Why “Rugged Individualism” Won't Save Your Business (But Strategy Will)

Author’s note: A version of this article originally appeared in my newsletter. Sign up here.

We’ve all felt it lately: that low-grade hum of economic anxiety. Whether you're scrolling through social media or looking at your quarterly projections, the word "recession" seems to be lurking around every corner.

Last year, I had the pleasure of participating in a fantastic Bluesky chat hosted by Mollie of FernCRM/FernCX, focused on the intersection of SEO and ethical business strategies. It was a refreshing conversation, but one question in particular stopped me in my tracks:

“How can SEO help small business owners recession-proof our businesses?”

It’s a vital question. While you can read my specific SEO answers in Mollie’s recap here, I wanted to zoom out and talk about the "bigger picture" of recession-proofing—especially for those of us navigating the unique economic rollercoaster of the United States.

The Myth of the “Mindset” Problem

Whenever the economy gets shaky, the hustle-culture opportunists come out of the woodwork. I saw it in 2020, and I’m seeing it again now.

Just this week, I stumbled upon a thread on a Meta app where every single commenter was blaming struggling business owners for their own hardships. The consensus? If you're struggling, it’s because of your "mindset," or you "don't want it badly enough," or you just aren't "confident."

Not one person mentioned the actual economy.

If you are feeling the pinch right now, I want to be the one to tell you: You are not the problem. Rugged individualism cannot insulate you from the larger macroeconomic forces we all operate within. Blaming yourself for a global or national shift isn't just unfair; it’s bad for business.

From Self-Blame to Strategic Action

If we stop internalizing the "hustle culture" guilt, we can put on our strategist hats. As my friend and client Sara says in her book: You are a strategist. (Read Sara’s story here.) You may not be able to control the Federal Reserve, but you can control the ecosystem of your business. Here are four ways to shore up your foundations and build a "buoyant" business that can float even when the tide is low:

1. The "Trust-Builder" Lead Product

When people feel nervous about the economy, they become risk-averse. They might hesitate to sign a $5,000 contract, but they are still looking for solutions. Consider introducing a "lead product" or a mini-version of your core service.

• Why it works: It allows clients to experience your genius at a lower price point, building the trust necessary to commit to larger projects later. Mine is an SEO Strategy based on my Alignthority® system.

2. Double Down on What Is Already Working

In times of uncertainty, we often feel the urge to reinvent the wheel. Don't. Instead, look at your data. What has consistently performed well for you, regardless of the news cycle?

• The "Skype" Test: For me, it’s my one-time strategy sessions. I’ve been running them since we were all still using Skype, and they remain a staple because they provide immediate value. Find your "Skype" product and lean into it.

3. Embrace Your "Unique Difference"

Data shows that businesses with a clear, distinct identity are the most resilient. If you look and sound like everyone else, you become a commodity—and commodities are the first things cut during a budget squeeze.

• The Strategy: Re-evaluate your positioning. What can you do that literally no one else can? Standing out is your best defense against a crowded, cautious market.

4. Invest in Compounding Marketing

Content marketing (and SEO) is what I call compounding marketing. Unlike paid ads that stop the moment you stop paying, content builds value over time.

• Start Now: The best time to start was last year; the second best time is today. Committing to a content strategy now ensures that when the economy rebounds, you are already at the front of the line.

Your Business is an Ecosystem

Every business is a unique ecosystem that requires its own specific type of nurturing. There is no one-size-fits-all "hack" for economic survival, but there is a path forward through clear-eyed strategy.

If you’ve been feeling the weight of economic uncertainty, don't let the "hustle-culture opportunists" get in your head. Put on your strategist hat, look at what you can control, and focus on building a business that is as resilient as you are.