What do you really, really want?

I'll tell you what you really, really want, what you really, really want - and it's not 'zigazig ha'! You've already got what you really want - though it may not be what you dreamed of, you are where your choices have taken you. And this is oh, so true, for where your marketing choices have led your business to be right now. Let me explain.

In corporate life I went on many and varied management and leadership development courses - but one lesson in particular struck me and stuck with me ever after. The tutor announced that we always do what we want to do, so we should quit moaning and either get on with it or make a different choice. There was outcry but eventually we were all convinced.

The argument goes thus. Faced with a choice of options we make our decision on the 'least bad' consequences at the time. A trivial example would be that you agree grudgingly to accompany your partner to do the shopping/visit a parent/see an event but are then bad-tempered and grumpy because you 'didn't want' to go. In fact you agree to go because to refuse would lead to worse consequences - guilt, sulking, tears, whatever.

So the first moral of the story is about accepting responsibility for your own choices and being graceful and positive and good company rather than grumpy and moany!

The second lesson is about recognising the choices you make, making them consciously and accepting responsibility for the consequences. Not blaming the circumstances or third parties for not being where you want to be.

The two biggest excuses for not achieving are lack of time and lack of money. These are generally scarce resources, but how is it that some people manage to do so much more in their 24 hours than others do?

If you REALLY WANT more sales, more revenue, more profit than you are succeeding in getting now then you need to do something differently. You need to WANT these badly enough to take the actions you need to take to make things happen for you. I've coached a lot of people in marketing now and the biggest problem is not lack of money or lack of ideas - it is lack of action in a timely fashion. No-one is lazy, most people would say they are 'too busy'. Ultimately they are making the wrong choice - doing what they really, really want to do right now.

So, either be happy with where your choices have led you or do something to change it! Take responsibility for:

• Understanding your customers and market
• Creating a marketing plan that commits you to action
• Establishing regular communication with clients and prospects
• Updating your website
• Investing in your business wisely - remembering time and money are scarce resources

If you're the boss in your business you can often escape being asked the tricky questions that challenge you on whether you are setting the right priorities or taking the right actions, that's where a coach or mentor can be a great help. Because you always do what you want to do - and actions speak louder than words. What do your actions say about where you want your business to be?