“When we do X the business will be amazing”
I find myself saying this quite a lot.
Partially that’s because we get through a lot of X’s.
Partially it’s the instinctive desire to develop and progress as quickly as possible.
X’s include:
- New offices
- New staff
- New marketing campaigns
- New hardware / software
- New products / prices
In a recent moment of clarity (ironically involving a modest quantity of alcohol) I realised that the next big thing is today.
I realised that I needed to stop thinking about what the businesses will be, and think about what they are.
That doesn’t mean abandoning the concept of working on the business and start working in the business (extra cheese please).
I think it just means that sometimes it’s important to view something as it is, not as it will be. This is called reality.
When you accept reality, you can share it confidently with the world (and to your staff, and to yourself).
When is it time to start marketing, discussing, delivering, promising and embracing?
It’s today. And it doesn’t matter if the business cards haven’t arrived yet.
If I were to use an analogy (I am famous for rubbish analogies) I’d say this:
Building a business is a bit like designing a racing car. There is always a way to make it faster, or more aerodynamic, but one day you just need to get in it and drive. That day is today.
