{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.46,"body":"I think one of"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.46,"body":"the most challenging things for"},{"speaker":"Annemie Tonken","startTime":2.46,"endTime":7.08,"body":"entrepreneurs is managing all"},{"speaker":"Annemie Tonken","startTime":2.46,"endTime":7.08,"body":"the things we need to do. It can"},{"speaker":"Annemie Tonken","startTime":7.08,"endTime":9.54,"body":"be overwhelming, right?"},{"speaker":"Annemie Tonken","startTime":7.08,"endTime":9.54,"body":"Especially at the beginning of"},{"speaker":"Annemie Tonken","startTime":9.54,"endTime":13.59,"body":"your business when you literally"},{"speaker":"Annemie Tonken","startTime":9.54,"endTime":13.59,"body":"start with a blank slate. But"},{"speaker":"Annemie Tonken","startTime":13.62,"endTime":17.16,"body":"even once you're yours, then you"},{"speaker":"Annemie Tonken","startTime":13.62,"endTime":17.16,"body":"probably have, you know, lots of"},{"speaker":"Annemie Tonken","startTime":17.16,"endTime":21.69,"body":"big projects on your horizon at"},{"speaker":"Annemie Tonken","startTime":17.16,"endTime":21.69,"body":"any given time. Things that you"},{"speaker":"Annemie Tonken","startTime":21.84,"endTime":24.93,"body":"mean to do or you know, will"},{"speaker":"Annemie Tonken","startTime":21.84,"endTime":24.93,"body":"take your business to the next"},{"speaker":"Annemie Tonken","startTime":24.93,"endTime":29.52,"body":"level. But you can kind of get"},{"speaker":"Annemie Tonken","startTime":24.93,"endTime":29.52,"body":"stuck on like, which one do you"},{"speaker":"Annemie Tonken","startTime":29.52,"endTime":33.3,"body":"tackle first, and when's the"},{"speaker":"Annemie Tonken","startTime":29.52,"endTime":33.3,"body":"best time to take it on? Back in"},{"speaker":"Annemie Tonken","startTime":33.3,"endTime":37.56,"body":"episode 15, I talked about how I"},{"speaker":"Annemie Tonken","startTime":33.3,"endTime":37.56,"body":"handle the question of what to"},{"speaker":"Annemie Tonken","startTime":37.56,"endTime":40.83,"body":"do next in your business. And if"},{"speaker":"Annemie Tonken","startTime":37.56,"endTime":40.83,"body":"you missed that one back when it"},{"speaker":"Annemie Tonken","startTime":40.83,"endTime":44.49,"body":"dropped. It's an oldie. But I"},{"speaker":"Annemie Tonken","startTime":40.83,"endTime":44.49,"body":"think it's still a really good"},{"speaker":"Annemie Tonken","startTime":44.49,"endTime":47.61,"body":"episode. And it has a fun little"},{"speaker":"Annemie Tonken","startTime":44.49,"endTime":47.61,"body":"freebie that goes along with it."},{"speaker":"Annemie Tonken","startTime":47.61,"endTime":50.49,"body":"So I will link that in the show"},{"speaker":"Annemie Tonken","startTime":47.61,"endTime":50.49,"body":"notes. And you can go back, you"},{"speaker":"Annemie Tonken","startTime":50.49,"endTime":52.92,"body":"don't have to listen to that"},{"speaker":"Annemie Tonken","startTime":50.49,"endTime":52.92,"body":"before this. But if you're if"},{"speaker":"Annemie Tonken","startTime":52.92,"endTime":56.22,"body":"you're struggling with what to"},{"speaker":"Annemie Tonken","startTime":52.92,"endTime":56.22,"body":"tackle next episode 15 will help"},{"speaker":"Annemie Tonken","startTime":56.22,"endTime":59.55,"body":"you. But sometimes, even though"},{"speaker":"Annemie Tonken","startTime":56.22,"endTime":59.55,"body":"you have a sense of what you"},{"speaker":"Annemie Tonken","startTime":59.55,"endTime":63.78,"body":"need to do next, you can get"},{"speaker":"Annemie Tonken","startTime":59.55,"endTime":63.78,"body":"paralyzed by the question of"},{"speaker":"Annemie Tonken","startTime":63.81,"endTime":68.16,"body":"when to do it what the right"},{"speaker":"Annemie Tonken","startTime":63.81,"endTime":68.16,"body":"timing is. And depending on the"},{"speaker":"Annemie Tonken","startTime":68.19,"endTime":72.06,"body":"expense of the project in terms"},{"speaker":"Annemie Tonken","startTime":68.19,"endTime":72.06,"body":"of time or effort or money, you"},{"speaker":"Annemie Tonken","startTime":72.06,"endTime":74.88,"body":"may just find yourself"},{"speaker":"Annemie Tonken","startTime":72.06,"endTime":74.88,"body":"procrastinating for months or"},{"speaker":"Annemie Tonken","startTime":74.88,"endTime":79.86,"body":"even years before you tackle it."},{"speaker":"Annemie Tonken","startTime":74.88,"endTime":79.86,"body":"Like you know, you need to hire"},{"speaker":"Annemie Tonken","startTime":79.86,"endTime":82.92,"body":"somebody to help you get your"},{"speaker":"Annemie Tonken","startTime":79.86,"endTime":82.92,"body":"bookkeeping organized. But that"},{"speaker":"Annemie Tonken","startTime":82.92,"endTime":85.41,"body":"process kind of feels"},{"speaker":"Annemie Tonken","startTime":82.92,"endTime":85.41,"body":"overwhelming, and there never"},{"speaker":"Annemie Tonken","startTime":85.41,"endTime":89.4,"body":"really seems to be a good time"},{"speaker":"Annemie Tonken","startTime":85.41,"endTime":89.4,"body":"to dive in. Or maybe your"},{"speaker":"Annemie Tonken","startTime":89.4,"endTime":92.82,"body":"website needs updating, but you"},{"speaker":"Annemie Tonken","startTime":89.4,"endTime":92.82,"body":"hate updating your website. So"},{"speaker":"Annemie Tonken","startTime":92.82,"endTime":96.78,"body":"you're kind of kicking that down"},{"speaker":"Annemie Tonken","startTime":92.82,"endTime":96.78,"body":"the road. In today's short and"},{"speaker":"Annemie Tonken","startTime":96.78,"endTime":100.47,"body":"sweet episode, I want to share"},{"speaker":"Annemie Tonken","startTime":96.78,"endTime":100.47,"body":"my thoughts on when and how to"},{"speaker":"Annemie Tonken","startTime":100.47,"endTime":103.38,"body":"tackle projects in a way that"},{"speaker":"Annemie Tonken","startTime":100.47,"endTime":103.38,"body":"keeps your business moving"},{"speaker":"Annemie Tonken","startTime":103.38,"endTime":109.26,"body":"forward. And why it's important"},{"speaker":"Annemie Tonken","startTime":103.38,"endTime":109.26,"body":"to create a plan. Welcome to"},{"speaker":"Annemie Tonken","startTime":109.26,"endTime":112.92,"body":"this can't be that hard. My name"},{"speaker":"Annemie Tonken","startTime":109.26,"endTime":112.92,"body":"is Annemie Tonken. And I help"},{"speaker":"Annemie Tonken","startTime":112.92,"endTime":116.13,"body":"photographers run profitable,"},{"speaker":"Annemie Tonken","startTime":112.92,"endTime":116.13,"body":"sustainable businesses that they"},{"speaker":"Annemie Tonken","startTime":116.13,"endTime":120.84,"body":"love. Each week on the podcast,"},{"speaker":"Annemie Tonken","startTime":116.13,"endTime":120.84,"body":"I cover simple, actionable"},{"speaker":"Annemie Tonken","startTime":120.84,"endTime":123.99,"body":"strategies and systems that"},{"speaker":"Annemie Tonken","startTime":120.84,"endTime":123.99,"body":"photographers at every level of"},{"speaker":"Annemie Tonken","startTime":123.99,"endTime":127.8,"body":"experience can use to earn more"},{"speaker":"Annemie Tonken","startTime":123.99,"endTime":127.8,"body":"money in a more sustainable way."},{"speaker":"Annemie Tonken","startTime":128.73,"endTime":131.7,"body":"Running a photography business"},{"speaker":"Annemie Tonken","startTime":128.73,"endTime":131.7,"body":"doesn't have to be that hard,"},{"speaker":"Annemie Tonken","startTime":132.15,"endTime":134.37,"body":"you can do it. And I can show"},{"speaker":"Annemie Tonken","startTime":132.15,"endTime":134.37,"body":"you how"},{"speaker":"Annemie Tonken","startTime":138.63,"endTime":143.82,"body":"I had been living in the house"},{"speaker":"Annemie Tonken","startTime":138.63,"endTime":143.82,"body":"that I now live in for 13 years"},{"speaker":"Annemie Tonken","startTime":143.85,"endTime":148.29,"body":"when the pandemic hit in 2020."},{"speaker":"Annemie Tonken","startTime":143.85,"endTime":148.29,"body":"Now it's been 15 years but at"},{"speaker":"Annemie Tonken","startTime":148.29,"endTime":152.79,"body":"the time, I was 13 years in and"},{"speaker":"Annemie Tonken","startTime":148.29,"endTime":152.79,"body":"the whole 13 years that I had"},{"speaker":"Annemie Tonken","startTime":152.79,"endTime":156.75,"body":"lived there, I had dreamed of"},{"speaker":"Annemie Tonken","startTime":152.79,"endTime":156.75,"body":"turning this closet that was in"},{"speaker":"Annemie Tonken","startTime":156.75,"endTime":161.94,"body":"my kitchen into a peninsula that"},{"speaker":"Annemie Tonken","startTime":156.75,"endTime":161.94,"body":"had like a workstation on top."},{"speaker":"Annemie Tonken","startTime":162.42,"endTime":167.01,"body":"Because I desperately needed"},{"speaker":"Annemie Tonken","startTime":162.42,"endTime":167.01,"body":"more workspace in my kitchen, I"},{"speaker":"Annemie Tonken","startTime":167.01,"endTime":170.64,"body":"have a very small kitchen and it"},{"speaker":"Annemie Tonken","startTime":167.01,"endTime":170.64,"body":"was going to help turn this kind"},{"speaker":"Annemie Tonken","startTime":170.64,"endTime":175.92,"body":"of bulky disorganized closet"},{"speaker":"Annemie Tonken","startTime":170.64,"endTime":175.92,"body":"into more efficient storage."},{"speaker":"Annemie Tonken","startTime":176.64,"endTime":179.85,"body":"Now, this was a project that I"},{"speaker":"Annemie Tonken","startTime":176.64,"endTime":179.85,"body":"had not only been thinking"},{"speaker":"Annemie Tonken","startTime":179.85,"endTime":183.0,"body":"about, but that I had actually"},{"speaker":"Annemie Tonken","startTime":179.85,"endTime":183.0,"body":"sort of slowly but surely been"},{"speaker":"Annemie Tonken","startTime":183.0,"endTime":186.63,"body":"working on for a while I had"},{"speaker":"Annemie Tonken","startTime":183.0,"endTime":186.63,"body":"building plans from an architect"},{"speaker":"Annemie Tonken","startTime":186.63,"endTime":189.87,"body":"friend of mine who had come over"},{"speaker":"Annemie Tonken","startTime":186.63,"endTime":189.87,"body":"and like sketched out the idea."},{"speaker":"Annemie Tonken","startTime":190.32,"endTime":194.28,"body":"I had a Pinterest board that was"},{"speaker":"Annemie Tonken","startTime":190.32,"endTime":194.28,"body":"dedicated to you know, tile"},{"speaker":"Annemie Tonken","startTime":194.28,"endTime":198.51,"body":"choices and countertops and all"},{"speaker":"Annemie Tonken","startTime":194.28,"endTime":198.51,"body":"that sort of thing. And God"},{"speaker":"Annemie Tonken","startTime":198.51,"endTime":201.63,"body":"knows how many hours I logged"},{"speaker":"Annemie Tonken","startTime":198.51,"endTime":201.63,"body":"complaining about the fact that"},{"speaker":"Annemie Tonken","startTime":201.63,"endTime":206.97,"body":"I had such terrible counterspace"},{"speaker":"Annemie Tonken","startTime":201.63,"endTime":206.97,"body":"in my kitchen. But for 13 years,"},{"speaker":"Annemie Tonken","startTime":207.18,"endTime":212.19,"body":"that was all I had. The project"},{"speaker":"Annemie Tonken","startTime":207.18,"endTime":212.19,"body":"was always too expensive, or I"},{"speaker":"Annemie Tonken","startTime":212.19,"endTime":215.49,"body":"was too busy or I was you know,"},{"speaker":"Annemie Tonken","startTime":212.19,"endTime":215.49,"body":"complaining that there was no"},{"speaker":"Annemie Tonken","startTime":215.49,"endTime":218.19,"body":"point in doing that project"},{"speaker":"Annemie Tonken","startTime":215.49,"endTime":218.19,"body":"until I was ready to renovate"},{"speaker":"Annemie Tonken","startTime":218.19,"endTime":222.03,"body":"the whole kitchen. No matter"},{"speaker":"Annemie Tonken","startTime":218.19,"endTime":222.03,"body":"what the excuse was, I always"},{"speaker":"Annemie Tonken","startTime":222.03,"endTime":226.95,"body":"had one. But then the pandemic"},{"speaker":"Annemie Tonken","startTime":222.03,"endTime":226.95,"body":"hit and I found myself kind of"},{"speaker":"Annemie Tonken","startTime":226.95,"endTime":230.52,"body":"like everyone else. finally"},{"speaker":"Annemie Tonken","startTime":226.95,"endTime":230.52,"body":"getting around to those house"},{"speaker":"Annemie Tonken","startTime":230.52,"endTime":233.46,"body":"projects that I had been"},{"speaker":"Annemie Tonken","startTime":230.52,"endTime":233.46,"body":"thinking about forever, and"},{"speaker":"Annemie Tonken","startTime":233.46,"endTime":237.69,"body":"particularly getting around to"},{"speaker":"Annemie Tonken","startTime":233.46,"endTime":237.69,"body":"this kitchen project. Honestly,"},{"speaker":"Annemie Tonken","startTime":237.69,"endTime":241.65,"body":"this particular project was kind"},{"speaker":"Annemie Tonken","startTime":237.69,"endTime":241.65,"body":"of a an ambitious DIY job. There"},{"speaker":"Annemie Tonken","startTime":241.65,"endTime":244.92,"body":"was electrical involved, there"},{"speaker":"Annemie Tonken","startTime":241.65,"endTime":244.92,"body":"was some plumbing involved. But"},{"speaker":"Annemie Tonken","startTime":244.95,"endTime":249.12,"body":"thankfully, Riley's parents, my"},{"speaker":"Annemie Tonken","startTime":244.95,"endTime":249.12,"body":"fiance's parents who both have"},{"speaker":"Annemie Tonken","startTime":249.27,"endTime":252.0,"body":"lots of very useful skills and"},{"speaker":"Annemie Tonken","startTime":249.27,"endTime":252.0,"body":"tools when it comes to"},{"speaker":"Annemie Tonken","startTime":252.0,"endTime":257.97,"body":"renovation work came to visit"},{"speaker":"Annemie Tonken","startTime":252.0,"endTime":257.97,"body":"and they came armed and ready to"},{"speaker":"Annemie Tonken","startTime":257.97,"endTime":262.86,"body":"help. And with about two weeks"},{"speaker":"Annemie Tonken","startTime":257.97,"endTime":262.86,"body":"of dedicated effort and about"},{"speaker":"Annemie Tonken","startTime":262.86,"endTime":268.41,"body":"$5,000 in material costs. We had"},{"speaker":"Annemie Tonken","startTime":262.86,"endTime":268.41,"body":"effectively doubled the size of"},{"speaker":"Annemie Tonken","startTime":268.41,"endTime":273.18,"body":"my kitchen and added enormous"},{"speaker":"Annemie Tonken","startTime":268.41,"endTime":273.18,"body":"value not only to the house but"},{"speaker":"Annemie Tonken","startTime":273.18,"endTime":278.01,"body":"really to my life. I at this"},{"speaker":"Annemie Tonken","startTime":273.18,"endTime":278.01,"body":"point can hardly remember how I"},{"speaker":"Annemie Tonken","startTime":278.01,"endTime":280.86,"body":"ever functioned in my kitchen"},{"speaker":"Annemie Tonken","startTime":278.01,"endTime":280.86,"body":"the way it was set up before"},{"speaker":"Annemie Tonken","startTime":281.79,"endTime":284.76,"body":"that renovation has made every"},{"speaker":"Annemie Tonken","startTime":281.79,"endTime":284.76,"body":"minute that I spend in my"},{"speaker":"Annemie Tonken","startTime":284.76,"endTime":289.35,"body":"kitchen so much better and"},{"speaker":"Annemie Tonken","startTime":284.76,"endTime":289.35,"body":"easier. Honestly, the only"},{"speaker":"Annemie Tonken","startTime":289.35,"endTime":292.41,"body":"regret that I have is that we"},{"speaker":"Annemie Tonken","startTime":289.35,"endTime":292.41,"body":"waited so long to make it"},{"speaker":"Annemie Tonken","startTime":292.41,"endTime":297.09,"body":"happen. It pains me in"},{"speaker":"Annemie Tonken","startTime":292.41,"endTime":297.09,"body":"retrospect to think about how"},{"speaker":"Annemie Tonken","startTime":297.09,"endTime":300.42,"body":"much more I would have enjoyed"},{"speaker":"Annemie Tonken","startTime":297.09,"endTime":300.42,"body":"cooking and socializing And like"},{"speaker":"Annemie Tonken","startTime":300.42,"endTime":304.77,"body":"doing all the things that I do"},{"speaker":"Annemie Tonken","startTime":300.42,"endTime":304.77,"body":"in my kitchen, if I had just,"},{"speaker":"Annemie Tonken","startTime":305.1,"endTime":308.01,"body":"you know, rip the band aid off"},{"speaker":"Annemie Tonken","startTime":305.1,"endTime":308.01,"body":"and done that project 13 years"},{"speaker":"Annemie Tonken","startTime":308.01,"endTime":312.96,"body":"or five years, or even just a"},{"speaker":"Annemie Tonken","startTime":308.01,"endTime":312.96,"body":"year earlier than I did. But as"},{"speaker":"Annemie Tonken","startTime":312.96,"endTime":316.98,"body":"much of a difference as that"},{"speaker":"Annemie Tonken","startTime":312.96,"endTime":316.98,"body":"relatively small renovation has"},{"speaker":"Annemie Tonken","startTime":316.98,"endTime":320.49,"body":"made in my life, it's really a"},{"speaker":"Annemie Tonken","startTime":316.98,"endTime":320.49,"body":"drop in the bucket compared to"},{"speaker":"Annemie Tonken","startTime":320.49,"endTime":323.49,"body":"some of the changes that I can"},{"speaker":"Annemie Tonken","startTime":320.49,"endTime":323.49,"body":"look back on that I have made"},{"speaker":"Annemie Tonken","startTime":323.49,"endTime":327.57,"body":"over the years in my business."},{"speaker":"Annemie Tonken","startTime":323.49,"endTime":327.57,"body":"There were those three years"},{"speaker":"Annemie Tonken","startTime":327.57,"endTime":330.9,"body":"that I spent editing all of my"},{"speaker":"Annemie Tonken","startTime":327.57,"endTime":330.9,"body":"sessions in Photoshop, because"},{"speaker":"Annemie Tonken","startTime":330.9,"endTime":334.92,"body":"that was what I knew. And at the"},{"speaker":"Annemie Tonken","startTime":330.9,"endTime":334.92,"body":"time, I figured Lightroom would"},{"speaker":"Annemie Tonken","startTime":334.92,"endTime":336.81,"body":"take me too long to learn."},{"speaker":"Annemie Tonken","startTime":337.68,"endTime":341.88,"body":"During that time, I probably"},{"speaker":"Annemie Tonken","startTime":337.68,"endTime":341.88,"body":"wasted hundreds of hours that,"},{"speaker":"Annemie Tonken","startTime":341.91,"endTime":344.97,"body":"you know, the magic of batch"},{"speaker":"Annemie Tonken","startTime":341.91,"endTime":344.97,"body":"editing in Lightroom would have"},{"speaker":"Annemie Tonken","startTime":344.97,"endTime":350.49,"body":"saved me. Or I think about the"},{"speaker":"Annemie Tonken","startTime":344.97,"endTime":350.49,"body":"five years that I spent working"},{"speaker":"Annemie Tonken","startTime":350.91,"endTime":355.44,"body":"as like, everything was"},{"speaker":"Annemie Tonken","startTime":350.91,"endTime":355.44,"body":"organized in a notebook and like"},{"speaker":"Annemie Tonken","startTime":355.44,"endTime":358.98,"body":"a spreadsheet, before I"},{"speaker":"Annemie Tonken","startTime":355.44,"endTime":358.98,"body":"discovered the power of CRMs and"},{"speaker":"Annemie Tonken","startTime":358.98,"endTime":364.41,"body":"automations. For sure, I would"},{"speaker":"Annemie Tonken","startTime":358.98,"endTime":364.41,"body":"have booked many, many more"},{"speaker":"Annemie Tonken","startTime":364.41,"endTime":369.78,"body":"clients using a CRM consistently"},{"speaker":"Annemie Tonken","startTime":364.41,"endTime":369.78,"body":"in the early years. And I would"},{"speaker":"Annemie Tonken","startTime":369.78,"endTime":374.7,"body":"have saved myself a ton of"},{"speaker":"Annemie Tonken","startTime":369.78,"endTime":374.7,"body":"unnecessary stress, and in a few"},{"speaker":"Annemie Tonken","startTime":374.97,"endTime":379.14,"body":"very memorable instances,"},{"speaker":"Annemie Tonken","startTime":374.97,"endTime":379.14,"body":"crossed lines of communication"},{"speaker":"Annemie Tonken","startTime":379.14,"endTime":383.31,"body":"with my clients. And then"},{"speaker":"Annemie Tonken","startTime":379.14,"endTime":383.31,"body":"finally, you guys can probably"},{"speaker":"Annemie Tonken","startTime":383.31,"endTime":387.03,"body":"guess what I'm gonna say next,"},{"speaker":"Annemie Tonken","startTime":383.31,"endTime":387.03,"body":"there were seven years of in"},{"speaker":"Annemie Tonken","startTime":387.03,"endTime":392.58,"body":"person sales that I kind of"},{"speaker":"Annemie Tonken","startTime":387.03,"endTime":392.58,"body":"plotted along with. And when I"},{"speaker":"Annemie Tonken","startTime":392.58,"endTime":397.38,"body":"think back and I look at my,"},{"speaker":"Annemie Tonken","startTime":392.58,"endTime":397.38,"body":"now, you know, five, six years"},{"speaker":"Annemie Tonken","startTime":397.38,"endTime":402.09,"body":"of hard data, if I had started"},{"speaker":"Annemie Tonken","startTime":397.38,"endTime":402.09,"body":"with simple sales, just two or"},{"speaker":"Annemie Tonken","startTime":402.09,"endTime":405.93,"body":"three years earlier in my"},{"speaker":"Annemie Tonken","startTime":402.09,"endTime":405.93,"body":"business, it would have made a"},{"speaker":"Annemie Tonken","startTime":405.93,"endTime":410.25,"body":"very solid six figure difference"},{"speaker":"Annemie Tonken","startTime":405.93,"endTime":410.25,"body":"in my savings account, right"},{"speaker":"Annemie Tonken","startTime":410.25,"endTime":414.36,"body":"now, I would have much more"},{"speaker":"Annemie Tonken","startTime":410.25,"endTime":414.36,"body":"money in the bank. There's that"},{"speaker":"Annemie Tonken","startTime":414.36,"endTime":418.02,"body":"old adage, the best time to"},{"speaker":"Annemie Tonken","startTime":414.36,"endTime":418.02,"body":"plant a tree is 20 years ago,"},{"speaker":"Annemie Tonken","startTime":418.02,"endTime":422.07,"body":"and the next best time is now."},{"speaker":"Annemie Tonken","startTime":418.02,"endTime":422.07,"body":"And I love that saying for a lot"},{"speaker":"Annemie Tonken","startTime":422.07,"endTime":425.79,"body":"of reasons. But I also feel like"},{"speaker":"Annemie Tonken","startTime":422.07,"endTime":425.79,"body":"it can, it can be a little"},{"speaker":"Annemie Tonken","startTime":425.79,"endTime":430.2,"body":"disempowering, right, it can be"},{"speaker":"Annemie Tonken","startTime":425.79,"endTime":430.2,"body":"easy to focus on the first part"},{"speaker":"Annemie Tonken","startTime":430.23,"endTime":434.79,"body":"of the phrase, and that makes me"},{"speaker":"Annemie Tonken","startTime":430.23,"endTime":434.79,"body":"feel like you know, I've missed"},{"speaker":"Annemie Tonken","startTime":434.79,"endTime":437.88,"body":"my chance I'm so far behind,"},{"speaker":"Annemie Tonken","startTime":434.79,"endTime":437.88,"body":"I'll never be able to get ahead."},{"speaker":"Annemie Tonken","startTime":438.12,"endTime":442.89,"body":"So, you know, it kind of puts me"},{"speaker":"Annemie Tonken","startTime":438.12,"endTime":442.89,"body":"in that mode of inaction. But"},{"speaker":"Annemie Tonken","startTime":442.98,"endTime":447.21,"body":"the second part of the phrase,"},{"speaker":"Annemie Tonken","startTime":442.98,"endTime":447.21,"body":"the the next best time is now is"},{"speaker":"Annemie Tonken","startTime":447.21,"endTime":450.84,"body":"really the important part. And"},{"speaker":"Annemie Tonken","startTime":447.21,"endTime":450.84,"body":"that's the part that we have"},{"speaker":"Annemie Tonken","startTime":450.9,"endTime":454.38,"body":"control over. None of us can go"},{"speaker":"Annemie Tonken","startTime":450.9,"endTime":454.38,"body":"back and change our past"},{"speaker":"Annemie Tonken","startTime":454.38,"endTime":455.04,"body":"choices,"},{"speaker":"Annemie Tonken","startTime":455.31,"endTime":459.21,"body":"or our behaviors or our lack of"},{"speaker":"Annemie Tonken","startTime":455.31,"endTime":459.21,"body":"behavior, right, our"},{"speaker":"Annemie Tonken","startTime":459.21,"endTime":464.37,"body":"inaction. But every single day"},{"speaker":"Annemie Tonken","startTime":459.21,"endTime":464.37,"body":"offers us a new opportunity to"},{"speaker":"Annemie Tonken","startTime":464.37,"endTime":468.48,"body":"steer our own ship in whatever"},{"speaker":"Annemie Tonken","startTime":464.37,"endTime":468.48,"body":"direction we please, it's all"},{"speaker":"Annemie Tonken","startTime":468.48,"endTime":473.67,"body":"about being intentional. As"},{"speaker":"Annemie Tonken","startTime":468.48,"endTime":473.67,"body":"entrepreneurs, most of us have"},{"speaker":"Annemie Tonken","startTime":473.67,"endTime":476.97,"body":"things on our to do list that go"},{"speaker":"Annemie Tonken","startTime":473.67,"endTime":476.97,"body":"way beyond what we can"},{"speaker":"Annemie Tonken","startTime":476.97,"endTime":482.25,"body":"accomplish right now, or even in"},{"speaker":"Annemie Tonken","startTime":476.97,"endTime":482.25,"body":"the next, you know, few weeks or"},{"speaker":"Annemie Tonken","startTime":482.31,"endTime":486.33,"body":"a couple of months or even a"},{"speaker":"Annemie Tonken","startTime":482.31,"endTime":486.33,"body":"year. The mistake that most"},{"speaker":"Annemie Tonken","startTime":486.33,"endTime":492.72,"body":"people make is taking one step"},{"speaker":"Annemie Tonken","startTime":486.33,"endTime":492.72,"body":"in 20 directions rather than 20"},{"speaker":"Annemie Tonken","startTime":492.72,"endTime":497.49,"body":"steps in a single direction. So"},{"speaker":"Annemie Tonken","startTime":492.72,"endTime":497.49,"body":"let's go back to the story of my"},{"speaker":"Annemie Tonken","startTime":497.49,"endTime":501.66,"body":"kitchen renovation. As I'm sure"},{"speaker":"Annemie Tonken","startTime":497.49,"endTime":501.66,"body":"you can imagine, in a house that"},{"speaker":"Annemie Tonken","startTime":501.66,"endTime":506.1,"body":"I have now lived in for over 15"},{"speaker":"Annemie Tonken","startTime":501.66,"endTime":506.1,"body":"years. There are lots of little"},{"speaker":"Annemie Tonken","startTime":506.1,"endTime":511.41,"body":"house projects that I have on my"},{"speaker":"Annemie Tonken","startTime":506.1,"endTime":511.41,"body":"wish list. So imagine if instead"},{"speaker":"Annemie Tonken","startTime":511.41,"endTime":516.36,"body":"of diving in on the kitchen"},{"speaker":"Annemie Tonken","startTime":511.41,"endTime":516.36,"body":"renovation, I had just taken the"},{"speaker":"Annemie Tonken","startTime":516.36,"endTime":519.66,"body":"doors off of that closet that"},{"speaker":"Annemie Tonken","startTime":516.36,"endTime":519.66,"body":"was there before and then moved"},{"speaker":"Annemie Tonken","startTime":519.66,"endTime":523.41,"body":"on and taking the clothes out of"},{"speaker":"Annemie Tonken","startTime":519.66,"endTime":523.41,"body":"my closet that needs new shelves"},{"speaker":"Annemie Tonken","startTime":523.44,"endTime":528.06,"body":"and had a truckload of compost"},{"speaker":"Annemie Tonken","startTime":523.44,"endTime":528.06,"body":"delivered for my yard, and then"},{"speaker":"Annemie Tonken","startTime":528.12,"endTime":531.6,"body":"taken the hinges off of the"},{"speaker":"Annemie Tonken","startTime":528.12,"endTime":531.6,"body":"squeaky porch door and put the"},{"speaker":"Annemie Tonken","startTime":531.87,"endTime":536.94,"body":"put the doors against the wall."},{"speaker":"Annemie Tonken","startTime":531.87,"endTime":536.94,"body":"I would not only have made"},{"speaker":"Annemie Tonken","startTime":537.15,"endTime":541.29,"body":"essentially no impact on the"},{"speaker":"Annemie Tonken","startTime":537.15,"endTime":541.29,"body":"functionality of my kitchen or"},{"speaker":"Annemie Tonken","startTime":541.29,"endTime":544.29,"body":"any of the other parts of my"},{"speaker":"Annemie Tonken","startTime":541.29,"endTime":544.29,"body":"house, I would actually have a"},{"speaker":"Annemie Tonken","startTime":544.29,"endTime":547.41,"body":"much messier house than I did"},{"speaker":"Annemie Tonken","startTime":544.29,"endTime":547.41,"body":"before I did any of those"},{"speaker":"Annemie Tonken","startTime":547.41,"endTime":552.66,"body":"things. And the thing is, those"},{"speaker":"Annemie Tonken","startTime":547.41,"endTime":552.66,"body":"first steps that we take in a"},{"speaker":"Annemie Tonken","startTime":552.66,"endTime":556.98,"body":"project are usually the easiest,"},{"speaker":"Annemie Tonken","startTime":552.66,"endTime":556.98,"body":"right? Taking the doors off"},{"speaker":"Annemie Tonken","startTime":557.01,"endTime":561.0,"body":"takes five minutes, but demoing"},{"speaker":"Annemie Tonken","startTime":557.01,"endTime":561.0,"body":"the drywall and planning the"},{"speaker":"Annemie Tonken","startTime":561.0,"endTime":564.93,"body":"full renovation and buying the"},{"speaker":"Annemie Tonken","startTime":561.0,"endTime":564.93,"body":"tile and installing the"},{"speaker":"Annemie Tonken","startTime":564.93,"endTime":569.04,"body":"countertop. Those things"},{"speaker":"Annemie Tonken","startTime":564.93,"endTime":569.04,"body":"required. Perseverance,"},{"speaker":"Annemie Tonken","startTime":569.04,"endTime":573.63,"body":"commitment, money on the table,"},{"speaker":"Annemie Tonken","startTime":569.04,"endTime":573.63,"body":"all those things. Having a"},{"speaker":"Annemie Tonken","startTime":573.66,"endTime":578.1,"body":"truckload of compost delivered"},{"speaker":"Annemie Tonken","startTime":573.66,"endTime":578.1,"body":"is as easy as making a phone"},{"speaker":"Annemie Tonken","startTime":578.1,"endTime":582.03,"body":"call. But then once it's there,"},{"speaker":"Annemie Tonken","startTime":578.1,"endTime":582.03,"body":"pulling out the shovel in the"},{"speaker":"Annemie Tonken","startTime":582.03,"endTime":585.03,"body":"wheelbarrow and getting it"},{"speaker":"Annemie Tonken","startTime":582.03,"endTime":585.03,"body":"distributed around the yard."},{"speaker":"Annemie Tonken","startTime":585.42,"endTime":589.89,"body":"It's probably going to be a full"},{"speaker":"Annemie Tonken","startTime":585.42,"endTime":589.89,"body":"day of like sweat and blisters."},{"speaker":"Annemie Tonken","startTime":591.18,"endTime":594.78,"body":"These same principles are true"},{"speaker":"Annemie Tonken","startTime":591.18,"endTime":594.78,"body":"in your business, the first"},{"speaker":"Annemie Tonken","startTime":594.78,"endTime":599.28,"body":"steps of any project you know"},{"speaker":"Annemie Tonken","startTime":594.78,"endTime":599.28,"body":"whether it's like listening to a"},{"speaker":"Annemie Tonken","startTime":599.28,"endTime":602.97,"body":"podcast and Getting an idea or"},{"speaker":"Annemie Tonken","startTime":599.28,"endTime":602.97,"body":"writing down your goals in your"},{"speaker":"Annemie Tonken","startTime":602.97,"endTime":606.51,"body":"planner or saving a post on"},{"speaker":"Annemie Tonken","startTime":602.97,"endTime":606.51,"body":"Instagram that shares some"},{"speaker":"Annemie Tonken","startTime":606.51,"endTime":609.93,"body":"really good marketing tips,"},{"speaker":"Annemie Tonken","startTime":606.51,"endTime":609.93,"body":"those things cost you very"},{"speaker":"Annemie Tonken","startTime":609.93,"endTime":614.67,"body":"little when it comes to time and"},{"speaker":"Annemie Tonken","startTime":609.93,"endTime":614.67,"body":"effort. So they're very easy to"},{"speaker":"Annemie Tonken","startTime":614.67,"endTime":621.09,"body":"commit to. The problem is, they"},{"speaker":"Annemie Tonken","startTime":614.67,"endTime":621.09,"body":"also cost you a lot. Because"},{"speaker":"Annemie Tonken","startTime":621.12,"endTime":625.17,"body":"none of those steps in and of"},{"speaker":"Annemie Tonken","startTime":621.12,"endTime":625.17,"body":"themselves does anything at all"},{"speaker":"Annemie Tonken","startTime":625.2,"endTime":630.42,"body":"for your business. Those are"},{"speaker":"Annemie Tonken","startTime":625.2,"endTime":630.42,"body":"examples of what I call passive"},{"speaker":"Annemie Tonken","startTime":630.42,"endTime":633.03,"body":"action. And this is something"},{"speaker":"Annemie Tonken","startTime":630.42,"endTime":633.03,"body":"that I have talked about before"},{"speaker":"Annemie Tonken","startTime":633.03,"endTime":636.87,"body":"on the podcast. But passive"},{"speaker":"Annemie Tonken","startTime":633.03,"endTime":636.87,"body":"action is an activity that makes"},{"speaker":"Annemie Tonken","startTime":636.87,"endTime":640.14,"body":"you feel like you're doing"},{"speaker":"Annemie Tonken","startTime":636.87,"endTime":640.14,"body":"something makes you feel like"},{"speaker":"Annemie Tonken","startTime":640.14,"endTime":643.26,"body":"you're getting something"},{"speaker":"Annemie Tonken","startTime":640.14,"endTime":643.26,"body":"accomplished, but ultimately,"},{"speaker":"Annemie Tonken","startTime":643.47,"endTime":648.39,"body":"doesn't actually yield any"},{"speaker":"Annemie Tonken","startTime":643.47,"endTime":648.39,"body":"results without taking further"},{"speaker":"Annemie Tonken","startTime":648.39,"endTime":655.08,"body":"action. So it can be, you know,"},{"speaker":"Annemie Tonken","startTime":648.39,"endTime":655.08,"body":"endlessly consuming information"},{"speaker":"Annemie Tonken","startTime":655.11,"endTime":661.02,"body":"without putting putting anything"},{"speaker":"Annemie Tonken","startTime":655.11,"endTime":661.02,"body":"into action. So, today, your"},{"speaker":"Annemie Tonken","startTime":661.02,"endTime":664.2,"body":"assignment, and again, this is"},{"speaker":"Annemie Tonken","startTime":661.02,"endTime":664.2,"body":"short podcast. So you should"},{"speaker":"Annemie Tonken","startTime":664.2,"endTime":667.53,"body":"probably have a little extra"},{"speaker":"Annemie Tonken","startTime":664.2,"endTime":667.53,"body":"time on your hands, I want you"},{"speaker":"Annemie Tonken","startTime":667.53,"endTime":672.09,"body":"to turn off this podcast, sit"},{"speaker":"Annemie Tonken","startTime":667.53,"endTime":672.09,"body":"down with a pen and a paper or"},{"speaker":"Annemie Tonken","startTime":672.09,"endTime":677.01,"body":"notebook, and write out the top"},{"speaker":"Annemie Tonken","startTime":672.09,"endTime":677.01,"body":"two or three things that need to"},{"speaker":"Annemie Tonken","startTime":677.01,"endTime":681.06,"body":"change in your business to"},{"speaker":"Annemie Tonken","startTime":677.01,"endTime":681.06,"body":"improve your income, your"},{"speaker":"Annemie Tonken","startTime":681.06,"endTime":686.07,"body":"workflow, your booking rates, or"},{"speaker":"Annemie Tonken","startTime":681.06,"endTime":686.07,"body":"even just your job satisfaction."},{"speaker":"Annemie Tonken","startTime":686.49,"endTime":690.21,"body":"Now, I am sure that you could"},{"speaker":"Annemie Tonken","startTime":686.49,"endTime":690.21,"body":"come up with 20 things that"},{"speaker":"Annemie Tonken","startTime":690.21,"endTime":695.22,"body":"might, you know, be good for you"},{"speaker":"Annemie Tonken","startTime":690.21,"endTime":695.22,"body":"to do. But I really want you to"},{"speaker":"Annemie Tonken","startTime":695.67,"endTime":699.12,"body":"think really clearly about your"},{"speaker":"Annemie Tonken","startTime":695.67,"endTime":699.12,"body":"priorities, the order of"},{"speaker":"Annemie Tonken","startTime":699.12,"endTime":704.34,"body":"operations, and determine what"},{"speaker":"Annemie Tonken","startTime":699.12,"endTime":704.34,"body":"the next two or three tops,"},{"speaker":"Annemie Tonken","startTime":704.61,"endTime":710.25,"body":"items on that list need to be"},{"speaker":"Annemie Tonken","startTime":704.61,"endTime":710.25,"body":"what needs to happen next. After"},{"speaker":"Annemie Tonken","startTime":710.25,"endTime":714.12,"body":"that, I want you to commit to"},{"speaker":"Annemie Tonken","startTime":710.25,"endTime":714.12,"body":"seeing those two or three things"},{"speaker":"Annemie Tonken","startTime":714.36,"endTime":717.81,"body":"through all the way to"},{"speaker":"Annemie Tonken","startTime":714.36,"endTime":717.81,"body":"completion before you allow"},{"speaker":"Annemie Tonken","startTime":717.81,"endTime":722.16,"body":"yourself to get distracted by"},{"speaker":"Annemie Tonken","startTime":717.81,"endTime":722.16,"body":"anything else. Now, we all have"},{"speaker":"Annemie Tonken","startTime":722.16,"endTime":725.34,"body":"to answer emails, we all want to"},{"speaker":"Annemie Tonken","startTime":722.16,"endTime":725.34,"body":"check in on Instagram every day"},{"speaker":"Annemie Tonken","startTime":725.34,"endTime":729.69,"body":"I get that. But that time is"},{"speaker":"Annemie Tonken","startTime":725.34,"endTime":729.69,"body":"kind of your passive action,"},{"speaker":"Annemie Tonken","startTime":729.69,"endTime":734.79,"body":"right? Or your like checklist of"},{"speaker":"Annemie Tonken","startTime":729.69,"endTime":734.79,"body":"maintenance items. I want you to"},{"speaker":"Annemie Tonken","startTime":734.79,"endTime":738.69,"body":"dedicate the bulk of your time,"},{"speaker":"Annemie Tonken","startTime":734.79,"endTime":738.69,"body":"your energy, your focus, your"},{"speaker":"Annemie Tonken","startTime":738.69,"endTime":742.8,"body":"budget, your effort, all those"},{"speaker":"Annemie Tonken","startTime":738.69,"endTime":742.8,"body":"things. I want the bulk of those"},{"speaker":"Annemie Tonken","startTime":742.8,"endTime":747.93,"body":"to be dedicated to making these"},{"speaker":"Annemie Tonken","startTime":742.8,"endTime":747.93,"body":"most important changes happen."},{"speaker":"Annemie Tonken","startTime":748.77,"endTime":754.17,"body":"Now, there may not be any one"},{"speaker":"Annemie Tonken","startTime":748.77,"endTime":754.17,"body":"right time to update your"},{"speaker":"Annemie Tonken","startTime":754.17,"endTime":757.62,"body":"website or change your pricing"},{"speaker":"Annemie Tonken","startTime":754.17,"endTime":757.62,"body":"structure, or launch a"},{"speaker":"Annemie Tonken","startTime":757.62,"endTime":761.13,"body":"membership in your business. But"},{"speaker":"Annemie Tonken","startTime":757.62,"endTime":761.13,"body":"I can say with a lot of"},{"speaker":"Annemie Tonken","startTime":761.13,"endTime":765.63,"body":"certainty that the wrong time"},{"speaker":"Annemie Tonken","startTime":761.13,"endTime":765.63,"body":"is. And I'm using air quotes"},{"speaker":"Annemie Tonken","startTime":765.63,"endTime":770.61,"body":"here soon. Because every day"},{"speaker":"Annemie Tonken","startTime":765.63,"endTime":770.61,"body":"that goes by where you are not"},{"speaker":"Annemie Tonken","startTime":770.61,"endTime":776.19,"body":"taking action, not just a plan,"},{"speaker":"Annemie Tonken","startTime":770.61,"endTime":776.19,"body":"but to truly complete. Whatever"},{"speaker":"Annemie Tonken","startTime":776.22,"endTime":783.03,"body":"your goal is. It is costing you"},{"speaker":"Annemie Tonken","startTime":776.22,"endTime":783.03,"body":"big time. Well, that's it for"},{"speaker":"Annemie Tonken","startTime":783.03,"endTime":786.06,"body":"this week's episode of This"},{"speaker":"Annemie Tonken","startTime":783.03,"endTime":786.06,"body":"can't be that hard. I'll be back"},{"speaker":"Annemie Tonken","startTime":786.06,"endTime":789.93,"body":"Same time, same place next week."},{"speaker":"Annemie Tonken","startTime":786.06,"endTime":789.93,"body":"In the meantime, you can find"},{"speaker":"Annemie Tonken","startTime":789.93,"endTime":792.69,"body":"more information about this"},{"speaker":"Annemie Tonken","startTime":789.93,"endTime":792.69,"body":"episode, along with all the"},{"speaker":"Annemie Tonken","startTime":792.69,"endTime":796.08,"body":"relevant links, notes and"},{"speaker":"Annemie Tonken","startTime":792.69,"endTime":796.08,"body":"downloads at this can't be that"},{"speaker":"Annemie Tonken","startTime":796.08,"endTime":800.46,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":796.08,"endTime":800.46,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":800.46,"endTime":804.09,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":800.46,"endTime":804.09,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":804.09,"endTime":808.23,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":804.09,"endTime":808.23,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":808.23,"endTime":810.09,"body":"hope you have a fantastic week."}]}