From Cottage to Company

tools improve business Tools help improve our business. We go from being able to make something, to being able to make it better, faster, with a little less effort. I watched Kat decorate our kitchen chairs in various unique ways, and observed how she went from tentative to experienced, a few experiments at a time. Over at New Marketing Labs, we’re growing from doing all custom work to doing two main practices really well. It’s that moment when we realize that processes, even small ones, improve things. That’s when we go from cottage to company.

Keep Processes Human-Minded

There are little changes that we can make to our business practices that will help us grow. For instance, I have help with managing my contact form. Steve Brogan (aka my dad) answers people back, which helps me stay more responsive, while keeping a human touch. Over time, we’ve developed processes and rules for how we’ll answer the majority of emails that come in. We’re still very human. We still connect with people, and yet, we’ve built something that will help the company grow.

Over at Man on the Go, I’ve started with some processes in place. I’ve built a contact form, but I’ve also built some baseline response documents for frequently asked questions, some processes for how we’ll respond to trickier questions, etc.

By hiring Rob Hatch for my new business, I’ve put him in charge of working on these processes, too. It’s key to this all growing beyond being a “Chris Business” into being a company. But we always keep human business top of mind. It’s the only way we can do it.

Look For Tools That Help (But Stay Human)

You might use tools like AwayFind to manage your email. You might use BatchBook to help you keep track of your prospects and customers. You might use FreshBooks to invoice your customers. These are all great tools. Just keep up the human element.

In every case that you build tools and process into your business, work out how you’ll keep it a human business: relationship-minded, sustainable, and friendly. Remember that any tool that sucks some of the humanity out of the process needs to be reconsidered. My first attempt at managing my inbox was a failure because I wasn’t very human about it. It’s okay. Just rethink it, rework it, and see what comes of it.

From Cottage to Company

The things we know how to do are great when they’re in our head. They will make a company run when they’re written into processes. It’s hard for us to recognize this, and even harder to let go of those parts of what we do that could be handled by anyone. But the more we hold on to, the less we’re capable of handling.

In going from a contributor and creator into a business owner. At New Marketing Labs, I went from a contributor into president. It’s hard to shift from the one perspective to the other, but it’s everything to get it right.

Even if you’re a one-person business right now, what could/should you be writing into processes, for others to follow at some point? Can you see how putting processes and tools into place will extend things? What’s holding you back?

Photo credit ellenm1

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  • http://www.saxondesign.com Pamela Saxon

    Chris, thanks for sharing these links. It looks like Batchbook is exactly what I need, and the best part is how affordable it is. I could have spent all day looking for something like this, and here it is, sitting in my inbox this morning, waiting for me. I love it when my day starts out with great info.

    • http://chrisbrogan.com Chris Brogan

      I try to help, Pamela. : )

  • http://mikewayne.com mike wayne

    Thanks for verbalizing something that many of us small business owners experience – the pains of growing from a “me” based business into a mature company. We all get tend to get caught to get caught in the trap of trying to be responsible for it all – its part of an entrepreneurs DNA after all! What we should be doing is creating standard operating procedures and processes that will support the growth we want and need to take our business to the next level. Hopefully this article will get people thinking about this sooner in the game. Thanks for sharing Chris!

  • http://mikewayne.com mike wayne

    Thanks for verbalizing something that many of us small business owners experience – the pains of growing from a “me” based business into a mature company. We all get tend to get caught to get caught in the trap of trying to be responsible for it all – its part of an entrepreneurs DNA after all! What we should be doing is creating standard operating procedures and processes that will support the growth we want and need to take our business to the next level. Hopefully this article will get people thinking about this sooner in the game. Thanks for sharing Chris!

  • http://www.mikestenger.com Mike Stenger

    Hey Chris,

    For me, it's more of a “hustle as I go along” method instead of a specific process. Managing email isn't a problem. Creating and publishing content isn't a problem. Managing and building my Twitter and Facebook isn't a problem. At least not right now but can see how it can extend things.

  • http://www.grizzard.com/author/epratum/ Eric Pratum

    It seems like in most jobs that I've held I have taken the time to document my work, write FAQs, a manual of sorts, etc. Some people see this as being silly because they think it makes it easier for me to be made obsolete, but honestly, I believe the opposite. Having a standard set of processes, response methods, etc helps people know what to do when they can't get ahold of me, and it frees up my time to do not only the work that I really want to do, but also the work that is more specific to only my skill set…rather than things that can be easily duplicated and handled by someone else.

  • http://twitter.com/dinstar Denis

    Processes, yes! Priceless asset! And that is what always on my mind. Hm… Well organized cottage is good for me. Process works by making things “fit” to their proper places. It creates meaning for “right time and place”. Home pajamas or business suite? For business meeting it would be suite. 5 am in the morning? I would say pajamas.

  • http://twitter.com/ShirleyOM Shirley Osei-Mensah

    I really agree with you, Chris. At some point in time in one's business one has to let go of some stuff because one can't handle everything, that's just impossible. Cos no one is a robot. And even a robot can't handle everything.

    Also nobody knows everything, so with the things that you don't know how to do or have little knowledge of, you should let those with enough knowledge or expert knowledge handle that and that will make whatever that you are doing be it a business or whatever succeed. It's just like outsourcing :).

    But as you also said, you should let the human part of your business show cos without that your business will definitely crumble.

  • http://www.carte-r4-ds.fr/ m3 real carte

    I had read this article and it is really very nice to know about this. As we know marketing is very vast and great field. Great link given here. I agree that nobody knows everything and by experiences and some tips really helps to them.

  • http://johnmclachlan.ca/ John McLachlan

    I totally get putting processes in place, but for a one-person company (I am) I have made a descision not to grow. Twenty years ago or even ten years ago, I would have not felt this way, but for me, right now in my life, keeping it small is more important.

    I think it's very difficult to scale up and as good as processes are, they are bound to remove at least some of the human element. This is not to say it's wrong to scale up. If that's your business objective, go for it and go for it with gusto.

    Chris, your secret sauce is that you do act in such a human way. I'm really interested to see how this is maintained as your business grows. If you can do it, that's very cool. I love that your voice is so clear in all that you do. I hope that in the growing of your businesses you don't lose too much of the human side that makes you so special.

  • Dan

    Thanks for focusing on a human centered approach. It’s easy to talk about, but difficult to execute. This should help a lot of folks.

  • partywedo

    Chris,
    I like the fact that you have your mom and dad involved… Shows that a cottage, and a business can be family friendly.

  • http://chrisbrogan.com Chris Brogan

    Hi John- It's totally perfect not to grow. I think that lots of people make the same decision as you, and it's a good decision. What I've realized is that if I don't grow, my hands will always have to be on the business to keep earning. If I grow, then I can grow it to the point that others can contribute. That's my reasoning, anyhow. Great point to make, though. Staying human will be tough with growth, unless I hire humans. : )

  • http://blog.owengreaves.com/ owengreaves

    Hey Chris, Michael Gerber writes about this very thing in his book called The E-Myth Revisited. There is the Entrepreneurial Seizure and then the concept of working ON your business, not in it.

    The Entrepreneurial Seizure is when an employee feels they can do it better than their Boss, and then decides to open a business, only to discover they only know how to do the work and NOT know how to run a business.

    The concept of working ON your business means you are indeed actually running your business, working in it merely means you are an employee of an investment you recently acquired.

    The tools are important to simplify work load and flow, but remaining human is a full-time job in my humble opinion. I would suggest that going from Cottage to Company requires a good plan and understanding of who you are, and more importantly what your CORE business is. Everything is in the PLAN.

    Keeping processes human means, they require time and thought, otherwise you're just going through the motions.

    Thanks for another great piece to make me think, which you always do : )

    Many Blessings Chris.

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  • http://www.danieldecker.net Daniel Decker

    This was one of the hardest lessons for me to learn as my business grew. To me it's become less about process in the sense of A to B and no deviation but more about creating Replication. Process that leads to replication so that I can have empower others to take what I've created and expand on it. My own personal issues with control have been my biggest barrier. Getting past that has been key + finding good people who I can trust.

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  • http://mydarabell.com/ Dara Bell

    I see this as something that has to happen rather make everything automated. If you put in ticket machines at airports, you lay off all the staff. I am environmentalist I should not care but I do care that people lose their jobs.

    I think why not go down the 37 Signals, Small is Big route and bootstrap on otherstuff. Cut back on office chairs, use netbooks and Ipads, use second stationary, use co-working spaces, web-conference alot it is better for the planet. I like Owens thoughts too. We need to work on ourselves, our businesses and maybe business itself (Humanise it abit). Dan, pay your workers some extra dollars an hour, see how much gets done. Look at Germany, Germans outperform UK workers almost in every industry. German car companies killed Detriot.

    What if Detriot workers got more money. Incidentally good observatation on Detriot Hispanics on your Twitter Chris. The ways to re-energise the economy is keep cash circulating, lose the Herman Miller (Conran in UK) chairs and bootstrap, oh and think small, especially if your business is online.

    I urge people not to automate to claw back revenues, economic recovery will be made with more Human Approaches not less, more listening- Gen Y wants Green cars, so give em Green cars. Man where did all that passion come from. lol

  • http://chrisbrogan.com Chris Brogan

    You're totally right about the ideas of bootstrapping into other parts of life. They all make sense.

    One thing about automation, however: lots of times, automation takes people out of drudgery jobs. It's what they do next that matters. But think about it: toll booth money takers? Do you think they aspire to keep that job? Yes, because they get paid, but not because it makes the world a better place.

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  • http://mydarabell.com/ Dara Bell

    The Afterword
    I am profiling Don Romano Mazda Canada now U.S too for this type of thinking. A listening-churning strategy and a Small Is Big strategy means for me a concentration on not overproducing for and strict emphasis on producing to what people demand not just producing and producing and producing.

  • http://mydarabell.com/ Dara Bell

    Yeah I agree that some automation makes for an easier way of life. Where to draw the line is debate I am not sure I want to get into. I just hope the all free time makes for more innovation. George Simmel believed it did. I think as you push yourself towards Human you will do better than the airlines.

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  • http://www.ipadhut.co.uk ipad stand

    This was one of the hardest to learn to learn from me as my business grew. For me, it has become so much a sense of process B, and no deviation, but rather to create a replica. Process that leads to reply, so I can not encourage others to do what I have created and to expand it.

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  • http://www.searchengineoptimisation.com Phil

    I have certain different view because may be i selected different approach..my approach is that if with my growth, i can give some way to earn other people from business growth and give them chance to earn bread and butter, than i should have clear object to grow and not self centered. I like your way to grow but keeping your family responsibilities at same importance

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    My business after three long years, is finally starting to grow, thanks for the tips .

  • http://www.centralcontracts.com/manufacturer/car/chrysler/ ChryslerChris

    My business after three long years, is finally starting to grow, thanks for the tips .

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