Hey Reader,

When I first became an entrepreneur, I was obsessed with the idea of being customer-centric.

I focused on doing whatever I could to create value for my clients, even building an agency to serve the growing demand from clients to help execute the strategies that I was creating for them.

And you know? It worked. That agency grew and grew. I made more money, landed more clients, and felt like I was really on the right path.

Until I pushed myself so hard that I fully burned out, ultimately realizing that I’d built a business around marketing work that I didn’t enjoy, and, if I’m being honest (and you know I always am), really wasn’t that good at it.

So I tore that business down to the studs and tried to rebuild with a focus on doing the kind of strategy work I really loved and was good at. My whole idea was to build a business aligned with my strengths.

Sounds good, right? Well, sort of.

Yes, I worked on some really cool projects that paid well.

• Personal brand training for the direct sales team for Gwen Stefani’s GXVE makeup brand
• Rewriting all of the brand positioning and sales messaging for a Series C SaaS company’s sales team
• Helping a small services company grow their team by 300% and double their revenue in only a few years
• Auditing the buyer’s journey of a boostrapped SaaS company to help them double revenue in 6 months

But I had focused so much on only doing work that I enjoyed and played to my strengths that I hopped right on the feast-or-famine rollercoaster of entrepreneurship.

I waited around for opportunities to come my way, and when they slowed down, I had no clue whatsoever how to ramp them back up.

Sound familiar?

It took me a while to learn that the pendulum of my business strategy was swinging too far from side to side, and achieving consistent, sustainable, scalable revenue required finding equilibrium in the middle.

I’ve learned that my story is not unique many solopreneurs lean too far in one direction.

• You might focus entirely on your own passions and genius, creating offers that miss the mark for your audience.
• Or you might hyper-fixate on serving your clients, losing your unique voice and energy in the process.

The solution lies in finding your Solo CEO Sweet Spot—the place where your authentic self and your ideal client intersect.

Welcome to the Solo CEO Sweet Spot

This is the Perfect Intersection of You and Them. Finding it (and staying in it) isn’t easy. It takes experimentation, data gathering, and iteration, but damn, it is beautiful when you live in that space.

The Solo CEO Sweet Spot exists at the overlap of two key areas:

What Makes You Authentically You:

• Your skills, passions, and lived experiences
• What makes you stand out from everyone else in your industry.
• Your well-earned, unique points of view on your work and industry.
• Your zone of genius and the way you deliver results that is uniquely you.

Your Ideal Customer

• Their challenges, goals, and pain points.
• The ideal outcomes and dreams they’re shooting for
• Why their problems are urgent, high stakes, and worth investing in.
• Their own values, unique POVs, and preferred styles of communication and collaboration.

The Sweet Spot is where those two distinct entities (you and them) intersect in a place of natural alignment that serves you both.

The Sweet Spot: Shared Outcomes, Values, and Styles

• The outcomes that align with what you can deliver and what your clients deeply need.
• The style of collaboration that serves them and their goals while also playing to your strengths, goals, and ideal lifestyle.

The magic happens here because it benefits both sides.

This is like finding the perfect recipe. Too much of one ingredient throws off the balance. But when the proportions are just right? It’s beautiful and distinctly powerful for you both.

Why the Solo CEO Sweet Spot Matters

I’ve learned that it’s not just a lack of equilibrium that is at the root of most solopreneur business challenges. The more common (and more dangerous problem) is their lack of clarity in either (or both) direction.

A Vague Understanding of Your Ideal Client:

• You lack a detailed picture of who your ideal client is, beyond generic labels like “small business owners” or “tech professionals.”
• You don’t know enough about your clients’ core values, communication styles, or the outcomes they truly care about.
• This vagueness makes it hard to craft offers, content, and messaging that resonate on a deep level.

A Vague Understanding of Yourself:

• You struggle to articulate what makes you uniquely powerful.
• You overlook the value of your hard-earned experiences, distinctive perspectives, or zone of genius.
• Without this clarity, you blend into the crowd instead of standing out as the go-to expert in your field.

The challenge is that you probably think you’re different.

You probably feel confident that you know who your ideal client is and what makes you different and uniquely positioned to deliver results for them, but in my experience, you probably don’t. Not really.

When you’re vague on either side, your business operates in a constant state of friction, making truly every part of building, operating, and growing a business more difficult.

• Marketing feels scattered and exhausting because you’re speaking to everyone and no one at the same time.
• Offers feel flat or generic because they don’t reflect the depth of your expertise or your clients’ needs.
• You struggle to attract aligned clients who value your work and are willing to pay premium rates.

The Solo CEO Sweet Spot isn’t just about balance—it’s about clarity. When you truly know yourself and your ideal client, you create alignment that unlocks ease, joy, and financial success.

The Mindset Behind the Solo CEO Sweet Spot

Success as a Solo CEO isn’t about doing more. It’s about doing less but doing it better.

More focused, more intentional, and more aligned with both yourself and the audience you serve.

This is what we talked about last week, regarding the importance of defining your niche. The goal isn’t to be everything to everyone (or even a lot of things for a lot of people), but about being the perfect match for the right clients.

This is what made the difference for Peter in The Solo CEO program and his ability to go from $500-$1000 one-off projects to negotiating multiple 5 and 6-figure retainers.

A Solo CEO Challenge for the Week Ahead

The sweet spot isn’t something you stumble upon. It’s something you create through self-awareness, empathy, and intention.

Reflection Exercise

I know that you’re probably moving so quickly in your life and business that the idea of slowing down for some reflection can feel frivolous or impossible, but do us both a favor and take a few moments for a thought exercise:

• What makes you different from others in your industry?
• What are your clients’ deepest desires and pain points?
• How are these two connected?
• How does your differentiation make you uniquely positioned to deliver value for your ideal clients?
• Or which clients does it make you uniquely positioned to deliver value for?

What could you do to dig a little deeper into your life and business to uncover that self-awareness?

In love and growth,
Kasey

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P.S.

I’ve had a few people—clients, friends, and strategic partners—recently remark that there is no place where I tell my full entrepreneur story or the journey that ultimately led to Solo CEO, the philosophy, or the business. And they’re right.

So, starting this week, I am going to fix that. I’ll be sharing my origin story over 5 parts. The goal is primarily for you to better understand where I’m coming from in my work and show you that I understand where you are today because I have been there.

I am both nervous and excited to share it all with you. XOXO Kasey

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Ready to evolve from solopreneur to Solo CEO?

​Apply to join The Solo CEO — A results-focused coaching program for experienced entrepreneurs ready to achieve consistent, predictable revenue by implementing high-impact strategies and systems that attract ideal clients and deliver quick results.

​The 6-7 Figure Goal Setting & Planning Pack — These are the notion templates I use to plan my year, quarter, month, weeks, and days. They have been game-changing for me and my business.

Connect with me on Social — Linkedin, Substack, Threads, Instagram, and Tiktok ​

4207 SE Woodstock blvd #300 , Portland, OR 97202
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