Serena Williams' playbook for business success

At INBOUND 2024, I had the privilege of attending a fireside chat with Serena Williams. While many know her as the greatest tennis player of all time, her journey into entrepreneurship and investing is just as inspiring.

As I listened to her speak, several key lessons stood out that can resonate with SpotDev’s audience. Here’s what I took away from her story and how it applies to business owners and leaders.

The Power of Pivoting: Be Ready to Adapt

Serena emphasised the importance of pivoting: "You have to be ready to pivot and ready to join." In business, as in sport, adaptability is crucial.

At SpotDev, we know that growing your business requires agility. The market shifts, your needs change, and your systems must evolve. Serena’s words remind us that businesses should always be prepared to embrace new opportunities, technology, and processes to stay competitive.

Mirrortocracy, Not Meritocracy

Serena hit on an important point about how investments in businesses often follow a "mirrortocracy" — people investing in others who look like them or who belong to similar networks.

This is a powerful insight for business leaders who want to break through barriers and create an inclusive environment. Serena’s approach of investing in a diverse range of companies and founders, particularly women and marginalised groups, demonstrates the value of embracing diverse perspectives.

Wins Aren’t Always Measured by Trophies

One of the most poignant moments in Serena's talk was when she said, "Being a champion involves knowing that you’re not going to be a champion every single day. Sometimes, just waking up is a win."

This rings especially true for business owners. Success isn’t always immediate, and not every day will feel like a triumph.

Relationships Matter

Serena’s success in venture capital, like her success in tennis, is deeply rooted in building strong relationships. She explained that venture capital is “really about relationships”. In business, relationships with clients, partners, and team members are vital. 

Take Ownership of Your Future

As Serena reflected on her tennis career, she often asked herself, "What’s stopping me from having the opportunity to invest in these companies?" This proactive mindset is something we all can adopt. In business, waiting for opportunities to come to you isn’t enough; you have to seek them out and take ownership of your future. 

Be Prepared for the Long Game

Serena acknowledged that in venture capital, success is a long game: “It’s a seven to ten-year journey.” The same can be said for scaling a business. Just as Serena doesn’t expect her investments to yield immediate returns, we shouldn’t expect instant results from our work.

Building sustainable growth takes time, effort, and patience — but the results, much like Serena’s ventures, can be extraordinary.

Winning Through Persistence

Serena Williams’ fireside chat left me thinking about how her mindset applies to business — especially for our clients at SpotDev. She may have been talking about investments (and a tiny bit of tennis), but the core principles of persistence, adaptability, relationship-building, and taking ownership apply to every business leader.

Whether you're integrating HubSpot into your company or seeking new ways to drive growth, Serena’s story reminds us that being a champion is about more than winning — it’s about continuing to show up, ready to pivot, and never losing sight of the long-term goal.