Master Your Entrepreneurial Skills with One Simple Shift

How One Entrepreneur Rewrote the Rules

When Amanda E. Johnson co-founded Mented Cosmetics, she wasn’t looking to dominate the beauty industry overnight. She was solving a problem: the lack of inclusive makeup shades for women of color. Armed with a personal mission and a small team, she focused on direct-to-consumer marketing and authentic storytelling. Within a year, Mented became a million-dollar brand, proving that addressing underserved needs can turn a niche idea into a powerhouse business.

Amanda’s story reminds us: innovation doesn’t have to mean invention—it can mean focusing on the voices that haven’t been heard yet. Let’s explore how you can apply this principle to your own business.

5 - Strategies That Build Momentum

When most entrepreneurs think about growth, they think big: new markets, massive campaigns, or scaling teams. But often, the biggest gains come from improving the fundamentals. Consider these approaches to steady, intentional growth:

• Shift Focus to Retention Over Acquisition. While many businesses chase new customers, companies like Netflix invest heavily in retention, offering personalized recommendations and unmatched convenience. What are you doing to keep your customers hooked?

• Hyperlocal Expansion. Instead of chasing international markets, some businesses are doubling down on local regions. A California-based coffee roaster, Verve Coffee, expanded city-by-city, prioritizing quality over quantity.

• Monetize Your Expertise. Service-based businesses like coaching or consulting firms can introduce scalable revenue streams by offering online courses, webinars, or exclusive memberships.

• Streamline Operations. A New York boutique flower shop recently switched to AI-driven inventory systems, cutting waste and increasing profit margins by 15%. Efficiency is underrated—and transformative.

• Experiment Without Overcommitting. A boutique sneaker brand tested limited drops for exclusive designs, gaining cult followings without overextending resources. What small experiments can you run today?

4 - What Experts Are Whispering

The most game-changing ideas don’t always come from headlines. Here’s wisdom from innovators you might not know yet:

• “The greatest product insight comes from listening to complaints.” — Jen Rubio, Co-Founder of Away. Build a habit of turning customer frustrations into your next breakthrough.

• “Think of your business like a media company.” — Andy Dunn, Co-Founder of Bonobos. Whether you sell socks or software, creating content that connects emotionally can amplify your reach.

• “Solve for joy.” — Tina Sharkey, Co-Founder of Brandless. Businesses built on strong values naturally attract the right audiences.

• “Start with service, end with impact.” — Rodney Williams, Founder of SoLo Funds. Prioritize helping others, and the revenue will follow.

3 - The Tools Smart Founders Are Using

• Loom: Entrepreneurs are using Loom to send quick, clear video updates to their teams or clients, saving hours in meetings.

• Wave.video: A user-friendly platform for creating marketing videos, perfect for businesses prioritizing organic reach in 2025.

• Forecastr: If financial planning feels overwhelming, this tool simplifies revenue forecasting for startups and growing businesses.

2 - The Surprise: The Shift to Co-Creation

One of 2025’s biggest trends is businesses collaborating directly with their customers. Take Chobani, which used consumer input to develop new yogurt flavors. Their crowdsourced approach increased sales by 18% in a single year. How could co-creation strengthen your brand? Think contests, surveys, or even beta testing new ideas.

1 - Entrepreneur Spotlight: Meet Eric Ryan

Eric Ryan, the co-founder of Method, turned the cleaning industry upside down with eco-friendly, design-forward products. Eric’s bold move? He redefined the value of aesthetics in a functional product category. He once said, “We don’t sell soap; we sell the experience of soap.”

Today, Method’s story is a case study in how to disrupt a saturated market. Eric’s advice to founders: “Don’t be afraid to make your product stand for something bigger than itself.”

What’s your boldest move for 2025? Share it with us by replying to this email or posting about it with the hashtag #5-4-3-2-1Growth. We’d love to feature your story!