A decade of running a business has been a wild, rewarding, and challenging ride. Along the way, I’ve learned invaluable lessons—some through triumphs and genuine collaborations, others through moments that felt like epic failures (but I always took on board as a lesson learned and how NOT to do things in the future).
Here are the top 10 lessons I’ve picked up over the last 10 years, sprinkled with some of the stories that shaped them.
1. Passion Alone Isn’t Enough
When I started, my excitement for the work was palpable. I believed passion alone would carry me through any challenge. Spoiler alert: it didn’t. I learned to pair my enthusiasm with strategy, discipline, constant learning and, more importantly, partnering with clients who appreciated and embraced what I brought to each partnership.
Passion gets you started, but systems, processes, and knowing when to ask for help are what keep you in the game.
2. Know Your Numbers
Coming from a predominantly business administration and management background, I have always treated numbers with the respect they deserve. However, I am aware of my knowledge and lean on my accountant for the legality and compliance side to ensure my numbers are correct and accurately reflect my business’s story.
Numbers not only tell your business’s story, but they should also reflect your goals and KPIs—if you ignore them, don’t know them intimately, or don’t align them with your strategy, you cannot make any decisions that will have real impact.
3. Your Brand Is More Than a Logo
Asking for help in the areas of business that I am not an expert in has always been a foundational belief for me. This is why I collaborated with an expert designer (the amazing Norelle Targato from Illustrious Type & Design) to create the initial logo for VPA. I gave Norelle my favourite colours (purple and teal), and we had discussions around brand identity while my clever sister (Amanda Bell) provided my catchy tagline (‘Virtual support, real results’).
However, even with all of this, I also knew that what really mattered was delivering on my promises and building trust with my audience and clients. Reputation is your brand’s true foundation.
4. Not Every Opportunity Is a Good One
In my third year of business, I said “yes” to a client whose values clashed with mine. The stress wasn’t worth the rewards, and now, I trust my gut when it says, “This isn’t the right fit.” Saying no is a superpower, and sometimes saying “no” leaves room to say “yes” to opportunities you don’t know about yet. And introducing another virtual contractor who is a better fit is a win-win-win for all three parties involved.
5. Your Vibe Attracts Your Tribe
Since inception, I have operated independently (the nature of executive support). However, some of my best ideas have come from conversations with peers and mentors. Don’t underestimate the power of networking—it’s where collaboration and inspiration thrive.
I truly believe in and uphold community and collaboration over competition as a foundational mantra. I promptly joined an Australian Virtual Assistant Network, ‘Virtually Yours VAs’ or ‘VYVA’ (proud member since 2016), headed by the original Australian Virtual Assistant advocate herself, Rosie Shilo. Through this community, I have made friends, collaborated, referred, and even partnered in business with other members to assist in their own businesses.
I cannot stress this enough—find your tribe! Whether it’s an online community or in-person networking, you will eventually find a tribe that will love and support you. I would love to tag all of my tribe members here, but there are quite a few, and you already know who you are. <3
6. Your Mindset Shapes Your Journey
I’ve learned that your mindset can either be your greatest ally or your biggest roadblock. During challenging times, I used to allow negative thoughts to dictate my day and the way I planned or responded to a situation. But after a lot of self-work, shifting to a growth mindset—believing I could figure it out, even if I didn’t have the answers right away—has been transformational. Your thoughts really do drive your results.
If this is something you really struggle with, then I strongly suggest investing in training, mentoring or coaching in the area you feel you need to work on. Over the years, I have worked with so many wonderful people in their area of genius. The likes of Rosie Shilo at Virtually Yours and the big brains of Leanne Woff at Audacious Empires, to name drop a few.
7. Self-Care Is Non-Negotiable
Burnout nearly knocked me out of the game early in the piece. Why? Because I was trying to do ‘all of the things’ rather than focus on what I am good at and the reason why clients seek me out and tend to work with me on a long-term basis.
I learned very quickly to take my own medicine and schedule my workdays down to the minute (yes, this means batching and time blocking and sticking to the plan whilst allowing yourself some grace when it doesn’t exactly go to plan), making sure to celebrate wins (both big and small), and prioritising my health.
You cannot pour from an empty cup in both your business and personal life, especially when you are a parent.
8. Evolve or Become Irrelevant
Trends change, markets shift, and businesses must adapt. I’ve reinvented my offerings multiple times to stay aligned with my audience, and honestly, each pivot (cue the replay in your mind of Ross from Friends, ‘couch moving up stairs’ antics – tell me you didn’t read that in his voice!?) has brought me closer to what I’m meant to do.
Standing still is not an option in the constantly changing online universe.
9. Boundaries Protect Your Energy (and Sanity)
One of the hardest but most liberating lessons I’ve learned is the power of setting and sticking to boundaries (thank goodness I learned this one early, as it has served me every day since). Whether it’s refraining from checking emails or messages outside of your ‘working hours,’ guarding my weekends by turning my PC off and adhering to non-negotiable family commitments/obligations, or, most importantly – being transparent about my availability, boundaries are crucial. I’ve learned that boundaries are about respect—for yourself and for others. And here’s the secret: people respect you and your boundaries more, when you communicate them clearly and stick to them.
The Golden Rule, which states, “Do unto others as you would have them do unto you,” also pertains to how you should treat yourself by establishing and upholding certain boundaries and expecting certain treatment in return.
10. Celebrate the Journey
In the early years, I was so preoccupied with ‘what next?’ that I failed to recognise the progress I’d made and often felt awkward about highlighting my achievements. Now, I take time to reflect, enjoy milestones, and share those moments with my community.
Gratitude makes the journey sweeter.
Closing Thoughts: A Note to My Future Self
If I could go back 10 years, I’d tell myself: It’s going to be harder than you think, but it’s also going to be worth it. Owning a business is a masterclass in resilience, creativity, and growth.
To my future self and anyone else who took the time to read this far (thank you): keep learning, stay humble, and always remember why you started. And if you’re feeling stuck or overwhelmed, just take the next right step for you (only you know what this is).
That’s how I’ve made it to this point—and how I plan to keep going.
Connect With Me:
If you are a coach or a consultant and need executive support help to uplevel your business administration and support, reach out and let’s start a discussion about how we may partner in business and get your schedule and background processes humming.
Book a free chat with me here.