What do Telstra Best of Business Awards Winners have in common? Go Behind the Panel to discover the judges’ views on five key traits that help businesses thrive.
The Telstra Best of Business Awards celebrate outstanding achievements in the small and medium-sized business community. The judges come from diverse industries and across Australia’s states and territories. Their strong leadership backgrounds bring deep experience and insight into what helps a business succeed.
Each winning business brings something different to the table. Their stories are unique, but the judges have noticed some common themes among successful businesses that can serve as important learnings and inspiration.
Here are five things Australia’s top small and medium businesses have in common that help them stand out from the pack.
Purpose is central to every successful business. Each of the founders and owners of shortlisted businesses had a strong reason for starting their business. Sometimes it came from adversity, other times from curiosity or care. In every case, that purpose continues to shape the direction of the business and helps create a stronger connection with customers, employees and communities.
Wendy Lundgaard, a Telstra Best of Business Awards State Judge, and CEO of workplace and behaviour change consultancy Win-Win Workplace Strategies, sums it up.
The ones that stand out are those who are deeply committed to their purpose. And their purpose is ingrained in every action.
Wendy Lundgaard - CEO, Win-Win Workplace Strategies
A clear purpose doesn’t just inspire. It can help with decision-making, customer connection and long-term direction. It can guide everything, from which opportunities to pursue, to how you build your team. Purpose helps give you and your business resilience when things are tough. It also gives you focus when things are going well and opportunities abound.
When purpose is authentic and consistent, it can help customers, partners and staff understand what you stand for and why it matters. This, in turn, can help sharpen your competitive advantage.
Many small businesses start with passion and momentum. The ones that thrive long-term are the ones that also build strong operational foundations.
Businesses that stand out have strong financial foundations and also the systems and processes to ensure they aren’t dependent on one person’s drive or knowledge. They ensure they’re ready to scale without everything falling apart.
Technology can play a big role here, from connected cloud solutions to automation tools and customer management systems. Award-winning businesses set up the right tools to help them run lean and build a structure that scales.
Phil Brown, a Telstra Best of Business Awards State Judge and Co-founder of The Growth Activists, shares a blunt but powerful test.
If a bus hits the founder, what happens to the business? The businesses I look at and think ‘Wow’, are the ones that very conscientiously create a business operating system.
Phil Brown - Co-founder, The Growth Activists
Strong systems help reduce risk and increase flexibility. They can help you create consistency, clarity and quality as your team grows or your role as founder changes. The earlier you build strong structure into your business, the more prepared you’ll be for future success.
Constraints are a fact of life in business, and this can be especially true for small and medium-sized businesses. Whether it’s limited capital, remote geography or market barriers, how you manage these challenges can make or break you.
Businesses that stand out to the judges are actively harnessing constraints to create new opportunities and innovate. They experiment and are quick to adapt when something isn’t working. They view failure as feedback, not a reason to stop.
Anna Goat, a Telstra Best of Business Awards State Judge and Business Director of Rise Project Consulting, reflects on her own business in the Northern Territory.
If we hadn’t had failures – or things that didn’t work out like we expected – we wouldn’t be doing the work we do.
Anna Goat - Business Director, Rise Project Consulting (Rise)
While small business innovation doesn’t always mean technology, the best businesses are embracing new tools like AI and data insights to help solve problems in faster, smarter ways. Whether it’s innovation with technology, or creatively finding new ways of doing things, what’s critical is curiosity and a mindset of continuous learning.
Constraints can sharpen focus and unlock creativity and innovation. Being open to new ways of doing things and adapting quickly can be a vital advantage for small and medium-sized businesses.
Businesses that treat constraints as an opportunity rather than a barrier tend to adapt faster and solve problems in smarter ways. That might mean simplifying a service model or finding a new market when your original one dries up. The ability to respond quickly and creatively can help businesses survive and then thrive.
Award-winning businesses don’t just have a good idea and strong processes. They can also clearly explain how they offer value and deliver impact. This is where the connection between purpose and impact can really shine. The purpose sets the vision, but successful business can then bring it to life with meaningful stories and evidence of impact.
Our judges said the most impressive businesses were able to tell a clear, specific story and back it up with proof. Having a great product or service is only part of the story. You need to be able to explain why it matters and who it helps.
Clarity often comes from spending time with customers and community. Judges noticed the business leaders with the most compelling stories were those with deep, active engagement with the people they serve. This close connection helps them speak about customer needs and impact with confidence and precision.
Anna offers great advice for any business leader.
Don’t tell me why your business is great; show me. Show me your impact. Give me examples. Give me data. Give me evidence.
Anna Goat - Business Director, Rise Project Consulting (Rise)
Being able to explain your business story and how you’re creating value in clear and convincing terms can make everything else easier. It can help you build stronger customer relationships, win new business, secure funding or attract the right staff.
Strong communicators can translate what they do into language anyone can understand and repeat. That creates alignment across your team and trust among your stakeholders. Whether it’s through a website, pitch, or awards submission, clear communication helps you stand out. It makes you more memorable which helps strengthen your personal and business brand.
While strong financial performance is key to success, the judges were especially impressed by businesses who could articulate their impact in much broader terms.
The leaders of these businesses care deeply about the impact they have on many levels. It could be the success of their people, the benefits they offer their customers, or their role in the communities around them.
Wendy notes that the most successful businesses often prioritise how their impact is delivering their purpose.
Top-tier businesses see their impact as crucial. It’s not just success for success’ sake. Leaders want a legacy and impact that’s felt well beyond revenue or profit.
Wendy Lundgaard - CEO, Win-Win Workplace Strategies
Purpose alone isn’t enough. It needs to result in impact.
Businesses that define success in terms of impact that builds beyond their financial success can often drive stronger customer loyalty and staff engagement. Creating positive change gives people a reason to care. It can open doors for new revenue opportunities, partnerships, or funding. The key is turning good intentions into action. You can do this by measuring and embedding impact throughout your operations.
Across every category in the 2025 Telstra Best of Business Awards, the standout businesses have more in common than just strong financials or capable teams.
They’re led by people who know why they are in business. They balance commercial strength, long-term growth strategy and consistent learning, with authentic purpose and impact. And they communicate their story clearly with an ongoing commitment to making a difference.
Whether you’re aiming to win awards or simply refine the way you work, the stories behind these businesses can offer inspiration. They show that success isn’t always about being flashy or perfect. It’s about being consistent, resilient, and staying true to what matters most. These are the qualities our judges consistently see in the businesses that rise above the rest.
Congratulations to the 2025 Telstra Best of Business Awards National Winners.
Celebrating the people, purpose and bold moves behind Australia’s best of business.
The Awards give small to medium-sized businesses a platform to celebrate their achievements and stories with peers. Plus, opportunities to learn from Australia's best business minds. Nominate your own or another remarkable business today.
