The Counterintuitive Path to Business Efficiency

Are you an optimization addict?

Often when I try to optimize without first doing what I’m optimizing I just spin my wheels.

Then led me to a conclusion that’s a bit counterintuitive: the fastest path to simplicity isn't through optimization, it's through repetition.

The Automation Trap I Fell Into

When I started my business I spent weeks building complex systems before I even knew what clients actually need.

Classic cart-before-the-horse thinking that I am guilty of too often.

I guess a bit of me was just trying to figure out what I actually am offering and what the utility was. Then I started building workflows and automations and used them.

I used them, visualized them, took pieces out, used them again.

My offer became simpler boiling down to three simple components:

• Input (from any of the client's existing tools)

• AI processing in the middle

• Output (organized tables and pages)

That's it. Clients will interact with just two touchpoints: Notion for organization and Canva for visualization. Gumloop runs in the background where they never see it. If they want Slack integration, it's just simple messaging to trigger automations, zero learning curve.

How did I get from complexity to this elegant simplicity? Repetition.

The Kitchen Revelation

Think about cooking. After hours in the kitchen making the same dish, you can naturally discover the most efficient process. Do you add olive oil to the sauce before the other ingredients, after, or during?

You don't figure this out through theory, you figure it out by doing it over and over.

Through repetition, inefficiencies become obvious.

That extra step you've been doing? You realize it adds no value.

That tool you thought was essential? You discover you can eliminate it entirely.n

Here's the process I've discovered:

1. Think it out → Plan your approach

2. Do it → Execute the plan

3. Look at it → Observe what happened

4. Repeat → Do it again with new insights

Each cycle reveals something new.

Maybe step 3 takes too long.

Maybe step 7 is completely unnecessary.

Maybe there's a simpler tool that does the job better.

You can't see these insights from the outside, you only see them through the experience of repetition.

Why This Works (And Why We Resist It)

Repetition works because it reduces cognitive load. Instead of thinking about a million variables, you focus on one process doing it until it’s complete

Then you evaluate. Visualization is helpful here I believe. You can see clearly what's working and what isn't.

But we resist repetition because it feels inefficient. (I still catch myself resisting, I need to unlearn.)

We think: "Surely there's a better way right from the start." And waste time thinking and planning.

That’s trap number one.

Trap number two happens once we’re in the process for a while. Bad habits have become second nature. We get caught up in broken processes because fixing them feels daunting, so we keep repeating the inefficient version instead of the improved one.

Unfortunately we waste more time avoiding the fix than we would spend implementing it. We don’t have a long time preference, and that hurts us in the long run.

Let experimentation and the data that comes with it be your friend.

Sometimes you need number to guide your simplification decisions. Ask yourself:

• Is this step providing enough value relative to the time it takes?

• What would happen if I eliminated this entirely?

• How much is this complexity costing me (in time, money, or mental energy)?

Put metrics on your repetition.

Track how long each step takes. Count how many times you get frustrated with a particular part of the process. Measure the actual impact of each component.

What I'm Still Learning

I don't have all the answers. I'm still discovering which parts of my own processes can be simplified further. But I've seen this principle work consistently: get your reps in, pay attention to what you learn, and be willing to cut what doesn't serve you.

The key is being intentional about your repetition:

• During the process: Notice what feels clunky or unnecessarily complex

• After the process: Ask "Is there an easier way to do this part?"

• Between cycles: Be willing to experiment with small changes

Don't just repeat mindlessly, repeat mindfully.

Once I recognized this pattern in my business, I started noticing it everywhere else in my life. I've seen the same principle work across completely different domains, though I'll admit I haven't always been mindful enough to apply it properly to business until recently.

Health: Instead of trying every diet trend, pick one approach and repeat it long enough to see what actually works for your body.

Learning: Master one skill through repetition before jumping to the next shiny technique.

Relationships: Consistent small gestures often matter more than grand, one-off gestures

Your Next Step

Pick one process you do regularly in your business or life. Commit to doing it the same way for the next week, but pay close attention each time:

• What part consistently frustrates you?

• Where do you waste time?

• What step could you potentially eliminate?

At the end of the week, make one small change. Then repeat the cycle.

Simplicity isn't a destination, it's what emerges naturally when you have the patience to repeat, observe, and refine.

What's one process in your business that you could simplify through mindful repetition? I'd love to hear about it in the comments.

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Thanks for reading,

James

This will help you organize your mind and bring calm to your business, check it out.

👉🏻 Calm Business Blueprint.