As soon as the end-of-year lists appear on Spotify, Facebook, and other platforms summarizing 2024, I begin crafting my own list. But it’s not about my personal highs and lows from the year. Facebook already does that for me. Instead, I review what worked in my company over the past year and identify what I should avoid in the upcoming one.
I call this process “Regroup and Focus.” Back in November 2003, following my divorce, I found myself with almost nothing—except my children. Armed with only a computer and some knowledge, I created a simple marketing plan: “I have the tools, I just need clients. How hard can it be?” Initially, I thought I could help printers with overflow work (hence the name “DTP Hulp”), but that idea didn’t pan out. Printers were reluctant to outsource, fearing it would cost them their clients. So, I had to regroup and shift my focus. I jumped into the deep end and learned how to swim, because sinking was not an option.
I had no coach or guru to guide me. Even my father, a successful and respected accountant, dismissed my business as a childish hobby, unworthy of serious attention. Back then, resources on running a business were scarce, and the internet offered little help. LinkedIn was merely a glorified Rolodex of names and phone numbers.
Strangely enough, I found my first clients through Marktplaats. The pay was meager, but it was a start. One of my early clients, a businessman, taught me the importance of networking. This led me to join the networking group Ecademy, where I even became co-host of the Dutch chapter. Through these meetings, I met many “smart minds” who had studied business—mostly men who loved talking about their success. These gatherings gave me the perfect opportunity to absorb their knowledge and apply it to my own endeavors.
Over time, my company grew steadily. Clients—both local and international—started finding me, and my business became more stable. Against all odds, I felt proud of what I had achieved. As a single mother of a baby and a toddler, with no external support, I managed to build a stable income and a future.
And now, it’s December 2024. This year has been challenging in every way. A severe car accident has left lasting scars—physical, mental, emotional, and financial. I’ve also dealt with the loss of my father and ongoing issues with short-term memory. Yet, these setbacks haven’t deterred me from regrouping and refocusing. I’m making lists, jotting down notes, and devouring articles, blogs, and books. This year also introduced a game-changer: AI. As I work, I’ve already received two emails and a phone call: “Your work is great! We should definitely talk!”
I smile, reflecting on my mantra from 21 years ago: sink or swim. And sinking is still not an option.