Ins & Outs of 2026 as a Clinician Business Owner

There are plenty of moments throughout the year when I want to burn everything down and reinvent myself and my business. But the new year? That’s prime time.

New routines. New goals. New planners… like this one I have pulled up ready to customize.

I am holding onto new year energy with a white-knuckle grip.

Not because I need a different life or business, but I genuinely love the process of planning, dreaming, and organizing what is already unfolding.

I’ve done the 2026 manifestations. And the vision planning. And the word of the year. And bingo cards. And I even have plans to do punch cards (they are all the rage right now).

But I also love leaning into ins and outs.

Things that I can set intentionally without the rigidity.

It’s giving sustainable. It’s giving adapt as you go. It’s giving set some mother effing boundaries.

If you’re feeling overwhelmed by the new-year-energy, might I interest you in some ins-and-outs and permission to start small and let things grow as you settle into the year??

Here’s my ins and outs when it comes to starting, growing, and sustaining a business as a clinician business owner –

As an entrepreneur…

INS:

Trusting what excites you, and not just what everyone else is doing. The comparison game is real, but the bottom line is if you aren’t excited about it, it’s not going to be sustainable.

Being really freaking helpful with education. This is the antithesis of bro-y sales marketing. We are providing education and insight to be helpful, to teach generously, and trust that when we do good, good things will come.

OUTS:

Overcommitting to projects “just because they are a good opportunity”. I’ve spent the last several years hustling and saying yes. Partly out of fear, partly to just experience as much as possible. I’m v over that this year.

Treating rest as a reward instead of a requirement. If taking the last two weeks taught me anything, it’s that time away from my inbox is the key to unlocking creative energy.

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For your branding…

INS:

Color and boldness. 2026 isn’t the year to beige yourself into the background. If you identify as a warm, vibrant clinician, please let your branding reflect that! Color creates memory, clarity, and confidence. This doesn’t mean your brand has to be loud… just distinct. Need some inspo? In 2025, Morgan, Lydia, and Angie all leaned into color!

Naming the problem plainly instead of dancing around it. Your potential clients don’t need the most clever wordplay, they need to feel understood. Let’s cut to the chase and name what it is they are actually going through. Naming the problem direction saves them time, energy, and emotional labor.

OUTS:

Sounding “professional” at the expense of sounding human. You can be professional without being sterile. We work in a relational environment – your personality does in fact matter!

Using more than 3 fonts on your social media. Too many fonts dilute your brand and make you unrecognizable. Plus it just means extra time starting at Canva for you and I’d bet good money you have way more important things to do.

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For marketing your business…

INS:

Reaching out. Waiting to be discovered isn’t a strategy… this is the year of introducing yourself and reaching out. Cold emails. Warm follow-ups. DM conversations. Referral check-ins. Thoughtful outreach builds relationships which are the cornerstone of the work we do. PS: this is my favorite book about the art of reaching out.

Long-form content that gets repurposed intentionally. No need to constantly be on the search for what to post. One strong idea can get you a lot of pieces of content. Think of a blog post (or Substack post!) as the whole piece of bread and then email marketing, Instagram, LinkedIn, Pinterest or your social platform of choice as little breadcrumbs.

OUTS:

Creating content that dies after 24 hours. If you’re pouring energy into content that is going to disappear into the algorithm after 24 hours, you’re setting yourself up for burnout.

Waiting until things feel perfect. Perfection is just procrastination in a fancier outfit. Marketing only works when it’s consistent, not when it’s flawless.

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On your website…

INS:

Design that supports decision-making. Clear call to actions, intentional layout, and strategic flow help your potential clients understand what to do next without overthinking. Confused visitors don’t convert to clients.

Updating your website as your business changes. This is your friendly reminder that if you still have a COVID policy on your home page, it’s time to update your website. Your website should reflect your current offers and capacity.

OUTS:

Starting everything from scratch. You don’t need to start from zero every time your business evolves. Small intentional changes go a long way when you’re working with a strong base (like these templates that are built for private practices!).

“Welcome to my website” energy. ILYSM but we know where we are. We don’t need a welcoming committee unless it’s in the form of telling people who you help, how you help them, and why it matters.

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Consider this your permission slip to enjoy the planning without letting it turn into pressure.

The lists, the visioning, the ins and outs – they’re all just tools to help you move through 2026 with more clarity and less chaos.