Running a small business is personal. Every decision, from stock selection to social media tone, carries your name. You wear every hat — strategist, marketer, bookkeeper, delivery driver. And while independence is empowering, it can also make you insular. That’s where having a certified and trained Non-Executive Director (NED) can make all the difference.
As the owner of Wine Guy on Skye Ltd, I understand that balance between creative freedom and commercial reality. I also happen to be a qualified and experienced Non-Executive Director and charity Chair, which gives me a unique perspective on what structured external input can do for small businesses.
A good NED isn’t there to tell you how to run your company. They’re there to help you see it from the outside — to be what I like to call your critical friend.
What Is a Non-Executive Director — and Why Should You Care?
A Non-Executive Director provides independent oversight, challenge, and advice to a business without being part of its day-to-day operations. It’s a role more commonly associated with large organisations, but smaller companies often benefit the most from it.
Think of a NED as your sounding board — someone who can question assumptions, share perspective, and hold you accountable in a supportive way. They bring distance without detachment.
For a small enterprise like Wine Guy on Skye, that perspective can be invaluable. It’s easy to become focused on the operational details: stock levels, supplier relationships, marketing posts. A NED helps you look up and ask: Where is this business going next? What’s the long-term goal? Are we making decisions that build sustainable growth, not just short-term wins?
The Commercial Advantage of Having a Critical Friend
Every entrepreneur needs someone who can challenge their thinking — respectfully, constructively, and with the right intent. That’s the essence of a critical friend.
Here’s what that looks like in practice:
- Strategic Clarity: A NED helps sharpen your business direction, ensuring every decision supports the long-term purpose.
- Risk Management: They spot blind spots — financial, legal, reputational — before they become real issues.
- Performance Focus: With experience across multiple organisations, a NED can benchmark performance and offer tried-and-tested tools to improve efficiency.
- Accountability: When you’re your own boss, it’s easy to let certain plans drift. Having someone you trust to ask “Why?” or “When?” can make the difference between a good idea and a real outcome.
In my own business, I use those same NED principles to challenge myself. I regularly step back to look at customer trends, marketing return, and pricing strategy from an external viewpoint — as if I were advising someone else. That habit keeps the business resilient and customer-focused.
Why Experience Beyond the Sector Matters
One of the most valuable things a NED brings to a business is different thinking. I spent 37 years in the military, working across multiple disciplines and domains — logistics, operations, leadership development, and international coordination. That career taught me how to assess risk, manage people, and lead under pressure.
Those experiences don’t just sit in a drawer when I put on my Wine Guy on Skye apron. They shape how I run the business — methodically, strategically, and with an eye on what could go wrong before it does.
When small businesses bring in NEDs from outside their industry, they open the door to ideas that challenge the “we’ve always done it this way” mentality. Groupthink — especially in tight industry circles — can limit innovation. Someone from a different background can ask the obvious questions that insiders might overlook.
That’s the strength of diversity in experience. Whether it’s a veteran, a technologist, or a finance expert, fresh perspective breaks patterns and fuels creativity.
Veterans as Non-Executive Directors: A Strategic Asset
Veterans often make exceptional NEDs. Why? Because they bring a blend of discipline, leadership, and problem-solving that’s rare in civilian life.
After decades of leading teams, managing change, and operating in uncertain environments, veterans are naturally analytical and resilient. They’re trained to look at the big picture but also to understand the detail. And they value integrity above all else — a quality that builds trust in any boardroom.
As a veteran myself, I’ve found that experience translates directly to business strategy. Veterans are used to making decisions that balance risk, resource, and human impact. We’re also used to working collaboratively, which is exactly what small business owners need when they take on a NED: a partner who listens before they speak.
Governance and Growth: Not Just for Corporates
Many small businesses think governance is a word that belongs in big-company boardrooms. In reality, good governance is good management — it’s simply about having structure, accountability, and informed decision-making.
A NED helps you create that structure without bureaucracy. They ensure you’ve thought through your business plan, financial resilience, customer strategy, and growth pipeline. For example:
- Are you capturing and analysing customer data effectively?
- Are your supplier terms competitive and secure?
- Do you have succession plans if something changes?
These are not abstract boardroom questions — they’re the ones that protect your livelihood.
Balancing Passion with Perspective
Small business owners often start with passion — and that’s the spark that makes them succeed. But passion needs direction. Having a NED is like installing a compass: it doesn’t tell you where to go, but it helps you keep true north in sight.
For Wine Guy on Skye, I balance my love for wine and storytelling with the commercial understanding that comes from my NED experience. I apply structured review processes, regular goal setting, and customer insight analysis to ensure the business isn’t just busy — it’s moving forward with purpose.
Would your business benefit from that kind of structured support?
How to Choose the Right NED
If you’re considering bringing a Non-Executive Director into your business, here’s what to look for:
- Certification and Training: Choose someone with recognised NED qualifications — it ensures they understand governance, compliance, and the boundaries of the role.
- Relevant but Diverse Experience: You don’t need someone from your exact sector. In fact, a NED from another domain may spot opportunities you’ve missed.
- Chemistry and Trust: You’ll be discussing sensitive topics — finances, people, personal goals. Choose someone you can talk to openly.
- Commitment to Growth: The best NEDs care as much about your success as you do. They’re not there for a title; they’re there to make a difference.
Different Experiences Bring Different Thinking
Business innovation rarely comes from repeating what everyone else does. The more diverse the experience around your decision table, the better the outcomes.
That’s why I believe veterans — and people who’ve led in multiple sectors — bring something powerful to business growth. They see connections others miss, they simplify complexity, and they never underestimate the value of preparation and follow-through.
A certified NED with that kind of background doesn’t just keep you compliant; they help you build confidence and clarity.
Closing Thoughts
For small businesses like mine, having access to a certified and experienced Non-Executive Director isn’t a luxury — it’s a catalyst for smarter decisions and sustainable growth.
It’s about having someone who can challenge you without judging you, who helps you see what’s next while you’re managing what’s now.
I’ve lived both sides of that relationship — as a business owner and as a NED — and I’ve seen firsthand the value of combining structure with creativity, and discipline with curiosity.
If you’d like to explore how a Non-Executive Director could help your small business grow — or to learn more about how I bring that thinking to Wine Guy on Skye — visit www.wineguyonskye.com or get in touch to start a conversation.
Because sometimes, the best business advice comes not from someone inside your world — but from someone who’s seen a few others.