A new business movement focused on small, steady improvements is spreading among Britain’s entrepreneurs. Known as the “1% mindset”, it encourages business owners to make marginal daily gains rather than chase rapid growth, a philosophy that some say could reshape how small firms think about success.

According to research from Adobe, conducted with entrepreneur and Diary of a CEO host Steven Bartlett, more than 90% of UK small and medium-sized business (SMB) leaders who recognise the term believe the 1% mindset can boost both output and profits. The idea has been popularised through Adobe’s “One Better” campaign, which aims to show how incremental change can drive progress in creativity and business performance.

Nearly a quarter (23%) of SMB leaders surveyed said they “always” apply the 1% approach in their business, while another 33% use it often. Adoption is highest among younger founders, with 29% of Gen Z SME leaders saying they follow the method regularly.

Bartlett, a vocal advocate of the idea, describes it as a practical antidote to the myth of overnight success.

“The 1% mindset is about celebrating small, everyday improvements that, over time, unlock extraordinary results,” he said. “Technology and AI are levelling the playing field, helping businesses of all sizes to grow one step at a time.”

The survey suggests broad optimism among UK small business owners, with 92% feeling confident about their growth prospects. Most (81%) say they have had a successful year, and 91% credit the 1% approach with improving performance or morale.

But while the philosophy has appeal, some experts caution that the concept risks being easier to market than to measure. Incremental improvement can strengthen processes and creativity, yet critics argue that in challenging economic conditions, many small firms may need more radical change or investment to make real progress.

Technology plays a growing role in how businesses pursue these marginal gains. Among respondents who use the approach, 72% said tech helps them track improvements, and 61% already rely on AI tools. The most valued features are AI-generated design templates (49%), customer engagement tools (49%), and content-writing assistance (43%), all areas Adobe has integrated into its Express platform.

Simon Morris, Vice President of International Marketing at Adobe, said the 1% mindset reflects a wider shift in how businesses approach resilience and efficiency.

“Small, incremental improvements are reshaping how businesses grow, adapt and thrive,” he said. “Technology is the enabler, giving businesses the tools and data they need to track performance and unlock efficiencies.”

The 1% mindset’s popularity may partly reflect the times. After years of economic turbulence, many small firms are looking for steady, manageable ways to improve rather than rapid reinvention. Whether the approach can deliver lasting competitive advantage remains to be seen, but for now, Britain’s entrepreneurs appear willing to believe that progress, however small, still adds up.