Living In The Gap: A Mindset Shift Every Etsy Seller Needs

If you’ve ever found yourself staring at your Etsy shop dashboard, wondering why you’re not seeing the sales or growth you hoped for, you’re definitely not alone. As an Etsy shop owner, it’s easy to get caught up in the whirlwind of goals, dreams, and that ever-elusive “ideal” version of success. But what if I told you the problem isn’t your shop or your products—it’s your mindset? Inspired by a fantastic concept from Dan Sullivan’s book The Gap and The Game, this article will dive deep into a mindset shift that can revolutionize how you view your progress, your goals, and ultimately, your success on Etsy.

Why Mindset Matters More Than You Think

Now, I get it—mindset talk can sometimes feel a bit “hocus pocus,” like you’re just getting a quick feel-good fix without any real substance. But here’s the thing: in the fast-paced, often overwhelming world of running an Etsy shop, your mindset is the foundation that either propels you forward or holds you back.

I’ve noticed a trend, especially among female Etsy shop owners, who often juggle multiple roles and responsibilities. The guilt from not hitting milestones or feeling “behind” seeps into both their business and personal lives. It’s exhausting. So, before you dive into scaling your ad account or tweaking your SEO (which we’ll definitely cover in the future), let’s take a moment to talk about the mental game. Because without the right mindset, no amount of strategy will stick.

The Gap and The Game: Understanding the Three Tiers

Dan Sullivan’s The Gap and The Game breaks down your journey into three simple tiers or levels—think of it like climbing a mountain:

1. The Baseline:

   This is where you started. It could be last month, three years ago, or the day you opened your Etsy shop. It’s your “starting line” in knowledge, skills, and accomplishments.

2. The Accomplishments:

   These are the wins, big or small, you’ve made since your baseline. Every lesson learned, every sale made, every challenge overcome counts here.

3. The Ideal:

   This is the dreamy, foggy vision of success in your mind. It’s often vague—“I want more sales,” “I want to make more money,” “I want to be successful.” But what does that really look like?

Here’s the kicker: that “ideal” version of success isn’t fixed. It shifts and morphs as you grow, like a mirage that moves just when you think you’re about to reach it. This creates what Dan Sullivan calls “the gap”, the space between where you are now and where you think you should be.

Why The Ideal Version of Success is Always Cloudy

Think about it. When I was 22, earning $3,000 from a business buyout felt like hitting the jackpot. I thought I was set for life. Fast forward to 37, and that same $3,000 feels like pocket change—hardly worth the effort it took back then. What changed? Me. My perspective, my experience, my expectations.

The ideal version of success you have right now is a moving target. It’s shaped by your current knowledge, your fears, your hopes, and your circumstances. So when you chase it without a clear, tangible goal, you end up stuck in a frustrating loop of feeling like you’re never enough.

The Real Cost of Chasing the Ideal

Success sounds amazing, right? More sales, more money, more freedom. But let’s get real for a second: success comes with its own set of challenges.

• More responsibility — managing orders, customer service, inventory.

• More pressure — keeping up with competition, maintaining quality.

• More complexity — hiring help, managing finances, scaling effectively.

We tend to romanticize success and ignore these consequences. But they’re real, and they can be overwhelming if you’re not prepared. So part of shifting your mindset is recognizing that success isn’t just sunshine and rainbows—it’s a whole different ballgame with its own hurdles.

Living in The Gap vs. Living in The Gain

Here’s where the magic happens. Dan Sullivan’s book encourages us to stop living in the gap and start living in the gain. What does that mean?

Living in the gap means you’re constantly measuring yourself against that cloudy, shifting ideal. You’re focusing on what you haven’t done yet, what you’re missing, and what you still need to achieve. It breeds dissatisfaction, burnout, and that nagging feeling of “not enough.”

Living in the gain means flipping the script. Instead of obsessing over that distant ideal, you measure yourself against your baseline—the person you were when you started. You celebrate the progress you’ve made, the skills you’ve gained, and the milestones you’ve hit. It’s about appreciating how far you’ve come.

This shift isn’t about settling or becoming complacent. It’s about being kind to yourself and recognizing that growth is a journey, not a finish line. When you live in the gain, you set realistic goals, you build momentum, and you avoid the mental drain of chasing an ever-moving target.

How to Start Living in The Gain: A Step-by-Step Guide

Ready to stop feeling stuck and start appreciating your progress? Here’s a simple way to start living in the gain:

1. Identify Your Baseline:

   Look back to when you started your Etsy journey. What did you know? What could you do? Write it down. This is your starting point.

2. List Your Accomplishments:

   No matter how small, list everything you’ve learned and achieved since then. Every sale, every new skill, every challenge overcome counts.

3. Set Tangible Goals:

   Instead of vague “I want more sales” goals, get specific. For example, “Increase sales by 20% in 12 weeks” or “Get 10 new positive reviews this month.”

4. Break Goals into Actions:

   Make a list of the specific steps you can take to reach your goals. Schedule time for these actions in your calendar.

5. Hold Yourself Accountable for Actions, Not Results:

   You can’t control every outcome, but you can control your effort. Track your actions and celebrate completing them.

6. Review and Reflect Regularly:

   Set weekly or bi-weekly check-ins with yourself. How are you doing? What progress have you made compared to your baseline?

This approach is inspired by another powerful tool called The 12 Week Year, which breaks your year into manageable chunks with clear goals and accountability. It’s perfect for Etsy sellers who want to make real progress without feeling overwhelmed by a vague “someday” goal.

Why Accountability and Routine Matter

I used to be skeptical about self-check-ins and grading myself. It felt a bit harsh, like I was being my own worst critic. But here’s the truth: successful Etsy sellers often have routines and accountability systems that keep them on track.

One of the Etsy shop owners in my mastermind has 11 shops—and she manages it all with ADHD! How? She uses a chatbot assistant named “Theo” to help organize her daily and weekly goals. She checks in with Theo every morning to stay on track. This kind of routine creates momentum and keeps overwhelm at bay.

You don’t need a chatbot, but creating a habit of regular check-ins, goal setting, and action planning will make a huge difference in your progress and mindset.

Remember: Progress is the Real Win

You might not hit your “ideal” goal right away. Maybe you don’t win the championship this year. But if you’re more prepared than you were last year, if you’re making progress, then you’re winning. Every step forward adds up.

The years, months, and even seconds you invest in your Etsy shop add up to real growth. And when you shift your mindset to celebrate that growth, you’ll find more joy, less stress, and a clearer path forward.

Final Thoughts: Embrace Your Journey

If you take one thing away from this mindset shift, let it be this: stop living in the gap. Stop measuring yourself against an ever-changing, cloudy ideal that leaves you feeling like you’re never enough.

Instead, live in the gain. Celebrate who you were, who you are, and who you’re becoming. Set clear, actionable goals. Hold yourself accountable for your efforts. And watch as your Etsy shop—and your confidence—grow.

Remember, success isn’t a destination; it’s a journey. And every step you take, no matter how small, is a victory worth celebrating.

Here’s to living in the gain and thriving on Etsy!

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