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Why your income feels unpredictable

Why your income feels unpredictable

by | Mar 31, 2026 | Business Growth, Business model, Conscious business, Strategy, Sustainability

Why your income feels unpredictable

One of the hardest phases of business I’ve been through is what I call feast and famine. That is where you know your business works, to an extent, but income is completely unpredictable. It often feels like a game of chance. Not knowing when the next client or sale will come and just hoping it comes soon.

It was during that time that I often felt like there was some secret other business owners knew about that I had yet to discover. It’s in this space that I see so many business owners fall prey to manipulative strategies that promise to let you in on the secret that will magically bring about 10K months.

If you’re on my list there’s a good chance you’ve already called bullshit on those promises, or like many of the people I work with, perhaps you’ve spent thousands only to figure it out the hard way.

So here’s the thing. There is no secret or magic bullet, but there is what I call your “X”.

That is the lever you pull or the strategy you implement that does bring about more business.

I remember many years ago realising that I’d figured out that when I do more of my X, I get more clients.

My X might not look the same as your X, but they will have one thing in common: connection.

Because here’s the thing that I think on some level we understand but also often overlook.

Revenue follows connection.

Take a moment to let that sink in and feel into what that might mean for you.

For me, things finally started to fall into place in my business when I got consistent with two things: authentic outreach, keeping in touch with my network and having meaningful conversations, and writing long-form content, sharing my ideas and point of view on a regular basis in my newsletter and on my blog. Connection.

But here’s the part most people don’t talk about: there is a lag between connection and revenue.

As you’ll no doubt know, it’s not like we publish a post on Instagram and immediately get a client. It might take months of posting before we start getting any traction at all.

I remember committing to posting weekly blogs and it took nearly a year before people started applying for my coaching and telling me they had found me on Google.

And this lag creates two really common patterns.

1. People give up on or switch connection activities when they don’t see immediate results.

Or

2. They do it long enough to get results, sign a client or two, and then get so focused on delivery that they stop connecting altogether.

Income isn’t random. It follows behaviour. It follows how consistently we connect, how visible we are, how often we reach out.

Because there’s a lag, it’s very easy to misinterpret what’s happening. We stop connecting and nothing changes immediately, so we assume it’s fine. Or we start connecting and nothing changes immediately, so we assume it’s not working. But both of those interpretations are usually wrong.

Stability isn’t built in the week you feel motivated. It’s built in the months you keep going when nothing obvious seems to be happening yet. That doesn’t mean pushing beyond your capacity. It means choosing a rhythm you can realistically hold.

And that’s the part that’s hard. But it’s also the part that changes everything.

If your income has felt unpredictable lately, it might be worth looking back three months instead of three days. Where did connection slow down? Where did it stop entirely?

Because revenue follows connection. It just doesn’t do it instantly.

SIGN UP FOR MY SOULFUL STRATEGIES WEEKLY 

Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

 

The decisions we circle

The decisions we circle

by | Mar 24, 2026 | Big picture, Business Growth, Mindset, Strategy

The decisions we circle

Something I’ve been thinking about a lot lately is decisions. The ones we’re forced to make, and the ones we circle and quietly avoid.

When we’re building a business, we make decisions all the time. What to write about, what offers to create, what to charge. Many of these get made simply because they have to. We have to write something. We have to offer something. We have to charge something. So we decide and move on.

But then there are the decisions we circle. The ones we revisit over and over. The ones we half-make and then soften. The ones we never fully land on.

Decisions like: what problem we solve and who we solve it for. What our message really is. What our marketing rhythm should look like. Which offer is the core one we’re actually building around.

Instead of deciding, we circle. And when we circle, we tell ourselves we’re being thoughtful, reflective, open. But what I’ve realised lately is this: when we put off decisions, we also put off the outcomes that can only come from holding those decisions over time.

If we don’t decide who specifically we serve, we don’t get to experience what it feels like to truly speak to someone and have them immediately know we’re talking about them. If we don’t decide on our message, we never see what happens when we repeat it long enough to become known for it. If we don’t decide on a rhythm of connection, we never discover what six months of consistency could actually lead to.

We stay busy. We stay reflective. But we don’t give anything long enough to compound.

I see this often with business owners who are no longer beginners. Their work is good. Their offers are solid. They’ve had clients. There’s proof that it works. But the foundations keep shifting because decisions aren’t being held, and without that steadiness, nothing really builds.

It can feel like inconsistency. Like unpredictability. Like something just isn’t clicking. But often it isn’t a capability issue. It’s a commitment issue.

There’s something quietly powerful about deciding and then staying with that decision long enough for it to mature. Long enough for your audience to recognise you. Long enough for relationships to deepen. Long enough for momentum to build.

And maybe that’s the part we underestimate. Not the making of the decision, but the staying with it. The not tweaking it next month. The not softening it when engagement dips. The not rethinking it every time doubt creeps in.

Because decisions only lead to traction when we give them enough time.

So I’m curious. What decision have you been circling lately that might bring more momentum if you simply made it and held it? Feel free to hit reply and let me know. 

SIGN UP FOR MY SOULFUL STRATEGIES WEEKLY 

Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.

 

Where you might be quietly losing clients

Where you might be quietly losing clients

by | Mar 17, 2026 | Client Creation, Selling

Where you might be quietly losing clients

One of the first things I do when I land on a new client’s website isn’t read their About page or their story. I look for how I’m supposed to work with them.

I put myself in the shoes of a prospective client and go in search of a clear next step.

What I’m hoping for is a frictionless journey from curiosity to action. Something simple and obvious like making a payment, completing an application form, or booking a call. The smoother that journey, the less likely we are to lose people along the way.

It’s worth remembering what the average person who lands on your website is up against.

They’re likely already overwhelmed. Bombarded with information about their particular problem. Faced with endless options, conflicting advice, and a lot of noise. Most people aren’t looking for more inspiration or explanation. They’re looking for something that cuts through and tells them, clearly, what to do next.

When you’re newer in business, and you don’t yet have a lot of traffic or the budget for beautiful design or optimised copy, it’s often the small things that make the biggest difference.

Over the years, I’ve seen just about every possible way people lose potential clients in the short window between interest and action.

Sometimes there’s no clear “Work with me”, “Services”, or “Offerings” page at all. When I visit a service provider’s website, that’s where I’m heading first. I want to understand what’s available here that could help me with the problem I’m trying to solve. If I can’t find that quickly, I often won’t keep looking.

Other times there is a services menu, but it’s packed with confusing dropdowns. Even after clicking “Work with me”, I’m left unsure where to go next or which option is actually relevant to me.

I also see a lot of offers described in just a few vague lines, with no page that gives the full picture. No context, no detail, no clear way to understand whether this is right for me without having to reach out first. For many people, that step feels like too much.

And then there are the very practical issues.

Broken or outdated links. Pages that no longer exist. Buttons that promise one thing and deliver another. These might seem minor, but to someone already hesitating, they can quietly bring the whole journey to a stop.

The same principle applies beyond your website.

For many people, your social media bio is the first doorway into your work. If the link there leads to a dead page, a confusing set of options, or something that no longer reflects what you actually offer, you’re creating friction before the relationship has even begun.

I often use an analogy (I first heard from Tad Hargrave) of imagining your business as a house in the forest and it’s always stuck with me.

Given the nature of a forest, there are various potential pathways to your door. What I’ve noticed is that most people spend a lot of time working on the signposts and the paths themselves. The content, the posts, the links that help people find you in the first place.

But sometimes, once people arrive, the doorbell doesn’t work.

They press it once. Then again. They wait. Nothing happens. Eventually, they assume no one’s home and walk away, even though you’re inside, ready and willing to help.

When your website or bio doesn’t make it clear how to take the next step, or when links are broken or confusing, this is often what’s happening. People are finding you, but the signal isn’t getting through.

This isn’t about being perfect or polished.

It’s about recognising that when someone is interested, they’re often already doing a lot of internal work. Weighing up whether to ask for help. Whether to spend money. Whether now is the right time. The least we can do is make the external journey feel clear and supportive.

A gentle place to start is to take a few minutes to metaphorically walk the different paths someone might take to work with you.

Imagine they find you through social media, a referral, or a newsletter someone forwarded. Where do they land first? What do they see? What do they click next? At what point might the doorbell stop working?

You don’t need to redesign your entire website or rewrite everything from scratch.

Often, it’s about noticing and removing small points of friction. Clarifying a menu label. Simplifying a choice. Fixing a link. Adding a sentence that helps someone understand what happens after they click.

Making it easy to work with you isn’t about being pushy or salesy.

It’s an act of care.

It says: if you’re here, if you’re curious, if you’re considering this, I’ve made space for you to take the next step in a way that feels clear and contained.

And that, quietly, can make all the difference.

SIGN UP FOR MY SOULFUL STRATEGIES WEEKLY 

Once a week, in the form of an e-letter, I share the best of what I know about building a business with integrity for conscious business owners.

The intention behind these letters is to be a voice for integrity within your (undoubtedly) cluttered inbox. To be the one email you can count on to contain strategic and soulful advice for building a business without selling your soul.

If you want to receive the Soulful Strategies Weekly, simply share with me your name and email address below and you’ll start recieving emails right away.