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The Marriage of Dream and Doable

Feb 19, 2018 | 0 comments

The Marriage of Dream and Doable

Before you go off running naked through the alpine meadow in pursuit of your “dream business,” let’s take stock of all the realities and find that version of your dream that makes sense.⠀

by | Feb 19, 2018 | 0 comments


The marriage of dream and doable… that is your sweet spot.

Let’s face it… building a business just because you need an income is a crappy way to begin. Every day will feel like you’re pulling a dead weight behind you, plodding through and waiting for the end of the day.

Please don’t live like this.

But before you go off running naked through the alpine meadow in pursuit of your “dream business”, let’s take stock of all the realities and find that version of your dream that makes sense.

Meet Petunia. She has a dream to sell flowers from all over the world to remote settlements who would otherwise have none of the rare beauty of African daisies or South American orchids.

She wants every rare and exotic species available to every tiny village in the world.

What a beautiful and heavily scented dream!

And what a gargantuan dream.

Petunia starts planning, doing her research diligently, and pulling together all of the information she will need in order to get started.

She will need partnerships with delivery companies, import and export licenses, working capital to buy her stock, four trips a year to meet with potential suppliers. She will need a warehouse and a website, and a whole bunch of other stuff to make the business work.

She also has three small children under the age of 6 and no childcare.

Let’s say Petunia decides to take on her dream and build the business as she has envisioned it. What will it cost her, not just in money but in time and sacrifices, health and wellness?

Can she even do it? Maybe.

Should she do it? Probably not.

Her best strategy is to start with a small piece that will still feel like she’s working towards her dream, but fits into her schedule, budget and priorities.

Maybe she starts with one small region, and services them really well. Or maybe she focuses on one supplier to begin with, or stays in the country. That feels like something more sustainable.

Tell me in the comments…

Where can you make your dream more doable? Where are you feeling friction, that it’s maybe too much?


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