The title of this article rings true for most small business owners—they just don’t realize it.  Following their passion, many entrepreneurs quit their high paying, but boring jobs and choose to jump into debt and mortgage their future to purchase a franchise or dealership or start their own brand–all in the name of self employment and prosperity.

Often times reminding themselves that “they can do it better” or “I’ve got a better product,” most are not prepared for the workload and change in personal lifestyle which lies ahead.  Often, the impetus for jumping into entrepreneurship comes at the ill fated recommendations of friends or family who love your cooking, dig your artistic flair or appreciate the service you perform in your spare time.  Inspiration can also be found out of complete frustration with where their personal career has taken them and that little voice in the back of their head reminding them of what could be.

As it turns out, they may end up being a better cook or a more skillful artisan, but at the end of the day, they have no idea how to run and grow a prosperous business.  I believe there are several factors that contribute to failed businesses, but the one reason I see ignored most often is the failure to use LEVERAGE.

By failing to use leverage, most small business owners wind up in the quandary of believing they run a business, but in reality, your investment has only bought you a job.  This is because small business owners end up being a slave to their company, working longer hours than their old job and for usually less personal income.

Believing that your most valuable role within the business is the lead craftsman, cook, designer, installer, etc…is completely false.  Your number one role within your business is sales and marketing. Without it, your business will tread water for a couple of years, then die.

Most entrepreneurs get caught up within the catch-all role of operating the business, often times performing all of the work themselves or manning the shop for twelve hours per day. They’ll make the mistake of believing that “no one can do it better than me.”   Yes, you may be the best at what you do—but no matter what you believe, good people are trainable and you can train them to perform your duties.  Doing so allows you the time to plan your marketing, establish relationships and truly grow your business.

The first reaction to this way of thinking is usually, “I can’t afford to hire someone.”  Wrong—you can’t afford NOT to hire someone.  If you hire a great employee to replace you and focus on sales and marketing, then you’ll have no problem affording that employee.  Without implementing this philosophy in your business, you will undergo extreme peaks and valleys and at the first onset of an economic dip, your business will most likely die.  Why?  Because you haven’t spent your time filling up that sales pipeline with new accounts or potential customers.

Unless you make this shift, you’ll be so tied to your business that you’ll never be able to take a vacation because “who could do it better than you?”   And isn’t freedom and a better lifestyle the reason you got into business in the first place? Successful business owners choose to hire people who are smarter and more skilled than they are and understand that their role is to manage good talent.

Go out and find your replacement, bring them on part time initially if you have to and train them well—then focus on growing your business through sales and marketing and escape the mindset of having a job!

Jason Jantzen is President of Phoenix Marketing Associates and a skilled marketer whose experience in growing small businesses is based on real world experience and proven, repeatable strategies.  His company uses an integrated approach to online marketing by implementing Search Engine Optimization, Website Content Creation, PR and Social Media campaigns which has had a marked impact on their overall exposure to their target market.

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