Running a small business teaches you things no course ever really prepares you for. Some of them are practical, some emotional, and some only make sense once you’ve lived them. These are a few of the lessons I’ve picked up along the way.
1. You don’t need every app or piece of software
It’s very easy to think you need the right app, plugin, or system before you can really start. Most of the time, you don’t.
Before spending money, look for a free alternative, or use ChatGPT to help you learn how to do the thing you actually need. Last year alone, I spent over £100 on plugins. This year, I’ve learned how to do most of those things myself and saved that money instead.
Some tools are worth paying for because they genuinely save time. Others are just an expensive shortcut you don’t actually need yet.
2. Other accounts aren’t as perfect as they look
We only ever see a minute-long clip or a single photo and assume someone must be making hundreds a day. The reality is that most of us are struggling at least some of the time. Some struggle more. Some struggle so much they end up closing. We just don’t post about that part.
In the same way models are airbrushed to show perfection, social media is a highlight reel. We rarely see the B-roll. And even when we do, it’s usually curated B-roll.
3. There is no logic to what works
There’s no real logic to which product sells best, which market performs well, or which hashtag suddenly works. If there were, everyone would be doing the same thing successfully.
So stop looking for the logic. Test things, learn what works for you, and accept that sometimes things sell well for reasons you’ll never fully understand.
4. It’s okay to start over with a design
If you’ve spent ages on a design and end up hating it, that’s fine. Scrap it.
I hated all my old notebook designs, but I still liked the topics. So I redrew them all. I didn’t add new products, but I ended up with better versions of what I already had — and that still counts as progress.
5. Progress is messy and non-linear
Progress isn’t linear. It’s not even a rollercoaster. It’s more like a big ball of mess.
There will be moments where you feel completely stuck, followed by moments where you look back and think, How did we get here? Keep the photos and videos you don’t post online. They’re incredibly useful for seeing your own journey when it feels like nothing is moving.
6. Rebranding is allowed
If you need to rebrand because you’ve changed direction, that’s okay. If you want to rebrand simply because you have changed, that’s okay too.
Don’t be afraid to scrap things and start again. You need to feel invested in your business. If you’re not, your customers won’t be either.
7. You’ll always feel like you should be doing more
You’ll probably never fully stop thinking you should be doing more, or doing things better. It’s very easy to blame yourself when you see someone posting daily on TikTok, or running YouTube alongside everything else.
The truth is, someone else is looking at your account right now and thinking, Why can’t I be where they are? Perspective matters, even when it’s hard to hold onto it.
8. Keep every single receipt
Keep every receipt. Every tiny thing you buy for your business, keep it.
If it’s part of a weekly supermarket shop, highlight what was for work. Keep the receipt. And for the love of Jeff, keep a spreadsheet. Month by month. It will make your life so much easier later.
9. You can do your tax return without fancy software
You don’t need accounting software straight away. It might be useful later, but to begin with, all you really need is a clear record of what you’ve earned and what you’ve spent.
In the UK, your self-assessment tax return is essentially logging money in and money out. Put aside roughly 20–25% each month (more if you’re paying into a pension), and when it comes time to pay tax, the money is already there.
10. Rest actually matters
Days off need to be days off.
Don’t spend them scrolling small business social media. If you can, separate business and personal accounts so your brain can actually switch off. Rest properly. Take time away.
Burnout doesn’t help your business grow. Rest helps you come back able to focus.