What happens when the dream you built crumbles overnight? This is the first time I’m sharing the story of the hardest chapter in both my business and my life. The moment everything I had worked so hard for slipped through my fingers. I’m telling it now because I wish someone had told me back then that it wouldn’t end there. That even in the silence and the loss, something new was being born. If you’re in that place, holding pieces of what used to be, I hope you take a moment to read this.

We hear countless stories about rising from failure to achieve something beautiful. But what we don’t hear enough about is what happens when failure comes after success. When you climb the mountain, feel the wind in your hair, and think, This is it. I made it.

And then, everything falls apart.

This letter is for the version of me that walked through that exact season. The woman who once felt unstoppable and then, for a while, couldn’t see how she’d move forward at all.

My twenties were full of firsts and milestones. I was never the best in school, but the moment I discovered entrepreneurship, something clicked. For the first time in my life, I felt the freedom to build something that reflected who I was. I didn’t follow a roadmap; I built one.

And it worked. I built a business that gave us more than just stability, it gave us a life we loved.

We went from living paycheck to paycheck and biking my daughter to school because we didn’t have a second car, to both my husband and I working from home full time, doing work we loved. That season was rich with joy, confidence, and creativity. I found a version of myself I had only dreamed about as a girl. I had found success.

And then I lost it.

Not slowly. Not gently. But in the kind of way that feels like a violent wind ripping your roots from the ground. My business failed. Not because I gave up or made poor choices, or wasn’t working hard enough, but because sometimes, no matter how much you fight for something, it’s just not in your control.

In my case, my digital products that I had spent so much time and energy creating were stolen and leaked on the internet, and my sales went from making half a million in a year to almost no sales at all.

I had just had my third baby. Emotions were high, hormones were everywhere, and I was likely dealing with postpartum depression I didn’t know how to name. What had once been a life I loved felt foreign. We had to sell out home in Maui. We had to leave Maui. Everything felt so uncertain. For eight months, we drove around the country as a family, wandering from place to place, searching for something that would feel like home. Looking back, I also remember feeling a huge sense of being lost and really not knowing where to be or what to do. Hitting the road full time was a way for me to just be, without needing to really make any big decisions.

There were beautiful moments in that season, adventures, laughter, sunrises in new cities, and starry nights in some of the most breathtaking national parks. So many days spent in places where no one knew where I was. No one expecting anything from me. No inbox. No pressure. Just space.

I remember standing alone in the vast canyons of Big Bend National Park in Texas, surrounded by silence so big, you could hear your own heart beating. A quiet unraveling. A shedding of everything I had been holding onto. For a moment, it felt like I was the only person in the world. And strangely, that aloneness didn’t feel lonely. I had my husband. I had my kids. And in that stripped-down version of life, that was enough.

I didn’t need to be anyone other than who I was in that very moment. It was a kind of presence I had never felt before. A silence I’ll never forget.

But underneath it, there was this deep ache. A quiet fear that whispered: Maybe that was it. Maybe your moment already passed.

We eventually landed in Bokeelia, a tiny island off Florida after covid started and halted our travels. We sold our RV, bought a little house and settled in. During this time I took up biking, mostly as a form of therapy.

I would ride to the end of the island, past this little white cottage near the water. There was a small dock, and I would sit there, letting myself just feel. The waves knew my grief. The sky held my silence. Rain or shine, I kept showing up.

Sometimes I cried. Other times I rode like I could out-bike the sadness. But slowly, those moments became sacred. I started to believe that maybe, just maybe, this wasn’t the end. That the loss, the heartbreak, the confusion, it could all become part of a bigger story. And even today I remember those days so clearly because I kept thinking that maybe I would be lucky to look back on this hard chapter from a different place.

I started working again. I created slowly, quietly, with less certainty but more depth. I let that little dock become a sanctuary. Not a place where dreams ended, but one where new ones were born.

If you’ve ever lived in Florida, you know how quickly the weather turns. One minute it’s sunny, the next you’re in a downpour. Some days it felt like the rain matched my own heartache. Other days it reminded me that not everything is in our control. And that’s okay.

If you’re reading this and you’re in the in-between. After the high, before the next chapter, want you to hear this: Failure after success doesn’t mean your best days are behind you.

It doesn’t mean you were wrong to believe in yourself.

It just means you’re human.

You are allowed to change. To grieve. To question it all. But don’t let the fear convince you that this is where it ends. If you did it once, you can do it again.

And this time, you’ll build something even better because you have so much more experience.

Today, years later, my life looks completely different. My business has changed. I have changed. But that chapter, the one with the dock, the rain, and the silence, will always live inside me.

It taught me not to let success define me. And just as importantly, not to let failure define me either.

If you’re sitting in your own quiet moment, wondering if the best is behind you, let this be the reminder you didn’t know you needed: Your story isn’t over. Not even close.

I know it’s hard to see it now. When you’re in the thick of it. When the light feels so far away, and all you can hear is the echo of what once was.

There is still so much waiting for you. Things you can’t yet see. People you haven’t met. Versions of yourself you haven’t discovered. Joy that will find you in the most unexpected places.

I wish someone, anyone, would’ve looked me in the eyes back then and said: Your best days are still ahead.

That the dream wasn’t gone. That the spark would come back. That even though everything felt broken, something beautiful was still being built underneath it all.

So I’m saying it to you now.

Things will get better.
You will find your way.
And the best moments of your life are still ahead.

Even if you can’t see it yet.

But you have to keep going.
And you have to keep holding onto hope.

You’re not done.
Not even close.

There’s something powerful about being part of the beginning. About seeing the messy middle, the behind-the-scenes, and still choosing to show up and say, “I believe in this.” That’s what you’ve done. Whether you’ve cast a vote, shared your thoughts, or simply made an account to explore—you’re not just watching something grow. You’re helping build it. And that kind of support? It’s not just appreciated. It’s the heartbeat of everything we’re doing.

We didn’t create Billi to chase trends or mimic the giants in the industry. We created it because we knew small business owners like you deserve better—something built with real people in mind, shaped by feedback, and rooted in community.

We’re not backed by venture capital. We don’t have a 30-person dev team or deep pockets. We’re going into this 100% bootstrapped. No outside investors. Just two small business owners who saw a gap and decided to build what we wish existed. Something simpler. Smarter. Built for the way we actually work.

And here’s what makes this story different:

We’re not building Billi alone.

We’re building it with you.

What Happens When You Let People In

Recently, we opened up voting for the next feature we should build. We didn’t send out a formal product survey. We didn’t hold a fancy focus group. We simply invited our users, you, to help shape the future of this platform.

The results? Beyond what we imagined.

You voted, left comments, and shared ideas that made us pause, smile, and go, “Oh wow… that’s actually brilliant.”

Some of the best suggestions came from everyday business owners who saw possibilities we hadn’t even thought of. That’s when it hit us. THIS is what happens when you don’t just build for your users, but with them.

The direction we’re taking Billi is directly influenced by what you told us matters. We’re listening. We’re building fast. And more importantly, we’re building in the right direction, because it’s your direction too.

The Reality of Starting Something From Scratch

Let me be real with you.

Building something from the ground up isn’t always glamorous. It’s early mornings and late nights. It’s learning as you go. It’s celebrating small wins while staying focused on the big vision. It’s patching together what you can with the time and resources you have, and then showing up again tomorrow to make it better.

We don’t have a massive team. We’re not a polished tech company with a full-scale support department and a never-ending marketing budget.

We’re a team of two with big hearts and a whole lot of ambition. And yet, because we’re small, we get to do something that the big platforms can’t always do:

We get to stay close to the people we’re building this for.

And that, I truly believe, is our biggest strength.

Why We’re Not Intimidated By Big Names

Let’s talk about the elephant in the room. There are already some huge players in this space. Multi-million dollar CRMs with complex dashboards and decades of development behind them.

But while the big guys are raising money and managing massive operations, we’re having real conversations with real users.

They may have boardrooms. We’re building a community.

They have shareholders. We have small business owners who are willing to raise their hand and say, “Here’s what would make my life easier.”

They have endless and massive feature bloat. We’re focused on building tools that are actually useful, intuitive, and made for the way you work.

We’re not trying to beat them at their game. We’re creating a new game. One where the users help write the rules.

Tools That Work With You

If you’ve ever used a CRM or client management system that felt clunky, confusing, or built by someone who clearly never ran a business themselves… you’re not alone.

We felt that too.

That’s why we built Billi with one core goal: to make it easier for small business owners to stay organized and get paid, without feeling overwhelmed or buried in tech.

We designed it to be clean, intuitive, and joyful to use. Not just functional, but actually enjoyable.

Invoicing, contracts, project tracking, booking, and services. It’s all here, and it’s all simple. You don’t need a degree in software to figure it out. And as new features roll out, you’ll know they’re based on what real users asked for. Not what we think looks cool in a demo.

Billi was made for small teams, solopreneurs, and creatives who are building their dream business one day at a time. Sound familiar?

The Heart Behind the Platform

This whole journey has reminded me how powerful it is to create with people.

We could have taken a more traditional route. Built the product quietly behind closed doors. Launched it with a big splash and hoped for the best.

But that’s not how we do things.

We wanted to build with transparency. With collaboration. With real-time feedback. We wanted to build something that feels personal. Because it is.

And honestly? The most exciting part of this isn’t just launching new features. It’s watching people fall in love with the process. Watching you cheer us on. Watching you get excited about something you helped shape.

You’re not just a user. You’re a co-creator. And that kind of relationship? That’s what makes Billi feel different.

If You’ve Been Waiting for a Sign

Maybe you’ve been following our journey from the sidelines. Maybe you’re already using a CRM that kind of works, but you don’t love it. Maybe you’ve been burned by complicated platforms that charge too much and deliver too little.

Whatever brought you here, I want you to know, there’s space for you at this table.

Billi is completely free to use. We only charge a 1% fee on any payments processed through the platform. That’s it. No monthly fees. No lock-in contracts. Just a simple, supportive tool that grows with you.

By creating a free account, you’re not just gaining access, you’re stepping into a front-row seat of what we’re building. You’ll be the first to know what’s coming next. You’ll get to weigh in. You’ll be part of something that’s growing from the ground up, one intentional step at a time.

We may be bootstrapped, but we’re not short on heart. And we’re just getting started.

Let’s Build This Together

So, from one small business owner to another; Thank you. Whether you’ve voted on a feature, left a comment, shared Billi with a friend, or simply opened this article… thank you.

You’re part of something that matters. You’re helping create a tool that was built with love, strategy, and a whole lot of listening.

And if you haven’t yet, I want to personally invite you to join us.

Because the best kind of business tools? The ones that are built by people like you, for people like you. The ones that feel like they get you. The ones that make your job a little easier and your day a little brighter.

Create your free Billi account today! 

Success doesn’t just come from how hard you work, it comes from how well you know yourself. We spend so much time chasing the next big strategy or trying to DIY everything ourselves that we rarely pause to ask: What kind of entrepreneur am I really? If you’ve ever felt stuck, scattered, or strangely disconnected from your own business, even when it’s technically “working” this might be the reason. Knowing whether you’re a Visionary or a Strategist can change everything. It shapes how you lead, what you focus on, and who you need by your side.

What It Really Means to Be a Visionary or a Strategist

When I talk about being a visionary or a strategist, I’m not talking about job titles or personality tests. I’m talking about the core wiring that drives how you think, operate, and grow a business.

Both are powerful in their own right, but they serve completely different functions.

The Visionary:

Visionaries are driven by possibility.
They’re the idea generators, the dreamers, the big-picture thinkers. They often have a strong sense of mission, see opportunities others miss, and can rally people around a vision with infectious energy.

But while they’re incredible at getting the ball rolling, they often struggle to keep it moving without support. Visionaries tend to get distracted by new ideas, avoid structure, and feel frustrated when they’re forced to operate in a rigid system.

The Strategist:

Strategists are builders.
They’re the people who take abstract ideas and turn them into step-by-step plans. They thrive on structure, efficiency, and making things work. They know how to reverse-engineer a result and love nothing more than seeing a plan come to life, clean and streamlined.

But they’re often not the ones dreaming up new paths or pivoting quickly. Without a clear direction or strong vision, they can get stuck perfecting systems instead of growing them.

Why This One Shift Will Change How You Grow

If you’ve ever felt like your growth stalled, or like running your business became more draining than energizing, it’s probably because you’re trying to operate outside your natural zone of genius.

Visionaries burn out when they’re buried in backend operations, trying to set up automations and structures they don’t understand.

Strategists get stuck when they’re forced to constantly innovate without direction, chasing ideas that don’t align with the long-term plan.

But when you know which one you are? You can make smarter decisions:

• You can design your role around what lights you up.
• You can hire (or partner with) someone who fills your gaps.
• You can finally stop feeling like you’re bad at business, because it turns out, you’re just playing the wrong role.

So… Which One Are You?

Let’s get super honest. You may have done both roles (most entrepreneurs do). But which one feels natural? What kind of work energizes you, and what kind drains you faster than a dying phone battery?

You Might Be a Visionary If…

• You light up in creative brainstorming sessions.
• You have more ideas than you know what to do with.
• You think in outcomes and experiences, not steps and timelines.
• You procrastinate or freeze when it’s time to organize or plan.
• You often start projects but struggle to finish without help.
• You get overwhelmed by details, systems, or backend processes.
• You love being the face of your brand but hate building the infrastructure behind it.
• You feel frustrated when you’re stuck in “maintenance mode” instead of creating something new.

You Might Be a Strategist If…

• You naturally think in systems, processes, and workflows.
• You love creating order out of chaos.
• You feel most confident when you have a clear plan and know what to do next.
• You’d rather improve and scale an idea than come up with one from scratch.
• You enjoy optimizing how things run, even if no one else sees it.
• You get overwhelmed when there’s no structure, direction, or plan.
• You prefer working behind the scenes to make everything flow more smoothly.
• You find your groove when you’re executing, not imagining.

The “Both” Category (Hi, It’s Me)

There’s also a rare group of us who straddle both worlds. I’m one of them.

Maybe it’s my ADHD brain, or maybe it’s just years of practice, but I’ve learned how to live in both roles: I can dream up the big vision and create the plan to make it happen. That doesn’t mean I’m constantly doing both well at the same time, but it does mean I’ve learned when to toggle between dreaming and building, and more importantly, how to pull myself out of the clouds and into the work.

I have so many ideas. Like, truly, countless business ideas. They come to me at the most random times: while driving, folding laundry, walking through Antique shops. I love that part of me. That energy is fun. It makes me feel alive. It’s the spark that keeps things exciting.

But the truth is, if I lived only in that world, nothing would ever get finished. Ideas would stay in my notebook, filed under “someday,” while life continued on. And I’ve learned that dreaming doesn’t pay the bills, executing does.

So I’ve made peace with the fact that while I’m both, I have to choose which role to live in the majority of the time. For me, that looks like spending about 10% of my time in that visionary space. Letting myself dream, explore, be curious, and inspired. And then 90% of the time? I pull myself into my strategist side.

That’s where the real momentum happens.

That’s where I get to build the systems, write the workflows, map out the project timelines, and start taking small, doable steps toward the fun idea I had. That’s where businesses are born, and scaled.

I go through this cycle throughout the year.

There are seasons where I need to feel more inspired, more awake. In those times, I lean into the visionary role again. I zoom out. I imagine. I ask what’s next. Sometimes I look at a current business venture and dream up a new offer, a new brand extension, or a new way to reach people. And sometimes, yes, I even start something entirely new.

But I know that if I don’t return to the builder in me, none of those things will go anywhere.
So I let the visionary spark the flame, but the strategist in me keeps it burning.

That balance, that cycle, that awareness, it’s what allows me to keep creating and building without burning out or feeling like I’m constantly starting over.

And if you’re someone who relates to both roles, I encourage you to ask: Which one am I best at staying in long enough to create real momentum?

That’s probably your core zone. And knowing that will help you decide how to spend your time, and who to bring alongside you for the parts you don’t want to stay in forever.

Why Knowing This Helps You Grow Faster

When you build a business aligned with your strengths, you spend less time second-guessing and more time executing. You stop trying to “get better” at the things that make you miserable and start building support systems around them instead.

Here’s what it looks like when you embrace your zone of genius:

For Visionaries:

• You can stay focused on content, connection, brand, and customer experience.
• You can hire or partner with a strategist or integrator to implement your ideas.
• You get to move faster because you’re not stuck building everything from scratch.
• You feel more free because you’re no longer managing every moving piece.

For Strategists:

• You can focus on making things work better, smoother, and more efficiently.
• You can partner with a visionary who brings creative energy and growth ideas.
• You stop spinning your wheels on marketing or creative direction and start executing with clarity.
• You feel peace knowing there’s a clear mission behind what you’re building.

A Real-Life Example

When I stepped into my client’s business a few months ago, it wasn’t just a new project, it was a perfect alignment.

She’s a true visionary. Full of passion, creativity, and insane talent. She sees the big picture so clearly, and she’s magnetic in her zone. But she also felt overwhelmed. Like she was chained to a business she loved, spending all her time doing backend tasks that drained her joy.

That’s where I came in. Everything that frustrated her, building systems, creating workflows, strategizing how to scale, those were the things I genuinely love to do.

Together, we’re both thriving. She gets to spend her time doing what she does best, knowing that someone she trusts is building the foundation behind the scenes. I get to work in my zone of genius, knowing I’m helping her business grow in a way that’s sustainable and aligned.

It works because we’re different. And because we know it.

Who You Need by Your Side

Once you know what you are, the next step is figuring out who compliments you.

If you’re a Visionary, look for people who:

• Are grounded and detail-oriented
• Know how to take initiative and execute
• Ask clarifying questions and crave clarity
• Think in processes, plans, and systems

If you’re a Strategist, look for people who:

• Bring creative energy and aren’t afraid to pivot
• See opportunities where others see obstacles
• Keep you focused on the why when you’re lost in the how
• Can articulate and cast vision in ways that draw others in

Whether it’s a business partner, a project manager, a creative director, or a VA, look for people who fill the gaps, not mirror your strengths.

Build From Where You Shine

You don’t need to be everything to everyone. You don’t need to learn how to be great at the parts of business you secretly hate. You just need to get radically honest about what you’re great at, and build from there.

The more you know yourself, the better decisions you’ll make. The stronger your collaborations will be. The faster your business will grow.

So ask yourself:

• What am I really good at?
• What lights me up?
• What drains me?
• What kind of support would change everything?

Because the sooner you start building your business around what you do best, the sooner you’ll create something that actually works for you—not just your customers.

And that? That’s the kind of growth that lasts.

A few months ago, I said yes to something I never planned for. Not a launch, not a rebrand, not even a new business idea (although, you know I love a good one). This time, I said yes to stepping into someone else’s business. Not just as a consultant, but as a true strategic partner. A hybrid of coach, COO, systems architect, trusted advisor, and personal hype woman. The kind of role that supports the visionary while quietly building the foundation that helps the entire business rise.

It started with a phone call.

I was catching up with an old friend from Maui, someone I used to meet for long lunches at Mama’s Fish House. We’d talk life, dreams, and business goals over ocean views and the best food. If you’ve ever run your own business, you know how rare and refreshing it is to talk to someone who just gets it. The big ideas, the late nights, the juggling of 24 roles under one job title.

Our friendship was always grounded in that mutual understanding. The kind that only comes from two entrepreneurs who know what it feels like to carry a dream and the weight of keeping it alive. Even after I moved, we stayed in touch, cheering each other on from afar.

A few months ago, she reached out after reading more about my shift away from social media and my focus on evergreen marketing. She told me how much she admired the way I built my business. How I always had a clear strategy, how I made it look simple (even when it wasn’t), and how she’d looked up to the way I did marketing for years.

On our call, she started opening up about the state of her business. Things were going well. But also, she was holding so much on her own. The pressure. The day-to-day chaos. The long list of things that weren’t getting done because she didn’t have the bandwidth to do them herself or the right person to trust with the work. She shared the frustration of wanting to grow but not knowing the next steps. And how much it took her away from focusing on the things she loved doing. The loneliness that comes from not being able to find someone who could truly see her business and help move it forward in a meaningful way.

As she was talking, I had this moment. That internal lightbulb flicker that happens when something just clicks. Because everything she was struggling with? That’s my sweet spot. The planning. The strategy. The organizing. The behind-the-scenes mapping that most business owners either avoid or just don’t have time for.

So, I said it.

“I think I can help you with that.”

Not in a passive “I’ll send a few resources your way” kind of way. But in a let me roll up my sleeves and get into the heart of this with you kind of way.

And that “yes” turned into one of the most fun things I’ve done in a long time.

When You Realize Your Business Skills Can Be a Service

Here’s the thing: I’ve started multiple businesses over the years. Some big. Some small. One even got acquired (which still feels surreal). I’ve done the whole build-from-scratch thing, and I’ve done the grow-from-momentum thing. Every time, the part that lights me up is the planning, the structure, the execution.

I love seeing the big picture. Then breaking it down into manageable steps that actually get done.
That’s my lane. That’s what I’m really really good at.

But for the longest time, I never considered that skillset as a service. I applied it to my own businesses without blinking. But offering it to someone else? That was new.

And yet, the second I started working with her, it just fit. It made so much sense. I got to do what I love—create systems, build workflows, set up plans—and she got to do what she loves, without constantly worrying that things were falling through the cracks.

The Truth About Entrepreneurship (You Don’t Have to Do It Alone)

One of the biggest myths in entrepreneurship is that we’re supposed to do everything ourselves. Be the visionary and the executor. The creative and the systems builder. The face of the brand and the brain behind the operations.

But the truth? Most people struggle to be both.

Some people are incredible visionaries. They’re creative, intuitive, full of ideas and passion. They know exactly what they want to create, but the how often feels murky.

Others are natural strategists. They love logistics, timelines, and planning. They find satisfaction in clarity, systems, and sustainable growth.

And sure, some people really are both. I’ve found myself in that space more times than I can count. Maybe it’s just years of building businesses from the ground up, but I’ve always been able to dream big and build the roadmap to get there. I can live in the vision and still love getting my hands dirty in the strategy. It’s not always easy, but it’s one of the reasons I’ve been able to launch, grow, and sustain multiple businesses over the years. If that’s you too—welcome to the club where we toggle between ideas and execution like it’s second nature.

But most entrepreneurs fall clearly on one side or the other. And the faster you figure out which one you are, the faster you can move your business forward.

Are You a Visionary or a Strategist? (Let’s Find Out)

Here’s a simple way to think about it:

You Might Be a Visionary If…

• You have a million ideas at once and feel energized by creative brainstorming.
• You love the big picture but struggle with the step-by-step.
• You procrastinate or freeze when it’s time to organize or plan.
• You get excited about launching something new but feel overwhelmed by follow-through.
• You know what you want your business to look like, but don’t always know how to get it there.

You Might Be a Strategist If…

• You naturally build systems, workflows, and checklists (and actually enjoy it).
• You love reverse-engineering a goal into a realistic plan.
• You thrive when everything has a process and place.
• You get a little thrill out of making things efficient and streamlined.
• You feel most confident when you know exactly what to do next.

Why This Matters So Much in Business Growth

Understanding your strengths isn’t just good self-awareness. It’s essential to your success.

When you know your lane, you can double down on it.
When you know your weak spots, you can get help in those areas instead of wasting time spinning your wheels.

I’ve seen so many incredibly talented business owners get stuck. Not because they’re not capable, but because they’re spending all their energy on the part of business they’re not built for.

A visionary trying to troubleshoot tech issues for hours? That’s how creativity gets buried under frustration.

A strategist trying to host a live launch without a clear plan? That’s when the stress kicks in before the Zoom room even opens.

A visionary trying to manage client onboarding logistics? That’s how things start slipping through the cracks.

A strategist trying to keep up with content trends and daily storytelling? That’s when the pressure to “be creative” becomes exhausting.

But when you pair up with someone who complements your strengths?
That’s when the magic happens.

A visionary trying to write SOPs for every process? That’s a fast track to abandoning the task halfway through.

How Outsourcing Can Accelerate Your Business (Without Losing Control)

I get it. Outsourcing can feel scary.

Handing parts of it to someone else can bring up all the fears:
Will they get it?
Will they do it right?
Will it still feel like mine?

But here’s the truth:
Outsourcing to the right person doesn’t mean losing control. It means gaining momentum.

When you bring in someone who knows how to do what you don’t, and genuinely loves doing it. You free yourself up to stay in your zone of genius. That’s not just good for your sanity, it’s good for your bottom line.

Your business moves faster. Your customers feel it. And most importantly, you feel more aligned, less stressed, and more fulfilled.

The friend I’m working with said something recently that stopped me in my tracks. She told me, “For the first time in my life, I feel like someone is doing a better job than I could have ever dreamed of.”

In the past, she had tried outsourcing. She hired help here and there, but no one ever quite got it. The work was okay, but never at the level she hoped for. So she kept taking it all on herself, believing that if she wanted it done right, she’d have to do it alone.

But now? She’s realizing what it means to partner with someone who not only gets it, but can elevate it.
She told me she finally feels like she can let go, trust the process, and know that it’s all being handled—even better than she imagined.

She described it as feeling like she was once chained to a business she loved. Stuck doing the tasks that sucked the color out of her creativity and dimmed the vision that once lit her up. And now?
She feels free.
Like she’s breathing again. Dreaming again.

Building Behind the Scenes, Cheering from the Front Row

As I reflect on this new chapter, I just feel overwhelmingly grateful.

Grateful that she trusted me with her vision.

Grateful that I get to wake up and do work I truly love. Strategizing, building, planning, and use it to lift someone else up in a way that actually makes a difference.

Grateful that somehow, all the messy, beautiful experience I’ve gathered over the years led me right here.

But beyond all of that, what I feel most is honored.

Because what she’s building? It’s special. She’s one of the most talented people I know. And to be able to support her behind the scenes, to create space for her to shine, to feel confident, to find her rhythm again. That’s the kind of work that fills me up.

There’s this moment I often catch myself in… where I feel like I’m sitting in the audience, just watching her step into her fullest potential. And I feel proud. Like deeply proud of who she is, what she’s creating, and how boldly she’s showing up.

Watching the people I care about thrive?
That’s it for me. That will always be the best part of what I do.

To play a small but meaningful role in helping someone else rise, to take something off their plate, make their day lighter, remind them what’s possible. That is the work that keeps me going.

And it’s a reminder to all of us: success isn’t just about building our own thing.
Sometimes, the most powerful impact we make is by helping someone else build theirs.

If you’re a small business owner, you know how unpredictable things can be. Some months feel like magic. Payments come in, new clients say yes, and you’re riding that wave of “This is working.” Other months? Not so much. You’re still working hard, showing up for your people, but the cash flow isn’t quite cooperating.

This is where most CRMs completely miss the mark. They expect you to pay a monthly fee no matter what. Whether you’re onboarding five clients or zero, the bill still shows up like clockwork. It doesn’t matter if you’re on vacation, revamping your services, on maternity leave, or in a quiet season of business. You still have to pay.

That never felt right to us.

So we built something very different. We built Billi to be a tool that actually supports the way small businesses really work. It’s completely free to use, and we only take a small 1% fee when you get paid.

Let’s walk through exactly what that means.

What “Only Pay When You Get Paid” Actually Looks Like

With Billi, you can create invoices, send contracts, manage clients, track projects, and stay organized—all without ever entering a credit card. There’s no monthly fee. No free trial countdown. No subscription that sneaks up on you.

We only make money when you do. So if you send an invoice for $100 and your client pays through Billi, we take 1%—that’s $1. You keep the rest.

That’s it.

No setup fees. No hidden charges. No pressure.

If you’re in a slower month, you’re not paying anything. And when the money is coming in, our platform simply takes a small portion so you’re never paying out of pocket just to keep things running.

Why We Chose This Model

We saw too many business owners stuck paying $30, $50, even $100 a month for CRMs that weren’t aligned with their current season. They were in a slow period, shifting their offers, or just getting started—but the charges didn’t care.

So we asked a better question.

What if your CRM actually supported your income instead of draining it? What if you could grow first, and pay later? What if you only had to give a little bit back when you were thriving?

That became the foundation for Billi.

Why That 1% Fee Is Worth Every Penny

We know you’ve probably been burned before by tools that start small but balloon with extra charges or locked features. So when we say 1%, we mean 1%.

That single percent gives you full access to:

• Unlimited clients and projects
• Beautiful, customizable invoices
• Digital contracts with e-signatures
• Shareable service listings
• A dashboard that makes your business easier to run

No upsells. No tiers. Just the essentials—all available from day one.

And because we only earn when you do, our mission is simple: help you earn a living doing what you love.

Built for Business Owner Who Wear All the Hats

You’re not just running a business. You’re wearing every hat—sales, admin, marketing, support, delivery. You’re following up on leads, sending thank-you notes, and probably doing it all with a cup of coffee in hand.

You don’t have time to waste on software that makes your life harder.

Billi was built with simplicity and flexibility in mind. You can step away from your business without worrying about pausing your account. You can shift your focus without another charge coming through. You can grow knowing the tools are there to support you—without adding more to your plate.

This isn’t just a pricing model. It’s a whole new way of thinking about what your business really needs.

For Anyone Building a Business from the Ground Up

If you’re in the early days of your business, riding the rollercoaster of excitement, uncertainty, and determination—you’re in the right place.

Maybe you’re offering a service people really need. Maybe you’re freelancing, consulting, coaching, creating. You’re working hard to look polished and professional while stitching together a system of free trials and spreadsheets.

We’ve been there too.

The early days are full of learning curves. You’re marketing yourself, finding clients, sending contracts, and figuring out how to get paid. And most tools make it harder than it needs to be. They expect you to invest money you haven’t made yet. They keep the best features behind a paywall.

That’s why we built Billi the way we did.

From day one, you can manage your service-based business professionally. Clients, contracts, payments—all in one place. You don’t need to hack together a system. You don’t need to upgrade. You just need to get started.

And here’s the best part: you only pay when you get paid.

Whether you’re a designer, developer, dog trainer, photographer, or virtual assistant, Billi was built for you. You’re offering a service. You’re building something that matters. You deserve tools that help you move faster, not hold you back.

And while we’re focused on service-based businesses right now, this is only the beginning.

We didn’t build Billi because the world needed another CRM. We built it because we wanted to help real people create real freedom.

You shouldn’t have to pay just to try. You shouldn’t have to lose money to stay organized. And you definitely shouldn’t have to keep upgrading just to look professional.

Billi is free to use because we believe every business deserves a strong start.

That 1% fee? It’s our way of saying, we’re in this with you.

So whether you’re landing your first client or scaling up with a client list, we’re here to help.

Want to give Billi a try?

You can sign up for free, no credit card required. Set it up today, and only pay when your business brings in money.

No pressure. No stress. Just tools that work the way you do.

https://hellobilli.com/
Let’s build something beautiful together.

If you’ve ever run an ad on Facebook or Instagram, you probably know how it goes. The second you stop the campaign, the results vanish. The likes, the clicks, the engagement, they all disappear like they were never there to begin with.

It can feel like pouring money into something with a really short fuse. A flash of visibility, followed by silence.

But Pinterest? Pinterest plays by a different set of rules. And that’s exactly why I love it so much.

Unlike most platforms, Pinterest ads don’t just stop working when your campaign ends. They keep showing up. They keep driving traffic. They keep bringing in sales. Even when your budget runs out.

That’s the magic of Pinterest. And it’s one of the biggest reasons why Pinterest ads work so well. Even after you stop paying.

So let’s talk about how that actually works and why it’s worth paying attention to.

Pinterest Isn’t Social Media. It’s a Search Engine.

This is the first mindset shift you need to make. (and the thing a lot of people get wrong).

Pinterest isn’t really social media. It’s a visual search engine. That means when someone types in “fall capsule wardrobe” or “things to do in NYC,” they’re searching with intention. They’re looking for something very specific.

And the best part? Your ad doesn’t vanish once it’s been seen. It stays on the platform. It keeps showing up in search results. People save it. Share it. Discover it months or even years after your campaign ends.

On most platforms, your ad’s lifespan is measured in hours. On Pinterest, it’s measured in months or more. This is why Pinterest ads work differently. They are actually built to last.

Your Ad Doesn’t Disappear. It Keeps Circulating.

On Pinterest, when someone sees an ad they love, they don’t just click. They save it to their board. That means they plan to come back to it. Or they want to revisit it when the timing feels right.

Once that pin is saved, it continues to circulate. It pops up in other people’s feeds. It reaches new users who are searching for similar things.

I’ve had promoted pins that I ran years ago still bringing in traffic today. Without spending another penny.

That is something I have never experienced with Instagram or Facebook ads. Pinterest has this built-in power of staying relevant long after the promotion ends.

Evergreen Ads Bring Evergreen Results

Let’s say you’re launching something new. Maybe it’s a course, a seasonal product, or a free download. You pour energy into creating beautiful visuals and smart copy. You launch the ad.

On other platforms, you have to keep reposting. You have to fight for visibility all over again every few days.

Pinterest doesn’t work that way.

If your ad is useful and visually appealing, Pinterest will keep it in circulation. People will continue to save it and search for it, even if you’re no longer actively promoting it.

That makes Pinterest the perfect place for evergreen content. Something you create once can keep serving you again and again. That’s a smart strategy. And it’s one of the biggest reasons why Pinterest ads work so well for long-term results.

You Don’t Need a Massive Budget

Another reason I always recommend Pinterest ads? They’re affordable.

You don’t need a massive budget to get started. You can test campaigns with five or ten dollars a day and still see traction.

Better yet, your money works harder for you. Because the content you promote continues to get seen and shared long after your budget is used up. You’re not paying just for a moment of attention. You’re investing in content that sticks around.

If you’ve ever felt nervous about running paid ads or worried you wouldn’t get a return, Pinterest is a great place to start. It’s low pressure, high potential, and very forgiving compared to other ad platforms.

Pinterest Is the Quiet Power Player in My Business

Over the years, I’ve seen platforms rise and fall. I’ve chased the algorithm. I’ve burned out trying to keep up with social media. And every time I step back, guess what continues to work quietly in the background?

Pinterest.

It’s not flashy. It doesn’t demand daily posting or dancing reels. But it works. Steadily. Consistently. Predictably.

Pinterest ads have helped me grow my email list, sell digital products, promote blog content, and increase traffic to my website. All with way less stress and far more staying power than anything else I’ve tried.

That’s why I always tell people Pinterest is worth learning. Once you understand the platform, it becomes a tool that works for you around the clock.

Even when you take a break.

Even when the campaign is over.

Ready to Try Pinterest Ads?

If you’re tired of throwing money at ads that vanish the minute you stop paying… If you’re done with chasing quick wins and want something that actually lasts… Then Pinterest ads might just be your next smartest move.

They work differently, and that difference is what makes them powerful.

I created a course that walks you through exactly how to set up and run Pinterest ads that continue to perform even when your campaign is done. No fluff. No overwhelm. Just a strategy that makes sense for the long haul.

👉 Grab my Pinterest Ad Strategy course here

Let’s build something that keeps working for you long after you hit pause.

I could list a million good reasons why we started a farm. And on any given day, you might hear me say something different. The desire to grow our own food. To teach our children the rhythm of the seasons. To live more slowly, more intentionally.

But if I’m being honest, and I always try to be, it all comes back to one thing; Connection.

Not the kind that requires a password or shows up with a notification bubble. But the kind that’s felt in your bones when your hands are in the soil. The kind that appears quietly at sunrise, when you open the coop and let the chickens step into the morning light. The kind that doesn’t rush or ping or shout. The kind of connection we were always meant to have.

In today’s world, it’s easy to forget that kind of living even exists. We’re constantly tapped in. To the news. The noise. The opinions. The grief of the world, delivered in headline-sized pieces, stacked like bricks we carry in our pockets. Some days, it feels like too much to hold.

And maybe that’s why this shift happened slowly at first, and then all at once. A quiet turning away from scrolling and refreshing. A soft return to something more grounded. Something real.

That’s why we started a farm.

Not because we thought we’d be perfect at it. Not because we had farming in our family history. But because the world felt too loud, and this felt like a way to come home to ourselves.

Where the Online World Ends and the Dirt Begins

Ironically, much of my work lives online. I run digital businesses I love. I get to help other women chase dreams, build something meaningful, and create income in ways that support their lives. But working online also means I’m plugged in more than I want to be most days.

Some days, the tension is real. I’ll be in the middle of writing something that matters to me, and then a breaking news alert pops up. Or I log in to check analytics and find myself lost in a sea of content I never asked to see.

So while I haven’t left the online world, and I probably never will, I’ve found something that balances it a little better.

The farm.

It’s the garden that grows whether or not I post. The chicken that need feeding no matter what time my meeting ends. The wildflower seedlings that push through the earth without permission or performance. They remind me that growth can be slow, steady, and unseen.

Here, I don’t measure success by clicks or views. I measure it by how many eggs we gather. How many weeds we pulled. How many meals we made from scratch.

And in some quiet way, this work that rarely gets seen by anyone else is the work that fills me the most.

The Sacred in the Small Things

There’s something sacred about ordinary labor. It’s easy to dismiss it until you’ve lived it. Until you’ve eaten the tomatoes you grew yourself. Until you’ve cut enough firewood to last you through the winter. Until you’ve spent a Saturday knee-deep in the garden, hands covered in soil, sun-kissed by the sun.

A way of saying, “I’m still here. I still believe in the goodness of this world. I still want to care for something that matters to me.”

And maybe that’s the quiet truth no one says out loud when you ask why we started a farm. It’s not really about the farm at all.

It’s about remembering that we can live differently. That we don’t have to be constantly available. That we’re allowed to turn toward something simpler and find joy in it.

The Beauty of Community

If connection to the land was the first gift from this little farm, then connection to people was the second.

We haven’t lived here long, but already I feel more at home than I have in years. There’s a gentleness in the way people greet one another here. A quiet generosity in the way they show up. I’ve met neighbors who bring over fresh cucumbers just because they have extra. Who return egg cartons with handwritten thank you notes. Who wave as they pass by our old red house. We really do have the best neighbors here.

I didn’t realize how much I missed that until it became part of my life again. Now, I can’t imagine going without it.

A Quiet Life, by Choice

Sometimes I think people wonder if starting a farm in 2025 makes sense. It might seem a little too different. A little too impractical. Maybe even a little naive.

And to be honest, maybe it is.

But for me, it’s also the most grounded decision I’ve made in a long time.

There is something beautiful about choosing to spend your time on things that actually matter to you. Whether it’s letting the chickens out in the morning, harvesting herbs from the garden, homeschooling my kids, or baking sourdough for a neighbor down the road.

These things might look small from the outside. But from where I stand, they feel full and meaningful.

I’ve come to realize, this feeling isn’t something we stumble upon. It’s something we build. One small choice at a time. One seed planted. One hour unplugged.

And that, more than anything, feels like success these days.

I think we all do this in our own way. For me, it’s my website. No matter how many other things are on my to-do list, I always find myself going back to tweak, rearrange, or rewrite something on there. It doesn’t matter that it’s already functional or that the last update was just a week ago. Something about it keeps pulling me back in.

Maybe it’s because Showit makes it so easy. Maybe it’s my creative brain trying to convince me that it’s a “productive” use of time. Or maybe, deep down, it’s because perfecting it feels safer than moving forward.

The funny thing is, in every other area of my business, I’m usually great at staying focused. I love crossing things off a list. I love building systems that keep me moving. I don’t often get stuck in indecision.

But when I talk to friends or clients, I’ve realized this is something a lot of people struggle with. The difference is, most of the time, they don’t even realize they’re stuck.

They just keep going back to the same task over and over, telling themselves it’s not ready yet. That one more tweak will make it better. That with a little more time, it’ll finally feel right.

As someone who’s wired to move forward, I wanted to understand this better. Because if so many smart, capable women are getting caught in this loop… what’s really going on?

Is This You, Too?

Have you ever reopened a finished project just to fix “one more thing” (or worse re-do the whole dang thing just because)?
Do you find yourself constantly reworking content, offers, emails, or designs you’ve already marked as done?
Are you waiting for the moment when it finally feels perfect enough to share?

You’re not the only one.

What you might not realize is that what feels like fine-tuning can actually be a form of resistance. It’s perfectionism in a cozy sweater. It’s fear pretending to be focus. And it might be holding you back more than you think.

In this post, I want to unpack why we get stuck in this loop, how it quietly chips away at our progress, and the mindset shift that helped me finally break free from it.

A 2022 study published in the Journal of Behavioral Decision Making found that over-analyzing decisions leads to more stress, lower confidence, and reduced satisfaction. Even when the outcomes are better. Which means the more you go back to something, the less peace you’re likely to feel about it.

Let’s change that.

Why We Keep Going Back

It might seem like a small thing, but the tendency to revisit a task over and over can seriously slow your growth as an entrepreneur. And most of the time, it isn’t about the task itself.

Here’s what might actually be going on:

1. It feels safer than starting something new
Launching a new offer? Pitching a client? Sharing something vulnerable on social media? All of that comes with uncertainty. Going back to what’s familiar feels like work, but it’s actually avoidance.

2. You care a lot (and that’s beautiful)
You want it to be right. You want it to reflect your heart. You want it to make an impact. That level of care is a gift, but if it turns into over-editing, it can start to steal your momentum.

3. You’re stuck in a loop of self-doubt
If you’re constantly questioning whether something is good enough, you’ll never feel ready to release it. That loop can disguise itself as being detail-oriented when really it’s about confidence.

4. You’re addicted to the feeling of “almost ready”
The in-between can be comforting. It’s the space where you can keep creating without being exposed to feedback. But staying there too long prevents the real growth that comes from sharing your work.

The Mindset Shift That Set Me Free

I had to ask myself one day, while staring at my website’s homepage for the fiftieth time—what am I really looking for here?

Was I trying to make it better? Or was I trying to avoid moving on?

That was the aha moment. I wasn’t editing because something needed to be fixed. I was editing because I didn’t want to deal with the next step.

When I realized that, everything changed.

I gave myself a rule: “Once it’s 90 percent there, it’s done.” Not because I don’t care—but because I care enough to share it before I overthink it to death. And honestly? That decision alone saved me hours every single week and helped me show up with more confidence.

How to Break the Loop (For Real This Time)

You don’t need more coffee or color palettes. You need clarity, courage, and a plan. Here’s how I’ve helped myself (and my clients) actually move forward:

Set a “Done” Boundary

Before you even start a task, decide how many times you’ll revisit it. Give yourself two rounds of revisions. Or set a firm deadline. When you have a stopping point, it’s easier to resist the urge to keep circling back.

Use the 90 Percent Rule

Perfection is the enemy of done. If it’s 90 percent solid and you’re just fussing over little tweaks, it’s time to call it complete. That last 10 percent often costs you more time and clarity than it’s worth.

Ask: “What Am I Avoiding?”

Every time you go back to a project that’s technically finished, pause and ask what the real reason is. Are you afraid to launch? Nervous about feedback? Naming it is the first step in breaking the pattern.

Create a Safe Space for Imperfection

Set a future date for updates. Instead of trying to perfect everything now, plan to revisit it in 90 days. This gives your brain peace of mind, and gives your work room to breathe.

Focus on Forward Motion

When in doubt, move on. That doesn’t mean rushing, it means trusting. Forward motion is where clarity, feedback, and growth live. Don’t wait until something’s flawless to let it be seen.

Give Yourself Permission to Be Done

Here’s the thing. Some of the most impactful work I’ve ever put out into the world was not perfect. But it was honest. It was helpful. And it was shared.

That’s what people need from you. Not more polish. More presence. More truth. More of you, showing up as you are, right now.

So if you’re stuck in the loop, of redesigning, rewriting, or revisiting something that doesn’t need your energy anymore, let this post be your sign to move on.

Tired of Going in Circles? Billi Was Built for This.

Okay… shameless plug incoming. But only because it fits so perfectly.

If this loop feels familiar, constantly circling the same tasks, trying to keep your business organized in your head or across five different apps, I want to introduce you to something we just launched and are ridiculously excited about.

It’s called Billi, and it’s the CRM I wish existed when I started.

Billi is simple, clean, and actually helpful. It keeps everything… clients, invoices, contracts, bookings, and more, in one place so you can stop spinning your wheels and finally move forward.

It wasn’t born from a desire to build a big tech company. It was born out of our real-world need for a tool that makes running a business easier. And honestly? We nailed it.

No monthly fee. Just a tiny 1% of your invoices. That’s it.
Built by entrepreneurs, for entrepreneurs.
No fluff. Just the features you actually use.

If you’re tired of circling the same systems and just want something that helps you do the work and get on with your life, Billi might be exactly what you need.

Come check it out (and be one of the first to use it): www.hellobilli.com

Because moving forward in business shouldn’t feel so complicated.
And with Billi—it won’t.

There was a time in my business when I believed I needed to be everywhere, all the time. Posting daily on Instagram, replying to comments within minutes, managing busy Facebook groups… the social media hustle was nonstop. And truthfully? It was exhausting. Most business owners (including me at some point in the past) hope to grow a bigger audience on social media. They think, their sales will increase, launches will sell out, and all their marketing problems will be solved.

But something happened. I started looking closer at where my sales were actually coming from. The analytics behind my business. And surprise, it wasn’t social media.

Are Followers Really the Key to Success?

Have you ever felt like your success is tied to your follower count? Like if your social media presence doesn’t blow up, then your offers won’t either? Or you think that those that have the massive followers on social media, somehow know how have an easier time to create sold out offers?

What if I told you that the most successful launches I’ve ever had came from email lists with fewer than 1,000 people?

And what if the key to a sold-out offer wasn’t more visibility, but deeper connection?

This post will walk you through how I’ve built some of my best sale days and offers without relying on social media and how you can too. You’ll learn the tools I use (spoiler: email lists and Pinterest play a big role), the mindset shifts that helped me stop chasing followers, and why sustainable marketing always wins.

Why Smaller Email Lists Can Outperform Big Followings

Here’s the thing. Social media is loud, crowded, and constantly changing. One algorithm shift can tank your reach. One viral post doesn’t always translate into sales. But building your own list? That’s an asset you own.

Your email list is the only direct line you have to your audience without any middlemen. You’re not at the mercy of an app deciding whether or not your content is shown. You hit send, and it lands in their inbox.

And guess what? You don’t need 10,000 people to make a living. You probably just need 100 solid customers or clients.

Let’s Do the Math: You Don’t Need 10,000 Followers

Let’s break it down for a second. If you have an offer that’s $200 and 50 people buy, that’s $10,000. If it’s $500 and 20 people buy, that’s the same. Most of us don’t need a massive audience. We just need the right people in our corner.

When you start seeing your goals in numbers instead of followers, things get a lot clearer. You realize that what you’re building is possible and within reach.

How I Shifted from Social to Sustainable Marketing

Over the years, I started paying attention to the backend. I noticed that my evergreen blog content, optimized for SEO and paired with Pinterest traffic, was driving more consistent sales than anything I did on social media.

At first, it felt strange to pull back from platforms that had helped me grow. Social media was how I built my early audience. But I also knew I was tired. Tired of chasing visibility. Tired of feeling behind. I wanted strategy over noise. I wanted long-term growth instead of temporary wins.

So I pivoted.

The Simple Tools That Changed Everything

I started spending more time on:

• Writing valuable blog content that lives on forever
• Building opt-ins and funnels that convert
• Pinning my content on Pinterest (which, by the way, is a visual search engine, not a social media platform)
• Emailing my list with content that actually connects

And I watched my business shift into something stronger, more sustainable, and honestly, a lot more fun.

5 Practical Steps to Build a More Sustainable Business

1. Build an Email List

Stop waiting for the perfect time or the perfect lead magnet. Start collecting emails now. Even if you only have 20 people, those 20 people cared enough to say yes. That’s huge. Write to them. Serve them. Sell to them. That’s your core.

2. Map Out a Realistic Sales Goal

Instead of chasing vague success, get clear. How many sales would it take to hit your goal? Break it down. Most of the time, the number is smaller than you think. And when you see how possible it really is, it gives you momentum.

3. Create Evergreen Content that Works While You Sleep

These are pieces of content that live longer than a 24-hour Instagram story. Invest time in creating resources that show up in search results and answer your audience’s questions. That’s what SEO is all about.

4. Use Pinterest as a Long-Term Traffic Source

Pinterest is a game-changer because it’s not a social app. It’s a search engine. Your pins can drive traffic for months, even years, after you post them. It’s one of the top traffic drivers to my site, and content I pinned years ago still performs.

5. Shift Your Strategy to Play the Long Game

Social media might be flashy and fun, but it shouldn’t be your whole marketing plan. When you stop relying on constant output and start building assets that compound over time, your business becomes less fragile and more freeing.

You Don’t Need to Be Everywhere Just in the Right Places

This is your reminder. More followers aren’t the goal. Strong strategy and the right audience are.

Stop measuring your success by your reach, your likes, or your comments. Start focusing on what actually moves the needle.

Permission to Do It Differently

I get it. It’s tempting to think that more followers will equal more sales. That once your content blows up, then you’ll be able to hit your goals.

But here’s the truth. You don’t need a huge audience to build a thriving business. You need the right audience. A strategy that works for you. And the confidence to build a business that doesn’t rely on being online 24/7.

If you’ve felt burnt out by the pressure of social media, try something different. See for yourself how you can turn your marketing strategy into a plan that actually works consistently.

Start where you are. Use what you have. Build slowly, intentionally, and strategically.

I never thought I’d be writing this blog post. After selling the Essential Studio Manager (ESM), we closed that chapter with full hearts and high hopes. We believed the new owners would carry the torch with care, support the community we built from the ground up, and keep making ESM better for all of you, the creative, service-based business owners we built it for.

But if you were part of the ESM Facebook group, you already know how the story unfolded.

Support vanished. Updates stopped. Messages were completely ignored.

And it broke our hearts.

Because you didn’t just buy a tool — you believed in us. You trusted us to make your business a little simpler, a little more streamlined. And watching that trust dissolve after we handed it off… that’s something we’ve carried with us ever since.

The posts we saw in the Facebook group, the ones pleading for help, asking if anyone was still listening, they weren’t just coming from faceless users. They were you. The real people Jon and I had gotten to know. The ones who helped us shape ESM from the very beginning. Who cheered us on through every new feature launch, who gave thoughtful feedback, who showed up for us as much as we hoped to show up for you.

Watching that community go quiet felt personal. And it’s a big part of what brought us back.

We had zero plans to build another CRM. Not a hidden someday. Not a maybe. Not even a backup idea scribbled in a notebook. When we sold the ESM we were ready to put the CRM world in the past.

But the silence where there should’ve been support? That lit something in us. Not out of spite, but out of love. Out of respect for the business owners we set out to serve from the very beginning.

From First Project to Full Circle

Here’s something not everyone knows: ESM was actually Jon’s very first project. He literally built it as he learned how to code. And the fact that so many of you used it, loved it, and grew your businesses with it? That will always be one of the proudest milestones as entrepreneurs.

But Billi? Billi is different.

Billi was built by an expert, by someone who now has years of experience building full-scale, high-functioning platforms. It’s not just a CRM with a fresh coat of paint. It’s a full reimagining of everything we wish we could have done back then.

We took every lesson, every note, every piece of feedback (and yes, every moment of burnout and “we should have done this differently”) and used it to create the CRM we always wanted to build.

Meet Billi

Billi is the result of that journey. It’s everything we dreamed a CRM could become — and more.

• Built for service-based entrepreneurs
• Clean, friendly design (no learning curve required)
• Powerful tools without the overwhelm
• Transparent pricing with no gatekeeping
• And yes, we’re actually here when you need support

But what really sets Billi apart is just how beautifully simple it is to use. The UI? It’s stunning. It feels warm, welcoming, and modern. It doesn’t look like enterprise software, it looks like something made for you.

We know running a business is hard enough. Your CRM shouldn’t make it harder. Billi strips away the clutter and gives you what you actually need to manage your clients, send contracts, get paid, and stay organized. That’s it. No bloat. No fluff. Just ease.

Let’s Talk About Pricing

Now here’s the part we’re most excited to share: Billi is 100% free to use.

No monthly fees. No pricing tiers. No paywalls on features.

You only pay a 1% flat fee on any invoices paid through Billi. That’s it.

So if you’re not actively booking clients or making money? You don’t pay a thing.

And when you are? That tiny fee helps us keep Billi running, improving, and growing — without ever forcing you to upgrade to some “Pro Plan” to get access to the good stuff.

But here’s what most people don’t know:
This idea wasn’t born from some calculated business plan. We didn’t sit down and say, “Let’s build a CRM that’ll generate millions.”

This started as something much more personal.

We just wanted to build something for our ESM users, something they could actually use. Something they would love. And when we started talking about pricing… everything in us said: we don’t want to do this the way everyone else is doing it.

We didn’t want crazy subscription models. We didn’t want tiered pricing. We didn’t want to gatekeep features or make people feel like they had to pay more to do more.

So I threw out a wild idea:
What if we kept it really simple? What if we charged a tiny percentage on paid invoices, and that’s it?

That way, no matter how big or small your business is, no matter what season you’re in — you’d always have a CRM you could count on. One that doesn’t drain your budget. One that grows with you.

This pricing model was a no brainer for us. Because we believe:

• Tools should empower you, not penalize your growth.
• Great software should be accessible, not exclusive.
• And if you’re just getting started or you’re in a slow season, your CRM shouldn’t feel like a financial burden.

Billi was built with this in mind, a CRM that works for you, not the other way around.

We Can’t Change the Past, But We Can Build Something Better

If ESM left you feeling a little burned, we understand. We really, really do.

We can’t rewrite the path it took after it left our hands. But there’s nothing stopping us from building something better. Something more intentional. Something that goes above and beyond for its users.

That’s exactly what Billi is here to do.

And we hope, whether you were with us from the early ESM days or you’re just now hearing about us, that you’ll come along for the ride.

Because this time? We’re doing it the way we always wanted.

Use Billi For Free

If you’re looking for a CRM that’s simple, beautiful, powerful, and actually has your back — we’d love for you to give Billi a try.

Click here to meet Billi

We built this for the version of you who is juggling clients, contracts, and calendar chaos. The version of you who wants things to just work. And the version of us who knew we could do it better.

Thank you for trusting us before. Thank you for being part of our story. And thank you for giving Billi a chance to be part of yours.

For the longest time, I believed running ads was something reserved for them. Big brands with even bigger budgets. Companies with full-blown marketing departments. People in fancy offices who had “strategist” in their job title and knew how to decode a spreadsheet like it was their second language. And then there was me.

I assumed ads weren’t for someone like me. Someone who didn’t have thousands to throw at a campaign or hours to pour into learning a new platform.

But eventually, I got tired of waiting for organic reach to do the job. I wanted to grow faster, reach new people, and stop relying on the hope that an Instagram post might go viral.

So I dipped my toe in. Nervously. Imperfectly.

And what I discovered?
Ads aren’t just for big brands. They’re for real people building real businesses.
Just like you.

Feeling Like Ads Are Only for the “Big Players”? Let’s Talk.

Have you ever looked at an ad and thought, “That’s not for me. I can’t afford it, and I wouldn’t even know where to start”?
Do you assume that only people with teams, tech skills, and ten thousand followers can actually make ads work?
Have you been quietly wishing you could grow faster… but believing that ads are out of reach?

Friend, you’re not alone.

But here’s what I’ve learned—from actual experience, not theory:
Ads aren’t reserved for million-dollar marketing teams.
They’re a tool. And just like any tool, you can learn to use it.

Today, I want to walk you through the truth about running ads. What I wish I knew before I ever hit “launch,” and how you (yes, you) can use them to grow your business on your terms.

I Thought Ads Were for “Them” Until I Gave It a Shot

The first time I ever opened up an ad manager, I felt like I had entered a foreign country without a translator.

Pixels? Audiences? Conversions?
No one warned me I’d need a secret dictionary just to make sense of it.

I almost closed my laptop.

Because all I could think was: This is what real marketers do. This isn’t for me.

But something in me said to just try. Just test. Boost one tiny post to see if you can get a return. Just see.

So I set a tiny daily budget.
Picked one product I knew like the back of my hand.
And created a simple graphic and copy that came straight from my heart.

And then I clicked “publish.”

That tiny campaign led to clicks. The clicks led to sales. And the sales gave me proof:
Ads could work for me.

What If Ads Aren’t for “Big Brands” They’re Just for Brave Ones?

I spent years assuming ads were part of someone else’s playbook.

But here’s the shift that changed everything:
Ads are not about having a big budget. They’re about having a clear message and knowing how to target the right audience.

Big brands might have more dollars, but they don’t have your story.
They don’t have your passion, your scrappiness, or your people.

The moment I stopped thinking I had to be “ready” or “professional” to run ads—and just focused on sharing the heart of my offer with the right people, everything changed.

You don’t need a marketing agency.
You don’t need to be a tech genius.
You just need to believe in what you’re offering… and be willing to put it in front of the people who need it.

5 Truths That Made Ads Feel Possible (Even for Me)

1. You Don’t Need a Big Budget to Start Seeing Results

I started with $5 a day. That’s it.

Running ads doesn’t have to cost thousands to be effective.
Start small. Watch what works. Reinvest your profit.

You can always scale later. The key is to start.

2. One Clear Offer Is Better Than Ten Fancy Funnels

If you’re not sure where to start, focus on one product or service.

Make your ad about that one thing. Create one graphic. Send people to one page.

Clarity always beats complexity—especially when you’re just starting out.

3. You Can DIY This (No Agency Needed)

I used free tools. Canva for my graphics. My own words for the copy.
I didn’t hire a team, I just committed to learning one thing at a time.

Most platforms (Facebook, Pinterest, Instagram) walk you through setup step-by-step.
And if you get stuck? There are tutorials. Or better yet, affordable courses (like mine 👀).

4. Your Message Matters A LOT

What makes an ad work isn’t fancy language, it’s connection.

When you speak directly to your ideal person in your ad copy, they’ll pay attention.

Instead of trying to sound like a marketing expert, talk like a friend.

That’s what people respond to.

5. Ads Aren’t Magic. They’re a Mirror

Ads show you what’s working, and what’s not.

If an ad doesn’t perform, it’s not failure. It’s feedback.
Maybe the offer isn’t clear enough. Maybe the landing page needs a tweak. Maybe your message needs refining.

You don’t have to take it personally. Just adjust and keep going.

You’re More “Ad-Ready” Than You Think

So here’s the truth I wish I could whisper into your ear the moment you hesitated:
Running ads isn’t just for big businesses—it’s for brave ones.

It’s for the solopreneur with a dream.
The mama building her business during nap time.
The creative who knows their product works… they just need more people to see it.

Ads have helped me grow faster, reach more people, and create stability in my business that doesn’t depend on the algorithm.

And it all started with one little ad… and one big leap of faith.

Want Help Figuring It All Out? I’ve Got You!

If ads have felt too complicated, too expensive, or too out of reach, let me help you!

I created The Pinterest Advertising Strategy Course. A simple step-by-step guide that shows you exactly how I run ads that bring in sales on autopilot (without the overwhelm or the guesswork).

It’s beginner-friendly, budget-friendly, and built for small business owners who want to start landing infront of the right audience that is ready to hit buy.

The other day, I found myself standing in the grass, barefoot, with an old cooler and a handmade sign made with leftovers from my kids’ craft box. My hair was pulled back in a messy bun that had definitely seen better days, and nothing about the moment looked like the dreamy farmstand I’d once pinned on Pinterest. No cedar planks. No pretty branding. Just me, a few dozen eggs, and this little whisper in my chest that said, this is the beginning.

That moment reminded me of every other beginning in my life. Every business I’ve ever built didn’t begin with a perfect setup. It started with what I had. With what I knew. With whatever was within reach, and a deep desire to make it work anyway.

Is It Really Enough to Just Start Small?

Have you ever caught yourself saying, “I’d do it if I had more money… more time… better tools…?”
Have you been waiting for the stars to align before giving yourself permission to begin?
Does it ever feel like everyone else is running miles ahead, while you’re still stuck at the starting line without the “right” gear?

I know that feeling. I’ve lived it, more than once.
But I also know something else now, and it’s this: the secret isn’t in having more, it’s in using what’s already in your hands.

Today I want to share the truth behind starting small, why it works, and how my most successful businesses all began with a whole lot of heart and very little budget. You’ll walk away knowing how to take your next step, even if it’s a tiny one—and why that’s the most powerful thing you can do.

An Old Cooler and a Dream

We recently started a little farm here in New England. It’s been a long-time dream of ours. Growing our own food, raising animals, and selling fresh produce and eggs from a beautiful, welcoming farmstand someday.

But you know what I didn’t have?
I didn’t have the gorgeous wooden structure.
I didn’t have a branded setup with chalkboard signs or vintage baskets.
I didn’t have a custom-built fridge or cute labels.

What I did have was an cooler, a surplus of fresh eggs, and a handmade sign created with leftover supplies from my kids arts-and-crafts bin.

And so… that’s what I used.
I set it out by the road, and trusted that starting small was still starting.

It reminded me of the first time I ever sold Lightroom presets. I didn’t have a team. I didn’t even have a fancy shop or logo. I uploaded a few .zip files, made a simple landing page, and sent an email to my tiny list. That was it.

But it made money.
And then I reinvested it.
And then it grew.

Over and over, this has been my rhythm: use what you have, make it work, and let that be enough to get going.

Resourcefulness Is the Real Superpower

The world will tell you that you need more. More tools, more gear, more money, more experience. Before you’re allowed to begin.

But after building multiple businesses from scratch, I’ve learned something different: resourcefulness beats resources every single time.

If you’re scrappy, willing, and ready to learn as you go, you are already equipped.
That business you’re dreaming about?
That offer you’ve been sitting on?
That side hustle idea you’ve been swirling around in your brain for months?

It doesn’t need to start big.
It just needs to start.

And once it does, even if it’s messy, imperfect, or patched together with duct tape and hope, you’ll begin to build momentum. And that? That changes everything.

Here’s What Helped Me Build from the Ground Up

1. Define Success by Action, Not Appearance

Your first step doesn’t have to look good.
It just has to move you forward.

I know it’s tempting to wait until it all looks put together, but the truth is, most successful businesses had a humble, even awkward beginning. Focus on progress. Not perfection.

Want to sell art? Sell prints before you build a full website.
Want to coach others? Offer free sessions in exchange for testimonials.
Want to grow a product-based business? Start by selling to your circle before worrying about paid ads.

What matters most is that you start doing the thing. Not waiting for it to be perfect.

2. Reinvest Before You Reward

This is how I’ve always scaled my businesses:
Make a little income → reinvest it → make a little more → reinvest again → repeat until sustainable.

I didn’t pay myself right away. I let the business pay for itself, first. That’s how you build something that doesn’t just survive. It thrives.

If you make $100? Don’t spend it. Put it toward the next thing you need. A better tool, a basic ad, a website tweak. Let your hustle fund its own growth.

3. Start With Tools You Already Know or Own

I can’t count how many times I’ve wanted to “upgrade” before I was ready. A new camera, a fresh app, a fancy platform.

But more often than not, what you already know how to use is more than enough to begin.

Use Google Docs instead of a $50/month content planner.
Use your phone camera instead of waiting to hire a professional photographer.
Use free tools until the paid ones actually make sense.

Starting with what you have builds confidence.
Confidence builds clarity.
Clarity builds consistency.

4. Embrace the Messy Middle

There’s always a stretch where things feel half-done.
The branding isn’t quite right.
The email list is tiny.
The sales are slow.

This middle part? It’s where most people quit.
Don’t be one of them.
Remind yourself: this is just the beginning.
Your future business will thank you for sticking it out, even when it didn’t feel shiny or Instagram-worthy.

5. Celebrate Tiny Wins

Your first $10 matters.
Your first customer matters.

Celebrate them. They are proof that what you’re building is working. Even if it’s still small.
Those tiny wins add up. One day, you’ll look back and realize they were the foundation of something much, much bigger.

Making Our First Dollar As a Farm

My first day, I sold four dozen eggs and made $28.
And while that number might not turn heads, it felt just as thrilling as the day I crossed a million in passive income.

Because that $28?
It cracked the door open to possibility.
It whispered, maybe this can become something real.

That first dollar, earned from a hand-painted sign, a used cooler, and a wild idea, was proof that even the scrappiest beginning holds power.
Even if it’s not perfect. Even if it’s not polished.
It reminded me of something I’ve learned over and over again: you don’t need to have it all together—you just need to begin.

You’re Already More Ready Than You Think

Starting where you are and using what you have isn’t about settling.
It’s about believing in small beginnings.
It’s about saying yes without needing all the answers.
It’s about trusting that with every little step, you’re building something bigger than you can see right now.

If I’ve learned anything from building businesses, it’s this:
You don’t need everything—just enough to begin.