Are You Building a Business—or Just Reacting to One?

4th April 2025

In the busy world of health and wellness, it’s easy to fall into a pattern of reacting to what everyone else is doing.

A nearby clinic adds a new treatment…
A competitor slashes their prices…
Someone else’s Instagram is exploding with engagement…

And suddenly, your focus shifts from your own goals to keeping up—or worse, doing the opposite just to stand out.

But here’s the truth: building a meaningful business isn’t about reacting to others. It’s about clarity, direction, and service.

The Trap of Oppositional Thinking

There’s a term for what happens when we define ourselves by what we’re not.

It’s called schismogenesis. (Don’t worry, I’m not turning this into a lecture.)

In simple terms, it’s when small differences become exaggerated into big divides.

You offer holistic care, they go all-in on high-tech.

They promote supplements, you reject them completely.

It becomes less about what works—and more about what separates us.

But this kind of thinking often comes from fear or scarcity, not strategy.

And it’s not a sustainable way to grow.

What If You Focused on Your Mission Instead?

Instead of reacting to competitors, imagine putting all that energy into serving your ideal clients better.

When you know who you are, what you stand for, and who you’re here to help, you don’t have to second-guess every new trend or offer.

Your path becomes clearer.
Your messaging becomes stronger.
And your clients trust you more—because you’re not constantly changing direction.

Define Yourself by Your Vision, Not Your Rivals

Ask yourself:

  • What kind of business do I want to build?
  • What kind of clients do I love working with?
  • What values do I want to be known for?

Your answers to those questions should guide your marketing, your offers, and your growth—not what someone else is doing down the road.

The Quiet Confidence of Purpose

The health and wellness space is full of noise. But the most successful businesses aren’t the loudest or the most reactive—they’re the most aligned.

So the next time you’re tempted to tweak your services because of what a competitor did last week… pause.

And instead, ask:

“What kind of business are we building?”

If you’re ready to bring more clarity and consistency to how you attract and follow up with leads, our MOMENTUM system might be a great fit. It helps you focus on what you do best—while automation handles the rest.

Request a Demo or drop us an email if you’re curious to learn more.

Flemming Arnott

Flemming Arnott

Flemming helps health and wellness business owners around the world fill their schedules by building websites that educate, build trust, and consistently generate high-quality leads. With over 25 years of experience—and more than a decade working almost exclusively with healthcare clinics—he’s become the go-to expert for practice owners who want to grow independently of doctor referrals, prioritize patient experience, and thrive in today’s changing healthcare landscape.

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About The Author

Flemming Arnott

Flemming helps health and wellness business owners around the world fill their schedules by building websites that educate, build trust, and consistently generate high-quality leads. With over 25 years of experience—and more than a decade working almost exclusively with healthcare clinics—he’s become the go-to expert for practice owners who want to grow independently of doctor referrals, prioritize patient experience, and thrive in today’s changing healthcare landscape.