There is always good news and bad news in all things, and that includes business, sales, and marketing. In business, the good news is everything works. The bad news is everything works. That said, you must choose that which will work for you.
Many advisors and entrepreneurs spend time digging a lot of shallow pits in an attempt to find water and build a well. When the don’t strike water, rather than digging deeper, they move to a new spot to dig yet another shallow pit. The water will only be found in the deep well, and the challenge of a deep well is that, well, it’s a deep well. It takes effort to dig.
This analogy can be made in many ways, and the lesson is always the same: the person gives up rather than exerting a little more effort for a few more shovels to strike water, gold, success. Similarly, there’s a big difference between a tourist, believing you know the place to which you travel, and a resident with much deeper knowledge of the locale. Again, there’s a big difference between the shallow pit and the deep well.
So what is the well you want to dig? It can be around A people, places, and activities. It can focus on ideal clients. Outside of the business, it can be about family, fitness, or faith. Regardless of your focus, are you the one digging a shallow pit and moving on too quickly or are you continuing to dig?
A word of caution: Before you begin digging, you must find the spot that is most in alignment with self. Once you do, you will find that exerting the effort to dig comes much easier. Dig where you’re supposed to dig. When you do, the deeper the well goes, the deeper the well can go, and way leads onto way. You don’t feel like you’re digging when you are in alignment.
Structure works hand in hand with digging in the right spot. When you create the right structure and surrender to it, you’ll find that the structure drives the business with far less effort on your part, and you’ll go faster, farther and with less fuel. Be aware of your structure—client meetings, staff meetings, posting articles or recording podcasts, going to the gym, etc. Structure will always serve you. Conversely, chaos and randomness create danger.
You may not think you have chaos or allow randomness; however, those things evolve whenever there’s an exception. For example, if you miss a workout, you may not think it’s a big deal, but when you miss one, it becomes a lot easier to miss two, and then three, and voilà… chaos. Avoid the exceptions! Once you open the door to an exception, I assure you, chaos is marching right in behind it. Chaos might die at the doorstep, but it can also start smashing into everything. The result of that is time and effort spent cleaning up the mess. It gets worse, and there’s inherent danger in this situation: What you give attention to, you get more of. You’ll be stuck giving attention to cleaning up messes, and you’ll ultimately be getting messes heaped on messes. Yes, you have to clean up a mess, but that mess will also quickly pull you in unintended directions, taking your valuable time and resources.
There will always be order and chaos. Choose wisely… and dig deep.
Be wonder,
Coach Ken, Founder
