When Your Gut Knows What Your Head Can't...
Some years ago I did a consult with a member of my AdWords coaching program.
This guy had invested heavily in an online business—only to realize that his customers were some seriously seedy individuals.
He was very conflicted about this.
On one hand he'd not only put quite a bit into this venture, it was profitable, thus doubly hard to walk away from.
On the other hand he didn't feel good about what he was selling or who his customers were.
His head and his gut were duking it out, a battle between two conflicting feelings: the feeling that he's worked hard and wants the benefit of his effort vs. the feeling that he's going against his upbringing and convictions by staying in this game.
I don't like just coming out and telling people what to do in situations like this.
Plus he needs to buy into his own solution anyway.
Here's what I did say to him:
In the last several years one of the most valuable skills I've honed is the ability to listen to my gut.
Unfortunately I learned this the hard way.
During my time at Synergetic Microsystems, I got to know one of our investors, guy by the name of Nick.
Now I liked Nick personally, but every time he'd call I'd feel a subtle, almost imperceptible wave of fear sweep through my body.
Only much later (after he had become my boss) did I realize his mission in life was to slice my fingers off one bloody joint at a time.
My head didn't know it, but my gut did. It wanted to protect my nice healthy fingers.
Ignoring my gut was a costly mistake.
Some time later, I was having a phone conversation with a completely different guy about a deal we were considering, and I felt that feeling again.
Everything sounded fine, but my tummy was saying Perry, I do not like this guy.
This time I was smart. I said to myself, "Self, you like this guy but your tummy does not. Get rid of him right now."
Never talked to him again.
I later learned that was the right decision.
Your gut can signal good people to you, too.
At one of my AdWords seminars a few years back, a speaker I featured named David Bullock floored everyone with his presentation about Taguchi and online testing and tracking.
Not only was he totally tuned in with great information, he was entertaining, fun, even arresting.
You know what?
Dave had never spoken to a seminar audience before.
He'd never had any speaker training.
In fact, he'd never even BEEN to that kind of marketing seminar before.
But I made him my keynote speaker and he totally rocked.
It was my gut that told me to give him two speaking slots, including Saturday night entertainment. (He was so funny at times, I didn't even need a comedian.)
It's not easy at first to discern the conflicting voices inside, the lust from the better judgment, the head from the heart, the inner surge of feelings and urges.
But little by little you begin to see through the haze and hear that inner voice more clearly.
I told my student, faced with this tough decision, that to ignore your gut today is to not be able to detect its voice at all tomorrow.
Never disconnect your most reliable instruments.
When you follow your gut like this, you'll teach your Inner CFO a lesson:
We're in charge of the money here, boys. The money is not in charge of us.
Small seeds grow and multiply.
Little hinges swing big doors.
Seemingly insignificant choices have far-reaching consequences.
And a decision to heed your best instrumentation and become even more reliant on it instead of less, benefits you in unforeseeable ways.
Carpe Diem,
Perry Marshall
P.S. Part of this process is to rub shoulders with people whose instincts are more finely tuned than yours.
At Synergetic, I had a buddy named Jim who saw straight through Nick in about 2 nanoseconds.
Had I listened to Jim, it would have saved me a lot of heartache.
Mastermind Club is a good place to find yourself a Jim or three—streetwise marketers and entrepreneurs who'll help you see the thugs hiding in the dark alley before it's too late.
Click here to learn more.