The Fundamentals

1. Know your world

Your world.  Understand all the elements of your business before you make decisions:-

  • Why do you run your business?
  • What do you sell?
  • Who do you sell to? What’s important to them?
  • What does success mean to you?
  • How do decisions get made? What makes things happen?

Take time to engage with people inside and outside your target market and areas of expertise and interest. What are they doing well? Where (and why) are they failing? What do they need, what do they believe they need?

2. Capture interest

Develop systems to engage and interest people: new leads are the nutrition which feeds your business.

3. Earn money

Get rewarded for the valuable work you do. Understand what is worthwhile (work -v- non-work) and focus on it. What are you earning? Is it worth the effort – and if not, what are you going to change? Where are you missing out?

4. Be disciplined and accept advice

Other people can’t help you if you won’t help yourself. Be honest with yourself – where are you leaking … hemorrhaging … time, energy and money? What mistakes do you consistently make? It’s fine to make mistakes – in fact, you must – but repeating them is problematic. Discourage inappropriate and wasteful activity, be honest with yourself.

Ask for, and accept, feedback. Find people who know more than you who can provide constructive, honest advice. Don’t be intimidated, don’t react against or resist advice just because it doesn’t make for comfortable listening. Commit to act upon the advice you receive – but equally do not follow blindly. Don’t become a magpie who flits after the latest shiny thing.

5. Create a sustainable, growable business

Embrace markets, but don’t strip them. Create perpetual systems to deliver contacts and income to your business. Don’t do everything yourself. Practically: consider your impact upon the world, your community and your family. Train staff to train themselves. Never stop learning. Turn yourself into a renewable resource.

6. Don’t be wasteful

Customers who are not the right fit for your business (and there should be many of these if you’re doing it right) can be passed to others – informally or formally, reciprocally or not, for a fee or for free. Share suppliers and contacts. Consider how to make money from opportunities which at first view appear irrelevant. Don’t be lazy and inefficient just because times are good – that’s the best time to get things right. Use sales queries to write blog posts, use the blog post to send emails, use the emails to write tweets. Reuse.

7. Understand patterns

Step back: look at your industry, your community (business and personal), your customers, suppliers, staff, processes – and yourself. Observe the positive and negative patterns you seen. Good habits and bad. These are the backbone of everything that happens – sketch out the basics and fill in details as you go. The closer you get to something, the harder it is to view it objectively. Look at the whole tree, not just a single twig.

8. Bring people together

The whole can be greater than the sum of its parts. Bring people together – customers, suppliers, contacts, friends, neighbours, staff, job applicants, competitors. Put the right things in place and allow relationships to develop. People will support one another and all will be stronger for it.

9. Pace yourself

Small, slow systems are easier to build and maintain. Mistakes are less critical and can be corrected more easily. You avoid the highs (the anticipation of a get-rich-quick scheme) and lows (its inevitable failure). Intelligently use resources to produce a sustainable business which is less at risk to the whims of the market, fashion or legislation. Fast, big growth is exciting but can make it harder to adapt to change. The tastiest strawberry is the one which grows slowly with the season, not the one forced under artificial light and heat. Patience is a virtue. Act deliberately.

10. Be diverse

Reduce your vulnerability – take advantage of the ever-changing nature of the world to adapt to a variety of opportunities and markets. What could go wrong? Downturns, changes in society, technology, legislation, fashion, competition… you won’t predict every change, and nor should you expect to, so create systems and business structures which render you (at least partly) immune to the unexpected.

11. Love the edges

The well-trodden path isn’t always the right one to take. Interesting things happen at the edge of markets (niches) and might be the most productive and valuable. Don’t follow the crowd, look to the edges and see what’s really going on. New ideas will appear here. In nature, the ecotone is a transition area – the edge of a wood, a lake, a forest or the sea. Interesting stuff abounds.

12. Embrace change

Don’t put your head in the sand. Watch for changes in behaviour and activity on small or large scales and decide how best to respond (not responding is an option, as long as it’s a deliberate decision). Don’t fight against the tide, instead accept that we live in a constantly changing, evolving society. Intervene, adopt (and adapt) and embrace.


There’s a lot more to be said about each of the above, which I’m writing at the moment (Feb 2018).

In the meantime, let’s talk about how you can take action.