At the end of last year, I felt a bit broken inside.
It wasn’t burnout (which I’ve experienced twice); it was a sense of not knowing what to do next. My mind was overflowing with ideas, tasks, goals, and plans.
I would start one thing, but within a few days or weeks, I’d start something new.
“Too much freedom can create complexity and feel overwhelming. Especially when you’re trying to build an audience or a business. So when it comes to creativity, productivity, and profitability, it’s helpful to embrace constraints.”
I came across this quote in Justin Welsh’s newsletter today, and it made me realize: this is where I went wrong. I didn’t have any constraints.
Without constraints, you have no focus.
Expertise can be an enemy
Knowing a lot can actually make it harder to decide what to talk about on social media. When you’re good at many things, every topic feels worth sharing. But trying to cover everything can leave your audience confused about what you really stand for.
To be known for something, you need focus. It’s important to narrow down your expertise so people clearly understand what you offer. Here’s why:
Clarity: A focused message is easier for your audience to grasp.
Consistency: Sticking to a theme helps build a strong, recognizable personal brand.
Connection: When your message is clear, it’s easier for people to connect with you and your content.
But it’s not just about your audience—you need this focus, too. I needed it.
With 15 years of experience in social media and marketing, I know a lot and can do a lot. I wanted to showcase everything, so I created content, courses, digital products, workshops, and memberships around topics like Instagram, LinkedIn, digital product sales, email marketing, blogging, and podcasting.
But when you offer too many things, people get overwhelmed by the choices and don’t know where to start.
On the other hand, I have a ton of unpublished content and digital products sitting on my laptop. My notes are filled with ideas I’ve never even started.
“This problem plagues people with scattered focus, half-baked products, and content that tries to appeal to everyone but ends up resonating with no one. And worst of all? It blocks action.”
According to Justin Welsh, we have to think about our freedom within some constraints.
I found my constraints in Italy
As a family of three, we planned our summer vacation, but this year, it wasn’t just a simple “travel somewhere for 5-6 days.” Instead, we spent three weeks in Tuscany to clear our minds and recharge, hoping to see things from a new perspective.
Although I continued working with my clients, I barely posted any content.
Content creation simply wasn’t on my to-do list.
The first week was tough—I was still stressed, and my mind kept wandering, bombarded by constant ideas. But by the second week, my mind began to calm down. I let go of the chaos and experienced a mental decluttering.
By the third week, I found my focus. I finally had the clarity to identify what I didn’t want or need in my business.
I listed my strengths and desires, matched them with my audience’s needs and desires, and where these aligned, I discovered my core offer and main topic.
“Constraints force us to think and maneuver creatively within particular limitations. And when forced, we’re much more likely to make decisions, focus, and produce better results - all more efficiently.”
As a minimalist, I understand the power of less.
When I focus on fewer topics as a creator, I can dive deeper into them.
With fewer tasks on my to-do list, I can act more quickly.
And when I offer fewer products or services, I can improve them based on feedback.
I embraced my constraints for freedom
I can’t be everything for everyone.
I want to, but I can’t.
Instead, I want to be that expert.
Managing two businesses in two languages for two different audiences isn’t easy, especially as a bilingual. So, I decluttered my offers and said goodbye to many of them.
I chose one signature offer that shaped my messaging and influenced my other offerings.
I then created three content pillars, identified four main topics, and turned each into a series of content ideas.
Constraints are about focusing your efforts and creativity to achieve better results with less waste.
Remember, less is more.
The clearer you are about who you are and what makes your approach unique, the stronger your connection with your audience will be. And strong relationships lead to warmer leads, higher engagement, and easier sales.
So, after a little break, I’m back with clarity on how to help you build your global brand and create a business that fits your life.
Andi x
I exactly 💯 know what you are talking about... I feel the same in the moment with also two businesses running 🏃♀️ ... and being in the stage of downsizing!
Hey Andi thanks for sharing your work! It resonated with me a lot. I also have had my share of “i have no clue what to do” and “I want to do it all”. As a creative strategist i find it easier for me to build other people’s dreams and brands than my own. And the entrepreneurial path is not an easy one for sure. I share some of my insights, stories and learnings here on substack too. I look forward to reading more of your work🥂