Business

Unexpected Insights for the Christian Entrepreneur Pt. 5

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The Dangers of Christian Copywriting

“…preach the gospel: not with wisdom of words, lest the cross of Christ should be made of none effect.” – 1 Corinthians 1:17 KJV

“…When I came to you…not with excellency of speech or of wisdom, declaring unto you the testimony of God…And my speech and my preaching was not with enticing words of man’s wisdom…” – 1 Corinthians 2:1,4 KJV

Ministry is not business. As such, ministries should not “market” in the traditional sense.

Not everyone will agree with this, but I’ve yet to find any way to justify using the idea that churches and para-church organizations should be treated the same way as secular businesses.

I’m not saying that marketing is bad. I’m not saying that persuasion is evil. Actually, I hold the opposite opinion.

But you can’t get around Scripture. In Paul’s first letter to the church at Corinth, he says a mouthful about his preaching and his approach to ministry.

Paul was among the most educated men of his day. He was a gifted orator with a brilliant mind, and he understood people (the human condition, the heart) probably as well as anyone in history. If anyone could have utilized “excellency of speech” or the “wisdom of words” to persuade his hearers, it would have been him.

But he refused to do so.

He knew that the gospel is a demonstration of God’s power, not of the speaker’s intelligence or ability to create emotional impact. Christians must rely on the Holy Spirit to convict and teach (John 16:8, 13).

As a copywriter, I spend a lot of time learning about persuasion, and I seek to gain mastery of the English language. But as a Bible teacher, I put all of that stuff to the side (Philippians 3:6). It would be harmful for me to depend on those skills to do work only God can do by His Spirit and His Word.

All I ask is this: any copywriters who are working to grow ministries, please don’t put your trust in your skills or abilities. God will build His church (Matthew 16:18) using his method: the Spirit (1 Corinthians 12:3) working through men and women committed to sharing His gift of eternal life with a dying world.

P.S.  I don’t mean to imply that the words used to promote ministry should not be carefully chosen. They clearly do. Just listen to Ravi Zacharias or R.C. Sproul; these are brilliant men who can use language as skillfully as anyone on the planet. But they don’t rely on copywriting tricks, NLP or other gimmicks to get their points across. The content speaks, the audience listens and the Lord edifies.

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Read Parts 1, 2, 3 and 4 of the Unexpected Insight series.

Henry Ford: Misunderstood Marketing Genius

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Henry Ford is widely regarded as one of the greatest entrepreneurs in history. When you hear his name, you automatically think about how he innovated the use of assembly line techniques to revolutionize the automobile industry.  Listen to what Harvard Business school professor Theodore Levitt wrote about Ford:

“We habitually celebrate him for the wrong reason, his production genius. His real genius was marketing. We think he was able to cut his selling price and therefore sell millions of $500 cars because his invention of the assembly line reduced the costs. Actually he invented the assembly line because he had concluded that at $500 he could sell millions of cars. Mass production was the result, not the cause, of his low prices...He was brilliant because he fashioned a production system designed to fit market needs.” (Author’s emphasis)

Ford understood an indispensable key to successful marketing: the needs and desires of your target market must dictate the products and/or services you provide. That should be obvious. Unfortunately, many businesses work hard to sell what they want to sell (their latest invention or a gadget they think is really cool) instead of what the market wants or needs to buy. Those businesses fail.

Now, let’s look at this point from another angle. What did Henry Ford himself say about his market? “If I’d asked my customers what they wanted, they’d have said a faster horse.” Doesn’t that negate what we’ve said thus far? Far from it.

Nobody wanted cars, it’s true. But they did want to travel more quickly. So Ford did manufacture and sell what people already wanted; it just came in a different package than they expected.

I think there’s an important lesson here. According to another Harvard professor, Paul R. Lawrence, all the decisions we make are based on 4 basic drives: to 1) acquire/achieve, 2) bond, 3) learn/comprehend and 4) defend. If you think about it, everything you purchase satisfies at least one of these motivations. For example, I may buy a Rolex watch to acquire the admiration of my peers. Or, maybe I’ll get the Timex to defend my bank account.

Of course, these drives are unique for everyone. That’s why you have to dig deep and really get to know your ideal clients. What drives are dominant in their decision-making process? What shape do those drives take? What stimulates those drives?

Creating your ideal customer profile is great, but make sure it’s rooted in reality, not your imagination.

Give ‘Em a Reason

Having a product people want usually isn’t enough to make you successful. We see companies with great products or services fail all the time.

Think about the multimillion dollar ad campaigns we see during major political elections. Candidates don’t settle for “getting their name out there.” They beat up the other guys and present specific “evidence” to demonstrate that they are the best choice. (Whether or not their statements were true is another conversation.)

Remember Paul Lawrence’s 4 Drives theory. Your sales and marketing messages should communicate the specific ways your offer will address these deep-seated drives in your audience. How does your product satisfy their desire to acquire something they badly want? How will they come to learn something they desperately need to know by working with you?

Just being the better choice won’t get a candidate elected; it certainly won’t convince people to buy from you. You have to give them a compelling reason why they should buy. Paint an accurate picture of life as they know it, then paint one showing what their experience will be like after they get their hands on your product. The more vivid the image, the more compelling it will be.

Back up your claims with proof: scientific or clinical evidence, testimonials, case studies, awards, etc. Make it real for them.

Once a prospect sees himself enjoying their new life, making the purchase is the next natural step. This usually takes work (research, writing, rewriting, testing). So does filing bankruptcy.

Oh, and One More Thing

People generally won’t buy from someone they don’t trust. It is of the utmost importance for entrepreneurs, marketers and sales people to gain the trust of their prospects and customers.

Allow me to refer you to an interview I did with a third Harvard man, best-selling author Charlie Green. During our 30-minute interview, Charlie talked about

  • why trust is critical to you success in business
  • specific ways you can build more trust in your relationships
  • mistakes you might be making which can sabotage your efforts to gain the trust of your prospects
  • common myths about trust
  • how long it really takes to start building (or rebuilding) trust
  • and more.

Check out the “30 Minutes to More Trust” interview here. I learned quite a bit and I think you will, too.

 

 

Unexpected Insights for the Christian Entrepreneur Pt.3

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(If you didn’t read Part 2 of this series, check it out here)

“Let us stop just saying we love each other; let us really show it by our actions.” – 1 John 3:18 (NLT)

I think if I had one message to share with the world it would be this: IT’S NOT ABOUT YOU. This idea applies to every area of life. Let’s focus on how it pertains to business for now.

Businesses don’t exist for their own sakes. Sure, you become entrepreneurs to earn money and to try to live the life you dream of. Hopefully you also hope to make the world a better place and improve the lives of others through your work. But ultimately, your business is not about you.

Walmart founder Sam Walton reminds us that “There is only one boss. The customer.” Without customers, you have a hobby, not a business. So why do so many companies treat their customers and clients like anything less than the very reason they exist?

Why do many entrepreneurs fall in love with their product or service, to the detriment of the people who they are designed to serve? Theodore Levitt gives some terrific illustrations of this point in an article he wrote for the Harvard Business Review in 1975 called “Marketing Myopia.” Using examples from Hollywood to oil companies to railroads, Levitt shows numerous billion dollar mistakes companies and entire industries have made because of their preoccupation with their products instead of their customers. Many businesses have made themselves obsolete in the process.

(I strongly encourage you to read “Marketing Myopia” and take notes. The historical and practical lessons are profoundly valuable.)

Instead of being enamored with what we offer, we need to make our customers our number one business priority. How do our products serve them? How do they want to be served? How could they benefit them even more according to their expressed desire?

Elsewhere I have called this mentality “lowercase syndrome.”

As a Christian entrepreneur, you put God first, others (aka your customers/clients) second and yourself last. You should esteem others more highly than yourself, offering yourself as a servant, even as Christ humbled Himself to become a servant (Philippians 2:3-7).

Should you try to earn as much money as possible? Absolutely! Do it by offering the most value in the marketplace, becoming the most trusted provider of whatever you sell and making it as easy as possible for your ideal customers to buy from or work with you.

(John Wesley, founder of the Methodist church, had 3 rules concerning money. The first rule is to make as much as you can.)

For many of us, business is what the Lord has purposed for our lives. Do you think He designed a plan for you that required you to focus on yourself, your needs, your desires? Of course not. Selfishness is never God’s desire. He wants you to consider the needs of the people around you. Your business might be one of His ways to help you think about yourself even less.

Be a good steward of your opportunities. Be a blessing to each and every one of your customers instead of thinking of them as walking dollar signs.

In the words of advertising legend Leo Burnett, “What helps people, helps business.” I think God is pleased with that.

Unexpected Insights for the Christian Entrepreneur, Pt. 1

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“The horse is made ready for the day of battle, but victory rests with the LORD.” – Proverbs 21:31 (NIV)

There is an interesting dynamic at play that Christian entrepreneurs in every industry have to deal with: finding a balance between taking action and having faith in God as Provider. How do we avoid going to one extreme or the other?

The verse above paints a clear picture we can apply to our business lives.

As people of faith, we know that God has promised to supply all of our needs (Philippians 4:19), and we should trust Him fully for this provision. But does that mean we sit idle and wait for Him to do all the work? Obviously not.

Ultimately, victory and success comes from His hand. (That’s even true for people who don’t believe it!) But He still expects us to “make the horse ready for battle.” It’s less a matter of God “helping those who help themselves” (which isn’t in the Bible, by the way), and more an issue of cooperating with what He wants to do.

In most cases, the Lord uses His people to accomplish his will in the world. He works through us. E.M. Bounds said that “Men are God’s method…When God declares that “the eyes of the Lord run to and fro throughout the whole earth, to show himself strong in the behalf of them whose heart is perfect toward him,” he declares the necessity of men and his dependence on them as a channel through which to exert his power upon the world.”

He wants us to be willing co-workers (1 Corinthians 3:9).

What does that mean in practical terms?

It means do your part. If you want to win the battle, you have to prepare the horses. If you want to get customers, you have to market your products or services. If you want to retain clients, you have to treat them right and provide them with real value.

Do the best work you possibly can, then leave the results up to your Provider.

Read Unexpected Insights for the Christian Entrepreneur Pt. 2.

What Marketing is All About

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“You’ve gotta come and see this!” my wife exclaimed as she ran into my office (which is any room with no kids in it at the time) last night.

“What is it?” I was curious what had made her so excited in the middle of the night.

“Just watch,” she said, unpausing the DVR. She played the commercial for the 2014 Honda Odyssey.

Normally she doesn’t get excited about commercials, but this one had her head spinning. “Honey, I need that van!” kept rolling off her lips for the rest of the night.

Honda is really onto something here.

What Makes This a Great Commercial?

There’s nothing particularly brilliant about the special effects. It’s not thigh-slappingly funny. But it got the only thing that truly matters right.

It showcases the built-in vacuum.

The commercial is brilliant because it highlights a brilliant move Honda made when they designed this car.

honda-odyssey-2014-built-in-vacuumimage via theshoppingmama.com

Maybe they hired a mind reader, or maybe they just asked van drivers what they wanted in a new van. However they came up with the idea, they’re now offering something that moms and dads (the ideal customers for vehicles like this) have been wishing they’d had for years.

That’s what marketing is all about folks. Finding out what people want and helping them get their hands on it.

Honda’s the first car manufacturer to offer this innovation (if I can call it that), but they won’t be alone for long. Their unique selling proposition won’t be unique for long.

What do they need to do to keep the advantage?

P.S. Are you having trouble crafting your own rock-solid USP? You should consider this.

Worst of Signs, Pt. 2

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Here are a couple more instances of crummy signs in my south Chicago neighborhood.

Teeth Sign Chicago

This is a billboard for a dental practice just off the highway. Maybe it’s just me, but it seems terribly offensive, or at least insensitive. But it’s been in the same spot for several months, so maybe it’s working better than I think. Of course, since the sign isn’t keyed to produce trackable leads (in direct response fashion), it’s hard to know for sure, even for Dr. Atcha.

Pops Sign Lansing

If I have to point out what stinks about it, you need some help, too.

If I ever sign up for Pinterest, I’ll be sure to have a board dedicated to the good and bad advertisements I see around Chicago. There are plenty of both.

Did you see It Was the Best of Signs, It Was the Worst of Signs Pt. 1?

It Was the Best of Signs, It Was the Worst of Signs

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dad highest rank

This billboard by the National Responsible Fatherhood Clearinghouse and the Ad Council is one of the best advertisements I’ve ever seen. It doesn’t qualify as direct response or direct marketing, but it is promotional.

More than that, it’s emotionally powerful. For proud dads like myself, for those who are saddened by the lack of father figures in our nation, and particularly for military families, these 7 words speak volumes.

It’s among the best of signs because it’s targeted, which makes it laser-guided towards specific emotional responses. The imagery aims right at the heart.

Does your advertising evoke the right emotions in your target audience?

support

I mentioned this sign in an interview I did last year as being one of the dumbest signs I’d ever seen. I went back to take a picture of it in the window of a shop in south suburban Chicago.

The handwriting is nice, but that’s about as far as the positives go. And if I’m not mistaken, that shop is no longer open.

This is among the worst of signs because it is wrongly focused. Businesses cannot walk up to would-be customers and say “Hey, give me some of your money.” Businesses only stay in business because they provide value to their customers.

The business exists for the customer, not the other way around.

The sign doesn’t offer any reason whatsoever for the reader to support the business. I could understand a sign that says “Support American Businesses.” That’s asking the customer to do something that is in the best interest of the economy of his country. That means it’s good for him in the long-term.

This particular sign comes much closer to panhandling than marketing. It’s just asking for support without promising anything unique or valuable in return. What reason does anyone have to support them?

Are you giving your audience reasons why they should do business with you in your advertising? Are you telling them what’s in it for them? If not, you’re completely missing the point.

Raise the Bar on Your Value Proposition

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What is Rolex’s unique value proposition (UVP), really?

What do they do that no other watchmaker does? Do they make the world’s most accurate timepieces? The most durable? Nope. The most aesthetically pleasing? I’d give that a “no,” but I guess that one is debatable. Do they offer special features that can’t be found in other watches? Not really.

So what is it that makes Rolex so special? If we think about that for a moment, we may gain insights that will immediately impact the way we run and market our businesses.

Two Unique Conversations

apple vs. samsung marketing war

I’ve long been an advocate of finding your uniqueness. If you’ve been reading my stuff for any length of time, you’ve heard this conversation on numerous occasions. But my thinking about how uniqueness works out in the real world is evolving. Two conversations have really sparked my changing perspective.

My first inspiration came during a conversation with a brilliant marketer, my good pal Chuck McKay. He was explaining to me how there’s really no way for products to be truly unique anymore — at least not for more than a few months. Companies that create technological advancements that customers get excited enough to pay for usually see copycats coming up right behind them almost immediately.

Exhibit A: The multi-billion dollar global battle, Apple vs. Samsung.

Jack Welch said that “If you don’t have a competitive advantage, don’t compete.” So what do you do in an environment where your advantages can be ripped off so quickly?

Well, the force that creates loyal, enthusiastic customers (ones who don’t make price the the primary factor in their buying decisions) for companies like Apple, Rolex and Harley-Davidson can work just as well for you.

Boiling It All Down

You may point to the way that strong brand positioning is propelling companies like Rolex forward, and you’d be correct. But what really lies behind this branding thing? More importantly, how can you use it to build of loyalty and top of mind awareness like a Nike.

The second conversation I mentioned earlier was more of a conversation I had in my own mind after reading an article written by Kimanzi Constable. When you boil it all down, business is about relationships and experiences. Branding is about relationships and experiences, both real and imagined.

unique relationship as value proposition

Have you ever seen images of fans at a Michael Jackson concert? People went bananas! Security personnel and paramedics were always on hand to handle people who whipped themselves into a frenzy and often passed out.

Good music was only part of the cause. You can bet these folks didn’t pass out every time a Michael Jackson song came on the radio. But at the concert, perfectly rational, even-keeled people became emotional, delirious fanatics . Their relationship with Michael may not have been personal, but it was very real.

Your favorite musicians may have a similar effect on you. Music creates powerful emotional experiences and, in a way, we have vicarious relationships with musicians (and other fans) through the art they perform.

Those experiences and relationships are where true uniqueness can be found. Even in a commodity business where unique value propositions are hard to come by, you can create unique experiences with customers. Just like famous musicians, you may never see them face to face, but the unique relationships you forge can be very real.

Years ago, I had a manager who told me that “every man should own a Rolex.” Rolex represents success, refinement and even masculinity for those who own them and those who desire them. This is the unique relationship Rolex has with its customers. The brand is capable of providing them with a highly-esteemed status symbol, one that draws both admiration and jealousy, in a way no other timepiece can quite replicate. The brand is an extension of the owner’s self-image, the self he wants to portray to others. He will gladly pay thousands of dollars to accomplish that.

Building Your Unique Value Relationship

Even if you have an established USP/UVP, you should start to think about your marketing and branding in terms of relationships instead of propositions. There are countless ways to build your unique value relationship (UVR). Since it is unique to each individual, I can’t tell you the best way for you to put everything together. But here are some principles to get you started.

1) Make and keep bold promises. Inspire, excite and challenge potential or existing customers. Most of your competitors will never do anything to shake people up and make them take special notice. They’re too busy playing it safe.

2) Provide remarkable customer service. Treat the customer like royalty (note how royalty and loyalty rhyme, at least in English). Give ridiculous guarantees and take away as much of the risk as possible from your customers. Make it easy to buy, easy to ask questions and get answers. Go further than your competitors are willing to go to take care of your customers’ needs. Live the Golden Rule. Don’t just say you care–prove it.

3) Stand for something. Or against something. Be a hero, an advocate. Champion the cause of your audience. Few things build and strengthen relationships like a shared goal or a common enemy.

4) Create an exclusive clique. Starbucks initiates customers into a whole new world of coffee enjoyment. I worked there for years, so I’ve seen the effect firsthand. These people are forever ruined to Folgers. But it’s more about being a member of an elite class of coffee connoisseurs than the quality of the drink. I had plenty of people tell me that Dunkin Donut’s brew tastes just as good.

If there’s anything in the world that’s a commodity, it’s coffee. Starbucks still found a way to become unique. It’s all in the experience.

5) Make the most of your location. Be THE neighborhood auto body shop. Or accountant. Claim your territory and dominate it. To steal a popular slogan, like a good neighbor, you should be there.

I believe the only way to free your business permanently from the commoditization rat race (a.k.a. the economy of today and tomorrow) is to develop and maintain a uniquely valuable relationship with people you can truly help. That is something no competitor can rip-off or destroy.

Go get started. Today.

Authenticity, Awesomeness and the Red Herring of Altruism

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Greetings, good people.

An apology before I get started.

This may turn out to be a little bit of a rant. We won’t be discussing a particular marketing concept or copywriting technique. There are a few ideas “out there” right now that I want to talk about. I still think you’ll be get some good information and insight from this conversation, but I apologize for going off-road.

Be Yourself, Doggone It

“Authenticity” is a huge buzz word these days. That’s both a good and a bad thing.

Many of the gurus and would-be teachers online now are pumping the message of authenticity. Be yourself. Speak with your authentic voice. Don’t try to be anyone else, no matter how much you admire them. Nothing wrong with being that unique individual you were created to be, right? Right!

In a copy-and-paste world, I guess that advice is necessary. When everyone seems to be winning but you, it’s tempting to start mimicking what others are doing. Besides, most of our instructors have told us at one time or another not to “reinvent the wheel,” as it were. Find something that works, and model it.

One the other hand, a 27-point list on how to be myself may be counterproductive.

Hear me on this: don’t chase authenticity. Being yourself is simple, even if it isn’t easy. Anyone who makes a big production out of this idea is sending you on a snipe hunt. That includes me. Check out this quote from American president, Woodrow Wilson.

“If you think about what you out to do for other people, your character will take care of itself. Character is a by-product, and any man who devotes himself to its cultivation in his own case will become a selfish prig.” The same is true for authenticity.

By all means, be yourself. If you’re not sure what that means, it’s time for some introspection. Write in a journal, spend some quiet time in deep thought, turn off the TV or radio and pay attention to what’s really going on inside. You’ll probably learn a lot.

We are all imposters and copycats anyway. To an astounding degree, we figure out who we are and who we’re not from the people around us. From infancy forward, we imitate our parents and role models and build our personalities on the scaffolding they set up.

Is that Awesome or What?

It wouldn’t be an exaggeration to say that I’ve seen a dozen articles, blog posts and other references to “being awesome” in the past two weeks. Gotta admit, all the chatter is starting to bother me.

What in the world does that statement even mean? It’s fairly arbitrary and generic. What is the standard for awesomeness? How do we measure it? Who’s the final judge when there’s a disagreement over levels of epicness (another word that’s hotter now than when Homer penned the Iliad)?

Here’s a thought. Don’t worry about being awesome. Now, it’s important and praiseworthy to pursue excellence in your field. But that’s more concerned with the pursuit of technical expertise or specialized knowledge. There’s a subtle difference.

I don’t think you can just write an article that says, “Be Awesome or Die.” But there is material out there right now that says exactly that. I don’t see anyone telling me “How Win the Kentucky Derby Right Now!” There’s no way you could sell that idea. On top of that, would you be frustrated if you read the article, and when you woke up the next morning, you weren’t ready to compete in the Derby? Would you wonder what’s wrong with you that you couldn’t get it to work? Do you need any extra frustration in your life?

“How to Become a Solid Marathon Runner in 8 Weeks” makes more sense. Specific, realistic, quantifiable.

My advice? Whatever you’re doing, do your best every day. And every day, try to get better. If you keep getting better, you’ll be pretty epic by the time you’re through. How awesome it that?

Altruism

According to legend, one day Pablo Picasso sat in a restaurant in Paris drinking a cup of coffee. A woman recognized him, approached him and asked him to draw sketch of her. Being the gentleman that he was, Picasso obliged. When he was finished, she took the drawing, and asked “How much do I owe you?”

“$5,000,” was Picasso’s reply.

“$5,000?!” she exclaimed. “But it only took you three minutes!”

“No,” he answered, “it took me all my life.”

What do you think Picasso would say about this romanticized notion of the starving artist? The one who creates masterpieces for the love of the craft, and would never commercialize his art. He will suffer poverty before “selling out.”

The question of art versus commerce is ridiculous. I’ve loosely labeled this idea altruism, that is, doing for or giving to others without seeking anything in return. Not looking for any benefit for yourself.

What does altruism have to do with anything? I’m glad you asked.

Honestly, not very many people are talking about being altruistic nowadays. Everyone seems to be telling you more and easier ways to become one of the rich cool kids. But I know for a fact that a lot of people feel guilty for charging what their services are worth. Or they’re scared to ask for it. Or they question whether it’s right to make people pay them to do what they love to do.

Get those thoughts out of your mind.

It is not greedy to charge what you deserve. If your plumber loves fixing pipes, should he charge you less to do it? Of course not.

Be as bold as Picasso in the anecdote above. Know the value you provide, and ask for pay commensurate with the value you bring to the table.

I’m not sure true altruism exists on planet earth. There is some degree of self-interest involved with every action. But in business, the question is a red herring. Thinking about it is nothing more than a waste of time. Stay focused on doing the best work you can do, creating as much value as possible, and earning what you’re worth for it.

Generosity is good. In most cases, I recommend being charitable on the back end. Earn as much as you can, then give as much as you can (in the words of John Wesley, founder of the Methodist church) to deserving causes.

Feet on the Ground

Wow, that really did turn into a rant. I violated my own principle of talking about one thing, but then again, the overriding topic was getting your mindset right and protecting yourself from time-draining thought processes.

We’ll get back to the regular format next time. Thanks for letting me get that out. If you have any thoughts, disagreements, or whatever, feel free to let me know. I look forward to hearing from you.

(originally published May 10, 2011)

 

Funny Thing About Yearbooks…

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Funny thing about yearbooks…

No matter who you are, there are pictures from your past that you consider embarrassing, if not downright horrifying.

Maybe you had goofy glasses, or a terrible haircut.

Maybe you were wearing hideous clothes or just acting stupid, as “kids” often to do.

(For example, I’m absolutely certain people will look back and feel intense shame that they were ever involved in “planking”)

There’s no way around it. That’s how life is. That’s the nature of fast-fading fads and the process of growing up.

But that was you. Being who you were then is part what made you who you are now.

There’s a very similar similar reality in marketing. When you look back at some of your early efforts, you may laugh and shake your head. Was that really you? Were you really that clueless? 

Yep. That was you.

And that’s okay. Who you did back then has created business you have today.

Here’s the point. Everyone looks like a beginner when he’s just getting started at something. Don’t let the fact that you’re not perfect yet stop you from getting started. You don’t have to know everything about everything to do something.

There’s a good chance you’re going to look back at your old blog posts and wonder how those words ever came from your mind. I know I do. Your first efforts are probably going to look like first efforts.

And that’s okay. That’s how you build the business you want to be in the future.

So get started ASAP. Write that sales letter. Announce that seminar. Prepare to launch that product you’ve been sitting on for the past 5 years.

In 2020, you’ll either look back and see that the actions you took in 2014 (even though they may seem amateurish in hindsight) moved you toward in creating something great… or you’ll look back and regret waiting for the “perfect moment.”

What will you see when you look back?