Recently, while listening to Eckhart Tolle’s podcast, Essential Teachings, I came across a beautiful parable that has deep relevance to our lives and businesses. The story, known as The Sands of Galilee: The Parable of the Two Builders, teaches us a powerful lesson about creating strong, stable foundations in all that we do. As we consider this story, it becomes clear that the principles of this parable apply not just to our personal lives but to our business lives as well—especially when it comes to building a sustainable business.

In the parable, two builders each set out to construct their homes. One builder, in his haste, chose to build his house on sand. The other, recognizing the importance of a solid foundation, decided to build his house on rock. Soon after, storms came and battered both houses. The house built on sand was quickly washed away, while the house built on rock stood firm, weathering the storm.

This simple yet profound story reminds us that the strength of what we build in life depends largely on the foundation we choose. It’s the difference between short-term gains and long-term success. The same applies to business.

The Trap of Building on Sand: Social Media Dependency
When starting a business, particularly as personal stylists, the lure of social media is strong. Platforms like Instagram, Facebook, and TikTok are attractive because they offer instant gratification—likes, shares, followers. It’s easy to think, “If I just keep posting and growing my following, I’ll have a successful business!” And while social media is undoubtedly a useful tool, it can often feel like building your business on sand.

Why is this the case? For one, social media platforms are not within your control. Algorithm changes can impact your reach overnight. You don’t own your audience—Mark Zuckerberg and other tech giants do. A sudden shutdown or shift in these platforms could leave you scrambling to find ways to communicate with your audience. While these platforms can help you gain visibility, they aren’t reliable foundations upon which to build a long-term, sustainable business.

Just as the house on the sand in the parable was vulnerable to the elements, your business can be swept away if it’s overly reliant on social media.

Building on Rock: The Power of Email Lists and Nurturing Content
On the other hand, building your business on a strong foundation—like rock—means investing in strategies that offer long-term security and control. This is where email marketing and content nurturing come in. These strategies may not seem as “glamorous” or fast-moving as social media, but they are far more sustainable.

You Own Your Email List: Unlike social media followers, you own your email list. These are people who have given you permission to connect with them directly. It’s a list of people who are genuinely interested in what you have to offer, and that’s powerful.

A Deeper Connection: Email allows you to build deeper relationships with your audience. It gives you the opportunity to provide value consistently—whether that’s through sharing insights, helpful tips, or exclusive offers. Over time, this builds trust and positions you as an authority in your niche.

Reliability and Longevity: Your email list is not subject to the whims of algorithms. While open rates may fluctuate, you always have a way to connect directly with your audience. It’s your solid foundation—the rock that will keep your business grounded through the inevitable ups and downs.

Nurturing Content Creates Loyalty: When you take the time to nurture your audience with valuable, consistent content, you’re doing more than just selling—you’re cultivating a relationship. This makes it far more likely that people will buy from you not just once, but repeatedly.

Simple Strategies for Consistent Income: In my masterclass, How To Implement Simple Strategies For Consistent 3-5K Monthly Income... Even If You’re Rubbish At Marketing, I teach 5 foundational steps that help build a solid business that doesn’t rely solely on social media. You can join the next live round of the masterclass here. When you focus on these key strategies, you begin to build something that will stand the test of time—something that will weather the inevitable storms.

The 5 Foundational Steps to Building Your Business on Rock
Focus on Relationship-Building Through Email: Start by growing your email list. Offer your audience something of value—whether it’s a free mini-course, a checklist, or an insightful guide—that speaks to their needs and challenges. Your list will grow slowly at first, but over time, it will become one of your greatest assets.

Create a Content Strategy That Educates and Engages: Whether through blogs, newsletters, or video content, be intentional about the content you create. Make sure it speaks directly to the needs of your audience and positions you as an expert in your field. Regular, valuable content keeps your audience engaged and builds trust over time.

Prioritize Client Nurturing Over Vanity Metrics: While it’s easy to get caught up in the numbers of followers, likes, and shares, these are not the metrics that matter most. What matters is how well you are nurturing your audience. This means paying attention to how often you’re providing value and how well you’re building relationships with your audience.

Develop a Signature Offer: To build a business that lasts, you need to have a clear offer that solves a specific problem for your audience. Whether it’s a personal styling package, a colour analysis service, or something else, your offer needs to be something that addresses a genuine need.

Commit to Consistency: Just like the builder who built on rock had to put in more effort initially, so too must we be committed to consistently showing up in our businesses. Whether it’s sending out a weekly newsletter or publishing regular blog posts, consistency builds reliability and trust with your audience.

Just as the builder in the parable who built his house on rock was able to weather the storm, so too will your business be able to stand strong when it’s built on solid foundations. By focusing on nurturing your audience through email marketing and valuable content, rather than relying solely on the shifting sands of social media, you’ll create a business that lasts. If you'd like to learn the 5 steps to build a business that generates consistent income, then check out my next live masterclass, How To Implement Simple Strategies For Consistent 3-5K Monthly Income... Even If You’re Rubbish At Marketing here.

​Remember, long-term success isn’t about short bursts of attention—it’s about creating something that stands the test of time.