“What’s one decision or move you made that seemed small at the time but ended up having a big impact on your business growth? Only business owners and leaders can answer”

Here is what 8 thought leaders had to say.

Follow the Friction: Small Packaging Fix That Unlocked Big Growth


Early on a customer emailed us frustrated about a bulk case of microfiber cloths that arrived torn and disorganized. It wasn’t a huge complaint, and honestly, it would’ve been easy to chalk it up to a one-off shipping mishap. But something about the message stuck with me.

I decided to reach out to our supplier and have all microfiber shipments re-boxed with reinforced packaging and a “ready-to-shelve” label. It cost us a few extra cents per unit, but within months, something unexpected happened—reorders from small businesses and janitorial contractors spiked.

They didn’t just appreciate the quality of the cloths; they loved how much time they saved unpacking and sorting. That minor change helped us quietly build loyalty in a highly price-sensitive market.

Looking back, that small tweak turned into a major differentiator for our brand. It reminded me that growth doesn’t always come from flashy moves—sometimes, it’s the quiet, frictionless details that do the heavy lifting. 

Elliott Greenberg, CEO, Wholesale Janitorial Supply

Local Compliance Hire Becomes Global Game-Changer

When I started Lincoln Global Partners, we focused on helping businesses expand globally, handling EOR and compliance services. In the early days, I made a simple move: I brought on a single local partner in Vietnam to help with on-the-ground legal guidance.

At the time, it felt like a side decision—more about smoothing one client project than anything else. But that hire quickly turned into a blueprint. Clients loved having real local support, not just remote documents and emails.

We started doing the same in other regions—Colombia, Turkey, Nigeria. That small first step became the backbone of our model: trusted, in-country experts who make global expansion feel local. What started as a one-off fix ended up defining how we grow. 

David Lawrence Lincoln CEO & Founder, Lincoln Global Partners

Start Small, Think Big: The Review That Changed Everything

In the early days of Insuranks, we added a small feature that let users write and rate insurance companies based on their own experiences. At the time, it felt like just another helpful tool—nothing major.

But soon, those real reviews started driving serious traffic. People were searching for honest feedback they could trust, and suddenly, we weren’t just another insurance site—we were a go-to source for real voices in a complex industry.

That one feature became the heart of our platform. It helped build trust, boosted our SEO, and even attracted partnerships with companies wanting to improve their reputation.

Looking back, it didn’t feel like a big move. But it reminded me that sometimes, listening to your users and giving them a voice is the most powerful growth strategy of all. 

Ofir Sahar, Founder, Insuranks

Global Presence From Day One Builds Client Trust

When we were just starting out, one decision that seemed ambitious, even a bit premature, was investing in a global presence from day one. At the time, we were a small team, mainly operating from our Dubai office. 

Common wisdom might have suggested focusing on one market, perfecting our model, and then expanding. 

But we decided to bite the bullet and set up branches, hire a few local team members, and establish a physical footprint in the US, UK, and India, alongside our UAE base.

Clients, especially larger international ones, felt more comfortable working with a company that had a physical presence and local teams in key markets, even if much of the work was coordinated centrally. 

Shantanu Pandey, Founder & CEO, Tenet

Delegating Client Calls Unlocks Company Growth Potential

One small decision that ended up shaping a lot for Merehead was when I stopped handling every client call myself.

It wasn’t easy—I’m the type who likes to be involved in every detail, especially when it comes to understanding what a client really wants. But as our projects grew, I realized I was becoming the bottleneck. I was tired, stretched thin, and it started showing in ways I didn’t like—missed details, slower responses, less creative energy.

So I trusted my team to take the lead on initial calls. I trained them based on what I knew worked, and then I stepped back.

It felt small—just moving a task off my plate—but it changed everything. Projects moved faster, clients were happier, and I had room to actually lead, not just manage. That shift helped us grow from a freelance-feeling setup to a real, stable company. 

Eugene Musienko, CEO, Merehead LLC

Personal Replies to First Users Shape Product Success

One small decision that had a surprisingly big impact was replying personally to the first 50 users who signed up for Twistly. I didn’t have a fancy onboarding system at the time—just me, sending a quick “Hey, thanks for trying this out. How did it go?”

At the time, it felt like a nice thing to do, maybe even unnecessary. But those conversations turned into real insights. People told me what confused them, what they loved, what didn’t work. I used their exact words to shape the product and even some of our messaging.

More than anything, it created a sense of community early on. A few of those first users are still with us today. Looking back, it wasn’t just about feedback—it was about showing there’s a real person behind the screen. That connection turned out to be the real growth engine. 

Diana Babaeva, Founder & CEO, Twistly

Betting on a New Build: One Small Job That Changed Everything

Early on at 3G Pool Services, we got a call to service a single pool for a brand-new custom home. It was a one-time job—just a quick post-construction clean. Nothing about it screamed “long-term opportunity,” but I treated it like it was a VIP account. We showed up early, did pristine work, and left the place better than we found it.

I didn’t realize it at the time, but the homeowner was also a developer—and that one small job turned into a referral to their builder network. Within a year, we were handling pool service for multiple high-end properties, many on tight timelines and bigger margins.

That moment taught me something I carry to this day: no job is ever “just one job.” When you bring full effort to the small stuff, it has a way of opening doors you never saw coming. 

Ross Wilber, Owner, 3G Pool Services

Direct Phone Lines Double Monthly Deal Closures

The move that changed our growth curve was deciding to hand out direct phone lines to every client-facing team member. Every person got a $40 desk phone, a direct extension, and a business card printed with their real name. So, clients always spoke with a real human in under 15 seconds, which chopped our drop-off rate by over 20 percent in one quarter. 

That is such a small operational spend for a massive jump in client trust and word-of-mouth. In reality, when people skip the phone maze, they stick around longer and bring their friends. To be fair, that is the difference between closing 15 deals a month and closing 30.

Long story short, the tiny decision to go fully direct made all the difference. If you want growth, cut out the barriers and make sure real people answer every time. 

Gerti Mema, Marketing Manager, Equipment Finance Canada