Poor guy — working just as hard as anyone else — but not getting ANYWHERE.
Here we are again at What Went Wrong? Wednesday…where we take a hard look at where our best marketing and sales efforts go wrong. This week, we’re tackling a VERY common problem that can best be described as the treadmill of business.
The treadmill of business occurs when someone is hustling their business, creating websites, networking like crazy, getting new head shots, going to conference after conference, is always seen on social media and — well — never moves from point A to point B.
If I’m permitted to be perfectly candid here, the lure of the treadmill of business has been a mystery to me for quite some time. I mean, do you not see that despite all of your efforts, nothing is changing for you? Do you not see that your challenge today is the same as it was four years ago? What part of “no measurable difference” from year to year are these folks missing?
A mystery to me — and to MOST of those on Planet WOW, thankfully — but a reality to FAR TOO many business owners. This morning, I think I uncovered a secret though… that just may change the trajectory of businesses that will never ever (ever) invest in working with me or any other coach. I can only pray it does.
Let’s start at the beginning. A business, by definition, is a venture designed to make a profit. The owner opened their doors to exchange goods or services for money. Granted, in the chaos and smoke-and-mirrors of business conferences, coaching offers, free webinars, etc. — we often forget this.
The activity and association of the treadmill of business lures us into a false sense of achievement. We think, “Well, something HAS to happen soon.”
This morning, I had another What Went Wrong? post to share, but tabled it when I saw something that was — frankly — an eye opener for me: I knew already that the lure of the treadmill of business was in the activity. And we often mistake activity for achievement and busy-ness for business.
But this morning, I hopped on facebook myself for one of the first times in a couple of weeks. And, in the same way that the image of a tapestry becomes clear as you step away from it, the problem behind — AND solution to — this treadmill of business trap emerged. First, a graphic caught my eye — as well as the person who shared it.
This is a person who has been traveling for 3 solid years speaking on business success. He’s been heralded by the media for his exploits. National media is apparently “above” clicking on his site to see that there is — um — no business. Just an idea. Just a plan. Nothing to sell. Nothing to buy. Now, this person is, honestly, diligently seeking a real business. They’ve reached out to me and to one of my clients for help. But, there is — literally– no business. Heralded as a business success by national media and big name conferences for three years. Not one dollar of business generated.
Lots of busy-ness. No business. = The treadmill.
Then, I looked at all of the “likes” on this graphic. One by one, I realized that some of their names were familiar to me. They’ve either reached out for free advice on facebook, showed up for my twice-yearly giving back consulting hours (also free), or asked to be a client until fees were revealed. Only today did it hit me — as I leisurely perused their pages — that each of these people are in tight association with one another. OMG.
It’s the power of association keeping them on this treadmill.
They work hard to sell other people’s events and products. (never their own.)
They barter with each other… the business coach who can’t find clients helps the branding guru who can’t afford a business coach. The social media expert who hasn’t yet been able to make their business profitable is teaching the life coach how to use social media profitably.
They are each other’s best testimonials.
You get the idea. Hopefully, you also get the irony.
They are a TIGHT KNIT community of treadmill-ers, and they are NOT alone. While their business name and offerings have changed many times, their view has not.
For YEARS, they’ve suffered from the agony of knowing what their potential is in business and never realizing it. Over and over again, they’ve gotten on the treadmill — hustling today harder than yesterday. Not only are they lured by the false sense of achievement, but they look around and are bolstered by a strong association of their bartering, treadmill-ing peers.
They hold each other accountable, cheer each other on, but never acknowledge how long they’ve been on the treadmill. It takes time, they say… Excitedly, they chat about the future, the big breaks, the big deals, the big paychecks. Always in the future, though…
They EACH know something more and different is required. These are smart people. But, to do things radically different will require them to walk away and leave the camaraderie of their treadmill peers behind. To get off the treadmill will require them to let go of predictable activity and such a supportive association of peers.
This is scary stuff for many business owners. Terrifying, evidently. Maybe they’ll be the ones to be able to turn their business treadmill into a traveling treadmill. Maybe they’ll be the exception of the group. Maybe… just maybe, the next time they are offered radical praise and congratulations from their treadmill peers, it will be because of something that just came to fruition, not something that “is to come — someday.”
The treadmill of business is not a place to envy. Nor should we admire or champion the “persistence” of those in its daunting talons. The only way to gain new ground in your business is to get off the treadmill.
Here’s how:
- The first step is recognizing that you’re on the treadmill. So, Look around at your business peers. Are they perpetually on the brink but hardly ever running to the bank? Did this post make you furious? Did you find yourself defending your own lack of achievement…. because your business is “different?” Well, you’re on the treadmill.
- Next, find ONE business owner who you KNOW is succeeding at business. Do not look on social media. Look around your own town. Who has maintained a commercial space for a couple years? Who has been a business staple in your area for more than 10 years? Who has real, live employees? Maybe ask your accountant or business banker who they work with that they’d consider one of the most successful businesses in your area. These aren’t guarantees of the business’ profitability, of course, but it’s a good place to start.
- Then, deliberately create a relationship with them. Ask to interview them for your blog. Find out what associations they attend and start attending. Perhaps send an email and ask them if they’d be willing to answer ONE business question from you? Watch what they do, where their company “shows up.” Study them.
- Finally, start modeling THEIR behavior. Yes, this will require less time in the treadmill room. But your bottom line will thank you for it.
