What Goes Around Comes Around: How to Use It in Your Small Business

You’ve probably heard the saying, “What goes around comes around.” Maybe your gran used it when someone got what was coming to them. But this idea isn’t just about karma or revenge — it’s actually a really useful way to run a business.

Sounds a bit fluffy? Maybe. But stick with me. This idea can help you build a better brand, happier customers, and even a stronger bottom line. Let’s break it down together — no jargon, no business gobbledygook. Just real talk for real small businesses.

What Does “What Goes Around Comes Around” Actually Mean?

Basically, it means your actions — good or bad — will come back to you in some way. If you treat people well, they’ll likely return the favour. If you cut corners or treat folks badly, it’ll bite you in the bum eventually.

In business, it’s about how you treat your customers, your staff, your suppliers, and even your competitors. The energy (and effort) you put out into the world tends to circle back. Call it karma, call it vibes, call it common sense — the result’s the same.

Why Should Small Businesses Care?

Because reputation matters. A lot. You don’t have the massive budgets or big PR teams like the big brands. What you do have is word of mouth, loyalty, and a local or niche community. If people trust you and like how you run things, they’ll stick around. They’ll also tell others.

People remember how you make them feel. If you go out of your way to do the right thing — even when it’s hard — they notice. And when they need your service again (or hear someone else asking for a recommendation), guess who they’ll think of?

How to Apply “What Goes Around Comes Around” in Business

Right, let’s get into the good stuff. Here’s how you can put this idea into action in your day-to-day business life. None of this is rocket science — but it does take a bit of effort and a lot of heart.

1. Be Kind and Fair — Even When It’s Not Easy

Kindness doesn’t mean being a pushover. It means treating people like humans. Be fair with pricing, transparent with communication, and polite when things go wrong (and they will, we’re all human after all).

Example: A customer complains about something that wasn’t really your fault. You could argue. Or you could say, “I’m sorry that happened — let’s see how we can fix it.” Guess which one builds loyalty?

2. Support Other Small Businesses

This one’s huge. If you want people to support your small biz, do the same for others. Buy from your local bakery, share a fellow maker’s Instagram post, recommend your mate’s repair service or their games shop. It’s not about competition — it’s about community.

Plus, you never know when they’ll return the favour. That coffee shop you shouted out last week? They might feature your handmade candles next month. What goes around, right?

3. Say Thank You (A Lot)

A little gratitude goes a long way. Thank your customers for choosing you, especially when they had other options. Thank your staff for working hard. Thank your suppliers for delivering on time.

You could pop a handwritten thank-you note into orders, it always makes me smile when I get a parcel from a small business that says something as simple as “thank you for ordering from me, I hope you enjoy using …” (or even ones that drop a small packet of sweets into the parcel as happened to me recently). Or just drop a kind message in a follow-up email. Doesn’t have to be fancy — just genuine.

4. Own Your Mistakes

Everyone messes up sometimes. The important bit is how you deal with it. If you try to hide it or blame someone else, people lose trust. But if you hold your hands up and say, “Yep, we got that wrong — here’s what we’re doing to fix it,” they’re far more likely to forgive you.

In fact, some people become even more loyal after a mistake — if you handle it well. That’s called the “service recovery paradox” (fancy name, true story).

5. Give Back When You Can

You don’t have to donate millions or run a giant charity event. Just do what feels right and manageable. Maybe it’s giving leftover stock to a shelter, sponsoring the local youth footie team, or letting your staff volunteer for a day.

People notice when businesses care about more than just profit. And guess what? When the community thrives, so does your business. Again — what goes around, comes around.

6. Build Relationships, Not Just Sales

Some businesses treat customers like walking wallets. Don’t be that business. Focus on building real relationships. Chat with your customers. Remember their names. Ask how their dog’s doing.

People come back to businesses where they feel seen. They’ll also tell their mates about you. Sales will follow — but relationships come first.

7. Don’t Badmouth Others

Even if a competitor’s being shady, don’t stoop to their level. Rise above it. People respect professionalism, especially when things get messy.

If you need to warn others about a dodgy supplier or scam, do it in a way that’s helpful, not hateful. Be careful to keep it factual, not personal.

Real-Life Examples of Business Karma

Let’s look at a few real-world examples where this concept plays out — for better or worse.

Good Karma: The Local Café That Cared

During lockdown, a small café near me gave away free coffee to NHS workers. They didn’t make a fuss about it, just quietly did it. After things opened up, people flooded back to support them. The queue’s still out the door on Saturdays.

Bad Karma: The Dodgy eBay Seller

I once bought some CAD files for a rotary engraver from someone on eBay who sent me what appeared to be a broken link to download them. When I messaged, they just said “not my problem” and blocked me. I left a bad review, and so did others. Within a few months, their shop disappeared. Funny that.

What If You Don’t See Results Straight Away?

This isn’t a quick fix. Doing the right thing doesn’t always pay off overnight. You might be kind and fair and generous — and still struggle some weeks. That’s life. But over time, people notice. And the trust you build up? That’s solid gold.

Think of it like planting seeds. You water them, you care for them — and eventually, they grow. You just need to give it time.

Bonus Tip: Watch Out for Energy Drainers

One last thing. Being kind doesn’t mean letting people walk all over you. If a supplier keeps letting you down, or a customer’s being downright abusive — you’re allowed to say no. Set your boundaries.

What goes around comes around applies to you too. Protect your own energy. Give the best of yourself to those who value it.

Final Thoughts: Make Business Personal

In the end, “what goes around comes around” is really about being a good human — and running your business like a human too. People are fed up with faceless corporations. They want connection, care, and honesty.

So be that business. The one that remembers birthdays, admits mistakes, and helps others up the ladder. You’ll stand out for all the right reasons.

And when the good stuff starts circling back? You’ll know exactly why.

Over to You

How do you apply this in your own business? Have you ever seen business karma in action — good or bad? Drop a comment or send a message — I’d love to hear your stories.

Until next time, keep doing good. It really does come back around.