Evergreen enrollment is all the rage right now but I choose not to do it in my business. 

As someone who has paid lots of money to learn that evergreen is basically launching without launching, I have some spicy opinions about it. 

You still launch when you’re evergreen

When you have an evergreen program your clients can enroll in your program at any time. 

On the other side of this, you have launching and open enrollment periods which means your clients can only join at certain times. 

I was so burnt out on launching at the end of 2020. When I learned about evergreen I thought it was a shiny solution that would solve all my problems. 

But here’s what I learned: evergreen always, always, has a launch attached to it. 

No matter if you launch or go evergreen, the only way to make sales is to focus on what you sell. Then sell it consistently.

Launching creates connection

There’s a lot of research that when you put students together in groups based on their performance, the high achievers do well and the low achievers don’t. 

But when you create these randomized groups with high and low achievers together, the high achievers help the people in the middle achieve more. And the people in the middle help bring the low achievers up. 

The high performers consistently stay high performing even with the mixed groups. 

Whether you’re on the same path or similar paths as other people, you’re more likely to finish something if you start at the same time and are in it together.

The connection and bond that happens inside Mission Income and Overflow happens because of the close-knit container. You start together, end together. It’s like going out to dinner together. 

Community impacts client experience (and retention)

Unfortunately in evergreen models, you don’t have the same sense of community because you might bond with someone and they can leave at any time. You might not find that same bond with another person. 

That’s where I see people drop the bar on client retention and acquisition. 

If your program bestie leaves the program it’s going to feel like a big gaping hole and like you’re now missing out on something. 

That’s going to impact your client experience and how you feel about the program. 

That client experience is going to dictate whether or not someone buys from you again and how they talk about your program.

That’s the biggest reason I stopped doing evergreen – I want the people to come in and bond. 

Launching creates strong communities

Masterminds get a bad rep because there’s typically a spoken hub model where the facilitator is at the center of everything. 

It shouldn’t be that way. The hub isn’t the facilitator – it’s the program. 

Each client taps into not only me as the facilitator of the program, but the neural network of other people. They support each other, help each other, and keep each other motivated. 

My role in there is to keep the wheel moving and making sure everything is good to go behind the scenes. I’m not the center. 

That’s another piece why evergreen is hard because group dynamics can change so frequently. 

As a group of women, that dynamic is so important because you want everyone to feel safe and supported.

Having a sense of self and being able to feel like you belong in a group helps your self esteem and gets you closer to self actualization. 

Evergreen might be for you – try it out 

The thing to consider with your business is that you need to find what works for you. 

The easiest way to find what works best for you is to understand trying something. Not liking it doesn’t mean anything about who you are as a person, the level of your business, or anything else. 

There’s so many pieces of execution that come into launching and evergreen. You truly have to find what works for you. It’s your business. 

There’s so many ways to do business, so many ways to make money. This is how I personally chose to run my business based on what I learned. 

If you struggle with either launching or evergreen, instead of shutting it down completely, ask yourself why it didn’t work. Why didn’t you like it? What can you do differently? 

Put your critical thinking hat on. Know that you can change your mind. I might decide in 2026 that I actually do like evergreen because it fits where I am in business. And that’s okay. 

If you’re someone who wants support in finding the right business model for you, check out Mission Income.