The Sneaky Ways Educators are Self-Sabotaging (and how to stop it so you can finally get the growth you deserve)

Online educators often find themselves stuck in the mud, even though they know that their education is incredibly valuable in their niche. They’ve got the talent, their students are getting results, and their reviews are glowing. But for some reason…momentum feels stalled, and growth seems to be just out of reach.

If this sounds like you, you’re definitely not alone, and it’s not because you’re not putting in the work. In fact, most educators I know are working their tails off! The problem is that a lot of them are stuck in something called an identity loop.

Identity loops are super sneaky. They keep us busy and feeling productive on the surface, but they’re quietly sabotaging our growth in the background. At a first glance, they may even seem like strategy problems (“my content isn’t converting” or “I need a new funnel”) but they’re actually rooted in your beliefs, self-image, and the habits you’ve built in your business.

I see smart, talented educators stuck in these identity loops in coaching sessions, in my DMs, and inside my programs all the time. But here’s the good news: you can absolutely break free from them. Once you learn to identify these unhelpful patterns, you can shift out of them, show up in a way that supports your momentum, and get back to growing your business.

Let’s talk about the five most common identity loops that creative educators fall into, and the shifts that will break the chains.

1. The Humble Expert

The Humble Expert has a reputation of pure gold that has been built through mastering their craft and getting amazing results. Students are raving, referrals are flowing, and maybe they’re even landing speaking gigs. On paper, they’re the definition of the sought after educator.

But when it comes time to actually sell their expertise? Not a peep.

Instead of showing up with well-earned authority and confidence, the Humble Expert remains soft, vague, and modest to a fault. They may hide behind being “helpful” instead of boldly claiming what they can do. Their work may speak for itself in the classroom, but in the online world, it gets lost in the noise.

I see this happen a lot with educators who deeply value their integrity. They’ve seen the fake screenshots, inflated claims, and slimy marketing tactics that feel totally out of alignment with their values. 

So instead of being seen as “that girl,” they play small, and they’re not getting the traction they deserve in their business because nobody gets to see what they offer.

Break the loop: Get crystal clear on your brand identity and the unique impact you create. Articulate your methodology, your unique lens, and your promise. Let go of the belief that selling is always pushy or fake. Serving with integrity is the most powerful way to help more people, and marketing yourself is an invitation into the transformation you create for your students.

2. The Content Hustler

The Content Hustler is showing up every day…posting reels, carousels, stories, maybe even on YouTube or a podcast. They’re sharing valuable insight and are often praised for how consistent they are. 

What their followers don’t see is that behind the scenes, they’re totally exhausted. And to add insult to injury, all of that content isn’t even converting into sales.

This identity loop is extra tricky because it feels and looks a lot like momentum. You’re staying busy, being seen, and constantly creating new things. But because you don’t have a clear client journey mapped out, your content isn’t leading anywhere except to a constant stream of likes and emojis in the comments…and no buyers.

Break the loop: Give every single piece of content a job. Visibility posts are to get new eyes on your offer, while nurturing content works to build connections with the ones that are already there. Conversion content’s job is to actually drive sales and turn followers into customers.

Remember, content can’t do all the heavy lifting alone. The most successful educators you see online aren’t just posting consistently and hopping on trends…they’ve also built streamlined funnels, automated email sequences, and backend systems guiding people from “I just found your page” to “take my  money now.”

3. The Strategy Hopper

The Strategy Hopper suffers hard from “shiny object syndrome”, but business-flavoured. One week, they’re building a challenge funnel. Next, they’re re-writing their sales page. And then suddenly, they’re taking a new course and creating a whole new framework for their business. They’ve collected more webinars, memberships, and group programs than they know what to do with…and they’ve been collecting dust in their inbox for years.

Strategy Hoppers aren’t lacking ideas…in fact, they probably have too many ideas. What they actually need is focus and patience.

Switching up the strategy on repeat feels like progress, and it definitely keeps you busy, but it also keeps you stuck at square one. When the results don’t come fast enough, you assume the strategy must be the problem and drop it…when in reality, you just didn’t give it time to work.

Break the loop: Pick one strategy (yes, one strategy) and commit…full stop. Build it, run it, test it, refine it. Look at the data and take honest stock of what’s working, what’s not, and why. Then - and only then - can you consider adding something new.

Your business is like a garden, and if you dig up your seeds every week to plant new ones instead, nothing ever has time to grow. Quiet the noise, tune out the free workshops and endless templates, and give your strategy a chance to take root and grow.

4. The Best Kept Secret

The Best Kept Secret has an undeniably awesome offer, and their current students are obsessed…but outside of their immediate circle, nobody even knows their name.

Maybe you’ve been relying strictly on referrals, random collaborations, or bursts of visibility when an opportunity does just happen to fall from the sky. But when those one-off experiences disappear, so does your growth.

This is what I call “accidental visibility.” People find you, but there’s no framework in place to keep them coming back for more or guide them to action.

Break the loop: Build a visibility strategy that’s intentional, not accidental. Whether it’s applying to speak on podcasts, collaborating with other creators regularly, refining your SEO on your website, or setting up paid ads, map out how new people can consistently find you. Once the visibility is in place, you can connect it to a backend funnel so that when your people arrive, they quickly learn who you are, what you do, and exactly how they can work with you.

5. The Burnt-Out Multi-Passionate

As a fellow multi-passionate creator, I have a special place in my heart for The Burnt-Out Multi-Passionate. They’re running a salon, creating courses, launching products, teaching for a brand, and maybe even coaching other stylists. They love having multiple balls in the air, and of course, they’re good at all of them.

The problem is that they’re running on pure adrenaline. When they’re “on,” things move rapidly, but the second they take a minute to breathe, the momentum dies and results burn out right alongside the creator.

This particular identity loop thrives on the belief that “more is better”...think extra offers, new ideas, and yet another launch. And while that new project energy can be intoxicating, once you actually find yourself in the middle of everything, it’s completely overwhelming and that is exactly where you’re burning out.

Break the loop: First, take a deep breath and repeat after me: I cannot serve from an empty cup. Next, define one core offer, and build the backend structure to support it. And before you think I’m trying to tell you that you have to just choose one passion forever (I get it, it’s like choosing a favourite child) that’s not what I’m saying at all. You can still be multi-passionate, you just can’t do everything all at the same time.

Build one strong foundation first, then layer in the next project. That way, you’re not burning yourself out and then reinventing the wheel every few months. Your backend systems keep working, even when you take a step back to work on something new.

Feeling called out?

If you recognize yourself in one (or more) of these identity loops, you’re in good company. My clients have been there, my friends have been there, and I most definitely have also been there. These patterns are prevalent because they feel productive - and productivity is like a cozy security blanket for an ambitious business owner.

If I could tell you one thing, it would be this: this is not who you are, it’s just where you are right now.

Identity loops aren’t a death sentence, and they’re definitely not permanent. They’re signals that show you what needs to shift. When your brand, backend systems, and content strategy all work together in the same harmonious ecosystem, you can finally break the loop and settle into sustainability. You can finally stop spinning and second-guessing, and start actually owning your space as a sought after educator.

If this post gave you an idea or a new perspective, send me a DM on Instagram @itsJodiebrown. I'd love to hear your thoughts.

Xo Jodie

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