No matter how long you’ve been in business, it is always a good idea to go back to basics for a reality check. Often it can be easy to forge ahead and forget about those fundamental lessons. So here are a few reminders:

1. Overestimate: have you noticed that when you try something new in your business, more often than not it takes you a lot longer than you thought? A good rule is to work out how much time it should take and multiple it by four. If it takes you less time, you can give yourself an early mark!
2. Care for your customers: we all know that great customer service is paramount, but in this instance I am referring to working out how to really cater for your customer’s needs before you try to sell to them. As Seth Godin says, “Permission Marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”
3. Know who to listen to: it is always wise to get professional advice, seek opinions and do your market research. But as a business owner, you also need to listen to that ‘inner voice’. If you make decisions based on other people’s demands or agendas, chances are they will be the wrong ones for your business.
4. Be flexible: the world of business, particularly any linked in any way to technology (very few are not!), is moving and changing quickly. Five year business plans can be useful, but they should act as a guide only. You need to be ready to respond to change and opportunity at a moment’s notice – don’t get left behind!

Michelle Grice writes a weekly column for business women in The Western Weekender