Either Get In or Get Out… Is the “Gray Zone” Killing Your Business?

I’ve been on a rant lately about something that I see as one of the biggest blocks in the businesses of so many entrepreneurs and… I’m going to tell on myself here… in my business too. It’s what I call the “gray zone”. It’s that space where you’re neither in nor out, neither hot nor cold, neither black nor white. It’s the status quo. It’s complacency. It’s mediocre. One of my clients described it as “muddling through life”. It’s oh so comfortable and yet sucks the life out of you at the same time. And I guarantee if you’re in the “gray zone”, it’s killing your business… if not your very heart and soul.

Although we rarely describe the gray zone as a happy place, it is actually relatively comfortable. It’s safe and small here. We don’t have to stand out and be different or be really seen. We don’t have to risk making big decisions and being wrong or facing the consequences of those decisions. We don’t have to open up to others and take a chance by being vulnerable. We don’t have to take significant action. Yep, it may not be enjoyable; but it’s easier, safer, and more comfortable than either getting in or getting out.

The gray zone is dangerous too though for true heart-centered entrepreneurs and business owners. You’ll never be extraordinary or remarkable in the gray zone. You’ll never be able to live your deepest passion or purpose. You’ll never create the kind of impact you long to bring to the world. You’ll look back at the end of your life and see regrets at every turn, never “that bad” but never truly fulfilled either. You’ll have fewer clients and make less money, not to mention spend too much of your time unhappy, stressed out, and overworked.

So what exactly is this “gray zone” in practical business terms? It’s actually different for every person. Here are just a few ways I’ve seen it showing up in my own life and the lives of my clients recently:

- Decision Making. This is a big one for me. I always feel like I need more information to make a decision, which leaves me eternally procrastinating on making it. Or I have information overload which leaves me feeling chaotic inside and out. Hard to make a decision in the midst of chaos too. The payoff of choosing to remain in the gray zone with decisions is that I don’t have to face the risk associated with making a decision and taking action. The danger is it’s keeping me playing a much smaller game than I’m meant for.

- Taking Action. This is another big one for me and for so many other entrepreneurs I know. The gray zone here is checking email fifty times a day or spending six hours a day on Facebook and Twitter. It’s emailing that colleague with a list even smaller than your own and asking to write an article for them instead of reaching out and establishing rapport with that leader in your field who has the capability to put you in front of thousands more people. It’s praying for a new client instead of just coming out and asking for the sale when you know without a doubt you can help this person.

- Tolerating. This one has been popping up for several people I know. People tolerate all kinds of things from a messy desk to getting “stiffed” with money to toxic relationships. I know one very talented business owner who is tolerating issues with her team that are draining her emotionally and physically and keeping her stuck with growing her business. The danger is that tolerating this stuck place is costing her tens if not literally hundreds of thousands of dollars in potential lost revenues.

- Boundaries. Okay, this one is pretty much the same as tolerations, I guess. We typically tolerate things that drain us because we are afraid to set clear boundaries with those people or circumstances. It can be downright hard setting boundaries. It often means having tough conversations with the people in our life. At first glance, it can feel like we’re saying “no” a lot. The important thing is to remember what each “no” is freeing you to say “yes” to.

- Your Programs or Services. It is so much easier to simply copy the basic service offerings or programs everyone else in your industry is offering. There must be some reason they’re doing it, right? But we let ourselves take the easy way out here without intentionally choosing what’s the best fit for us and our tribe because it’s safer than standing out.

- Unique Selling Proposition. Probably every business owner on the planet has heard at least something of the importance of having a unique selling proposition. But how often do we water down who we really are because we’re afraid to stand out? How often do we make our USP the same as everyone else in our field… except just this little tiny bit different?

- Marketing. It takes guts to be yourself out loud! What if people don’t like you? What if you turn people off who might have otherwise become your client? Just like the USP, it’s easier to fit in 95% and edge our little pinky toe out that final 5% with something different. I don’t know about you, but when I set fear aside, I’d a thousand times rather be working with 10 people who are fully engaged with me than 100 people who are only half-heartedly on board. Which brings me to the next one…

- People You “Follow”. How many people do you follow on Twitter? On Facebook? Through their free giveaway or newsletter? If you’re like most of us, those numbers are in the hundreds or even thousands. Now how many of those people have you actually engaged in a conversation with lately? Or taken action on something they advised in their newsletter or blog post? Or, good grief!!, actually even read their newsletter that shows up in your inbox regularly? If you’re not going to actually engage, why in the world are you following? You’re not doing them any favors, and obviously, you’re not doing yourself any favors either if you’re not going to actually “get in” with these experts!

Okay, enough of my rant. I could easily write a book on this topic. I so passionately believe that we are not only hurting ourselves in business, but actually robbing our lives of tremendous joy and purpose and fulfillment, by continuing to operate in the gray zone. If something’s worth doing, than do it. All the way in. And if you know deep in your heart that it’s not worth your emotional or physical energy, then for goodness sakes, get out. Stop wasting your time and energy. Get out fast, and get out all the way.

Life is too short to be lived in the gray zone!!

P.S.  If you’re one of my followers who is tired of life in the gray zone and you’re ready to engage with life “all in”, I’d love to hear from you. Leave a comment here on my blog or drop me an email or give me a call. Life is for extraordinary, in-full-color. Let’s help each other create that!