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Hi, I’m Andy. I’ve spent most of my 30+ year career working for myself. Solo(ish) is where I share lessons from that journey: the freedom, the uncertainty, the discipline, and the perspective that come with building a business on your own.

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The opportunities we overlook when we’re too close to our own businesses.

Last week, I had the pleasure of being a guest in a marketing class, sharing some of what I’ve learned over the years about branding, marketing, and building a business.

Afterward, I stayed for an interview on the class’s video podcast.

During our conversation, the instructor complimented my knowledge and willingness to share, which was certainly nice to hear. But then she said something I wasn’t expecting.

“You have a great podcast voice. You should do one.”

I laughed. I don’t particularly like how I sound when I hear myself after being a guest on someone else’s podcast, so when I hear someone suggest it, I lightly scoff at the idea

As it turns out though, I’ve already been doing something along those lines.

For a while now, I’ve been recording audio versions of BrandTherapy, a private email newsletter I share with clients and a small group of colleagues. It’s a way for people to listen to my thoughts on branding, marketing, and business strategy rather than having to read yet another email.

When I mentioned that, she immediately suggested I publish the recordings on a podcast platform so more people could discover them.

And I thought, Why haven’t I considered that?

I already have the content. I already have the recordings. The additional effort might be relatively small compared to the potential opportunity.

Yet I hadn’t thought to take that next step.

Here’s the thing: You can’t see your business’s blind spots

Sometimes we’re so close to our own businesses that we don’t recognize opportunities others see immediately.

We get comfortable with how we do things. We develop routines, establish processes, and make decisions based on what we’ve always done or what we think our businesses are supposed to look like.

And because we’re busy doing the work, we don’t always stop to consider what else might be possible.

It’s especially easy when you’re self-employed.

There’s no leadership team sitting around a conference table challenging your assumptions. No colleague down the hall offering an unsolicited idea. No one regularly asking, “Have you thought about doing it this way?”

Of course, that’s one reason people hire advisors, coaches, and consultants. An outside perspective can reveal opportunities, challenge assumptions, and help us see things differently.

I know this because it’s a big part of what I do for my clients.

Which makes it a little amusing that I needed someone else to do it for me.

But perhaps that’s the lesson.

Experience doesn’t make us immune to blind spots. In fact, sometimes the more experienced we become, the more convinced we are that we’ve already considered all the possibilities.

We haven’t.

Sometimes it takes a fresh set of eyes, a different perspective, or an offhand comment from someone who isn’t immersed in our day-to-day work to help us recognize something that’s been right in front of us.

So, what’s the takeaway?

The next time someone suggests something about your business, resist the temptation to immediately explain why you haven’t done it.

Instead, get curious.

Ask yourself whether they’re seeing something you’ve overlooked. Whether an existing asset could serve a different purpose. Whether something you’ve been doing for a small audience might have value to a larger one.

You don’t have to act on every suggestion. Not every idea is a good one, and not every opportunity is worth pursuing.

But it’s worth listening.

As for me, I’m not announcing a new podcast. At least not yet.

But I am giving the idea some thought.

And I’m grateful someone else saw the possibility before I did.

Remember, working for yourself doesn’t mean you work alone.

Andy

P.S. Have a question or topic you’d like me to tackle in a future edition of Solo(ish)? Send me a DM on LinkedIn. I’d love to hear your ideas.

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If you’re interested…

→ Start with a quick self-check. 10 Questions. 10 Minutes. Find out what’s helping or hurting your brand. Take the Brand Checkup.​
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​→ Curious how I work? A brief overview of how I help founders and business owners make better brand and business decisions. Learn More​
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→ Book an IdeaStorm. When you’re facing an important business decision, sometimes an outside perspective changes everything. Book an IdeaStorm​