Why consistency will always beat intensity in business

There are two types of effort I see in small businesses.

The first is intense. Big bursts of energy, long days, late nights, doing all the things, saying yes to everything. It looks impressive from the outside, but it’s rarely sustainable.

The second is consistent. Smaller actions taken regularly. Decisions made with intention. Boundaries respected. Progress that might feel slower day to day, but compounds over time.

Consistency is the one that builds businesses that last.

That’s why I’m doing the 12 Dips & Tips of Christmas the way I am. I don’t need to make each dip harder than the last or prove anything by pushing myself to extremes. The power comes from showing up every day, even when it would be easier not to.

Business works the same way.

Most of the people I work with don’t lack ideas, passion or skill. What they lack is space, clarity and accountability. Life gets in the way. Client work takes over. Marketing slips. Strategy becomes reactive.

That’s exactly why I created my membership.

Not as another thing to add to your list, but as a steady framework that supports you month after month. Strategy you can actually implement. Accountability that keeps you moving. Support from someone who understands what it’s like to run a business while wearing all the hats.

I also believe deeply in giving back. These dips are raising money for Cancer Research UK, because research saves lives and supporting charities should be part of how we do business, not an afterthought.

If 2026 is the year you want to feel calmer, clearer and more in control of your business, consistency is where it starts.

You don’t need to do everything.

You just need to keep showing up.

Watch my Day 3 video:

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I’ll be back tomorrow with Day 4, catch me on my socials @iaemarketinguk to follow the series.