Starting a Business? These Founders Share Their Secrets to Success

According to the U.S. Treasury, new business applications saw a significant surge last year. For those thinking about starting a business, one of the biggest challenges can be deciding what to prioritize. “It can feel overwhelming to even know where to start,” says Kate O’Sullivan, founding partner of CoachSelect. Her company has revolutionized the way individuals and businesses connect with top-tier executive and career coaches. Given her vantage point, O’Sullivan says if you’re just getting ready to put your business idea in motion, entrepreneurs should focus on revenue-generating activities first. “This will vary depending on your business, but asking yourself what actions will directly drive revenue is a powerful way to determine where to invest your time early on,” she explains.

In addition to evaluating what will boost your bottom line, these 10 founders shared their secrets to success for anyone looking to go out on their own.

1. Do a Business Audit

Vanessa Mills believes the first step toward achieving success is conducting a comprehensive business audit. After a 30-year career leading large teams and projects at a Fortune 100 technology company, she now channels her expertise as the CEO of Stay True Creative and Production Studios and Stay True Wellness. A real estate investor and developer, Vanessa is also the author of Be Free: A Simple and Effective Guide to Achieving Financial Independence, where she empowers readers to take control of their financial future.

“To set yourself up for sustainable growth, it’s essential to evaluate your business operations, strategies, and goals,” she explains. “A business audit allows you to identify strengths, address inefficiencies, and create a clear roadmap for progress. This process not only ensures you’re operating at your best but also positions you for long-term success in a competitive market.”

2. Invest in Your Branding

Juliana Goldberg is the founder and owner of JG Brands, specializing in branding and photography for women entrepreneurs. With a passion for helping women elevate their businesses, Juliana provides tools and visuals needed to create impactful, high-end brands. She says the key to building a thriving business is understanding the power of investing in your branding. “A strong brand is more than just a logo—it’s your business’s identity and first impression,” she explains. “Investing in professional branding not only communicates your value but also sets the tone for how your audience perceives you. It creates trust, positions you as an authority, and ensures your business stands out in today’s competitive market.”

3.  Protect Your Assets

Berkley Sweetapple is the founder of Berkley Sweetapple Law, a law firm that specializes in helping female entrepreneurs legally protect their online businesses. With a focus on intellectual property, contracts, and online business law, Berkley helps female coaches, course creators and creative entrepreneurs protect their work and set their online businesses up for long term success. “Something I see every day? Women having to rebrand because they didn’t register their trademarks. My biggest piece of advice for anyone launching a business is to 1) make sure the business name is legally available and 2) File a federal trademark application as soon as possible. The last thing you want to do is start a business that you’re going to have to rebrand.”

3. Trust Your Gut

Karen Romine is an Intuitive Business Strategist who helps entrepreneurs integrate strategy and intuition. She says if you want to be successful in life and in business, you have to trust your gut. “Your intuition isn’t just a hunch—it’s your greatest asset,” Karen shares. “In my work, I guide clients to quiet their doubts, tapping into the deep wisdom they already have. Clarity that comes from listening to your intuition transforms not just your business but your entire life.” Karen believes that some of her most significant breakthroughs—both personally and professionally—came when she trusted her inner knowing, even when the logical path seemed easier. “Success happens when strategy and intuition align,” she says. “Your gut is like a compass. If you trust it, it will always point you in the right direction.”

4. Build a Community

Meeka Caissie is the founder of Ladies in Power Vancouver, a sisterhood where women empower each other to shine, grow, and lead with open hearts. She believes her community comes from creating spaces that allow women to dig deep, discover their inner strength, and rise together. “When women feel safe to share, connect, and support one another, magic happens. They uncover the power that has always been there. When we open our hearts and lead with love, we create opportunities for other women to shine and grow. Strength is found in the connections we nurture, the stories we share, and the courage to dig deep for more.”

5. Customer Service is Everything

With more than 18 years in the hospitality industry, Tracie Munce has learned that exceptional customer service isn’t just a skill—it’s a cornerstone of success. “It’s about crafting experiences that make people feel valued, welcomed, and cared for.” The owner of Merlins Rest Pub and Eagan Arms Public House, Tracie says customer service is more than solving problems or delivering a product – it’s about connection. “It’s listening, anticipating needs, and exceeding expectations with genuine care. I’ve seen firsthand how a warm smile, attention to detail, and going the extra mile can transform a guest’s day—and their perception of your brand.” She also stresses the importance of creating a culture where team members feel empowered to deliver excellence. “When hospitality is done right, it transcends transactions and becomes an experience people carry with them—a feeling of being at home.”

6. Find a Mentor

Maureen Pechacek is the founder of Kinsella Angels, and Dena Anderson is the Director of Operations. Together, they lead a nonprofit dedicated to empowering youth in need with leadership and education while fostering intergenerational relationships with seniors. Through mentorship, Kinsella Angels helps students set meaningful goals—like preparing for college or earning a driver’s license—and create actionable steps to achieve them. “Mentorship isn’t just about gaining advice; it’s about building connections that open doors to new opportunities,” Dena explains. Her advice to those seeking a mentor is to put yourself out there—network and meet new people. Let others know you’re looking for a mentor to support and hold you accountable. The greatest benefit of mentors is their belief in those they guide, empowering them to soar. Maureen adds everything comes down to this philosophy: “Teach me and I will learn. Coach me and I will grow. Believe in me and I will soar!”

7. Spend Time Outside

Sunshine Bruce is the founder of Mana Quickening, where she guides leaders to increase the speed of decision-making and deepen their spiritual connection. Her secret to success lies in spending time outside each day. “In our fast-paced corporate world, we’re constantly rushing from task to task,” she explains. “Stepping outside and embracing stillness isn’t just a break – it’s a powerful tool for clarity, vision, and inner peace. When clients pause to connect with nature, even for five minutes between meetings, they experience profound shifts in their energy and leadership presence. Try this: find an outdoor spot (the busier the spot, the better), close your eyes, and focus on the space between sounds. That stillness is where you’ll discover your connection to the Divine Creator and your truest self. Nature doesn’t judge your schedule or your to-do list. Outdoor stillness can transform your day and unlock solutions you’ve been seeking.”

8. It’s OK to Grieve The Past to Embrace the Future

Megan Shen is a social psychologist and Associate Professor researcher at Fred Hutchinson Cancer Center. Her research focuses on how to support patients with serious illnesses, and their families. “I believe that lost jobs, failed relationships, fertility challenges are all types of loss that need to be acknowledged because losses are, at their core, losing an imagined and hoped for future. My biggest piece of advice for anyone starting a business is to identify where you have faced loss in your life and grieve that loss. This is important especially if you are starting a new chapter out of necessity (like after a layoff) and not by choice. You will find that it helps you become a more resilient, peaceful, and grounded person ready for what the future will bring.”

9. Don’t Let Imposter Syndrome Stop You

Amy Edwards is the host of The Amy Edwards Show, and founder of Overflow Bottle Co. With a focus on personal growth and empowerment, Amy helps people step into their fullest potential. She believes overcoming imposter syndrome starts with flipping your mindset. “When I launched the podcast, I questioned if I had the right voice or experience, but I chose to focus on growth instead. I told myself, I’m learning as I go, and I’m expanding, and that mindset shift made all the difference.” Her advice to anyone facing imposter syndrome? “Don’t let it stop you. Speak your new, empowering thoughts out loud or write them on a post-it, where you’ll see them every day. Remind yourself, I’m figuring this out and I have what it takes. It doesn’t happen overnight, but with time, you’ll see that the growth mindset is the truth. You absolutely have what it takes to succeed.”