Most people who start a business do so because they're good at something. Really good. But running a business and being brilliant at your craft are two different things — and at some point, most business owners hit a moment where the gap between the two starts to show.

There's a version of starting a business that looks clean from the outside. You have an idea, you do some planning, you launch. Job done. The reality is messier, more interesting, and if you're doing it right, completely unpredictable in the best possible way.

You've got a website, and it looks good. You've probably spent a bit of money on it. But nothing's happening — no one is visiting it, no enquiries, no orders, nothing. Just a few pages that you worked hard on, sitting quietly on the internet while you wonder what you're missing.