Posted on May 19, 2024  
by Noel Guilford

A thought struck me this week. It wasn’t original but somehow, I couldn’t stop it from recurring. It was this: There are two versions of us (and of everyone).

The amateur…doing enough just to get by…

And the professional…the one where you dedicate yourself to excellence.

And you get to choose.

The tactics, the tools, the resources – they’re all just by-products of your commitment to excellence. Once you make that decision, everything else falls into place.

So, and this is the thought that wouldn’t let go: Why do so many business owners choose to be amateurs?

What do I mean? Well look at this list…amateurs don’t:

  • Have up-to-date financial records (their books aren’t up to date)
  • Know their business numbers
  • Measure their gross margin (by product and customer)
  • Know which products or services are losing them money
  • Know which marketing pillars and channels give them the best return on investment
  • Have an up-to-date website (or don’t have a website at all)
  • Capture leads and regularly email their list
  • Measure their lead > prospect > discovery call conversion rates
  • Know how much tax they owe and when it is due
  • Prepare a budget and cash flow forecast
  • Take regular breaks and holidays away from work without contacting the office.
  • And lots more…

But they do leave money on the table every day

To be a professional you must commit to being the best in the world at what you do knowing that someone else is perfectly prepared and willing to pay you to share your knowledge, experience and expertise.

And then back it up with massive action.

You choose.

PS If you choose excellence and need help to get your finances in shape once and for all I’m here to help you. You can book a free 30 minutes call with me at

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