I believe in the bioindividuality of business –– and you should too.

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Jonathan Stewart
Jonathan Stewart
I've been searching for ages for a good way to describe why I do what I do the way I do it then I discovered "Bio-individuality". It summed it all up for me.

The first time I heard the term, it literally took my breath away.

I had been searching for ages for a good way to describe why I do what I do the way I do it ––why it’s so important to me to build systems that fit the business owner, rather than the other way round.

Then a friend mentioned the term “bioindividuality”, and everything fell into place.

Bioindividuality is a term that actually comes from the nutrition field –– it’s the concept that each body is individual, and has individual needs and capacities when it comes to health. AKA, what is healthy for one body might be actually harmful to another. This is a complete perspective shift on the traditional view of health, which largely viewed every body as a slight variation on a core theme, and designed healthcare and wellbeing advice on the assumption that if something was good for one body, it would have a reasonably similar effect on other bodies.

Of course, we now know that this is simply not true –– epigenetics alone put that to bed. And I know you’re not here to read about wellbeing (fascinatingly nerdy as it is.)


Here’s why this matters though: because businesses are the same way.

Every business has specific needs and capacities, because every business owner is a completely different human, with their own needs, life circumstances, and quirks.

My life is completely different from your life. My business is completely different from your business.

And yet … most business advice is relatively one-size-fits-all.

This is especially true when it comes to systems and business-building. People find a “best practice” that really works for them and their business, and they get the idea that it’s a universal good practice, and share it with others. (Usually to the tune of $997 a month.)

And that system will work great for some of the business owners that buy it.

It will work OK for others. And maybe they’ll figure out how to change it or make it work for them in a duct-tape-and-safety-pins kind of way.

And for those it doesn’t work for, well…

Then it’s “their fault”. They’re “not flexible enough” or “not using the system right” or “should be more patient” or “just need to get past the learning curve.”

The core idea? You need to fit into your business and its infrastructure, not the other way around

This is wrong.

Your business should feel like a natural, seamless extension of your self. And that’s what I do.

Just because a system has “proven results” it does not mean that you’re going to get those results. 

And, contrary to what people will tell you, this is NOT YOUR FAULT, any more than it would be your fault if you put on shoes that were too big or too small for you. 

You can’t change your foot size. You can’t change who you are.

And anyone telling you that you need to to make their system/your business work is lying to you.


I know because I’ve spent the past god-knows-how-long of my life untangling businesses and rebuilding them after really smart, really dedicated, hard working business owners tried to shove themselves into “best practices” systems that just weren’t a fit for them, and ended up suffering, with businesses they resent, as a result.


I do not want that to happen to you.


That’s why all my work is done from the philosophical foundation of the bioindividuality of business.

Every business is unique, and as such HAS to have a unique system designed for it that works with both the nature of the business and the business owner. Anything less, and you’re going to end up with (completely preventable) incredibly frustrating issues. 

Things like…

  • A distaste for marketing (because you “hate selling”) and don’t wanna talk about yourself.
  • Feeling constantly overwhelmed because you “never get enough done”
  • Launching countless products none of which come to life because they never “feel right”. Or when they launch no-one buys it because it doesn’t fit you.

And the worst part? Business owners are so indoctrinated by this concept of homogenized business they think they just have to put up with this!

You don’t. Truly.

If your system isn’t a perfect fit for you, it’s not you. It’s the system. And that is a fixable problem.

What you think of:
I believe in the bioindividuality of business –– and you should too.?

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