As business owners we can often find ourselves viewing the world through a lens of improvement – If something isn’t broken, it’s within our nature to want to break and then make it better again.

We’re often not happy just settling for the way things are, nor do we accept that life as a whole was made for us to be comfortable.

Individually, we each have ideas and opinions about an ideal world that doesn’t currently exist, but that we hope one day will. Or in other words, we have an idea about how the world should be and spend a lot of our time working towards that often whether we are aware of it or not.

For the common entrepreneurially minded business owner, the word ‘should’ is of high prevalence. Things ‘should’ be done a better way. Clients ‘should’ appreciate the service they receive. Sales ‘should’ be made if we put a particular product out there.

And of course our all-time favourite as business owners: This ‘should’ go according to plan.

But this gravitation towards such a directional word needs to be handled with care, because the most important factor in its usage is the factor of balance – balance between how we believe the market ‘should’ behave and respond, versus the reality of how they are actually currently behaving and responding. 

What is meant by this?

This means that there is a constant threat accessible to us as business owners any time we want to allow our ego to kick into gear. That threat, namely, is the threat of mistaking the world for the way we believe it should be, versus what it currently is.

By deciding that something should behave, progress or exist in a particular way, we immediately blind ourselves to the reality that currently exists and can therefore be capitalised upon.

We can never capitalise or respond to a world that we believe should exist – because it simply… doesn’t exist yet.

We can capitalise on the way we believe things could go (market trends, investment opportunities, potential innovations) or the way things would go (if a particular problem were solved for a market, or if a market gained a particular advantage) but to build a business based on a world that we believe should exist is revenue suicide.

What matters more than any should in history, is what currently is.

What matters more than our opinion about what people should want, is the market’s current opinion about what they currently do want.

There is no greater determinant of reality than the behaviour that exists within the current one. In a business context, this essentially means that the market are always telling you exactly what they want more of, and they’re telling you with how they spend two things: their time and their money.

Anything other than that information is our ego kicking in as a business owner, telling us that the world should be any other way.

Listen to the should all you like, but you’ll quickly find yourself listening to a brick wall on which all of the business success you desire lies on the other side.

Sell accordingly.

Darcy J Smyth is the lead trainer of the Tonal Persuasion Method for Sales – a methodology designed to ensure you are closing sales without the dreaded ‘Hard Sell’ that turns so many buyers away in the modern business landscape. Download your TPM Beginner’s Guide below:


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