Behind the Perfectly Imperfect New ‘She Takes on the World’ Brand We’re Creating

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First, I want to thank you for all your comments, emails, and shares of this reflection series I’ve been writing as I look back on the last few years of our growth and work on the next evolution of I’m fired up about all the ways we’re going to be serving you moving forward.

If you haven’t stopped in to check out the first three parts of the series yet, you can find:

  • Part 1 (where I talk about my move from Canada to the U.S.) here
  • Part 2 (where I discuss the miracles that happen when you follow your intuition — and why I moved to L.A. despite everyone telling me not to!) here
  • And Part 3 (where I got raw about why I had to blow my own heart apart) here

Each story in this series gives a peek into where I’ve been, and where I’m going, along with my future plans for She Takes on the World. It’s been such a fun and fascinating journey for me and I hope sharing my experiences and lessons learned will serve you in some way.

Now I actually want to wind back the clock a couple decades.

When I was a kid, my parents got into the habit of videotaping our “candid moments” — blowing out the candles at birthday parties, swimming in the pool, playing with our toys, etc.

Not long ago I was at home watching these old clips on the couch with my mom and dad… and I saw something that stopped me in my tracks.

As the video faded in, there I was, at 8 years old, sitting at the piano. I was practicing a piece, sometimes stumbling, sometimes hitting the right notes.

My mom began walking towards Little Natalie, and the closer she got, the clearer the face of Little Natalie becomes; so intense and focused she looked about ready to explode.

Her furrowed brow and frown made it clear: Little Natalie clearly didn’t want to talk, or be bothered in any way. She glared at the camera, and her body was glued to that stool and that piano, determined to “get it right” no matter how long she had to sit there.

I wanted to jump through the screen and hug my little self. I wanted to tell her “It’s okay! You don’t need to keep practicing this song! Don’t be so hard on yourself when you mess up. Go play!”

I sat back to take stock of how far I’ve come and how much more relaxed I am now even though there’s an intensity to my personality. I’m so much lighter now, but it’s been a long road here.

…And, if I can be really honest about something else?

Nothing has brought that perfectionist monster out of me like the process of moving, letting go of endless old patterns and even a decade-long relationship, and planning the rebrand of She Takes on the World.

From trying to find “just the right” place to live, to listing all the reasons why my former partner and I were or weren’t “perfect” together, to sweating over the fact my amazing photographer wasn’t giving me the direction I thought I needed for the perfect shot.

Ultimately, perfectionism is one of the greatest fears we can carry. We don’t always recognize it that way — but it’s true.

But for a long time, I didn’t see anything wrong with it. I’ll tell you why:

One of the biggest problems with perfectionism? How we can be praised for it all our lives.

As a student, my straight-A’s were applauded.

As an entrepreneur, my obsession with every little detail of my brand and business gained me respect.

As a CEO, my perfectionism has communicated to my team, in no uncertain terms, how high my standards are.

And yet, it is this beast that’s caused heartache, stress, worry, and fear of not being “good enough”.

Perfectionism has kept me from sharing stories, ideas, and concepts with you that could have been valuable — because I was afraid you’d judge me, or wonder why everything wasn’t “just so”.

And battling our own inner demons is such a frustrating process, isn’t it?

It has taught me one thing, though:

Choosing “done” over “perfect” is the absolute best way to share my ideas with the world in a way that’s authentic, raw, and infinitely more valuable.

It also makes me feel infinitely more connected to you.

It’s a conscious choice that I make over and over, every day (and has caused more than a few total freakouts) — and the results have been… amazing.

This desire be more honest, open, and real for you — instead of “perfect” — has driven every decision I’ve made for the evolution of the She Takes on the World brand that we’re immersed in building too. 

What does this mean? It means no more perfect hair and makeup in a perfectly lit production studio (shout out to my production team though, they’re amazing!). That means no more scripted episodes.

It means no more fear, no more holding back, and no more barriers between what I’m doing, and the action steps I want you to take.

The new She Takes on the World is going to take you behind-the-scenes of my business and life in a way you’ve never seen.

I’ll show you the routines and rituals that are at the foundation of my success, as well as what I’m working on implementing at the time and showing you the beautiful mess that is entrepreneurship. I want you along for the ride.

Excited about where we’re heading? It would mean the world to me if you let me know you’re vibing with this new direction in a comment below.

And every week, I’ll be challenging you — and myself! — to take perfectly imperfect action of some kind.

Here’s a taste of what’s in the pipeline:

Challenges to add healthy new habits to your life — like your morning or evening routine (hellooo morning meditation practice you’ve been putting off).

Dares to try totally new things in your business and life, and take more risks.

Action steps for your business that I’m also implementing so you can see what’s working and what’s not.

And raw, honest stories of what I’m going through, experimenting with, and learning.


The new She Takes On the World is coming this summer, but some brand new “Dear Natalie” videos are just on the horizon, so keep your eyes peeled. “Dear Natalie” is a series answering the questions you write me with while we work on creating the new She Takes on the World TV. Want to email me?

We’ll be entering this next phase hand in hand — and I hope you’re as excited as I am.

Now, of course, I have a question for you to contemplate, journal about, or just chew over in the coming days and weeks: What underlying pattern, belief, or block is holding you back right now? And what are you committed to doing to step forward despite it?

This isn’t about switching paths immediately. It’s about acknowledging our own obstacles, and finding ways to step forward anyway.

That’s why I invite you to walk forward with me.

Through whatever transition you might be going through now.
Through whatever shifts your soul is whispering to you to make, despite what everyone says.
Through whatever you need to do to take on the world — in your business, in your life, and everywhere in between.

This new journey is just beginning.

And I can’t wait to show you what’s next.

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