EPISODE 022 | APPLE PODCASTS | SPOTIFY

BACKSTORY

Over the last few weeks, I’ve been out and about quite a lot, at various industry events, and socially, where I’ve had the privilege of meeting numerous small business owners. One thing struck me in many of these interactions - despite having a brand, a customer base, and various marketing strategies in place, many were facing similar challenges. They enjoyed aspects of their business but were also dealing with many elements they didn’t enjoy as much. More importantly, they were making money, but not enough to feel it equated to the effort they were putting in. There was this sense of stress and uncertainty about how to move their business forward to a place where they felt rewarded and fulfilled.

This got me thinking. What if there was a simple yet powerful formula, a kind of guidance system, for business owners to follow? Something that could help them focus on what’s truly important to take their business to a healthier, more profitable place. I know it sounds incredibly simple, but often, the solution to complex problems lies in simplicity. So, I pondered over what makes a brand successful, the key attributes needed, and what entrepreneurs should really concentrate on. And thus, the PRESS framework was born.

PRESS stands for Perspective, Recognition, Enthusiasm, Solution, and Sustainability. It's a culmination of key attributes that, in my experience, are crucial for any business, especially those that have grown from a passion or a dream. And today, we're going to dive into this framework, explore its elements, and see how it can be a game-changer for your business.

And to me the word press in this instance implies a gentle, push forwards, something that takes careful effort and action on your part. It’s not passive, it’s a decision and a movement, without drama, without unnecessary exert, a straightforward set of actions that you can apply to your business.

introducting the press framework

Now that we’ve set the stage with our PRESS framework's backstory, let’s look at what each letter stands for and how it can be the cornerstone of your business growth. Remember, PRESS is not just a word; it’s a mantra for success, tailor-made for you – the creative thinkers, the entrepreneurs, the dreamers turned doers.

As we go through this episode, I want you to think about how each element of PRESS is present in your business today, and where you might have room to grow. This framework is designed to be your compass, guiding you through the wonderful yet sometimes meandering route of entrepreneurship.

“P” FOR PERSPECTIVE

P is for Perspective. Perspective is all about the lens through which you view your business journey. Success as an entrepreneur is hugely down to your mindset, the way you choose to view things. And it’s an essential starting point. The most successful entrepreneurs I know are highly positive and see failures as learnings and obstacles as positive challenges that are the start of exciting solutions.

Now, combine this with many of the conversations I have had, where there was a clear consensus amongst the entrepreneurs I spoke with, almost all were looking at ideals, they were comparing themselves to other brands and creating forever moving ideals, this becoming their ongoing focus.

Put simply, if you are forever applying ideals, they will be forever moving further and further away, and you are never going to feel particularly good about yourself and what you have achieved, and with that way of thinking, it is really tricky to move forwards in a way that will ultimately have a positive impact.

I feel that we read so many books and guides and listen to many people who constantly focus on setting ideals, so it’s natural and intuitive to look forwards and focus on ideals, but without seeing how far you have come, it’s really tricky to genuinely see how much you have already grown and achieved, and in knowing that, to know that you can take leaps forward again. It seems a little counter intuitive, but to apply and work steadily towards healthy goals, you must first really recognise how far you have come.

So, a simple way to put you into the best mindset to move forwards from this point, and to make positive changes and significant progress, is, rather than focussing on the ideals as we so often do, you first must reflect on everything you have achieved so far. If we are always focussed on our ideals, and not what we have already achieved, then it’s really tricky to feel positive. It’s essential to feel good about what we have already achieved, to make progress.

Simply put, it’s about celebrating the milestones you've achieved and using them as stepping stones for future success. It’s the balance between being proud of how far you've come and ambitious about where you’re going. A positive perspective keeps you resilient against setbacks and open to learning from every experience.

Perspective isn't just about optimism and being ready to set healthy and effective goals. It’s the foundation of your success, the way you interpret your past experiences, and envision your future. It's about acknowledging where you've been, the hurdles you've overcome, and using this insight to fuel your journey forwards.

Maintaining a positive outlook is not about ignoring challenges, but embracing them as opportunities for growth. It's seeing the glass as half full, learning from every situation, and understanding that each step, whether forward or backward, is a part of your growth.

PERSPECTIVE, EXAMPLE

I would love to share a personal story that highlights the power of perspective. In the early stages of my business, I remember one particularly challenging month when it seemed everything that could go wrong did. Orders were delayed, a key contract fell through, and it was easy to feel like the world was against me. But instead of dwelling on the negatives, I took a step back and reflected on the victories we had achieved so far. I remembered our first big sale, the positive feedback from our clients, and the impact we had made. This reflection was not just comforting but invigorating. It reminded me why I started my business, all the steps I had taken to reach where I was in the moment, everything that we had already accomplished.

From that point, I shifted my focus. Instead of worrying about the contracts we didn't win, I doubled down on the relationships we had built. This shift in perspective didn't just help us recover from that rough month; it set us on a path to our most successful quarter.

And now, it's your turn. I want to guide you through a simple yet powerful reflection activity. Grab a piece of paper, or open a note on your phone, and write down three things you have achieved in your business that you’re proud of. These can be as simple as 'I launched my website' or as significant as 'I landed my first big dream client.'

Next to each achievement, write down one skill or strength that helped you reach that milestone. Maybe it's your creativity, your tenacity, or your ability to network. Recognise the qualities that have brought you this far.

Finally, reflect on how you can apply these strengths to your current goals. How can these successes lay the groundwork for your next big win? This exercise is about connecting your past achievements with your future success, all through the lens of a positive perspective.

“R” FOR RECOGNITION

Next up, R for Recognition. This is about understanding and harnessing your unique position within your market. Recognition isn’t just about external validation; it’s about recognising both your own and your brand’s worth, the value you bring, and then communicating that to your customers and peers. When you recognise both your strengths and that of your brand’s, you create an aura of confidence that your clients will believe in and trust.

The most successful people and businesses that I know, are the ones that are known for one specific thing. Yes, of course you can diversify, but you can’t do that until you have successfully built and developed that initial recognition for whatever “your” thing is. As I was developing my previous brand, the point where we reached a tipping point and it was almost like a snowball effect of success, was when we absolutely focussed on one very specific aspect of our business.

We became known for high-end wedding and event flower designs. By concentrating on a unique style and clientele, our brand became a leading, global name, which then allowed us to expand our offerings with clarity and purpose.

It is a very, very common mistake, often when looking to create more revenue, a business owner will look to add additional products or services, rather than becoming an expert in one very specific area. So often I see a brand with a clear and unique current running through it, but there are then so many additional offerings that from the outside it looks confusing and it becomes very difficult to build a successful business from this base.

It's not about limiting yourself; it's about being strategic. By focusing on one set of offerings at a time, you establish your expertise. Customers should recognise your brand for what it does best and feel they've come to the right place. So think about what makes your brand unique.

RECOGNITION, EXAMPLE

I would love to illustrate the power of Recognition with an example that encapsulates this principle beautifully. I recently came across a brand that's a testament to the strength of a highly focused approach. The brand is called Amurelle.

The founder of Amurelle, Hannah, focusses on delivering a promise of a better night's sleep through simplification and quality. She brings premium 100% cotton and 100% linen bedding directly from the best makers in Northern Portugal.

The recognition here comes from Hanna's single-minded focus on simplifying and being recognised as an expert within this very specific area of bedding. As soon as you land on her website, you know exactly what her brand is about and what she offers, you can tell very quickly if the brand is for you, or not. Every part of her message is beautifully, carefully and simply communicated - fairly priced, luxurious bedding, using the best and most sustainable ingredients, made by some of the best makers in the world.

This is what Recognition is about—it's not merely the external acknowledgment of Hanna's products. It's about the internal recognition that they are crafting an experience, a lifestyle that resonates deeply with their customers' desire for simplicity, quality, and ethical consumption.

By staying true to these principles, Amurelle has become instantly recognisable for quality, ethical practices, and a simplified approach to a good night’s sleep. They are a beacon for what it means to have a strong, focused brand identity.

“E” for Enthusiasm

Next up, E. E stands for Enthusiasm. Enthusiasm is the fuel that powers your entrepreneurial spirit. It’s what keeps you working late hours when it’s needed, it’s what drives you to keep learning, and what compels your customers to connect with your brand. Running a business is hard work, and it’s crucial you love what you do. Enthusiasm comes when you have fully aligned your unique talent with what you are doing within your business.

Everyone has a unique talent, and it’s important that your business is aligned with that. When you are focussed on and utilising your unique talent, then your work is enjoyable and doesn’t feel like work. You are far more likely to find solutions quicker and crucially, you are far more likely to work hard, because when you love what you do, it doesn’t feel like work. You will never make a business successful and live a balanced lifestyle, if you don’t enjoy what you do. You’ve got to naturally want to do what you are doing.

ENTHUSIASM, EXAMPLE

For me, when I established my original flower business, I had a natural talent with flowers and designs. But where my true talent lies, is understanding and supporting people, alongside simplifying complex tasks. If I look back, I have used this talent in every part of my career, from my corporate role when I was working closely with my clients in strategic search, understanding exactly the roles they were looking to fill, with the types of people they wanted to appoint, and in turn, with the candidates, understanding their experience and the positions that would allow them to thrive.

Through to my clients within my flower design business, from brides and grooms, to fashion houses, to magazine editors, to event planners and directors within unique venues. I took time to get to know them so well, I recognised exactly what they were looking for and I was able to provide and deliver exactly that, often extraordinarily complex installations, with every step communicated and delivered in the most simplistic way, I removed all drama and I ensured it was completely effortless on their part.

And then to today, I have brought my unique talent for understanding and communicating with people together with my natural fascination and love for entrepreneurialism, mindset and business strategy, specifically with how to set and achieve unique and smart goals and authenticity when it comes to your brand and communication.

I love working with go-getters and those who are solution focussed and resourceful, those who work hard and have big dreams. And I love sharing everything I have learnt and continue to learn, breaking down extraordinarily complex strategies, into wholly actionable, practical and workable methods, that make a genuine difference and help others to thrive doing what they love the most.

YOUR ENTHUSIASM & TALENT

Before we move onto the next step in the framework, I would love you to reflect on what aspects of your work makes you forget to look at the clock, the aspects you love the most and where your skills and talent are fully aligned? Take time after this episode to think carefully and make notes.

It's important that you align your unique talent with your business, and that you love what you are doing. If you feel this isn’t aligned or if you haven’t identified where your exact talent lies, spend some time focussing on this. And please don’t worry at all if this is you, because it is absolutely possible for you to change direction and to pivot, it is far better to figure this out now and make changes, rather than slogging away doing something that means little to you.

“S” IS FOR SOLUTION

Moving on, the first S in PRESS represents Solution. This is the essence of what your business should be offering – a solution to a need, a fix to a problem, a bridge to something your target audience needs and/or desires. It’s about understanding your target audience deeply and delivering value that speaks directly to them. When your business becomes synonymous with a solution, success becomes a by-product.

Now, I want you to consider the unique value your business offers. Ask yourself, what is the one problem your business solves that no one else can  quite like you? This isn't just about what you do, but how you do it differently — that special touch only you can provide. Jot this down in your notes. It’s your business’s signature, your mark of distinction in the marketplace. This clarity is not just for you, but it's the beacon that will guide your ideal customers straight to your doorstep.

“S” STANDS FOR SUSTAINABILITY

And finally, the second S stands for Sustainability. This isn’t just about green practices, although that's important too; it’s about building a business model that stands the test of time. Sustainability is about steady income, repeat customers, and growth that doesn’t sacrifice your work-life balance or your ethics. It’s the promise of a future where both you and your business thrive. It’s important that you develop a business which has a steady income, combined with steady growth.

In the early days of my company, we faced the typical ebb and flow of business. It was clear we needed a strategy for more consistent growth. We looked at our client base and realised that while we had a flux of one-time customers, there was a significant opportunity to nurture repeat business. We focussed on developing strong relationships with brands and venues, where they had an ongoing need for our offerings. And we developed long term relationships with our one-off customers, with the view of them recommending us to their network, which combined, led to predictable, recurring revenue.

This shift didn't just stabilise our income; it transformed our relationship with clients. They went from transactional customers to members of a community who engaged with our brand regularly. It was a game-changer.

But the lesson here isn't just in the strategy itself; it's in the approach. We took the time to understand our business deeply, to look at our strengths and the unique needs and wants of our clients. We built a model that served them better while also serving the longevity of our business.

This is a larger area, but there are still simplistic strategies that you can focus on, to ensure you achieve this. It’s bigger than we have time to explore in this episode, I will definitely come back to it in future episodes, and you might be interested in our online MASTERCLASSES where we cover different aspects of ensuring your business is focussed on and achieving steady income and growth. You can read more on our website and join one of the Masterclass Waitlists, the link is HERE.

Let's take a moment to look at sustainability within your business. Consider this: What one change can you implement that will both enhance your relationship with existing customers and contribute to steady, sustainable?

It could be as simple as personalising your communication, creating a loyalty program, or even regularly checking in with clients to ensure their needs are being met and exceeded.

Sustainability within your business is not just about financial growth, it's also very much about nurturing relationships that turn customers into long-term partners.

Reflect on this, and identify one action you can take this week to deepen these connections. This step, however small it may seem, is a powerful stride toward a business that is not only profitable but also sustainable in every sense of the word.

So, take a moment after this episode to jot down your ideas. What will be your first step towards a more sustainable future for your business? This isn't just about today or this week; it's about laying the groundwork for a business that grows and thrives with you.

I developed PRESS because I saw the need – the need for a framework that speaks directly to the hearts and minds of entrepreneurs like you.

The PRESS framework is a system designed to guide you toward a thriving, fulfilling business. We’ve touched on each element briefly, giving you food for thought on Perspective, Recognition, Enthusiasm, Solution, and Sustainability. In future episodes, we will focus in more depth into each of these and then in further depth within our online Masterclasses.

I’m really looking forward to sharing more on each element within the framework, including how maintaining a positive outlook and learning from your achievements can be transformative for your business and mindset. In doing so, I very much hope that our podcast continues to reshape the way you approach your business and its challenges.

A SIMPLE STEP FOR YOU TO TAKE …

I encourage you to put these insights into action. If there is only one thing you take from this episode, I would love for it to be a focus on the very first step within PRESS, P for Perspective.

A simple step you can start this week …  take a few moments each day to jot down what went well. Celebrate those small wins and reflect on the lessons learned. This habit can shift your mindset and propel you towards more significant achievements.

And as you make notes of the small wins, add the larger ones that come back to mind. It’s incredible that as you start thinking about what you have achieved just in the short term, you really begin to reflect on some of the bigger steps you have taken, and in turn, this can honestly and very simply set you up for huge levels of success ahead, preparing you to begin working steadily towards some of your larger, and previously seemingly out of reach, incredible, audacious goals.

Now, I'd love to hear your stories. Share your journal entries, your wins, your reflections, and let's create a ripple effect of positivity. Your journey could be the inspiration that someone else needs to hear. And there's more—as our podcast continues to grow, we'll be selecting stories to feature within future episodes and within our newsletter.

We've covered a lot today, but this is just the beginning. The PRESS framework is not a one-time checklist; it's a continuous process that we'll explore and refine together. So, take those action steps, engage with the community, and look forward to more in-depth discussions on each element of PRESS in our upcoming episodes.

Firstly, Perspective—it’s about more than just staying positive. It’s about seeing the value in every experience, recognising how far you’ve come. It’s also about setting the right mindset for growth and embracing the lessons learned along the way, and setting the stage ready for the right goals, that will lead to your growth and ongoing success.

Recognition is your brand’s signature. It’s about knowing and owning what sets you apart in the market and sharing that confidently with the world. It’s about establishing yourself as the go-to in your niche.

Enthusiasm is the lifeblood of your business. It’s about aligning your unique talents with your work to make the challenging journey of entrepreneurship not only bearable but enjoyable and fulfilling.

When we talk about Solution, it’s about being the answer to a unique problem your customers face. It’s about deep connections with your audience and providing unparalleled value that speaks directly to their needs.

And Sustainability—this is about building a business that lasts. It’s about creating a model for steady growth that doesn’t compromise your values or your life outside of work.

I urge you to start this week with the simple practice of noting down your achievements, large and small. Engage with the PRESS framework and let’s build a community that celebrates entrepreneurial success and perseverance.

As we close out today's episode, remember that your journey is unique, and your story is unfolding each day. If you have questions about how to apply the PRESS framework, or face specific challenges you'd love me to help, send them to me. I’m very much here to support you, and your question could be featured in an upcoming episode. You can either send me an email at news@philippacraddock.com or contact me directly on Instagram.

And I would love to share with you a recent story. Remember at the start of this episode, I mentioned meeting numerous entrepreneurs who inspired the creation of the PRESS framework? After an in-depth conversation—and a follow-up chat with one—a local caterer shared how adopting the PRESS approach transformed her business. Initially, she had expanded her offerings, mimicking other successful brands, thinking it was the path to growth. But this only led to a confusing brand message and an unsustainable workload.

Once she applied the PRESS framework, she began to streamline her services, cutting out what didn’t align with her core brand identity. This simplification not only made her decision-making clearer but also significantly increased her income and profitability. It's more than just the numbers; it's about the newfound focus and excitement for her business. She's now looking at the next year with renewed vigour and sharp targets, a stark contrast to the stress and frustration she felt only a few months before.

This transformation underscores why I was so eager to share the PRESS framework with you—it's about providing clarity, direction, and a renewed sense of purpose.

And finally, let me leave you with this thought: 'Success is not final, failure is not fatal: It is the courage to continue that counts.' Let that courage guide you as I hope you can easily apply PRESS to your business.

Thank you for joining me during this episode. I hope you’ve found it full of inspirational and practical steps that you can start applying right now. Your path to business success is a continuous journey, and I’m very much here to offer help and I hope plenty of actionable steps that you can apply and will genuinely help move you forwards. And I would love you to remember, that each step you take with PRESS is a step towards a business that not only succeeds but one that fulfils you deeply.

Until next time, keep pressing forward, keep striving for excellence.

Sending you much love,
Philippa x