The True Cost of Ambition

Is it worth it?

Ambition is a loaded word. It’s drenched in optimism and promise, but also burdened by sacrifice, stress, and relentless self-scrutiny. For anyone willing to pursue big goals and go all-in, the true cost of ambition is steep. Looking back on my career over the last twelve years, I can tell you first-hand that chasing big goals has been as challenging as it has been fulfilling. Ambition has fuelled my ‘success’, but it’s also been a source of self-doubt, broken friendships and constant questioning.

There’s a constant pressure in our culture to keep striving, keep improving, keep achieving. But here’s the thing: good enough is never good enough. 

So, what does it really take to achieve big goals? Here’s the unfiltered truth about what I’ve learned, and what I wish more people were willing to talk about; the true cost of ambition.

Let’s rewind to when I first entered the wellness industry back in 2012, I’d just become a Mum and I had no grand career plan. But I had a ton of energy and optimism and I quickly realised that my true talent was motivating people to achieve their goals. Whether I was helping someone to train smarter, change their lifestyle or simply find the courage to start, I was fascinated by how much of our success is tied to our mindset, habits, and environment. Curiosity drove me. I wanted to understand why certain people reached their goals while others fell short. 

Building a Personal Brand

A few years later, my son started school and I had more time for work. I started putting myself out there on social media as well as writing a blog. I realised that if I wanted to build something meaningful and earn money, I had to go all-in. Every day. Relentlessly showing up to do the work and share my ideas, and, perhaps most importantly, let people know what I was about. Those first few years provided an education in resilience and resourcefulness. I remember a friend at the time who made sarcastic comments about my Instagram posts. She said ‘I don’t really get it, why would anyone care about the workouts you do?’ Her criticism always had an undertone of judgement and naturally it made me second guess myself. But I knew what I was trying to do, in the end it didn’t matter if friends didn’t ‘get it’. I continued, and the personal brand I built would later open doors I didn’t even know existed.

As my career evolved I learnt that saying “yes” to some opportunities also meant saying “no” to other things. Weekends were spent creating content, writing my blog and training for races. Time with friends was cut short. I only had enough time and energy for two priorities- work and family. I made peace with the idea that if I wanted to achieve the big goals I’d set, I had to give up something in return.

By 2018, I had launched the Power Hour podcast, a space where I could explore what it takes to pursue exceptional goals. My mission was clear- help ordinary people achieve extraordinary things. I started interviewing everyone from CEOs, athletes, artists, professors—taking notes on wisdom, grit, and sometimes, their regrets. The podcast grew, reaching millions of downloads, and behind the scenes were endless hours of research, reading, script writing and countless emails. With every guest, my understanding of ambition evolved. What I learned from hundreds of interviews reshaped my own goals and validated one hard truth: ambition demands obsessive commitment. There are no shortcuts- it’s determination, self-belief, and a willingness to keep going when most people would stop.

The Cost of “Playing Bigger”

Ambition is addictive. The more you achieve, the more you want to achieve. There’s always another milestone, another level. By the time my first book was published in 2020, I was starting to understand the “achievement trap.” That sense of satisfaction you imagine will come when you reach a big goal often only lasts for a day or two. Publishing your first book. Incredible. But as soon as the dust settles, there’s that inevitable question: What’s next?

That question can be both exciting and exhausting.

It’s a myth that you can “have it all.” At least, not all at the same time. Building a career, nurturing friendships, raising children, maintaining health, being a good partner—it’s impossible to give each area your full attention simultaneously. You have to choose your focus, and sometimes that means putting one or two things on the back burner for a while. 

When we’re honest about ambition, we have to acknowledge that it comes with trade-offs. To shine in one area of life, you have to dim another, at least temporarily. That was a hard lesson to learn but one that freed me from my own unrealistic expectations. Now, I accept that I can’t excel at everything all at once.

Risk And Reward

If you’re going to play bigger, be prepared for bigger risks and, inevitably, bigger challenges. Every time I’ve taken a leap—whether it was launching a new project, speaking at global events or stepping into executive boardrooms —the stakes were high. There’s no guarantee of success. But if it pays off, the rewards are worth it. Yes, there’s pressure, and yes, you’ll get rejections, but that’s the cost of daring to play bigger.

In recent years, I’ve been fortunate to work with giants like Google, Spotify, and Range Rover. But every “yes” in my career there has been twice as many “nos”. Each milestone has been built on countless hours of preparation, on the willingness to do things I’ve never done before, and on the ability to find a way forward even when the route was unclear.

Ambition demands resilience. It requires a strong foundation—mental, emotional, and physical. There are times when ambition will test you, and it’s during those times that resilience is invaluable. Like in 2020, when the entire world stopped due to a pandemic. I found myself navigating divorce whilst balancing homeschooling and remote working. It was a humbling experience. But instead of slowing down, fuelled by a lack of certainty and a fear of failure, I went deeper and started working harder. 

Is it worth it?

For me, ambition isn’t something I would erase, and I wouldn’t trade my journey for an easier path. But we need to talk about the reality. If you’re chasing big goals- there will be sacrifices, challenges, and inevitable moments of self-doubt. Behind the scenes of ‘success’ it’s not easy, and it isn’t always fun. But if you’re willing to take on those challenges, if you’re prepared to accept trade-offs, learn, and adapt, the rewards are often worth it. 

I will always encourage ambitious women to play bigger, to go after big goals, and to build an extraordinary life. But be prepared for the grind. Every ambitious woman I know has earned her stripes, often while making it look effortless.

Is it worth it? Absolutely! Having the guts to play bigger will transform you, teach you, and, in the end, reveal that you can achieve anything you set your mind to. 

Thank you for reading!