I have found something I am terrible at. Now what do I do?

I love a good challenge. I like testing myself to see what I am capable of. Never was that more clear than when I decided to launch my own advertising agency in 2016.

Suddenly I wan’t just responsible for my own work, or for the creative department that I oversaw.  I was responsible for absolutely everything that happens at The Weaponry, my advertising and ideas agency.

Jumping In The Deep End

I quickly had to learn if I was capable of running operations, business development, customer service, human resources, production, accounting and the creative department at the same time. Which is a bit like walking and whistling and juggling gum on spinning plates at the same time.

The Good

I discovered, that like you, I am capable of a lot more than I had been doing. I discovered new strengths. I found that I enjoy addressing late payments, shopping for business insurance, and establishing leases in multiple states. Those broad new tasks have tested me in new and dynamic ways. Better yet, I have passed those test with at least satisfactory grades. And I am proud of that. Because low expectations lead to high satisfaction. 

The Bad And The Ugly

But lately I have discovered something I am terrible at. It’s relatively small. But my challenge with it seems worthy of sharing.

I am terrible at calling people when they say call me anytime!

I have at least 6 people to call who have invited me to call them without stating a specific time slot. And I can’t seem to get traction on these action items.

These are all big dogs. People who I really want to talk to. The list includes 2 company CEOs, 2 company Presidents, and a cheese broker. (I live in Wisconsin, and I have cheese needs).

Here’s what happens:

  1. I put a tentative time for a phone call on my calendar.
  2. My day gets hectic (Every day gets hectic).
  3. I move the call off my calendar to focus on more pressing issues.
  4. I get a lot accomplished by utilizing that free time.
  5. The important but not urgent calls slip into the future with Steve Miller.

Important But Not Urgent

I am a huge proponent of the Important But Not Urgent activities. I was first introduced to these activities through Stephen R Covey’s classic book, The 7 Habits Of Highly Effective People. (If you haven’t read this it should be your next book. Unless you have to retake your drivers test soon. Then read that little book on driving in your state next.)

Important But Not Urgent activities include the things you don’t have to do today but really should. These are investments in a better life, and greater success. Things like networking, relationship maintenance, exercise, planning for the future and applying deodorant.

So Now What?

I know having these invited but unscheduled calls are important. But I haven’t developed the proper skill, habit or muscle to get it done. That being said, I am looking forward to figuring this one out. Because it means I will be turning an area of weakness into an area of strength. Which is the kind of growth I was seeking when I decided to try my hand at entrepreneurship.

Key Takeaway

No one is good at everything. We all have areas of weakness, ignorance or immaturity. If you want to accomplish great things you have to be okay with that. Your deficiencies can be improved or avoided through hiring and delegation. Which means that your most valuable skill is problem solving. Because problem solving provides the answers to every test. Just ask Felicity Huffman.

How to attract good things by starting early.

I loved my college experience. But when I graduated, I was thrilled to be done with school. Like Alice Cooper. Yet I was far from done with my education. Since I graduated from the University of Wisconsin I have been busy acquiring self-directed micro-degrees. How? First, by making up this silly, but plausible term. Then, by reading. Not just reading for reading. I am constantly looking for new books, magazines and online articles to help me become a smarter, more effective human, a better business person and a more creative thinker.

7 Habits

One of my favorite micro-degrees came from reading  Stephen R. Covey’s classic, The Seven Habits of Highly Effective People. Reading books like these is akin to taking a college course, only without the chance to meet an attractive co-ed. In fact, I have learned, retained and applied more from books like this than from many of my college courses. (Sorry dude who taught that Emotions class junior year. That was worthless.)

Not Urgent, Not Urgent, No Emergency…

In his best-selling book, Covey introduces a concept that I absolutely love. It’s the idea of spending more time doing things that are important but not urgent. This is really where the magic in your life comes from. When I learned about this concept I realized that I already did a lot of work in this quadrant.

Check out the impressive quads on the chart below.

covey_matrix

The important but not urgent work is the key to all of the good things that have happened in my career. But as I have created and grown The Weaponry, my advertising and idea agency, this type of activity has been crucial.

Important but not urgent, in action.

I identify talented people who I want to join our team, and begin planting seeds. I plant seeds all the time that I don’t expect to bear fruit, nuts or vegetables for years. In fact, there are talented people in cities across America that I have been talking to about joining The Weaponry,  not in the next weeks or months, but in the next years.  

Why? Because great things often take a long time to develop. So I want to start the process as early as possible. My goal is not only to appear on the radar of talented people, but for the course of these talented people’s careers to begin steering towards me.

I want to create a gravitational pull towards me and my organization. How?  Through early conversations these valued recruits can begin imagining us making magic together. By creating an attractive vision of the future, the people start steering their courses towards this attractive future reality.

The Power Of Advertising

This early recruiting activity works just like marketing and advertising. Because advertising, through brand awareness and brand affinity, begins to create a gravitational pull towards products and services.

I have spent my entire career planting seeds about the merits of various brands. Eventually, by sharing those merits, customers, clients and members find their way to the brands that can help solve their problems or enrich their lives. And everyone wins. This is what I am doing now, both personally and professionally. And you can too.

Key Takeaway

To attract the people you want to surround yourself with, start early. Start well before you need them. Whether you are looking for friends, co-workers or customers, begin recruiting today. Offer others a picture of what a friendship, career or success could look like when you join forces. Do the important work early, before it becomes urgent. Then watch as paths alter in your direction. It’s a pretty amazing thing to see. It’s what highly effective people do. You know, people like you.

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Amanda Peraud and I met last week about the possibility of this senior at Illinois working with The Weaponry. It was a classic important but not urgent activity. Also, Amanda’s cousin Melissa Roth, is a good friend of mine. So this was also classic networking activity.