5 Things I Learned This Week as a Business Owner of 9 Years

By Farrah Larae, CEO of Elite Performance PR & Marketing

This week has been one for the books—full of insights, revelations, and, if I’m being honest, a few hard truths. After nearly a decade of running my business, I’ve reached a place where I finally feel confident in not just sustaining my company, but truly making it thrive. I know that might sound odd coming from someone who’s been in business for nine years. You might wonder, "What have you been doing all this time?" The truth is, I’ve spent these years building up other people’s businesses to success while mine often felt like it was barely staying afloat.

I’ve been instrumental in launching major corporations, establishing brand identities, fine-tuning policies and procedures, developing employee handbooks, and coaching influencers to grow their followings to over two million and beyond. Yet, during that same time, I watched my own business struggle to find its footing. We went through periods of hiring and firing, starting from scratch over and over, never fully understanding why things weren’t clicking—until recently.

I had the privilege of participating in a 10-week cohort with a group of female entrepreneurs who are just as passionate about running a successful business as I am. This experience shifted my perspective in ways I hadn’t anticipated, and I’m hoping that by sharing what I’ve learned, I can offer you something that might change yours too.

Here are five things I learned this week as a serial business owner of nine years:

1. Infrastructure is Everything

When I say infrastructure is everything, I’m not just talking about physical structures or technology systems. I’m talking about the foundational elements that make a business run smoothly—organizational charts, clear processes, well-defined roles, and effective communication channels. For years, my focus was on the external elements—marketing strategies, client acquisition, and brand visibility. But I’ve come to realize that without a solid infrastructure, all those efforts are like building a house on sand.

A strong infrastructure gives your business stability and resilience. It’s what allows you to scale without losing your sanity. It ensures that everyone on your team knows their role, understands the mission, and has the tools they need to succeed. If you’re just starting out or even if you’ve been in the game for a while, take a hard look at your infrastructure. Is it supporting your growth or holding you back? If it’s the latter, it’s time to invest in building a foundation that can sustain the weight of your ambitions.

2. A Team is Only as Effective as the Person Leading Them

This week reinforced a lesson I thought I already knew: leadership is everything. But it’s not just about being in charge or making decisions. It’s about setting the tone, inspiring your team, and being the kind of leader they can trust and respect. When things were going wrong in my business, my first instinct was to blame external factors—market conditions, the talent pool, even the economy. But the truth is, a team’s effectiveness is a direct reflection of the person leading them.

As leaders, we need to be clear in our vision and communicate it effectively. We need to be consistent in our actions and hold ourselves accountable just as much as we hold our teams accountable. This week, I took a step back to assess my leadership style and made a commitment to lead with more intention, empathy, and clarity. The results were almost immediate—my team responded with renewed energy and focus, and our productivity soared. Leadership isn’t just a role; it’s a responsibility that can make or break your business.

3. It’s Okay to Rest; The Work Will Be There in the Morning

This might be the hardest lesson for many entrepreneurs, myself included. We’re wired to keep going, to push through, to get things done no matter what. But this week, I learned the power of rest. I realized that the world won’t end if I take a break. In fact, taking time to rest and recharge can actually make you more productive in the long run.

Burnout is real, and it’s something that sneaks up on you when you least expect it. The constant grind can dull your creativity, sap your energy, and make you less effective overall. This week, I gave myself permission to rest—to step away from the never-ending to-do list and just breathe. And you know what? The work was still there in the morning, but I approached it with fresh eyes and renewed vigor. Remember, rest is not a luxury; it’s a necessity.

4. You Are Just as Powerful to Say Stop as You Are to Say Go

One of the most empowering realizations I had this week is that I have the power to say stop just as much as I have the power to say go. As business owners, we’re often in constant motion, always driving forward. But sometimes, the most powerful thing you can do is pause, reassess, and reset.

If something isn’t working, don’t be afraid to stop, revisit the drawing board, and make the necessary changes. This isn’t failure; it’s wisdom. It’s knowing when to pivot, when to change direction, and when to hold your ground. This week, I took a step back from a project that wasn’t aligning with my goals and made the tough decision to put it on hold. It wasn’t easy, but it was necessary. And in doing so, I opened up space for new opportunities that were a better fit.

5. The Sooner You Find Your Niche, the Better

Finally, if there’s one thing I wish I had embraced earlier in my journey, it’s the power of finding your niche. Your niche is where your passion meets your expertise, and where your audience is waiting for you. The sooner you find it, the sooner you can start making a real impact.

This week, I spent time refining my niche and clarifying exactly who I serve and how I serve them. It was a game-changer. Suddenly, everything clicked—my messaging, my marketing, my client interactions. When you know your niche, you’re not just another business; you’re the go-to expert in your field. Your people are out there, waiting for you to answer the call. Don’t keep them waiting.

This week has been a transformative one for me, and I hope that by sharing these lessons, I can help you on your journey as well. Remember, running a business is not just about the destination; it’s about the lessons you learn along the way. Embrace them, grow from them, and keep moving forward. Your success is inevitable if you’re willing to learn, adapt, and lead with purpose.