Have you ever been offered something in your business that looked brilliant on paper — but felt wrong in your gut?

A collaboration, a speaking gig, a brand opportunity, a new direction for your work — and instead of excitement, you felt unsettled, conflicted or quietly uncomfortable.

If you’re a doula, lactation consultant, antenatal educator or birth worker, this experience is far more common than you might realise.

In this episode, I’m talking about mission, principles and values in your birth work business — what they actually are (not the fluffy corporate version) and why they quietly shape every decision you make, whether you realise it or not.

This is not about branding or writing something pretty for your website.
It’s about clarity, alignment and confidence in how you run your business.

Episode Timestamps: Mission, Principles & Values in Your Birth Work Business

01:10 – “It looks good on paper but feels wrong”
Why so many birth workers struggle with business decisions despite being highly skilled

02:40 – Why strategy alone isn’t enough in a birth work business
The missing foundations beneath marketing, pricing and Instagram tactics

04:10 – What mission, principles and values really are (not the fluffy version)
Why this is about clarity and alignment, not branding

06:00 – What happens when your business feels misaligned
How saying yes to the wrong things slowly disconnects you from your calling

07:30 – Using your mission and values as a decision filter in business
How to decide what to say yes and no to as a birth worker

11:10 – My own mission statement as a birth worker
How evidence-based care, human rights and social justice shape my work

13:30 – Why your mission is more than a website statement
How it guides your services, marketing and long-term direction

15:10 – What values are (and what they are not)
Why values are not personality traits or buzzwords

18:40 – Fear vs misalignment in business decisions
How to tell the difference between nerves and true value conflict

20:30 – What happens when you ignore your values
Cognitive dissonance, regret and ethical drift in business

22:40 – What a values-driven organisation looks like in real life
Lessons from working in a homeless charity with lived organisational values

25:10 – Stewardship and quality as working business values
How real values guide everyday decisions, not just big ones

27:30 – How this shaped how I run my own business today
Applying organisational values to a solo birth work business

29:00 – Saying no to misaligned opportunities (even good ones)
Why I declined a major speaking opportunity on ethical grounds

34:00 – How values guide content and visibility decisions
Why I sometimes don’t post things that don’t align, even if they’d perform well

36:20 – Why mission and values make business simpler, not harder
Reducing decision fatigue and overwhelm in self-employed birth work

38:00 – Using your mission and values when you feel unsure
How written clarity helps you decide whether something is fear or misalignment

40:00 – Invitation to reflect on your own mission and values
Why ever

Want to find out what Birth Biz Stage you're at and the right next steps for you to take based on your stage? Then take The Birth Biz Quiz now!

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