How Can You Ever Master Your Business if You're a Slave to Every Interruption?

Phone calls that need to be returned, e-mail messages that beg for your attention with innocent beeps from your cell phone or pings from your computer, and those "Oh, do you have a minute?" request in the hallway from well-intentioned team members can blow a business owner's daily productivity right out of the water. Take Michael for example. One afternoon, he was telling me about the struggle he had in getting a very important proposal completed for a new prospect. The moment he returned to the office with a pad of notes under his arm, his assistant greeted him with a thick stack of pink message slips and a strained smile on her face. "The top one is important. He called three times looking for you this morning."

Sure enough, it was from one of the firm's most important clients. Michael knew that this client was applying for a zoning ordinance that would affect both their firm and Michael's firm, so he headed straight for his office to return the call. A project manager intercepted Michael to give some quick feedback on a drawing, and Michael was happy to spend a few moments engaged in discussing a topic he found both easy and uplifting. Half an hour later, he made his way to his desk, closed the door behind him, and checked e-mail before calling the client. While he was catching up on a mix of e-mail messages, the client called again and Michael was there to take the call.

The topic of the call was push back the client had received from the zoning board involving how the proposed building expansion would impact the adjacent marsh and water table in details not addressed in the original presentation and proposed plan. Michael didn't have the background in this area to be able to offer material advice, but he asked a lot of questions to gather enough information so he could ask one of his engineers or colleagues to follow up with this issue.

Michael's assistant was now at his door reminding him that he was due on another conference call in a few minutes, so he wrapped up the call and shoved a cup of soup in the microwave to have something to eat while he was on the conference call. During the two-hour teleconference, questions arose that Michael didn't anticipate and wasn't prepared for and he volunteered to make changes to a project to more fully satisfy his client's needs, which both contributed to several follow-up phone calls and drop in meetings with his staff. He felt like he made a lot of progress that afternoon because on his list of 15 to do's, he got to cross off 9 items. Well, sort of cross off 7 of those 9, because two of those items weren't fully resolved and needed some further follow-up.

When we met for our CEO coaching session two days later, Michael had more to his story, but little to show on the proposal that was one of his top priorities that week. I asked him what made it so hard to get to work on the proposal. He said, "It's tough. I run a business with a lot of people and a lot of moving parts."

I said, "Yes, I know. You built that organization from the ground up and every client you have, every project you have, and every employee you have is there as a result of a decision you made. Do you want to know why it's been hard to get to that proposal, though?"

"It's because of all the damn stuff there is to do. It's not just the work, but a thousand other things that have to get done. There's just so much time in the day. It's a part of doing business and the sacrifices you make. It comes with the territory, right?" he asked.

"It is a lot of responsibility and it's clear you are juggling a lot of balls in the air. However, it's not a requirement that you shoulder all the weight of that responsibility. You hired me to help your company grow even more this year, but I bet you can't even think about that kind of growth right now because you're already handling so much. So, let's address this key question, because once you get the answer to this one clear in your mind, it will unlock a lot of growth potential in your company. Do you want to know why it's been hard to get to that proposal this week?"

"Yeah, I think I told you why, but let's hear your answer," he said, unaccustomed to having someone really challenge him to think at a deeper level.

"Well, it is the same reason you're wearing that shirt and those shoes today."

He looked at his shoes and then back up to me. "Because I picked them?"

"Yes, because you picked them. You made choices and decisions that created the mess you're in now. The good news is that by making different and better choices, you can not only get out of this mess, but get to a much better place in your business and your life."

Whenever you're feeling like you're at the mercy of your work, your responsibilities, and your business, three things are true. First, those things are real: you probably do have customers to contact, e-mails to read, phone calls to return, decisions to make, arguments to settle, and perhaps a few fires to put out. Second, your habits, your attitude, and your ability to focus on priorities are the primary inner game determinants of how you make progress in any area. Third, you have the power and ability to make things better than they are now.

Advanced lessons to extract:

1. Be vigilant about what activities you give your attention, time, and energy to that could be done by someone else.

2. Corral and minimize the causes. Take an inventory of what things lead you off track each day for a week or two. Then, create systems that minimize interruption points.

3. Prioritize with awareness. Embrace the idea that you can contribute the most when you focus on what you do best.

Remember, to avoid becoming a slave to every interruption, you've got to have a clear sense of your role and the unique value you bring to your your clients, your company, and beyond.


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Bill Ringle works with entrepreneurs and CEOs who want to overcome challenges to growth so that they can run profitable and rewarding businesses. He has worked on four continents, is the author of four business books, and inspires and educates thousands of business leaders each year through his speaking, coaching, interactive programs, and products. For more tips, tools, and information on growing your business, visit http://www.BillRingle.com