What a 20-minute call with Nick Hewer taught me about growing my business

Head Tiger Louise shares what she learned from a very important phone call…

Last month, I attended the Acumen Business Convention in Brighton, where I had the pleasure of meeting Nick Hewer – PR consultant, businessman and TV presenter, perhaps best known for his role as Alan Sugar’s adviser on The Apprentice. He was a guest speaker at the event and I found an opportunity to chat with him afterwards.

I introduced myself, told him about Tiger Marketing, and asked if I could pick his brains sometime. To my delight, he graciously agreed.

As a marketing agency owner, I spend my days advising other business owners. I help them define their strategy, tell their story, and market themselves effectively. But in being so focused on delivering exceptional work for our clients, I’d taken my eye off our own marketing.

And that’s perhaps the biggest irony in agency life: you’re so busy marketing others, you forget to market yourself.

So this week, I called Nick while he was at his home in the south-west of France. In true Nick style, he’d had his classic convertible delivered and I’d caught him just before he was going on a jaunt around the village in his 1936 two-seater Opal – exactly what you’d expect from a refined Englishman with such an esteemed background.

For 20 minutes, I had the opportunity to ask questions about my business, my challenges, and where I should focus next (can I add to my bio that I’m officially mentored by Nick Hewer now?) He was eloquent, funny, intelligent and full of helpful insights.

Our conversation was a timely reminder that we don’t need to reinvent what we’re doing; we simply need to showcase it.

Here are the key takeaways from our chat… 

1. Nobody will sell your business like you can

One of the questions I asked Nick was whether I should bring someone else in to handle sales and networking. His answer was immediate. As the business owner, nobody will ever have the same passion, knowledge, or belief in the business as you do.

While we’re still the size we are, he encouraged me to continue leading sales conversations and onboarding new clients myself. It was exactly what I needed to hear (and it’s what I love!). People don’t just buy marketing services – they buy into the people behind them.

2. We need to start telling our story

Nick challenged me to take our own advice and ROAR louder about the things we’re already achieving. Our award wins and nominations aren’t just nice additions to our website; they’re concrete proof of the hard work, creativity, and results we deliver.

Our client success stories deserve to be shared. In fact, just recently, one of our clients told us they’d achieved 42% year-on-year growth and added £1 million to their turnover this year with our help. That’s phenomenal!

Yet too often, we celebrate these wins internally and then move straight on to the next project. We need to tell these stories. Not to boast, but to demonstrate what’s possible when businesses invest in the right strategy and support.

3. Focus on who you help

Another key takeaway from our conversation was the importance of clarity.

• Who are our ideal clients?
• What problems do we solve?
• What results can we deliver?

Once you know the answers to those questions, you can create the right materials, reach out to the right people, and build meaningful relationships with businesses that genuinely need your help. We’ve done the work. Now we need to communicate it.

4. The opportunity is right here

We also discussed the possibility of expanding into the American market.

It’s tempting. The perception is that businesses in the US are often more adventurous and less price-sensitive than those in the UK. But after talking it through, Nick reminded me that there’s still an enormous opportunity right here at home.

And he’s right. Before looking further afield, we need to maximise the potential that’s already within reach.

5. A moment of perspective

As I talked to Nick about Tiger Marketing, something unexpected happened.

I realised just how much we’ve achieved since I launched the business from my spare room 12 years ago.

My longest-serving Tiger has been with me for 11 years. Another has been with us for almost 10. That kind of loyalty doesn’t just happen; it comes from building a culture where people feel valued, supported, heard, and inspired.

Our team is fantastic, and hearing myself talk about everything we’ve accomplished reminded me that we’re actually doing really well. The foundations are strong. We deliver fantastic results for our clients.

The passion is there. What’s missing is simply visibility.

6. Time to get back on the horse

The conversation left me feeling energised, focused, and excited about what’s next.

Our priority now is simple: showcase what we’re already doing.

We’ll be sharing more case studies, celebrating our successes, updating our website, and reaching out to the businesses we know we can help. Because if we can create incredible results for our clients, there’s no reason we can’t create the same momentum for ourselves.

Sometimes, all it takes is 20 minutes with the right person to remind you of what you’ve built – and what you’re capable of.

I’ve been working in the business rather than on the business for too long. I’ve had time off following a total hip replacement and my father suddenly passing away in May. But now it’s time to get back on the horse.

But as Nick reminded me, I need to do so carefully. I’ve got to watch my new hip. Haha!