5 Lessons from a Business Owner of 20 Years

After 20 years of running a business, I’ve learned what works—and what doesn’t. Some lessons came easy, while others came at a cost. Looking back, I wish someone had told me these things sooner.

If you’re starting your own business or trying to scale the one you’ve built, these five lessons will help you avoid common pitfalls and build a business that thrives.

Lesson 1: Business Is 80% Mindset, 20% Strategy

Most people believe that business success is all about having the right strategy. They chase tactics, marketing techniques, and sales formulas, thinking that will make the difference. While strategy is important, what truly determines your success is your mindset.

Your ability to take action despite fear, handle rejection without quitting, and believe in your own success will shape your business more than any strategy ever could. I’ve seen brilliant entrepreneurs fail because they lacked confidence, and I’ve seen average entrepreneurs succeed because they refused to give up.

If you want to grow your business, invest in personal development as much as business skills. Read books, work on your resilience, and surround yourself with people who push you forward. Your business can only grow as much as you do.

Lesson 2: Clients Don’t Buy What You Do—They Buy the Result

One of the biggest reasons entrepreneurs struggle to get clients is that they focus too much on their services rather than the transformation they offer. Clients don’t buy coaching, marketing, or design—they buy the outcome those services provide.

If your message sounds like, “I offer business coaching,” you’re not making it compelling enough. Instead, shift your focus to the result: “I help working professionals replace their 9-to-5 income with a side business they love.” See the difference?

When you position your offer in terms of results, people instantly understand the value. The clearer and more specific you are about the transformation you provide, the easier it will be to attract clients.

Lesson 3: Not All Clients Are Good Clients

In the early days of my business, I said yes to anyone who was willing to pay me. That was a mistake. Some clients were a dream to work with, but others drained my energy, disrespected my time, and expected the world for pennies.

Bad clients:

• Constantly ask for discounts and extra work for free.
• Don’t respect your time and boundaries.
• Are never satisfied, no matter how much you do for them.

Saying no to the wrong clients creates space for the right ones. Trust your gut when deciding who to work with. Set clear boundaries and don’t be afraid to turn away clients who aren’t a good fit. The clients who truly value your work will be the ones who respect you—and pay you what you’re worth.

Lesson 4: Marketing Is a Non-Negotiable

Many business owners believe that if they build a great product or service, customers will come. That’s one of the biggest myths in business. No matter how great your offer is, if you don’t market yourself, people won’t know you exist.

Marketing is the lifeblood of your business. The more consistently you show up, the more sales you will make. Whether you choose social media, email marketing, networking, or paid ads, visibility leads to trust, and trust leads to sales.

If you’re not seeing the sales you want, ask yourself:

• Are you consistently marketing your business?
• Are you reaching the right audience with the right message?
• Are you making it easy for people to buy from you?

The businesses that succeed aren’t always the best ones—they’re the ones people know about. Make marketing a daily habit, not an afterthought.

Lesson 5: The Faster You Get Help, the Faster You Grow

For years, I tried to do everything myself. I thought that hiring help was an unnecessary expense, and I wanted to keep full control of everything. That mindset slowed my growth.

The truth is, you don’t have to be an expert in everything. Trying to do it all leads to burnout and stalls your progress. The sooner you delegate or invest in mentorship, the faster you’ll grow.

If something drains your energy or isn’t your area of expertise, outsource it. If you’re struggling to figure things out on your own, invest in a coach or mentor who can help you avoid costly mistakes. Time is your most valuable resource—don’t waste it on tasks that don’t move the needle in your business.

These five lessons took me 20 years to learn, but you don’t have to wait that long. If you want to build a thriving, profitable business without making these same mistakes, start applying them today.

Your mindset, your messaging, your ability to attract the right clients, your consistency in marketing, and your willingness to seek help will determine your success.

If you want a step-by-step plan to grow your business without the trial and error, join My Business Launchpad Programme. I’ll guide you through every stage so you can build a business that works—without the stress and guesswork.

Which lesson resonates with you the most? Let me know in the comments!