The Comfort Zone Trap: Why Playing Small Keeps You Invisible (Party 1)

When I first started my design business, I played it safe. I set myself up as a virtual assistant because it felt like the sensible option. Having worked in admin for 10+ years, it was familiar, comfortable and provided stability.

But here’s the thing: every time a client asked me to do something creative, that’s when I lit up. Designing a brochure, creating social media visuals, making something that felt fun and personal… those were the moments I realised I was hiding in a comfort zone that was just a little too small for me.

Transitioning from VA to brand designer, and eventually embracing illustration, wasn’t some huge, dramatic leap. It was a series of small, brave steps. For a long time, I didn’t see those little steps as “enough.” I brushed them off, like they didn’t really count.

But here’s what I’ve realised: those small steps are exactly how most of us grow. And they are absolutely worth owning.

Because when we don’t own them, that’s where we shrink. That’s where we stay invisible.

Why we stay in the comfort zone

Playing small may feel safe in the moment. But over time, it can hide your creativity, your voice, and your impact.

So many of us keep ourselves in roles or situations that feel comfortable, but not exciting, because it feels less risky. There’s research that shows how common this is: nearly a quarter of women in the UK say that a lack of self-confidence has held them back at work.

And it isn’t just in traditional workplaces. Studies also show women are more likely to downplay their contributions in group settings, even when they’ve done a lot of the work.

Basically, it’s really easy for a female entrepreneur to make herself smaller than she actually is. You keep things neutral. You avoid drawing attention to yourself. You stay in the lane that feels safe.

But the problem is, when you do that, people can’t see what you’re truly capable of.

Taking up space doesn’t mean being loud

Here’s what I’ve learned: taking up space doesn’t have to mean being the loudest voice in the room. It’s about showing up as yourself, without editing out the bits that make you different or interesting.

For me, that meant moving away from safe, VA work and into the creative work I actually loved. It meant finally owning the title of brand designer and embracing bold design instead of hiding behind what felt “professional.”

For you, it might be sharing your story more openly, putting your face on your Instagram grid, or finally leaning into the bright colour palette you’ve been too nervous to use.

A simple exercise: Do a “Presence Audit”

If you’re not sure where you might be holding back, here’s something to try:

1. Look at three areas of your business or brand: your website, your Instagram, and your overall visuals.

2. Ask yourself: does this really look and sound like me, or am I hiding behind what I think people want to see?

3. Pick one thing you can tweak to be bolder. That could be rewriting your bio so it sounds like a human (not a robot), swapping a bland colour for something that makes you feel alive, or posting something a little more personal.

Why it matters

Here’s the really good bit: when you stop playing small, you don’t just do yourself a favour. You give other women permission to do the same.

Representation isn’t only about who gets the corner office or the panel seat. It’s about everyday visibility. When you show up as yourself - your bold, colourful, imperfect self - you’re quietly showing the next woman that she can too.

So if you’ve been keeping yourself in the comfort zone, this is your nudge. Don’t wait until you feel “ready” or “perfect.” Take up a little more space today, in a way that feels right for you.

The world doesn’t need another watered-down version of you. It needs the real one.

Coming up next...

Part 2 will be all about how small pivots can lead to big change (and why visibility is a practice, not a personality trait).

Let me help you step out of the comfort zone

If you’re a female entrepreneur looking for thoughtful, collaborative brand design that captures your personality and connects with your audience, I’d love to work with you.

My design process is flexible, honest, and rooted in co-creation, no ego, no pressure, just the goal of building powerful branding that feels completely yours.

Whether you're starting fresh or evolving something existing, get in touch and let’s explore where your next bold idea could take us.

Step out of your comfort zone