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