3″ binders and 6 C.D.s usually signify a lack of useful content. 

We desperately want complexity and fancy stuff to solve our business problems. 

Good luck with that. 

We use something like 1-2% of all the features on our software. 

We love to respond to offers to build big business plans and three-day workshops on the 57 things you need to implement for a successful marketing program. 

And we spend months analyzing opportunities to death while other people are moving on them. 

We're addicted to complexity. 

We can't help ourselves. 

But real-live business tells us something different. 

Simple kicks butt every time, but only when you do it. 

We love complexity because it allows us to hide from the fact that the things that make us successful are simple acts of intention that will move us forward. 

Make a phone call, respond to a client, thank a stakeholder (employee), listen, ask a question. 

The biggest reason we don't like simplicity is that the simple things are hard to do. 

They are simple, but that doesn't make them easy. 

Making that phone call is simple, but I avoid it because it might result in someone not liking me or creating work for me. 

It's simple but challenging. 

Meanwhile, complicated things are easy to do. 

Developing a fancy excel spreadsheet showing how successful I would be if I ever did anything. 

Research stuff to death before we move on it. 

Developing a killer website. 

Conducting focus groups, continuous market research, telephone surveys, P.R. polls, hall tests, online hybrid surveys. 

Sure these things were hard for me the first time. 

But then I learned how to do them and avoid being effective by doing them a lot. 

And they became easy. 

But other people are still impressed by the grasp I have of all this complexity, and how much time I spent getting it all figured out. 

Heck, sometimes I'm even impressed with myself. 

But complexity rarely tells us what we want to know and rarely makes us successful. 

In each business, there are a very few simple things that will make us successful. 

We need to strip out all the dumb stuff that we're reacting to daily, stop fooling ourselves that we're effective, take the bull by the horns, be proactive, and do something simple that will push us forward. 

Successful people have a knack for stripping out the complex and focusing on the simple things that will make us successful. 

Be that person. 

Simple things are hard to do. 

Complex things are easy to do. 

The simple things are where we make money. 

The complex things are where we hide. 

Hang this sign in your office:

Am I hiding right now? 

The best route in life is always simple but rarely easy. 

Regards,
Brent.

P.S.  There is no better time to build your business than right now.

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