Mel,
I used to have a couple of Roundtable members who catered to the biz-op marketplace.
Now I knew these guys well enough to know they would overwhelmingly prefer for their customers to stick around.
To learn things, implement what they've been taught, move up the ladder of success and continue to buy and learn and grow in an ever-rising cycle of prosperity.
But what they often found is that sometimes after a few months the customers lose interest and they're on to something else.
For those people, they're addicted to the rush of STARTING.
Über sales strategist John Paul Mendocha defines this process as a simple, 3-step cycle:
1. Idealization: "This is the absolute best, most perfect opportunity. I can't believe I had the spectacular fortune of stumbling upon this amazing, miraculous goldmine!"
2. Demoralization: "Dang, this sure is hard. Maybe I don't have the skills to pull this off. I'm dazed and confused."
3. Frustration: "I can't get anything to work. This is hopeless. Business doesn't work. Life sucks and then you die. Maybe I should just find a tall building and jump off."
Step three leads directly back to step one, except it's yet another amazing, miraculous goldmine.
It's selling subscriptions to Grit magazine... then it's space-age polymers... then it's hydroponics... a flirtation with noni juice... a chance to own 500 mini-malls of your very own on the "World Wide Internet"... then it's affiliate programs... then it's 99 million email addresses for just $99...
The conversation-inside-the-head that fuels and perpetuates this normally goes something like this:
"If I could only just get on the leading edge of a huge trend, early on, I could ride its coat tails to success and Susan and I could have our very own motor coach and we would drive around the country and tell other people that they can do it too."
There's also usually a whole bunch of chants and mantras, stuff like:
"Whatever the mind of man can conceive and believe, it can achieve."
and
"The moment one definitely commits oneself, then providence moves too. A whole stream of events issues from the decision, raising in one's favor all manner of unforeseen incidents, meetings and material assistance, which no man could have dreamt would have come his way..."
and
"You just need to confess the positive and focus on your dream..."
(Hint: Any time you're in some business that you bought from somebody else and the solution to a problem is some mantra, this is a fairly reliable indicator that the person who sold it to you has no idea how to fix said problem. The happy jingoisms are just his preferred way to buy time and string you along.)
In my business I get people from every conceivable part of the spectrum. From established serial entrepreneurs and Roundtable members whose incomes are 7 figures and net worth is 8 figures, all the way to the guy who got off the Gullibility Express at one o'clock this afternoon.
And like it or not, ALL of them, all of us, you and me included, have had our trip around the Idealization / Demoralization / Frustration circle.
The difference between the failures and the successes is what we choose to do when we come back around to the top.
Will you throw away everything you've worked for and chase the latest shiny bauble?
Or will you bare your teeth...
Drive your stake into the ground...
And put the world on notice that you'll do whatever it takes to make ONE dollar?
Reality usually doesn't look anything like a "goldmine."
But it sure beats another trip round on the Ferris Wheel O' Frustration.
Carpe Diem,
Perry Marshall
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