Most consultants have what I call ‘Build Syndrome.’
They keep busy building things for their business that deliver them little to no results.
They stay home and create a new business card, brochure, website, or a fancy consultants marketing plan.
It might take them days, weeks or months to get these materials done.
The problem is they don’t do anything with them.
People, this is a big problem! Build Syndrome is dangerous…
Here’s how it usually occurs and why it’s so nasty:
- You spend a great deal of time creating materials you’ll rarely implement.
- If you do implement them, you’ll do a half-ass job of it.
- You’ll do a half-ass job of implementing because implementing is 10x harder than building.
- You trick yourself into thinking that you’re busy doing important work – while really you’re busy doing work that won’t help grow your business (because you won’t implement).
- You repeat the cycle all over again.
How consultants can avoid these mistakes
Evaluate what really matters – Here’s where Paretto’s Principle comes in. Also known as the 80/20 rule, this wise Italian suggested that 80% of our results come from 20% of our actions. With that in mind, take a long hard look at what 20% of your actions are delivering the majority of your results. Cut out the excess 80% of work you’re doing that’s giving you little to no return and put your focus where it matters most.
Get out of the building – Commit to taking action. If you’re going to write a report and plan to send it to 100 local businesses – do it! Success doesn’t come to those that don’t follow through.
Don’t fool yourself – Toss the idea out that keeping busy means you’re on the right track. Before you start on an internal project think hard about whether it’s really going to help you build your business. If it doesn’t directly help you get closer to your goals, put it on the back burner and leave room for more meaningful work.
Leave your comfort zone – the number one reason for Build Syndrome is comfort. It’s easy to stay at home or in the office and work away at building something. We don’t have to deal with customers and the outside world. There’s no rejection. It’s easy. Yet it’s not reality. The more you get out of your comfort zone the more success you’ll see.
Have you encountered Build Syndrome? If so, what tips can you share to deal with it?