Women in Business: Drop the “Should Suitcase” and Build a Sustainable Brand
Fri Dec 05 2025
If your business is growing but you feel more exhausted than excited, this episode will help you put down the “should suitcase” that’s weighing you and your brand down.
Host Lisa Urbanski sits down with brand strategist Beverly Cornell to talk about the invisible “shoulds” women in business carry: saying yes to misaligned clients, undercharging, over-delivering, and running a calendar that never seems to have room for you.
In this episode, you’ll learn how to:
✨ Spot the “shoulds” running your business decisions (and your schedule)
✨ Turn “I should do this for them” into “I choose this because it fits my values and goals.”
✨ Set guilt-aware boundaries with clients, pricing, and scope without feeling like a bad person
✨ Protect your best energy for high-impact work instead of constant busy work
✨ Use “breath spaces,” drivers, and drainers to design a calendar that actually supports you
✨ Build an authentic, whimsical, you-shaped brand instead of a “professional mask” that burns you out
Beverly also shares behind-the-scenes of her upcoming women’s leadership and branding books, plus how she used her own methodology to make her business lighter, more profitable, and more sustainable.
Become a supporter of this podcast: https://www.spreaker.com/podcast/marketing-mastery-attract-convert-grow--6313705/support.
👉 Want to build a brand that’s bold, clear, and unforgettable?
✨ Clarity Quiz (Free)
Find out where you are on your branding journey and what to focus on next:
https://form.jotform.com/250656007927864
💜 Clarity Chat (Free – 15 Minutes)
Need personal guidance? Book a no-fee, no-obligation Clarity Chat to talk through your goals, hurdles, and whether a Brand Spark is right for you:
https://calendly.com/wickedlybranded/15-minute_clarity_chat?month=2025-11
Connect with Beverly:
🌐 Website: https://www.wickedlybranded.com
💼 LinkedIn: https://www.linkedin.com/in/beverlycornell
📲 Follow: @wickedlybranded | @beverlycornell
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If your business is growing but you feel more exhausted than excited, this episode will help you put down the “should suitcase” that’s weighing you and your brand down. Host Lisa Urbanski sits down with brand strategist Beverly Cornell to talk about the invisible “shoulds” women in business carry: saying yes to misaligned clients, undercharging, over-delivering, and running a calendar that never seems to have room for you. In this episode, you’ll learn how to: ✨ Spot the “shoulds” running your business decisions (and your schedule) ✨ Turn “I should do this for them” into “I choose this because it fits my values and goals.” ✨ Set guilt-aware boundaries with clients, pricing, and scope without feeling like a bad person ✨ Protect your best energy for high-impact work instead of constant busy work ✨ Use “breath spaces,” drivers, and drainers to design a calendar that actually supports you ✨ Build an authentic, whimsical, you-shaped brand instead of a “professional mask” that burns you out Beverly also shares behind-the-scenes of her upcoming women’s leadership and branding books, plus how she used her own methodology to make her business lighter, more profitable, and more sustainable. Become a supporter of this podcast: https://www.spreaker.com/podcast/marketing-mastery-attract-convert-grow--6313705/support. 👉 Want to build a brand that’s bold, clear, and unforgettable? ✨ Clarity Quiz (Free) Find out where you are on your branding journey and what to focus on next: https://form.jotform.com/250656007927864 💜 Clarity Chat (Free – 15 Minutes) Need personal guidance? Book a no-fee, no-obligation Clarity Chat to talk through your goals, hurdles, and whether a Brand Spark is right for you: https://calendly.com/wickedlybranded/15-minute_clarity_chat?month=2025-11 Connect with Beverly: 🌐 Website: https://www.wickedlybranded.com 💼 LinkedIn: https://www.linkedin.com/in/beverlycornell 📲 Follow: @wickedlybranded | @beverlycornell