3 Ways to Keep Your Business Relevant

how to keep your business relevant

This post is part of a series of branded posts sponsored by Verizon. The focus of the series — part of a paid partnership between Verizon and CircleAround — is on women small business owners, and how they are navigating the complexities and challenges of contemporary business, from the pandemic to the economy.

No matter what your business is, it’s important to be up on the latest trends, technologies, consumer needs, and more so your company can compete in changing landscapes. Girl Scout alum Rebecca Cenni-Leventhal is the CEO of Atrium Staffing & Contingent Workforce Solutions and knows what it takes to reach broader audiences, grow new opportunities, and scale businesses.

“As a young girl, I grew up watching men lead the world, but I wanted to be independent,” Cenni-Leventhal tells CircleAround. “We were small but mighty, and I was one of the first agencies to offer co-paid medical benefits to contingent workers. The concept was heavily scrutinized, but I knew it was the right thing to do.”

Cenni-Leventhal is also dedicated to supporting women business owners and entrepreneurs through the Women Business Enterprise National Council (WBENC). Her company is a WBENC-certified supplier. “I leaned on my WBENC peers and mentors for inspiration, knowledge, and guidance,” she says. “Having an inclusive, collaborative network to share values and insight has been instrumental to my development as a business leader.”

CircleAround asked Cenni-Leventhal for some tips on how business leaders can think out-of-the-box to keep their business relevant.

1. Think Bigger Than Your Role

Stay on top of market trends, and share this information with your team. This way, everyone can gain insight and adapt their roles accordingly.

“The first step to remaining relevant is to envision the future of the work you are doing and staying informed,” says Cenni-Leventhal. “Long-term business success requires innovation. It is in your best interest to learn how things like digital transformation, artificial intelligence, and data science are impacting your industry and job function.”

2. Reach Audiences in Innovative Ways

With so many people now working remotely, there is greater demand for virtual engagement. It’s important to understand how new communication channels can help your business stay connected with internal and external audiences.

“The digital world is rapidly evolving all around us and the soft skills required to communicate and deliver messages effectively are in demand,” says Cenni-Leventhal. “Remote environments rely on modern communication applications like Zoom, Teams, Bluejeans, WebEx, and other virtual-meeting platforms. Whether conducting a video meeting, leveraging influence on social media influence, or writing a handwritten letter, your ability to communicate can further distinguish the value of your talents.”

3. Be a Leader Who Connects Rather Than Directs

“Leadership, in my opinion, is less about directing and more about connecting,” Cenni-Leventhal emphasizes. “Good teamwork begins with good relationships and requires us to continually build upon them. With a more complete understanding, leaders and their messages can be more effective. It’s about empathy, building trust, and growing camaraderie to achieve mutual goals.”


CircleAround is operated by a wholly owned subsidiary of Girl Scouts of the USA. The site serves adult women nationwide by providing content that is uplifting, thought-provoking, and useful. We make revenue distributions back to GSUSA so they can further their mission of building girls of courage, confidence, and character who make the world a better place.

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