by Sarah Dusek
If there’s one lesson I’ve learned throughout my entrepreneurial journey, it’s this: success requires us to think bigger. Far too often, I meet female entrepreneurs with brilliant ideas who aren’t dreaming big enough. We hold ourselves back by playing small, thinking that modest goals are more achievable. But the truth is, by limiting our ambitions, we’re not only underestimating ourselves—we’re also undercutting the potential of our businesses.
At the start of my journey with Under Canvas, I had no idea it would grow into a $100 million company, pioneering the glamping industry in the U.S. What I did know, though, was that if I wanted to turn my vision into reality, I couldn’t play it safe. Building something extraordinary requires taking bold risks and expanding your mindset beyond what seems immediately possible
In my new book, Thinking Bigger: A Pitch-Deck Formula for Women Who Want to Change the World, I explore how we, as women, can pitch our ideas and, more importantly, pitch ourselves in a way that captures the attention of investors, partners, and customers. Thinking bigger means having the courage to see the long-term potential of our ideas and pursuing them with unwavering conviction.
Recognize the Limiting Beliefs Holding You Back
The first step to thinking bigger is acknowledging the limiting beliefs that are holding you back. As women, we often downplay our capabilities and minimize our successes. We convince ourselves that we’re not ready, that we don’t have enough experience, or that we need to meet 100% of the qualifications before we’re “good enough.”
This mindset is deeply ingrained, but it’s crucial to recognize it for what it is: a form of self-sabotage. The truth is, no one is ever 100% ready. The most successful entrepreneurs I know—including myself—were never fully “prepared” when they started their businesses. But they took the leap anyway.
To break free from this pattern, we need to consciously shift our mindset from one of scarcity to one of abundance. Start by asking yourself: What if I assumed that I am ready? What if I believed that I am already enough? Why not me? These simple questions can help you begin to challenge the self-doubt that keeps you from pursuing bigger opportunities.
Shift from Fear to Possibility
One of the biggest obstacles to thinking bigger is fear—fear of failure, fear of judgment, fear of taking risks. But here’s the secret: fear is always part of the process. The difference between those who succeed and those who don’t is not the absence of fear, but the courage to move forward despite it.
When I first launched Under Canvas, I was terrified. We were operating on a shoestring budget, with little room for error. But I quickly learned that playing it safe wasn’t going to help me build a business that could change an industry. I had to embrace risk, even when it felt uncomfortable.
To shift your mindset, start viewing fear as a sign that you’re on the right track. Fear shows up when you’re stepping outside your comfort zone, and that’s where growth happens. Instead of asking, what if I fail? ask yourself, what if this succeeds beyond my wildest dreams?
Start Now
Thinking bigger isn’t just about scaling your business; it’s about transforming the way you see yourself and your potential. It’s about believing that you are capable of creating something extraordinary, even in the face of doubt and uncertainty.
So, ask yourself: What would my business look like if I eliminated self-doubt? What if I gave myself permission to think bigger, dream bigger, and act bolder? The world needs more women who are unafraid to dream big and bet on themselves. Let’s start now.
Sarah Dusek is the managing partner and co-founder of Enygma Ventures, a private investment fund supporting women-led businesses in Africa. Since its launch in 2019, Enygma Ventures has helped over 5,000 entrepreneurs build valuable companies. Sarah’s mission is to make capital more accessible to women, enabling them to scale their businesses and drive economic and social change. Sarah also launched a $600 million capital vehicle for global conservation efforts in 2022 and leads Few and Far Collection, a sustainable eco-lodging venture. Her best-selling book, Thinking Bigger: A Pitch-Deck Formula for Women Who Want to Change the World (Georgetown University Press, September 2, 2024), equips women with the tools to secure the financing they need. Previously, Sarah co-founded Under Canvas, an upscale outdoor hospitality company that sold for over $100 million in 2018. Under her leadership, the company appeared on the Inc. 5000 list, and she was named to Ernst & Young's Entrepreneurial Winning Women list in 2017. Sarah divides her time between the U.S. and South Africa with her husband and two children. For more information, visit https://sarahhdusek.com.