The Gift of Spending

Maybe aim to spend more.

You’ve been running a lean operation, working diligently on your profit margin. You don’t charge too much, you don’t spend too much either, and so you’ve made it work.

Maybe aim to spend more.

You’ve made the decision to increase your empathy for new kinds of business problems you can help with. You’re investing a bit of money in tools to help you collect data about your target market, maybe to find leads, maybe to gain a bit of an edge.

Maybe aim to spend more.

You’ve realized you’re at a point where you really need to make progress on this part of your business. Enough is enough. All the other alternatives have been taking up too much of your time and energy. You’re ready to hire out help, or maybe find a tool or take up an online course. Something. You’ve been stagnant and the problem won’t solve itself. You’re going to spend a larger amount than you ever did, and this surprises you a little bit.

The encouragement for spending more is an encouragement to experience a buyer’s deliberation, to experience their mental back-and-forth when faced with a buying decision. You’ll realize the real price people are willing to pay, the real alternatives that are being considered (the true competitors), and the real struggle being felt. Having this first-hand experience is a gift. A struggle is an awful thing to waste.