By Miri Rossitto
This month, Cowe Communications turns 10.
Ten years of helping businesses find their voice, align with their purpose, and stop posting on social media just because they think they have to. Ten years of branding and rebranding, launching and relaunching, speaking truth to ego, and whispering strategy into the ears of leaders who are brave enough to listen.
And like most business anniversaries, this one comes with reflection and a healthy dose of sarcasm. So, in honor of a full decade in business, here are 10 things I’ve learned, in no particular order of importance…except for the first one. That one matters most.
1. Your team is everything.
Actually, my team is everything.
The Cowe Crew shows up every day with brains, heart, talent, and grit. They are kind, committed, and wildly good at what they do. Working with them is one of the greatest privileges of my life, right next to being Ryan’s wife and Vivian and Cora’s mom. If I shut it all down tomorrow, I would still count myself as eternally lucky for having been a part of this team. If you’re in business and you don’t trust your people, believe in them, or want to see them succeed, you do not have a team. You have overhead.
2. Follow up. Then follow up again. Then again.
Most people stop after the first email. Or the second meeting. Or the third proposal. But the businesses that win are the ones that keep showing up. At the right time, in the right place, with the right message. So, if you believe in the problem you solve, follow up. Don’t ghost. Don’t vanish. Be present, consistent, and brave enough to risk rejection. Which brings me to…
3. Getting a “no” is a gift.
It saves you the one resource you can’t get back: time.
If someone says no, thank them. Now you’re free to find the 20 other people who will say yes. No is not a failure. It’s clarity. And clarity is rocket fuel in business.
4. Make risk fun.
Spoiler alert: I hate being uncomfortable.
But nothing worthwhile ever happened inside the comfort zone. Take the risk. Pitch the idea. Try the thing. Your comfort zone is not your friend. It’s that shady neighbor who says they’ll watch your house but lets your dog escape and forgets to water the plants. You don’t have to love the risk. But you do have to take it.
5. Chase your “why.”
Some people chase money. Others chase fame.
I chase the thrill of solving problems for people and their brands. Helping them align with who they really are and what they really want is my fuel. Money will come and go. Fame is hollow. But people? People matter. And your “why” should be anchored to something bigger than your ego.
6. Ask more questions.
Assumptions are for the lazy. The best businesses don’t pretend to have all the answers, they are curious enough to uncover them. Clients will tell you exactly what they need but you have to ask and then listen. Seriously listen.
7. Be proud of your mistakes.
Mistakes are proof that you are moving. That you’re trying. That you’re risking. I could fill many leather-bound books with the things I’ve done wrong (I especially love to think about them at 3am…) But look, you are not here to play it safe. You are here to build something. And building is messy. That’s good! Keep going.
8. Laugh often.
I promise, there are moments in business that will make you question reality.
Clients, vendors, invoices, tax filings, stolen ideas, the news, website crashes…sometimes you laugh because it’s funny. Sometimes you laugh so you don’t cry. Both are valid. Either way please laugh and make it loud and do it often. I swear it helps.
9. Business gets done over lunch and happy hour.
You cannot build trust over email. If you want to grow your business, get in the room. Sit across from someone. Have a drink. Share a meal. Try not to eat alone unless you’re doing the “girl dinner in front of Netflix” thing, which is spiritually necessary and obviously exempt.
10. FOLLOW UP. (See what I did there?)
I know. I already said it. But it’s that important!! Do not assume people are ignoring you. They’re just busy. Do not assume one email is enough. It isn’t.
If you want to be remembered, be present. Show up with value and humility and consistency. And when in doubt? Follow up.
There are no shortcuts. No cheat codes. No “5 easy steps to 7 figures in 6 weeks.” What there is, however, is meaningful work. Good people. A whole lot of trial and error. And every single day you have a chance to build something that matters.
If you have been part of Cowe’s story these last 10 years, thank you. If you are just finding us now, welcome. And if you are building something of your own (alongside a fabulous team), I hope I get to read your 10 lessons in 10 years!
Miri Rossitoo is founder and CEO of Cowe Communications. Follow them on social @CoweOfficial or visit the website at Cowe.com.
