Brent Kelly argues agency leaders waste time on shallow, reactive work when they should go deep. He uses an iceberg metaphor to show how 90% of meaningful effort stays hidden, and introduces DEEP: Delivering Excellence in Every Process. Superficial approaches leave you exposed when business slows.
Chapters
Hi, Brent Kelly here of the Sitkins Group with my profit tip, Professional Fitness. To help you gain clarity, consistency, and to make a commitment to become your best version possible. One of the concepts, the ideas that it's really taken shape over the past many weeks, whether it be through our virtual programs or trainings that we're doing or our private coaching with our Sitkins Network members, is this idea. And then, of course, the execution of how can we go? How do we play, how do we execute? And at a deeper, more meaningful level. If you look at an iceberg, and this is just a basic example here, you might know that 90% of an iceberg is below the waterline. We only see the top 10%. You think of a lot of agencies. Now, I know this has changed a bit with COVID 19, but whether we see it visibly or it's just happening mentally, is that most of the things that we see are hysterical, busy activities that are really shallow work. Right? We're just reacting to things all the time. It's react, react, react, react. We feel busy, we look busy to others that may see us, but we're not really getting tangible results. DEEP is an acronym. Here's the acronym. They want to write this down. Delivering excellence in every process. And if you're playing shallow, if you're at a shallow level, you can't deliver excellence because you're scattered in so many different directions. So my challenge to you is, where can you. Where do you need to go deep? Deeper in your execution, deeper in your excellence, deeper in your development, whatever it may be. Because if you want to get results, if you want to get tangible results, you can't get tangible results. You can't execute by playing shallow. There's a great quote by Warren Buffet. I'll probably mess it up a little bit, but he basically said this. When the tide goes out, we know who's been swimming naked. Unfortunately, with COVID 19 and some of the economic downturn and the continual challenges we're going to face, the tide is going out, right? In many cases. And if we haven't been going deep in certain areas, whether it's pipeline development, whether it's understanding how to tell our story, you know, whether it could be having a true selling system for yourself or your agency. If we don't really understand what that is, we're not deep. We've just been kind of plugged in, playing on the surface. The tide goes out and you're going to be swimming naked. So where do you need to go deeper? Where do you need to deliver excellence in every process. Where do you need to focus that laser focus in certain areas so you're not distracted by shiny objects. Want you to think about that comment below. I'd love to hear from you as well. Also to note, if you want to learn more about what we do at Sitkins and how we help agencies go deep, just Visit us@sitkins.com Wish you all the best and your success.
