Lately, I’ve been feeling this strange mix of emotions that I just can’t shake.
Maybe it’s the weather—still bitterly cold here in Saskatchewan. There’s snow piled up nearly three feet high outside my front door, and I still have a little heater running on the floor of my office just to keep from freezing.
But it’s not just the cold.
It’s watching Isla come home from school every day, rattling off new words she’s learned, math strategies I’ve never even seen before, stories about her friends and what they did at recess.
She’s growing up so fast lately. She’s becoming her own little person, and part of me feels like I blinked and missed it.
And Theo—he turns two next week.
That one hits hard.
Because he still feels like my baby. My last baby. And yet, here we are—just two weeks away from his second birthday—and I can already feel that lump in my throat building. It’s beautiful… and a little heartbreaking, too.
I keep catching myself staring at him just a little longer, memorizing the sound of his voice when he shouts “Mammmamma!” from across the house, the way his cheeks still look like a baby’s, but his little body is so much bigger now.
Sweet and sad and special, all rolled into one.
I’ve been thinking a lot about time lately.
Because in so many parts of life, it moves fast.
But in others—especially business—it can feel painfully slow.
The truth is, I’ve been spending hours (okay, months) behind the scenes, trying to get things right.
All while watching people on social media sharing products they made in minutes, courses they built in less than a day, and publishing content without doing a bit of research or real-world testing.
The internet is filling up with fluff. Fast.
And honestly? So much of it just isn’t that good.
It’s quick. It’s flashy.
But it’s not thoughtful. It’s not intentional.
And sometimes that makes it feel like you’re the one doing it wrong—because your process takes longer.
Because you’re still editing, still designing, still trying to make something that actually matters.
But if that’s you, please know this:
It doesn’t mean you’re behind.
It means you care.
And that’s always worth the time.
It’s easy to believe that if it’s taking you this long, you must be doing it wrong.
But here’s what I want to say today—mostly to you, but also to the version of me who still struggles to believe it sometimes:
You are not behind.
You are doing the kind of work that matters. The kind of work that isn’t always visible at first glance. The kind of work that takes time.
Not minutes. Not days. Not even weeks.
Sometimes, it takes years.
And that doesn’t mean you’re failing. It means you’re building something worth sharing.
Something thoughtful.
Something honest.
Something real.
I know it’s hard to be patient.
I know it’s frustrating when you’re putting in the work and not seeing the results yet.
I know what it’s like to stay up late creating something you believe in, only to wonder if anyone will ever notice.
But please don’t give up.
Because what you’re building?
It’s worth the time and intention you’re putting in.
Every late night spent tweaking a design.
Every post you almost didn’t share.
Every offer that didn’t land quite right.
Every version of something that still doesn’t feel done.
It matters.
Even when no one sees it yet.
Even when you’re questioning if it’s ever going to come together.
Because the truth is—
The things that are truly worth sharing?
They take longer.
Not because you’re doing it wrong… but because you’re doing it well.
You’re building something with depth. With care. With purpose.
And that kind of work doesn’t come with instant results. It comes with time.
And one day, when you look back—you’ll see just how much you’ve grown.
Just like I do when I see Isla writing her first story or Theodore learning new words. 🥹
Growth doesn’t always look like progress.
But it’s happening. Quietly. Steadily. Even now.
You’re not behind.
You’re right on time.
Amber xo
