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Building a One-Person Business: My Biggest Mistakes

I wanted to start a business for so long. I’d read all the books, listen to all the podcasts, and binge-watch Shark Tank. I would think of a business idea for weeks on end.

I would repeat a cycle of generating ideas, getting excited, and then doing sweet f*ck all about it.

I was stuck being a wantrepreneur for years. The worst part? I would see other people around me succeed. They weren’t smarter. They didn’t have more money. They simply took loads of action. Made mistakes. Iterated and tried again.

If you’re stuck on starting a one-person business, do this.

I Would Choose One Thing

If I had to start again, I would:

• Pick one customer avatar.
• Solve one problem for them.
• Acquire customers through one channel.

The biggest mistake I made was going big. I tried to be everything to everyone. I’d say yes to every client request. While I made six figures quickly, I could never create efficiencies. There were no templates or systems. I was constantly on a hamster wheel of deliverables and trying to get new clients.

I could keep it up for a time, but I quickly got burned out.

Now, I’ve taken a completely different approach:

• One Customer : CEOs & Founders.
• One Problem: Getting leads and clients through organic marketing.
• One Channel: LinkedIn.

That’s it. It’s so simple it feels like cheating. I’ve created efficiencies through systems, processes, and templates. As a result, I can take on more clients at higher profit margins while delivering more value—a win-win.

You can use this formula (1,1,1) to get to multiple six-figures. Russell Brunson says you could use this roadmap until you hit $1 million. I think that’s a bit extreme, but I plan to use it to get to $30k per month.

Don’t overcomplicate it. Remember: Simplicity scales, complexity fails.

I Wouldn’t Do It Alone

I regret not finding a community earlier. I spent so long hanging around friends who didn’t value or support me. In some cases, they were actively hoping I would fail. It was only when things started to break that I made a change.

I invested in a paid community in May 2023. It’s one of the best investments I’ve ever made in my life. I now have access to a group of people trying to do the same thing as me and provided a supportive environment where we could share ideas and solve each other’s problems. I made more progress in six months than I did in six years. That’s not an exaggeration.

There is power in proximity. If I had joined a community earlier, I would have made much more progress and felt less burnt out.

I’ve since distanced myself from my high school friends. They’ve all chosen a traditional path in life. Full-time 9–5 job in an office. Married or engaged. Mortgage. Live for the weekends. Two weeks vacation every year. That sounds like a miserable existence to me.

Surround yourself with people who believe in you more than you. Find a tribe with your vibe.

I Wouldn’t Quit My 9–5 Job

I’ve quit my 9–5 job twice now. But I wouldn’t go ‘all-in’ straight away. Your 9–5 job is one of the greatest assets while building a one-person business. It gives you:

• Skills.
• Content ideas.
• Networks and leads.
• Financial security and runway.
• Time to experiment and test what works and what doesn’t.

Exploit your 9–5 for everything its got. Once you reach a point of sustainable income from your one-person business, you can decide to quit or stay. The point is that you have choices. You wouldn’t fear losing your job. You can leave at any moment. And that’s all we want from life — more choices. Don’t leave your 9–5 job, leverage it.

I Wouldn’t Wait to Monetize

I believed the lie that you had to wait to monetize. I can’t think of anything less true. There’s no magical point of followers or subscribers where monetizing feels ‘right’. You’re always going to encounter resistance. So do it ASAP.

How do you monetize immediately? Start with the unscalable. Offer a high-ticket 1:1 coaching offer. Sell a skill that you know someone else wants. If I started again, I would immediately sell my writing and audience-building skills.

Too many creators opt for creating self-paced courses. Self-paced courses are overplayed. The completion rate is so low. People are wary of courses promising the world and underdelivering. Plus the marketing effort to sell a $150 course to make $1,500+ every month is enormous.

Start with 1:1 coaching offers, allows you to:

• Validate your skillset.
• Monetize immediately.
• Gather data for future digital products.
• Build a community and referral network.
• Understand your customer problems at a deep level.

Yes, it’s hard work. You’ll have to sell your time and be at a place at an agreed time. Welcome to business, baby.

Scaling to Six Figures is Simple but Not Easy

You will need to:

• Get clear on your customer avatar and problem.
• Build a community.
• Work more hours alongside a 9–5 job.
• Step into sales and marketing sooner.

👉 I’ve previously sold a one-person business, and I’m in the process of scaling another one to $20k per month. If you want my one-person business growth system, I’ve created a FREE email course for you to get started.