Your Inner Rebel & Sustainable Business (with Annie Schuessler)

The Haven (Private Podcast): (Protected Content)

After 20 years as a practicing therapist, Annie Schuessler recognised something vital: her work, though deeply meaningful, was starting to exhaust her. The early signs of burnout were impossible to ignore. Her values were shifting towards a more sustainable business model, and with them, her professional focus.

In this episode of The Gentle Rebel Podcast, Annie joined me to share her story—how she transitioned from therapy into business coaching, and what it means to build a business as a sensitive, values-led person. Especially for those of us who identify as highly sensitive, creative, or introverted, Annie’s experience offers a grounded, practical roadmap for creating a sustainable business.

Why We Hide Our True Selves in Business

One of the central themes Annie speaks to is the tendency we have to play it safe—to blend in, to appear “professional,” and to conform to what others seem to be doing. This is particularly relevant for highly sensitive people, who often prefer harmony and may avoid standing out.

Annie shared how she used to present herself in a much more “bland” way—how even things like professional headshots became a vehicle for hiding. But over time, she learned that authenticity wasn’t just more satisfying—it was more effective. When she started allowing her values, quirks, and real voice to shape her business, she began attracting the right people, attracting those interested in a more sustainable business.

Ask yourself: What is something I wish I could say to the people I want to serve, but feel afraid to? Often, those answers point to the work we’re truly meant to do.

Rebellion and Serenity

This month in The Haven, we’ve been exploring the theme of Serenity. Annie’s definition of rebellion—a commitment to adventure, exploration, and self-alignment—ties beautifully into that. For her, rebellion is not about blanket rejection of the norm. It’s about finding the courage to follow your own path, even when that means diverging from mentors, peers, or the prevailing wisdom.

This is a quietly powerful form of rebellion that highly sensitive people often resonate with. It’s the choice to stop hiding, to step into integrity, and to build something that genuinely reflects who we are, which is crucial for a sustainable business.

The Importance of Iteration Over Perfection

For sensitive creators, the desire to get everything just right before we start can be paralysing. Annie encouraged listeners to treat their business as a living, evolving project. The key is iteration, not perfection. Try something. Test it. Learn. Adjust. Repeat.

She gave the example of niche selection: rather than waiting for the perfect niche to appear, choose a specific group of people with a specific problem—and build from there. This iterative approach helps in building a sustainable business. As Annie said, “The only way to get better is to do the thing and keep improving it.”

Avoiding Burnout Through Values-Based Design

Many sensitive people are drawn to service-based businesses that are rooted in care. But without conscious design, these businesses can quickly lead to overwhelm and burnout.

Annie discussed how misaligned business models are a common cause of burnout. For instance, someone might dream of running a low-cost membership programme—but not be willing or able to grow the audience needed to sustain it. In these cases, a smaller, more focused offer at a higher price point might be a better fit for a sustainable business.

This is not just about making money—it’s about protecting your energy. Annie emphasised the importance of choosing models and marketing methods that feel joyful and sustainable. Burnout doesn’t come from working hard—it comes from working in ways that don’t align with who we are.

Marketing as a Form of Care

Marketing is one of the biggest stumbling blocks for many of us—especially highly sensitive people who don’t want to “sell” in traditional ways. Annie reframed marketing as connection, care, and clarity. It’s how we show up for the people we’re meant to serve while promoting a sustainable business.

She shared how she no longer does traditional sales calls—instead, she invites potential clients to ask questions, which she replies to with short video messages. This approach mirrors how she supports people inside her programmes. It’s authentic, congruent, and gentle. And it works.

The Hamster Wheel of Tactics

If you’re feeling overwhelmed by all the things you could do—launch a podcast, start a newsletter, learn about ads—Annie’s advice is simple: don’t try to do it all. Choose a few things that you enjoy and commit to them for a set period (she suggests six months). Give them your energy. Then reassess.

She keeps a “maybe later” list for all the appealing ideas she’s not ready to pursue. This helps her stay focused, intentional, and in alignment with her core values, key aspects of a sustainable business.

Belonging to Yourself

Annie’s insights go far beyond business. They offer a framework for how to live, create, and serve in ways that honour both who we are and what we care about. For highly sensitive people—often navigating a world that feels too fast, too loud, and too focused on surface-level success—this kind of clarity is deeply empowering.

Rebellion, as Annie frames it, is about caring enough to stop hiding. Serenity is about belonging to yourself, fully and unapologetically. And building a sustainable business that reflects both is possible.

Connect with Annie

If Annie’s approach resonated with you, you can find out more at:
RebelTherapist.me
Twitter: @AnnieS_Therapy
Instagram: @annieschuessler