What keeps you going in your business?

CREATED BY JACKY SHERMAN Published: 17/07/2026 @ 09:00AM #RunningABusiness #BusinessSuccess #IcebergMetaphor #EntrepreneurLife #UnseenChallenges

Over the weekend, someone shared with me a poster that compared running a business with an iceberg. The author wanted to make the point that all other people saw was the success ...

If you're ever asked what keeps you going in your business, tell them about the Penguins!

However, underneath the water, this was built on a much larger edifice of hard graft, discipline, disappointment and failure. Now, why on earth would anyone want to do that for a living?

Do the ends really justify the means?

There is a better way to be in business, if you look at the iceberg from a penguin's point of view. The iceberg remains the same; most of it is hidden from view. And yes, all those disappointments and failures are still there, along with the need to always be on top of your game if you're not to be swallowed up.

But now, think of these difficulties as the rolling waves of the Southern Ocean. To a penguin, the iceberg is somewhere that gives you a break, some respite from the sharks and killer whales, a platform to spy the next shoal of fish to feed you, a launch pad for your next adventure. And, yes, somewhere to have some fun leaping in and out of the water.

This icy platform is the part that others see and
often the only part you see, too!

However, it is what is under the water that gives it the necessary buoyancy. That is much larger and goes much deeper and is, I suspect, the part that penguins see first and that which draws them to the iceberg in the first place.

In business, this deeper structure is the sense of purpose behind your business choice and what drives you to operate the way you do. It is what sustains you in the choppy seas of commerce.

Let me give you some snapshot examples from my clients:

• A tax advisor who likes to bring calm, peace and a sense of security to her clients, in the same way her mother did for her as a child in a sometimes turbulent childhood.
• An accountant who felt the pressure to conform at school and not be too adventurous, who now works with clients to enable them to dare to be different and to succeed.
• A business advisor who, as a teenager, experienced the disruption when his family's business went bankrupt and now works with small businesses to prevent that from happening to other families.
• And myself, who, as a child, moved around a lot and knew what it felt like to be isolated until I joined the Red Cross and found a community that shared my ideals. Now I work with people to build around themselves a community of like-minded individuals who help each other succeed.

So take a leaf out of the penguin's book. Here are three good reasons for letting your real sense of purpose bob to the surface:

• It's worth it - It will sustain you when the going gets tough. It's when you are honouring your deep sense of purpose that you feel fulfilled rather than any particular result. You might feel physically tired after a long day, but mentally exhilarated.
• It matters - This will give you the courage to plunge into deeper waters when, inevitably, your usual solution no longer fits the bill.
  
• It inspires - Sharing this with others will encourage like-minded people to want to work with you and attract clients who want what you can offer to help them with their journey, too. Suddenly, business becomes so much easier and more fun. When did you ever see a penguin on its own?
  

When choosing the words and images for your website and brochures, and trying to get across what you do, it's easy to feel you're indulging in over-the-top marketing hype. I see it, like the penguin, as enjoying the journey across the Southern Ocean and paying homage to my sense of purpose every day.

It is the iceberg that keeps me afloat.

Until next time ...

JACKY SHERMAN
Join my mailing list! Click here and be one of the first to know when I publish a new blog post!

Share the blog love ...

Buffer Facebook Twitter Linkedin Pinterest WhatsApp #RunningABusiness #BusinessSuccess #IcebergMetaphor #EntrepreneurLife #UnseenChallenges

More blog posts for you to enjoy ...
		The Art Of Bowing Out Gracefully Conceived on your kitchen table, down the pub, after a particularly frustrating meeting with your boss, or that awful moment when you were told you were being made redundant, your business became your baby ......
		How to be happy retiring from your consultancy, without losing yourself What makes a happy retirement when you've been in consultancy for years? It's less about stopping work and more about designing your identity, boundaries and next mission. Here's a clear, friendly way to exit well without bec...
		Preparing to retire: practical advice for small business owners Thinking about retiring from your business can feel a bit surreal. For many small business owners in the UK, the line between 'work' and 'life' has been blurry for years - so stepping back takes more than just choosing a date...
		Why human agency matters more than AI systems As Artificial Intelligence continues to reshape the workplace, many organisations are focusing heavily on technology itself. Discussions around AI often centre on automation, efficiency and productivity, with businesses racin...
		Networking Skills: The Benefits Of Focus In Your Networking Once again this week, I was drawn into a debate about whether to appeal to a wide range of clients or focus on a tight target market. It's a fundamental networking skill to know what you want ......
		The art of outsourcing your visibility so you can get on with running your business After years of working as a coach, mentor, and referral marketing specialist, one of the most common conversations I've had with my clients has been about visibility. Not the flashy kind, not ''look at me'' marketing. Just th...
		Why is it never too late to think like an entrepreneur Over the past few years, I've noticed a clear shift in how people talk about business, work and financial security. More people than ever are exploring self-employment, side hustles and small business ideas, and it's not just...
		How to make networking work for you with trust and consistency My blog post this week shows you how to make networking work for you without forced small talk. It focuses on trust, follow-through, and simple habits that turn professional connections into something useful. The result is ne...

Other bloggers you may like ...
		How to stay visible online without spending your time posting every day Posted by Steffi Lewis on https://www.sblogit.com For many small business owners, staying visible online feels like a full-time job. There's constant pressure to post on social media, keep websites up ...
		How multiple income streams helped me build a life I love Posted by Davina Farrer on https://blog.joindavina.co.uk I've always believed that multiple income streams can give you something incredibly valuable: choice. It isn't simply about earning more money. It's a ...
		What's Your Back Up Strategy? Posted by Pritesh Ganatra on https://blog.btsuk.net Here is the irony of the situation. It was inevitable that it would happen one day; that I would be caught out on the very thing I always preach to my ...
		Remote working gave people freedom, but less human contact Posted by Steffi Lewis on https://www.yourping.uk Remote work has transformed modern working life. For many, it has brought flexibility, reduced commuting costs and a better work-life balance. The fre ...