The Biggest Lie Business Owners Tell Themselves
Insights from the coaching room
There’s a phrase I hear in coaching sessions all the time.
It sounds reasonable.
It sounds justified.
It often goes unchallenged.
But it’s also one of the most damaging beliefs a business owner can hold.
It’s this:
Once things settle down, I’ll focus on that.
The Moment It Shows Up
A client will say:
- “Once we get through this busy period…”
- “Once we’ve hired someone…”
- “Once things calm down…”
Then:
“I’ll focus on growth / strategy / systems.”
And on the surface, it makes sense.
They’re busy.
Things are happening.
Now doesn’t feel like the right time.
The Reality
Here’s what I’ve learned from years of coaching:
Things don’t settle down.
Not permanently.
There’s always:
- another project
- another issue
- another opportunity
- another problem
So the moment they’re waiting for…
…never actually arrives.
What’s Really Happening
This isn’t about laziness.
It’s about something deeper.
When owners say “I’ll do it later”, it’s usually because:
1. It Feels Unclear
Strategy, planning, systems – these require thinking and thinking is harder than reacting.
2. It Feels Uncomfortable
Growth often requires:
- making decisions
- changing behaviour
- letting go of control
That creates resistance.
3. It’s Not Urgent (Yet)
Operational problems feel urgent.
Strategic work doesn’t.
So it gets pushed.
The Hidden Cost
This mindset creates a slow, invisible problem.
Because every time something important gets delayed:
- progress slows
- pressure increases
- dependency remains
And over time, the business becomes:
- reactive
- harder to run
- reliant on the owner
A Coaching Moment I See Often
A client will say:
“We need to sort our sales process.”
We agree it’s important.
We even outline what needs to happen.
Then two weeks later…
Nothing has changed.
Not because they didn’t care.
But because something else felt more urgent.
The Pattern
This is the pattern:
- Something important is identified
- It gets delayed
- Something urgent replaces it
- The important thing remains unsolved
Repeat that enough times and…
…the business stops evolving.
The Shift That Changes Everything
At some point in coaching, I’ll challenge this directly.
I’ll ask:
What if things don’t settle down?
That question usually lands because it forces a different way of thinking.
From “Later” to “Now”
The shift is simple, but not easy:
From:
I’ll do it when things calm down
To:
“This gets done regardless of what’s happening”
That’s where leadership starts to change.
Why This Matters
Because the businesses that grow aren’t the ones that:
- wait for the right moment
They’re the ones that:
- create it
They prioritise:
- strategy
- structure
- improvement
Even when things are busy.
Especially when things are busy.
A Practical Shift
If you recognise this pattern, try this:
Identify one thing you’ve been delaying.
Then ask:
If I don’t fix this in the next 90 days, what will it cost me?
That question creates urgency and urgency drives action.
The Real Truth
Here’s the uncomfortable reality:
Most business owners don’t lack time.
They don’t lack ideas.
They don’t lack capability.
They delay the things that would make the biggest difference.
Final Thought
There’s a simple distinction I often share:
You can either:
- wait for the business to give you time
Or:
- take time to build the business you want
One keeps you stuck.
The other moves everything forward.
