The Santa Barbara Web Design and Marketing Blog

Welcome back! I’m your Santa Barbara Web Guy, and in today’s post, we’re diving into an absolutely crucial topic for any entrepreneur or small business owner: hoping versus doing. If you’re reading this, you might be a business owner who’s working hard, networking, and waiting on a big deal you hope will change your business’s trajectory—or maybe you’re just getting started and are feeling the weight of making ends meet. Whatever stage you’re in, understanding the distinction between hoping and doing could mean the difference between long-term success and unnecessary stress.

Let’s break this down and look at real strategies and mindset shifts you can start using today, to go from wishful thinker to decisive doer.

The Trap of Hoping: When Expectation Becomes Your Only Strategy

In my 30 years of consulting with business owners—especially in and around the Santa Barbara area—I’ve seen this pattern over and over: A savvy individual gets a few leads or maybe even a verbal “yes” on a promising deal. They start mentally spending the money, anticipating the impact this new opportunity will have, and begin to ease off their other efforts. Their primary focus shifts to that single, pending opportunity. They’re not lazy—they’re hopeful, excited, and, most likely, a bit exhausted from grinding to generate those initial leads.

But here’s where things start to unravel. Deals, especially big or transformational ones, can take longer than expected. Sometimes they fall apart altogether due to reasons entirely outside your control—a change in budget, new decision-makers, or just plain bad luck. When you’re anchored to anticipation rather than steady action, you’re at the mercy of forces you don’t control.

This state is anxiety-inducing and, at worst, paralyzing. You suddenly find yourself behind on your bills, with no backup plans, because you trusted hope more than you trusted the process.

Why We Rely On Hope—And Why It’s Dangerous

Hope is a powerful motivator, especially in business. Without hope, you’d have no reason to start, to reach out, to innovate. But when hope transforms from motivation into your primary business plan, you start walking a tightrope with no safety net.

Here’s why that’s dangerous:

- Deals Fall Through: Even “sure things” are never guaranteed. Verbal agreements aren’t signed contracts.

- Timing Is Unpredictable: Sometimes decisions get delayed for reasons you never see coming. That cash flow you expected this month is postponed until next quarter.

- Missed Opportunities: While you’re waiting, you might be losing out on smaller deals or alternative revenue streams that, together, could keep you afloat.

- Cash Flow Nightmares: When anticipated income doesn’t materialize, bills get paid late, and debt can spiral.

So, how do we break this cycle? We shift to doing.

Doing: The Antidote to Passive Hope

Let’s be clear—this isn’t about abandoning hope. Hope is essential. But it has to be paired with consistent, proactive doing.

What does this look like in practice?

1. Market Yourself Consistently

Your marketing should never be an on-off switch. Whether deals are coming in or not, you must invest time (and yes, sometimes money) into reaching new people and reminding past clients you exist. This doesn’t mean you need a five-figure ad budget. Use social media posts, email newsletters, networking, attending events—just keep yourself in circulation.

Automate where possible:

- Use scheduling tools to batch your social media posting.

- Set reminders to check in with leads.

- Build a content calendar.

Remember: Even while you’re busy closing one deal, seeds you plant today ensure you have deals tomorrow.

2. Develop Sustainable Systems and Processes

One of the secrets to successful entrepreneurship is having systems in place to keep the wheels turning, even when you’re busy or distracted. This can mean simple things like:

- An intake process for new leads so nobody falls through the cracks.

- Regular, scheduled follow-ups.

- Automated onboarding emails or thank-you notes.

It can also mean more sophisticated setups—if you’re consulting, maybe it means a learning management system for your upcoming courses or using AI tools to provide clients quick support.

3. Diversify Your Revenue Streams

As a marketer and web developer, I’ve worked with countless businesses who only had one or two major clients or relied on a handful of big-ticket sales. When one dried up, it felt catastrophic. Instead, aim for a healthy mix:

- Smaller, recurring clients (maintenance, support, training sessions)

- Larger projects, when they come through

- Passive income streams (digital products, courses, templates)

This way, slow periods in one area don’t leave you scrambling.

4. Set Tangible Activity Goals

Rather than just set revenue targets, set goals for things you can directly control:

- Number of outreach emails sent per week

- Number of social posts published

- Number of follow-up calls

- Number of proposals submitted

Tracking actions—not just outcomes—means you know you’re making daily progress, regardless of how long any one deal takes to close.

5. Plan For The Worst, Hope For The Best

In business, resilience is built not when things are easy, but when you weather challenges. Always have “runway”—a financial buffer you can fall back on if things take longer than you’d hoped. This might mean cutting costs, staying lean during slower periods, or keeping a credit line available—anything to ensure you’re planning responsibly.

6. Embrace Continuous Learning

Each time a deal falls through or things don’t work out as planned, reflect honestly:

- Was there a step I could have done differently?

- Is there a system I could shore up to prevent this in the future?

- Did I put too many eggs in one basket?

Learning from mistakes and missteps is what separates thriving entrepreneurs from those who stay stuck in cycles.

Case Example: The Perils of Hoping Over Doing

Let me share an anonymized story that illustrates this perfectly. A friend and client—let’s call him Alex—runs a small agency here in Santa Barbara. Last year, Alex landed a meeting with a large local business. After months of networking and nurturing the relationship, they gave him a verbal agreement for a six-figure contract—enough income to carry his agency for a year.

Elated, Alex eased up on prospecting and started preparing for the project. He invested in some new software, hired a freelancer, even put off following up with a few smaller leads. But then, the deal stalled. Corporate red tape, change in leadership—the usual stuff. A month went by, then two, with no signed contract and mounting expenses.

By the time Alex realized he needed new business, those other leads had dried up, and his cash reserves were exhausted. He spent months digging his way back out, learning painfully what it means to “hope” instead of “do.”

Now, Alex always keeps his sales pipeline filled, even when things look promising.

The Emotional Side: Managing Stress and Uncertainty

Business isn’t just processes and systems—it’s emotionally demanding. Waiting on a big deal is stressful; it can lead to sleepless nights and anxiety. Hoping feels easier in the short term—it lets you delay uncomfortable tasks or feel justified in ignoring smaller efforts. But doing—taking actions, big or small—gives you a sense of agency.

When you know you’re persistent, you’re not at the mercy of “what ifs”—you’re building future certainty.

Tips For Keeping Hope In Perspective

- Schedule daily “doing” time, even if that means spending 30 minutes a day reaching out to new leads or following up on projects.

- Write down your wins—track not just closed deals, but contacts made, processes improved, any concrete step you took to move your business forward.

- Find an accountability partner—a friend, coach, or even a supportive spouse who will check in on your progress and challenge you if you start falling into a “hoping” trap.

Tech to the Rescue: Tools to Help You Keep Doing

In today’s world, there are so many tools available to help automate the “doing” part of your business. As someone specializing in tech for both PC and Mac users, I recommend:

- CRMs (Customer Relationship Management tools): Organize your contacts, set reminders, track deals in progress.

- Email Marketing Platforms: Automate follow-ups, send newsletters, keep your name top-of-mind.

- Social Media Schedulers: Platforms like Buffer or Hootsuite to ensure your brand stays visible while you work on big deals.

- Project Management Tools: Keep track of multiple projects, timelines, and deliverables so nothing is missed.

- AI and Automation: Tools like Zapier, ChatGPT (for client-facing support or basic content generation), and workflow automators to take repetitive tasks off your plate.

Remember—these aren’t just for flashy businesses. Even the smallest one-person shop benefits from automating recurring tasks so you can focus your energy where it has the most impact.

My Personal Commitment: Helping You Move From Hope to Action

My mission with SB Web Guy is to equip business owners—here in Santa Barbara and nationwide—with the skills, strategies, and tools to thrive in any market condition. From honest website reviews to hands-on automation training and AI integration, my focus is always on practical action.

I’ll be launching a series of short courses designed to help business owners, freelancers, and solo entrepreneurs get clear about marketing, technology, and building resilient systems. Each course will blend timeless principles with the latest tech—because today’s market demands both.

Recap: Shifting Your Business From Hoping to Doing

To sum up, here are your takeaways:

- Hope is essential, but never a replacement for daily action.

- Consistent marketing and pipeline-building protect you against unpredictable deals.

- Systems and automation ensure your business keeps moving, no matter what.

- Diversify your revenue sources for real resilience.

- Set action-based goals, not just financial ones—track your daily efforts.

- Learn continuously and reflect honestly on what’s working and what’s not.

Remember: There will always be moments in business when hope feels like all you have. But every day you take action—even small action—you grow your chances of success. Don’t trade in the certainty of daily effort for the comfort of wishful thinking. Your future self—and your bottom line—will thank you for it.

If you want to learn more about building systems, using the latest web and automation tools, or just want to talk through your business challenges, stay tuned to my upcoming courses or reach out. Here’s to doing more, hoping less, and building the business you truly want.

Until next time—keep doing!

— SB Web Guy

P.S. What are you going to do today to move your business forward? Leave a comment or send me a message—let’s keep each other accountable.