Sipping my actual tea today (finally!), I need to address something that’s killing 68% of entrepreneurs’ growth: working only IN their business instead of ON it. Having spent 18 years in corporate marketing before founding The Repositioning Expert, I see this pattern destroying businesses daily. I call it the “melting ice cream syndrome” – you’re so busy licking the melting ice cream in one hand (current clients and immediate tasks) that you never use your other hand to bake the bread that will keep you full much longer (building sustainable growth systems). With 63% of entrepreneurs working over 50 hours weekly and 85% working over 40 hours, we’re all working like dogs but not necessarily smart.

The Fear-Based Avoidance Pattern

Here’s the uncomfortable truth: 73% of entrepreneurs would prefer working on their business but can’t due to daily operations. The real issue? You’re deprioritizing the uncomfortable, scary tasks that actually drive growth. These include outreach (calling or emailing prospects), networking in your target industry, and public speaking – which terrifies more people than being in a coffin! My clients consistently avoid seeking speaking engagements at industry associations, even though this requires months of planning and relationship building with organizing committees. They’d rather speak to their own peers (who won’t buy from them) than venture into their target industries where the real opportunities exist.

The Content Creation Blind Spot

Another critical area that gets deprioritized is content creation. Even this 15-minute live session requires significant preparation and research the day before. But here’s what my clients miss: AI now makes content repurposing incredibly efficient. I transform this single session into newsletter content, blog posts, and multiple social media pieces. Yet when you’re drowning in client work, creating content feels impossible. Remember, it takes 7-12 touches for prospects to buy from you. If you’re not in their industry events, their social feeds, or their professional sphere, they simply won’t see, hear, or buy from you.

The Strategic Vision Gap

The most damaging issue? Forty percent of entrepreneurs admit to having ineffective or non-existent strategic plans. I see this constantly – businesses throwing spaghetti at the wall with random trade shows, scattered speaking gigs, and unfocused advertising. While some trial and error is normal in marketing, you shouldn’t be guessing which industry to focus on or what your core messaging should be. Without a strategic super-niche (specific industry + specific pain point), your efforts lack coherence. What you say when networking should align with your website, your RFP responses, and your boardroom presentations.

The consequences are devastating: 61% of small businesses never hit their growth targets, and 56% of entrepreneurs have been diagnosed with anxiety, depression, or stress-related problems. I’ve watched brilliant entrepreneurs close their businesses because they couldn’t break this cycle. You have to make the scary decision – either hire people you think you can’t afford, or work less IN the business and more ON it. The statistics won’t change unless you do.

Want to reposition your messaging to grow your leads? Follow me on Twitter, friend me on Facebook, watch my Podcast o YouTube or connect with me on LinkedIn –and let’s talk.