3 Big Shifts I’m Making in 2025 to Grow My Business Without the Daily Grind

The way I run my business is changing in 2025. These shifts are designed to help me make more money while working less—without sacrificing my energy, creativity, or quality of life.

I’m a mom of three kids under four, my youngest is six months old, and I work less than 20 hours a week—usually much less. As the primary caregiver, my schedule is unpredictable. Childcare helps, but when life happens—sick kids, school projects, unexpected vet visits, or home repairs—my business needs to support me, not add more stress.

For too long, I operated under the idea that if I just kept up with content, engagement, and daily effort, everything would continue growing. But that approach led to burnout. So, I’m making three key shifts to break free from the daily grind and create a business that actually works for me.

Breaking the Cycle of Constant Hustle

For the past couple of years, I structured my business around what felt like the “easiest” way to stay consistent. That meant relying on Instagram, selling in my Stories, and creating quick, low-effort content.

It seemed like the most efficient approach—until it wasn’t.

Every day, there was another post to create, another story to share, another “should” lingering in the back of my mind. Even when I was consistent, it never felt like enough.

Instead of continuing this cycle, I started asking better questions. What if I stopped trying to keep up and focused on work that would compound over time? What if my business could grow without requiring me to be visible every single day?

These three shifts are my answer.

Shift #1: Prioritizing Long-Form Content Over Short-Form

I’m shifting my focus from daily content creation to high-impact, long-form content that brings in leads and sales for years to come.

For me, that means YouTube and email are taking center stage. I’m committing to three to four YouTube videos per month and using email as my primary way of engaging with my audience.

This shift makes sense for two reasons. First, my highest-level clients—the ones investing in my mastermind and long-term programs—have consistently found me through YouTube. Some of them have been following my content for years before deciding to work with me.

Second, long-form content continues working long after I publish it. While Instagram posts and Reels disappear into the void within days, a well-optimized YouTube video can bring in new leads indefinitely. It’s the only platform that has ever rewarded me for stepping away instead of punishing me for not being consistent.

I’ve deleted Instagram and TikTok from my phone. I might repurpose some YouTube videos into Shorts later, but right now, my creative energy is focused on producing content that has lasting impact.

Shift #2: Open & Closed Launches Over Evergreen Sales

For the past year and a half, most of my offers have been evergreen—available for purchase at any time. The idea was that this would create ease, but in reality, it meant I always had to be selling.

Selling daily—especially through Instagram Stories—became exhausting. Without a clear launch cycle, I constantly felt like I wasn’t doing enough to promote my programs.

In 2025, I’m shifting to open-and-closed launches for my core programs. Instead of trying to sell every day, I’ll have a few dedicated launch periods throughout the year where I go all in. Then, outside of those launches, I get to focus on serving my clients and creating content without feeling like I should always be promoting something.

This shift gives me more control over my schedule. As a parent, my life already moves in seasons—school schedules, holidays, unexpected sick days. Instead of fighting against that reality, I’m designing my business to work with it.

When I’m launching, I’ll be fully focused on selling. When I’m not, I’ll be fully focused on delivering for my clients and creating content that grows my business over the long term.

Shift #3: Going All-In on One Core Program

For the past couple of years, I’ve had multiple offers—masterclasses, low-ticket courses, standalone programs. While I enjoyed creating them, they required constant new messaging, new sales strategies, and new content.

In 2025, I’m simplifying. My focus is going all in on one core program: Iconic.

This means refining the curriculum, improving the client experience, and making it the best possible resource for online business owners who want to scale in a way that feels good. Instead of constantly creating new offers, I’ll be deepening and expanding the value inside this one.

I’m also prioritizing tracking and sharing client results. The success stories coming out of my programs deserve to be highlighted, not just for marketing purposes, but because they show what’s possible. Instead of spreading my attention across multiple products, I want to amplify the impact of my clients and create something that truly transforms their businesses.

Focusing on one program also eliminates decision fatigue. Instead of figuring out what to sell next, I know exactly where my energy is going. Every time I create a new training, it will go inside Iconic. Every time I refine a strategy, my clients will be the first to learn about it.

This shift simplifies my business, makes marketing easier, and ensures that my best work is going into something that will continue to grow over time.

A Business That Works for Me—Not the Other Way Around

These three shifts—prioritizing long-form content, switching to open-and-closed launches, and focusing on one core program—are about designing a business that supports my life, not one that requires me to be constantly on.

My life is seasonal. My energy is cyclical. Instead of trying to force consistency in a way that isn’t realistic, I’m embracing a model that allows for intense focus when needed and spaciousness when it’s not.

I know this approach might feel counterintuitive, especially in an industry that glorifies being everywhere, all the time. But I also know that running a business this way is not only possible—it’s necessary.

If you’re feeling stuck in the daily grind of content creation and endless selling, I encourage you to take a step back and ask: What if there was an easier way?

For me, these shifts are the answer. And I can’t wait to see how they unfold.