Playing it safe feels responsible. It feels sensible. But what if it's the thing keeping your business from growing?

In this episode, Salena shares one of the most pivotal moments in her retail journey, and unpacks why the safe decision is often the most expensive one a business owner makes.

From setting conservative revenue goals to avoiding difficult conversations, underpricing products, and under-ordering best sellers, you'll learn how loss aversion shapes the decisions you make every day. Those decisions can feel logical in the moment, but they often carry a hidden cost that limits what your business is actually capable of.

Drawing on psychology, real client conversations, and lessons from her own business, Salena explains why awareness is the first step to breaking the pattern, and how aiming beyond your current circumstances can lead to a completely different outcome.

If you've been waiting for the right time to make a change in your business, this episode will help you see what waiting is already costing you.