Last week, Elevator CEO Rachel Ross was invited to deliver a keynote address at the Scottish Land & Estates Annual Conference 2026, joining business leaders, land managers and decision-makers from across Scotland to discuss this year’s theme: Economic Growth – Empowering Rural Scotland.

It is a conversation that feels increasingly important.
Across Scotland, rural communities face a complex mix of opportunities and challenges. Housing, population retention, workforce availability, sustainability, infrastructure and economic development are all interconnected. While these issues are often discussed individually, they ultimately lead back to the same question: how do we create the conditions for long-term growth and prosperity?

Drawing on her own experiences in business and leadership, alongside Elevator’s work supporting more than 1,000 businesses across Scotland each year, Rachel’s keynote focused on a simple but powerful idea: the future of rural Scotland will be shaped not only by policy, investment or strategy, but by entrepreneurial leadership.

Many of Rural Scotland’s Entrepreneurs Don’t See Themselves That Way
One of the first questions Rachel posed to delegates was deceptively simple:

“How many of you here today would describe yourselves as entrepreneurs?”

For many in the room, the answer was probably no.

Yet as Rachel pointed out, those responsible for managing land, running businesses, employing people and adapting to constant change are already demonstrating entrepreneurial leadership every day.

At Elevator, we see this regularly through our work with businesses and leaders across Scotland. Entrepreneurship is not defined by sector, geography or job title. It is reflected in the willingness to solve problems, identify opportunities, take calculated risks and adapt when circumstances change.

These qualities have long been present across rural Scotland. As economic and technological change accelerates, they will become even more important.

The Next Phase of Rural Growth Will Look Different
Over the last two decades, Scotland’s rural economy has evolved significantly. Tourism, agritourism and diversification have created new opportunities for businesses and communities across the country. Improved digital connectivity has opened doors that would have seemed unimaginable a generation ago.

But as Rachel highlighted in her keynote, the next phase of growth is likely to be more complex.

Questions around energy generation, natural capital, food production, sustainability and community resilience are becoming increasingly important. Business owners, estates and organisations are being asked to consider not only what is commercially viable today, but what will create lasting value for future generations.

This requires a different kind of leadership.

It requires people to look at existing assets, resources and opportunities with fresh eyes. To think differently about land, buildings, networks and partnerships. To be open to collaboration and willing to explore new ideas.

As Rachel explained during her address:
“Entrepreneurship, in this context, isn’t just about starting new businesses. It’s about being willing to look at what you already have – your land, your buildings, your networks – and think differently about how they could be used.”

Confidence Often Matters More Than Capability
Another theme that resonated strongly throughout Rachel’s keynote was confidence.

For many business owners and leaders, the challenge is not recognising an opportunity. The challenge is believing they have the skills, knowledge or resources required to pursue it.

As Rachel told delegates:
“Very few people start with perfect knowledge.”
Whether adopting new technology, launching a new venture or diversifying an existing business, uncertainty is part of the process.

This is why leadership development, peer networks and business support programmes continue to play such an important role. They help people step outside the day-to-day pressures of running an organisation, build confidence, challenge assumptions and make better-informed decisions about the future.

It is also why programmes such as the Scottish Rural Leadership Programme continue to make a meaningful impact, helping participants develop the mindset, networks and confidence needed to approach future opportunities differently.

Innovation Is No Longer Someone Else’s Responsibility
Technology was another recurring theme throughout the conference.

From artificial intelligence and automation to data, drones and digital systems, the tools available to businesses today are becoming increasingly accessible, affordable and practical. What was once the preserve of large organisations is rapidly becoming part of everyday business life.

For rural Scotland, this presents significant opportunities.

Innovation is no longer something that happens elsewhere. It is increasingly relevant to businesses of every size and sector, whether improving productivity, enhancing customer experiences or helping organisations make better decisions.

As Rachel challenged delegates:

“You don’t need to be a technical expert to benefit from these changes, but you do need to be open to engaging with them.”

The organisations that thrive in the years ahead are likely to be those willing to learn, adapt and embrace new ways of working.

Shaping the Future Together
At Elevator, we see every day the impact that entrepreneurial thinking can have on individuals, businesses and communities.

Rural Scotland has never lacked ambition, resilience or opportunity. The challenge is ensuring people have the confidence, support, skills and networks to turn ideas into action.

Economic growth is not created through a single intervention. It is the cumulative result of thousands of decisions made by business owners, entrepreneurs, estates, communities and leaders across the country. Decisions to invest, collaborate, innovate and think differently about the future.

As Rachel concluded during her keynote:

“The future of rural Scotland will not happen by accident. It will be shaped by the decisions we make now.”

At Elevator, we couldn’t agree more. As Scotland continues to navigate a rapidly changing economic landscape, supporting entrepreneurial leadership, innovation and confidence will be critical to ensuring rural businesses and communities not only adapt, but thrive.