Embracing our Flaws and Imperfections: The Surprising Secret to Small Business Ownership & Success
You don’t have to have it all together to create something meaningful
In a world hungry for authenticity, Mikey and But Cute are showing us all that you don't have to have it all together to create something meaningful.
A Deep Dive with Young Entrepreneur Mikey Schumacher on Building a Brand that Embraces Imperfection, Fosters Connection, and Uplifts Mental Health
The Journey from Anxiety to Action
The road to small business ownership is rarely a straight line—and for Mikey Schumacher, founder of plush toy company "But Cute," it's been paved with plenty of bumps, pivots, and personal revelations. As he shared with podcast host Diann Wingert on the latest episode of ADHD-ish, Mikey's origin story is one marked by both creative restlessness and a deep desire to turn vulnerability into strength.
From lemonade stands to failed t-shirt companies, Mikey's spirit of experimentation started young. "I think every great entrepreneur has a failed T-shirt company," he joked. That resilience—the willingness to try, fail, learn, and try again—eventually led Mikey to toy design. Early attempts, like a configurable fidget ring funded unsuccessfully on Kickstarter, taught him practical lessons about the realities of crowdfunding startup ventures: "It was a great education on what it takes to go from an idea to a prototype to production."
But beneath the business lessons was a more personal journey. "Growing up, I was always a super anxious kid," Mikey admitted. Comfort often came in the form of plush toys—most notably, a beloved, well-worn Curious George. As he grew and learned more about the science behind comfort items and anxiety, Mikey recognized a gap in the plush toy world: there was little representation for kids (and adults) who saw their insecurities not as flaws, but as quirks worthy of celebration.
Plush with a Purpose: Redefining Comfort and Community
But Cute isn't just about making "cute plushies"—it's about designing emotional support beings that reflect the real inner worlds of their owners. Mikey's plush creations, like the Anxious Moon Bunny and the Grumpy Croissant Crab, are born from lists of foods, emotions, and insecurities mashed up in unexpectedly delightful combinations. "The idea is to release them and do these special versions. Every day I get asked by people, 'Are you going to do this? Can I see myself in your collection?'" he explained.
The reaction goes far beyond nostalgia or novelty. Adults, especially Gen Z and Millennial women, make up the largest portion of his customer base. As Diann notes, "Plushies are for everyone. Not one of those people in your Discord is a child." These comfort items have become symbols of acceptance and tools for vulnerable conversation, demonstrating how small business ownership can create genuine emotional support for communities.
Perhaps most notably, the community that's sprung up around But Cute has transformed accidental customers into intentional supporters. Mikey's Discord server, "Meet Cute," acts as a safe space where new members introduce themselves by sharing not only who they are, but what they're insecure about—unprompted. "It's been overwhelming…every person shares, and instantly others offer support or empathy," Mikey said. In a world that often demands perfection, But Cute's ethos is refreshingly radical: "We are imperfected, and this is going to be an imperfect process"—a powerful example of accepting flaws and imperfections as a business strategy.
Turning Insecurity Into the Superpower of Storytelling
The creative process behind But Cute toys leans into the messiness and delight of true self-acceptance. Mikey emphasizes the idea of "constraints boosting creativity," believing that specific lists and quirky fusions (like a rabbit with a cinnamon roll) unlock new ways to see and express insecurity.
This openness also means letting go—templates don't always send emails correctly, samples don't always look perfect, and crowdfunding startup campaigns sometimes flop. But Mikey views missteps not as evidence of unworthiness, but as part of the brand's DNA. "I'm glad that I unintentionally built this brand a little bit around imperfection, because it gives me the ability to embrace that too." His approach to small business ownership centers on accepting flaws and imperfections as core brand values.
By openly sharing both his struggles and his wins, Mikey models the very message his plushies represent: you don't need to cover up your anxiety, ADHD, or self-doubt. In fact, these traits might just be the doorway to your "superpowers." This vulnerability has become the foundation of his emotional support business model.
A Future Built on Connection, Not Perfection
So what's next for But Cute? Mikey's vision is simple but expansive: "Being the go-to brand where people are able to embrace their insecurities and celebrate imperfections." Whether that means expanding the plush range, leaning more into storytelling, or growing the online community, the mission remains the same.
His journey illustrates that successful small business ownership doesn't require perfection—it requires authenticity and the courage to build something meaningful around accepting flaws and imperfections. In a world hungry for authenticity, Mikey and But Cute are showing us all that you don't have to have it all together to create something that provides genuine emotional support to others.
In a world hungry for authenticity, Mikey and But Cute are showing us all that you don't have to have it all together to create something meaningful. Whether you're launching a crowdfunding startup or building any kind of business, vulnerability might just be the most powerful brand of all.
Feel free to DM me on LinkedIn or send me an email at diann@diannwingertcoaching.com. I'd love to hear your thoughts! If you'd like to hear the full episode on the ADHD-ish Podcast, you can do that here.
