Redefining success to better your dream business
Success. It’s such a loaded word.
What makes a successful business?
I’ve learnt over the course of establishing my own business that the measure of success is directly dictated by the values you have as a business owner. And, newsflash: this doesn’t always mean mountains of money. Hell yes, it’s nice to have, but what good is it if your other needs aren’t being met.
When I first decided to dive into the business boss pool, I had just two driving forces: establishing an income and having the flexibility to work at times and places which suited my needs. I had a three-year-old and a three-month-old babe and my existing workplace couldn’t offer the flexibility I craved in my work/life balance. My goals were simple: work around changing nappies and midnight feeds and make a little money in the process. And by these measures, it was a success. Did I make a lot of money? No I did not. Did I have flexibility to be present with my daughters and have something to focus on outside of this when the time allowed? You bet!
What I have discovered over the years that followed while my business grew and I became clearer about the direction I wanted to take it in, is that these values and subsequent measures are allowed to change. As your business grows, these values develop and grow too. Sometimes it can feel a bit like the goal posts keep shifting. You’re aiming for one spot, but then realise along the way that it’s moved slightly, or sometimes even altogether. And that can feel frustrating. But checking in and being clear on what motivates you and excites you to keep pouring your efforts into your business is what will ensure that your ‘success cup’ continues to overflow. And let me tell you, the realisation that this idea didn’t need to be tethered to my bank balance was a liberating feeling. Is my business profitable? Sure. Could I be earning more? Also yes. But money isn’t something that leaves me feeling accomplished, not to the extent I’d like, so here’s a few of my current values as a sole trader business owner and things that I measure my levels of success against.
FULFILMENT
Right now, this is my number one motivation for jumping in front of my computer. I have a level of personal satisfaction I’ve never experienced within my work before. I’ve built my business to a point where I am guaranteed that every project which crosses my desk is going to challenge me and excite me and make me a better designer. Every project. I work with creative, artistic, driven women who I’m passionate about seeing succeed and that literally sets my world on fire. Prior to being self-employed, I spent ten years working in the print industry designing invoice books and lawn-mowing business cards and I actually can’t believe I wasted so much time not seeking out people that I’m aligned with to work alongside. Valuing this level of fulfillment in my work has easily been the leading drive to becoming a better designer, honing my business scope and target market and often makes it hard to tear myself away from an idea. Fulfillment trumps $$$ for me, every day of the week!
FLEXIBILITY
One of my very first goals and it’s still ranking highly. My daughters are now seven- and four-years-old, and while there’s no more daily poop explosions, the need for me to be available is still very real. And something I’ve come to believe is, the nine-to-five grind is over-rated. I’ve basically spent the last four years working almost entirely at night, and while I probably wouldn’t recommend this to everyone, I do say, find the times of day you’re most productive and roll with it. The flexibility of scheduling my own work hours to ensure I’m available for school athletics carnivals and Book Week parades and swimming lessons, or even taking a mid-week day off to hit the gardens or grab a coffee is incomparable.
GROWTH
Something I’d never actively considered as a marker of success up until just recently, but when I look at where I’ve come from, the designer I used to be just five short years ago, the growth I’ve experienced is substantial. I had no idea who I enjoyed working with or what my real style was because I was being paid to work on every job that entered the workflow, no matter if I had a connection or understanding of the client or not. I vividly remember working on a logo and having zero clue what the actual business service entailed. Needless to say, the revisions were extensive. But gaining an understanding of the kind of designer I am and the kind of people I align with means I’ve grown into a better service provider myself. I’m no longer happy with just ticking a box, I need to blow that box wide open. Translating this personal growth into business growth has also meant that I have a new-found confidence around attracting and maintaining clients who see the value in not just the service I’m providing, but in my artistic style and personal connection to the work I deliver.
CONNECTIONS
As a small business owner, I’ve made some strong, empowering connections with other small business women and the support I’ve gained through these friendships has been enormous. People who not only listen to my outlandish, late-night, creative ideas, but often are the first to jump on board with me and lend their own skills. These women have done wonders for helping build my confidence within my business, develop new skills and encourage me to take a leap when it’s called for.
So next time you’re feeling in a slump about the level of ‘success’ in your business, take a real look at what your measures are. If it’s a padded bank balance, that’s fine, but don’t forget there can be more, just as substantial, contributing factors to your business satisfaction that don’t include dollar signs.