a book, tribe & toolkit from hilary rushford & dean street society


You’ve learned the business school elements. Now you need a recipe for how to do this in a way that makes you happy, plays to your strengths, and staves off the overwhelm we tend to gloss over as an inevitable part of this journey. It's a blend of sustainable business, and sustainable happiness; who you are on the inside, mixed with what you do on the outside.

You need a teacher plus a therapist plus a best friend.

Building a business is hard. But it can be easier. Let’s do it better. Together.



These are the conversations I have with my clients again and again. 

You’ve studied social media marketing, blogging, ideal clients -- the technical elements of how to build a business.

Yet do you still feel confused?

Unsure where to begin? Overwhelmed by how much you’ve learned but now have to implement? Wonder whether or not you’re behind? What a realistic timeline is? Less happy than you thought you’d be? More alone than you were expecting? 

Just because you’ve learned a list of business tasks to do, doesn’t mean you know how to prioritize them, balance your desires of perfection, handle overwhelm in the process, or make choices that lead to profitability.

Being an entrepreneur isn't winning. Reaching YOUR definition of profitable and happy, is winning.

I’ve done that for myself, in under two years, through entrepreneurship. I can’t wait to help you do the same or uncover a different path you’ve yet to consider. With as few emotional meltdowns as possible.

HOW do I experience this content?

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The entrepreneur or blogger who sometimes feels lost, in over their head, unsure where to start or what to do next, like they should be further ahead by now -- will finish the experience with the tools to make wiser choices, for simpler days, happier seasons and a more profitable business. This applies to readers who haven’t yet decided whether to start a business, those a few years in but yet to really succeed they way they’d hoped, or those starting a second business, branch or season who are experienced yet find themselves back at the beginning. It’s for anyone who secretly feels there should be a better, easier, less overwhelming way to do this; who wants the successful gumption of a  Bethenny Frankle and the healthy grace of an Audrey Hepburn {dappers, insert your favorite masculine reference for power plus peace}.


Will this product teach me step-by-step how to build a business?

I haven’t come across any one product that can do that. Doctors spend seven years training in their field, lawyers three, entrepreneurship too is a process over multiple years. However I recommend teachers I think are the best in each of the other areas you need, and I’m not aware of any other product that covers the foundational material insider The 4-Part Entrepreneur Cocktail, so this experience should inform all the other training you have and will take as a pivotal layer in your growth.

What’s the refund policy? 

If you’ve done the work of 4PEC and don’t feel it’s been helpful to you, submit your completed workbook within 30 days and we’ll issue you a full refund! In other words, we believe in this toolkit and if it doesn’t work for you we want to make sure we can understand why from your workbook so we can better serve you and your fellow entrepreneurs in the future.

Do I have lifetime access to the product?

As a 4PEC Neighbor or Neighbor-ette, you’ll have lifetime access to the products and private group. As new chapters and editions are released you’ll receive those updates via email!

How do I know this is a fit for me?

If any of these statements apply to you:

  • I’m not 100% sure I want to start a business or blog, or turn my hobby blog into a business. How do I know it’s right for me?
  • I wonder if I’m cut out for this, if this will truly make me happy, if I’m driven enough?
  • I’ve been working hard at my business for years but it’s not profitable yet, or at least the money doesn’t feel equal to the work I’m putting in. What am I doing wrong?
  • My business is working, but only because I’m working insane hours and I know that’s not sustainable. I’m profitable, but exhausted! Will I ever not have to work seven days a week?
  • I want to expand into a second business or branch, but I’m kind of afraid of being back at the beginning. The market is so different. How do I do this better the second time around?
  • I don’t have a ton of friends around who are doing this, successfully, on the level I want to, and I don't get enough face time with online friends to really dig into these topics on a regular basis. Those conversations are few and far between, and in the midst I’m just muddling through on my own. Aren’t other people too?  
  • I crave a community where I can open up about the challenges I’m afraid to talk about on my website for fear of sounding negative or like a hot mess. I want a place to go when I’m losing my mind and my friends don’t understand. I want people around whom I don’t have to look perfect or pretend I have it all together everyday. Does that exist?


AND WHO is this Hilary dame?

Why hello! Dean Street Society launched on August 29, 2011 as a personal styling business, crossed the elusive threshold of profitability in just 18 months and has stayed profitable ever since. With strong branding and a unique point of view, Dean Street Society amassed a following of loyal Dean St bettys and dappers who soon began to ask for advice in building their own blogs, businesses and brands. Without time for free advice over email and I began to offer classes, courses and coaching in the areas they were asking for help in.

The same professor-plus-therapist-plus-best-friend approach I took with my styling clients, carried over into my business coaching clients. I discovered that glow that comes from seeing yourself with the potential for more beauty than you ever thought possible, is the same as the glow from seeing more potential in yourself as a businessperson.

In style and in business, I simplify the complex and build authentic confidence. An experience that fills me with such joy my heart just about wants to burst on a daily basis. Ditto to the feeling of running my own business. All feelings I can’t wait to multiply alongside others through The 4-Part Entrepreneur Cocktail!

I believe in creating providence. For myself and others. Which is exactly what we’re doing in The 4-Part Entrepreneur Cocktail. I live in the in between, in the sweet spot of both gumption and grace, a recipe that is two-parts this and two-parts that. Cheers to that!

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