Be Specific


I have always admired Ferrari cars.
My favorite model is the Enzo. 
Last I checked, to own the one I like most would set me back more than $1 million after tag, tax, and title.

Not long ago, I accepted a personal discovery...
While I have a handful of wealth goals, owning a Ferrari is not among them.

Surprise. I just don't want it. 

Don't get me wrong, I'd still enjoy going for a drive in an Enzo every once in a while — maybe take it to the local Nürburgring imitation course for a few intense laps. But the day to day investment of time and energy that would be required post-purchase is not something I'm excited to make. So, the truth is that I don't really want a Ferrari. I would much rather have a vehicle that I don’t have to put too much physical or emotional energy into — or no vehicle at all.

I want this vehicle.
I do not want that one.

And that's okay.

The value of this discovery is that I can extrapolate its components and apply the principles to other considerations — I can hone in on what are truly important goals and direct my energy toward achieving them. When I imagine what it looks like to have that car, house, time, or material possession it’s a lot easier to decide what to spend my resources on because the path to success is suddenly free from all that debris.

I want this house.
I do not want that house.

I want this amount of time with my family and/or friends.
I do not want to spend that time doing [insert list of distractions].

And so on…
We can do the same exercise for our businesses and careers.

What do we sell?
What do we not sell?

Whom does it benefit?
Who is not a good fit to be our customer or client?

Our company does exactly this.
We do not do that.

This person is excited about what we do.
This person is not.

And that’s okay.
Be specific.

P.S. If you have a Ferrari you’re looking to give away, I will be delighted to give a good (albeit temporary) home for it.

David Allen-Lawrence