Why your business strategy should be non-linear.

The counterintuitive approach to business building that creates flexibility, drives growth, and keeps you sane.

The business world is obsessed with systems, frameworks, and step-by-step formulas. Open any marketing course and you'll find promises of "copy-paste funnels" and "plug-and-play brand strategies." While these linear approaches might seem easier, and they certainly make for compelling sales pages, they're fundamentally flawed if that’s the only way you’re going to build your business.

Here's the reality: humans are involved in your business. Mind-blowing, I know.

And the best part is that humans are beautifully, messily, wonderfully non-linear. (also mind-blowing)

But before I start skipping down the non-linear path, let me first say that there is a place for linear processes, frameworks, and the like. I’ll get to that in a bit. But first, let’s get into why this “one path fits all” is just a bad way to do business.

Linear thinking tells us to build our brand in sequential steps, create one perfect funnel, develop a single signature offer, and follow the same customer journey for everyone.

This approach feels safe. In fact, our little squishy brains really love this shit.

But it's predictable. It’s repeatable. It’s easier (for you).

It promises that if you just follow steps A, B, and C, you'll get result D every time.

But businesses built this way often feel sterile, robotic, and ultimately forgettable. They work for a while, until market conditions shift, customer needs evolve, your ads stop working, or competition intensifies.

Then they break, because they were built for a world that doesn't exist: one where variables stay constant and humans behave predictably.

When you’re building a brand, you’re literally bringing something to life. And life, by its very nature, is non-linear.