Introduction
Today I'd like to talk about a potentially controversial subject.
It's not meant to call you out, but it's an important point to consider:
The stupidity of now
This is something I see entrepreneurs cycle in and out of constantly, and it’s more of a check for you to see where you're at and to remind you to stay committed to the long game, because entrepreneurship is for the long haul.
Examples of The Stupidity of Now
Finance Stupidity of Now
Let’s start with finance. Early on, when you're in growth and survival mode, you're frugal. You track every penny, and you’re constantly aware of cash flow.
But once you’ve made it through that phase and your business is a little more established, money in the bank, overdrafts less of an issue, that’s when the stupidity of now kicks in.
You stop being frugal and start spending on things that might not be necessary.
Suddenly, it’s new cars, new office spaces, new furniture, or even pay raises across the board. You feel like you've "made it."
But when things tighten up, you end up having to scale back, which, in turn, disrupts the business.
The mistake is living in the moment without thinking about the long-term effects. Yes, treat your team, reward yourself, but make sure you're not making rash financial decisions because things feel comfortable for the moment.
Operations Stupidity of Now
The same applies to operations. When you start, you have a strong customer service focus. You're actively looking after your customers, and it's a major priority.
But as the business grows, you get on top of things, and your team starts scaling out.
However, this is where the stupidity of now kicks in.
You stop putting as much focus on the basics, the little things that helped you build your brand in the first place.
When you get comfortable with operations, it’s easy to let things slide, which can lead to diminished service levels and unhappy customers.
People/HR Stupidity of Now
People management is another key area where this happens. In the beginning, you recruit for culture, you ensure the team is a good fit.
However, when things take off, the stupidity of now comes in again. You think, “We’ve made it! We can afford to hire more staff,” but you might start focusing on cheaper labor or people who don’t align with your culture.
This can backfire and hurt your brand’s reputation and internal culture, costing you in the long run. You need to stay consistent and focused on recruiting the right people, not just those who fill the roles.
Marketing Stupidity of Now
As your business matures, there’s a temptation to scale back on marketing. You've built up a client base, and you think, “I don’t need to do marketing anymore, I’m doing fine.”
That’s where the stupidity of now hits.
When you drop marketing and stop investing in it, the market changes, seasons change, and new competitors come in.
You lose your competitive edge, and within three to six months, you're back to square one, scrambling to rebuild your visibility and customer base. Marketing is a consistent effort, not a one-time boost.
Sales Stupidity of Now
Sales is another area where the stupidity of now shows up.
Early on, you build a solid sales process, and it works. You win clients, you’re structured, and you’re organized. But once the sales start coming in and your business seems to be thriving, you think, “We’ve made it.”
You cut corners, stop following the sales process, and begin to lose control of the buyer’s journey.
As a result, you lose potential sales to competitors or miss opportunities. The simplicity of maintaining a solid sales process is often overlooked, but it’s critical for sustained growth.
Governance Stupidity of Now
Finally, we can look at governance. When you start, you keep track of important regulatory things: you file your VAT returns on time, keep your insurance up to date, and stay on top of your legal responsibilities.
But as you get busy, the stupidity of now creeps in. You stop doing the basics, and the consequences can be serious. Legal issues, missed filings, or lapses in governance can come back to haunt you.
The Entrepreneurial Long Game Requires Consistency
When I say entrepreneurship is about the long game, I mean it’s about doing the same things consistently, always improving and adapting while continuing the fundamentals.
Whether that’s tracking trends, staying on top of regulations, or listening to customer feedback, the key is consistency.
- You don’t just stop doing the basics because you’ve crossed a certain threshold.
- You don’t stop following your sales process just because you’ve closed a few big deals.
- You don’t stop marketing just because you have a handful of regular clients.
If you’re an entrepreneur suffering from the stupidity of now, look at what made you successful in the first place.
Look at what got you those big deals, positive customer reviews, or the reputation for great service. Now, make sure you’re continuing those practices.
Taking a Step Back to Fundamentals
Dial it back down, go back to basics, and do a quick check with your team. When you feel like you’ve crossed a threshold, ask yourself a few questions:
- “Do I need to keep doing the basics?” (The answer is always yes, by the way.)
- “What happens if I don’t? Will it set me back?”
It’s much harder to restart than it is to continue with the fundamentals. If you don’t keep doing the basics, it’s only a matter of time before you’ll find yourself back where you started.
Conclusion: The Stupidity of Now Is a Trap
It’s easy to get caught up in the moment and think you’ve made it, but entrepreneurship is a long game that requires consistency.
Don’t fall into the trap of thinking that you can stop doing the basics once you've achieved a certain level of success. By maintaining a solid foundation, you’ll avoid the stupidity of now and ensure sustained success.
I’d love to hear your thoughts on this. Have you experienced the stupidity of now?
Maybe you’ve made a decision that came back to bite you later?
Always here to help you start, grow, and thrive. Let me know how I can support your next big move.
