Uncertainty Looms

Becoming successful is mostly about getting lucky.

Most brands that are big today started intuitively. They saw a problem, identified potential solutions, and then proposed a 'unique' approach to that solution—with no assurance it would ever work.

Friends' and family's assurances don't always count.

Doing work without a fixed outcome is taxing. Each step toward your project is shadowed by fear and worry. But you know you can't ever get rid of the shadow. You can either fight a futile battle with the shadow, asking it to leave, or you can accept its inevitable presence.

Accepting it might reduce its power.

And then, sail away with intuition.
As in, work on it without the assurance it will ever work out.

Working on it creates Possibility. Not working on it ensures scarcity.

"I'm just not as creative." "I never have any good ideas." "I can't build a one-of-a-kind brand, I'll stick to what already works."

All of this heaviness comes from either never acting upon your intuitions or not being patient enough with them.

The brands you can't stop raving about? They were once shaky, fragile, brittle ideas in someone's heads. Someone looking out the window dreaming up a little dream, hoping it all works out!

They felt the same uncertainty we're feeling now.

What we see as inevitable success stories today, were once just nervous ideas that could have easily been tossed in the bin.

The only difference between them and countless others with good ideas is that they kept showing up despite that shadow.