Work on the Business, Not in the Business: The Key to Fostering Growth from the Inside Out
TL;DR: To grow your business sustainably, you need to step back from the daily grind and focus on the bigger picture. This means carving out time to plan, strategize, and ensure all aspects of your business are working together seamlessly.
Just like a body, your business relies on all of its interconnected elements to stay healthy and thrive. Avoid common pitfalls like neglecting strategy, cash flow, and operations by nurturing the 7 Pillars of Business Health: Personal Wellness, Corporate Strategy, Marketing & Sales, Team Growth, Financial Management, Systems & Operations, and Client Work. Each pillar plays a vital role in driving growth, reducing inefficiencies, and creating a solid foundation for long-term success.
If you're feeling overwhelmed or unsure where to start, Whitespace Consulting is here to help. With tools, expertise, and personalized support, we’ll help you optimize these pillars and foster growth from the inside out.
Ever heard the phrase, “Work on your business, not in your business”? Sure, it sounds great in theory, but what does it actually mean? It’s CEO code for: Stop drowning in client work and carve out some quality business time to plan for the future. In other words, you need to step back from the daily grind long enough to figure out how to move your business forward.
This could mean:
Setting a clear vision for where you’re headed
Deciding which clients light your fire (and which don’t)
Crafting a business and marketing plan that doesn’t collect dust
Adding new skills or services to your arsenal
Touching base with past clients who probably miss you
Streamlining those systems that are currently held together by duct tape
Why bother? Because your business survival depends on it.
The stats don’t lie:
20% of small businesses fail in their first year.
By year five, half are gone.
Ten years in? Only 30% survive.
Why? Forbes took a look at the trends to identify the “Eight Common Reasons Small Businesses Fail”:
No Vision
No Niche
No Business Plan
No Marketing Plan
No Action
No Commitment to Learning
No Follow-up
No Consistency
In other words, they worked in their business, instead of on it.
After looking at all of the ‘reasons for failure’ lists we could find online (there are quite a few—just Google it), the most common reason a business fails is lack of capital and/or poor cash flow. Let me say that again: The number one reason small businesses fail is that they don't have enough money in the bank.
If you’re not paying attention to the money side of things, your business is on a fast track to becoming a very expensive hobby. So, then why do business consultants advise stepping away from client work—the very thing that brings in money—and instead focus on tasks that aren’t directly tied to sales?
Here’s where the “work on your business” part comes in.
You are only as strong as your weakest link.
Your business is like a body. Each part—finances, operations, marketing, client work—is interconnected. Ignore one, and the whole thing starts limping along. Neglect it long enough, and it’ll fall apart completely. (Imagine trying to run a marathon with a sprained ankle. Sure, you might finish, but it’s going to hurt. A lot.)
But if this all makes sense, why aren’t more people doing it?
Ain’t Nobody Got Time for That
Let’s face it: you’re busy. You’re wearing all the hats—CEO, marketer, client service provider, coffee runner—and there are only so many hours in the day. Spending time on business strategy can feel like a luxury when you’re already juggling deadlines, family, and a social life. Adding one more thing to your plate feels impossible, even if you know it’s important.
You’re in Survival Mode
When you’re in survival mode, the goal is to make it through the day with all the plates still spinning. Your instinct is to focus on what’s right in front of you—the client deadline, the inbox, the never-ending to-do list—instead of stepping back to think long-term. But survival mode isn’t sustainable, and it’s not how you grow.
You Don’t Know What You Don’t Know
Most people don’t start a business because they love running a business. They start because they’re passionate about what they do. But passion alone won’t make your business thrive. Successfully running a profitable business takes skills and knowledge—things you might not have had the chance to learn yet. And when you’re already stretched thin, figuring out what to do (and how to do it) can feel overwhelming.
It’s Simpler Than You Think
Every small, service-based business has seven core elements that need consistent care to thrive. The great news? These elements are universal. It doesn’t matter what industry you’re in—they apply to everyone. With a clear, actionable framework, we can ensure every part of your business is healthy and fostering growth from the inside out.
We call these the 7 Pillars of Business Health:
Wellness
Strategy
Promotion
Team
Workflow
Money
Execution
In the corporate world, all but one of these pillars is spearheaded by a C-level executive who often has an Ivy League education and decades of experience honing their craft in just one area of the business.
Since a whole C-suite isn’t exactly in your budget, the best way to give your business some TLC without draining your wallet is to:
Educate yourself on the different parts of your business and how they play into that all-important cash flow.
Analyze your current efforts to figure out what’s working, what’s floundering, and which areas are screaming for a little attention.
Your business doesn’t need a whole team of execs to thrive—just a bit of smarts, strategy, and maybe a cup of hot coffee.
The 7 Pillars of Business Health
Wellness
THE IMMUNE SYSTEM
Keeping the business owner (and by extension, the business) strong and resilient.
As your business’s sole owner and operator, you’re at the core of everything, which means its health (and cash flow) is tied to the state of your mind, body, and soul. When you’re overwhelmed or stressed at home, your productivity tanks, your decisions get foggy, and your focus narrows to just getting through the day. But when you’re feeling balanced and grounded? That energy spills over into your work, making everything run smoother.
Think of your business’s WELLNESS pillar like its immune system. When it’s strong, you can tackle stress, dodge burnout, and stay laser-focused. Keeping this pillar sturdy means spreading your time, energy, and money across all the important areas of life in a way that feels healthy and balanced. This can include:
Prioritizing “me” time.
Eating healthy foods.
Exercising on a regular basis.
Keeping an organized home.
Finding ways to better manage your time.
HOW WE CAN HELP.
Putting your well-being front and center charges your battery so you can tackle the rest of your business—it’s non-negotiable if you want everything else to run smoothly. That’s why Whitespace Consulting is here to back you up with a range of services designed to beef up your business’s "immune system." After all, a strong you equals a strong business, and we’re all about making sure both are unstoppable.
Time Management Coaching
Personal Assistance
Home Design & Organization
Certified Life Coaching
Strategy
THE BRAIN
Guiding your business strategically toward its vision and long-term goals.
The STRATEGY pillar is where you define your business’s core values, mission, target market, and products or services that align with your strengths, meet your customers’ needs, and create lasting value. This pillar functions like the brain in your body: it’s the control center that processes information, makes decisions, and ensures all parts of your business work together toward a common goal.
When you’re stuck in the daily grind, juggling tasks, and fighting fires, it’s easy to skip this step. But without a clear strategy, your business risks running on autopilot—busy, but directionless. You might waste time chasing opportunities that don’t align with your strengths or market demand, draining resources, and making decisions that can hit your cash flow—hard.
When you take the time to figure out where you want to go, how you’ll get there, and what you refuse to compromise on, you give your business a brain—a central guide to making smart decisions, staying focused, and taking actions that truly move you forward.
HOW WE CAN HELP.
Whitespace specializes in helping business owners like you strengthen the “brain” of your business. We’ll work with you to clarify your vision, set goals, and map out a strategic plan that keeps you thinking ahead. With a strong corporate strategy, you’ll feel confident making decisions, pivoting when necessary, and scaling your business (without the headaches).
Fractional CEO
Business Consulting & Optimization
Corporate Strategy
Business Audit & Assessment
Action Planning
Research & Analysis
Offer Design & Pricing
Promotion
THE RESPIRATORY SYSTEM
Brings oxygen and energy into the business by fueling revenue and growth.
The PROMOTION pillar is the respiratory system of your business—it breathes life and energy into everything you do by fueling growth and sustaining revenue. Building on the foundation set by Strategy, this pillar ensures a steady flow of new prospects and transforms them into loyal customers who keep your business thriving.
Most business owners know marketing and sales are essential (even if they’d rather avoid them), and yet, when small businesses fail, poor marketing is almost always a top culprit.
Why?
In our experience, it’s because small business owners rely too heavily on word-of-mouth and referrals. While referral marketing is fantastic, it’s also inconsistent, and unpredictable, and eventually, it dries up. When that happens, your business is left gasping for air—scrambling to build an online presence and generate quality leads. And all the while, revenue is running out faster than your patience.
Breathe life into your Promotion pillar by creating strategies that align your offerings with your customers’ needs, clearly communicate your value, and consistently convert leads into loyal, paying customers.
HOW WE CAN HELP.
Whitespace is here to help you create a “breath practice” that ensures a consistent flow of leads and sales. We’ll craft marketing strategies that highlight your strengths, solve your customers’ biggest problems, and give you and your business breathing room to thrive.
Branding & Messaging Strategy
Marketing Strategy
Design & Development
Marketing Management
Reputation Management
Sales Consulting & Training
Customer Service Training
Team
THE NERVOUS SYSTEM
Facilitates communication, responsiveness, and connection across the business.
Just like the nervous system keeps the body in sync by sending signals from the brain to every part of the body, the TEAM pillar ensures your team can translate your business’s vision and strategy into action and work together in sync.
When everyone knows their role and works together toward shared goals, your business runs like a well-oiled machine. But if your recruitment process has holes, roles are unclear, or growth opportunities are lacking, it’s like a nervous system on the fritz—communication falters, tasks slip through the cracks, and your business can’t respond effectively to challenges or opportunities. The result? Frustration, missed deadlines, unhappy clients, wasted resources, and lost sales—none of which are good for cash flow.
Bottom line: A team that’s well-recruited, well-trained, and aligned with your goals is the key to innovation, growth, and long-term success.
HOW WE CAN HELP.
Whitespace offers a suite of services designed to help you recruit, manage, and retain the right team so your business operates in perfect harmony. Whether you’re hiring your first employee or leveling up your current team, we’ve got the tools to help you build a cohesive, adaptable, and high-performing workforce.
Fractional CLO (Chief Learning Officer)
Organizational Design (Putting people in the right seats on the bus.)
Team-Building & Communication
Leadership & Executive Coaching
Performance Improvement
Money
THE CIRCULATORY SYSTEM
Delivers the cash and resources needed for stability and seizing new opportunities.
The MONEY pillar is the heart of your business body, with cash as its lifeblood. And yet, most business owners avoid it like the plague, which is ironic—because without it, your business is dead.
Here’s the deal: Everyone wants to be profitable, but most think more profit means more sales—and that’s where they’re dead wrong. If you’re not controlling where the money you already have, goes, no amount of additional revenue will save you. In fact, more sales can actually make things worse if your costs are out of control, your pricing isn’t right, or your cash flow is a mess.
As Mike Michalowicz wisely said:
Money is an amplifier of habits. If you have bad habits and receive lots of money, you will simply repeat your bad habits more often. If your habits are good, it will amplify those good behaviors. Money allows us to be more of who we already are. So we better have a strong mindset and have established good habits before we get gobs of money. When you have achieved a strong, focused, happy mind and are executing on good habits, money will come easily. And money will build more money. And good habits will grow. Happiness, too. That is the healthy way to get rich.
Profit comes from making smarter financial decisions that ensure the money you bring in actually stays in your business, fueling growth instead of leaking away. If you’re in this for the long haul and want to “get rich the healthy way,” you’ll need to understand your business’s finances—at least the basics. No, you don’t need to become a CPA, but just like you’d monitor your heart health with regular check-ups, you need to keep an eye on your financial reports, understand the signals they’re sending, and let the pros help you interpret the data so you can make smart, informed decisions.
HOW WE CAN HELP.
Whitespace makes managing your finances less painful—and dare we say, empowering. We’ll break it all down in simple, no-BS terms, so you never feel lost in a sea of numbers. That being said, if the thought of spreadsheets still makes you want to lay down and do floor angels, we’ve got your back with financial services designed to strengthen this pillar while you focus on the parts of your business you love.
Fractional CFO
Financial Strategy & Design
Auditing & Account Cleanup
Bookkeeping
Budgeting & Personal Money Management
Wealth Planning
Money Mindset Coaching
Workflow
THE SKELETAL SYSTEM
Supports and stabilizes the structure and functionality of your business.
Just like your skeleton provides the structure that keeps your body upright and moving, your business’s WORKFLOW pillar is the backbone that supports everything you do. With strong systems, organized processes, and clear workflows, your business can scale with confidence, maintain stability, and move efficiently without collapsing under the weight of chaos.
When your operations are disorganized, it’s like having a weak or fractured skeleton—everything becomes harder to support. Tasks pile up, inefficiencies creep in, delays sap your productivity, and your business becomes more reactive than proactive, constantly requiring your intervention just to stay upright.
Strengthen the Workflow pillar to build a solid foundation that keeps your business steady, minimizes costly mistakes, and ensures every process aligns with your goals—giving you the freedom to focus on growth, innovation, and what truly matters most.
HOW WE CAN HELP.
Whitespace specializes in reinforcing the “bones” of your business. We offer a suite of services designed to streamline your operations, create efficient workflows, and give your business the sturdy backbone it needs to stand tall and grow with ease.
Fractional COO
Operational Design & Optimization
Process Design & Improvement
Workspace Design & Organization
Operational Support
Executive Assistance
Project Management
Digital Asset Organization & Management
Execution
THE MUSCULAR SYSTEM
Drives the business forward by getting things done and creating tangible results.
The EXECUTION pillar is where you roll up your sleeves and create tangible impact—serving your clients, completing projects, and delivering the value your business promises. Like muscles in the body, it’s where intention turns into action and action leads to results—powering growth, retention, and reputation.
Strong “muscles” keep your business moving forward, fueling repeat business, referrals, and a solid reputation. On the flip side, weak or neglected muscles can leave your business limping along, struggling to meet expectations or deliver on promises. Over time, this strain takes a toll, leading to lost opportunities, unhappy clients, and a less resilient business.
HOW WE CAN HELP.
Whitespace helps you flex your client service “muscles” by optimizing the other pillars of your business. By streamlining workflows, enhancing communication, and refining retention strategies, we make sure your business delivers exceptional results that keep clients coming back for more—and send their friends your way.
Put it into action.
All right ladies and gents, this is where the rubber meets the road!
Now that you have a better understanding of The 7 PILLARS OF BUSINESS HEALTH, it's time to put this knowledge to work and create a plan that fosters its health and wellness—and yours. (Don’t let Forbes’ No. 5 (No Action), be your downfall!)
To start, grab a fresh sheet of paper (or open a new Google doc) and list each of the seven pillars, leaving space to write below each one.
Wellness
Strategy
Promotion
Team
Workflow
Money
Execution
Next, brainstorm the activities or projects that would strengthen each pillar and improve your business’s cash flow.
Then, identify which actions you’re already doing and which ones you aren’t.
Finally, select at least one action from each group that you’re not already doing and add it to your calendar or project management system.
Spend at least one hour each week reviewing the progress you’ve made thus far (celebrate it!) then repeat the process listed above to select the action you’ll focus on next.
Simple doesn’t mean easy.
Sometimes it doesn’t matter how simple the process is, if you don't have the time or the mental capacity to tend to all seven pillars of your business on your own it just isn’t going to happen.
Don’t worry! That’s why we’re here!
At Whitespace Consulting, we help you assess the health of your business, identify where it’s healthy, and strengthen the areas that need a little love. Our goal is to help you create a business that’s not just surviving but thriving—so you can focus on what you do best without sacrificing your sanity.
Let’s start at the very beginning. (A very good place to start.)
It’s wise to start with a Holistic Business Assessment—because no matter what aches, pains, or weird symptoms your business is throwing at you, we need to figure out what’s really going on. Think of it as a full check-up to make sure whatever solutions we cook up actually tackle the root cause and deliver the results you’re after.
Click here to schedule a FREE 30-Minute Consultation and start building a healthier, more sustainable business today.
