The Myth of Time Management: Why Energy is the Real Currency for Small Business Owners

For decades, we’ve been told that time is our most valuable resource. If you want to succeed, you need to manage your time better—optimize your calendar, schedule back-to-back meetings, eliminate distractions, and squeeze more productivity into every waking hour. But here’s the problem: time management - in my not so humble opinion - is a myth.

It’s not time that drives success. It’s energy.

As someone who spent 25 years coaching businesses—from solopreneurs (we didn’t call them that back then - they were called freelancers or the not so PC "one-man-band") to executives in FTSE 100 companies—I’ve asked countless leaders a simple question: “What is your most valuable resource?” The most common answer? Time. Others would maybe say family, health, or their team. But in all honesty, what is the value in these life-elements if one doesn't have the energy to enjoy or treasure them?

AI Can Save You Time—But It Can’t Give You Energy

Now, with AI accelerating productivity at an unprecedented rate, it’s easy to think we’ve cracked the time problem. AI can write reports, automate tasks, and streamline workflows. But here’s what AI can’t do: it can’t replace your energy.

Imagine this: AI clears five hours from your workday. Great! But if you’re exhausted, demotivated, or overwhelmed, what are you really gaining? More empty hours? More time to sit and stare at your screen?

The truth is, small business owners don’t just need more time—they need more energy. And yet, I don’t hear anyone talking about that.

The Hidden Cost of Treating Time as Your Primary Currency

Time is a fixed resource. You can’t create more of it. And in some ways we do take it for granted. Don't we all assume that we will wake up tomorrow to the "present" that is another day! (Think about the word present for a moment ... pre-sent. The present that is pre-sent!!! Let's not go into the philosophical debate of who is doing the sending ... )

Energy, on the other hand, is dynamic—it can be renewed, depleted, invested, and redirected. And yet, most small business owners are trapped in the mindset of “I just need more hours in the day.” They chase time when they should be managing their energy economy.

Consider this:

? You can have a whole afternoon free, but if you’re exhausted, you’ll get nothing done (except doomscrolling on "X" or looking for puppies or kittens on TikTok if you are of that age).

? You can have just one hour of peak energy, and in that time, produce something incredible (like this article—written in a Qi-fuelled burst of genius!).

? You can attend ten meetings back to back, but if your energy is drained, your decisions will be poor and your team will feel it.

Small businesses, more than anyone, need to protect their energy because they don’t have the luxury of wasted effort. Unlike corporate giants, you can’t afford to be tired, uninspired, or running on fumes. Your energy is your competitive edge.

The Leader’s Role: Become an Energy Economist, Not a Time Manager

Most business advice still revolves around squeezing more out of the 24 hours we all have. But leaders who thrive don’t just manage time—they architect or economise on their energy.

This means:

? Identifying when you’re at your best (and reserving that time for high-impact work—hint: it’s probably not 4pm on a Friday).

? Using AI to offload energy-draining tasks, not just time-consuming ones (yes, AI can handle your inbox so you don’t have to die inside reading 200 emails).

? Understanding that burnout is an energy problem, not a time problem—and designing work to avoid it. I'll speak more about that in a later article but it leads onto the next point...

Why I Haven’t Written Since 2022

Here’s where it gets personal. The last time I published an article under my own name was August 2022. Why? Because my energy hasn't been right. In the years since I walked out of my previous six-figure job (June 2018) I was demoralised, deflated and depressed. I now recognise that I was burned out emotionally. I knew, deep down, that time and money weren’t enough—when the energy is wrong, it didn’t matter how much I was earning.

(In fact, I’ve walked away from six-figure salaries three times in my career. Every time, the energy wasn’t right. And every time, it was the right decision.)

The Energy Economy for Small Businesses

Small businesses don’t have the buffer of big teams, deep cash reserves, or endless resources. What they do have is agility, adaptability, and the ability to manage energy more effectively than the big guys.

So here’s the shift:

?? Stop obsessing over how many hours you’re working (your laptop doesn’t care, but your dog might!!!)

?? Start paying attention to how much energy you have to bring to those hours (your best work won’t happen when you’re knackered).

?? Use AI wisely—to protect your energy, not just free up time (it’s a tool, not a life force).

?? Recognize that you are your most valuable resource, and how you manage your energy will determine your level of success.

What’s Next?

In the next article, I'll explore a powerful truth: That AI is a lever, not a battery. It can multiply your productivity, but it can’t replace the energy, will, and creativity that only you bring to the table.

Until then, ask yourself: Are you managing time, or are you managing energy? Because if you’re focusing on the wrong one, you’re maybe already losing the game.

And if this article gave you a little jolt of inspiration, congratulations—you’re already on the right path!

?? Have you ever used AI to protect your energy rather than just save time? What worked (or didn’t work)? Let’s compare notes in the comments!

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