Building Service Businesses That Last: 10 Entrepreneurs on Passion, Tech, and Trust

At YouCanBookMe, one of our mantras is simple: for many of our customers, “Bookings ARE their Business.” That means their calendars need to stay open eight hours a day, five days a week, to take calls and deliver their services.

I sat down with 10 successful service providers—spanning photography to financial planning—to learn how they run their businesses. A clear pattern emerged. Success isn’t about working harder or having the perfect skill set. Rather, it's about:

• building relationships that matter and are real with your customer base, 
• getting the most out of the right tech tools,
• committing to continuous learning and growth,
• and staying true to the passion behind their craft.

From tattoo artists to accountants, pottery teachers to logistics experts, these entrepreneurs have cracked the sometimes elusive business code. They've built thriving businesses by learning through doing, working with focus, and prioritizing their customer relationships.

Their stories reveal something profound: in our increasingly digital world, the service providers who succeed are those who remember that business is fundamentally about people helping people solve problems.

Every successful service provider I interviewed emphasized one fundamental truth: relationships drive everything. This isn't just feel-good philosophy. It's a practical business strategy.

Financial advisor Melissa George understands this deeply. She explains her approach: "I think it's very hard for people to talk about their money. I'm not coming to them as if, ‘I grew up with a silver spoon. I've always had it figured out. Now I'm going to tell you how to do it’ That's not the story. Oh, no. I've made mistakes, but I've learned from those mistakes. And here's things that I can share with you that can help you."

This vulnerability becomes a superpower. Clients connect with authenticity, not perfection. Melissa's willingness to share her own financial journey creates trust that polished presentations never could.

Edward Ernebäck, who installs wood-burning stoves in Sweden, takes a similar approach: "I think the main advice is try to do everything that you can do to make the customer experience as good as possible. So everything from the sales process to having nice marketing and good follow-ups and good communication with the customer, so that they feel like they know what's happening and they have trust in you."

The emphasis on customer experience runs deeper than surface-level service. It's about genuinely caring for client outcomes and creating systems that demonstrate that care consistently.

What separates thriving service providers from those who burn out? Genuine passion for their craft and the people they serve.

Tattoo artist Daniele Lugli captures this beautifully: "I do believe that the passionate learners can become the experts and even more. And it's motivating whatever they want to do." 

Her botanical tattoo designs aren't just artistic expressions. They're deeply personal collaborations with clients who want nature permanently etched into their stories.

This passion principle extends across industries. Pottery instructor Joe Darling recognizes that business style reflects personal values: "Everybody can run it the way they really feel passionate about it. That's the whole idea of running a business. If you're into being slack, like, get high and just enjoy pottery, for the pottery experience as it is, then your business is going to be slack like that, too. And that's okay if that suits you." 

By contrast, Joe has poured his energy and effort into building a scalable, successful business running pottery classes—his point is you get out what you put in!

Fine Art Print shop owner Esteban Pulido elevates this thinking: "I think that's what I've learned, that making art is almost the most valuable thing. That when we have nothing left, what we want is something that tells us you are experiencing life and not just surviving."

Their businesses succeed because they're expressions of who they are, not just what they do for money.

The most successful business owners see automation as a way to make their operations as efficient as possible, cut down on the number of outside help they need, and create a streamlined experience for their customers.

Melissa George, a long-time YouCanBookMe customer, summed it up perfectly: her scheduling tools work for her—not the other way around. 

I love the way that I can customize it. I love that I can create a calendar just for a very specific group of people if I want to. My appointment rate is so high because the text messages and the email messages that people get, and then even after I have a meeting, I have a message that goes out after about an hour after my meetings and people, they'll text back and say, ‘Oh, my God, that was time well spent. I really enjoyed it.’" 

- Melissa George, Founder and CEO of InvestHER Fiduciary Solutions

Her automation strategy enhances the client experience rather than making it feel impersonal. Each touchpoint reinforces the relationship.

Edward Ernebäck has built an impressive tech stack around customer journey management:

"What we work with that is a very big foundation of everything is Glide apps. It's a no-code software that you can build custom apps that integrate with Excel or Google Sheets documents, which we use to process everything from CRM data and also help with our customer journey."

Even traditional service businesses benefit enormously from smart automation. Driving instructor Gary Russell explains the transformation when they moved their business over to using online scheduling: 

"I think the biggest thing is that it's saved us a lot of time because my wife Donna was doing this job of admin and keeping in touch with people. And we used to have a waiting list, which was a spreadsheet with all the details on it that she would keep in touch with them."

Accountant and fractional CFO Alex Falcon Huerta positioned herself as an early adopter: 

"I've been using YouCanBookMe for such a long , I would class it as being an early adopter in online scheduling because most people weren't using that. They would just send me emails."

The pattern is clear: successful business owners act quickly when they spot friction in their operations, adopting technology to squash it fast.

Smarter automation, happier customers

Cut admin, save time, and wow your clients—YouCanBookMe keeps scheduling running smoothly so you can focus on your business.

All the founders I spoke to share a growth mindset that keeps them ahead of industry changes and client needs.

Web developer Karol Djana emphasizes the importance of mentorship: 

I would think that the main advice is try to find a good mentor or a good business mentorship group, because that's what helped me a lot. And also, try to find a good tool that can help you with the booking process, because that's what I was recommended, and it really helped me."

- Karol Djana, Founder of Silver Arc

Learning extends beyond technical skills to business fundamentals. Alex Falcon Huerta stresses financial literacy: 

"So for somebody that's just starting a business, understanding finances is such a key thing. Even if they don't understand everything, learn the basics of what profit and loss is and what your bottom line is. Find technology that's going to help you and support your business, and to make it as efficient as possible."

Some lessons come through hard experience working with other people. Logistics expert Dave Gulas learned the importance of staying engaged: 

"I think the biggest thing is to never assume. And if you think someone's going to do something or you think something's going to be handled, but just, I just learned to be a lot more involved."

The founders who thrive are those who embrace change while staying true to their core purpose.

Gary Russell's driving school transformation illustrates this perfectly: "I think the most important thing is to modernize sooner than I did in terms of the technology, the booking system, and the website. Because that made a big difference, you know, just being able to offer things like taking card payments for people in the car, whereas before it was all of cash payments and things like that."

Modernization isn't about chasing every new trend. It's about identifying technologies that genuinely improve client experience and business efficiency.

Photographer Chris Vaughan understands the competitive reality:  "I think for me, it's obviously the companies that I work with, it's that tough, challenging market at the moment. Everyone's trying to get noticed, get attention. You need clients, you need suppliers. It's great running your own business, but if you had no clients, you had no customers, we might as well shut up shop tomorrow."

Edward Ernebäck started his business in supplying wood burners to customers in Sweden because he could see the gap in the market:

This business is in the construction business, which usually is kind of old school. People work in the old way, and there can be a lot of problems and long waiting times. What we wanted to is—in all the parts from first contact to final installation—be able to make every part more efficient to improve the customer's experience and have a more seamless buying experience.”

- Edward Ernebäck, Co-Founder of Värmekoncept

As the saying goes, ‘your profit margin is my opportunity,’ and these founders prove that paying extra attention to how they can run efficiently gave them the opportunity to step into these competitive industries and succeed.

After interviewing all these business owners, it was clear to me that building a profitable business doesn't require sacrificing authenticity or working endless hours. Their approach centers on four core principles.

First, relationships trump everything. They prioritize genuine connections over transactional interactions. This philosophy shapes every aspect of their businesses, from initial consultations to ongoing client care.

Second, passion provides purpose. They've built businesses around work they genuinely love, which gives them energy for the long haul and authenticity that clients can sense immediately.

Third, technology amplifies human capabilities. They use automation strategically to eliminate busywork and create more space for high-value activities that build lasting client relationships.

Fourth, continuous learning fuels continuous improvement. They stay curious about their craft, their industry, and their clients' evolving needs. This growth mindset keeps them relevant and valuable.

Customers don’t want fake. They don’t want fancy PR. They want real experts in their field, providing a service that can’t be beaten. 

Our customers have built businesses around relationships, expertise, and outcomes that can't easily be replicated or automated away. The entrepreneurs I interviewed prove that with the right approach, you can build a service business that generates strong profits while serving your ideal lifestyle.

The tools and strategies are available to everyone. The question is how intentional you'll be about implementing them.

Their stories reveal that success in service businesses isn't mysterious. It requires authenticity in relationships, strategic use of technology, genuine passion for your craft, and the patience to build something meaningful over time.

The prize? A business that amplifies your natural talents while solving real problems for people who genuinely value what you do.