Start Small, Learn Fast: A Solopreneur’s Guide
Before this business, I spent years working in international development—at the intersection of strategy, gender, adolescent health, and tech. One of the most valuable tools I learned? Design thinking and human-centered design (HCD).
At the time, these frameworks felt new and exciting: integrating tech-world tools into global health and development!
But in reality, I’d been using similar principles for years through participatory research and monitoring & evaluation.
Back then, I was building brands for young people and designing digital behavior change platforms. To do that well, we had to put real people at the center.
We couldn’t just start with deliverables or product ideas. For our products and programs to be successful, we had to start with young people’s needs, wants, and view points.
The same is true when you’re building a business.
Now, I find myself encouraging my clients (and reminding myself) to integrate these principles into how we think about building offers, programs, and services.
There are real differences between Design Thinking, Human-Centered Design, and Participatory Research. Here and here are some starter reads if you’re interested.
But in this post, I want to outline five core principles they share—and how they can help you create a business that’s more effective, human, and aligned.
1. Start with People
Not deliverables. Not services. Not your résumé.
When I first tried solopreneurship—more than 10 years ago—I was offering deliverables: “strategic plans!” “board assessments!” “executive searches!” All legit. But also no surprise: getting clients was no picnic.
I was leading with my tools, not what people actually needed.
Now, I see this all the time with clients. They’re smart, skilled, and have a deep toolbox—but they talk more about the format of their work than the transformation it creates.
💡 For solopreneurs
If your offer feels hard to sell, ask yourself: Are you describing what people want, or just what you do?
⏭️ Next step
Understand your Ideal Client and their Dream Outcome using this tool.
2. Don’t Assume—Ask
You’re not a mindreader. Talk to people.
You know my parents’ favorite saying? “When you assume, you make an ass out of you and me.” Makes me cringe, but still true.
You might think you know what your audience wants. But real clarity comes from hearing it in their own words. Don’t be afraid to ask. Figure out what you don’t know.
A few years ago, I had a short-lived business that focused on helping expats figure out where to settle. At the time, a lot of people were asking me how my family landed in a seemingly random city in a seemingly random country (hello, Utrecht, NL!). So I thought, sound fun—why not try it out?
Turns out, what people really wanted was help with visas and moving logistics. I was not interested in building that kind of business.
I could’ve saved myself a lot of time if I’d done some interviews first.
💡 For solopreneurs
You’ll get further by running five thoughtful interviews than five rounds of website edits.
⏭️ Next step
Talk to 3–5 people in your target audience. Ask about their biggest challenges, what they’ve tried, and what they wish existed. Be curious.
3. Build With, Not For
Designing your offer is better when it’s a conversation.
Involve real people early in the process—your audience, clients, peers. Use their voices to shape what you're building.
Participatory research calls this co-creation. HCD integrates user voices into design. Design thinking invites early user feedback.
When I’m thinking about what to write next, I’ll often go back to client conversations and ask myself, “What would have helped them in that moment?” Sometimes, I’ll just reach out and ask directly.
Your audience isn’t just the end user. They’re a key part of shaping what works. After all, you're doing this to help them.
💡 For solopreneurs
Run a pilot. Ask for feedback. Use their words in your messaging. Let your offer evolve alongside the people it's meant to serve.
⏭️ Next step
Don’t wait until it’s perfect. Run a small test version of your offer. See what lands, and what needs adjusting.
4. Start Small. Learn Fast.
Clarity comes from action—not planning.
Learn to fail. When we spend forever in our heads planning the “perfect” offer, it’s less likely to land. We’re not testing it with real people and... we’re probably overthinking it.
Get comfortable with taking small, consistent steps forward. Focus on one learning at a time.
When I launched the first round of the Clarity & Confidence group program, I wasn’t trying to scale. I was testing. Could I teach in a group what I usually coach 1:1? Would it resonate? What would I need to shift?
I wanted six participants. I had three. And that was fine—because my goal was learning, not perfection.
(Though note to self: maybe don’t start marketing the week before vacation.)
💡 For solopreneurs
Don’t get stuck in the “I’ll launch when it’s ready” trap. Start before you feel 100% ready, and treat it as a live experiment.
⏭️ Next step
Before you launch something new, write down:
• What am I trying to learn?
• What would “success” look like—besides revenue?
5. Design for Real Life
The best offer in the world won’t land if it doesn’t fit your audience’s real context.
I once worked with a client whose free videos were 45 minutes long. Her audience? People with burnout—who were overwhelmed and exhausted. Asking them to sit still for 45 minutes was a big ask.
The content was strong, but the format didn’t work. We redesigned it into short audio prompts and video clips. Suddenly, people engaged.
💡 For solopreneurs
You have to understand your audience’s time, energy, fears, and priorities. Don’t build for who they could be—build for who they are right now.
⏭️ Next step
Audit your current offer. What feels too long, too heavy, or too risky? What would make it easier to say yes?
So, in the spirit of design thinking, HCD, and participatory methods…
🌿 Which one of these principles will you test now?
🌿 What do you want to learn?
Let me know—and report back. 😉
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