Anything, but not everything

Yesterday, a coaching client mentioned that she hates certain marketing channels.

To get new customers, she could blog, get on the phone with people, email them, or contact them on social media—but some of these do not align with her values.

Problem is, a friend told her that one of these channels (one that my client hates) is amazing for generating leads. Should she suck it up and do it anyway so that she can build her business?

My client can’t rule out all marketing channels. So it’s not as simple as “if there’s something you don’t want to do, don’t do it”.

Here’s a better way to think about it:

One of my favorite blogs is Paula Pant’s Afford Anything. It’s about achieving financial independence using passive income. Paula likes to say that in life, you can afford anything, but not everything.

Let’s adapt this motto: when it comes to things you don’t want to do, you can rule out anything, but not everything.


— Peter

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