In my last post, I shared why I walked away from community building and the emotional weight that came with it. What I didn’t touch on is the obvious next question: how do you keep generating income when you give up events, courses, and social media promotion?
Here’s what changed and why my business is better for it.
High-value, not high volume
Instead of relying on courses or event tickets that required selling to hundreds of people, I decided to concentrate on a few high-value consultancy clients. This shift allowed me to do better work, focus on delivering exceptional results, and reclaim my time and energy, all without needing to “sell my soul” for every £10 or £50 spent.
Keeping it simple
Rather than inventing new services, I doubled down on my core business: strategic consultancy, licensing Event Engine, and offering development retainers. No complicated funnels or flashy new products. This focus simplified my workload and freed me up to explore new business opportunities that felt genuinely good.
Replacing social media with real connections
These days, most of my work comes through face-to-face networking, existing client relationships, and partnerships. The shift back to real-world conversations has been more enjoyable and far more effective than keeping up with social media algorithms or moderating a community that often didn’t deliver quality leads.
And the tools to support all of this?
None. No email lists. No aggressive outreach. No direct mail.
Just showing up in the right rooms, and when people want to check me out, they’ll find my company websites and podcasts there as a quiet “shopfront” demonstrating we know our stuff.
Targeted search ads, not “the socials”
While I don’t spend my time on social media anymore, I do use targeted paid ads to reach people who are actively looking for exactly what I offer. By focusing on search intent, thus meeting potential clients where they’re already searching, I attract a steady flow of higher-value leads without all the noise and effort of constant posting.
The impact on my life and business
That shift away from always trying to scale small things up has brought me more balance and less stress. Getting back out and meeting people face to face feels authentic, and I’m far more focused on doing quality work that pays properly rather than being pulled in 100 directions at once.
Personally, this extra time means I can pick up old hobbies, discover new ones, and truly enjoy my day-to-day life. Financially, my income is steadier too, mostly from retainers and licensing, and my goals for the future feel sustainable rather than rushed.
My advice
If you feel like you have to do social media or run a community to grow your business, take a deep breath. It’s not the only way. Focus on fewer, better relationships and high-value work. It may take courage to make the switch, but if you do it for the right reasons, it’s absolutely worth it.
And for me? I’m looking forward to keeping this more sustainable, human-centred way of working going. Building my team, my hobbies, and my life alongside my business, without the chains of social media.