A Better Approach to Business Strategy

If you've been searching for business strategy coaching that actually fits your life, Built to Flow offers something different: a seasonal framework for experienced business owners who are done forcing strategy that doesn't match their reality.

No more scaling at the cost of your well-being. No more pretending your business and your life are separate things.

EXPLORE THE FRAMEWORK

Your business has a season. Your strategy should honor it.

If you've been searching for business strategy coaching that actually fits your life, Built to Flow offers something different: a seasonal framework for experienced business owners who are done forcing strategy that doesn't match their reality.

No more scaling at the cost of your well-being. No more pretending your business and your life are separate things.

explore the framework

The problem with most business strategy.

Most business strategy assumes growth is always the goal and more is always the answer. But that model doesn't account for the fact that you're a human being with a life. Your capacity changes. Your circumstances shift. Your priorities evolve. And when your strategy doesn't flex with you, the business that was supposed to give you freedom becomes the thing that takes it away.

It wasn't built for someone like you.

A seasonal approach to business strategy.

Built to Flow is a framework for building a business that works with your life, not against it.

Your business isn't linear. It cycles. Just like nature, just like life, your business moves through seasons — each with its own energy, its own demands, and its own kind of growth. Built to Flow identifies four business seasons — Expansion, Contraction, Recalibration, and Integration — and helps you build strategy that matches your reality instead of fighting against it. When you know your season, everything changes. Your decisions get clearer. Your pace becomes sustainable. And your business starts supporting your life instead of consuming it.

EXPLORE THE FRAMEWORK
EXPLORE BUILT TO FLOW LAB

The Built to Flow Lab is a strategic advisory environment for experienced business owners who want their whole business to get the attention it deserves. Work with Heather Crabtree across six core business areas, alongside a curated collective of peers, with everything captured in a living strategic document that becomes the most comprehensive asset your business has ever had. This isn't coaching. It's a strategic partnership that adapts as you and your business evolve.

JOIN THE BUILT TO FLOW LAB

Ready for ongoing strategic support?

MEET THE CREATOR OF BUILT TO FLOW

Heather Crabtree 

Built to Flow is the work of Heather Crabtree — a business strategist and strategic advisor who also leads a law firm, is writing the Built to Flow book, and is raising kids. She doesn't just teach seasonal strategy. She lives it.
Learn more at heathercrabtree.com

22 years of building businesses. 16 years of advising the people who run them.