Most business owners spend their days in the During Unit.
They're driving the sales... They're driving the fulfillment… They're making sure everything’s running smoothly and everybody’s getting what they want… They're solving all the problems… They're putting out all the fires…
In other words, most business owners are very busy every day.
Does this sound familiar?
When you’re in a situation like that and you start thinking about marketing… You soon realize you don’t have a single free slot in your calendar to fit it in.
So you’re faced with a dilemma…
On one hand, you know marketing is good for business. However, you’ve only got so much time during the day.
And you start wondering: Should you even do it?
Because if you start focusing on marketing, you’ll have to reallocate some of your precious time from your During Unit into this new activity…
Which comes at a cost. Meaning, you’ll have less time for making sales, putting out fires, and making sure things run smoothly.
And you know what?
You’re absolutely right. Marketing does come at a cost…
But only when you look at it as a part of your core business.
Because here’s the thing…
Your marketing - your Before Unit - is a completely separate business. A business that’s outside of your core activity, of whatever it is that you do to make money.
In fact, your marketing is a supplier to your During Unit.
And just like you’d call any supplier, imagine there’s one you could call up and say, “Send me over 10 new customers this week...”
As soon as you did that, 10 new people would show up at your door…
And your During Unit, your current process, would take care of the rest.