Lilach Bullock

All Strategies Work—Pick One and Stop Paralyzing

Today a journalist emailed me one of those questions that looks innocent and absolutely isn’t. What unexpected opportunity came from starting your own business and what advice would you give others about recognising opportunities. Which is really asking, what did you only learn once you stopped romanticising this and started doing it. My answer caught me off guard. Almost everything works. Cold email works. Ads work. Content works. Outreach works. Partnerships work. Pick your poison. And that’s the problem. Too many poisons. Too many people saying the same things, selling the same systems, copying the same playbooks, all sounding weirdly identical. So people freeze. Or flail. Or keep rebuilding instead of building. Not because nothing works, but because everything works and no one knows what to trust anymore. The internet doesn’t help. It sells two fairytales. You’ll crack it overnight. Or it’s a slog and you’re probably not cut out for it. Neither is useful when you’re just trying to make progress without losing your mind. What actually moves the needle is repetition. Follow-up. Choosing one lane and staying visible long enough for it to compound. You also have to be noticeable. Beige blends in. And yes, being noticeable means being judged. Comes with the territory. Posting this today for anyone feeling overwhelmed, second guessing themselves, or wondering if they’re behind when really they’re just overstimulated. You’re probably not doing it wrong. You might just need to stay put longer. If you want fewer opinions and more decisions, I write a short weekly newsletter on what to focus on, what to ignore, and how to use AI tools without turning your business into a science project. Link in the comments.