“You are the only factor that stops you from achieving a success. You’re talented, smart and capable, so the only thing you lack then is the ability of taking a wise risk. It’s your own fear keeping you from achieving success.” I once told a friend of mine, who I personally consider to be a very good marketing professional.

He told me that it’s not the fear of success but from failure. “It’s all the same” I said “this discussion might be as well on the fact if the glass is half full or half empty, it doesn’t matter who is right, but who will manage to fill the whole glass. Everything depends on your point of view, and your optimistic or pessimistic attitude.”

The discussion finished when I said: “Where there’s risk there’s fun” and I really meant it. And it’s true I don’t believe that success can be achieved without taking risk, however it must be done wisely. The risk management in business is a lot like sky diving.

First of all you wouldn’t do it without a parachute, so you secure yourself before doing it. There is always a factor of inevitable risk you will have to assume, but by choosing your co-workers and advisors wisely you can minimize it.

Using our sky diving analogy the most important person helping you in doing this will be the instructor. He will give you your first few lessons on the ground and then he’ll choose where and when to perform the jump to make it as safe as possible. Once you are ready for the real thing and you’re airborne the pilot of the plane will make sure that you are over a safe jump zone, that that he’s heading into the wind and other important safety factors.

In our comparison the instructor is your marketing and public relations adviser. He will minimize the risk you take.

Now imagine that running your business and making investments without sound knowledge of marketing and PR is like a parachute jump without an instructor. It could work as long as you’re imagining it on the ground but I guarantee you will re-consider it before going really high.

One of the most common problems I’ve experienced in my working with small businesses here in Warsaw is that many tend to the above fact.

What often happens is an approach of “let’s try this and see if it works” without any kind of preparation. On this blog I will show you real life examples of why PR and marketing is so important, and will convince you about vital role of it in your achieving success.

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