8 Reasons I Attend Maximise

At our latest leadership day at Women’s Business Club we explored how to maximise our position as club leaders and we spent a good couple of hours exploring the word maximise.

What did it mean to us?


What would we see and hear that would be our evidence that we were maximising the opportunities?

It got me thinking about everything that I gain from my membership and the annual conference Maximise.live

Just going to an event that is called Maximise is going to train your attention to think about maximising isn’t it? Or is that just me?

Now this is something to consider with any exhibition or event. 

Whenever I commit to something I take full responsibility to maximise it and I am supported by Angela the founder who asks encouraging questions like “What are your goals for maxmise?”

In my line of work where I support individuals to create plans they truly believe in, it is important to take time to set yourself for success. The most important driver is to understand why you are doing something. Your why is your motivator

With that in mind I decided to share with you my 8 reasons I attend M.A.X.I.M.I.S.E

And these same 8 reasons mean that I leave the year resourced and energised for the year ahead. It is hard work, it is a push and it does stretch me at this time of year but it is so worth the effort because it leave me on a high and abundant in clarity and confidence.

M = Motivation

Getting ready for maximise means that I have to invest time thinking about what I want. Having invested in a stand and talking slot I  carefully think about my message and the direction for my business in the coming year. That commitment of time in my diary and a stand booked creates the motivation to take action and plan. That motivates me to think about what I say, what I mean by what I say and how I want to show up.

A – Acknowledgement

One thing that is and has always been great about Women’s Business Club is there ability to acknowledge people. I particularly like the awards ceremony, but also the fashion show, dragons den and the proactive network of women who acknowledge and recommend each other. I like to see others being acknowledged and it has taken me sometime to be comfortable with receiving public acknowledgement but thanks to this community I am really stepping up and I really want to win Speaker of the year. If you haven’t voted I would value your support. vote here. 

X – Xenogamy

No I haven’t made this word up but I did have to learn a new word. And that  new learning is something I always get from the process of booking a stand, preparing and attending this event. But this word means cross-fertilisation. And that is where the magic happens. I get to meet wonderful human being and when you show up willing to listen and your heart open to learning, then opportunities and magic happens. You just never know where one conversation will take you. One year I was talking to an 80 year old that was still running her business because she could and she loved it and another a complete start up and each conversation inspires the next.

I – Inspiration

This is in abundance, year on year I have watched the conference and delegates grow in confidence. I get inspired by the stories, the stands and the speakers. Inspiration is there to be absorbed by the bucket load. Every year I give one talk and I aim to listen to at least one and I always come away with a note pad of things to try and test.

M – Momentum

Because maximise is at the end of the year it is a great time for me to clarify my message for the year ahead. It makes me ask questions like what would I like to have happen? What do I want people to leave thinking or feeling after talking to me? All of this preparation not only sets me up for the event but it builds momentum and energy and passion ready for the year ahead. This is the time when I can connect with lots of people I sometimes only usually converse with virtually and that real life connection generates an energy that fuels me from the inside out.

I – Incentivised interval

It really does provide me with an incentivised break. The incentive to focus and gain clarity and confidence of my own objectives whilst taking time out with my team,the night before at a local hotel and usually a meal post event with colleagues and connections provides us with  valuable down time with the added incentive it is building on the relationships that provide us with the foundations for growth. It gives me a break from the office and it has the added incentive it is good for me and the business.  It would be easy in December to wind down, slow down in business and to get buried in the time monster story of Christmas and holiday pressure. It would be easy to put all my attention on home and let my business goals slide but this interval is perfectly time to recharge and resource me to do both.

S – Sales

Yes I can and do make money. Not always on the day even though I do take books and can sell them. But more often than not it can take a year or two. Just last week a lady we met at last years event bought a programme that paid for the stand. Too many people look at stands and exhibiting as needing to make the money back on the day. And whilst I have done that for example 2016 at Maxmise a client signed up there and then for a programme that covered the cost of my stand, this is not always my main focus. I am using the event to clarify my message, do my market research and create a PR buzz around my business that will lead to sales throughout the year.

E – Empowerment

What the whole experience is about from start to finish is empowerment. The Women’s Business Club want to do whatever they can to empower you to be the best version of you, that you can be in business and life as a whole. And they are a great example of stepping up and leading by example.

So that is my reason for going to Maximise?

Why do you go?

And for those not going why is that?

Check the story you are telling yourself and be absolutely sure you are making the right decision. I would hate for you to miss out. Please put on your detective hat and be grab your magnifying glass and double check the reasons you have not booked.  And sometimes we do have a better place to be and whatever you are doing on the first Wed of December I wish you all the best and you know where I am if you want support to set yourself up for success for the year ahead.


If you want to chat to me at Maximise I will  be at stand 28 – upstairs in the Author’s Hub talking about my journey as an author.


Thank you for Lis of Head shot Diva’s for many of these images. So pleased you are promoting your book at The Author’s Hub this year too.


About The Author – Sheryl Andrews – The Strength and Solution Detective

Author of Manage Your Critic – From Overwhelm to Clarity in 7 Steps

Sheryl Andrews is the Founder of Step by Step Listening, and has always been able to create space where other people felt safe to speak their truth no matter what that was. She is well known for her ability to listen, question and give evidence based feedback that turns any overwhelm into a clarity and confidence.

But what many didn’t know is that in private behind closed doors she was not always able to do that for herself, she was fearful of upsetting others and often did not ask for her own needs to be met. She was no stranger to lapses in self belief and an overwhelming sense of not being good enough. That was until she learned to take her own advice, when she wrote the book Manage your Critic – From Overwhelm into Clarity in 7 Steps she became consciously aware of what she did for others but wasn’t applying to her own life and that became the catalyst for change.

Sheryl now runs retreats and online group coaching course that provide you with a safe to speak space where you can unravel what is really holding you back. For more updates and the latest blogs please do sign up here for Free Success without stress newsletter

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Published By

Sheryl Andrews, Founder of Step by Step Listening is well known for her fast speaking and highly motivational passion. But what many of you may not know is that in private behind closed doors she was also no stranger to lapses in self belief and an overwhelming sense of not being good enough. Sheryl use to find it difficult when criticised even when she knew they meant well and found it difficult to respond rather than react. A series of 3 events in her personal life exaggerated her emotional overwhelm and forced her to address this problem and conquer her sensitivity to criticism. Today she shares every day stories of every day people and inspires you to discover ways to gain clarity and confidence to change the way feedback and criticism impacts your performance.

View all posts by Sheryl Andrews →

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