The Real Reason You Can't Stick to One Thing
f your business "works" on paper but you feel bored, restless, or low-key miserable inside it...
You're going to feel very seen in this one.
The thing about myself I thought I needed to fix
I have started and closed and sold and walked away from more businesses than most people will ever start in their entire lives.
I've never been afraid to start again.
And I used to think this was the thing about myself I needed to fix.
What is wrong with me? Why can't I stick with this?
Trust me—the entire world has looked at me in these moments like I was a crazy fool.
Selling a multiple six-figure event planning business. Walking away from a multi seven-figure coaching business to start again. Following the breadcrumbs of where success was leading me. Allowing my own fire to propel me forward in a new direction.
Turns out that was never me being broken.
It wasn't me lacking consistency. It wasn't me being incapable of commitment. It wasn't self-sabotage.
It was my energy. My patterns. My behavioral wiring.
Thrust energy: built to build
In behavioral science, I call it thrust energy. Thrust-style energy is meant to build. It's like rocket-style energy.
I'm someone who will take new projects and put all I've got into them. Imagine a rocket launching—that's me. All right baby, you got an idea? Let's go.
That's my best self. That's my driver. That's what motivates me to bring an idea into fruition.
This makes sense, actually. It's probably why I get to work with so many entrepreneurs around the world to help them with their own build phase—because a lot of people actually lack this type of energy.
More people are built for maintenance. More people want sustainability. More people feel good and operate as their best natural selves in maintenance mode.
But for people with thrust-style energy? If you're not building, if there's no creation and innovation and that rocket-launch momentum to see something get off the ground, you're not going to be motivated. You're not going to be inspired. You're going to start feeling dull.
And you're not leveraging your strengths.
I thought I was flaky
For a long time, I thought I was flaky. Incapable of commitment. Not grateful enough for what I had. Self-sabotaging.
Why do I keep building these really successful businesses that so many people would kill to have—and then walking away from them?
I thought I had to fix my ability to follow through.
But then I met behavioral science. I got introduced to PDP. And when I realized I'm wired with thrust energy, everything started to make sense.
And I'm guessing there are pieces in your behavioral wiring, in your Identity Report, that are going to start making sense to you too.
Once it makes sense, you can actually leverage it rather than trying to change it.
When you stop trying to change yourself in your business—when you stop trying to fix your weaknesses and instead leverage your strengths—your whole business shifts.
You stop trying to get better at what you're bad at. You start getting incredibly refined in what you're great at. And suddenly you stand out in your industry.
You become one of one.
There's no competition when you're leaning all the way into who you are. Because you are one little snowflake—and no two snowflakes are the same.
What happens when you fight your wiring
When I tried to build something and stick with it and stay with it and be sustainable and maintain it for a long period of time—because I thought that's what society wanted of me—that's when I started to lose my fire.
That's when I started to lack creative ideas.
That's when my marketing and messaging fell flat.
That's when my sales slowed down.
That's when my Instagram following depleted—because I wasn't showing up as myself and leveraging my own strengths.
Can you imagine following someone on Instagram who's struggling every day to just show up as themselves versus following someone who's living the high life, being themselves, doing what they're best at?
Even in sharing that example, I can feel the difference in what that content would feel like.
The four traits that explain everything
In behavioral science with the PDP report and your Identity Report, we look at four main behavioral traits: dominance, extraversion, pace, and conformity.
I'm high dominance. That means I'm driven by results, challenges, forward movement, and momentum. I need to see progress. I need to work through things. I need to feel like I'm conquering something or climbing a mountain.
And when there's nothing left to conquer? I get restless. Agitated. Bored. I check out.
Hence the reason I've sold and walked away from businesses before. That boredom, that friction, that lack of momentum—it's not fun for me. And when business isn't fun, it's really hard as a solo entrepreneur to show up for it consistently.
I'm also fast pace. Pace measures your speed. Fast pace means I like to move quick. A lot of you don't—a lot of you like to move slower, more methodically. You like rhythm and structure.
That's not me.
I'm someone who operates in urgency. I want it done. I want to create it. I want to see the result. I don't love moving through details slowly and methodically—that literally makes me want to crawl into my own skin.
So there's a strategy for me that works. And there's a different strategy for you if you're someone who wants to move methodically.
I like fast launches. I like things planned, but then I want creative power within that plan. I like things mapped out, but then I want to be able to change them.
Whereas a lot of my clients—I'll give them a content strategy, content pillars, hooks, what to post on what days—and they will stick to it and see growth. Because that's how they thrive.
The question you need to ask
So many of us look at ourselves and how we're operating in business. We see lack of results. Content flopping. Message not landing. Discomfort.
And beyond discomfort, it's this feeling of: Am I even doing this right? I've been trying this for so long. I've done all the things. Paid for the mentorship. Showed up. Posted. Nothing works.
I would challenge you to ask yourself:
Have you been influenced so much by external factors—by what you see working for other people, by strategies in other businesses, by other people in your industry—that you've lost focus on your zone of genius?
Are you showing up in your brand and business as someone you think you should be versus someone you actually are?
Because as long as you're operating as who you should be, you're absolutely not leveraging your unique strengths.
You know what flow feels like
Hands up if you've been in flow before.
It's the best feeling in the world. You lose track of time. You have no idea where you are anymore. You're so into what you're doing, so driven and on purpose in that moment, that nothing else makes sense.
If you don't feel like that in your business regularly, you're not operating in your zone of genius.
Sure, there will always be administrative pieces that suck—things you don't want to do. But that should not be how your business feels as an entirety.
Most of your work, most of your marketing, most of your content should light you the fuck up.
It should excite you.
And if it's not exciting you, then it's not exciting them.
The challenge for builders like me
If you're someone like me who feels dissatisfaction when things start to work—when things get systematic—I know that sounds crazy. But you start to lose happiness when your business finally starts working.
Let me be clear: I need my business to work. I've got bills to pay. Clients to serve. A vision of helping people. A lifestyle to create for my family.
I don't want a business that doesn't work.
What I do want is a business that activates me. Keeps me motivated and challenged so I can rise and continue to meet my potential.
If that's not happening, I get bored.
So the challenge for people like me—with high dominance and high pace, who love the challenge, who are innovative, who have thrust-style energy and love to build—is this:
How do I keep myself interested without needing to burn it down?
Because the truth is, every time you burn it down, every time you rebrand, every time you pivot your messaging, you're taking steps back. Confusing your audience. Having to reposition yourself. Launch new offers. There's a lot of heavy lifting.
Every time I start again, there's about a year of transition where I'm rebuilding. Income dips. I'm reintroducing myself to my community to rebuild trust.
The solution for builders
The answer for people like me is to stay committed to the foundations of what we're building. Build a solid framework. Systems that can be repeated. Automation to create ease.
AND leave spaciousness and allowance for creativity and inspiration to shine through—so your energy is still being activated, you're still being challenged on a daily basis, you're still getting to use your creative powers.
If your business isn't challenging you, you probably aren't meeting your potential.
Get curious about your wiring
What are your natural behaviors? How do you thrive? What do you love to do? What are your strengths? How do you experience the best results?
Not what you think you should be doing—what actually works for you?
When I get really creative, when I post inspired content, when I launch something brand new—it really works. Amazing. Let's build strategy around that.
Ask yourself:
Do I like to move fast or slow?
Am I a builder or someone who wants to be in that sustainable maintenance place?
Do I like fast launches or slower launches?
Do I like long periods of time to talk about something, or do I like to be quick, snappy, over and done with?
A 2026 reframe
What if this was the year you stopped trying to fix yourself?
Stopped assuming you were broken?
Stopped assuming the reason nothing's clicking in your business is because something's wrong with you?
What if this is the year you go all in on your zone of genius? Bring that forward. Leverage all of your strengths.
Sure, work on your weaknesses to always improve. But stop fixating on your gaps and start focusing on your strengths.
I will bet you that if your only intention and strategy for 2026 is to double down on your strengths, you will see an increase in results financially. You will be happier. Your audience will grow because your authentic self will come through. You'll naturally be differentiated in the industry.
Your unique voice, your unique strengths, your processes, your story—all of it comes through when you're leveraging what you're best at instead of trying to fit inside a box and make it work.
2026: the year of your zone of genius.
Go deeper
Get your Identity Report — A 40-page personalized business strategy that maps out your communication style, decision-making, launches, energy style, sales strategies, and full marketing plan based on your behavioral wiring.
Work with Robyn — Plan your most successful year by building strategies around your actual strengths.
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