You’re ambitious. You’ve got goals. You’re doing the work.
But here’s a question most entrepreneurs never ask themselves…
What season is my business actually in?
Because if you’re expecting summer results in the middle of winter, you’re going to feel frustrated, burned out, and confused. Not because you’re doing the wrong things, but because you’re doing the right things at the wrong time.
Justin and I got into this on a recent King Moves episode. What started as a simple chat about weather and workout routines turned into a powerful metaphor for business and life. He was out in sunny Cape Town, slapping on SPF 50, while I was bundled up in Atlanta, waking up to a cold snap. Same world, different seasons. Different routines. Different energy.
Same goes for your business.
Stop Trying to Scale in the Snow
There are seasons for planting, seasons for pruning, seasons for harvesting, and seasons for rest. If you’re stuck, there’s a good chance you’re using the wrong playbook.
Summer habits don’t work in winter.
Trying to launch, scale, or sprint when you’re in a down cycle will wear you out. The energy isn’t there. The market may not be responding. And if you don't adjust your strategy, you’ll end up spinning your wheels and questioning your worth.
This applies to fitness too. When it’s warm and sunny, I’m outside running ten miles for fun. But when it’s freezing, I adapt. I hit the treadmill. I get on the rower. I use that time to catch up on online courses or podcasts while I move. It’s not about stopping. It’s about shifting.
Here’s What I Did During My Winter
Fifteen years ago, my business hit a wall. Things were slow. Cash was tight. And instead of grinding harder, I leaned into learning. I discovered marketing automation.
Now, here’s the part most people skip. It takes time. Setting up systems requires upfront effort. And that’s where most folks quit. But I treated it like seed planting. I invested the hours, built the automations, and created workflows that saved me hundreds of hours later.
One-time effort. Long-term payoff.
If you keep repeating a task every day, and it takes you an hour, that’s 365 hours per year. What if you could spend 20 hours now to reduce that task to five minutes? That’s what automation gives you. But most people never slow down long enough to make the investment.
They’re forcing summer instead of respecting the season.
Justin’s Perspective: Plan Ahead or Get Left Behind
Justin said something that stuck with me. He called himself a “fair-weather outdoorsman,” but what he really meant was, when things get uncomfortable, you need a plan.
Whether it’s training for a marathon or navigating a tough business cycle, accountability matters. You need people who’ll meet you at the gym even when it’s raining. You need systems that keep your business moving even when motivation drops.
Hope is not a strategy. Having a real plan is.
You won’t always feel like showing up. That’s normal. But if you’ve got the right people, the right processes, and the right mindset, you won’t fall off.
Know Your Season
Ask yourself these questions:
- What season am I in right now?
- Am I expecting a harvest when I should be planting?
- Am I stuck in repetition when I should be building systems?
- Am I trying to scale something that needs pruning?
If you’re not honest about your season, you’ll waste time and energy trying to force progress. That’s how people burn out. But if you align your actions with the season you’re in, everything becomes lighter. Smarter. More strategic.
This season might not be your sprint. It might be your setup.
The Move: Appreciate the Season You’re In
Complete this sentence:
This season is great because _______.
That’s the reframe.
This season is great because I get to plant new ideas.
This season is great because I’m finally slowing down to build systems.
This season is great because I’m sharpening my tools for the next surge.
In another season, you’ll say something else.
This season is great because I get to enjoy the results.
Because I’m traveling more.
Because sales are flowing and I’m finally reaping what I sowed.
But if you skip the planting, there’s nothing to harvest.
Final Word
Don’t confuse slow with stuck.
Don’t mistake rest for regression.
And don’t try to force summer when it’s clearly winter.
Use the season.
Build. Prepare. Plan.
And when it’s time, you’ll be ready to move fast.
If you’re serious about making the most of your current season, start building systems now. Grab a copy of my book ChatGPT to Double Your Business in 90 Days or reach out to see how we help entrepreneurs automate, scale, and create real freedom.
Every season serves a purpose.
Make sure yours does too.
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