If you could create your own fantasy board of directors, who would be on it? CO— connects you with thought leaders from across the business spectrum and asks them to help solve your biggest business challenges. In this edition, we ask an accomplished food entrepreneur for his tips on productivity.
In this edition of “Ask the Board,” we feature Gregory Vetter, former Founder of Tessemae's and Founder of Alta Fresh Foods. Gregory knows firsthand how important it is to be productive when you’re trying to build something big and have a million things on your plate. Here’s what he had to say:
The hustle will only get you so far. I learned that the hard way, building a company from a Tupperware container of lemon-garlic dressing to a national brand—and nearly losing everything in the process. Hustle matters. But what matters more? Working smart. Especially when your resources are limited, your team is small, and your days feel like a fire drill.
Here are eight productivity hacks that helped me reclaim my time, my focus, and my sanity. They are built for early-stage entrepreneurs like you—freelancers, side hustlers, and anyone chasing a vision with limited bandwidth.
Own your morning
Mornings set the tone. Win them, and you often win the whole day. Wake up early, move your body, hydrate, and get quiet before the noise of the world starts. Then tackle your highest-impact work before distractions creep in. This isn’t about being a morning person—it’s about owning the hours you control.
Set your most important goal (MIG) for the year and have it be your north star
If everything is important, nothing is. Your MIG will dictate your actual day’s activities that will be divided up between Critical/Urgent and Beneficial/Important. Your critical and urgent activities get done first and nothing else matters until they are done. Have these tasks in an actual journal that allows you to carry it with you. Progress happens when focus becomes a habit.
Prepare backwards
Start with the outcome. What does done look like? Then map your steps backward. This eliminates confusion and false starts. Whether it’s launching a product or writing an email pitch, working backward keeps you grounded in results, not busywork.
Time-box everything
Want to get faster? Shrink the clock. Set tight deadlines—even artificial ones—and stick to them. Give yourself 25 minutes to brainstorm ideas, not an afternoon. You'll be amazed what urgency can unlock. This is where speed lives.
Hustle matters. But what matters more? Working smart. Especially when your resources are limited, your team is small, and your days feel like a fire drill.Gregory Vetter, Founder of Tessemae's and Alta Fresh Foods
Use daily themes to focus
Decision fatigue kills momentum. Assign each day of the week a focus: Sales Tuesdays, Systems Wednesdays, Content Thursdays. This structure limits context switching and creates a rhythm your brain can trust. Consistency beats intensity.
Delegate ruthlessly
You can do anything—but not everything. Ask yourself: “Is this something only I can do?” If the answer is no, hand it off. Whether it’s scheduling, research, or fulfillment—there are tools, freelancers, and teammates who can help. Your job is to lead, not to drown in tasks.
Leverage the 80/20 input review
Each week, look back. What actually worked? Where did the results come from? Usually, 20% of your effort drives 80% of progress. Find that 20%. Do it again. Cut the rest. This is how you build momentum with precision.
Remember that done beats perfect
Launch messy. Publish before you’re ready. Send the email. Ship the thing. Perfection is a trap that hides fear. The faster you get your ideas out, the faster you can refine. Action always outperforms hesitation.
When I built Tessemae’s with my brothers, we didn’t have a road map. We had a recipe, a beat-up Prius, and an old restaurant kitchen we could use when no one else was around. We didn’t know how to scale a business—we learned by doing.
These productivity hacks weren’t born in a textbook. They were forged under pressure, during 2 a.m. bottling shifts and three-hour sleep cycles. If you’re in that place now—bootstrapping, juggling, grinding—know this: Your time is your most valuable asset. Protect it like equity.
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
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