I started my business at the dining room table while my 6-month-old napped nearby. On April 10, 2023, I filed for an LLC, knowing that this would change my life. But, like many big decisions, nothing changed overnight. I kept working my day job, parenting with my husband, and finding strength in my postpartum body.

Catalyst Behavior Project was a seed, planted and hidden away, but it needed time to develop. I dedicated the first year to observing the markets I cared about. I had zero financial goals, zero. Instead, I focused on learning. I asked myself, "Who can I learn from? Where do I fit? What problems can I solve?" I gave myself space to explore without any expectations. I even gave myself permission to fail, if this didn’t work out, it would be okay. That allowed for a deeper, more truthful exploration.

“Who can I learn from? Where do I fit? What problems can I solve?”

Starting a business is like changing a habit, it’s about small, consistent changes within systems that build on each other. I focused on small wins and parts of the process that felt enjoyable to me and taking time to savor those before moving on to more challenging aspects.

Understanding behavior changed my life, and I knew I wanted to share that with others. But I didn’t know how it would look yet. At the end of year one, I had an intense clarity: a mission, a direction, and the kind of people I wanted be surrounded by.

I set out to bring Applied Behavior Analysis to the masses through real life. Behavior change is a science, often overlooked or misused. I’m working to change that.

Year two was an opportunity for takeoff, and I pushed myself in so many ways, saw growth in my company, but most importantly, I saw my own growth and learned how important that is. Here are five things I learned about myself through this journey.

1. This is my vision and path.

I spent too much time looking for validation from people and was consistently disappointed when they couldn’t give it. I had dozens of meetings with professionals who wanted to work with me, but wanted to reshape my dream in a way that didn’t align with my values or vision for my company. Eventually, a colleague told me, “People want you, not just the science. You have to create this and lead it.” That stuck with me.

2. Healing is crucial to my growth. Growing up, I was told, repeatedly, that I don’t belong in school. My drive for success has always focused on proving these people wrong. The teachers who explained to my parents that I was lazy and “naturally bad at math” or the manager who told me I should focus on getting pregnant instead of pursuing a career. Words resurfaced and shaped my behaviors, causing to me act from a place of anger rather than security. Healing was necessary, so I dove headfirst into that process.

3. Asking for help is hard for me. I am the oldest daughter of 12 – I’m the one who solves problems, not the person who asks for solutions. When I realized I needed to heal, that meant I would have to ask for help because clearly, I couldn’t do it on my own. At 30 years old, I was still harboring wounds from early childhood and my teenage years. My therapy sessions became more intentional, I was brutally honest about my issues and I allowed myself to be vulnerable, even for a few moments at a time. It changed everything.

4. Growth is a process I can’t skip. Whether it’s in my business, the gym, or my parenting – I need to build a rock solid foundation and take my time climbing the steps, one at a time. I learned to give myself permission, daily, to make mistakes, rest as needed, and seek out opportunities for joy along the way. I learned to tolerate stress and uncertainty, especially in meetings that didn’t go anywhere. I was quick to assess my own behaviors, replaying meetings or questioning what I did wrong. The truth is, I showed my cards, answered their questions, and it wasn’t the right time. Rejection helped me clarify who I want on this journey and who will help build something great.

5. I’m onto something really cool! Whether I’m coaching parents, supporting individuals, or leading groups, I’m seeing change. Sometimes it’s micro-level transformations. Sometimes it’s a sweeping impact across classrooms, teams, or families. Not everyone stays long-term, and that’s fine, it’s done intentionally! Because even a few sessions can reveal insights no one’s ever named before. Together, we’re unpacking decades of behavioral patterns and interrupting generational cycles of shame and trauma.

I’ve built a small practice I’m proud of, and we’re just getting started.

If you’re on a similar journey or looking to better understand how to start down your own behavior change path – reach out and we can talk. We all have the capacity for change, it’s about learning to love the process.

Sarah