Every day you can find an excuse not to do the work.

Entrepreneurship is no joke. I started my own advertising and idea agency called The Weaponry in 2016. The business requires a great deal of effort to maintain and grow. It’s not for the weak of heart, weak of mind or weak of alarm clock.

At the same time I started my business I also started writing this blog. I wanted to share my experience and learnings with others. Now I publish a new post 3 days per week. Every day except Saturday I get up at 6 am to write. On Saturdays I sleep in until 6:30 am. I’m like the ‘Time-To-Make-The-Donuts’ man. Except consuming a lot of what I’m making won’t give you diabetes.

However, almost every day I can find an excuse not to do the things I need to do to grow my business or write my blog. I can always, always find excuses not to get up and put in the work to improve our product, processes and people. I can find excuses not to write, polish, and publish the next post. But Like Forrest Gump kept on run-ning, I keep wor-king, and wri-ting.

Excuses are everywhere. And they can get you out of anything hard. In fact, excuses can make your life easier. Much easier.

Excuses are like A-holes, Taylor. Everybody’s got one.

-Sgt. O’Neill from Platoon

But every time you grab one of those excuses you are robbing yourself. You are robbing from all that you are capable of doing and becoming. You are robbing from your life’s work. You are robbing from your own personal legend. You are robbing money from your own pocket. You are robbing from your belief in yourself that you are accountable, reliable and resilient. That you are determined, focused and driven.

An excuse is like Superman’s Kryptonite. The excuse itself weakens you. It zaps you of your superpower. It makes you a very ordinary human. Which means you are Clark-Kenty. Not the super version of you that you really want to be.

Don’t touch the excuses. They only appear to be permission slips that let you sleep in, knock off early, put in half-effort, or not work at all. But they kill your momentum. They kill progress. And they sabotage your success. (Listen all y’all it’s a sabotage!)

At the end of your days, when your obituary is written and your eulogy is read, they won’t mention all the excuses you had for not doing more. They will only talk about what you did, who you were, what you accomplished and the impact you had on other people. Remember that the next time you consider grabbing an excuse.

Key Takeaway

Don’t accept the excuses life offers. Do what you are supposed to do to live into your vision for yourself. Let others take the excuses. And separate yourself from them. That alone is the difference maker. Both successful people and unsuccessful people know what they should do. The successful people actually do what they are supposed to do to make their dreams come true. Everyone else makes excuses.

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Why adults should tap into the power of playing Pretend.

When I was a kid we didn’t have electronics. Check that, we had one television in our living room. It had no remote control, so you had to get up and go to the TV to change the channel and volume, or to fix the vertical hold. I didn’t have any video games. Our only phone was wired to the wall. And the only fun things you could do with the phone was prank call your friends, or dial 867-5309 and ask for Jenny.

The Pretender

As a result of my Amish-ish youth, I had to find other ways to fill my time. One of my go-to activities was playing Pretend. It worked like this: I pretended I was someone else with a more interesting life than my own. That’s pretty much it.

My pretending covered a wide range of roles. Sometimes I pretended to be a farmer, doctor, astronaut, or soldier. Other times I pretended to be a professional athlete or a cowboy. I used to pretend to run a chapel in my basement. And my older sister Heather and I even used to regularly play (wait for it…) Brother and Sister! We played together the way we saw brothers and sisters play on TV, or in the movies. Which meant that we got along better and did way more adventurous stuff.

Today I am full-grown-ish, yet I still play Pretend. Because I now recognize that if you play Pretend long enough, and really commit to the part, you can make things happen for real.

How it has worked for me.

College

In college at The University of Wisconsin, I pretended I was going to be an advertising creative. So I declared a major in journalism to learn about writing, strategic communications, and the other isms behind journals. I also declared a psychology major, because I wanted to know more about human thinking and motivation. I realized that declaring a major is simply a fancy name for playing Pretend. Just like kilt is a fancy name for man-skirt.

Entrepreneurship

In 2015, at the height of my employed career, I started pretending I was an entrepreneur, and that I owned my own advertising agency. So I started doing all the things I thought entrepreneurs do. I read books about launching and running businesses. I hung out with successful entrepreneurs. I wrote down all my plans. And I talked to people as if I was a real entrepreneur. Suddenly, real people started asking me if I could do work for them with my pretend business. When that happened, my pretend business instantly became a real business. Just like Pinocchio became a real boy. No lie. And no strings attached. Today that business is called The Weaponry.

Blogging

About the same time, I also pretended that I was a blogger. So I did what I thought real bloggers did. I went to a blogging website called WordPress.com, I created a pretend blog, and I started writing pretend posts. Then, after I had written 5 of those, I started publishing them. Within minutes people started reading them. You, my reader-friend, are proof that I am a real blogger. Because you are most certainly a real reader. (Maybe you could write ‘Real Reader’ in the comments to confirm my Real Reader hypothesis.) My blog has now been read in nearly 130 countries around the world. (Because there aren’t 130 countries crowded into one part of the world).

No ending to the pretending.

Today, I am playing Pretend more than ever. Over the past year, I have pretended to be a cartoonist, an author, a community organizer, a high school track coach, an investor, an employee of a tech start-up, a t-shirt maker, and the owner of a food business. All of these things that I have pretended to be are now in various stages of reality. Just like Kanye West.

What About You?

Are you pretending to be who you really want to be? Are you pretending to do the things you really want to do? It’s easier than you think. Just act like you did when you were a child. You knew what to do then. Simply do the same thing now. And if you pretend all the way, you will get all the way to what you were pretending to be. Just like Jackson Browne. Or Chrissie Hynde.

Key Takeaway

Never stop pretending. It is the first step to creating. It is how you activate your beliefs, manifest your dreams, and live into your vision. Because when you pretend hard enough everyone will take you seriously. Including yourself.

*If you know someone who could benefit from this message, please share it with them.

How to use fake deadlines to make your dreams come true.

You have dreams. I know you do. You have visions of a future that is better than today. In your dream state you have a better job, a more exciting career or your own thriving business. You have lost weight, gained fame, made a fortune and crossed off everything on your bucket list. You, my friend, are Forrest Gumping.

Want To Do’s vs Have To Do’s

The hard part about making your dreams come true is that dreams are electives. They are not required. Which means that unlike taxes, you can put dreams off forever without getting into any trouble. The downside is that when you die your dreams die too. And as you are carried off to your final resting place your unrealized dreams will be left behind, still in their wrappers. Like sad little veal dreams.

Making Your Dreams Come True

The key to bringing your dreams to life is simple. You have to create fake deadlines. How do you do this? You just make them up. It’s the same way we created Leprechauns, Unicorns and the Backstreet Boys. You simply create your own fake timeline to make your dreams a reality.  Then deadline your way forward.

pen calendar to do checklist
Give yourself deadlines to keep your dreams alive.

My Entrepreneurship Deadline

On the eve of my 40th birthday I set a series of goals and fake deadlines for myself. One of my goals was to start my own advertising agency. Less than 3 years later I formed The Weaponry. A fake deadline gave my entrepreneurial dream urgency. Which made it a priority. Which gave it attention. Which created the action it required to meet the fake deadline. #3Whiches

Traction Deadlines

Today The Weaponry sets quarterly rocks, or goals, that we must accomplish within 90 days. The 90-day deadline is completely made up. But it creates urgency and forces us into action. It gamifies our efforts and keeps us moving forward and improving as an organization.

My Blogging Deadlines

I publish 3 new posts to The Perfect Agency Project blog every week. I do this to share my experiences, insights and wisdom gained from building my own advertising agency. No one is making me write. No one else is telling me that a new post needs to go live every Tuesday, Thursday and Sunday. But that’s what my fake deadlines demand. So I deliver. As a result my readership steadily increases by 50% each year.

Key Takeaway

Fake deadlines make things happen. They are the true keys to progress. To accomplish something that is important to you start by setting a fake deadline to get started. Then set a fake deadline for completion. And set lots of fake deadlines to meet important and aggressive milestones along the way. Without fake deadlines dreams die. That’s just reality. But don’t let it happen to you. Instead, set your fake deadline today, by 10pm local time. Tick Tock. Tick Tock. Tick Tock.

If you know someone who could benefit from this post, please share it with them.