5 Focuses for Businesses Fighting to Survive

RESEARCH TRIANGLE PARK, N.C.(TheStreet) -- Do you know what you should be working on and doing, yet get distracted easily? I have clients like that. It isn't a crime, but not being able to focus on important things such as getting results on projects and keeping costs under control when cash is low is dangerous when it comes to running your business.

Here are some warning signs:

• You know what you should be working on to get revenue in the door and cash in the bank -- including meeting with prospects, calling on customers or working on billable projects -- but instead spend your time in meetings with people you aren't sure why you are meeting; on social media for hours each day "following" the latest sports or entertainment news; opening every email the moment it arrives "just in case"; spending time and money on the latest smartphone when your business computer is eight years old and crashing at least twice a day (without a backup); getting in on the latest online community that is neither your field, your customer market nor valuable in its content to moving you toward your goal (again "just in case").
• You focus on the "next" customer you can get when you are six weeks or more behind delivering a promised product or service to your existing customers.
• You take on community or association projects (such as volunteering) that require significant time and money away from the business.

I could go on, but you undoubtedly get the point. To survive through the near term, your focus needs to be on executing only those things that contribute to your survival.

I am a huge advocate of working in the business (meaning near-term objectives) while working on the business (meaning long-term strategic objectives), but there are times when, for the business to make it through to the long term, the focus must be on the reality of paying your bills and keeping your current customers happy.