The chapter we didn't know we were writing

Looking back after 15 years, we realised the moments that shaped FWRD weren't the ones we thought would matter most.

Time has a funny way of changing how you remember the beginning.

There are moments in life that feel ordinary while you're living them.

You don't stop to think, "This will become part of my story." You don't realise you're standing at the beginning of something that will still matter years later. You're simply trying to solve the problem in front of you, make the next decision, and see where it leads.

It's only with time that those ordinary moments begin to look different.

This August, FWRD celebrates 15 years.

Like most anniversaries, it's a chance to look back. But looking back has a way of changing what you remember. The milestones become less important than the moments in between. The things that once felt small somehow become the memories that stay with you the longest.

Sometimes, the smallest moments become the biggest chapters

Long before FWRD had a name, Frances Blackie had no plans of building a CRM consultancy.

She had moved from the UK to Australia as a backpacker, hoping to work in property styling. One opportunity led her to a small business in Perth, where she volunteered her time simply to gain experience.

It wasn't a business plan, it wasn't the beginning of a company. It was just the next step.

While working there, she noticed something familiar. The business relied heavily on spreadsheets and manual processes, and she couldn't help but wonder if there was a better way to do things. That curiosity led her to discover Zoho, begin learning a completely new platform, and help the business work differently.

Looking back now, it's easy to call that the beginning of FWRD, and the chapter we didn't know we were writing.

At the time, it was simply someone trying to solve a problem.

Another memory has stayed just as clearly.

Not long after, Frances was invited to visit Zoho's headquarters in India as one of its early partners. She met people from around the world who, like her, were learning, experimenting, and trying to understand what this new technology could become.

Photo courtesy: Zoho Partners

Today, that trip feels significant.

Back then, it simply felt exciting, and that's the funny thing about time.

It doesn't always preserve the moments you expect. It quietly holds onto the conversations, the people who gave you a chance, the opportunities you almost took for granted, and the decisions that didn't seem particularly important until years later.

Looking back after fifteen years, we don't only remember projects or milestones, but we remember curiosity.

We remember saying yes before having every answer.

We remember the people who trusted us long before there was much of a story to tell.

And perhaps that's what building a business really is.

Not a collection of achievements, but a collection of moments that only become meaningful when enough time has passed to see how they fit together.

The chapter isn't finished

Fifteen years feels both longer and shorter than we imagined.

Long enough for the beginning to feel like another lifetime.

Short enough that some memories still feel like they happened yesterday.

As we celebrate this milestone, we're grateful for the chapter we've lived—not because everything went according to plan, but because it didn't.

Some of the most important parts of FWRD were never planned at all.

They simply happened, one ordinary day at a time.

And somewhere along the way, those ordinary days became the story we're fortunate enough to look back on today.

The next chapter hasn't been written yet.

And perhaps that's what makes it worth looking forward to.