Understanding the Starting Point

Picture an entrepreneur caught in what we might call the “firefighter’s trap” – constantly running from emergency to emergency, never finding time to build the systems that could prevent those fires in the first place. This was Craig Johnson’s reality as the owner of Wild Ass Seats, a company specializing in comfort solutions for motorcycles and recreational vehicles. Despite having a viable product and clear market opportunity, Craig found himself stuck on what he describes as an ever-accelerating treadmill, always chasing but never quite catching his business goals.

Manufacturing businesses present unique challenges because they combine the complexities of production, inventory management, and market dynamics. Think of it like trying to juggle while riding a bicycle – each element requires attention, and focusing too much on any one aspect can throw everything else off balance. Craig had the technical knowledge to create excellent products but struggled with the systematic approach needed to turn that capability into sustainable business success.

The Complexity of His Challenge

The situation Craig faced went beyond simple business management issues. He was caught in a pattern that many entrepreneurs find themselves in – reading business books and understanding what needed to be done, but struggling to implement these ideas in the real world. It’s similar to knowing the rules of chess but finding yourself overwhelmed in the middle of an actual game.

The Covid pandemic had added another layer of complexity to his situation, pushing him to the point where he was considering “Plan B” – potentially returning his passion project to hobby status and going back to selling cars. This critical juncture represents a familiar crossroads for many entrepreneurs: the moment when they must decide whether to transform their approach or abandon their dreams.

The Transformation Process

Craig’s journey from constant firefighting to systematic success involved several fundamental shifts in approach and understanding:

Embracing Selective Inaction: One of the most counterintuitive lessons Craig learned was that not every fire needs immediate attention. Sometimes, as he discovered, fires will burn themselves out if left alone. This principle of selective focus represents a crucial shift from reactive to strategic thinking in business management.

Implementing Tracking Systems: Just as a pilot needs instruments to fly safely, Craig learned to implement systems for tracking key business metrics. This wasn’t just about collecting numbers – it was about creating visibility into the business’s actual performance and trajectory.

Developing Strategic Focus: By moving away from what he calls “shiny object syndrome,” Craig developed the ability to maintain focus on key business objectives. This transformation extended beyond business into his personal life, creating a more balanced and directed approach to both areas.

The Results in Context

Within just six to seven months, the transformation led to remarkable outcomes:

Financial Growth: Reaching the previous year’s numbers by mid-July, positioning the business for potential doubling of revenue Business Sustainability: Transforming from a struggling enterprise to a profitable operation Personal Development: Achieving better focus and clarity in both business and personal life Strategic Implementation: Moving from constant firefighting to systematic progress

Understanding the Time Factor

What makes Craig’s story particularly instructive is the speed of his transformation. In less than seven months, he went from contemplating abandoning his dream to being on track for doubling his business. This demonstrates that with the right guidance and systems, significant business transformation doesn’t necessarily require years of gradual change.

Coach’s Commentary

Craig’s transformation illuminates something crucial about entrepreneurial success: sometimes the most important step is learning what not to do. His shift from constant firefighting to strategic focus represents a fundamental change in how entrepreneurs can approach business challenges.

What makes his story particularly compelling is how he learned to trust systems over instincts. Many entrepreneurs understand what they should be doing – tracking numbers, maintaining focus, setting goals – but struggle to implement these practices consistently. Craig’s experience shows how the right guidance can bridge this knowing-doing gap.

The progression from considering a return to traditional employment to achieving record business performance wasn’t just about implementing new strategies – it represented a fundamental transformation in how Craig approached business leadership.

Your Next Step

If you find yourself caught in the firefighter’s trap – constantly reacting to problems rather than building systems to prevent them – Craig’s story offers a path forward. Perhaps you too have a viable business that hasn’t yet reached its potential because you’re caught in the cycle of constant crisis management.

We invite you to explore how your business might undergo a similar transformation. Through a confidential strategy session, we will:

• Examine your current business operations and identify systematic improvement opportunities
• Explore how to shift from reactive to strategic management
• Discuss specific strategies for achieving profitable growth
• Determine if our approach aligns with your business goals

Request Your Strategy Session

“If I talk to somebody that is in need or struggle, like all of us little entrepreneurs seem to talk to each other, I’d highly recommend working with Devesh. We went from returning to a hobby to not only staying my full-time dream job, but now actually becoming profitable. And we’ve done all this in six, seven months.” – Craig Johnson