AI isn’t replacing the need for clarity. It’s rewarding it.

Search behaviour is shifting from short phrases like “counselling near me” to nuanced, human questions such as “I need a counsellor specializing in infidelity”

Many group practice owners intentionally prioritize culture, connection, and community. Depending on the practice, this might include peer consultation groups, regular team meetings, shared trainings, or team events like holiday parties. Sometimes it’s as simple as seeing colleagues in the hallway between sessions and knowing you’re not doing this work alone.

I know that for many practice owners, wintering feels emotionally risky. Productivity is quantifiable. Rest is nebulous. Growth is visible. Wintering is inward.

But here’s the thing every mature business eventually learns:
Scaling requires seasons.

Too many group practice owners I talk to feel like they’re scraping by on “humidity.” They’re holding everything together with sheer determination but never feel fully nourished or resourced.

One of the themes Alison and I talked about is how unprepared many of us feel when we first step into leadership. You can be an excellent clinician — deeply skilled, empathetic, and effective in the therapy room — but that doesn’t necessarily translate into being ready to lead a team, manage people, or handle the business side of practice.