Starting and running a business is hard work and high pressure. There are lots of things to love about it but let's face it, if it was easy, everyone would do it. We all tend to be so focused on fighting fires and executing strategy that when something really good happens it puts a smile on our face but the next day we're back in battle.
I don't know what it is about workaholic US work culture but every company I've worked for large or small has never celebrated its victories. Even really big monumental wins amounted to little more than an excited 5 minutes in meetings of ideal happy chatter.
This is a huge mistake. We need to celebrate our wins, officially and collectively with our colleagues, our families and our employees. This is important for everyone, particularly if the victory is part of a shared goal. If there is that big sale, special award or that stretch sales goal exceeded then create a tradition and celebrate. It could be a round drinks at a local watering hole, lunch brought in for all or a rousing speech followed with everyone taking off an hour early for the day. If you work alone then celebrate with friends and family. Go out to dinner, splurge on a gift or create a "hall of fame" board and post an item to represent the memorable moment.
You don't want to celebrate the mundate, the every day and the common but you do need to celebrate. It's important to you and those you work with. Start building morale and celebrate.