Britain’s small business leaders are embracing a new ethos of marginal gains, with fresh research revealing how the so-called “1% mindset” is quietly shaping a new wave of SME growth.
According to Adobe, which has launched its Adobe Express ‘One Better’ movement alongside entrepreneur Steven Bartlett, more than 90 per cent of SME owners familiar with the term believe that making small, continuous improvements delivers measurable benefits to productivity and profits.
Often associated with elite sport and high-performance teams, the 1% mindset is gaining traction in the day-to-day realities of UK business. Adobe’s findings show that nearly a quarter of SME owners now “always” use the approach, while a further third apply it regularly. Younger leaders are particularly enthusiastic: 29 per cent of Gen Z owners say they rely on the incremental method as part of their management style.
Confidence is high, too. Some 92 per cent of respondents feel optimistic about their prospects for the year ahead, with four in five classing the last 12 months as successful, a sentiment many attribute to consistent, micro-level improvements rather than sweeping reinvention.
Technology and AI driving marginal gains
Small steps may be at the heart of the mindset, but technology is proving to be the accelerator. Adobe’s survey found that 61 per cent of SME leaders who practise the method believe tech plays a “big role” in enabling continuous progress. Nearly half already use AI assistants, a trend that aligns closely with the most valued features reported by respondents: AI-powered design suggestions and templates (49 per cent), enhanced customer engagement tools (49 per cent) and content-writing support (43 per cent).
These capabilities sit at the core of Adobe Express, which is positioning itself as the entry point for SMEs wanting to embed the 1% mindset into everyday operations. The platform offers quick, intuitive design tools for social posts, flyers and short-form content, thousands of customisable templates, and AI-enabled suggestions that help non-designers create polished materials in minutes. Crucially, it works seamlessly across web and mobile – an important factor for time-pressed entrepreneurs.
Marketing and customer service were identified as the two business areas where marginal gains deliver the greatest impact, cited by 31 per cent and 27 per cent of respondents respectively. Adobe Express, with its fast content-creation features and on-the-go usability, is pitched squarely at improving these customer-facing touchpoints.
Creators champion the ‘One Better’ movement
Adobe’s campaign is backed by leading creatives including Jessica Walsh, Ollie Olanipekun and Jonathan Mildenhall, each offering simple, practical prompts designed to embody the spirit of small daily improvements.
Walsh encourages founders to “find the moment of humour in your creative work”, while Olanipekun advises leaders to “take your brain for a walk”. Mildenhall advocates resisting the temptation to settle for the first idea, suggesting that slowing down, even momentarily, can lead to better outcomes.
Bartlett, an advocate of the movement, said: “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.”
A universal approach for the next growth chapter
Adobe’s research suggests the movement cuts across age groups, regions and sectors. More than 96 per cent of SME leaders aware of the concept believe it can positively influence business goals; 86 per cent say it can even boost staff morale.
Challenges remain. Financial pressures persist for many small firms, and around a third of respondents admit they do not always know where best to focus their improvements. Time constraints are another barrier. But the combination of rising optimism, accessible digital tools and a culture of marginal gains is helping business owners make progress in practical, manageable steps.
Simon Morris, Adobe’s Vice President of International Marketing, said: “Small, incremental improvements are reshaping how businesses grow, adapt and thrive. Technology is the enabler, providing the tools and data businesses need to unlock new efficiencies.”
For SMEs ready to incorporate the 1% mindset into their growth strategy, Adobe Express has created a suite of free templates, resources and tutorials supporting the ‘One Better’ movement. Business owners can explore them here: https://adobesparkpost.app.link/Z7Tcd9oZcYb
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Adobe backs ‘1% mindset’ as SMEs turn to marginal gains for growth