Tiny Business Philosophy
The five foundations for building a tiny but mighty business that gives you freedom instead of taking it away
There’s a different way to build your business.
You know that feeling when your business looks successful on paper, but something still feels off?
That was me in 2015. I’d hit my highest revenue year ever. I had a “successful” business with multiple offers, a growing team, and impressive revenue. But to be honest? I was completely burned out. I was working more hours than I did in my corporate job (which, if you know my story, is saying something – I used to do 60-hour weeks!).
Here’s what I realized: I’d left corporate to create freedom, but I’d built another cage. I was a minimalist in my personal life but somehow became a maximalist in my business. Maybe you can relate?
Here’s what I discovered: Most accomplished professionals don’t need more hustle strategies or scaling tactics. They need a fundamentally different approach to building a business – one that prioritizes freedom and fulfillment over endless growth.
Over the last decade of helping hundreds of professionals create businesses that actually feel good (and completely rebuilding my own), I’ve identified The Five Foundations of a Tiny-But-Mighty Business that make the difference between a business that owns your life and one that gives you true freedom.
Why focus on foundations?
When I first mention foundations to successful professionals, I often get this look. You know the one – that “I’ve already got the basics down” look. And I get it. When you’ve spent years mastering your craft and spending time building your business, going back to foundations can feel like a step backward.
But after helping hundreds of talented professionals try to build businesses, I’ve noticed something. The ones who struggle aren’t usually lacking in skills or expertise. They’re trying to build something complex before they have the foundations to support it.
Think of it this way – we wouldn’t dream of building a beautiful house without solid foundations, right? But that’s exactly what most of us do in business. We jump straight to advanced strategies and complex systems before we’ve figured out the basics of what we actually want to build.
Here’s why these foundations matter so much:
1. They prevent you from building another cage
You know what’s heartbreaking? Watching talented professionals leave their corporate jobs for freedom, only to build businesses that are just as demanding (I know, because I did exactly this in my first business). When you get the foundations right, you build something different from the start.
2. They make decisions easier
What if you didn’t have to overthink every business decision? When your foundations are clear, you naturally know what to say yes to and (maybe more importantly) what to say no to. No more lying awake at night wondering if you’re making the right choices.
3. They save you from expensive experiments
I’ve watched too many talented people waste thousands on complex marketing strategies or fancy systems before they had their foundations in place. It’s like trying to furnish a house before the walls are up. Getting your foundations right first saves both time and money in the long run.
4. They let you be yourself
What if you didn’t need to copy what everyone else is doing? Without strong foundations, we tend to grab onto other people’s formulas and frameworks because we’re not clear on our own. But that just leads to a business that feels like wearing someone else’s clothes.
5. They create real freedom
Maybe you’ve noticed this too – most business struggles come from building too quickly without a strong foundation. You end up constantly putting out fires instead of actually enjoying what you’ve built. When your foundations are solid, you can grow in a way that feels good.
Here’s what I know for sure after over a decade of doing this work:
The professionals who take time to get these foundations right end up building businesses they love much faster than those who try to skip ahead.
Whether you work with me or figure this out on your own, these foundations will make the difference between a business that owns your life and one that sets you free.
So let’s talk about what these foundations actually look like…
1. Define your sweet spot
Here’s something I’ve noticed after working with hundreds of professionals: Most of us are using maybe 20% of our actual magic.
You know why? Because we’re too busy trying to fit our expertise into what we think a “proper business” should look like.
Your sweet spot is that magical intersection where your best skills meet what lights you up and what people actually need. And to be honest? When you find it, everything in your business gets easier.
This is about:
- Building something that feels authentic instead of trying to copy what everyone else is doing
- Getting crystal clear on the transformation only you can create (because of your unique experience and perspective)
- Understanding exactly who you’re meant to serve (hint: it’s usually people who face the challenges you’ve overcome)
- Creating work that feels so natural, you’d do it even if you weren’t getting paid (but don’t worry, we’ll make sure you get paid well!)
2. Create a minimalist business model
Want to know a secret? Most businesses are way more complicated than they need to be.
When I rebuilt my business after burnout, I did something that felt scary at the time – I simplified everything. I went from offering all the things to focusing on one core framework.
And you know what happened? My revenue went up, my stress went down, and my impact actually increased.
This looks like:
- Running your business with less moving parts (because simpler = sustainable)
- Creating one solid framework that solves a real problem (instead of trying to solve everything for everyone)
- Having simple ways for people to start working with you (think tiny offers that lead to bigger transformation)
- Setting up pricing that actually supports your ideal lifestyle (no more undercharging or overworking)
3. Design a life-first business
What if we designed your business around your actual life instead of trying to squeeze life into whatever time your business leaves you?
I have this client (she’s one of my favourites to talk about) who’s literally a champion donkey racer. When we first started working together, she thought she’d have to give up her “weird” hobby to be successful.
Instead, we built a business model that lets her double her old corporate income while having time for donkey racing competitions. That’s what happens when you build a business that’s actually aligned with your life.
This is about:
- Making intentional choices about how you want to work
- Creating a schedule based on when you actually have energy (not when you “should” work)
- Setting boundaries that protect your time and wellbeing
- Knowing exactly what revenue you need for your ideal lifestyle
4. Build sustainable systems
Systems might not sound very exciting. But you know what is exciting? Taking 6-8 weeks off every year while your business runs smoothly.
That’s what good systems let you do.
These days, I work about 20-25 hours a week, mostly in the mornings because that’s when I have the most energy. The rest of the time?
I’m free to explore Bali, support my aging aunt in Malaysia, or just take a random Wednesday off if I feel like it, because I have systems that make it possible.
This looks like:
- Building a lean support team that works (without becoming a full-time manager)
- Creating client experiences that run smoothly (without you managing every detail)
- Setting up workflows that keep things moving (even when you’re not working)
- Using simple tools that make your life easier (no complicated tech required)
5. Focus on relationship marketing
Here’s something that might feel like relief: You don’t need to be everywhere online.
I reach my ideal clients using primarily two channels – my YouTube channel and email newsletter.
That’s it. No constant social media posting, no endless content creation.
Instead, you can let marketing feel good when you:
- Let your best work speak for itself
- Choose 1-2 marketing channels that feel natural to you
- Build genuine connections instead of chasing followers
- Create content that actually helps people
Putting it all together
These foundations aren’t just theory – they’re exactly what I use to help professionals create businesses that feel like home.
Whether you’re just starting out or looking to simplify your existing business, these foundations will help you create work that truly fits your life.
I know the online business world can feel overwhelming. Everyone’s telling you to scale bigger, move faster, be everywhere, do everything.
But what if success could be simpler? What if you could build something that’s intentionally small but mighty profitable?
Your version of success doesn’t have to look like anyone else’s.
Ready to build a business that actually gives you freedom? Let’s talk about how these foundations can work for you.
Feel like it might be a fit?
Here are two way to get started:
Just starting a business?
If you haven’t started a business yet and need help to build the foundations of your business first, check out my resources for starting a business.
Start my businessHave an existing business?
If you have an established business, check out how I can help you simplify your business without sacrificing income and impact.
Simplify my business