There was a time when I believed normal meant average. Predictable. Something you settled for when you couldn’t have something better. I thought normal was what happened to people who gave up on greatness.
I was wrong.
What I didn’t realize until I lost everything in the Palisades fire—my home, my office, my studio—is that some sort of normal is actually the goal.
It’s the thing we long for when the ground beneath our feet has shifted. It’s what we crave in moments of deep instability. And it’s what we fail to appreciate when we’re too busy chasing what’s next.
Because normal isn’t ordinary. It’s the beautiful simplicity of nothing breaking
The Weight You’ve Been Carrying
I see it every day.
I hear the exhaustion in your voice. I see the hope in your eyes—and the weight in your shoulders. You’re still showing up, still trying… but it’s starting to feel like you’re dragging a boulder uphill.
I know that feeling because I’ve been there.
Since the fire in January that took everything, I’ve been in overdrive—dealing with insurance, reliving every loss as I itemize what is gone, managing my own emotions, my relationship, and the madness in the world around me.
It’s a strange place to live—holding onto hope while feeling completely worn down.
And yet, that’s where so many purpose-driven entrepreneurs are living right now.
You’ve done the courses. You’ve downloaded the freebies. You’ve even worked with coaches. But instead of clarity, you’re drowning in scattered strategies that don’t fit together.
The harder you push, the less joy you feel—and the more burnout keeps knocking at your door.
It’s not that you’re not capable. You’re just trying to build a business without a real foundation.
What you need is a model that’s aligned—with your values, your goals, and the life you actually want. One that supports you instead of draining you. One where calm is the norm, not the exception.
The Underestimated Power of Stability
Most founders are wired for disruption. We love the thrill of the build. We thrive on momentum. And the next thing. And the next thing and the thing after that.
But when you live in constant crisis mode—always fixing what’s broken—your nervous system gets hijacked. You can’t think clearly. You can’t strategize. You’re not growing. You’re just surviving.
And survival mode? That’s not a business strategy.
What I’ve learned—after rebuilding more than once—is that the leaders who thrive aren’t just the boldest. They’re the ones who master stability.
They create structure. They build support. They value calm.
They know that normal doesn’t mean nothing’s happening. It means everything is working the way it’s supposed to.
The Day Everything Works Is Not “Ordinary”—It’s Everything
A founder once told me, “Nothing special happened today.”
I asked, “Did anything break?”
“No.”
“Any delays or problems with payroll?”
“No.”
“Any client fires?”
“No.”
“Was your calendar manageable?”
“Yes.”
And I said, “That’s not nothing. That’s the result of really good leadership.”
The quiet day when everything flows? That’s not boring. It’s not mediocre. It’s what success is.
It’s a business that doesn’t require your heroics. It’s a team that knows what to do. It’s space to think, breathe, and create.
Self-Care Is a Business Strategy
We talk about self-care as something separate from work. But the truth is—how you treat yourself shows up in your business.
When you’re grounded and regulated, you make better decisions. You respond instead of react. You lead with clarity, not chaos.
Because if you’re constantly broadcasting stress and burnout like a Wi-Fi router—guess what? That’s what you’ll attract.
But when you’re in alignment—when you’re clear, consistent, and connected—everything starts to work with you, not against you.
Let Normal Be Your New North Star
You don’t need to live in chaos to prove your ambition. You don’t have to sacrifice your wellbeing to feel worthy of success. And you definitely don’t need to call dysfunction “just how it is.”
You can build a business that holds you. One that’s spacious, resilient, and designed to give you room to grow.
✅ Normal is not where your ambition dies.
✅ Normal is where your capacity expands.
✅ Normal is where true growth begins.
Your Invitation: From Burnout to Blueprint
You don’t have to keep pushing that boulder alone.
That’s why I created my upcoming masterclass:
👉 Business Reset: From Burnout to Blueprint
In this free session, I’ll walk you through the 5 key elements every business needs to grow sustainably (and I’ll reveal the first one right away).
We’ll also talk about how to create the right attraction energy—so the right clients find you.
You’ll walk away with:
- Awareness of what’s holding you back
- Tools to shift beliefs and habits
- One aligned goal you’re ready to act on
There are two sessions to choose from—just pick the one that fits your schedule.
Because the truth is: 💬 You don’t have to break to build. And you don’t have to build your business in chaos for it to be great.
Let’s grow!
Beate
