You’re not inconsistent, you’re just managing too much
There’s a specific kind of guilt that hits when you’ve gone quiet on socials or haven’t emailed your list in a while. You open the app. You stare at the screen. You close it again. And then the internal monologue kicks in: I’m just not consistent enough.
But what if it’s not that you’re inconsistent because you’re flaky, unmotivated, or bad at business?
What if actually, you’re inconsistent by circumstance.
Maybe you’re managing chronic illness. Maybe you’re neurodivergent. Maybe you’re a carer or parent. Maybe you’re running your entire business solo while also keeping your household (and mental health) afloat.
This blog is for you. The business owner juggling so much more than what shows up on your to-do list.
Let’s unpack where the inconsistency myth comes from, why it’s not a useful metric, and what to focus on instead.
Where the inconsistency myth comes from
Most traditional business advice is rooted in consistency being king. And yes, repetition builds trust, familiarity, visibility. But that advice often:
Assumes unlimited time, energy, and support
Ignores the realities of fluctuating capacity
Equates success with sameness, rather than sustainability
When the algorithm rewards constant output, it’s easy to internalise the idea that inconsistency = failure. But that’s capitalism and tech platforms talking, not truth.
You’re not the problem, your circumstances are
If your energy, availability, or executive function varies week to week, you are not alone. And it’s not a personal failing.
Let’s name some real-life scenarios:
A chronic illness flare-up wipes you out for three days
You’re deep in caregiving or parenting mode
Mental health makes showing up feel impossible
You’ve got one client fire to put out after another
Of course your content or marketing might fall off during those times. That’s not inconsistency, it’s capacity.
What if you measured sustainability instead of consistency?
Consistency implies a set rhythm. Sustainability asks: can I keep showing up like this long term?
Try asking yourself:
Does this marketing plan feel doable, even on low-capacity weeks?
Am I building white space into my schedule?
Do I have flexible systems that allow me to pause and return?
What you need is a visibility plan that ebbs and flows with your life, not one that demands more than you can give.
Three tools to support sustainable visibility
Here are a few ways to stay present in your business without relying on rigid consistency:
1. A low-energy content library
Stockpile:
Reusable posts
Evergreen content
Testimonials and FAQs
Pull from this stash when your energy dips.
2. A Ffexible posting rhythm
Forget daily content. Try:
One core post a week
Repurpose that into 2–3 extras
Show up in stories or comments when you can
3. Permission to pause (and return)
Build a business that assumes you will need rest, not one that collapses when you take it.
The key is having systems and support that make it easier to bounce back, like a monthly content theme, or a calendar you can step back into without guilt.
You’re not failing. you’re navigating
Being “inconsistent” isn’t a character flaw. It’s often a signal that you’re managing more than your business, and doing your best with what you’ve got.
So if you’ve fallen behind, if you’ve gone quiet, if you feel like you’ve lost momentum… I promise you haven’t failed. You’ve just been busy being human.
Want help building a strategy that supports you through the ebbs and flows?
Come to Office Hours. It’s my monthly mentoring space for small business owners navigating life alongside business. Together, we’ll create a flexible, low-pressure strategy that works with your circumstances.
You’re not behind. You’re just managing more than most, and that deserves support, not shame.
