He constantly strives to improve his work
When you work for yourself, your business is what you make it. You get to control everything, for better or worse. My husband is an expert when it comes to the human body and improving athletic performance, but the business side of business has been a bit of a struggle. Intuitively, he can watch a person and say, you need to do x,y,z to get the results you want, but make him talk about his selling strategy or social media presence, and he used to break out in a sweat.
So what does he do? He makes me his administrative boss! Just kidding, but not really, because I am his administrative boss. In all seriousness, I do the scheduling, bank deposits, emailing, book-keeping, etc. etc. etc. BUT he studies the things he severely dislikes in order to improve his business acumen and reach. He's read multiple books related to business, entrepreneurship, and selling. He follows and studies great minds like Seth Godin, Brene Brown, Dan Miller, and Pete Dupuis, just to name a few, and you know what?
The change we've seen in our business as a result of his commitment to learn, grow, and improve even the parts that are most uncomfortable for him, has been astounding. We've got big goals for his business, and it seems like a slow climb, but we're getting there, and it's because he's willing to do whatever it takes to make it happen. He's willing to put in the work on himself so the business works better. I respect him so much for that, because if it were me, I would have just gotten a J.O.B - but that would be the easy way out, and he never takes the easy way out.
I love my husband because he's committed to being the best, and willing to put in the work to get there.