Why You Should Do 90% Work That You LOVE

Let’s be honest—you didn’t start your own business just to be miserable doing things you hate. You wanted freedom, fulfillment, and maybe a cute home office with a diffuser and a color-coded planner. But somewhere along the line, things got off track.

Over the last 20 years, I’ve worked with close to a thousand small business owners and entrepreneurs, and one thing still surprises me. When I ask, “What would you do all day, every day for the rest of your life?” the answers are beautiful and creative—paint, write, research, design, inspire! But when I look at their businesses? They’re accountants. Or therapists who hate appointments. Or marketing consultants who spend 90% of their time…not marketing.

Been there. In 2013, I was running a small business marketing agency when my husband and I made the huge (and amazing) decision to adopt three kids from foster care. Overnight, my 16-hour workdays were no longer an option. I had to completely change how I worked. I slowly let go of clients, leaned into blogging, and reshaped my business to let me do my three favorite things: writing, making pretty pictures, and (let’s be real) bossing people around!

Now? I’m the happiest little clam in the sea—and I want that for you too. Here’s why doing 90% work that you LOVE isn’t just a dream. It’s a business strategy!

1. You Started This Biz for FREEDOM, Not Another 9-to-5 Trap

Remember that “why” from when you first started? You wanted control of your time, your schedule, your LIFE. So why are you chained to tasks that make you groan?

If your business has morphed into something you dread, it’s time to ask: who’s the boss here? (Spoiler: it’s YOU.) You didn’t quit your job just to recreate the same burnout situation with a new email address.

2. Your Zone of Genius Deserves the Spotlight (Not the Back Burner)

There’s a big difference between being capable and being in your zone of genius. Just because you can build spreadsheets, manage Facebook ads, and file quarterly taxes doesn’t mean that’s where your brilliance lives.

Your “genius zone” is that magical intersection where you’re great at something AND it lights you up. That’s what should be running your business engine – not the stuff that drags your energy down.

3. When It Feels “Too Easy,” That’s Your Superpower Talking

Here’s a truth bomb: women often undervalue the things that come easiest to them. We think if it’s not hard, it’s not worth charging for. But THAT is where your power lies.

If you can write website copy in 20 minutes flat or design logos in your sleep, that’s not “lucky”, that’s valuable. Don’t dismiss it. Monetize it!

4. Doing What You Love Isn’t Selfish – It’s Sustainable

Building your business around your passions isn’t frivolous, it’s smart. Passion fuels consistency. And consistency is what builds long-term success!

When you love what you’re doing 90% of the time, you’re less likely to burn out, more likely to stay motivated, and way more likely to keep showing up (even on those “meh” days).

5. Client Work Draining You? It Might Be Time for a Pivot

If client work feels like a slow leak in your happiness balloon, listen to that. I gradually let go of clients over a couple of years, not overnight. That “Titanic Turn” made space for the work I actually loved.

You don’t have to blow everything up. Just start leaning more into the projects that light you up and letting go of the ones that don’t. Even a slow shift can completely change your workday vibe.

6. The Titanic Turn: Why Big Changes Can Be Slow (And Still Work!)

Sometimes the change feels so big it’s hard to know where to start. But like I did, you can slowly shift your business model. One blog post here. One less client there. You don’t have to jump off the cliff, you can walk down the path.

It might take months or even years. That’s okay. Forward is forward!

7. Impostor Syndrome is a Liar and a Thief

Let me get on my soapbox for a sec: women are out here trying to get to 100% before they start. Meanwhile, men with 40% of the knowledge are shouting from rooftops about their “expertise.”

If you’ve got 98% of what you need, woman… it’s GO TIME. Stop waiting to feel “ready.” Confidence comes from doing, not from collecting more credentials.

8. You Don’t Need Another Certification to Start Living Your Dream

There is a time and place for training. But a lot of women use it as a crutch. “I’ll launch after I take this course.” “I’ll raise my prices after this seminar.”

NOPE. You already have what it takes to start living your dream now. Let the market tell you what you need – not your inner perfectionist.

9. Doing What You Love Attracts Better Clients (And Bigger Bucks)

When you’re fired up about your work, clients can feel it. You’re more confident, more excited, and honestly? More fun to work with.

That kind of energy attracts the right people, and repels the ones who were never a good fit anyway. Bonus? Happy clients = more referrals = more money. YES, PLEASE!

10. Letting Go of “Shoulds” is Where the Magic Happens

You don’t have to be an “industry expert.” You don’t have to be on TikTok. You don’t have to take every client who emails you.

The minute you stop building your business around what you should do and start building around what you want to do? That’s when the magic happens!

11. 90% Happy, 10% Taxes: Your New Business Formula

Let’s be real: there’s always going to be a 10% part of your business that’s annoying. Taxes. Filing. Chasing invoices.

But the rest of your business? That should be joy-filled, soul-satisfying, and 100% YOU. If it’s not? You’ve got some redesigning to do, my friend. And you have permission to start right now.

Final Thoughts: You Deserve a Business That Feels Like Home

If you own your own business, you have the power to choose how it looks, feels, and functions. Doing what you love isn’t a pipe dream – it’s the whole point. You’re not here to hustle yourself into the ground. You’re here to create a life and business you don’t need a vacation from.

So go ahead… paint, write, research, boss people around. Do what lights you up. You’ve earned it!

Here are some more great articles that you might love:

• 9 Tips To Build the Job of Your Dreams After 50 (Yes, It’s Totally Possible!)
• 11 Best Small Business Ideas to Turn Your Hobby into a Money-Making Machine
• 11 Clever Ways I Make Money Online With My Crafting Hobby (Yes, It All Adds Up!)

Source: https://marketingartfully.com/why-you-should-do-90-work-that-you-love/