I had an alarming conversation with a Fabricator last week that highlights a silent issue in our industry.

Me: “Hey Doug! What’s your plan for this year?”

Doug: “We’re aiming for 10% growth!”

Me: “That’s great! How was 2024?”

Doug: “We shrank 5%…”

Me: “Ouch. What was your plan in 2024?”

Doug: “We didn’t have one. We’ve always just grown. Everyone’s down in 2025, so we’ll bounce back.”

Lets unpack this….. I think it’s a dangerous assumption many of us have fallen into.

“Everyone is down, but 2025 is going to be different. We don’t need a plan; it’ll just come back.”

Now, don’t get me wrong—he kind of has a plan. He’s thinking about a CRM, pulling the trigger on some digital marketing, hiring a sales rep, or maybe even buying that shop down the street that’s rumored for sale.

But let’s be clear—those are TOOLS for growth, not a PLAN for growth. Let me explain.

Let’s get weird and talk about Planet Fitness.

Ever walked into one? Giant, purple, complicated-looking machines everywhere. You stare at them, wondering, “What the hell is this? Do I sit on it? Stand on it? Ride it? Is this medieval torture?”

Yet, somehow, people use them to lose weight. Some succeed. Some fail. Why?

Just like fitting into those old pair of pants, business growth doesn’t happen by accident—it takes a structured approach. Those purple torture machines are just tools—it’s the plan that makes the difference. The people who succeed have a structured approach, whether from a trainer, an app, a book, or an online program. However they package it, they have a PLAN.

So, if you’re picking up what I’m putting down—the website, the CRM, the new sales guy—these are all great ideas, but they’re just supporting tools. The PLAN is where it matters. My buddy Rick Phelps at Synchronous Solutions calls this silent issue “growing your business out of profitability.” “When you’re growing, you need financial guardrails for responsible growth and just adding tools can send you off the cliff if you don’t have a plan.” More on this topic here.

Already have a plan? Excellent!

Not there yet? Rick and his team do an incredible job here, but not everyone is ready for that level of expertise.

Here’s my down-and-dirty framework for the DIYers.

1. Priority Positioning – This is your deep, sit-on-the-therapist’s-couch moment. What’s your biggest priority? These are the three most common paths I’ve been seeing:

• Retail (Direct to Consumer)
  • Less dependency on big box, builders and K&Bs
  • Want better margins or more control over the volume of orders
• Big Box,K&Bs & Builders
  • Need a lot of volume to keep the shop busy?
  • Don’t want or have the support staff for Retail?
• In-Home Retail Sales
  • Want Retail without a showroom
  • Ready to expand into a new region with little investment

2. Place: Maxed out locally, or time to expand? A little research goes a long way. Lucky for you, I have an AI-powered worksheet that pinpoints your market penetration in just 5 minutes. (AI Insight #5: Find Your Local Market Penetration Fast)”

3. People: Do you have the right WHO(s) to run this plan? What TOOLS are they going to need?

4. Process: Are you winging it, or do you have a structured approach? Is there a book, a turnkey system, or a consultant that can guide you?  Just make sure you know your options.

5. Projection: What does success look like? How will you measure it? What impact will this move have on your business?

Get these five right, and you’re not just growing—you’re growing with purpose.

Size 32 Blue Jeans… get ready to come out of the closet!