Iain Miller's outdoor adventure company, Unique Ascent, offers unique guiding services and mountain training courses, taking advantage of his expertise as a professional sea stack climber. Laying the foundation with SEO was crucial, starting by creating an in-depth website with valuable content that attracts potential customers searching for "rock climbing Ireland". Building a brand and creating a need for Donegal as a destination helped attract publicity from reputable organizations like National Geographic and Outside magazine. To maintain competitiveness, Iain continues to raise the bar by exploring new locations, gaining experience, and developing additional skills such as filmography and social media promotion. His business has become highly successful, allowing him to live his dream of turning his hobby into a career.