Project Underwhelm:

The Moment I Realised We’re Building Businesses Backwards

I probably shouldn’t share this.

But last week something happened on a call that I can’t stop thinking about.

A client of mine started telling me about her life.

Not her strategy.
Not her offers.
Her life.

She has kids.

She’s building a business.

Trying to hold everything together.

And then she said something that hit me hard.

Her husband refuses to help her.

Not occasionally.

Not because he’s busy.

He just… doesn’t.

So she’s doing everything.

The kids.
The house.
The work.
The emotional load.
Trying to grow something for herself.

And you could hear it in her voice.

That quiet exhaustion.

The kind where you don’t even complain anymore…
you just keep going.

And it made me realise something.

We are building businesses completely backwards.

We think success looks like:

Being fully booked
Being busy
Having a full calendar

But no one talks about what that actually feels like.

Because being “booked out” while holding everything else together…

is not freedom.

It’s pressure.

So on that call, we made a decision.

We’re calling it:

Project Underwhelm.

The opposite of everything she’s been told to do.

No more:

“post more”
“do more”
“be everywhere”

Instead:

Less. But better.

Her goal is simple:

Fill a group program with 20 women.

That’s it.

No complicated funnels.

No TikTok.

No chasing trends.

So here’s what we’re doing instead:

• One clear message on LinkedIn
• Speaking directly to one type of woman
• Real conversations (not “marketing”)
• Reaching out to just 10 people per day

That’s it.

No noise.

No chaos.

No overwhelm.

Because here’s the truth:

You don’t need more strategies.

You need a business that actually fits your life.

One that gives you:

More time
More space
More energy

So you can show up as your best self.

For your clients.

And for yourself.

This is just the beginning of Project Underwhelm.

We’ll share how it unfolds.