SUPPORT SEASONS IN BUSINESS + BUY SARAH A COFFEE

〰️

SUPPORT SEASONS IN BUSINESS + BUY SARAH A COFFEE 〰️

We all sign up for things with the best intentions — courses, workshops, webinars, and freebies — only to let them sit untouched. In this solo episode, I’m diving into why that happens, exploring the little quirks and habits that lead us to sign up and then… forget to show up.

You’ll hear why our brains love the idea of “future-self” progress, the comfort of illusory action, and why fear or lack of consequences can get in the way. Plus, I share some gentle ways to reframe the guilt, notice patterns, and actually make learning work for you — without pressure.

Key takeaways from this episode

Why we sign up for courses, workshops, webinars, and resources we never finish
How “future-self thinking” and “illusory progress” can cause problems
Why doing the work can feel uncomfortable or scary — and why we avoid it
Reframing guilt: it’s okay not to start or finish everything
Practical ways to notice patterns and focus on what matters

Welcome to Seasons in Business, a podcast for creative business owners who want to build something thoughtful and sustainable, at a pace that actually feels good. I'm your host, designer and printmaker Sarah Phelps, and if, like me, you're craving a slower, more spacious way to grow, with a little gentle encouragement along the way, you're in the right place. So turn off your notifications, grab a cup of tea or coffee, and get cosy.
Hi everyone, and welcome back to Seasons in Business. I thought I'd talk about something a bit different today. The last couple of episodes have been quite deep and reflective, so I thought I'd tackle something a little bit lighter.
This is hopefully the first in a series that I'll dip into now and then, exploring the small decisions, habits and quirks that pop up in running a business. I'll be taking a closer look at these curiosities and sharing what I find — not as an expert, just as someone who's fascinated by why we do the things we do.
So with that in mind, I thought I'd start with something I know I'm definitely guilty of and ask you: have you ever signed up for a course, workshop or webinar and then never done the work?
I know you know what I'm talking about. Those bookmark tabs, the flagged emails and the pdfs of good intentions filling your downloads folder, all untouched.
If that does sound familiar, you're not alone, because around ninety percent of people who sign up for online courses never finish them. And it's not laziness, far from it. We are motivated to sign up, and sometimes pay, for something that we're sure will fix a pain-point in our business. But then as soon as we get the email confirmation, we move on.
And confession time: I have form on this subject. If you need a guide about anything related to small business, I probably have one tucked away somewhere — from goal-setting workshops and flat-lay photography guides to SEO keyword planners, Instagram challenges, and so much more. And I've only ever finished a handful of them.
So what's going on here? Why do we all sign up for courses and then never actually finish them, or sometimes even fail to start?
I love a good mystery, so of course I've had to take a closer look. And it turns out there are some interesting little quirks in how our brains handle motivation, timing, and future planning — quirks that can help to explain why this happens.
First up, there's what we can call future-self thinking. It's that moment when we come across a course or a workshop and instantly think, “yes, that's exactly what I need to finally solve that problem I've been struggling with”. So we hit sign up because, even though our current-self doesn't have the time or the headspace, we're absolutely convinced that our future-self will handle it just fine.
But here's the thing, we often massively overestimate how much time and energy our future selves will have. We tell ourselves that next week will be quieter, or next month we'll be better. But spoiler alert, it rarely is. And that calmer, more organised, future version of us doesn't always materialise. We're still the same person with the same busy life — juggling a to-do list, a half finished project, and just enough energy to put the kettle on. And so the course waits, patiently, until we're ready… or we forget about it entirely.
Then there's illusory progress — which is a fancy way of saying that our brains trick us into feeling like we've moved forward, even when we really haven't. Signing up for a course or downloading a resource gives us a small sense of accomplishment, because it feels like we've taken the first step, even if the real work hasn't started. It offers a bit of emotional relief and quiets that nagging feeling that we should be doing something about it.
We might never go back to actually do the work, so the bigger problem isn't solved. But for a moment our brains feel a bit lighter, like we've made actual progress.
And here's a really interesting one. Sometimes we avoid doing the work and solving the problem, because we know that the work will be hard. We might have to make uncomfortable decisions, or take action that we don't really feel ready for, so instead we delay or avoid. It's a kind of self-preservation because committing to real change can feel genuinely scary, and our brains are wired to avoid discomfort. Avoiding feels safer, even if it's exactly what we need.
And there's also the practical side of things: self-paced online courses rarely have deadlines or teachers waiting for your homework. And no one is going to notice if you stop after session one. There are no immediate consequences, which is wonderful and dangerous, because without deadlines or accountability, something that felt important at the time can easily slide down the priority list or be forgotten entirely.
Finally, there's the financial factor. Those times we stumble across a program that's exactly what we need, and the price is discounted for a limited time. We're not sure we have the time right now, but feel the pressure to hit buy now because it's a genuinely great deal and we tell ourselves we'll definitely do the work this time.
It's a bit like future-self thinking, but with money involved. We're pretty sure our current-self can't commit, but we buy-in anyway, trusting that we'll somehow make it happen. The catch here is without time, we'll likely end up wasting more money than we're saving and miss out on the benefits.
With all of that said, it's easy to slip into a bit of a shame spiral when a course or resource sits untouched, especially if we've paid for it. But let's try reframing that.
If you're nodding along here and feeling a twinge of guilt, here's some permission. It's completely okay not to finish everything. It's okay to not even start. Action doesn't have to be immediate, and sometimes the most meaningful work comes when the time is right — and that's rarely the moment right after you download a freebie. As good as your intentions might be.
I don't have any big answers because I still find myself signing up for things I can't commit to, but in reading around this subject, a few ideas stood out. Things to notice or try if they feel helpful.
First, notice the patterns without judging yourself. Some courses will truly resonate, others are just inspiration on standby.
Think about timing and energy. When could you realistically dedicate time to a course so you don't end up wasting money or effort?
Find a learning buddy, because tackling a course with someone adds that gentle accountability. Just be clear at the start about scheduling and how you'll check in with each other.
Also, schedule it in, especially for business related courses. Treat learning as an investment — block out the time in your calendar and make it non-negotiable.
And prioritise and focus. Think about what would be most useful and tackle one course or workshop at a time, and one subject at a time.
The goal here isn't to be perfect, or to finish everything, or to beat yourself up if you don't. It's about noticing what works for you, easing the pressure and letting learning happen in its own time and without any guilt.
So, have you ever signed up for a course you never finished (or maybe never started)? Anything you'd forgotten about and now want to dive back into?
I know my first step is to look through my resources folder and have a clear out, because honestly, that Instagram workbook from 2016 that I still have isn't going to be much use today!
Thanks so much for listening and I really hope you enjoyed this episode. I'd love to hear your thoughts, stories, or even just a little “yep, me too”, so drop me a message — my inbox is always open. Or come and say hello over on Instagram or Threads @sarahandmaude.
And if you enjoy the show, hit follow so you never miss an episode, share it with a friend or leave a quick rating or review. It really helps more people find the show and means a lot, especially at this early stage.
Thanks again for listening and I'll see you next time.

Listen and subscribe

You can listen to Seasons in Business wherever you get your podcasts. Make sure you hit follow or subscribe so you never miss an episode:

Apple Podcasts | Spotify | RSS Feed

If you’re enjoying the show, please leave a 5* rating and review — it really helps more small business owners discover it.

Join the conversation

I’d love to hear from you! Leave a comment below or reach out on Instagram or Threads.
You can also join my email community, where I share gentle seasonal business insights.

Get in touch

Have suggestions for topics or guests? Email me at podcast@sarahandmaude.com.

Recent episodes

Featured