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Hey There, CEO!

I’m pulling back the curtain today to talk about something I don’t always dive into—the hard truth about how long it took me to build a profitable wedding business. It’s kind of scary to say this out loud, but it took me 10 years of doing it all wrong—overworking, feeling burnt out, and wondering if I’d ever escape the cycle of hustle. But here’s the good news: after banging my head against the wall for a decade, I finally figured it out.

If you’re feeling stuck in your wedding business, working 80-hour weeks, and wondering when the success will follow, I get it. I was right there too.

But what changed everything was one simple shift: I stopped thinking like an employee and started thinking like a CEO.

Today, I’m going to share the four game-changing lessons that took my business from chaos to consistent, sustainable profits.

The One Thing: Stop Thinking Like an Employee—Start Thinking Like a CEO

When I first started my wedding business, I was doing everything. Sound familiar? I was handling client emails, doing the sales, managing timelines, and even processing payroll. I was constantly working and yet somehow, we were stuck in the same place. For years, we just couldn’t break out of that hustle cycle.

Then I realized the root of the problem: I was thinking like an employee, not a CEO.

I was in my business instead of on it.

And the moment I shifted my mindset was when everything changed. I had to step back and focus on how to scale, rather than just keeping the wheels turning.

“Once I started to understand why my business needed me to think like a CEO, that’s when everything started to turn.” -Brandee Gaar

The big takeaway here? You can’t scale a business if you’re still treating it like a solo job.

As the CEO, your focus should be on building systems and creating processes that allow the business to function without your constant involvement. When I finally made this shift, I was able to step back from day-to-day operations—and yes, I still take a full-time salary!

1. Systems Will Always Be Better Than Hustle

I get it—you’re probably thinking, “Brandee, I can hustle harder than anyone else.” And hey, maybe that’s true! But here’s what I learned the hard way: hustle only gets you so far.

Sure, there’s a hustle stage in every business, but if you want to grow, systems will always be better than hustle.

For 10 years, we were overworked and exhausted. We had zero margin in our schedules because I was still doing everything myself. Then we built out systems—automating the little things and delegating tasks—and that’s when the magic happened.

“We were literally putting bubble gum in the holes of our boat as we went, praying that it all stayed together.” -Brandee Gaar

Does that sound like your current situation?

Here’s the fix: start building systems. Automate repetitive tasks like email responses and invoicing. Delegate what doesn’t need your personal touch. And most importantly, stop doing things that don’t contribute to the long-term growth of your business.

The more you remove yourself from daily tasks, the more you can focus on the bigger things—like scaling, strategy, and growth.

2. Know Your Numbers (And Actually Care About Them)

Numbers are not the sexy part of running a wedding business—I totally get that.

But here’s the truth: if you don’t know your numbers, you’ll never be able to grow your business profitably.

This was one of my biggest lessons.

For years, I was just winging it with our pricing and finances. My husband even hired a bookkeeper behind my back (we laugh about it now, but it was a huge fight at the time) because I refused to spend money on something I thought I could handle.

Spoiler alert: I was wrong. We were losing money because I didn’t know how to manage our finances properly.

“I was spending hours in QuickBooks, inputting data wrong anyway, and it wouldn’t make sense. I would just bang my head against a wall.” -Brandee Gaar

Once I started paying attention to things like our break-even number, cash flow forecasts, and conversion rates, I could finally see where we were wasting time and money. And it wasn’t until I truly understood these numbers that we could start turning a profit.

So, if you’re not reading those reports your bookkeeper sends, it’s time to start. Numbers may not be fun, but they’re the lifeblood of your business.

3. Raise Your Prices Correctly

Here’s a tough love moment for you: you’re probably undercharging for your services. I know I was.

For years, I thought I was charging a lot. I mean, $4,000 for full-service planning seemed like a dream, right? Wrong. I was barely covering my costs. There was no margin left to pay myself or invest back into the business.

“We were working our butts off, and I thought, $4,000? That’s so much money! But there was never enough at the end of the month to actually make payroll.” -Brandee Gaar

The truth is, most of us don’t know what we should be charging. I always say that “charge what you’re worth” is a trash statement because it’s so vague. What does “worth” even mean? Instead, you need to charge what it costs to run a profitable wedding business.

Take the time to really break down how many hours go into each service, understand your overhead, and figure out what your true costs are.

Once I did this, I was able to raise my prices confidently. And guess what? Clients still booked. In fact, we started booking better clients—people who valued the experience and expertise we were offering.

4. Invest in the Right Team

The final piece of the puzzle was learning to invest in the right team. And yes, I said invest because hiring is not just an expense. It’s one of the best investments you can make in your business.

Early on, I was scared to hire people because I thought I couldn’t afford it. But as soon as I let go of that fear and started bringing on the right team members, we were finally able to scale.

I went from having a bunch of contractors to a core team of employees who worked with me every week, and it made all the difference.

“I created a core team who worked every single weekend with my company. They were exclusive, and I was able to pour into them and give each of them a way to grow the company.” -Brandee Gaar

Building the right team isn’t just about hiring bodies to fill roles. It’s about bringing on people who are aligned with your mission, who understand their roles, and who are committed to helping you grow the business.

Once you have that, the freedom you’ll feel is incredible. Suddenly, you’ll have more time to focus on the big picture while your team handles the rest.

Final Thoughts: Think Like the CEO You Were Meant to Be

I’m living proof that it’s possible to go from overworked and overwhelmed to running a profitable, scalable wedding business.

But the first step is to stop thinking like an employee and start thinking like a CEO. Build systems, know your numbers, raise your prices, and invest in the right team. These aren’t just business strategies—they’re the foundation for long-term success.

If this resonated with you, I’d love to help you further. Whether you’re stuck on pricing, building a team, or just figuring out how to get out of the day-to-day grind, let’s chat. Head to weddingproceo.com/apply to book a call, and let’s get your business moving in the right direction.

FAQ

Q: How do I shift from the hustle mindset to the CEO mindset?

A: Start by identifying the tasks you can automate or delegate. Focus on the big picture—growth and strategy—rather than getting stuck in the day-to-day details.

Q: What’s the first step to raising my prices?

A: Understand your costs. Break down how much time and resources each service requires, and price accordingly. When your prices are based on data, you’ll feel more confident selling them.

Q: How do I build a team when I’m scared to hire?

A: Think of hiring as an investment, not just an expense. Start small by hiring part-time or contractors, and make sure you’re creating specific roles that contribute to the overall growth of your business.

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