As I was writing my new book “Making Money is Killing Your Business” and getting feedback on it, a lot of people told me that some of the principles in this book are things they’ve never heard before. I’ve frequently heard, “I’ve never been given permission to think that way.” Allow me to set the record straight. I’ve never had an original thought in my life and I’m pretty sure no one else has either.

Picasso said “Good artists borrow. Great artists steal.” There is nothing new under the sun and when I hear people claiming they have an amazing new way of doing something that no one else has ever thought of, it usually turns out it was all just marketing.

One of the big re-discoveries of old truths for me was that a business is supposed to throw off three things for us, time, money and significance. But for some reason we only expect it to give us one: money. And because we focus on just making money, our business never gives back time or helps us have a significant impact in the world around us. We’re too busy making money to get to the important stuff.

As a result everything is backwards. We build a business and take whatever lifestyle that business happens to throw off for us, which at best usually involves having money, but rarely a lot of time, and almost never significance. This isn’t surprising because “he who makes the rules wins,” and we too often let our business and the business world around us make the rules for us. Making Money was written to help us take hold of our business and re-make the rules in our favor so that our business finally becomes our servant to do our bidding, not the other way around.

On Monday, I’m able to head to London, Belfast, and Nairobi Kenya largely because I’ve been committed to making my business live by my rules. I have to rein it in every day of every week, but simply being committed to do so has made all the difference. Working for free with business owners in Kenya is a great reward for having made the rules in my business. I’m looking forward to a lot more time, money, and significance to come as I force my business to live by my rule: Live well by doing good.

Are you making the rules or reacting to your business? He who makes the rules wins.

Rather than encouraging us to do and be the same, this constant focus on “exceptional people” can keep us from building our own life of significance. We feel if our sports hero wins, we win. Or if my business guru is paying attention to me, I’m significant. While we idolize our hero, too often we lose site of what got them there. And I can guarantee you that with very few exceptions, it wasn’t talent, but struggle.

Is it possible that deep and willing commitment to the persistent effort it takes to get to your Big Why is what actually creates meaning and joy?

Are we too focused on the result, thinking that “arriving” will make us happy? Why do athletes, music heroes, and business people who are already at the top of their field and financially secure keep going? Why don’t they retire as soon as they get there?

I believe it is because they have found the secret (such an over used term) of meaning and joy. They understand that joy is not found in the destination but in the journey, and that love of the process of persistent struggle is the key to joy.

How did your star athlete get to the level they are at? By persistent struggle on the weight machines, on the track and daily work at perfecting their craft. Relentless, consistent, persistent struggle. And a deep love for that process. Yo Yo Ma (world-famous cellist) once told my daughter “The key to becoming a world class musician is to learn to love to practice; to practice very day as if you’re sitting on stage at Carnegie Hall for your debut concert.”

Do you love the process or are you focused on the result? Measure the result, but focus on the process, and learn to love the process of building your mental muscles. Learn to love the process and the ongoing development of both your craft and your business. You will find the most meaning and joy in having made it through the tough times and having created success by loving the persistent process of getting there.

Your heroes didn’t get there by talent. They got there by learning to love the process of getting there. Take the things in this blog with you into the real world, get beat up, fall down, get back up a little stronger, and do it again. Build your mental muscles one at a time, but relentlessly. Unswerving commitment to the process of getting there is the only thing that will get you there. We get what we intend, not what we hope for.

Circumstances don’t make me who I am. How I respond to them does.

Respond with tenacity! That will get you there! Do what it takes to build a business and a life of significance!
Let’s do it together!

I’ve never used my blog to directly advocate for an issue, but the SBA’s long-term focus on big business has moved from absurd to something there is no word for. I don’t want more handouts. I just want them to stop giving them to big businesses, and expanding to include even more big businesses to give handouts to. Help us stop it.

The SBA lost its way at its inception in 1953 when politicians bowing to big business interests defined “small” as any business with fewer than 500 employees. That is 99.9% of all businesses, a ludicrous and meaningless description of small. This happened because big businesses lobbying their politician wanted to make sure they didn’t get left out of the handouts. As a result, the SBA focuses almost all of its attention on larger businesses from 100-500 employees. Only 17,000 of the 28 million businesses don’t qualify!

They are now expanding the definition to include 9,450 of those 17,000, because large businesses with 400-500+ employees are once again growing huge and don’t want to be left out of the handouts that were set up to encourage small businesses to compete against the Bigs.

We can stop this nonsense. What can you do? Go to the SBA site here and submit the following objection, or your own. They must post them publicly and enough complaints will get their attention and require a response.

Rasmussen (a polling company) says the traditional three classes in America – rich, middle class and poor, have now been replaced by only two – The Ruling Elite, and everyone else. We have become a nation ruled by the Bigs who have completely lost touch with who they exist to serve.

But in the Participation Age we are now in, you can make a difference. Go to the SBA site and let them know a “small” business has fewer than 20 employees, and to stop expanding to serve their big business cronies.

Copy the following, fill in the contact info on the SBA site here, and paste the following or your own objection. Let’s begin to create a voice for small business at the table of the Bigs.

COPY THE FOLLOWING:
The existing SBA definition of “small” includes 28 million out of 28 million businesses (only 17,000 are left out). It’s like saying all people less than 7’ tall are “short”. Your continuing expansions move it to 7 1/2’ tall people.

How can you claim to serve small business when you include 99.9% of all businesses, and want to increase that to 99.95%? No understanding of “small” justifies these increases, and only goes to demonstrate that the SBA does not have a focus on small business.

In 2009 Australia passed the Fair Trade Act that formally defined “small” as “under 15 employees”. Even that would still include over 80% of all businesses in America, but would be a much more realistic definition of “small”.

I hereby formally request that you defend your definition of “small” against the commonly held understanding of the word “small”, and either

a) Reduce the standards by nearly 2500% (from 500 employees to 20) to reflect a realistic understanding of small, or
b) Rename yourself the Mid-to-Large Size Business Administration (MLSBA).

See the Miriam Webster definition of “small”:

1. having comparatively little size or slight dimensions

2 a: minor in influence, power, or rank
b : operating on a limited scale

3 lacking in strength – a small voice

4 a: little or close to zero in an objectively measurable aspect (as quantity) b: made up of few or little units
b. How does “comparatively little” describe 99.9% of all businesses?
c. How does 99.9% reflect “minor in influence, power or rank?
d. How is 100-500 employees “lacking in strength” when compared to the 80%+ businesses with fewer than 10-15 employees?

5. How is 28 million out of 28 million “little or close to zero”, or “made up of few or little units”?

I look forward to your formal public reply.

Gandhi – “Anyone who thinks they are too small to make a difference has never gone to bed with a mosquito”.

Thanks for making a difference!

The National Federation of Independent Businesses, or NFIB, rated it #1 because they thought it has the most potential for real impact in the lives of the readers.

Readers are indeed finding their lives and businesses transformed by the principles and practical in this book.

“Never in my life have I read a book so full of transformational content that actually got me creating a better business for myself.” – Julia Gentry, TheUltimateE.com

“Every small business owner will benefit from this easy yet profound read. I was ready to throw in the towel on our six-year-old real estate business, but after reading Chuck’s book we have increased our gross revenue by 27% and doubled our net profit.” – Sandy Corrigan, The Corrigan Group

Making Money is built on profoundly simple ideas that have been around forever and ignored as being too simple to work. I’ve learned the hard way that the profound things are always simple and will revolutionize any business willing to give up complexity for effectiveness.

Making Money helps business owners move from a focus on trying to make money to building a business that does it for them while they’re on vacation. It debunks the idea that small business is a 30 year grind, and introduces the concept of building a business in just three to five years that runs itself.

Making Money also replaces the traditional concept of retirement with using your business to quickly build your Ideal Lifestyle, moving you and your business from survival through success to significance.

The principles and tools in this book grew out of years of hacking it up in the trenches and learning what really works. It’s been a privilege to start and build a number of businesses before helping others do it. I don’t see myself as a business coach, advisor, consultant, etc., but as a guy who built a number of businesses and now helps others avoid the mistakes I’ve made.

My company, The Crankset Group has an off the grid approach that has been adopted by thousands of business owners. We’re growing internationally now with 3to5 Clubs (our committed communities for 24 business owners each) starting in throughout the states and in Europe, with an objective of having 3to5 Clubs in every major city in the world.

It’s also been a privilege to have articles and mentions in the last year in Harvard Business Review, Entrepreneur Magazine, CNNMoney.com, NYTimes.com, other magazines and small business blogs throughout the U.S., Australia, and New Zealand.

I firmly believe Making Money is Killing Your Business inspires a new way of thinking that will transform how you approach your business and your future. I’m getting regular feedback from people we’ve never met who confirm it.

I’d love to hear how it’s impacting your business.

Conation is one of the 1,000 most obscure English words and yet the most important business word you’ve never heard. Want to know if you’re doing well and going where you want? Filter everything through the word conation:

Conation – the will to succeed that manifests itself in single-minded pursuit of a goal.

Or my definition:

Committed Movement in a Purposeful Direction

It’s nuts that this word has been buried in the lexicon, but there was too much “doing” in it for the academics to feel comfortable, so they let the word drift into obscurity. These Thinker/Cognaters love cognition because it allows them to justify sitting around thinking things to death without taking any action. Conation is scary to them because it requires action and metrics of success, not just pontificating.

But if you bring Conation back into your life and business as your main filter, and use cognition as a faithful servant of your Conation, you’re going to be a lot more successful. Conation is way more important to your success than cognition.

The Conative Filter

1. Commitment – Affection/Passion – are you sold out to what you’re doing? Willing to go down with the ship? Do you have “quiet resolve” to succeed no matter what? If not, your chances for success are low. Commitment, utter abandonment to the cause is the foundation of success.
2. Movement – Activation – Doing – are you sitting around cognating (thinking) about what great things might happen if you ever did something? Or are you moving forward and figuring it out as you go? Doers get things done while Thinkers are thinking about doing something someday.
3. Purpose – Cognition – Discipline/Plan – Do you have a plan for the highest and best use of your time (Yield per Hour)? Cognition is ONE of the things you need to be doing to be successful. It’s a faithful servant of conation.
4. Direction – Vision – Just because you’re going flat out doesn’t mean you’re going the right direction. Do you have utter clarity about where you want to end up, exactly what it looks like, and when you want to be there? You get what you intend, not what you hope for.

Conation is all four, not just two or three. Direction, Purposeful, and Movement without Commitment will not sustain you. Commitment, Purpose, and Direction are useless without Movement. Movement, Commitment and Direction are of no value without Purpose (a plan to get there).

Want to know whether you’ll be successful, or why you’re not? Use the conative filter to see if you’ve got all four attributes going at once. If not, shore up the one that needs your attention. You’ll make more money in less time and make a bigger splash in the world around you.

People with committed movement in a purposeful direction make history. Cognating dreamers write about them later.

As we start out, we take cues from Giant Corporation, Inc. that we should develop cool logos, fancy brochures, zippy websites, and catchy copy. But this is a waste of time and money for a lot of small businesses and a huge misdirection of focus. There is a better way for most of us.

A janitorial supply company wrote a response in another blog promoting all this fancy “branding” (to which this blog is a response):

“I think the most important thing you can do to brand your company is to provide superior customer support. Here at CleanItSupply.com we pride ourselves on our customer service. We answer our telephones and respond to customer’s needs immediately. Customer service is what sets us apart for the rest and has customers coming back over and over again!

CleanItSupply.com has it figured out. For a small company the most important “branding” you can do is provide the best service possible and create raving fans.

Where do 95% of all our customers come from? I ask this question almost every time I speak and from the mouths of thousands of business owners → “95% of our future customers come from our existing customers referring them.”

For those under 30, 85% of product discussions are face2face and only 7% are online. The rest are by telephone or email. For those over 30, 92% are face2face and the rest are online, email, and phone. Our customers are talking directly to their FRIENDS, not with strangers or digital friends online. They are telling their FRIENDS what their experience was with us. And 90+% of our customers come from those human, face2face discussions.

So what are we doing going out and buying advertisements and creating fancy brochures and clever tag lines to attract people we’ve never met? The best brand we can build is to

get those who know us, to love us.

When we get big and have more money than time, we can go the fancy ad route.

But for now, focus on being the best in YOUR world and specifically on turning customers into raving fans. That’s the best branding you can do because it’s authentic, it’s really who you are, and it’s targeted at your best opportunity for finding future customers – from your existing ones.

Good on you, CleanItSupply.com!

Sitting in a hotel lobby in Martinborough, New Zealand after a bike ride, two professors from Vancouver asked me if I thought education was important for success. They hit my hot button. If, like the old saying goes, knowledge is power, then librarians would rule the world. They don’t. Something else is more correlated to success than education.

Millions of higher degree recipients make less during their careers than people who dropped out of high school. And millions who never finished high school make huge impacts and a lot of money.

We miss cause and effect all the time. As an example, people love to say, “College graduates make a million dollars more in their lifetime than non-college graduates.”Is it because they went to school, or because they are motivated to do anything that will make them successful? I think it’s the latter.

If they were told they needed to apprentice with a businessperson they would do that instead of getting an MBA (that would be my advice). They are motivated and committed, and will do whatever they have to in order to be successful.

There is some clear correlation between education in the hard sciences (pharmaceuticals, engineering, plumbing, etc.) and success. If you violate hydrology ($%@* flows downhill), you’ll make a lousy plumber. But there is little correlation in the soft sciences. People build committed communities all the time without ever taking a sociology course. Others help people get past their bad habits without ever taking a psychology course.

Business is one of the soft sciences where education is least correlated with success. Dropouts from college (or people who never went) start hugely successful companies all the time. “Is college necessary?” is becoming a mainstream question.

What makes business owners successful? According to research, education doesn’t show up in the top five. (Entrepreneurial Intuition, an Empirical Approach, La Pira, April 2010), but these do:

1. Seeing the big picture – being a visionary is most important. If you can’t see it, you won’t shoot for it.
2. Speed of Execution – taking action while others are researching.
3. Never giving up; being the bull dog; finding a way to make it work.
4. Being a life-long learner.

Learning is massively different than being educated. Education fills our heads with information, while learning transforms our lives and the world around us with grounded and applied intelligence.

If you want to have your head filled with facts, get an education. It you want to learn, change lives and/or make money, you’re better off apprenticing with someone who’s done it. They won’t try to educate you, they’ll just make sure you are effective and becoming something you aren’t, yet.

The Greeks were wrong.

We don’t think our way to a new way of acting; we act our way to a new way of thinking.

Go do something with someone who’s already done it; and learn from their experience.

The Vancouver professor’s responses? “Check, please.”

Chapter Six in my next book, Bad Plans Carried Out Violently, is about Conation, the most important business word you’ve never heard. Its antonym is just as obscure and just as critical for you to know – velleity.

Our whole community of business owners use this phrase all the time:

You get what you intend, not what you hope for.

Nothing could describe the above better than two of the 1,000 most obscure words in the English language – conation and velleity (vel-lee-ity).

Conation is “Committed Movement in a Purposeful Direction”. The dictionary says its the desire plus the volition at the same time. I know I want to do it because I already am. I don’t need to desire it and get all motivated. I just do it because I want it.

Velleity is the desire with no intention of ever doing anything about it. It’s the exact opposite of conation. Wouldn’t it be nice if things worked out better next year? Wouldn’t it be nice if I only worked half as much as I do now? Would it be nice if… that’s velleity.

What’s the difference between a visionary and a dreamer? A visionary is already doing it (conation) and a dreamer is talking about how nice it would if… (velleity).

You get what you intend, not what you hope for.
CONATION < – - – - – - – - – > VELLEITY

Words represent powerful ideas, whether we mean for them to or not. We might as well be intentional.

Zig Zigler said, “be a meaningful specific, not a wandering generality”. The words we use to represent ourselves and our businesses are much more important than we usually think.

WORDS ARE ALWAYS POWERFUL, even when we think they are badly formed. If the way you talk about your business is “lame” or “weak”, that is incredibly powerful in driving people away or causing them to simply look right past you. If your words are gripping, they are powerful in drawing people into a conversation with you to find out if there is a fit.

Here’s how John Marshall of My Green Parachute found the company’s powerful story (one sentence) in a group session we call FasTrak, where we focus on narrowing your identity. Objective – so people have a handle to carry you around easily.

Fastrak showed me that our company was lacking a simple identity. As a result we had been talking to the wrong people in the wrong way for 2+ years. We immediately trimmed our sales staff and coaches, fired our national sales manager and since the launch of our new identity we have had over 500+ registrations, which include entire offices that want to participate across the country.

I loved how simple this was. I have learned an entire new business model and transformed a national business that had been on the brink of shuttering its doors before it could ever get off the ground because it did not realize its own purpose for existence.

Do you have a simple, powerful message that makes you a “meaningful specific”, or are you another “wandering generality” who thinks they can just start talking and people will eventually get it?

Here are a few ideas on the “how”:

1. Resist the temptation to be everything to everyone. The narrower you identity yourself the better. A local guy here was an interior woodworker who decided to focus solely on stairs rails and built a $2.4 million business with 14 employees. I have dozens of stories like this. I dare you to go narrow – you’ll make a lot more money in a lot less time.
2. Don’t talk about what you do. Nobody cares. Talk about the OUTCOME for your customer – the result expressed emotionally. If they like they outcome, they’ll ask you what you do to get them that outcome.
3. Say it simply. Stop using business words. They’re boring and pretentious. Talk to me like a human being. People don’t buy from companies, they buy from people.
4. Say it in a very few words.
5. Make it so graphic and clear that anybody can easily remember it and pass it on. If you’re the only one who can explain what you do, you’re dead in the water. Movements are created by simple, viral messages that everyone can carry to the next person. Business “gurus” will have you running in circles creating a complex and incredibly impressive offering. And nobody will buy it.
6. Ask your customers, “What are you buying that you don’t even think I know I’m selling?” The answer will reduce your blabbing.

Words are powerful either way. You might as well get them working for you instead of against you. Know who you are and how to tell others in one sentence.

John’s story is a good start. I’d love to hear how finding your few words that matter helped your biz, too.

The Industrial Age lasted a very short 150-200-ish years in the ten thousand years of recorded human history. It brought us a lot of cool toys and a cushy life, but we’ve been afflicted with a lot of Business Diseases that came from the Industrial Age. Here’s just a few of them:

Big Disease
I’m addicted to big. I can’t help it. Giant Corporation, Inc., giant government, giant megalopolises, giant houses, giant movie stars, giant cars, giant malls, giant markets – it’s all so very alluring. I know my ancestors use to live in small, committed communities, but I’ve got a garage door to hide behind.

Employee Mindset Disease
It’s not my job. Tell me what to do. I leave “me” at home. I don’t think at work. I work at work, I play somewhere else. It’s not my fault. I’m a victim.

Employee Contribution Disease
I’m not significant. I believe what the Industrial Age taught me – Shut up. Sit down. Live invisibly. Go out quietly.

Retirement Disease
I’ll wait until I’m 65 to live significantly. I’ll go through the motions for the first 65 so I can get there. Until then I’m just marking time.

Scarcity Disease
I live in a world of scarcity. You either live in a world of scarcity or a world of abundance, and whichever one you choose affects every decision you make. Industrial Age scarcity rules. Abundance doesn’t exist – it’s woo-woo crap.

Competitor Disease (symptoms are similar to Scarcity Disease)
Everything is finite and I need to get mine before I help someone else. If someone gets the work and I don’t, then I “lose”, because there is only so much to go around.

Me First Disease (just another name for Competitor Disease)

Complexity Disease
The more complex things are, the more impressive they are. Surely they must be better, too. Just because the profound things are always simple doesn’t mean I should embrace them. Complexity is good.

Planning Disease
I don’t move unless the entire route is planned out. I’m waiting for all the lights to turn green between Chicago and New York, then I’ll start moving.

Cognition Disease
I’m a thinker. My 3rd grade teacher applauded me for it. So did my college professor. I’m really good at it. I’ve heard that committed people make history and thinkers write about them later, but that’s just crazy talk by committed people. I’ve thought about this a lot, and I can come up with 100 reasons why they’re wrong.

Safety, Security, Stability Disease
My mother told me to put my mental galoshes on before leaving kindergarten. I’ve had them on ever since. It may not ensure I’m safe, and it does ensure I’ll never do anything remarkable, but she has to be right and Maslowe was wrong – safety, security and stability are the pinnacle of human experience.

Money Disease
You give me money and I’ll give you the best 50 hours of my week and the best 40 years of my life. I’ve heard that time is the new money, but I’m not buying it. I’ll retire on cue at 65, then live significantly if I have any time or energy left.

The Cure
The cultural carnage of the Industrial Age was broad. It will take us a few decades to fully recover. But identifying the diseases will help us get there faster.

What Industrial Age diseases have you been afflicted with? Add yours.