SBS Turns Ten! Reflecting on a Decade of Sarah Best Strategy

This month marks Sarah Best Strategy’s tenth anniversary. To help recognize and celebrate this milestone, we asked founder and CEO Sarah Best to answer a series of questions about the company, including the journey that she’s taken so far and her vision for the future.

​The below interview has been edited and condensed.

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How has your vision of SBS changed since the company was first established? How has it remained the same?
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One of my biggest motivations was to create a company where creative people could bring their full selves to work—a place where creativity was valued as an important aspect of their humanity. Another driving force was my frustration with toxic environments in previous digital marketing roles—I believed we could do better. I was also tired of seeing businesses doing the bare minimum for their clients. I’ve always believed in going above and beyond to deliver the best results possible.

Early in my career, I worked with an amazing team at the Chicago Department of Cultural Affairs and Special Events (DCASE), which instilled in me the importance of sharing success and lifting others up—a value that has become central to our work here. As I grew the company, I fostered collaboration and shared decision-making. I guide our direction as CEO but also emphasize team input and shared ownership, a challenging but important goal.

What have you found are the most important qualities of a team member to build your team at SBS?
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​I value team members who share their best ideas and thrive in collaboration with their colleagues but who are also willing to work independently, work hard, care deeply about the impact of their work, and are invested in creating positive outcomes. They care about their communities and engage in volunteer work.

​I also seek creative problem solvers who view obstacles as opportunities to explore new solutions and better ways of doing things. Open, honest conversations are essential; we prioritize DEI discussions and encourage people to share their access needs. Our team is committed to learning from diverse perspectives, especially those whose lived experiences give them unique insights.

What's something a client has said to you that has inspired the way you do business?
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A client named Barbara gave me invaluable feedback about a 60-page strategy document: "No 60-page document is useful." From that moment, I had a lightbulb realization: all the strategy in the world is meaningless if it's not actionable.

​We now present core strategies in concise formats so that people can keep it in front of them. We create playbooks that help people execute strategies effectively. Over the years, we’ve gained significant expertise in identifying and solving these common "people problems"—the barriers that stand in the way of success.

What do you consider your greatest success in the past ten years? What are you most proud of?

I consider our greatest success to be staying true to our values and developing a sense of shared ownership as we’ve grown. We've built this company organically, keeping our founding principles front and center, and I love that we haven’t lost sight of those goals and priorities.
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A specific project I’m particularly proud of is our work with the International Holocaust Remembrance Alliance, enhancing their digital presence for their vital mission to create a world without genocide and ensure that the lessons of history are not forgotten. I’m also proud of our advocacy work on social justice issues, including juvenile justice reform and rectifying harms from the War on Drugs, and on efforts that amplify grassroots movements, and on creating fair electoral maps in Wisconsin.

As someone who has owned a small business for a decade, what's the most valuable advice you would give to someone just starting out?
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​Starting a business from the ground up is incredibly tough. and not for everyone. The entrepreneurial journey can be so rough and so thankless at times that I think it’s not a path everyone should take. Even when the work is not easy, I’m so thankful to be surrounded by such an amazing group of people every day.

​I’ve learned to hire people who excel in different areas, and it has been an immense privilege to mentor them and watch their growth and development. I also believe that connecting to a sense of purpose outside of work is crucial for motivation.

What do you want to see SBS achieve in the next ten years?
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​We live in a culture where entrepreneurship is often associated with constant growth, securing funding, and scaling bigger and to always be driving toward an ambitious goal. While it’s true that you have to keep adapting and you have to keep growing your client base over time, I don’t believe a constant focus on scaling is the only way to be an entrepreneur. So many of the goals I have for our company are more modest in nature: fiscal responsibility, sustainable support for our team, and ensuring our work aligns with our values. I aim for efficiency and effectiveness while remaining adaptable.

What's the biggest change you've seen in the digital marketing landscape since you first started SBS? What's a big change you're looking for in the next ten years?
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​My philosophy has been that while platforms constantly change, strategies remain consistent. A strong strategy can be executed through any platform or tool, so focus less on the platforms and more on the purpose of what you are doing. Our core focus has always been on crafting great strategies rooted in each client’s unique vision and goals that identify the roadblocks preventing them from reaching their aspirations and build bridges that help them get from point A to point B.

Which Muppet would you consider the unofficial mascot of SBS, and why?
I used to work at the Jim Henson Foundation, and being a Muppet nerd it’s impossible for me to choose a favorite Muppet. However, if forced to choose I think I’d choose Jim Henson himself. 

When I was an intern there was a company motto on the wall of the brownstone that we worked in that ended with the line “when in doubt throw penguins,” which I took to mean that even when things are tough, that we should always be a bit silly, not take ourselves so seriously, and have fun.  Henson also had a light-up Moose on the wall of his office, so while I know he worked very very hard, I don’t know that he took himself too seriously either. That lightness is what makes work feel easier, and it’s what makes people enjoy working together.

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