In this blog post I wanted to simply share about my deeper why of my business, behind the scenes and why I made the decision to stop hustling non stop and step into my soft girl CEO era, meaning less noise, less hustling, less working for things that don’t matter.

The Moment Everything Shifted

This all started pretty much last year, when I was extremely exhausted by social media and the type of content I was creating. I came to the realization, that for several months I was creating content that didn’t feel like me at all.

I was just listening to “gurus” and what I was supposed to do.

I had fallen into the trap of following advice that often felt unrealistic — “post 4x a day or you won’t grow,” “the more you post, the faster you grow.”

Yes… I was chasing vanity metrics. But I was tired. Burnt out.

And I started to feel like my work had lost its meaning. Like I was just going through the motions and falling into shiny object syndrome.

Changing My Definition Of Success

When I spent several months in Bali (2024–2025), I learned how to slow down — simply by living there. The lifestyle is naturally slower, and the people are happy, smiling, grounded.

It reminded me to stop rushing through everything and just be in the moment.

And I wanted my business to feel like that too.

Calm. Intentional. Hustle and stress-free.

So I decided to burn my brand down and rebuild something that actually felt like me. Something that wasn’t influenced by what others said I should do — but instead, something I could wake up every morning excited to show up for.

Finding a Platform That Felt Different

At some point, I decided to temporarily test Threads as a platform to grow my community and email list and surprisingly, I loved it. It felt different. The energy there felt slower, softer — and somehow, people were actually interested in what I had to say.

They joined my email list. They replied. They resonated.

Within weeks, my community grew to 23,000 people and my email list grew to thousands.

And I fell in love with writing again.

Taking a break from video content felt like a reset for my nervous system. I was still growing, but I didn’t feel drained by the process.

And yes — I’m planning to return to Instagram later this year, but this time with fresh eyes and a full heart. I’m brainstorming content ideas, slowly working on a rebrand… but without rushing.

This time, I’m doing it my way.

Why I Chose The Soft Girl CEO Path

This might get personal, but I struggle with generalized anxiety disorder — and hustling nonstop is just not sustainable for me. In fact, building a business the way I used to triggered a lot of anxiety.

So I had to ask myself: What’s the point of “success” if you’re feeling miserable while chasing it?

For me, it was never about making millions just for the sake of it. It was about making an impact, while also protecting my peace. Building something that feels meaningful, aligned, and calm.

Since shifting my strategy, I feel better — mentally, emotionally, physically. I wake up actually wanting to check my email dashboard to see how many new subscribers joined that day.

I feel connected to my community again.

And even though I teach social media strategy, I’ll be the first to say: none of that matters if you’re building a business that doesn’t feel like you.

You don’t need to follow the trends. You don’t need to do what everyone else is doing. You don’t have to force yourself to show up in ways that drain you.

Some of my students have built online income streams from things like baking, gardening, or fitness. They found the thing that lights them up — and that’s what matters.

Because if you’re building a business from a place of exhaustion, people can feel that energy.

Even through a screen. (And maybe… that’s why growth feels so slow.)

Building a Business That Feels Like Home

What I’m learning is this: slow growth is still growth. Gentle marketing is still powerful. You don’t need to chase every trend or do what that one viral person did.

You just need to listen to yourself.

And for me, that means growing a business that feels like home — warm, safe, grounded, and meaningful.

I want to wake up every day knowing I built something with heart.

That’s what this new chapter is about for me. Not just a pivot in platform or strategy — but a return to what matters.

A return to me.

A Final Note If You’re Just Starting Out

If you’re in the early stages of building your brand or business, my best advice is: don’t rush.

It’s so easy to get caught up in what everyone else is doing — the trends, the algorithms, the pressure to be everywhere.

But the truth is, you don’t need all of that to start.

Pick one platform you enjoy.
Start an email list.
Write about what you care about.
Don’t worry if it’s perfect — just let it be real.

There’s no one “right way” to do this.

But building something that feels like you from the beginning? That makes everything more sustainable (and honestly, more fun).

You get to define your own version of success.