I think we all do this in our own way. For me, it’s my website. No matter how many other things are on my to-do list, I always find myself going back to tweak, rearrange, or rewrite something on there. It doesn’t matter that it’s already functional or that the last update was just a week ago. Something about it keeps pulling me back in.

Maybe it’s because Showit makes it so easy. Maybe it’s my creative brain trying to convince me that it’s a “productive” use of time. Or maybe, deep down, it’s because perfecting it feels safer than moving forward.

The funny thing is, in every other area of my business, I’m usually great at staying focused. I love crossing things off a list. I love building systems that keep me moving. I don’t often get stuck in indecision.

But when I talk to friends or clients, I’ve realized this is something a lot of people struggle with. The difference is, most of the time, they don’t even realize they’re stuck.

They just keep going back to the same task over and over, telling themselves it’s not ready yet. That one more tweak will make it better. That with a little more time, it’ll finally feel right.

As someone who’s wired to move forward, I wanted to understand this better. Because if so many smart, capable women are getting caught in this loop… what’s really going on?

Is This You, Too?

Have you ever reopened a finished project just to fix “one more thing” (or worse re-do the whole dang thing just because)?
Do you find yourself constantly reworking content, offers, emails, or designs you’ve already marked as done?
Are you waiting for the moment when it finally feels perfect enough to share?

You’re not the only one.

What you might not realize is that what feels like fine-tuning can actually be a form of resistance. It’s perfectionism in a cozy sweater. It’s fear pretending to be focus. And it might be holding you back more than you think.

In this post, I want to unpack why we get stuck in this loop, how it quietly chips away at our progress, and the mindset shift that helped me finally break free from it.

A 2022 study published in the Journal of Behavioral Decision Making found that over-analyzing decisions leads to more stress, lower confidence, and reduced satisfaction. Even when the outcomes are better. Which means the more you go back to something, the less peace you’re likely to feel about it.

Let’s change that.

Why We Keep Going Back

It might seem like a small thing, but the tendency to revisit a task over and over can seriously slow your growth as an entrepreneur. And most of the time, it isn’t about the task itself.

Here’s what might actually be going on:

1. It feels safer than starting something new
Launching a new offer? Pitching a client? Sharing something vulnerable on social media? All of that comes with uncertainty. Going back to what’s familiar feels like work, but it’s actually avoidance.

2. You care a lot (and that’s beautiful)
You want it to be right. You want it to reflect your heart. You want it to make an impact. That level of care is a gift, but if it turns into over-editing, it can start to steal your momentum.

3. You’re stuck in a loop of self-doubt
If you’re constantly questioning whether something is good enough, you’ll never feel ready to release it. That loop can disguise itself as being detail-oriented when really it’s about confidence.

4. You’re addicted to the feeling of “almost ready”
The in-between can be comforting. It’s the space where you can keep creating without being exposed to feedback. But staying there too long prevents the real growth that comes from sharing your work.

The Mindset Shift That Set Me Free

I had to ask myself one day, while staring at my website’s homepage for the fiftieth time—what am I really looking for here?

Was I trying to make it better? Or was I trying to avoid moving on?

That was the aha moment. I wasn’t editing because something needed to be fixed. I was editing because I didn’t want to deal with the next step.

When I realized that, everything changed.

I gave myself a rule: “Once it’s 90 percent there, it’s done.” Not because I don’t care—but because I care enough to share it before I overthink it to death. And honestly? That decision alone saved me hours every single week and helped me show up with more confidence.

How to Break the Loop (For Real This Time)

You don’t need more coffee or color palettes. You need clarity, courage, and a plan. Here’s how I’ve helped myself (and my clients) actually move forward:

Set a “Done” Boundary

Before you even start a task, decide how many times you’ll revisit it. Give yourself two rounds of revisions. Or set a firm deadline. When you have a stopping point, it’s easier to resist the urge to keep circling back.

Use the 90 Percent Rule

Perfection is the enemy of done. If it’s 90 percent solid and you’re just fussing over little tweaks, it’s time to call it complete. That last 10 percent often costs you more time and clarity than it’s worth.

Ask: “What Am I Avoiding?”

Every time you go back to a project that’s technically finished, pause and ask what the real reason is. Are you afraid to launch? Nervous about feedback? Naming it is the first step in breaking the pattern.

Create a Safe Space for Imperfection

Set a future date for updates. Instead of trying to perfect everything now, plan to revisit it in 90 days. This gives your brain peace of mind, and gives your work room to breathe.

Focus on Forward Motion

When in doubt, move on. That doesn’t mean rushing, it means trusting. Forward motion is where clarity, feedback, and growth live. Don’t wait until something’s flawless to let it be seen.

Give Yourself Permission to Be Done

Here’s the thing. Some of the most impactful work I’ve ever put out into the world was not perfect. But it was honest. It was helpful. And it was shared.

That’s what people need from you. Not more polish. More presence. More truth. More of you, showing up as you are, right now.

So if you’re stuck in the loop, of redesigning, rewriting, or revisiting something that doesn’t need your energy anymore, let this post be your sign to move on.

Tired of Going in Circles? Billi Was Built for This.

Okay… shameless plug incoming. But only because it fits so perfectly.

If this loop feels familiar, constantly circling the same tasks, trying to keep your business organized in your head or across five different apps, I want to introduce you to something we just launched and are ridiculously excited about.

It’s called Billi, and it’s the CRM I wish existed when I started.

Billi is simple, clean, and actually helpful. It keeps everything… clients, invoices, contracts, bookings, and more, in one place so you can stop spinning your wheels and finally move forward.

It wasn’t born from a desire to build a big tech company. It was born out of our real-world need for a tool that makes running a business easier. And honestly? We nailed it.

No monthly fee. Just a tiny 1% of your invoices. That’s it.
Built by entrepreneurs, for entrepreneurs.
No fluff. Just the features you actually use.

If you’re tired of circling the same systems and just want something that helps you do the work and get on with your life, Billi might be exactly what you need.

Come check it out (and be one of the first to use it): www.hellobilli.com

Because moving forward in business shouldn’t feel so complicated.
And with Billi—it won’t.