If you had told me at the start of this year that we’d finish 2025 as Emerald HQ, I probably would have smiled politely and said, “That’s the dream”.
But deep down, I wouldn’t have believed it was possible yet. Because it was something we had looked at since before we even properly started our business as a VA.
We’d evolved from Career Pursuit long before this year began, but it still felt like we were sitting beneath a ceiling. We could see what we wanted above us, the clarity, the impact, the space, but something invisible was keeping us from pushing through.
2025 was the year we finally broke that ceiling.
And what’s interesting is that it wasn’t one big, dramatic leap that did it. It was the series of quiet, consistent decisions to lead with intention instead of letting external forces steer us.
This was the year we stopped reacting and started choosing. The year we stopped trying to fit what we do into everyone else’s boxes and instead built a structure that reflected the kind of business we actually wanted to run.
The rebrand to Emerald HQ wasn’t the start of that shift. It was the result of it. It was the moment we finally caught up with what we’d already become.
The power of intention
When you lead with intention, you make decisions differently.
You stop saying yes because you feel obligated, and start saying yes because it moves you closer to where you want to go.
You stop defining success by how full your calendar is or how fast you’re growing, and start defining it by how aligned you feel, by whether your business still feels like something you want to build five years from now.
That shift doesn’t happen overnight. It takes work. It takes honesty. And it takes a willingness to look at what’s really holding you back.
For me, this year was a reminder that intention isn’t soft. It’s strategic.
Without it, you can build something that looks wildly successful from the outside but leaves you quietly resenting it on the inside. With it, you build something that fits your life, not something that consumes it.
The three lessons that shaped our year
The biggest lessons that came from this year are the same ones that shaped our 3-part framework, because we didn’t build that framework out of theory. We built it out of experience.
1. Know where you’re going
If you don’t have a clear vision for what you’re building and why, you’ll drift. You’ll say yes to opportunities that look good on paper but pull you away from the work you actually love. You’ll look up one day and realise you’ve built a business that doesn’t feel like yours.
This year, we got really honest about what we wanted Emerald HQ to be, who we serve, why we serve them, and what kind of impact we want to have.
Once we got clear on that, decision-making became simpler. We had a compass.
2. Say yes like you mean it
Boundaries don’t just protect your time. They protect your vision.
This year, there were moments when we slipped. We said yes when we should have paused. We overextended ourselves because growth felt exciting, even when it came at the expense of our balance.
But every time we crossed that line, it was a reminder of how important it is to protect your focus. Leadership isn’t about doing everything. It’s about doing the right things, the things that move you forward without draining you in the process.
And sometimes that means saying no to things that look like opportunities, but don’t align with the direction you’re going.
3. Stop doing it all yourself
Even with a clear vision and strong boundaries, you can’t move forward if you’re still trying to do everything manually.
We’ve always talked about structure and systems, but this year we had to live that lesson at a new level. It meant letting go of tasks that weren’t ours to hold. It meant trusting other people to step in and deliver. It meant automating, documenting, and outsourcing, not because we couldn’t do it, but because we shouldn’t be doing it.
Leadership is about creating space for strategy. You can’t lead well if you’re buried in busywork.
The discomfort that leads to growth
This year wasn’t always easy. Growth rarely is.
There were moments that tested us, team changes that required tough decisions, situations that forced us to hold steady on our values, and times when we had to choose long-term integrity over short-term comfort.
Letting go of team members who weren’t aligned with our direction was hard. So was saying no to opportunities or reviews that didn’t reflect our standards. But leadership isn’t about pleasing everyone. It’s about holding the vision steady, even when it’s uncomfortable.
There were also moments when we stretched too far. When the excitement of the rebrand pushed us into old habits, overcommitting, saying yes too quickly, forgetting the lessons we’d already learned.
But every slip was a reminder of the balance we’re always working toward, the balance between growth and peace, between ambition and space.
Leading with intention, wherever you are in business
When we talk about leadership, people often imagine big teams and corner offices. But leadership isn’t about how many people you manage. It’s about how you manage yourself, your boundaries, and your direction.
You can be a leader if it’s just you. You can be a leader if it’s you and a VA. You can be a leader if you’re hiring your first team member.
Leadership is about making choices intentionally, not letting your business make them for you.
The question isn’t “How big is my team?”.
It’s “Am I leading my business, or is it leading me?”.
Looking forward
As we move toward 2026, I’m carrying forward one key reminder: clarity changes everything.
When you know where you’re going, you make stronger choices. When you protect that vision with boundaries, you create space for what matters. And when you stop trying to do everything yourself, you finally give yourself permission to grow.
Emerald HQ was built on those principles, and this year reminded me why they matter so much.
Because growth isn’t just about revenue or recognition. It’s about alignment, energy, and leadership that feels sustainable.
So as you reflect on your own year, I’d encourage you to ask yourself the same questions we did:
- Do I still love the business I’m building?
- Am I saying yes like I mean it?
- Am I leading with intention, or reacting to everything around me?
- Am I creating space in my business, making sure I'm not doing it all solo?
Your answers will show you exactly what to focus on next.
Ash & Emerald HQ💎
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