How to Waste Your Time as an Entrepreneur (and What to Do Instead)

Last week, we discussed time and why you might have more of it than you realise. This week, let’s delve into something equally important for entrepreneurs: the many ways you may be unintentionally wasting it. If you’re in the early stages of building a business, avoiding these pitfalls could save you months—or even years.

The 'Must-Do' Checklist Trap

There’s a common belief that every entrepreneur must follow a rigid process before launching their business: craft a logo, build a website, and create a polished brand. While these steps might seem essential, they can actually become significant obstacles to progress. Here’s why.

The Website Obsession

Designing a website can be an incredibly time-consuming and draining experience, even if you hire someone to assist. As a new entrepreneur, you’ll need to determine your brand messaging, purpose, and layout—much of which is just guesswork without actual clients or market feedback. By the time your website goes live, your business model is likely to have evolved, requiring costly and time-consuming updates.

Why Websites Can Hamper Sales

Many entrepreneurs assume that a website will seamlessly convert prospects into clients. However, if a potential customer visits your site and feels confused or overwhelmed, they’re likely to click away and forget about you altogether. Instead, focus on social media to connect and engage with potential clients. Social platforms enable ongoing interactions, turning prospects into loyal followers through consistent, personal engagement.

The Logo Conundrum

Logos are another stumbling block. New entrepreneurs often hide behind a sleek logo rather than showing their face, especially in people-focused businesses. Clients want to see the person they’ll be working with—it builds trust. If you’re offering a personal service, a logo alone won’t connect you with your audience as effectively as your own face and personality.

Perfectionism: The Ultimate Time Waster

Perfectionism is another way entrepreneurs squander time. Many feel they need a “perfect” offer or product before they can start selling, often pouring hours into creating courses, resources, or presentations without first doing enough market research to confirm there’s even a demand.

Perfectionism as a Form of Avoidance

Spending months refining a product often serves as a way to avoid the more challenging, direct work of selling and promoting. Designing beautiful visuals, crafting polished copy, and refining every tiny detail may feel safe, but these activities don’t bring in clients or revenue.

Build First, Perfect Later

A critical mindset shift is to sell first, then create. Offer your services, test the waters, and gain real feedback from potential clients. Only once you’re certain there’s interest in your offering should you start refining it. This approach ensures you’re not investing time and energy into building something no one wants.

The Pitfall of Poor Market Research

Another common mistake is creating low-ticket courses or products without first building a social media following or developing a sales strategy. Spending months crafting content is wasted time if there’s no audience to buy it.

Create Demand, Then Supply

Build your audience and validate your ideas through social media or community engagement. Once you’ve established demand, you’ll know precisely what your clients need and can create a tailored product.

The Hidden Costs of Not Tracking Your Progress

A lack of focus and organisation can be as destructive as perfectionism. New entrepreneurs often neglect tracking leads, finances, and progress, which creates chaos as the business grows. Staying organised by recording leads, follow-ups, and income streams is foundational. This habit not only keeps you on top of your business but also provides insights into areas needing more attention or improvement.

Breaking Free from the “Saboteur” Mindset

As we discussed last week, the “saboteur” mindset can derail progress by insisting on perfection and rigid structures. This mindset fears failure and resists spontaneity. In contrast, the “magician” mindset allows you to embrace change, pivot quickly, and create magic out of minimal resources.

For instance, instead of spending weeks preparing the “perfect” event, focus on inviting attendees first. Only once you have an audience should you invest time in designing the presentation. Success favours speed and momentum, so take the leap first and adapt as you go.

Final Thoughts

There are countless ways to waste time when starting a business. Before investing hours into an “essential” task, ask yourself: Will this action directly lead to results, or am I using it as a way to hide? Building a successful business requires focus, flexibility, and a willingness to be visible and engaged with your audience. Prioritise tasks that directly impact sales, and you’ll progress faster than you ever thought possible.