I’ve owned and operated a business for 10 years. I’ve been full-time in it for the last five, and built a brand I’m truly proud of over the last four.
But NONE of it has been pretty 😅
It’s been messy, expensive, and at times downright exhausting. I’ve learned every lesson the hard way - through trial, error, burnout, and breakdowns that led to breakthroughs.
There’s this illusion that once you “go full-time” or “find your purpose,” everything starts to flow with ease. But what nobody talks about is the years of unsexy, behind-the-scenes mistakes that shape who you become as a business owner.
So, in no particular order, here are the biggest mistakes I’ve made over the last decade - the ones that cost me time, energy, money, and peace - so you can avoid them in yours.
1. Not Setting Aside Money for Taxes (and Hiring the Wrong People to Help Me With Them)
If I could go back to day one, I’d open a separate tax account immediately and treat it like it doesn’t exist.
I learned the hard way that when you’re self-employed, your income isn’t really your income. A portion of it belongs to the government - and if you don’t prepare for that, it’s going to come back and bite you hard.
Self-employment taxes in Washington have been a fucking nightmare for me. I’ve spent years trying to play catch-up, setting up payment plans, and wondering how I could work so hard and still feel behind.
But the real kicker? I hired the wrong people to help me.
I’ve went through multiple bookkeepers and accountants who were disorganized, slow, and constantly made mistakes. They talked a big game but didn’t actually know what they were doing. I spent more time micromanaging the people I hired than actually focusing on running my business.
The people you hire - whether for your taxes, your social media, your systems, or your team - should make your job easier, not harder. If you have to constantly follow up, double-check their work, or remind them to do what you’re paying them for, they are not the right fit.
Hiring the wrong people early on cost me thousands of dollars, months of my life, and way too many stress headaches. Now, I only hire people who are proactive, detail-oriented, and aligned with how I operate.
Financial clarity = peace.
And having the right team = freedom.
2. Making My Whole Identity About a Mentor Who Screwed Me Over
This one still makes me cringe 😬
When I first started, I put a mentor on a pedestal. I thought they were the key to my next level - until they weren’t. When things fell apart, I felt betrayed and humiliated. I let that experience completely take over the energy of my business.
Every decision I made after that was somehow tied to proving them wrong or reclaiming my power. I didn’t realize it at the time, but I was still operating from the energy of that wound.
And look 👀 maybe it’s my heavy Scorpio ♏️ placements, but I do not let go easily. I obsessed over the betrayal, talked about it constantly, and kept that story alive way longer than it needed to be.
The truth is, I gave that experience way too much power. It became a shadow I couldn’t shake.
If you’ve ever had someone in business hurt you - whether it’s a coach, a collaborator, or a client - please learn from me 👉🏻 take the lesson, close the energetic door, and move the fuck on. Because the longer you keep that story alive, the more it controls your business, your energy, and your creativity.
3. Expecting Family and Friends to Support My Business
In the beginning, I took it so personally when my friends and family didn’t buy from me, share my posts, or engage with my content. I thought if they truly believed in me, they’d support me publicly.
But what I didn’t understand yet was that your family and friends are NOT your ideal clients. They might love you, but they’re not the ones who need what you offer - and that’s okay.
As entrepreneurs, we crave validation, especially early on. But waiting for the people closest to you to validate your business is a recipe for disappointment.
The thing is - you’ll actually get wayyy more support from strangers on the internet than the people in your actual life. Because your audience - your real audience - isn’t obligated by personal connection; they’re magnetized by your message.
So stop worrying about who in your circle is sharing your stuff. It doesn’t move the needle. What does? Understanding your ideal customer. Learning how to sell. Mastering your messaging, copy, and content. That’s what will actually grow 🌱your business.
4. Prioritizing Quick Wins Over Long-Term Sustainability
This one took years to unravel.
In my early years, I was addicted to quick wins - one-off sessions, flash sales, random launches, impulsive ideas that created bursts of cash but left me completely drained afterward.
I was constantly chasing dopamine hits from short-term success instead of building something sustainable that felt safe long-term.
I wasn’t considering my nervous system capacity when I created offers. I wasn’t thinking about stability or recurring revenue. I was just thinking about “How can I make more money right now?”
And yes - I made money. But it came at a cost. I was burnt out, anxious, and living in constant fight-or-flight around my business.
Now, I think long-term. I prioritize recurring income, long-term client relationships, and structures that support my energy rather than deplete it.
Because when your business feels safe to you, it naturally becomes magnetic 🧲 to others.
5. Thinking I Could Do Everything Alone
For years, I wore “I can do it myself” like a badge of honor. I thought needing help meant I wasn’t smart enough or capable enough.
So I tried to DIY everything - copy, systems, strategy - and guess what? I ended up exhausted and resentful.
What I realized is that support is a flex 💪🏻
Having a mentor, a community, or a team doesn’t mean you’re weak - it means you value your energy and your time. It means you’re self-aware enough to know that you don’t need to figure everything out the hard way.
When I finally started investing in mentorship and real support, my business not only grew faster - it felt lighter. I wasn’t doing it all alone anymore.
The “boss babe” 🙄 mentality sounds empowering, but it’s really just self-protection dressed up as independence.
Let people help you. That’s where your next level lives.
6. Making My Business My Entire Identity
This one almost broke me.
There was a period where my entire identity revolved around my business. Every waking thought, every dream, every ounce of my energy went into “what’s next” for my brand.
And yes - there’s a certain level of grit, obsession, and ambition that’s required to build something meaningful. But when your business becomes your entire identity, you really do lose yourself.
You stop having fun. You stop taking care of your body. You stop being creative because your nervous system is constantly in overdrive.
The fastest way to burn out is to forget that you’re a human first and a business owner second.
Now, I protect my energy with boundaries, hobbies, and a life that exists outside my business. Because when you have a full life, your business becomes an expression of your joy - not your entire purpose for being alive.
7. Selling to Everyone Instead of the Right Ones
This is one of the hardest lessons I’ve learned: not all money is good money.
When I first started, I would sell to anyone who wanted to buy. I didn’t think about all the ways someone might be a good fit or not. I was just excited about making the sale.
But what that did was create a revolving door of clients who weren’t aligned, who didn’t respect boundaries, or who drained the absolute life out of me. I found myself dreading calls, resenting my work, and questioning whether I even wanted to do this anymore.
When you sell to everyone, you water down your energy. You start attracting people who don’t value what you actually do because you’re not being discerning about who you serve.
Now, I only work with clients who are self-aware, aligned, and ready for the kind of transformation I facilitate. Because when you’re clear about who your work is for, you naturally repel who it’s not.
That’s how you build a business that feels good, sustainable, and soul-aligned.
Final Thoughts
Every one of these mistakes taught me something priceless: sustainability, boundaries, discernment, and emotional maturity (and I’ve made a lot more 😅).
Your business is going to reflect your personal growth - the deeper you heal ❤️🩹 the more aligned and effortless your business becomes.
So if you’re in the middle of learning these lessons right now, don’t shame yourself for it. You’re not behind. You’re just getting wiser.
And trust me - wisdom compounds faster than any viral launch ever could.
Which is why I teach my clients that DOING is the key 🔑 to expansion - not thinking.
You might be analyzing your every move instead of just moving and figuring out what works.
The magic 🪄 happens when you stop overcomplicating and start implementing.
And when you’re ready to up-level in your life and business - that’s when you hire me 😉