Especially early on when your business is fragile, it doesn’t take much to get yourself into a rut. It could be something as simple as dealing with an irate customer or losing a big deal or contract with a large account. Maybe the lack of profitability and frustration has finally caught up to you. Whatever it is, you are going to want to throw in the towel and you’ll have to dig deep to snap yourself out of it.

Our Story

Photo By oOOJasonOOo

With our online business, my wife and I fell into a deep rut a month after the launch of our business when no one was visiting our online store. We had the merchandise ready. The website looked good. We were ready to process payments. But damn it! No one could find us online. We could’ve offered our products for free and still not have converted any sales because we just didn’t have the traffic.

As thoughts of shutting the store down went through my mind, I remember thinking to myself that our online store was just a bad idea to begin with. I remember having discussions with my wife about her going back to work and searching for day care for our child. Worst of all, I kept having visions of months and months of hard work going down the toilet.

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Shine Your Own Shoes

Just slightly over a year ago, I tried to answer a question realistically, not for myself, but for numerous people who ask me. The question was: can you make money from blogging and podcasting? I’ve been blogging a long time, so some people think I might have an insight there. Who knows, really?

I answered anyway. My answer, in short, was that yes, blogging and podcasting can be your job, just like being a musician can be a job. But for most people, “making money” has to mean making a modest living, working hard (sometimes to the point of burnout), having some luck, and treating it as a small business like any other.

If you expect sudden riches, that’s like expecting your garage band to become Coldplay, or your basketball skills to take you to the NBA. Yeah, a miniscule few manage that sort of thing, but it’s not wise to bet on being one of them. Even Dan Lyons, who ran the immensely popular (and stingingly funny) Fake Steve Jobs blog for a couple of years, acknowledges that: “I never made enough to quit my day job.”

Jason Kottke has a good response to that:

As businesses go, blogging is a lot like shining shoes. There are going to be very few folks who own chains of shoe shining places which make a lot of money and a bunch of other people who can (maybe) make a living at it if they bust their ass 24/7/365. But for many, shining shoes is something that will be done at home for themselves because it feels good to walk around with a shiny pair of shoes.

That’s regardless of whether the economy is good or bad. Oddly enough, before I even read that, I shined up a pair of my shoes today. Personally, I have no plans to start a shoe-shining business.

“I wasn’t long out of nursing school when the dynamic on the floor I was working on went down a poisonous path. They were between managers and somehow all of the staff had turned against each other and EVERYONE blamed EVERYONE ELSE for the situation. No one could see any way to change their behavior unless someone else’s behavior changed first.

A senior manager was called in to help sort things out and this manager told the staff that they not only could change their behavior, but they were responsible to—whether or not anyone else EVER changed. This statement met with blank stares and hostility. No one could imagine how this could work.

To illustrate her point she showed us a video of a woman displaying absolutely HORRIBLE behavior. The woman was stomping around, cursing, threatening and carrying on, it was upsetting to watch. The manager stopped the film and asked us what should be done about this person.

Well our staff was incensed at the behavior they had seen. They said the woman should be spoken to, limits should be set, she should be asked to leave, consequences should be levied, victims should be defended. Our manager wrote all of this down.

Then she told us that the next video we were going to see would probably upset us as well. She said that the gal in the film had just found out that her son was gravely ill, she was having serious financial issues and had just had a fender-bender on her way in.

Then she turned on the video. Guess what? She showed us the exact SAME video.

When she stopped the film again she once again asked what should be done about this woman. As you might imagine, the answers were completely different: Find her someone to talk to… see if she has a ride home… have the social worker share some of her community resources with her…”

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