The Zone 2 CEO: Building a 10X Business Through Optimal State Science
The Zone 2 CEO: Building a 10X Business Through Optimal State Science
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I have talked to many business owners who are ready to sell their companies because they are simply exhausted. They are tired of running the day-to-day, and the business isn’t bringing them the fulfillment they thought it would. They started with a vision of freedom, but they ended up with a job that drains them.
We all know the story of the tortoise and the hare. The hare runs out really fast, but who ends up winning the race? It’s the tortoise, who moves slow and steady. You can do the same in your business. By going slower and taking your time to build robust systems, you actually give your business the capacity to grow. This is 10X thinking rather than 2X thinking.
The Science of Zone 2: From the Track to the Boardroom
You’ve likely heard the cliché that running a business is a marathon, not a sprint. But there is a specific way to train for a marathon that most people overlook: Zone 2 training. In exercise science, there are five heart rate zones. Zone 1 is the lowest, and Zone 5 is your maximum effort. Zone 2 is the "sweet spot." It’s calculated based on your age and fitness level, but the simple rule of thumb is that you can still talk, but you can’t sing.
The interesting thing is that our brains also operate in zones based on the firing of neurotransmitters like norepinephrine.
Zone 1 Brain State: A low-fire state. You feel relaxed or calm, but you might also feel bored or low-energy.
Zone 3+ Brain State: This is the high-fire state used for emergencies and survival. It’s great for quick decisions, but it leaves you feeling anxious and stressed. It is not meant for long-term creative or analytical thinking.
The Zone 2 Brain State: This is the medium-fire pace. This is where we find Flow—that optimal state where you are totally immersed in an activity that is both enjoyable and challenging.
When you operate your business in Zone 2, you are in your optimal state. You are performing at your best without the burnout that comes from constant sprinting.
11 Lessons for Running Your Business in Zone 2
To help you move from the stress of the sprint to the flow of the marathon, I’ve broken down 11 lessons I’ve learned from my own Zone 2 training that apply directly to how you run your business.
1. Zone 2 is More Enjoyable
When I run in Zone 2, I’m not gasping for air. I’m not red-faced and sweaty, thinking only about when the run will end. I can actually look around, see the flowers, and enjoy the people I pass. The same is true for your business. When you operate in an enjoyable state, you actually look forward to your work. You can enjoy the day-to-day operations rather than just surviving them.
2. Sustainability Wins the Race
In Africa, the Kalahari Bushmen hunt antelope not by outrunning them in a sprint, but through endurance. They run at a slower pace for hours or even days until the animal exhausts itself. Many business owners try to "hustle" their way to success by working every night and weekend. They burn out before they ever reach the finish line. Zone 2 is sustainable; it allows you to stay in the race long enough to win.
3. Increase Your Capacity (10X Thinking)
Tadej Pogačar, a multi-time Tour de France winner, does almost all of his training in Zone 2. By training at a lower heart rate, he has built his heart's capacity to do more work with less effort. In business, going slower now to build systems is how you build the capacity to scale later. This is 10X thinking—building a foundation that can support massive growth without breaking.
4. It’s Harder to Go Slow Than to Go Fast
Naturally, our bodies and our businesses want to drift into Zone 4 or 5. We feel like we should be doing more, moving faster, and taking on every opportunity. It takes a conscious, often frustrating effort to slow down and focus on just one or three core goals. You have to fight the urge to go full tilt.
5. Everyone is Different
When I’m running in Zone 2, I’ve literally had people walk faster than me. It can be humiliating if I compare myself to them. But my Zone 2 is based on my age, my fitness, my sleep, and my history. In business, we get caught in the comparison game—seeing others make more money or get clients faster. Remember: they might be sprinting toward a burnout while you are building a marathon-winning system.
6. Goals Motivate and Guide
When I trained for my 15K, I had a date and a plan. That goal motivated me on days when it was raining or I wasn't in the mood. In business, a clear goal with milestones helps you determine what to do today to reach where you want to be in five years.
7. Have a Plan and a Coach
When I hit physical roadblocks like arthritis or hip pain during training, I worked with a physical therapist for over a year. They adjusted my plan and held me accountable. You cannot just pick a "magic number" for your revenue; you need a plan and a coach to help you adjust your strategy when you hit the inevitable roadblocks.
8. Create Routines
At first, I tried to "squeeze in" my runs. It didn't work. I had to create a routine: Tuesday, Thursday, and Saturday at 7 a.m. Once it was a routine, I didn't have to think about it. Whatever is important in your business—your newsletter, your deep work, your strategy sessions—needs a regular rhythm so you don't spend energy second-guessing your schedule.
9. Monitor Your Progress
I don't always know when I've drifted out of Zone 2; I rely on my Apple Watch to beep in my ear. In business, you need a dashboard. Don't monitor a hundred things—pick a few key metrics (leads, sales calls, engagement) and use a simple "red light/green light" system to see if you are on track.
10. Build in Rest
Rest is where the growth actually happens. If I don't alternate my run days, my body just breaks down. The same is true for your brain. You will be more effective during your working hours if you refuse to work evenings and weekends. Your best ideas come when your brain has the space to refresh.
11. Use Zone 4 Strategically
Sprinting has its place. In training, I spend about 20 minutes a week purposely going into Zone 4 to increase my capacity. In business, you will have sprints—a launch, a big project, or a deadline. The key is to make these sprints strategic and limited. Don't let a "sprint" become your permanent pace.
Implementation Checklist: Becoming a Zone 2 CEO
Ready to move from hustle to flow? Use this checklist to apply these 11 lessons to your business this week:
Identify your "Zone 2" state: Define the type of work that allows you to be creative and analytical without feeling anxious.
Set a "Sustainable Sprint" limit: Identify any current "Zone 4" activities and set a firm end date for those sprints.
Define your 10X systems goal: What is one system you can build this week that increases your future capacity?
Practice the "Slow Down" audit: Review your to-do list and remove everything that isn't one of your top 3 strategic goals.
Turn off the comparison engine: Unfollow or mute one source that triggers "imposter syndrome" or unnecessary comparison.
Map your milestones: Take your 1-year goal and break it into four quarterly milestones.
Schedule your routine: Choose 3 specific times this week for your most important "Zone 2" work.
Build your dashboard: Identify 3 key metrics (leads, sales, or output) to monitor weekly.
Protect your rest: Block off your calendar for this coming weekend and commit to zero business communication.
Find your coach: Identify one person who can hold you accountable to your systems plan.
Conclusion: Let's Start Flowing
My mission is to help people unleash their unique genius through business ownership without sacrificing their lives in the process. If you’re living in a state of constant stress, you’re going to run out of steam. Focus on finding your Zone 2 sweet spot.
If you’re ready to stop the hustle and start finding your flow, I invite you to download my no-cost guide to running your business in Zone 2 at CordesLindow.com/business-growth.
