Not Hitting Your Goals? You’re Missing This Core Value From Your Business

When I start working with a trades and construction business owner to grow their business, I first evaluate where they’re at and dig deep to understand why they’re struggling to smash their business goals and objectives. I repeatedly see the lack of brutal truth in the business.

The plan is good, but they don’t stick to it when things become hard. A team member is not working out, but they give them another month to get their act together – after three months of doing the same thing. They’re convincing themselves that the 20 tasks they’re busying and overwhelming themselves with every day are necessary when they should only be doing the 3-4 most important ones.

But there’s no room for, “Hey, we only missed our goal by $6,000 – that’s close enough”, in what you’re trying to achieve. That’s not good enough. You deserve better. 

The brutal truth is a non-negotiable if you want to build a top-tier organisation. It must be at the heart of everything you do, and as a leader in your business, it must start with you. It applies to your purpose, team, plan, and scoreboard. Everything.

It may sound tough, but it is as simple as it gets. Think of it like the journey going on holiday. Acknowledging and acting on the brutal truth is like buying a private jet to get you there. You’ll reach your destination faster, with fewer bumps in the road or air!

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You’re now waiting for a delayed plane in a crowded airport with uncomfortable seats, terrible food, and screaming children left, right, and centre. You’re putting up with it.

Ask yourself:

  • Am I open and honest in everything I do with myself and others?
  • Am I making decisions based on the facts in front of me, or am I making them based on what I hope will happen?
  • Am I using my plan to drive my decisions every day, or am I closing my eyes when I see something I don’t like?
  • Am I motivated by truth or fear?

Why do people struggle so much with brutal truth?

Because it’s difficult, admitting something to yourself, or being 100% honest with someone else, can force us to deal with things we aren’t ready to.

If something is not working, it can be easier to cross your fingers, hope for the best, and give it another week, month, or year.

If you’re close to reaching a goal, it can be easier to say close enough and move on rather than look at why you fell short. But falling short is still falling short, no matter how close you come.

I’m not here to tell you it’s easy. This approach to your business is so important because it is difficult. That’s my brutal truth to you. 

Everyone does the easy things in business. That’s the bare minimum to keep the doors open. Doing the hard stuff – that’s where the gold is. The top 1% of businesses in every industry hold their lofty positions not because they do what’s easy but because they do what’s hard. They do the vital things that their competitors simply don’t. 

Not everything at work will be fun. I love what I do every day and have a fantastic team around me, and sometimes we have a great time. But there are parts of my business leader job that aren’t going to be fun – hey, that’s why they call it to work!


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