How to Grow Your Small Business

Your business is an airplane. To soar, every part must perform its role: leadership, marketing, sales, product offerings, operations, and cashflow. Get one piece wrong, and you risk the entire flight.

1. Write a Mission that Inspires Movement

Without a clear mission statement, your business risks drifting without direction. Much like a pilot needs a flight plan to guide their journey, a leadership team must define its goals clearly.

A good mission statement has three parts: measurable goals, a deadline, and a larger purpose. Measurable goals help employees focus on what truly matters, a deadline creates urgency, and a purpose motivates action. While generic statements fail to inspire, specific and engaging missions energize teams and foster alignment. Think of it as a guiding narrative where employees see themselves as heroes working toward a common finish line.

For example, a newspaper might craft this statement: “We aim to increase our subscriber base by 30,000, grow advertisers by 30%, and raise each client’s average investment to $21,000 in two years because good journalism can change the country.” Aligning the team becomes easier when the destination is clear and the reasons resonate.

Examples

• Clear deadlines, like two years in the mission statement, stimulate urgency.
• Specific goals, such as increasing subscribers by 30,000, provide focus.
• A purpose—changing the country through journalism—gives the mission emotional weight.

2. Make Marketing a Storytelling Tool

Marketing isn’t just about having a flashy logo or trendy ads. It’s about helping your customers become the heroes of their own story, with your product as the key to their success.

To do this, focus on the customer’s main problem and show how your product provides the solution. Think of your business as the guide (like Gandalf or Yoda) who points them toward victory. Identify three simple steps the customer can take to solve their issue, making it as easy as possible for them to take action. Effective marketing also hinges on clear calls to action—directive phrases like “Buy now” or “Sign up today” that leave no room for doubt.

For instance, a hotel booking service could communicate: “Struggling to plan your dream vacation? Use our service to book the perfect place in three easy steps: select your destination, get the best deals, and leave the rest to us. Book now to relax sooner!” This approach captures attention while offering clarity and direction.

Examples

• Customer stories: Products as solutions create emotional connections.
• Simplifying processes: Three-step solutions help overcome barriers.
• Calls to action: Phrases like “Schedule an appointment today” prompt immediate customer response.

3. Transform Sales into Authentic Conversations

Sales conversations often feel uncomfortable because many fear appearing pushy. The key is guiding—not pressuring—potential customers through an authentic story.

Start by determining if the person has a problem your product can solve. Then, use the same story-driven marketing framework to explain how your offering is the solution. End with an invitation—an opportunity for them to act. This approach ensures your pitch is both relevant and respectful. Listening closely can help customize your story, turning hesitant prospects into satisfied customers.

Consider meeting a seamstress at a party. Instead of immediately pitching, she may ask, “Have you ever had online clothes that just didn’t fit?” If you relate, she might explain her process: “I take initial measurements for free, adjust all ill-fitting clothes, and store your sizes for the future. I have an opening this Friday.” This tactic makes the conversation feel natural and helpful, not forced.

Examples

• Friendly questions lead potential clients to self-identify their needs.
• Story-driven sales pitches foster buy-in without manipulation.
• Offer convenient entry points, such as free consultations or direct appointments.

4. Strengthen Your Wings with Profitable Products

Your plane cannot stay airborne without strong wings, and in business, those wings are your products. Choosing what to keep, remove, or refine is an essential part of scaling a business.

First, identify which products perform well financially and thoughtfully let go of those that don’t. It’s often better to strengthen existing profitable products rather than create entirely new ones from scratch. When exploring new products, use design briefs to map out target audiences, financial viability, and competition before committing resources.

For instance, a sneaker company might discover its basic walking shoes outsell athletics-focused models, prompting deeper investment in those core designs. Before launching a luxury variant, though, they could compare its costs against the target audience’s ability to pay or test a small batch before full production.

Examples

• Profit ranking: Analyze costs vs. returns of each product.
• Market saturation: Push thriving products into untapped areas first.
• Product briefs: Test new ideas in concept form to avoid risky launches.

5. Lighten the Load of Your Operations

Every team member adds weight to your business “plane,” but inefficiency and poor communication can lead to overburdened systems. The key is streamlining.

Donald Miller found introducing five focused meeting formats vastly improved operations at StoryBrand. Weekly All-Staff Meetings clarified updates and boosted morale; daily Department Stand-Ups touched base quickly on tasks; and Personal Priority Checks aligned staff with leaders. Additionally, Quarterly Reviews allowed for targeted goal-setting.

Prioritizing communication brought a clear and measurable return—revenue grew by 20%, and profits jumped 30%, all without cutting staff. Organizing work more efficiently ensured the plane (and team) stayed in balance.

Examples

• Weekly all-company meetings reinforce alignment and morale.
• Department standups resolve confusion in real time.
• Personal coaching keeps individual growth tied to organizational goals.

6. Keep Cashflow Tight and Organized

Cash is your jet fuel—without it, you’re stuck on the ground. Managing it wisely ensures your growth remains sustainable.

Start by separating business and personal finances entirely. Set up five key accounts: Operating (day-to-day expenses), Profit (rainy day funds), Tax (to avoid end-of-year shocks), Investment (for future growth), and Personal (your salary). Maintain minimum balances for stability and transfer excess funds strategically.

For instance, if your Operating Account consistently exceeds $35,000, move extra funds into Tax and Profit accounts. Once those hit their high-water marks, overflow enters your Investment Account. This structured system avoids cash crunch crises while funding future dreams.

Examples

• Set “high-water marks” as a safety net for each account.
• Dedicate a Tax Account to avoid end-of-year debts.
• Regularly shift excess cash for growth opportunities or reinvestment.

7. Pair Leadership with Vision and Engagement

Strong leadership creates an engaged, motivated team that works in harmony toward a shared goal. Without it, your cockpit fails to guide the flight.

Donald Miller emphasizes a leadership approach grounded in regular communication, transparency, and a compelling mission. Leaders should constantly revisit the mission statement to inspire and align employees, making everyone feel like a critical part of the story. Engaged leadership doesn’t just drive enthusiasm; it improves organizational clarity.

Think of how weekly staff meetings discussing progress toward the mission reinvigorate employees' purpose. Alternatively, a one-on-one coaching session could empower an employee to overcome specific barriers while reinforcing their value to leadership.

Examples

• Inspire trust by aligning all teams under a singular, shared mission.
• Practice frequent communication to clarify and resolve issues.
• Use one-on-one coaching to nurture individual team members.

8. Never Stop Testing New Ideas

Businesses face turbulence when unprepared for the pressure of expansion or innovation. Testing safeguards resources while building confidence in the market viability of new plans.

Donald Miller suggests using concept tests or lean launches to evaluate new offerings before investing fully. Design briefs explore whether innovations align with existing customer needs, competitive gaps, or pricing models. Proceed carefully but with an open mind.

Picture an energy bar company formulating plant-based bars. Instead of mass production, they produce sample boxes and test-market them at gyms, seeking direct consumer feedback.

Examples

• Validate new offerings through focus groups or pilot customers.
• Test market pricing to see willingness to pay without over-promising.
• Make incremental innovations to reduce development risks.

9. Revenue Reflects More than Just Numbers

Measuring success isn’t all about financial wins; clear systems and team satisfaction create self-sustaining growth.

Implement systems that go beyond dollars—team workflows, empowered employees, and adaptable strategies will help your business thrive for the long term. Recognizing contributions and setting meaningful career paths ensures retention even through challenges.

StoryBrand’s growing profits were a byproduct of better systems and leadership engagement—proving that revenue growth accompanies holistic business health.

Examples

• Scalable meeting systems reduce misaligned work.
• Valuing employees prevents turnover in stressful scaling periods.
• Leadership involvement trickles directly into customer satisfaction.

Takeaways

1. Draft a mission statement that combines measurable goals, a compelling purpose, and a firm deadline to align your team.
2. Split your finances into five distinct accounts and set clear thresholds to ensure your cashflow powers growth and resilience.
3. Implement intentional, consistent communication practices, like weekly stand-up meetings, to keep your operations running smoothly.