I understand. It can be really comforting to do what is urgent and stay in the groove of knocking out tasks. In a given day of work, there’s always the tasks that have to get done to keep pipelines moving, make customers happy and ensure our teams are motivated and productive.
However, that nagging feeling, for those business owners and executives that need to move the needle, will be there. Being busy can keep you from giving attention and focus on what really can 10x your business. You feel busy. You are getting things done. The problem is that you may not be getting the right things done.
It’s out of reach because distractions and busy work give you that dopamine hit and attachment to the work that simply has to get done.
If months have gone by, then consider, like someone who realizes that a personal trainer helps them get fit, to get clear and get the important work done. Get above the noise of your business and see what matters and does not matter.
The reality is that most things do not matter and a very few things matter immensely to help you grow your business. And if you are working on the low-level, have-to-get-done items, at the expense of the most essential opportunities, you are not being effective. You are allowing urgent demands to numb you into feeling busy and productive at the cost of big growth.
You do have to be productive so you don’t bottleneck your commitments to your customers. That’s worth making an established, reliable habit in your work.
However, if that is all you do – get busy work done – then you will struggle to grow your business. You are only refining and making what already exists optimized and at some point, it’s a diminishing return.
Are you getting the right things done consistently?
When you are small, you can run and grow your business in your head. In the early days, it’s hard to think that you play many different roles because you do different jobs yourself. You can be the salesperson, accountant, marketer, product development manager, HR administrator and many other roles without calling these out as you move from task to task.
But, when your demand grows, you can’t do it all. You need more people to help grow the business and make your customers happy.
If you are under $1M, most of your effort should be on selling. If you are past $1M, you have to make the business work. Either way, your business is about knowledge. How things get done to create a customer and deliver your product or service consistently becomes harder when you scale up.
A knowledge base is a place that organizes the knowledge that’s in your head. It helps everyone on your team understand how to do their job clearly and interact with other people doing their respective jobs.
Furthermore, a knowledge base has the following benefits to growing a business:
1. Facilitates Onboarding and Training
It is a systematic way to help a new person get started and be productive in their hired job. It also provides professionalism, job satisfaction and clarity for new employees that could otherwise be disoriented, overwhelmed and frustrated in a new role.
2. Makes Information Sharing Efficient:
A place that is structured and searchable makes it easy for your team members to get what they need, when they need it. If you have to keep answering the same question many times, rather than allowing people to find answers for themselves, you are the bottleneck in your business. It’s not a great use of time. Document it once and let it be consumed many times.
3. Increases the Value of Your Business
If you want to sell your business, what will you sell? Having systems that are clear and a methodology for growing easily and rapidly is extreme value to a buyer who wants to know how to operate the business. If you don’t have a knowledge base, then the information required to execute consistently is in your head. You can’t step out. You are the business.
4. Forces Clarity
How you do things now may change later. Having a system that is continually living and updated helps everyone stay clear for their own job. And information that is documented and does not make sense in context of your business goals or handoffs to other jobs can be debated, clarified and updated. You can push on refining your methodology as new realities emerge during business growth.
5. Helps You Lead
A large complaint of employees is that they see dysfunction from management or ineptitude. You can lead with clarity and conviction when your team sees commitment to systems, process and order. Furthermore, you can open up ideas and ways of doing things through continuous improvement to a knowledge base that should welcome better ideas and ways of executing from the people doing the work. Your leadership can center around knowledge rather than charisma. It takes the pressure off you and focuses it on business systems, where it should be.
Growing Your Business
The more people you get involved the more complexity you have to manage in your business. Clarity becomes a bottleneck to growing your business because you have to take time to explain, manage and oversee how things get done.
Furthermore, the jobs that have to get done are continually changing. You want the best ideas and approaches available and clear for everyone in a system that is repeatable and continually improving.
“Everyone has a plan ’till they get punched in the mouth” – Mike Tyson
The great thing about business is that you can test ideas quickly to see if what you think or want to do is valuable. Small tests done quickly to get feedback from customers will go a long way towards pursuing or developing an idea further.
Yes, make a plan. Then try it out quickly to see if it resonates and creates interest and engagement.
Most things we see today are needed and businesses exist to give people what are known established needs. Things such as:
There is historical demand among the millions of people out there consuming such products and services.
If you are innovating on a new type of product or extending a concept, think about how to test your idea quickly by proposing and putting it in front of real customers. You can find out quickly via feedback how to further develop your idea or abandon it altogether.
Yes, you could have done that after you have seen it done. We get that benefit today watching how people put together solutions by benchmarking what others do first.
The Egg of Columbus story where Columbus challenges his mocking critics to make an egg stand on its end highlights the perception of others’ success.
If you discover something and share it or bring a solution that was not readily apparent, it becomes common, likely underappreciated, knowledge.
I think humility all around helps a great deal. We benefit from seeing something done and using it in our work and life. Watch a Youtube video, research a topic or simply ask a neighbor how they did something. The insights can save you pain and time.
At the same time, you are contributing when you figure out and share your knowledge. Others can take a look at your creativity or determination and integrate it towards their pursuits.
Learning and sharing can save a great deal of cost when we are trying to do hard things. We should simply appreciate those that make the egg stand.
“It is more productive to convert an opportunity into results than to solve a problem – Which only restores the equilibrium of yesterday.” ~ Peter Drucker
I am a sucker for solving problems. And I have to take heed to the wisdom in this quote. Which one makes more impact? A new opportunity or an old problem?
If my goal is to contribute, be useful and make an impact, then making space in my life for opportunities to present themselves and be acted upon is the priority. Busywork, noise, outdated commitments – these have to be pruned out decisively. Otherwise, like weeds, they clutter the landscape and opportunity for new growth.
Creating value for others comes down to solving the right problems. And the right problems tend to be coupled with timeliness.
Perhaps you have a lot of balls in the air as well. Simply cutting out what doesn’t make sense creates space for the new.
Maybe you’re measuring success by how busy you are rather than how much free time you have. The latter can be an indicator of your capacity for taking on new opportunities.
I have found that there are plenty of opportunities that cross one’s path. But working on old problems allows no space for those to be recognized, entertained and acted upon.
In case it doesn’t sink in, remember, you are one of 330M people in the United States. Go to the airport, a concert or any large gathering to get a small glimpse of how minute you are in a sea of people.
The strategy to try and work with everyone is a sure fire way of failure in the marketplace. There’s simply too much competition and it’s hard to understand your offering if you are generalized. It’s the quote,
‘I can’t give you a sure-fire formula for success, but I can give you a formula for failure: try to please everybody all the time.‘ ~ Herbert Bayard Swope
You have to be ok with not making everyone happy or trying to chase every deal. You have to be ok with people that don’t get you.
Ironically, such specificity is a form of abundance. You are thinking how to be the best for the people you want to serve by solving their specific problem you or your company are designed for.
You are not diluting yourself and trying to be all things to all people.
I am about strategy. Many people do not value strategy. But, people that need clarity, business growth or getting rid of pain in their business know what I offer. I try to stay in my lane and not overreach to areas I don’t have passion, expertise or bandwidth for. I have a network of friends I try to share generously with instead in those cases.
So, maybe it would be a powerful time if you could think about, “Things I don’t do.” It could give you conviction around the things you do well and want to specialize in.
Then be clear with your marketing, networking and outreach to make sure that is understood by those that can do business with you or know people that want to do business with you.
Who do you only want to work with and what do you only want to offer?
When we think about a problem, we like to solve it. Our brains are suckers for the open loop and we want to close it. If you are asking how to make something cheaper, you get solutions and thoughts on cost-cutting or quality cutting. And those that are super efficient at making things cheap have extreme scale to amortize such costs.
If you ask how to make something more expensive, you have to think about value. How do you make something worth more? How do you become worth more?
There are plenty of people that crave better. They can easily get cheap merchandise. But, they can’t always get that exquisite taste, feeling of quality or identity to name a few reasons why we pay more for the things we love.
What if you took the challenge to look at your prices? What would it take to make the value worth double? What would that look like? Can you add a thoughtful gift? What if you followed up with custom service at the right timing? The extra effort or concierge service could easily increase the value perception if you package your offering with some creativity.
Increase the value before anyone even asks. Sometimes it’s cost. Other times it’s care. Then, if you get traction that is repeatable, you can see if the value warrants an increase in price.
In a crowded marketplace with so many options for cheaper options, it would be hard to compete in categories that have people thinking about the low-cost option.
Become more expensive. It’s a fantastic way to differentiate and push yourself to be desired more. It’s not free. But it’s worth it.
Social can make you feel like something is happening. But, it’s hard to find a lot of testimonials of a complete stranger doing business through a social post.
We don’t have 5 different Facebooks with equal power. We have one that dominates. It’s still to be seen if it persists or if the world flips from privacy issues or attention fatigue to sink the ship.
Automation can be alluring and you can bring in so much technology that noone buys into using it in your company. Whether you move the needle of ROI can become overlooked by technology and the perceived power it holds.
Anyone can make their world more complex. And most people do. What if you could take a step back and remove what you have built up in your life. See what matters and doesn’t matter? The guys at Yes Theory deleted social media for 30 days and the outcome was life changing.
Maybe you find out that you can consolidate platforms. Perhaps you see a lot more time returned to you so you can put it to things like creativity and strategy.
We tend to like to add things to our lives rather than subtract. As technology consolidates and some platforms die or limp along painfully, I think of it as natural evolution on a hyperspeed pace. Our collective groupthink helps to filter and see what matters and doesn’t matter – what adds value and what does not.
In our own work and lives, we should speed up our decision-making so we can enjoy the outcomes of what is better at the end of the long cycle of technology darwinism that eventually weighs itself into our lives. Whether we are strategic or intentional can make the difference on reaching our goals faster.
It’s critical to take whatever idea you have and see if it stands up to the rigor and texture of people – customers, partners, critics, etc – in the real world. That’s honest design.
Credibility comes from proof that what you conceived can actually work repeatedly in the world.
I like to move to action and engagement quickly. And here’s what I find works:
Always be engaging the world and gathering ideas
Write those ideas down. I keep a list.
Think fast and hard about a next step – reaching out to a friend, posting a thought, starting a project
Watch the reaction. And if there’s positive results, build momentum with another action. If not, kill your darlings.
Clarity comes through engagement. It’s partly why I don’t think professional writers who are in these magazine content farms are necessarily helpful if they haven’t actually done things like build businesses, drive revenue or worked with teams. They are researching and writing.
Where’s the rejection? How do they know where the land mines are and tune for the chaos?
Look for the credibility with people that move to action and push until results happen. Otherwise, you can have a lot of misinformation from feel good content when what you really need are results.
We remember the game as kids. The hot potato moved around the group and your job was to touch it and pass it. You were part of the game of movement. You lose if you hold on too long.
When you are dealing with information, you are holding the hot potato. The next person needs you to pass it. Your team member, boss, customer, vendor, or consultant needs the information you have.
If you hold on, you affect getting paid, creating opportunities or making customers happy. You become the bottleneck. And bottlenecks jam up the flow of deals and projects that keep moving despite your productivity or lack thereof.
Whether we like it or not, the game of hot potato never stops. We can just get better so the flow keeps going. It’s harder when you have to add more creativity to the flow of the game. It takes time, deliberation and accuracy if you have to come up with a creative solution to a problem.
If you are simply clerical, it can become boring. Getting paperwork processed, bills paid or HR forms filled can be tedious. That’s the temptation of letting robots do what we get bored of so human beings don’t hold the hot potato on critical path work.
Think about where you are in the game and how you handle information flow. The great news is that you can get better. You can become more effective by anticipating the work coming your way this day, this week or this year. You can be ready to execute.
Then when you get the pass, you can get the work to the next person that needs it quickly.
That’s how you play and win. It’s how you contribute when you are in the knowledge game.