Stop chasing symptoms

Every business owner knows the feeling. You're busy, dealing with a never-ending list of fires to put out. A missed deadline here, a sudden drop in sales there, a disgruntled customer email just before lunch. It's easy to get caught up in the what—the day-to-day issues that demand your attention.

But here’s the harsh truth: If all you ever do is chase symptoms, those problems will keep coming back. The same customer complaints, the same cash flow crunch, the same staff turnover. Why? Because you’re solving the surface issues without addressing the root cause.

This is where strategy comes in. A strategic approach flips the script. Instead of asking, “What do I need to fix today?” it asks, “Why is this happening in the first place?” By digging deeper into the why, you move from temporary fixes to lasting solutions. Let’s explore how this shift in mindset can transform your business.

The Problem with the 'What' Perspective

When you focus solely on the what, you end up in a constant cycle of reaction. A few examples:

• What: Sales are down.

  • Quick fix: Run a promotion to boost revenue.

• What: Customers are complaining about late deliveries.

  • Quick fix: Offer refunds or discounts.

• What: Staff are quitting more frequently.

  • Quick fix: Hire replacements as quickly as possible.

These fixes might work in the short term, but they don’t solve the underlying problem. Why are sales dropping? Why are deliveries late? Why are employees unhappy? Without understanding the deeper why, you’re just kicking the problem down the road.

A Strategic Approach: Digging into the ‘Why’

Here’s the key: Behind every what is a why. And it’s the why that holds the solution to your problem.

Example 1: The Sales Slump

• What: Sales are down.

• Why: Are customers choosing competitors? Is your product still meeting market needs? Is your marketing targeting the wrong audience?

• Strategic Solution: Analyze customer feedback and competitor performance. Maybe you need to update your product or refine your marketing strategy to better resonate with your audience.

Example 2: Delivery Delays

• What: Customers are complaining about late deliveries.

• Why: Is your supply chain inefficient? Are staff overwhelmed? Are your processes outdated?

• Strategic Solution: Streamline operations. Invest in better technology or review staffing levels to ensure smoother workflows.

Example 3: High Staff Turnover

• What: Employees keep leaving.

• Why: Are they underpaid? Is the workplace culture poor? Are they unclear about expectations?

• Strategic Solution: Conduct anonymous staff surveys to understand their concerns. Build a culture that supports, rewards, and retains your team.

How to Start Thinking Strategically

Shifting from the what to the why takes practice. Here’s how you can start:

1. Pause and Reflect
   Before rushing to solve a problem, take a step back. Ask yourself: Is this a symptom, or is this the root cause?

2. Ask ‘Why?’—and Then Ask Again
   Often, the first answer isn’t the real one. Use the “5 Whys” technique to dig deeper. For example:

   • Why are deliveries late? Because staff are overwhelmed.

   • Why are staff overwhelmed? Because orders have increased.

   • Why haven’t we hired more staff? Because we didn’t anticipate demand.

   • Why didn’t we anticipate demand? Because we don’t track seasonal trends.

3. Focus on Long-Term Solutions
   A quick fix feels satisfying, but it won’t solve the problem for good. Commit to addressing the root cause, even if it takes more effort upfront.

4. Bring in an Outside Perspective
   Sometimes, you’re too close to the problem to see it clearly. A mentor, consultant, or even a trusted peer can help you identify what’s really going on.

The Benefits of Solving the Root Cause

When you stop chasing symptoms and start solving causes, something amazing happens: the problems go away. You free up your time and energy to focus on growth instead of constantly firefighting.

Here’s what a strategic approach can give you:

• Clarity: You understand what’s really driving the challenges in your business.

• Efficiency: You’re no longer wasting resources on temporary fixes.

• Momentum: By solving the root cause, you eliminate recurring issues, freeing up time to focus on opportunities.

• Confidence: You’re not just reacting—you’re leading your business with intention and purpose.

Start Today: Look at Your Biggest Problem

Think about the biggest challenge your business is facing right now. Ask yourself:

• Am I solving the what, or am I addressing the why?

• If I solve this problem at its core, how would that change my business?

Start small. Choose one issue and take the time to solve it.