Riding the Waves

When you start a business you have flipping high expectations. A steady cash flow within 6 months. Finding a mentor serendipitously via Instagram. Nailing all your accounting and bookkeeping from the get go.

You think that because you’ve made this ginormous decision that everything will just work out as you go. And for some, it does. For others: it sucks. Mistakes are made and lessons are learnt. You come out the other side stronger, smarter and vowing never to mess up like that again.

But that’s only the beginning.

Somewhere along the way, things get tough. Your health might suffer, or your relationships, or your savings account. You’ll hustle late into the evenings and roll out of bed already thinking of your to-do list for the day.

Some weeks – you absolutely smash it. You’re on top of your game and you get shit done. Your planner is filled with ticks and your inbox is delightfully empty. You even *dare we say it* have a little free time on your weekends. You read a book or cook a meal from scratch. You feel accomplished, content and proud. And you should, you superstar.

Other weeks – the whole world is working against you. Invoices go unpaid and clients go off the grid right before a deadline. Unexpected expenses show up left, right and centre. Your receipt filing pile is in a state and a half. You have zero energy, you feel like crap and you’re wondering why you bothered to go down this path in the first place.

That, my friends, is how business has been for me over the past 6 months.

Granted, I haven’t been doing it full time, but I’ve been putting in enough hours to fully appreciate the roller coaster analogy. It’s been a hell of a ride, as they say.

I wanted to write this post because it’s something we can all relate to, and yet we rarely talk about. We shy away from documenting our failures, or even our crappy days, because social media (particularly in business) has, for so long, been about showing the highlight reel. It would be ‘off brand’ to talk about something depressing, or upsetting or ungrateful.

Thankfully, times are changing.

I’m pleased to say that the community I hang out with on Instagram are raw, honest and telling it how it is. There’s women who aren’t afraid to show up sans makeup and talk to you about a disastrous day. They own their mistakes, and offer up advice so you can avoid making them too. They send you sweet messages and kind words of consolation when you admit things aren’t going your way either.

If you’re reading this post, there’s a good chance that you’re one of these angels (I love you, by the way!). You’ve kept me sane over the past six months, and have honestly kept me going on the days where my self confidence was at an all time low.

In a way, this post is a love letter to you, and so many others. To the girls I DM constantly, and the ones I’ve never spoken to. I see you. I relate to you. I salute you.

Thanks for keeping Rust afloat.

Until the next brew,


Team Rust


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Rust Creative helps women in their twenties fast-track finding their purpose. Through 1:1 coaching, group programs and specialised resources, we offer women clarity and direction so that they can ENJOY the most exciting decade of their lives. And tea, always tea.


The Rust Woman

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She's a savvy twenty-something looking for a safe space to he heard and supported. She's confident that she can achieve her goals, but she doesn't know how she'll get there – yet. She KNOWS she has a purpose but needs a helping hand to uncover it.