There’s a story we’re told about self-employment.
That if you just hustle hard enough, work long enough, post often enough, and say yes to everything, you’ll “make it.” You’ll have consistent clients, a strong income, and that shiny sense of success that everyone seems to be chasing.
That never worked for me.
I don’t have a six-figure business, don’t scale and don’t work 50 hours a week.
What I do have is a sustainable virtual assistant business that supports my mental health, respects my energy, and fits the life I want to live.
And I built it by not hustling.
1. I didn’t try to grow fast
When I first started my virtual assistant business, I constantly saw messages like:
“Get fully booked in 30 days!”
“Scale to six figures in six months!”
“10 clients in 10 weeks!”
That pressure made me feel like I was already behind — even though I was just beginning.
I chose a different pace. I focused on building relationships, learning what kind of work I actually enjoyed, and doing a good job for the clients I already had.
It wasn’t flashy. But it was sustainable.
2. I worked with people I genuinely care about
I didn’t want to just take any work — I wanted to work with people whose businesses were doing good things.
Now, I support therapists, coaches, creatives, and educators — people who are helping people. That alignment makes my work feel meaningful, not transactional. And it means I don’t have to pretend to be someone I’m not.
This is a big part of why my sustainable virtual assistant business works: it’s values-aligned.
3. Created boundaries early on
I don’t work in the evenings, don’t reply to emails within 10 minutes and don’t check in with clients seven days a week.
I used to think that setting boundaries would make me seem difficult or ungrateful. But what I’ve learned is this:
Boundaries don’t make you harder to work with — they make your work better.
Because when I respect my own limits, I can show up fully, consistently, and with care.
4. I defined my own version of success
My version of success doesn’t involve scaling, growing a team, or doubling my income every quarter.
It looks like:
- Working with people I like
- Being trusted and respected by my clients
- Finishing work by 4pm most days
- Having time for hammock reading, long walks, and slow mornings
- Feeling proud of the work I do — and how I do it
This version of success is deeply personal — and it’s why my virtual assistant business stays sustainable.
5. I built systems to support sustainable virtual assistant business, not just my sustainable virtual assistant business
As someone who lives with depression and works best in short bursts of focused energy, I’ve had to design my business around what works for me.
That includes:
- Systems for batching and scheduling content so I’m not constantly online
- Clear expectations with clients so communication is calm and clear
- Boundaries with social media
I don’t try to force myself into a 9–5 box. I let myself build a shape that fits — and that’s the foundation of a truly sustainable virtual assistant business.
Final Thoughts
You don’t have to hustle to be a good business owner.
You don’t have to scale fast or be constantly booked or follow every piece of Instagram advice to be “doing it right.”
You’re allowed to build slowly, grow gently.
You’re allowed to build a sustainable virtual assistant business that feels like yours.
That’s what I’ve done — and it’s what I help others do, too.
If you’re a people-focused business owner who wants support behind the scenes — or a new VA looking for a permission slip to do things differently — you’re in the right place.
— Izzy
Written in partnership with ChatGPT
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