The courage to build a business you love

A couple of years ago, I found myself in a situation where I was doing all the “right” things—showing up consistently, launching new offers, and scaling my team—but something felt off.

I wasn’t burnt out, but I was stretched thin. I wasn’t failing, but I wasn’t excited. I wasn’t unhappy, but I felt… disconnected.

And when I looked closer, I realized why: I had started building my business for approval instead of impact.

Somewhere along the way, I let other people’s expectations shape my decisions. I said yes to things I didn’t want to do because they looked good. I followed trends instead of trusting what I knew worked. I expanded too fast because that’s what growth is supposed to look like.

And the worst part? It worked… on the surface. The business looked impressive. The revenue kept coming in. The audience was engaged.

But when I sat down and got honest with myself, I realized I had built something that wasn’t fully aligned with the way I actually wanted to run my life.

So, I made a terrifying decision. I simplified, in many ways.

• I “burned down” the business I’d built
• I cut offers that were profitable but draining.
• I stopped chasing new and focused on refining what already worked.
• I built around freedom instead of appearances.

And here’s what happened:

?Revenue increased.

?Profit margins got better.

?I got my time back.

?I started actually enjoying my business again.

But guess what? Not everyone understood.

It cost me a lot, to be honest.

But I wasn’t building for applause—I was building for sustainability.

And the biggest lesson in all of this?

The moment you stop designing your business around external validation, you start designing it around what actually works.

Are You Willing to Be Unpopular for the Right Reasons?

The businesses that thrive aren’t the ones that try to please everyone. They’re the ones that double down on serving the right people in the right way.

This week, I want you to ask yourself:

? Where am I making decisions out of fear of what people will think?

? Where am I overcomplicating things just to prove something?

? Where could I lean into the courage to do what actually works—even if it means being misunderstood for a while?

The fastest way to build a business that gives you freedom is to stop trying to build a business that gets applause.

Because when you stop chasing external validation, you start creating true momentum.

The courage to build a real business comes down to one thing: The courage to do what works, even if it’s not what’s popular.

XO, Natalie

I got a lot of value from this podcast episode, where Russell Brunson talks about his challenges of the past couple of years, as well as where he’s spending his energy this year.

I loved this video from Vanessa Lau on how to vlog - it’s something I’m contemplating doing this year, so I’m trying to learn everything I can about it.

If you’re spending too much time chasing different tactics instead of refining your core offer, here’s your challenge for the week:

?Write down your #1 highest-leverage activity that brings in clients. ?Double down on it for the next 30 days. ?Ignore the noise.

You don’t need more. You need better.

?? The Société – Your go-to membership for building a Freedom-Based Business? with 60+ templates, weekly coaching, and a powerful community of women entrepreneurs. Join the membership here.

??? Freedom Fast Track – The 8-week accelerator to build a high-converting sales engine that generates consistent revenue. Get the proven roadmap. Join the waitlist here.

???? CEO Mama Membership – A membership designed for entrepreneurial moms balancing business and motherhood with expert guidance and a supportive community. Apply to be a member.