Burnout, Part 2

In my previous post, I shared with you my run-in with Burnout. I was at a point where I was feeling frustrated with the direction my business was going and wondering how to take back control. I was sick and tired of dealing with the same old problems over and over again, and questioning if I even WANTED to continue. I had little creative energy left and felt very disconnected from my business and my clients. Not a fun place to be in. Kudos to my team for keeping things moving along.

I came across an article that explained it like this:

We start our business with clearly defined goals. For many of us,
it was simply getting into this business. We plot, plan and dream.
We spend hours thinking of our company name and logo, our products, advertising, networking, marketing, and more. Once into the business, we then focus on getting work, clients, customers, jobs, getting ourselves paid, moving 100 mph in the hectic pace of a successful
(or struggling) business.

We work hard to have more money at month’s end than the beginning. Our goal was to be profitable. And then, perhaps a bigger car or a better house. No room for burnout here.

At some point along the path, we met those temporary goals. But then we never replace them.

Or, we’re just not motivated by them anymore. The big house, nice car, nice vacation…it doesn’t fulfill our need for purpose, meaning, and lasting value.

That’s where I was. And the only option I was able to see was quitting, which wasn’t an option for me. I felt stuck. On a particularly tough day, I reached out to a friend who I knew would understand, just needing to talk, not really looking for answers. Somehow, the act of writing that email lifted a million-pound burden off my shoulders, and I was able to think more clearly and focus on the problem.

I reached out to another friend, and same thing. It was like a light came on in the dark. Although they both gave me solid advice and encouragement, I had to take the step and take action. Even the smallest action was better than sitting around feeling depressed and miserable. (There are some very important principles here I will talk about more another time, and it’s not what you think.)

It’s been said that for any challenge, struggle, or failure, defining the problem (and, I would add, seeing it clearly for what it is)  is 80% of the work. And that’s what that first step helped me do.

If you’re finding yourself in the same boat as I was in, here is a good place to start: first, know that you’re not alone. Second, reach out to a friend you trust. Be honest and transparent. If you don’t have that friend, I’ll volunteer.

Third, sit down and answer this question:

If you could be free from the day-to-day of the work that you are currently doing (and there was zero loss of quality in your work, relationships, and finances), what would you do with your time?*

Stop here ponder that question for a few minutes.

This questions detaches your practical, temporary goals from your life/value goals.

Meaningful goals are rooted in our values. When reached, you feel like you’ve accomplished something, you feel like you’ve made a difference. Without that sense of accomplishment, we start to feel useless.  We begin wondering why we’re doing what we’re doing, questioning our abilities and even our self-worth. That’s the smell of burnout.

Practical goals are things like how much money we want to make, buying a home, a business, equipment, a dream vacation, dream job, dream car, dream body, etc. They are rooted in our wants, not our needs.  Once we accomplish them, we’re back to that same place of feeling like we’ve accomplished nothing. And we get back on the roller coaster for another wild ride.

If you took time to answer the question, it should shed a lot of light on what you truly value in your life and clear up the burnout smoke in your head. It did for me.

After you get your answer to that question, the next logical question is: how can I do that NOW with the time and resources I have NOW?

I’ll share the value goals that I discovered for my life next time. I’d love to hear yours. 

*Thanks to my friend and mentor Ben Glass for this excellent question. (BenGlassLaw.com and GreatLegalMarketing.com)

The Tyranny of Jargon

“Please review the print mock up carefully. The PDF file has bleeds so we’re showing it to you in spreads to ensure the inside margins align and images are hi-res and do not appear pixellated.”

As a designer, I’m careful to NEVER use that sentence in an email to my clients. It is industry jargon. While it is beautiful and perfectly clear to me, it is maddening nonsense to the non-designer.

If you’re a marketer, then you may also be guilty of assaulting people with jargon. Here’s a test. Have you used any of these words or phrases recently in your marketing:

“flexible,” “robust,” “world class,” “scalable,” and “easy to use”?

Or “cutting edge,” “mission critical,” “market leading,” “industry standard,” “turnkey,” and “groundbreaking”?

How about “interoperable,” “best of breed,” and “user friendly”? And my personal favorite, “dynamic.”

Marketer David Meerman Scott calls these “gobbledygook phrases.” He decided to find out just how overused these words were. By analyzing 338,000 news release wires over a 9 month period, he found that 74,000 of them mentioned at least one of the gobbledygook phrases. The winner was “next generation,” with 9,895 uses. The runners-up are in the list above.

His disdain for these phrases is aimed directly at the writers. He claims that because these writers don’t understand how their products solve customer problems, they cover by explaining how the product works using meaningless industry jargon.

Instead, they should write with their buyers in mind, not the product. It goes back to explaining how your product or service will benefit your customer. Don’t just blather on about how great your product is. The buyer needs to understand how you can help them. Define the problem, touch on their pain points, and offer the solution. Incidentally, these are also winning traits of a good sales letter.

You can read more of David’s article at DavidMeermanScott.com.

Burnout

We’ve all experienced it in one form or another. Burnout.

The dictionary defines it as fatigue, frustration, or apathy resulting from prolonged stress, overwork, or intense activity. In plain terms, you’re just sick and tired of the whole thing, whatever the “thing” is. You’ve lost all motivation and the only thing that is keeping you from just quitting is the fear of becoming homeless, starving your kids, or *gasp* moving back to your parents’ house.

In my life, burnout seems to rear its head every few years, mostly in business. As the business grows and as my life changes, the stress, overload, and intense moments may look different, or be triggered by different activities, but they are sure to come.

At first I think I just need a vacation, or a change of pace. But deep inside, that nagging feeling, that sense of dread won’t leave. Take all the vacations you want…unless you make significant, permanent, long-term changes, you’re just prolonging the pain. One day, you’ll wake up (maybe even be on your death bed) and wonder, “What the heck did I do with my life? All that energy and life I poured into the business, clients, projects…for what?” Ugh.

Here’s the good news. Burnout is the universe’s way telling you, “Wake up! This is NOT what your life is about!” It’s a not-so-gentle prompting that it’s time to get unstuck and change direction, and keep moving forward.

I’m reminded of the Bible’s account of Peter’s miraculous escape from prison. The night before he was to stand trial for a most certain conviction and death sentence, an angel appeared in the prison and struck him on the side to wake him up and get him out, passing through prison bars unnoticed by the 16 guards assigned to watch him. The text specifically says the angel STRUCK him, he hit him hard! Peter must’ve been like, “Whaaaa?? OWWW! Whadja do that for??”

Well, burnout is kinda like that. Something has to whack us hard and be painful enough for us to take notice and get OUT of our death prison.

So if you’re facing burnout, take heart that it is signalling that you are destined for better things. In fact, since you’re sick and tired of your life or your business or whatever you are burnt out on, it’s the perfect time to sit down and reassess what you REALLY want. You’re ready to call it quits, anyway. So what would you do if you did quit? What do you really want to do with your life?

In my next post, I’ll share my burnout journey. I did sit down and do some soul-searching to figure out what I really want to be when I grow up. What do I value? What do I want my life to look like? Hint: Having the benefit of experience and deeper values that come with age, and knowing what you DON’T want is golden. Talk to you more next time!