Coachella Valley’s Digital Marketing Leader

71905 CA-111 Suite E-1, Rancho Mirage, CA 92270


Shallow Impact to Zone of Genius: Task Delegation

Have you ever been in a situation where you are trying to do too many things or be too much for too many people?

You’re trying to do the marketing, the sales, human resources, and you’re also researching, learning, and adding new lines in hopes of increasing profits.

Imagine that example of a hamster on a wheel.

It just keeps going around and around but makes no real progress!

Jack of All Trades and a Master at None

Harsh, yes, I know.

I promise I am sharing this with you out of respect and love because I have been there (and slip back in there less and less) and want to share what I did and how you can do the same thing, all while improving your efficiency and, more importantly, your sanity.

If this appeals to you, let’s keep going.

Early on, I would justify why I had to learn every aspect of my business.  I would say things like, “If I learn how to do this, and do it well, then if or when I do hire someone, I will know how long it should take them.”

Have you ever said that?

Unfortunately, just like the hamster on the wheel, I evolved into, “I’m gonna do it myself, it will be faster and easier than getting someone else to do it.”

Why Being a Know It All Isn’t Worth It

Why Being a Know It All Isn’t Worth It

This is where the rubber really met the road for me, and I suspect, in some form, will click for you too.

Two things (probably more) came to light:

I could only spend enough time in or on each “new thing” to go what I will call shallow.

And second, new things came along so often that I was forever bogged down in always learning!

Shallow Impact Zone

I refer to it as a shallow impact zone because it leaves little to no room for misunderstanding.  I could never spend enough time on this new task or skill to really get proficient.  Think of someone who says they know how to swim, but when they get in the deep water, they can only dog paddle!

No offense to dogs, but there are far more effective and efficient strokes to get one from the middle of the pool to the side.

What this really means is when one is in a shallow impact zone, they have just a working knowledge of the skill.  They may know the notes on the instrument but cannot make music. And certainly cannot create any music!

Reality Set in Like a Cold Hard Slap in the Face

In my time as a digital marketer, I have shot and edited well over 10,000 videos.  I thought I was pretty good at editing.  My clients confirmed this by accepting my work and signing up for more.

But one day, I was really behind and knew I needed help with editing.

So I hired a young man and sent him over the raw footage, notes on what we wanted to have done, suggestions for b roll and music, and the call to action.

In a short period of time, the finished product came back, and that day I realized I didn’t need to edit any longer.

The edit was done faster and far more professionally by this young man than what I was doing.


And this is the teachable moment!

Because all this young man does is what?

Edit video.

Konstantin has been with me now for about five years and has done another 5-7,000 edit projects.

I stepped off the hamster wheel when it comes to editing.

I send things over to Konstantin, and he metaphorically plays the instrument and makes amazing music. When I hit send, I really never worry about it again! I know he is a master at his craft.

This one decision probably saved me 15-20 hours a week, not only in editing but learning the new updates with the editing software as well as techniques…and the outcomes were superior to mine!

I have had this happen over and over.  

Watch this…have you ever had someone suggest something for you or your company to implement, and the first thoughts that come to mind are, “How am I going to find time to learn this?”

If so, then transform from the Shallow Impact Zone to Asking – who can I hire to do this instead of asking, How Can I Do This?

By adopting this simple formula, I realized there is literally nothing, by choice, that we at SwingPointMedia, cannot be experts in.  We just hire the expert, and we are playing at a very high level from day one…no learning curve!

Over the course of the last several years, when the need comes up to be able to implement a new skill, we ask who do I need to hire?

This removes stress immediately.

So this solves the first roadblock, Feeling like the hamster on the hamster wheel.

Working in the Zone of Genius

Working in the Zone of Genius

I will go out on a tiny branch and say, I will bet there is something you are very good at and that you enjoy doing more than anything else!  In fact, I will bet when you’re doing this one thing, it’s like you get lost in time, and you enjoy it so much you’d do it for free.

Don’t worry. I am not asking or recommending you to do it for free…just recognize and acknowledge this is something you love to do.

I call it your Zone of Genius.  I’m certain I am borrowing this from someone, but right at the moment, the who escapes me…let’s continue.

By adopting Hiring the Who, you are now freeing up time so you can devote more time to doing what it is that you are good or great at.  And like anything, if you keep doing this one thing instead of everything, you will see amazing changes.

I want to begin wrapping this up by sharing what it is doing for my company and me…and the same or even at a bigger level, can do for you and your company.

I had reached a point where I felt we were maxed out.

Meaning we could not bring on any new clients because, like a 5-gallon bucket, it was full of five gallons of water.

And we all know what happens when we add more water to an already full bucket.

Things get messy.

I wasn’t willing to sacrifice our high standards for our clients’ success, for a few more dollars.

Admittedly it was frustrating.

Then as I kept adding “who’s,” my Zone of Genius kept expanding.

As a result, I was able to create a way to scale what we do now, to an almost unlimited number of clients, without sacrificing anything…and actually, some things got even better.

I want this for you.

I want you to be able to get off the hamster wheel and replace yourself with people who focus on one task and can not only play their instrument but make music.

And ultimately, I want you to spend time doing what it is you love to do within your company.

It may be training staff…maybe you are a genius at customer service, you name it.

Oh, what is it that we are now working on and rolling out?

In simple terms, I wanted to create a marketing program based on human behavior that will stand the test of time, attract higher quality and quantity of customers, and be the last marketing program you will ever need.

I know this is a bold statement, but we are there.

None of this would have happened if I had remained on the hamster wheel.

So please, I invite you to at least start by slowing the wheel down. Hire someone to do something you do not enjoy but they do.

It reminds me of the person who has never tried a particular food that tastes good and is good for them, yet they resist it…just take a little bite.

If marketing is not your Zone of Genius, and you have an HVAC company, we should talk. We may be a good fit. Just click the link in the article. It takes you to my calendar, and you can select a time that works, and I will be notified.

I look forward to speaking with you.


Local businesses, especially the ones that are maybe too small to be managed by a marketing company, often struggle to be found by new customers on the internet. SwingPointMedia recognizes this and has created a podcast for local businesses, sharing strategies and tactics that can be applied to help you grow.  In addition, SwingPointMedia offers affordable guidance and coaching to local business owners who want or need to “do it themselves” with a goal to reduce and eliminate wasted time and money chasing the wrong “best strategy” for your business.

Want to learn more?  Contact us today –