“Don’t put all your eggs in one basket.”
One of these days, I’ll research the backstory of that saying. My own version goes something like this: A little girl traipses out to the hen house with her basket. She collects thirteen gorgeous eggs, perfect for some scrambled eggs for breakfast and maybe baking a cake in the afternoon. She skips back to the house to show the wealth to her mom, and—
the unthinkable happens. She trips over her own two feet, lands square on top of the basket of eggs. When she pushes back to look at the mess, she finds that not three or four eggs are broken. No, they’re all broken, and they’re running down the front of her favorite plaid dress. She bursts into tears. Her wailing is so loud that the dog joins in the chorus, and her mom runs to see what’s the matter. She tips her head and says matter-of-factly, “What did I tell you about putting all the eggs in one basket?”
Melodramatic? Not really. It’s a story that’s played out at many a farm and many a business. Putting all the eggs in one basket is not wise. The eggs have to be distributed among the leads, then cushioned to keep them safe.
Eggs: social media, networking events, conferences, email, the work itself.
Business owners and entrepreneurs sometimes use the word “pipeline.” It has to be kept full and in working order. They can’t focus on one egg, lead, or client alone; if they do, they’ll be in trouble. The pipeline will dry up. The single egg will not satisfy. A client will end a contract. What then? They are without leads, resources, and clients. They’re adrift or, to return to the metaphor, awash with egg shells, yolks, and whites.
It is a terrific mess, which is why Mom always was and is right: “Don’t put all your eggs in a basket.” Spread them out. Keep them safe. Use the different eggs and baskets to achieve the ultimate goals: leads, revenue, recommendations, satisfaction in a job well done.
Image: kate hiscock (Creative Commons)