But it doesn't have to be. And Campbell, Author of Feeding Unicorns and Founder of JAW, is here to flip the script. With a leadership style rooted in empathy, clarity and practical boundaries, she's leading the charge on a very different kind of growth strategy — one that starts with taking care of yourself.

I used to think pushing through was the job. That being the last one to leave meant I was doing it right. But I've learned that sustainable leadership doesn't come from depletion. It comes from daily choices that prioritise wellbeing — not as a luxury, but as an operational necessity.

When you're building a business, especially a small one, where the weight of every decision sits squarely on your shoulders, then how you care for yourself isn't just personal, it's structural. It affects your team, your clients, your creativity and your capacity for sustainable growth.

When I say self-care, I'm not talking about spa days and scented candles, although I'm not against that either; I'm talking about the kind of personal time out that's gritty, practical and deeply strategic. The kind that makes you carefully consider the question, "What do I need to keep myself steady so that I can lead well?"

Because when you're the engine of your business, your wellbeing is not optional, it's operational.

Burnout Isn't a Badge

One of the most dangerous narratives in small business culture is the one that glorifies over-functioning. We celebrate the hustle, the skipped meals, the, "I'll sleep when I’m dead" mentality, as if depletion is proof of dedication.

But when you lead from exhaustion, you don't just hurt yourself; you compromise your judgement, becoming reactive instead of responsive. You micromanage and lose the clarity and creativity that your business so desperately needs from you.

And worst of all? You model that behaviour to your team, teaching them that burnout is the price of ambition, that rest is weakness, and that boundaries are optional.

What you're building is not culture; it's a collapse waiting to happen.

Boundaries Are A Solid Business Strategy

Looking back, setting boundaries was probably among the best things I did for my growing business. I now have no meetings after 16:00 unless it’s urgent, no WhatsApp replies after 19:00, one afternoon a week that's just for me and my daughter, no phones, no guilt. It wasn't easy, but it was oh-so necessary.

I let go of the idea that these were indulgences, seeing them rather as instructions. Instructions that teach my team how to treat me, teach me how to protect my energy, and create a culture where sustainability is normalised, not punished.

If your business can't survive your boundaries, it's not built to scale; it's built to break you.

Inputs Matter

As entrepreneurs, we're constantly pouring out ideas, energy, decisions, support. But we rarely stop to ask ourselves, what's pouring back in?

If your inputs are all pressure and comparison, another podcast, another LinkedIn post about someone's six-figure launch, you're not feeding yourself. You're draining yourself.

Curate your inputs by choosing content that nourishes, not just informs. Spend time with people who reflect you back to yourself, as a business owner and also as a human being. Give yourself the space to build routines that hold you when motivation disappears.

What does that look like for me? Something as simple as a mid-week walk without my phone. A Monday night family dinner that resets my rhythm. A moment of stillness in the garden before I open my laptop. They may seem simple, but these aren't productivity hacks; they're, quite literally, survival strategies.

Ask For Help (Yes, You Too)

This one took me years to learn. But here it is: you don't have to do it all. Hire support, delegate, outsource. It's really okay to let someone else carry part of the weight, even if you're still holding the vision, because when you're well-fed as a leader, something shifts. You stop reacting and start responding. You make better decisions. You create safer spaces. You lead with clarity, not chaos.

And your team? They'll feel it, and before you realise it, calm becomes contagious and care becomes an ingrained culture.

Build a Business That Feeds You Back

At the end of the day, the goal isn't just to build a successful business; it's to build one that doesn't cost you your health, your relationships, or your joy.

So, here's the invitation: treat your self-care like a strategy. Prioritise it. Protect it. Practice it, even when it feels inconvenient. The more you feed yourself, the more you'll have to give, and the more sustainable your leadership becomes, not just for your business, but for your life.

Don't ever forget that you are not the product. You are the person building it, and you deserve to be well while you do.

For more information, visit www.jawdesign.com. You can also follow JAW Design on LinkedIn, or on Instagram.

*Image courtesy of contributor