Before you sit down to dinner tonight, I have to ask you something…
What kind of business do you want to be when you grow up?
When you think of a store or a company you admire the heck out of — which one comes to mind?
It’s probably not a surprise to you that I take who I buy from and what I buy very seriously. (No joke – I needed new sneaks for the gym and I spent hours researching “best eco friendly gym shoes” 🤣)
I’m so concerned about our impact on the environment, labor practices, fair wages, minority and women owned businesses — the list goes on.
I think a lot about my purchases, yes — but I also observe what other businesses are doing so that I figure out what kind of business I want to be, too.
Maybe you heard that REI started this Black Friday campaign called “Get Outside.”
Instead of opening their doors and encouraging people to line up during Thanksgiving dinner, REI pays its employees for a day off and encourages their customers to do exactly what their products help them do: get outside.
I’ve always got marketing strategy on the brain. I can’t even pass by a billboard without breaking down why I think they used every last word, color, or symbol the way they did.
And I think that REI — or a company who’s values align with yours — teaches us something really powerful:
Just because everyone else in your industry is doing something, doesn’t mean you have to.
Even before my business generated millions of dollars per year in revenue, I decided to step off the Black Friday train and allow myself to embrace what my soul really desired this time of year: quiet.
If you know me, you know that Thanksgiving is my Super Bowl (psst! – it goes without saying that I wholeheartedly am not ok with the origins of the holiday. I just love cooking and the coziness the days around T-giving bring.)
So while I could run a big sale, and have my team checking Slack on Black Friday to help people with the inevitable broken links and landing page issues —
I voluntarily step out of the rat race this time of year and I’m more than OK with it.
Will my competitors run sales? Could that mean I lose out? Sure 🤷🏽♀️ Who the heck cares! Not everything in life is about making more, more, more. My happiness and quality of life comes at quite the cost, too.
Plus, there are 51 other weeks to run sales — who said it has to be this week?
There’s 100% nothing wrong with running a BF sale. Promotions — during any time of the year — don’t have to be stressful or hysterical, either.
I just want you to know that it’s possible to build a successful business without doing what everyone else is doing. I know it can feel scary sometimes — like you’re about to get lapped. But I swear, you won’t. Because when they’re slowing down later…. You’ll be the one with juice left in the tank 😉
For me personally, my goal was and continues to be to build a business that can be so successful throughout the year, that Thanksgiving can be chill for us. What an incredible privilege 🙏
I have a friend who takes the month of October off every year – just because. I have others who keep their summers light so they can spend more time with their kids when they’re out of school.
You can build a business that allows you to choose what you do and don’t participate in. Your business success won’t be made or broken on a single sale when everyone else is running one.
So me and my team will be out of the office for the rest of this week (yep – I give my employees lots of time off! We work hard and have generated well over 7 figures in revenue already this year. When is enough, enough?)
So for anyone who’s felt some FOMO sales-anxiety lately and feels like you’re going to be left behind because you’re not keeping up with the online business game —
I hope this helped 😘
I know I’m super grateful for YOU! If this newsletter or my community means anything to you and you feel inclined to share with me, hit “comment” and let me know
🎙PS. I shared my Black Friday thoughts in a quick episode for you. Listen to Episode 174 “Can A Business Even Do Well Without a Black Friday Sale?” of On Your Terms here!