I am not a risk taker.
All this bungee jumping, parkour, crazy downhill mountain bike racing is not for me. I’m much more methodical in my approach to life. Before making a major decision, I think about the overall dream, my corresponding mission, my existing commitments, the effect on my family, ruminate on finances, but mostly consider the level of “new” and “fun” involved. Some might call that a risk assessment, but I’ve watched clients with all green lights still say ‘no’ to a great marketing/promotional opportunity that would seriously advance their company’s image, profitability, or morale. I hear all sorts of reasons from “we’ve never done it that way” to “no one will attend something like that.” When I ask for specific concerns, or ask to brainstorm a solution the usual reply is “I think we should keep our options open.”
When I hear that, I hear commitment-phobia. I hear someone who is haphazard about marketing and promotion because they don’t want to commit the focus, time, or money on a campaign. Or they like the idea of a campaign, but refuse to adequately assess one afterwards for fear that they may have to change something within the marketing mix (price, product, place, promotion). Chances are they already know there is something is wrong, but don’t want the quantitative data to verify their gut instincts.
Upon hearing this people frequently ask: Aren’t you taking risks choosing to make a commitment?
To that I have only one question in return: Will your commitment result in your physical death any faster than dying of natural causes? If the answer is no, then is it really a risk?
Yes, we all have fears. Trust me, I will almost drown myself from a panic attack anytime I have to swim in open water with a bunch of people crunched in around me. But every time I gripe about having to go through this part of the triathlon race, my son starts spouting Warhammer quotes:
Only a madman knows no fear. A warrior knows what fear is, he feels it in his stomach, he understands fear better than any other mortal can. What makes us strong is that we have conquered fear, overcome it not once but many times, over and over again, until the process has become instinctive. But no matter how many battles you fight and how many victories you win, your fear will never completely leave you. Learn to live with that fear. Learn to master your fear. ~ Memorum Libris de Petronius Caligarus, Ultramarines Captain
There is no enemy. The foe on the battlefield is merely the manifestation of that which we must overcome. He is doubt, and fear, and despair. Every battle is fought within. Conquer the battlefield that lies inside you, and the enemy disappears like the illusion he is.~ Rogal Dorn, Primarch of the Imperial Fists (Seventh Retribution (Novel) by Ben Counter, K-Day + 11 Days, pg. 158)
My kind were created to feel no fear, but we understand it. We were all once men who felt fear as does anyone else, and we must know it because it is a weapon we wield. ~Captain Darnath Lysander, Imperial Fists 1st Company (Malodrax (Novel) by Ben Counter, Chapter Ten, pg. 229)
In each case, what allows the characters to overcome fear? Commitment.
Commitment to a marketing/promotional campaign is good for business. It communicates goals to your employees, activities needed to reach these goals, and the desired outcome. Without commitment uncertainty settles into the ranks. Employees aren’t sure of their roles, the day-to-day activities that are the most important, and worry about the security of their job because either the business isn’t healthy or worry about someone “in the know” might take their place.
A mind without purpose will wander in dark places~Warhammer 40,000 3rd Edition Rulebook, page 6.
In other words, a lack of commitment produces fear, which leads to desperation, which leads to ill-advised decision-making, behavior, and word-of-mouth. Now that is some risk taking right there.
Action Tasks
Take a small assessment. Think of your greatest successes and worst miscalculations. How much did commitment to a marketing/promotional campaign factor in?