Being a self-published author is no different than running a small business these days, and let’s be real—it’s a lot.

Between writing, editing, marketing, social media, and all the tiny things that pop up (like "Oh, I forgot to update my website...again"), it’s easy to get caught in the hamster wheel of daily tasks. I’ve been there. There was a time when I felt like I was doing everything except the things that would actually move my career forward. I was too busy working in my business to work on it.

If you’ve ever felt like you’re spinning your wheels, constantly chasing deadlines but not really seeing growth, you’re not alone. It’s a common trap for self-published authors, especially when we’re trying to juggle all the roles. The problem is that we’re so focused on the day-to-day that we miss the opportunity to zoom out and think big-picture.

Why Big-Picture Planning Matters

Imagine trying to drive across the country with no map or GPS, just a vague sense that you’re heading somewhere west. Sure, you’ll make it...eventually. But it’s going to take a lot longer, and you’ll probably take a few unnecessary detours along the way. Big-picture planning is your roadmap. It’s what helps you figure out where you’re going, how to get there, and what you need to prioritize to actually make it happen.

When you take time to plan for the long haul, you’re not just thinking about the next book or launch. You’re thinking about your career as an author. Where do you want to be in 5 years? What kind of books do you want to be known for? How do you want to grow your readership? All of these are big, important questions that can’t be answered when you’re stuck in the daily grind.

How to Work On Your Business

Okay, so we know big-picture planning is important, but how do we actually do it? It’s not like you can hit pause on everything to spend a month plotting out your dream career (though that would be nice, right?). The trick is finding small pockets of time to step back and reflect, even if it’s just for an hour a week.

Here are a few ways you can start working on your business, not just in it:

1. Set long-term goals. Where do you want to be in a year, five years, ten years? Write it down. You might not have all the answers, but having a general direction will help you make better decisions in the short term.

2. Plan your releases. Instead of writing one book, launching it, and then wondering what to do next, plan out a release schedule. Whether it's two books a year or one book every six months, having a plan keeps you moving forward.

3. Invest in your brand. This doesn’t mean spending thousands on fancy websites or swag (though if that’s your thing, go for it!). It means thinking about how you want to present yourself to readers. What’s your vibe? What do you want people to think of when they hear your name?

4. Build a team. You don’t have to do this alone. Whether it’s hiring a virtual assistant to help with social media or finding an editor you trust, building a team allows you to focus on what you do best: writing.

The Power of Strategic Thinking

When you work on your business, you’re taking control of your future. You’re no longer reacting to what’s happening around you; you’re being intentional about where you’re headed. It might feel overwhelming at first, especially if you’re used to flying by the seat of your pants (no judgment, I’ve been there), but I promise you, it’s worth it.

Think of some of your favorite authors—whether it's Nora Roberts, Stephen King, or even indie rock stars like Kennedy Ryan, Emily Henry, and Tia Williams. These authors didn’t get to where they are by just hoping for the best. They had a plan. They worked on their business just as much as they worked on their books, and that’s what allowed them to build long-lasting, sustainable careers.

The Difference Between Working In vs. On Your Business

When you're working in your business, you're dealing with the immediate to-do list—things like writing your next chapter, editing drafts, responding to emails, managing social media, or uploading your latest release to online platforms. These are the daily tasks that keep your business running smoothly and help you hit short-term goals. You’re in the thick of it, doing what needs to be done to keep things moving forward.

But working on your business? That’s when you take a step back and think about the big picture. It’s all about long-term strategy and growth—setting goals, planning your next releases, developing your author brand, and finding ways to scale your business. You’re not just focusing on today or tomorrow; you’re thinking months, even years, ahead. It’s the difference between constantly putting out fires and taking the time to figure out why the fires keep starting in the first place. Both are essential, but it's easy to get stuck in the daily hustle and forget to carve out time for planning and growth.

Examples of Each:

When you’re working in your business, you’re focused on tasks that keep everything moving day to day.

• Writing a new chapter: You’re in the creative flow, cranking out words for your latest project.

• Posting a blog update: Keeping your audience engaged with fresh content, whether it’s a sneak peek of your next book or an update on your writing process.

• Engaging on social media: Responding to readers, promoting your books, or joining in on conversations with other writers.

On the flip side, working on your business is more about planning and strategy:

• Creating a publishing timeline for your next three books: You’re thinking long-term, mapping out when and how you’ll release your upcoming projects to maximize impact.

• Developing a marketing strategy: Instead of just posting randomly, you’re taking time to craft a plan for how you’ll market your books across platforms—whether that’s planning a book tour, scheduling social media ads, or reaching out to influencers.

• Analyzing what worked in past launches: Looking back at previous book launches to see what drove the most engagement or sales, and using that data to fine-tune future releases.

It’s a balance between the two that allows you to not just keep up, but to grow in a way that feels intentional and sustainable.

So, if you’re feeling stuck in the grind, take a deep breath. And give yourself permission to take this moment to step back, even for a little while, and start thinking big-picture. Your future author self will thank you for it.

And who knows? Maybe with some strategic planning, you’ll finally get to a point where that website actually gets updated on time. We can dream, right?

In the end, working on your business is about giving yourself the space to grow as an author, not just scrambling to finish your next book or meet another deadline. When you take time to plan, you’re investing in your future—whether that’s through setting clear goals, building a sustainable writing schedule, or mapping out your next big project. The flexibility to adjust, the tools to stay organized, and the courage to delegate can transform your author journey from constant hustle to intentional growth.

Speaking of intentional growth, if you’re ready to take your writing to the next level, I’d love for you to join us in Wordmakers! We’re diving into #Plot4in4, where we challenge ourselves to plot four novellas in four weeks. It’s a great way to put everything we’ve talked about into action—long-term planning, goal setting, and community support all wrapped into one fun challenge. Hope to see you there!

xo, Tasha