In this chapter, I talk about one of the biggest traps that small business owners, emerging franchisors, and beginning franchisees fall into which is that they focus on what is happening to them and external problems in their industry (that they don't have a lot of control over). I discuss five things that you should spend more time on that you can control: productivity, customer satisfaction, profitabilty, quality of experience you provide, and innovation and why your focus in these areas is critical to help you achieve the results you desire.