3 Simple Questions for Starting Something New

Well hello, and welcome to Episode 70 of Aftershock Weekly. This week I’m going to talk to you about why it’s better to sometime start something rather than over-analyze it.

I was told by a business mentor a long time ago that when you’re trying to decide if you want to start something new, whether it’s a new digital marketing campaign, whether it’s a new business, whether it’s a new job—whatever that is—you should say, “What is the worst-case scenario that could happen if I do this?” So if I start a digital marketing campaign, my worst-case scenario is I could lose X amount of dollars and get a zero return.

Now, “What’s the potential upside?” The upside is I could possibly make X amount of dollars, get this kind of return, and a lot of times the upside, there is, you don’t know exactly what all of the benefit of the upside could be. What the potential is. You know where the basement is, but you don’t know what the ceiling is.

So then the third question is, “Can I live with the worst-case scenario?” And then if you can, if you can look at the worst-case scenario, I recommend just getting started. Because you don’t know what you don’t know, and when you get started you’re not going to be perfect. So understand you’re not going to be perfect, but then you can start to adjust.

I’ll take you back to a story in my personal life. A little over ten years ago, I guess this is about eleven years ago now, I had just sprained my ankle, I was playing basketball, and I was laid up for a couple days. I happened to be reading a book called The Four-Hour Work Week, and at the time I sold nutritional products through a business I had. And in the Four-Hour Work Week it talked about Pay Per Click advertising through Google AdWords. Now I had never done this before, but I thought well, let me watch a couple of videos, let me see what they say, and let’s give it a shot. I had a $100 ad credit that was given to me, because Google will give you a $100 ad credit basically if you can fog up a mirror, but I was like, let’s try it out.

Well, within four days I had spent the $100, wasted $200 of my own money, and I had nothing but some data to show. But I did get one sale. Now I thought, “Okay, what can I learn from this?” And I started to read a little bit more, I adjusted my keywords, I adjusted my ads, I even went to my landing page and made sure it was more specific, and over time my campaigns started to thrive. And within the next year, I did tens and tens of thousands of dollars in sales through Google AdWords. And that was just because I decided to start.

That’s why in life sometimes you just have to decide to start, understand you’re not going to be perfect, and you’re going to continue to get better as you go. So I’m going to recommend that you think about something in your life that you’ve been wondering about, you’ve been pondering, maybe over-analyzing, and say what’s my worst-case scenario, what’s the best thing that can happen, can I live with the worst-case scenario, and if you can I’d recommend moving forward.

So thanks for tuning in this week. We look forward to seeing you next week. Talk to you then!