5 Foundations Behind My 13-Years in Business

I recently tagged along with my partner to an entrepreneurial meet-up lunch at one of the most beautiful pubs in Sydney. I don’t attend these kinds of things often. Adam is far better at networking and “extroverting” than I am.

But I had some fantastic conversations, including one moment that really made my heart sing.

At one point, someone leaned over the table and asked how long I’d been working on my current venture. Two years? Three? Maybe five?

I smiled. “It’ll be 13 years this year.”

They were surprised. And I felt genuinely proud saying that. For 13 years I’ve been sitting with women like you. Sometimes in circles or on coaching calls, in workshops and training rooms, through books and emails.

And in that time I’ve learned a few things about what makes a business truly sustainable. What mindsets, investments and tools actually build something that lasts?

For me, social media doesn’t even make the top five. Instead, it comes down to the following:

1. Implementing financial systems like Profit First

If there’s one thing I wish I could go back and do earlier in my business journey, it would be implementing this system from the very first dollar of revenue I received.

Profit First is a simple structure where every dollar of revenue gets allocated into separate accounts for operating expenses, owner’s pay, profit and tax.

This kind of financial clarity changes how you price your work and massively reduces panic. Last week I paid my company and personal tax bills from my “tax” account and still had money sitting there. That matters!

2. Separating personal and business finances

This sounds obvious, but I see so many practitioners skipping it or waiting until some imaginary point in the future when they’ll do it. If your groceries, software subscriptions and client income are all flowing in and out of the same account… this is one to prioritise! Separate accounts give you data and a healthy separation from your business that sustainability LOVES.

3. Investing in quality visual assets

From my first year of business I’ve hired photographers, illustrators, videographers and designers to capture the magic of my work with beautiful visuals and aesthetics. Visual storytelling matters, and those graphics, illustrations, images and videos belong to ME, not an app or a stock image.

They live on my website, inside my courses, in books, on social media, and they communicate the essence, care, professionalism and depth of my work before I even say a word. This is actually something I want to do more of in 2026, especially in the wake of homogenous AI content: fun photoshoots and hiring creatives!

4. Building long-form channels

You’re reading this newsletter, because before I even had a website I chose to build an email list and write consistently over time. Technically, I have many more “followers” on social media than I have newsletter subscribers, but that doesn’t matter.

When I ask people where they found my work, I hear: Google. A friend. Someone forwarded your newsletter. I heard you on a podcast.

It’s true that podcasting and email are slower to grow and require patience. But they build real connection and a sense of creative fulfilment (very important for sustainability!) that I simply don’t get on social media.

5. Learning how to actually run a business

Another thing I’m so glad I invested in early on! In 2013, I enrolled in Marie Forleo’s B-School training and learned more than I did in an entire year of post-graduate study of business.

B-School taught me how to market without feeling manipulative. What to focus on and why. How to communicate clearly and think like a business owner instead of someone with an expensive passion project. Without those skills, I know it would have taken me a LOT longer to transition to self-employment, and it wouldn’t have been nearly as fun!

So does your business need social media?

Maybe. Maybe not.

But what it does need is clear marketing and messaging, smart financial systems, creative assets you own, and the willingness to learn the craft of business.

It’s like hormonal health: sleep, good nutrition, movement and managing stress are going to move the needle far more than whatever trendy gadget or supplement your algorithm is trying to convince you to buy.

The foundations are the foundations for a reason.

If you feel the nudge to strengthen your business foundations this year, B-School enrolment is open right now! I’m an affiliate for the program because I genuinely believe in it. And I don’t throw my support behind things lightly.

As we’ve done before, Vienda and I are teaming up to offer some fantastic bonuses to anyone who enrols in B-School on our recommendation, including 1:1 support to get our eyes on your business and help you implement what you learn.

B-School 2026: Learn more about our B-School offer.

Enrolments close on Friday, 20th February 2026.

Maybe 2026 is the year you build something that supports your life instead of consuming it.

If you’re ready, I’d love to support you.

Big love!

Claire x