By Bemi Brooks 
Have you ever had one of those moments where you’re crushing it on a project, feeling completely in your zone, but then you hit a wall? Maybe you need a sounding board for an idea, some technical help, or just someone to remind you that your latest creative block isn’t the end of the world. You love the independence of working for yourself, but you also know you can’t—and shouldn’t—do everything alone.
This is where a quiet but powerful shift in thinking comes in. It’s a concept captured by two simple words: solo et.
If you haven’t heard the term before, don’t worry. It’s not in the dictionary (at least not yet). It’s a fresh, coined phrase that’s starting to pop up in conversations about the future of work, branding, and creativity. “Solo” from the Latin solus, meaning “alone,” combined with the Latin word “et,” which simply means “and”. At first glance, it might look like an incomplete sentence, but that’s where its beauty lies.
Solo et represents a powerful paradox: being a strong, independent operator who is also deeply connected to a network of tools, collaborators, and communities. It’s the “and” that changes everything. It’s the mindset of the solo professional who isn’t isolated but is instead the empowered center of their own universe.
In this post, we’re going to unpack what solo et really means, why it’s the perfect philosophy for today’s economy, and how you can adopt it to build a thriving, connected, and sustainable career on your own terms.
Understanding the Solo Et Mindset
To truly get solo et, you have to let go of the old stereotype of the lonely freelancer toiling away in their pajamas, cut off from the world. That’s just “solo,” and while it has its perks, it often leads to burnout and stagnation.
Solo et is a fundamental reframing. It’s the difference between being alone and being the principal of your own operation.
Think of it this way: a traditional employee is part of someone else’s machine. A traditional “solo” freelancer is a one-person band, struggling to play all the instruments at once. But someone operating with a solo et mindset is like the conductor of an orchestra. They are the singular vision, the leader, but they have access to a world of musicians (collaborators) and instruments (tools) to bring the music to life.
This philosophy acknowledges a few key truths about modern work:
- Autonomy is king: You control your vision, your time, and your direction.
- Connection is fuel: You don’t have to build everything yourself. You can plug into expert networks, software, and AI to amplify your abilities.
- Identity is fluid: You are not just a “freelance writer” or a “solo consultant.” You are the CEO of your own micro-enterprise, capable of orchestrating complex outcomes.
Solo et gives you permission to be the boss while admitting you don’t have to be the only employee. It’s a mindset of abundance, not scarcity. It’s about what you can achieve with the world, not just in spite of it.
Why “And” Changes Everything for Solo Pros
The little word “et” is the most important part of this whole concept. It transforms a statement of isolation into one of infinite potential. In the context of solo et, the “and” can represent so many things:
“And” Technology
This is the most immediate and powerful connection for many. We live in an era where a single person can access tools that would have required a team of specialists just a decade ago.
- AI as a co-pilot: Entrepreneurs are using AI not just for busy work, but as a core part of their development team. Epidemiologist Carl Juneau, founder of the Dr. Muscle app, recently used AI to rewrite outdated code himself, a task he estimated would have required five developers. The result? His business is now moving “five to ten times the speed” it used to. The expert is the pilot, and AI is the powerful co-pilot handling complex tasks.
- Specialized software: From showreel platforms like Simian Lite, which gives solo video editors the same polished presentation tools as big production companies, to all-in-one toolkits like Setapp that bundle 250+ apps for planning, designing, and invoicing, technology is the great equalizer. It fills the skill gaps instantly.
“And” a Flexible Team
Being a solopreneur doesn’t mean being a “solo operator” forever. Research into billion-dollar, one-person businesses shows that even solo founders rely on teams—they’re just not full-time employees. Your “and” can be:
- Freelance specialists for design, development, or strategy.
- Virtual assistants to handle admin.
- Mentors and coaches who provide guidance.
- Strategic partners for joint ventures.
“And” a Community
One of the biggest struggles for solo pros is loneliness. The “et” in solo et is your connection to a like-minded community. This could be a mastermind group, an online forum, a local co-working space, or even just a trusted friend who understands your world. This connection provides the emotional support and fresh perspectives that keep you sane and inspired.
Practical Tips for Living Your Solo Et Life
Adopting a solo et mindset is an active practice. It’s about making conscious choices to build your “and.” Here are three actionable steps to get you started.
1. Audit Your Tasks and Identify Your Gaps
Grab a notebook or open a doc. For one week, write down every single task you do, from big-picture strategy to tiny admin work (like “cleaned up inbox” or “researched software pricing”).
At the end of the week, sort them into three lists:
- Love & Leverage: Tasks that are in your genius zone and directly make you money.
- Must Do, But Meh: Tasks that are necessary but drain your energy.
- Hate & Shouldn’t Do: Tasks that you are bad at, take you forever, or you simply despise.
2. Strategically Build Your “And”
Now, use your lists to build your connections. For the “Must Do, But Meh” and “Hate & Shouldn’t Do” lists, brainstorm which “et” can help.
- Can technology solve it? For example, if you hate invoicing, a tool like Invoice Rex can automate it. If you struggle with social media content, AI writing assistants can help you draft posts.
- Can a freelancer solve it? Can you hire a virtual assistant for $10 an hour to handle that inbox cleaning? Can you find a freelance copywriter to polish your website copy?
- Can community help? Is there someone in your network you can swap skills with? You help them with strategy, they help you with graphic design.
The goal isn’t to offload everything. The goal is to free up your time and mental energy so you can focus on the “Love & Leverage” tasks. Remember the advice for solo founders: you should be the expert in your field, and your tools and team are there to execute your vision.
3. Redefine Your Brand (Even if It’s Just in Your Head)
How you talk about yourself matters. Stop introducing yourself in a way that makes you sound small. You are not a “freelancer available for work.” You are the founder and creative director of [Your Name] Studios. This shift isn’t about ego; it’s about accuracy. As a solo et professional, you orchestrate results. You might not have employees, but you have a network of experts and a suite of advanced tools at your disposal.
When you pitch a client, don’t just talk about your own skills. Talk about your process and how you leverage the best tools and talent to get the job done. “I work with a trusted network of specialists to ensure every aspect of the project is handled by an expert.” This positions you as a leader, not just a pair of hands.
The Future Is Solo Et
We’re moving away from an either/or world. It’s not about choosing between the isolation of solo work and the bureaucracy of a big company. The future belongs to those who can master the “and.”
We’re already seeing it happen. Platforms are being built specifically for this new class of professional:
- Simian Lite empowers solo video editors with enterprise-grade tools.
- MYOB Solo helps sole traders in Australia ditch the admin “work work” and get back to their actual jobs.
- The entire concept of the “One-Person Billion-Dollar Company,” fueled by AI and global freelance networks, is being actively researched and pursued.
This is the solo et economy. It’s an economy built on sovereignty and synergy. It’s for the pod hotel in Manhattan designed for solo travelers who see their small room not as a limitation, but as a launchpad to go out and explore the world.
Solo et is for you if you want to build something meaningful on your own terms, without building a wall around yourself. It’s for the independent thinker who knows that their greatest strength lies not just in what they can do alone, but in their ability to connect, collaborate, and curate the very best the world has to offer.
Your 3 Actionable Steps to Embrace Solo Et
Ready to put this into practice? You don’t need to overhaul your entire life today. Start with these three small steps:
- Identify One Task to Delegate or Automate: Look at your “Hate & Shouldn’t Do” list. Pick just one task and find a tool or a person to handle it this week.
- Make One New Connection: Reach out to another solo professional in a different field. Don’t pitch them anything. Just have a coffee (virtual or real) and get to know them. Start building your human “and.”
- Reframe Your Introduction: The next time someone asks what you do, try on your new solo et identity. Talk about the outcomes you create and the team of tools and talent you lead, not just your job title.
I’d love to hear how it goes. What does your “and” look like? What’s the one thing you’re going to tackle first? Let me know in the comments below.
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Frequently Asked Questions
Q: Is “solo et” a real Latin phrase?
A: Not in the classical sense. While “solo” (from Latin solus) and “et” are both real Latin words, their combination as “solo et” is a modern, coined term. It’s best understood as a branding concept or a mindset that uses the power of these two words to create new meaning.
Q: Can this mindset work for a complete beginner?
A: Absolutely. In fact, it’s perfect for beginners. Adopting a solo et mindset from day one helps you avoid the trap of thinking you have to know and do everything yourself. It encourages you to leverage affordable tools and connect with others, which can accelerate your learning and growth faster than going it completely alone.
Q: Does “solo et” just mean using AI tools?
A: AI is a huge part of it, but it’s not the whole story. Technology is one powerful “and,” but the concept is broader. It also includes your network of collaborators, your community, your freelance team, and even your software subscriptions. It’s about leveraging anything external to amplify your internal capabilities.
Q: How is this different from just being a freelancer?
A: Traditional freelancing often implies trading time for money and working for clients. Solo et is more about building a micro-business with a network. It’s a shift from being a service provider to being a solution architect. You’re the central node in a network that creates value, rather than just one person on a production line.
Q: Where might I see the concept of “solo et” used?
A: You’re most likely to see it in forward-thinking branding for products and services aimed at independent professionals, creators, and entrepreneurs. It could be the name of a software platform, a co-working space, a personal brand, or a philosophy discussed in articles about the future of work.
Q: Can “solo et” apply to creative fields like writing or music?
A: Yes, very much so. For a writer, solo et might mean being the author (solo) while working with an editor, a cover designer, and using AI research tools (et). For a musician, it could be the solo artist who collaborates with session players and uses digital production software to create their album.
Q: What’s the biggest mistake people make when trying this?
A: Trying to do too much at once. The biggest trap is attempting to build a complex “and” network before you have a solid “solo” foundation. Start by mastering your core skill (the solo), then strategically add one tool or one collaborator at a time to solve a specific problem.