Interview with James Porter, Founder of Reignite Digital
Journalist: James, your company almost went bankrupt during the pandemic. How did you bounce back?
James Porter: Honestly, it was a lesson in humility. We lost 70% of our clients in two months. The key was transparency — we spoke openly with our team and rebuilt trust step by step.
Journalist: What changed in your business mindset after that?
James Porter: I stopped chasing growth for the sake of growth. Now we focus on value per client and long-term retention. It’s a quieter but much healthier business model.
Journalist: What advice would you give entrepreneurs in crisis?
James Porter: Don’t isolate yourself. Talk to mentors, partners, even competitors. The British business community can be surprisingly supportive when you’re honest about your struggles.
Journalist: Any personal takeaway?
James Porter: Failure isn’t the opposite of success — it’s part of it. I’d rather fail with integrity than win by chance.
