Before you burn your business down with Liv and Martha
Ever found yourself four tabs deep on realestate.com, fantasising about running away to a quiet cabin in Tasmania where no one knows what a launch funnel is? Just me? Didn’t think so.
In this episode, Martha and I dive into that delicious (and slightly terrifying) urge to throw everything in the bin and start again, whether that’s your whole business or just your entire Google Drive. We talk about meltdowns, nervous system regulation, and why that sudden clarity you feel when you’re panicking might not actually be clarity at all.
The fantasy of escape (and why it’s so seductive)
The allure of burning it all down is real. Sometimes it’s about wanting simplicity. Other times, it’s about wanting to feel in control again when everything feels too big, too messy, or too misaligned. But the thing is: that urge often comes from a dysregulated nervous system rather than a genuine, grounded place.
I know this intimately because (spoiler alert) I’m currently in the middle of a rebrand. Yes, The Branding Psychologist is dead. Long live the new brand (which I’m keeping under wraps for now). The process has had me fantasising about deleting my entire Canva account, shaving my head, and running into the forest. But these urges usually come when I’m overwhelmed and convinced I have to do every single step all at once.
Panic masquerading as clarity
One of the trickiest things about making decisions when you’re burnt out or in fight-or-flight mode is that panic can feel like certainty. You get that urgent, “I have to do this NOW” feeling, and it tricks you into thinking you’re acting on deep intuition or a gut instinct. Really, it’s fear driving the bus.
A few tells? Racing thoughts, a pounding heart, and an almost compulsive need to act immediately. If you’re feeling that, it’s probably not the time to make a big call. Take a beat. Have a snack. (Truly. Snacks are underrated.)
Regulate first, decide later
Regulate your nervous system first before you scrap everything and start from zero. And look, I know that phrase has been thrown around so much it can feel a bit empty. But learning to recognise when you’re in that dysregulated state (and having strategies to shift out of it) is one of the most practical, tangible skills you can develop as a business owner.
Some of us (hi, fellow neurodivergent pals) might even have medically dysregulated nervous systems, which makes this even more layered. In those cases, regulating isn’t just about deep breathing and lavender sprays. It might include medical support, therapy, or medication. And that’s okay.
When burning it down actually makes sense
So, when is it the right move to truly throw it all in the bin? When something is deeply misaligned with your values, harming your health, or impacting your relationships, that’s your sign. Even then, it doesn’t have to mean a dramatic, overnight pivot. It can be a thoughtful, strategic transition.
For me, while the rebrand started from a legal necessity (turns out you can’t use “psychologist” in your business name without being a registered psychologist, who knew?), I’ve chosen to use this as a chance to evolve. Yes, it feels big. Yes, there have been moments of meltdown. But after a lot of snacks, naps, and many texts to Martha, I’m making these changes from a place of excitement and alignment, not panic.
The messy, valuable middle
It’s easy to think that chaos means you need to start from scratch. But often, the mess is where the gold is hiding. Your slightly unorganised Google Drive? There’s value in there. That service you’ve refined over the years? It might just need a tweak, not a funeral.
Before you light the match, ask: What exactly do I hate? Is it the service itself, the way I deliver it, the clients I’m attracting, or maybe just the way it feels to show up? Sometimes, adjusting one lever can bring relief without burning the whole house down.
Real talk: mistakes and regrets
We also share some of our favourite “not the vibe” moments. Like that time I cut the middle seatbelt out of my car in a frenzy rather than pausing to figure out how to unclip it (yes, really). Or the investments I made in programs and coaching when I was overwhelmed and hoping for a quick fix. Spoiler: There aren’t many quick fixes worth the price tag.
A gentle reminder
Before you bin your brand (or your entire business), breathe. Eat. Nap. Check in with yourself. Then decide.
Remember: clarity is a process, not a panic button. Give yourself permission to sit with the discomfort and explore what’s really going on beneath the urge to torch it all.
Speaking of burning it all down, if you want to see what happens when a brand specialist actually does it (with snacks, meltdowns, and maybe some brilliance), I’m documenting my behind-the-scenes rebrand journey. The messy, the exciting, and the downright chaotic.
You can sign up for updates via this link. Think of it as a front-row seat to a real-life rebrand rollercoaster. And of course, if this sparked something in you, listen to the full episode!
We go deep, but we stay silly.
