This is the story of a market-leading, fabric-of-the-nation company that realised it had become too disconnected from the people who are closer to the start of their business journey.

A company that felt remote, disinterested and expensive to many leaders of 5.6m small and medium businesses who have to make every single penny work towards the bottom line.

A company that then made a conscious effort to get in touch with how it feels to try to make those businesses succeed.

A company that reconnected with what it feels like when you’re forced to wear 15 hats and constantly firefight just to do the thing you love to do.

A company that reflected on the constant turmoil of running a small business and rediscovered the importance of its own role - being the technology partner that strips away all the unnecessary dramas that slow them and their business down.

And it’s a story about how solving one very real problem for people and their business, however small it might seem, can prove your value to...