My Summer Strategy: What I Focus On When Work Slows Down

The Off-Season Series 1/4

Let me be real with you, as always.

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This season scares me every time.

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Even now—after years of experience, with a consistent income and multiple streams—sales still drop.
Especially in August, when Milan turns into a ghost town. The city gets hot, empty, and slow.
No clients, no energy, no buzz.

And every year, I feel that same twinge of panic.
What if this year’s different? What if things don’t pick back up? What if I’m falling behind?

But here’s the thing I’ve learned—and I want you to hear this:

Dead months are normal. They are not a failure. They’re not a sign you’re doing something wrong.
They’re a season. And seasons are part of growth.

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So what do you do when everything slows down?

☝🏻You don’t sit there spiraling.
☝🏻You don’t wait for bookings to magically appear.
☝🏻 You don’t offer desperate discounts and offers.
☝🏻And you definitely don’t start rebranding out of panic.

Reframe: You’re Not Behind. You’re in a Season of Planting.