Let’s get something out of the way: I am not building my business to hit seven figures, land a Ted Talk, or earn the admiration of internet strangers who believe your worth is tied to how “viral” you can go. I’m building what some might call an ordinary brand — one that’s rooted in purpose, not performance metrics.
I know, it’s a little heretical in a world obsessed with “scaling to the moon” and “passive income while you sleep.” But after years of running my own business, growing it deliberately and intentionally (without a mega team or a funnel machine), here’s the love letter — and a little rant — I wish someone had given me a decade ago:
Ordinary business owners? We are the backbone of this industry, and it’s time to stop pretending otherwise.
Let’s talk about why ordinary might just be the new secret weapon — and how you can thrive without ever becoming a household name.
Why I’m Not Chasing Internet Stardom (and Why That’s a Good Thing)
You know what I’m really tired of? Being underestimated. People act like you need a team of 14 or a six-figure vacation budget just to have a “real” business. They assume you’re settling if you’re not working around the clock or posting “#hustle” content three times a day.
But here’s my reality check for you (and for myself):
- I have less than 5,000 Instagram followers.
- My email list barely cracks 400 subscribers.
- I’m on track to gross over $200,000 this year.
- My client waitlist has been going strong since 2014.
- And every single month since I went full-time, I’ve paid myself consistently.
In other words, I’ve built what some might call an ordinary brand — but one that’s sustainable, profitable, and deeply aligned with my values.
Yet in the eyes of the internet? “Ordinary.” Not “real.” Not worth the stage or the article or the fanfare.
But let me ask: Isn’t building a business that fits your life, pays you well, and lets you serve clients your way the realest thing of all?
Redefining Success: Why Building an Ordinary Brand Is Anything but Boring
The internet loves to celebrate “bigger, better, faster”—but nobody talks about what those shiny metrics really cost:
- The stress of managing a big team (with a manual for every task)
- The pressure to deliver viral content week after week
- The burnout from never turning off
- And yes, sometimes debt that nobody likes to mention
Let’s be clear: Ordinary isn’t boring. Ordinary is sustainable. Intentional. Real. An ordinary brand isn’t a step down — it’s a conscious choice to build a business that works for your actual life.
Here’s what ordinary success looks like:
✔️ Earning $85,000 a year and thriving
✔️ Working three days a week and having a life
✔️ Serving ten clients so well they want to work with you forever
✔️ Never going viral (or being on TikTok) but still making a huge impact
It’s not about escaping growth — I’m all for well-earned paydays! — but not at the expense of my sanity, family, or love for my craft.
The Narrative We Need to Change: You Don’t Have to Scale to Be Respected
It’s wild that I still get “pat on the head” energy from people who act like running a business on my terms is settling. As if I’m a kid playing business until I join the “real” club of round-the-clock launches and giant teams.
Let’s reclaim ordinary for what it truly is:
- Making thoughtful decisions about what matters
- Getting paid well for work you genuinely enjoy
- Having time off — and not feeling guilty about it
- Serving your clients, saving for the future, and sleeping at night
- Not shouting about your wins, but knowing you’re making a difference
An ordinary brand isn’t second-best — it’s a business model built around clarity, values, and longevity. Most of the business owners I admire? They’re not on magazine covers or stages. They’re the ones quietly getting results, year after year.
The Lie of “More, More, More” (And What Actually Feels Good)
If you believe everything online, you’d think you need a never-ending list of goals just to be “worthy”:
- Grow a massive team
- Launch another product
- Write a book
- Attend every networking event
- Optimize everything, all the time
But here’s the truth: You can be both small marketing-wise and mighty financially and emotionally. I know, because I’m living proof.
Let’s normalize businesses that work for us, not drag us around by the hair. Your business can be as bespoke as you are — no cookie-cutter success required.
Embracing Ordinary: The Rise of a Different Kind of Summit
The response I got when I shared my story online? Hundreds of people chimed in to say, “Finally, someone normal around here. I’m not alone.”
And that’s why I’m doing something new: hosting the Ordinary Summit this fall.
This isn’t another event packed with celebrity founders or endless “one size fits all” formulas. Instead:
- You’ll hear from business owners who aren’t Internet Famous™
- Real people with small-but-mighty audiences and sustainable businesses
- Those who might work part-time, or run lean, human-first companies
- The messy, behind-the-scenes truth — not just the Instagram highlight reel
It’s a space for anyone building an ordinary brand that’s anything but average — one rooted in values, not vanity metrics.
If you’re feeling “too small for the business world, but too successful for the beginner crowd,” this is your community. If you want genuine conversations and practical strategies, not aspirational fluff, you belong.
(And yes: The waitlist is already open. If this speaks to your soul, come hang out.)
Let’s Redefine Ordinary, Together
Being “ordinary” isn’t less than. It’s grounded. Sustainable. Smart.
I’m not a girl boss. I’m not a case study for a seven-figure launch. I’m not here to impress strangers on the internet.
I’m an ordinary business owner just like you: intentional, experienced, and building something that fits my life — not the other way around.
You do not have to become a personal brand celebrity just to run a thriving business. Our way is valid. Our impact is real.
Let’s keep showing up, serving well, and loving the lives (and businesses) we’ve chosen.
FAQs About Ordinary (and Successful!) Business Ownership
Can I really call myself successful if I don’t have a big team or audience?
Absolutely! Success isn’t about follower count or number of employees. If your business is meeting your needs, paying you a consistent salary, and letting you live the life you want — that’s real success.
Do I have to be on social media every day to grow my business?
Nope. You can build a thriving, sustainable business with a small (or even no) social media presence if you focus on client experience, referrals, and real relationships.
What if I want to make more money, but not at the cost of my health/sanity?
It’s totally valid to pursue growth — just do it on your own terms. Set boundaries. Raise your rates. Refine your offers instead of endless hustle.
Isn’t scaling the only way to “level up” as an ordinary business owner?
Not at all. Leveling up can mean deepening your expertise, improving client results, or reclaiming your time — not just managing a bigger team or chasing massive launches.
How do I handle people who underestimate my business because it’s not “big” enough?
Remind yourself (and sometimes them!) that quiet, sustainable, intentional businesses are powerful. Let your results and client happiness do the talking.
Are small business owners invisible in the online world?
Sometimes it feels that way, but you’re far from alone. There are countless “ordinary” business owners thriving off social media’s radar — and we need more spaces to connect and be seen.
What’s the Ordinary Summit, and who is it for?
It’s a virtual event for committed, service-driven ordinary business owners who want to learn from real people making it work without giant platforms or team empires. It’s designed for people who’ve been in business for several years and want practical, honest conversation.
Is it wrong to want to stay solo (or small) forever?
No way! There’s power and freedom in staying small by choice. Don’t let anyone make you feel like you have to scale just for the sake of appearances.
How do I find more “ordinary” business owners like me to learn from and connect with?
Engage in spaces (like the Ordinary Summit or small business communities) that prioritize authenticity over internet fame. Seek out real conversations, not just highlight reels.
If you’re tired of feeling invisible or like your business needs to go viral to matter, take this as permission to stop chasing someone else’s definition of “making it.”
