Running a business for over a decade means you rack up a list of wins—but also a mountain of mistakes. Some of mine have cost me years of time, opportunities, and even over $80,000 in cash.
But here’s the truth: mistakes are not only normal, they’re essential. Every successful entrepreneur has a messy list of failures behind them. What matters isn’t avoiding mistakes—it’s learning from them.
In this post, I’m breaking down the five biggest mistakes I’ve made in business (some small, some very expensive), and the powerful lessons I took from each one
Why Mistakes Are Normal in Business
Most new entrepreneurs freeze up because they’re afraid of messing up. But here’s the reality:
- Every coach, every founder, every “overnight success” has made a ton of mistakes.
- Some mistakes cost a little. Some cost a lot. One of mine was nearly a six-figure disaster.
- What matters is not whether you mess up—but whether you own it, learn from it, and keep moving.
The goal isn’t perfection. It’s persistence.
Mistake #1: Canceling My First Coaching Membership
Back in 2015, I joined a $99/month membership for health coaches. At the time, it felt like a massive investment. When money got tight, I canceled.
Looking back, that was a huge mistake. Why? Because:
- That membership was teaching skills—like Facebook ads—that could have fast-tracked my growth.
- Had I stayed even one year, I would have learned things it took me three years to piece together from other programs.
- The $99/month I thought was too much ended up costing me far more in lost time and delayed results.
Lesson Learned: Mentorship Is Key
Trying to DIY business growth is painfully slow. You’ll spend years piecing together free advice, getting overwhelmed by conflicting strategies, and second-guessing yourself.
If you want to shortcut the learning curve, you need mentorship and support—not just courses. Having someone to give feedback, a framework, and accountability can save you years.
Mistake #2: Building an Entire Course Before Selling It
This was my infamous Hormone Power course.
- I spent six months building it.
- Designed everything. Recorded everything. Ran a big launch.
- The result? 3–4 sales at $397. One refunded. Several relaunches at zero sales.
I spent nearly a year creating something I hadn’t validated with my audience.
Lesson Learned: Pre-Sell First
Never create the full program before you sell it. Instead:
- Test the market first. See if people will buy.
- Pre-sell with a simple outline. Build only after people enroll.
- Run it live, then package it. This gives you feedback, proof of concept, and revenue upfront.
That’s exactly how I later launched my HTMA Expert program. I pre-sold it with a simple info page, ran it live inside a Facebook group, and made $30,000 in 10 days—without building anything in advance.
Mistake #3: Partnering with the Wrong Person
At one point, I partnered with another coach to run a year-long program. On paper, it seemed like a good idea. In reality, it was a nightmare:
- Our values and teaching styles were misaligned.
- We promised live events I didn’t even want to run (and COVID canceled anyway).
- Students didn’t resonate with my partner, and it reflected poorly on me.
- I ended up doing most of the work while splitting revenue 50/50.
Lesson Learned: Partnerships Are Risky
Partnerships may feel exciting because you don’t want to do it alone—but unless you’re 100% aligned in values, goals, and vision, it will cause more stress than support.
For most entrepreneurs, it’s better to run your own programs and maintain control. Collaborations and affiliate relationships are fine, but joint ownership can get messy.
Mistake #4: Outsourcing My Ads Too Early
This one stings the most. Across multiple ad agencies and managers, I spent over $80,000 and saw little to no return.
Why? Because:
- Ads managers only handled the ads.
- They didn’t fix my weak offer, unclear positioning, or nurture strategy.
- I outsourced something I already knew how to do, thinking an “expert” would save me.
At one point, I was paying $2,500/month (over $3,500 CAD) for someone to “manage” my ads. Meanwhile, the leads were costing me $29 each when I knew I could do better myself.
Lesson Learned: Nobody Cares About Your Money Like You Do
Eventually, I stopped outsourcing and worked with mentor Zach Spuckler to learn ads strategy directly. Once I mastered ads myself:
- My lead cost dropped to $5–10.
- I started converting clients quickly.
- Managing ads took me 30 minutes a week, not $2,500/month.
Now I believe ads are one of the few areas you should not outsource. Learn them yourself. Hire support for specific launches if you need, but keep control.
Mistake #5: Removing 1:1 Programs from My Offer
In 2024, I nearly hit seven figures in revenue. Then, I made a cocky move: I decided to stop teaching 1:1 coaching in my Health Coach Accelerator program.
Why? Honestly… ego. I only wanted to teach groups.
The result?
- I alienated a huge part of my audience who weren’t ready for groups.
- People told me straight up, “I wanted to join, but I need 1:1 support.”
- My revenue dropped by 20% the following year.
Lesson Learned: It’s Not About You—It’s About Them
Yes, you get to build a business you enjoy. But if you ignore your audience’s needs, you’ll lose them. Many new coaches need to start with 1:1 programs before they have the audience for groups.
When I brought back 1:1, hybrid, and group programs, sales skyrocketed again.
Final Thoughts: Mistakes Are the Price of Growth
Across these five mistakes, here’s what I’ve learned:
- Mentorship saves years.
- Pre-selling reduces risk.
- Partnerships can drain more than they give.
- Ads are best run by the person who cares about the budget—you.
- Your business isn’t just about what you want. It’s about what your audience needs.
At the end of the day, mistakes are unavoidable. They’re part of the journey. Even after 10+ years in business, I still mess up—but every mistake makes me sharper, more resilient, and more grounded as an entrepreneur.
So don’t be afraid to take action, even if you’re scared to screw it up. The only real mistake is not trying.
