The Forgetting: Why Most Entrepreneurs Build Someone Else's Business

Understanding how we forget our authentic path requires examining the ecosystem that reinforces this disconnection.

The modern entrepreneurial landscape often perpetuates The Forgetting:

The expert industry thrives on convincing us that success comes from replicating someone else's formula rather than discovering our own.

Marketing messages target our... See more

There's a particular discomfort that arises when trying to market or sell in ways that don't feel natural to you—a feeling of being observed as an imposter even when no one is watching.

This manifests as resistance to visibility or promotion. The Instagram post that sits in drafts for weeks. The sales page you can't bring yourself to publish. The la... See more

The disconnection from our authentic business direction doesn't happen overnight. It's a gradual process that begins long before we ever start our businesses.

It begins in our education, where standardized approaches take precedence over individual expression. Where we're taught that success has a specific definition and a predetermined path.

It cont... See more

I invite you to consider: What would your business look like if it were built entirely on your authentic gifts rather than someone else's blueprint?

You know that rare state—when you're creating content and time seems to disappear? When you're speaking about your work and the words flow effortlessly? When you finish your day feeling energized rather than depleted?

This isn't just "being in the zone"—it's your business in its natural state of alignment.

Children instinctively understand this flow.... See more

Then there's social media—a constant showcase of certain business models and approaches being rewarded with visibility while others remain hidden. We see the same strategies glorified, the same success stories amplified.

The message becomes clear: "This is what success looks like. Deviate at your own risk."

There's a specific kind of procrastination that signals misalignment—it's not about not knowing what to do; it's about resistance to doing what doesn't feel authentic.

You have the templates. You've taken the courses. You know exactly what you "should" be doing. And yet, you find yourself avoiding these tasks with an almost visceral resistance.

This ... See more

"This is how you build a successful business," we're told. "This is how you write converting copy. This is how you structure your offers. This is how you show up online."

And we forget that there might be a path uniquely designed for us.