The most dangerous phrase in business: ‘We’ve Always Done It This Way’
In business, six words are more dangerous than any competitor, recession, or regulation: “We’ve always done it this way.” It’s the phrase that kills innovation, buries opportunities, and slowly strangles growth. And yet it’s one of the most common sayings inside SMEs.
The problem? What worked yesterday won’t necessarily work tomorrow.
Markets move. Customers evolve. Technology leaps forward. If your business is standing still, you may actually be going backwards.
Small businesses are especially vulnerable to getting stuck in their ways. Time pressure makes it feel easier to repeat the same processes than rethink them. Comfort makes familiar systems feel safe, even if they’re holding you back. Fear of failure convinces many SMEs they “can’t afford” experiments. And businesses often carry the legacy of how the founder originally did things, long after those methods stop working. None of these excuses will save you when competitors outpace you.
Clinging to old habits isn’t harmless.
It carries hidden costs: lost customers when expectations shift, wasted money through inefficient processes, missed opportunities because you spot trends too late, and talent drain when ambitious employees get bored. It’s not just about innovation for the sake of it.
Your business may feel agile, but if staff hesitate at new ideas, processes haven’t been reviewed in years, or meetings focus more on maintaining the status quo than exploring alternatives - it could be holding you back.
So how do you break free?
The more you show up in your industry, the more people get to know your business and what you stand for. Regularly attending or even speaking at events shows your commitment and helps position your brand as an active player in the market. At SALINE, we’ve seen how this visibility opens doors for our clients and helps them be top-of-mind when opportunities arise.
Start small. You don’t need to reinvent everything overnight. Test small changes, measure impact, and build confidence. Ask uncomfortable questions like “If we were starting from scratch today, would we do it this way?” If the answer is no, change it. Bring in outside perspective to highlight blind spots. Reward curiosity so staff feel safe questioning the status quo. And always link change to outcomes: more sales, less waste, happier customers. Change sticks when people see results.
Every SME leader should ask
Where in my business am I repeating outdated processes just because they’re familiar? What opportunities am I missing because I’m clinging to comfort? How do I create a culture where “we’ve always done it this way” isn’t an excuse, but a challenge?
Because in today’s world, the most dangerous phrase in business isn’t about competitors or regulation. It’s the quiet, internal voice that says: “Let’s just keep doing what we’ve always done.” And if that’s your mantra, don’t be surprised when growth stalls - or when your competitors overtake you.