Your Business Brickyard

 Y   ythig i y hv thsism. Ethsism is th yst tht mks y hps is t th sts. Ethsism is th spk i y y. t is th sig  y git, th gip  y h, th isistib sg  y i  y gy t xt y is. Ethsists  ights. hy hv tit. y hv styig qitis. Ethsism is t th bttm   all pgss. With it, th is mpishmt. Witht it, th  y ibis.

Henry Ford

by Howard Howard Man n

Cpyight © 2007    A ights sv. N pt  this pbiti my my b p, istibt,  tsmitt i y m  by y ms, iig phtpyig, ig,  th ti  mhi mths, itht th pi itt pmissi  th th, xpt i th s  bi qttis mbi i iti vis  ti th mmi ss pmitt by pyight . F pmissi qsts, sbmit th tt m i t .bsissbiky .m  vi mi t th ss b.

Contents   Abt this bk

6 Reconnect with your purpose. 2  All truth is in the cash account. 2 Find your true story.

k sig by Rb Wyh Wyht t .byht.m

 Singles and doubles.

Pit by Gti Pitig, Vv, C ISBn 0-9801543-0-6

4

Fit your business on a single page.

44

Escape desk gravity.

47

Dene your business with “no.”



Goaljumping.

4

P-gm pp tk



iks i bi 



 Abt th th



  siss iky

 siss iky P.O. x 609 Chppq, NY 10514

sttis by K vi C sttis .bskig..k

 Accelerate through the nish line.

26 Lose your nemesis.

 Relationships, not sales.  Pay ast. Get paid even aster.

 About this book Business is supposed to be un to run. t t tht y h y gt stt, ight? t smh g th y, stss  mpxity bi  th . Gttig thgh th y bm th s ist  izig y bsiss’s t ptti.  y  ig y h i giti, this bk is  y. Y k vythig i it y, bt, s   my vit syigs gs, it hs bm “h t  th b m isi th btt.” is bk tis spks t mi y  th p   simp tims, th p  gttig th bsis  bsiss pt. Whv thigs  ik thy  gttig y m y, hv y bsiss s t   t , th siss iky i hp y t ith y gs  pssi hi miig y tht th bsis i sppt y ys. NROuCON  stmb it th siss iky h  s thity-th ys —thgh  ish  h mmb it mh s.  h ty s th ight  gistis mpy ’ b ig  six ys ( kig i  m th tv);  big mist i th i   yg bsiss . t 

 t s g t s i ’ y sviv ig  y t th st mit mg t sk i  g  i. Wht h stt s  pssi bm  pivt h. h ys tht  p t sig th mpy   hii  mssiv t k   iy kk- g-t ight  sviv.  h bk pss, st pbms,  p-pyig its. ig ght i th mi   v-ig “s t” spi  mthi mthigg svis ith mptits h h sigity m my th s st s  tht sippy sp  ig m  ss. W h t sp t py th bis hi tyig t  th sp ( tim) t -ivt th mpy s it  iv p t its pmis  big “ t .”   gig t k h y.  ks  itt mt s thy  jst  tim t h  ’t b i th btt. t s y, sy, -smig, -smi g, sttig  t ht mst pp qt ith bsiss ship—ht, s  t  t, my, many ths xpi. Wh it s v,  iz h my ys h pss by m.   pt   ty gt mpy— mpy  ith mzig pp tht sv sm ti its. t  i’t jy th i  hv tim t jy ht m my mpy gt. oo many business owners are going through what I went through. Running a business has become too lonely a path. h m mpx  bsiss gs, th m  k  hvig  k-si ti i mp pbms  ivt ttti t th g thigs. s   bsiss s k p t (th pvbi) 2:00 aM 

gizig v hy thy st  t t th st pt bhmth, hy thi tst mktig bst is’t mkig th phs ig  th hk,  thy jst hv tht ggig ig tht  t m s t gt . (F m, it s ys th iv hm tht h m thikig   th thigs tht  t hppig st gh.) Evy ts t g t th “st s” tht i istty pp his  h bsiss t tht siv “xt v.” Wht thy y  t  is g bk t thi siss iky.



Te Business Brickyard  h bst y t vi  imit th smigy vib pth t -smig mpxity  stss is t tk  stp bk t t ys   y bsiss t th timss bsis  ig  bsiss.   ths bsis  siss iky. ’s hy… Wh  stt g, my m mt’s tb tm s sig i   ti —th ti   th mst stiv sss. t tht y thy h  , -ss h h gt th tm s  xtig  th bsis pty: pyig h  vy py, bkig, tkig, ig h,  thig th b. L  bh thy  thi st th gms  th ss. y th th gm, thgh, thy stt t biv thi hyp  itt t mh  bg gttig th mts tht p thi vitis. h ivs pp  mb psss s thy s m  pig   kis  y mvs,  gy i vythig xpt th th b.  tm stmb t  isppitig ss. 

Wh  pt sk th h ht h s gig t  i sps t th ss, h si h s “sig his ivs bk t th biky.” h “biky” s  pti i h th ivs st 20 t pt  tss  ,  bik bk  th t h th.  pt is  simp :  y ’t py s ttti t th vy bsi ski  thig  bik, it i ht— t. N y mvs,  yig ths, jst thig  bik.  v gt tht simp img  t hs thig  h,  bik. Wh  s my bsiss,  h tim t t  ht t ight  ht t g. A  mmb tht biky img m g tb.  iz th biky s th pt mtph  ht bsiss s : giis ( th mst bsi  pti is) tht i big bk th ss  t   tht tmps vsity. s giis  ht  th  its t  siss iky, th sttgy, mktig,  mmitis gy   . At TBB,  im t tty imit htv it is tht his y biity s  bsiss  t jy y psiti ppy.  Y s, bsiss s sh t hv t g thgh ht  t thgh. thgh. At TBB  hp its t t   pps, s  th mts  bsiss, mst gt mktig,  gg i psistt ivti i bth th i  i s.  sht,  hp  its mk thi bsisss  t . A it is spps t b !   y t it, ig  bsiss  b th gtst m y hv  y   th i it sppts. 

 m ss s my mpis ght p i  kis  y pgms, iititivs, visis   g, t.  s hv gtt th simp thigs tht sistty gt sh  th bsiss; thy hv st th ith thi “bik” ti h stms  pt  ys ptt.    smthig tht s ik sss hs t  izzyig b tht s impssib t sp. ’t gt m g.  v ivti, mktig , big,  sig thgy t  thigs btt.  m, th is thig btt th  bkthgh i. t sig phs y , ig pp bk h y sy y i, spig t mis pmpty,  tivy istig t xty ht y stms y t, mst ys m st. s kis  bsiss mts hv ys k  ys i.  s th sts  this phisphy  y  t tst my  bsiss xpis ith ht   jy ith TBB. W hv h sty  ib gth y t y  ’v  it mis th stt y  s t y  vy y. st imptty,  sss hs m itht yig bt mptits, yig  th ppv   bk xtiv,  pttig th mpy t isk t y tim. Wh y stt ith th pmis tht y  spps t b jyig y bsiss, it bms mh si t giz h y  t. Wh y mmb th impt  th bsis, y s tht y  ig y bsiss  tht it is’t ig y. Te way to sustained success is not to pile on complexity, but rather the opposite. 

s y s  xtig y bsis pty  y i is y pity t pvi tht ky svi  pt tht is iq t y bsiss. is bk s itt   th bsiss s h t vy bsiss is gt bt h k i thi hts it  b btt—btt iy  btt i tms  h ig y bsiss mks y . h pts (“biks”) pst  th ig pgs  tib ty.  t’s gt t it! Ji m i pikig p th biks  biig   ti  y  th bsiss y .



“

Only a clear

—even idealistic—purpose can provide the direction, unity and mutual respect that bind a company to itsel and its customers and creates a truly unique and 

exciting brand […] Purpose becomes the

reMeMBer wHen y stt y bsiss ( v stt i it)    ith pps, pssi  pssibiity? m pp might t y tht y’v “g p” si th   “th y th   ks.” Pity.  thik y h it ight h y stt,  th m y st tt ith tht igi ti t  p pps  y bsiss, th ss  it hs bm. t’s tim t giz tht b ythig s hs  h t tk t  g, y  t t t tht pps  t vythig s y bsiss s g m it. Lk  y mig pps i y mktig  psitiig sttmts is  ip  pthy,  ighty s. Fiig pps sh b th st 

moral engine o a company, the source o  its energy.” 

Nikos Mourkogiannis Purpose

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thig y  h y hit th iky. Y g is t t ith th t p  y bsiss. Nthig s  g sistty itht it. As ms Kmpis si, “ ti th biig, th p th ti mst b.” Your purpose should be a true reection o  why you do what you do and what makes your  business more un to run. It should live at the intersection o what you truly do better than anyone else and what your clients truly care about. t sh sv t p  t iititivs, sttgy,  is.  y iititiv s t t t y pps y  qiky tss it si  mv . ik bt th u.. ii isty. st iis   th bsis py. (Ftty, thy gt th yig pt ight).  g ms thst.   A th bsis   y : pmpt t  ps, simp piig, iy svi   s  gttig y m pit a t pit B. y hv  pps tht  b stt s “Eity hpig pp tv t h thy  t g.” A, gss ht? Pssit stms! thst hg vythig. Nthig y bt thm tht ths  t py. A yt thy ’t  ’t. thst stt i thi iky  jst kpt ptig th bsis. A ths bsis k. ig tim. Jms ys, th ms pi ith th y vm ,  si, “ jst thik tht thigs sh k ppy.”  stt  phm i hs ig, t ith th big th

shttig pt, bt jst ith  vy stg ss  pps. yb y mpy s’t   ig . yb it jst s  stg ss  pps. Pps s pssi  pssi is th ss, imitss  tht kps y bsiss  t . Cmpis sh sp m tim ig  mmitig mm itig tht pps. A thy sh sp v m tim xtig ys t mk it ty tgib t its.    s t pt th  pps tht is iqy ys,  hv t g  th y  t th pssi  visi tht iv t th   y bsiss. ig this pss, ty t s  th y ys  y bsiss  th ms tht ispi y.  m s th ms  sti th , bt thy  gt  t by th “is” tht hs bit p s y bsiss vv.  is bhi y pps ts y mpy.  tths  y i xist hth  t  mpy is th t pt thm it pti.  is  ivs.

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Practice Drill What Is Your Company For? o undersand and uncover your purpose properly is o rs see i beyond is own borders. ake a momen o reec and wrie abou wha your company is or. Wha higher belie is i expressing? Don’ hink abou wha you do, bu why you do i. Why do you ge up every day? Wha do you like abou your business, wha i does and wha i can do? How, in any small way, are you rying o change he world? Ten consider w ha pars o ha business your cliens truly care abou. Purpose will turn into proft at the point where what you believe and do best connects with what your market truly gives a damn about. An unbeaable combinaion.

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wITH THe low coST  big my  th   h  bsiss i tht smigy ’t miss, it is  t sy   bsiss t qiky  its ig ss th it is spig. Wh   tht iy sizb ight  gistis mpy, th isty s piy sitig. t s t g b my mpy bg t s my   mths t  tim. N, (h is th pt tht my s  t mii)  ys h t st  big pspt tht s s t mkig  isi t s  svis,     tht    jst  itt m tim t g t ptbiity. W h mptits tk bsiss m s bs,  thght, thy h sm thgi vtg vtg tht   h t bi t mpt (’ tk tht i 

shty). O thy t  piig i sm spt ttmpt t st s m th pyig . s tiiztis  mst ys tps tht kp y m ig ith th tth. A g i  mt, Chi h, qiky bght m bk t th tth h tim  gt ght p i ths mm “i y’s.”   sy, “,  tth is  i th sh t.” sh? Phps.  is,  s, m t bsiss th th sh i th bk. t the best way to stay in control o your business is to start by spending less than you take in. Giv tht t y t bks, ivsts,  y s  sm   th pst spts  ig y  bsiss stt sippig y.   pty  pp h i hp y mk   vy y gm. y might sy thigs ik, “Y hv t sp my t mk my.” A tht is  s g s y hv it rst t sp it.  sy, s ths simp s: .  y t t  th stss  ig y bsiss, sp t st   ss th y . b.  y t t ivst i y bsiss, ty   sttgy,  b ivtiv,  it ith th my y k y hv  t  ht y hp my b mig i. . Nv bt y mpy  y  --thig i. Wh y gt tht  big it, thy py th st ivi,  y s it i y sh t, th thy  ty  it. Ays mi ys tht y sh t is tht , hst i h i v i t y. 

THer e I S a loT of Ta l bt bsi bsiss sss s isv isvig thi “sty.” “st y.” Wht  ’t h mh bt is h t iph y t sty m y s sty. Wh  sy “s sty,”  m tkig bt th is  tiiztis  t svs t pv svs ight  g bt thigs tht hpp t s i i. t s sty is y th t tht   vy xpi thgh t t it th  s  t t s it. is sty is th st  ys     t it thikig thikig hih simpy s vs t ptt s m sm pi tth. sisss  p t s stis t.   thy t b? sisss   by  mpis   h bh  pp tht h hs his  h  st  ths s stis. A bsiss’s 

s sty might b mpis  ss hy thy   st  it, ss hy thy  t mkig gh pt, ss hy thi mptits st tht it y, h th stms    pi i th k,  v hppy, t., t.  A stis. Fs s.    hst ith svs, phps i  pivt mmt,  might giz sh stis s th xss thy t .  y mptits  y s bmbig   s y  vi thy , h is it tht thy  t y sti i bsiss, bt  mptig ith y s ?  y  y ight bt y sty, y  hv m bsiss th y  h. What i you told yoursel that you lost a piece o business because some o your competitors, right now, really are better than you? Wht i y mitt t ys tht y y i’t py pp ttti t th psiz svi y tt ig th ss pss? W tht b s b? Y ’t hv t s y s   th st. t y  hv th h t   it y. Oig p t y s sty s y t  y t sty. Oy y t sty pvis  si jmpig  pit t tk ggssiv ti  t stig hg.



Practice Drill Lose Your Story, Find Your Truth Tink o he las hree o ve cliens you los or he las ew prospecs ha chose your compeior over you. Wrie down he reasons you old yoursel and/or everyone else why you los. Look or your alse sory. Now wrie down wha he ruh could be abou each siuaion. See how much easier i is o see how o ake acion rom he ruh lis? Te alse lis les you you si idly by raning abou how unair business is. A wase o ime and opporuniy. Now wrie down he rs acion you can ake. urn hose acions ino iniiaives in your business and real changes will occur in he culure an d eel o your company. Quickly. Quickly.



“

  At Netscape,

the competition with Microsot was so severe, we’d wake up in the morning 

thinking about how we were going to deal

with them instead o how we would build  something great or our customers […]

I BelIee THaT vy bsiss hs t st  “msis”— h-iv mptit, th mpy tht st  big it, st  ky mmb  y st,  this jst sistty pisss y   i sm y  th.  m bsiss s  k ith, th m it sms t b  ky impimt t gttig t thi iq tths, tivity,  p. Obsssig bt y mptits, tyig t mth  bst thi igs, spig tim h y tig t k ht thy  ig, / msig y mpy gist thm—ths tivitis hv  gt  iig tm. is pit. st, y simpy phibit y mpy m ig its  y t b ty mig t its 

What I realize now is that you can never, ever take your eye of the customer […] Even in the ace o massive competition, don’t think about the competition. Literally don’t think about them.” 

Mike McCue Fm   hgy hgy t Ntsp 

its, st,  pspts. Y bk y mpy m ig its  itity  ggig ith th pp h py th bis. Pt th y, “Keeping up with the Joneses” never lets you enjoy your personal lie. Why would that adage help you to enjoy your work lie?  m k bms bt y mptiti  ss bt th stms h  y ttti, th m ig y bsiss i  ik  ss, stss- gm  th p  psmship. is is t “s  y stms” thy isgis i it ths.  s is t   m pmt pth t bkig t   mty b hbit.  is  t tht y sh t vi: Your competitors have never paid your bills and they never will.

Practice Drill Goodbye Nemesis, Hello Fans .

2.

. 4.



Here is a simple program or business owners o go hrough o lose heir nemesis. Tink o i as a sor o a compeior addicion inervenion. Wrie down an exhausive lis o every hing you know abou your compeiors: wha hey do, he secres you know, wha he marke should know abou hem, ec. Come on, ge i all ou. ake your lis, nd a ver y all building, go o he roo, and hurl he lis o he roo. roo. Or, or he more more civic-minded o us, pu ha lis hrough he shredder. Now wrie a lis o your bes cusomers and a lis o your sa  members who really care abou he uure o your business. Lis ou a way you could show hem appreciaion on a regular basis. Next steps: ake ime o learn abou he people rom Seps  and 4. Wha are heir goals and dreams? Focus on he specic hings you can do o help hem achieve hose goals. Remember, you now have he ime o do i since you no longer have o hink abou all o ha crap rom Sep .



In raM cHaran’S Proitable Growth Is Everyone’s  Business , h givs  ittig m t th bst gtm bsiss biig sttgy  k. is sttgy hs bm  mt  tiy ph t  its t TBB. t is t th   ht hs m   bsiss g.  sttgy? “Fs  hittig sigs  bs.”  As . Ch s pty pts it: “m s ’t hpp vy y  v vy .”  t-m g  th stis tht ti t gt mi vg hv psh th bsiss mmity t s y t mh  th hm . siss s i pt thi bsiss i pi ( i h it v t  bk  vt pitist) tyig t  tht mii- i. Ems mts 

 tim, gy,  my  spt  this misit s. ig, big  mistk. How can you enjoy the everyday o running your business i your success rests on the rare occurrence o “hitting a home run?”   A s  m sistt pth— tht s t x hm s—is gig  “sigs  bs.” ittig sigs  bs ms sig  gth bs  impvmts  t xtsis  y sttgy, bsiss m, stm s,  thgy. igs  bs m m isipi, tiv,  ivtiv impvmts t  th mts   bsiss. igs  bs  t m m  k i th vi mi. Rth, thy   st  kig t th bsiss m th tsi i, m stm s bk it th mpy.  t, thy m th ti  th pssibiity   hm . vig th pti t hit sigs  bs mtiy mti y hgs y biity t b i btt t  th t  y bsiss,  it shs y its y  i  stt  stt gth  impvmt—ps pvmt —ps y’ jy th i.  m y s  sigs  bs, th btt y s   tig  it  hm  by its  mmtm.



Practice Drill Plan a Keynote One way o make sure you consisenly deliver and communicae hose singles and doubles is o plan a keynoe address wice a year a which you announce your company’s laes news. Se up an even specically geared or your cliens and a handul o grea prospecs. From your unique perspecive as he business owner, you will show hem all o he cool hings you have been doing over he pas six monhs (many ha you have promised hem rom he las keynoe), provide sneak peeks a amazing projecs in he works, and le your cliens become ineced by your enhusiasm. Make i ar more han a speech. Make i a showcase or he passion you have or your business. Le he people on your eam ge ou ron and shine. Make i a ruly remarkable experience or everyone. Te susained word o mouh your keynoe will creae will easily surpass he markeing iniiaives you have planned. A a racion o he cos. Se a dae oday or your rs one and sar a lis o wha you wan o alk abou.



B THe MIddle  2005   mys tty stt  isht ith th h  ig, psptig,  ss thig. t is  v ig hs , ky, qit  mpty tmi   xist. (s y ty jy it?)  my smigy ss sh  smthig tht i t  ik  ss pss /  ig sp sipt,  v Kith Fzzi’s ti bk Never Eat Alone .  s t ith th bk  h  v t ys g, vy ky’s Dig Your Well Beore You Are Tirsty .  pmis  bth ths bks is s simp s it is p: Ps tiships p y bsiss  th bst bsiss tiships  ps. 

“

It’s human

nature or people to take precisely as much interest in you as they believe

  you’re taking in them. here is no stronger way to build relationships than

taking a genuine interest in other human beings and allowing them to share their stories.” 

Danny Meyer Setting the able

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 y s sy  ihig y bsiss tiships, th st i tk   its. Pp giv s t  ssps, bt thy m ptships  g bsisss ith pp thy hv tiships ith. Whih tti ts y bi  ig bsiss? Whih is m ig  vy v? ig m th  ighty/tty ,  biv tht 20  y tts (myb v s  s 10) q 80  y v  sss.  big st t sss is ivig xtiy v t tht 20 v  ssti pi  tim—hih ms  t ty  s tts  mst  s.  h  bsiss s gt ght p i t sig  th ight tiships?   qst t t bsiss s  st vy ps  v mt it ss bks   phs,  i p ith  mst ist tht is impssib t mg. is mst ist ts tht -imptt ist  ty ky tts  thgh th ks. Wht i   t  systm tht s tty s  th mst imptt tiships  hv? Wht i this systm  hp s s  ht  ky its’ gs   h   hp thm iz ths gs? is simp, s,  “py it ” pph pts  t  psitiv gy t tht i gt  ts. h sts  sig  my ky 20 hv hg my bsiss , jst s imptt, th  jymt  gt m it. At TBB,  t m hsig pp   k t bsiss mig t s. N mgi. Jst th st  shitig  s t sistty  psistty ivig vt v t 

 mst v tiships, itht skig ythig i t  ttig th st tk   its.  Ask y  th mst sss bsiss s ht hs k th mst  thm   ’t thik y i t y it s AC!, s.m,  y th “AC” ss pss. hi s ( ivs)  bit  th p  thi tiships. tiships.

Practice Drill Focus on Your 2% Te choice is yours. I you enjoy racking sales pipelines, opporuniies, sales quoas, and “deals” hen here are a on o  sysems ou here ha ll he need and w ork quie well. I, on he oher hand, you hae he idea o cold calling and prospecing, simply go o ha address book and lis ou he 20% o your conacs who maer mos. mos. Do you know heir ineress? Teir bigges dreams and goals (proessional and personal)? I you don’ hen ha is a place o begin. Once you do, mark down nex o each name wha specic acions you can ake ha will help ha person realize hose goals. Wha connecions can you make or hem? Wha knowledge can you ranser o hem? Call hem up. No agenda. No “asking or he business.” Jus deliver value relevan o hem an d keep doing i. Remember, i akes weny-one days o make a new habi so you need o push yoursel a he sar. Se aside en o weny minues each day o do his oureach. Afer ha, i becomes second naure and, dare we say i a gain, un.

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my . Wh  sk h h i it  s shk t th simpiity  his s.  tk  k t  ist  ht his its  him  h g it s tkig t gt pi.  st t t visit h  vy stm hims.  t thm, “W  t  bk.  y t t ti t b  stm th y  t stp ttig s ik . Y tiy  t t t stt pyig s ik .”  s iig t s  it i thy i’t v th tiship gh t py pmpty.  st i this mt shit s  hg sg i sh i th bk ( “A tth is i th sh t”) tht gv him th p  vg t sp my  xpsi, mktig, ivti,  qiig th mpis tht  stpp  sh.

eer one loe S t tk bt bt sh . . Y Y cfo i k h t st  psitiv ight  th bttm i  y pt  ss sttmt. Y might gg i mpx yss  sh , mtizti, tig y pi it ivis s  sst  igig th s y hv t pi yt. t b  tht ms  m mt phisphy tht sts vythig s i th ight iti: Py st. Gt pi st.

. Repeat ater me, “We are not a bank.”   h h ith  gtm h, t th tim, s th ce o    th gst ight mpis i th .  h g it t this psiti i ghy v ys m  bsiss tht s simi i siz t 

2. Pay ast. t’s tmptig t pt ys  th bk bt h g y  stig t pyig bis  ivis. t i tht is h y  t pt y bsiss, th y y hv sm ks i th ti. m tths: .  Y t t b v by th bsisss tht si y thi it. b. N mtt h g  tiship is ith y vs, thig i bk it st th y big  sy py. . Evy y y ’t py tht bi, y  stss t th bsiss ’s i  t his  h bsiss. . Wh y py st y bm siby m vb s  it. Oy g thigs m m tht psiti. 

. Get paid aster.  mk tp  y k  y bsiss, y  t gt pi v st th y py ths.  hv g it  bit   ti  this tpi, ith g s. Nthig mp my  ight bsiss m th h g it tk s t gt pi by  its. t s s t sistty is  big m  bks, hih gbb s m   pss pss t vy th spt   bsiss. us ths piips ith y stms  its: . k it  ight t th stt tht y i  thgh s  y its, bt thy mst py y i  timy m.  ht timy ms t y. b.  y bis t t its ight y. ( m mz t h my vs  hv t sk t s m  ivi.) .  tss bt tig th my tht is  t y h it is .  m y b  this , th th  it th h y i si. “y   imptt stm s it is k” i t t it. Wt t ppit y its m? Wk ith its tht kp thi    t tk vtg  y.  A ths piips t y bsiss p, p jtis, c pstti psttis, s,  ky gs  th y. st imptty, iv it it th   y bsiss.  sts i b  i y bk t.



TanIBle and MeaSraBle reSlTS. Evy ts thm  vy pmiss   y ys t iv thm. Yt tgib  msb sts hpp s sm tht thy mi th y Gi  y bsiss  its . Exmps: .  Y pt i tht  st systm bt y st is t sig  th ptivity ts tht m y by it i th st p. b.  Y h   bsit bt it is t tibtig t y bsiss gs. .  Y pmt   pt  b mssg  it i t tk h ss th mpy  i y mkt. .  Y t this y’s p t i m ivti  th… thig. 

pits  s  tght y  tht thy  t imgi th t ish i v stps by h it ty is s thy t thgh thgh th ish i.  sm is t  bsiss sts. We are not getting the results we want because we are thinking about the inish line in the wrong place. Fm my  xpis,  m ht  itss ith its, th pbm iss m vy itt pig bt ht ms ight t “.” Wht  hpp i y mpp t, m th stt  vy iititiv  pjt, v m stps tht  t b  by th bvis iish i? Fiv ys t pmt th bsit i th st th mths t h. Fiv ks  p t pmti  tht  pt. Fiv thigs y  gig t  t th big  mtig t mstt y s  ivti. A t-mth p t mk s vy is y sig th  thgy ts y impmt. Fiv thigs y mpy   t y  tht big it t mk s y iv  vythig y pmis. Rsts  ht mv th bsiss p t its xt v  gth. Gttig thigs t “” hs my bm th qivt  tig t. t my kp vy bsy, bt it jst mvs y m pjt t pjt. Atig thgh th ish i gts pst “”  ts  y t iz th t bsiss impt y  t.



Practice Drill Five Steps Past “Done” Wha iniiaives have you implemened ha delivered boom line resuls way below expecaions? Wrie hem down on he lef column o a noebook. Ten consider ve more seps aer he original inish line or each one and wrie hose down. Focus on developing each sep ha could lead o your cash accoun nex ime.



“ower IS noTHIn wITHoT conTrol.” ht ti m Pii my b my -tim vit vtisig tgi. t s  hit  Pii’s high pm tis ys g bt ms it my mi i s my ivs sittis. sisss tht hss thi p t thi t , spis,  m  t .  t iky sty, th is   ssti vy bsiss  s t  i t:  sig pi  pp tht ts y th ky pis  imti bt h y bsiss is ig. st bsiss s  mt  ith v ith pts, hv th g pts, k m t tht is y t ,  hv vy itt t. Y  imti systms i p,  

thy  t iv imti tht s y t gt  iy spsht  th bsiss.  At the end o  every day, you should be able to scan a simple 8 × 11–inch piece o paper and know exactly how your business is doing. O  pt this i p i my bsiss,  s b t v th  h ight  k h mh  bi t, h mh  t,  h my tstis  pss.  ki  t tht is iti my i m bsiss t bsiss (thgh t s mh s y my thik), bt th  st is th sm.  k h   ig i ss   k it i  tim   iy bsis. ik it y ks  sm mpis? A  ys g  h th ps  hig G Eti ceo Jy mmt spk. Wh sk h h kps tk    th gst mpis i th , h pi (i ss): “  g bk t my ht tight  s h th ti mpy pm ty m  s.  ythig is tsi th ms  st,   iqi th. t  ys k h   ig  th gb m tht  s.” ik mmt sps  t  tim t his sk? y v. ik h ks h his mpy is pmig? Yp.    tim t y tim. t is p  t.

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Practice Drill Your One-Page Snapshot

. 2. . 4.

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Te hardes par is deciding w ha goes on ha one page. Te process o houghtul reducion here is a good exercise uno isel. Sar by wriing down every single hing you ask abou, run repors or, or wan o know abou your business. For his sage, more is more. Nex, highligh: Daa ha ensures here is enough money in he cash accoun. Daa which ensures your innovaion iniiaives are moving along. Any sales below a pre-se pro margin. A measuremen o he uni ha generaes income or your business. I you sell ires, how many ires did you sell? I you are a law rm, how many hours did you bill? Ten, compare hese numbers o he previous monh and year so you can spo rends. Finally, make i your own. Tis is your daily scorecard. Remember, his is abou delivering power rom conrol.

ee r noT Ice How gt thigs thigs hpp hpp vy vy tim tim y p ys y m y sk  mt ith its, pspts,  pts? t h t  y  b t  it? Lik my bsiss s, my i hs bm  p t psh pp , m t th t,  p h  gt i th y  pp ig thi  jbs  ivig thi bst sts.  ss y psy gt v  im m pshig pp ( t’s hp y ’t gt y m gttig i pp’s y), si   mmt tht th bk  y tim is t bst spt i th .  s  g th  , ht i y spt h y tim t  th ?  tht ss sy, 

“

I have a religious

budget on my time,” says S t e v e

Ballmer, ceo  ist. Part o the religion is spending time with customers, about a third o his schedule.

“I get energy rom seeing our customers,”   Mr.. Ballmer explains. “It reminds me o   Mr the things we’re doing well and it also reminds me o the things where we need  to improve. im prove.”  ” 

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isti  ist, th it ms it’s  g stt.  biggst xs  hv  big i th  s mh is th  “t ’t gt  ight i  m t h.” Csi tht this my b   ths s stis y t ys.  it is  t sty, th y ith  t hi btt pp  s  mpig ths y tst t  m. Etps  t i t s  th tis  ppk  y-t-y tsks, hih is y pppit. Etps  big pit, i pp. Ftty, th  pty  pp h  ti-it  iv tms stisti m tht ki  k.  y tk th tim t  bt h h ps i y gizti is i, ig th bst   h  thm bms  t si. Wh y pt pp it jbs thy istitivy  gt t  v ig, y k sh svs  p ithi y bsiss. (A gt p t stt is by hvig y mpys tk th Kb t biitis tst, vib t  .kb.m.) With y tm  i thi bst ps  y -pg s tk i y pkt, it is tim t p th pht  tht sk. Nby spts pptitis  mk isis  th y ik  bsiss  s. Nby s hs th g   big th , psit, psit,  ce o t  mtig ith  it, pspt,  pt th th y. h bst y t sty i th ith y bsiss  its pps is t tk t th stms  pspts i y mkt. 

Working at your desk connects you every moment o every day to that ugly eeling o  working in your business instead o working on it. Connecting with customers ace-to-ace is invaluable—it is what business owners do instinctively at the start until they get pulled to their desks by the gravity o growth and complexity. Wt t kp th   tht sttp bsiss iv? Fight sk gvity.

row TH for Toda is t t   by syig syig ys ys t vythig  yby. t biig  mpy tht s  hs t t its pps is  by ht  bsiss  sys “” t. When you make an integrity-compromising concession to a client or tolerate bad behavior or poor payment patterns, you dishonor your purpose, your people, your business, and yoursel.  y k it, y i p ith stms h  t  s mh s thy sh bt y pp, y pt,  y svi. Y bst stms gt bi  th s h  sig y pi.  is th y. Wh y  th th pts i th iky y, by iti,  



ys th sh   ti t  ht t my mpis  t : sy  t   pi   bsiss. Y giv ys th h t i i   pi  bsiss ts ith y pps, hs y pp,  i  y t  mzig k.  it s t, th th bst (, mitty, th hst) thig t  is t sy . t bs ptig: Y bsiss, ht it ms t y, h y  ig it vy y,  h y tm thiks  it i b  by th its y sy  t.  th pst ’v h “A-List” its  “C-List” its.  thght   bth i  t v  vh.  spps sttgy s t gt gh  A-List its s    th C-List its  then th bsiss  b . istk.  ys gtt t mkig th h hi t mk th vh t it  bsiss  ith y th A-List its. Nt sy t  by y ms.  gt th i th , bt ik thy sy, ti is xpsiv. tig th  ti th t ivs simpy s’t k.



Practice Drill Rank Your Clients Ge a lis o your cliens and decide which ones drain energy rom he business and which ones add energy. Consider wha, i anyhing, could be done o change he dynamic wih hose “C-lis” cliens and have ha ough alk wih each one. Now consider wha he business (and cash accoun) will look like wihou he C-lis. Sar o make decisions based on he longerm prosperiy o your business and he cliens who ruly appreciae wha you do.



“

 A goal without a plan

is only a wish.”    1979 svy   ths

gtig v stts, 84  thm h  pti  gs, hi 13  thm h gs, bt i t it thm

THIS Boo i hv  thig i y ’t k y ith msb tis t mk y bsiss visi  ity. Y t  tis by itig  miz gs tht start y i th t  k bk t ht y  gig t  this k.   it “gjmpi “gjmpig” g”  it is  m igi. t si 97  s v  it  it is sh  pt bsi, gjmpig bgs i y siss iky. t is iiby p  sp sy i y  ths simp giis:

. Oy 3  th stts h gs i itig.  ys t, th sm stts  svy gi. h 13 h h gs, bt v t thm , ,  vg, ti s mh s th stts itht y p t . h 3 h h

. Set aside a ew hours every 90 days to work on your goals. Ctig gs tht  ty imptt t y i t hpp i  v-mit gp bt s  i 

itt gs ,  vg, t tims m th th th 97. 

th mist  y iy ti. Gs s i  vy itt i thy i p i   smh. Cv t sm  tim (t st t t th hs) y m y istbs s y  thik py bt y ky g, mim,  sht-tm gs  y bsiss— y i. ig this ith y tm  b hp, bt  hv  tht th is  pmt  tkig tim t  this .

2. Work backwards. st pp mk thi ti ps sttig ith th pst mmt  kig it th t. Whi this pss ss gi, it hs sm iht pbms. Y ti ps i b mb by y t sitti, stig isss, my stits,  th ik.  gjmpig xis  sggst hs y st st y gs y t i th ist.  mm pikig  tim m tht s   gth  hivmt. Pit ht y bsiss ks ik t ys m . Wht hs it mpish? Wht s it k ik?  my pp?  my s?  mh pt i y mk tht y? Wht  th bsiss  t k ik th ys m  t b  tk t izig tht gtm visi? Nxt, it  ht y bsiss s t k ik i tv mths t b  thi  th y t tht th-y g. Fiy, it  ht hs t hpp i th xt ity ys s y  25   th y t tht -y g.



. Make your goals measurable.  As y st h g, it is iti tht h   b ms. m xmps: 10 year

3 year

1 year

90 days

$1,000,000 i t pt

$200,000 i pt

$70,000 i pt

$20,000 i pt

5 bks pbish

2 bks pbish

Fiish t

Fiish ti

5,000 sq. t. m hm

P hs iti

$50,000 sv

t p svigs t

 Y gt th i. Wht is iti is tht y  t tig gs ik “  hm,” “mk m pt,”  “it  bk.” Giv ys mtis tht  y t bk y gs  it pts y  hiv… ty.

4. Connect your goals to people who can hel p make them happen.  At h ity-y g, it  t xt pis  imti: . Wh i hp y mk it hpp? b. Wh i it b ? O th gs  st, gjmpig is   . Fiig th pp h i hp y iz ths sht-tm gs i immity giz y p. Wh  tk th tim t k thgh my p vy ity ys,  gi  gt ss  t  ity.  k h  m gig  ht th 

imptt thigs  t gt  .  hv t  p systm tht  hp y mt ths gs— it   t .bsiss biky.m. t mmb, i t iky shi,  bk pi  pp ith ms ss year,,  90 days i th tp tit 10 years, 3 years, 1 year k jst s . Gjmpig is simp, , s  hp  hv stt t vi y, simp ks. Nby vs  iky kshp itht this xis i thi hs. t s th tt  mpxity ik thig s.



Practice Drill Start Goaljumping Se our daes in your calendar oday. One in he nex ew weeks or your rs wo- o hree-hour goaljumping session and hen one every 90 days afer ha. Each ime you do a goaljumping session, rese your 10-year 10-year,, 3-year 3-year,, 1-year and 90-day goals. Some goals will change compleely and some will evolve. Envisioning your business en years rom now, or rying o imagine he specics o your lie one decade in he  uure may be hard o pinpoin a rs (a leas i was or me). Don’ panic. I’s merely he cluer o where you are oday blurring your view. Keep a i. Anoher noe: When I nd my business geing away rom me a bi, I will sop and do he goaljumping exercise even i i’s only been ory days since he las ime. Jus remember o sar in he uure, work backwards, and keep i real and measurable. Don’ orge he “who” o who’s going o help you or he “when” o when he iems in he nex niney days will ge done.

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Pre-game pep talk % OF EVERY uNE  E AE.  Ay tim sm s t ty t hp m ith my bsiss   ys stt  ith “O bsiss is it. W’ iq.” s t vy sys tht. As ts t tht 85  vy bsiss is xty th sm. At thi , bsisss hv stms, hi pp, t  pt  svi, py bis,  t ivis. t is th miig 15 tht mks h bsiss it  iq.  th qsti y is, “   sp mst  my tim  tht 15?” Te Business Brickyard is about getting the 85% so incredibly right, locked in, and perect that you can truly ocus your energy and passion on turning the remaining 15% into something truly extraordinary. Gt bsisss, ik th gtst tms, s  pt mts  i sistty y i  y t. m ys  gt bsiss might hv btt pys th th ys, bt th bsis, xt ith pti, ys mk thm  t.  y k ht y i its y t, ht is ty mig t thm,  y iv tht t thm pty—th sy, th is  

mptiti. Oth pp’s pis, th pp’s pts—thy ’t mtt. Wht s mtt is th pp y  bt  h y  y jb   kig t thm btt th y s .  Y ’t  t b th xt ist. Y ’t  t     . Y ’t  t b miis  vt pit s ith th hp t py it bk  y hit 100,000,000 i ss  gist ss. Evy bsiss hs  mig s  big i thy tk th tim t  it and  h  t it. Grow a solid, strong and sustainable business that takes care o its owners, staf, community, and clients and you have a superior result. Anything more is just vanity and needless sufering.  jy  ig y bsiss sh b . iv. vt.  iq. ’t sp v  th mig pt, jst stt ig it. k it  p y sh t. Ejy th h xpi.  iky s y t tk th tity t  th bsis s y  s  th pts y v.  85 is th st bsis  bsiss.  bsis  bsiss  ssi. A ssi is ssi   s.

y th y, my g tb tm tht spt  tht tim t thi ss thig biks? y  th xt k. t y k tht by .

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 Bricks in brie  . Reconnect with your purpose.  Y pps i p y bsiss h it ivs t th itsti  ht y ty  btt th y s  ht y its  mkt ty  bt. 2.  All truth is in the cash account.  bst y t sty i t  y bsiss is t stt by spig ss th y tk i. Oy t ht is i th bk, t ht my b mig i “...” . Find your true story. Oy h   hst ith svs bt hy bsiss is t s g s it  b  hy  st/ i’t i  bsiss   tk th ight tiv ti. 4. Lose your nemesis. Fs  y its, t  y mptiti. Y mptits hv v pi y bis  thy v i. . Singles and doubles. ’t bt y bsiss  th isiv hm . st, s   sty it  isipi, tiv  ivtiv impvmts.

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6. Relationships, not sales. Ps tiships p y bsiss  th bst bsiss tiships  ps. 7. Pay ast. Get paid even aster. Wh y py st y bm siby m vb s  it. uss y mk my  my, y  t  bk  ith  y vs. .  Accelerate through the nish line. Gt pst “” t  sts. Fm th stt  vy iititiv  pjt, mp t v m stps tht  t b  by th bvis ish i. . Fit your business on a single page.  At th   vy y, y sh b b t s  simp 8 × 11–ih pi  pp  k xty h y bsiss is ig. . Escape desk gravity. Ct ith y stms -t-. ht’s ht bsiss s  bst b thy gt p t thi sks by th gvity  gth  mpxity. . Dene your business with “no.” Fs y ttti  th its h ty ppit ht y ,   syig “” t th s h ’t. 2. Goaljumping. Wit  miz gs tht stt y i th t  k bk t  tis y   ty t gt th.

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 About the Author   is th psit   siss iky,  ig sttgy, mktig  mmiti sty bs i N Yk. Pi t ig h siss iky i 2001,  s th psit   pmi stms bk  itti ight  ith six u.. s   tk  v thity-v gts i.  ty ks s  vis t tps  bsiss s. is highy s kshps, bb “A y i th iky,” hp xtiv tms ig  t k th p  th pt xti  th bsis  bsiss. is its  h t bi bik-si tis tht ssti gth  mk thi bsisss m  t .  iti t stig,  spks  its qty bt th impt  th bsis   tig t th pssi tht t t gts st s bsisss mt.

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