Guy Writes: Flu Season Wisdom
Friday, November 13, 2009 at 9:35PM Last Thursday, I went to bed with intense fatigue and a raw, cutting sore throat. I stayed flat on my back all of Friday, Saturday, and Sunday with fitful nights punctuated by trips to the kitchen to gargle with warm salt water. Finally, the light fever that had accompanied the fatigue lifted, and while even a brief journey off the couch left me weak, yesterday I could tell that the body was on the mend. Today, incremental improvements in the same direction—I managed to take a shower, cook the morning oatmeal, and make coffee before needing to lie down again.
Through this extended bed rest, I listened to the audio version of “The E-myth Revisited,” a business book that I first picked up five years ago. Hearing the gravelly voice of the author talk about the importance of “working on your business, not in it,” I could see the need for a change of structure in my own life. Namely, due to the farm’s demands and my own penchant for satisfying others’ needs, I have fallen back into the trap that ensnares countless small businesspeople: the trap of working endlessly just to keep up with the work.
Some would argue that a heavy workload requires such a call to arms. After all, businesses have real needs, and isn’t the way to meet those needs to jump in the trench and get on with it?
True, but an important distinction should be made regarding the exact type of work that is called for. The E-myth divides tasks into two kinds of work: tactical and strategic. Tactical work relates to the work on the ground—the movement of resources, the gearing up for a big sale, the hiring of a summer staff, balancing the books. Strategic work relates to maps, paper, and models—the planning of a business. Strategic work means thinking about questions such as: How do we grow? What level of capital will we need in three years? In five? What information systems do I need in place to gather business data?
Typically, the tactical work is the easiest to focus on and in some ways the most rewarding. It feels like real work, its effects can be readily seen. A new water line is installed. The pallets and cardboard at the fruit stand have been organized. The high-tunnel has new end walls. It’s no wonder I’ve been swept into this strong current.
But the critical reminder that this illness with all its flat couch time has brought me is the importance of the strategic work. When will we plant more grapes? When will the market expand? Where will we increase our wine production? How will we weave foodservice into the winery? And that learning center we’ve been dreaming about, how far off is that in the plan? In short, the strategic work asks questions related to where the business is going and how it will get there. Steven Covey calls this “Beginning with the End in Mind.”
Answering these questions, or at least starting to ask them, requires time away from the din of the front lines, time for quiet thought and the scribbling of notes. And given the complexity of our business, I am seeing that it isn’t enough to do this occasionally—say, every winter when a snow-storm sets in or a wicked bug lays me low. If I want to continue to evolve the farm, and improve its elegance of operation (right now it runs a little crazy), more strategic time is required. Regularly. So, from my sick-bed, I am envisioning a weekly ration of a half a day of strategy. I’m picturing this away from my office and the farm, in a place unencumbered with the papers, projects, and problems of daily life in the business. Maybe the library? Or a coffee shop? We’ll see.
Some of you reading this are invariably involved with small business. I’m curious: how has this tension between the tactical and the strategic manifested in your own life? How have you managed it? What structures did you create to better help you focus on the strategic? Did they work? I’d love to hear from you on this front. Please, send me an email and I’ll share some of the major themes later this winter with the farm community.
Until then, I’ve got some new work to get under way. That is, just as soon as I have enough energy!






