Your Business Should Evolve as You Do

One of the biggest misconceptions about entrepreneurship is that you're supposed to have everything figured out before you start. We put so much pressure on ourselves to choose the perfect niche, create the perfect offer, and build the perfect business from day one. But if you've been in business for any length of time, you already know that's rarely how it works.

The businesses that last aren't usually the ones that got everything right from the beginning. They're the ones that continue to listen, adapt, and evolve.

That was one of my biggest takeaways from this week's conversation with Rebecca Ogilvie, founder of The Detour Co.

Rebecca first joined me on the podcast about a year ago, and hearing her talk now was such a reminder of how much can change when you're willing to keep growing. Not just growing your revenue, but growing your confidence, your clarity, and your understanding of who you serve.

When Rebecca started her business, she was making products for herself and her family and selling them at local markets. Like so many entrepreneurs, she wasn't following a carefully crafted business plan. She was paying attention to what people wanted, testing ideas, and figuring things out as she went. Looking back now, she laughs about filling jars and setting up a table in a field, but that's exactly where many successful businesses begin. You don't need perfect clarity to start. You need the willingness to keep learning.

Over time, something became increasingly obvious. While her product line continued to evolve, the conversations she was having with customers all pointed in the same direction. People weren't simply buying skincare. They were returning because of how her face care rituals made them feel. Rebecca realized her passion had never really been about selling products. It was about helping women slow down, care for themselves, and reconnect with themselves in the middle of busy lives. Once she recognized that, her messaging, her product line, and ultimately her entire business became much more focused.

I think there's an important lesson in that for every business owner. Your niche isn't always something you discover before you launch. Sometimes it's revealed after months or even years of paying attention to your customers. The work is often less about reinventing yourself and more about recognizing what's already working, then having the courage to lean into it.

That same clarity showed up again when Rebecca shared one of the biggest decisions she's made this year: stepping away from summer markets.

If you've followed her journey for a while, you'll know how significant that is. Markets were where she built her business. They introduced people to her products, helped her build relationships, and created incredible brand awareness. But as her business matured, she realized they were no longer supporting the future she wanted to build. She found herself spending enormous amounts of time selling seasonal products like bug spray, while the part of her business she was most passionate about—her face care line—was getting less attention.

It would have been easy to keep doing what had always worked. Instead, she asked a better question: Does this still align with where I'm going?

That's such an important question for all of us. Sometimes we hold onto strategies simply because they've been successful before. But success isn't just about continuing to do what's familiar. It's about making decisions that support the next version of your business, even when that means letting go of something that's been part of your story for years.

Another part of Rebecca's journey that made me smile was hearing her talk about email marketing.

When she first joined one of my programs, she wasn't convinced she even wanted to send emails. Like many business owners, she worried about bothering people or having nothing valuable to say. Today, she sends multiple emails each month because she's seen firsthand what happens when you consistently show up for your audience. Those emails don't just generate sales. They keep her business top of mind, nurture relationships with existing customers, and allow her business to continue growing without relying on markets every weekend.

That's exactly why I believe so strongly in building marketing systems instead of chasing one-time opportunities. A single market might introduce people to your business, but an email list gives you the opportunity to keep that conversation going long after the event is over. The businesses that create long-term freedom are rarely built on one marketing tactic. They're built on systems that continue working long after you've stepped away from your desk.

One of my favourite moments in our conversation came when Rebecca shared that it was actually a competitor who helped her gain clarity about her business. Seeing another skincare company with similar messaging forced her to ask what truly made her different. Rather than seeing competition as something to fear, she used it as an opportunity to become even more specific about who she serves and why her business exists.

I wish more entrepreneurs looked at competition this way. A crowded market doesn't mean there's no room for you. If anything, it proves there's demand. The businesses that stand out aren't necessarily the ones with the most products or the loudest marketing. They're the ones that know exactly who they're helping and aren't afraid to own that.

Perhaps my favourite part of this conversation wasn't about skincare or email marketing or even stepping away from markets. It was hearing the confidence in Rebecca's voice. A year ago, she was still questioning so many of her decisions. Today, she's making intentional choices, growing her team, preparing to move into a larger production space, and building a business that reflects both her customers and herself.

That's what sustainable business growth looks like.

Not becoming someone different.

Becoming more certain about who you've been all along.