15 Things I’ve Learned in 15 Years of Business

Today, Minima turned fifteen! To celebrate this milestone, I’m sharing fifteen key insights I’ve gleaned over the years.

In the past fifteen years with Minima, I have learned to:

1. Build things slowly.

I’ve spent countless hours building solid foundations—the logo and website, the Google Drive file system, and my homemade Google CRM. These systems are as simple as possible and designed so they can evolve with me as the business grows. Investing the time upfront has paid for itself tenfold.

2. Value quality over quantity.

Doing more doesn’t equate to being more. I’d much rather do a few select things to my high standards than try to do many things to a mediocre standard. This ensures clarity in my output.

3. Ask, “Is this necessary?”

Small businesses feel pressure to do it all—to be on every social media platform, to say “yes” to every networking event, or to use a lot of complicated apps to maximize efficiency. Just as I do with items in my home, I evaluate whether an opportunity will actually enhance the work I’m doing. Otherwise, it’s liable to clutter my focus.

4. Establish strong boundaries.

My free time is my most precious asset. I protect it intensely and say “no” to most things. This allows me to give my full attention to the things I say yes to, while still having enough breathing room in my schedule. My ideal workday begins with an hour or two of uninterrupted, focused work, followed by a midday nap, and then a few smaller tasks to wrap up the day.

5. Practice frugality.

When I started the business in 2010, I was on a very tight budget. As a result, I chose to design Minima’s logo, website, and marketing materials myself. I viewed my limitations as creative fuel, asking: “What is the simplest way I can create these elements with the clarity of Minima’s mission in mind?” Clients, both then and now, are consistently drawn to the simplicity of our approach. Even today, I’m intentional with how I spend money in the business—it allows for a sense of freedom and flexibility as we grow.

6. Delegate when necessary.

About eight years into the business, client work reached maximum capacity and I was regularly working from 7a to 7p or later. I was trying to do it all: run the business, manage my team, work on-site with clients, and respond to new client inquiries. I finally decided to step back from the on-site work and delegate some of the administrative tasks—it was a necessary shift.

7. Invest in my team.

My team of organizers is the top expense of my small business, and delegating the on-site client work to them has allowed me to work on the business from home at my own pace, which I love. While I enjoyed working in-person with clients for many years, my focus has shifted, and I’ve intentionally evolved from that stage of the business.

8. Define success by more than profits.

I’ve redefined success to be a measure of how much I enjoy the work and how free I feel—not only how much income I earn. I’m not allergic to money, but it’s not in the driver’s seat of the business.

9. Consider the energetics of the business.

The more I focus on the type of work and collaborations that are a “hell yes”—the kind that genuinely excites me—the more traditional forms of success I experience. The type of energy I feel toward my work can absolutely be felt by others.

10. Maintain consistency for results.

In the past, I got extremely anxious if I saw the client schedule slowing down. I went into overdrive and worked myself too hard as a means to compensate. Today, I consistently implement new ideas and strategies, and the schedule is more stable as a result. I’ve learned to relax and keep the trust if I see a slowdown on the horizon—things always pick back up.

11. Gracefully let go of what isn’t for me.

I’m not for everyone, and I wholeheartedly accept that. I used to try to be the right fit for anyone who contacted Minima. Now, if a client isn’t a fit, I refer them to a colleague. As I’ve embraced who I am (and what my team prefers), we’ve attracted more and more aligned opportunities.

12. Hold goals loosely.

Each quarter or year, I may have certain ideas about what I’d like to do, but I take an organic approach. I’m open to changing course and welcoming unexpected opportunities. Keeping things simple allows me the flexibility to do so.

13. Rely on my support system.

I don’t always have the answers. In addition to my family, friends, and husband, I have a mentor, a life coach, and a human resources contractor. It is a gift to be able to lean on other people for help when it’s needed.

14. Prioritize rest.

For the first few years of Minima, I didn’t take a vacation. Part of this was due to my tight budget, but I also had the mindset that I couldn’t stop working or everything would fall apart. Now I plan multiple vacations throughout the year, as well as daily rest—a nap, a walk around the Fan, snuggles with my pet rabbits, or downtime with my husband.

15. Believe the future is boundless.

While I deeply love my life as it is, history has shown the best is yet to come. Over the years I have encountered opportunities I never dreamed could be possible—collaborating with some of my favorite brands (like MUJI), or being a two-time guest on The Minimalists podcast. When my actions align with my vision and my life remains uncluttered, amazing things happen.