21 Years in Business: What Still Matters for Small Businesses

This week marks 21 years since I last received a paycheque.

Or, in modern terms,
21 years since a guaranteed, automatic deposit landed in my bank account each pay cycle, for the same amount of money.

Since then, every dollar has had to be earned.
Every month has required judgment, discipline, and responsibility.
Every decision has carried consequences, both good and bad.

After 21 years of working with small and growing businesses, one thing is very clear:
some things have changed dramatically, and others have not changed at all.

Knowing the difference is one of the most important skills a business owner can develop.

What Hasn’t Changed in 21 Years of Business

1. The customer is still the focus

Not always right. But always central.

This remains true in every successful business.

Unless you provide something that genuinely:

• Solves a real customer problem

• Makes their life easier

• Gives them confidence in their decisions

• Delivers emotional reassurance, not just a transaction

customers will not stay with you.

Customers usually want a little more than what they think they are buying.
They want clarity.
They want consistency.
They want to feel looked after.

When businesses lose sight of this, marketing, automation, or technology may not save them.

2. Fundamental business principles still matter across every area

Strong businesses are not built by focusing on one function alone.

You may prioritise different areas at different times, but neglecting any one area for too long will always show up elsewhere.

• Marketing matters because without it, no one knows you exist

• Service delivery or production matters because if you cannot deliver consistently, the business will not last

• People and HR matter because unsupported or unclear teams affect performance

• Systems and processes matter because relying on memory and goodwill is risky

• Finance matters because financial resources enable everything

• Business management matters because planning, prioritising, and reviewing are essential

Healthy businesses give attention to all areas.
Balance is not about doing everything at once.
It is about not ignoring what keeps the business sustainable.

3. Cash is still king

It just looks different now

Cash may no longer be physical notes and coins, but cash flow remains one of the biggest challenges for small businesses.

When cash flow is tight:

• Decisions become reactive

• Stress increases

• Opportunities are missed

• Good people leave

• Business owners lose confidence

Cash flow does not need to be perfect.
But it does need to be understood, planned, and managed.

That has not changed in 21 years.

What Has Changed in Business Over the Last 21 Years

What has changed is how business is done. Here are few things that have changed.

1. How services are delivered

Twenty one years ago, much of our work was delivered on site as mobile professionals.

Today, flexibility is built in.
Businesses can choose how and where support fits around their operations.

The expectation has shifted from being present to being effective.

2. How marketing works

Marketing was once dominated by print.

Flyers, inserts, and direct mail were common.
21 years ago it worked, now much of it goes straight to the bin.

Today, marketing is digital, fast moving, and far more competitive.
While the fundamentals remain the same, the channels and expectations have evolved significantly.

3. Technology has reshaped business operations

We have moved from:

• Desktop systems

• To cloud based platforms

• To AI supported tools

Technology now shapes how businesses operate, scale, and make decisions.

Used well, it simplifies and improves clarity.
Used poorly, it creates complexity and distraction.

How Business Owners Can Move Forward with Confidence

After 21 years in business advisory and mentoring, a few principles stand out.

Be flexible and adaptable

Change is not slowing down.

Most developments are designed to improve efficiency and insight.
Approach change with curiosity rather than resistance.

Be willing to unlearn and relearn

Running a business is a lifelong learning process.

You do not need to be the first adopter.
But being a reasonable early adopter matters.

Test. Learn. Adjust.

Protect balance beyond the business

Business is important.
It is not everything.

Sustainable businesses are built by owners who protect their health, relationships, and life outside work.

Balance strengthens decision making.
It does not weaken performance.

A Quiet Celebration of 21 Years in Business

Twenty one years in business has been built on commitment, strong fundamentals, steady and considered decision making, and the ability to adapt without losing sight of values. Moving forward, our work continues to be shaped by lived experience, perspective, and the understanding that long term success comes from clarity rather than noise. To our clients, partners, and community who have been part of this journey, thank you. In the years ahead, we look forward to sharing that experience and wisdom more widely, challenging thinking with compassion, helping businesses build systems that support life rather than consume it, and creating meaningful impact while staying true to the values that matter most.