The Seven C’s of Why: Your (R)Evolution

By Chris Batten

Written by Chris Batten an international CEO and founder of the Rainmakers Club. The author is on a quest to change the world for the start-Up and Micro businesses by introducing his tried and tested success model called ‘ The 7C’s of Why.’ This unique model is focused on 7 elements that need to be present in every business, not just present they need to be in complete balance too. The 7C’s are - Cadence, Clarity, Communication, Control, Cash Construction and Collaboration.

In the book the author points out in a no nonsense style that success will come from the choice the reader will make, they can choose how they feel and deal with issues, they can choose who they align themselves to, they can choose to win, they can choose to create a business capable of exceptional and sustainable results.

The choices made by the small business and the mindset they maintain can be made that much simpler by following the 7C’s of Why. A model for development deigned by the author during his career as a CEO and business adviser.

This book will give the reader all they need to set them on the right course for true success. The book also encourages the Reader to take part in a support program designed to accompany the book, giving the reader an even better chance of producing sustainable and exceptional results. The book has been designed to stand alone too with multiple exercise as part of the content and an open invitation for the reader to share their results with the author.

The book will take the reader through all the key elements and give them all they need to build a strong business. It starts by focusing on the misleading information about business failure and the causes, and provides an alternate view that can and will change how the reader thinks about their business.

The book challenges the reader to establish high quality principles and create a vivid vision for the future, but unlike main-stream businesses the book encourages a new way of thinking to establish a tangible advantage. Based on proven principles and referencing the works of Napoleon Hill and Earl Nightingale this book is suitable reading, giving great value to the over 6 million UK businesses and the significant US market too. The book also opens the door for follow on books for each of the individual ‘C’ words as part of a series.

• Language: English
• Publisher: AuthorHouse UK
• Release date: Feb 13, 2022
• ISBN: 9781665595971

Chris Batten

Chris Batten is a published writer, speaker, mentor and serial entrepreneur. He spent many years in the armed forces, where he successfully completed six tours of duty and achieved many qualifications that, he maintains gave him the confidence to try anything, but had no real practical application outside the Army, other than the leadership, communication skills and confidence to give it a go! If pushed, he will invite you to pull up a ‘sandbag’, to listen to stories of daring-do! When he was a soldier. It had a huge affect on his life and is something he admits to being immensely proud of. It continues to be a big influence over who he is today. It was in the Army that he built the most enduring friendships many of which continue to this very day. At the age of 32 Chris started his tumultuous journey into the world of business, starting straight after his last active service tour. His first role was in sales with a major UK bank. This found him operating out of several branches in Norfolk England. After his first year in sales he achieved 140% of target, placing him in the top 10% of the company for that year. So began his love affair with sales and business. With stints as CEO for a number of businesses in the UK and US he remained at the sharp end of business and also runs his own B2B Social Media and educational site Zennyo.com™ and calls himself a Rainmaker. He attributes his success to the mistakes made along the way with people selection and leadership; these increased his learning and desire to drill further and further down into why people in business succeed and what makes success! He admits failures have been far more enlightening than successes. When asked what is the most important advice you would give to someone new to business he offers these words: “Make sure you are doing what you are most passionate about and Make sure you learn the art and science of sales, even if you’re not going to be in sales!”

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2022 Chris Batten. All rights reserved.

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Published by AuthorHouse 02/11/2022

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THE SEVEN

C’S

OF WHY

©Chris Batten

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the publisher’s prior written permission or a license permitting restricted copying in the United Kingdom. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than in which it is published without the publisher’s prior consent.

www.rainmakershub.com

"The 7c’s of why has been written with great thought covering the many challenges faced by the start-up and micro-business leaders. The tough topics and concepts are introduced and covered easily without overly complex jargon.

The book takes you on a journey, building knowledge as you read with a perfect blend of wisdom, compassion for the business leader and real, practical lessons which the author has learned. If you are looking to build a business and not a job, this book will set you in the right direction."

Liz Smith - Founder of The Business GURU.

The Seven ‘C’s’ of Why is a must-have book for anyone running or thinking of running their own business. Contained within is pretty much everything any business owner needs to know to make their business a success. Coupled with the additional opportunity of the associated Accelerate programme, it provides a proven route to building a truly unique and sustainable business."

David Jefferies - CEO Adastral Consulting

"I have read many books relating to growing and running businesses, and this one is different; it is written in a way that is easy to understand, and everything feels doable. Often books explaining business development can leave you feeling further away from your objective. This is certainly not the case with this book; it leaves you understanding that hard work is needed but that everything it talks about is achievable with the right effort. I can see why this book would give hope and motivation to those brave enough to start and build their businesses.

I genuinely believe that the author has created something special in the 7C’s model. It will serve as an inspiration to many entrepreneurs serious about building their start-ups and micro-businesses, creating something of worth to them and the world around them."

John Stanton - CEO Clearsight Consulting Limited

At last! ‘The Seven C’s of Why? Is not only a book that speaks my language, the language of the small, micro and start-up enterprise, it listens too! As you work through the structured, supportive chapters and exercises it becomes a conversation and not just a chat about random elements about the highs and lows of running a business in the twenty-first century, it’s an in-depth, challenging conversation about my business, my thoughts and, most importantly, my feelings. I love the way it gives you space to write down responses to those hard-hitting questions that it deliberately and unapologetically aims in your direction. This book is a companion, a friend, a guide to the owner who is serious about their business. Go on, make some time, grab a coffee and a pen, and make it your business to have that conversation.

Steve Whiteside - Director UK Power Direct

Forward By

Liz Smith Mindset Expert & Leadership Coach

It has been an honour and a pleasure to be invited to read this book before publishing and to write a forward for it. Not because I’m in business and a business owner who has been involved with Rainmakers to build and form my own business for the last three years. But because of the recognition and inclusion of what I have always seen as the lifeblood and your most valuable business asset of anyone’s business, and that is the mindset.

Over the last 26 years, I have worked in the NHS with people from all walks of life who have never been shown or taught the importance of the mind. The power and influence you can have over your thoughts, emotions, actions and, above all… results.

Everyone who picks up this book and reads these words cannot fail to move their business forward or up-level their mindset if they are willing to be coachable. It doesn’t matter if this is the first business book you have read or one of the countless others. Allowing yourself to become the student, and as the author suggests, separate yourself from being ‘the technician’ will open your mind to the lessons and advice on offer.

You are seeking information and answers is another essential building block in your journey to successful business ownership. There are multiple business books on the market to acquire information and knowledge. However, this book has been written to be read and actively encourages you to respond to the suggestions and experience the growth you desire.

How you think and form opinions, and make decisions is the heart of your leadership. And is at its most transformative when you take action. It is the one place where your business possibilities will flourish, given the proper thought process. And where success will be determined with the correct belief system. Remember success is 5% strategy and 95% mindset, and this book does not miss a trick with its holistic and integrated approach. It has that message running throughout its chapters.

CONTENTS

GETTING THE BEST FROM THIS BOOK

INTRODUCTION

THE STORY BEHIND THE 7C’S OF WHY

C1. CADENCE & WHY

C2. CLARITY & WHY

C3. COMMUNICATION & WHY

C4. CONTROL & WHY

C5. CASH & WHY

C6. CONSTRUCTION & WHY

C7. COLLABORATION & WHY

CREATE YOUR OWN (R)EVOLUTION

THE BIGGEST LIE IN BUSINESS

LACK OF PLANNING

LACK OF CASHFLOW

LACK OF BUSINESS KNOWLEDGE

LACK OF MARKET UNDERSTANDING

LACK OF DATA

LACK OF DISASTER PLANNING

LACK OF SALES

WE ARE THE CAUSE OF FAILURE

THE WORST KEPT SECRET

THE TRUE CAUSE

CAUSE - LACK OF KNOWLEDGE

CAUSE - LACK OF EQ

CAUSE - SEARCH FOR CERTAINTY

THE ACCUMULATIVE EFFECT

A WORD ABOUT CERTAINTY

THE CERTAINTY OF GROWING PAINS

C1. CADENCE

WE BECOME WHAT WE THINK ABOUT MOST

KEEP ONE FOOT ON THE GROUND

CADENCE AND YOUR CULTURE

FINDING & MAINTAINING THE RIGHT MINDSET

MINDFULNESS

JUST A LITTLE ON HABITS

EQ, THE GOLD AT YOUR FINGERTIPS

RESILIENCE

WHAT MAKES FEEDBACK SO HARD TO TAKE?

KEEP GETTING UP

YOU MUST DECIDE HOW TO FIGHT BACK

BRINGING OTHERS INTO THE BATTLE

RECOVER YOUR STATUS

PROVE YOUR METTLE

MORE ON YOUR MISSION

RESILIENCE IS ABOUT RECHARGE

CADENCE REQUIRES CULTURE

ONE FOOT IN TODAY, ONE IN TOMORROW

ALWAYS HAVE AN OPEN MIND

UNDERSTAND PEOPLE ARE DIFFERENT

BE A DECISION-MAKER

YOUR BUSINESS IS A MACHINE

THERE IS NOTHING TO FEAR IN THE TRUTH

MEANINGFUL WORK, MEANINGFUL RELATIONSHIPS

IT’S OKAY TO MAKE MISTAKES & SLOWDOWN

IT IS UNACCEPTABLE NOT TO LEARN

GET SOME BALANCE AND STAY IN BALANCE

GET BEYOND DISAGREEMENTS

‘WHO’ IS MORE IMPORTANT THAN ‘WHAT’

ALWAYS SELECT WITH CARE

TRAIN, TEST, EVALUATE

GET PROCESS DRIVEN

DEAL WITH PROBLEMS

IMPROVE THE MACHINE

DO WHAT YOU SET OUT TO DO

HAVE AN EYE ON GOVERNANCE

C2 CLARITY & WHY

THE FOUNDATIONS

WHY, HOW & WHAT, IN THAT ORDER

SETTING THE SCENE WITH THE ‘BROAD CONCEPT’

WHAT IS ‘THE BROAD CONCEPT?

START WITH YOUR WHY

WHERE TO FIND YOUR ‘WHY’

‘WHY’ WILL ALWAYS NEED ‘HOW’

STAY TRUE TO YOUR THREE CIRCLES

CREATE A VIVID VISION

INCLUDE YOUR EXIT

BUILD YOUR BUSINESS AROUND CORE VALUES

BUILD YOUR CORE VALUES

BRING YOUR STAKEHOLDER WITH YOU

THE DOUBLE EDGED SWORD

CREATE A DIFFERENTIAL

UNDERSTAND THE POWER YOU HAVE

C3 COMMUNICATION & WHY

COMMUNICATION - MARKETING

WARNING - DON’T JUMP TOO SOON

THE 7C’S OF MARKETING

THE UNSPOKEN ‘C’ THAT SAYS YOU HAVE ARRIVED

COMMUNICATION - SALES

THE 7C’S OF SALES

COMMUNICATION - BRAND

C4 CONTROL & WHY

CONTROL - STRATEGY

THE 7C’S OF STRATEGY

CONTROL - LEADERSHIP

ARE YOU LEADING OR A LEADER?

LEADERSHIP IS VERY MUCH ABOUT MINDSET

UNDERSTAND THE POWER WITHIN

BEING AN AUTHENTIC LEADER

C5 CASH & WHY

C6 CONSTRUCTION

FOR ALL, YOU EAGLES ASPIRING OR OTHERWISE

THE CORNERSTONE TO THIS IS CREATING SCALE

BEFORE YOU START THE PROCESS

REMEMBER TO FIND CLARITY

COMPETITION

PROTECT YOUR CORE VALUES

CONSTRUCTION NEEDS PEOPLE

DESIGN GUIDELINES FOR EVERYONE TO FOLLOW

BUSINESS PROCESS ENGINEERING

BUSINESS PROCESS ENGINEERING STEPS

LOOK FOR IMPROVEMENTS

LET’S TALK BUSINESS PROCESS

DESIGN EFFICIENCY INTO YOUR PROCESSES

STEP 1 MAKE A LIST, AND OR A MIND-MAP

STEP 2 MAP THE PROCESS

STEP 3 ANALYSE YOUR MAP

STEP 4 REDESIGN

STEP 5 MAKE SURE YOU HAVE THE RESOURCES

STEP 6 IMPLEMENT AND MANAGE THE CHANGE

STEP 7 REVIEW THE PROCESS

LEARN FROM THE EXPERTISE OF OTHERS

NEVER COMPROMISE ON QUALITY OR CONSISTENCY

BARRIERS TO YOUR GROWTH

PREDICT THE FUTURE

BUILD YOUR PUBLIC PROFILE

BEFORE THE HOW COMES THE WHY

EXERCISE 15 - PROCESS MIND MAP

C7 COLLABORATION

WHAT IS COLLABORATION?

WHY DO WE ALL NEED TO COLLABORATE?

TYPES OF COLLABORATION

SUCCESSFUL COLLABORATION

THE RIGHT PEOPLE ARE THE RIGHT PEOPLE

INDUCTION

MENTORING

OUTSOURCING

C7.5 THE CONCLUSION

A PERSONAL INVITE FROM CHRIS BATTEN

Dedication & Acknowledgement

For Sally, who lives in the centre of my Why and How

I thank all those who have helped me during the writing, editing and production of this book and the development program. In particular, I would like to thank Sally for her thoughts and support. To David, Liz, John and Steve for their feedback during the initial editing. I also thank Michelle from Squark Design for her candid feedback and the cover design. Thank you all.

"Those who go into business for themselves are special, brave, and in many cases can change peoples’ lives for the better. This book is designed to help you make those lives better through the development of your business, creating a well-oiled machine and, at the same time, enhancing your personal development.

I believe start-ups and micro-businesses should get more support to help them on their perilous journey; that is my mission, to change the world and outcomes of the small business and its owner, one business at a time. Please learn all about the 7C’s of Why and develop your business around them. I want you to know when and how to use them to benefit your business and personal development.

Enjoy this book, enjoy your journey, and live by the ‘C’ word’s contained within. Live your business life like a Rainmaker; Learn, Share & Develop and always give value first. Above all, be authentic and the best possible version of yourself."

GETTING THE BEST FROM THIS BOOK

This book has been designed for you. By reading it and considering the core messages I share, you will learn and improve your thinking. Anyone can read a book, although I sometimes think it is a dying art! The real value comes when you don’t just read or listen to what is being shared with you, but you do something affirmative with it. So there is an open invitation to share your thoughts and results with me as you go through the exercises within these pages. I have made sure through the book’s design that you have space to make notes, underline and highlight. This is a working book and should be used as such.

We can go still further, and that is what I hope you are inspired to do. Please take this as far as you can so that you can genuinely build that business of your dreams, a business that works for you, rather than you having to work for it constantly. A business that is capable of creating exceptional and sustainable results.

You can also join the Facebook and or LinkedIn Group for free and get some additional thoughts and support from the author. For those who are truly serious, there is also the opportunity to join the Rainmakers Club and participate in the Accelerate Program that this book is designed around. Membership is split into two versions. The 7C’s Light version of membership gives you access to unlimited support and advice and all of the resources for the program, including online events via the Rainmakers Hub. The 7C’s Elite gives you all of the above and includes access to mastermind groups and 1-2-1 mentoring from the author and other select experts from the Rainmakers Club.

Above all use, the book often, make notes, reach out and share your thoughts with the author and live your best life…

7C_s%20Intro%20Image.jpg

INTRODUCTION

As a slightly overconfident ex-soldier, I embarked on my first business venture, tripped and fell. No matter, this is how we learn. Some of us take a little longer than others to understand fully, and a few years later, I tripped and fell again. No matter, I started to get the picture, and when the penny finally dropped, it changed everything forever.

I learnt that the answer was in me; all I had to do was use a process called The 7C’s of Why. I knew that the solution was to use these elements as often as possible. The ‘Why’ part was based on the reoccurring questions I have heard from many people I have met along the way and questions that my many colleagues in the world of business support have also been asked. The answer to all these ‘Why’ questions are covered with my core ‘C’ words, which became the 7C’s of Why.

The cost of finding the solution was high, but now I can share the ‘C’ words and their use with you so that you don’t have to go through the same pain that I did. Let me share with you now the questions that ultimately led to ‘The 7C’s of Why.’ The lessons learnt were compelling and, combined with my military experiences, made me a significantly better person. A person with an unshakeable mission to help small businesses, changing their world, one business at a time, not shying away from getting them to understand the importance of using the ‘C’ words in their companies for the benefit of all.

My mission these days is to share my experience and learning with as many start-ups and micro-businesses as I can. My journey has not been a solo one, and you will often hear me say that success is not something that an individual gains in isolation. With help from many great mentors, I have discovered that it is far better to learn from the mistakes of others than it is to make them all yourself. I have learnt that the most critical question is why particularly when coupled with seven key ‘C’ words.

This has, over the years, saved me untold money, in the tens of thousands for sure, and of course, more falls from grace, like the early days! That’s not to say I don’t still make mistakes; that is a very human thing to do. The key is to learn from them.

Learning, and leadership, are lifelong activities. I am still learning to be a better person, leader, writer, and more informed business owner each day. The years have taught me that this is all about using the 7C’s of Why at the right time and in the right way.

It takes to be successful in business, not some dark secret lost in time, far from it. It is the effective use of the 7C’s of Why. I want you to embrace the possibility that you can and should improve your knowledge and understanding.

If you need more sales, more leads, and more income, if your business is not yet a superstar, then this book will help you. But first, it will ask you to consider that you may need to make some changes rather than looking for external influences to blame. You just need to apply the ‘C’ words in your business and then witness the difference it can make if you put your heart and soul into it.

If you really want to go for this, then consider joining the Rainmakers Club and participate in the program that this book is based around. If you enter the program, I promise that in just 90 days, you will feel differently about your business. In 180 days, you can see the change the program has made to your world simply by joining and embracing the ‘Accelerate’ program.

Have you ever witnessed a young child just starting out asking questions? Each time they get an answer, they offer the response, why? Become like the child and ask the question, why? Keep asking why about your business and its performance. You’ll know when to stop asking why because you’ll come to the point when the answer to that question is ‘you.’ It is at this point that you will know what to do. This book is derived from the most straightforward and complex questions, ‘why.’ Welcome to the 7C’s of Why.

WHAT QUESTIONS WOULD YOU ADD TO THIS LIST?

THE STORY BEHIND THE 7C’S OF WHY

W hen I first decided to write the 7C’s of Why I wanted to make sure it was as appealing as possible for as many start-ups and micro-businesses as possible. So I tried to look at it from an entrepreneur’s perspective, someone who was enterprising and what they want and need when it comes to business support. Sure I had some great ideas, well I thought so, but what was most important was to find out what you wanted. After six months of collecting and collating data, three things happened:

• I changed and developed the Rainmakers Club offering.

• I wrote this book.

• I designed a new development program.

I reached out to my target market and asked questions, taking the candid answers and putting them into silos to help design the perfect solution. To help with the book, I included the question, ‘If you were going purchase a book that could stand alone and help you develop your business, what would you look for?’ I also asked, ‘What would you look for if you could also participate in a development program on the same theme as the book?’

The result was a pen picture of the most prevalent thoughts of those I asked. What I have ended up with is a book that, if you take it seriously, will help you to develop your mindset, your performance and help you build your business. It is also an enjoyable development program with unlimited support and advice through the Rainmakers Club. The question is, why is it called the 7C’s of Why?

The name was chosen because I looked through many years of journals and notebooks that I have kept during my entire business career, a habit I continue today. These journals cover my first attempts at business through all the challenges right up to the present day.

When I reviewed the notes going back years, I recognised a pattern. Within this pattern, I could see the answers to the questions we need to answer to grow genuinely unique businesses, from lean start-ups to established and trusted brands. The questions also formed a pattern, and out of these two patterns came seven core requirements and one vital question.

This vital question was why?’ The most important subjects, albeit made up of many more minor issues, could be placed in silos that were appropriately named, and together they became the 7C’s of Why:

For those who want more, I have a more detailed development program that you can take full advantage of by simply becoming a member of the Rainmakers Club, giving you access to all the resources, supporting events, the ever-growing community and the business opportunities they represent. I would call that a winner. Here is a brief overview of the 7C’s of Why and what you can expect from this book and the development program.

7C_s%20DIagram.jpg

C1. CADENCE & WHY

The word cadence has several meanings; one of the more common is the rhythm, modulation and pitch of a sound or the rhythmic beat of movement. I am using this as my first of the 7C’s of Why. It fits this perfectly when used to describe the rhythm of your business or if you prefer the rhythm of the machine you’re creating. I will be referring to your business, all the components that make it work, including the human element as the machine. Simply because that is where success will come from, a business and its people operating as a well-engineered, oiled and maintained machine.

In the context of this book, it primarily refers to the rhythm of the most critical component in your machine, namely you, your thoughts and your mindset. These things dictate the rhythm of your business today and tomorrow. That is why I place so much importance on getting this cadence right. Your thoughts, the way you think is as vital to your machine as the CPU is to your computer or the ECM in your car. In essence, you and your thoughts are the ECM for your business, your machine.

Your thoughts can and do become things. What you think will influence everything, and therefore you can and will become what you think about the most. It, therefore, follows that thinking in the right way, considering the right things and developing more significant levels of emotional intelligence must be and should be at the very top of your list. This truly is the key to the door to success. I also look at some of the core principles behind an effective culture; this will not only attract people to your business but will create more satisfaction for everyone who comes into contact with your business.

By the time you have reached the end of this book, you will understand enough to create your own (R)Evolution in your business. In many cases, you will be doing this as you progress through the book; why wait until the end? There is no time like the present.

For the truly serious, you will either be about to become or already be members of the Rainmakers Club and will now be taking full advantage of the Accelerate program. The unlimited support and advice membership afford you. Joining us today could be the most crucial decision you make! For more on this, take then leap of faith and reach out:

[e-mail]

C2. CLARITY & WHY

Why clarity, simply because the vision, mission and core values, supported with an evident culture and strong principles, is the next component to your success. It is often a good idea to go back to the beginning, even when you may have already passed the early phase of business development. Some of you will be minded to skip this part because you are not at the beginning. I would urge you not to do that but instead use this as an opportunity to re-visit and adjust; there is always room for improvement, right?

You need total clarity when it comes to the foundations of your business. Like many others, I have discovered that one of the critical components to success will come from the foundations you create for yourself and your business.

These foundations are far more critical than you may understand, and that is why even if you’re not just starting but have been around a while, this is still worth your attention. We include some fundamental questions within the foundations and how best to answer them.

Questions like what is your reason why? It is your why that will drive everything. Questions like what is your vision? What is your mission? What makes you who you are, and how will this impact your business, eventually these elements become your core values? What is the one big thing you are working for?

I spend time looking at some of the fundamental principles from my personal experience. I share them with you in this book, hoping that they will inspire and encourage you to think long and hard about the principles that lie at the foundations of your own business.

C3. COMMUNICATION & WHY

Imagine you’re in a room, and the lights are down low, so it is difficult to see correctly. But you can see enough to notice a person on the other side of the room you would like to talk to. Over the next few minutes, you do your best to attract their attention. You look over toward them. Are they looking over at you too? The problem is they do not see you. Attracting attention in the dark is not going to work. You need to turn the lights on! C3 is all about turning the lights on and then keeping them on.

This is why communication in all its guises is essential to developing any business. Without it, nobody knows you are there. Over the years, I have written much about the importance of sales; there is no doubt that selling skills and processes are vitally important. It would also be accurate to say that nothing significant will happen in sales without great marketing.

The better the marketing, the less you need to sell and the more it becomes an order taking process. This becomes even more important as virtual sales dominate many business models. But this is not all marketing is about. These communications face inwards and outwards, and constructing and delivering the right messages at the right time is of great importance. In today’s business world, story-telling has become a must-have skill.

This section emphasises the importance of the story behind your business and the best way to deliver it. We also look at how best to connect all the dots from the foundations into your mainstream marketing, creating consistency of story which does not focus on what you do but why and how you do it.

C4. CONTROL & WHY

Why some businesses excel, and others do not can be traced back to a series of elements. Control runs through the very heart of success in the form of leadership and strategy. Strategy is an area of business that is often over complicated and misunderstood. So in this book and the related development program, I focus on lifting the veil of mystery and show strategy for what it truly is and share with you some valuable models for strategic decision making.

Here, I aim to make that decision easier by introducing you to some well used and proven models. We will look at this in great detail during the development program that goes with this book.

Much of the successful business development you will embark on will depend to a certain extent on how well you learn and develop your leadership skills. Leading by influence is a far better option than simply leading through position. With that in mind, we look at a series of leadership aspects that will help you develop your strategic knowledge for the better.

C5. CASH & WHY

I sometimes refer to money and all things financial as the Cinderella of business. I say this mainly because of my own experience and background. Despite working in Financial Services for a good part of my early business career, I see this as one of my weakest areas, and therefore it is the area that I feel I need to put the most effort into.

Unless this is your technical skill, you too will probably identify this as a weakness, or at least one of the weaker areas. We all tend to focus on our specific technical skills and work hard at that, while paying lip service to the weaker areas.

In this section of the book, we look at some of the things you will need to focus on. In the more detailed development program, we look at all aspects of financial controls and planning from the perspective of a non-financial person.

By the end of this section, you will have a much better understanding of basic financial subjects for small businesses and some of the tools you can use to help you to gauge the health of your business, predict performance, and problem solve.

You will be able to do all the essential calculations, such as the burn rates and some of the important ratios to guide your decision making. In essence, by the end of this, you will be able to understand the language of money and talk about it with confidence, at the very least from the perspective of your own business.

C6. CONSTRUCTION & WHY

Your machine needs to be constructed with great care, and as it becomes established, it needs to grow. To achieve this, we create scale. Most of us start a business for much bigger reasons than just creating a job for ourselves. No matter what the reason, creating a business that works for you should be your primary motivator. To achieve all you can, you need to recognise that running a business is not the same as working in the business.

When you have established the foundations of your enterprise, you can go to work on the cogs that make the machine, the cogs that create scale. When you create scale in your business, you create an organisation capable of working for you rather than you working for it.

Much of this is about having a ‘turnkey’ business. This is one that is so well documented and the processes so well engineered that the company can operate without you and continue to create exceptional and sustainable results.

I look in this section at all of the essential aspects of creating true scale in your business, allowing you the freedom you seek, at the same time as a business capable of delivering to you the future and legacy you genuinely desire.

C7. COLLABORATION & WHY

Why collaboration? Because the other words commonly used to describe collaboration are too cold and soulless in my view. Nobody buys into a soulless business! It should be a collaboration when you outsource, partner with others, gain fans, helpers, advocates, contractors, employees, fellow directors. The word in this context means A working practise whereby individuals work together for a common purpose to achieve business benefit. Collaboration enables individuals to work together to achieve a defined and common business purpose.

Scale can be achieved through the development process and a fully documented business. True success is never achieved alone. Therefore, understanding how to select, develop, build, and maintain a functional and cohesive team running as part of the machine, is an essential element for creating true scale—creating a business that works for you, rather than you working for it. With that in mind, I explore the subject of team selection, growth and retention.

It is not as straightforward as it may first appear, and as I am sure you’re aware, numerous businesses select teams by the seat of their pants. I will show you how to build a robust program for team attraction, selection and development. Make sure your entire team, be they internal, external or outsourced, are onside, effective and working to the beat of your drum, rather than their own. Working to the rhythmic beat of your well-oiled machine would be more accurate.

CREATE YOUR OWN (R)EVOLUTION

B efore we get into the nitty-gritty, we should consider this important factor. To truly excel in business, you are going to need to evolve and to do this will often require you to do many things differently from the way you have been doing them. It would help if you created your revolution or, as I prefer to identify it, create your own (R)Evolution because the revolution you create is part of the evolution of your business and vision. Do this because one of the most important constants in business and life is change.

To grow