When the rules change, standing still isn’t an option

You can feel it, can’t you? Something’s shifting. A few years ago, maybe even just last year, you could rely on a steady flow of business coming in. Customers knew where to find you. You had your reputation, your referrals, your routine. But the ground has moved beneath our feet.

The world is changing. And fast. And if your business is still waiting for things to go “back to normal,” it might be waiting a little too long.

The old rules no longer apply

There was a time when being good at what you did was enough. Word of mouth, long-standing relationships, a dependable client base… it all kept things ticking over. But what happens when the referrals slow down? When customers get tighter with their budgets? When new competitors pop up offering something faster, cheaper, or just different?

The hard truth? If you’ve always relied on work simply coming your way, that strategy might have run its course. This isn’t about being alarmist. It’s about being honest. Because as a Business Coach, I speak to business leaders every day who are realising that their old way of working isn’t cutting it anymore, and they’re not quite sure what to do next.

A global ripple effect

Gone are the days when your local market was all that mattered. A shipping delay in another country, a political shake-up, an economic shift thousands of miles away, all of it can affect your business by the time you next open your laptop.

And it’s not just external shocks. It’s the pace of innovation, changing expectations from your customers, your team needing more from you than ever before.

The question is: what are you doing to protect your business from these changes?

It’s time to get on the front foot

If you haven’t taken a proper look at your sales and marketing recently, now is the time. Not just surface-level stuff, but a deep dive. Are your messages still relevant? Are your efforts consistent, measurable, and targeted? Do your customers even know what you stand for?

In my experience, the most powerful way to protect your business from external change is by having a solid, well-thought-out marketing strategy.

Marketing is what keeps your pipeline warm when referrals go quiet. It’s what builds your visibility, your positioning, and your authority, so you’re not at the mercy of shifting trends or tightening budgets. It allows you to drive demand rather than wait for it. It’s not just about growing your business, it’s about safeguarding it.

If your marketing isn’t doing that for you right now, it’s time to change the approach.

You don’t have to do it all at once, but you do have to start somewhere

We’re not saying you need to overhaul your business overnight. But staying still isn’t an option anymore. You have to keep sharpening the sword. Looking for fresh ideas. Staying connected to what’s really going on in your business and in your market.

The danger is in waiting. In hoping things turn around on their own. They won’t. Not unless you make a conscious decision to change your approach.

Being proactive doesn’t mean being perfect. It means being willing to learn. To try something new. To ask the uncomfortable questions and build a plan that puts you back in control.

You’re not alone

At REACH, we work with business leaders who are ready to stop treading water and start steering the ship. We help you look at your business with fresh eyes, challenging the parts you’ve ignored, reigniting the ones that used to energise you, and building clarity where there’s been confusion.

The world may keep changing. But that’s not a reason to fear. It’s a reason to grow.

Want to see what that could look like for you? Join us at our next free business workshop in October and take a few hours to work on your business, not just in it.