During our recent trip to Vanuatu, as we dodged potholes and chickens in the back of a bus from Port Vila to Blue Lagoon, Lawrence our driver shared his wisdom with us.

Lawrence explained how in Vanuatu parents often plant sandalwood trees for their children when they are born. It can take over 20 to 30 years until the tree is ready to harvest, by which time it is precious (up to 1 million vatu per tree), the most precious non-timber forest product for its oil and wood.*

The strategic investment is deeply symbolic of building a business. It got me thinking about planting the seeds of success in my small business and how I am building a strategic future for my retirement and my son as he grows into adulthood with that business.

I have a confession. I had to consult Google to find out what a UGC Creator was. But when I did, I had a face-slap moment and quickly realised I already knew what user-generated content (UGC) was. Why didn’t I know the term?

Because we watch user-generated content all the time across all types of platforms and the news without realising what it is. It is that seamless.

I am writing this article because I want you to be able to connect the dots too. And, as a small business owner in Australia, you should consider using user-generated content for your brand.

If you’re reading this you may be a retailer or store owner who is already stocking product of some kind on consignment or is planning to. And if you’re reading this and you refer to yourself as an artist, potter, designer, sculptor, jeweller, or a maker of some kind, in this article we refer to you collectively as “creatives”.