Ready – Fire – Aim Revisited

Back in the 1980s, the phrase “ready – fire – aim” was popularized by management experts as a solution for growing companies at a rapid pace. More recently, business titan, Jeff Bezos, was quoted as saying, “Being wrong might hurt you a bit, but being slow will kill you.” If you think about it, both observations make the same essential point – make a decision! You don’t, however, have to be a Wall Street wizard to apply this principle.

Several years ago, I had dinner with Jay, a successful friend of mine. He had just attended a day long retreat for colleagues running multi-million-dollar companies. I asked him what he had taken away from the meeting. “See-do,” he said. I asked him to explain.

“As we went around the room sharing ideas, one of the things I noticed was that every one of us, talked about a usable idea we had discovered and every single one of us had attempted to implement it immediately. Not all of them worked out, but I was stuck by the fact that none of us hesitated or overthought the concept. In other words, we saw and we did.”

I have tried to live by that principle ever since. It’s not easy. Our always brain wants to protect us. Therefore, any time we introduce uncertainty into our routine, it begins to flood our thinking with all the reasons this new idea could be harmful. To make matters worse, it releases the stress hormones, adrenaline and cortisol into our nervous system making the feeling of uncertainly all that more intense. Since no one likes discomfort, our first instinct is to draw back and be careful. Unfortunately, this reaction has one of two effects: 1) It discourages us from acting all together or 2) It compels us to analyze the idea to death, in a desperate attempt to remove all the risk. There’s even a term for this – analysis paralysis.

Successful decision makers, like Jay, acknowledge this and act anyway. Might there be some initial discomfort? Probably. Is there a chance for the decision goes wrong? Sure. But if you continue to make decisions and learn to manage the discomfort, you’ll be further ahead over time even if you make lots of mistakes.

What’s the great idea you have been tossing around for the past few days, weeks, or even months? Uncertainty of outcome prevents most of us from becoming more successful than we are, no matter how we measure this. Do you need to have a clear plan for implementation? Yes. Do you need to have your resources in place? Sure. But don’t spend so much time getting ready that you never act on the opportunity. Success is about making decisions, not over-analyzing them out of fear. Put your discomfort aside, pull the trigger and enjoy the adventure.

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