In the early stages, everything feels urgent, however, as your company grows, the need for a more strategic, measured approach becomes clear. While there’s no one-size-fits-all blueprint, there are key principles that can help you scale with intention, build a high-performing team, and steer through the bumps along the way.  

1. Don’t be too wed to your idea or product

When creating something entirely new, the path to success is rarely linear. Changing product ranges, names, or even form factors can feel like a huge deal but remember no one is paying as close attention as you are in the early days. Especially while you’re smaller, experimentation is key. At myota, we initially had grand ideas for how our products would be positioned, but as we engaged with customers and practitioners, we realised some of our assumptions were wrong. Flexibility is not just a virtue but a necessity when you’re pioneering a new market or product category. Regularly revisiting and testing assumptions, and establishing feedback loops with customers and stakeholders, will ensure you stay on course.

2. The power of pricing

It’s easy to get caught up in optimising small details like ad copy, packaging design, or even website UX however one of the biggest levers you can pull for growth is pricing. A study by McKinsey found that a 1% improvement in price leads to an 11% improvement in operating profit, making it four times more impactful than a 1% improvement in sales volume or fixed and variable costs. At myota, we’ve seen how adjusting pricing – whether through bundling, subscriptions, or tiered plans – can dramatically impact revenue and customer acquisition, far more than dozens of incremental changes combined. Testing pricing strategies rigorously can help find the balance between value for your customers and sustainable growth for your company.

3. View each partnership as a learning opportunity

Partnerships can be a powerful growth driver, but not every partnership will immediately yield the results you hope for. The key is to treat each partnership as a learning opportunity. When I was at Kry/Livi, we partnered with the NHS to deliver digital healthcare at scale for the first time. There was no blueprint for how this could be done. Listening to their requirements and being open to what a solution could look like was key. To begin with, you will sign some deals that turn out to be ‘bad’, but use these as valuable learning opportunities. The most successful partnerships are those built on shared value and adaptability and if you are truly delivering value, re-negotiation is always possible.

4. Find your tribe of founders

The road to scaling a startup is often lonely, and the challenges are unique. Conversations with other founders have been some of the best therapy and motivation I’ve experienced. Sharing stories, lessons, and even struggles with people who truly understand your journey can re-energise you in tough times. Communities like ‘Buy Women Built’ are incredibly valuable for female founders, who also face a unique set of challenges when it comes to fundraising and challenging inherent conscious and unconscious biases. Building relationships with founder communities offers support, fresh perspectives, and even potential collaborations.

5. Focus on sustainable growth

The startups that thrive today are those that build defensible, sustainable models. For myota, one of our most defensible advantages is our clinical research and efficacy. By building strong relationships with healthcare practitioners who value these qualities, we’ve grown efficiently without relying heavily on costly acquisition channels. Identify the communities or networks where your business can deliver the most value and build authentic relationships within these spaces to drive growth in a way that aligns with your long-term vision.

6. Stay close to customers

Even as your business grows, it’s crucial to stay close to your customers and users. This means stepping into customer service, calling, and meeting with long-standing partners, and picking up the phone to customers. Even if you think you know everything about your business, take time to get back on the front line. These interactions not only keep feedback loops flowing but also help you stay grounded in the real-world experience of your product or service.

7. Resilience and vulnerability are superpowers

Every startup journey includes its share of setbacks. What defines successful founders isn’t the absence of challenges but how they respond to them. Building resilience – both personally and within your team – is key to weathering the inevitable storms of scaling. It’s also important to foster a culture of vulnerability. In a young startup, being honest about ‘failings’ but treating them as learnings can set the tone for experimentation and growth. There will be so much unknown with a new business, so you need to create an environment where people feel empowered to take risks and innovate.

8. Get out and do it

Especially as businesses scale, it can be tempting to overanalyse and hypothesise about how a new product, market, or change will play out. However, the best way to learn is by doing. Testing in the real world often provides insights that no amount of desk research or planning could uncover. Early in a startup’s life, action beats perfection every time.