Moore R. Start now, get perfect later.: John Murray; 2018

Just start: ending procrastination

02 May 2023
Volume 12 · Issue 4


Jason Ratcliffe discusses some strategies to overcome a common issue when growing your brand–procrastination

We all know that for our brand to grow, we need to perform some tasks that push us outside of our comfort zone. You know you've got to do it, you need to do it, and yet you'll do anything other than what needs to be done. In 1937, Napoleon Hill published a seminal book, Think and Grow Rich, where he analysed the traits of over 500 millionaires and found they shared one single feature—decisiveness. In addition to making decisions confidently and quickly, they changed them slowly, giving their original decision a chance to take root. When making clinical decisions, you will act decisively – your decision muscle will have been exercised repeatedly, and the more you use it, the more instinctive and accurate your decision-making is. However, is the same true when you try something new?

Moore (2018) summarised procrastination as a normal reaction when we fear a threat to our sense of independence or worth and as a method to avoid difficult situations. We end up doing anything other than the critical task at hand. Procrastination isn't an illness or personality issue, though—it is an outdated survival instinct when a task is perceived as potentially consuming too much energy or fear of the unknown.

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