The 5 Early Decisions That Saved Our Business (And What We’d Do Again)

When you’re building a business from scratch, every decision feels monumental. Especially in the early days.

Some decisions matter less than you think, while others turn out to be the ones you thank your past self for time and time again. Looking back, there are a handful of early choices that have shaped Shape & Scale’s trajectory in ways we couldn’t have imagined.

Here’s what we got right (and what we’d do again).

1. Starting With Legal & Structural Clarity

One of the first things we did was hire a lawyer. We know, we know, it sounds like a wild (and expensive) one to start with, but hear us out.

We weren’t looking for this person to chase down clients, but more so to set the foundation. We talked through every aspect of our contract, and made sure we knew exactly what we were asking of clients and vice versa. It wasn’t glamorous, but it gave us confidence, alignment, and professionalism from day one.

And when it comes to the messier stuff, we’ve been told that in business it’s not a matter of if, but when you need to get legal. This could mean clients who are months late to pay (we are a small business after all), or external factors that may be completely out of your control. Having someone on deck to help guide us through every step and tap in when they’re needed has been such a weight off our shoulders.

2. Investing in Branding Early

Your branding and website are the front door of your business. The last thing we wanted was a bootleg logo and outdated website.

We hired a designer early on who specialized in branding to help us nail our style and feel, and we were able to use that to build out our website in a much more cohesive way. From day 1, It made our business feel “real,” not just to clients, but to us. When you’re trying to build credibility, visuals matter. A polished identity opened doors, set us apart, and gave us confidence in every conversation and proposal.

3. Validating Demand Before Going All In

Before Shape & Scale was our full-time focus, we were having multiple conversations to make sure there was even a need for our services and skill sets. We spent six months connecting with folks in our industry, testing the waters, and figuring out what we needed financially to transition from our day jobs. We weren’t ready to leap until we’d proven there was a real appetite for our combined services. That caution gave us momentum instead of desperation when we officially launched.

4. Becoming a HubSpot Partner

Becoming a HubSpot partner was one of our best early moves. The program requires proven expertise, active client management, and ongoing engagement with HubSpot’s evolving platform. That commitment pushed us to niche down early, and it’s been a huge advantage ever since.

Partner status gave us instant credibility with the kinds of early- to mid-stage B2B startups we serve, showing that we could design scalable RevOps solutions without the overhead of enterprise tools. It also keeps us plugged into product betas, roadmap updates, and a broader network of practitioners, so we’re always ahead of the curve.

5. Hiring a Business Coach Early

Finding our business coach was one of the smartest moves we could make. We intentionally searched for someone who could work with both of us together and separately. Our specific coach just so happens to also be a trained therapist, which Lord knows you need when you’re building your own business. Two birds, amiright?

At first, he helped us set expectations of ourselves and each other. Over time, he’s become deeply involved in business strategy and identifying blind spots we’d never see alone. In year three, his guidance has been invaluable. Having a neutral, insightful third party has strengthened not just our business, but our partnership.

Small Moves, Big Impact

None of these choices felt revolutionary at the time. Hiring a lawyer, paying for branding, becoming a HubSpot partner. These were practical, sometimes boring steps that just made sense. But those “boring” moves are why we don’t wake up at 3 a.m. wondering if our contracts hold up or if our website screams 2012. If we’ve learned anything, it’s that the unglamorous investments are often the ones that save you later.

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