It’s Not About You: The Freedom of Not Taking it Personally Artwork

Small Business Casual

Where small business meets your favorite pair of slippers.

A little quirky, not too buttoned up, one less accessory, ahhh… just right.

Welcome to Small Business Casual, where we focus on designing sustainable, cozy, and thriving businesses tailored to your LIFE. Not the other way around!

From general business and marketing to making sense of the behind-the-scenes chaos, I’m Emily Aborn, your host and Small Business Copywriter! I’m here to walk alongside you as we make running our businesses less of a roller coaster and more like a scenic train ride (don't forget the snacks!).

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Small Business Casual

It’s Not About You: The Freedom of Not Taking it Personally

February 10, 2026 • Emily Aborn

0:00 | 31:27

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Today, we’re digging into the wisdom from Don Miguel Ruiz’s book and philosophy, The Four Agreements, and applying it to our modern businesses and creative endeavors.

Marketing, content creation, client relationships, boundaries, and perhaps most importantly, your relationship with YOURSELF, we’re going to examine what it means to not take things personally and how freeing it can be. This is Part II in a four-part series, so make sure you catch each one and enjoy the journaling prompts and self-exploration along the way.

In the episode:

What does it mean to not take anything personally?
Why is it so hard NOT to take things personally in business?
What to do when clients ghost you, give you feedback, tell you you're too expensive
What it means about YOU when your content engagement drops or someone unsubscribes
The cost of taking things personally in business
How to stop taking things so personally
And more!

Journal Prompt #1)

What's one thing in my business that I've been taking personally - and what ELSE could it mean? Pick one thing: A client decision, low engagement, slow business month, etc. Write down the story you've been telling yourself. Then write down 3-5 OTHER possible explanations that have nothing to do with your worth.

Journal Prompt #2)

If I stopped taking this thing personally, what would change? How would I feel? What would I do differently? Imagine the FREEDOM of not making it about you. What opens up? What becomes possible?

Let's Connect!

I’m Emily Aborn, a Small Business Copywriter and host of Small Business Casual. With over a decade of copywriting experience in 120+ industries, I help small businesses grow with marketing that makes a distinct imprint. I take a big picture approach and genuine connection as I help you step into becoming (and sharing) the real YOU. For fun/downtime, I love reading, writing, hiking with friends, and moments of uninterrupted silence.

Email: emily@emilyaborn.com