Everyone knows Friedrich Nietzsche's aphorism about the burdens of life.
It's been quoted so often that, alas, its meaning has worn thin.
I find it more useful to turn it inside out:
"If there's no Why to live for, no How can be endured".
This is the key to motivating yourself and others.
"How can I turn down new opportunities when one seems better than the other?"
"I've long dreamed of expanding into the USA, but I'm not ready to move there."
"Sales and finances are crucial, but unfortunately, they're not my forte."
"I can't leave my job to start my own business just yet."
"I simply don't have time for myself and my family."
"I'm too soft-hearted to discipline a team."
If the cost of something seems insurmountable, it's not about the price at all.
Even giving away 1 cent, joule, or second is unbearable if you get nothing in return.
Notice that this is a matter of personal perception. Offer a hand to two drowning people—one will gratefully grab it, while the other will turn away and sink. Fate may bite equally, but some will turn their scar into art, while others will scratch it until it bleeds, to be an eternal victim.
Conclusions:
If you're stuck in the "Yes, but..." dilemma, delve deeper: "For what?"
If a customer is hesitant, provide more value or reduce the risk.
If life feels unbearable, find meaning that redeems that sacrifice.
Sincerely yours,
-Alexander
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