What Every Business Needs to Grow (and Why Tech Is Only Half the Answer)
December 9, 2025 by Angelica Kopec
Now in my late 30s, I find myself at the perfect intersection of two worlds. I saw the world of business and marketing before the internet boom and I was also part of the wave that came with it.
In the early days, I worked 1:1 with Facebook Business, back when digital advertising was still being defined. I was part of the group developing some of the earliest ad algorithms/targeting models, experimenting with ways to connect businesses to audiences more effectively. Those early lessons shaped how I see growth today, not as a one-off campaign, but as the art of building scalable, sustainable systems.
What I’ve Learned Over a Decade of Transformation
In the decade that followed, I worked across 40+ industries, helping companies of every shape and size grow. And one truth kept showing up: while tools, platforms, and technologies change constantly, the core foundations of business never do.
Every business, whether it’s a tech startup or a traditional offline business, needs the same fundamentals to thrive:
- A clear strategy.
- Systems that can scale.
- A strong story that cuts through.
- The right partnerships and networks.
- And above all, a focus on people.
When those fundamentals are in place, technology becomes a multiplier. Without them, even the best tech won’t deliver results.
Plugging Tech Into Traditional Industries
Some of my greatest passion lies in bringing technology and AI into traditional industries like professional services, brokerage and beauty clinics.
These businesses aren’t looking to erase tradition; they’re looking to protect it while staying competitive. Tech gives them the tools to automate repetitive tasks, scale without burning out their teams, and compete in a global marketplace.
When done right, tech doesn’t replace people, it frees them to focus on what they do best: serving clients, innovating, and building relationships.
Helping Tech Companies Scale Sustainably
On the other end of the spectrum, I work with SaaS platforms, AI startups, and global e-commerce brands. Their challenge isn’t adoption, it’s sustainability.
Too many tech companies rush to scale, chasing investment rounds and user growth without thinking about the long game. I’ve seen companies burn through millions without building the structures to survive.
Scaling tech sustainably means:
- Building revenue models that last.
- Creating systems that can support growth.
- Developing cultures that value people as much as innovation.
- Expanding globally with clarity and purpose, not reckless speed.
The businesses that win are not the ones that grow the fastest, they’re the ones still leading 10 years later.
Why AI Must Be Done Thoughtfully
AI is the buzzword of our time, and yes, it has enormous potential. But I believe AI must be introduced thoughtfully and strategically.
That means using AI to:
- Support teams, not replace them.
- Remove friction, not creativity.
- Build trust and wellbeing, not stress and fear.
AI without a cultural strategy creates anxiety and disengagement. AI with a human-centric strategy creates connection, resilience, and performance.
My Why
At She Knows Business, my mission is to bring these worlds together: to help traditional industries embrace technology, to guide tech companies to scale sustainably, and to ensure that every innovation we introduce keeps humans at the centre.
Because the future of business isn’t about choosing between tradition or technology. It’s about combining strategy + tech + humanity to build companies that don’t just grow, but endure.
Let’s Build Your Why, Together
If you’re a traditional business ready to embrace technology or a tech company ready to scale sustainably, I’d love to help you map the path forward.
Reach out and let’s explore how we can turn your ambition into a global success story.
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