Five Things That Stick

May 2026

Twenty-two years. Hundreds of conversations with founders or boards. The same questions keep coming up.

Here are the five answers I find myself giving most to people starting a business:

1️⃣ Surround yourself with people better than you. This was the single biggest unlock moment for me at Sellick. The moment I stopped trying to be the best at everything and started hiring people who made me look ordinary the business took off. It sounds simple. Most founders I know still struggle with it.

2️⃣ Scrutinise the numbers. Always. Not to the point of paralysis. But if you're not close to the numbers, you're not running the business.

3️⃣ Back your gut. You have more information than you think. Not all of it is in a spreadsheet. The founders who grow the fastest are the ones who trust their instincts alongside the data.

4️⃣ This is really important. Don't run from the tough choices. Every time I've delayed a hard decision in my career, I've paid for it later - and it cost me more. Hard choices are like interest. They compound. Don't put them off. And don't be afraid to be brave and take a risk - safe choices can be limiting and counter-productive.

5️⃣ Remember why you started. Not the mission statement version. The real reason. I started Sellick in 2002 with a belief I could build a better business than the ones I'd worked in - and take control of my future. On the days when it's hard - and there will be days when it's really hard - remember what inspired you to start off. Stay authentic and true to the values you started the business with.

That's my top five. What would you add to the list?

What's the one thing that nobody told you when you started?