If you’re running a small business, you’ve probably heard this advice a thousand times: “Work harder.” “Be the best.” “Hire the most talented people.”
We are taught to believe that success is a race. The person with the most skill, the biggest brains, and the strongest talent will win. It sounds right, doesn’t it? But what if that’s only half the story? What if the most talented person in the world can still fail, while an average person can achieve amazing things?
The secret isn’t just what you’re made of. It’s where you are.
The real key to success is proximity. Proximity means how close you are to the right things: the right city, the right network of people, and the right rooms where decisions are made. Talented people often fail in isolation. But average people can win big when they are in the right place.
Think of it like a plant. You can have the best seed in the world—a seed with perfect genetics and amazing potential. But if you plant it in bad soil, with no sunlight and no water, it will never grow. It will die alone in the dirt.
Now, take an average seed. Nothing special. But plant it in rich soil, give it plenty of sun and water, and it will thrive. It will grow strong and healthy.
Your business is that seed. Your talent is important. But the environment you put it in is everything.
Chapter 1: The Myth of the “Self-Made” Success
We love stories about the “self-made” millionaire. The person who started with nothing, worked alone in their garage, and through pure grit and genius, changed the world.
This story is mostly a myth.
Even the famous examples we all know had incredible proximity. Steve Jobs and Steve Wozniak (Apple) didn’t just happen to be in a random garage. They were in Silicon Valley in the 1970s. That place was buzzing with new ideas about computers. They were near Stanford University, near investors, and near other tech geeks. They were in the right place at the right time.
If those two same guys had started the same company in a small town with no tech industry, would we have ever heard of them? Probably not. Their talent needed the right environment to explode.
When you believe the “self-made” myth, you believe you have to do everything yourself. You isolate yourself. You think asking for help is a weakness. You burn out because you’re trying to push a boulder up a hill alone.
Success is not a solo mission. It is a team sport. And your first job is to find your team and your playing field.
Chapter 2: The Three Proximities You Can’t Ignore
So, what does “right proximity” actually mean? It breaks down into three main areas.
1. Proximity to Place (The Right City or Town)
Your physical location matters more than you think. Different cities have different personalities and different economies.
The Wrong City: You might be a brilliant software developer, but if you’re in a small town whose main business is farming, it will be hard to find clients, partners, or employees who get what you do. You’re the tech plant in the farming soil.
The Right City: If you move your software business to a city known for tech, suddenly everything gets easier. You’re surrounded by potential clients. There are meetups and conferences every week. You can find people with the skills you need to hire. The ideas are in the air you breathe.
This doesn’t always mean you have to move to a huge, expensive city. It means you need to be strategic. If you’re starting a craft brewery, being in a city with a strong food and drink culture is smart. If you’re starting a remote online business, your “city” might be the internet—but you still need to be in the right online places.
2. Proximity to People (The Right Network)
This is the most important type of proximity. Your network is your net worth. The people you spend time with shape your ideas, your opportunities, and your success.
The Wrong Network: If you spend all your time with people who are negative, who don’t understand business, or who are not ambitious, they will hold you back. They will doubt your ideas and tell you to “play it safe.” This is isolation, even if you’re surrounded by people.
The Right Network: You need to be near people who are a few steps ahead of you. You need mentors. You need peers who are also building businesses—people you can share problems and solutions with. You need to be near cheerleaders who believe in you.
A great idea shared with the right person can become a real business. A problem shared with a mentor can be solved in minutes, saving you months of struggle.
3. Proximity to Opportunity (The Right Rooms)
This is about being in the places where things happen. Opportunities are rarely mailed to your door. They happen in conversations.
The Wrong Rooms: Sitting alone in your office every day is the wrong room. Only going to events with your same friends and talking about the same things is the wrong room.
The Right Rooms: The right room might be a local business association meeting. It might be an industry conference. It might be a mastermind group of other business owners. It might even be a Facebook group for your industry where you actively participate. It’s any place where you can meet new people, learn new things, and be present when opportunities—like a new client, a partnership, or a great idea—appear.
You have to walk through the door. Luck is what happens when preparation meets opportunity. But you can’t meet opportunity if you’re never in the same room.
Chapter 3: How Average People Win in the Right Spot
Let’s be clear: “Average” doesn’t mean bad. It means not being the world’s number-one expert. It means you have skills, but you’re not a once-in-a-generation genius.
And that’s okay. In fact, it’s better than okay.
An average person in the right proximity can outperform a genius in the wrong proximity. Here’s why:
They Learn Faster: When you’re around people who are better and smarter than you, you learn without even trying. You hear how they talk about problems. You see how they run their businesses. You absorb their knowledge like a sponge. Your “average” skills quickly become above-average.
They Get Opportunities: The genius might have a better product, but no one knows about it. The average person in the right network might get introduced to a big client because their mentor put in a good word for them. Opportunities for business, investment, and partnerships come through people who know and trust you.
They Get Support: Building a business is hard. There are days you want to quit. If you’re isolated, you probably will. But if you have a network, you have people to call. They will encourage you, give you advice, and help you through the tough times. This support system is a superpower.
An average idea with fantastic execution beats a fantastic idea with no execution every single time. And the right proximity is what allows you to execute.
Chapter 4: How to Find Your Right Proximity (A Practical Guide)
Okay, so proximity is important. How do you, a busy small business owner, actually get it? You don’t need to move across the country tomorrow. Start small.
Step 1: Audit Your Current Proximity
Take a hard look at your situation.
Place: Is my city or town supportive of my type of business? Are there suppliers, customers, and talent here?
People: Who are the five people I spend the most time with? Do they lift me up or pull me down? Do they challenge me?
Rooms: When was the last time I went somewhere new to meet new people? Am I actively seeking new opportunities, or waiting for them to find me?
Be honest with yourself. Is your business planted in the right soil?
Step 2: Seek New People Intentionally
Your network is a garden. You have to tend to it and plant new seeds.
Find a Mentor: Don’t be afraid to ask. Most successful people love to help. Offer to buy them coffee for 20 minutes of their time.
Join a Group: Look for a Chamber of Commerce, a industry-specific association, or a small business mastermind group.
Use Social Media Wisely: Don’t just scroll. Join LinkedIn groups for your industry. Follow leaders you admire and comment thoughtfully on their posts. Start conversations.
Step 3: Invite Yourself to the Right Rooms
Opportunity won’t knock. You have to find its house.
Attend One New Event: Commit to attending one new conference, workshop, or networking event this quarter. Your goal isn’t to sell, but to listen and meet three new people.
Start a Conversation: If you see someone interesting, just say hello. “Hi, I’m [Your Name]. I really enjoyed what you said. What kind of work do you do?” It’s that simple.
Raise Your Hand: Volunteer to speak on a panel or lead a workshop. It instantly puts you in a room as an expert.
Step 4: Consider a Big Change (If Needed)
If you truly feel stuck—if your town has no customers for your business and no one to connect with—it might be time to think bigger. This could mean:
Moving your business to a new city.
“Virtual” Proximity: Building a strong online presence so your physical location matters less.
Partnering with a business in a better location to get access to their network.
This is a big step, but for some, it is the most important step they ever take.
Conclusion: You Are the Average That Will Win
You might not feel like the most talented person in your industry. That’s fine. Talent is overrated.
What matters is your courage. The courage to admit you don’t have to do it alone. The courage to reach out and ask for help. The courage to walk into a room where you don’t know anyone. The courage to change your environment.
Stop focusing only on improving yourself. Start focusing on improving your proximity.
Find your city. Find your people. Find your rooms.
Put yourself in the rich soil, give yourself sunlight and water, and watch how you—and your business—grow beyond anything you thought was possible. Your success is closer than you think. It’s right next to you. You just have to get close to it.
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Hi, I’m Heather.
Let me help you scale your Utah $1M+ biz to $20M+
My credentials:
- Built & sold Queen of Wraps (yep, that’s my face on the side of I-15)
- Learned 1,769,230+ lessons so you skip trial-and-error
- Zero Ivy MBA (just pioneer grit + market-tested tactics)
Let’s talk if you’re:
- Ready to work on your business (not in it)
- Hitting $1M+ and knowing you’re built for more
- Have 10+ employees that need to see your vision