Burnout in business signals inefficiency, usually from offering too many services or customizing each one heavily. Nicolas Cole says the fix is to identify your core repeatable service, strip away the rest, and fully productize it. One streamlined product cuts mental load and switching costs.
Anytime you feel that feeling of being burned out or overworked, that is always a reflection of some sort of lack of efficiency. The reason things are inefficient is because you are doing either— it's usually one, the other, or both— you are either doing too many different things, or inside of each thing you're doing, some percentage of them is quote unquote custom. You're feeling the tax of reinventing the wheel each time. Like, to take it to the extreme, someone goes, "I'm really burned out." If you go to the first layer, It's like, well, what are you doing? I'm providing 10 different services. So the more different things you provide, the more of a switching cost you feel each hour of the day or each day. And the more switching cost you feel, the more mentally taxed you feel. And then inside of any of those different things, if it's not truly productized, then what you're also feeling is the custom element. It's like, even if I'm doing quote unquote consulting for 2 different people, you're applying it in a custom way to one person and then another person. It's not as, productized. And when those two things are happening simultaneously, you're providing different things and one or multiple of those things is custom, you're going to feel very mentally taxed. So that would be the thing that I would focus on. It's not necessarily about doing more, it's about doing less. How do you take the most important elements of the thing that you offer? Get rid of all the stuff that's tangential, get rid of all the random little, I do this for you, but I do something different for someone else. Those are all the things you want to strip away and you just go, what is the one thing I'm walking someone through over and over and over again?
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