Most business owners I meet didn’t start their company with the dream of becoming a full-time operations manager.
But it’s amazing how fast it happens.
You start with energy. Ideas. A spark of something you want to bring into the world.
Then, a few early customers turn into a steady flow.
That steady flow brings admin. And customer service. And questions. And chaos.
Before long, you’re knee-deep in processes, payroll, and postage labels.
And the thing that got the business off the ground - your ability to sell and market - starts taking a backseat.
Sound familiar?
I’ve seen it happen more times than I can count.
In fact, a few weeks ago, I had a call with a client who said,
“I just don’t have time for sales anymore. I need to get all these processes in place first.”
I paused. And I asked them something simple:
“If no new sales come in, what exactly are you building the processes for?”
You could see it land. That moment where it all clicks and you realise you’ve drifted further than you thought from the thing that actually feeds the business.
Here’s the hard truth:
Operations are important...but they’re replaceable.
Sales and marketing? That’s your lifeblood. That’s the engine.
And in the early stages, that engine runs best when you’re behind the wheel.
I’m not saying you need to become the next David Ogilvy or Wolf of Wall Street.
But I am saying this:
If you want your business to grow, you cannot outsource belief.
You cannot outsource the clarity of your message.
And you absolutely cannot outsource the enthusiasm and drive that brings customers through your door...at least, not yet.
The most successful business owners I’ve ever worked with have this in common:
They outsource delivery before they outsource demand generation.
They get the work off their plate before they take themselves off the field.
Because they know that until there’s a consistent, reliable pipeline of new business, no amount of back-end optimisation will make a dent in the long term.
You can run the tightest ship in the world - but if you’re sailing in circles, what’s the point?
So here’s a thought: if your week is full of “running the business,” when was the last time you grew it?
When did you last write a post that made someone reach out?
Have a sales call that made someone say yes?
Pitch an idea, launch a product, or test a message?
Because when the business is fragile, sales and marketing are your safety net.
And when the business is thriving, they’re your growth lever.
They are the last thing you should ever let go of.
Let someone else chase invoices or build dashboards.
You? Keep selling the dream until the dream can sell itself.
That’s the job.
And it’s still yours.
James