Too busy or just not committed?

OPINION: I was listening to a podcast earlier this week which was titled "'Busy' is a codeword for 'Not committed'". The sentiment hit me like a ton of bricks. Maybe it resonates with you too.

As small business entrepreneurs, being "busy" is like "breathing". We're always busy. There are always too many things on your 'to do' list. There are never-ending streams of strategies and actions that could keep you "busy" from here until kingdom come.

JUST AN EXCUSE

The danger arises when you keep using being "busy" as an excuse not to implement certain initiatives or projects that will move your business forward. Typically, this involves tackling something new or learning a skill that will take you out of your comfort zone.

Here are some excuses that I hear all the time:

"Yeah, I've been meaning to set up a Google AdWords account but I've just been too busy."
"I know I should call those prospects but I've been too busy."
"I know I need to fix my website, but it's been crazy busy over here."

You get the idea.

But what have you been busy doing? Chances are that you've been busy working "in" your business and not "on" your business. When this happens, you're simply doing a job. You're not building your business.

It's an easy trap to fall into. When you embark on a new marketing campaign, that might mean you have to survey your customers to find out what they will respond to. When you want to boost your sales, that may mean cold-calling a bunch of prospects - an activity that you may hate with a passion.

STAYING IN YOUR COMFORT ZONE

So instead you stick with what you know. And that's often the day-today operational stuff that keeps your business ticking over. Reconciling the cash, sending out accounts, stocktaking, tidying the files. You stay in your comfort zone and keep "busy", convincing yourself that these tasks are vital to keep your business running smoothly.

And you're right. These activities ARE vital to keep your business running smoothly. But, chances are, they don't have to be done by you. If you are busying yourself with operational activities that can be outsourced to a staff member or someone else then you are not making enough time to spend on strategy. Specifically, on the things that you are putting off because you've stuck them in the 'too hard' basket.

What if there is only one of you? What if you are a solo-preneur who can't afford to outsource yet? You can still carve out a small chunk of your day - even just half an hour - to get a start on those important activities.

You know in your gut that these activities are important - whether it's marketing, setting up systems or following up leads. And you know that if you do it properly, it's going to push your business forward. But I know that there is also a small part of you that is thinking: "But what if I put in all that effort - and nothing comes of it?"

FEAR OF FAILURE

In other words, you're scared you're going to fail. You're worried that your marketing campaign won't actually get you any new customers. Or that none of your leads actually turn into prospects.

I'm afraid there is no magic pill or any kind of Jedi mind trick that can help you get over that fear of failure. We all have it. Chances are, we'll always have it. Instead, it might be useful to think about it in a different way.

So you might fail. You might put in all that effort - and it won't work out. So what? Quite simply, you're never going to know unless you try. As hockey legend Wayne Gretsky once famously said: "You miss 100 per cent of the shots you never take."

Just think of it as an experiment. Or a numbers games. Some things work, some don't. But if you keep on being "too busy" to even try, if you continue putting important activities in the shelf until you "get more time" or "wait till the kids are at school", then you may never move your business forward.

When you're faced with the choice of tackling something that's outside your comfort zone - but that you know in your gut will help your business - remind yourself: " 'Busy' is just a codeword for 'Not committed'." Don't be like everyone else. Be committed. Make the time. It will transform your business.

- © Fairfax NZ News