04/06/2026
At what point does a business stop being worth it?
That’s the question I’ve been sitting with this year.
Recently I shared that Brunton Media turned over around £47k from Jan to Jan last year.
On paper, that sounds decent.
But once everything was accounted for, the profit figure was closer to £6.6k.
Honestly, that shocked me.
Not because I thought business was cheap.
But because when you’re in the middle of it — filming, editing, travelling, buying kit, learning, fixing problems, investing, pushing through stressful months — it can feel like more is sticking than actually is.
Last year was a heavy investment year.
Driving. Kit. Business capability. Bigger steps.
I don’t regret it. A lot of what I can do now came from those decisions.
But I also don’t plan to repeat that level of investment again.
So this year, the question has changed.
Not just:
“How much can I make?”
But:
“How much can I actually keep?”
Because a £47k year where very little is retained is not automatically healthier than a £25k–£30k year where 35–40% is kept, debt is reduced, cash is rebuilt, and long-term assets are created.
That’s the bit I’m trying to measure better now.
And there’s a bigger career question under all of this too.
With AI, automation, job uncertainty, and careers feeling less predictable, I think a lot of people are asking some version of:
What is actually safe anymore?
A job?
A business?
Multiple income streams?
Owning useful skills, relationships and assets?
I don’t think the answer is simple.
Financially, I’m not where I want to be yet.
This is not a “look how successful I am” post.
But from the type of work point of view — filming, wildlife, local stories, drone work, interviews, creative freedom — I’m probably closer than I’ve ever been to what 8-year-old me would have called his dream life.
Maybe it’s not the £100k+ version yet.
Maybe it’s messier than the dream looked.
But the shape of it is there.
So maybe the real question is not:
“Is the business worth it?”
Maybe it’s:
“Is the business moving me closer to the life I actually want, while becoming financially healthier?”
If the answer is yes, then it’s probably still worth the squeeze.
But I don’t think you judge that from one bad patch.
You judge it from what actually sticks.