Our greatest fears often come true. 

I’ve been in business my entire adult life, I’ve never had a job. I’ve commercially published two books, written a syndicated column for the Chicago Tribune and hosted a weekly two-hour radio show on the great radio station WGN. I’ve had the honor of working with, consulting to, and coaching executives at Fortune 50 companies, Fortune 500s, mid-markets and start-ups. From personal experience, I know this: when the time comes to face our fears in the real world (especially the irrational ones), it’s almost never as bad as we imagine it will be. What we’ve built up in our minds is far worse than the eventual reality. 

Our fears paralyze us. In our minds, we build them up and give them power far beyond the worst that can actually happen. They start to own us. This is especially true in marketing: What will everyone (literally, everyone) think? What if I offend someone? Is it perfect? Can we say that? What will legal say? Is this too positive? Is it positive enough? Can this be improved? We have to get this right. It can be better. 

This kind of Irrational fear kills good marketing. It is the enemy of simple, emotional, relentlessly steady communication that details how people’s lives or companies are improved after they use your product or service. Get your marketing out the door when it’s good enough. 

Because the distance between action and paralysis…between execution and over-analysis…between business success and failure due to inactivity…is irrational fear.