Alignment Over Everything: How We Restructured Our Business to Finally Feel Like Ours
When we started Twin Heron, we thought the smart move was to offer everything we could.
Social media. Websites. Strategy. Consulting. Ads. We had skills. We had range. And we figured the more services we offered, the more ways we could bring in income. Sounded logical, right?
But something felt off.
Instead of feeling expansive, it felt… overwhelming. Heavy. Like we were trying to wear a dozen hats, all at once, while still learning how to run a business together.
The irony? We left the restaurant world and corporate life to create more freedom—not to build a business that boxed us in all over again.
We Scaled Back. Then We Scaled Too Far Back.
So we tried the opposite: we stripped our offers down to just one.
The 24-hour website.
It was clean. Simple. Clear. We believed in it, and we launched it with real excitement. We ran ads. We posted organic content. We shared it everywhere.
But the response? Crickets.
It wasn’t an easy sell. Not because it wasn’t valuable, but because the demand wasn’t there in the way we hoped. Most business owners weren’t looking for a website in 24 hours—they were looking for clarity, traction, relief. Not speed.
So again, we pivoted.
The Business Strategy Phase (and the Trap We Didn’t See)
Next, we moved toward business strategy. After all, we kept seeing small businesses around us struggle—amazing people with powerful ideas, feeling stuck, confused, and burned out.
We thought: We can help.
And we could. But here’s the part we didn’t consider:
Trying to coach or strategize for a dozen different types of businesses... brought us right back to where we started.
Too many moving parts. Too much context-switching. Not enough clarity—for them, or for us.
So We Paused. We Looked at What Was Actually Working.
We asked ourselves:
What are our current clients loving the most?
Which services feel the most aligned—not just profitable, but energizing?
What’s sustainable for us as a two-person team?
What gives our clients clear results and gives us freedom?
Every arrow pointed to one thing: Paid Ads.
The Clarity We Didn't Expect
Ads weren’t just something we offered—they were something we were getting better at every single day. We were educating ourselves, running our own campaigns, testing strategies, getting excited when a client’s return on ad spend jumped.
We were learning. Tracking. Growing.
It felt like a win/win.
And it finally clicked:
This is the thing we can scale, the thing that energizes us, and the thing that aligns with the kind of life we’re building.
Back to the Why
We didn’t start Twin Heron to create another job we didn’t love.
We started it for freedom. Alignment. Wealth. On our terms.
We still believe in that. And every day, we’re getting closer—by doing the work we love, with clients we care about, in a way that leaves space for the rest of life.
We’re growing our business.
We’re growing ourselves.
And we’re doing it in a way that finally feels like ours.
