Three things are needed in order to get somewhere:

  1. Knowing where you want to go
  2. Knowing what it costs to get there
  3. Being OK with both

Wanting to run a PPC campaign, but “needing it to ‘work’ right away” skips #2 and #3.

Wanting to invest in a huge social media following, but not really knowing why, skips #1 and #3.

Wanting a fantastic marketing website, but “needing it done cheaper” skips #3.

Wanting to develop a skill with a new tool, but “needing to use it perfectly now”, skips #3.

If we can’t be OK with all three things, we can’t be disappointed if we don’t get where being OK with them would otherwise take us.

Where do you want to go? Did you count the cost of getting there?