We spend a lot of time asking “Who do I want to be?”

It’s a well-meaning question. Visionary. Forward-thinking. Optimistic. But if you’re a midlife entrepreneur juggling business, family, and the quiet whisper of burnout… that question can feel like a mountain.

Sometimes, clarity comes not from dreaming big — but from drawing a line in the sand.

Why “Who Don’t I Want to Be?” Hits Different

For women in midlife, especially those building online businesses, the noise can be deafening. Courses, strategies, to-do lists — all telling you who you should become.

But when you ask “Who do I not want to be?” — suddenly, the fog lifts. That question is a boundary, not a dream. It’s often easier to feel what’s not right than to name what is.

Krystal and Wendy explored this in a recent podcast episode, sharing stories that hit deep:

• A cutting comment from a “friend” led Wendy to vow never to live an “ordinary” life.

• Krystal, driven by a fear of financial insecurity and poor parenting patterns, used that as motivation to intentionally build both family and business on her terms.

• A moment of invisibility at a Marine Corps ball reminded Wendy she didn’t want to go unseen — and fueled her creative output in their business.
  

This Question Isn’t Negative — It’s Liberating

“Who do I not want to be?” isn’t about self-judgment. It’s about setting boundaries, eliminating the noise, and designing your life and business with intention.

For Serendipitous Rebel’s community of soul-led female entrepreneurs, this is more than mindset — it’s strategy. And it’s why the SAVOUR Method exists. When you know who you don’t want to be…

• You step out of hustle culture.

• You align with your actual values — not performative goals.

• You get brave about what you do want, even if it feels scary at first.
  

Use This Question to Create Momentum

If you’re overwhelmed, stuck in perfectionism, or unclear about your next step — this one question can start your breakthrough.

And if you’re ready for deeper clarity and strategy with soul?

➡️ Join us at the next SAVOUR Mastermind Retreat

➡️ Or apply for 2:1 Coaching where we’ll help you build a business that fits your life — not the other way around.

Because you deserve to be visible, unordinary, and wildly aligned.