Midwest Foods & Liquor director Damien Mahon is convinced that in business, "you never stop looking at what you're doing, trying to find the new way forward".
"Just because it worked for the past five years, doesn't mean it will take us into the next five years, so we're forever reviewing what we do and where we should be heading," he said.
It's an approach that's brought success for the business, which has been in operation for more than 30 years.
The Dubbo wholesaler and distributor of food service products moved to purpose-built premises in 2016.
Then in 2017 it added to its product portfolio with the acquisition of liquor wholesaler GH Cole & Son.
Midwest Foods' win at last year's Dubbo Chamber of Commerce Rhino Awards sees it in the running for a Western NSW Regional Business Award in the excellence in business category on Friday.
Mr Mahon said any of the awards they had won over the years was all about "recognition for our team, number one".
He identified drought as a challenge throughout the business sector.
"Right now it's probably just the economic conditions, it's just flat..." he said.
"Because we service such a wide part of western NSW and northern NSW, those communities are suffering and hence we're suffering along with them. Dubbo itself is relatively stable or quite strong actually."
He remained confident for the future.
"All the recent investments either under way or coming in the pipeline should fare well for the region," he said.
"There's lots of good stuff happening, not only in Dubbo but the new hospital in Mudgee and the rail line coming through.
"So just the region in general has something to look forward to.
"If we can just get the rural side of it back on track, because that's the bread and butter money in the area..."
He advised aspiring business people to follow their passion and to network.
The number one thing is most business people are happy to help other business people because they like to see people succeed.Midwest Foods director Damien Mahon
"The number one thing is most business people are happy to help other business people because they like to see people succeed," he said.
"If you're in a non-competitive industry, most people [say] 'how can I help you, what do you need, I can give you advice, I can show you how to do something'.
"So starting out, that's just vital that you listen to people.
"Still do your own thing, but listen to experiences, sometimes they can save you making mistakes or reinventing the wheel."
Would you like more Dubbo and regional news?
You can now receive updates straight to your inbox from the Daily Liberal. To make sure you're up to date with all the news, sign up to our free or subscriber only newsletters below: