Business Truths Stand the Test of Time
Foundational lessons drive success, no matter the market
Markets shift, tools evolve, and trends come and go — but core business truths remain. They are fundamental to what makes good companies great.
These principles power smart decisions, steady growth and long-term resilience. Whether a startup founder or seasoned pro, it pays to know what still matters most.
Unexpected truths emerge in one eye-opening moment in entrepreneurs’ lives where they had to pivot on the fly.
Brace for Inevitable Ups and Downs
Often, those truths emerge when business doesn’t go according to plan.
“I was told to prepare a class for the most senior people,” said Tom Reid. “When I arrived, they were all juniors. Two were in their first week on the job. The facilitator said that the senior people had ‘delegated’ their attendance. I had to rewrite the entire class live in person.”
That was a tough way to learn to be ready for anything, which didn’t sit well with a contracting expert who takes pride when teaching the fundamentals of leadership — to leaders like those who dismissed his class.
Reid has spent years chasing the elusive leadership ideal and translating it into a detailed work breakdown structure, or WBS. From that, he created “Sustained Leader WBS,” a comprehensive tool with 229 elements to assess and improve leadership potential.
“Those senior people, I guess they were not into learning, although I’m pretty sure they needed the new knowledge and perspective,” said Iva Ignjatovic, a marketing, strategy and business consultant.
It is also not unusual when potential clients turn out different from what they purported to be. Proposals need rewriting on the fly. Adaptability isn’t just a skill — it’s survival.
Unsurprising Surprises
“That happens so often that I don’t even consider it a surprise anymore,” said Ivana Taylor, owner of DIYMarketers, “committed to helping small-business owners escape overwhelm.”
Setbacks like that teach small-business owners how to ride highs and hard lows. Planning and resilience keep founders on track through turbulence.
“That’s why we call them clients,” Ignjatovic said with thinly veiled sarcasm. “They never know what they want or need.”
There are other business truths they learned the hard way. Reid, for one, verified that good help is hard to find.
“They really are,” Taylor said. “A report on manufacturers states they are still about 500,000 people short.”
Traits That Inspire Trust and Action
Although consumers are plentiful, another lesson is that everyone is not a good fit for business.
“Not everyone is your customer,” Taylor said. “Trying to please everyone dilutes your value.”
“Perfect” can be the enemy of done. Those who spend too long polishing instead of launching will miss momentum and opportunities. Aim for progress, not perfection.
See how better systems can move companies progressively forward, such as that described in the DIYMarketers post, “The Funnel-Free Way to Grow Your Business Faster.”
“Just because a process worked for someone else doesn’t mean it’ll work for you,” Ignjatovic said. “That is complicated when one of the biggest problems small-business owners face is lack of skilled people.”
Reid wishes someone had told him the importance of keeping good books before starting his business.
Another truth is that success doesn’t mean doing it alone. Delegating isn’t a weakness — it’s how an entrepreneur grows without burning out.
Work By Any Other Name
“You won’t always love it — and that’s OK,” Taylor said. “Business is still work.”
Apparently, entrepreneurship isn’t a young person’s game, either. According to Forbes, millennials own just 13 percent of U.S. small businesses. Most small businesses are still owned by Boomers and GenX.
“Your time is more valuable than your product,” Ignjatovic said. “Protect it.”
Common myths about business success often turn out to be exactly that.
“Success is, first how you define it, and second, a journey to be enjoyed and not just to be endured,” Reid said. “It’s never a straight line. I am grateful for the many friends I have found along my convoluted journey.”
Streamline Operations, Fuel Growth
One of the most triggering myths is “If you build it, they will come.” Nope. A business can have the best product in the world, but without marketing and relationships, no one shows up.
“This phrase was the worst thing to happen to business and marketing,” Taylor said. “It gives you permission to spend time on building instead of marketing and building a customer base. If you build it, you’ve got to promote it hard.”
In fact, Fundera found that more than 70 percent of small-business owners work more than 40 hours per week, with 19 percent even exceeding 60 hours.
That might reflect one of Ignjatovic’s more harmful myths and pieces of advice: Hustle 24/7.
“Doing that will break you,” she said. “Smart systems beat burnout. Once — just once — I’d love to have one part of the journey be easy and straightforward. Friends along the way make those journeys more interesting and easier.”
Sounds of Silence
She shares Taylor’s disdain for what Ignjatovic considers destructive “If you build it …” advice.
“I’d like to know the person who pushed out that nonsense,” Ignjatovic said. “Then I’d like to ask people who jumped on that idea why they believed it in the first place. Sure, they built it — then came the crickets.”
When business gets tough, turn to personal truths to keep going.
“If it’s going to be, it’s up to me,” Reid said. “It is important to leave a legacy that will endure for future generations.”
There is also “momentum beats perfection.” When business gets tough, taking even one step forward reminds the entrepreneur that progress is still possible.
“Every ‘No’ is one step closer to a ‘Yes,’” Taylor said. “Keep going.”
Stand Out Where It Counts
Be sure to stand out where it counts. Strong brands build trust, earn attention and create opportunity.
“You only fail when you quit,” Ignjatovic said. “The rest is just feedback.”
Taylor lives by her most empowering business truth: “Done is better than perfect. Progress beats perfection.”
Consistency beats intensity. It’s not the big splash but the steady swim that builds trust, momentum and long-term wins.
“People do business with people, not brands,” Ignjatovic said. “Be real.”
Winning qualities are signs of core personal truths.
“Your character, integrity and honesty are your most precious assets,” Reid said. “They can be wasted into oblivion without due care.”
Trends shift and tools change, but timeless business truths never go out of style. When in doubt, return to the basics — value people, stay curious, and let timeless truths lead the way.