You Deserve More - But Not in the Way They're Telling You - Small Business Blog

“Pamper yourself. You deserve it. Buy this product.”

How often do you hear messages like these? If you’re a middle-aged woman, chances are it’s daily. The constant wave of messages telling you to spend more, buy more, and invest in things you didn’t even know you needed has become deafening. The worst part? It’s no longer about solving problems you’ve identified but creating new ones to sell you solutions you didn’t ask for.

If you’re a small business owner, this trend has likely crept into your professional life as well. Building authentic connections feels like a thing of the past. Every LinkedIn connection is followed up by a sales pitch. “Hey, do you need more Google conversations?” Well, yes, I do—but could you take a moment to build trust with me first?

It’s exhausting, isn’t it? The sales-driven machine doesn’t seem interested in exploring what people genuinely need anymore. Instead, it insists on steering the ship, shoving predetermined answers down your throat. It makes us, as customers, feel powerless. And as business owners, it forces us into a game we never signed up for.

Here’s the good news: You don’t have to play by these rules. It’s time to reclaim control—for yourself, for your business, and for your customers.

The Crisis of Authenticity in Modern Business

One of the biggest challenges today’s business owners face is cutting through the clutter of constant sales pitches and promises of quick fixes. Everywhere we look, someone is offering us the moon if we just sign on the dotted line.

But there’s a cost to this approach. When we buy into quick-fix solutions, we risk losing the very essence of why we started our businesses in the first place. Authenticity gets replaced by transactions. Trust takes a back seat to metrics. And business relationships, which should be about connection and collaboration, feel hollow.

As a middle-aged woman, I can speak from experience.

Modern marketing has become a constant barrage of “you deserve it” messages, carefully designed to guilt or entice us into spending. This isn’t empowerment—it’s manipulation.

As a business owner, I’ve frequently encountered people proposing solutions to problems I don’t even see as issues. They claim to have the perfect fix for my marketing—or whatever else they assume needs improvement—without ever asking me a single question.

Marketing is one area where business owners most frequently promise quick fixes and guaranteed results. Unfortunately, I’ve worked with several companies that came dangerously close to failure due to these empty promises and short-sighted solutions.

It’s time we, as a collective, took a step back to refocus on what truly matters. Furthermore, have faith in yourself, remember why you started the company, and return to your roots. Tools can be beneficial, but working on a house with a faulty foundation is no good for anyone.

Rediscovering Purpose as a Business Owner

If you’re feeling disillusioned with the way business is done today, you’re not alone. Many of us are. But here’s the thing: running your business in a way that aligns with your values doesn’t require a massive overhaul. It starts with simple steps that bring the focus back to connection, trust, and genuine service.

1. Talk to Your Customers  

When was the last time you had a real conversation with someone you’re hoping to serve? Not a survey. Not an email blast. A genuine, face-to-face (or Zoom) conversation?”

These conversations are a goldmine for understanding what your customers value. Forget the cookie-cutter sales scripts. People don’t want generic solutions; they want to be heard and seen. And the only way to do that is by making time for dialogue.

2. Take Stock of Your Why  

Think back to when you started your business. Remember the excitement? The fire? What was the clarity of why you wanted to do this? Over time, it might feel like that passion has been clouded by distractions, sales pitches, and endless tasks.

Revisit your “why” and ask yourself if your daily operations still align with it. If not, it’s time to realign. Your mission should be a constant guiding light. Read my small business blog on True North.

3. Prioritize the Journey, Not Just the Destination  

Too often, business advice centers around quick wins or skyrocketing metrics. But here’s the truth: sustainable success is a marathon, not a sprint. When you slow down to explore and experiment, you not only discover better solutions but also enjoy the ride.

Working with your customers to co-create solutions creates more value—for both sides. It’s not about just closing the deal; it’s about the meaningful relationships built along the way.

The Danger of Quick Fixes

The sales world is filled with promises:

• “We’ll increase your conversions by 300%.”

• “This software will automate everything you need.”

• “Try this hack, and you’ll double your revenue overnight.”

  
  

We’ve all heard pitches like these. And while some tools and services can genuinely help, many quick fixes are just shiny distractions.

Quick fixes overlook the nuance of your business. They don’t know your customers the way you do. They don’t understand the unique challenges you face. And adopting them without careful thought often leads to wasted time, money, and energy.

Instead of looking for magic bullets, invest in incremental improvements. Build systems that work for you and your customers, not systems that force you to conform to their way of doing business.

Take the time, enjoy the journey, and fill the gap in the market where people want to work with people.

Small Business Blog

Jamie Gustafson, PhD