“The tendency for entropy to increase in isolated systems is expressed in the second law of thermodynamics — perhaps the most pessimistic and amoral formulation in all human thought.”
Greg Hill and Kerry Thornley put it rather poetically in their 1965 Principia Discordia.
Everything tends to chaos.
I’m not merely being nihilistic, here; I’m being literal. Here’s what the second law of thermodynamics says: “When energy changes from one form to another form, or matter moves freely, entropy (disorder) increases.”
It’s why you can’t unbreak an egg.
And it’s why my desk is always such a mess.
Entropy cannot be stopped. If you want to keep a particular level of order or energy, you have to put more of it into the system. This applies to your business, too. The single biggest reason small businesses suffer from feast and famine is entropy: when we have clients or customers or orders to fulfil, we’re busy. We get on with it. And we neglect the marketing.
We have energy flowing out of the business in the form of orders, products, services, and the like… but we’re not bringing anything in to keep that flow going.
Smart business owners are always marketing.
The others will find an excuse: too busy fulfilling current orders, or no need because look how busy I am, or [insert crappy excuse here]…
My advice? Pay yourself first. Not just in cashmoney, but in time. Make yourself your own best customer. And keep your marketing going, because if you wait until you’ve “got time”, you’ll find yourself right back in that feast and famine cycle.
And life’s way too short for that.
Build the marketing habit:
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS Anyway, my desk isn’t a mess. It’s simply conforming to the second law of thermodynamics, as all good desks should.