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: Your Inner Circle (But Not Always Your Customers)

The Heart Squad is your ride-or-die crew—the people who would show up with a shovel and an alibi if you needed one. Your partner, your best friends, your mom (who would absolutely fight a bear for you). These are the people who love you no matter what, who will pick you up when you fall, and who remind you that you are more than your latest business idea.

But here’s the part no one warns you about: they might not be your best customers. I know. It stings. It doesn’t mean they don’t love you. It doesn’t mean they don’t believe in you. It just means that their love isn’t always expressed through dollars and referrals. Some of them might cheer you on, but never buy a thing. Some might support from the sidelines. And some will straight-up forget you even have a business. And that can hurt, because shouldn’t these be the people you can count on?

Here’s the hard truth: your Heart Squad doesn’t define your success. Their job is to keep you grounded, to remind you to eat something besides protein bars, to make sure you don’t spiral into a business-obsessed abyss. Their love isn’t measured in purchases—it’s measured in presence. And sometimes, the best way they show love is by not getting wrapped up in your latest launch or promo cycle.

The Hustle Network: Your Unexpected Cheerleaders

Now, let’s talk about the Hustle Network. This is your outer ring of support—acquaintances, social media followers, people you met at a conference once, that one person from high school who randomly messages you to say, “I love what you’re doing!” These people? They show up. They buy your stuff, they share your posts, they refer their friends. They might not know your middle name, but they see you. They believe in your work without needing the backstory.

And here’s the kicker: sometimes, these people will champion you harder than your own Heart Squad. Not because your Heart Squad doesn’t care, but because the Hustle Network sees you as the entrepreneur, the expert, the brand. They see your value in the business world, not just as their friend or family member. And let me tell you—this group? Hold onto them. Engage with them. Thank them. They’re your lifeline in business.

The Third Ring: The Skeptics, The Haters, and The “Who Do You Think You Are?” Crowd

Ah, the Third Ring. The peanut gallery. The ones who roll their eyes at your ambition, who subtly (or not-so-subtly) undermine you, who love to sit back and watch but never support. They’ll talk behind your back, act unimpressed, or straight-up ignore your work like it’s not happening.

And you know what? Let them.

Their doubt isn’t about you—it’s a reflection of their own limitations. The people in this ring are often the ones who are too afraid to take risks themselves, so they project that fear onto you. If they can make you doubt yourself, it justifies why they never tried.

But here’s the best part: they fade. And sometimes? They shift.

Some of your biggest doubters might later become your biggest fans. Because at first, they’ll ask why you’re doing it. Later, they’ll ask you how you did it. 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 Move Between Circles – Let them.

The truth is, people aren’t static. Some of your Heart Squad might become your most loyal customers once they see you’re not going to lose your house over this. Some Hustle Network supporters will disappear when the hype dies down. And yes, some Third Ring skeptics might eventually slide into your DMs asking for advice.

The key? Let people shift without holding grudges. Don’t waste energy trying to convince anyone to support you. Instead, focus on the ones who already do. Show up for them, and trust that the right people will find their way into your corner.

Your job isn’t to make everyone believe in you. Your job is to believe in yourself. And when you do that? The right people will show up, every time.

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.