British small business leaders are embracing a new ethos of marginal profits. New research shows how the so-called “1% mindset” is quietly shaping a new wave of SME growth.
According to Adobe, which co-founded the Adobe Express “One Better” movement with entrepreneur Steven Bartlett, more than 90 percent of SMB owners familiar with the term believe that small, continuous improvements bring measurable benefits to productivity and profits.
The 1% mindset, often associated with elite sport and high performance teams, is becoming increasingly important in the day-to-day reality of the UK economy. Adobe’s findings show that almost a quarter of SMB owners now “always” use this approach, while another third use it regularly. Younger managers are particularly enthusiastic: 29 percent of Generation Z owners say they rely on the incremental method as part of their management style.
Self-confidence is also high. Around 92 percent of respondents are optimistic about their prospects for the coming year, with four in five rating the last 12 months as successful, a sentiment that many attribute to consistent micro-level improvements rather than wholesale reinvention.
Technology and AI provide marginal gains
Small steps may be at the core of the mindset, but technology is proving to be an accelerator. Adobe’s survey found that 61 percent of SMB leaders who use the method believe technology plays a “big role” in enabling continuous progress. Nearly half already use AI assistants, a trend that closely aligns with the features respondents value most: AI-powered design suggestions and templates (49 percent), improved customer engagement tools (49 percent), and content writing assistance (43 percent).
These features form the core of Adobe Express, which positions itself as an entry point for SMBs looking to incorporate the 1 percent mentality into daily operations. The platform offers fast, intuitive design tools for social media posts, flyers and short content, thousands of customizable templates and AI-powered suggestions that help non-designers create polished materials in minutes. Crucially, it works seamlessly across web and mobile devices – an important factor for entrepreneurs who are pressed for time.
Marketing and customer service were identified as the two business areas where marginal gains have the greatest impact by 31 percent and 27 percent of respondents, respectively. Adobe Express is designed to enhance these customer-facing touchpoints with its rapid content creation capabilities and on-the-go ease of use.
The YouTubers are committed to the “One Better” movement
Adobe’s campaign is supported by leading creatives including Jessica Walsh, Ollie Olanipekun and Jonathan Mildenhall, each offering simple, practical suggestions designed to embody the spirit of small daily improvements.
Walsh encourages founders to “find the moment of humor in their creative work,” while Olanipekun advises leaders to “take a walk with their brain.” Mildenhall advocates resisting the temptation to settle for the first idea, noting that slowing down, even temporarily, can produce better results.
Bartlett, a supporter of the movement, said: “The 1 percent mentality is about celebrating small, everyday improvements that lead to extraordinary results over time. It’s inspiring to see so many UK companies adopting this approach and using tools like Adobe Express to make these incremental gains easier and more impactful.”
A universal approach to the next chapter of growth
Adobe research suggests the movement extends across age groups, geographies and sectors. More than 96 percent of SMB leaders who know the concept believe it can positively impact business goals; 86 percent say it can even increase employee morale.
Challenges remain. Financial pressures continue for many small businesses, and around a third of respondents admit they don’t always know where best to focus their improvements. Time constraints are another obstacle. But the combination of growing optimism, accessible digital tools, and a culture of marginal gains is helping entrepreneurs make progress in practical, manageable steps.
Simon Morris, vice president of international marketing at Adobe, said: “Small, incremental improvements are transforming the way businesses grow, adapt and thrive. Technology is the enabler, providing the tools and data businesses need to unlock new efficiencies.”
For SMBs ready to incorporate the 1% mindset into their growth strategy, Adobe Express has created a series of free templates, resources, and tutorials that support the One Better movement. Business owners can explore them here: https://adobesparkpost.app.link/Z7Tcd9oZcYb
