The hardest thing

I had lunch with someone in publishing today. She's been doing it for more than forty years, I'd say. She said to me, "People ask me what the hardest thing is... is it finding authors? I tell them that the two hardest things are hiring great people and watching the cash flow."

In the computer chip business, some people say the hardest thing is yield. In soft drinks, of course, it's top of mind marketing. In sales, it's getting qualified appointments.

What is the hardest thing in your business?

Does everyone you work with know that it's the hardest thing?

And what percentage of your time do you spend on it?