Can you really make money without scaling? (Spoiler: Yes) with Maggie Patterson

If you’ve ever felt like the world is screaming at you to "scale, scale, scale" your business—and you secretly want to stay solo—you are not alone. I sat down with Maggie Patterson, creator of BS Free Business and author of the new book Staying Solo, to bust through the noise and talk about why building a “boring” business might actually be the smartest move you ever make.

Let’s dive into the big truths we uncovered about staying small (and why it’s anything but a failure).

The Myth of Scaling: You’re Not Broken If You Want to Stay Solo

There’s a ton of advice out there about scaling, hiring a team, and building your empire. But what if that’s not the dream you signed up for? Maggie and I talked about how so much of the bro—and sometimes "bra"—marketing world has sold us the idea that success only looks like building a massive empire.

Reality check: 80% of small businesses in the U.S. are solo ventures. Most of us didn’t start businesses to hustle 24/7—we did it for freedom, flexibility, and yes, a life. Staying solo is not only valid—it can be wildly successful when you focus on the right things.

Why “Boring” Businesses Are the Smartest Businesses

Somewhere along the way, "boring" became a bad word. But Maggie reminded us that the businesses that quietly do the work—serving clients, refining offers, keeping expenses low—are the ones that actually stick around.

No glamour shots needed. No standing in front of Lamborghinis. Just solid foundations, steady income, and clients who trust you because you’re consistent—not because you have a flashy funnel.

Bottom line: boring is sustainable. Boring builds wealth. Boring works.

Foundations Matter More Than Flash

It’s so tempting to skip over the “unsexy” parts of business like messaging, positioning, and ideal client clarity. I get it. I’ve done it. But Maggie and I agreed that when you skip the foundations, everything built on top of it gets shaky.

If your marketing isn’t working anymore, or your offers aren’t landing the way they used to, it’s not because you need a shinier Instagram strategy. It’s probably because you need to revisit the basics—who you serve, what you offer, and why you’re different.

Solid foundations aren’t just a beginner’s game—they’re an every stage game.

The Truth About Passive Income (Spoiler: It's Not Passive)

Raise your hand if you’ve ever been sold the dream of "make money while you sleep" with a passive income product.

Maggie and I pulled back the curtain on this, too. Courses, memberships, and passive products can absolutely be part of a smart business model—but they’re never truly passive. You still have to market, you still have to sell, and you still have to build and nurture your audience.

And let’s be honest: most of the people shouting about passive income are making their money by selling you the dream—not by living it themselves.

If you’re thinking about launching a new offer, Maggie’s advice is simple but golden: ask yourself if anyone actually wants it—or if you’re just making something because you want to.

Ethical Sales Are Just... Normal Sales

Here’s the thing: selling honestly, setting real expectations, and treating your clients like actual humans should be the norm.

No sleazy income claims. No bait-and-switch tactics. No pretending that a million-dollar launch happened overnight without mentioning the $750,000 in ad spend.

Maggie says ethical selling isn’t a trend. It’s just what grown-up businesses do.

You Can Stay Solo and Be Wildly Successful

If there’s one thing Maggie’s new book Staying Solo drives home, it’s that you don’t have to build a giant team or pivot to a course empire to have a thriving business.

You can stay solo. You can do one-on-one services. You can set your business up to fit your life—not the other way around.

Sustainability, profitability, and personal freedom aren’t pipe dreams. They’re available when you focus on smart strategy, strong foundations, and ditch the BS that says you have to "grow or die."

Grab Maggie Patterson’s New Book: Staying Solo

If you loved this conversation and you’re nodding along right now, you need to get your hands on Maggie’s new book, Staying Solo. It’s a practical, no-fluff guide for solo service providers who want to grow a sustainable business without scaling for scaling’s sake.

You can find it everywhere books are sold or head straight to stayingsolobook.com to grab your copy.