Rasmussen MA CEC PCC By Beverlee Rasmussen
Over the years, I’ve had the privilege of working with hundreds small business owners—bright, determined individuals putting everything they have into making their business succeed. Yet no matter the industry or location, the challenges I see time and time again are alarmingly consistent. The solopreneur journey is not an easy one.
Here’s what I observed:
- Cash flow issues that kept them up at night.
- Low or no financial literacy making decisions feel like a gamble.
- Underestimating costs while overestimating profit potential.
- A lack of clear focus when it came to target markets.
- Trying to be everything to everyone, pleasing no one.
- Guessing at what clients wanted instead of asking.
- Forcing strategies that weren’t working and removing what was.
- Trying to do everything themselves.
- No documentation—no systems for policies, procedures, or even onboarding.
- Scaling up too fast without a budget or plan.
- No exit strategy or clear future vision.
These aren’t small problems. They’re the kinds of things that make running a business feel overwhelming, chaotic, and isolating. For solopreneurs—those doing it all alone—it’s even harder. There’s no team to delegate to, no boss to ask for help, and no roadmap to follow. Every decision feels like a shot in the dark.
So how do we change this?
It starts with systems thinking.
Systems thinking is the mindset of viewing your business not as a series of isolated tasks, but as a complete, interconnected ecosystem. Every part of your business—sales, marketing, operations, finance, leadership, customer service—is linked. When something isn’t working in one area, it inevitably affects the others. Systems thinking invites you to step back, zoom out, and see the bigger picture.
Rather than constantly reacting to problems, you begin to design your business with intention. You create repeatable processes that support how you want things to run—whether it’s how you onboard clients, handle invoices, or hire new team members. It’s about moving from putting out fires to building fire prevention.
When you understand how the parts of your business connect and impact one another, you can build a solid foundation—a business structure that is stable, sustainable, and built to grow. You begin to document procedures, define roles (even if you’re the only one doing them for now), and clarify workflows. This clarity reduces mental clutter and decision fatigue.
Systems create consistency. They free up your time, reduce risk, and make it easier to train others when the time comes. They also reduce guesswork—because now you’re following a plan instead of making it up as you go. And most importantly, systems allow you to scale without chaos. You don’t have to work harder to grow your business—you just need better systems to support that growth.
Instead of feeling like your business is running you, systems thinking puts you back in control. It’s one of the smartest shifts a solopreneur can make—laying the groundwork for a business that’s not just busy, but built to last.
Then there’s appreciative inquiry.
Appreciative inquiry is a refreshing and often transformative approach that changes the way you solve problems and lead your business forward. Instead of zeroing in on what’s broken, missing, or failing, appreciative inquiry invites you to start with what’s already working. It’s a shift from deficiency thinking to possibility thinking. And for solopreneurs—who often carry the full weight of decision-making—this shift can be a game-changer.
Rather than spending your energy fixing flaws, you begin by identifying strengths: What’s going well in your business right now? What are your customers happy about? Where are you seeing momentum, even if it’s small? What parts of your day bring you the most energy or results? Appreciative inquiry doesn’t ignore challenges—it simply reframes them by rooting you in the positive core of your business.
This mindset fosters resilience. When things feel uncertain—as they often do in small business—you’re not overwhelmed by the problems. You’re grounded in what’s possible. Appreciative inquiry keeps you solution-focused in the moment, which is especially powerful during setbacks or decision fatigue. Instead of spiraling into worry or blame, you look for clues in your past success and build forward from there.
It’s also a powerful tool for innovation. When you explore what’s working, you start asking different questions: How can I do more of this? What makes this process or product successful? Who else can benefit from this? These questions spark new ideas, uncover hidden opportunities, and build momentum—without the burnout.
Ultimately, appreciative inquiry reminds you that your business is not just a list of problems to solve, but a story of progress, learning, and strength. It creates a culture of optimism—first within yourself, and eventually within your team and your customers. When paired with systems thinking, it becomes the perfect companion: one builds structure, the other fuels growth through insight, reflection, and appreciation.
And then, there’s the dark side no one warns you about.
When you start a business, you’re suddenly expected to be an expert in everything—from taxes to team building to TikTok. But the truth is, most solopreneurs simply don’t have the skills yet, and that’s not a flaw—it’s a reality.
You need financial literacy to price properly, track cash flow, and make strategic decisions based on real numbers. Without it, you’re guessing—and those guesses can be costly.
You need to understand how to hire, when the time is right, and how to select the right people. You need to know how to market effectively, speak to the right audience, and build trust. You need to lead with clarity, even if you’re the only one in the room. And you must know how to manage day-to-day operations so things don’t fall through the cracks.
These aren’t just nice skills to have. They are essential business competencies. And without them, even the most passionate and hardworking entrepreneur can find themselves exhausted, overworked, and stuck.
Most small business owners weren’t trained in this. They started with a passion, not an MBA. So they try to piece it all together, often learning the hard way—through mistakes, missed opportunities, and burnout.
The good news? These skills can be learned. With the right support and structure, you can build confidence in every area of your business. You don’t need to be perfect—you just need to be intentional about learning what matters most.
And like any serious athlete, if you want to succeed, you need a coach.
Someone who sees the big picture with you. Who helps you sort through the chaos, ask better questions, and find clarity in your next move. Someone who knows the tools, the mindset, and the systems to guide you toward your version of success.
Entrepreneurship is not meant to be done alone. Coaching—especially one grounded in systems thinking, appreciative inquiry, and real-world business competency—can make the difference between surviving and succeeding.
There is a better way forward. It starts by thinking differently, focusing on what works, building essential skills, and asking for support when you need it.
You don’t have to carry it all on your own. And you were never meant to.
