Why Business Owners Need Outside Perspective, Even When They’re the Ones Others Turn To

I was talking to a client the other day. He’s a marketing professional who helps other business owners gain clarity and make smart decisions. He said something that stuck with me:

“I do this all day for my clients. But when it comes to my own business? I can’t see straight. I don’t know which way is up.”

Sound familiar?

Maybe when other people share problems with you, you come up with great solutions and fast answers but, when it’s your own business, you feel completely lost. Maybe you’re even a coach, a consultant, or someone who regularly solves problems for other people as a living but, you find yourself stuck on the spin cycle when it comes to your own business.

There are some real, psychological reasons for this phenomenon that have to do with limited perspective, biases, and assumptions but, to put it in plain english – you can’t read the label from inside the jar. 

What does that mean?

Imagine sitting in a giant jar and on the outside of the jar is a label that describes what’s inside the jar. When you’re inside the jar, you simply can’t read what’s on the outside, you need someone else to. In other words, you are so entrenched in your own business and your own issues that you simple can’t see it clearly no matter how smart you are.

Here’s why that happens:

• You’re too immersed. You’re too close. Too emotionally invested. Too zoomed in on the details to see the bigger picture. Like standing with your nose against a painting—you lose sight of the composition.

• You’re carrying the weight. You’re responsible for the outcome, which adds pressure and emotion to your decision-making and puts you in a reactive state.

• You’re biased. We all have blind spots—deeply ingrained patterns and assumptions that shape our decisions. And the tricky part? We usually can’t see them ourselves. It’s like driving with a foggy windshield and convincing yourself the road is clear.

And yet, there’s this myth in business…

This myth that says if you’re a “real” entrepreneur, you’ll figure it out on your own. You’ll push through. Hustle harder. Solve your own problems in the middle of the night with a whiteboard and a strong cup of coffee.

But that belief keeps too many business owners stuck, exhausted, and isolated.

Here’s the truth:

Clarity comes in conversation, NOT isolation.
Breakthroughs happen when someone asks a question you didn’t think to ask.
Support doesn’t make you weaker. It makes you sharper.

Why Coaching and Community Matter

Business owners need what every other human needs:

• A sounding board

• A mirror

• Someone to say, “You’re not crazy—this is hard. But here’s what I see.”

That’s what coaching provides. That’s what community offers.
Not just motivation—but momentum.
Not just inspiration—but real, grounded perspective.

So if you’re feeling foggy, frustrated, or like you should have it all figured out by now… consider this your reminder:
Even the best and brightest CAN’T read their own label.

Get someone outside the jar with you.
It’ll change everything.

What’s Right for You?

You don’t have to do this alone and you don’t have to overcomplicate the next step. Here are three real-world ways to get the outside perspective and support you need:

1. Get a Running Buddy

Is there another business owner you trust? Set up a regular time to check in, trade ideas, and give each other honest feedback. You don’t need to have the same kind of business—you just need to have each other’s backs.

2. Get a Coach

A business coach gives you strategic insight, accountability, and tools to help you move forward when you’re stuck. It’s like having a thinking partner who challenges your assumptions and helps you find clarity faster.

3. Join a Mastermind Group

Masterminds offer the best of both worlds: community and accountability. You’re surrounded by other business owners who are on the same journey—tracking progress, brainstorming together, and checking in to see if you’re actually following through. Momentum happens here.

How I Can Help

If this post hits home, you’re not alone—and you don’t have to stay stuck.

I work with service-based business owners who are ready to stop guessing and start growing. Whether you’re looking for:

• 1:1 Coaching to dig into your specific growth challenges and get a clear path forward, or

• The Business Mastermind Club —a bold, real-talk community for solo business owners who want accountability, collaboration, and traction…

There’s a seat for you.

If you’re curious what support might help you most, let’s talk