How to build a business when life keeps getting in the way
Shall we say the quiet thing out loud? Building a business is hard enough. But building a business when you're also dealing with broken sleep, school runs, chronic illness, low energy, or just trying to stay afloat? That’s a whole different level.
And the internet doesn’t always make it feel easier. One minute you’re scrolling past advice to “just batch a month of content in a weekend,” and the next minute someone’s shouting about hitting six figures in six minutes or something ridiculous.
But what if the reason you’re feeling stuck isn’t because you’re not trying hard enough? What if you’re just trying to do too much, too fast, while managing more than most people can see?
I’m gonna hold your hand whilst I say this:
You’re not broken. You’re not lazy. And you’re not alone.
So, let’s talk about how to build a business that works with your life, not against it.
The reality: when life gets in the way of your business
Some people are juggling product launches. Others are juggling packed lunches.
If you're a parent, a carer, living with a chronic health condition, or neurodivergent (or all of the above), then you already know how hard it is to find consistency when your life is anything but consistent.
You might be trying to show up on social while managing a sick kid. Or reply to emails while cooking allergen-free meals. Maybe you're finishing a client project after a night of broken sleep or writing a blog post through a thick fog of fatigue.
Context changes everything.
And yet so much business advice acts like we all have the same 24 hours, the same energy, the same access to time, childcare, or support.
We don’t.
And trying to force yourself into a one-size-fits-all system will only leave you feeling like you’re falling behind, when really, you’re just managing more than they know.
Why traditional strategies don’t work for everyone
The typical advice says: be consistent, post daily, show up no matter what.
But I’m going to tell you a secret: that advice was designed for someone with predictable routines, uninterrupted time, and relatively high energy.
It wasn’t designed for someone who has to pause their work every 12 minutes because their toddler needs a snack. It wasn’t made for someone whose mental health is flaring up or who spends half their day in medical appointments.
You’re told to get up at 5am and “find the time to make it work, if you really want it bad enough” but you were up three times in the night. You’re told to “push through,” but you’re already maxed out.
Most strategies assume unlimited time, energy, and attention. If you don’t have that, it doesn’t mean you can’t grow a business. It just means you need a different approach.
What to focus on instead
Most of my clients started their businesses because of some personal catalyst, perhaps they didn’t want to or couldn’t go back to a 9-5 after having a baby. Maybe they were too sick to work in an office. Or they needed the flexibility of freelancing whilst getting caught in the caring sandwich of looking after their parents and their young children.
So, let’s flip it around. Instead of forcing yourself to fit a rigid mould, here are some of the ways you can build momentum while honouring your real life:
Build around your life, not in spite of it
If your energy is better in the mornings, protect that time for your most important work. If you have a toddler home two days a week, don’t expect to work full capacity those days. Working with your life builds momentum. Working against it builds guilt.
Choose a visibility strategy that feels sustainable
You don’t need to be on every platform. Start with one or two that feel most natural. Focus on creating from a place of ease. Repurpose content that’s worked before. Reuse captions. Share the same message in multiple ways.
Your job isn’t to constantly reinvent the wheel. It’s to show up in a way that’s sustainable for you.
Define your own version of consistency
Consistency doesn’t mean daily posts. It doesn’t even mean weekly. For many of my clients, a consistent-enough rhythm looks like one solid strategy hour a month, then breaking that down into small, doable actions.
You might:
Use 30 minutes a week to write and schedule one post
Spend one hour every fortnight checking in on marketing
Reuse the same format or prompt for multiple platforms
The key is to create rhythms that serve you, not stress you.
Make support part of your system
Trying to do everything alone can double your decision fatigue. Whether it’s a business mentor, a peer check-in, a monthly planning session, or a supportive community, let other people hold space for you too.
Support doesn’t mean you can’t do it yourself. It means you don’t have to.
Track your progress in a kinder way
Not everything needs a metric. But it can feel helpful to see where you are and how far you’ve come.
Instead of focusing only on deliverables, try asking:
Did I honour my capacity this week?
Did I show up for my business in some way?
What felt easy? What felt too hard?
Sometimes, the most important progress is invisible to everyone but you.
Zahrah’s Story
Zahrah came to me after two years of trying to launch a tutoring agency with her business partner. Every time she made progress, something interrupted it. A sleepless night. A sick child. Another day of prepping meals from scratch for her daugher with severe allergies.
She kept saying, “I just need a plan I can actually follow.”
But she wasn’t lacking in ambition or ideas. She was lacking capacity.
So we rebuilt things from the ground up.
We looked at her energy patterns. Created flexible “A and B day” structures. Set monthly goals instead of weekly ones. Focused on space, clarity, and momentum, not volume or hustle.
Four months later, the business launched. And for the first time in years, she felt in control.
You’re not behind. You’re just managing more than they know.
If you feel stuck, slow, or inconsistent? That doesn’t mean you’re not cut out for this. It just means your life is already full.
You’re not late. You’re building while carrying so much. And that deserves recognition, not shame.
Babe, you are resilient. You are strategic. You are moving forward. And even if it feels invisible, the work you’re doing counts.
A gentle invitation: you don’t have to do this alone
If you want support that flexes with your life and helps you grow your business in a way that feels manageable and grounded, that’s exactly what my Monthly Office Hours were created for.
Every month, you get:
A one-hour Zoom session with me for strategy, support, and clarity
Gentle email check-ins through the month
Free access to The Content Catapult for low-lift content prompts and marketing structure
It’s small-but-mighty support, designed for business owners with a lot on their plate.
Because you don’t need pressure. You need someone in your corner.
