Ryan Deiss explains how founders at $2 to $10 million revenue should stop doing tasks themselves and build repeatable assets instead. Templates, SOPs, and sales decks can be replicated thousands of times to run the business without the founder's direct involvement, freeing them to focus on strategic growth.
So what does it mean to actually work on the business at this $2 to $10 million stage? Yeah, really simple. It means that instead of doing something yourself, you build a system, an asset that does that thing every other time moving forward. If a customer has a question, instead of just responding and answering, you create a template and an SOP so that somebody else can do that moving forward. Instead of making the sale yourself, you build a sales deck and you hand that over to a salesperson so that they can do it. You basically shift shift from your to-do list being a series of verbs, things that you do, to being a series of nouns, things that you create. And if you repeat that process 100,000 times over and over and over again, next thing you know, you've got a lot of assets that form systems, and those systems now run the business so that you don't have to because they work when you don't. That's working on your business instead of in it.
