Are You Stuck Working "IN" Your Business?
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When you're a solopreneur, the growth of your business is limited by your finite output. So if you want to scale, the only solution is to build a team of A-Players and remove yourself as the bottleneck.
But putting the right people in the right roles is only half the battle. You also need systems to make everything repeatable and set your team up for success.
That's a realization Jena Castro-Casbon had just before she joined 2X. Jena owns an info product business teaching Speech Language Pathologists and Occupational Therapists how to start, grow, and scale successful private practices.
Originally, Jena worked on the business during evenings and weekends — juggling its growth with a full-time job as a college professor and running a private practice. When she took the leap to go full-time on her business, she knew two things:
- She needed to remove herself as the bottleneck and build a team
- She needed support to implement systems and make everything repeatable and scalable
Because as Jena puts it:
Jena joined with a lot of self-awareness — she had a clear idea of where she needed to improve as a solopreneur, and committed to the process fully. It's no surprise to see the incredible results that followed.
- Business set up to thrive in her absence — after a week-long vacation, her team performed to a really high standard with full autonomy
- Revenue grew from $49k/month to $117k/month during the program, with a best-ever month of $152k
- After the program, growth continued — Jena reached a new best-ever month of $303k
We sat down with Jena to get an update on her progress, where she highlighted three key areas that drove her success.
The first thing Jena did was assess her business to identify:
- The activities she spent time on that she didn't enjoy
- Where she spent time doing things she wasn't great at
This gave Jena the ability to look at her org chart and fit people into it like pieces of a jigsaw. Then she needed systems that set her team up to do their best work — without her micro-managing them.
But getting the team in place is only part of the challenge. The next hurdle many entrepreneurs face is letting go so their team can actually do what they were hired for. Jena handled this masterfully — and because she genuinely enjoyed many parts of the business, she had to set boundaries with herself. That gave her team the space to thrive.
The hardest part of building a team is trusting them. Most entrepreneurs sabotage themselves by jumping back in. Jena's story is a perfect example of what happens when you actually let go — launches run themselves, revenue keeps growing, and you get your life back.
Many businesses think that the key to growth is creating more products. But this often leads to a confused buyer who freezes, not knowing which option to take.
The key — especially if you're selling education and information products like Jena — is to:
- Identify your core offer
- Simplify your product range
- Differentiate your products clearly
- Make your offer irresistible
Jena started with a large front-end product range. On evaluation, she realized she was wasting significant time on products that generated very little revenue. So she simplified — and her audience responded. Then she went further by repositioning her other products within a new ascension model, selling them as one-time offers and order bumps off the back of her core offer.
The positioning made logical sense to her audience, and the result was immediate: not only did her front-end offer convert better, but the newly positioned order bumps alone generated $250k in additional revenue — far more than they had produced on their own.
This is one of the highest-leverage moves I see clients make — and one of the first things we tackle in the Accelerator. The 80/20 rule almost always applies: usually one or two offers are producing the vast majority of revenue. Cut the noise, double down on what converts, and restructure the rest as ascension. Jena's $250k from order bumps is proof of how powerful that repositioning can be.
As you make the shift from 6-figure solopreneur to 7-figure CEO, impostor syndrome becomes a massive challenge. Jena faced this more than most — transitioning from employee, to 6-figure business owner, and then 7-figure CEO in quick succession.
It requires a significant mindset shift to elevate yourself to new levels. Jena handled it in a remarkably creative way. She recognized how naturally she adopted the identity of being a mother — and asked herself: "How can I adopt the identity I need to make my business a success?" Once she identified who she needed to become, she started behaving like that person.
Identity is everything. Your business will never far exceed your mindset and leadership as CEO. Jena's question — "what would a 7-figure CEO do?" — is something every entrepreneur should ask themselves every single day. The answer to that question dictates your next move.
We ended our conversation with Jena by asking what advice she'd give to other solopreneur business owners looking to scale. Her words were emphatic:
Work With Us 1-To-1 To Build A Business
That Thrives Without You
We've coached and mentored hundreds of business owners just like Jena. There isn't a problem our team of world-class coaches can't help you overcome — with personal one-on-one guidance and a proven growth methodology.
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