How to become known for what you do

Being good at what you do doesn’t help much if nobody knows you exist. In this episode of Flying Solo, Cec Busby speaks with visibility mentor, author and communications specialist Bec Sands about putting your work in front of the world without becoming someone you’re not.

Bec Sands explains why capable people wait for permission to feel ready, how to work through judgment and rejection, and why visibility is less about chasing attention than building trust. She shares the practical system that helped her overcome a three-year resistance to live video, including scheduling visibility work, showing up consistently and choosing platforms where your ideal clients already spend time

The conversation also covers healthy personal branding, sharing “from the scar, not the wound,” using AI without losing your personality, and what to do when your first attempts meet nothing but crickets .

Bec reflects on building a business through illness, caregiving, IVF and uncertainty, and why there’s no such thing as leaving it too late.

Key topics

1. Moving beyond “not ready”

Bec Sands says many people wait for a “permission slip” before sharing their work, even after gaining the necessary knowledge and experience 01:57.

“I’m not ready” can become a visibility block, especially when client work feels more urgent than building a personal brand 03:41.

Visibility can trigger fears of judgment, rejection, failure, and getting things wrong 04:29.

Confidence doesn’t need to come first. Bec Sands recommends building evidence that you can handle difficult things by taking practical action 05:45.

2. Making visibility consistent and manageable

Bec Sands resisted live video for three years, then improved by going live on Instagram every Friday 07:01.