Hey Reader,

There are 3 paths to entrepreneurship. Two of them are recipes for disaster. But one, if you're anything like me, is the formula to unlock all those big, beautiful entrepreneurial dreams you have.

When I first started my business in 2017, I was shocked by how easy it was to land new clients. In my first 2.5 years in business, I grew, grew, and grew.

I started out delivering demand-generation strategies for early-stage startups and agencies that were ready to grow their revenue.

I had a clear vision for my business—what I did, who I did it for, and why they needed it.

Clients loved my strategies and could see the way implementing them could change the trajectory of their business, but they rarely had the staff or time to execute themselves.

So I did what every mentor, advisor, and expert told me to do—I built an agency.

I listened to what the market (my clients) wanted and did whatever I could to give it to them. I addressed demand with a viable, revenue-generating solution.

I joined forces with an outsourced sales agency and, as CEO, I took us from $40k in MRR to $90k in only 6 months and with a small team of only 7 people. Even when we decided to part ways, and I went back out on my own, I rebuilt again. Taking my nimble team of 4 to $50k in MRR.

I felt so damn proud of myself for hitting impressive revenue milestones and landing sexy venture-backed clients.

This was the definition of success. Wasn’t it?

But it wasn’t until February, 2020 when I realized why maybe…just maybe…this wasn’t the right path for me.

I won’t go into all the details here, but you can read more about it in a LinkedIn post where I covered the whole story.

But the short story? I was burned out.

I had built a business centered around all the marketing work I hated doing and wasn’t really all that good at.

I listened to the market, but I didn’t listen to myself.

During COVID and following my eye-opening, transformational trauma (again, I’m not going to go into all the details in this email, but you can read the full story here), I decided to rebuild. But doing something that spoke to ME.

And what followed was what I’ve come to see as the feast-or-famine life of being a solopreneur.

• I didn’t have a clear vision for my business
• I relied on word-of-mouth or referrals for my income
• I struggled to articulate what I did, who I did it for, and why it mattered

I had no control over my income, my work, or my life.

I had huge months, followed by barren months.

Overall, I did okay, but it was so stressful that it sapped my confidence, my courage, and my faith in myself.

It was so bad, that when I got approached about a job offer, I took it. Not gonna lie, the job sucked, but it helped me hit the reset button on this whole entrepreneurial journey of mine.

So when I got laid off a year later (again, here’s the whole story), I knew I needed to seize the moment and do it differently this time.

This is where Solo CEO comes from.

From my experience of being exactly where you are and knowing in my heart that there must be a better way.

I'm thinking about adjusting the days that I send these newsletters. Currently, I sent business strategy issues on Sunday, and mindset during the week. Should I change that?

Thank you!

What it means to be a Solo CEO

There are three paths open to you. I’ve taken all three now, and let me tell you, there really is only one that will create the kind of life and business that you seek.

The Solopreneur Dilemma

This is where most entrepreneurs start, even though I skipped this one only to come back to it later. And I want to be real, I am not judging or criticizing anyone in this stage. It’s incredibly common, and very little guidance out there teaches you how to overcome it.

• Inconsistent income
• You’re reactive and overwhelmed
• You feel like you’re constantly scrambling to keep up
• Rely heavily on referrals, word of mouth, and opportunities that come to you
• Operate like a full time employee—except you’re doing everything yourself, from admin to execution, with none of the perks of being employed (mentorship, healthcare, a team)

You’re probably working 20% harder than you did as an employee, but for less pay.

And you have no idea how to get off the feast-or-famine rollercoaster and finally achieve the kind of entrepreneurial financial freedom you dream of.

The Trap of the Traditional CEO Model

Often, we think acting like a traditional CEO will get us out of this grind and help us build the kind of life and business we know is possible. It’s tempting. And it may even be “smart.” But that doesn’t mean it’s right for you.

In my experience, it’s a recipe for burnout.

• Let the market dictate every move you make
• Never check-in to ask, “Is this what I really want?”
• Grow your business through More, More, More. More complexity, more time, more people, more investment.

Yes, building this way can look damn impressive and can absolutely make you a ton of money. But at what cost?

For me, it cost my health, my happiness, my self-belief, and even my values.

The Solo CEO Philosophy

I believe that the path to true freedom and impact comes from balancing the wants and needs of the market with your unique differentiation, your authentic self, your ideal life—YOU.

I call that beautiful, magical intersection the Solo CEO Sweet Spot.

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And you find that sweet spot through three pillars.

1. Clarity – Laser-focus on your ideal client, an intro offer their are eager to buy, and the reason why you are uniquely positioned to deliver it.
2. Simplicity – Systems that streamline your work without unnecessary complexity and enable to you to prove and improve the results you deliver for clients.
3. Confidence – Owning your expertise to charge premium rates and create a business you love, doing work that lights you up, for people who appreciate you for who you are.

If you’ve been struggling to nail consistent revenue or stop the pendulum swing toward burnout, this is the path you’ve been looking for.

The Journey to Becoming a Solo CEO

I can almost guarantee that you will want to resist this path. Every expert, guru, and coach has told you that the answer lies in fancy marketing —more lead magnets, more funnels, more content, more DMs.

But here’s what I know. If you do all of that BEFORE you get clear on the foundation of your business, you will just throw money, time, and heartache down the drain.

Instead, slow down to find the clarity that will unlock the future you seek.

Your One Thing—the Solo CEO sweet spot

Take the time to identify your unique differentiation, your ideal client, the outcome you deliver for them, and why they need it so badly.

When you are clear on this, literally EVERY SINGLE PART of your business becomes easier. That is not an exaggeration.

A repeatable, high-value, intro offer

Stop making it so hard for ideal prospects to get started with you. Start with an offer that is a no-brainer for them, and that makes it easy to expand into a higher-ticket, longer-term engagement for you.

Use your network to validate your offer

You aren’t just getting started in business. Even if you’re a new entrepreneur, you have a network of people who know, like, and trust you. Use them.

• Ask them for feedback on your offer.
• Ask them to help you improve it for your ideal client.
• Ask them for advice on how you can find your first 3 beta testers.

So far, every client I’ve worked with has sold their first few offers this way. You have more support, resources, and willing buyers than you think.

Then, and only then, you're ready to grow.

Once you are clear on your One Thing and have a validated offer, then it makes sense to start designing your growth engine.

Now, you’re ready to start creating content, building lead generation systems, and mastering the art of selling to strangers. You’ll have proven results, testimonials, and ideal client insights to know exactly how.

But without that foundation?

You’ll just be throwing shit at the wall and praying it will stick (Pssst. It rarely will).

If you’re stuck in solopreneur land or teetering on the edge of CEO burnout, there is another way.

And it’s one that will not only make you more money but will feel damn good doing it.

In love and growth,
Kasey

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Ready to start your Solo CEO journey?

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4207 SE Woodstock blvd #300 , Portland, OR 97202
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