Working On Your Business vs In Your Business: Why It’s One Team, Different Roles
You’ve heard it a hundred times: “You need to work on your business, not in it.”
It’s become the go-to advice for overwhelmed founders. And while the intention is solid, focus on the bigger picture, not just the day-to-day, it’s also created a false divide.
Because here’s the truth: if you’re scaling a business, you’re still in it. You haven’t vanished into thin air to meditate on vision boards while your team cracks on without you. What’s really going on is this:
You’re no longer the player. You’re the coach.
Why the Phrase Isn’t Quite Right
In sport, no one says, “The head coach is working on the team while the players are working in it.”
It’s all just the team.
One mission. Shared goals. Different roles.
That’s the distinction that matters not “in” or “on,” but what role you’re playing in achieving the goal.
Players execute. Coaches lead.
Players operate. Coaches observe, adapt, design strategy.
Players react in real time. Coaches think two games ahead.
And the same applies in business.
What People Are Really Trying to Say
The on vs in split is trying to draw a line between doing and leading.
Working in = firefighting, delivering, chasing.
Working on = planning, empowering, aligning.
But here’s where things go wrong:
Most founders get stuck in limbo, doing both badly.Think of Player Managers - Its uncommon because its hard.
One minute reviewing sales reports, the next updating a client brief.
And if no one makes it clear what the new job actually is as the team grows, the founder keeps playing… even when the whistle’s blown.
The Syncity Fix: Player vs Coach
That’s why we teach founders to step up into the coach’s mindset.
Because your job isn’t to grind harder, it’s to build a team that can win without you on the pitch.
We’re not saying walk away.
We’re saying redefine your role.
You’re still part of the team.
You’re still accountable for the result.
But your day-to-day looks completely different.
And when those lines are clear, player vs coach, not in vs on, suddenly you’ve got structure. Clarity. Direction.
One Team. Different Roles.
So yes, the “on vs in” message is useful, but only when it leads to better separation of tasks and focus. Even if youre a small business, categorising work by player or coach roles helps you carve the time to focus on the right thing.
It’s not about removing yourself. It’s about putting the right roles in place and playing yours brilliantly.
Just like in sport, no team wins without a coach.
But no coach wins by lacing up and jumping on the field either.