Let’s talk about that awkward, frustrating stage in your business no one warned you about.
Stuck in the Messy Middle? Here’s How to Get Unstuck and Grow Your Product-Based Business
You’re not a beginner anymore. You’ve made sales (yay!), you’ve launched products, maybe done a few markets, posted on socials ‘til your fingers cramped… but you’re still not where you want to be. You’re not scaling. You’re not making consistent income. And honestly? You’re starting to wonder if you’re missing something.
Welcome to the Messy Middle.
(Yes, it’s a thing. And yes, it sucks. But it doesn’t have to.)
After working with hundreds of product-based businesses—from handmade brands to growing retail stores—I’ve seen this stage more times than I can count. It’s not talked about enough, but it’s where so many biz owners quietly sit, unsure what to do next.
So if you’re feeling stuck, overwhelmed, or a little “WTF am I even doing right now?”—I promise, you’re not alone.
In this post, I’m breaking down what the messy middle really looks like, how to know if you’re in it, and five things you can do right now to get out of it and start growing that beautifully profitable business of yours.
🚧 What Is the Messy Middle?
It’s that weird in-between where:
- You’re not brand new, but still feel unsure
- Sales are happening… but not consistently
- You’re doing all the things, but still wondering what’s actually working
- You’re too busy to breathe, yet can’t afford to outsource yet
- You’re rebuilding your website again (because surely this version will fix things 🙃)
Sound familiar?
One of my clients said, “I sit at my laptop every day working so hard, but I don’t even know if what I’m doing is helping or just wasting time.”
Yep. The Messy Middle. Right there.
💡 So… What Do Successful Brands Do Differently?
Let me break it down for you with 5 key things that will help you move out of this funk and into flow:
1. They Know Their Numbers
I’m talking margins, top-selling products, website conversion rate, and traffic sources. Understanding your data helps you make smarter decisions—and stops you from blindly launching new products and hoping for the best. (Also, spreadsheets are sexy. Trust me.)
2. They Simplify Their Product Range
If your range is too wide or filled with low-margin, high-effort products… it’s time to trim the fat. Focus on what sells and what brings the most profit. Cut what doesn’t. No emotion. Just facts.
3. They Plan—Not React
Having a plan reduces stress and decision fatigue. From school holidays to key promo dates like Mother’s Day, successful brands reverse engineer their calendars and plan accordingly. Less chaos. More calm.
4. They Work ON the Business, Not Just In It
Yes, I know you’re making, packing, emailing, shipping. But if you’re not allocating time to strategy, systems, marketing, and growth—you’ll stay stuck on the hamster wheel.
5. They Have Support and Community
Going it alone is a fast track to burnout. Having people to bounce ideas off, ask for feedback, or just vent to makes a massive difference. Whether it’s a coach, mentor, or group of biz besties—you need people in your corner.
What Can You Do Today?
Start small. Here’s your challenge for this week:
✔️ Simplify one thing in your business (ditch a product, automate a task, batch your content)
✔️ Identify your top 3 products—check if they’re also your most profitable
✔️ Pick one sales channel to optimise (before adding another to the mix)
✔️ Review your pricing and cost structures—are you charging enough?
✔️ Find support. (If you need a place to start, check out the Growth Club here.)
💬 Final Thought
If you’re in the messy middle right now… breathe. You’re not doing anything wrong. You’ve just outgrown your beginner phase, and now you need a plan to scale intentionally, sustainably, and profitably.
And hey—I’m walking this too. Even as a coach, I’ve had to slow down, simplify my offers, and focus on building one bridge at a time instead of seven half-finished ones. So you’re in good company.
💌 Want help building your bridge to a more profitable biz?
Come join the Product Business Growth Club or check out my Roadmap to Profit program—designed specifically for product-based brands ready to ditch the mess and scale smart.
https://www.thelotco.com.au/productbusinessgrowthclub
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Subscribe to my podcast The Lotco Business Podcast or share this with a product biz bestie who needs it.
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