Anyone who runs a mid-sized to large business knows that there are two types of “work” required for success. 

The first is “hard work”. And by “hard,” I am referring to everything essential to the business model or output. From the creation of content to building, writing, selling, buying, coding, calling and producing. Most of it tangible and critical to driving revenue.

And then you also have a second category of work called “soft work.” And here, I am describing activities that are not directly part of the business model but are crucial for the company’s success. Things like setting objectives, creating a good working environment, having a good culture,  personal development, emotional intelligence, a mission that everyone is aligned with, and gut feelings about decisions that don’t require evidence or “hard work.”

This stuff doesn’t make it into the pitch deck for investors, but everyone knows it can make