Many small business owners struggle, but not for the reasons they think. They blame competition, lack of funds, or the economy—when, in reality, their biggest obstacle is something they can’t even see.
This reminds me of something former U.S. Defense Secretary Donald Rumsfeld once said:
“There are known knowns… there are known unknowns… but there are also unknown unknowns—things we don’t know we don’t know.”
At the time, people mocked him for it. I was one of them. But today, I see the wisdom in it.
Watching Babs put Tunde, the African shop owner, in the hot seat made me realize just how many business owners are trapped by their unknown unknowns. These blind spots, like the ones in your car’s mirrors, can lead to accidents—or in business, to failure.
Tunde was about to crash. And he didn’t even know it.
The Business Blind Spot That Could Be Costing You Money
The mastermind group has a simple rule: when you’re in the hot seat, you explain your business and its struggles.
Tunde owns an African grocery store in a town with a large Nigerian immigrant population. He’s competing with about 10 other African shops—only three of which are owned by Nigerians.
From what he observed, the non-Nigerian grocery stores were doing better. He assumed it was because they had more money, bigger shop spaces, or better suppliers.
Babs listened carefully and then asked, “So what are you doing to attract customers?”
Tunde shrugged. “Once I open the doors of the shop, I leave everything to God.”
For the first time, Tunde looked unsure. He had always believed that faith and hard work were enough. But now, he was beginning to wonder—was he actually running a business or just opening a shop?
Babs smiled. “I believe in God too. He’s part of my strategy—but not my only tactic.”
Then, as he often did, Babs walked up to the whiteboard and wrote:
“Lack of Systems and Processes: As the business grows, failure to implement efficient systems leads to disorganization and missed opportunities.”
Tunde’s real problem wasn’t his competitors’ resources. It was how he was running his small business.
How to Attract More Customers and Grow Your Business
Tunde had assumed that running a shop was as simple as opening the doors and waiting for customers. But Babs made him see that a successful retail business isn’t built on hope—it’s built on systems.
So, Babs asked him to map out his customer’s journey. At first, it looked like this:
- Customer walks past the shop.
- Customer enters if they need something.
- Customer buys and leaves.
Babs shook his head. “That’s not a customer journey; that’s a transaction. If that’s all you’re relying on, you’re just hoping enough people walk in.”
Together, they expanded the map to include:
1. Awareness – How do people find your business?
- Are you relying only on foot traffic?
- Do you have a Google My Business listing?
- Are you active on social media marketing platforms like Instagram, WhatsApp, and Facebook?
- Do people know what you sell before they visit?
Example: “What if every morning, you posted a ‘Product of the Day’ on Instagram and WhatsApp? Nigerians love sharing deals. Suddenly, your customers become your marketers.”
2. Engagement – How do you get people to visit your shop?
- Do you send out WhatsApp broadcasts or SMS updates about new stock?
- Are there limited-time discounts or special offers?
- Is your storefront inviting with clear signage?
Example: “Instead of waiting for people to walk in, put a chalkboard outside with a ‘Today’s Special’ offer. People notice signs. They stop. They step in.”
3. The In-Store Experience – Are customers having a good shopping experience?
- Are shelves well-stocked and organized?
- Is pricing clear and competitive?
- Are checkout lines quick and efficient?
- Are staff friendly and trained to upsell complementary products?
4. Retention – How do you make customers come back?
- Do you collect customer contact details for promotions?
- Do you have a loyalty card or rewards system?
- Do you ask for and act on customer feedback?
Example: “Start giving loyalty cards: ‘Spend £50, get £5 off.’ It costs you little but keeps customers coming back.”
As they mapped everything out, Tunde saw his blind spot clearly. He wasn’t doing anything to attract new customers, engage them before they visited, or keep them coming back.
“Now you see it,” Babs said. “This is why those other shops are doing better. They’re not bigger by luck—they’ve built systems that make their business run better.”
How to Fix the Blind Spots in Your Business
Tunde leaned back in his chair, deep in thought. “So, where do I start?”
Babs pointed at the board. “Pick one area and start fixing it. If all you do this week is collect phone numbers from customers and message them about new stock, you’ll already be ahead of where you were yesterday.”
Tunde grabbed his phone and opened WhatsApp. “Alright, let’s do this.”
And just like that, he took his first step out of the blind spot.
What About Your Business?
The difference between struggling businesses and successful ones isn’t just money or luck. It’s awareness. Many business owners, like Tunde, don’t realise that their real problem isn’t external—it’s internal. They’re operating with blind spots, unaware of what they don’t know.
Tunde’s biggest shift wasn’t about learning a new marketing trick or finding better suppliers. It was about seeing his business differently. Once he recognised that business growth required intentional sales and marketing strategies, he had the power to change.
What about your business? Are you running on systems, or just hoping things will work out?
✅ Take five minutes today to map out your customer’s journey. Where are the gaps? What’s one thing you can change this week?
Start small, but start now.
