Behind every business is a story. One of grit, passion, purpose and bold ideas. These stories don’t just explain how an entrepreneur got started – they can also spark inspiration, answer big questions and help others see what’s possible.
After all, when you’re not sure how to begin, how to build on an idea or how to keep going when things get tough, hearing from someone who’s been there before makes all the difference. What inspired them? What challenges did they face? And what was their turning point?
Our Turning Point series is about the pivotal moments that shape a business — and the personal journeys behind them. From finding your mission to growing a customer base, securing financing to scaling up, these real-world stories offer honest insight and practical advice to help you go from idea to impact.
From first steps to turning points
Turning a dream into a business — and keeping it growing — takes more than one big moment. Explore the key stages of building a business, with tips and turning points to guide you from idea to long-term success.
1. Getting your business off the ground
One of the hardest parts of starting a business is simply taking the first step. The good news? That step can be small. Just getting started is what matters. That’s how Drake Squarebriggs launched Top Notch Golf —with $80 a month and a Facebook page. “It’s easy to second guess yourself and wait for the perfect time. But I just had to get started and work on the business as much as I could,” he says.
A strong sense of purpose can help you push through the early challenges. Both Lucy Salinas, founder of Wholeness Warriors, and Rebecca Swedlove of Aqua-Tots Kanata started from a place of passion.
The right support is also pivotal — whether it comes from your network, a mentor, your family or a trusted financial partner.
> Read more: Turning Dreams into Reality: Meet 3 Entrepreneurs Who Made It Happen
2. Attracting customers with smart branding and marketing
If you want people to choose your business, they first need to feel a connection to it. That starts with building a brand identity that reflects who you are, what you stand for and why it matters.
As Shawn Black, founder of Sheepdog Brew Co., explains it, creating a distinct identity was one of his first steps. “The inspiration for our brand today is Tom Selleck driving an ’86 Ferrari,” he explains.
Once your brand is in place, the next step is to show up where your audience is. With 97% of consumers researching businesses on the internet, online is the place to start. FullMoon Autoworks founder Erik Wigger believes online presence should be both an opportunity to tell your story and serve a functional purpose. “A website should clearly convey what you do, how you do it differently, and why people should come to you,” he says.
> Read more: Turning Point: Real Entrepreneurs Share Their Marketing Secrets for Growing a Customer Base
3. Finding the money to help your business grow
Hard work and persistence can get your business started, but sometimes it takes capital to reach the next stage. While applying for financing can feel intimidating, securing funds ultimately comes down to planning.
Whatever stage your business is in, securing financing starts with proving your ability to leverage debt to grow and scale. Raja Khanna and Dan Fill of Dark Slope, for instance, leaned into their past successes when applying for crucial financing. “I think the track record Dan and I have of taking calculated risks and having them work out gave RBC the confidence to support a very capital-heavy build,” says Khanna.
Knowing your numbers and building a relationship with a financial partner – before you need to borrow – can also put you in a better position to secure the financing you need.
> Read more: Turning Point: Tips to Secure the Financing You Need to Help Your Business Grow
4. Scaling up with confidence
The road to scaling a business can take many forms and is often marked by key turning points that spark growth. One proven tactic is referrals. Bev Betteridge, founder of Corner Office, built her business on reputation and a steady flow of word-of-mouth. “In the first five years, we were 95 percent referral-based from other firms. Since then, we continue to get significant business through word of mouth.”
Pegasus Biotech took a different approach, evolving their offering to meet customer needs. In response to the COVID-19 pandemic, they began developing new technology to bring lower-cost vaccines to market. “That has driven much of our expansion and will continue to drive it going forward,” says co-founder and CFO Jonathan Wilts.
Scaling also means hiring strategically — bringing in people with specialized skills who can fill gaps and unlock new revenue. What else? Keep learning, innovating and building awareness to set the stage for future growth.
> Read more: From Small to Scalable: Real-Life Owners Share Essential Tips for Business Growth
5. Creating meaning, gaining control
Entrepreneurship isn’t just something you do – it’s something you become. So, it stands to reason that for many, owning a business is more than a career choice; it’s a way to shape the life they want. Starting a business can create space for greater freedom, flexibility and purpose.
Betteridge, for example, wanted to be more present for her family – something her demanding role at a premier consulting firm couldn’t offer. Entrepreneurship gave them a chance to plant roots and build on their own terms. For Lucy Salinas, launching Wholeness Warriors was both freeing and deeply fulfilling. “I have always wanted to serve,” she says, recalling her own severe health challenges and the expertise she gained in navigating her personal journey. Today, she feels she has been “called to a higher mission” — one that she is fulfilling through entrepreneurship.
Whether you’re pursuing a passion, designing a life that fits, or creating impact in your community, entrepreneurship gives you the power to choose. The key is taking that first step.
Thank you to these entrepreneurs for generously sharing their stories in this series – and their lessons learned along the way.
