This Isn’t Going To Work


A memorable project concluded with a wrap-up report titled: So, Now What? – Cautions, Advice & Recommendations For Surviving Your First Year In Business.

What follows was created for the ‘Cautions’ section to help inoculate the company’s founding partners against the negativity and rejection they’d most likely face daily as a new start-up in a field full of conventional, institutionalized morons. It seems to have struck a chord with many who have read it and so I’ve decided to share it with my Rocket family. Feel free to pass it on.

This Isn’t Going to Work

You’re too young and inexperienced and don’t have what it takes.

You have bitten off more than you can chew and will want off the ride early.

You’re lacking the testicular fortitude needed to take a stand in the face of fierce opposition.

You’ll shave too much off the corners, take too many shortcuts and break promises you could never keep.

You’re aiming too high/low, have misjudged the market, got in bed with the wrong people and will drink the red kool-aid.

You are too cheap to do things the right way, employ the wrong people and adopt systems to please the masses.

Everyone is laughing at you.

You will learn all your lines, dress to impress and act the part and people won’t buy it.

And when the competition comes in hard and heavy you won’t be ready to do what it takes to win.

You will be easily distracted, caught off guard and forced to play by their rules.

You are expert at pleasing none of the people all of the time.

You will never fit in.

You are arrogant/too cautious. You are full of pipe dreams and bullshit.

Your stuff is far too sophisticated/simple to be fully appreciated or understood.

It’s always one step forward and thirty-six back.

You try too hard/not enough to keep customers happy.

You pay too much attention to outsiders/never heed the advice of others.

Margins will be too high/low and you will always be underfunded and overvalued.

You make all the wrong choices and way knee-deep through indecision.

You launched too early/late to ever have a real shot at scoring a win.

You will never win.

This isn’t going to work because you read all of this and don’t feel a thing, pretend it doesn’t bother you and let it get under your skin.

Either way, this is the stuff you face every single day. So, be brave. Do your best and keep marching on.

And remember the stuff you can achieve if you…


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