Last week I was in Parsippany, New Jersey for ProfitCon 2026.
It’s always so educational for us as business owners, and the chance to hang out with my mastermind friends is pure gold.
This year I also got a lot of value out of my conversations with vendors.
We’re in such a time of technology change, and learning face to face is a real boost.
Winning the First-Ever Spirit Award
The surprise for me this year was winning the first ever Spirit Award.
Yes, the cheerleader award.
How does an introvert like me win the cheerleader award?
I’ve been thinking about that all week.
Showing Up in the Community as an Introvert Entrepreneur
Over the past year, I made a decision to show up more in the community.
And it turns out you do get back what you put in. Plus some.
I’ve been part of Profit First Professionals for 12 years.
I’ve met so many folks at events over the years.
But in our online community, I can meet so many more.
I can ask questions and try out ideas.
Smart folks chime in with great ideas and real experience.
That didn’t happen because I stopped being an introvert. I still am.
What Todd Herman Teaches About the Alter Ego Effect
Here’s where Todd Herman comes in.
Todd gave the closing keynote at ProfitCon, and I was already familiar with his book, The Alter Ego Effect.
Todd teaches athletes, executives, and entrepreneurs to decide ahead of time who needs to show up on a given field of play.
You pick the traits that moment calls for, and you step into them on purpose.
He also reminds us, “By nature, we’re tribal.” We needed other people to survive the night. We still do.
Meet Annie O.
My alter ego has been with me for years. Her name is Annie O.
She’s part Anne Lamott, whose wit and writing I love.
And she’s part Georgia O’Keeffe, who was groundbreaking as an artist and as a female entrepreneur.
Georgia once said, “I’ve been absolutely terrified every moment of my life and I’ve never let it keep me from doing a single thing I wanted to do.”
That’s Annie O. She does it scared. And she does it anyway.
The introvert is still there. She just isn’t running the meeting.
How to Participate in Your Community, Even as an Introvert
You don’t have to become the loudest person in the room.
Start small. One question this week. One reply to someone else’s post.
My point is this: Even if you’re an introvert, participate in your community.
They need you. And you may even win an award.
Cyndi
Quick Summary
- Cyndi Thomason, founder of Your Profit Team, won the first-ever Spirit Award at ProfitCon 2026 in Parsippany, New Jersey.
- As an introvert entrepreneur, she earned it by deciding to show up more in her Profit First Professionals community, both online and in person.
- Todd Herman’s The Alter Ego Effect teaches you to choose the traits a moment calls for and step into them on purpose.
- Cyndi’s alter ego, Annie O., blends Anne Lamott’s wit and Georgia O’Keeffe’s courage: she does it scared, and she does it anyway.
- You don’t have to be the loudest person in the room. Start small with one question or one reply this week.
Frequently Asked Questions
How can an introvert entrepreneur participate in a business community?
Start small and stay consistent. Ask one question a week or reply to someone else’s post in your online community. You don’t need to become the loudest person in the room. Regular, genuine participation builds relationships, ideas, and support over time.
Do you have to stop being an introvert to succeed in business?
No. Cyndi Thomason is still an introvert. Instead of changing who she is, she chose to show up more intentionally in her community, and that participation paid off with ideas, connections, and even ProfitCon’s first-ever Spirit Award.
What is the Alter Ego Effect?
The Alter Ego Effect is a framework from Todd Herman’s book of the same name. It teaches athletes, executives, and entrepreneurs to decide ahead of time who needs to show up in a given situation, choose the traits that moment calls for, and step into them on purpose.
What is ProfitCon?
ProfitCon is the annual conference for Profit First Professionals, bringing together accountants, bookkeepers, and business advisors who use the Profit First method. ProfitCon 2026 was held in Parsippany, New Jersey.
Why does community matter for business owners?
By nature, we’re tribal. A strong community gives business owners a place to ask questions, test ideas, and learn from people with real experience, which is especially valuable during periods of fast technology change.
Related reading: Why leadership feels lonely and what helps | Why you should ask for help sooner
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