Why Building a Business Is Nothing Like You Think – And What Actually Works.

When people think about building a business, they often imagine the high-adrenaline version: late nights, massive funding rounds, a few lucky breaks, and somehow ending up on the cover of Forbes. But in my experience – and I’ve been part of everything from accountancy firms and fintech platforms to private equity and e-commerce – the real story is much quieter… and a lot more powerful.

Here’s what I’ve learned (the hard way):

1. The First Win Is Clarity

Most founders start with a product idea or a service they can deliver. But real traction comes when you build around a clear problem that people already know they have. Whether it’s the overwhelmed self-employed builder who just wants someone to sort their tax return, or a founder trying to raise capital and getting lost in jargon – clarity is your best friend.

At Buzz Accounting, we didn’t try to be everything. We built around clarity: basic, brilliant, affordable accounting for the self-employed. Simple works.

2. Systems Beat Hustle

I used to believe I could outwork any problem. (Classic founder trap.) But over time, I realised that creating systems beats endless hustle every time.

That’s what we’re doing at AD Accountancy and Found. Systems that scale. Systems that serve. Systems that mean we can focus on helping clients instead of constantly firefighting. I’m obsessed with building operating systems that give founders their time and headspace back.

3. You Don’t Need to Be Loud to Lead

As an introvert with chronic fatigue syndrome and ADHD, I’ve had to build businesses that work with me, not against me. You won’t find me hosting daily YouTube videos or hustling on Twitter 24/7. But I’ve built a group of companies that quietly deliver incredible client experiences and keep growing.

If you’re a quieter founder, or someone who feels like the traditional startup world isn’t built for you – you’re not alone. There’s another way. I’m building it.

4. We Need Better Tools for Founders

That’s why I launched Found. Founders deserve tools that actually help – not just pretty dashboards or buzzwords. Tools that connect them to funding, give them a clearer picture of their finances, and actually help them build.

And that’s also why I created Business Stuff – a content and education platform that ditches the ego and speaks to real founders doing real work.

5. Build What You Wish You Had

Every business I’ve started came from scratching my own itch. If I needed it, chances are someone else does too. That’s the golden thread that connects all my projects – from Buzz, to AD, to Found, to Rebel.

Final Thought:

Business doesn’t have to be complicated, overwhelming, or soul-draining. With the right clarity, systems, and values, it can be simple, powerful, and full of purpose.

That’s what I’m building. If you’re building something too, I’d love to connect.