Be Wary of What “Everybody” Says (Especially in Business)

This past week, I had a handful of conversations with colleagues and potential clients. What surprised me wasn’t the range of business models or industries, it was how often the phrase “everybody says” popped up.

“Everybody is seeing sales slowdowns.”
“Everybody’s doing it this way.”
“Everybody knows this is the only model that works now.”

Now, I get it. As entrepreneurs, we naturally look to our peers and industry circles to get a sense of the landscape. We want to know if our results are typical, if we're on the right track, if that launch flopping or that service not converting is just us. It’s human.

But there’s a fine line between using others as a touchstone and turning them into a rationalization.

Touchstone vs. Rationalization: Know the Difference

It’s one thing to check in with peers and notice trends. That’s smart. It helps us stay informed and emotionally regulated when business feels uncertain.

But it’s another thing entirely to build your entire strategy on someone else’s story.

The problem with “everybody” is that it’s vague. It’s a projection. And too often, it becomes a safety blanket for avoiding our own data. We use “everybody” as the reason we’re not selling, not pivoting, not experimenting, because if nobody is selling right now, why bother trying?

This is where strategy gets blurry.

A Real-Life Example: The Consultant and the Sales Funnel Spiral

I recently spoke with a consultant who was redesigning her sales process. She planned to ask for multiple purchases in quick succession- a high-friction funnel with very little breathing room for the buyer.

When I asked about her reasoning, she replied, “Well, this is how everybody’s doing it right now. And nobody’s selling anything anyway, so I have to try something aggressive.”

This answer stopped me.

First, because that’s not my experience. And second, because she wasn’t testing what would work for her audience. She wasn’t even using the solid data she already had from her own clients and past sales.

She was defaulting to “everybody” - and disconnecting from her own alignment in the process.

You Can’t Optimize What You’re Not Measuring

Here’s the truth: if you’re not basing your strategy on your own data, you’re not actually optimizing, you’re copying. And while modeling can be useful when you’re starting out, it’s not a long-term strategy.

Especially when your nervous system, audience, and offers are different from “everybody else’s.”

That’s why I wrote Aligned by Design- to help entrepreneurs stop defaulting to what’s trending and start designing businesses that work with their energy, their priorities, and their capacity. It’s not about working harder or doing more. It’s about building smarter, with congruence and clarity.

Because the best business decisions aren’t made from fear or FOMO. They’re made from data, alignment, and a deep understanding of what works for you.

How to Break Free From the “Everybody” Trap

Here’s what I recommend when the “everybody” voice gets loud:

• Ask for specifics. Who is “everybody,” really? Are they in your industry? Your price point? Your audience? Your stage of business?
• Run small tests. Before you overhaul your funnel or pricing because of what someone else said, test it quietly on a small scale.
• Track your data. Your business is talking to you all the time. Look at what’s working (and not working) before you look outward.
• Check your alignment. If a strategy feels pushy, exhausting, or like it’s asking too much of your clients or yourself - it probably is.

Get quiet before you get strategic. Decisions made in reaction are rarely the ones that move you forward in sustainable ways.

In Business, “Everybody” Isn’t a Strategy

Ultimately, “everybody” is not your advisor. Your data is. Your alignment is. Your clients are.

So the next time you find yourself about to adopt a model, funnel, or framework because “everybody” says it works, ask yourself:

1. Do I actually want their results?
2. Am I building a business that reflects who I am and how I want to work?
3. Is this strategy right for my energy, audience, and stage of growth?

Because unless “everybody” is getting the exact results you want, they probably don’t get to set your strategy.

N.B. Post revised 2026 for relevance.