‘I Can’t Because, I Need … ’

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late) that it wasn’t possible due to some other dependency? This dependency could be outdated technology, lack of the “right” resource or an immovable deliverable date. Well, this is just reality.

Does this sound like you?

Have you ever set up a goal, but then realized (either quickly or too late) that it wasn’t possible due to some other dependency?

This dependency could be outdated technology, lack of the “right” resource or an immovable deliverable date.

Well, this is just reality. And if you haven’t come across this yet, bless your soul.

Having worked with both large brands and small businesses … basically, budgets of all sizes … I realized this can happen to you no matter who you are.

When it comes to mobile, I feel it happens even more due to a few reasons.

The technology is advancing so fast that older, more traditional companies have a hard time keeping their back-end infrastructure up-to-date. This means the technology they have in place may not, and most likely won’t, support some of the new and innovative tools you may want to use to meet your goals.

The experience needed to execute mobile programs the way you desire doesn’t currently exist within your reach … either internally, or affordably with a partnering organization. This means that you’re either going to force additional demand on your existing staff (or yourself) or just not meet your goals.

Both of these can be a bummer, as you can imagine. But there can be light at the end of the tunnel for you.

Instead of just putting your head down and saying “we just can’t do this” or “this isn’t fair” (I know some businesses say this. We’re all human.) you just need to shift your mindset.

If you can’t reach a specific goal due to a particular dependency and sometimes dependencies … just change your goal.

I know this sounds simple, but I’ve watched this with my own eyes at huge brands that generate billions of dollars a year to small business owners who generate a little over $100,000 a year.

Too many of us (yes, myself included) have become so reactionary that we don’t plan out our success. We just chase shiny objects that won’t even get us to our goals.

If a dependency is holding you back, you have two options.

First, your new goal is to remove the dependency. If this takes time, so be it. Put together a road map (I mean an actual calendar) working backward from when you want to achieve this goal. Then identify as many smaller milestones that will help you get there. I don’t care if one of those milestones is faxing a contract.

Do people still use fax machines? I digress …

Whether you’re a small business or a large business, small wins matter. I’m telling you, I’m speaking from firsthand knowledge. Small wins help you build momentum, show progress to the rest of the organization (or again … yourself).

Second, modify your goal based on the dependency. You’ll probably want to do this while you’re doing the option above too. 😉 If you can’t reach your desired goal because you can’t afford a certain tool or enough money for advertising (hopefully, you’re not wasting advertising dollars already, as you likely are) then change your goal.

It amazes me to see people get hung up on only one desired outcome or path to that outcome that they just take no action at all. Stop your pity party and just change your goal. You can dictate what success looks like and what path can get you there based on these dependencies.

Once you’ve figured out how to modify your path to work within your means, I want you to make that calendar again. Determine when you want to reach that goal and identify all of the small wins along the way. Celebrate each and every one in some way and report that back to the business or your employees or your family if you’re a “solopreneur.”

You can power-on and find your success in a variety of ways.

Don’t let dependencies create inaction.

Are you enjoying more of these thought pieces? Please let me know in the comments.

Share what you think is holding you back from success. Go!

Author: Greg Hickman

Greg Hickman is a mobile marketing consultant, founder and host at MobileMixed.com, a mobile marketing talk show, resource and community where he's interviewed mobile marketers from brands such as CNN, JetBlue and HipCricket.

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