Posted on October 06, 2024

The saying "Routine things need to happen routinely" may sound simple, but it carries a profound message, particularly for growing businesses. I picked this up several years ago when we were grappling with delays in fulfilling customer orders. At the time, our company's culture celebrated "heroic" efforts—employees rushing to fix problems or meet deadlines—while failing to hold management accountable for creating a more sustainable work environment. It was a situation where everything felt like an emergency, and we weren't addressing the root cause: the lack of disciplined processes.

This issue is quite common in small businesses, especially during periods of rapid growth. In the early days, things are often fast-paced, fluid, and reactive. Everyone in the company knows each other, and it's all hands on deck. The priority is clear: keep the business going, meet expectations, and deliver results, often at any cost. People shift easily between roles and responsibilities, and job descriptions take a back seat to getting things done. It’s an exciting time because the company is moving quickly, and it feels like anything is possible.

However, this approach tends to work until it doesn’t.

The Inflection Point: Scaling Beyond the Early Days

As companies grow, they inevitably hit a critical inflection point. The very qualities that made the business successful—flexibility, scrappiness, and a focus on growth at any cost—become liabilities. The company becomes larger, and employees no longer know every customer or even every coworker. There are too many tasks, and prioritization becomes difficult. In the worst cases, companies can experience stalled growth or even face a cash crisis due to poorly managed spending and chaotic internal processes.

At this stage, businesses need to transform. They can no longer rely on firefighting to keep things running. Leaders must shift their focus from heroics to creating structured, repeatable processes. It’s no longer about who can fix the problem fastest; it’s about making sure the problem doesn’t happen in the first place.

Transitioning to Disciplined Processes

Making this shift requires a rare kind of leadership—someone who understands the need for transformation and is willing to put in the effort to change the culture. The business must implement disciplined processes around critical areas like forecasting, inventory management, and strategic planning. It’s not just about getting things done anymore; it’s about doing them the right way, every time.

This is where the phrase "Routine things need to happen routinely" becomes critical. In a growing business, the ability to run routine tasks efficiently and consistently is essential for scaling. Processes like managing the sales pipeline, maintaining inventory levels, and planning for future growth need to become ingrained in the company's operations. When these tasks become routine, they allow the business to operate more smoothly and efficiently. This reduces the need for crisis-driven heroics and lets employees focus on driving the business forward, rather than constantly putting out fires.

Achieving Sustainable Growth

Ultimately, a business that successfully makes this transition is better positioned to achieve its full potential. It moves from reactive to proactive, from chaos to structure. Routine tasks, done routinely, free up resources and energy for innovation and growth. The company can focus on bigger, strategic initiatives, rather than being bogged down by daily emergencies.

In conclusion, routine things need to happen routinely in any business striving to grow beyond its early stages. While flexibility and hustle are essential in the early days, sustainable growth requires a disciplined approach. Leaders who recognize this and are willing to make the necessary changes will ensure their business can continue thriving, without burning out their teams or derailing long-term progress.