THE LIGHTHOUSE Principle
The Rocks Don’t Move
I saw something on social media recently that stopped me mid-scroll: The Lighthouse Principle.
The concept is simple but profound: A lighthouse doesn't chase ships. It stands firm, provides guidance, and those who need it know exactly where to look. Those who ignore it crash on the rocks.
As someone who's spent decades in business leadership and now runs Three Degrees Consulting from my sailboat Samsara, this metaphor resonated deeply. Not just because of my background, but because it perfectly captures what I believe about effective consulting—and effective business leadership in general.
The Problem with Chasing
Let's be honest: there's immense pressure in business to chase.
Chase leads. Chase trends. Chase attention on social media. Chase every potential client who might, possibly, maybe need your services.
The result? Exhaustion, diluted messaging, and often working with clients who aren't really a good fit—who hired you because you were persistent, not because they truly valued what you bring to the table.
I've seen this in my 30+ years of business experience, from leading teams in large public companies to working with private businesses across manufacturing, services, and beyond. The businesses that succeed aren't the ones frantically chasing every opportunity. They're the ones that establish clear positioning and become the known resource in their space.
What Makes a Lighthouse Effective
Think about what makes a lighthouse work:
1. It's Built on Solid Ground
A lighthouse isn't floating around hoping to be in the right place at the right time. It's anchored on a strategic position—usually marking real dangers that aren't going anywhere.
For consultants and business leaders, this means having deep expertise, proven methodologies, and real value to offer. You can't be a lighthouse if you're built on sand.
2. It Provides Consistent, Reliable Guidance
The light doesn't flicker on and off based on whether ships are paying attention. It rotates steadily, predictably, doing its job whether anyone is watching or not.
In business terms, this means showing up consistently—through content, networking, thought leadership, and delivering exceptional results for the clients you do work with. Your reputation becomes your beacon.
3. It Lets Ships Make Their Own Decisions
Here's the crucial part: the lighthouse doesn't force anyone to follow its guidance. It simply illuminates what's there.
Ships can heed the warning or ignore it. That's their choice.
As a consultant, I can show you the strategic challenges ahead, the operational inefficiencies costing you money, the need to prepare for industry changes. But I can't—and won't—chase you down to convince you that you need help.
4. It's There When You Need It
The most important characteristic? When a ship does need guidance—when the waters get rough, visibility drops, or the stakes are high—the lighthouse is exactly where it's always been.
Ready. Reliable. Invaluable.
Applying the Lighthouse Principle to Three Degrees Consulting
This principle shapes everything about how I run my practice:
I focus on deep expertise in specific areas: strategic planning, leadership development, operational improvement, and tactical implementations—particularly in established organizations that are ready for change. I'd rather be the definitive expert in these areas than a generalist chasing every type of project.
I show up consistently: Through networking with the Southport Oak Island Chamber of Commerce, mentoring at UNC Wilmington's Center for Innovation and Entrepreneurship, and creating content that helps business leaders see what's coming—not just react to what's already happened.
I position myself as a futurist guide: My book Prepare to Tack: A Business Fable About Strategic Clarity isn't about fixing yesterday's problems. It's about helping leaders develop the clarity to see what's ahead and adjust course before the crisis hits.
I work with clients who value guidance: The businesses that reach out to Three Degrees Consulting aren't looking for someone to chase them with sales pitches. They're actively seeking strategic guidance because they recognize the complexity of the waters ahead.
The Rocks Don't Move
Here's the uncomfortable truth that makes the lighthouse principle so powerful:
The rocks don't move.
Market disruptions, operational inefficiencies, strategic misalignment, leadership gaps—these challenges don't disappear because we ignore them. They're there, solid and unmoving, waiting.
A business can:
Seek guidance and navigate safely around them
Ignore the warnings and crash
Pretend the rocks don't exist until it's too late
As a consultant, my job isn't to convince you the rocks are there. My job is to stand firm in my expertise, keep my light burning consistently, and be ready when you decide you need help navigating.
Are You a Lighthouse or a Tugboat?
This principle applies beyond consulting. Every business leader, entrepreneur, and professional faces this choice:
The Tugboat Approach: Chase every opportunity. React to every trend. Try to be everything to everyone. Work harder and harder to pull others along.
The Lighthouse Approach: Establish your position. Build deep expertise. Show up consistently. Let your value speak for itself. Be there when people need you.
Both require work. But only one is sustainable long-term.
Finding Your Solid Ground
If you're drawn to the lighthouse principle, here's where to start:
Identify your rocks: What specific problems do you solve better than anyone else? What dangers can you help people avoid?
Build on solid ground: Develop genuine expertise, proven methodologies, and real results you can point to.
Show up consistently: Content, networking, thought leadership—be visible and valuable even when no one is actively buying.
Trust the process: The right people will find you when they need you. Not everyone will, and that's okay.
Stand firm: Don't compromise your positioning or expertise chasing clients who aren't the right fit.
The Light Is Always On
At Three Degrees Consulting, I've chosen the lighthouse approach.
I'm here in Coastal Carolina, helping businesses navigate strategic planning, operational excellence, and the changes ahead. I bring 30+ years of experience, deep manufacturing and ERP expertise, and a commitment to helping clients see what's coming—not just react to what's already happened.
I don't chase. I guide.
And when you're ready to chart a course through uncertain waters, you know where to find me.
The light is always on.