Welcome to today’s episode.

I work with small businesses. Strategy. Sales. E-commerce. Marketing. Customer retention. That last one is my weapon of choice. Getting existing customers to come back is cheaper and more powerful than chasing strangers all day.

But here’s what I’m seeing in early 2026.

Everything is being pushed onto a screen.

Zoom meetings. LinkedIn “connections”. Webinars instead of conferences. Entire businesses run from a spare bedroom in slippers.

We are being sold the idea that you can build a serious company without leaving the house. Click a few buttons. Post a few videos. Watch the money roll in.

It’s nonsense.

Yes, online tools matter. Of course they do. Email, WhatsApp, social media. They are efficient.

But they are not a substitute for human contact.

Small businesses, especially those under £1m turnover, grow through trust. And trust grows faster face to face.

Eye contact matters. Sitting across a table matters. Having a coffee. Reading the room. Picking up on tone. Having a proper conversation about what your client actually wants.

That nuance does not live inside a screen.

When you meet people in person, something shifts. You get momentum. Ideas flow. Decisions happen. That is where real business gets done.

So I am not saying ditch digital.

I am saying stop hiding behind it.

If you are a small business owner, look at your diary. How many real meetings are you having? How many proper conversations are you starting?

If everything is online, your growth will be limited.

Blend it. Use digital for reach. Use face to face for depth.

That is where the money is.

If you run a small business under £1m and you want practical, hands on help with retention, sales and real world growth, go to:

www.therichardsmith.com

Or if you want structured support and sharp thinking applied directly to your business, visit:

www.smallbusinessninja.co.uk

Stop building your business through a webcam.

Go and shake a hand.

Final thought: if running a million-pound business in your underwear was that easy, Primark would be sponsoring the FTSE 100.

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