Your Business Breakthrough Isn't Hiding in Someone Else's Playbook

And why there’s nothing else you need.

There's nothing else you need and no perfect time. No more added security will make you feel safe enough, and no course, guru system, or mastermind will ever make you feel ready enough.

You're ready. Not because you feel it. But because if not now, when?

Your business, your venture, your calling? It's already flowing through you. You can find it in the conversations you have every day, the 'great idea' you bug your partner with, that feeling of 'I could've done that', in the moments when you feel the fizz of being alive.

Pay attention. Because like a constellation in the night sky, the pattern is there: it's just waiting for you to notice.

Finding Your Way Through the Rubble

After five redundancies in a decade, I discovered something counterintuitive: our best work isn't chosen, it's found. My career choices put my future in someone else's hands, where someone else had figured out how to monetise my time more effectively than I had, until economic downturns, pandemics, and acquisitions made me expendable.

I launched because I had to: not because I was ready, not because I wanted it, not because I'd chosen it. So I dived into the threads of my own story:

• 23 jobs in 30 years from cleaning hospital floors to global brand activations

• 17 years' worth of notes, business ideas, and half-written articles

• 5 start-up launches with other Founders

• 84 podcast interviews

• 100s of social posts and newsletters

• 27 consulting projects delivered for global brands in a single year

I didn't launch my business, that's too grand, I found it in the rubble and took my first unremarkable steps. Unsteady and uncertain.

The Great Unlearning

We've been conditioned to believe that building a business means following proven formulas, building perfect systems, and chasing endless growth. But here's what I've discovered working with entrepreneurs: these aren't rules, they're cages.

Consider James Dyson, who started with a simple frustration: vacuum cleaners that constantly lost suction. Instead of following industry conventions, he spent five years building 5,126 prototypes in his coach house. No business plan, no scaling strategy—just rigorous problem-solving and persistence. That singular focus on solving one clear problem grew into a multi-billion dollar innovation company.

Or take Gary Dahl, who turned a bar conversation about pet maintenance into the Pet Rock phenomenon. He didn't conduct market research or write elaborate business plans. He simply packaged ordinary rocks with a clever care manual, turning a $1 product into a million-dollar business by understanding what made people smile. Not through following formulas, but by trusting his instincts and embracing the constraint of absolute simplicity.

What Success Really Looks Like

The path to building something meaningful isn't about following someone else's blueprint. It's about:

• Noticing what's already working

• Embracing productive constraints

• Serving the work, not worshipping outcomes

In 18 months, following these principles, I replaced my income and built an audience of over 10,000 people. The Unremarkable Entrepreneur began to take shape. No fanfare, no grandstand moments, no viral posts.

The Work That's Waiting

Your breakthrough is already there, waiting to be noticed. It's in:

• The problems you solve naturally

• The conversations that energise you

• The work that flows through you effortlessly

• The ideas you can't stop thinking about

Maybe you're already building but caught in a spiral of buying other people's ideas. Perhaps you want to take your first steps but aren't sure how. Maybe you just need a little help noticing what's already there.

That's what The Unremarkable Entrepreneur is about: to help founders and small business owners:

• Notice and build around what's already flowing through them

• Find freedom through the right constraints

• Build businesses that feel authentic, not algorithmic

• Focus on deep resonance over shallow reach

Your Next Step

Your breakthrough isn't hiding in another course, system, or mastermind. It's hiding in plain sight, in the work you're already doing, the conversations you're already having, the problems you're already solving.

The question isn't "How do I build a business?"

The question is: "What's already trying to be built through me?"

Pay attention. What are your stars trying to teach you?

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