This October I stepped out of Blushush, the brand and Webflow studio in London that I helped found in 2025. It is still running, and I wish everyone there well.
I'm going all in on Solo Not Small, an initiative built for people who run a one-person business and still write every word that goes out under their name.
The writing rule I kept
I have been writing for more than twelve years, and I have written or co-written 21 books. One rule has held the whole time: the first draft comes from me. I record a voice note or type a rough page, and only then does AI get a turn. It checks facts, tightens sentences and suggests a better order. When AI starts from a blank prompt, the post reads like everyone else's, and readers can tell. Ghostwriters run into the same problem when drafts stop sounding like the person.
My first book came out in 2015. The tools have changed many times since then, and the order of work has stayed the same. Today a draft often starts as a voice note. AI sorts it into an outline, and I rewrite the outline in my own words before anything is published.
Most people type one line into ChatGPT and spend an hour fixing what comes back. I put my thinking in first, as a voice note or a draft, and let AI work on top of it.
Two lessons on writing in Solo Not Small
Lesson 03, Your one line, is about the sentence people repeat about you. It goes on your profile, your website and your proposals, and Google and AI pick it up from there. You write it yourself and use AI as a sparring partner to test it. A voice profile helps, because it keeps the line in your own words.
Lesson 07, Get published where your clients read, covers bylines. You read what a publication ran recently, then pitch the piece that fits it. I still write my own pitches, and AI does the reading and the formatting.
What solo businesses pay others to do
Creative work tops the list. In the same Gusto data, 43.5% of one-person businesses paid at least one contractor in 2025. Hiring a writer is a fair call, and the five routes to getting posts written lay out the options, including the ghostwriter, AI tool or in-house writer question.
My advice to solo founders weighing it up: pay for the work you cannot judge yourself, and write the work you can. If you cannot tell a good design from a weak one, hire a designer. If you know your clients better than anyone, the post about them should start with you, and AI can take the second pass.
For the recordDad of Ad sold in 2021 and Write Right in 2023. With Blushush in October 2026, that makes three bootstrapped exits.
Solo Not Small gives you one system per job, built in Claude, with your own words at the centre of each.
Write it yourself, with a system behind you
Solo Not Small gives solo founders one system per job, and the writing stays in your voice.
See Solo Not Small →Questions readers ask
Did Bhavik Sarkhedi leave Blushush?
Yes. I exited Blushush in October 2026. It was my third bootstrapped exit, after Dad of Ad and Write Right, and the studio keeps running in London.
Does Bhavik Sarkhedi use AI to write?
Yes, as a partner. I write the first draft myself, as a voice note or a rough page, and AI helps with research, structure and the edit.
Which Solo Not Small lessons are about writing?
Lesson 03, Your one line, and Lesson 07, Get published where your clients read. Lesson 04 on LinkedIn also starts from your own draft.