Why Your Revenue Plateaus Year After Year (And What It Really Takes to Break Through)

It's December 30th. You're looking at your numbers.

They're the same as last year. Same as the year before.

You're doing okay. But you know you could be doing better.

You can feel the ceiling—because every "good month" costs you a recovery month.

Yeah, you know you could probably increase your prices. But it doesn't feel that simple.

Yeah, you know you could probably take on better clients. But when it gets to month-to-month, you take what you can get.

If you're stuck in that cycle where the only way to make more is to hustle more, you're bound to hit a ceiling. There's a part of you that's just not going to allow it.

The Thermostat Effect

That phenomenon of your revenue plateauing year over year? It's like a thermostat reading.

There's something your subconscious knows. It's not going to allow that number to deviate. In fact, if it's plateaued, it's actually protecting you. It's ensuring that you don't dip too much, but you don't rise too much either.

You have to reckon with what that really means.

The Two Equations You Must Get Comfortable With

Here's what I'm going to tell you straight up:

You have to become comfortable with two equations.

First equation: You have to be comfortable with a sudden increase. A more-than-usual increase. Believe it or not, there's discomfort that comes with that.

Second equation: The discomfort is attached to this: "Okay, now what if I mess this up? What if I revert back? What if I lose it? What if things return to their previous norm? What if this was just a fluke? What if I'm not who I really think I am? What if they find out that I'm not what they think I am?"

Once you can grapple with those two equations, here's what shifts:

On the first equation: No, no, no. We're just establishing a new level of comfort. Because truthfully, I was never comfortable at this plateau. So whatever discomfort I feel at a higher level, it won't compare.

On the second equation: No, no, no. I can't afford to believe the lie.

The Lie You Need to Stop Believing

The lie is that you are not worthy.

That there is something more that you must become or do or be. Where it feels like it's just never enough.

That's the lie.

The Truth You Need to Own

Once you can sit with that and make a determination, you'll recognize there's a truth you haven't quite taken ownership of. A truth you haven't allowed to fully develop and mature.

Maybe the truth is: On the surface, yeah, you're building a website. But the truth is, you're doing so much more.

The truth is, you're really creating a bigger system where the website is just a piece of the pie.

The truth is, you're going much deeper on things that have very little to do with the website, but matter just as much if not more.

And there's something you are and have been for as long as you can remember.

Something you've been devoted to. Committed to. It's a part of you. You embody it.

This commitment to this thing.

You don't have to hide from that thing. You don't have to hide that thing. You don't have to surrender that thing.

You can own it. You can claim it. You can accept it.

And what that does is break you off of the need to follow a trend or abandon yourself.

Because this thing isn't going anywhere.

The Value You've Already Been Creating

Finally, there's a place where you are supremely and have been supremely useful.

You've created value. You've allowed people to experience a change in state.

You've given people the opportunity to go from frustration to clarity. From disappointment to satisfaction. From uncertainty to fulfillment.

When you get rooted and anchored and uncompromising in who you are, what you're about, and the value you create, that becomes your point of alignment. Your center.

And from there you know that as long as you are in the embodiment of what is true for you, what you're devoted to, and where you create the most change, you move out of the plateau.

In plain terms: we turn what you already do best into a repeatable offer + a demand system + a delivery system.

The line shifts. It starts to curve up.

Not Repositioning. Ownership.

So if you are prepared to not just reposition—not find another safe place—but to own the place you've already been in...

If you're ready to not come up with some new fancy offer, but to own the value you've already been offering, the opportunity you already create through your work...

If you are ready to take an asset-first approach with your business, so that everything you do today, this week, this month, this year is an investment within your business that will produce fruit in the next month, the next year, the next season...

So that it compounds over time.

And eventually, as you outgrow the space you're currently in (which is inevitable), the work and the effort you're putting in right now will allow for that evolution to occur.

It will give you the space, the freedom, the clarity, the simple ability to respond to whatever is needed in that time.

Join the Winter Cohort

If you're ready for that kind of commitment in your business, I welcome you to join the Double Your Squarespace Business winter cohort.

We get started on January 5th.

One week left to enroll.

Book a 20-minute Bottleneck Call. I'll tell you the one constraint holding your revenue in place - and whether this cohort is the right fix.