Self Employed Success

Do you ever have that disturbing feeling that trying to squeeze one more piece of new information in your brain will render you senseless?

Information overload causes stress and a loss of productivity. We’re so busy gathering information that we never get into action around implementing all these great ideas. And we can’t seem to put our fingers on the important information that we’ve gathered!

Here’s even more bad news: when you take in too much information, according to a Temple University study, you begin to make more errors, and worse, make more bad decisions. Can your business really afford that lack of clear thinking? (Don’t even get me started about how a hyper-connected lifestyle is bad for your physical and emotional health!)

Here are 10 tips for managing information overload

Regain control of your brain, your time and your tasks with these ideas:

1. Remember the most important rule: YOU are in charge of your To Do list. YOU are in charge of your calendar and YOU are in charge of how much information you’re willing to receive each day. Trying to take multiple classes at once, or trying to read more than one book at a time, is a recipe for information overload. It doesn’t allow you any time to assimilate and implement. Be selective and base all your decisions on achieving your goals while mirroring your values.
2. Get things out of your head and on to paper. When you take new information, your brain naturally tries to process it, to make connections, and apply it to your real life. Trying to keep all that “thinking” in your brain makes you feel muddled, anxious, confused. Doing a brain dump — writing down your ideas, even in a quick list format — will help clear things out.
3. Take the most recent class you’ve attended or the most recent book you’ve read, and create a Top 3 Action Items list. Don’t create a massive To Do list of every great idea from the class or book. Instead, choose the top three actions you can take within a month, and put only those tasks on your To Do list. Once they’re done, you can always go back and choose three more. The point here is two-fold: start implementing what you’ve learned, and do it in such a way that you don’t overload yourself.
4. Make the decision to make a decision. I know, it sounds silly, right? But if ideas and information are running around in your head and you’re not willing to either act on them or let them go, you sabotage yourself and hold yourself in a perpetual state of overload. Stop doing that to yourself. Instead, tell yourself, “Today I will make a decision,” then do it. You’ll feel better immediately.
5. When you are drowning in information, stop piling on more. It’s okay to stop watching the evening news. It’s okay to stop reading articles or checking social media sites several times a day. Each time you interact with an information delivery system, guess what? More information is shoved in your face. By taking a vacation – even a short one – from any information delivery system, you get immediate relief from information overload.
6. Use tools like Evernote or One Note to have a central location for storing information. As important as storing information is, retrieving it easily is even more important. That’s why I moved from paper notebooks to Evernote for storing notes when taking classes, reading books or perusing articles. Evernote allows you to tag each note with keywords and sort them into folders. Notes are completely searchable, so you can have all the information and ideas at your fingertips.
7. Do you have competing goals? Work on one at a time. For instance, today I wanted to accomplish three things: write this blog post, create my class schedule for the next nine months, and work on a class agenda for a new program I’m designing. All of these things are exciting, and all need to get done soon. All require research and paying attention to incoming information. But only one of the three had a deadline: writing this blog post today. So I put the other things on the back burner and focused solely on writing this blog post. Once it’s done, I’ll choose one of the other two projects to work on next. You have to be willing to let go of some information, even exciting information, so you can focus on your priorities.

I’d love to hear from you: how do you cope with information overload? Are there techniques or software products you use to help you manage absorbing, processing and retrieving information?

Mary was ready to create huge changes in her consulting business. How exciting, having a big dream!

She had a million ideas and a solid, well-planned task lists to back up the big plan.

Except there was one small problem – Mary’s dream was dying on the vine. By thinking big she was overwhelming herself. She was paralyzed.

Mary asked me, “How do you accomplish all the things you do? Do you have some mysterious time management system that I need to know about?”

Nope. No time management system. No crystal ball. No magic wand. Just one mantra: Think Big and Think Small.

Thinking Big is about dreaming and strategic design; it answers the questions, “What do I want?” and “Why do I want it now?”

Thinking Small is about tactical planning; it answers the question, “How do I accomplish it?”

Great things are accomplished through thinking in small steps.

Anyone who has tried to stop smoking or lose weight knows you do it one day (one hour, one moment) at a time. Anyone who has attempted to do a 10-mile hike knows it’s simply a case of one foot in front of the other.

People with big business dreams often forget these well-known truths about how to tackle big things.

Mary became frustrated because things weren’t moving fast enough. She was ready to give up her dream because there was too much to do and she didn’t know which task to do first.

When she started a task, she abandoned it if it took longer — or was more complicated — than she thought it should be.

Thinking small means I’m a failure.

We’re afraid that thinking small and taking small steps forward because we equate it with being small and having a small life.

Nothing could be further from the truth. If you want the big, juicy, vibrant life you desire, you have to break it down into doable steps.

No matter how much you try, you can only really do one thing at a time.

You may think that multitasking makes you more productive, but studies show that multi-tasking actually reduces your ability to accomplish tasks. It slows you down.

Instead of trying to do five tasks simultaneously, I’m advocating this approach: put exquisite, conscious effort into one task at a time, complete it, and move on to the next.

How do you know which small step to take first?

You have been gifted with four pillars of life the day you were born: your intellect, your emotions, your intuition, and other human beings.

Start by asking yourself, “What one small thing can I do, right now, that will move me towards my big goal?”

Don’t give up if the answer doesn’t come to you immediately; have patience and allow the answer to bubble up to the surface. Trust your mind and your heart. Write down the tasks or draw them on a piece of paper and ask yourself, “Does this feel right?” Write in pencil so that you can re-arrange it until it truly feels right to you.

If the answer still doesn’t come to you, ask other people for help.

Talk about your goals and plans with colleagues and friends. Talk to supportive people who fully understand your big dream and can help you to look at the small tasks you must do to accomplish the goal.

Then do one small task at a time.

I’m encouraging you to do both: Dream Big, Think Small, and you will succeed.

The Ultimate Guide for Entrepreneurs Who Do Too Much.

As a small business owner, there are often too many ideas, too many tasks and projects, and not enough time or resources. Entrepreneurs are a creative bunch of people and we’re always thinking of new ideas!

I don’t know anyone who isn’t time-constrained. We all have busy lives, and if you run your own business, you are doubly busy.

Below are 44 tips for dealing with overwhelm and increasing productivity. Feel free to share this with your friends, colleagues and mastermind group partners.

The Rules

Just pick ONE of these tips and do it. Do not overload yourself more, by trying to do all these tips. This article will be online forever and you can come back to it to pick up your next tip.

Understand Why You’re Feeling Overwhelmed

Many of my clients and students tell me they are feeling overwhelmed by running their own small business. It doesn’t matter whether your business is brand new or 20 years old, there are many things to juggle as a business owner. You are not alone in feeling this way, and there are some very common reasons why we feel overwhelmed:

• Trying to be everything to everyone
• Trying to focus on too many things at once
• Being too optimistic about how much time it takes to do a task
• Adding too many appointments and projects to your weekly calendar
• Not saying “no” to people and projects

Notice how all these things are a CHOICE you made? Every time you make a choice to do too much, you make a choice to feel overwhelmed.

You are in control. You are in control of your calendar. You are in control of which projects are top priority. You are in control of your thoughts about your business. You’re even in control about whether you answer a ringing phone or not.

The power is in your hands.

Admitting That You Can’t Do It All

I have a To Do list that is six typewritten pages long. Every time I have a brilliant idea for a new project, I add it to the To Do list.

As surely as the sun rises each morning, the more I add to the list, the more overwhelmed I feel.

Then I had a startling insight: I will never be finished with my To Do list. I will always have wonderful new projects that I want to add. I will always have maintenance tasks that need to be performed. There will always be emails to answer and phone calls to make.

Once I understood that I would never get it all done, then it was only a baby step to the knowledge that I can’t do it all myself. Either I have to delegate projects and tasks, or I have to delete them from my list. If you are serious about not feeling burned out and overwhelmed, then the first place to start making cuts is in your To Do list.

Take Your Time

New habits take some getting used to, don’t they?

The outcome will be a feeling of mastery over your workload, your time and your energy. You will be in control of your calendar and To Do list instead of feeling as if they are in control of you.

Start With These Simple Tips

1. Calm down. You cannot do any of these tips if you are feeling stressed. Do 5 minutes of something relaxing before trying any of these tips.

2. Set priorities and goals. Where do you want your business to be in 12 months? What is most important, right now, to get you to your 12-month goals? Pick just three goals for 12 months. If you complete them, you can always add another one later.

3. Centralize your To Do list. Because I’m at my desk most of workday, I have a To Do file right on my computer that I can easily access and update. Whether you keep your To Do list on your smart phone or in a notebook, make sure you can get your hands on it quickly. When a new idea comes up, you have a place to put it immediately, instead of trying to keep track of it in your head. This is so liberating!

4. Focus. Choose one task and focus solely on that until it is complete. Stop multitasking; it will only lead you to feeling more overwhelmed.

5. Set a timer. Work on one task for 20 minutes, and then take a break. Every week, work for 5 minutes extra (25 minutes instead of 20, and so on) to help rebuild your focus, sustained attention span and ability to concentrate. Pay attention to when you start to become distracted and work with your natural biorhythm to take mini-breaks when you need them. Most adults can pay sustained attention for 20 minutes before becoming distracted. (Most adults can renew their attention to a task after being distracted, too.) I use a timer from TimeTimer to keep track of my 20-minute work segments.

6. Know how long it takes. I am notorious for assuming that tasks take much less time than they actually take. I block out 15 minutes for a task then discover it actually takes 30 minutes. I have learned this simple rule: whatever you think a task will take, double it. That way you won’t add too many tasks to your daily calendar and you will feel less stress because you know you’ve given adequate time to every task. Plus there’s a nice added cushion of time for a tea break!

7. Simplify. Is your business too complicated? Should some of your manual tasks be automated? Take a deep look at every task you do and ask yourself if there is a better, easier way to do it, or if a piece of software could do that task for you.

8. Know your Productivity Peak. When is your best, most productive time? Most creative time? For me, it’s 8AM to 2PM. That is the time when my intellect and my creativity is flying high. So I use that time to work with clients, teach classes, write books, and create training programs. Knowing and using your personal productivity peak times will help you be more productive and produce better quality work. Use your non-peak time for maintenance items that don’t require much brainpower (or willpower).

9. Give yourself the gift of distraction. Sometimes we push ourselves too hard. Owning a business is a marathon, not a sprint. Every few hours, take a break from your work. Step out your front door and get a breath of fresh air. Play some music. Go for a walk. Read a fun book. Have coffee with a friend. Do anything that takes your heart and mind away from business. You will be rewarded with a clear mind and a fresh perspective when you get back to work.

10. Get rid of clutter. For many people, when there are too many things in your visual field of focus, it is hard for your brain to concentrate on the task at hand. If out of sight really does mean out of mind, keep a file drawer for paperwork and put a note to yourself in your To Do list about where to find the necessary paperwork or email when you’re ready to work on that task.

11. Know your RQ (resistance quotient). Discover what you’re resisting when you use distraction and procrastination instead of doing your work. Stop self-sabotaging your success.

Specific Things You Can Do to Deal with Overwhelm

12. Just say no without guilt. Too often we try to please everyone and end up with too much on our plates. When you are feeling overwhelmed, look at the people and projects you’ve say Yes to that perhaps you should have said No to. Here’s a practical article I wrote on how to say no to people when they ask for your time.  Look at your To Do list and ask yourself if you can simply say No to any of the tasks. Remember, you are in control of your task list and your calendar. Only you can overbook yourself, so only you can say No to requests for your time.

13. Clear your desk. There is no better feeling than starting fresh and getting a complete handle on everything that needs to be done. By going through every paper, every pile, every note, you consolidate and prioritize. Remember to use your centralized To Do list and throw away all those individual To Do notes!

14. What’s most important? Each morning, enter your office and ask, “What are the MOST important tasks to get done today?” Make a careful balance about short-term emergencies and long-term tasks so that you can meet your goals without getting swept-up in daily disasters.

15. Do it. Sometimes, a bare-knuckle commitment to getting things done is necessary. That pesky colonoscopy you’ve been putting off? Do it. That phone call to a disgruntled employee? Do it. That 3,000 word article? Do it.

16. Ditch it. Some projects were never meant to be. Some catalogs and magazines can be thrown away.

17. Delegate it. Ask for help. Look at all the tasks you do, and for each one ask, “Am I the only person who can do this task in the entire world?” Some tasks are your sole providence; others can be delegated to a website designer, graphic artist, administrative assistant, etc.

18. Work for results. Which things you currently do are giving you the results you want? Stop wasting time on things that don’t give you the outcomes you want, even if other people tell you that you “have to” do them. Stop listening to gurus and start listening to your own intelligence and experience. The only thing that matters is whether you are creating the outcomes you want.

19. Get into task habits. For instance, the first thing I do each morning is handle emails from clients and students. Then I do social media because it allows me to use a different part of my brain. Next, I look at financials. Then I prep for that day’s client calls and classes. These four tasks take me about 60 minutes, warm up my brain, and allow me to serve my clients and students first, before getting into the main part of my day. Each afternoon before I leave, I plan my projects/tasks for the next day, answer any last-minute emails, and straighten up my desk. Having task habits each day allows you to get the important daily tasks done in an orderly fashion.

20. Chunk your schedule. Do you have scheduled time each week for marketing? For administrative work? For speaking with clients? If you block out scheduled time each week for your work, you will know that you have a plan for how to tackle the work. For instance, I use all day Friday to write articles, books and new classes. I use Monday morning for administrative work. I teach on Tuesdays and Thursdays at 1PM. What does your ideal workweek look like?

21. OMD: Off My Desk. Make a concerted effort to handle each item that comes across your desk ONCE. Do not stack it in a pile and think, “I’ll get back to it later.” Each morning, make a clean sweep of your desk while reciting the mantra: OMD, OMD, OMD!

22. Bit-sized chunks. Divide big projects into mini-tasks. Grab a piece of paper and write down all the tasks you can think go into the project. Divide any task that takes more than 60 minutes into smaller, doable chunks.

23. Find it in 60 seconds or less. Create a rule for yourself that you will be able to get your hands on anything in your office in 60 seconds or less. When you put something away, put it away in the most intuitive place you can think of, so that it will be at your fingertips when you need it. Find a home for every item in your office and return it to its home after each use. Fall in love with your filing cabinet.

24. Just three tasks a day. Stop overscheduling your time. Choose just three tasks a day to complete. If you are done early, you can always take on another task (or escape from the office for a little hard-earned play time).

25. Admit that you will never get caught up. Your To Do list will never be empty. Humans are the only animal who, once they complete a task, create new projects and tasks to occupy their minds, their time, their creativity, their energy. We’re hard wired this way.

26. Stop multitasking. While there are conflicting scientific research findings about whether multitasking causes productivity loss or not, my clients tell me that trying to do too many things at once causes them to do a poorer job, both in productivity and quality of work.

27. Out of sight, out of mind. When you need to focus deeply on a task, especially for a long amount of time, try clearing off your desk first. We get overstimulated, visually, by having many items within our view. By putting them out of sight, you can then focus more fully on the task in front of you. I use this technique when doing in-depth strategy work for myself or with clients. It forces my visual focus, and therefore my mental focus, on just one thing.

28. When you need to focus, get away from your desk. When I’m working on a big project, like writing a book, I find it best if I take my laptop and leave my office. If the weather is cooperative, I will go site by the lake and write; if not, I will find some quiet corner of a coffee house or hotel and write there. Even moving from your office to your living room will help. Because there is nothing else to grab your attention, you are able to focus for longer periods of time.

29. Check it off. Make a list (a To Do, a Task list for a big project). Put a big checkmark next to each task when you get it done. It’s very satisfying!

30. Make an appointment with yourself. Having a To Do list is great, but the real payoff comes when you move tasks from your To Do list and put them in your actual calendar as an appointment with yourself. In this way, you can estimate how much time something will take, and know that you have blocked out enough time to get it done.

31. Celebrate. When you get done with a big project, don’t automatically move to the next one. Find some wonderful way to celebrate your achievement!

32. Put on your CEO Hat. What are priority tasks for the ultimate success of my business? Sometimes what seems like the right thing to do in the moment is exactly the wrong thing to do for the future.

33. Get it out of your head and on to paper. Are you trying to carry your entire project plan in your head? Are you carrying your shopping list and your weekend appointments in your head, too? Stop it! Find a place to write down all these things, and use it consistently, so that you have a clear mind.

34. Unsubscribe. Do you belong to too many email newsletters that you never read? I have a litmus test: Every quarter, I go through all the email newsletters I have received from a specific person. If I don’t find at least one brilliant idea, one great tip, or one deep insight, I unsubscribe. By knowing why you subscribe to email newsletters, and using those values to judge whether a newsletter is delivering value to you (or not), you’ll easily be able to unsubscribe from those that don’t meet your needs. Life is too short to wade through emails that don’t sing to you.

35. Close down your email and social media sites during peak work periods. It’s too distracting, too tempting. (It’s like not keeping ice cream in the house when you are on a diet.)

36. Set up a good filing system. Keep big projects in their own 3-ring binder or an electronic folder on your hard drive, so that all your material is in one place. Archive old financial papers, client files, etc. into storage drawers or boxes.

37. Embrace the PDF. Get the paper off your desk by using electronic PDFs of anything that’s important. You can scan anything that comes in to your office on paper to a PDF. You can also print any online or electronic file to PDF using your operating system’s PDF creation software. If your computer’s operating system doesn’t include a PDF creation software package, try the free PrimoPDF.

38. Create an at-a-glance project planner. I juggle many projects each month. So once a month I grab a piece of art paper and create multiple squares, one square for each project. In each square, I write down the five most important tasks that need to be done for that project in that month. When I glance at it, I can see how all the puzzle pieces fit together and where the demands on my time will be felt the most.

39. Big rocks first. Do you know how to plan your priorities? This wonderful video with Stephen Covey will help you see the big picture.

40. Perfectionism kills. I know, because I tried to do every task perfectly and it nearly killed my business. Some tasks are critical for your success and need to be as good as they possibly can be. Other tasks are not so important and just need to be done without a lot of glory or perfection.

41. Backlink tasks to a project deadline. If you have a project with a deadline (like a class that starts on a certain date), put that deadline in your calendar. Then, working backwards, fill in the tasks on your calendar that lead up to the project conclusion. Then you will know when you have to start the project in order to complete the tasks in time.

42. Use GanttProject software. I’m a geek. I love software. I love Gantt charts. A Gantt chart is a visual way of seeing and linking tasks within a project, assigning time to each task, and connecting the tasks to figure out how long the entire project will take. I use a free software program called GanttProject for mapping out project/task work for big projects. You can download it for free here: http://www.ganttproject.biz/download (Don’t use the big green “download” button on this page. That doesn’t download GanttProject. Instead, look for the link in the upper left corner that says “GanttProject 2.5.” That’s the correct link.

43. Allow for Murphy’s Law. No week is complete without something going wrong. So plan for it. Allow time in your week for tasks to take longer, phone calls to take longer, emergencies to crop up. You’ll be happier planning for breathing space.

44. Action alleviates anxiety. Pick one high-priority task on your To Do list and do it. Nothing relieves stress better than getting off your butt and taking action. Don’t fall in the trap of picking a low-priority task just because it is easy. Do the things that matter.

Whew! That’s quite some list! As I said earlier, don’t try to do all 44 tips at once. Pick one that feels like it will work well for you and take a month to make it a habit. Then pick another and another until you can feel your overwhelm and anxiety lessen.

I’m wishing you a peaceful and productive business life!

Which one of these tips have you tried?

copyright (c) 2012, Karyn Greenstreet. All rights reserved.

Are you getting everything done on your To Do list?

No?

Join the crowd.

More and more self-employed entrepreneurs are complaining that email, phone calls, social media, and their beeping-buzzing smart phones are constantly causing interruptions, increasing stress and reducing productivity.

These constant interruptions are costing you productivity — and ultimately income.

In my blog post Choose One Project, I talk about the myth of multitasking. Talking on the phone and answering emails at the same time decreases your overall productivity. So does popping into social media sites while you’re trying to focus on an important project or task. It causes twice the number of errors when you multitask or allow interruptions to your task.

By allowing all these interruptions, you are losing TWO hours a day of productive time. Ouch!

The Solution

Many large corporations like Intel, IBM, and Deloitte & Touche are instituting something called Quiet Time: a block of time in which you cannot send or read emails, and may not make or receive phone calls (unless they are related to the specific project you’re working on).

Small business owners can do this, too!

I started to do this last year:

• Core Productivity times are 9AM – 2:30 PM. All private client calls, group mentoring calls, classes, and project work are done during these hours.
• Every Friday was “class design and book writing day.” No client or prospect appointments, no emails from 9:00 – 2:30, no phone calls at all.
• Emails are handled twice a day – at 8:00 and 2:30.
• Each day, return phone calls are handled after 2:30 PM (which is great because of the time zone differences between East and West coast).
• When I really, really needed to work on a project in a deeply focused way, I’d bring my laptop to the lake, park or library, taking my work to a quiet environment without possible distractions. (I particularly like the lake because there’s no Wi-Fi there! :))

The Results of My Quiet Time Test

In a 12-month period, I designed and launched three new classes (including a 9-week class which was a whopper to design), wrote one new ebook, designed two new websites, and overall had a much happier and more satisfied lifestyle and work environment. Awesome!

Lest you think that you will be less productive in getting through your emails and phone calls if you institute Quiet Time in your business, think again. Having fixed times each day for email and phone calls increases your productivity, actually reducing the amount of time you spend on emails and phone calls. (I found I could get through 30-40 emails in a solid, planned hour, which would have taken me two hours if I had answered them in a scattered fashion throughout the day.)

If you are frustrated because you’re not accomplishing your projects and tasks, you need to schedule Quiet Time into each day. You will be happier and feel more fulfilled by your work if you do.

How About You?

Do you regularly block out time to get projects done? What are you doing to increase your productivity without getting burned out? I’d love to hear your stories and ideas!

A woman in one of my mastermind groups posed a question recently: Why did she spend all her time doing research and never actually get on with doing the thing she was researching?

She loved looking up information, finding resources, interviewing people, gathering facts. But taking these facts and applying them to her business seemed to always be put on the back burner.

It’s called “analysis paralysis.” The idea is this: if I could just gather this information, if I could just find that fact, if I could make this checklist a bit longer — you get the drift. As a small business coach, I see this my clients get caught in this trap all the time.

The cause is simple: It’s easier for many people to research than to do the action work because gathering research is often a successful task, while acting on the research is fraught with the possibility of failure, stress, or pressure. We stay in the research mode because it’s safe and we get a lot of positive feelings about having uncovered the information we need.

Don’t get me wrong, research is vital. I’ve seen many businesses fail to thrive because they haven’t done the marketing research necessary to see if people want to buy the service or product they want to sell.

The key, as always, is balance. When you find yourself doing more and more research, then you can bet you’re procrastinating on the “doing” side of things. You have two choices:

1. Try to figure out why you’re not doing the work, or
2. Just do the work.

Either choice is valid, but guess what? Choice 1 is still “research!” 🙂

It seems to be a trend that’s growing: small business owners are getting distracted by too many ideas or the latest fad, going off in a million directions and never completing anything. (Employees suffer from this, too!)

This loss of focus is costing people hundreds of hours a year in lost productivity, lost hours, lost dollars.

It even has a name: SOS – Shiny Object Syndrome. It’s not quite ADHD. It’s more that a new idea captures your imagination and attention in such a way that you get distracted from the bigger picture and go off in tangents instead of remaining focused on the goal.

We think of a new idea, we hear of a great new gadget or marketing technique, and ZOOM, we’re off! There’s great energy and excitement in starting something new.

Of course what happens is that that everything always gets started, but nothing ever gets finished. In addition, countless hours and dollars are wasted in pursuit of the new, shiny object without having thought through whether this new item, technique, service or product is “right” for your business. Countless people have started blogs and abandoned them within a year (or less!) because they got tired of writing posts — or worse, no one was reading the posts.

It’s Not Just You

Lest you think that it’s only us small business owners who suffer from it, you’ll be happy to know that it’s rampant in many industries.

Software and tech companies are notorious for following every cool new fad that comes along, without thinking strategically about whether it’s a good fit for their business model.

TV creates shows around SOS, then dumps the show after 6 or 8 episodes.

Big business follows every business development fad that comes out in books or from gurus, only to drop it when the next cool fad arrives.

Tips for Choosing a Focus

I know it’s hard not to get excited about every new idea that comes past you. Some of them are very, very cool. But you are running a business and you must stop and ask yourself:

• Is this right for my business/career?
• Do my customers want this, and are they willing to pay for it?
• Do I have the time, resources, energy, and money to put into this to make it successful?
• Do I have too many open projects sitting on my desk that need to be finished before I begin something new?
• Do I have the ability to finish this new project, and implement it, and maintain it?
• What has to drop off my radar in order for me to start something new?

There’s nothing wrong with loving innovation and reinvention. Just make sure you don’t lose focus on what’s most important for you, your business and your customers.