For the last two weeks I’ve been completely immersed in a client project. And by that I mean there just wasn’t space to put energy into anything else.

I didn’t have a hard deadline or requirement. It’s more like I felt in the energy around me that this work was absolutely the priority. Given the client and the work involved it makes total sense that her energy and guides were front and center.

I’ve really enjoyed the work, and at the same time had little twinges of concern that I was not sticking to my previous plans.

I didn’t email my list.

I didn’t show up on Facebook and Instagram as I had been. I was doing the bare minimum of responding to direct messages. No posting.

I didn’t update my journal and only cursorily gave a glancing thought to my intentions.

Now that things feel like they are transitioning to a different type of work on that project, I’m sitting here reflecting on the concern I felt.

I wonder why I felt like I was totally in flow and in right-action, and simultaneously feeling like I was neglecting my own business – you, its growth and my program development.

Here’s the reality of things: nothing fell apart. Nothing went wrong. I continued to meet all of my clients where they asked to be met. I continued to feed my family and arrange playdates for my daughter.

What I didn’t do was meet the unspoken ‘shoulds’. I wasn’t actively doing the things we should do to keep a business growing.

Here’s the thing… I’m pretty good at not ‘shoulding’ myself. I know I’m building a business outside the norm, outside of the rules.

My non-negotiable is staying aligned with my soul. So any and all conventional ways, traditional practices, and formulas for success/effectiveness usually don’t get play-time.

But that doesn’t mean I don’t slip into feeling like I’ve done something wrong, especially when what I’m doing feels so outside the norm.

I took the time to peel back the feeling and recenter.

What I realize is that what I’m looking for is a way to create a structure and rhythm that supports my growth in a way that gives me the flexibility to follow the energy that shows up.

Business and marketing practices give us structure and rhythm through rules. They provide process, steps, and accepted and agreed upon ways toward a desired outcome. And because they are accepted and agreed upon they can feel safe, as well as a sure thing.

But they aren’t. With my 20+ years of experience in marketing, I know that a marketing approach for one business does not necessarily work for another. No matter how similar they are.

It’s the ‘accepted and agreed-upon’ thing that is so alluring. It feeds a need for certainty and stability when we are trying to get from point A to point B.

There isn’t a ‘one way’ or ‘right way’ to get from point A (where you are) – to point B (where you want to be).

The only sure thing we do have is listening to our own inner guidance. Our Soul’s guidance has the wisdom to take us from point A to point B in the best way for us – with all of our unique needs and wants.

But that does not mean that business and marketing practices do not have a place. They do.

They are incredibly helpful when they sit within our own structure and rhythm.


So I’ve come full circle.

It appeared that I was feeling uncomfortable because I wasn’t doing what I ‘should’ be doing.

But really, I was feeling uncomfortable because I’m seeking a structure for the growth and development of my business that will accommodate the fluid nature of the work I do.

So I want a structure that is fluid. And I also want a structure that has a rhythm to it. The structure and rhythm have to be able to adapt and flow with the nature of Soul led work.

This is the very thing that is the challenge for those of us who are Soul led, intuitive, highly sensitive or energy workers.

We seek flow and structure.

We seek a rhythm to business and work that can accommodate the irregular pattern of our work.

It’s possible to have both flow and structure. It’s possible to have irregular and rhythmic. At once.

Just look at how the sun moves. Or how the tides come and go. Structure and flow. Rhythmic and irregular.

Now, how would you do business and marketing to honor what you most need for your structure and rhythm?



Photo by Cristina Gottardi on Unsplash

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