8 Lessons in 8 Years, from the Turn Left school of hard knocks.

Eight years ago, two South Africans sat down at a coffee shop in Johannesburg airport and talked about building a business. John Bowles and I were heading to a LinkedIn for Marketing conference in London, both flying cattle class. We joked about what it would feel like to “turn left” when boarding a plane—where the business class and first-class experience awaited. That conversation was the catalyst for Turn Left | LinkedIn Partners for Africa , our business aimed at giving clients a premium experience. It wasn’t about extravagance but about delivering a professional service that made our clients notice and want more. It’s been a vastly bumpy flight, with many late nights, learnings, and more than the occasional tequila. But we’ve got to our planned destinations and continue to build on our flight path.

If you’ve just started a business or are in the middle of building, here is what I've learned from the journey: you can use or lose.

1. Your Founding Partner Is Everything

John and I complement each other. Where he’s strong, I’m weak - and vice versa. He’s commercially savvy and has a head for numbers. I focus on marketing and innovation. Together, we bring a rounded approach to problem-solving and decision-making. This dynamic allows us to cover all the bases—no one person can do everything, but the right partner helps fill in the gaps. Do we fight sometimes?... absolutely, but trust is implicit, and our collective drive to build a legacy is paramount. We both agree on one thing – quality tequila matters! Choosing a founding partner isn't just about shared ambitions but complementary skills and trust.

2. Surround Yourself with a Power Team

John and I have experience in corporate, where we found that time spent in HR meetings and performance reviews took away from our main priorities: driving revenue, fostering innovation, and ensuring a great customer experience. From day one, we wanted people who didn’t need babysitting. Our team is full of self-starters who manage themselves and their work. When the pandemic hit, we didn’t miss a beat. Everyone adapted to remote working without issue. This wouldn’t have been possible without hiring people who could take ownership of their roles. Hiring the right people is key, but they must also be culturally fit.

3. Recruitment: Quality In, Quality Out

We have a rigorous multi-stage recruitment process like many tech companies. First, candidates meet with future line management to discuss the role and expectations. In the second stage, they meet with a director and our head of HR to review the company’s mission, values, and structure. Practical assignments and virtual skills assessments may be included depending on the role. The final formal stage involves the candidate presenting their assignment and discussing their assessment. The most critical step is a casual meeting over coffee or lunch with the team members, since cultural fit is essential for us. If a candidate isn’t a fit, we halt the process. Hiring well has been one of our biggest challenges, but also one of the most important. We have a thorough recruitment process—cultural fit is as important as skill set. Sometimes, you still get it wrong but when it works, the magic is real. A strong team means quality work, and quality work means satisfied clients. It’s that simple.

4. Partner with the Best

We’ve always been selective about our partnerships. Working with LinkedIn has been a game changer for us. But it’s not just about big names. We view our clients as partners, too, not just someone to sell to and move on. When you see your clients as partners, you start thinking about long-term value, not just short-term wins. This mindset shift is crucial.

5. Define Your Niche and Stick to It

At Turn Left, we’ve always believed in focus. We’re not here to be everything to everyone. We’re a B2B business - that’s where we excel. Specialising in a niche lets us specialise in what we do best. But we’ve learnt the hard way that you must also diversify to remain innovative. When LinkedIn shifted its marketing model, it forced us to pivot quickly. That experience taught us the importance of having multiple revenue streams to derisk.

6. Never Trust a Skinny Chef

One of the best pieces of advice I ever received from Fred Roed and Louis Janse van Rensburg was: “Never trust a skinny chef.” If you don’t believe in what you’re selling, why should anyone else? We test everything before recommending it to our clients. When LinkedIn launched Thought Leader Ads, we ran our own campaigns first. The results? 8x better than standard ads. We won’t suggest something unless we’ve tested it ourselves. Put your money where your mouth is.

7. Stick to Your Principles

As a small business, we have always focused on the lived experience of our staff, building out trust, inclusivity, and responsibility, all underpinned by an often-times off-beat sense of humour.  There must have been moments in every business where sticking to your principles is challenging. These values guide everything we do. When our partnership with LinkedIn marketing ended, we could have reacted poorly. Instead, we stayed true to our values, closed off the partnership with professionalism, and moved on to new opportunities – like becoming LinkedIn’s only Talent and Learning Gold Partner in Africa! Sticking to your principles might not always be easy, but in the long run, it pays off.

8. Do More

People remember how you make them feel, not just what you do. Think and be clear about what “going the extra mile” or delivering on the exceptional can look for your customers and what you need to do to execute. At Turn Left, we make sure we’re aiming to go the extra mile for our clients. It’s about creating moments that make them feel special. Whether delivering results or ensuring they know we care, doing more sets you apart. It doesn’t have to be flashy—just thoughtful and meaningful.

Eight years in, these lessons still guide us to our true north. From choosing the right partners to doing more for our clients, Turn Left continues to grow by sticking to its principles and always aiming for excellence. As we look to the future, we’ll continue turning left—into business class, where the service is premium, the partnerships are real, and the results speak for themselves.