You Need Scheduled Non-Customer Time. Here’s Why

Do you have time dedicated to building your business or does customer time dominate your day? The cold hard truth is you will have to walk away from cash in the short term to build a powerful business over the long term. Let’s look at the big picture. Non-customer time will…

Get You Better Customers
My last several leads came from these actions:
-> Lunch and relationship-building with attorneys and CPAs
-> A lukewarm email to prospects inviting them to my open house
-> Direct mail original white paper to prospects
If I looked at these activities and said, “oh no, I can’t charge for this, so I won’t do it”, that would have been a big mistake. Plant the seeds, water them, and watch them grow. When you get better customers, you’ll want to…

Make Sure You’re Good
You must deliver high quality results for better customers. I dedicate time every day to getting better at what I do. Often, I can’t charge a client for perfecting my craft. However, both of us benefit when it’s time to solve a problem. You probably know what it’s like to be “in the zone.” If not, I encourage you and your team to get there as soon as possible. In the zone, solving your customer’s problem feels nearly effortless because of thousands of hours of dedicated practice. Getting really good will force you to…

Define Your Ideal Customer
You can’t be good at everything. This is one of the biggest mistakes I see businesses make and one I still make. Close your eyes and picture your perfect customer. Do you see them? You operated in the zone, helped them solve a tough problem, and they happily paid you to fix it. And it was fun too! I want you to have more customers like this. Be honest – how often is this happening? Do you walk away when you should? Does your team know what the ideal customer looks like? Is it because you haven’t defined it yourself?

I challenge you to book non-customer time into your schedule every day. Ironically, it’s this time that will lead you to better and more profitable customers. Here’s one of my all-time favorite videos on the importance of your time as discussed by Bill Gates and Warren Buffett:


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Can I Help You?
Hi, I’m Josh Horn, CPA/ABV, CVA of Horn Valuation. I help with business valuations in friendly or unfriendly situations. I also help owners build valuable companies. My clients are business owners and attorneys. If you’d like more information, check out my website, email me at, or call me at 217-649-8794.

Josh Horn CPA

I’m a licensed Certified Public Accountant (CPA) and double-credentialed in business valuation (CVA & ABV). I’ve been a tax and business consultant in a top 100 CPA firm and a controller in a large international company. I’ve also valued and been the primary advisor to multi-million dollar and small companies in various industries.

“If you’re not working on business value, who is?” Josh Horn, CPA, Certified Valuation Analyst and Accredited in Business Valuation

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