Building a thriving business in a tough economy is never just about one decision. In this episode, we sat down with Pearl and Cruze, co-founders of One & Only, to unpack how they built their business, took calculated risks, moved cities, and aligned their business goals with their personal financial plan.
Building a thriving business in a tough economy
One & Only is a strategic brand partner that works with organisations going through change, growth or transformation. Their work focuses on bringing clarity to that change through brand strategy, positioning, creative development and marketing support.
For Pearl and Cruze, building the business meant leaving secure roles, backing themselves, and treating One & Only seriously from day one. After launching in Wellington, they have since relocated their head office to Auckland while continuing to service clients across New Zealand and Australia.
Why mindset matters in a tough economy
Pearl spoke about the importance of mindset in business. Pearl explained that in business, especially during uncertain economic conditions, staying positive and focused is critical.
The move to Auckland was driven by opportunity. For One & Only, Auckland offered stronger networks, more like-minded businesses, and a more positive environment for growth.
Rather than getting caught up in negative market commentary, Pearl and Cruze spoke about the importance of putting the blinkers on, staying close to the numbers, and positioning the business where opportunity exists.
Growth through relationships
One of the biggest drivers behind One & Only’s growth has been relationships.
Cruze explained that building a network does not always mean attending big events or forcing sales conversations. For them, it started with reconnecting with people they already knew, having coffees, checking in, and letting opportunities grow naturally from those conversations.
Pearl added that their approach is built on genuine partnership. They work closely with clients, support internal teams, and focus on long-term relationships rather than simply trying to win the next piece of work.
Knowing your numbers
When asked what advice they would give to business owners feeling overwhelmed by the financial side of business, Cruze was clear: know your numbers.
That means understanding the basics of running a business, knowing what sits inside your profit and loss, and taking the time to build financial literacy.
Pearl also added the importance of knowing the value of your service. For One & Only, growth is not simply about increasing headcount. It is about understanding pricing, margins, quality of work, and where the business creates the most value.
Turning business success into personal wealth
The conversation also explored the connection between business growth and personal wealth.
Pearl and Cruze explained that because they are a husband-and-wife team, their personal goals and business goals are closely connected.
Through their financial planning process with Lighthouse Financial, they were able to work backwards from their personal goals and understand what the business needed to achieve to support them.
That clarity helped them make more informed decisions around income, spending, business profit, reinvestment and long-term planning.
The role of financial planning
Pearl described the financial planning process as a major clarity moment. Seeing retirement projections and understanding what needed to change gave them a stronger sense of direction.
For Cruze, having a third party involved helped create alignment. Instead of financial decisions sitting only between the two of them, they had a clear plan they could refer back to when making decisions.
They also implemented practical systems, including budgeting buckets and PocketSmith, to track their personal spending and create more control over where their money was going.
Key takeaways
- Building a thriving business in a tough economy requires clarity, focus and a willingness to take calculated risks.
- Pearl and Cruze built One & Only by backing themselves and treating the business seriously from day one.
- Strong relationships have been central to their growth.
- Knowing your numbers is essential for business confidence.
- Growth is not just about revenue or headcount – margins, pricing and value matter.
- A financial plan can help business owners connect business success with personal wealth.
- Practical systems, such as budgeting buckets, can create more clarity and control.
- Business and personal goals should work together, not separately.
Next steps:
If you are a business owner trying to align your business growth with your personal financial goals, Lighthouse Financial can help you build a plan that gives you clarity, structure and confidence.
If you’d like to watch more, check out these other episodes below.
For a no obligation discussion to see how we can help you on the path to wealth, please contact us.
Disclaimer:
The information in this article is general information only, is provided free of charge and does not constitute professional advice. We try to keep the information up to date. However, to the fullest extent permitted by law, we disclaim all warranties, express or implied, in relation to this article – including (without limitation) warranties as to accuracy, completeness and fitness for any particular purpose. Please seek independent advice before acting on any information in this article.
