Tiny Audience, Great Business: Why Less Can Be Better for Soulpreneurs

Let me tell you a secret: You don’t need a large audience to create a thriving, fulfilling business on your own terms.

I learned this the hard way. Within the first three years of my business, I grew my email list to more than 10,000 subscribers. What’s so bad about that? A big email list brings its own headaches: a flood of requests for my free time, pressure to promote others, and inquiries from a lot more non-aligned clients.

Eventually, I removed most of the subscribers from my list, keeping only a small percentage who had engaged the most. My business continued to thrive, but with far less demand on my energy and time.

Over the years, I've met several big-audience colleagues who have secretly confided that they wish their business was much smaller, simpler, and yet profitable—like mine. In other words, a lifestyle business.

I’ve come to realize that even people with tiny audiences can have great businesses. In fact, for many of us—especially soulpreneurs seeking depth over scale—it's a more sustainable and soulful way forward.

This is what I now advocate for. Let’s explore why the "Tiny Audience, Great Business" model is not just a viable alternative, but a strategic (and even spiritual) necessity for our times… 

A Necessary Strategic Shift

The chase for a large audience is an increasingly difficult game to win. Here are the core reasons why shifting your focus to a tiny, devoted circle—your true fans—is a wise and necessary move.

1. You're Competing in a Flooded Attention Economy

Attention is a finite resource. In the time it takes you to read this, thousands of new posts and videos have been uploaded. With the rise of AI, it's now possible for any “creator” to generate massive amounts of content daily.

Trying to "out-content" everyone to win the mass attention game is a recipe for burnout. 

Instead, focusing on authentic marketing to your true fans lets you sidestep this frenzy. 

These are the people who resonate with your unique energy signature—the deeper, resonant essence of who you are. No matter your "mistakes" in words or presentation, they connect beyond the surface because they see the real you.

2. The "Social Graph" is Dead

Social media has fundamentally changed. It's no longer a reliable way to reach the people who follow you. Platforms have shifted from a "social graph" (showing you content from friends) to an "interest graph."

Their algorithms prioritize whatever they think will keep you scrolling, not just the pages and channels you explicitly followed. Relying on "followers" for your business is like building on quicksand. A tiny audience of true fans, however, is built on real relationships, not fleeting algorithms.

3. Spiritual Paths Warn Against Fame

Most spiritual traditions caution against the pursuit of fame. Why? Because it’s a powerful catalyst for the ego, stoking pride and the temptation to control others for our own comfort.

As Jesus taught in the Sermon on the Mount, those who do good deeds to be praised by others have "already received their reward"—a far lesser prize than the one gained through humble service. 

Choosing a "tiny audience" model can be a conscious spiritual discipline, keeping you grounded in service rather than spectacle.

4. A Large Audience Has Hidden Costs

A big following comes with practical and energetic burdens: more comments to manage, more messages to answer, more requests to "pick your brain," and a general loss of privacy and focus. 

Also, you create more energetic "karmic attachments" as thousands of people project their thoughts and judgments your way every day.

I've seen this play out in big coaching programs, where hype leads to rapid scaling and a loss of personal touch. As one of my clients wisely noted, you often end up dealing with "delegates" or trainee coaches who aren't as attuned as the star personality you signed up for.

5. You Have Permission to Start Now

Perhaps the most damaging myth is that you must grow an audience before you can sell anything. This flawed belief causes countless soulpreneurs to delay their true work for years. 

The truth is, you don’t need to wait. 

Your great business can begin today, with the people you already know.

And here's the beauty: Your services will be far more effective for your true fans. 

You'll notice how the same offering transforms one person's life while barely touching another's. True fans get outsized benefits because they are aligned with your energy.

6. It’s a Natural Antidote to Imposter Syndrome

Many of us struggle with feeling like an imposter. The pressure to perform for a large, anonymous audience can be paralyzing. 

The tiny audience model dissolves this pressure.

When you focus on genuinely connecting with and helping a few people you know, the dynamic shifts from "performance" to "conversation." You're not an expert on a stage; you're a caring human in a relationship.

7. It Calms the Nervous System

Imagine a business built not on the stressful pursuit of thousands of anonymous followers, but on a simple, tangible foundation: 20 wonderful clients and 20 wonderful colleagues. Or whatever doable number you choose. Having this kind of vision settles the nervous system. It replaces the anxiety of scale with the peace of deep connection.

A Simple Blueprint

So, how does this work in practice? The model is built on two core principles: deep service and authentic connection. 

The Foundation: Designing for Depth and Sanity

Before you can effectively serve others, you must first design a business that serves you. This foundation protects your energy and provides the clarity needed for everything that follows.

Define "Enough" with a Personal Capacity Plan 

Your business must be built with limits by design. Create something like a "Capacity Declaration" for yourself: “I serve up to X clients per month, work Y hours per week, and take Z weeks off per year.” This simple act protects your nervous system and becomes the bedrock for healthy pricing and boundaries.

Price for Depth, Not Volume

Because your capacity is intentionally limited, you must price for the depth of transformation you offer, not the volume of clients you can churn through. Anchor your pricing to the powerful outcomes you facilitate, and the deep access clients get to you—not just deliverables or hours. This is how you build a thriving business on a small number of clients.

Embrace Ethical Scarcity and Transparent Pricing

This leads to ethical scarcity. When you say you are "full" or have a waitlist, it's not a manipulative marketing tactic—it's the truth based on your capacity plan. You build profound trust when you can transparently explain your pricing and capacity. It shows respect for your clients and for your own well-being.

Normalize Being "Small and Proud"

Our culture glorifies massive scale, but you have the power to teach your audience a different definition of success. Publicly celebrate filling an 8-seat workshop, reaching your client capacity of 12, or taking a planned sabbatical. This language shapes your identity as a "small and proud" business owner and gives others permission to want the same.

The Core Strategy: Go Deep with People Already in Your Life

With your sustainable container in place, you can now turn to your core strategy. From a spiritual perspective, the people currently in your life are not there by accident. They are your primary assignment.

Your deepest work starts with them. By focusing on this smaller, existing circle, you reduce distraction and can apply your full care and intelligence to serving them well—a depth impossible to achieve when chasing anonymous followers.

This Deep Connection is Authentic Market Discovery

What's surprising is how rare this approach is. So few of us consistently keep in touch with an attitude of active, caring outreach. When you do, you create a huge advantage.

This practice of deep listening is the core of authentic market discovery. You develop a sensitive understanding of the wants and needs of the people you can reach. You start to see the problems they are willing to pay to solve.

The Referral Cascade

A thriving service business is built on profound trust. This model accelerates "trust velocity." One deep, caring conversation where someone feels truly seen can build more trust than a year of broadcasting content to thousands of strangers.

• The Starting Point: Begin with just three clients from your existing network. You can even serve them for free or at a low cost initially to prove the value of your work. Refer to the Tapering Strategy for Client Pricing.
  
  
• The Core Action: Serve these three clients exceptionally well. By knowing them so deeply, you can shape your skills into services that provide a transformation they can't find elsewhere.
  
  
• The Referral Cascade: Delighted clients who feel truly seen naturally become advocates. Imagine each of those three clients refers just two new clients to you, over time. The result is that you have six new clients. If you serve them with the same excellence and they each refer two more, you have twelve more. This creates sustainable, exponential growth built on authentic service.
  
  

The Sustainable Growth Plan

"How do I increase my income without burning out or raising my rates by a lot?" 

The answer is to scale your assets, not your personal time.

This is the healthy alternative to building a big team. Keep your 1-on-1 and small group work intimate. Then, turn your most repeated advice, frameworks, and processes into valuable assets.

This could look like toolkits, checklists, templates, or short-courses that clients use between your deep sessions. This productizes your knowledge, creates scalable revenue, and deepens your clients' results without requiring more of your direct time.

I’ve done for more than a decade – created 25+ courses, several editions each. This keeps me learning, growing, and also credible in the eyes of clients.

"Who I Don't Serve"

To attract your true fans, you must be clear about who you are for and who you are not for. This isn't about rejection, but rather, clarity and care.

Create a gentle "Not For" list on your services page. For example: "My work may not be the right fit if you're looking for a quick fix..." or "...if you need a rigid, step-by-step plan."

By repelling misalignment, you save yourself and potential clients months of frustration. You can even make this an act of service by suggesting alternative resources or practitioners for those who aren't a fit.

Authentic Connection through Netcaring

This model is not about isolation. It’s about replacing transactional "networking" with a practice I call Netcaring.

• The Practice: As you navigate your usual online spaces, pay attention to people whose contributions resonate. Notice the comments that add insight, good energy, or a perspective you appreciate.
  
  
• The Action: Netcaring begins with unconditional appreciation. Reply to their comment or send a message simply to say thank you and explain why their contribution resonated. This is a practice of giving with no expectation of reciprocity.
  
  
• The Result: Sometimes, a conversation begins. This is how you organically grow your tiny but powerful circle with kindred spirits who can become friends, colleagues, and powerful support buddies.
  
  

The Key: Follow the Heart's Impulse to Connect

This is what unlocks everything. When you read a post and see a comment that sparks something in you, your heart will give you a natural, authentic impulse to connect.

Follow that impulse.

Reply, appreciate, and care. By doing so, you keep the channel of abundance open. So many people feel this impulse but close their hearts to it, missing the chance for a beautiful connection. Keep your heart open.

This is the path. It's a quieter, deeper, and more focused way to build. It prioritizes the depth of your service and the authenticity of your connections over the vanity of numbers.

Trust in the process. ❦