We’ve all read generic books and articles that tell you to “follow your dreams.” While that advice might offer inspiration, it doesn’t show you how to make permanent life changes that transform your business for the better.
Investing in a new business is dangerous. Your time, energy, resources, and name are all at risk to make money. If you want to tear down the cocoon of “average” that’s been so tightly spun around you by society, you need to become obsessed.
Being obsessed with business expansion is critical to success—it’s senior to strategy, pricing, timing, competition, or people. Place every ounce of your energy, time, money, and other resources into growing your revenue. Prioritizing the top line is more important than good margins. Shift your energy into offensive spending and investing. Make, raise, or borrow enough money so that you can reinvest 30% to 40% into expansion.
Be willing to risk waste in order to grow. Return on investment is simply a lie you tell yourself to justify not spending money. Invest knowing that not all of your investment will have visible returns. There’s not one ad, marketing campaign, branding campaign, or social media post that I’ve done where I regret spending money—you always need more exposure.
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Years before the economic crash of 2008, when my successes were accumulating, I started to ease off and wasn’t focused on expansion. I lost my purpose for a time, so my obsession was beginning to soften, and I became much less busy. I watered down my successful creed of relentless push, total commitment, and demanding work ethic in favor of finding time to “relax,” to step off the playing field, to take it easy with “reward yourself” weekends, five-hour golf games, dinners out, “quality time” at home, and a whole lot of introspection.
If I had just kept feeding my obsessive pursuits, I would have been in a completely different position when the markets collapsed that year. I would have been able to buy competitors for nothing, take market share that I used to have to fight for, and buy real estate for pennies on the dollar. I would have had the courage and the cash to expand my empire a hundredfold. This is why you must always keep pushing to grow.
It takes guts and courage to make money today. If you don’t invest in yourself, don’t expect customers to invest in you. Put your money at risk and into the marketplace. Get obsessed, and you will already be ahead of most entrepreneurs.
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