Hi, I’m Jone Lee
a Content Witter SEO Marketer Writing Book

In the age of AI, execution alone is no longer the differentiator. The real value is in orchestrating the end result.

I have been having tough conversations with my dev team about the difference between executing tasks and orchestrating value to achieve the end result.

A lot of us get stuck in saying, “But I have done the task. I have done what I was asked to do. I have done my piece excellently.” But without the seeing and fulfilling of the end-to-end value, the task in and of itself can become meaningless.

That is where the conversation becomes uncomfortable.

Because many of us have been trained to measure ourselves by task completion. “I completed the ticket.” “I sent the thing.” “I built the feature.” And all of that may be true. But if the business, the client, the user, or the stakeholder does not experience the value that was meant to come from that work, then the completed task starts losing meaning.

This is not only a development team issue. I see it in business all the time.

A client will say, “I need a website.” But when I go deeper, the real question is not the website. The real question is: what must the website achieve? Is it meant to create credibility? Generate leads? Explain the business better? Help the founder look more serious in front of funders or clients?

Another client will say, “I need an app.” But again, the app is not the point. The question is: what problem must this app solve? What behaviour must it change? What process must it improve? What value must it unlock?

Even in my events business, a client may ask for screens, sound, staging or lighting. But my job is not only to supply equipment. My job is to understand the production they are trying to create. What must the audience feel? What must the brand communicate? What experience must the event deliver?

That is the difference between delivering to the brief and delivering value.

You can deliver exactly what was requested and still miss the point.

You can complete the task and still fail the outcome.

And in the age of AI, this distinction is becoming even more important. AI can execute many tasks. It can generate code. It can generate documents. It can generate content. It can generate ideas. It can help produce strategy. The tool is becoming available to everybody.

So if your value is only in task execution, you are opening yourself up to being replaced by machines. Because machines can execute tasks. They can generate. They can produce. They can follow instructions. The question then becomes: what is your value add in the equation?

The real value is in seeing the bigger picture. It is in asking better questions. It is in understanding what the work is meant to achieve. It is in connecting the moving parts. It is in knowing when to challenge the brief because the brief may not actually deliver the result the client or business needs.

That is the skill I continue to sharpen in myself, my teams and my businesses.

Do not just ask, “What must I do?”

Ask, “What value must this create?”

Because task execution may get the work done, but the orchestration of value is what makes the work meaningful.

Leadership Lessons from Proverbs: Timeless Wisdom for Today’s Leaders

Leadership has always fascinated me. Over the years, running my businesses and leading teams, I’ve realised leadership isn’t just about making decisions or holding a title. It’s about service, impact, and integrity.

One of the places I draw the deepest wisdom from is the book of Proverbs. Solomon, the wisest king, didn’t ask God for riches or fame—he asked for wisdom so he could govern people well. That always humbles me, because it reminds me to check my motives: am I leading for myself, or for the people I’ve been entrusted to serve?

In today’s business, community, and family contexts, these principles remain as powerful as ever. Here are the seven leadership lessons from Proverbs that continue to shape my journey—and I believe they can transform yours too.

1. Servant Leadership: Leading with Purpose

When Solomon asked for wisdom, it wasn’t for himself but to serve the people. That’s servant leadership: putting people’s growth, wellbeing, and development first. Instead of focusing on recognition or power, servant leaders empower their teams, build trust, and foster collaboration.


I’ve seen this in my own company. Sometimes, my role isn’t to come up with all the answers, but to create an environment where my team can thrive. For example, when a new technician joins an event setup, I make sure they’re not just told what to do but also mentored through the process. It takes more time upfront, but I’ve seen how it builds loyalty and competence in the long run.

Servant leadership also takes listening to my team and not just making things about what I want and how I see them. When we serve others, it empowers them to serve our goals and visions as leaders.

Reflective question: Why do you want to lead? Is it for recognition, or to serve and uplift others?

2. Mentorship and Advisors: Building Your Circle

Proverbs says: “Walk with the wise and become wise.” That’s not theory—that’s life.

Leadership isn’t a solo journey. I recently picked this model up from Dan Martell, and it has put to words what has worked for me over the years.

You need three kinds of people in your circle:
– Mentors – those who are far ahead and rich in experience.
– Advisors – people who have “done it before” and can guide you through specific steps.
– Peers – colleagues who grow alongside you and hold you accountable.

I’ve had mentors who were 10–15 years ahead of me, and their guidance saved me from mistakes that could have cost me years. Advisors have been equally crucial. When I was bootstrapping my business, I leaned on people who had already negotiated big contracts and supplier dieals. Their tips—like how to structure payment terms or how to do importing —gave me an edge. There experiences and lessons saved me a huge amount of time and money of which I am truly grateful.

And then there are peers. I remember sitting in a rooms with fellow founders and business owners at different events and conferences. Just hearing their stories reminded me I wasn’t alone in the grind. That’s the value of peers: they sharpen you while walking the same road.

In today’s digital age, mentors and advisors aren’t limited to proximity. Books, podcasts, and online communities open doors to world-class guidance.

3. Speaking Life: The Power of Words

Proverbs teaches us: “Those who guard their lips preserve their life.” As a leader, what you say matters—more than you realise.
It matters what you say about yourself and it also matters what you say about others. When you say good things about yourself, they are reinforced and you perform accordingly. As a leaders, your words can build or destroy morale, culture, and trust. Your feedback should always aim t be constructive, even when it is tough. Leadership feedback should lift people higher, not break them down.

I once had a young team member who made a serious mistake during an event. I was frustrated, but instead of scolding her, I sat her down and explained how we could fix it and what to do next time. Today, she’s one of the most dependable people on our crew. If I had only spoken criticism, and ranted in frustration, I would have crushed her spirit.

Pro Tip: Don’t just criticise mistakes — point people towards solutions and a better way

4. Diligence: The Work No One Sees

“The desires of the diligent are fully satisfied.”
Leadership may look glamorous, but true impact happens in the unseen hours: preparing strategies, refining plans, negotiating stakeholders, and ensuring payroll gets paid. Most people see the event lights, the sound systems, completed projects, the reverence and the applause. They don’t see the late nights in the warehouse testing equipment, or the endless spreadsheets balancing plans and payroll. That’s the unseen grind of leadership—diligence.

Great leaders stay consistent — showing up even when motivation fades.

Remember: progress is better than great ideas not actioned.

Reflective question: What have you done this week to move closer to your goals?

5. Discipline: Talent Needs Structure
Proverbs warns: “Whoever disregards discipline comes to poverty and shame.”

Talent may get you recognised, but discipline sustains your leadership. It’s easy to rely on talent, but discipline is what makes people trust you. Discipline means being reliable, accountable, and consistent, even in small commitments.

The biggest struggles for me are staying consistent with committments to myself. The choice to eat right, exercise and do tasks that are just for me. It is easy to sacrifice myself but I have had to realise and accept that this is also part of discipline and I need to work and master it. It’s not about perfection — it’s about being humble enough to accept correction and strong enough to stay the course.

6. Integrity: Doing Right When No One is Watching

“Righteousness guards the person of integrity.” Integrity is the foundation of trust. It’s not measured by how you act publicly, but by the choices you make privately. Integrity is a big one for me, especially living in South Africa where corruption is a daily headline. But integrity starts small, its starts with “me” and not just the “others”.

True integrity often costs something, but without it, leaders eventually fall.

7. Decision-Making: Choose, Don’t Drift

Indecision costs more than a wrong decision corrected. Proverbs says, “All who are prudent act with knowledge, but fools expose their folly.” Leaders must be decisive, using wisdom, knowledge, and contingency planning to navigate uncertainty.

I’ve learned that making no decision is worse than making a wrong one and correcting it. In moments of indecision I have realised that what is paralysing me is the fear of getting it wrong and being exposed. It is the fear of hurting other people’s feelings. In a previous article, I spoke about fear and how it is a protection mechanism that we must work with to de-risk the situation but we must never allow it to work against us.

Conclusion

Proverbs isn’t just ancient wisdom—it’s leadership strategy for today. It offers a blueprint for effective leadership: serve first, surround yourself with the wise, speak life, stay diligent, practice discipline, walk in integrity, and make wise decisions.

When leaders apply these timeless principles, they not only grow themselves but also elevate their organisations, communities, and nations.

Leadership isn’t about the applause—it’s about the lives changed because you chose to lead with wisdom.

“Which of these Proverbs leadership lessons resonates with you most? Drop me a note or share this with a leader who needs it.”

What’s Stopping You? A Guide for Aspiring Entrepreneurs

The Courage to Start a Business

I’ve had many conversations with aspiring entrepreneurs who have brilliant business ideas but haven’t yet found the courage to start. Sometimes they’re still planning, researching, or saving — but more often, they have the idea, just not a plan.

These conversations challenged me to reflect on a common pattern: people postponing action and getting stuck in what I call perpetual paralysis. I want to unpack three key reasons why many people don’t take the first step — and how to overcome them.

1. Fear of Failure and Its Consequences

Insight: According to the Global Entrepreneurship Monitor (GEM) Report, fear of failure ranks among the top three reasons people don’t start businesses — globally. This isn’t just a South African problem. Fear transcends geography, culture, and background.

Why is failure so frightening? Because we often tie it to our identity. We don’t just see it as a situation — we internalise it as a reflection of our worth. Underlying fears include:

• Fear of financial loss
• Fear of judgement from peers or family
• Fear of damaging our own self-esteem

Fear is natural — it’s a built-in mechanism to detect danger and protect us. The trick is not to ignore it, but to understand and manage it. Use fear as a signal to assess risks more clearly and build contingency plans.

My story: When I wanted to expand my events business to include LED screens, I was afraid. It required a significant investment in equipment, with no guarantee of returns. I was also venturing into importing gear for the first time — new suppliers, agents, and shipping risks.

So, I sought guidance from someone who had done it before. Their mentorship helped me navigate the process and ease the fear. Was I still scared? Yes — but with each step forward, things became clearer. Clarity grows with motion and not stillness.

Fear doesn’t disappear. But it loses its grip when you move. Reframe failure as feedback. Every successful entrepreneur has failed — and learned from it.

If you can’t find a mentor nearby, use the internet. YouTube, Google, podcasts — they bring the world’s best advice to your fingertips at little or no cost.

2. Not Knowing Where to Start

Insight: Having an idea is not the same as having a plan. A plan is a sequence of actionable steps that take you from concept to execution.

So, where do you begin? Start with what you know and start small.

Ask:

• Operate from home
• Build your website with AI tools or free website builders
• Use WhatsApp and social media to market
• Look for customers within your current network
• Use tools like ChatGPT, Gemini, or Deekseek for marketing copy

Can you collaborate with someone to share resources?

Example: If you’re delivering goods, you don’t need a car at first — consider Uber, Bolt, or courier services. Think frugally, creatively, and practically.

Do not feel under pressure to do things like all the mainstream guys. Look at doable ways of cutting costs without sacrificing the quality of your service.

Raise capital through presales and deposits, but be precise about your costing. As a client, I became frustrated when small business owners have made me pay money upfront, and midway through the service, they came back asking for more money to finish the job. Don’t be the entrepreneur who asks for more money mid-job because they miscalculated. Let the maths “maths.”

My story: When I started my events business, I had passion and a small car — not much else. I found a supplier who rented out the same sound equipment I wanted to own. I built a website with my own IT skills, added a markup, and promoted it using SEO and Google Ads.

When clients booked me, I hired equipment from the supplier or outsourced the job while learning and profiting. This approach validated my idea, helped me understand market demand, and guided my future investments.

Without this step-by-step approach, I might have spent money on equipment no one really wanted. I see many startups make this mistake. Don’t let that be you.

In Closing

You may have to start scared — but start smart. Use what you know, start small, and validate your idea. The little you have can grow into something great if you stay committed and invest in your growth and never give up.

It takes faith to start a business — because you’re stepping into the unknown. But remember:
Faith without action is dead. Your dreams are waiting for you to act. 

• What do I know about this business?
• What do I still need to learn?

Starting in a familiar field builds confidence and business acumen. Business has many moving parts — sales, marketing, service delivery, customer support, staff management, and more. Starting in completely unfamiliar territory can overwhelm you early on and increase the risk of failure.

Once you have your idea, identify the problem you’re solving. Test the solution with your audience. Can you run a survey? Try a soft launch with sample stock?

Research and connect with people in the industry. In Zulu, we say: “Indlela ibuzwa kwabaphambili” — “Ask for direction from those ahead.” Don’t let pride or fear keep you from asking questions. You’ll save time, money, and stress by listening and heeding to the experiences of others.

Adopt a growth mindset. This means believing that your skills and intelligence can be developed through dedication, hard work and a commitment to learning. It is anchored on the premise that challenges and obstacles build fortitude and are a part of growth. So, embrace the challenges — they’re part of the journey.

Summary:

• Start with what you know
• Define the problem you’re solving
• Start small and test your idea
• Research and connect with industry players
• Build a growth mindset

3. Not Having the Money to Start

Most businesses don’t start with big capital. In fact, over 60% of SMEs globally start with personal savings or no capital at all. It is best to start with what you have and start small. How can you use your skills, knowledge and relationships to assist you with starting?

Start lean. Use what you have:

• Operate from home
• Build your website with AI tools or free website builders
• Use WhatsApp and social media to market
• Look for customers within your current network
• Use tools like ChatGPT, Gemini, or Deekseek for marketing copy

Can you collaborate with someone to share resources?

Example: If you’re delivering goods, you don’t need a car at first — consider Uber, Bolt, or courier services. Think frugally, creatively, and practically.

Do not feel under pressure to do things like all the mainstream guys. Look at doable ways of cutting costs without sacrificing the quality of your service.

Raise capital through presales and deposits, but be precise about your costing. As a client, I became frustrated when small business owners have made me pay money upfront, and midway through the service, they came back asking for more money to finish the job. Don’t be the entrepreneur who asks for more money mid-job because they miscalculated. Let the maths “maths.”

My story: When I started my events business, I had passion and a small car — not much else. I found a supplier who rented out the same sound equipment I wanted to own. I built a website with my own IT skills, added a markup, and promoted it using SEO and Google Ads.

When clients booked me, I hired equipment from the supplier or outsourced the job while learning and profiting. This approach validated my idea, helped me understand market demand, and guided my future investments.

Without this step-by-step approach, I might have spent money on equipment no one really wanted. I see many startups make this mistake. Don’t let that be you.

In Closing

You may have to start scared — but start smart. Use what you know, start small, and validate your idea. The little you have can grow into something great if you stay committed and invest in your growth and never give up.

It takes faith to start a business — because you’re stepping into the unknown. But remember:
Faith without action is dead. Your dreams are waiting for you to act.