Many folks erroneously believe that being an exceptional “craftsman” (e.g. financial advisor, quilt maker, therapist, fund raiser, speaker, etc.) makes them qualified to operate a business that specializes in that work.

They spend most of their time performing “the work” of the business rather than leading, planning, organizing, systematizing and/or marketing their business!

Most of us know people like these: They must be at work everyday in order to conduct businesses. They do it all: pack boxes, write invoices, make sales calls, answer the phone, fix equipment, design their own web sites, write their own ad copy, troubleshoot problems, empty the trash, meet personally with every client, and so on.

They have no written procedures, documented processes or automated systems for doing anything. Rather, their valuable knowledge, innovative ideas and sound methodologies remain only in their heads.

You also won’t find them outsourcing work, forming beneficial strategic alliances, delegating tasks to employees or seeking wise counsel from other professionals. Why? Because many entrepreneurs believe they already know what they need to know – AND they don’t want to know what they don’t know! They are “unconsciously incompetent” and if they remain that way, their business will most certainly fail.

“If they don’t fail outright, most businesses fail to fully achieve their potential. That’s because the person who owns the business doesn’t truly know how to build a company that works without him or her… which is the key.”
Michael Gerber

So what happens? They try to go it alone. They get sick. They get sick and tired. They spend half a day at the Department of Motor Vehicles. They get stretched too thin. They feel rushed and overwhelmed. They worry that they can’t do it all. They worry that others won’t do “it” right. They know that they should let go, but can’t. They worry about what it might cost them to let go. They fail to fix serious flaws. They ignore their customers. They have a short term, “put-out-the-latest –fire” mentality. They miss golden opportunities. They feel like they need to get away. They take a much-needed vacation. Their businesses come to a screeching halt…

And when they return they discover that the work has piled up and they’ve lost money, frustrated customers and missed golden opportunities. What can be done about this?

Tips for fixing…

• Realize that being a good at “something” does not mean you’ll succeed at running a business that does that work.

• Objectively assess your business skills and knowledge.

• Play to your strengths, passions and skills. Do what you do best and let others help you.  Build a team of people – employees, consultants, strategic partners, and the like – who are more skilled that you in key areas.

• Seek, and offer, support from others outside of work… family, friends and colleagues. Take advantage of the vast resources available on the internet.

• Automate!  With all of the affordable technology available today – software, phone systems, web-based programs, etc. – there’s no excuse for going it alone.  It’s never been easier to communicate with prospects, troubleshoot problems, and stay in contact with customers and the like, even when you’re not there.

The preceding post was adapted from Mastering Online Marketing by Mitch Meyerson and Mary Eule Scarborough.  Get your copy here:  Mastering Online Marketing

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