client will say, "Oh, I need to write an email to promote my webinar. I want to write it and have you review it before we sign off today." And then in about 45 minutes, they'll have a shitty first draft. We'll review it together and punch it up, fill in any gaps. And then within an hour later, they'll send that final email to their list. It never ceases to amaze me (or them) how fast they go from blank page to publish.
[08:16] And now, if you're finding tasks are taking too long, or there's just not enough time in the day, try allocating less time for the tasks and see if you can still get your stuff done. It's kind of like how long it takes me to clean my house... until I make last-minute plans to have my friends over. And then, whoo, do I ever clean my house in a hurry.
[08:37] Big block number three is the constant second-guessing and anxiety loop.
[08:46] So tell me how many times you've written an email, or a sales page, or a blog post, and kept on tweaking it till it took days, or even weeks, or let's admit it, sometimes months to hit publish.
[09:01] This kind of second-guessing, doubting and the quest for perfection are not uncommon traits among women business owners. I've done it and I will do it again.
[09:11] But honestly, that quest for perfection is kind of bullshit. Because when you look around and see mediocre men with half your experience and discernment chugging out content and offers that are very mid at best... I like to tell women to aim for B-minus work. Because our B-minus work, as women with decades of mastery under our belt, already exceeds what the average bro is probably putting out there.
[09:40] Not only that, but that spinning out and indecision becomes worse during perimenopause. Between the brain fog and exhaustion and this increase in anxiety that we experience, the quest for perfection and second-guessing is a recipe for disaster.
[09:57] That's why I'm such a huge fan of following sales frameworks and formulas. These are like little recipes for writing great copy. When you use them, you're not starting from a blank page, making up the words as you go. You're starting with a recipe or a roadmap for what to say and how to say it.
[10:16] Now, this podcast is loaded with writing prompts and sales formulas. And I'm talking things like AIDA (attention, interest, desire, action), PAS (problem, agitation, solution), BAB (before, after, bridge).
[10:32] These work because you're constraining your creativity by using a formula or recipe. You're giving your brain fewer steps to follow. There are fewer permutations and combinations to figure out.
[10:46] And multiple studies show that putting guardrails on your creativity actually boosts your creativity instead of limiting it. Researchers looked at 145 different studies on constraints and creativity, and they kept finding the same thing. People do their best, most creative work with a healthy dose of structure and constraint, and not when they have complete freedom.
[11:13] I promise you'll flounder more when you're starting from a blank page. Your writing and messaging will be more confusing and wishy-washy if you don't use creative constraints.
[11:24] Dr. Seuss wrote Green Eggs and Ham on a bet he couldn't write a whole book using only 50 different words. And it became one of the best-selling children's books of all time.
[11:34] So the combination of time blocking, plus using formulas or writing prompts, are a powerful combo for hacking the perimenopausal brain.
[11:45] I've actually created a writing prompt playlist that compiles the over 20 writing prompts that I feature in this podcast. So to access it for free, head to kimkiel.com/promptplaylist to grab this list of all these prompts and how to use them in your business. And you'll never wonder what the fuck to write again.
[12:09] And I'm going to finish off with a final and very insidious block that is particularly difficult for Gen Xers, and especially Gen X women, to release. And it's that belief that "I should be able to do it myself."
[12:21] As a generation of free-range latchkey kids, we're used to getting it done, doing it ourselves and being hyper-independent. That independence prevents us from moving forward and moving faster. It prevents us from asking for help, outsourcing and delegating. And that's exactly what our brains need in this season.
[12:43] We need to be able to delegate and outsource tasks and get support with decision-making. So it totally makes sense if you're relying on AI to help you with your tasks. But what you might find really helps is working with a guide or a mentor or a coach who can help you make decisions, who can provide thought partnership and a level of discernment and wisdom that chatbots just don't have.
[13:08] A meta-analysis out of the University of Amsterdam looked at the research on coaching and found it helps across the board. And the biggest effect was on what researchers call goal-directed self-regulation, which simply means setting a goal, staying on it and adjusting when it's not working. Which is admittedly harder to do when you're short on sleep, your brain is foggy and the demands on your time are in constant flux.
[13:36] Sometimes you just need someone to do it for you, or do it with you, and help you carry the load.
[13:42] One of my Pivot to Premium clients, Jennifer, who's a fashion stylist for professional women... she has a big client load, she's very busy, and she's making a ton of micro-decisions for herself and for her clients. She said to me recently, "I just want you to tell me what to do. I'm tired of making all the decisions."
[14:00] So when I work with her, I provide her more direct strategy. I give her more direct marching orders and accountability, because that's what she wants and needs right now.
[14:12] Now, there are all kinds of different guides, advisors, mentors and coaches out there. If you think you need one, you probably do. And if you could use someone to help keep you focused on moving your messaging forward, implementing new sales and marketing strategies, and guide you and provide some accountability, please reach out to me. We can have a chat. There's a few different ways that I can work with you and support you.
[14:36] And don't be afraid to outsource tasks to other service providers who can do those specific tasks for you, whether that's in your business or in your household. And they'll probably do them faster and better than you could anyway.
[14:50] So to close, if you're finding the season of being an entrepreneur in midlife is tricky, you're not alone. Running a business in perimenopause, and in this sandwich season of life, is no joke.
[15:04] Make sure you check with your healthcare providers to explore medical support, supplements and hormone therapy. That can also be a really big help through this period of transition.
[15:14] And experiment with the different ways to hack and support your perimenopausal brain as you advance your business. Whether it's through time blocking, setting firm deadlines, using creative constraints, working with a coach, or all of the above.
[15:29] And if that sounds good to you, I'll invite you to check out Pivot to Premium, because it's proving to be incredibly effective with the Gen X and millennial women I support inside that community. They are advancing their businesses and offers in leaps and bounds. For more info and to see if it's right for you, check out kimkiel.com/pivot.
[15:47] Thank you so much for joining me today. Please subscribe, follow and leave a rating and a review. These simple actions are a huge help to me as a podcaster and a content creator. Thank you for doing what you can to support me and this podcast. I'll see you next time.
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