Business: a usually commercial or mercantile activity engaged in as a means of livelihood; serious activity requiring time and effort and usually the avoidance of distractions.

Hustle: to obtain by energetic activity; to sell something to or obtain something from by energetic and especially underhanded activity; to lure less skillful players into competing against oneself.

These are the Webster’s definitions. Unfortunately, it usually breaks down to either long-term goals vs. short-term goals or the long con vs. the short con.

Think back to when you first decided upon starting your business. Perhaps it was collaboration with colleagues or you kept it solo. You were excited. You had been to school, made a few connections along the way, ran the idea past a couple people, they told you they could see your vision and you were already envisioning massive bank deposits. You just knew, if you build it, they will come! There were clothes you wanted to wear, cars you wanted to drive and neighborhoods’ you wanted to live in. Maybe you were employed and felt stifled by being underutilized and had dreams of using your untapped talents to benefit your family. For whatever reason, it was a good idea at the right time. You began your research, online or at the library, put together a business plan, consulted with other professionals and friends, worked on business structure and decided when to start. You may have even written down your 2 year, 5 year and 10 year goals. Everything looks good. It’s time to launch out.

These are exciting times. You get a few referrals and it looks like you are on your way. If you are still holding down a full time job you are now working overtime. The pressure is on. Baby needs a new pair of shoes! You’re not just trying to maintain a lifestyle, but attain to one. But due to unforeseen challenges not factored into your planning, you shift focus from long term plans to short term hustles.

Actually, there is nothing inherently wrong with a hustle. That energetic activity can contribute to fulfillment of your overall business goals, but only if you keep your eye on the goals.  The problem ensues when the business only functions as a hustle. You know it’s a hustle when:

1.      Your relationships are solely based on short term gain.

2.      The only value clients have to you is what they can do for you quickly.

3.      You cut corners on the quality of goods or services you offer.

4.      You tell clients what they want to hear instead of what they need to hear.

5.      You operate under the principle of something for nothing.

6.      You practice dishonesty.

7.      You mishandle business funds.

8.      You are the center of your world.

A hustle is supported by instant gratification and only values what others can do for it, without valuing them. It is a trapdoor within a trapdoor. The question then, is there anything I can do to prevent my business from becoming a hustle? I’m glad you asked.

When you initially drafted your business plan, you included some form of projected marketing strategies. Unfortunately, more often than not, you deviated, not revised that strategy. You may have even included some form of a marketing budget, but once you got going, that’s one of the first things to go in a crunch. The problem is if you remove your marketing plans off the table, you not only rob yourself, but you rob potential clients the invitation of a business relationship with you and your business. Your marketing strategy presents two sometimes subtle dynamics to your target market; your character and the character of your business. It’s your identity. Your marketing plan not only promotes you and your business venture, it also reinforces the business values you espouse. Your business plan presents your reputation to the world. More likely than not, you may not want to turn your reputation over to a hustle. For the aforementioned above reasons, a hustle business model will inevitably damage your reputation. Your character and your business are soul mates. Once you have tarnished the reputation of one, it is hard to not damage the standing of the other.

Here are a couple questions: 1) Is your business generational in scope? Meaning, will it live beyond you? 2) If your business is slipping into a hustler mindset, what are you willing to do about it?

Alonzo Mayfield Jr. is a freelance writer and Creative Director for LionShare Communications, Inc. Contact him at Alonzo@ready2roar.com or www.ready2roar.com.

LionShare Communications, Inc. “The Lion’s Share is Within Your Grasp!”®