Real advice from the Shortcut Squad on what it actually takes to make it through month three.
You’ve made it 100 days into running your business.
You might feel like you’re behind. Or like you’re not doing enough. Maybe you’re wondering if you’re cut out for this.
You are.
Because here’s the truth: the first 100 days of running an online business are a beautiful, chaotic blur. They’re full of “I have no idea what I’m doing” mixed with “Wait… what if this actually works?”
We asked members of the Shortcut Squad what they wish they’d known 100 days in—and they didn’t give us a checklist. They gave us honesty.
Here’s what they said.
1. Progress is messy. Ship anyway.
You’re going to want to wait until it’s perfect. You’ll polish the sales page, edit the copy for the hundredth time, re-record your video.
But waiting doesn’t build momentum—shipping does.
Fleur Barnfather told us about the time she launched her first course, then let it sit for months because it didn’t live up to her expectations. She kept tweaking, improving, fixing—thinking it wasn’t “ready” yet.
In her words: “Every time you launch something or put something out in the world, you’re learning… but if you stop, you lose momentum. You’re not learning while you’re hiding.”
2. You can’t optimize what you haven’t started
Clarity doesn’t come before action. It comes from action.
So instead of waiting for your big idea to fully form, start making marks. Literally—get a pen. Fill a page. List your ideas. Circle the one that gives you butterflies (or makes you sweat a little). Build that one first.
Don’t worry if it feels too early. Your brain finds clarity in motion, not in planning.
3. You’re going to question everything — and that’s part of it
The first few months mess with your head.
You’re putting yourself out there in new ways. Doing things you’ve never done. Getting feedback. Facing silence. Learning 12 new skills a week.
And somewhere in all of that, you start wondering: Wait… who even am I in this?
Perry Rath reminded us that your identity gets to evolve. The things you believed about yourself at your old job? Don’t have to follow you here.
You get to try something. Change your mind. Show up differently tomorrow.
And that's growth.
4. Ask for the sale (even if you’re scared)
Let’s be honest: selling feels awkward in the beginning.
You spend weeks posting value, showing up in people’s inboxes, being “helpful”… and then freeze when it’s time to actually say, “Wanna buy this?”
Moira Hanna shared the story of a client who was doing everything right—networking, building real connections—but still wasn’t making sales. Why? She never actually asked. Until she did. And it worked.
Here’s your permission slip: it’s not rude. It’s not pushy. It’s part of the job.
You made something to help someone.
So say that. Share it clearly. Let people decide.
You don’t need to pitch like a bro marketer — but you do need to open the door.
5. Know your people, not just your niche
In the early days, it’s tempting to focus on defining your niche. You’ll Google avatar worksheets and try to figure out if your dream client shops at Target or Whole Foods.
But what really matters? Understanding what your people are living through right now.
What are they worried about when they check their inbox? What language do they use when they talk about their pain? How do they want to feel after working with you?
Speak to that version of them. That’s how you write emails they open, products they buy, and content they save.
Bonus Notes to Our 100-Day-Ago Selves
- Don’t wait until you feel ready. Post it now.
- Say yes before you talk yourself out of it.
- That $29 offer might be the one that gets the ball rolling.
- The voice in your head that says "no one cares"? It’s not your business partner.
- Keep going. It’s working. Even if you can’t see it yet.
Final Note
If you’re 100 days in and everything still feels chaotic… that’s normal.
You’re just building something real, and that takes time.
Hopefully, something in this post gave you a little clarity or made you exhale like, “Okay. It’s not just me.”
Screenshot it. Write it on a sticky note. And keep going.