If you’ve ever caught yourself thinking, “I should be further along by now,” or “I should just figure this out on my own,” you’re not alone—and you’re definitely not broken. In this episode, we’re looking at the quiet, persistent “shoulds” that can show up in your private practice and how they might be holding you back.

I’ll walk you through some of the most common shoulds I hear from therapists—like “I should already be full,” “I should be doing more,” or “I should just be grateful”—and offer grounded reframes to help you untangle those thoughts. Whether you’re comparing yourself to other clinicians, feeling frustrated by slow growth, or second-guessing your path, this conversation is here to remind you that your way is valid—and worthy.

If you’ve been hard on yourself lately, this one’s for you.

Here’s what you’ll learn in this episode:

1️⃣ Why the belief that you “should already be full” is often rooted in unrealistic expectations—and what to focus on instead

2️⃣ How doing fewer things with intention can actually lead to more growth (and less burnout)

3️⃣ The difference between gratitude and guilt when it comes to wanting more or making changes in your practice

Resources & Links Mentioned:

• Confident Copy: walkerstrategyco.com/cc
• The Walker Strategy Co website: walkerstrategyco.com

Connect + Subscribe

Enjoying the podcast? Subscribe so you never miss an episode—and feel free to share it with a fellow therapist who’s building their private practice.

Explore more marketing support for therapists: The Walker Strategy Co website

About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by marketing coach, strategist, and founder of Walker Strategy Co, each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.