“I Know What To Do. So Why Am I Not Not Doing It?”

Most professionals I coach already have a sense of what would help them lead, live or work better. They’ve read the business books, sat through the feedback sessions and listened to the expert podcasts.

They’re self-aware. Motivated. Often high-achieving.

And yet there’s a gap. Between insight and action.

Between the version of themselves they imagine… and the one sitting at their desk or logging into their next call.

⚖️ Competing priorities

We often assume better performance just needs more focus or skill. But more often what I’ve noticed is a tension between competing priorities: what you want and what feels safe or expected.

>>   You want to lead with more intention… but you’re scared to slow down.

>> You value wellbeing… but you’re rewarded for always being “on.”

>> You long for purpose… but wonder if you’ve left it too late to change.

This internal push-pull shows up in subtle ways:

-      Overthinking the perfect plan instead of starting

-      Avoiding that bold conversation in the name of being “supportive”

-      Wanting rest, but feeling guilty about not doing more

Sounds familiar? This is where I see even the most seasoned leaders get stuck. Not for lack of skill or time, but because they’re caught between what they know and what they feel ready to put into practice.

🧱 We make it heavier than it needs to be

Another pattern I see? Making change feel heavier than it has to be. We assume it needs to be radical, impressive or “optimised” to be worthwhile. So we over plan. Procrastinate. Fill our time with tasks that feel productive but don’t move us forward.

And I say that with empathy because I’ve done it too.

A few weeks ago I was juggling the launch of my coaching practice, a house renovation, parenting two young boys, studying for my Master's and receiving coaching myself. I was deep in research mode. Obsessed with finding the “right” frameworks, language and strategy.

But underneath it, I was scared to put something out there before it felt polished. Eventually, I had to get out of my head and just begin. Not because it was perfect but because it was time to practice what I preach. And it’s still messy, uncomfortable and exposing. But I’m learning more from the doing than I ever did from the overthinking.

The other thing I’d add is that meaningful change rarely starts with a dramatic overhaul. It starts with permission.

Permission to:

• Take smaller steps, even when you’re used to going big
• Listen to your body or intuition is telling you (not just what the LinkedIn posts suggest)
• Experiment with something new, even if you’re not sure it’ll stick

 🍃 What if we made change feel a little lighter?

Here’s a coaching reframe I use often with clients stuck in the “I know but I’m not doing it” loop:

1. Name the resistance: What part of you is hitting the brakes? What might help it feel more manageable to try?
2. Shrink the ask: What would “half the effort” look like here?
3. Zone in on the why: If you made even one small shift, what would it give you?

These aren’t “mindset tricks” or “quick hacks”. They’re starting points. Not just for better habits, but for a different relationship with change.

You probably don’t need more advice. You need space to act on what you already know. That’s what my coaching offers: space to listen, prioritise and begin. Even one imperfect step can break the loop.

✅  Want to start somewhere simple?

Let go of doing it perfectly.

Start with what feels doable.

Insight matters, but it’s action that creates momentum.

🍜 Something to noodle on:

What’s one thing you already know would help you but you haven’t acted on it yet?

What’s the smallest version of that action you could try today?