When the COVID-19 crisis first hit, business leaders and law firm owners were inspired to step out of their comfort zones and kick off new initiatives such as podcasts, webinars, e-newsletters, and the like. However, it seems like lately the initial momentum they once had has slowed down or stopped completely.
What many people don’t realize is that you don’t become successful by what you do sometimes — you become successful by what you do consistently.
Success does not happen overnight.
Just because you started a blog and posted on it once or twice, or launched a podcast with one or two episodes, doesn’t mean your work is done. You must be mindful of the ramp-up time projects like these require and the consistency that is needed to do anything well.
For example, Crisp is in the midst of building our brand and have been doing so for years. Right now, we’re putting out over 20 pieces of content every single day. It’s not easy, but we do that because we know that a brand is created by either default or design — if we’re not consistently visible to our audience, we will become invisible.
Consistency is the foundation for building good habits. I’d even go as far to say that you are ultimately defined by your habits.
In Malcolm Gladwell’s book Outliers, he talks about the “10,000 Hour Rule,” which says that it requires 10,000 hours of practice to master anything. Breaking that down, that is putting in 20 hours of work for 10 years straight — that’s consistency.
All this to say: you will not get good at anything that you are not consistently practicing or improving on.
If you were calling your clients at the start of this crisis, there is no reason to stop. If you were having daily check-in meetings with your team when you initially started working remotely, why would you stop?
If you are truly committed to growing your firm and building a strong brand for the long term, you will realize that it takes time and persistence. If you fail to do these things and expect consistent results with inconsistent efforts, you will be in for a surprise.