“We want to believe that if we just keep trying, things will turn around. But often, we’re just pouring energy into something that has run its course.”
Colleen LonsberryFractional Chief Marketing Officer
I’ve suddenly found myself becoming a semi-empty nester. My daughter left for college in September, and while my special-needs son will always be with me, he’s starting to spread his wings too. For the first time in a long time, I’ve had moments of real solitude. With this newfound space, I had an unexpected urge to purge and clean. It was the first time I truly had the opportunity to take control and organize our home.
It felt good to clear out old things, tidy up, and put everything in its place. There’s a certain satisfaction in letting go of what no longer serves you. But as I moved from inside the house to outside, tending to the flowers, I noticed something strange. I was watering dead plants.
Some of my flowers had been gorgeous, but they had already reached their full bloom. Still, I found myself watering them as if somehow, with enough care, they might spring back to life. Why was I doing this? Why was I pouring effort into something that was clearly done for the season?
That’s when it hit me: this isn’t just a gardening problem. This is something I’ve seen time and again in business.
Watering Dead Plants in Business
How often do we continue to invest time, effort, and resources into things that have already peaked? Whether it’s a project, a marketing strategy, or even a team member, we often cling to the belief that if we just nurture them a little more, they’ll come back to life. Here’s the hard truth I’ve learned, both in gardening and in business: dead plants don’t bloom again. No matter how much water or attention you give them, they’ve already reached their peak.
In business, we sometimes find ourselves doing the same thing. We keep watering dead plants, hoping that with enough attention, they’ll revive. Maybe it’s an initiative that’s lost momentum, or a product that’s no longer viable, or even a marketing strategy that used to work but is now outdated. We want to believe that if we just keep trying, things will turn around. But often, we’re just pouring energy into something that has run its course.
Accepting What Needs to Change
Just like in my garden, where I needed to accept that some plants had finished their life cycle, businesses need to recognize when it’s time to let go. The phrase “What got you here won’t get you there” rings true. What worked in the past might not serve your future, and it’s essential to have the courage to make those tough decisions.
This doesn’t mean being callous. Far from it. Small businesses, in particular, often have deep ties to their people, their products, and their processes. It’s not easy to admit that something has reached its peak, but it’s necessary for growth. Holding onto old strategies or people who aren’t growing can prevent your business from reaching new heights.
Knowing When to Let Go—And What to Do Next
So, what do you do when you realize you’re watering dead plants in your business? It starts with recognition and acceptance. Take a close look at what’s no longer blooming. This might be a strategy, a project, or even a member of your team who has lost their passion or effectiveness. It’s not about blame; it’s about acknowledging that things change, and sometimes, we need to make room for new growth.
In my garden, I eventually pulled out the dead plants and prepared the soil for something new. The same goes for business. When something has reached its peak, you need to replace it with fresh ideas, new people, or innovative strategies that are aligned with where you want to go.
This isn’t about ruthlessly cutting everything that doesn’t show immediate promise. It’s about being intentional with your time and resources. As a leader, it’s your responsibility to know when to nurture and when to move on. Sometimes, that means giving up on something you once believed in—because hanging on too long can prevent new opportunities from taking root.
The Human Element
Of course, this is especially tricky when it comes to people. In a small business, you may have longstanding relationships with employees who were once high performers but are no longer meeting the company’s needs. What do you do with the “dead plants” in this case?
It’s important to approach this with empathy. Some people will continue to grow and thrive if given the right support, while others may have reached their full potential in their current role. The key is to have honest conversations and assess whether they can pivot into a new role or project where they can bloom again. But if that’s not possible, it may be time to part ways so that both your business and the individual can grow in new directions.
Growth Requires Change
At the end of the day, just like in gardening, growth requires change. As I’ve learned in my journey as a semi-empty nester, sometimes we need to clear out what’s no longer thriving to make space for new growth—both personally and professionally.
In your business, don’t be afraid to let go of the dead plants. Whether it’s a strategy, a process, or even a team member who’s no longer growing, it’s crucial to recognize when it’s time to make a change. By doing so, you create room for new ideas, fresh energy, and more vibrant opportunities to take root.
If you’re ready to explore growth and a new season, let’s chat.
At Kate Ryan & Company, we’re experts in helping businesses identify and implement innovative marketing strategies that deliver results. Ready to cut down on wasted time and unlock new growth opportunities? Let’s schedule a 20-minute conversation to explore how a fresh marketing approach or an outsourced CMO can transform your business.