What Are You Willing To Give Up?

I frequently ask my clients, What are you willing to give up to get what you want? 

One of my favorite marketing books, admittedly an old one, is Ries and Trout’s 22 Immutable Laws of Marketing. For me, many of these 22 laws are relevant to life as well as marketing. Law #13, The Law of Sacrifice, resonates for me for making life choices: You have to give up something to get something.

What I notice in my conversations is those who are willing to let go of something move forward. They invent the new products, hire the person who will free them up to do what only they can do, take the next job or start the next business. These people are willing to give up something to get what they want.

The ‘give up’ may be something we believe. It may be fear (of failing, being wrong), or simply comfort with what we have or what we know. The ‘give up’ may be tangible, dollars that may end up as a sunk cost, or accepting that a long-term loyal employee will not be the one to take the company forward.

In short, when we are talking about giving up something to get what we want, the key questions are these:

• How much do I want the “something” I say I want?
• What am I willing to give up to get it?