Ever feel like you’re doing everything right in your business, yet something still isn’t working?
Many small business owners struggle—not because of what they know, but because of what they don’t even realize they don’t know.
These hidden business problems—or “unknown unknowns”—can silently drain your sales, slow your growth, and keep you from reaching your goals.
The key to success? Uncovering and fixing these blind spots before they turn into costly mistakes.
What Are Hidden Business Problems (And Why Are They Dangerous)?
Think of them like blind spots in a car. You can’t see them, but they’re still there. If you don’t check, you might crash.
In business, these blind spots could be:
✅ Missed growth opportunities – You don’t know they exist, so you never take advantage.
✅ Losing customers – People stop buying, but you don’t realize why.
✅ Wasting time on low-impact tasks – You think you’re being productive, but you’re not moving the needle.
✅ A flawed business model – You assume it’s working when it actually needs a major shift.
The scariest part? You can’t fix what you don’t see.
Here’s a step-by-step guide to uncovering and fixing these hidden business killers.
Step 1: Ask Tough Questions to Uncover Hidden Business Problems
Most business owners only ask questions they already know how to answer. That’s a mistake. Instead, ask uncomfortable questions that challenge your assumptions:
✅ Would I still buy from my own business if I wasn’t the owner?
✅ If I had to double my revenue in 6 months, what would I do differently?
✅ Why are my competitors growing faster than me?
✅ What’s the #1 reason people don’t buy from me?
To get the best insights, ask the people who interact with your business every day:
- Customers: Why do they buy? Why don’t they?
- Employees: What slows them down? What processes frustrate them?
- Competitors: What are they doing that you aren’t?
👉 Example: Tunde, the African shop owner, thought his biggest issue was money. But after Babs challenged his thinking, he realized his real problem was poor inventory management. Without this outside perspective, he never would have seen it.
💡Action Step: Ask these questions to five customers, one competitor, and your team. Write down their answers—you might be surprised by what you find.
Step 2: Use Data to Find Hidden Business Mistakes
Many small business owners rely on gut feeling instead of real numbers. But data reveals hidden business problems.
Start by tracking these key metrics:
📊 Sales Trends – What’s your best-selling product or service? What’s the worst?
📊 Customer Retention Rate – Are people coming back, or are you always chasing new customers?
📊 Marketing ROI – Which marketing efforts actually bring in sales?
📊 Time Management – Where are you spending the most time? Is it on revenue-generating activities?
👉 Example: Funmi, the salon owner, assumed Instagram was her best marketing channel. But when she tracked customer data, she found that referrals and WhatsApp messages brought in more paying clients than social media.
💡Action Step: Check your last 10 customers. Where did they come from? If you don’t know, start tracking today.
Step 3: Experience Your Business Like a Customer
Most business owners view their company from the inside out. Instead, see it through your customer’s perspective.
Try this:
1️⃣ Visit your own website or store like a first-time customer. Is it easy to navigate?
2️⃣ Try to contact your business. How long does it take to get a response?
3️⃣ Read your online reviews. What do customers complain about the most?
4️⃣ Call a competitor. How do they sell differently? What are they doing better?
👉 Example: Nkechi, the restaurant owner, didn’t realize how frustrating her online ordering process was until she tried to place an order herself. Fixing it increased sales by 30%.
💡Action Step: Act like a customer today—go through your own buying process and take notes on what needs improvement.
Step 4: Get Expert Advice to Find Business Blind Spots
If you’ve been following my posts, you know Babs. He’s the guy who pushes business owners out of their comfort zones, forcing them to confront hard truths.
Every business needs a Babs—someone who:
✔️ Sees what you can’t.
✔️ Asks uncomfortable questions.
✔️ Challenges your way of thinking.
This could be:
- A mentor who has already achieved what you’re aiming for.
- A business coach who spots inefficiencies and blind spots.
- A mastermind group where entrepreneurs offer tough but valuable feedback.
👉 Example: Tunde thought his problem was a lack of funds, but Babs helped him see that his real issue was inefficiency. By changing his stock management system, he freed up cash that was stuck in unsold inventory.
💡Action Step: Find your “Babs.” Ask a trusted mentor or business owner to challenge your assumptions.
Step 5: Test and Learn (Because Action Reveals Business Problems)
Most business owners try to think their way to success instead of testing their way there.
The best way to uncover hidden problems? Experiment and adapt.
Try this:
1️⃣ Test new marketing strategies – If social media isn’t bringing sales, try email, partnerships, or local advertising.
2️⃣ Raise (or lower) your prices – See how customers respond. Many small businesses undercharge without realizing it.
3️⃣ Change your sales process – Test a different script, offer, or sales pitch to see what works best.
4️⃣ Delegate more – If you’re overwhelmed, your business might have a bottleneck—you.
👉 Example: Ayodeji, the online business owner, thought lowering his prices would attract more buyers. Instead, it made customers question his quality. When he raised prices, sales actually increased because buyers saw the product as more valuable.
💡Action Step: Choose one small experiment to run this week. Track the results and adjust accordingly.
Final Thoughts: Stop Guessing—Start Seeing Your Hidden Business Problems
Your biggest business problems aren’t the ones you know about. They’re the ones you don’t even realize exist.
By following these steps, you’ll uncover and fix blind spots before they hurt your business:
✅ Ask uncomfortable questions – Seek out answers you might not want to hear.
✅ Track your numbers – Trust data, not gut feeling.
✅ Step into your customer’s shoes – Experience your business like they do.
✅ Find a Babs – Get an outside perspective.
✅ Test and learn – Small experiments lead to big breakthroughs.
The sooner you identify and fix hidden business mistakes, the faster your business will grow.
What’s your biggest business challenge right now? Let me know in the comments!
