The Myth of Normal is more than a nod to Dr Gabor Maté’s powerful book — it’s a reality check for entrepreneurs who have accepted unhealthy work habits as part of running a business. What we often call “normal” can undermine our health, our people, and the environment we all depend on.
We’ve all heard it before: “That’s just the way it is in business.” Long hours. Constant emails. Tight deadlines. The expectation that you’re always reachable.
This picture of entrepreneurial life is so common that it’s become the “normal” we compare ourselves to. But in The Myth of Normal, we question whether this relentless pace is sustainable — for ourselves, for our teams, and for the communities we serve.
Understanding “Normal” in Today’s World
The Myth of Normal reminds us that “normal” is often just a cultural illusion — the baseline we accept because it’s all around us. But just because something is common doesn’t make it healthy.
For entrepreneurs in , “normal” often looks like:
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Saying yes to every opportunity, even when it stretches you too thin.
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Equating self-worth with revenue growth or external approval.
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Working through illness, exhaustion, or personal challenges because “the business can’t run without me.”
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Feeling guilty for taking time off, even when it’s desperately needed.
These patterns are rewarded in the short term but carry long-term costs. Business culture has absorbed them so deeply that stepping away can feel risky — even when it’s the healthiest move.
Four Key Lessons from The Myth of Normal for Entrepreneurs
1. Stress Is Not Just a Schedule Problem
In The Myth of Normal, stress is framed as more than workload — it’s the strain on our minds and bodies when demands outpace our capacity. Chronic stress clouds judgement, limits creativity, and makes us reactive rather than strategic.
In business, this might mean avoiding difficult conversations, rushing decisions, or feeling stuck despite constant activity.
Takeaway: Protect your capacity to think clearly. This might mean structuring your day differently, setting boundaries, or delegating tasks to free up mental space.
2. Disconnection from Self Has a Price
The Myth of Normal highlights how ignoring our own needs to meet external expectations can lead to disconnection — from intuition, creativity, and even our values. This disconnection can harm our wellbeing and the integrity of our business.
Example: You take on a “dream client” with a large budget, but their practices clash with your ethical stance on sustainability. Months later, the financial reward feels hollow because your business reputation — and your energy — has taken a hit.
Takeaway: Align your business decisions with your core values, whether that’s people-first leadership, environmental responsibility, or ethical partnerships.
3. Trauma Shapes How We Lead
In The Myth of Normal, Maté reminds us that trauma isn’t always a single dramatic event — it can be ongoing patterns of instability or stress. Left unaddressed, these experiences influence how we lead, how we invest, and how we manage risk.
A business owner who grew up with financial insecurity might overwork and hoard cash “just in case,” avoiding opportunities that could benefit employees, clients, or the planet.
Takeaway: Recognise your own patterns and create strategies that serve not just your bottom line, but your people and your wider community.
4. Authenticity Is a Business Asset
The Myth of Normal shows that when businesses operate authentically — in alignment with their values — they attract the right clients, motivate their teams, and sustain growth over time.
Authenticity is more than a feel-good concept; it’s a competitive advantage. It allows you to lead without compromising your health or the health of those who work with you.
Financial Health, People, and the Planet Are Connected
At RizFin, I see time and again that financial wellbeing is the foundation for caring for people and the planet.
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When your finances are stable, you can pay your team fairly and consistently.
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When your systems are efficient, you have the headspace to make environmentally responsible choices.
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When your cash flow is healthy, you can invest in initiatives that benefit your community and your business.
A thriving business doesn’t come at the expense of its people or the environment — it grows while making a positive impact on both.
Practical Ways to Apply The Myth of Normal in a Business That Cares
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Set wellbeing and sustainability metrics alongside revenue goals
Track employee satisfaction, client loyalty, and your own work-life balance. -
Identify and address your biggest stress points
Often this starts with knowing your numbers — up-to-date, accurate bookkeeping gives you the visibility to solve problems early. -
Make values part of every decision
From client selection to supplier partnerships, ensure your choices reflect your ethical and environmental commitments. -
Create a culture where people can speak up
Encourage open dialogue around mental health, ethical concerns, and workplace improvements. -
Consider your environmental footprint
Even small changes — like reducing paper waste or switching to renewable energy — align your operations with long-term planetary health.
Final Thoughts
The Myth of Normal challenges us to stop accepting unhealthy business norms. As entrepreneurs, we have the opportunity to create a new kind of normal — one where profit, purpose, and planetary care go hand in hand.
Your numbers matter. Your people matter. The environment matters. When we design businesses that honour all three, we create not just success, but significance.
Ready to Build a Business That Thrives Without Burnout?
If you’re ready to put systems in place that protect your wellbeing, strengthen your financial foundations, and free you to focus on meaningful growth — let’s talk.
📩 Or email me directly at info@rizfin.ie.
Together, we can create a business that works for your numbers, your people, and your planet.
