The phrase “back to square one” means “to go back to the beginning, after a dead-end or failure”. So “square one” represents the beginning or foundation on which all other things are built. We want to help others identify and solidify the foundational principles on which a successful WordPress business is built. Our goal is to showcase the stories of people in the WordPress community who own or are affiliated with a successful business so that we can help others in the WordPress community become successful.