Setting up multiple companies to separate business interests can seem very straight forward. There are however important considerations. We explore the implications of owning too many companies.
The Moving Parade: Timing Beats Talent
5 March 2026
Building a Business
When it comes to sales, there’s one truth most businesses overlook:
It’s about timing.
Not clever headlines.
Not persuasion.
Not even a flashy rebrand.
Timing.
Just because someone isn’t interested in your product or service today doesn’t mean they won’t be interested tomorrow.
Or next month.
Or the moment life nudges them into a new set of circumstances.
That’s the essence of “The Moving Parade”.
And once you truly understand it, you’ll never treat marketing as a one-off activity again.
The Car You Love… Until You Don’t
Imagine this: you love your car.
It starts every morning, runs smoothly, and you’re not looking to change it.
So when adverts appear on TV or emails land in your inbox?
You ignore them.
Not because the product is bad.
Not because the offer isn’t valuable.
Because you’re not in the market.
Then, something changes.
Perhaps your job requires more travel, or your family grows.
Suddenly, the car you loved feels impractical.
Now, adverts, reviews, and comparisons grab your attention.
The change wasn’t in the adverts.
It was in you.
This happens every day in business.
Clients move in and out of the market depending on shifting priorities, budgets, or circumstances.
Why Businesses Miss the Parade
Most businesses treat marketing like an event:
- Launch a campaign
- Send a few emails
- Post regularly for a few weeks
- Then stop
When results don’t appear instantly, they conclude marketing “doesn’t work.”
But marketing didn’t fail, they simply weren’t there when the parade passed.
Consistency over time is what truly builds visibility.
The Three Principles of the Moving Parade
- Continuous Engagement
Your audience changes daily.
Your marketing must be steady and ongoing.
Not aggressive. Not desperate. Just consistent.
Top-of-mind awareness is built through calm, consistent communication: insights, updates, educational content.
When clients or prospects are ready, you’ll be the obvious choice.
- Adaptive Marketing
The buyer journey isn’t linear. Clients may:
- Research quietly
- Disappear for months
- Reappear ready to act
- Skip stages entirely
Modern marketing adapts to behaviour, not assumptions.
Respond differently to someone reading advisory content versus someone exploring pricing options.
- Value First, Growth Second
Sustainable growth beats frantic, pushy campaigns.
Deliver consistent value:
- Insights
- Education
- Case studies
- Practical advice
When someone steps into the market, they’ll remember who helped them before asking for the sale.
The goal isn’t to chase the parade.
It’s to walk alongside it.
A Simple Action: Monthly Contact
If you implement just one change, make it this:
Commit to contacting your audience every month.
This could be:
-
A short newsletter
-
Business insights
-
Tax updates
-
Practical tips for business owners
Repetition isn’t annoying.
It’s how you stay visible to a constantly shifting audience.
In business, what looks like luck is often just consistent presence over time.
How Can We Help?
The fact that we can do a great set of accounts and save you tax should be a given.
What really sets us apart is the fact we practice what we preach.
We live the moving parade.
All business client of ours will receive monthly newsletters, in person meetings, designated points of contact but more importantly quarterly catch up calls all as part of our standard service.
We know that your business will evolve over time- you need finance for that new piece of kit, you need to lock in a key employee, you have a new venture you want to set up.
We understand what makes a business tick.
The moving parade is one example of our understanding of how businesses grow.
Check out “moments of truth” and review our many other insights to see the many ways we can help SME business owners to successfully grow and ultimately exit their businesses.
Get in Touch
If you’re interested in learning more about how we can support the growth of your business contact us to arrange a free initial meeting.
Our Services
To read more about our services please see our related pages below:
Accounting & Compliance Services
Blogs related to Business Success
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The content in this blog is correct as at 5th March 2026 See terms and conditions.
