If you’ve been Googling “OBM jobs” or hanging around in OBM Facebook groups, you’ve probably seen the same comments over and over:

“The industry is dying.”

“There aren’t any real jobs.”

“It’s too saturated to break in.”

Let’s set the record straight.

The OBM industry isn’t dead. The demand is still strong. But there are some big myths floating around that make people believe otherwise.

Myth #1: OBM Jobs Don’t Exist

Where it came from: People hop on Indeed, type “Online Business Manager,” and get crickets. It looks like no one’s hiring.

Why it’s wrong: If you go searching Indeed or LinkedIn for “Online Business Manager,” you won’t find much. That doesn’t mean the role is dead — it means businesses are using different words.

The same work shows up under titles like:

• Operations Manager

• Project Manager

• Director of Operations

• Integrator (especially in the EOS world)

• COO (for leaner businesses)

So if you’re only looking for the letters “OBM,” it’ll feel like the market is small. In reality, the demand is massive.

What to believe instead: Stop searching only for “OBM.” Start looking at ops and project leadership roles because that’s where your skills actually slot in.

Myth #2: The Market is Oversaturated

Where it came from: The VA-to-OBM pipeline. Many VAs rebranded themselves as OBMs without really shifting their skillset, which flooded the space. Suddenly it feels like “everyone’s an OBM.”

Why it’s wrong: Most of those OBMs are positioning themselves as glorified admins or tech clean-up specialists. Very few are showing up as true leaders in operations, systems, and team management. That’s the real differentiator.

What to believe instead: The market isn’t too crowded, it’s just noisy. If you can claim a niche (like agencies, course creators, SaaS founders) or pair your OBM skills with a specialty (like HighLevel, HubSpot, or data reporting), you immediately step out of the “everyone else” pool. Oversaturation isn’t killing opportunity, lack of positioning is.

Myth #3: Businesses Don't Value OBMs

Where it came from: Too many OBMs undercharging or taking on “catch-all” roles where they’re treated like admins. That creates a feedback loop: the client doesn’t see strategy, the OBM feels undervalued, and the story spreads that CEOs don’t really want OBMs.

Why it’s wrong: Ask any scaling CEO what keeps them stuck and the answer is almost always operations. They’re overloaded with day-to-day management, their VA can’t lead, and they need someone who can step in, take the reins, and run the backend. That’s exactly the gap OBMs fill.

What to believe instead: Businesses do value OBMs, but only when you show up as the solution to their growth bottlenecks. If you market yourself as a strategic operator, not just “an extra set of hands,” the respect (and pay) follows.

Myth #4: OBM Isn’t a Real Career Path

Where it came from: Comparing OBM to traditional fields. In careers like teaching, HR, or nursing, there’s a clear ladder: entry-level → manager → director. People expect OBM to look the same.

Why it’s wrong: OBM isn’t a neat W-2 ladder. It’s more like consulting. Most OBMs don’t land jobs from a board — they build client relationships, get referrals, and show up where CEOs are already asking for help. That’s why it feels uncertain to people who expect a “stable job title” path.

What to believe instead: OBM is a viable, in-demand career — but it’s a business identity, not a posted job. The path looks like this:

• Retainers with CEOs who need ongoing ops leadership.

• Systems builds and audits for businesses that need setup.

• Consulting or even stepping into fractional COO roles as you grow.

It’s not about waiting for a listing. It’s about creating your own lane.

Conclusion

The biggest myth of all? That OBM is “dying.” It isn’t. What’s dying is the illusion that you can land a thriving OBM career by only searching job boards or rebranding without up-leveling your skills.

The truth is:

• Businesses are getting more complex, not less.

• More CEOs are burning out.

• More teams need a leader in the middle.

The OBM industry is maturing, not disappearing. The real opportunity is for OBMs who can position themselves as strategic, specialized, and ready to lead.

The question isn’t whether OBM is still a viable path, it’s whether you’re ready to step into the version of it that businesses are already searching for.

Thank you so much for reading!

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