In vs On

Written By Stacey Baldwin

It might be time to shift gears.

The concept of working ON versus IN your business was coined by Michael Gerber, author of The E-Myth—a must-read for anyone running a small business.

Running a small business (especially something as people focused as a Pilates studio) can feel like a never ending to-do list. Whether you're teaching clients, sorting emails, or wondering if you remembered to order more grip socks, you're probably working in your business 24/7. But what if the real growth comes when you start working on your business instead?

From my own experience, I’ve learned that making time for business development support is the only way to build something sustainable (and sane).

💼 Working IN Your Business:

While this looks different for every small business, let’s keep going with the Pilates Studio analogy for a moment. Working in your biz may look like;

  • Teaching classes

  • Responding to messages from members

  • Managing the social media posts

  • Managing bookings

  • Replacing the toilet paper

  • Cleaning the space

All 100% essential for the business; but it also keeps you stuck in the daily grind. You’re providing business support services to everyone but yourself.

Xero’s Small Business Insights reveal that business owners spend more than 50% of their time on admin tasks. That’s a whole lot of working IN.

Ok so now let’s talk about working ON your business.

🧠 Working ON Your Business:

This is where the magic happens.

  • Developing business and marketing strategies

  • Creating a class schedule or website with that is intuitive for you and you members.

  • Applying for grants and funding

  • Automating admin with customer relationship management tools

  • Building partnerships and creating a killer brand development plan

  • Attending networking events for future opportunities

This is the stuff that creates growth. It’s also the stuff that gets shoved aside when you’re deep in the weeds.

🔄 Finding the Balance:

You don’t have to do it all today. Start small.

Block out a weekly 2-hour slot. Call it “CEO Time.” Use it to plan, strategise, or even get support from someone who offers business coaching or small business help. Contact your local council to see if they have any free support you can access.

Use tools like Trello, ClickUp or just your favourite highlighter to prioritise working smarter, not harder.

🌱 Final Thoughts:

If you're stuck in the day-to-day, it might be time to call in some operational efficiency consulting, or at the very least, give yourself permission to zoom out.

Whether you're seeking entrepreneur resources, bookkeeping help, or just a nudge in the right direction—know this: working ON your business isn’t a luxury. It’s what turns your dream into something long-lasting and impactful.

Stacey Baldwin