We can’t afford to make that move.

This is a phrase I hear all the time from founders who are stuck between wanting to grow and needing to survive.

On the surface, it sounds like a financial decision. But more often than not, it isn’t.

I’ve built my own business from scratch, bootstrapped and self-funded every step of the way, so I know the reality of tight budgets and careful trade-offs. But I also know that a lack of money isn’t always what’s really stalling the next move.

More often, this phrase is code for something else:

• “We can’t afford to waste time.”

• “We can’t afford to make the wrong decision.”

• “We can’t afford another failed experiment.”

• “We don’t have the energy to try, and fail.”

• “We can’t afford to admit we’re only just surviving.”

It’s rarely just about cash flow and more often about;

Capacity. Clarity. Energy. And belief.

Because the truth is: if you had an extra £10k handed to you tomorrow, without a clear strategy or renewed conviction, you’d probably still feel stuck or nervous about investing in the ‘wrong thing’.

If you can’t clearly and succinctly provide a structured plan for how you’d invest a £10,000 cash injection — money is not your challenge.

So what do you actually need when you feel like you “can’t afford” the next move?

Here are three practical shifts that I work through with clients during Six Week Sprint’s. If money is the challenge I’m hearing, this is where we start, and where next step decisions are unlocked:

1.  Identify the real blocker (it’s probably not financial). Instead of defaulting to the question, “Can we afford this?”

Ask:

• What’s making this feel risky?
  

• What’s stopping us from being decisive?
  

• What would need to be true to make this feel possible?
  

Often, the answer is: we’re not confident in the direction, or we’re too stretched to follow through properly. Naming the actual blocker helps you make better calls — and gives you something useful to work on.

2. Double down on clarity, not complexity When you’re in survival mode, the instinct is often to do more and see challenges: launch more offers, test more channels, create more content, fall into “excuse-ville”.

But clarity isn’t created by doing more or listening to doubt and excuses. It’s created with space, an open-mind, and by deciding what matters most and what is actually true for you.

Simplify and clarify your priorities, and begin to challenge every doubt and excuse that you’re telling yourself. I’m not suggesting you will dismiss every one and find miracle solutions but you will begin to get clarity on potential opportunities that you’d previously been blocking.

3. Protect your time and energy like it’s budget — because it is.

You wouldn’t throw £5,000 at something vague or unproven so stop throwing time and emotional energy at stuff that isn’t moving the dial. Time and energy is spent and saved.

Reclaim it and reinvest it into:

• High-trust, low-effort marketing.

• Relationships and support that energises you.

• Making one strategic decision at a time (not five in parallel).

Momentum isn’t built by spending more — it’s built by moving with more intention.

The Bottom Line:

If you’ve been saying, “We just can’t afford to make that move…” — try flipping the lens.

What’s the real cost of staying where you are?

• You can’t afford another month of overthinking.

• You can’t afford to stay in survival mode.

• You can’t afford to invest energy and time into yet more reactive strategies.

But you can afford to slow down, recalibrate, and move forward with intention.

That’s not a reset. It’s a recommitment.

Until next week,

Hannah

P.S. If you’re ready to get serious about your next level growth, get in touch to schedule a call.
Six Week Sprint’s now booking from September.