Seven lessons in seven years

In 2018, I left the public service. I needed a change—a new challenge, a different rhythm, new scenery.

“Start a small business,” they said. “It’ll be easy. You’ll have so much flexibility.”

In seven years, running Elm has been anything but easy.

Every year has brought something new to navigate—global pandemics, shifting economic circumstances, the infamous “consultant ban,” and plenty of personal curveballs. Running Elm has tested every part of me. It’s been harder, messier, and more consuming than I ever imagined.

But it’s also been one of the greatest joys of my life.

Elm has grown into something bigger than I could have planned. It’s not just a business—it’s a reflection of my values, my profession, and the kind of work I want to put into the world. And after seven years, I wouldn’t trade it for anything.

Here are seven things I’ve learned along the way:

1. Find your people.

Behind every “solo” consultant is a crew of brilliant, generous people who keep them sane. I’ve been lucky to build a community of other consultants who aren’t just colleagues—they’re collaborators, mentors, and friends. We share leads, troubleshoot challenges, and cheer each other on. They’re my extended team, and I couldn’t do this without them.

2. Relationships are everything.

Elm has never been about a slick pitch or hard sell. We aren’t your typical consultants. We work hard to create and maintain our connections. We strive to be trusted and respected for our work. And that trust is built over time—through every email, phone call, and workshop. Real, lasting relationships will always outlast marketing hype.

3. Work on the business, not just in it.

This one took a while to learn. I’d much rather be behind a computer writing strategy than spruiking myself on social media or giving a speech. No small business owner ever said, “I love reconciling my accounts and chasing up invoices.” But if I don’t invest time in the business itself—its systems, visibility, and admin—then we don’t grow. And we’ve got big things to do.

4. It’s ok to take a break.

There is always more to do. But burnout doesn’t serve anyone—least of all our clients. Whether it’s a long walk, a quiet afternoon off, or a month away (hello Via Francigena!), the time you take to recharge is never wasted. It took me a while not to feel guilty about not working the standard 9-5 but its better for me, the business and our clients.

5. Stay in your lane—but don’t be afraid to swerve.

From day one, I was clear on what Elm should deliver. We stuck to our strengths, and that helped us build a reputation. But tough times forced us to stretch —and we discovered we’re really good at other things like community engagement and delivering training. Growth can come from discomfort. You shouldn’t try to do everything, but you should be open to what might surprise you.

6. Build a team that makes you better.

For a while, it was just me. Things were ticking along. But the real magic happened when I started building a team. Hiring smart, kind, values-aligned people who think differently to me has taken Elm to the next level. They challenge me, support me, and allow us to deliver work we’re genuinely proud of. The Elm Team is more than just a group of people who work in the same company, we are family.

7. Make your own rules.

Elm started at my kitchen table and continues to work out of my home office. Some people find that weird. We work almost primarily virtually. We say no to projects that don’t fit our values. We’ve designed this business to work for us—not the other way around. It’s unconventional, but it works. And that freedom is everything.

I started Elm Communications with the intent of showing what good consultancy could look like, what good communications could look like. I hope we have already achieved that, but regardless of what is thrown at us, we continue to demonstrate the value of communication.

Thanks to everyone who has been part of the journey – you know who you are. 💚