Managing Uncertainty - Marketing And The Uncertainty Principle

The leading theories that are at the foundation of modern physics suggest that at every moment an infinite alternate universes are born, and the thread that is our everyday life travels down only one of theses many possibilities. This is not considered to be established fact, but when trying to define a model that explains the strange things happen at the quantum level, it is the best thing going. And whether this is in some way a tangible fact or not, it is certainly true that multiple opportunities present themselves to us every day. And the realities that we choose to manifest will have a dramatic effect on the course of our lives.

We all survive within our comfort zone. We go to the same coffee shops, have our routines that involve computer time, the family and the duties that we choose to call an occupation. And like water falling downhill, we follow the same paths, widening the trenches that direct our choices. Who knows what treasures lie just around the bend or contacts that could be one degree of separation from our current contact lists.

It can be difficult to break patterns, and even more challenging to do the things that we find most difficult. For me it is initiating cold contacts with businesses and other business professionals. For others it may be learning a new software program or admitting a mistake. I say to myself all of the time, where would I be if I had made three cold calls a day my entire adult life. What kind of opportunities would I find if I went to every chamber of commerce meeting, or tried to give out my card to local businesses when the opportunity presents itself.

If we are really only 7 points of contact away from top decision makers from every person that we know, it strikes me that it should be a matter of reaching out and following threads to arrive at whatever place our goals take us. By embracing uncertainty, instead of fearing it, we can start driving the waves that surround us and we will soon be reaching for things that seem impossible right now.

It should be noted that uncertainty can also be dangerous. Reaching out to the wrong contacts, or not handling yourself well in turbulent waters can sink your ship. The trick is to test the waters without upsetting anything important. If a direction is right for you, you will likely know right away.

So try a different coffee shop, attend that industry conference, even though you would rather put in more computer time. I will get up and make those difficult calls. Because one thing is sure, if we pick the same path down the mountain, we will see the exact same vistas. Remember the definition of insanity, doing the same thing over and over expecting a different result.

Greg Bowen owns a small Internet marketing firm and maintains a blog aimed at helping small business ownersget the most out of emerging channels. To learn more about how the Internet can improve your bottom line, please visit our website and blog:

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