Mia’s most recent column features EfstonScience - Toronto-based science and astronomy shop that recently expanded to open a renewable energy division – right in the middle of the economic downturn.

Mia writes: “The idea was a great one. The new division’s phone is ringing off the hook – EfstonScience has quickly become known as an expert in green energy. But as we all know, good business decisions are nothing without a strong communications strategy to drive you forward. The store has diversified its product offering, but the team is also significantly expanding its public-relations strategy to communicate that fact. The shop didn’t immediately dive into a snappy advertising campaign – just as it had evaluated the market before expansion, it also examined the audience it was expanding to.”

This year EfstonScience is celebrating 40 years of its very successful business, and despite their record of success, they continue to strive to keep fresh.

Mia writes, “I meet a lot of companies in my travels, and I’m always so inspired by those that haven’t stagnated or become comfortable with meeting the standard. You don’t have to be in business for 40 years to take a lesson from the EfstonScience team, which is: be hungry. Break down your own boundaries, and never stop striving to be the best there is.”

Check out Mia’s column every Thursday in the Globe and Mail’s Report on Business.