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I am very lucky, I get to talk to small business owners and the people who work for them almost all day every day. One of the most common frustrations my clients talk about is the frustration around hiring and keeping staff that actually care and connect with the work that needs to be tackled. Ironically, I also hear from employees that often they aren’t getting what's needed to connect to and actually succeed in their roles. Clearly there is a disconnect and staff turn over is the fallout. Even small changes can seriously rock the boat for a small business, and turn over is one that is exhausting and expensive. So, what’s actually going on and what can you do about it? Being an Employer Has Changed People have changed since a lot of small business owners, including myself, started in the workplace. The conversation around “work-life balance” has become so pervasive that we are seeing the blowback, so to speak. It used to be that you took a job and understood that there was often a portion of the job that might not be exactly… fun. The employee experience consisted of health insurance, two weeks vacation, and the occasional bonus or promotion. You just did what you were asked when you were asked to do it. Now, people want to know not only that their work matters, but how it matters to the business they are working for, and if they don’t feel it, they’re gone. Reframing your mindset, particularly as a small business owner where you feel every bump, is unavoidable. The employee experience has to be part of your operational strategy to make turnover avoidable. 5 Ways to Build a Dedicated Team on a Small Business Budget So, if employees need to understand their impact, how can the overworked and overwhelmed small business owner hope to hire someone to take some of the weight off? The answer might sound overwhelming at first, but honestly, systems and rhythms, clarity and habits can make the difference between people staying happily and them grumbling behind your back and leaving. As my son’s lacrosse coach says, do the little things right to see the big improvements. 1. Be clear about what each role requires and what a next step might look like. And if you don’t know exactly, which is very common in small businesses who are just looking to take part of their burden off their plate, be honest. You don’t need to supply a formal career map or task list, rather explain where you and the business are and why you need X responsibilities taken care of by someone else. Have regular conversations about what is needed and why, and open the conversation to the problems and ideas that pop up to open the door for employee ownership over a role. People stay where they feel seen, heard, and valued. 2. Communicate with your employees like they are a partner in the business instead of just a paycheck. One of the biggest advantages you have as a small business owner is employees have access to you. Use that! You don’t need to be a completely open book, but sharing context about where the business has been, where it’s headed, why decisions are made, and what different facets mean can preempt departures. Cue a theme here - when people understand the bigger picture, they feel more invested. Communication is a retention tool. 3. Recognize the work people are doing specifically and consistently both in terms of what is working well and what needs to be changed. Of course, be respectful. No employee should ever be corrected or complimented in an embarrassing way. Going back to the lacrosse coach's advice I mentioned earlier - doing the little things well to see big improvements - this applies to you too. Give feedback about how they handled the difficult client interaction or research challenge or judgement in a key moment, it gives context to success. This is a people thing not just an employee thing… Remember how useless you thought (insert school subject here) was and look at you using it on the regular now! 4. Workplace flexibility isn’t a favor you do for your staff members, it’s part of your operational model. Small businesses in particular need a plan, after all, everyone is balancing something along with work, whether it’s school, caregiving, another job, or something else entirely. Consistent, well-communicated, intentional boundaries around work schedules, days off, working remotely, etc. allows you to create backup plans that everyone can get behind. It shouldn’t feel like you are the bad guy or playing favorites, instead it should feel like a collaborative responsibility. 5. Culture feels like a big business concept, doesn’t it? I mean, what small consulting practice or dog grooming business thinks about culture? It just is, right?! Not so. Just like so many other things with small businesses, when things are or aren’t working the impact is even more noticeable. Culture is how people treat each other on a hard day, whether or not someone feels comfortable raising a problem or an idea, and trust that there will be follow through on a promise. Small business culture does, more often than not, form organically and is heavily influenced by you, the owner. Use this advantage. Show up with respect and consistency to make your business a place where people want to work. “But, I Don’t Have the Bandwidth!” I know that being a small business owner is not simple because I am one too. The responsibilities of the day-to-day make it easy to push any kind of strategic thinking to the side. The experience of your employees isn't a nice-to-have. Luckily it's one area that doesn’t need a big commitment to get started - it just needs you to take a minute, be honest with yourself about how things are going and if it makes more logical sense for them to continue the same way or change. Working with my clients over the past 10+ years I have found that talking it through helps. Here is our Employee Retention Self-Assessment to get the wheels turning and to give you some perspective. Also, take advantage of my free 30 minute consulting session. It can help you decide if you want to go it alone or work with someone like me to help you retain your best people or address some of the other small business stuff: getting started, burnout, solo decision making, growing pains, working toward a sale or acquisition, marketing for the small business owner, goal-setting, identifying areas of opportunity, accountability, etc. GoFish Communications works with small business owners to find clarity and build momentum across marketing and operations that is supported by strategies, processes, and tactics to hold it all together. We are in it so that you can meet your own expectations. Want to get started? Let’s talk. 
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This is something that every small business owner or solo consultant should know. There is enough business to go around. The key is making the thing that makes you unique known. Recently, I went to a Galentines event for South Shore Women in Marketing at Oro in Scituate. All of us, plus the other 50+ women on the list, are in marketing and live and/or work on the South Shore. Imagine that - all of us are productively running businesses or working in the field at the same time! In my humble experience, in situations of competition, there is rarely more than one actual fit for the client. Being good at talking your prospect into signing you isn't necessarily a sign of success. It just means you're a good salesperson or that you really enjoy the competition. Nothing wrong with that if you want to and can provide what that particular situation calls for. In a room filled with marketers, you would think there would be some rivalry. But at this South Shore Women in Marketing event, the specializations of the 30 or so in attendance were diverse and complementary. Since this event, we have passed around names and suggestions and potentially helped find an entry-level role for one attendee's daughter. Am I the type of person who enjoys the thrill of the kill? No. But I do enjoy finding the right fit for the people and businesses I encounter. At the end of the day, the reminder is simple: there is enough business to go around. Focus less on competing for the opportunity and more on being clear about what you do best. Then the right projects and people tend to appear. Along the way, you might even find some who are valuable collaborators.  Photo credit to someone at Oro using one of these women's phones.
Back in December, I attended a fun night out with the women of Marshfield Chamber of Commerce for a Stress-Free Social Hour at RejuvNP. It was a night of lessons learned and remembered, starting with a podcast appearance and resulting in new contacts and friends. Jessica Ponyrko and Yvana Osborne, who host the She Means Business podcast on Marshfield Community Media, recorded a live episode. I was lucky enough to be the first of a rotating stream of guests and had a blast. It was a great conversation about taking a break and taking advantage of opportunities when they present themselves. The experience reminded me is that stepping outside of your comfort zone, meeting new people, and trying new things always result in good lessons. Running my own business, albeit in collaboration with my very talented network, can be a rollercoaster. Just like any small business owner or independent consultant, I never quite know what to expect. Planning and experience help, but every year brings anticipated and unexpected change that isn't always within my control. Talking to people who are going through or who have gone through similar experiences opens doors and eyes. What were the lessons learned and remembered this night? The value in simply showing up, whether saying yes to a conversation, a podcast mic, or a room full of people you haven’t met yet, more often than not leads to somewhere worthwhile. Thank you to Jessica Ponyrko for inviting me and to the Marshfield Chamber for hosting. Here's your reminder to step out, take a breath, and see what happens next. Enjoy the episode of She Means Business podcast from MCM here.  Thank you to those of you who have been on this crazy ride with me. Whether you recently joined or if you've been around since the beginning, I appreciate you. Here's to a wildly successful 2026!   For small business owners and solopreneurs, client fit can make or break your workflow, energy, and growth. Unlike larger organizations, you don’t have the bench and bandwidth to absorb mismatched relationships. Ask any small business owner about that feeling that something is just off. It might come in the form of unanswered emails or difficulty connecting.
It can be tempting to push harder, but don't take it as a sign of failure. It’s actually feedback. Paying attention to fit helps you decide which relationships are worth pursuing and which are draining your resources. Each interaction teaches you more about who benefits most from your services or products. For small businesses, aligning with the right clients isn’t just helpful; it’s essential for sustainability, efficiency, and long-term success. Recognizing it early frees you to focus on opportunities that actually move your business forward. GoFish Communications works with small business owners, solopreneurs, and early stage entrepreneurs to find clarity, so you can move forward boldly.  Running a small business can be exciting, rewarding, as well as surprisingly isolating. Most small business owners and solopreneurs don’t have built-in peers down the hall or a leadership team to trade ideas with. Every decision sits squarely on your shoulders.
That independence can be freeing, but it also creates a kind of professional vacuum that’s easy to overlook. Without someone to challenge your thinking or help you prioritize, you can end up spinning your wheels by spending all your time working in the business, not on it. If this sounds familiar, you’re not alone. Many business owners quietly experience this gap between doing the work and having someone to talk through the why and how behind it. That’s where regular advisory conversations, peer groups, or even scheduled reflection time can make a difference. Having a sounding board or someone objective and outside your day-to-day can help you see clearly, focus your energy, and move forward with confidence. Running a successful small business shouldn’t always mean doing it alone. GoFish Communications works with small business owners, solopreneurs, and early-stage entrepreneurs to find clarity so you can move boldly toward your goals.  Knowing what marketing when is a common stumbling block, particularly for small businesses and independent consultants. Marketing is an easy expense to skip, right? No. Not knowing how to leverage marketing tools at what time in your business cycles is where most mistakes are made. This field is one that everyone thinks they know. In fact, marketing is a huge umbrella that touches on virtually all areas of a business. In my experience, most people know just enough to be dangerous. Here are just a few areas that marketing encompasses in any business of any size, in any industry.
Each marketing channel offers unique deliverables and strategic advantages for drawing attention, generating awareness, and driving revenue. Depending on your specific goals, resources, and capabilities, one or several of these areas might be the right approach at any given time.
Not all marketing experts have deep knowledge of all marketing channels. Even big marketing agencies have specific departments with specialists. Given a large budget and extensive reach like Coca-Cola or Nike, nearly all these channels are leveraged. Small businesses or solo consultancies almost never have those kinds of options. That's when it makes financial sense to allocate the right eggs into the most impactful baskets. Working from a framework can help you get started. This graphic illustrates some preliminary suggestions for small businesses and solo consultancies. If you don't have the capacity or resources to be consistent with your efforts, I want to help. Go Marketing is one way small business owners can lay the path toward success and growth. Let's connect to discuss the specific challenges that your small business, professional services consultancy, or startup. Laurie Fish McDowell | Founder & Principal Consultant  Brands are constantly vying for attention. Amid the noise, one of the most powerful tools a company can wield is visual brand consistency.
From logos and color schemes to fonts and imagery, a unified visual identity not only makes your brand instantly recognizable but also builds trust and credibility with your audience. Your visual brand plays a pivotal role in creating lasting impressions, fostering customer loyalty, and differentiating your business in a crowded and competitive marketplace. Here’s why building visual brand consistency matters for your small business and why it shouldn’t be ignored:
Nisse Designs and GoFish Communications support your efforts in developing a professional and impactful brand identity. We work together with you and our trusted partners, to build a unique strategy for promoting your business across platforms. Our hands-on and very modular approach focuses on providing the solutions you need within your budget. Learn more about us and Go Marketing or set up a time to talk. We look forward to hearing from you! Aimee Maescher | Partner, Nisse Designs  Client reviews are essential. Search and social algorithms, as well as humans, use them to validate your credibility. However, asking for reviews can be uncomfortable.
Here are five ways to ask for client reviews that, at the very least, minimize the awkwardness but certainly will increase the likelihood that your requests are well-received. 1. Choose the Right Moment Timing is everything when asking for a review. The best time to ask is when the client has expressed satisfaction, such as after a successful project or when they’ve given positive feedback. If a client sends a thank-you email, respond with a simple request like, “I’m glad you’re pleased with the results. It would mean a lot to us if you would share your experience in a quick review.” 2. Make it Part of Your Process Your request will seem more natural if a client expects to be asked for a review from the start of a project or the relationship. The beginning of a new relationship is a logical time to note that you will ask for feedback after each project. This allows your client time to think about how they might respond over a period of time and respond when they can. 3. Keep Things Simple Clients are more likely to leave a review if it’s easy. Provide direct links to your business’s review platforms (Google, LinkedIn, Yelp, etc.) with a step-by-step of how to submit their review. You can even offer a few prompts to help guide their thoughts, such as: quality of service, experience with your team, or lasting results they’ve seen. The simpler you make it, the more likely they are to follow through. 4. Be Authentic Avoid generic requests that feel transactional. Instead, choose to ask clients based on your relationship with them. Reference specific details about projects or outcomes you’ve achieved together. This shows that you value the relationship and is another way to make the request feel like a natural part of your ongoing communication. 5. Always Express Gratitude Regardless of whether the client agrees to leave a review, always thank them for their time and partnership. A sincere thank you reinforces the positive relationship you’ve built and leaves the door open for future collaboration or referrals. Even if they don’t leave a review now, they might do so in the future, or they may recommend you to others. When to Ask for Help Asking for client reviews doesn’t have to be awkward. With the right approach, you can turn the task into an opportunity to strengthen client relationships and boost your reputation. Managing client communication, however, can be challenging for small businesses with limited resources. This is where an outsourced marketing team can be invaluable. A dedicated marketing partner can craft personalized, timely requests for reviews and ensure your client feedback is effectively used across multiple channels. They can analyze review patterns, identify areas for improvement, and highlight your strengths in future marketing efforts. GoFish Communications and Nisse Designs have joined forces to offer Go Marketing specifically to help you overcome small business marketing hurdles. Our hands-on and very modular approach focuses on providing the solutions you need within your budget. We’re on your team! Here’s how you can learn more or set up a time to talk. We look forward to hearing from you! Laurie Fish McDowell | Founder & Principal Consultant  In the world of small business marketing, advertising options feel limited or even an unattainable and costly expense rather than an investment. Many entrepreneurs shy away from budgeting for advertising, fearing the costs will squeeze and drain their limited financial resources. However, effective advertising doesn’t have to be expensive. By strategically allocating funds and leveraging cost-effective marketing techniques, small businesses can significantly increase their visibility and attract more customers. Investing in advertising is crucial for growth, as it helps build brand awareness, establishes credibility, and drives sales. It’s important to remember that even a modest budget can yield impressive results when used wisely. Some examples of where you can get the best bang for your financial investment might include:
These are just some examples of how marketing assessment, strategy and planning can set the stage for an effective ad campaign. By engaging with marketing services targeted to small businesses, you will have answers to questions that are unique to your size. Our Go Marketing programs can help you develop plans to leverage local networking opportunities and target marketing and advertising channels that offer high returns on investment. With a strategic and focused approach, we’ll enable you to reach your ideal customer demographic without breaking the bank. A smart plan will put your business in front of potential customers actively searching for products or services you offer. By being resourceful and prepared, you can maximize your advertising budget and achieve significant growth for your small business. Ready to get started? We’d love to hear from you! Aimee Maescher | Partner, Nisse Designs  |
On this page, we share insights and strategies to help small business owners make the most of what they have. From actionable tips to fresh perspectives, our goal is to provide practical guidance that helps you connect with your audience and achieve real results. Don't see it covered here? Let's talk! Archives
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