This week I celebrated (if that’s the right word) 25 years of running my own business.
Where has the time gone? Over the years there have been successes, setbacks, great times, tough times, and a whole lot of learning. Running a business is never a smooth road — more often it’s a rollercoaster. But I wouldn’t change it for the world. So, to mark the milestone, here are 25 lessons I’ve learned in 25 years at the helm — no holds barred.
1. Get rid of the parachute
Risk is part of running your own business. My natural inclination is to be cautious, but sometimes you have to ditch the parachute and take the leap. We might have grown faster had I taken more risks. I’ve learned that you can’t play it completely safe.
2. Sales is not a dirty word
Coming from a marketing background, I never truly saw myself as a salesperson, even though I’d managed sales teams. But without sales, nothing moves. In the end, it’s about conversations, problem-solving, and persistence.
3. Define your values and stick to them
Our values are clear: integrity, pragmatism, honesty. They guide everything we do, even when that means advising clients not to go ahead. Over time, living by your values builds trust, and trust builds longevity.
4. People first
It’s always about people. Take a genuine interest in your clients, and they’ll value your advice and buy more. The same applies to your team. When they feel respected and supported, they give their best.
5. Openness is an asset
Things don’t always go to plan. Sometimes, despite best efforts, a project falters. The sooner you raise issues with the client, the better. Contact them before they contact you. Transparency builds credibility, even when the news isn’t great.
6. Ride the rollercoaster
Business is never a gentle ascent. Recession, market downturns, interest rate rises, political changes, legislation, new tech, and even unplanned events such as Covid. The key is to prepare, adapt, and accept that turbulence is part of the ride.
7. Manage your emotions
It’s easy to get caught up in the lows. But if you could go back and tell yourself in those moments that things would improve, you’d worry less. Tough times pass. So do the good ones. Keep perspective.
8. Embrace change
If you resist change, you’ll fall behind. Adapting doesn’t mean throwing everything out, but you do need to be open to new technologies, approaches, and opportunities. Change is where growth happens.
9. Be alert to what’s new
Our core services have remained consistent, but adding new ones has kept us relevant. From LinkedIn outreach to intent- based led gen, to data building and enrichment, embracing innovation has created value for clients and growth for us.
10. Good and bad times don’t last
When business is booming, don’t assume it’ll last forever. When things are tough, don’t assume it will never improve. Planning and resilience are what keep you moving forward through both extremes.
11. Get good advisers
I’ve been fortunate to have excellent advisers over the years, and I listen to them. None of us knows it all. Surround yourself with people, internally and externally, that bring knowledge and perspective you don’t have.
12. Don’t sit back
In corporate life, I had large teams and agencies to do the work. In my own business, even with support, I’ve had to roll up my sleeves and get stuck in. Sometimes, leadership means leading from the front.
13. Be a leader
Leadership isn’t about telling. It’s about guiding, educating, and sharing experience. Even in a small business, leading by example is crucial. When people see you put the work in, they follow.
14. Recognise opportunities
One of the best moves we made was looking beyond the UK. Today, much of our work is international. Opportunities don’t always present themselves loudly. You have to spot them, seize them, and back yourself.
15. Manage your finances
We’ve always been disciplined with finances. A more pro-risk approach might have meant growing more steadily, but discipline is why we’re still here, 25 years later, trading profitably. Cash flow and financial prudence are non-negotiable.
16. Work–life balance matters
Could I have grown a bigger business if I’d worked harder, longer? Possibly. But I’ve also been able to see every school play, football match, and dance show. That’s priceless, and it’s success in its own right.
17. Enjoy what you do
If you don’t enjoy your work, find something you do enjoy. Running a business is too tough to do without passion. Creating a positive environment matters, for you, your team, and your clients.
18. Madness is a weakness
They say madness is doing the same thing over and over but expecting different results. It’s easy to fall into that trap. The antidote is learning, changing, and trying new approaches.
19. Working from home works
Remote working has pros and cons, but overall it’s been transformative. Flexibility helps the team, reduces costs, and improves work–life balance. I wouldn’t go back to the old way.
20. Recruiting is tough
Hiring has been one of the hardest aspects. We’ve spent a lot, kissed a few frogs, and even faced real challenges. But people are your biggest asset. You can’t grow without them, so you have to keep at it.
21. Invest in the right tools
From CRMs to automation, data portals, and AI, technology has been a game-changer. The right tools help your team, improve client service, and free up time for what matters most.
22. Market yourself well
Out of sight is out of mind. I’ve networked, invested in our website, PPC, and outreach, and maintained an online presence. Staying visible has kept us in the conversation, and on shortlists.
23. People still buy people
In an age of AI, email and LinkedIn, nothing replaces real conversations. Pick up the phone. Build rapport. Relationships are still the backbone of business.
24. The early bird catches the worm
Inbound leads are gold dust, but they don’t stay warm for long. Following up quickly, whether it’s from a campaign or a referral, makes all the difference.
25. Pat yourself on the back
I’m guilty of not celebrating achievements. But 25 years in business is something to be proud of. It’s not about being the biggest. It’s about surviving, thriving, and still loving what you do.
Wrapping up
I’ve made mistakes, missed opportunities, and taken my fair share of knocks. But I’ve also been lucky enough to work with amazing clients, colleagues, and advisers along the way.
So here’s to the first 25 years — and to whatever comes next.
