One of the things Dan Kennedy seldom talks about is what he calls “soft topics”. Despite that fact, he fully admits that they are at least as important as the marketing and strategic stuff he talks about. If you don’t have your head on straight, well, need I say more?

Anyhow, Dan normally leaves the soft topics to Lee Milteer to handle, and she’s good at it. Every time I get a little bit off the tracks, I can think back to a 4 or 5 minute conversation we had in Chicago in early 2006, and whammo, back on the rails.

About 18 months ago, I was at Dan’s Renegade get together in Cleveland. Nearing the end of the last day, a guy who had been to the 2nd to last one (this was the last ever get together) got up and asked if he was going to answer his meaning of life question.

What he meant was that 2 years prior he had said that, if asked, he would discuss what he felt was the meaning of life, and that he would put it on an index card for everyone to see. Well, no one remembered to ask.

Until 2006 at the last one. So this guy remembers and finally, someone has asked.

Dan holds up a card that says “Decide”.

He then explains that he feels that all of life is based around the word “decide”, or more accurately, deciding to do something (or not), or not deciding to do something and paying the price, regardless of what that might be. He feels that making the decision rather than letting life happen to you is really what it’s all about.

Obviously, he very much feels that this includes business. Decide to take control of your marketing. Decide to measure those things that are important to your business. Decide not to be yet another boring marketer in your niche. Decide to dominate your niche and how to do so. And so on.

Of course, Dan wasn’t the first to make this observation, nor will he be the last.

“There is nothing in the world which does not have its decisive moment, and the masterpiece of good management is to recognize and grasp this moment.”

Cardinal de Retz

de Retz lived in the 17th century. See, decisions were important back then as well.

Make some. Get moving, and keep making them. And of course, learn from the ones that don’t turn out so hot, but don’t ever stop making them.