Like many businesses at the start of the COVID-19 pandemic, things got quiet very quickly. To stay busy and build the business long-term, we decided it was a good time to launch a new website. We estimated that 30-50 hours of work would be required to complete the task.
Little did we know that before we were six hours into our new website, clients with the same idea would emerge from the woodwork.
We returned to the project almost five years later, completed our website, and focused on being able to build the business!
There is a lesson in it for us and all business owners.
Running a business is no small feat. It demands energy, focus, and a deep commitment to serving your clients excellently. But there’s a quiet trap many entrepreneurs, freelancers, and small business owners fall into: getting so busy taking care of clients that they neglect to take care of the business itself.
The result? Burnout, stagnation, missed growth opportunities, and, in some cases, the slow unraveling of what was once a thriving operation.
If this sounds familiar, you’re not alone—and there’s a way to shift the balance.
Working In the Business vs. Working On the Business
Let’s start by drawing a clear line between two very different (but equally important) kinds of work:
- Working in the business: Client work, service delivery, responding to emails, putting out fires, and handling daily operations. It’s essential, but it’s often reactive.
- Working on the business: This includes strategic planning, marketing, systems development, branding, team building, financial forecasting, and long-term visioning. It’s proactive and focused on sustainability and growth.
Many business owners start off wearing all the hats, which means most of their time is naturally spent in the business. But if that becomes the default mode forever, your business will always be stuck in survival mode—never thriving.
Why It’s Dangerous NOT to Build the Business
1. Burnout Becomes Inevitable
When your calendar is wall-to-wall with client work, there’s no breathing room to rest, reflect, or reset. You’re constantly producing, responding, and delivering. Over time, that grind wears you down.
2. Your Business Stops Growing
Without time set aside for marketing, sales, and product development, your pipeline can dry up fast. You might be busy now, but without a plan, the future is uncertain.
3. You Lose Sight of the Vision
Every business starts with a mission or dream. When you’re buried in client work, it’s easy to lose touch with that original purpose—and hard to see whether you’re still on the right path.
4. Operational Chaos Creeps In
Without time to build systems and processes, inefficiencies multiply. You may find yourself doing repetitive tasks that could be automated or delegated—if only you had time to fix it.
Signs You’re Too Busy For Your Business
- You haven’t updated your website or marketing in over a year.
- You work primarily off referrals but haven’t actively built your network.
- Your business decisions feel rushed or last-minute.
- You don’t have a current business plan or financial forecast.
- You say “yes” to everything because you fear the quiet moments.
- You’re the bottleneck in every process.
If you nodded to more than a couple of these, it’s time to step back and recalibrate.
How to Start Making Time to Build the Business
1. Block CEO Time on Your Calendar
Treat time to work on your business as a non-negotiable appointment. One morning a week, a full day each month, or a quarterly offsite—whatever fits your rhythm, protect it like you would a client meeting.
2. Systematize and Delegate
Take note of tasks you repeat often. Could they be automated with tools or handed off to a virtual assistant, contractor, or team member? Delegation creates space for you to focus on higher-level growth tasks.
3. Build a Marketing Machine
Even if you’re booked now, your future self will thank you for the leads you plant today. Create time for social media, email newsletters, blog content, networking, or outreach. Momentum compounds.
4. Revisit (or Create) a Strategic Plan
Where do you want your business to be in one year? Three years? What steps are required to get there? Use your CEO time to map it out, track progress, and course-correct.
5. Invest in Support and Mentorship
Sometimes, the best way to gain time and clarity is to bring in someone who’s done it before. Coaches, consultants, and peer masterminds can help you zoom out and refocus on what matters most.
Real-World Example: The Consultant Who Almost Closed Shop
Take Jenna, a marketing consultant who was drowning in client work and didn’t build the business. She had a full roster, great testimonials, and good income—but zero time to scale, hire, or even raise her rates. When a few clients left unexpectedly, her revenue plummeted, and she had no pipeline.
After hitting that wall, Jenna blocked out Friday afternoons as her “CEO Time.” She updated her website, published weekly LinkedIn content, built an email list, and created a referral system. Within six months, not only was her pipeline full, but she also hired a project manager and doubled her revenue—all because she started prioritizing her business like she did her clients.
Final Thought: Your Business Needs You
You are the visionary, the strategist, the heartbeat of your business. If you’re not nurturing the systems (aka build the business), strategy, and structure that support long-term success, you’re not just missing out on growth—you’re risking everything you’ve built.
So yes, serve your clients well. Deliver excellence. Be reliable.
But also: log out, step back, and build something that can last.
Because the most successful business owners aren’t just busy—they’re intentional. And that starts with making time for the business, not just working in it.
Want help carving out CEO time or building systems that support your growth? Let’s talk about how to take your business from reactive to intentional.
At TCHQ Communications, we specialize in taking the weight of marketing and promotions off your shoulders—so you can reclaim your time and focus on being the CEO your business needs. From content creation and brand messaging to strategic campaigns and social media management, we handle the visibility and outreach while you concentrate on vision, growth, and leadership. With TCHQ as your trusted partner, your business stays active, relevant, and engaging in the market—without pulling you away from what truly moves the needle. Contact us today to see how we can help!
You must be logged in to post a comment.