10 lessons learned from 10 years in business

Ten years ago, CREATIVA started as nothing more than a small idea—honestly, I wouldn’t have even called it a project back then. It came from a simple need: to carve out our own space in the industry, create the jobs we couldn’t find, and sharpen our skills as designers.

There were no big plans of growing an agency, working with clients from around the world, or building a team of talented women. At the time, we just wanted to design.

But now, as I sit down to reflect on a decade of running my own business, I’m struck with a sense of awe at how far we’ve come and how much I’ve grown.

Building a business from the ground up takes an incredible amount of drive, consistency, passion, and—perhaps most of all— a lot of trial and error. Over the past 10 years, I’ve faced many challenges, periods of stress and fear, and yes, even some tears. 

But I’ve also experienced incredibly rewarding moments, each one offering lessons that shaped not only my business but also who I’ve become.

So, as a way to celebrate this milestone, I’d like to share with you the 10 most important lessons I’ve learned over the past decade of building a small business. Here we go:

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1. Steady grow is still grow 

When I first started my business, I didn’t have big plans. However, once I started seeing signs of growth, I became eager to achieve everything all at once: to grow faster, land the biggest clients, and start making significant money.

I wasn’t expecting overnight success, but for years, I felt like my steady growth was too slow. I often felt stuck, disappointed, frustrated, and stressed, I thought I wasn’t moving forward fast enough.

Looking back now, I’m grateful for that steady, incremental growth. It allowed me to evolve at my own pace without being overwhelmed by the pressure of trying to keep up with something bigger than I could handle at the time.

If I examine the numbers, we grew consistently every year. We never missed a bill, tax payment, or needed to take out loans. It took time to reach the point where I could confidently say I had a six-figure business, but now I can say that with ease.

Lesson Learned: Consistency is key 

Success didn’t come to me in big, dramatic leaps; instead, it’s been the result of small, consistent actions over time. Since day one, I’ve never stopped working on my business. Whether it’s refining systems and processes, serving my clients, planning for the future, or figuring out what new skills we need to learn or hire—there hasn’t been a single day when I haven’t thought about how to make my business better. It’s that consistency and drive that has kept this “little idea” alive and thriving for 10 years.

2. Be adaptable and embrace change

If there’s one constant in business, it’s change. Just like in the design world, trends evolve, technology advances, and client needs shift. To stay afloat, you must be willing to adapt.

Thankfully, adaptability is something I’ve embraced throughout my life. I’ve moved across countries and continents three times, learned new languages, and picked up new skills along the way. Change doesn’t unsettle me—if anything, it fuels me. It keeps me on my toes, constantly seeking ways to grow and improve.

I’m not afraid to try new things or to launch a new service before it’s perfectly polished. One of the mantras that has guided me over the years is: “Done is better than perfect.” And that mindset has served me well. It’s allowed me to take action, learn from experience, and continue evolving rather than getting stuck by perfectionism.

Lesson Learned: You have to be open to adapt 

As Heraclitus famously said, “The only constant in life is change.” That has certainly been true for both me and my business. Trying out new tools, staying on top of industry trends, and being open to pivoting when necessary has kept my business not just afloat, but growing and evolving year after year.

Looking back, my plans and goals today are worlds apart from what they were when I started. This is a direct result of my willingness to evolve and adapt to new and exciting opportunities as they arise. When those opportunities come, I don’t hesitate—I go after them.

Just like in the theory of evolution, those who refuse to adapt risk being left behind, while those who embrace change are the ones who thrive.

3. Discover who ‘your people’ are

One of the most important lessons I’ve learned over the past decade is the significance of finding your people. This applies to both clients and collaborators.

In the early days of my business, I was willing to work with anyone who came my way, often chasing clients who didn’t align with my values or creative vision. Over time, I realised that working with people who truly connect with you on a deeper level makes a world of difference—not just in the quality of your work but also in your overall happiness.

Initially, I thought I wanted big clients and high-profile projects. But as my business grew, I discovered that I actually work best with small businesses, and even more so with women who are building something similar to what I’m building. These are my people. We don’t just work well together; we truly understand each other. We know the challenges of building a business while caring for a family, and we even share the same personal experiences (like navigating perimenopause!). When you find that deeper connection with someone, it fuels your motivation to support one another in a more meaningful way.

Lesson Learned: You need to find YOUR people 

Not every client will be your ideal match, and that’s okay. The key is to find clients whose goals, values, and vision align with your own. When you do, collaboration feels effortless and far more rewarding. These are the clients who understand your creative approach, respect your expertise, and trust you to guide them through the process. Working with people you connect with on this level results in better projects, longer-term relationships, and mutual growth that benefits both sides.

The same principle applies to collaborators. Surround yourself with people who share your mindset, values, and creative spirit. These relationships can become the foundation of a fulfilling and sustainable business.

Finding your people takes time and patience, but it’s worth the effort. The right relationships elevate both your business and your personal journey, allowing you to create something far greater than you could have achieved alone.

4. Be yourself, build your own Brand

As a branding expert, I’ve helped countless clients craft impactful brands and establish their online presence. But one thing that took me longer to fully grasp was the importance of investing in my own personal brand, alongside my business brand.

I always knew that, like it or not, we all have a personal brand. We build it every day through how we present ourselves, what we share with the world, and what we stand for. It’s shaped by our interactions with others, whether we’re conscious of it or not. However, it was only about a year ago that I decided to put intentional effort into building my personal brand and developed a strategic plan around it.

Now, I carefully plan and curate what I share, how I say it, and when. I make sure people get to know me not just for my expertise but for who I really am. I share my story, my values, and the things that bring me joy. The goal isn’t to create a false impression of myself or to be something I’m not—quite the opposite. I want people to know me first, before deciding to work with me. I aim to attract clients who resonate not just with my services but also with who I am as a person.

And here’s the best part—it’s working! Over the past year, I’ve attracted some incredible clients and projects. Many of them came to me because they had already connected with my story through my posts, blogs, or videos. They had formed a positive perception of me before we even spoke.

Lesson Learned: Your personal brand is your best asset 

Your personal brand is your most valuable asset. It speaks for you before you even have the chance to. By investing in my personal brand, I’ve attracted the right clients, increased my visibility, and strengthened my business in meaningful ways. In promoting my personal brand, I’m not just building awareness of me—I’m driving amazing results for my business.

5. Build your business your way

One of the greatest realisations I’ve had over the last few years is that there is no one-size-fits-all approach to building a successful business. 

I’ve spent a lot of time looking at how other entrepreneurs were running their businesses—trying to follow their formulas, trying to replicate their strategies, and assuming their methods were the “right” way to succeed. But the truth is, your business should reflect you—your unique vision, values, and goals.

That’s not to say there’s no value in learning from others. In fact, you can gain incredible insights by observing what other successful people do. You can take lessons from their strategies and see what might work for you. The key is to adapt those insights to suit your own needs, strengths, and aspirations, rather than blindly following someone else’s formula.

Lesson Learned: Success looks different for everyone.

For some, it might mean scaling a business with a large team and big shiny offices, for others, it might mean having a small, manageable operation that provides flexibility and creative freedom. I’ve learned that it’s important to be clear about what success means to me and not get caught up in what others define as success. 

At the end of the day, the beauty of entrepreneurship is that you get to build something that’s uniquely yours. Embrace your individuality and create your business on your own terms. That’s the most sustainable way to build a business that’s true to who you are—and the path most likely to lead to genuine happiness.

6. Embrace the process, not just the end goal

I’ll admit, this is something I’m still working on.

As an entrepreneur, I’ve discovered just how driven and ambitious I am. I’m hyper-focused on achieving milestones like hitting revenue targets or securing a certain number of projects each month. And while those goals are important, I’m learning that the process itself is just as valuable as the outcome.

The challenge is that when you’re so focused on the big goals ahead, it’s easy to overlook the smaller victories along the way. I’ve often found myself underestimating the progress I’m making simply because I haven’t reached that big goal yet. It’s similar to what I mentioned about feeling frustrated by slow growth—it’s easy to become impatient when you’re always looking ahead to the next milestone.

Lesson Learned I’m learning: Enjoy the ride!

The process of building a business can be messy, frustrating, and sometimes overwhelming—but it’s also where the magic happens. Every step, no matter how challenging, teaches you something new—whether it’s a technical skill, a more efficient way to manage your time, or a deeper understanding of yourself as a person and a business owner.

I’m learning to embrace the journey and not rush through it just to get to the finish line. The lessons you gather along the way are what truly help you grow as an entrepreneur. Each small win, every challenge overcome, and each new insight is part of the adventure that shapes your long-term success.

At the end of the day, the process is not just a means to an end—it’s an integral part of the entrepreneurial journey. The growth happens not just when you reach your destination but in every step you take along the way.

7. Delegate and trust others

As a business owner, it’s tempting to try to do everything yourself—whether because you think it’ll be quicker to handle things on your own, or you believe no one else will do it quite as well as you. But the reality is, you simply can’t do it all.

As my business grew, I often found myself stretched too thin, juggling everything from client communication and team management to design work and more. The turning point came when I realized that learning to delegate isn’t just about offloading tasks—it’s about trusting others to do their job without needing to micromanage every step of the way.

Of course, delegating effectively requires finding the right people and building a solid support system, which isn’t always easy. But it’s absolutely essential.

I began delegating early on, starting with a friend who helped out with social media, followed by hiring a copywriter for occasional projects. Over time, I’ve brought in talented developers and even hired a studio assistant who now manages almost everything related to admin and finances. Each step has been a crucial part of building my support network.

Lesson Learned: You need to build your support system

Hiring the right help has allowed me to focus on areas where I truly shine and can make the biggest impact on my business’s growth. Although I’m still building and refining my support system, I’ve been fortunate to work with some amazing, talented women along the way.

Delegating tasks has also freed up valuable time for me to step back, strategize, and think long-term about my business. Trusting others to handle parts of your business can be a game-changer. It not only allows you to scale more effectively, but it also helps prevent burnout and ensures that you’re focusing your energy where it matters most.

8. Stay true to your ‘Why’ – Your Mission

In the day-to-day of running a business, it’s easy to get caught up in managing clients, handling finances, and meeting project deadlines. But amid the hustle, one of the most important lessons I’ve learned is to stay connected to my ‘why.’

Your ‘why’ is the reason you started your business in the first place. It’s your mission—the deeper purpose that motivates you beyond profit. 

For me, that purpose is why CREATIVA was born. My business partner and I found ourselves struggling to secure jobs in our field while raising families as migrant women. So, instead of waiting for opportunities to come to us, we created them.

It began as a way to empower ourselves—to take control of our professional lives. But as we grew, it became about empowering others as well. When we had the chance, we sought out other women in similar situations, offering them the opportunity to join our team and find their own professional paths.

Our mission also extends to empowering our clients—to help them build businesses they love, with work that is meaningful and impactful. Staying true to that original mission has been my guiding light through the inevitable ups and downs of entrepreneurship.

When you’re clear on your mission, it becomes easier to navigate tough decisions and stay focused on what truly matters. 

Lesson Learned: Stay true to your ‘Why’

Staying connected to your mission helps you build a business that not only thrives but also feels deeply rewarding. It grounds you in challenging times and keeps your focus on the bigger picture. When you align with your ‘why,’ everything else tends to fall into place—from the clients you attract to the kind of impact you make through your work.

At the end of the day, your mission is what makes your business unique. It’s what fuels your passion and sets you apart. No matter how much your business grows or how the market shifts, always return to your ‘why’—it’s your foundation, your compass, and the reason you’ll continue to find success in ways that are meaningful to you.

In difficult times, I reflect on why we started, how far we’ve come, and the number of women who’ve joined us on this journey. That sense of purpose fills my heart and keeps me going.

9. Make space for fun and stay creative

Running a business can be all-consuming and can burn you out if you don’t pay attention to the signs. This is why one of the most valuable lessons I’ve learned is the importance of leaving space for fun and creativity. 

Creativity is at the heart of what I do, and creativity thrives when you give it room to breathe. 

And what you do for this is totally up to you! In my case I love dancing, reading and watching TV, and lately I’ve made space for roller skating, colouring in, and LEGO!

Setting time aside to play and have fun, allows me to simply step away from work and recharge. These moments of fun and creativity keep the passion alive. They prevent burnout and bring fresh energy into my work and projects.

Lesson Learned: Creativity needs room to play

Don’t be afraid to take a step back from the day-to-day hustle and allow yourself time to play and experiment. This not only keeps you inspired but also infuses your work with new ideas and perspectives. Creativity isn’t just a tool; it’s the driving force that keeps a business like mine alive and thriving. When you make space for joy and exploration, your work will always reflect that vibrancy.

10. Look after yourself!

I love running a business, it can be incredibly rewarding, but it also comes with its fair share of stress, long hours, and constant demands. A few years back, I was so focused on growth that I often neglected one important element—myself.

There were times when I found myself mentally drained and physically exhausted, and my creativity suffered, of course. But I knew that self-care isn’t a luxury, it’s a necessity.

As business owners, it’s easy to fall into the trap of thinking we need to be “on” all the time—always working, always hustling. But the truth is, we can’t pour from an empty cup. 

I started getting serious about exercising, about eating better, and drinking more water. I tried different things and I discovered that I was more productive and efficient when I started my days with my workouts and my meditations (even though I was never a morning person in my life). 

When I started prioritising my well-being not only helped me feel better (and look better), but it also made me more productive, creative, and focused in the long run. When I started incorporating these conscious self-care practices I noticed a significant improvement in my energy levels and work quality.

Lesson Learned: Take care of yourself to take care of your business

Your business thrives when you do. Protecting your mental, emotional, and physical health is crucial to sustaining your passion and energy for the long haul. By making self-care a priority, you’re not only avoiding burnout, but you’re also investing in your business’s long-term success. After all, a well-rested, healthy, and balanced entrepreneur is far more effective than one who is constantly burnt out and running on empty.

Conclusion

Looking back on the past 10 years, made me realise the many lessons I have learned but these are the most important ones for me, and I’m incredibly grateful for every one of them.

Building a business isn’t always easy, but the journey has been worth it. Each challenge has pushed me to grow, each success has reaffirmed my path, and every lesson has shaped me into the business woman I am today.

If you’re on your own entrepreneurial journey, I hope these lessons help you navigate the ups and downs in the process. Remember, it’s not just about where you’re going—it’s about embracing the journey and learning from every step along the way.