The Power of Imperfect Action: Why Waiting for Perfect Is Slowing Your Business

What Jamie Kern Lima Can Teach Handmade Sellers About Trusting Your Gut

Ever catch yourself waiting for the perfect time, perfect packaging, perfect plan, or perfect post to launch your next big idea? Spoiler alert: that moment may never come.

And here's the kicker—it doesn't have to.

Let me tell you a story that might just shake up your perfectionist tendencies (I’m looking at you, Canva over editors and newsletter draft hoarders):

Jamie Kern Lima, the founder of IT Cosmetics, didn’t wait until everything was flawless. She didn’t have a 5-year plan written on a vision board with color-coded stickers and a monthly content calendar. She had an idea, a mission, and a gut feeling.

She started in her living room. And she got rejected—a lot.

Retailers told her no. Investors told her no. One even told her that no one would buy makeup from someone who looked like her. I can relate to that because the same thing happened to me. Brutal.

But instead of crawling back under the weighted blanket of self-doubt, Jamie trusted her vision. She knew that her product helped real women with real skin—and real insecurities.

So she kept going. And during her first QVC appearance, she sold out 6,000 units in just 10 minutes.

Let that sink in.

The Biz Bestie Breakdown: What This Means for You

You don’t need a flawless website, professional photos, a product line with 37 SKUs, or the perfect pitch to start.What you do need is a willingness to take action—even when it’s messy.

Here’s the truth bomb:

Waiting for perfect is just procrastination wearing a cute disguise.

You’re not building a business for someday. You’re building it for right now. And right now, your people need what you have. Even if your labels are not professionally printed and slightly crooked and your email list is a ghost town.

Let’s talk about how to channel your inner Jamie Kern Lima.

3 Mindset Shifts to Help You Take Imperfect Action (Starting Today)

1. Embrace the Ugly First Draft

Yes, your website copy might feel awkward. Your first product photos may look like they were taken on a potato. That’s OK. Your first version is supposed to be ugly. That’s how you learn. Progress > perfection.

Real talk: I launched my first online shop in 1999 with a site I coded myself in FrontPage 98. Was it pretty? Nope. Did it work? You bet it did.

2. Start Before You’re Ready

If you're waiting until you "feel ready," you might be waiting forever. Readiness is a decision—not a feeling.

You know enough to help someone now. Whether you’re selling jewelry, bath bombs, or spiritual candles, your product is someone else’s solution. Don't overthink it. Launch the thing. Post the product. Send the email.

3. Use Feedback to Fuel You

Perfectionists fear feedback. Entrepreneurs embrace it.

Not everyone is your customer—and that’s a good thing. Every no gets you closer to a yes that matters. Use real-world feedback to iterate and improve.

(My Latest Example: I once sent an email campaign with a typo in the subject line... and it had the highest open rate all the emails we sent in the last three months. Go figure.)

Real Biz Bestie Talk: What This Looks Like in Practice

Let me show you how imperfect action plays out in my world:

• I launched a mini-course before I’d even finished editing the videos. (The beta students LOVED being part of the process and gave feedback that made it 10x better.)

• I posted half finished product mockups in an email just to gauge interest—and pre-sold $700 worth before I’d even poured a candle.

• I sent a last-minute email without graphics because I was short on time. That email? Highest click-through rate of the month.
  

These were not polished. They were real. And they worked.

The Gut-Check Challenge

Ask yourself:

• What am I putting off because I want it to be “perfect”?

• What would happen if I just put it out there anyway?

• What’s the worst-case scenario? And could I recover from it? (Hint: Yes, you could.)
  

It’s Time to Show Up Before You’re Ready

Your idea doesn't need to be perfect. It needs to be out there.Your people are waiting for you. Not a shinier version of you. Not the one with the fancy brand photo shoot and editorial calendar.Just you. Right now.

So here's your Biz Bestie permission slip: Send the email. List the product. Pitch the store. Post the video. You'll figure out the rest as you go.

Because the only difference between stuck and unstoppable? Action.