Ready for the stormy day

A plan tells you where you're heading. Rhythm tells you, early enough to act, when the ground has moved. This article follows a small business through a weekend strategy sprint and the difficult months after it, and shows why trade-offs, early signals and agreed triggers mattered more than the plan itself.

Some details of this story have been changed to preserve anonymity.

A kitchen table and a pile of sticky notes

It was snowing the day I sat down to write this: proper curl up in front of the fire and start writing weather. And my thoughts drifted back.

A few months earlier, on a clear, still weekend, I'd sat at a friend's kitchen table with a pot of coffee and a pile of sticky notes. My friend runs a small business in a rural town: a handful of services, a loyal local following, and a lot of heart. It had been a tense year. Fuel prices were biting, unemployment was rising, and each of their services was feeling it differently. Some weeks were fine. Others were so quiet that made them wonder whether to keep going at all.

What they asked me for was to: help me be ready for the stormy day.

So we worked through a slimmed-down version of the five orientation steps over one weekend.

Context and position

We started with context: what was actually shifting around them. Fuel costs, tightening household budgets, and people travelling less and choosing more carefully where they spent. Then position: what they were here to protect, and what could be flexible. What kind of posture they were taking to the things influencing them. And identifying their biggest challenge standing in the way of their aspiratons.

The first surprise was how quickly they answered that second question. They knew what mattered. We just needed to work out what that meant for the challenges ahead.

The hardest part: stopping

The trade-offs were where the weekend got uncomfortable.

One of their service lines was the thing they loved most. It was creative, it was where they felt most like themselves, and it had a small group of devoted regulars. It also took a large share of their time, earned the least, and pulled attention away from the work that was actually keeping the doors open.

We sat with that for a long time, not because the numbers were unclear, but because stopping something you love can feel like losing part of your identity.

In the end, they decided to discontinue it. Not pause it or scale it back, but stop. Then came the harder part: changing the habits around it. Saying no to the requests that kept arriving. Not quietly slipping back into it on a slow afternoon. Strategy without trade-offs is aspiration with a budget, and a trade-off only really counts once the behaviour changes too.

Rhythm: from looking back to noticing early

When we reached rhythm, the first instinct was the one most of us have: "Let's look back in three months and see how it's gone."

That's a lag indicator. By the time it tells you something, your options have already narrowed. So we changed the question from how often will we check the results? to how quickly will we notice that things have changed?

We landed on a short monthly check-in built around three questions:

• What has shifted?
• What are the early signals telling us?
• Does our direction still hold?

We named the signals worth watching before they became problems: enquiry numbers, how people were talking at the counter, and the tone of conversations with funders.

Triggers and decision authority

Then we agreed the triggers: the changes that would automatically prompt a second look, rather than relying on a gut feeling on a bad day. Renewed conflict pushing fuel prices up again. An election outcome that shifted funding settings. Unemployment moving past an agreed point. For each one, they wrote down what they would do first, so the decision was made calmly in advance rather than improvised under pressure.

We also worked out who could make which calls. In a small business, that's often a conversation between partners that never quite happens. They agreed what either of them could adjust on their own, and what needed them both at the table.

None of this was complicated. Its value was that it made reassessment normal, rather than something that only happens in a crisis.

And then things got worse

It would be a neater story if everything improved from there. It didn't.

In the first weeks after the changes, leads dropped and website traffic fell. Some regulars from the discontinued service were disappointed, and said so. There was a jarring period as the business reset itself in the market and people worked out what it now was.

This is the moment many plans break. The instinct is to read the dip as proof you chose wrong, and to quietly undo the decision.

Because they had a monthly rhythm, they didn't have to guess. They could see that the dip looked like a reset, that none of their triggers had fired, and that their direction still held. So they held it.

Three months on

Three months later, foot traffic and leads were up around 20%. They had identified new grant opportunities for the next twelve months, aligned with the work they'd chosen to focus on. The service line they loved was gone, and in its place was a business much clearer about what it was for.

They didn't move faster than anyone else. They noticed earlier, and they had already decided what they would do when they did.

They'd asked for help getting ready for the stormy day. What we built wasn't protection from the storm. It was a way of staying oriented while moving through it.

Reflection

• If a storm arrived in your organisation tomorrow, what have you already decided you would do first?
• Are you tracking what has already happened, or watching for what is starting to change?
• What would automatically make you stop and ask whether your direction still holds, and who is allowed to make that call?
• What are you still doing because you love it, rather than because it's taking you where you're trying to go?

They didn't move faster than anyone else. They noticed earlier, and they had already decided what they would do.

🌿 Want support with what came up?

If you want to be ready before your own stormy day arrives, a Strategic Orientation conversation is a good place to start. No preparation required, just twenty minutes to work out the right next step together. [Book an Orientation Call]