Bruce Wright Chairman,
The Wright Company
How to Achieve the
'Perfect' Financial Consulting Business (and Stop Dying from 'C' Sickness)
If you could create the perfect business, what would
it be like? How would you spend your business time, talent and resources? If you
could eliminate your least favorite, most annoying, least profitable activities,
what would they be? Imagine what your perfect business calendar would look like,
then compare it with your actual existing calendar.
Achieving the perfect business is not a quick or
easy process, but it is always worth the effort. Following a presentation to a
group of lawyers, accountants and financial advisors, I was approached by a
legal professional who had been feeling overwhelmed by his workload, continuing
education, lack of personal and family time, etc. He had felt trapped, hopeless
and helpless to do anything about his miserable condition.
During the presentation he had discovered
that it was indeed possible to visualize both a perfect calendar for his life and
a perfect calendar for his business activities. One important step in
achieving your perfect calendar is to realize how you became so entangled in the
existing morass. The truth is that most professionals are quickly overwhelmed by
"C" level activities. They spend an inordinate amount of their time,
talent and resources on less profitable or even annoying activities than they
should. Since nobody starts out with the intention of wasting their precious
time, talent and resources on "C" level activities, how does it
happen? How did he and so many others end up in this condition?
While this lawyer was pouring out
his heartfelt thanks for his new found greater vision and sense of purpose in
his life and business, an image flashed through my mind. I learned a long time
ago that when one is thus inspired it is usually a good idea to share it with
those to whom it applies. Here is what I said to him, "While you were
speaking, an image popped into my head which I think is relevant to you and
everyone else who is ‘dying from C sickness.’ I just flashed upon a scene
from the old sci-fi movie, The Blob." He vaguely remembered the movie.
"Do you remember that the Blob moved extremely slowly yet somehow was able
to sneak up on people then totally engulf them and absorb them? In fact, some
people saw the Blob and while trying to avoid being consumed by it, they would
trip over themselves, hit their heads on a table, knock themselves out and then
the Blob would consume them. Those that saw the Blob and remained focused and
calm were able to easily escape its awful clutches."
Essentially, the Blob is all the
"C" level activities that engulf you, absorb you and drain the life
out of you. Putting first things first is critical if you are to save yourself
from the "C" sickness that is killing or at least diminishing you. So,
here is the super-condensed overview of how to save yourself from the Blob and
achieve your perfect personal and business calendars.
- Make a list of the most fulfilling and
profitable activities you currently engage in or want to be more
- Make a list of those activities you like
least, procrastinate, are minimally profitable, are unfulfilling, boring or
just plain annoying.
- Imagine if you could wave a magic wand and
throw out your current calendars (personal and business) and starting from
scratch create the perfect calendars, what would they be like? In what ways
would the perfect calendars be different from the existing calendars?
- Have more respect for your time, talent and
resources. Then prove it by taking action.
- Commit to change only a little at a time. For
example, eliminate three hours a week currently spent in "C" level
activities. This can be achieved by delegating to others or just dropping
activities completely. Perhaps you could simply refuse a "C" level
project that would drain your time, talent and resources.
- Redirect those three hours of time into the
"A" level activities found on your newly created perfect
calendars. Spend some of your "found" time, talent and resources
in each of those calendars. My personal experience is that it is better to
go on a bike ride and/or spend time with my family than to work on
unrewarding "C" level activities.
- Adopt a proven, written business system which
automatically produces the outcome of living your perfect calendars. In
short, part of your problem is that your current business system (probably
not in writing) is largely responsible for your drowning in "C"
level activity. Here are two key reasons people waste their lives on
"C" level activity:
- Their core competency is not high enough to
provide true value in meeting the requirements of "A" level
- Their marketing "system" (if they
even have one) is deficient. Those whose marketing systems produce
insufficient "A" level activities are banished to a life
dominated by "C" level projects.
Constantly evolving your
knowledge and skills, then applying proven, written business and marketing
systems is essential to curing your "C" sickness.
- Watch out for vampires. They are everywhere.
They are nearly always disguised as nice people with simple requests
that require "just a little time, probably only a few
minutes." These vampires will suck the life force out of you. They are
people or activities that fall into the "C" level category.
Politely disengage from them, or in the words of Nancy Reagan, "Just
- Recognize your own limitations and replace
yourself with qualified specialists whenever appropriate. For many
years, my clients and I have benefited greatly by applying my "Rate
Your Knowledge™" system. A free copy of "Rate Your
Knowledge" is available by calling 1-800-997-2664. Not trying to be all
things to all people and bringing in bonafide experts is liberating and far
more effective than any other alternative.
- Exercise the courage, discipline and focus to
change. Striving to establish and live the perfect personal and business
calendars is always better than drowning in "C" sickness.
Losing your family or your sense of self is not worth the perceived
"bread and butter" revenue that comes from "C" level
Achieving your perfect business
is possible if you follow the above guidelines. If you are currently so
overwhelmed that you cannot do it alone, just get some help. There are a number
of professional and/or life balance coaches that can be very helpful in this
process. Make sure you adopt and follow proven, written systems. The life and
business you’ve always wanted are available to you if you want them.
One very important added benefit
of going through this process personally is this: It empowers you to help others
achieve their perfect calendars. By learning, then mastering and teaching this
process to others, you will bring value, perspective and vision to
clients and prospects which your competitors do not offer. Thus providing you
with market differentiation, particularly in "A" level markets. But in
order to provide this new vision to others, you must first apply it in your own
life and business. Anything less would be hypocritical and impractical. It is
very empowering to tell clients "I have personally applied these concepts
and techniques in my own life and business. That’s why I know I can
help you get the life and business you have always wanted."
Engaging clients, prospects and
referral sources in a meaningful dialogue about quality of life issues is much
more engaging than typical (often boring) conversations about trusts, taxes,
investments, insurance products or transactions. Plus it leads to a more fun,
profitable and fulfilling business calendar.
There is an old saying, "Knowledge is
Power." That saying is not true. Knowledge alone does not equate to power.
The world is full of knowledgeable people who lack creative relevant vision and
innovative action, thus rendering themselves powerless. Please remember this:
Constantly Evolving Knowledge Combined with Creative Vision and Innovative
Action is POWER!
Bruce Wright's strategies have been successfully implemented by
thousands of financial services professionals across the country. His book, The Wright Exit Strategy Wealth; How To Create
It, Keep It and Use It, is being endorsed by industry leaders and
wealthy consumers, alike, as the first true guide to Advanced Macro
Wealth Management and Macro Strategic Planning. Additional
information on Bruce Wright and The Wright Company may be found at
www.thewrightco.com or by calling 1-800-997-2664.