Ever been tempted by those ads that promise a new PR with carbon-plated shoes? Or maybe a specific workout program guaranteed to boost your lactate threshold? How about a miracle gel that ensures you’ll never hit the wall again? These promises are endless, and they don’t stop in the athletic world—they’re just as crazy in business.

“Boost your lead-sale conversions by 19% with this new social media marketing system!” “Increase your sales by 24% with this exact sales funnel!” “Cut your operating costs by 10% with our new software!”

But do these products and strategies deliver? Maybe they do, maybe they don’t. The real takeaway here is that both the athletic and business worlds are flooded with these kinds of promises. Why? Because it’s hard to monetize things that aren’t tangible products or services.

Always Looking for an Edge

I get it. As an athlete and small business owner, I’m always on the hunt for that next piece of advice, product, or service that will boost my efficiency and productivity.

What bothers me, though, is that these solutions are often sold as universal fixes without considering what individuals are already doing.

Here’s the thing: for any of these solutions to work, you MUST have a solid base to build on. And what does it take to build that base? Consistency is key!

In running, just like in other sports, there’s a tendency to chase after the latest gear. Elite runners often use carbon-plated shoes, high-tech recovery gadgets, and advanced nutrition plans. Why? Because at their level, where everyone logs hundreds of miles a month and the competition is fierce, these marginal gains can make a difference. But for someone like me, who juggles work and family, having the latest shoes or gadgets won’t significantly impact my performance. Honestly, I probably wouldn’t see much of a drop-off if I did my next training run in a pair of old sneakers!

Be Consistent

We’ve all been there. Life gets crazy with work and family, and squeezing in a workout becomes a challenge. Let’s look at two scenarios:

Scenario One: Runner #1 thinks only workouts lasting at least an hour are beneficial. Due to his busy schedule, he only manages one or two workouts per week over two months.

Scenario Two: Another equally busy person opts for 20-minute workouts, 5-6 days a week for two months until they can increase their training time.

In Scenario One, the type of workout doesn’t really matter because the infrequency of his training won’t lead to significant adaptations. On the other hand, the runner in Scenario Two will likely see an increase in fitness due to consistent training.

The same principle applies to building a business, losing weight, or pursuing education. Inconsistent efforts lead to minimal growth. You’ve probably noticed this with blogs that only update every five months—would you keep reading them? Probably not. It’s always better to spend a little time consistently on something rather than larger, infrequent time blocks.

Consistency Creates Habits

Consistency can work both ways. You can consistently exercise and work on your business—or consistently neglect them. Consistency builds momentum and habits, making these scenarios self-fulfilling prophecies.

If you train regularly, taking more than a few days off feels weird, right? You feel like you’re missing something and need to get back to it, fearing you’re getting out of shape with each passing minute.

Conversely, if you’ve taken a lot of time off, it’s easy to think, “I could train today, but I’ve already taken three weeks off, so what’s one more day?” as you head to the pantry for some snacks.

Summary

Before you give up on your business or training program due to a lack of results—take a hard look at the one variable that matters most. Are you being consistent with your efforts? When I evaluate the weakest areas of my business, it’s usually due to a lack of consistent focus.

There’s no secret sauce to success in anything. But if you create a plan, stick to it, stay focused, track your progress, pivot when needed, and play the long game, you’ll position yourself for success.

Always in your corner,

Coach Misty