Not Striving: My Year of Letting Business... Just Be

Reflecting on the uncomfortable-ness of not setting revenue goals, marketing metrics or new client targets.

Photo by Jazmin Quaynor on Unsplash

One year ago, I wrote my first BTB post about how I was approaching 2024 differently. That the folder I'd typically revel in for my annual planning, meticulously color-coded, filled with ambitious goals and carefully crafted spreadsheets, sat untouched. That the badge of 'do-er' I'd proudly worn since... well, forever, suddenly didn't fit. At least, not like it used to.

What was once my favorite time of year—planning, strategizing, setting bold targets—had become just another season. My motivation? I was firmly in a space of not wanting to want. Not wanting to strive. Not wanting to set another set of business goals that would make me feel simultaneously excited and exhausted.

I approached this year with no expectations. I knew my business expenses and payroll was taken care of thanks to retainer work, which meant I felt like I could have a little more flexibility and freedom than in past years.

And now, as I sit here, 12 months later, I find myself asking the same questions, yet again:

• Do I even have a legitimate business if I'm not constantly pushing to grow?

• Can my work be fulfilling if I'm not striving to be something bigger?

There seems to be this relentless mentality in the business world that if we aren't striving for more, we're somehow failing. That we're settling. Not reaching our potential.

But what if we don't want more? What if we're happy with exactly what we have? What if this is precisely what we need?

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This post is part of the ‘Behind the Business’ series. You can read the rest (plus gain access to the archives) by becoming a paid subscriber. This series is an every-other-week post sharing personal thoughts, comments, strategies and tactics about the ups and downs of building a people-first, service-based business, as a mom and wife.