A Decade of Entrepreneurship: 10 Lessons from 10 Years in Business
10 years ago today, I officially became a business owner. On February 20, 2015, I received the paperwork from the Secretary of State—just like that, Clean Finances was born.
A decade later, I have an incredible team of four serving 40 amazing clients with excellence and kindness every day, and we just wrapped up our best year yet with 40% revenue growth in 2024. We haven’t yet arrived at where we want to be, but I’m having a blast and am incredibly grateful for both the ups and downs of this journey so far.
Ten years in, we’re still a relatively small business, most people probably haven’t heard of us, and there’s still plenty we’re figuring out as we go. But we’ve learned a ton, we’re moving forward each day to serve our clients well, and we’re having fun along the way. I’m certainly proud of where we are, and to commemorate these 10 years, I’d love to share 10 lessons from 10 years in business…
1. Build your support system, then your business.
My wife has been my greatest support through this entire journey. She has seen the tough days of entrepreneurship and has remained a pillar of encouragement. I started Clean Finances in early 2015, shortly after we got married, and there’s not a day I do what I do without her support.
This can look different for different people too. By no means am I suggesting you have to be married to own a business, obviously. Here’s what I am saying though… building a business is hard work, nearly impossible some days. Know who your people are, and let them know that you’re going to need their support. Mine is made of, yes, my wife, but also a myriad of concentric circles comprised of family members, core clients, and close friends. Business is no fun when you’re at it alone (serious understatement)—so build your support system early. As the saying goes, If you want to go fast, go alone; if you want to go far, go together.
Fun Fact: If you can’t tell from the way I’m gazing at her, that’s my wife on the left in the photo above. She’s so supportive that she even showed up for the team photoshoot… 🥺
2. Create a small team of trusted advisors.
Be vulnerable and invite a few experienced mentors into your business as advisors. Commit to total transparency. I learned this too late. For years, I had my support system cheering me on but didn’t have anyone I regularly sat down with to review my business objectively. Now, I send my advisors monthly financials along with a Loom video breakdown. It takes me an hour, them 15 minutes, and the insights are invaluable. Do this from day one and you’ll avoid countless missteps.
3. Don’t waste time clinging to a failing plan—iterate and move on.
If something isn’t working, pivot fast. Yes, consistency is critical, but so is adaptability. Don’t be afraid to adjust mid-course if it means a better outcome. Holding onto a strategy just because it's what you've always done can limit your potential and waste valuable resources. The best businesses evolve, iterate, and adjust based on data, feedback, and intuition. It doesn’t mean you lack commitment; it means you’re committed to success, even if it requires a different approach than you originally planned. Learn to recognize when persistence is serving you and when it’s just holding you back.
4. But also, don’t change for the sake of change.
To balance the last point, avoid unnecessary tweaks. I drove my team crazy for years making arbitrary changes (like fonts—why?). Your team needs you as the leader to be steady and consistent, so before you make a change, ask yourself: Is this truly necessary, or just my ego? The sooner you can kill your ego, the better your business will be.
Fun Fact: There on the right side in the photo above is my very first full-time hire, Tina. She’s stuck with us for over 6 years now and has seen more fonts than I care to admit. Thanks for your patience, Tina!
5. Invest in your team—they ARE the business.
In a service business (or any business really), you’re nothing without your team. Invest in them, treat them with dignity, and extend trust as they develop their careers. I’ve had to fight against micromanaging due to my perfectionism, and my team has been gracious with me. Build the vision, lead well, and then trust your team to help bring it to life. If you want to go deeper on this, I highly recommend these books: Smart Leadership by Mark Miller, Radical Candor by Kim Scott, and It Doesn’t Have to Be Crazy at Work by Jason Fried and David Heinemeier Hansson.
6. Get clear on Company and Client Strategy.
This took me a while to refine, but clarity is everything. Put your company and client strategy into a simple slide deck and review it weekly with your team. Two books that helped me tremendously are How to Grow Your Small Business by Donald Miller and Conquer the Chaos by Clate Mask. If you’re curious about how we approach this at Clean Finances, check out the BONUS section at the end of this blog.
7. But also, get clear on your personal vision and purpose first.
Before you define your business strategy, take the time to clarify what truly matters to you. What impact do you want to make? What values drive you? A business that aligns with your personal vision and purpose will be far more fulfilling and sustainable. When your work reflects your deeper mission, it fuels resilience and helps you navigate challenges with greater clarity and conviction.
8. Prioritize your own health and fitness every day.
Entrepreneurship is a marathon, not a sprint, and neglecting your health can lead to burnout. Prioritizing sleep, nutrition, exercise, and mental well-being isn’t just good for you—it’s essential for making sound decisions and sustaining long-term success. A strong business starts with a strong leader, and taking care of yourself allows you to show up better for your team, your clients, and your family. No amount of business growth is worth sacrificing your well-being.
9. Embrace the long game—patience is key.
Success in business rarely happens overnight. The most sustainable businesses are built through consistent effort, small wins, and long-term thinking. It’s easy to get caught up in chasing quick results, but true growth happens when you stay committed to your mission and refine your approach over time. Keep showing up, keep learning, and trust the process.
10. Know your numbers—financial literacy is everything.
You can’t scale what you don’t measure. Whether you’re making $10K a year or $10M, having a deep understanding of your finances is critical. Too many entrepreneurs ignore their numbers, which leads to unnecessary stress, bad decisions, and potential failure. Know your cash flow, pricing strategy, and profit margins inside and out—because numbers tell the real story of your business.
Onward and upward to what’s ahead…
10 years down, and we’re just getting started. The journey has been filled with challenges, victories, and invaluable lessons, but one thing remains constant—our commitment to growth, excellence, and impact. I’m incredibly grateful for the people who have been part of this adventure, and I can’t wait to see what the next decade holds. Here’s to building something meaningful, making a difference, and continuing to push forward with purpose.
Fun Fact: If you’ve read this far, have a business, and need help with step 10, that’s what we do! Book your free Discovery Call right now.
BONUS: Our Exact Playbook for Company and Client Strategy
As an added bonus, I wanted to share what our exact playbook for Company and Client Strategy looks like. This has been such a pivotal point for us that I couldn’t help but make it available for anyone who may find it helpful. The following points and paragraphs are what provide us the clarity and context to push the business forward each and every day, and it’s my number one recommendation for any entrepreneur. Get clear on your vision, and put that vision into context with a Company and Client Strategy that you review with your team each and every week.
So, here’s ours at Clean Finances…
Company Strategy
Vision
Purpose
Full Statement: We exist to empower entrepreneurs to reclaim their time, elevate their profits, and maximize their impact by fostering financial clarity, control, and calm through our turnkey financial services. We are driven in this effort because we believe that the work we do for entrepreneurs will create ripple effects that reach countless individuals, families, and communities for a brighter future.
One Liner: We empower entrepreneurs to maximize their impact.
Core Values
Core Values focus on what we stand for as a company (the nonnegotiables). They answer the question: What is expected of me as a member of the Clean Finances team?
Integrity - We always do the right thing with honesty and transparency.
Kindness - We treat others with empathy, respect, and care.
Excellence - We deliver our best in everything we do, striving for high standards.
Humility - We stay grounded, open to learning, and focused on serving others.
Culture Values
Culture Values focus on how we work and grow together as a team. They answer the question: How can I best contribute to a healthy and thriving culture?
Contribute - We give our time, skills, and effort to create value for others.
Grow - We strive for continuous improvement, both personally and professionally.
Support - We show up for our team, clients, and community with empathy and humility.
Celebrate - We recognize achievements and share joy in progress together.
Mission
1-Year Mission: We will grow to 50 active clients, $60,000 in MRR, and $750,000 in total annual revenue [stretch goal: $900,000] by the end of 2025 so that more entrepreneurs can be empowered to maximize their impact.
2-Year Mission: We will grow to 75 active clients, $90,000 in MRR, and $1,000,000 in annual revenue [stretch goal: $1,300,000] by the end of 2026 so that more entrepreneurs can be empowered to maximize their impact.
3-Year Mission: We will grow to 100 active clients, $135,000 in MRR, and $1,300,000 in annual revenue [stretch goal: $2,000,000] by the end of 2027 so that more entrepreneurs can be empowered to maximize their impact.
Rhythms
Monthly Review: We meet in person once a month to review the prior month, refocus on our company and client strategies, and celebrate the progress so far.
Weekly Sync: We meet on Mondays at 3pm to sync up, review the week past and discuss the week ahead. Please be sure to submit your weekly form prior to the meeting.
Daily Huddle: We say hello each morning and check in on each another over Slack to see where we can align our goals and capacity that day.
Personal Priority Speed Checks: You’ll meet one-on-one with your manager for a “PPSC” at least once a month to check in on things and review recent progress with your quarterly personal priorities.
Quarterly Performance Reviews: You’ll have a “QPR” around the last couple of weeks in each quarter to evaluate recent performance and strategize on the next quarter’s Personal Priorities.
Quarterly Culture Day: Generally on the same week as Performance Reviews, we kick up our feet for one day, completely ignore our inboxes, and hang out as a team doing something fun.
Final Fridays: One the last Friday of each month, we take the day off. Death to the hustle!!
Client Strategy
Collect Leads
There are 4 Critical Actions we continually focus on in this phase of the Client Strategy…
Keep a Clear Message: Communicate your value proposition concisely so potential clients understand how you can help them.
Post Valuable Content: Share insightful, relevant financial tips or success stories to stay top-of-mind and build credibility.
Lead Magnet with Drip Campaign: Offer a valuable resource in exchange for contact information and nurture leads with automated follow-up emails.
Leverage Strategic Partnerships: Develop relationships with complementary businesses or professionals who can refer high-quality clients to you.
Convert Clients
There are 4 Critical Actions we continually focus on in this phase of the Client Strategy…
Properly Prepare for Calls: Research the client and point of contact beforehand to ensure a productive and insightful conversation.
Show Up with Positive Energy: Approach each call with enthusiasm, confidence, and a solutions-oriented mindset to build trust and engagement.
Send Proposal Immediately: Deliver a clear, compelling proposal right after the call to maintain momentum and increase conversion rates.
Include a Video Message: Personalize the proposal with a brief video to reinforce key points, build rapport, and stand out from competitors.
Create Fans
There are 4 Critical Actions we continually focus on in this phase of the Client Strategy…
Onboard in 30 Days: We will onboard clients within 30 days to deliver excellence from the start of the relationship.
Deliver Update by Deadline: We will send the monthly update to the client by their specific deadline, every month.
Reply in 24 Hours: We will respond to client requests - emails, slacks, and calls - within 24 hours.
Maintain 70% Billable: We will aim to maintain at least a 70% Billable workweek on average.
