Building the Business You’ve Always Needed
By Maggie Patterson
All opinions in this post are my opinions and mine alone.
It’s 2025, and let’s be honest: we’re all tired as hell. Tired of the grind. Tired of the endless noise. Tired of sacrificing our health, happiness and sanity for a version of success that feels more like a scam than a dream.
By now, we know that hustle culture isn’t the answer—it’s the problem. The constant pressure to do more, chase every trend, and scale at any cost has drained us.
Online business and the culture of entrepreneurship sold us the ultimate lie: chasing big revenue numbers, endless growth, and a “just hire” mindset is the only way to make it.
But we all know the truth by now—it’s all a freakin’ lie.
Listen Now To This Essay On Staying Solo
The Lies We’re Told About Business
As business owners, we’ve been taught that success means working harder, scaling faster, and never stopping.
But where did this vision come from? It didn’t materialize out of thin air; it’s the product of a massive industry built to profit from our ambition.
Welcome to the Entrepreneurial Industrial Complex; they manufacture, package, and sell hustle culture and scaling myths to eager business owners.
This industry thrives on convincing entrepreneurs that they’re only one course, coach or mastermind away from unlocking their dreams.
Hustle culture? It’s not just a mindset—it’s a marketing tactic designed to keep you buying tools, frameworks, and programs to “finally” break through.
Scaling? They present it as the ultimate goal, whether or not it aligns with your business model or values because unchecked growth and pure capitalism is the only way, right?
The problem isn’t that we aren’t working hard or dreaming big enough. The real problem is that the Entrepreneurial Industrial Complex profits from a broken vision of success, one that’s rigged to keep us chasing more instead of building what works.
Fortunately, over the past few years, more business owners have started seeing through celebrity entrepreneurs' shiny facades. These entrepreneurs sell big dreams built on unsustainable and unethical practices. People finally see how their businesses thrive on overpromising and exploiting hustle culture, leaving countless business owners burnt out and frustrated.
The cracks are showing, and a growing resistance is shifting the focus to more straightforward, sustainable businesses that work for the people running them—not the other way around. (And yes, now celebrity entrepreneurs are trying to monetize this; it’s the ultimate way of poisoning you and selling you the cure.)
This is why it’s time to rethink what success looks like. Enter the concept of a “boring business.”
Boring Isn’t New—It’s Always Been the Key
The idea of a boring business isn’t new; I talked about it eight years ago with my then-business partner. We recognized that as much as we enjoyed running a business, we didn’t want to play the celebrity entrepreneur game or hustle our way to some bullshit version of success.
In 2016, I had a sticky note stuck to my desk that read, “Boring is sexy.” At the time, it was a quiet rebellion against the hustle-fueled chaos I saw everywhere in the online business world. It reminded me to prioritize stability, sustainability, and simplicity over chasing flashy goals or falling into the trap of endless growth.
Fast forward to 2025, and that sticky note feels more relevant than ever.
The realities of modern entrepreneurship have evolved alongside significant shifts in the political, economic, and technological landscape. The persistent pressures of tech overload, economic uncertainty, political instability, rising living costs, the climate crisis, and countless other challenges have left many overwhelmed and depleted.
Combine that with the fact that business owners often stretch their resources—time, money, and energy—to the absolute limit, trying to keep up with the constant pressure to do more, grow faster and chase endless goals. This relentless strain leaves little room for creativity, strategic thinking, or even rest, making it harder to sustain long-term success.
It’s worth noting that running a business the boring way hasn’t been a choice for some entrepreneurs—it’s been a necessity. Many, especially those from marginalized groups or with disabilities, have been forced to prioritize simplicity, stability and sustainability simply to survive.
Even though these business owners have quietly thrived with these practices, their approach has often been overlooked or dismissed in favor of glitzy, high-growth entrepreneurship narratives that dominate the conversation. These individuals have consistently been excluded from the bigger discussion about success, as the focus has primarily been making as much money as possible, no matter who suffers.
It’s time to acknowledge the value of this approach and recognize that these “boring” businesses have been ahead of the curve all along. They’ve shown us that sustainable, intentional growth has always been the smarter path.
Reflecting on my nearly 20-year business journey, I’ve realized that boring has always worked best for me. My businesses have always been kind of boring as I have zero capacity or interest in any of the bullshit.
When I look at this particular moment in time, I’m convinced that “boring is sexy” isn’t just a phrase—it’s a call to action for entrepreneurs who aren’t interested in the lies, the bullshit and want a business that will work in a world that feels like it’s on fire.
Ultimately, a boring business offers a refreshing alternative that values sustainability, simplicity and stability.
But what does it actually mean to build a “boring” business?
What Is a Boring Business?
When you hear “boring business,” you might picture something dull, lifeless and uninspired.
But here’s the twist: in a world of constant hustle, a boring business is exactly what we should all strive for.
A boring business isn’t boring—it’s brilliant. It’s the kind of business that doesn’t keep you up at night, wondering how to keep the wheels from falling off. It’s smooth, sustainable and drama-free.
Instead of chasing revenue milestones or frantically scaling, a boring business prioritizes what really matters: your well-being, your goals, and a calm, predictable way of working that supports your life.
Service businesses are the ideal boring business because they’re simple and sustainable. With low overhead costs, you don’t have to worry about inventory, manufacturing, or high fixed expenses.
With a service business, you can focus on delivering high-value services, building strong client relationships, and generating predictable revenue without the pressure to scale endlessly. Plus, you can design your business around your strengths, skills, and lifestyle, making it easier to stay lean, adaptable, and profitable.
Rethinking What It Means to Be Boring
When you hear or read the word boring, you probably think about it in terms of the dictionary definition of “not interesting or tedious.”
I want to challenge you to rethink what boring means. Forget the definition or stereotypes—boring doesn’t mean bland.
For your service business, it means being innovative, intentional, and aligned with the life you want to live while ditching the drama.
A boring business isn’t:
Dull or Uninspired
Boring doesn’t mean mundane. It’s about having a clear, intentional focus that allows you to do your best work without distractions, freeing you to channel your creativity into what truly matters.
About Avoiding Growth
Boring businesses grow, but they grow sustainably. This isn’t about chasing trends or scaling recklessly—it’s about growth that works for your life and aligns with your long-term goals.
Just Doing Less for the Sake of It
Simplifying isn’t about cutting corners or shrinking ambitions. A boring business is about working smarter, not harder, with an approach that delivers results without needless effort.
Stuck or Static
Boring doesn’t mean being stuck. It’s about building a strong, stable foundation that evolves as your needs and priorities shift, giving you the freedom to adapt without stress and drama.
A boring business helps you thrive, proving you don’t need chaos, hustle, or constant scaling to succeed.
It’s the antidote to everything the Entrepreneurial Industrial Complex told us we needed, and it’s precisely what we need to build a business that works for us.
Why Boring is the Best Kind of Business
In my experience, a boring service business is the best possible business as it’s stable, sustainable, and supportive of the life you want to live.
Here’s why a boring business with services may be exactly what you need:
Predictability Creates Peace
A boring business runs like a well-oiled machine. With clear systems and streamlined processes, surprises are minimized, and you can rely on things working as they should. This predictability isn’t restrictive—it’s freeing. It allows you to plan your time, focus your energy, and eliminate the constant anxiety of “what if?”
Imagine waking up without wondering if you’ll meet your deadlines or have enough clients this month. Predictability isn’t boring—it’s peace.
Sustainability Over Spectacle
Social media glamorizes the chaotic hustle: late nights, massive launches, and the constant chase for new, shiny ideas. But this has a cost—your health, relationships, and ability to maintain your long-term business.
A boring business focuses on sustainability, saying, “I don’t need to be flashy or constantly innovating. I just need to be consistent and effective.” A sustainable business may not make headlines, but it won’t leave you dreading Monday mornings.
Building to Enough
A boring business embraces the concept of enough. You’re not scrambling to juggle too many clients, reinventing your offers every few months, or saying “yes” to everything that comes your way.
Instead, you know your limits and operate within them, refusing to live in constant overwhelm. You’re not chasing a big revenue number, but one you’ve defined as right for you, as you’re not trying to do it all.
Strengths Over Shiny Objects
A boring business allows you to focus on your strengths without the distractions of shiny objects or overcommitment.
As a service provider, you can hone your skills, refine your processes and deliver better client results. This focus builds trust and loyalty with your clients and lays the foundation for a lasting business.
Being the best at what you do always beats being the busiest.
Live Your Life
A boring business isn’t just about working smarter—it’s about making room for the things that matter most. It gives you your evenings and weekends time to pursue hobbies, and the freedom to enjoy the life you’re building.
A boring business works for you—both in business and in life. So, how do we build a boring business?
How to Build Your Boring-Ass Business
Remember, having a boring business doesn’t mean you’re bored. It means you’re not running around putting out fires or fantasizing about burning your business to the ground. A “boring” business means calm days and sound sleep.
A boring business is predictable, profitable, and peaceful. It works for you, so you don’t have to work so damn hard.
The good news is that everything we do here at BS-Free Business is built on the goal of helping you create a boring-as-hell service business.
That said, I wanted to share a few of the must-haves for a blissfully boring service business.
Make Money with Meaning
The goal isn’t just to “make all the money” but to make money with meaning. You need to decide for yourself what your version of enough looks like. Is it a set monthly income that allows you to live comfortably while enjoying your nights and weekends? Is earning a full-time income in part-time hours so you can be present for your life?
Defining your version of success brings clarity to every decision, ensuring your business fits into your life—not the other way around. With a clear definition of enough and what money is meaningful for you, you’ll stop chasing someone else’s dream and start building one that’s yours.
Align Your Business with Your Values
A boring business isn’t just about making enough money—it’s about making it in a way that feels right. Align your work with your values, such as building strong relationships, doing work you find rewarding, or something else entirely.
When your business reflects your values, work becomes fulfilling, not draining.
Best of all, a business that supports who you are attracts the right clients and turns work into something rewarding, not transactional. Because let’s face it, in 2025, your values aren’t just negotiable; they’re essential and, in many cases, key to your survival.
Strengthen Your Strategy
A strong business strategy isn’t just about having a plan—it’s about having the right plan. Too often, service business owners find themselves spinning their wheels, hustling to keep up while skipping over the foundational elements that make sustainability possible.
From a strategy point of view, the foundational elements are what I’ve termed the Strategy Stack: people, position, product, pricing and promotion. (More on this coming soon!) Returning to these five areas repeatedly helps you ensure that you can market and sell your services and meet your goals.
For example, if you don’t have a specific target client you deeply understand, it will be next to impossible to market and sell your services to them. That may sound obvious, but there are a lot of service business owners out there with a target market of “women entrepreneurs,” which is wildly unspecific.
Secure Predictable Revenue
Focus on building long-term, stable income streams as much as possible. If suitable, offer retainer agreements or long-term contracts to ensure steady cash flow and reduce the need to find new clients constantly.
Productize your services by packaging your most repeatable offerings into fixed-price packages, making planning easier. Also, clear payment terms, such as upfront deposits or monthly payments, should be established to keep revenue flowing consistently.
Part of ensuring predictable revenue is having a reliable way to generate leads and prioritizing client retention by delivering exceptional service and exceeding expectations. None of this is sexy, but let me tell you, having a predictable income really and truly is.
Simplicity Is Key
In a boring business, simplicity is the secret weapon. Overcomplication is the enemy—yet many business owners fall into it, often because of celebrity entrepreneurs' over-the-top advice.
The truth is, the more you simplify what you do—your goals, marketing, sales, and everything in between—the more focused your business becomes. The goal is to stop wasting your time on stupid shit and focus on what actually moves the needle.
Trying to do it all doesn’t make your business better—it makes it exhausting. A boring business focuses on doing fewer things exceptionally well.
Set and Stick to Your Boundaries
Your time and energy are finite; a boring business knows how to protect them. Set boundaries with clients, stick to a manageable schedule, and leave room for rest.
Boundaries aren’t just about saying no—they’re about managing your capacity and creating space.
Make Space for Creativity and Growth
Overcommitment kills creativity. A boring business creates the margin to explore new ideas, solve problems, and grow strategically. Reducing noise and distractions gives you the mental bandwidth to innovate and move forward. A little space can make all the difference.
By focusing on these principles, you’ll build a business that’s not just boring but sustainable, fulfilling and tailored to your life.
Won’t a Boring Business Hold Me Back?
Real talk: It’s natural to worry that embracing a “boring” business will somehow limit your potential.
After all, we’ve been conditioned to believe hustle and constant drama are essential for success and excitement. However, this constant chase for more, bigger, and faster leaves most business owners exhausted and unfulfilled.
And if that’s you, it’s time to untether from the idea that your business must be an endless rollercoaster of stress and unpredictability.
Or stop defining yourself solely as an “entrepreneur” and relying on your business for so much of your worth.
It’s far too easy to become dependent on the highs of business wins—like landing clients or hitting revenue goals—as a way to feel good. Or even relying on the drama in our business to feel important or replicate familiar (yet dysfunctional) patterns.
The truth is, your business shouldn’t define you. A boring business lets you seek validation and rewards in healthier ways, like through personal growth, relationships or passions outside of work.
With that in mind, let’s tackle three significant concerns you may have about a “boring” business.
Concern #1: I’ll Get Bored
The fear of boredom often stems from the misconception that a stable, predictable business means a lack of excitement or creativity. But boring doesn’t mean uninspired—it means intentional.
A boring business operates purposefully and clearly. Rather than spreading yourself thin with endless new ideas and distractions, a well-structured, steady business frees up your energy and creativity.
With systems in place, you can focus on innovating within your core strengths, building meaningful relationships with clients, and pursuing exciting projects without constantly chasing the next big thing.
Concern #2: I Still Want to Grow
People often tie the desire to grow to the assumption that more is always better, but growth doesn’t have to create chaos.
A boring business can grow sustainably when built on a solid foundation. The Staying Solo Framework ensures that growth happens without sacrificing the stability that makes your business work for you.
It’s not about endlessly adding new services or clients but refining your offerings and processes so you can grow at a pace that fits your vision.
Growth without burning out or compromising your values is possible when you focus on growing healthily and, most of all, sustainable.
Concern #3: It Sounds Too Simple
People often dismiss simplicity as "too easy" or "too basic," but it drives success.
Remember, simplicity doesn’t mean a lack of ambition; it means focus. When you remove the unnecessary, you’re left with a clear path forward, and your energy is directed toward actions that drive results.
In a world full of bullshit and countless distractions, simplicity keeps you grounded and running your business in a way that lets you have a life.
Final Thoughts: Boring is a Bold Choice
In a world where the entrepreneurship playbook promotes bigger, faster, and louder as the ultimate goals, choosing a "boring" business model is a refreshingly bold move. It rejects the hustle, the noise, and the idea that one’s worth is tied to your productivity or how impressive your business appears to others.
When you choose to be boring, you redefine what success means. You intentionally design your boring business to fit your life, not force your life to fit your business.
Most of all, a boring business is the real path to the freedom celebrity entrepreneurs have been selling us lies about for years.
