Over the past two decades in sales and marketing, I’ve heard just about every excuse imaginable. When results fall short, it’s human nature to point fingers, at the economy, the competition, even our own team. But if we’re honest, there’s only one person we need to hold accountable.

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Ourselves.

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That realization might sting a little, especially if you’re in a leadership position. But the sooner we admit where we’re falling short, the sooner we can start building the habits that drive real growth. And for many, the most dangerous excuse in the book is: “I’m just so busy.”

Let’s be clear, being busy is not the same as being effective.

The people who get results aren’t just putting in hours.

They’re executing on the right things, consistently.

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1. Track Your Time, With Pen and Paper

One of the simplest ways to break the “busy” cycle is to start tracking your time in a physical notebook or journal. Yes, it sounds elementary, but imagine being able to read a play-by-play of how your last week (or month) went.

You’d likely uncover hours of wasted effort, distracted minutes, or reactive time that never pushed the needle forward. I started doing this myself, and it changed everything. I became more focused, more intentional, and more productive.

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2. Add an Accountability Partner

Real change requires real accountability. Find someone who isn’t afraid to call you out. This could be a business partner, a coach, or a peer who shares your goals. When you know someone else is watching, you show up differently.

The right accountability partner will push you, not pacify you. They’ll remind you of the standard you set, and help you stay aligned with it when life gets chaotic.

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3. Eliminate the “I’m Too Busy” Mentality

Language matters. The words we use, internally and externally, shape our mindset. Stop saying, “I’m too busy.” Stop believing it.

One of my favorite examples of this mindset shift is Tim Tebow’s famous speech after a devastating loss during an undefeated season. He didn’t offer excuses. He promised no one would work harder. That declaration became a turning point. The Florida Gators went on to win the National Championship.

Imagine if he had just said, “We were busy. We’ll try harder next time.”

You’re not too busy. You’re either misaligned or undisciplined. The fix is simple, but not easy: Get clear on your goals. Build a plan. Stick to it every day without fail.

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You don’t need more hours in the day, you need more focus.

‍More clarity.

More accountability.

So here’s the question: Where do you want to be? What’s the plan to get there? Who’s holding you to it?

Do the work.

Track the progress.

And don’t quit when it gets uncomfortable, because that’s when the real results begin.

SML

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