Hi, I’m Serena Fordham, and this blog post is an extension of my Amazon Bestselling Book “ProspHER(ish): The diary of a fcuked up female-founder” written to help women succeed in their businesses and careers – while ultimately achieving their dreams and fullest potential.
For years, I believed I hated sales. The very word brought to mind the cutthroat, dishonest, and ruthless environment I experienced as a young estate agent.
Being made redundant from my Lettings Manager role while on maternity leave was, in a strange way, the perfect escape hatch. It was the push I needed to start my own business, where I hoped to leave that “icky” feeling behind. However, for the last 12 years, that mindset around selling has been a constant struggle.
Then came my session at ClimbUK with the amazing team at MySalesCoach. A “coaching on the coach” chat with Steve Myers was a total lightbulb moment. It wasn’t sales I disliked; it was competition. This distinction was a game-changer. I realized my aversion wasn’t to the act of helping someone find a solution (the essence of sales), but to the rivalry and fighting that so often accompany it.
Unmasking the real culprit
This revelation wasn’t confined to business. I started noticing a pattern in other areas of my life. I’d always told myself I hated board games, sports, the investment landscape, and even politics. What did they all have in common? Competition.
The dictionary defines competition as “a rivalry where two or more parties strive for the same goal, which may be a prize, a position, or resources.” As someone with a naturally collaborative and supportive nature, this definition makes perfect sense. My core being shrinks from the idea of competing or fighting with others. I have no desire to metaphorically trample over people to get what I want. My vision of success is one where we can all achieve our goals and dreams. The thought of a zero-sum game, where one person’s win necessitates another’s loss, just gives me the ick.
From rivalry to collaboration
This new perspective has been incredibly freeing. Instead of trying to force myself to be a “shark” in a competitive ocean, I’m focusing on building a business framework based on my strengths: collaboration, support, and shared success. I’m not a “bad salesperson”; I’m a good collaborator.
By reframing my mindset, I’m now actively seeking partnerships and focusing on adding genuine value. I see other businesses not as rivals to be defeated, but as potential allies with whom I can achieve more. This isn’t a naive approach; it’s a strategic one. By focusing on shared goals and mutual support, we can build a more robust and sustainable ecosystem where everyone thrives. My business, built on a foundation of integrity and support, is a reflection of my personal values.
This journey has taught me that we don’t have to conform to old, ruthless models of success. We can, and should, redefine what it means to win on our own terms.
Join the conversation
This shift has been transformative for me, and I’m curious to hear your thoughts. Have you ever felt that “icky” feeling about competition? What are your tips and tricks for navigating a competitive landscape while staying true to your collaborative nature? Let’s discuss how we can build a world where we all get to win.
Hi, I’m Serena Fordham, and this blog post is an extension of my Amazon Bestselling Book “ProspHER(ish): The diary of a fcuked up female-founder” written to help women succeed in their businesses and careers – while ultimately achieving their dreams and fullest potential.
Not the plan
This is not the blog post I planned to write. My alarm went off this morning, not with a gentle, melodic chime, but with the frantic barking of my two dogs at 3 a.m. One of those “it’s windy and therefore a cause for alarm” barks. A quick trip into the garden in the dark to let them out, a fruitless attempt to get them to quiet down, and then, just as quickly as it started, they were calm again. Me? Not so much. I didn’t get back to sleep.
My second alarm at 7 a.m. went off, and I was in that frustrating half-awake, half-asleep limbo. The morning was just getting started. My daughter, bless her heart, dropped a bomb: no clean school shirt. My husband wasn’t around, so I was the one to rummage through the laundry, frantically searching for a dryer sheet, only to find the clothes were still damp. My son, having seen his pre-made lunch, declared it inedible, so I had to slap together a peanut butter and jelly sandwich in record time, which, of course, resulted in a sticky mess all over my hands.
From bad to worse
Then, the dog food bag broke. Spilling across the kitchen floor, it created a crunchy, oily mosaic. At least the dogs were happy, eagerly helping me “clean” it up. The final straw came when my son, on his way to school, fell off his bike. He came back in tears, with grazed knees and a broken chain. I spent a frantic few minutes trying to fix the bike, getting my hands covered in grease, and then comforting him, all while watching the clock tick past my departure time.
I was supposed to be on my way to London Tech Week at Olympia, ready to network and learn, but instead, I’m here, writing this, still in my pajamas, sipping a lukewarm cup of coffee. The FOMO (Fear Of Missing Out) is real, but so is the need to just take a breath and wallow in the chaos.
This is me
As a female founder and mum with a disability, things often don’t go to plan. And I’m willing to bet it’s the same for many of you. We see these polished photos online—the smiling faces at conferences, the perfectly styled outfits, the “I’m living my best life” posts. But what we don’t often see is the reality behind it all. The spilled coffee, the last-minute crises, the exhaustion that comes with juggling everything.
So, this is me, being fully transparent.
This is me, sharing a messy, frustrating, and very real morning. This is me, embracing the fact that sometimes, life doesn’t cooperate. And that’s okay. It’s a reminder that it’s perfectly fine to have a day where you do nothing but rest and recharge. There’s always next year for London Tech Week. For now, I’ll be here, scrolling through LinkedIn posts of everyone else enjoying the event, and I’ll be fine with that. I hope that by sharing this, you’ll know that you’re not alone on those days when everything seems to go wrong.
Share your story
Do you have a story like this where the day didn’t seem to go how you’d imagined it? Please share it with me here.
ProspHER Fest & Rest (festival & retreat) will take place on 29th-31st May 2026 in the heart of the beautiful Norfolk countryside at Glamp & Tipple, Great Ellingham.
This “restival” will bring together our vibrant festival with our relaxing retreat, to create an event for women’s personal and professional development like no other!
By night there will be such activities as pampering, meditation and a posh pyjama party, and by day included is enjoyable entertainment, expert talks and workshops centred around business and career growth, mindset and wellbeing…
All to support women to succeed on their own terms.
Agenda (subject to change & additions)
Friday Afternoon:
“Settling In Session” with Team ProspHER
Free Time (Perfect for Hot Tub Relaxation & Getting to Know Everyone!)
Friday Evening:
Posh Pyjama Party & PJ Catwalk
Crystal Meditation
Massage/Treatments
Tarot Readings & Reiki
Stone Baked Pizza Dinner
Saturday Daytime:
Continental Breakfast Basket
“How to Create Value to Exit Your Business” Talk with Fiona Hudson-Kelly
“Movement for Confidence” Session with Melissa Blackwood
Cold Buffet Lunch
“Women’s Health & Imposter Syndrome” Workshop with Joanne Bekis
“Marketing Magic” Workshop with Edwina Mullins
“Be Your Bold Self” Panel Session (With a Twist) with Sophie Jane Lee & Friends
Saturday Evening:
BBQ Dinner
Entertainment Including Dancing/DJ/Singer, Book Readings & Pampering
Sensational Sunset Glass Walk with Olivia Beardmore
Sunday Morning:
Continental Breakfast Basket
“Follow Your Purpose” Workshop with Serena Fordham
Book Your Place
We only have a maximum of 56 weekend “Fest & Rest” places for this popular event up for grabs, so book early to reserve yours now…
(Payment plans available. A limited number of day passes for the “Fest” only element can be booked by contacting us directly).
We are currently seeking sponsors, corporate partners, exhibitors and speakers/workshop hosts to bring this event to life, so please contact us today if you’d like to be involved in any way.
