The hardest part of any project is naming it.
It seems so simple, doesn't it? Just pick some words that capture what you're trying to say. But anyone who's ever stared at a blank document, wrestling with what to call their creation, knows the weight that sits behind those few syllables.
I've been writing a book for the past several months, and recently, I've finally settled on a name. The journey to get there has been exhausting, filled with big pivots when I realized I was heading down the wrong path entirely and minor tweaks to get the messaging exactly right. Each iteration felt like I was getting closer, but it took a long time to finally land on one that perfectly captured in a few words what the book was truly about.
A name isn't just a label; it's a declaration. It's you claiming your space in the world and saying, "This is who I am. This is what I stand for."
Gifted Travel Network advisor, Julia Matheson, discovered this truth the hard way when she first started her travel business. She called it Matheson Travel. Safe. Professional. But she felt that something wasn't quite right. Despite her corporate background and genuine passion for sending Americans out into the world, she felt like she was wearing someone else's clothes.
Sound familiar?
During one of Julia's very early coaching sessions back in the GIFTE days, something shifted. We were discussing her unique approach to travel planning, her strong opinions on what makes an unforgettable itinerary, and her meticulous attention to detail. I believe it was Vanessa McGovern who said it first: "So you want them to travel Julia's way!" It clicked immediately, and Julia finally found her name.
The name change wasn't just clever marketing; it was Julia finally claiming her space in the world.
When you stop trying to be what you think people want and start being exactly who you are, something magical occurs: the right people find you. Julia discovered that clients weren't looking for another generic travel advisor. They were searching for someone with conviction, someone who would say, "Trust me, this is the experience you need."
While the perfect name is essential and powerful, you still need to exercise emotional fitness on your entrepreneurial journey. Julia had this incredible breakthrough that set her on her path to success, yet she wrestled with the same drunk monkey that plagues all of us from time to time, sitting on our backs and whispering that we're not good enough. Even as her business grew, even as clients raved about their experiences, that voice kept asking: "Who are you to charge premium prices? Who are you to position yourself as an expert?"
I see this pattern everywhere. We treat our challenges like punishments instead of recognizing them as messengers. Julia's imposter syndrome wasn't there to torment her. It was there to push her toward a deeper truth: that her value wasn't something she had to prove, it was something she needed to own.
Julia's turning point came through an unexpected teacher, in the form of a family friend who insisted on paying for her services and refused to accept a freebie. Sometimes, the universe sends us exactly the mirror we need. In that moment, Julia saw herself through someone else's eyes, as a professional whose expertise had real, tangible worth.
What does it look like when you finally surrender to your own value? For Julia, it meant embracing luxury travel and higher transaction sizes. It meant building systems that attracted ideal clients rather than chasing anyone with a passport. It meant hiring support staff, even when her practical mind worried about the expense.
That last one deserves attention. How many of us stay small because we can't imagine delegating? Julia discovered what every successful entrepreneur learns: the work that drains your energy isn't the same work that grows your business. When she finally hired an assistant, she freed herself to focus on what she did best: curating exceptional experiences for clients who valued her insight.
My favorite part of Julia's story is that success didn't require her to sacrifice the life she wanted. She designed a business that allowed her to travel frequently while growing her revenue. She proved that work-life balance isn't a luxury you earn after success, but instead, it's a foundation upon which you build success.
When advisors like Julia find success while still living the life of their dreams, it sometimes feels like magic, but it's really the result of their aligned action. When you stop pushing against who you are and start moving with intention toward who you're becoming, those seemingly impossible opportunities start to appear.
Your challenges aren't trying to stop you. They're trying to guide you toward the version of yourself that's been waiting patiently for permission to emerge. Sometimes that permission comes from a coaching session. Sometimes it comes from a friend who refuses your discount.
But most often, it comes from the quiet moment when you finally decide you're ready to do it your own way.
Watch the full podcast episode.
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