Friday, September 04, 2026
Spreading your marketing budget across five channels guarantees none of them work. Here's how to get real cut-through on any budget.
If you cancelled every meeting on your calendar for the next two weeks, would your business actually slow down — or would some of it speed up? Harvard Business Review's review of meeting research found that about 70% of meetings kept employees from completing the very work the meeting was supposedly about. That figure covers employees generally, not SME owners specifically, but anyone who has sat through a status update that could have been a two-line message knows exactly which category they're in.
After over 30 years running meetings at agencies and inside nine businesses of my own, I've never once seen a business get more done by having more meetings. I've seen plenty get more done by replacing a tangle of ad-hoc catch-ups with one deliberate rhythm.
The enemy here isn't meetings themselves — it's the meeting calendar that grew by accident. A weekly catch-up here, a one-off project update there, a client call that somehow became a standing Tuesday slot eighteen months ago and never got un-booked. Nobody sat down and designed this calendar; it accreted, one "let's just get something in the diary" at a time. By the time a business reaches ten or fifteen people, the owner can lose a third of their working week to meetings that were never actually redesigned once their original reason had passed.
Harnish's Rockefeller Habits sets out a cadence built for fast-growing companies. At SME scale, it collapses to four decisions:
"Specific to my business requirements and takes a systematic approach. Practical, specific, and pertinent to my business."
— Simon Keepa
Redesigning the calendar means telling someone whose standing meeting you're cancelling that it wasn't actually earning its slot — an uncomfortable conversation to have alone. It's a far easier conversation when an outside adviser is the one asking the question, "what is this meeting actually for, now?", because it reads as structural, not personal.
If you can't remember the last time you cancelled a recurring meeting rather than added one, that's worth a look before this year's plan runs out of road.