In this empowering episode of Visibility Strategies for Women Entrepreneurs, host Tori Barker sits down with business coach and consultant Tracey Sundkvist to talk about the mindset traps that keep so many women from showing up fully in their businesses.

If you’ve ever felt stuck, invisible, or unsure how to charge what you're really worth, this conversation will help you shift out of that headspace. Tracey breaks down common visibility blockers like burnout, undercharging, isolation, and fear, and shares practical, values-aligned strategies to help you move forward with more confidence.

You'll hear about:

• Five habits that can quietly hold back your growth
• Why visibility starts with self-awareness, not just social media
• How to build a business that actually feels good to run
• Why charging your worth is part of showing up powerfully
• What to do when you feel unseen or stuck

Whether you're transitioning out of corporate or building a purpose-driven brand, this episode will help you reconnect with your value and take up space in a way that feels right for you.

• Book Tracey’s free ‘Chaos to Calm’ session: https://go.oncehub.com/ExplorewithTracey
• Connect with Tracey on LinkedIn: https://www.linkedin.com/in/tracey-sundkvist/
• Hosted by Tori Barker, visibility strategist and founder of Creative Marketing

Welcome to the Visibility Strategies for Women Entrepreneurs

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Podcast where we empower female business

owners to step boldly into the spotlight

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and claim the recognition they deserve.

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I'm your host, Tori Barker.

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I'm passionate about helping women

like you transform your visibility

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into tangible business success.

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Each week on this show, we'll dive deep

into game changing strategies, share

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inspiring success stories from women.

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Who've mastered their visibility and

offer practical, actionable advice

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you can implement immediately.

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Whether you're just starting your

entrepreneurial journey, pivoting

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your business model, or ready to

elevate your existing presence to new

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heights, you'll discover effective

approaches to create exciting

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opportunities and expand your reach.

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So let's harness the power

of strategic visibility and

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grow your business together.

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Welcome to the show.

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Today's guest is Tracey Sundkvist, a

business consultant and coach who helps

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entrepreneurs get out of their own way

so they can build businesses that are not

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only profitable, but deeply meaningful.

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In this episode, we're digging

into mindset blocks that often

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hold women entrepreneurs back

from truly being visible.

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We talk about how to become the

best version of yourself, not just

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for your own growth, but to show

about powerfully in your business.

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I.

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Tracey shares her insights

on the five cardinal sins for

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entrepreneurship and how they quietly

sabotaged visibility and momentum.

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If you've been feeling stuck,

invisible, or unsure of your next

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move, Tracey's practical strategies

and powerful mindset shifts will

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give you the clear step forward.

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Let's dive in.

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Tracey, thank you so much for

joining me on the show today.

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How are you?

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Tracey Sundkvist: I am living the dream.

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Tori, how about you?

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Tori Barker: I'm doing great.

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So I'm excited to have you on the show

today to tell us a little bit about

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what you do, how you help entrepreneurs,

and how we can talk about visibility.

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So tell us a little bit

about, uh, what you do.

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Tracey Sundkvist: Absolutely.

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Uh, I've, so for the past, say two

decades, I've really been focused on

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identifying talent, developing talent,

and then really shifting into the

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entrepreneurial landscape so that I can

help business owners grow their business.

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And one of the.

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Biggest things that I've learned

is that if you really want to grow,

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it's always going to start with you.

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It's going to start with the thinking,

the mindset, and the skills that

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you take into your business that's

either going to promote your,

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your growth or get in the way.

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So as much as we're going to be focusing

on the business itself to look at the

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systems and the processes that you have

in place, what we're going to do that

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is more powerful is to make sure that

you are not getting in your own way.

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Tori Barker: Yeah, absolutely.

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So let's talk about, um, so

mindsets, mind, mindset blocks.

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Um, what are some of the most

common mindset blocks that keep

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women entrepreneurs specifically

from putting themselves out there,

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and how do they overcome it?

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Tracey Sundkvist: Oh, it was such

a wonderful question because every,

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every person comes with a unique

set of challenges depending on kind

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of what they bring to the party we,

we brought up in different ways.

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We have different attachment styles,

and depending on that, that can

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really impact on how you approach

creating value in the business.

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Probably the two biggest ones that I

see, the first is really the pressure of.

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Performing as a woman.

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So, you know, as soon as you're

a female, uh, it's, it's just

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unconscious that dealing with, um,

you know, uh, male stakeholders, they

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don't have as high expectations as

they would in dealing with a man.

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So, so the thing is, how do you.

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Keep your ego intact and show up as this,

you know, this confident person who knows

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what they're doing without kind of being

bashed because of that, uh, I wanna say

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inequality, but that's probably too.

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Too harsh.

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The, the second thing I, it

probably relates to that as well,

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is charging what you're worth.

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So creating the value and then

being able to back it up and

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say, I'm worth every cent.

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Like, I'm the most impor, I'm the

most expensive in my industry.

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Let me tell you about the results I get.

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Right.

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It's, it's, it's showing up in that way.

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And we need to leave the

nurturing, caring, you know, um,

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family boulder, um, side of us.

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Parked a little bit so that we can show up

more assertive in, in the business world.

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Tori Barker: Yeah, and I think to

that point, you know, especially women

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entrepreneurs just starting out or

just starting an entrepreneurial space,

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like many women come from corporate

and then they have years and decades of

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experience and knowledge and expertise,

and then they start in entrepreneurship.

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They don't, it's a different

beast, if you will.

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And so, you know, knowing their

value, uh, charging their value.

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And showing up with confidence

are the biggest things that

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I think are our roadblocks.

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Like you said, um, because it's uncharted

territory or we want to, you know,

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just, just start, get it started, right?

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Like, we just need the business or those

types of things that we have in our

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mind that we think, oh, well, I'll, I'll

charge more when I get, you know, further

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along in my entrepreneurial journey.

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But it's like, heck no,

start out big, right?

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You have this sage, this experience, and

it applies like straight across the board.

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Tracey Sundkvist: Yeah, there's such a

big learning curve for women who leave

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the corporate space and start their

own business, and you absolutely nailed

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it in that it's a different beast.

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You can be, you can be exceptional in the

marketing world or the finance world, or

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you know, have those skills and expertise,

but when it comes to running a business,

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there are a whole lot of elements that

you need to add to your expertise.

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So that learning curve is.

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Very, very steep for people who've

specialized on a specific skillset.

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If anything, what I would say to

arm yourself against that is embrace

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the learning and get comfortable

being very uncomfortable, right?

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We need to do things even though

it hurts like cake, because that's

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the way you're going to learn.

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It's just put yourself in there, you know?

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Tori Barker: Yeah.

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Well, and, and kind of along the same

lines, one of the questions I wanted

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to, to ask you about is how we can

become the best versions of ourself

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to lean into that growth and success.

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What are the things that you,

you coach on help, uh, with, or

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talk or speak to on that topic?

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Tracey Sundkvist: Yep.

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I, I love the coaching space because

if a client comes into me and they're

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focused on left, then I know as a

coach I need to start introducing.

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Right.

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If they come to me and they focusing

on up as a coach, I know I need to, you

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know, create a little bit more balance and

focus on, you know, the, the, the bottom.

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So coaching is about.

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Um, kind of closing gaps.

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If you are thinking one way, all that

coaching does is it introduces different

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perspectives and ways of thinking

that allow you a, a bigger picture

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of what you're doing and impact that.

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That you're having with your approach?

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Yeah.

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Everyone is gonna come with

their own sets of, um, strengths

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and own sets of weaknesses.

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And really the coach's job is

just to be the sounding board.

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So if you come and you say, well,

um, I'm a wonderful leader, but

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none of my team members wanna stick

around, then it's the coach's role

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to say, okay, so, so, you know.

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Tell me what evidence

is supporting a leader?

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What do you think a leader is?

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What do you think the consequences are?

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If you, you suck at leader, you know,

it's about helping them understand

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and how this is going to connect to

becoming the best version of yourself.

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You can only become the best version of

yourself if you are open to some ideas

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that are going to probably conflict.

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Uh, pretty radically with, you know,

the way you feel the, the world works.

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So if you are open to, um, to, uh,

what is it, um, a accommodate or

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assimilate these, uh, opposing views,

you are going to accelerate that

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best version of yourself, right?

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Yeah.

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As long as you stay curious and

as long as you learn, you're

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gonna shortcut that journey.

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Tori Barker: Yeah.

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And one of the things I know for,

for women specifically is we have a

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hard time, um, or we don't, I guess

I would say we have a hard time

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compartmentalizing personal life and

business life, and there's conversations

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that a lot of people have about keeping

things separate or blending them.

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Right.

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And I, my perspective, I think that.

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You should definitely blend them, right?

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So as an entrepreneur, because your

personal life affects your business and

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your business affects your personal life.

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So I know that you blend, um,

personal development with business

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coaching, and I'm assuming some

personal side of things as well.

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So why is self-awareness so essential

in being visible and credible, uh,

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and consistent for brand growth?

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Tracey Sundkvist: So much of this depends

on what you're bringing to the table.

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I mean, if you are, if you are starting

out and you starting from scratch and

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you need to very quickly get to the

point where you're making money, I.

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Because your family depends on you.

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I, I can't very well go out and say,

well, let's look at making sure that you

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are balanced, that you're balancing your

work and, and, and your, um, home life.

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Because the ultimate goal is

to provide for your family.

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And that means in the beginning,

you're going to be working long hours.

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Now, are you going to be able to.

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Pay the price that it's going to cost

you to achieve the results that you

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want, which, you know, are gonna give

you those long-term, you know, achieve

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your long-term goals at the same time.

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I mean, you know, the, the

opposite is true as well.

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If, if somebody, um, comes to

me and they say, well, they

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wanna make, they wanna make.

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A lot of money.

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They wanna make very healthy profits, but

they only wanna work three days a week.

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And you kind of need to say, well,

listen, there's, there's a little bit

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of conflict here because for you to

succeed in business, that the business

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needs a lot of time, attention, and.

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Effort and energy.

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Now, I'm not gonna say go and be

a real estate in investor and, you

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know, learn how to make passive income

because that's not a wheelhouse.

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My wheel, uh, house is how

to run a healthy business.

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In the beginning.

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It's more than likely that you have

to put more effort in than less.

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But then you have the opposite as

well, where, where women are literally

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working like 60, 65 hours and the, the

business might be super successful,

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but they're burning out and they're

just not recharging what they need

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to sustain that level of activity.

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And it's having, you know,

very serious, negative.

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Impact on home life, on their health.

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So it, it really, it boils down to

instead of, instead of saying, well,

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this is kind of what we're all aiming

for, it's what is the long-term goal?

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What is the short-term payoff?

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And how can we make sure that we're

able to achieve, you know, what it,

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what it is that you need to achieve.

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Tori Barker: And I think

also, um, there's seasons too.

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So like you said, I think there's

seasons of like, when you're starting

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out, you have to put more attention into

your business and the growth of your

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business, but you can't neglect yourself.

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Right?

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But there's still this balance

that you have to adjust over time

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and throughout these seasons.

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Of life and business growth and

family and all that stuff that,

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you know, you have to be aware of.

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So yes, I may put a little bit more

time and focus on the business, you

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know, at the beginning, but then I

know I'm gonna get to a point where I

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can balance it out a little bit more.

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And then maybe my family needs me

and I spent, but more time and my

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family, but my business is solid, so

I'm sure you see a lot of that too.

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Tracey Sundkvist: It's,

that's one of the key.

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Um, ways in which we're going to measure

that any intervention is successful is

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that the individual's business can run

without them for a week, for two weeks

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because there are checks and balances.

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There's a standard operating procedures,

there's process for everyone.

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Everyone knows what's expected of them.

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And they all want to see

the success of the business.

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So even though you might start

out saying, this is gonna

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take time, effort, and energy.

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There's blood, there's

sweat, there's tears.

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It is working toward that as an outcome.

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Tori Barker: Yeah.

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Now as.

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Um, I wanna talk a little bit about

the mind and body connection too.

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Mm-hmm.

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Because I know that, you know, you, you

mentioned it briefly about burnout, right?

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So how can we avoid burnout while

we're in that season of growth and

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grind or whatever that might be?

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Tracey Sundkvist: Yeah.

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Now I think burnout, burnout is

a consequence or is very closely

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linked with overworking, but.

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I kind of look at it in a different

way because if what you are

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doing doesn't interest you, it's

repetitive, someone else should do it.

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You are not seeing the value of what

you're doing, and it's that same story

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that you're living every single day.

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If, if what you're doing is

not important to you, you're

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much more likely to burn out.

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And this is why it's so important

when you go into business, it's about

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understanding why is this important to me?

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What, what difference it.

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Do I want to make in this

business world that is meaningful?

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Like it means something

to me as a human being.

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Now, in the beginning,

it can be about money.

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There's nothing wrong with you going

into business saying, well, I need

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this business to support my lifestyle.

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Absolutely nothing wrong with that.

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The business, um, the, the, what

a business needs from you is

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to say, okay, well, if that is.

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What you want in return for

doing business, how are you

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going to add enough value so that

you're going to get that return?

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Because it's a value exchange, right?

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I, I create value and I'm

compensated for that value.

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So the closer you can get to aligning

the value in the business with your

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personal values, with personal meaning,

the less likely you you are to burn out.

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I mean, once someone is.

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Burned out, you know, rekindling

that enthusiasm for life, for work,

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for family, for just being alive.

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It's almost like a complete

reprogramming that needs to happen

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because it's, um, it's terrible.

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It really creeps in over a

very long period of time.

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And that, that, um, becomes

almost like learned behavior.

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So that almost becomes your default.

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It's not that you stay in

this outside terrible way of

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living, it becomes part of you.

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And to, to overcome that, you need

to, um, you really need to take

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stock and say, well, I need to get

things that are meaningful back.

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You know, I need to get my

feet back on the ground.

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I need to get my head in the game.

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I need to understand who I am,

what I want, and make changes.

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Tori Barker: Absolutely.

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You know, uh, it's funny, I was

thinking about a conversation I

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had with my son last night and he

was talking about work, and, uh, he

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said, do you, do you enjoy your work?

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And I said, yeah, I love what I do.

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And he's like, yeah, you get

to do some exciting things.

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You get to travel and you get to

talk to different people and you

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get to, you know, be creative.

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And, and he's like, I wanna make

sure that I do something like that.

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And I was just like, Ugh.

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Like, that's like the best thing, right?

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To know that your, your children

see that you are passionate about

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something that you do, because

that's all that I can hope for them.

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And so it's this like the same thing,

like you, you're gonna avoid burnout.

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I mean, there's gonna be, you know,

challenging times, but you're gonna

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avoid burnout if you're passionate

and you have, you know, something that

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you enjoy that you're doing every day.

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Tracey Sundkvist: You know, it's so

important when you bring, um, when

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you start introducing kids, right?

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And I, I say kids, but these

can be like older kids as well.

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Being the role model to

say that work isn't, isn't.

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That evil place where you go that

keeps your paycheck work is actually

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a really fun and exciting way for you

to express your indivi individuality,

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for you to hone and strengthen

skills that are unique in the space.

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It's about, uh, learning how to solve.

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Problems and pushing yourself

beyond your, your boundaries and

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your limits and learning just

exactly what you're capable of.

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How you look at work determines how

you're going to approach this whole thing.

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If you really just think, I have

to work because I need to pay my

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bills, I can guarantee you are

not going to enjoy what you do.

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Mindset matters.

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Tori Barker: Yes.

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So, um, I wanna ask you another

question that, you know, I think you.

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You potentially answer this often, but I

wanna tie it back to visibility because,

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um, I want to know like, what are five

cardinal sins for entrepreneurs and how

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do they sabotage visibility and growth?

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How those sense sabotage,

visibility and growth.

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Tracey Sundkvist: Wonderful.

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So there, there are the very

typical mistakes that entrepreneurs

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make right out the gate.

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Uh, one of, one of the first things is

they don't actually align their business

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vision with, with their own goals.

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So they, they kind of go

into it just understanding

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in the short term, I need to.

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Make this work so that I can pay

myself and I can make enough to live.

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But without knowing what you're

aiming for, it's very, very difficult

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to track your progress toward that.

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So super, super important to have

a vision, and I mean, that vision

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needs to excite you as well.

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If the vision doesn't excite

you, it means that you are.

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You're doing it wrong, because that's

the whole point is to say, getting

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up, damn, I'm one, I'm one day closer

to, you know, making this come true.

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So it's gotta be exciting.

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Um, I've already mentioned the tracking.

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Now when it comes to business

owners, they are notoriously bad

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at tracking the right things.

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And this means looking at the numbers.

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Your finance, your finances.

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Yeah.

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Instead of running your business from your

bank account, it's, it's understanding

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this is how much is coming in, this is how

much is keep, you know, keeps going out.

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This is the margin that is healthy

for the space that I'm playing

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in, and I need to make sure that

I maintain or improve on this.

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So tracking it and actively

doing something about it.

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So that's, that's a big one.

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Now, connecting this to visibility,

um, I think it's so important for

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business owners to understand.

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They're, uh, how are they going

to get in front of the people

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who need what they have to offer?

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Are they going to do Facebook advertising,

Google advertising, referrals,

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um, you know, um, um, advertising

magazines, you know, um, hand up

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pamphlets at your, your traffic lights.

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It's all about understanding what are

the different ways that people are going

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to get to know about me so that I can

have enough people in my pipeline and

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get enough people through my pipeline

so that I can hit my, my revenue

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goals, what they end up not doing.

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Is tracking, how well

is that working for me?

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So they might be running Facebook

ads, but they have no idea what

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their return on ad spend is.

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They might be running Facebook ads,

but they have no idea how to make sure

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that the processes that they have are

going to support getting those people

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to say yes from interest to yes.

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All of this means you need to

be able to look at numbers and

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understand what is that telling me?

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You know, numbers don't lie.

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They're always going

to tell you the truth.

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So learning the language of numbers

is going to be your best friend

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if you want to take out a whole

lot of, um, learning the hard way.

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Right?

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We, we don't want to learn the hard way.

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That's, that's, um, that's just no good.

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No, uh, I think.

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Um, so if we just move along with

the, the other cardinal sense, uh,

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another big one is it's isolation.

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So you are running your own business.

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You are making all of the calls,

you make all of the decisions.

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You live in this bubble of

creating something from nothing.

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And the risk is that you create,

you create something that is,

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um, kind of to the left or the.

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Or the right of actual reality and

the way the world works, but because

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there's no one to check you, because

there's no one to say, but wait a

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second, you know, what if it, it's

very easy to go off track and not even

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realize that, that you're doing it.

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So having a support networks, um,

being able to have a mentor and I.

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It's, it's so blase, right?

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It's so, have a mentor, but I mean, it,

it doesn't need to be a difficult thing.

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It's so easy for you to identify

people even on LinkedIn, right?

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If you, if you see, well,

who else is in this industry?

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Who else is doing very well in

terms of how visible are they?

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Are they, where do I see them?

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Um, how do people talk about

them in, in the industry?

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Reach out and say, well,

listen, I, I, I new at this.

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I could really use someone to

walk me through the tough stuff.

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You know?

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Would you mind showing up?

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Like, do you know how, um, um,

um, what a big ego boost that is?

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Yeah.

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Or people, right?

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Generally, people want to help

other business owners have no

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problem helping, helping people who

also want to achieve success, so.

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Stop that ego thing, right?

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The, the ego has no place

in, in growing a business.

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You need to keep that,

um, in check and then.

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I mean, we've spoken a little bit

about this, but uh, I have to bring

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it in, in that you, you can't be

serious as a heart attack all the time.

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Now I'm fully, for in the beginning

you have to work very long hours and

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growing a business is very serious.

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But if you are going to allow this to

put you in a bad mood and kind of ruin.

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Your excitement or your, your enthusiasm.

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If it's gonna give you a kind of

a bad taste in your mouth, you're

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not gonna really want to interact

with anybody, then it's time to

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have a little bit of a reality check

and understand this doesn't stop.

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So the only way forward is you're either

going to, to have to, I don't know, have

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a mental check-in and see, okay, well

how do I need to shift this so that.

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I don't, you know, my

business doesn't depress me.

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My business doesn't actually just

become another job, or the way that I

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really like to do that is through humor.

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I think humor is an incredible tool and

I think sometimes when we are emotionally

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triggered by customers that are being

just absolutely ridiculous or problems

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in the team that you just can't believe

that this, this issue keeps happening.

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It's really helpful to put that.

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Um, into almost like a cartoon.

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So, so play it out.

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If this was a, an episode of Mr.

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Bean or if this was like a, a stupid

kid's cartoon, how could this be the

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most ridiculous thing so that you

can start to get some perspective?

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Right?

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This, it, it shouldn't feel like a

heart attack all the time, right?

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It's okay to have fun.

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In fact, you're probably going to get

more out of your business if you can.

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Just chill a little bit.

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Right?

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Tori Barker: Thank you for

some of the part times.

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Yeah.

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Tracey Sundkvist: Science supports it.

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When you are in threat mode, you don't

think as creatively, you don't innovate.

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Your problem solving becomes probably just

as effective as a drunk person, so making

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sure that you're in a good mental space.

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Does allow you to perform better.

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Tori Barker: Yeah.

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That's awesome.

436

So, um, I wanna wrap this

up with one final question.

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So, if someone listening feels stuck or

invisible in their business right now,

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what's one step you'd recommend that they

take to start showing up more powerfully?

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Wow.

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Tracey Sundkvist: Um, the problem

with being invisible is that the

441

solution sounds like it should be.

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How can I be visible?

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Right.

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I mean it's, it's like one plus one equals

two, but I think before you can show up

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as being visible, you need to understand

if I have an awareness that this is

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going on for me, if I feel like I'm

invisible, what is the opposite of that?

447

Um, what is going to tell

me that I am visible?

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And, and for you to have actual

quantifiable criteria, not just,

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I am going to feel, because how

can you, how can you qualify that?

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That means if it's a good day, you're

gonna feel like, yes, I was great.

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And if it was bad day, you're gonna

feel like, no, that that sucked.

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And you have to be objective.

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So if you are feeling like you're

not visible, ask yourself, what do

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I actually want this to look like?

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Does it mean that I want

more people to know about me?

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And if I want more people to know

about me, how am I getting out

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there right now and what do I need

to add to that so that more people

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can see me and interact with me?

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Um, if I want more people to

know about me, is the message

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that I'm putting out there.

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Compelling enough?

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Like, do, do I need to

improve my messaging?

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So do I need to be more visible in

more places, or do I need to start

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tailoring what I'm saying, what I'm

communicating in these places so

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that people, uh, connect with it?

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Right?

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If you feel invisible, you need

to be very careful that you're not

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behaving from a, I'm not important, I'm

just, I'm just, I'm, I'm not worthy.

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I'm not valuable.

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In fact, I'm so, I have such low

self-esteem that I feel like I

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just, uh, you know, no one sees me.

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You have to stop that.

473

You absolutely have to stop that.

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You need to fake it till you make it.

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You need to understand this is

what makes me very powerful and

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that is how I need to communicate.

477

That is how I need to show up.

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Tori Barker: That's fantastic.

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Fantastic advice.

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Thank you.

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So how could people get in touch with

you if they wanna learn more about

482

what you do wanna work with you?

483

Um, how can people, how

can people reach out?

484

Tracey Sundkvist: So I have a

link for you that is going to take

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you to a direct booking with me.

486

So I'm offering all the listeners

a 30 minute, uh, chaos to clarity

487

session where we can kind of, if you

think of the mind as kind of this

488

wrapped up, um, piece of wall to.

489

A nice, you know, um, organized structure.

490

It's just really an intensive session to

help you detangle what's going on for you.

491

So if you're stuck and you just

need a little bit of perspective or

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insight into how can I get unstuck?

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What is the next step for me?

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Then this is gonna be the.

495

This is gonna be good for you.

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From there, I can also direct you to other

support that, um, BrandLab Media has and

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of that is a free online mastermind that

gives you all of the elements that you

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need to build out a healthy marketing

strategy to know what it is that you need

499

to be tracking to build, um, Facebook

ads that are going to compel your best.

500

Um, customer to be interested and to

respond and then to understand the, the

501

business, um, phases so that you know

what problems you should be solving at

502

the right phase of business so that you

can, um, build the skills that you need

503

to be able to prepare for that next phase.

504

Tori Barker: Perfect.

505

And we'll put a link to that

in the description below so you

506

guys can all check that out.

507

And then I'm assuming probably,

uh, LinkedIn is a good platform

508

to, to connect with you as well.

509

Tracey Sundkvist: Absolutely.

510

And luckily enough, um, my

surname is so absolutely bizarre

511

that I, it's not hard to find.

512

It's very, there's only one of me.

513

There's not like 20.

514

Tori Barker: Love that.

515

Well, Tracey, thank you again

so much for being a guest.

516

It was a pleasure to get to know you, uh,

share your story and talk to you today.

517

So I appreciate having you as a guest.

518

Tracey Sundkvist: Thanks

so much for having me.