Last night, I stood on stage and told my story.
It wasn’t perfect. It wasn’t polished. It was raw.
I talked about the highs, the gut punches, the mistakes, and the lessons that came out of them. It was emotional for me to share. And the crowd connected with it.
These lessons aren’t from a textbook. They come from real experiences, tough decisions, and a few scars. Here are the five biggest lessons I’ve learned from building my business.
1. Be Far More Diligent
I chose the wrong partner early on, and it cost me. A lot. I felt blindsided, frustrated, and honestly, a bit foolish. I told myself I’d never end up in that position again.
That’s when I started getting far more diligent. I became the guy who asks question after question after question… and then verifies everything. If the answers don’t add up, I move on.
A few things that guide me:
- Don’t believe everything you read or hear
- Pay attention to what’s missing in the story
- Use AI to help analyze the facts
This approach now guides who I hire, which dealers we work with, and who we partner with.
2. Communicate, Communicate, Communicate
I’ll never forget the day CRA froze my bank account. I was young, broke, and terrified. When your bank account is frozen, your business is frozen. I didn’t sleep that night.
The next morning, I picked up the phone, stayed calm, explained my situation, and asked for a plan. I didn’t make excuses. I told the truth. They listened. By the next day, we were back in business.
That moment taught me the power of clear communication when things are hard.
Here’s what works for me:
- Pick up the phone or meet in person
- Be nice
- Be truthful – even if it hurts
- Share your plan
- Follow through
Silence breeds fear and assumptions. Communication builds trust.
3. Never Get Too High and Never Get Too Low
This one is personal.
For years, my mood was tied directly to the business. If things were good, I was on top of the world. If things went sideways, so did I. It’s a brutal way to live, and it affected my confidence, my family, and my ability to lead.
Eventually, I learned to build habits that keep me grounded no matter what’s happening:
- Exercise clears my head
- Time away resets my perspective
- Being present with my family reminds me what matters
- Friends, mentors and peers give me perspective and support
These habits keep me from flying too high when things are great, and from sinking too low when they suck.
4. Get Noticed
Early on, I had a great product, but nobody knew who we were. We were invisible. And that hurt. I was working so hard, but it felt like no one was paying attention.
That frustration taught me two big lessons:
1. Pay attention to marketing
2. Build your brand, not someone else’s
I started experimenting, showing up, and trying everything until something stuck.
Today, I spend about 40% of my time on branding, marketing, and relationships. Because if people don’t notice you, they’ll never buy from you.
5. Look After Your People
Over the years, I’ve learned that business isn’t about products or profits. It’s about people.
For me, that means:
- Being kind and flexible
- Having fun together
- Recognizing effort
- Paying people properly
- Keeping everyone in the loop and part of the plan
When you look after your staff, they look after your clients.
When you look after your clients, they stay loyal.
And when you give back to your community, it all comes full circle.
Staff. Clients. Community.
Look after your people – and they’ll look after you.
Final Thought
No pain, no gain. And it was worth it.
These lessons were earned the hard way. If they resonate with you, I hope they help you avoid a few of my mistakes, or at least give you some encouragement when things get tough.
-Virgil
It's our 5th Anniversary in Prince Albert! To celebrate we're giving away a *FREE ReedHD™ 3MP Dome security camera with all new Business packages ordered in the month of October. Some conditions apply.
REEDHD™ SECURITY PACKAGE INCLUDES:
- $0 Up Front Cost for Equipment
- $0 Up Front Cost for Professional Installation
- 3 + 1 = 4 HD security cameras with 100 feet NightVision
- 1080p HD 24" Monitor
- 24/7 recording of all activities; providing evidence for the POLICE
- Warning Signs and Decals
- Apps for iPhone, iPad, MAC, Android, and PC
- 5 year parts warranty, 1 year labour warranty
only $62.95 a month O.A.C
Additional security camera packages are available.
EXPIRES OCTOBER 31ST, 2018
THE FINE PRINT:
-Not available at all locations - Prince Albert Authorized Dealer only.
-60 month lease on approved credit.
-Residential not eligible.
Project: Lead
In July 2015 Lead expanded into their 9,000 square foot facility in the Sutherland area. Their state-of-the-art facility hosts over 100 classes per week including classes for healthy and healing bodies, for golfers, for bodies who are or have gone through cancer treatment, and athletic classes like their Hot Pilates (appropriately named "Burn). Their youngest client is 5 and their oldest is 87. Connected to the fitness area is their integrated health services clinic - home to chiropractic, massage therapy, sports medicine and reiki. Later this summer their Naturopathic Medicine doctor and theirReflexologist will join the team. The goal at Lead is to educate, inspire and move every body that walks in their door. Their team works together to meet the wellness needs of their clients. In essence, each client has their own personal wellness team!
To start the project we met Jason Danielson, co-owner, on site and provided a FREE Security Evaluation. After the installation we connected with Jana Danielson, co-owner, and these were her comments:
- There were many options that we considered when we selected a security provider for our new location
- Criteria that we used to narrow down our selection was:
- service from a local company
- experience in the industry
- quality of product compared to price
- technology available in the security system to protect our investment
- When considering these parameters there was only one company that not only met all of our requirements, but ranked highest in almost every category and that was Reed Security
- Right from the proposal phase of our experience with Virgil and his team, they were by far the most detailed and easiest to work with
- We encountered a few challenges caused by other contractors actions prior to the installation that the Reed Security team stepped up andhandled without even troubling us during a very busy and stressful time prior to opening our doors
"Reed Security Makes Families Feel Safe and Helps Businesses Grow the Bottom Line" LEARN MORE...
Contact Us today for a FREE Security Evaluation
SASKATOON...Call 306.653.3200
PRINCE ALBERT...Call 306.922.7200
CALGARY...Call 587.393.2800
Wouldn't you rather be working ON your business rather than IN your business? Let us take care of EVERYTHING for you so you can spend more time growing and less time dealing with tasks you don't deal with day to day.
Our comprehensive CONCIERGE BUNDLES are designed to be hassle- free and all inclusive.
9 REASONS YOU NEED TO BUNDLE:
- NO Up Front Equipment Fee
- LOW Installation Fee
- V.I.P. Priority Service
- 100% Parts Warranty
- 100% Labour Warranty
- 100% Onsite Service Warranty
- 100% Remote Tech Support with login service
- Archiving of incidents for the POLICE
- Preventative Maintenance with regular visits to your site
ELIGIBLE SOLUTIONS:
ONE LOW MONTHLY FEE COVERS IT ALL:
Our plans and pricing are based on the size of your business and your unique requirements. Please contact our office today to review your needs with a Security Specialist.
If you would like more information on any product or service please
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FREE QUOTES in Prince Albert call 306.922.7200
FREE QUOTES in Saskatoon call 306.653.3200
FREE QUOTES in Calgary...Coming Soon
