Are You a Settler?

by Tim Fulton

Almost 10 years ago the DIRECTV “Settler” commercials were very popular on television. The ads prompted me to write this article about settling in business. While the commercials are now a decade old, I still find many small business owners “settling” way too often. Take a look at the commercials shown at the end of the article for a blast from the past.

I love the new DIRECTV “Settler” commercials. They have made me consider the possibility that there are small business “settlers.” These are operators who continue to do business as they always have, unwilling to change, set in their ways, and possibly accepting less than optimal results.

Here are some examples:

Profitability. Are you “settling” for marginal profitability in your company? Maybe because it’s always been that way or that it may be an industry norm? Vern Harnish in his new best-selling book “Scaling Up” suggests that a 25% net profit should be the goal for all growth companies.
Talent. Are you “settling” for less than A players? Superstars. I believe many business owners have convinced themselves that the best talent is taken and that they must accept B & C players on their team. Rubbish! There is plenty of great talent available to your business. Are you looking in the right places? Fishing in deep enough waters?

BOOK OF THE MONTH

In Reset, Dan Heath offers a fresh and insightful perspective on how individuals and businesses can navigate significant transitions and difficult challenges. Whether you’re dealing with a stagnating business, feeling burnt out, or simply yearning for a fresh start, this book provides a road map for meaningful transformation.

Heath’s central thesis is that people often feel stuck, overwhelmed, or directionless during stagnation or crisis. In such moments, a “reset” can be the answer—a complete reimagining of one's business, goals, and processes. The book combines practical advice, storytelling, and psychological research to guide readers through the delicate process of rebooting.

One of the book's strengths is its approach to resetting. Heath emphasizes that it’s not about dramatic, sudden changes but about creating small, intentional shifts that can lead to lasting transformation. Whether it’s adjusting your company’s vision, rethinking team dynamics, or revisiting your daily routines, Reset helps business owners find ways to begin anew without losing everything they’ve worked for.

You can purchase your copy of Reset: How to Change What's Not Working through this paid link.

SMALL BUSINESS MATTERS THE PODCAST

In this episode, entrepreneur, podcast host, and TV personality Richard Grove discusses his approach to managing growth, the pros and cons of running a family business, and strategies for making work engaging and enjoyable. The COO of Wall Control explains how he led the company to achieve over $100 million in lifetime retail sales by expanding its presence in the home improvement, commercial hardware, and industrial automation sectors. Richard also shares his experiences as the host of the Organization Conversation Radio Show & Podcast on Business RadioX, and as a regular contributor on the TV show "Renovation Hunters" on the Outdoor Channel.

LISTEN HERE >

MASTERMIND GROUP

Hosted by former Vistage Chair and SBM President Tim Fulton, the SBM MasterMind Group enables small business executives to work virtually with growth-minded peers to hone their leadership skills and prioritize their most important weekly action items. The MasterMind Group offers each member the following: