Cool Success

Every Level of Success is Cool

What’s Success Look Like

Growing up I heard John, go to school, do your homework, get good grades and get a good job in the city.  We lived outside of NYC in Jersey.  That’s what all my buddies heard from their parents.  But something didn’t settle with me about that plan.  It had a limit, I was limited by my time if my earnings were all about my work and my time.

Over the years I found that my definition of success wasn’t having a good job.  For me, I wanted time freedom,  for me I wanted to be able to do what I want here I want with whom I wanted.

See I never got that “Good Job”  I started my own business, I had a taste of entrepreneurship back in 78.  Yep I was only 10 but my mind was already working.  I remember hearing my dad say “Jesus Christ people are gonna have heart attacks shovling this shit!”   They were going to have a heart attack cause they were out of shape and older.  My dad’s buddy Maxxy said hey “Johnny, Shovel my driveway and Ill give 2 Sawbucks (aka $20)”

I’m 10 years old and I’m thinking $20 bucks hell yea!  In Today’s delicate fragile political correct world Maxxy and my old man probably would have went to jail making a little kid shovel sooo much snow.


So as Im shoveling away, the neighbor spots me and says Johnny when you get done come do mine.  OK Mrs. G I replied,  another $20 and my first introduction to referral based marketing.  In one day I made $80 shoveling the neighbors snow.  I was friggin 10years old.  SUCCESS!!!!!!!

I tell you this because that is when I realized not knowing I realized it at the time.  I was responsible for my success, not some boss or board of directors.  ME, Johnny, John Cassidy.   So I went on to become an Serial Entrepreneur.  Now at 48 I realize success isnt the money,  its time and money.

The businesses I build now are for me to work less and have more.  More Time, More Money, More Friends, More Experiences.  That is what will make me Rich.

What is Success for you?

Until next time.  Keep being Cool Keep being successful.


John Cassidy

Featured post

6 ways to be the Leader people want to follow.

How to Lead by Example

As a leader, the people you supervise watch your every move. To gain their confidence and trust you must provide an example they will want to follow. You could lead via a system of punishments and coercion, of course, if accelerating turnover is your hobby. But motivating them positively is a much better way to go.

To that end, here are 6 examples you can use to become the type of leader that people want to follow.

1. Do not think of them as workers only.

It’s important to keep in mind that the people working under you have bills to pay, troubles to cope with, and possibly a personal tragedy or two in their lives. Approach them with respect and be kind, knowing that they may be going through hard times.

2. Take the time to make them feel special.

It may seem corny, but try keeping notes on the people working under you, just one fact about each of them. It could be something you overhear in the hallway- perhaps a hobby, a favorite musician, a peculiar interest. You can use this information at opportune times to let them you take a real interest in them.

3. Listen to emotions.

This can be hard for some, but with effort, even the most stoic of us can discern emotions. Listen to what employees say and take a moment to mentally tag their statements with an emotion. Just say to yourself, ‘Mark feels frustrated,’ or ‘Sally is disappointed.’ Even if the emotion is irrelevant to the situation, just take a moment to recognize it without judgment. Make a habit of this and in a short amount of time you will begin to behave in a more empathetic way, and they are certain to pick up on that.

4. Don’t fight every battle.

For diligent, hardworking, and logical people, it’s easy to fall into the trap of trying to right every wrong. But there’s a fine line between being a problem solver, and being belligerent. Remember, your internal resources are limited, as are those of the people around you. Trying to squash every small discrepancy will drain your resolve, and it will squash morale.

5. Always let them save face.

‘Praise in public and censure in private’ is the golden rule of leadership. When someone has made a mistake and you must have a word with them, help them avoid the scrutiny of their coworkers. Don’t force them to take the walk of shame into your office after announcing over the P.A. that they are being summoned. They will appreciate it immensely.

6. Display solidarity

Your job is important, and no one would expect you to get into the trenches every day- however, there’s no better way to establish respect and to understand the day-to-day realities of the work your employees do than to occasionally step into their role. It’s not enough to have done it before. You must demonstrate the willingness to do it again. Remember, this isn’t your chance to show them up by outdoing them. It’s a way to develop solidarity and to understand the challenges they face each and every day.

Some of these tips may sound overly soft-handed. But if you apply a little imagination and find a way to maintain your proper station and dignity while following these guidelines, you can transform yourself from a competent manager into an inspiring leader.

Happy Leading

John Cassidy

Direct Mail vs. Email…… Which works best the numbers don’t lie


Direct Mail Still Gets the Best Response

  1. Direct mail household response rate is 5.1% (compared to .6% email, .6% paid search, .2 online display, .4% social media). This is the highest response rate the DMA has ever reported, since coming out with the Response Rate Report in 2003.1
  2. Direct mail median household return on investment is 29% (compared to 124% email, 23% paid search, 16% online display, 30% social media).1
  3. At 6.6%, oversized envelopes have the greatest household response rates over other mediums (followed by postcards at 5.7% and letter-sized envelopes at 4.3%).1
  4. At 37%, oversized envelopes have the greatest household return on investment over other mediums (followed by postcards and letter-sized envelopes at 29%).1
  5. The response rate for direct mail among people aged 18-21 years old is 12.4%.1
  6. The top response rate tracking methods are online tracking such as PURLs (61%), call center or telephone (53%), and code or coupon (42%).1
  7. For every $167 spent of direct mail in the US, marketers sell $2095 in goods.2

The Bottom Line – Direct mail has the greatest impact because it offers a tangible experience for the customer. Oversized pieces stand out the most.

Personalization Boosts the Response Even Further

  1. Adding a person’s name and full color in the direct mail can increase response by 135%.3
  2. Adding a person’s name, full color and more sophisticated database information can increase the response rate by up to 500% vs not doing any of these things.3
  3. Targeting customers on a 1:1 level increases response rates up to 50% or more.4

The Bottom Line – People are even more likely to respond to a marketing message when it feels like it was written just for them.


It’s a Multi-Channel World Out There

  1. The average person receives more than 2900 marketing messages a day.5
  2. It can take up to 18-20 touchpoints to reach a customer for the first time.6
  3. The average number of mediums used by marketers is 3.4% (up from 2.7% in last year’s study).1
  4. Only 11% of marketers are just using one medium.1
  5. Single media users are most likely to use email (54%) or direct mail (22%).1

The Bottom Line – Your customers are on multiple platforms. Are your messages clear and consistent across all of them?

Omnichannel Marketing Icons


Direct Mail and Digital Work Together

  1. 90% visit website first before calling.7
  2. 96% leave without making a purchase.8
  3. Direct mail with digital ads yield 28% higher conversion rate.9
  4. Marketing campaigns that used direct mail and 1 or more digital media experienced 118% lift in response rate compared to using direct mail only.10
  5. Website visitors who are retargeted are 70% more likely to convert.11
  6. 26% of customers will return to a site through retargeting.12

The Bottom Line – Direct mail response rate can be difficult to track, because not everyone calls in right away. Most customers head straight to the web to learn more about the product online, rather than calling to speak to a sales representative about the product directly.


It’s Easier to Nurture Existing Interest than Create New Interest

  1. It is 10X harder to create new interest than nurture existing interest.13
  2. It can cost as much as 5-12X more to acquire a new customer than retain an existing customer.13
  3. The probability of selling to an existing customer is 60-70%, vs. the probability to sell to a new customer at 5-20%.13
  4. A 5% increase in retention yields profit increases of 25-95%.14
  5. The average response rate for direct mail pieces sent to former customers of a given brand is 18.4 percent.15
  6. The household cost per acquisition for direct mail is $26.40 (compared to $10.32 email, $20.32 social media, $16.22 paid search, $24.75 internet display).1

The Bottom Line – Use direct mail to nurture existing interest, keeping current customers and prospects engaged and delighted. While the cost per acquisition is higher for direct mail, average response rate and median return on investment is competitive enough to make up the difference.

Supercharge With Data

Success is in the Data

  1. 40% of a direct marketing campaign’s success is in the data.16
  2. In general, purchased lists have a margin of error as high as 20-30% for various reasons (people move, change jobs, get married/divorced).
  3. 73% of firms aspire to be data-driven but only 29% of firms succeed at turning data into action.17

The Bottom Line – It’s critical to keep an accurate, updated customer database list.


  1. DMA Response Rate Report
  2. Print Is Big
  3. Canon Solutions America
  4. Data & Marketing Association
  5. FireSnap
  6. How to Kickstart Your Next Omnichannel Marketing Campaign
  7. How to Transform Your Website Into a Marketing Powerhouse for a Mobile World
  8. Google Analytics
  9. Non Profit Pro
  10. Merkle
  11. Criteo
  12. Retargeting: The 10 Stats you Probably Didnt Know
  13. Invesp
  14. Small Business Trends
  15. USPS Household Diary Study
  16. Above the Fold Magazine
  17. Forrester Global State Of Strategic Planning

This post supplements 25 Direct Marketing Statistics Prove Direct Mail Works15 for ’15: More Direct Mail Statistics, and 25 Direct Mail Statistics for 2016.


Sticky & Sour: The Next Step After a Bad First Impression

Sticky & Sour: The Next Step After a Bad First Impression

What are some of your most awkward professional blunders? In a recent social psychology article, Heidi Grant Halvorson shared the story of her friend Gordon and his job interview at a prestigious university:

During his campus visit, Gordon was dining with a senior faculty member named Bob. As they ate, Bob commented on the quality of his lunch. “You know, this is great,” Bob said. “You should try this!” Wary of offending, Gordon cautiously complied, reaching over for a bite. While the interview seemed successful, the job was given to another person. Years later, Gordon found the real reason for the rebuff was this: When Bob said, “You should try this,” he meant, “You should try this sometime,” not, “you should eat off my plate.” Bad manners left a sour taste of lasting consequence.

Knee Jerk Reaction or “Real Jerk” Response?

Humans naturally make snap judgments, and impressions are much harder to undo than to create. “First impressions are very sticky,” says Grant Halvorson, author of “No One Understands You and What To Do About It.”

First impressions are rooted in us and continue growing stronger, influencing future interpretations and causing “confirmation bias” to sway us in the initial direction. Grant gives this example:

“Once we have an understanding of something, we interpret everything that comes after from the vantage point of the knowledge we already have. Let’s say I think you’re a jerk, and the next day you realize ‘Hey, I acted like a jerk,’ so you bring me coffee. That seems unambiguously nice, but that action can be interpreted in a number of ways, and if I think you’re a jerk, I’m most likely to see it as an attempt to manipulate me.”

How to Restart and Rebuild

So what happens if you get off on the wrong foot? Is there any way to overcome awkward introductions? The answering is a conditional yes. We all have graceless moments, but not everyone knows how to repair the damage. Here are a few tips to help you rebuild after a clumsy misstep:

  1. Talk to people individually. Show genuine interest and seek to find common interests. Look for informal opportunities to build facetime, ask questions, and encourage others.
  2. Restart and rebuild. Apologize and move forward by offering evidence of your sincerity. If you’ve been rude, show extra kindness in the next ten conversations. If you’ve been sloppy, make your next twenty projects immaculate. Follow up immediately and consistently, in the opposite spirit of your initial mistake.
  3. Poke fun at your own blunder. Call attention to the big elephant so you can say sorry and laugh! Transparency gives people a chance to empathize and relate rather than judge or criticize.
  4. Offer to help. Figure out what is important to people and use your skills to collaborate or lighten their load. Halvorson says sometimes this takes strategic positioning:”The best way is to try to create a circumstance in which they need to deal with you, ideally where they need you in order to get what they want . . . It’s not the most awesome sounding advice because what it means is that, if you have a colleague who doesn’t think that highly of you, what you need to do is get your boss to assign you to work together on something, which is not what people want to hear, (but) when you can help them achieve their goals, then suddenly you are worth paying attention to.”

Ready to leap ahead with a fabulous first impression?


Why You Should Try to Incorporate the Holidays Into Your Marketing Efforts

Why You Should Try to Incorporate the Holidays Into Your Marketing Efforts

If it seems like more and more marketers are incorporating holiday-themed elements into their campaigns, you’re absolutely right. Though some may think this is a symptom of the commercialization of events like Thanksgiving or Christmas, it really isn’t – at least, not if you approach it from the right angle. In truth, incorporating the holidays into your larger marketing efforts is and will always be a good idea for a number of compelling reasons.

It’s All About Timeliness

Most marketing campaigns live and die by their timeliness. After all, what is a piece of marketing collateral if not a sure-fire way to get the right message in front of the right people at the right time? But this idea can take on a far greater meaning, particularly as far as the holidays are concerned.

Consider the fact that according to one recent study, about one-third of all shoppers reported that one or more holiday weekend purchases (think: Black Friday) were driven specifically by promotions. Likewise, another study revealed that in 2017 alone the average per person holiday spending will reach a new high of $805.65.

The ability to say “I’m having a one day sale for the holidays and here are all the details you need to know” is a great way to light a fire and motivate someone to make a purchase. But the reason why you should always try to incorporate the holidays into your marketing efforts runs far deeper than that.

In many ways, it plays directly into another one of the strengths of thoughtfully designed marketing collateral: emotion. You’re not just trying to establish a connection with someone – you’re trying to do so in the most emotional way possible. Connections based on emotions are the ones that instill a great sense of customer and brand loyalty.

What, then, could possibly be more emotional than the holiday season?

Capitalizing on Emotion

Think about it from the perspective of your average consumer. The holidays are something that they spend a huge portion of the year thinking about. They’re devoting a large amount of their day at this point to getting ready for Christmas. They’re looking forward to reconnecting with friends and family members that they may have lost touch with throughout the course of their busy year.

Emotions are already running incredibly high. So why on Earth would you NOT want to take advantage of that?

Making an effort to incorporate the holidays into your marketing efforts – even in some small way – taps directly into what people are already feeling all across this season. Even if you’re not running a holiday promotion, making an effort to use holiday-themed visuals – or even just wishing your audience a heartfelt “Happy Holidays” – goes a long way towards connecting YOUR brand with what THEY are experiencing in the moment.

It’s also something that you can never begin too early – particularly considering that 49% of marketers now say that they begin their holiday campaigns BEFORE Halloween. Make no mistake about it: if you’re able to successfully connect with your audience via a holiday-themed campaign at the end of the year, you’ll be building the type of emotional bridge directly to your audience that will serve you both well.

What Your Customers are Worth (and Why it Matters)

What Your Customers are Worth (and Why it Matters)

What is the value of a customer? What profit can they bring this week? This year? Over a lifetime? It may seem like a simple concept, but many small businesses have no idea what a regular customer is worth to their business. This creates two problems:

  • Uncertainty about effective marketing. What is the number of new customers you’d like to attract and what is an appropriate budget to do that? Defining a customer value will guide your marketing strategies!
  • Ambivalence regarding customer retention. With a metric for measuring customer values, you can navigate appropriate parameters for retaining them or expanding their business. Research shows that increasing customer retention rates by merely 5% increases profits by 25% to 95%!

Customer Lifetime Value

While there are many complex formulas for calculating a Customer Lifetime Value (CLV), a basic approach is to break calculations into five digestible portions, like this:

  1. Average Order Value (AOV). On the most basic level, AOV is calculated by how much money is spent per customer in a year, divided by how many orders are placed by that customer in that timeframe.
  2. Purchase Frequency (f). Take the number of orders/visits/transactions from the past year and divide it by the number of unique customers you had. The total equals frequency, or how often an average customer purchased from you.
  3. Customer Value (cv). The base value of a customer can be calculated by multiplying the AOV by the purchase frequency (cv = AOV * f). In this instance, the customer value is being calculated for one year.
  4. Average Lifespan/Time (t). A customer’s lifespan is how long they actively connect with your business before they move on or go dormant. This can be a complex calculation, but to keep things simple you can either give a broad estimate (an educated guess) or you can calculate an average based on a select number of known customers (adding the length of each of their commitments and dividing by the number of customers). For example: Total Length of Commitment/Number of Individual Customers = Average Customer Lifespan (t).
  5. Customer Lifetime Value (CLV). Now that you’ve got a general idea of a customer’s value for a year and the average customer lifespan, you can use these variables for a lifetime value: Customer value (cv) * Average Lifespan (t) = Customer Lifetime Value (CLV)

While this is a very simplified equation, even a ballpark CLV can give you a more accurate idea of how valuable each client is to your business. What should you look to spend in order to gain a customer? How much should you spend to extend their loyalty? A benchmark CLV will give you a helpful base for marketing, loyalty programs, and sales goals for the upcoming year. Take a look at a more complex approach Starbucks has taken to determine their CLV as a whopping $14,099!1

Your Customers Are Your Future

A customer represents the future of your success and your livelihood, and it will be difficult to thrive if you aren’t willing to risk or invest to attract new business. What are your obstacles to expanding your reach or enlarging your advertising? Has the uncertainty of direct mail marketing kept your business from growing? Why not rely on our expertise? We offer sophisticated, simple ways to reach a mass audience for an amount that works within your budget. Need a creative concept or help to carry it to completion? We offer prompt, knowledgeable service for every custom design mailing. Give us a call today!

What you need to know about Cash Flow and Marketing

Cash Flow and Marketing: What You Need to Know

Cash flow is important in the lifespan of any business, but one of the key things to understand is that it’s about more than just “money in versus money out.” It’s a valuable look into the bigger picture of what you’re doing, and by having a handle on this aspect of your finances, you can take advantage of business opportunities when they arise.

First, you need to understand how every element of your business relates to this cash flow concept, including marketing. To that point, marketing has a very specific relationship with cash flow that you’re going to need to be aware of moving forward.

Hone Your Budget

Yes, it’s true that marketing costs can often seem unpredictable. However, working hard to hone your marketing budget can make these unexpected situations easier to deal with.

To get started, sit down and think about your upcoming marketing efforts in relation to your other expected cash inflows and outflows. You can’t afford to throw just anything at the wall to see what sticks;  you have to be more precise than that. Create a realistic marketing budget (that includes room for experimentation if needed) that is proportional to the rest of your expected business expenses and revenue streams.

It’s All About That Return

What matters most? Return on investment. For this, focus on the metrics that provide you the context necessary to understand your marketing efforts.

Essentially, stop thinking about marketing ROI as just “how many sales did that last campaign bring in?” and don’t be afraid to break things down on a more granular level. Start looking at metrics like your customer acquisition cost. If one of your campaigns was aimed at increasing more traffic to your website, start breaking things down based on metrics like “time spent on site” and “conversion rate.”

It’s important to know how your marketing collateral is performing in terms of overall sales and revenues, but in terms of your cash flow you need to dive deeper than that. As long as you’re able to A) show that your marketing is giving you something in return, and B) you can identify exactly what that something is and when it occurs, you know where the value of every marketing dollar rests.

This, in turn, will give you the context necessary to understand marketing’s affect on cash flow and vice versa. When you know that “X action will pay off in Y way after Z amount of time,” you suddenly know the impact that every marketing decision you make actually has and when that impact is going to occur. This makes long-term cash flow projections not only easier to make but more accurate as well.

Maximize Effectiveness with Visuals

Visuals Need a True Narrative For Maximum Effectiveness

Human beings are visual learners, which is part of why visual communication is so effective (and important). Whether you’re talking about a B2C or B2B situation, marketing presentations allow your message to transcend the world of more straightforward marketing tactics and take on a whole new potential audience at the same time.

Case in point: according to one study, people only tend to remember about 10% of what they hear just three days later. If they receive the same message when paired with relevant visuals, that number jumps to an incredible 65%. It makes sense, then, that 37% of marketers said that visual resources like presentations were one of the most important forms of content for their business in general.

However, presentations are NOT necessarily a silver bullet, and you shouldn’t treat them as such. Without a strong narrative at the core of your marketing, in general, it’s far too easy to get lost in fluff that ultimately doesn’t matter – affecting the impact on your audience as a result.

What’s in a Narrative? Quite a Bit, It Turns Out

Call it whatever you’d like – a narrative, a central idea, the main thesis, etc. Every campaign needs a straightforward idea (preferably one that can be summed up in a sentence or two) at the start of it all, acting as a solid foundation from which everything else is built.

For the sake of comparison, let’s look at the power a simple narrative brings to the table regarding another visual communication medium: filmmaking. The movie “Star Wars” from 1977 is one of the most successful films of all time. It spawned billions in merchandising sales, one of the most successful franchises ever, and even led to the $4 billion acquisition of LucasFilm by Disney a few years ago.

But “Star Wars” isn’t really about crazy aliens, amazing spaceships, thrilling outer space battles and all of that other stuff. At heart, “Star Wars” is a simple and relatable narrative: a young boy who grew up on a farm dreams of a better and more exciting life, so he jumps at the chance to join the Rebellion and travel the stars.

It’s not any more complicated than that. Every single scene in the movie reinforces that narrative in some way. It all relates back to that simple idea.

Simple and Effective

Your marketing needs to be the same way. Whatever idea that you’re trying to convey or message that you’re getting across, it needs to be A) stated up front, B) as short and as simple as possible and C) relatable in some way. As long as you have those three elements, every other decision you make with regards to content needs to refer back to it, and your marketing will soar.

Having a strong, true narrative (and identifying it before you begin work) keeps you focused. Without a true narrative at the heart of it all, you’re left with marketing that doesn’t really justify its own existence.

Mistakes by Google…..Leadership Lessons

Failure is simple part of the Success Process

Along my journey as a serial entrepreneur I promise you this I’ve made a many of mistakes…however the best ones, I mean the really great blunders have always been the ones where not only did I learn a lesson but the entire team learned a lesson.  Don’t get me wrong.  At Duplicates INK our marketing firm where we specialize in digital advertising and print marketing we don’t hope to make mistakes.  But when we do, we take ownership and turn it into an opportunity to get closer to excellence.  connect with me here 

What Google’s Mistakes Can Teach Us About Leadership

One of the things that Google is famous for is data-based decision making. When they want to find the most effective way to do something, they look at the numbers and work from there. However, even a company as married to analytics as Google is vulnerable to lapses and oversights. Recently, their data showed that their process for hiring and promoting the best managers for the job was all wrong.

When you look at where Google made their mistake and what they did to correct it, you could save your company some money and heartache and also create a more effective workplace.

Google’s Error and Assumption

Besides a dedication to data, Google’s other key characteristic is a high regard for technical expertise. Tech savviness was so prized that, historically, it was one of the top factors in whether someone would get promoted to management.

When Google set out to learn whether their hiring and promoting strategy was working, they discovered something interesting: the best managers were not necessarily the ones who were technical experts at all.

After gathering and analyzing data from 10,000 manager observations, they learned that the quality they valued most had almost no bearing on whether someone was a good manager. Instead, soft skills were what made all the difference.

What the Data Says Makes a Good Manager

Google used their large pool of data to identify eight qualities and habits that make great managers. While technical skill was on the list, it was the least important of all the qualities on it. In order of importance, the qualities that make great managers include:

  • Good coaching.
  • Empowering your team to work without micromanaging. A good manager hires good people, then gets out of their way.
  • Interest in employees’ well-being and success. People are more motivated and show greater job satisfaction when they know that the people they work under care about them.
  • A results-oriented and productive outlook.
  • Excellent communication skills, especially good listening.
  • An interest in employees’ career development. Good managers understand that we all do better when we all do better.
  • A clear vision and strategy.
  • Key technical skills. These aren’t important because your manager will be doing hands-on work, by the way. They are important because it allows the manager to advise the team that they’ve assembled for the job.

In addition to the revelations above, Google discovered a lot about the types of managers who make employees happy. The most important quality is a calm demeanor and an even keel. In a high-stress environment, someone who keeps things steady is key. They also discovered that the best leaders puzzled through problems with employees instead of just telling them what to do.

By looking at the real data about good managers, Google was able to improve their hiring practices, improve worker satisfaction, and increase productivity.

The biggest takeaway? Always challenge your assumptions. You may learn that what you thought was effective may be harming your company more than it helps. By taking an honest look at your analytics, you can seize startling revelations. Use them to make your company a better place and to rise above the competition.

Go Big or Go Home

Want to Be Successful? Take Time to Dream

One of the most famous dreamers of our time is Steve Jobs, the Co-founder and CEO of Apple, an iconic visionary who believed so deeply in the power of his dreams that he was able to bring them to life for millions of people. Jobs believed that the era of mediocrity was over and that you should put in the work on every project to make it great. His famous recommendation to a Disney retail executive to “Dream bigger” when it came to Disney stores resulted in a new type of store experience that continues to delight children of all ages. How can you leverage these same tactics and take the time to dream big in your own life?

Dream Fearlessly

Individuals often lose confidence in their dreams because everyday reality creeps in and has a way of tamping down your passion. Big dreamers are different. Even if you think they’re relentlessly optimistic, it requires constant hard work and commitment to make dreams come true, and a fearless need to be successful.

Believe in Yourself

Constantly second-guessing yourself doesn’t leave a lot of time for forward movement, making self-confidence a critical requirement for living your passion. You have to identify every element of your vision down to the smallest detail, and then break it down into the small steps required to make it happen. Professional athletes are very familiar with this concept, as they are coached to visualize making a basket, getting a hole in one, or nailing a complicated gymnastics floor exercise.

Take Action

Dreaming is great, but once the dream is solidified it is time to begin moving! Harness your beliefs and stay focused on reaching your goal. There will be others who will support you along the way — great! There will also be those individuals who are constantly looking to undermine your skills, your ability, and your passion. Graciously ignore them, and keep taking steps to move your dreams forward into reality. Pausing too long to consider the consequences can often result in a missed opportunity, which may not come around again.

Compete to Win

Successful dreamers are by nature quite competitive. They’re always looking around for how their competition is doing something and finding a way to improve upon the concept, or better yet — revolutionize it in their own way. Solving problems for your customers is a daily devotion, allowing you to rise to any challenge and overcome it as you follow your dreams.

Leave Space for Dreaming

What can you stop doing (immediately, next week, in six weeks) that will free up additional time for dreaming? It can be incredibly difficult to fuel your passion when you’re so caught up in everyday activities and overall busyness that you aren’t able to stop and think. Actively look for ways that you can create space in your daily activities that provide a block of time in which to think about the future and how you’ll get there. Your future self will thank you!

Finally, and perhaps most importantly, persevere. When things don’t work out exactly as you had planned — keep going. Remind yourself that nothing good comes overnight, and success can take years to achieve. Stay resilient, be patient and keep dreaming!

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