In business, nothing moves slower just because we do. “Time and tide wait for no man,” Geoffrey Chaucer wrote centuries ago, and it’s a truth that hasn’t aged a day. Markets shift, customers evolve, competitors innovate — and while we hesitate or perfect, opportunities drift quietly out to sea. I’ve learned this lesson the hard way more than once. Every entrepreneur starts out thinking there will always be a better time: to launch, to hire, to pivot. But in reality, there never is. Waiting for the tide to suit us means missing the wave altogether.
One of the most common pitfalls I see among small business owners — and have fallen into myself — is perfectionism disguised as preparation. We delay action because we want the plan to be flawless, the product polished, the conditions ideal. But time doesn’t pause for our comfort. The market keeps moving. By the time we feel “ready,” someone else has already acted. The way to avoid this trap is to adopt a bias for progress, not perfection. Launch the prototype. Test the idea. Gather feedback. The perfect moment is a myth; momentum, however, is real and powerful.
Another frequent mistake is underestimating the compounding cost of small delays. Putting off a marketing campaign by a week, waiting until next month to review financials, or delaying an uncomfortable staffing decision might feel minor — but they add up. Each hesitation costs opportunity, money, or morale. I’ve learned to set deadlines publicly, even if just within my team, because accountability keeps time from slipping through the cracks. When a decision is made visible, it’s harder to delay. Waiting quietly is one of the most expensive habits in business.
There’s also a deeper human tendency to believe we’ll have more time later. We assume next quarter will be calmer, next year more organized, the next phase more predictable. But business rarely becomes simpler; it only grows more complex as we succeed. The owners who thrive are the ones who build systems that respect time — automated workflows, delegated tasks, clear priorities. They recognize that time management isn’t about working faster; it’s about aligning energy with what matters most. By investing time wisely today, they’re buying themselves freedom tomorrow.
In the end, Chaucer’s reminder is not meant to scare us — it’s meant to wake us up. The tide doesn’t wait, but it also doesn’t stop us from sailing. Every business owner must choose between drifting passively and steering deliberately. The trick is to stop waiting for calm seas and learn to navigate the current as it is. Time is neutral — it rewards action and punishes hesitation equally. So when opportunity appears, don’t wait for the tide to return. Step forward, seize it, and move — because the current is already carrying you somewhere. The only question is whether you’ll decide where it goes.
