Image: Esteban Lopez
Every business owner has weaknesses.
Including you and me.
But that’s okay.
After all, even Superman has kryptonite to contend with. He knows that this mysterious substance weakens or eliminates his super powers. So, he does everything he can to avoid the problems kryptonite causes, and comes out winning.
Business owners differ in 1 important way
Business owners are also aware of their weaker areas. But unlike Superman, they’re often unaware of the serious damage caused.
- The business owner who starts too many sales presentations with an apology for being just a little late, may think it doesn’t matter. They’re unaware that every prospective client who values punctuality will feel very differently about it. The business owner will wonder why their presentation failed, and write the prospect off as a time waster. So the problem persists.
- The business owner who avoids making big decisions until the last moment, may think it doesn’t matter. They’re unaware that leaving things until the last minute means they have fewer options open to them. They lose valuable time, end up making worse decisions, and blame the outcome on bad luck. So the problem persists.
- The business owner who thinks it’s okay to develop their business as if it was a Do It Yourself hobby, may think it doesn’t matter. They’re unaware that their DIY approach to planning, systems, marketing, legals and financials etc., is making it impossible for them to succeed. The business owner thinks they’re being smart and saving money, when they’re doing the opposite and missing out on a fortune. So the problem persists.
- The business owner who does pretty-much what they’re paid for and very little extra, may think it doesn’t matter. They’re unaware that the extra is what makes all the difference. It keeps customers returning and motivates them to recommend you. The business owner who ignores the extra, assumes that their customers just aren’t the kind of people who give referrals. So the problem persists.
And these persistent problems lose them money… persistently.
I recall Jim Rohn telling us that the reason business failure is so common, is that it’s incredibly subtle. The vast majority of businesses tend not to fail overnight, the result of a single, cataclysmic event. It’s the repeated, smaller errors in judgment, which rob them of the success they want.
That’s why it’s critically important to pay attention to what you do and how you do it. Especially in the weaker areas of your business.