Stop Building Systems (First)

I almost systematized my new business to death.

When I started Trinity Builder Solutions (TBS) at the end of 2022, I made a terrible mistake.

I built systems.

To provide a bit of context: I literally wrote the TBS business plan in the middle of 2022, packed up my office, and headed out to start it.

I didn’t go far, just two buildings away on our property.

But I might as well have been on Mars. It was just me and our tiny fabrication crew in the building. It was humble, a bit lonely, and an introvert’s dream.

My goal was clear: start building TBS by securing commercial stone projects. You know, like countertops for apartments, things like that. It would be a few months until another member of my team was freed up to join me. So I had a bit of a runway. All I needed to do was sell that first project. That was the single most important next step.

So what did I do?

I focused on modifying our CRM instead. Of course I did. I was going to need to track all of the new clients I was about to bring in!

Then I built an elaborate estimating system. Of course I did. We were going to be issuing dozens of bids a week!

Then I worked with a designer to build a website. Of course I did. We were going to have a ton of people wanting to learn about us once I started selling like a madman!

After that, I made sure our social media presence was fully built out. Of course I did. I’m a marketing guy at heart!

After a few months, I stood up, folded my arms across my chest, and proudly surveyed my body of work: a dialed-in CRM, an automated estimating program, a sharp website, and an impressive social media footprint.

You know what I didn’t see, though? That first project. Because I hadn’t sold one. I had spent months building systems I didn’t yet need. I felt like a fool.

I talk about systems all the time. In this newsletter, on YouTube, on Instagram, on TikTok. I’m “the systems guy” on my new business podcast with my sister. I love systems. EOS, Simple Numbers, applying business frameworks inside my family. If it can be systematized, I try it.

The only problem is, I use systems to avoid things I don’t want to do, am afraid to do, or don’t really know how to do. I hide behind them.

The bottom line: it’s easier for me to get lost in designing and implementing a system than to take that next small, important step.

And what does that leave me with? A beautiful machine lacking the raw materials it needs to actually produce the product.

Eventually, I pulled my head out of my, um, systems and started doing what I should have done from day one: building relationships and landing that first project. By late 2023, we had a few jobs in the backlog. And over the next 24 months, it was monotonous, challenging, soul-crushing, hand-to-hand combat to land more work.

Then a switch flipped. The seeds we planted started sprouting. Interest rates eased a bit, greenlighting some projects. Our relationships started paying off, and we were getting negotiated work, not just “low-bid-wins” jobs. Customers became repeat customers. We now have a backlog over the next 12 months that is three times our revenue over the last 12 months.

Here is the takeaway for me, and maybe for you: how much further along would I be if I had delayed the “systemization” and focused on the one small, important next step instead? I figure I wasted about 12 months being distracted by systems, when all I needed to do was generate the work that would make those systems necessary. Ironic, right?

Wrap Up

So here’s my question for you: what are you avoiding right now that is the small, logical next step toward achieving your goal? And what are you hiding behind instead?

Spend a few minutes thinking about that, and let me know what you come up with: scott@scottmonday.com.

Now, back to automating my newsletter distribution across social channels... 😉

My sister and I launched a podcast for sub-$20M business owners and operators. Episode 10, the season finale, is out!

We’d be honored if you’d give it a listen! You can find it on Apple Podcasts, Spotify, or whatever platform you prefer!

Things I've Enjoyed Lately: Want to give a shout-out to my friends Clark and Auni and their business partners for their success with Penny University in Modesto, CA. It's a delightful coffee shop that is everything Starbucks isn't: friendly, clean, bright, vibrant, local, and just a joy to spend time in. Kudos to you and your team, Clark and Auni, for building a true "third space."