Starting your own business is hard. Entrepreneurs have their work cut out for themselves, though—because the hard part never really stops. You may shift into new seasons when you can rest more or enjoy newfound financial stability. But here’s the thing about owning your own enterprise: you’re responsible for keeping it going.
Future-proofing a business is one of the smartest things entrepreneurs can focus on, especially with how fast tech, markets, and consumer behavior evolve. You don’t want your business to end prematurely. So, take these tactics to heart so your business thrives through thick and thin!
6 Ways Great Leaders Build Businesses to Last
#1 – Prioritize Flexibility & Diversification
If you know anything about me, you know about my family’s turnkey investment company: REI Nation. One of the things I do is provide educational content for aspiring and established real estate investors alike. And if there’s one point I like to harp on, it’s the value of diversification. But diversification isn’t just for investment portfolios. It’s for your business, too.
No business should rely solely on one product, client, demographic, or platform. Even if you specialize in one thing, find diversity within your offerings. Think about it this way – you’d never see an ice cream shop serving just one flavor!
Diversification doesn’t come without intentional strategy. Create a structure that lets you experiment and shift direction without heavy disruption. If you make it easy to experiment, your business will naturally diversify.
#2 – Build a Relational Brand
Marketing and branding are integral to business success, especially in this day and age. A strong, authentic brand creates loyalty that can weather whatever the market throws your way. But as much as businesses may try, authenticity can’t be manufactured.
People are hyper-aware of marketing fluff and have a low tolerance for anything that feels fake!
Be clear about your “why.” What drives you? What’s your mission? Your purpose? Share that consistently in your content, branding, and conversations. Share even the messy, imperfect bits.
Ditch the industry jargon. Be warm and conversational. Match your tone to your audience but don’t try too hard—being natural matters more than being clever.
Spotlight your customers. Let testimonials, reviews, and word-of-mouth speak for your business when possible. Listen to your customers. Respond to them. Show that you see and value them…not just their money!
Take accountability for your mistakes. Say what you’ll do, do what you say. That’s the heart of authenticity.
#3 – Master Financial Discipline
Too many businesses squander their potential due to financial failings. They can be profitable and still fail when those holding the purse strings aren’t disciplined and mindful of long-term financial stability.
This principle is two-fold, but I’ll start with the personal aspect. I urge business owners not to scale their lifestyle alongside their bank account. Entrepreneurship can be incredibly rewarding, but it can also be rife with uncertainty. Make sure the essentials (and then some) are covered—along with a solid safety net—before you start spending on non-essentials. Be sure that you’re investing in your future!
#4 – Design for Adaptability
We’ve all seen businesses stuck in the past. And while it can be charming in a mom-and-pop shop, owners know that this mindset can be frustrating for everyone, from owners and managers down to employees and customers. We instill adaptability in two primary ways:
Cross-training your team. Employees who can flex across roles help you shift priorities quickly.
Utilize modular systems. Build systems that are easy to upgrade or replace instead of all-or-nothing infrastructure.
#5 – Innovate Proprietary Offerings
Have you visited a craft fair lately? A community market? I enjoy strolling these events with family, but I’ve also noticed something about them. There will be multiple businesses offering the exact same products. The same crocheted stuffed animals. The same 3D printed dragons. The same laser-cut wooden signs.
I’d call these low-hanging fruit. The products are all sourced from the same patterns. The same resources. And while it may be profitable in some contexts, it’s hard for businesses like these to differentiate themselves.
The best businesses have something competitors can’t easily copy. They’re one-of-kind…and there’s a reason to go to them before anyone else!
#6 – Adopt a Growth Mindset
Entrepreneurs who continually upgrade their mindset, leadership, and skills stay relevant longer than those who don’t. This growth attitude is for you to adopt and model for your team. The more you recognize your ability to learn and do new things, the easier it will be to pivot.
What helps you feel equipped to face the future? Share in the comments.