Through working and connecting with thousands of small business owners aiming to reach the next stage of business growth, experience tells us there is a common theme of what they say they are ultimately hoping for that may be – ironically –  holding them back from the very thing they say they want. So often, the typical small business owner places their definition of success in a particular event or moment in time that once experienced, will give them everything they’ve been looking for.

They believe that once X has been achieved, then Y and Z will be like taking candy from a baby:

“Once I complete this event, then everything will fall into place.” “If I can just get this book published,

“If I can just get this book published, then everything else will start to take care of itself.”

“The minute the business earns $250K a year, then I’ll know I’ll have succeeded.”

What they are ultimately looking for here is for ‘things to get easier’ and for the problems they are currently experiencing to be a thing of the distant past. But as anyone in business long enough will tell you: Business never gets easier, you just get better – and whenever a given problem is solved, it is only ever replaced with a larger, higher quality problem.

But what so many business owners don’t realise is that business growth is attracted to the process and not the event in time. That is to say, if ‘business growth’ were a person itself, they would want to hang out with people that can see the whole picture into the long-term as opposed to seeing business as a series of ‘big moments’ that may be set a couple of weeks, months or years apart.

Business growth, that desirable fellow, is all about the journey and not the destination.

And by focusing on the destination instead of the process, the average business owner fools themselves into buying into a number of fallacies along the business growth path:

  1. That business will come to them effortlessly upon reaching a particular point.
  2. That once they have reached a particular point, they somehow now righteously deserve the results more than someone else.
  3. That business success is built in the memorable moments, as opposed to the long-term, systemised process of sustainable success.
  4. That once they reach a particular point, they can take their foot off the gas and relax a little.

These fallacies are a problem to be solved not necessarily because they are the ‘wrong thing to think’, in fact, many people naturally think in this way throughout the majority of their life – but it’s also why the majority of people don’t run successful businesses. These fallacies are therefore really a problem to be solved because they are responsible for the flash-in-the-pan business failure rate of so many small businesses in the modern world.

The business owners thinking that success is achieved in the ‘big moments’ are highly likely to throw in the towel when those moments don’t come along often enough, or when one of those moments-to-be don’t live up to expectation. If only they had realised that the success is found in the day-to-day processes of business – they could have had everything they were looking for in the moment of the journey.

So where does your approach to business sit on this scale? Are you looking for the moments to be hit to tell you everything is going to be OK? Or are you appreciating and admiring the (slightly more boring) process of day-to-day business success?

The longevity of your business may depend on it.

Darcy J Smyth is the lead trainer and creator of the Tonal Persuasion Method for Sales – a methodology designed to ensure you are closing higher amounts of sales without the need for the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape.

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