Here’s a little secret: the people closest to you aren’t necessarily going to be your best customers. Wild, right?

When I opened my first business, I was so sure that I had a guaranteed customer base. I mean, we’ve got a huge family and an army of great friends. I thought, “At least 100 customers right off the bat, easy!” Yeah… no. After the grand opening parties, I was surprised that only a handful of them came back regularly. And boy, did that sting. I thought I had failed. I thought they didn’t support me. I thought and thought and… well, you get it.

Spoiler: that got me nowhere.

It took some time, but I eventually made peace with this strange reality. I call it the “Heart Squad & Hustle Network” theory, and it’s been a game-changer for my tender little entrepreneur heart.

The Heart Squad

The Heart Squad is your inner circle—your partner, your besties, your mom who would fight a bear for you. These are the people who love you no matter what, and they’ll always have your back. But… they’re not always going to be your best customers. Shocking, I know. I don’t mean they won’t be your customers at all, just that they may not be your top supporters when it comes to your business. They might not come back after the grand opening, buy your product, or even mention your services to their friends. And yeah, it hurts, because shouldn’t these be the people you can count on?

But here’s the thing—they don’t define your success. They’re there to keep you grounded. They love you outside of the business, and sometimes they show their love by keeping you tethered to the ‘real world,’ away from profit margins and marketing plans.

The Hustle Network

And then we have the Hustle Network. This one is broader—acquaintances, friends of friends, social media followers, people you met at networking events, even that one person from high school who randomly DMs you to say how proud they are. These are the people who show up because it’s you. They share your posts, buy your products, and root for your success without needing the backstory. These are your cheerleaders, and honestly? Hold onto them tight.

The Third Ring (a.k.a. the Circle of Doom)

And finally, let’s talk about the unspoken Third Ring—the haters. We all know who I’m talking about: the jealous crowd, the doubters, the ones who snicker behind your back. This is the noise. It’s annoying and can be distracting, especially in the early days. But let me tell you: they fade. Their negativity isn’t about you; it’s a reflection of their own insecurities. So, don’t give them more energy than they deserve.

“At first they’ll ask you why you’re doing it. Later, they’ll ask you how you did it.”

People can and will shift between these circles. Someone might surprise you by going from Third Ring skeptic to Hustle Network supporter once they see your success. Some of your Heart Squad might even become loyal, paying customers once they’re sure you won’t, you know, lose your house over this. The key is to be flexible, let people shift without holding grudges, and save your energy for where it really matters.

What do you think? Does this ring true for you in your own entrepreneurial journey? If you’re looking for some support, consider joining The Female Founders Collective.