We caught up with the brilliant and insightful Josefine Wanner a few weeks ago and have shared our conversation below.

Josefine, looking forward to hearing all of your stories today. Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

From the outside looking in, it’s easy to assume my business took off like a rocket. But if you look closer, you’ll see it was more of a steep climb — complete with bruises, scrapes, and plenty of wrong turns along the way.

When I first left my corporate career, I imagined I’d replace my salary within a few months by simply “following my passion” and helping people online. It turned out to be far more complicated. For nearly two years, I experimented with different business models: one-on-one coaching, group programs, live workshops, digital courses, you name it.

The irony is that trying everything all at once nearly sank me. I was constantly creating something new instead of doubling down on what was already working.

My turning point call came when I realized I was trapped in a cycle of launching brand-new offers.

I would launch, help my clients solve a specific problem, help them get the results, but instead of building and optimizing that offer – I found some flaw with my offer (the wrong target audience, the problem didn’t seem big enough etc.), so I then abandon the entire thing and started from scratch. A bit like Ground Hogs Day Entrepreneur style…

That approach wasn’t just exhausting — it stunted my growth.

So, I decided to do something radical (at least for me): stick with one offer until I had perfected the sales process and delivery.

That shift — focusing on one specific problem for one specific audience — was a game-changer.

Here’s what I did:

• Niche Clarity: I got brutally honest about who I could serve best. By zeroing in on coaches and service providers, my messaging suddenly became much sharper.

• Rinse and Repeat: Instead of reinventing the wheel, I focused on refining my one signature offer. I paid close attention to client feedback, iterated on my content, and improved my marketing with every launch.

But I didn’t transfer there over night, let me share some of my obstacles and mistakes

• Working around the clock was my first instinct, thinking hustle alone would catapult me to success. It led to near burnout before I learned how to work smarter, not harder.

• I was extremely afraid in the beginning of putting myself out there on social media and even writing emails to people who were on my email lists. But, there is no way around it, consistent, authentic visibility is crucial if you want to scale online.

• Early on, I hired people without clear systems or guidelines in place. I had e.g. been told that “Pinterest is the place to be!” and thought that I had to be there too, even though I never used it myself. So I hired someone to do it for me. Which almost turned into a copyright issue. Learn the things first, and then you can outsource to someone who knows how to do it better.

Success rarely comes from one big break. It’s the culmination of smaller breakthroughs, learning from painful missteps, and refusing to give up.

If there’s one piece of advice I could give to anyone stuck in the “messy middle,” it’s this: Focus on one core solution, optimize it diligently, and keep iterating until it becomes your launchpad for real growth.

That’s how you scale — and it’s rarely an overnight affair.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I’m a former corporate executive turned entrepreneur, and my journey began with a wake-up call — literally.

My father’s illness made me realize how short life can be and how much of mine I was spending counting down the days until retirement (only 7’300 more days…).

I left my high-level job in the financial industry and decided to create a life on my own terms — one with more freedom, fulfillment, and impact.

The transition wasn’t smooth or easy. In the beginning, I had no roadmap, just a vision: to help others build businesses that offer them the freedom I craved.

Today, I specialize in helping coaches, consultants, and service providers turn their expertise into scalable online offers while building a highly engaged audience on LinkedIn.

Why LinkedIn?

Here’s the thing: LinkedIn is one of the most overlooked platforms for building a personal brand and generating high-quality leads.

Unlike Instagram or TikTok, LinkedIn doesn’t just show people what they like — it prioritizes connections.

That means when you post, your network (and their network) gets to see your content. The algorithm is designed to amplify thought leadership, not just pretty pictures, which makes it perfect for coaches and service providers who want to position themselves as experts.

I help my clients build and optimize their LinkedIn profiles, craft engaging content that resonates with their audience, and develop a strategy that turns connections into paying clients. It’s about creating trust, visibility, and consistency — three pillars of any successful business.

What I Do

When people come to me, they’re often feeling stuck. They’re overwhelmed by the idea of marketing themselves online, unsure of what to say or how to stand out. Or, they’re stuck in a one-to-one service model that has capped their income and taken over their time.

I help them with two key things:

• Building an audience on LinkedIn: Together, we clarify their niche, optimize their profile, and create content that makes people say, “Wow, I need to work with you!”

• Creating scalable online offers: Whether it’s an online course, group coaching program, or digital product, I help them package their expertise into something that delivers transformation to many, without them being stuck trading hours for dollars.

What Sets Me Apart

I’ve been in their shoes, and I don’t just hand out cookie-cutter advice. My approach is deeply personal. I believe that your story, your values, and your unique voice are your biggest assets, especially on a platform like LinkedIn.

My corporate background taught me how to build systems and execute strategies at a high level, but my personal journey taught me the importance of authenticity and resilience.

I combine both to help my clients create businesses that not only generate income but also align with their lives and goals.

And I’m not about gimmicks or overnight hacks.

I don’t teach my clients to spam people with cold DMs or send hundreds of connection requests. Instead, we focus on building relationships and delivering real value — because that’s what leads to sustainable growth.

What I’m Most Proud Of

The work I do changes lives — not just my clients’ but also the lives of the people they serve.

One of my clients was stuck working long hours in one-on-one sessions and couldn’t see a way out. Now, she’s running a thriving group program and has time to actually enjoy her life, while she makes more money, and serves more people!

Another client implemented a simple LinkedIn Lead Generation Strategy; within weeks, she secured speaking engagements and new clients – without spending hours on the platform.

What makes me proud is seeing people step into their potential and realize that they can have both impact and freedom.

What I Want You to Know

• You don’t need to do everything: Focus on what you’re great at, build trust with your audience, and keep it simple. One offer, one sales strategy, one step at a time.

• LinkedIn is a goldmine: If you’ve been ignoring it, you’re leaving opportunities on the table. It’s the easiest platform to stand out as an expert and connect with the people who need what you have to offer.

• Success isn’t about working harder: It’s about working smarter. Build a business that works for you — not the other way around.

At the heart of it all, I want people to know that scaling doesn’t have to be overwhelming or complicated.

You don’t need to be everywhere or do everything.

With the right strategy and mindset, you can build a business that aligns with your life and makes the impact you’ve always dreamed of.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn is that making money has to be hard.

On the surface, I understood that money can flow with ease when you create the right systems and strategies. I’d seen it happen for my clients. I knew the theory. But what I didn’t realize was that my subconscious mind was still clinging to the belief that money only comes through hard work and struggle.

This belief showed up in subtle but damaging ways. For instance, every time I launched a new offer and it succeeded, I couldn’t just enjoy the moment and refine that success. Instead, I’d convince myself that something was “off.” Maybe the audience wasn’t exactly right. Maybe the problem I solved wasn’t “big enough.” Or maybe the entire offer just wasn’t good enough.

Instead of optimizing and building on what was already working, I’d toss it aside and start over—essentially re-inventing the wheel every time. And let me tell you, that is an exhausting way to run a business. It’s like being stuck on a hamster wheel, always running but never truly moving forward.

The turning point came when I finally asked myself: Why am I doing this? I realized that deep down, I believed that if something felt “too easy,” it couldn’t possibly be valuable enough — or worth the money I was charging. That subconscious belief kept me stuck in a cycle of overcomplication.

Unlearning that mindset wasn’t an overnight process. I had to actively remind myself that:

• Simplicity doesn’t mean a lack of value.
• Scaling doesn’t have to feel like struggle.
• Doing less can actually create bigger results.

Today, I focus on one core solution, one ideal client, and one sales strategy at a time.

I’ve seen firsthand that you don’t have to re-invent the wheel to keep growing. In fact, sticking with what works — and refining it over time — is the most powerful strategy of all.

Letting go of the belief that “making money is hard” has not only transformed my business but also my energy and mindset.

Now, I teach my clients the same thing: success doesn’t have to feel like a grind.

When you stop overcomplicating, you make room for the ease and flow that scaling really requires.

Any insights you can share with us about how you built up your social media presence?

Like most others, I started promoting my business on Instagram. It felt more creative, freer, and, to be honest, way less intimidating than LinkedIn. Instagram seemed like the obvious choice — it’s where all the successful entrepreneurs I followed were showing up and thriving.

But the day I shifted my focus from Instagram to LinkedIn was the day everything changed.

On LinkedIn, I found a platform built for connection, learning, and professional growth—a space where my efforts were met with meaningful engagement and results. That decision transformed how I show up online and how I grow my business.

Unlike Instagram or TikTok, it’s less about the highlight reel and more about providing real value.

I started by optimizing my profile to reflect my expertise, making it clear who I serve and how I help them. Then, I began consistently posting content that resonated with my ideal audience — coaches and service providers who wanted to scale their businesses.

At first, it was slow. I’d get just a handful of likes or comments, and it felt like shouting into the void. But I stayed consistent, engaged with others in a meaningful way, and gradually built relationships. Those relationships turned into conversations, collaborations, and eventually, clients.

The turning point came when I realized that one meaningful post or one engaged follower is worth far more than thousands of silent spectators.

Now, with just over 7,000 followers on LinkedIn, 2,000 on Instagram, and 500 on YouTube, I’ve built a thriving business — and I’m living proof that you don’t need hundreds of thousands of followers to succeed.

Advice for Those Starting Out

Focus on Value, Not Virality
Don’t chase trends or worry about “going viral.” Instead, focus on creating content that speaks directly to your ideal audience. What problems do they have? What questions are they asking? If your content solves their problems or inspires them, they’ll keep coming back — and they’ll tell others about you.

Engage Authentically
Social media isn’t just about posting; it’s about connecting. Comment on others’ posts, reply to DMs, and start conversations. Relationships are the foundation of any strong audience.

Optimize Your Profile
Your profile is often the first impression someone has of you. Make sure it clearly communicates who you are, what you do, and how you can help. On LinkedIn, for example, I always emphasize that your headline, profile picture are key — they’re visible every time you comment or engage.

Be Consistent, but Not Overwhelmed
You don’t need to be on every platform or post every day. Pick one or two platforms where your ideal audience is most active, and show up consistently. Quality trumps quantity every time.

Attract the Right People
This is the most important part. It’s better to have 100 followers who are genuinely interested in what you offer than 10,000 who aren’t. Speak directly to your niche and let your content act as a filter to attract the right people and repel the wrong ones.

Building an audience takes time, and it’s easy to fall into the trap of comparing yourself to influencers with massive followings. But remember: impact over numbers. If your content resonates with the right people, even a small audience can lead to incredible opportunities, loyal clients, and meaningful connections.

Contact Info:

• Website: https://www.josefinewanner.com
• Instagram: https://www.instagram.com/josefinewanner/
• Facebook: https://www.facebook.com/josefine.wanner/
• Linkedin: https://www.linkedin.com/in/josefine-wanner/
• Youtube: https://www.youtube.com/@josefinewanner

Image Credits

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