A quiet revolution is reshaping how Britain does business. Known as the “1% mindset,” this approach—championed by entrepreneur and Diary of a CEO host Steven Bartlett—is helping small and medium-sized enterprises (SMEs) unlock growth through steady, incremental improvements.
According to new research from Adobe, more than 90% of UK business owners who are familiar with the “1% mindset” believe it boosts both output and profits. The idea is simple: rather than chasing overnight success, founders and teams grow stronger by getting just 1% better every day.
The Adobe Express ‘One Better’ Movement
This philosophy is at the heart of the Adobe Express “One Better” movement—a campaign designed to help entrepreneurs and creatives turn small, consistent actions into lasting success.
The initiative is supported by some of the biggest names in creative industries, including:
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Jessica Walsh, who advises: “Find the moment of humour in your creative work.”
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Ollie Olanipekun, who suggests: “Take your brain for a walk.”
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Jonathan Mildenhall, who reminds creators: “Don’t design your first idea.”
Their shared message? Progress doesn’t have to be dramatic—it just has to be consistent.
Young Leaders Are Driving Change
Gen Z entrepreneurs are embracing this mindset the most. Nearly 29% of Gen Z SME leaders say they always apply the 1% approach in their business, with marketing and customer service highlighted as key areas of improvement.
Bartlett describes the trend as a major cultural shift:
“The 1% mindset is about celebrating small, everyday improvements that, over time, unlock extraordinary results. It’s inspiring to see so many UK businesses adopting this approach and using tools like Adobe Express to make those incremental gains easier and more impactful.”
AI and Tech Are Fueling Marginal Gains
For many small businesses, technology and AI have become essential to tracking and applying those daily improvements.
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72% of SME leaders say tech helps them stay consistent.
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61% are already using AI assistants to streamline growth.
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Nearly half cite AI-powered templates and design tools—like those in Adobe Express—as vital to their creative process.
These tools are helping business owners do more with less, from content creation to customer engagement, and giving them time back to focus on strategy.
Overcoming Barriers Through Continuous Progress
While 92% of UK business owners feel confident about their future, challenges like financial constraints (44%) and time management (35%) persist. Yet, by focusing on steady improvement rather than big leaps, businesses are finding ways to adapt and thrive—even in a tough economic climate.
Simon Morris, Vice President of International Marketing at Adobe, says:
“Small, incremental improvements are reshaping how businesses grow, adapt, and thrive. Technology provides the tools and data needed to track progress and unlock new efficiencies.”
The Future of Business Is Incremental
Whether it’s a start-up led by a Gen Z founder or a family-run enterprise, the 1% mindset is proving to be a universal formula for growth. With Adobe Express offering AI-driven templates, tutorials, and creative support, UK entrepreneurs are better equipped than ever to keep improving—one small step at a time.
Discover more about the One Better movement and explore free tools to elevate your brand on the Adobe Express website.
