Now, let’s talk more about the “98/2 rule” and how it could sharpen your focus, too.
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You think Pareto’s Principle — the 80/20 rule — runs your world, but It doesn’t.
The Dutcher Principle, a.k.a. the 98/2 rule, however, does.
Let me explain…
I first heard about 98/2 from Shane Parrish’s Brain Food newsletter (one of my faves). In his words:
We often fixate on the visible and exciting, overlooking that most success comes from consistently doing the mundane, unglamourous work that few notice.
The 98/2 Rule: people spend 98% of their time talking about flashy things that contribute only 2% to the results, while overlooking the fact that 98% of the results come from consistently doing the boring basics that few notice.
- Shane Parrish
As humans, we tend to fixate on the flashy 2% — the wins, the outcomes, the noteworthy achievements — versus the behind-the-scenes effort that comprises 98% of the work behind them.
The 98/2 rule is about the invisible work that drives visible results. It’s the 98% of things you don’t see that impact the 2% that really matter.
A few examples…
Top sales reps make more sales calls, more site visits, send more emails, and do more outreach and prospecting than anyone else. But you only see the closed-won deals.
Top investors and entrepreneurs invest countless hours into understanding markets. Brad Jacobs, founder of United Rentals and XPO, spends countless hours studying a market before launching a new venture.
You can’t see all the pre-work, but it’s difficult to miss the eight billion-dollar businesses he’s launched (😳).
Elite athletes prioritize practice. They put in more time and train harder… nobody watches that part. The late Kobe Bryant said it best: "You have to work hard in the dark to shine in the light.”
Kobe’s training regimen included six hours of weights, cardio, and basketball drills per day.
My son was a gymnast for over a decade. Gymnasts spend 98% of their time practicing and <2% competing. When he left for practice each evening, I’d remind him, "Go win your competition tonight." Because practice is where the real work happens.
(I’m sure he got sick of that Dadism…)
The Dutcher principle applies to technology, too. The iPhone’s processor has a built-in neural engine that optimizes touch recognition, predicts user intent, and rejects errant touches from your palm. It’s one of countless innovations that make the iPhone a delight to use.
In SaaS companies, It’s easy to overextend our teams. You’ll often see success managers carrying a wide range of disparate responsibilities, like:
These tasks are simply too diverse for anyone to be good at all of them.
Even worse, when you expect one person to handle all of this, there’s little opportunity for them to hone a craft.
That’s why I continue to urge management teams to specialize roles as early as they can — when team members can spend 98% of their energy, time, and focus getting really good at one or two things that really matter, magic happens.
Specialization isn’t just a luxury; it’s how teams win, and it’s how careers are made.
You might do all of these things at some point. But eventually, you have to pick a lane and find a focus.
Hone a craft.
Build mastery in one area instead of trying to do it all. The unglamorous, consistent, behind-the-scenes work that creates the wins people celebrate.
What will your 98% be for 2025?
Hit “Reply” and let me know.
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