Reflecting on Year 4

As Doug and I wrap up our fourth year of building Midwest Fragrance Company, we’re both taking time to reflect on just how far we’ve come and all that we’ve learned along the way. Each year in business is a journey with its own highs, lows, and unexpected twists, but this year, in particular, was all about laying the foundation for growth. For anyone who’s been running a small business, side hustle, or startup, we hope our lessons learned will resonate—and maybe even inspire you on your own path.

1. Letting Go to Grow 🌱

One of the hardest lessons for us this year has been learning to let go. When we started MWFC, Doug and I wore every hat: customer service, shipping, social media, product development—you name it, we did it. But as the business grew, we found ourselves stretched so thin that it became impossible to do any one thing well.

To move forward, we had to start trusting others to handle pieces of the business that we used to manage ourselves. It’s tough to let go, but the brain space it creates is priceless. With the right people in place, Doug and I can finally focus on the areas where we can make the biggest impact, and that has been a game-changer.

2. Building the Right Team is Everything 👥

This year, we brought on 9 amazing people who’ve truly transformed MWFC. It’s easy to think of hiring as a financial expense, but what we’ve learned is that it’s one of the best investments you can make. The right people bring fresh ideas, new perspectives, and a level of dedication that elevates the whole business.

Without our team, MWFC wouldn’t be where it is today. Bringing them in has reminded us that success isn’t just about having a good product or a solid plan—it’s about having a group of people who believe in the vision and work together to make it happen.

3. The Power of Focused Progress 🔍

In a small business, it’s tempting to chase every new idea or opportunity that comes your way, but this year we learned the importance of narrowing our focus. Scaling a business isn’t about doing more; it’s about doing less with intention.

When we honed in on the essentials—building strong customer relationships, improving product quality, and streamlining operations—we found that progress came faster and was much more impactful. Focus has become our greatest tool for making real progress.

4. Reps Make a Difference 🔁

One of the biggest truths of entrepreneurship is that there are no shortcuts—success is in the reps. Just like with any skill, the more you practice, the better you get. This year, we noticed things clicking in ways they hadn’t before, simply because we’ve put in the time.

From streamlining our production process to refining our customer service, those “reps” of doing, learning, and adjusting have made us better at things we once struggled with. It’s proof that even when progress feels slow, every little step forward adds up.

5. Trusting the Process (Even When It's Hard) 🛠️

One of the hardest parts of being a small business owner is facing challenges that can’t be solved overnight. This year, Doug and I learned to trust the process, even when things got tough or we couldn’t see immediate results. Growth takes time, and while it’s tempting to want everything now, some things just need time to develop.

Patience, persistence, and a belief in the long game have become our guiding principles. Trusting the process has helped us keep perspective and has given us the confidence to keep moving forward, no matter the challenge.

6. The Value of Investing in Ourselves 💡

Lastly, this year reminded us of the importance of investing in ourselves. Building a business can be all-consuming, but we’ve learned that taking care of our own well-being is crucial for sustainable growth. Whether that means setting boundaries, taking breaks, or seeking out personal development, investing in ourselves makes us stronger leaders—and ultimately, makes MWFC a stronger company.

Here’s to Year 5!

If there’s one thing we’ve learned over these last four years, it’s that building a business is never “done.” It’s a journey of constant learning, adjusting, and growing, and each year brings its own set of challenges and rewards. To everyone who’s been with us along the way—our customers, our team, our community—thank you for being a part of this journey. We’re excited to take what we’ve learned and make Year 5 our best yet.

Here’s to the lessons, the growth, and to keeping this journey as real and rewarding as possible. Let’s keep building together!