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Building a Business with Authenticity and Alignment
In order to build a business that you love, it’s essential to stay within the window of tolerance of your nervous system. This means understanding your limits and working in ways that honor your body’s natural rhythm. As a woman, it’s also important to know how to transition from the masculine energy of business mode to the nurturing, feminine energy of wife and mother. This balance creates harmony within your life, allowing you to show up as your truest self in both your business and personal roles.
Ultimately, everything we do is hishtadlus—effort within the natural order—and we believe that our parnassah (livelihood) comes from Hashem. This understanding shifts how we approach our businesses and how we manifest our dreams.
Marketing with Authenticity
When we’re outside of our window of tolerance, we can easily shift into a state of fawning—a survival mechanism that causes us to market our businesses in ways we think will make others like us. We begin to focus on what others will think, rather than staying true to our voice and our message. Over time, this becomes unsustainable. Eventually, we either burn out or attract clients who are a mismatch and don’t receive what they truly need from us.
When a business is not built from a place of authenticity, it becomes harder to sustain. A woman will eventually feel resentful, burnt out, or even physically ill. But when she markets from a place of alignment and authenticity, she moves with an inner sense of purpose and fulfillment that naturally attracts the right clients. This approach is in line with what the Chovos Halevavos teaches—that if you are passionate about something, you continue to pursue it, trusting that Hashem will provide the financial means.
Finding Balance: Business Mode to Personal Mode
For a woman to stay rooted in her femininity in marriage and motherhood, she needs to know how to transition from the masculine energy of running a business. Even within marketing and business operations, there are ways to stay aligned with her femininity. Women’s window of tolerance is naturally built around needing more downtime, intuitive movement, and play—things that can sometimes be overlooked in the hustle of running a business.
When we don’t honor these needs, we feel more rigid, tense, and frustrated. Balancing both roles doesn’t take long, but it does require awareness and belief in its importance. This can be achieved through simple practices: checking in with your body throughout the day, seeing what it needs, and taking time to breathe, play, and move intuitively. The more you practice this, the easier it becomes to notice when you’ve reached—or surpassed—your limits.
Letting Go and Trusting in Hashem
When we approach our businesses with the belief that we must follow specific marketing tactics to bring in clients, it creates a lot of internal pressure. But ultimately, we must remember that everything comes from Hashem. His shefa (abundance) is waiting to be poured into our lives. We can manifest amazing things when we step aside and allow Him to guide us.
One of the most feminine—and often most difficult—things for a woman to do is to open herself up to receive. By doing so, we create space for Hashem to bring in what is meant for us. Trust that when you stay true to yourself, when you stay aligned with your authentic energy, your parnassah will come.
Pricing and Marketing with Integrity
In your business, it’s also important to ask for the value you offer in a way that feels aligned with your nervous system. The price you ask for your services should feel right to you—not too high, not too low—just a number that feels comfortable and sustainable. This helps to keep you grounded and at ease as you operate your business.
Similarly, marketing doesn’t have to feel sleazy or predatory. It’s about speaking to the needs and values of your clients, not painting them with broad strokes. Build real connections with your audience, rooted in authenticity and trust.
This approach might not result in immediate financial gains, and that’s okay. If your goal is to create a business that brings you joy, satisfaction, and fulfillment, one that is grounded in your true self, then this is the path to follow. With time, patience, and faith in Hashem, you’ll build a solid foundation for parnassah.
Trust the Process
Building a business that truly nourishes you, aligned with your authentic self and Hashem’s guidance, is a journey. It requires patience, trust, and the willingness to release the need for immediate results. By staying grounded, embracing your feminine energy, and allowing space for Hashem to work in your life, you will create a business that brings joy, fulfillment, and abundance—both in your personal life and your work.