the truth behind my journey

After 28 years of building a business, I’ve realized that success isn’t always what it seems. Behind every “win” is a story of long hours, tough decisions, and moments of doubt. Today, I’m pulling back the curtain and sharing the truth behind my journey—the ups, the downs, and everything in between. WHY? Because real connections are made through vulnerability and my clients don’t always have good days. If you’ve ever felt like no one understands the actual struggles of being a business owner, this is for you.

HERE’S THE TRUTH…it’s really freaking hard. It’s not the glamorous life you show your customers or on social media. There are struggles on so many levels that no one seems to understand. You show your pretty smile when customers are present, but as soon as they leave you’re running around trying to put out the next fire, figuring out how to pay the next bill or wondering how to fire that dead beat employee!

I was only 21 when I realized I wanted to go into business for myself. I didn’t have it all figured out, but I had a half-ass vision, and I believed that if I could create a product people loved and poured my heart into it, the rest would take care of itself. That was my guiding force. Not many people believed in me at the time. I can still remember the small handful of people who encouraged me to follow my dreams—and I haven’t forgotten them. They were the ones who gave me the strength to push through when doubt crept in. But beyond that, I was on my own, figuring it out as I went. That’s how I did it…I fell on my face and got back up again.

Marketing meant good old-fashioned boots on the ground because social media and the internet didn’t exist. BOY IF I HAD SOCIAL MEDIA BACK THEN!!! I didn’t know how to manage money. What was a P&L anyway? I didn’t know how to hire people—building a team? I had no clue how to do that. But I believed in myself, and I was open to learning; sometimes, that belief was the only thing that kept me going. There were endless nights where I would lie awake, staring at the ceiling, wondering how much money was left in my checking account. Some days, I was terrified to look. I don’t know if you’ve ever felt this way, but if I had a dollar for every person who assumed I had money because I had a business…I’d be a rich woman! I specifically remember sitting in my car checking my account to be sure my checks wouldn’t bounce!

When it came time to start a family, the stress only mounted. I had no idea how I was going to feed my child when I barely had time to feed myself. I remember being pregnant and telling my mom, “I don’t know how I will do this. I don’t know how I am going to feed this child or give it any attention.” The hustle and bustle of running a business was so intense that I felt like a hamster on a wheel—running as fast as I could but never catching up. Sound familiar? What is a priority? Shit, it’s all so hard!

Over my 28-year journey, there were countless catastrophes. I can vividly recall how devastating 9/11 was—not just to the country but to my business. Thank goodness for the sales of American flags, which paid the rent. There were many days with zero sales, and it was terrifying. I also weathered several hurricanes, including Katrina, when we lost all our rental income and had to rely entirely on my business to keep us afloat. And it did—barely. Some days, we’d make $100; on better days, we’d pull in $2,000. But those high sales days felt like a brief reprieve from a constant storm. From election years to natural disasters to the 2008 economic downturn, I pushed through and never allowed outside forces to dictate what my business was doing. AND I WON’T HEAR THIS FROM MY CLIENTS AS AN EXCUSE EITHER… “I don’t care who is President of the United States, your customers still need you!” (said with love)

Running a business wasn’t just about making sales. It was about making real connections and survival. It was about learning, growing, and making decisions that had real consequences. Sometimes, I didn’t think I’d make it through the month, but I kept pushing because I had no other choice, AND I loved my business. It was an extraordinary place. My business wasn’t just a job—it was how I fed my family; it was a community; it gave people their first jobs, built business owners, and fed the dream I’d fought for.

One of the greatest joys I found in business was the personal relationships that were created. It makes me so happy when I think about the kids who grew up coming to my shop and eventually having their first job there. Many of those same employees have become entrepreneurs themselves. What was HARD was the negative customers that I had experiences with! Yes, several negative social posts, reviews, and general comments turned my world around on a few occasions! (Don’t worry, I won’t ever forget you either!)

As my business grew, so did the demand for more space and a larger team. I had crammed way too many girls in one space to keep up with our orders that parents complained “about the work environment!” That’s when it became clear that it was time to take the next big step. I needed to build my own retail building—a space allowing my business to thrive and grow.

As time passed, the world changed, and so did the way business was done. The rise of the internet and social media brought a whole new set of challenges. As foreign as it was, I knew I had to learn and adapt if I wanted my business to stay relevant. So, I forced myself to dive into this unfamiliar world. My first website was a complete disaster—I’m not exaggerating. It took several attempts, numerous failures, a lot of money, and learning to get it right. Is anyone’s website perfect?? Here’s the thing: it doesn’t have to be. Like humans, our businesses are constantly evolving, continually growing, and always needing change. There’s no such thing as a finished product—there’s only progress. (I’ve seen some of your websites, and we need to chat!)

If you’re struggling to make things perfect, take it from me—perfection doesn’t exist, but PROCRASTINATION does, and it kills implementation. Whether it’s your website, social media, or business itself, it’s a continuous journey of adapting, pivoting, and evolving. Just as we grow as individuals, so do our businesses. And that’s the beauty of it. If you’re in the trenches, fighting daily to keep your business going, know I see you. I’ve been there. You are not alone. I hope this story encourages you to keep going in your own story. Embrace the messiness, the mistakes, and the pivots. It’s all part of the process.

The Turning Point:

Choosing Growth Over Limiting Beliefs

Looking back, a clear turning point in my career led to significant growth, and it all started with a decision. I had reached a point where I knew I could no longer allow my inner, limiting beliefs to hold me back. I had spent years doubting my abilities, thinking I didn’t know enough about managing money, hiring a team, or implementing systems to scale my business. But at that moment, I decided, that’s it.

I chose to change how I thought about myself and my business. I was going to stop letting fear and doubt dictate my decisions and take control of my business and future.

I committed to:

1. Building a Strong Team – I would no longer try to do everything myself. I wanted a team I could trust who believed in the vision as much as I did. This meant hiring people for the tasks at hand and the business's long-term success.

2. Positive Money Mindset – I realized that if I wanted my business to grow, I had to improve my money mindset. I educated myself on managing finances effectively and started thinking strategically about cash flow, investments, and profitability. This shift in perspective helped me understand that money wasn’t just something to worry about—it was a tool I could use to build my business.

3. Creating Standard Operating Procedures (SOPs) – I needed structure. I created clear SOPs that my team could follow, allowing us to operate smoothly even when I wasn’t there. This allowed me to step back and work on the business instead of in it.

4. Developing an Exit Plan – I started thinking about my future and what I wanted my business to look like. I tried to align my strategic vision with an exit plan so that I could eventually step away from the day-to-day operations and have the business run independently. Having this vision in place was crucial for my growth and for shaping the company's long-term direction.

This decision to shift my mindset and focus on building a scalable, sustainable business was the moment everything changed. It wasn’t easy, but it was necessary. Once I started believing in the possibilities and committed to learning what I didn’t know, the business grew in ways I hadn’t imagined. I allowed my team to take charge of things that were in their ZONE OF GENIUS, I accepted what I didn’t know as learning curves and I got coaching. This turning point allowed me to move from struggling to keep the business afloat to creating a thriving, sustainable venture that could run without me at the center of every decision. It’s the decision I’ll never regret, and it’s the one that set me on the path to long-term success.

The Power of Coaching:

How Pinnacle Global Network Changed Everything

San Diego, CA Pinnacle Global Network (me and my mentor friends)

“What got you here, won’t get you there!” - Allison Maslan, Founder PGN

One of the biggest catalysts for my business's growth came in 2022 when I got coaching from an incredible organization, Pinnacle Global Network—an organization I now have the privilege of mentoring for. Between my mentor and the fantastic PGN community, I made some of the most significant shifts in my life and my business.

Before PGN, I was working 15-hour days, feeling like I was constantly spinning my wheels. I was so deep in the daily grind that I couldn’t see a way out. I knew something had to change, but I wasn’t sure what. That’s when I sought help. My mentor guided me through mindset shifts, strategy building, and team building strategies that changed how I approached my business.

In just one year, I went from working endless hours to choosing when I wanted to work. This choice wasn’t just about cutting back on hours but about gaining the freedom to focus on growing my business instead of being trapped in it. I implemented systems, built a leadership team, and developed a strategy aligned with my vision. I created a team that didn’t need me in the day-to-day, which allowed my company’s value to reach its highest. It was more than just a change in workload—it was a change in mindset and direction. I learned how to delegate, trust my team, and work on the business rather than in it. This freedom allowed me to focus on what truly mattered—both in my personal life and in driving the future of my business.

Today, I am a mentor for Pinnacle Global Network, and I get to help other business owners experience the same transformation I did. If there’s one thing I can say, getting the proper support and surrounding yourself with the right people can completely change your trajectory. After selling my first company in April 2023, I founded THE RETAIL LAB, a coaching program focusing on boutique owners. Between my business and my mentor position with Pinnacle Global Network, I can support countless business owners and help them grow! I genuinely am filling my bucket.❤️

What’s your story? I’m here to help you with a happy ending.

Kristi Brocato

Founder - THE RETAIL LAB

PS..this was NOT written with AI, and it contains multiple grammatical errors, and I DON’T CARE bc I am embracing my non-perfect era! ;)

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