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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  July 19, 2011

Best Time To Act

There’s a very unique relationship between time and risk.  The longer you wait to solve a problem, the riskier the solution becomes.  There are two reasons why:  1) because you divert resources that could be used; and, 2) problems have a tendency to grow as time moves on.

Here’s an example:  you need a website but can’t afford help in building it.  So you spend $500 getting a kid to program it for you; the site is built but not getting traffic.  You finally have an “I need help” conversation with a professional and learn that you/the kid made some critical mistakes and the site has to be rebuilt in order to get the traffic you want.  The problem:  you spent the money you could’ve used on personal bills.  With little revenue coming in, the investment is now riskier.  You now have an acute “chicken or the egg” dilemma — you can’t earn the revenue until you fix the site but don’t have the money to fix the site.

This happens too often when we wait too long to get help.  When we think “I just need to get XX more clients, then I will invest in my business,” we spend too much time treading water.  The market doesn’t work that way.  We have to invest first before buyers will invest in us.  Before it’s too late…


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.