Eight years really can fly by. When Refuel Creative started in 2016, Instagram Stories had just launched, live video streaming was becoming mainstream, Samsung was dealing with exploding batteries, and Apple had just introduced AirPods.
The digital landscape was rapidly evolving, and so were we.
I was asked by the team to look back over the years, so I wanted to share some key lessons I've learned along the way. Some came easily, others were learned the hard way, but they've all shaped what drives Refuel today.
1. Having a job isn't the same as having a business
My first lesson came pretty quickly. When Refuel first started, all I had done was create another job for myself, with crazier hours. Everything depended on me. That meant no opportunities for a day off, and no weekends. A sensible work/life balance was non-existent. A lot of business owners reading this can probably relate!
The turning point came when I realised that sustainable growth meant stepping back from the daily grind. I took time out to develop the business goals, vision, and values. From there, the next step was to find my people.
2. Find your people, don't force it
One of my most important realisations was understanding that I needed to find my people, and not contort myself and my processes to suit those who didn’t fit. It’s tempting to say yes to everyone, but this often leads you down the wrong path.
Learning to say no to projects and people that weren’t the right fit was tough, but it meant I could focus on working with clients who truly valued what we brought to the table. I’ve learned to back myself and my team. When you do, results follow.
3. Build the right team
This lesson follows on from finding the right clients. It’s equally important to find the right team members. When you bring together people who share your values and vision, magic happens. Everything just works. Everyone rows in the same direction, client satisfaction soars, and work becomes more enjoyable. You win together.
We say no to a lot of people. Not because they aren’t good, but because they aren’t a fit for our environment. If you hire the wrong person, they can make you feel like everything in the business is on fire, when in reality this is just their perspective. It's worth taking the time to get your hiring process right.
4. You can never have too much clarity
Even when you have the right people, you can never have too much clarity. Whether it’s delivery processes or business direction, it’s easy to assume people know what you mean and how to do something. But making things clearer ensures everyone shares the same vision.
For the team, clarity helps them understand where we’re going and how they can contribute to the bigger picture. For clients, it helps them understand the detail we put into getting them results. This shared understanding has become fundamental to our success.
5. Self-care isn't selfish
Even when things are working in your favour, self-care is important. As a mentor once told me, "self-care isn't for you, it's for those who rely on you." This one was a hard one for me to learn. It’s easy to ignore yourself when you’re growing a company. You’re trying to make sure clients and your team have what they need. But you can’t provide that unless you are taking care of yourself first.
Do the hard yards, sure. But you must make time to look after yourself. This one should always be a non-negotiable. Self-care makes you a better leader and a business owner.
6. Nothing's certain until it happens
A business like ours needs clients to grow. I learned along the way that a verbal yes doesn’t always turn into an “agreement” yes. People say a lot of things, and enthusiasm can be misleading. I've had hundreds of verbal "yeses" that never turned into anything.
Learning not to count your chickens before they hatch helps you stay focused on what matters. It’s taught me to stay grounded and focus on delivery rather than celebrating too early. It’s important to keep your expectations realistic and your pipeline full which is where established relationships can play a big role.
7. Long-term relationships are gold
Some of our clients have been with us since the early days. Something that's pretty rare in our industry. I’m really proud of this. These long-term relationships have become real partnerships, where we celebrate wins together and learn from challenges as a team.
We’ve delivered some amazing results for clients, some of whom are now more friends than clients. When you are both really invested in the shared success, it’s an amazing feeling.
8. It's all about the people
This final lesson ties everything together. Working with like-minded folk fills my cup. Whether it’s working with clients across several time zones or collaborating with our team, it’s the people that make it all worthwhile.
When you’re all working towards the one goal - a website launch, a strategy document or refreshing Google Ads - it’s exciting. When clients know that you’re on their team and genuinely want the best for their business, it makes your day. These shared victories and challenges have created bonds that go beyond typical business relationships.
Looking ahead: the next chapter
Looking back on these lessons has reminded me why I started Refuel in the first place - a simple desire to help people implement their marketing and tech solutions they needed. While we’ve grown and evolved, that core mission remains unchanged.
What started as a side hustle has become something so much bigger. However, our fundamental values remain: working together, celebrating wins, putting customers first, and creating a positive work environment for the team.
Looking ahead to the next eight years, I'm excited about where we're headed. We've learned from our mistakes, celebrated our wins, and built a team that continues to push boundaries. The opportunity to run a digital marketing agency that operates 24/7, serving clients across different countries, and bringing new perspectives to our work is thrilling.
This journey has taught me that success isn’t just about what you do, it’s about who you do it with and how you do it. Thank you to everyone who has been part of our story so far.
Here's to the next chapter of the Refuel story!
