The Changing Face of Business: 20 Years of Transformation By Helene Itzkin

In 2005, the world of small business was a vastly different place. Paper trails, printed flyers, and physical meetings defined how entrepreneurs operated. The internet was helpful, but not essential. Fast forward to 2025, and the business world is unrecognisable—dynamic, digital, and driven by global connectivity.

As Head of ORT Jet Johannesburg—a division of ORT SA dedicated to empowering small businesses—Helene Itzkin reflects on two decades of dramatic transformation. This journey reveals not just a shift in tools and technologies, but a complete redefinition of what it means to run, scale, and lead a business.

2005: A Slower, Simpler Business Era

Back in 2005, entrepreneurship often meant isolation. Founders relied on instinct, resilience, and trial-and-error. Digital tools were costly and inaccessible to most. Mentorship was rare, and the concept of startup ecosystems had barely taken root. Marketing channels were traditional—print ads, posters, and word-of-mouth.

Businesses were mostly local, with growth hindered by limited resources and analog systems. Cloud computing was still a concept, and remote work was largely unimaginable. Social impact and sustainability were peripheral at best.

2025: A Fast, Flexible, and Fiercely Competitive Landscape

Today’s entrepreneurs are plugged into a world of digital possibility. Cloud-based tools, AI-driven insights, and instant global reach have transformed how businesses operate. From e-commerce to virtual teams, what once required offices and overheads now needs little more than a laptop and a vision.

Small businesses are no longer limited by geography or access to capital. With crowdfunding platforms, microloans, and mission-aligned investors, the financial playing field has opened up. Social responsibility and environmental consciousness are no longer optional—they’re embedded into business strategy and brand identity.

Skills have overtaken degrees, and agility has surpassed hierarchy. Talent is sourced globally. Teams collaborate across borders. The once “small” business is now globally networked and deeply rooted in local purpose.

From Surviving to Thriving

What was once a lonely journey is now supported by mentorship networks, peer communities, and access to powerful technology. At ORT Jet, the shift has been both visible and intentional—supporting businesses with tailored programs that meet the needs of modern entrepreneurs.

“We’ve moved from survival mode to leadership mode. Small businesses are no longer trying to keep up—they’re paving the way.”

says Itzkin

What’s Next for Small Business?

As we look to the next 20 years, the future of small business will be shaped by:

• AI integration across operations, customer service, and innovation.
• Sustainability as both value proposition and market expectation.
• Skills-first hiring, prioritising adaptability, creativity, and tech fluency.
• Data-driven decision-making, with hyper-personalised offerings.
• Balancing global reach with local relevance.
• Building resilience to navigate ongoing uncertainty and change.

A Legacy of Change, A Future of Possibility

Two decades of transformation have taught us that change isn’t just inevitable—it’s an opportunity. Today’s entrepreneurs are not just business owners; they’re job creators, community leaders, and innovators.

At ORT Jet, the commitment remains clear: to walk alongside business owners as they navigate this ever-evolving landscape—offering mentorship, tools, and networks that empower them to grow with purpose and lead with confidence.

“The future will belong to those who adapt with agility and lead with purpose. We’re here to ensure no entrepreneur walks that path alone.”

As Itzkin concludes,

Learn more about ORT SA and their entrepreneurial support programs at https://www.ortsa.org.za/.