Tips to get you started as a Sole Trader
10th October 2025
Running a small business often feels like a constant juggle – emails, client calls, cash flow worries, and marketing ideas all fighting for your attention. The temptation is to do more in the hope that something sticks.
But what if the real secret to growth isn’t hustling harder – it’s focusing smarter?
That’s where the Hedgehog Concept, from Jim Collins’ bestselling book Good to Great, can make all the difference. It’s a simple but powerful idea that helps you find your focus, build around your strengths, and create a business that thrives.
What Is the Hedgehog Concept?
In Good to Great, Jim Collins uses the story of the fox and the hedgehog.
- The fox is clever, always trying new ways to catch the hedgehog.
- The hedgehog, though, does one thing really well – it curls into a spiky ball and wins every time.
The lesson? The hedgehog succeeds not because it’s smarter, but because it’s focused.
In business, the Hedgehog Concept is about doing less, but doing it better. It means identifying the one area where you can excel – and building your business around that.
The Three Circles of the Hedgehog Concept
Collins describes the Hedgehog Concept as the intersection of three key areas:
- What you can be the best in the world at
(or for small businesses – what you can be the best in your market or niche at) - What drives your economic engine
(the work or service that consistently brings in profit) - What you’re deeply passionate about
(the thing that gives your work meaning and keeps you motivated)
Where these three circles overlap – that’s your Hedgehog Concept. It’s your sweet spot. Your focus. Your edge.
A Personal Realisation: Our Own Hedgehog Moment
Back in 2023, I had my own realisation about what truly makes our business work (and thus grow and thrive).
Like many small firms, we were trying to improve everything at once – new software, processes, marketing campaigns, services, courses – constantly moving but not necessarily moving forward. Then it clicked: we didn’t need to chase every new idea.
All we needed to do was focus on what we do best – providing genuinely great service – ensure our clients were listened to, their challenges addressed, and know there was someone in their corner.
So we simplified. We built systems that supported clients better, strengthened communication, and focused on quality over quantity. That single decision transformed how we worked. Clients became more engaged, our team felt more confident, and growth followed naturally.
That’s the Hedgehog Concept in action: find your focus, and success becomes sustainable.
How to Find Your Hedgehog Concept
You don’t need complex strategy tools or consultants to get started.
Here’s a simple way to explore your own Hedgehog Concept:
- What are you best at?
Look at what customers compliment you on, what comes naturally, and what you consistently deliver well. - What drives your profits?
Check your numbers. Which products or services bring steady income (and profits)? Which take more time than they’re worth? - What are you passionate about?
What gives you energy? What would you keep doing even if you didn’t have to? What fills your cup rather than empties it?
Write down your answers and look for the overlap. That’s where your business focus should be.
Why Focus Beats Hustle
Focusing on your Hedgehog Concept helps you:
- Build a stronger brand
- Make clearer decisions
- Say no to distractions
- Improve profitability without burnout
- Attract loyal, aligned customers
- Create a business you actually enjoy running
It’s not about working longer hours or taking on more clients – it’s about doing your best work for the right people. That’s how you grow with purpose.
From Vision to Focus
At Seed Accounting Solutions, our Hedgehog Concept is rooted in our values: Educate. Support. Empower.
We exist to help small business owners understand their numbers, make confident decisions, and grow sustainably.
For us, success isn’t just about numbers – it’s about clarity, confidence, and control.
If you’d like to learn more about how your vision, purpose and values connect to your business focus, take a look at our post on Vision, Purpose and Values.
Final Thoughts
The Hedgehog Concept reminds us that you don’t need to do it all – you just need to do the right things really well.
When you focus on your strengths, align them with what drives your business, and build around what you care about most, you’ll naturally move from “busy” to “brilliant.”
At Seed Accounting Solutions, we see small businesses flourish when they focus on what they do best.
Our role is to educate, support, and empower you to make that focus your advantage — one confident decision at a time.
