Why simplicity is key to sustaining your business for the long term

Photo by Mike Holford on Unsplash

A little while ago, I was a guest on my friend Betty’s wonderful podcast True Wealth. She titled the episode "Be the Oak”, inspired by an analogy I’d shared off the top of my head during our conversation.

We were talking about how an oak tree grows — slowly, steadily. While we see its branches stretching upward, it’s also growing deep roots beneath the surface, anchoring and sustaining it for years to come. If we compared its growth to a field of poppies, it would seem tiny. And yet, once established, an oak tree can live for hundreds of years.

When I think about growing a business, my instinct — and maybe yours too — is often to add more: more offers, more marketing, more time, more effort, more energy.

Which might be okay in short bursts.

But if we want to build something sustainable for the long haul, then I believe depth, presence, and integrity matter far more than scale.

Doing less — but focusing on what truly matters and honouring your capacity — is a radical act in today’s online business world. But I believe it’s a core principle of regenerative business.
Here’s why:

1. Sustainability starts with relevance

“Regenerative business isn't about creating more — it's about creating what’s needed.”

One of the most sustainable things we can do is to avoid making things that aren’t truly necessary.

Of course, there’ll always be some trial and error. But I believe one of our biggest responsibilities as business owners is to listen deeply to the needs of our customers and build solutions that are relevant and meaningful.

Then comes the work of clearly communicating what we offer, why it matters, and how it supports our customers — rather than rushing to add more before the first thing has truly had time to take root.

2. Depth brings mastery

“When you stop scattering your energy, you give yourself the chance to excel.”

I’m a prolific creator. I get a buzz from that Spring-like energy of a clean slate and a fresh new project. And while there’s absolutely a place for this in business, I’ve noticed that constantly jumping to the next new thing leaves me feeling scattered, overwhelmed, and stretched too thin.

And when I feel scattered, so does my business.

By choosing to commit to a smaller set of offerings, I give myself space to build depth. I don’t have to reinvent the wheel every time. I can refine, improve, and deliver with confidence — which not only sharpens my skills, but deepens the value I bring to my clients.

3. Space to integrate (and rest)

“Doing less gives you time to think, reflect, and rest — and that’s where real growth happens.”

The pace of online business often misses out one of the most essential parts: integration.

A simpler, more focused business model makes it easier to build space into your calendar — time to reflect, recharge, and reconnect with your creativity.

We all know the feeling of being tangled up in a messy web of complexity, afraid to stop for fear of everything falling apart. But real sustainability comes from recognising that business, like nature, moves in cycles. Growth and integration. Action and rest.

4. Your nervous system matters

“Your business should support your lifestyle, not the other way around.”

I take the view that we should design and build our business to support the lifestyle we want to create, rather than needing to constantly stretch our capacity to meet the demands of our business.

When we do things this way round it means we can be more fully present in our business and also have enough left over to give to ourselves and other rotes we hold in life outside of work - as a parent, friend, partner or community member.

On top of this, our bodies hold a lot of wisdom that can come in really useful in business, from recognising the early signs of stress kicking in to connecting to our intuition in order to make a better decision.

5. Simplicity can be strategic

“Refinement over expansion.”

Many of us started our businesses in search of meaning, fulfilment, and flexibility. And yet, the pressure to keep growing, adding, expanding can pull us away from that intention.

Choosing to streamline — to commit to fewer offers, to simplify your online presence, to work in ways that feel good — takes courage. But it’s also powerful.

Doing less can actually make you more strategic. It asks you to be intentional, to trust yourself, and to let go of what’s not essential so you can show up more fully for what is.

Deliberately choosing to do less is a radical act.

Whether it’s narrowing your offerings, spending less time on social media, or simply working fewer hours — each of these choices invites you to trade hustle for confidence. To honour your vision, your values, and your wellbeing.

To grow like an oak — slow, deep, and steady — trusting that what you’re building will last.