If you’ve spent any time in online business spaces, you’ve heard it. The relentless parade of aggressive language that makes building a business sound like a contact sport.
Gen X women solopreneurs are so over it.
The words we use matter. They signal who we are, who we’re for, and what kind of business culture we’re creating. So let’s swap out some of the loudest bro-marketing buzzwords for language that actually sounds like you.
❌ “Crushing It” →✔️ “Doing Awesome”
“Crushing” implies destruction. It’s violent, competitive, and honestly a little exhausting. You don’t need to crush anything to have a great week in your business.
Say this instead. “Things are going really well.” Or even just “I’m doing awesome.”
Simple. True. Human. There’s no competition to defeat, no enemy to grind into dust. Just you, your work, and the quiet satisfaction of showing up and doing it well.
❌ “Killing it” → ✔️ “I’m proud of this”
“Killing it” disconnects you from the actual feeling of a win. When things are going well, you deserve to just say that.
Say this instead. “I’m genuinely proud of how this is going.”
No bodies. No battlefield. Just you, acknowledging your own hard work with the honesty it deserves. That’s not soft. That’s self-aware. And self-aware business owners build better businesses.
❌ “Dominate Your Niche” → ✔️ “Be the Obvious Choice”
Domination is about power over others. Clarity is about knowing exactly who you are and who you’re for. You don’t need to dominate anyone.
Say this instead. “Be the obvious choice for the right people.”
That’s not a shrinking-violet move. That’s actually a harder and more specific goal than vague domination ever was.
❌ “10x Your Results” → ✔️ “Grow Sustainably”
The 10x obsession sets up an exhausting game where nothing is ever enough. A 20% improvement that you can maintain is worth far more than a sprint that burns you out by Thursday.
Say this instead. “Grow in a way that actually fits your life.”
Compounding steady progress beats a burnout sprint every single time. That’s not settling. That’s strategy.
❌ “Hustle Harder” → ✔️”Work in a Way That’s Sustainable”
Hustle culture glorifies busyness over results and exhaustion over strategy. None of us have time for that, and frankly, we’re too smart for it.
Say this instead. “Work in a way that’s actually sustainable.”
Rest is a business strategy. Full stop.
Your Turn
What bro-marketing phrase drives you absolutely up the wall? Drop it in the comments. 👇
Stay Groovy!
P.S. If this kind of thinking feels like your people, come hang out in the Gratitude Geek Lab. It’s where Gen X women solopreneurs do business without the bro. Come see if it feels like home. kandasrodarte.com/lab
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