Monday, November 16, 2015

Marketing and Business Success Require Taking Risks - Lots of Them

Just think how great it would be to feel secure in your marketing and and law practice success. Not to have to worry about taking risks. Having a map of your business, a plan you can rigidly adhere to and count on no matter what. Being able to predict what will happen, like having an iron-clad insurance policy.

But what would that really mean for you if such a thing existed? Not taking risks would mean doing the same things the same old ways, over and over again. It would mean knowing all the time what is going to happen. On the one hand that sounds comforting. But on the other it would create a large problem for you. There would be no surprises, good or bad. No excitement, no challenges, no growth. How long would you find that acceptable, interesting, or stimulating?

But even if you desired this no-surprises security insurance with its drawbacks, the world outside you and your practice simply is not going to conform to your wishes for it. The fact is that while you may have considerable control over how you deal with your marketing, practice, and life, you have very little control over how life outside you deals with them. For example,

- You cannot always predict and control the behavior of others.
- You cannot ensure that the local economy will be in your favor.
- You cannot be certain of the consequences of any given action.
- You cannot guarantee that your marketing and practice will thrive and be satisfying.

Despite what some believe about your being able to attract whatever you want by simply concentrating on it, believing that you can make the world conform to your desires and expectations results in frustration, anger, futility, and depression. It takes focus, planning, and lots of action to get what you want. And even then, you still cannot guarantee you will receive it.

External security is wishful thinking. The only real security is what you generate internally. What you think and act on. This is what you control. Specifically, it is you

- Having confidence that you can do whatever is necessary to get what you want.
- Realizing and accepting that you have to choose and control what you do... or be tossed around at everyone's whim like a ragdoll in a tornado.
- Determining how you will respond to the environment and events as they occur.
- Deciding to act to make things happen the way you want.

Risk-taking is essential. In the words of Helen Keller, "Security does not exist in nature.... Avoiding danger is no safer in the long run than outright exposure. Life is either a daring adventure or nothing."

Ask yourself what would you do if the Men in Black swooped in, snatched you, and dropped you in your birthday suit on a plain in the Sudan. Could you survive not knowing the culture, language, or climate? Could you make friends, get food, and find shelter? If you depend upon external security, you would likely perish. But if you depend upon your internal security, you would likely survive. The same is true of your marketing and practice.

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