A couple of weeks ago, I hit a big milestone: I finished breastfeeding (and pumping) after 10 months!

Sometimes, people would ask how long I planned to continue, but I intentionally tried not to set any goals for myself.

Which was actually kind of difficult. The straight-A student in me really wanted my “Mom Gold Star” for continuing as long as possible.

But over the years, I’ve learned that I already put enough pressure on myself. The better way forward was to feel it out.

So I promised myself I’d take it month by month, checking in to make sure it still made sense for my mental health, my energy, and (of course) my baby.

It wasn’t a perfect 10 months.  Around the six-month mark, I had to start supplementing with formula because my work schedule and the grief of losing my grandpa started to impact my supply.

And again, I had to remind myself: this, too, was okay.

By the way, if you know anything about breastfeeding and pumping, you probably know this: it takes time.

Studies show that mothers who breastfeed for a year spend, on average, 1,800 hours nursing. For perspective, that’s the equivalent of a full-time job.😅

These last few months, I carved out 2+ hours a day to make it happen. And there were definitely a few a moments before the 10-month mark where I felt ready to quit.

→ Like when I started feeling disappointed that I hadn’t gotten back to a regular workout routine.

→ Or when I wanted to create content for my own brand but kept pushing the asana task back on my calendar.

→ Or when, frankly, some social events just weren’t all that fun with the added mental load of prepping and making time for pumping.

This experience was one big reminder:

You can’t always have it all at the same time.

And honestly, I don’t think you’re supposed to.

So I had to be okay with letting go of some things and knowing it just wasn’t the season for them.

I’m sharing this because every business has cycles, whether you’re a parent or not. And so does your marketing.

🍃 In some seasons, you’re loud and proud. Hustling, talking about your thing, launching your baby (read: your offer) into the world.

❄️ In others, you’ve got your head down. You’re serving clients, formulating herbs, following up on appointments.

And even though this second season feels like you’re just working behind the scenes, this is still marketing.

Providing excellent service. Following up with clients. These are retention strategies. When people feel taken care of, they talk about it. And word-of-mouth is the most powerful marketing engine.

This season of refining, improving, and deepening your work is what fuels the next one (and usually inspires a lot to talk about!).

Of course, you can’t live in this season forever. (And if you have a larger practice, you’ll likely have someone else doing one while you focus on the other.)

But, you can rest in the knowing that sometimes you’re better served by sharpening your focus.

For me, this second season is where I’ve been living lately.

Not just with my literal baby, but with my business too.

Sorry, I mean *both* my babies (Thankfully Theo can’t read)

I’ve been pouring into the offerings and clients I already have. And doing my best to give myself permission to just be in that space.

So if you’re in a quieter season right now, trust that it’s not forever. When the time is right for a shift in seasons, you’ll feel it. 

And if you’re in a season of being LOUD & PROUD, go get it. I’m cheering for you.