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

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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.

When you picture your dream private practice—full caseload, stable income, predictable schedule—what do you actually hope to feel? Safety? Confidence? Freedom? In this episode, we dig into the emotional disconnect many therapists experience after reaching their big goals, and why those milestone moments don’t always feel the way you expected.

If you've been hustling toward "maintenance season" only to still feel anxious, flat, or unsatisfied, you're not alone. I’m sharing what I’ve learned (in my own business and with thousands of therapists) about why the numbers alone don’t deliver lasting security—and how you can start accessing the feelings of success today, not someday.

This conversation will help you reframe what you're really chasing, and give you practical tools to start showing up more grounded, confident, and steady in your practice and your marketing.

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

1️⃣ Why hitting milestones like a full caseload or revenue goal might not bring the emotional relief you expect

2️⃣ The deeper desires that often hide beneath therapists’ goals—and how to start honoring them now

3️⃣ Specific practices to help you access confidence, stability, freedom, or contribution—without waiting to “arrive”

Resources & Links Mentioned:

• The Walker Strategy Co website: walkerstrategyco.com
• Confident Copy: walkerstrategyco.com/cc
• Magnetic Niche Method: walkerstrategyco.com/mnm
• Today’s Full Caseload private podcast: walkerstrategyco.com/tfc

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.

The shift into fall offers more than just cooler weather—it brings a unique rhythm for private practice owners. In this episode, I reflect on what I call the “surge season” and how it mirrors the natural cycles of growth, maintenance, and evolution in both our practices and ourselves as clinicians.

We’ll walk through the four key seasons I see therapists experience—launch, growth, maintenance, and evolution—and why naming the season you’re in can offer both clarity and permission. If you’re feeling a shift coming on, if the work that once energized you now feels heavy, or if you’re wondering whether it’s time to evolve your niche, this episode is your invitation to pause, reflect, and recalibrate.

I also share what 2025 has looked like behind the scenes at Walker Strategy Co.—a scrappy, creative, sometimes exhausting season—and how that has paid off in ways that didn’t always feel obvious in the moment. Spoiler: your consistency will pay off, just not always right away.

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

1️⃣ How to identify which season of practice you’re in—and what to do with that insight

2️⃣ Why returning to a growth phase after reaching maintenance isn’t failure—it’s normal

3️⃣ What to consider (practically and emotionally) when you feel a pull to evolve your niche or services

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.