I always ask the people in my life — the ones I work with, the ones I love — “What do you want?”

Sometimes they have an answer, but most of the time they don’t. There’s nothing wrong with that.

For a while anyway.

But for people who work in marketing, communications, basically any industry where you need to capture and keep someone else’s attention, you know that everything you do takes forever to work. This is especially true if you don’t have any money to put behind it. You don’t NEED money, but it certainly helps and can speed up the process.

But most of us don’t have money. Either because we have our own limited funds to tap into, or because our department is only given so much to work with each year. Or the people in charge don’t believe in marketing and therefore don’t want to spend any money, but then they complain when they are not getting the results they’re looking for. (There is no such thing as a free lunch. Or as I like to tell people, there’s no such thing as a free breakfast burrito.)

Your biggest asset and your greatest enemy is time. Nobody knows how much time we actually have on this Earth, and we’re really good at wasting what of it that we do have. (Take it from someone who almost died not long after turning 30.)

So if the answer to the question of “What do you want?” is “I don’t know”, it’s fine for a while. We all need time to sort things out. But. You have to remember that you’re wasting the time that you do have with indecision.

And since it takes forever to convert people to whatever it is you want to convert them to, the longer you take to start doing this, the longer it’ll take to finish.

So don’t answer with “I don’t know” for too long, especially if you want to accomplish big things in your life.

(Photo Credit: Chef Buck on YouTube)