below the waterline: where the real work happens
Success doesn’t come from just floating on the surface. It comes from all the things hidden underneath!
You know that saying about the iceberg?
What you see floating above the water looks strong, shiny, and steady, but it’s only a tiny part of the picture.
That’s small business life in a nutshell. People see the wins, the launches, the happy clients, the “wow, you’re doing so well!” moments… but underneath? There’s a mountain of unseen work holding it all up. Commitment. Tenacity. Plan B (and C, D, E, and yep, even F some weeks).
And here’s the kicker — it’s that part nobody sees that shapes us.
Running your own business isn’t just about doing the thing you’re good at. It’s about spotting market shifts before they knock you flat, keeping an eye on competitors without losing your own style, understanding what your clients actually want, and shifting your services to meet that demand. It’s about keeping your strategy sharp, your systems clean, and your finances in check. It’s about boundaries, time management, asking for help when you need it, and remembering to step outside for fresh air (and maybe a wine with friends who unexpectedly drop in 🍷).
Oh, and let’s not forget: staying healthy, squeezing in training, and investing in your own growth. Easy, right?
The Surprise Door I Didn’t See Coming
Recently, I had one of those “under the surface” moments. I reached out to a business owner I met at the VA Summit in Melbourne. Truth be told, we only spent a little time together, but there was a spark of connection, that kind of mutual respect you can’t fake.
Her business name grabbed me straight away. It was so obvious, so practical, so to the point of what she does that it stuck with me long after the summit. Weeks later, I thought: why not reach out? My clients had been asking for tech and website support, and that’s not my lane. Collaboration seemed like the smart move.
So I sent her a message. Nothing big. Just a chat. And somewhere in that conversation, I let my guard down and admitted the struggle I’d been having — finding the right client fit.
Turns out, that little moment of vulnerability opened a door I never saw coming. She happened to know someone who needed support. She didn’t even know the full list of my skills yet, but she thought of me. And just like that… I had a new client.
Not just any client, but exactly the kind I’d been dreaming of — proactive, invested, ready to move their business forward.
“Sometimes it’s a win, sometimes it’s a lesson, and trust me, your whole self remembers. The lessons become part of how you move, adapt, and grow.”
Talk about an iceberg moment. What looks like “just a new client” above the surface was actually years of showing up, building credibility, joining communities like the VA Institute, investing in training, trusting the process, and staying open to those chance connections.
The Many Hats (and the Ones We Drop)
Here’s the truth: small business owners wear more hats than a milliner’s studio. Some fit perfectly (the ones we’re naturally good at). Some? Well, they pinch, slide off, or look ridiculous, but we wear them anyway because someone has to.
That’s the part people don’t see. Behind every “success story” is late-night invoicing, DIY marketing, wrangling tech that makes you want to throw your laptop, and the occasional panic at the tax bill.
But here’s the good news: you don’t have to keep all the hats. You can delegate, outsource, and lean on others to free up space for the work you love. (Trust me, life’s a lot lighter when you stop pretending you’re good at everything.)
Below the Waterline is Where the Magic Happens
Success doesn’t come from just floating on the surface. It comes from all the things hidden underneath: the roadblocks, the mistakes, the course-corrections, the connections, and the willingness to try again (and again, and again).
It’s not always pretty. It’s not always easy. But when you get those moments — the perfect client, the supportive collaboration, the reminder of your why — it’s worth every bit of the unseen work below the surface.
So here’s to us, the small business owners. The iceberg operators. The hat jugglers. The ones who keep swimming even when the water’s icy cold.
Because underneath it all, that’s where the real story — and the real success — is built. If you’re ready to clear some space below the surface, I’d love to work alongside you.
