The "Let Them" Theory: A Sanity Saver for Small Business Owners

The "Let Them" Theory: A Sanity Saver for Small Business Owners Welcome to the “Let Them” theory—a little philosophy that’s made its way from life advice to the business world, and it’s here to help you find a whole lot more inner peace. The concept? Simple. If people want to do something that has no real impact on your life, just… let them. Let them say what they want, let them think what they want, let them do what they want—without wasting your precious energy trying to change them. And as a small business owner? This little piece of wisdom is about to become your new best friend. Imagine this: someone doesn’t “get” what you’re doing with your business. They’ve got opinions about everything, from your prices to your products to that font you used on your website. In the past, maybe you’d lose sleep over it. But with the “Let Them” theory, you simply… let them. Let them have their opinions, their assumptions, their critiques. You don’t need to change their mind. You just keep doing what’s right for you. And, most importantly, for your business. Let Them Question Your Prices Ah, the age-old debate: “Why do you charge so much?” or, worse, “I can get this cheaper elsewhere.” Here’s where the “Let Them” theory shines. Let them think it’s too expensive. Let them head over to someone else if that’s what they need to do. You know the value of your services, the work you put in, and the expertise you bring to the table. Besides, anyone looking for a $20 facial that “doesn’t need to be fancy” probably isn’t your ideal client, anyway. Let them save a buck, and you’ll save yourself from the stress of discounting what you’re worth. Let Them Offer “Helpful” Advice Every small business owner knows the endless stream of unsolicited advice: “You should post more on Instagram!” “Have you tried adding crystals to your products?” “You should really have a TikTok.” And sure, advice can be helpful sometimes, but let’s be real: running a business means you’ve already got more ideas than you can handle. So instead of getting defensive or feeling pressured, just let them. Let them suggest, let them think they’ve got the secret to your success, and then move on with your strategy. You know what’s best for your brand—and maybe, just maybe, they’re better off as armchair advisors than running the show. Let Them Copy Ah, the copycats. Few things are as frustrating as seeing someone mimic your hard work, style, or even your exact product names. But here’s the thing: when you apply the “Let Them” theory, you realize it’s not worth your time. If they want to copy, let them. Imitation isn’t the sincerest form of flattery—it’s the laziest. So instead of stewing over it, just keep innovating and growing. Let them copy yesterday’s ideas while you’re busy building tomorrow’s. Let Them Complain There will always be someone who isn’t happy—someone who thinks you should have handled things differently or done things “their way.” As a business owner, you can’t please everyone. So let them complain. If their feedback is helpful, great; use it to improve. But if it’s just noise? Let it go. And yes, sometimes the complaint is that you’re “too small” or “don’t offer enough options.” They want the same one-stop-shop experience they get from a massive retailer, and you’re not about to transform into a megacorp just for them. Let them seek convenience elsewhere while you stick to offering quality over quantity. Let Them Walk Away This is a tough one. As a small business owner, it’s natural to want to retain every customer, keep every lead, and charm every follower. But some people simply aren’t your people, and that’s okay. If a client, partner, or follower decides they’re not on board with your vision, let them walk away. Your ideal customers will find you, and they’ll appreciate you for who you are and what you offer. Let Them Doubt There’s always going to be someone who doubts your business will make it, who thinks you’re in over your head, or who just doesn’t “get” why you’re doing this. Let them doubt. They can keep their skepticism while you focus on building the dream. After all, you’re the one who knows the late nights, the early mornings, and the heart and soul you’re pouring into this. Letting them doubt frees you up to believe in yourself. When you embrace this little philosophy, an incredible thing happens: peace. Suddenly, all those opinions, judgments, and unsolicited advice lose their power over you. You realize you don’t have to please everyone; you just need to stay true to your brand, your values, and the customers who truly appreciate what you bring to the table. The “Let Them” theory doesn’t mean you don’t care. It means you choose to focus your energy on what really matters—the people who value your work, the clients who sing your praises, and the vision that keeps you inspired day after day. So, next time someone questions your prices, offers you unwanted advice, or doubts your journey, remember: Let them. And keep doing you.