The event planning business is a busy one, without a doubt. Emails, meetings, site visits, and a whole lot more take up the usual day of an event manager like you.
But are all of these activities really improving your business? Companies usually don’t go down in one majestic crash like in the movies. It’s that “death by a thousand cuts” that usually kills it. A bit of extra time spent here, a bit of extra effort there and soon you’re not doing business anymore but doing chores. And chores suck.
So here are my two tips for you today to grow your business:
1) Grow your business by doing fewer things well.
I know what you’re saying: there’s too much work to be done, how can I possibly trim it down to just a few?
Well, you got to let that thinking go, my friend. When you were starting, someone might have told you to suck it up and just do the work. That might have worked then but now that you’re a manager, you need to suck it up and let someone (or something) else do the work.
It’s hard to trust someone else to do as good a job as you. Believe me, I felt the same way many, many times before handing off my work. It might seem inconsequential, passing on that little bit of work. But once you do, it’s like a big block has been lifted off your brain. Now, you’ll be able to focus on the real work you need to do. To top it off, the more real work you do, the better you get at it, and the more awesome your results will be.
Passing along work is just one side of it, though. You also need to say no to a lot of things in order to keep your focus on the real work you need to do. Others might not understand it, with a few downright despising you for it. It might even sting a bit, since we’re all people-pleasers at heart. But you need to say no, or else you’ll be back to square one.
2) Grow your business by doing deep work (and avoiding shallow ones)
Now that you’ve trimmed down your work, you’ve got to make sure that you’re working on the right things. After all, you didn’t become what you are today by being the best at email composition or placing first at meeting arrangement.
No, you’re hired because you have a certain expertise that people want. So build upon that expertise by doing deep work on what you’re good at. Challenge yourself to do things better. Use your experience to deliver not only exemplary results but also more efficient and effective processes. Be creative and use the knowledge gained from one of your skills to improve your other skills. Discover new solutions that can delight your clients and create new business.
But often, the siren’s call of the shallows sometimes beckons you. That’s because doing shallow work often gives you a quick hit of satisfaction with each email replied, each form routed, each meeting set. Deep work feels like a grind, all hard work with no payoff for weeks, months or even years at a time.
It’s important then to know if the work you’re doing is shallow or not. How do you know? Imagine just doing that task for one whole day. Eight hours of only doing that one thing. After the day is done, can you honestly say to yourself that what you did, actually built up your business and improved your skills? If not, then it’s definitely shallow work so make sure to avoid it at all costs.
So to recap, to grow your business you need to do just a few things and go deep into them as well avoid all shallow work as much as possible. It will be hard to do this at the start, but it gets easier, don’t worry. And hey, if growing a business was easy, then everyone would be successful, right? Stick to it and you’ll be rewarded handsomely in the end.