25 Things I’ve Learned from Five Years in Business

(and Beyond)

This one’s for anyone building something — a business, a body, a life. These are the lessons I’d tell myself if I was starting all over again.

After five years in business, there’s a lot I could say. But instead of trying to cover everything, I’ve narrowed it down to 25 things I keep coming back to. Some are simple. Some took years to learn (and I probably had to learn them more than once).

But all of them have changed the way I think about business, life, money, growth, and marketing.

Let’s dive in.

Philosophy + Foundations

1. The power of compounding is wild.Those who win — in business, in life, in relationships, in health — understand this: it's not about the big wins. It's the small things done consistently. If you improve just 1% each day, the results are exponential. This is how you change your body, your mindset, your bank balance. Slowly. Steadily. Over time.

2. Most of your problems are caused by your own impatience.There aren’t many problems that can’t be solved by taking a longer-term view. Urgency creates fear. Fear makes you focus on the small stuff. Perspective pulls you back to the bigger picture. Yes, deadlines matter. But panic rarely helps.

3. Money is not the enemy — your mindset might be.If you believe rich people are evil, that’s your problem. And it might be blocking money from entering your life or your business. Most of the wealthiest people in the world got there by providing real value. This is especially true for women — we’ve been conditioned to believe that we have to be broke in order to help people. That success makes us selfish. It doesn’t.

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4. Business is like a marriage or a game. And to win, you have to keep playing.There is no final round. No finish line. If you want to keep making money from a business — unless you’re exiting completely — you have to stay in it. The best founders in the world understand that. It’s not a one-and-done. It’s an ongoing commitment.

5. Change is the only certainty.If Covid taught us anything, it’s that things can change overnight. The most successful people in the world are the ones who stay flexible. Who adapt quickly. Who are open to trying something different when the old way no longer works.

Human Psychology (aka: we’re all just apes in nice clothes)

6. Understand the concept of a Veblen good.Most things follow the rule: lower the price, increase the demand. But a Veblen good — like a designer handbag or a Ferrari — breaks that rule. The higher the price, the more desirable it becomes. Why? Social signalling. The cost becomes part of the appeal.

7. Social signalling is everything.People don’t buy from businesses. They buy from people. Even with big brands — think Nike — people are buying what they think that brand says about them. Social proof matters. Perception matters. The way you present yourself, your business, your energy — it all speaks.

8. Your personal brand and your personal style matter.What are you signalling with the way you dress and show up? Big, bold logos often have the opposite effect you want if you’re aiming to look smart, confident, or successful. The best business people I know showcase their skills, not their status.

9. People are not rational.Here’s one of my favourite psychology examples: the body size of Playboy models follows the economy. During times of scarcity or recession, the models get curvier — because men are unconsciously drawn to women who appear resource-rich. In boom times, thin becomes the ideal. If you think people make decisions purely based on logic, think again.

10. The best leaders balance warmth and competence.Too warm, and people think you’re dumb. Too cold, and people don’t trust you. It’s a delicate dance — and women often get hit hardest here. But the real power? It’s in being kind and capable. Human and high-performing.

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Websites are a huge part of easing the process in business.

Execution + Operations

11. You don’t rise to the level of your goals — you fall to the level of your systems. It doesn’t matter how motivated you are. If your systems are broken, you’ll burn out. Want better outcomes? Build better structures.

12. Volume is a cheat code. You don’t need a perfect plan. You need more reps. More offers. More outreach. Most early-stage problems aren’t strategy problems — they’re volume problems. Just do more. You’ll figure it out faster.

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13. Most people don’t want success — they want comfort.They say they want to grow, but the moment it gets uncomfortable, they back off. Growth doesn’t feel good. It feels risky. Stretchy. New. If you’re comfortable all the time, you’re probably not growing.

14. Boring is profitable. It’s not always the most exciting businesses that win — it’s the ones with the most repeatable systems. Consistency outperforms flashiness every time.

15. Most people quit too soon. You either stay in the game long enough to win, or you don’t. That’s the truth. Those who make it? They’re often just the ones who didn’t give up.

Mindset + Framing

16. If someone triggers you, they’re probably your mirror.That person who winds you up? They’re likely reflecting back something you need to look at. It could be jealousy. It could be insecurity. Whatever it is, it’s rarely their problem — and more likely yours.

17. What in your industry is stale?There’s something really obvious that people have been doing forever — that no one’s even thinking to question. Like real estate agents using awful photos. What could you disrupt?

18. The most successful people are open to rejection.When I first started in business, I took every “no” personally. Now? I know it just means they weren’t the right fit. The more rejection you can handle, the more success you’ll create. Simple as that.

19. Reframing is everything.Lose a client? Maybe you're just making space for the next, better one. End of a contract? Start of a new chapter. Same event, different perspective. Just like feeling clammy and nauseous — in a workout, that feels powerful. In your car, it feels like panic. It’s the frame that changes the feeling.

20. Don’t be afraid to let go.Sometimes we hold onto things out of guilt, habit, or obligation. But what is the one thing in your business you’re carrying that you would drop tomorrow if no one judged you? There’s your answer.

Marketing + Momentum

21. What are you clinging to that’s not in your zone of genius?I see this all the time. People muddling through social media even though they hate it. Clinging to tasks that drain them. What could you outsource tomorrow that would free you up to actually grow?

22. Not “how” — but “who.”This was a game-changer for me. Instead of asking, how do I solve this problem? Ask, who can help me solve this? It’s faster. It’s better. And it keeps you focused on your strengths.

23. Where are you now, and where do you want to be?That’s the entire strategy session, right there. You don’t need a fancy 50-page plan. You just need to know your start point, your end point, and what’s missing in the middle.

24. I believe in partners, not competitors.Some of my best collaborators are “competitors” on paper. But their skills, their experience, their ideas — all of that makes me better, not worse. What if you stopped seeing others as threats and started seeing them as teammates?

25. In-person still matters. My very first client came from a business networking event. And many more followed. We spend so much time building websites and posting on socials — and forget to just talk to people. 95% of the world is waiting for someone else to make the first move. Be that person.

Final thoughts:

Business doesn’t just change your income. It changes you.

These are the lessons I’ve learned so far — and I know there are more coming.

If you’re in the thick of it right now, I see you.

Keep going. If you’re just starting out, go all in.

If you’re tired — rest. But don’t leave the game too early.

Because the only way to lose in business is to stop playing.